the state of ux in the uk by nick fine
TRANSCRIPT
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The State of UX in the UK
Nick Fine
UX Bournemouth 2016
@doctorfine
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My UX Journey1996 BSc (Hons) Psychology
2004 MSc Human Computer Interaction with Ergonomics
2009 PhD Human Computer Interaction, Personalisation
2010 User Experience Executive, LV=
2011 User Experience Consultant, Redweb
2013 Head of User Experience, SAS/MSLGROUP
2014 Lead User Experience Architect (contract), Virgin Media
2016 Lead User Experience Architect (contract), Camelot
2016 Lead User Experience Architect (contract), VML London
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1 POINT SAMPLE
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ENGLAND 2016
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ENGLAND 2016
(ABOUT TEATIME)
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A CIVIL WAR ISRAGING
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art director
developer
creative director
visual designer
UX architect
UX consultant
UX researcher
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UX UI
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UX UI
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UX ARCHITECT
UX DESIGNER
UX
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How did it come to this?
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SKILLS SHORTAGE1
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DEMAND > SUPPLY• “We need UX now” • Limited UX education
• Seniority takes time• Limited mentorships• Rare research skills
• “Putting the customer at the heart…”• Trendy/buzzword
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SKILLS GAP
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COOL PROJECTS
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FREELANCE DAYRATES INCREASE
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UX IS COOL
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UX IS CASH
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+ =
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EVERYONE WANTS TO BE
UX
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EVERYONE WANTS TO BE
UX
visual designers
developersart directors
creative directors
project managers
account managers
recruiters
social media managers
marketeers
technical directors
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How did it come to this?
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2
SUBJECTIVE DEFINITION
OF UX
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“the feeling I get when I use something”
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“the way the screen is designed”
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“making sure computers are easy to use”
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“the experience you have when interacting with technology”
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“everything related to the experience from first contact to ongoing
support”
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The problem is:
What is UX?
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Name another career or industry where the area has no clear definition ?
The problem is:
What is UX?
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Why is a commonly accepted definition of UX so important?
• Talent management Team building nightmares
• Role definition Specialisation v generalisation
• Project practicalities Matching skills to projects
• Ensure user centricity It’s all about the user
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User Experience
user experience
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User Experience
user experience
The profession
The sensation/feeling
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Psychology
psychology
The profession
The sensation/feeling
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I have experiences, I can do UX
I have a mind, I can do psychology
I have a hammer, I can do carpentry
I have a brain, I can do neurosurgery
I have a photoshop, I can do design
I have Axure, I can do UX
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How did it come to this?
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SUBJECTIVEDEFINITION
OF UX
SKILLS SHORTAGE
+1 2
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= new people are redefining UX according to their own needs
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= hybridisation of roles
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DESIGNER + UX = UX DESIGNER
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DEVELOPER + UX = UX DEVELOPER
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PROJECT MANAGER + UX = UX PROJECT MANAGER
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SOCIAL MEDIA MANAGER + UX = UX SOCIAL STRATEGIST
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The Recent History of UX
HUMAN FACTORS
ENGINEERS
INFORMATIONARCHITECTS
USER EXPERIENCE
CONSULTANTS
USER EXPERIENCE DESIGNERS
1980s 1990s 2000s 2010 2016
USER RESEARCHERS
UX DEVELOPERS
UX STRATEGISTS
UX PROJECT MANAGERS
DEM
AN
D E
XCEE
DS
SUPP
LY
UX/UI
USER EXPERIENCE
RESEARCHERS
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The Evolution of the
Wireframe Monkey
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“UX” “DESIGN”
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“UX” “DESIGN”
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“UX” “DESIGN”
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“UX” “DESIGN”
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“UX” “DESIGN”
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DESIGNERS GET SICK AND TIRED
OF COLOURING IN UX WIREFRAMES
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UX
DESIGN
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UX / UI IS BORN
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DURING THE CALIFORNIA GOLD RUSH THE PEOPLE WHO MADE THE MOST MONEY WEREN’T THOSE DIGGING FOR GOLD BUT THOSE SELLING PICKAXES AND SHOVELS
1848–1855
Completely anecdotal, 2016
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UX UX/UI• User centric • Practitioner centric
• Facilitator and investigator • Expert
V
• Obsessed by tools• Obsessed by behaviour
• Insight driven solution • Best practice driven solution
• Involves users throughout • No user involvement
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The UX Recession: UCD to DCD
HUMAN FACTORS
ENGINEERS
INFORMATION ARCHITECTS
USER EXPERIENCE
CONSULTANTS
USER EXPERIENCE DESIGNERS
1980s 1990s 2000s 2010 2016
USER RESEARCHERS
UX/UI DESIGNERS
UX DEVELOPERS
UX STRATEGISTS
UX PROJECT MANAGERS
UX PRODUCT MANAGERSD
EM
AN
D E
XC
EE
DS
SUP
PLY
USER CENTRIC DESIGN
DESIGNER CENTRIC DESIGN
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PROTECTINGUSER CENTRICITY
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UX Wireframing
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UX UI
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Information Architecture
Accessibility
Usability
Interaction Design UX =
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the process of creating
optimal interaction
UX =
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UX =
Requirement GatheringCompetitor & Market AnalysisPersona DevelopmentService Evaluation
ScampingWireframingPrototyping
User testing• Local (lab based) • Remote (web based)
RESEARCH
INTERACTION DESIGN
VALIDATION
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Requirement GatheringCompetitor & Market AnalysisPersona DevelopmentService Evaluation
ScampingWireframingPrototyping
User testing• Local (lab based) • Remote (web based)
RESEARCH
INTERACTION DESIGN
VALIDATION
UX =
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?
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2016
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THE USER HAS BEEN REMOVED FROM THE UX PROCESS
2016
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THE USER HAS BEEN REMOVED FROM THE UX PROCESS
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THE USER HAS BEEN REMOVED FROM THE UX PROCESS
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What does this mean?• Designer centricity • UX by proxy • Unused and unloved • No local insight • Poor performance • Bye bye ROI
= Good looking, awful UX
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How can you put the customer
at the heart of everything you do
if you don’t talk to them?
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WE NEED TO GET BACK TO USER
CENTRIC UX
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THE FUTURE
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UX ARCHITECT
RESEARCHDESIGN
SOLUTIONINSIGHT
‘FULL SERVICE’ USER EXPERIENCE PRACTITIONER
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UX RESEARCHER UX DESIGNER
SPLIT ROLES: RESEARCH INFORMS DESIGN
RESEARCH DESIGN
SOLUTIONINSIGHT
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USER CENTRIC, FULL SERVICE PRACTITIONERS
BECOME RARE AND FOUND ONLY AT USER CENTRIC AGENCIES ONLY
DEMAND
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UX/UI BECOMES UX DESIGN
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FULL SERVICE PRACTITIONERS FIND THEIR RESEARCH SKILLS ARE VALUABLE AND IN HIGH
DEMAND
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UX ARCHITECT
UX CONSULTANT
UX RESEARCHER
UX DESIGNER
UX/UI
UX DESIGNER
UX PSYCHOLOGIST
SERVICE DESIGNER
?
ROLE EVOLUTION?
DESIGNER
?
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TAKE AWAYS
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FIGHT FOR USER CENTRICITY
Challenge designer centric approaches
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How do you know that?
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How did it test?
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FIGHT FOR USER CENTRICITYEducate and demonstrate
Lab sessions for TRANSFORMATION
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https://vimeo.com/134560844
FIGHT FOR USER CENTRICITYEducate and demonstrate
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• research strategy • test scripting • information architecture • workshop facilitation • persona development • remote user testing • lab based user testing • ethnography • insight report writing
GAIN AND EXTEND RESEARCH SKILLS
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GAIN AND EXTEND RESEARCH SKILLS• Participate in user testing sessions
• Seek out research-specific mentorship
• Learn from Psychology graduates (BSc not BA)
• Get into Psychology and HCI literature searches
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GAIN AND EXTEND RESEARCH SKILLSOverlooked Goldmines:
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DESIGN v SCIENCETHIS ISN’T ABOUT
SCIENCE
DESIGN
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DESIGN v SCIENCETHIS ISN’T ABOUT
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DESIGN + SCIENCETHIS IS ABOUT
SCIENCE DESIGN
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DESIGN + SCIENCETHIS IS ABOUT
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DESIGN + SCIENCE =
KILLER UX
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