My closing plenary from UX Camp Europe in Berlin, June 4, 2017. Here I reviewed some of the key issues talked about at the conference and share some of my own learning experiences
1. Beyond the Bullshit
Lessons from a long career
Eric Reiss
@elreiss
UX Camp Europe
4 June 2017
Berlin, Germany
2. What can an old man like me
say that will help you?
The BIG question...
3. Lots of issues and buzzwords
Design thinking
Storytelling
Lean / MVP
“Awesome”
“Intuitive”
AI / IoT
Portfolios
Methodologies
Case studies
Research
Certification
Research
11. what a company does
Website
what customers are saying
TrustPilot (products and services)
Yelp (hospitality industry)
TripAdvisor (hospitality industry)
Blogs (products and services)
Social media (everything and then some)
where you can make a difference
That’s up to you!
You need to know before you write...
13. Tell me a story:
What was the problem?
How did you solve it?
What was the result?
Your process
How did you get from A to B?
What kinds of decisions did you make along the way?
What I look for in a portfolio
15. If I take the time to interview
you, I want to hire you!
The BIG secret...
16. Curiosity
Even when the subject is boring to most others
Understanding
Of the business needs as well as the user’s needs
Empathy
Can you see things through your user’s eyes?
Passion
Do you live and breathe for your projects?
Skills
Aesthetic sense, artistic skills, practical skills
What I look for in a designer
20. read the business plan
research your competitors
gain insights that marketing/sales may have
missed
suggest more informed design decisions
impress your boss
With just a little effort you can...
21. 1. Make it easy to verify the accuracy of the information on your site
2. Show that there’s a real organization behind your site.
3. Highlight the expertise in your organization and in the content and
services you provide.
4. Show that honest and trustworthy people stand behind your site.
5. Make it easy to contact you
6. Design your site so it looks professional (or is appropriate for your
purpose).
7. Make your site easy to use – and useful.
8. Update your site’s content often (at least show it’s been reviewed
recently).
9. Use restraint with any promotional content (e.g. ads, offers)
10. Avoid errors of all types, no matter how small they seem.
*Stanford University Web Credibility Guidelines
Based on 4,500 interviews with business users
Stanford Web Credibility
22. X Y Z A B C
Accurate ☺ ☺ ☺ ☺ ☺
Real org. ☺ ☺ ☺ ☺
Expertise ☺ ☺
Honest ☺ ☺ ☺ ☺ ☺
Contact ☺ ☺ ☺ ☺ ☺ ☺
Design ☺ ☺ ☺ ☺
Usability ☺
Updates
Promo ☺ ☺ ☺
Errors ☺
Stanford Credibility – May 2017
23. URL: CompanyX.com
Tagline: none
Position: El, natural gas, district heating
Statement: “Company X provides electricity,
natural gas, and district heating with several
important advantages. We give you personal
advice regarding your energy purchases – even
if you aren’t currently our customer.”
Comments: Only natural gas to business
customers. Focus on district heating for private
customers.
Overall impression:
Company X
41. We need to understand different cultures,
not just general design patterns
Why globalization is important
42.
43.
44.
45.
46.
47.
48.
49. We need to understand different cultures,
not just general design patterns
There are few things where “one size fits all”
Vacuum cleaners, gas stations, and rice cookers
Why globalization is important
50.
51. We need to understand different cultures,
not just general design patterns
There are few things where “one size fits all”
Rice cookers, vacuum cleaners, gas stations
You have to see the forest, not just the trees!
How is your stuff going to be used?
Why globalization is important
52.
53. We need to understand different cultures,
not just general design patterns
There are few things where “one size fits all”
Rice cookers, vacuum cleaners, gas stations
You have to see the forest, not just the trees!
How is your stuff going to be used?
Do your homework before you come up with a
bad design or bad answer
Why globalization is important
57. Use phrases
Use multiple words
Write query as an answer rather than a question
Keys to good search results
58. What’s the key ingredient in bearnaise sauce?
What’s the most fuel-efficient car in the world?
How many stripes does a zebra have?
Some research questions
66. According to Fast Company:
1. Define the problem
2. Create and consider many options
3. Refine selected directions
4. Repeat as necessary
5. Pick the winner
6. Execute
What is “design thinking”
67. Tell me a story:
What was the problem?
How did you solve it?
What was the result?
Your process
How did you get from A to B?
What kinds of decisions did you make along the way?
What I look for in a portfolio
68.
69.
70. (Click here to add obligatory Venn diagram)
All the people in the
whole world
71. (Click here to add obligatory Venn diagram)
All the people in the
whole world
All the people in the
whole world
who do UX
74. Eric’s 1st Law of UX:
User experience is the sum of
a series of interactions between
• people
• devices
• events
75. Eric’s 2rd Law of UX (CARE):
UX design represents the conscious
act of :
• coordinating interactions
we can control
• acknowledging interactions
we cannot control
• reducing negative interactions
• examining the journey
between these interactions
89. Observing the User Experience
Mike Kuniavsky
Morgan Kaufmann, 2003
Design Research
Brenda Laurel (editor)
MIT Press, 2003
Validating Product Ideas
Tomer Sharon
Rosenfeld, 2016
Contextual Design
Karen Holtzblatt, Hugh Beyer
Morgan Kaufmann, 2015
Must-have books for researchers
90. Measuring the Success of Your Website
Hurol Inan
Prentice-Hall, 2002
Measuring the User Experience
Tom Tullis, Bill Albert
Morgan Kaufmann, 2008
Books – UX metrics
91. Designing a UX Portfolio
Ian Fenn
O’Reilly, 2017
The Interview Expert
John Lees
Pearson Business, 2011
A Project Guide for UX Design
Russ Unger, Carolyn Chandler
New Riders, 2012
Books – self-help
92. Actionable Web Analytics
Jason Burby, Shane Atchison
Sybex, 2007
Web Analytics – an hour a day
Avinash Kaushik
Sybex/Wiley, 2007
Web Metrics
Jim Sterne
Wiley, 2002
Practical Web Analytics for UX
Michael Beasley
Morgan Kaufmann, 2013
Books – web analytics
93. How to Conduct Your Own Survey
Pricilla Salant, Don A. Dillman
Wiley, 1994
Improving Survey Questions
Floyd J. Fowler, Jr.
Sage, 1995
Mail and Internet Surveys
Don A. Dillman
Wiley, 2000
Interviewing Users
Steve Portigal
Rosenfeld, 2013
Books – surveys and interviews
94. Rocket Surgery Made Easy
Steve Krug
New Riders, 2010
Handbook of Usability Testing
Jeffrey Rubin, Dana Chisnell
Wiley, 2008
Don’t Make Me Think
Steve Krug
New Riders, 2013
Usable Usability
Eric Reiss
Wiley, 2012
Books – usability