value of an interaction (ixda brisbane nov 08)

Joel FlomIxDA Face to Face, Brisbane25 November 2008

The value of an interactionA DESIGNER’S JOURNEY FROM A STRUCTURED UPBRINGING TO UTTER CHAOS

HELLO...

- Managing Director, Elavision

- 11 years experience

- IA, IxD, UX, VP...

- A designer

Joel Flom

THE STRUCTURED UPBRINGING

THE STRUCTURED UPBRINGING

THE STRUCTURED UPBRINGING

Goals.Tasks.Results.

THE STRUCTURED UPBRINGING

Categorise.Structure.Label.

THE STRUCTURED UPBRINGING

Analyse.Design.Test.

THE UTTER CHAOS

From fairly straight-forward...

THE UTTER CHAOS

THE UTTER CHAOS

...to ridiculously complicated.

THE UTTER CHAOS

It was chaos.

THE SHORTFALLS

THE SHORTFALLS

Requirements kill- Too often it drives process

- Laundry pile (clean... and dirty)

- Business vision chopped up into little pieces

- Perceived as voice of end user

THE SHORTFALLS

- Process of elimination

- Dictated recruiting

- Needs & desires perceived as issues of usability

- Process-driven, not people-driven

Researching for conclusions

THE SHORTFALLS

- Process of elimination

- Dictated recruiting

- Needs & desires perceived as issues of usability

- Process-driven, not people-driven

Researching for conclusions✘

THE SHORTFALLS

- Very easy to structure bad content

- People not visiting a “site”

- Infinite touch points & devices

- Mixing & mashing of services

Structure ≠ foundation

THE SHORTFALLS

- Task completion basis for success

- Can’t control all the variables

- Business & product-focused

- Only one factor of experience

Usability testing too scientific

THE SHORTFALLS

“Too often we measure everything and understand nothing.”

Jack Welch, Past CEO at GE

THE SHORTFALLS

- Not rational or structured

- Unique behaviours & motivations

- Extremely difficult to personify

- Can’t control all the variables

Humans are messy

THE SHORTFALLS

- Product not the final destination

- Dependant on culture and context

- Desires & needs based on experience, not product

Product isn’t the experience

THE SHORTFALLS

- Product not the final destination

- Dependant on culture and context

- Desires & needs based on experience, not product

Product isn’t the experience

THE SHORTFALLS

- Product not the final destination

- Dependant on culture and context

- Desires & needs based on experience, not product

Product isn’t the experience

THE SHORTFALLS

“You can only provide the resources for people to have an experience; then it’s

the people (users) themselves who create the experience.”

Dan Saffer, Kicker Studios

THE HIERARCHY

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Ethical

- Compliant

- Inclusive

- Reasonable cost of entry

- Welcoming

Accessible

ACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Low learning curve

- Easy to use

- Manageable

- Consistent

- Dependable

Usable

USABLEACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Low learning curve

- Easy to use

- Manageable

- Consistent

- Dependable

Usable

USABLEACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Low learning curve

- Easy to use

- Manageable

- Consistent

- Dependable

Usable

USABLEACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Meets immediate need

- Serves a purpose

- Solves specific problem

- Answers questions quickly

- Enjoyable in productive way

Useful

USABLEUSEFULACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Trustworthy

- Easy to verify

- Credible & professional

- Open & transparent

- Best interest in mind

Authentic

USABLEUSEFULAUTHENTIC

ACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Trustworthy

- Easy to verify

- Credible & professional

- Open & transparent

- Best interest in mind

Authentic

USABLEUSEFULAUTHENTIC

ACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Pleasing aesthetically

- Real (instils confidence)

- Delight to use

- Participatory (social)

Engaging

USABLEUSEFULENGAGINGAUTHENTIC

ACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Pleasing aesthetically

- Real (instils confidence)

- Delight to use

- Participatory (social)

Engaging

USABLEUSEFULENGAGINGAUTHENTIC

ACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Pleasing aesthetically

- Real (instils confidence)

- Delight to use

- Participatory (social)

Engaging

USABLEUSEFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

“Each encounter no matter how brief is a micro interaction which makes a

deposit or withdrawal from our rational and emotional subconscious.”

David Armano, Logic + Emotion

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Fulfilling

- Engaging & empowering

- Fuels passion

- Participatory (belonging)

Meaningful

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Fulfilling

- Engaging & empowering

- Fuels passion

- Participatory (belonging)

Meaningful

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

- Fulfilling

- Engaging & empowering

- Fuels passion

- Participatory (belonging)

Meaningful

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

USABLEUSEFUL

MEANINGFULENGAGINGAUTHENTIC

ACCESSIBLE

THE HIERARCHY

THE END

- Web: www.elavision.com

- Blog: elavision.typepad.com

- Email: info@elavision.com

Thank you

THE END

References- Armano, David (2006) - darmano.typepad.com/

logic_emotion/2006/09/user_experience.html

- Hodge, Challis (2008) - www.challishodge.com/experience-hierarchy-of-needs/

- Knemeyer, Dirk (2006) - uxmatters.com/MT/archives/000124.php

- Morville, Peter (2007) - semanticstudios.com/publications/semantics/000179.php

-