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Five UX questions
in search of answers
Eric Reiss
@elreiss
UX Camp Europe
20 June 2015
Berlin, Germany
Stuff I think about
Stuff I want to share
“A man falls
into a hole...”
“Why are companies doomed
without a focus on UX?”
(Wait – do we really want to start here?)
“What is UX?”
UX – a bible story
UX – German uniforms
UX – backbone of an entire industry
The user experience of
User Experience Camp Europe
Sorting out the paperwork
Czeching the pizza
”DB interrupts their regularly
scheduled programming...”
By first name...
Come rain or shine...
High degree of functionality
Fantastic presentations.
And a sketchnote artist!
Lunch – proof of the pudding
Conceptual design
User testing
Proof of concept
Innovative sponsors
(and not a lot of screenshots)
And Holger’s ongoing sensation:
“UX – the musical”
(tough act to follow)
We all design UX.
But there are no UX designers.
UX
IxD SD IA CS
How do we describe UX?
Content management
Knowledge management
SEO
Scenarios
Content strategy
Sensemaking
Accessibility
Storytelling
Usability
Findability
Service designService designService designService design
Information architecture
UserUserUserUser----centered designcentered designcentered designcentered design
Design thinking
Experience design
Proliferation of titles? Sure.
Proliferation of ideas? Not so sure.
Webmaster Webmaster
Visual designer
Copywriter
Developer
Visual designer
Information architect
Copywriter
Front-end engineer
Full-stack developer
Visual designer
UI designer
Interaction designer
UX strategist
Content strategist
Information architect
Content providers
SEO consultant
Social media guru
Product manager
Project manager
Token baby boomer
1995 1998 2000 2015
Inspired by Lutz Schmitt
Down-and-dirty practicalities
Eric’s 1st Law of UX:
User experience is the sum of
a series of interactions between:
• people
• devices
• events
Eric’s 2nd Law of UX:
UX design represents the conscious
act of :
• coordinating interactions
we can control
• acknowledging interactions
we cannot control
• reducing negative interactions
“Why are companies doomed
without a focus on UX?”
A Tale of Two Pizzas
Nota bene
In a “me-too” world, UX is the key to
company/product/service differentiation
Higher product/service prices can be justified if
you provide better UX
Merely “making customers happy” cannot be
the goal. Increased conversions is the goal and
UX helps make that happen
What you can do now
Do something quick and easy that makes your
client/company look good
(show that positive change is not impossible)
Seek champions within the organization
Make everyone feel that their contribution is
valuable
Berlin | 20 June 2015 | 01:35
Berlin | 20 June 2015 | 08:12
“When is a company ready to embrace UX?”
Let’s talk about auto safety...
From academia to reality
Safety depends on reducing:
velocity of impact
crushing force
bending, folding, or torque of the body
deceleration rates during a collision
Safety depends on reducing:
stress on the body
direct contact with hard, sharp objects
Safety can be improved by:
adding seatbelts
airbags
crush zones to absorb impact
Nota bene
Most companies examine UX when all the tried-
and-true options have failed
Most companies ignore UX because the
definitions are too academic or confusing
No company will accept UX if they don’t
understand it.
Source: Renato Feijó
Source: Bogo Vatovic
What you can do now
Aggressively promote activites that are:
understandable
actionable
measurable
Get senior management involved
a company will never be truly ready to embrace UX
before its leadership is
DON’T let yourself become the “UX team of one”
“Who are the people that
make good UX designers”
You are!
Nota bene – three key skills
Curiosity
You’ve got to be interested
You can’t fake this
Empathy
This provides balance in UX
Both for users and stakeholders
Understanding
A perception is always true
One insight is worth a 1000 data points
“Understanding” does not mean “agreeing”
What you can do now
Get out of the building and talk to users
not just to discover a problem, but also to
see problems through someone else’s eyes
you have to understand the context of UX
Make sure you are always solving a real
problem, not merely inventing one
Don’t just ask what; ask why
Don’t argue, listen
“What are the ingredients of UX”
Let’s build an ark…
Content, code
Strategy, visual design
IA, navigation
Metrics, testing,
best practices
Building requires four things
Basic materials
Shaping tools
Fastening techniques
Measurement tools
Nota bene – three key ingredients
Utility
Stuff needs to work
Relevancy
Stuff needs to provide value within a specific context
Consistency
Stuff that looks the same should act the same
Stuff that looks different should act differently
Retroductive inference lowers the learning curve
What you can do now
Create a UX shortlist
Focus on what is really important
Eliminate the “nice to haves” – think feng shui
Keep users in the loop
Practice user-driven design
Don’t succumb to “deliverables creep”
Communicate, don’t try and impress
“How do we measure
the results of our UX efforts?”
“Flying on time…”
Nota bene – three metrics
Conversions
Has the business improved?
Efficiency
Are we saving time and money?
Are we reducing effort and stress for our users?
Satisfaction
Are the users truly better off than before?
What you can do now
Compare your work to current best practices
Don’t reinvent the wheel – until you need to
Make sure you measure things that are important
Don’t go for easy wins such as “likes” on Facebook
or time on page
Talk to help-desk and call-center personnel
Insist on having influence regarding the questions
asked in all future customer-satisfaction surveys
Alfred Wegener and continental drift
What you can do now
Don’t let “UX” become a buzzword
Don’t think you need certification
Don’t be afraid to disagree with current practices
Pick your battles with care...but...
Don’t be afraid to fight for what is right
Vielen Dank
meine Freunde!
(und jetzt)
Eric Reiss can (usually) be found at:
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
info@fatdux.com
www.fatdux.com

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Five questions UX Camp Europe

  • 1. Five UX questions in search of answers Eric Reiss @elreiss UX Camp Europe 20 June 2015 Berlin, Germany Stuff I think about Stuff I want to share
  • 2. “A man falls into a hole...”
  • 3. “Why are companies doomed without a focus on UX?” (Wait – do we really want to start here?)
  • 5. UX – a bible story
  • 6.
  • 7. UX – German uniforms
  • 8.
  • 9.
  • 10. UX – backbone of an entire industry
  • 11.
  • 12. The user experience of User Experience Camp Europe
  • 13.
  • 14. Sorting out the paperwork
  • 15.
  • 17.
  • 18. ”DB interrupts their regularly scheduled programming...”
  • 19.
  • 21.
  • 22. Come rain or shine...
  • 23.
  • 24. High degree of functionality
  • 25.
  • 26.
  • 27. Fantastic presentations. And a sketchnote artist!
  • 28.
  • 29.
  • 30. Lunch – proof of the pudding
  • 34. Innovative sponsors (and not a lot of screenshots)
  • 35.
  • 36.
  • 37.
  • 38. And Holger’s ongoing sensation: “UX – the musical”
  • 39.
  • 40. (tough act to follow) We all design UX. But there are no UX designers.
  • 42. How do we describe UX?
  • 43.
  • 44. Content management Knowledge management SEO Scenarios Content strategy Sensemaking Accessibility Storytelling Usability Findability Service designService designService designService design Information architecture UserUserUserUser----centered designcentered designcentered designcentered design Design thinking Experience design
  • 45. Proliferation of titles? Sure. Proliferation of ideas? Not so sure.
  • 46. Webmaster Webmaster Visual designer Copywriter Developer Visual designer Information architect Copywriter Front-end engineer Full-stack developer Visual designer UI designer Interaction designer UX strategist Content strategist Information architect Content providers SEO consultant Social media guru Product manager Project manager Token baby boomer 1995 1998 2000 2015 Inspired by Lutz Schmitt
  • 48. Eric’s 1st Law of UX: User experience is the sum of a series of interactions between: • people • devices • events
  • 49. Eric’s 2nd Law of UX: UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions
  • 50. “Why are companies doomed without a focus on UX?”
  • 51. A Tale of Two Pizzas
  • 52. Nota bene In a “me-too” world, UX is the key to company/product/service differentiation Higher product/service prices can be justified if you provide better UX Merely “making customers happy” cannot be the goal. Increased conversions is the goal and UX helps make that happen
  • 53. What you can do now Do something quick and easy that makes your client/company look good (show that positive change is not impossible) Seek champions within the organization Make everyone feel that their contribution is valuable
  • 54. Berlin | 20 June 2015 | 01:35
  • 55. Berlin | 20 June 2015 | 08:12
  • 56. “When is a company ready to embrace UX?”
  • 57. Let’s talk about auto safety...
  • 58. From academia to reality Safety depends on reducing: velocity of impact crushing force bending, folding, or torque of the body deceleration rates during a collision Safety depends on reducing: stress on the body direct contact with hard, sharp objects Safety can be improved by: adding seatbelts airbags crush zones to absorb impact
  • 59. Nota bene Most companies examine UX when all the tried- and-true options have failed Most companies ignore UX because the definitions are too academic or confusing No company will accept UX if they don’t understand it.
  • 62. What you can do now Aggressively promote activites that are: understandable actionable measurable Get senior management involved a company will never be truly ready to embrace UX before its leadership is DON’T let yourself become the “UX team of one”
  • 63. “Who are the people that make good UX designers”
  • 65. Nota bene – three key skills Curiosity You’ve got to be interested You can’t fake this Empathy This provides balance in UX Both for users and stakeholders Understanding A perception is always true One insight is worth a 1000 data points “Understanding” does not mean “agreeing”
  • 66. What you can do now Get out of the building and talk to users not just to discover a problem, but also to see problems through someone else’s eyes you have to understand the context of UX Make sure you are always solving a real problem, not merely inventing one Don’t just ask what; ask why Don’t argue, listen
  • 67. “What are the ingredients of UX”
  • 69.
  • 70. Content, code Strategy, visual design IA, navigation Metrics, testing, best practices Building requires four things Basic materials Shaping tools Fastening techniques Measurement tools
  • 71.
  • 72. Nota bene – three key ingredients Utility Stuff needs to work Relevancy Stuff needs to provide value within a specific context Consistency Stuff that looks the same should act the same Stuff that looks different should act differently Retroductive inference lowers the learning curve
  • 73. What you can do now Create a UX shortlist Focus on what is really important Eliminate the “nice to haves” – think feng shui Keep users in the loop Practice user-driven design Don’t succumb to “deliverables creep” Communicate, don’t try and impress
  • 74.
  • 75. “How do we measure the results of our UX efforts?”
  • 77. Nota bene – three metrics Conversions Has the business improved? Efficiency Are we saving time and money? Are we reducing effort and stress for our users? Satisfaction Are the users truly better off than before?
  • 78. What you can do now Compare your work to current best practices Don’t reinvent the wheel – until you need to Make sure you measure things that are important Don’t go for easy wins such as “likes” on Facebook or time on page Talk to help-desk and call-center personnel Insist on having influence regarding the questions asked in all future customer-satisfaction surveys
  • 79. Alfred Wegener and continental drift
  • 80.
  • 81. What you can do now Don’t let “UX” become a buzzword Don’t think you need certification Don’t be afraid to disagree with current practices Pick your battles with care...but... Don’t be afraid to fight for what is right
  • 83. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com