UX is a process of making the invisible - or just ignored - both obvious and actionable. This talk, given at Tradecraft in San Francisco, led students through my personal path to UX practice, and gave them some methodologies to deploy when they begin a practice of their own.

1. Alexis Finch
aka @agentfin
DEFENESTRATION EXPERT
UX [Applied Anthropology / Experience Design]

8. Path to Purchase

11. why we shop changes

23. what’s in a store
Your average supermarket carries between 30,000 - 50,000 items
Typical household buys only 300-400 distinct items per year
About 150 of these are ‘regular purchases’ that are bought at least once
every 3months... this obviously leans heavily toward food items.
In an average-sized supermarket there are 4,600 display items (Not
including packaging)
Less than 20% of passing customers even glance at a display
Only around 6% take any action**

27. The Other
…Shelf

41. …BUT WAIT.
THERE’S MORE TO IT THAN THAT.
“WHEN IS A BOWL NO LONGER A BOWL?”
…BUT WAIT.
THERE’S MORE TO IT THAN THAT.
“WHEN IS A BOWL NO LONGER A BOWL?”

42. - Why are you having cereal?
- That’s what was in the cupboard. Really need to
buy some groceries.
- Are you hungry?
- Well, I’m going to eat something.
- Why do you want to eat something?
- Actually, I just saw three ads for food on TV.
- Why are you watching TV at this hour?
- Well, I’m kinda lonely cause my boyfriend is out
of town.
- Why are you lonely without him?
- Uh, well… I just moved here to live with
him. I don’t have any friends here yet.

44. User Experience:
- The interaction of someone with this thing
you’ve made.
User Experience Research:
-Who is this person touching your stuff?
-Why are they touching it?
-Where are they touching it?
-What do they get out of it?
-Was it ‘nice?’
-Did it actually answer their “need?”
- …and do you want it to?

45. So, does our user need
a nicer spoon,
a better bowl,
tastier cereal…
…or perhaps some
new friends and
a local bar?

47. What is the number one
difference in how people shop in
Asia vs the US?

49. Why do bike lanes work?

51. What is the most dangerous
creature in the world?