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
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
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