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UX London 2014 Overview
Transcript of UX London 2014 Overview
Quick build cycles
Internet of Things
What is UX London?
Who was there?
Gamblers get addicted 4x faster to slot machines
than other forms of gambling
It took phones 75 years to reach 50 million users.
It took radio 38 years.
Facebook 3.5 years.
And Angry Birds just 35 days.
So our designs can reach people faster than ever before!
15m new books published in the US each year
Where were they from?
3 days of inspiration, education and skills development for user experience designers
What we've done
Put associated content together in themes
Understood the amount of time we have
What they did
Products, People & Platforms
Subject matter and workshop content all tied together
The new Design Convention should be screen context = distance away from device ergo deliver experience based on distance to screen and not the device or screen resolution
5 day design sprint - create healthy time pressure
The standard Idea, Build, Launch, Learn (Iterate) process model works badly but people do it because it looks good on paper
Google Ventures promotes design sprints as a solution
Create time pressure
Get the right people in the room together
Don’t be scared about not knowing, what might seem an obvious question
Find more than one solution - three options is ideal
Work in a group but don’t do group brainstorming, work as individuals
Voting is better than talking
Create weighted voting, product owner's/CEO's votes count more
This isn’t a democracy, it shouldn’t be about opinionated design
CEOs get limited red stickers to decide which concepts/ideas get to be prototyped
Prototype with/in anything you want but keynote works really well
Use what your comfortable with
Get the users in
Collecting data without launching
This part of the process builds confidence in the solution you will build
Design can change behavior - change it for the positive. It will be the blockbuster Drug and it won't come from doctors.
Weight could be controlled by Facebook advertising. Show web rather than cake = hide hamburgers.
The future of design is about effecting behaviour.
Omada Healthcare claim their 'digital therapeutics inspire behaviour change to improve outcomes and reduce costs. No waiting rooms required.'
Data shows that group behaviour really increases engagement and success rates.
Emotional design is all about telling a story. Before the industrial revolution every product you bought told a story, you cherished them more and fixed them.
Machine made means their isn't any dialogue. Handmade does.
"People will forgive shortcomings, follow your lead, and sing your praises if you reward them with positive emotion."
- Empathy Map
When we talk about the Internet of things there are two perspectives: things will just work and/or we're creating a mess
Pay attention to the mavericks. What kinds of needs are coming out from early adopters?
Risk-adverse people are not afraid of the future, they are just overly attached to the past
Many smart sensor applications are now available. Look at these to understand what not to do, they are often too complicated for average people?
We will always use today's technology on yesterday's tasks
The technologies of the Internet of Things are so big, they're going to change a lot of things including companies
Responsibility & Quality
Put into perspective, there are 1 billion people on Facebook.
Users in mind
The second-most important thing you can do is improve user experience. The first most important thing is to find a behavioral insight and shift it to a new domain (patterns)
Find small UX improvements and extract the physiological insights, then apply them to something different
Dare to be trivial go butterfly hunting - look for the small interventions that can make a big impact
You don't have to be right to be successful, you just have to be less stupid than your competition
Maserati sell more cars at boat shows than anywhere else. They appear to be cheap in comparison
Amazon Prime doesn't work if you don't pay for it. You feel like you need to get your money back. If it was free, you wouldn't feel compelled to buy as much. Economics would assume free would do better
$300 million dollar button
The designers of a website took away the Register button. In it's place they put a Continue button with a simple message:
"You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout."
Getting information from people who need an Aids test
People didn't want to give personal details before the test was completed but were happy to do so once they had received the results regardless of whether it was positive or negative
McDonalds is great at not being shit
When designing for devices consider
(mobile first, RWD)
(viewing distance, etc)
Responsive web design is heavily linked to ergonomics.
One hand using one thumb equates to
of user behavior.
9-10" Tablet use
of users are holding their device landscape and
"You CAN have a relationship with your bathroom mirror, but do you WANT to?"
Our aim is to make services so good, people prefer to use them over the alternatives
Start with needs
Design with data
Do the hard work to make it simple
Iterate. Then Iterate again
Build for inclusion
Build digital services, not websites
Make things open: It makes things better
User research hasn't had a brilliant reputation in agile teams
Every team member should observe 2 hours of research every 6 weeks
At least one session of research should be planned for every 2 weeks of design work
Communicate research. A lot!
"I always worry when a company has a DIGITAL #strategy, because, well... what's the other kind?"
How to get information from users to make good products
Don't ask people what they want
Don't assume (start your questioning surprisingly wide)
People suck at remembering past experiences
They also suck at predicting their own future behaviour
You're there to listen not to talk
Have a script but follow interesting leads
Either do a run through or use the first session as your run through
Don't try to get the answers you want. Get the information you need
Ask open questions (this takes practice)
User needs. User stories.
Daily Mirror Ampp3d website took just eight weeks to launch
Design for snacking content, no long articles, everythingshould be tweetable
They relied on Twitter to be the canary, then pushed the optimised content onto Facebook
Challenged his team to do all their work on their phone
Strength of mobile quick build cycles, build and they will come attitude
52 trillion emails sent per year (62% are spam)
Slower and less frequency = higher quality
(i.e. writing letters in contrast with email)
You can find good information in negative comments to improve your product (smoke the negativity)
"Slow down and think, repeat processes so you can learn, reduce things to their essence, focus on the details,
and embrace negativity - its an opportunity to grow."
Used psychology to make users save energy. They did this by mail dropping notes which said your neighbour is better at saving energy by 6%.
"Attention is the basic currency of our modern economy."
"Humans are not mathematical […] Humans are 3% crazy and we reserve the right to be crazy."
Mobile is absolutely everything.
85% of usage for UsVsTh3m was on mobile. Anytime something goes viral, most of the peak traffic happens on the phone.
The average user checks their smart phone 150 times a day
The more time we save the less time we have
Fear of missing out that creates Digital Stress
Addiction by design
Be sensitive about how much we communicate with to the user. Make sure you analyse push & emails etc. Quality not quantity.
Digital free camp
When stuff is technologically scary make it cute
Our senses are inter-mingled. All our behavior is based on inferences we make unconsciously.
We make decisions and act based on the context we find ourselves in
Redesign is dangerous
When you change people's habits and workflows they need to adjust, people lose their knowledge of how things work. So when you redesign, you better have a good reason for it
Tech debt or the site looks dated, are not good enough reasons to redesign your site
Avoid idea seduction - designs that look great but don't actually help
Mailchimp created a vision that allowed the whole team to see where the product was going and why. It also shifted the conversation from technical solutions and designs to the bigger picture
5 Day design sprint works best with having the time pressure of user testing booked in and getting the right people involved from the start.
Oliver Reichenstein & Sebastian Deterding