Users are people, too (Business Design Summit '18, UMO + WE School, Mumbai)
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Designers of products and systems often refer to the people for whom they design as “users.” While technically correct, thinking about people as “users” can lead to a reductionist approach that neglects many aspects of the UX, such as our values and emotions. We all have our own unique aspirations and feelings, and these can change based on contexts and interactions. Design teams should uphold responsibility for maintaining awareness of our “users” as people, and they can do so by implementing 3 approaches that will enhance the understanding of UX for all stakeholders.
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Users are people, too (Business Design Summit '18, UMO + WE School, Mumbai)
- 1. “Users” are people, too 3 approaches design teams can use to enhance awareness of users as humans
- 2. Steve Fadden, Ph.D. UX Research Manager, Google Lecturer, UC Berkeley School of Information
- 3. Users?
- 4. Who are we designing for?
- 7. “Only two industries refer to their customers as 'users': computer design and drug dealing." Edward Tufte, information visualization pioneer
- 10. Needs
- 11. “If I had asked people what they wanted, they would have said faster horses." Author unknown
- 12. “If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own." Henry Ford, automotive industry pioneer
- 13. Critical Incident ● Description ● Actions taken ● Feelings ● Outcome ● Future actions/responses desired
- 14. Kano Model ● Satisfaction if feature present ● Satisfaction if feature absent ● Overall importance Absence Absence Presence Presence
- 15. Which?
- 16. Hierarchy of UX needs Meaningful Pleasurable Convenient Usable Reliable Functional (useful) Significant Memorable, worth sharing Super easy, works as expected Used without difficulty Available, accurate Works as programmed Anderson, S. P. (2011). Seductive interaction design: Creating playful, fun, and effective user experiences. Berkeley, CA: New Riders
- 18. Values
- 19. Laddering Get at the core reasons ● “Why is that important?” ● “Can you clarify why?” ● “Why do you need to do that?” ● “Explain why that is?”
- 20. Listening Understand what drives people ● Reasoning ● Reactions ● Principles ● Values
- 21. Emotions
- 22. Survey Self-report emotional state ● Valence ○ Angry ○ Confused ○ Interested ○ Delighted ● Intensity ○ Weak → Strong
- 23. Biometrics Emotional state from behavior and measurements ● Facial feature tracking ● Pupil diameter ● Galvanic Skin Response ● Blood pressure ● Heart Rate Variability ● Brain activity
- 24. 2. Capture the context
- 26. Show the journey Depict experience across phases ● Before, during, after ● Actions ● Thoughts ● Emotions ● Opportunities
- 27. Depict emotion Illustrate emotional change along the journey ● Feelings ● Thoughts ● Associations ● Opportunities
- 28. Promote empathy Capture what users ● Say ● Think ● Feel ● Do
- 29. 3. Maintain awareness across stakeholders
- 31. Track achievement How we are doing ● Goals ● Usage ● Engagement ● Adoption ● Satisfaction
- 32. Key moments Critical points of the experience ● Beginning ● End ● Peaks ● Delight ● Pain points
- 33. Socialize Always make the experience top of mind ● Review key moment metrics ● Use journey as centerpiece ● Share stories and themes ● Engage all stakeholders
- 34. Take action
- 35. What next? Start/continue the process ● Critical user profile ● Context of use ● User values, needs, emotions ● Journey (before, during, after) ● Key moments ● Continuous monitoring ● Socialization
- 36. “Want your users to fall in love with your designs? Fall in love with your users." Dana Chisnell, usability research expert
- 37. Further reading Anderson, S. P. (2011). Seductive interaction design: Creating playful, fun, and effective user experiences. Berkeley, CA: New Riders. Jordan, P. W. (2000). Designing pleasurable products: An introduction to the new human factors. London: Taylor & Francis. Norman, D. A. (2004). Emotional design: Why we love (or hate) everyday things. New York: Basic Books. Walter, A. (2011). Designing for emotion. New York, N.Y: A Book Apart/Jeffrey Zeldman.
- 38. Thank you! Twitter: @sfadden Slideshare: www.slideshare.net/SteveFadden1 Linkedin: www.linkedin.com/in/stevefadden (please remind me how we met!)