ux. theory of relativity
DESCRIPTION
A presentation which explains what makes the user act in different situations. Using Einsteins theory of relativity we can see how time and location influences the user's decisons.TRANSCRIPT
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UX. Theory of relativityAbout
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michael dorka » user experience consulting » [email protected]
general
specific
About
of 88
This presentation
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This presentation
michael dorka » user experience consulting » [email protected] of 88
Time! Location Situation!
Think!!
Act
UX Information Design Einstein Making decisions
Experience Preparation
Evaluation!!! Intuition!! Mental models!!Semantics Linguistics
Culture!
A
Senses!See Hear Touch Smell
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User experience design creates and coordinates different aspects of design and other disciplines to create the best possible interaction and experience for users.
User Experience > Information/- design > Einstein’s Theory <
You might know that….
michael dorka » user experience consulting » [email protected] of 8804
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Information design is the practice of presenting information in a way that allowing efficient and effective understanding of it.
User Experience > Information/- design > Einstein’s Theory <
And might know also tha
t….
michael dorka » user experience consulting » [email protected] of 8805
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michael dorka » user experience consulting » [email protected] of 88 606
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michael dorka » user experience consulting » [email protected] of 88 7michael dorka » user experience consulting » [email protected] of 88 775
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michael dorka » user experience consulting » [email protected] of 88
User Experience > Information/- design > Einstein’s Theory <
Usually you move from one location
towards the other location
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michael dorka » user experience consulting » [email protected] of 88
User Experience > Information/- design > Einstein’s Theory <
But you could also move backwards
while on the way to another location
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michael dorka » user experience consulting » [email protected]
Time depends on: Where you are and how you move.
User Experience > Information/- design > Einstein’s Theory <
So let’s say that…..
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What does this have to do with user experience?
User Experience > Information/- design > Einstein’s Theory < ?
So…..
michael dorka » user experience consulting » [email protected] of 8811
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User experience depends on time, location, situation, thinking. The way how you act depends on UX.
UX can make you travel in time :)
User Experience > Information/- design > Einstein’s Theory < !
Most people agree on…..
michael dorka » user experience consulting » [email protected] of 88 12
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michael dorka » user experience consulting » [email protected] of 88
Think
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
Act
Time influences on how you…..
STRESSSTRESS
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michael dorka » user experience consulting » [email protected] of 88
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
Let’s get more detailed…..
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michael dorka » user experience consulting » [email protected] of 88
1+1+1=?
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
Example:
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michael dorka » user experience consulting » [email protected] of 88
Das Leben ist unglaublich ungerecht.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
Example:
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michael dorka » user experience consulting » [email protected] of 88
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
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michael dorka » user experience consulting » [email protected] of 88
Little experienced
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
But evaluating time depends also being…..
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michael dorka » user experience consulting » [email protected] of 88
Very experienced
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
And of course on being…..
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michael dorka » user experience consulting » [email protected] of 88
Prepared
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
And not only that. It also depends on
if you are…..
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michael dorka » user experience consulting » [email protected] of 88
Unprepared
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
Or even worse when you are …..
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michael dorka » user experience consulting » [email protected] of 88
acting depends on the time we have…
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
So we agree on…..
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michael dorka » user experience consulting » [email protected] of 88
acting depends on limitations of the location [senses and function]
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
And that…..
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michael dorka » user experience consulting » [email protected] of 88
acting depends on the situation
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
And also that…..
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michael dorka » user experience consulting » [email protected] of 88
Evaluate time to decode Choose
evaluation method
Conscience time pressure
Consequence failure/success
Limitations by perception and physics
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
So we agree on…..
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michael dorka » user experience consulting » [email protected] of 88
Comparative evaluation
Singular evaluation
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act
So when thinking you probably evaluate….
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michael dorka » user experience consulting » [email protected] of 88
Example: Eat a chocolate!
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Let’s see what it means…..
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michael dorka » user experience consulting » [email protected] of 88
Comparative evaluation
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Act
One way to go:
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michael dorka » user experience consulting » [email protected] of 88
Compare each possibility to figure out which is the best
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Act
Which makes you…..
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michael dorka » user experience consulting » [email protected] of 88
Singular evaluation
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Act
The other way to go:
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michael dorka » user experience consulting » [email protected] of 88
Take the first choice which appears working out.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Act
The other way to go:
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michael dorka » user experience consulting » [email protected] of 88
Recognition Primed Decision Model
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Act
Model 1
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michael dorka » user experience consulting » [email protected] of 88
Recognition-Primed Decision Model“the way decision makers size up the situation to recognise which course of action makes sense, and the way they evaluate that course of action by imagining it.”
Excerpt From: Gary Klein. “Sources of Power: How People Make Decisions.”
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation Recognition-Primed Decision Model >Act
Gary says that:
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michael dorka » user experience consulting » [email protected] of 88
- what types of goals make sense - set priorities - which cues are important (so there is not an
overload of information) - what to expect next (so they can prepare
themselves and notice surprises) - typical ways of responding in a given
situation.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation Recognition-Primed Decision Model >Act
Gary says that:
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michael dorka » user experience consulting » [email protected] of 88
By recognising a situation as typical the user recognises a course of action likely to succeed. The recognition of goals, cues, expectancies, and actions is part of recognising a situation. Decision makers do not start with the goals or expectancies and figure out the nature of the situation.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation Recognition-Primed Decision Model >Act
Gary says that:
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michael dorka » user experience consulting » [email protected] of 88
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation Recognition-Primed Decision Model >Act
Which means that you do this:
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michael dorka » user experience consulting » [email protected] of 88
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation Recognition-Primed Decision Model >Act
And you do not do this:
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michael dorka » user experience consulting » [email protected] of 88
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model > Intuition > Act
Knowing what you are doing?!
Intuition
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michael dorka » user experience consulting » [email protected] of 88
It is rather experience then magic:
Recognizing things without knowing how we do the recognizing.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model > Intuition > Act
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michael dorka » user experience consulting » [email protected] of 88
Intution is…..
- a experience which affect the interpretation of the situation [recognizing key patterns that indicate the dynamics of the situation]
- reacting to things that are not happening rather than to things that are.
- unaware of his use of experience [not drawing on memory for any specific previous experience.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model > Intuition > Act
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michael dorka » user experience consulting » [email protected] of 88
Good news:
The part of intuition that involves pattern matching and recognition of familiar and typical cases can be trained.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model > Intuition > Act
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michael dorka » user experience consulting » [email protected] of 88
Knowing what you are doing?!
Mental models
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition > Mental simulation > Act
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michael dorka » user experience consulting » [email protected] of 88
How to make a cheeseburger?
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition > Mental simulation > Act
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michael dorka » user experience consulting » [email protected] of 88
Mental simulation3 causal factors: - groceries - cook - arrange ………… 6 transitions:- imagine what the
cheeseburger consists of - buy the ingredients - wash each single ingredient - cut each ingredient - cook ingredients - arrange ingredients
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition > Mental simulation > Act
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michael dorka » user experience consulting » [email protected] of 88
Two major categories:
What had happened in the past?What is going to happen in the future?
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition > Mental simulation > Act
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michael dorka » user experience consulting » [email protected] of 88
Mental simulation
CoherenceDoes it make sense?
Applicability Will it get what I need?
Completeness Does it include too much or too little?
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition > Mental simulation > Act
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michael dorka » user experience consulting » [email protected] of 88
Your fantastic product/ service
You confront your user physically/ psychological influenced by design
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition > Mental simulation > Act
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michael dorka » user experience consulting » [email protected] of 88
Your fantastic product/ service
Identify Need: Project the future
Specify Parameters:
Assemble the Action Sequence
Failure to Assemble
Internal Evaluation
Design defines what the user could interpret visually.
Linguist defines how the user will interpret textually the task.
Psychology estimates how and what your user evaluates
Sociology investigates how your user’s environment influences on her evaluation
user needs to do something
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michael dorka » user experience consulting » [email protected] of 88
Your fantastic product/ service hits the user
user needs to do something
Identify Need: Project the future
Specify Parameters:
Assemble the Action Sequence
Run and review the Action Sequence
Evaluate the
Outcome
Prepare for Implementation Predict the outcome Estimate the Data
Generate a course of action Evaluate and inspect risk
Implement course of action
Failure to Assemble
Identify Problem Areas: Plausibility
Consistency Pitfalls
Microsimulation of Problem Areas
Modify the Course of Action
Reject the Course of Action
Internal Evaluation
Psychology estimates how and what your user decides on doing
Sociology investigates how your user’s environment influences on her decision
Design defines what the user could interpret visually.
Linguist defines how the user will interpret textually the task.
Psychology estimates how and what your user evaluates
Sociology investigates how your user’s environment influences on her evaluation
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michael dorka » user experience consulting » [email protected] of 88
Culture
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation > Culture > Semantics >
Cultural aspects defines how a user understands and interprets a system.
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michael dorka » user experience consulting » [email protected] of 88
You know I am saying…
Semantics
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation > Act
> Culture > Semantics >
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michael dorka » user experience consulting » [email protected] of 88
Semantics- study of meaning - relation between signifiers [words, phrases, signs, and symbols]
- what they stand for, their denotation
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Culture > Semantics >
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michael dorka » user experience consulting » [email protected] of 88
Global use of pedestrian icons*:
* http://blogs.wsj.com/scene/2013/10/15/what-do-pedestrian-traffic-icons-say-about-your-culture/tab/slideshow/#slide/11
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Semantics > > Senses > See > Hear > Feel > Smell
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michael dorka » user experience consulting » [email protected] of 88
You know I am saying…
Linguistics
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Culture > Semantics > Linguistics >
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michael dorka » user experience consulting » [email protected] of 88
Semantics:
Linguistic semantics study of meaning used for understanding human expression through language.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Culture > Semantics > Linguistics >
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michael dorka » user experience consulting » [email protected] of 88
Global use of alphabets*:
Alphabets: Latin Latin and Arabic Cyrillic Latin and Cyrillic Greek Georgian Armenian Abjads: Arabic Hebrew and Arabic Abugidas: North Indic South Indic Ethiopic Canadian Syllabic Logographic+syllabic: Pure logographic Mixed logographic and syllabaries Featural-alphabet + limited logographic Featural-alphabet
* http://en.wikipedia.org/wiki/File:Writing_systems_worldwide.png
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michael dorka » user experience consulting » [email protected] of 88 74mmmmmiicccchhhhhhaaaaaaaeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeelllllll dddddddoooooorrrrrrkkkkkkkkaaaaaa »»»» uuuuuussssseeeeerrrrr eeexxxpppppppppeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeerrrrrrrrrriieennncceeeeeeeeeee ccoonnnnssssssuuuuuulltinnnnnnnggggggggggggggggggggggggggggggg »» mmmmmdddddddoooorrrrkkkkkkaaa@@@@@@mmmmmmeeeeeeee..cccccooooooommmmmmmmmmmmmmmmmmmmmmmmmmmmmm ooooooooooffffffff 88888888888888 7777777777444444444444
Berlin, Germany
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michael dorka » user experience consulting » [email protected] of 88
Globally and in general:
Senses Different physical conditions let users interact totally different with a system.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Culture > Semantics > Linguistics > > Senses > See > Hear > Feel > Smell
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michael dorka » user experience consulting » [email protected] of 88
Globally and in general:
Color Color plays a vitally important role in the world.It can: - sway thinking - change actions - cause reactions - irritate or soothe your eyes - raise blood pressure - suppress appetite
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Culture > Semantics > Linguistics > > Senses > See > Hear > Feel > Smell
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michael dorka » user experience consulting » [email protected] of 88
Color matters
As a powerful form of communication, color is irreplaceable. Red means "stop" and green means "go." Traffic lights send this universal message. Likewise, the colors used for a product, web site, business card, or logo cause powerful reactions.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Semantics > > Senses > See > Hear > Feel > Smell
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michael dorka » user experience consulting » [email protected] of 88
Global meaning of red:
Red is one of the top two favourite colours of all people. Red is the most popular color used on flags in the world. Approximately 77% of all flags include red. Red is the international color for stop.
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Semantics > > Senses > See > Hear > Feel > Smell
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michael dorka » user experience consulting » [email protected] of 88
Global meaning of red:
The history of languages reveals that red is the first color after black and white. (All languages have words for black and white. If a third hue exists, it is red.)
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Semantics > > Senses > See > Hear > Feel > Smell
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michael dorka » user experience consulting » [email protected] of 88
And what if….…
Blind people
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Semantics > > Senses > See > Hear > Feel > Smell
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michael dorka » user experience consulting » [email protected] of 88
* http://www.who.int/mediacentre/factsheets/fs282/en/*
3%1%
96%
1% Blind people3% People with impaired vision
96%96%
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think < Comparative evaluation > Singular evaluation
> Recognition-Primed Decision Model > Intuition
> Mental simulation > Semantics > > Senses > See > Hear > Feel > Smell
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michael dorka » user experience consulting » [email protected] of 88
* http://www.who.int/mediacentre/factsheets/fs282/en/
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think < Comparative evaluation > Singular evaluation
> Recognition-Primed Decision Model > Intuition
> Mental simulation > Semantics > > Senses > See > Hear > Feel > Smell
Braille is essential to becoming literate. Research shows that braille literacy is related to academic achievement and employment.
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michael dorka » user experience consulting » [email protected] of 88
* Scienceblog
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think < Comparative evaluation > Singular evaluation
> Recognition-Primed Decision Model > Intuition
> Mental simulation > Semantics > > Senses > See > Hear > Feel > Smell
Scents are a powerful component of our experience. Smell creates memories [Olfactory memory]. This memory is mediated by the hippocampus, the manufacturer of long-term memory in the brain.*
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michael dorka » user experience consulting » [email protected] of 88
So…..
What makes you act?
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Semantics >Act
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michael dorka » user experience consulting » [email protected] of 88
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depending on the time we have… depending on the experience we have… depending on the preparationdepending on the locationdepending on the situationdepending on the way we thinkdepending on how we evaluatedepending on our intuitiondepending on our mental modeldepending on our culturedepending on senses
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michael dorka » user experience consulting » [email protected] of 88
Ahhhh…..
How do I travel in time?
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Semantics >Act
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michael dorka » user experience consulting » [email protected] of 88
Ahhhh…..
How do I travel in time?
User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <
Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model
> Intuition> Mental simulation
> Semantics >Act
87
using mental model