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The Invisible Problem with Fairy Tale Experiences

Per Axbom
May 23, 2016

The Invisible Problem with Fairy Tale Experiences

Adopting techniques from behavioral sciences we are, as UX practitioners, becoming ever better at nudging users to perform the tasks we want them to perform. But when we remove all barriers and deliver the fairy-tale experience of requiring minimal brain capacity to move forward, we are in fact abandoning our promise of allowing users to make the best choice.

In this talk, where fairy-tale and reality intertwine, I will help you catch yourself and remember why you became passionate about UX in the first place.

Per Axbom

May 23, 2016
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  1. The invisible problem with
    FAIRY TALE
    experiences
    @axbom

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  2. @axbom
    Úlfur’s Woolies small big about contact
    INSPIRATION!
    My hoods fit your head.
    OUTSIDE INSIDE PICNIC
    When you don’t want
    to show your face.
    For romantic evenings
    at home.
    When you’re visiting
    grandma.

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  3. @axbom
    PREYPAL
    money
    owed

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  4. @axbom
    confirmation
    shipping + taxes delivery time

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  5. @axbom
    A B
    c
    0
    u e
    d

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  6. @axbom
    A B
    h x
    z
    m 6

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  7. @axbom
    A B
    h x
    z
    m 6

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  8. @axbom
    A B
    u
    wheee!

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  9. @axbom
    A B
    u
    wheee!

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  10. @axbom
    wheee!
    easy!

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  11. @axbom
    OFF ON
    AUTO-PILOT

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  12. @axbom
    profit
    buyer uses reptilian brain

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  13. @axbom
    How was
    your
    What
    experience?
    experience?

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  14. @axbom
    The user and you.

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  15. @axbom
    The user and you.
    I promise to take good care of you.
    taking responsibility
    obligation · control
    promise · conscience
    pledge · care for

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  16. @axbom
    OFF ON
    AUTO-PILOT

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  17. @axbom
    Ask a psychiatrist

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  18. @axbom
    Buying milk online
    6 for 70kr

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  19. @axbom
    Honey!?
    18 litres of
    Huh!?
    of milk?!

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  20. @axbom
    Making something easy
    does not create loyalty.
    Understanding people’s
    real story does.
    Patience does.
    Caring does.

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  21. @axbom
    YOUR WEBSITE HOME INFO ABOUT CONTACT
    WE ARE UNIQUE
    READ MORE
    We are extremely unique and different from our competitors
    by having a website that looks exactly the same.
    Always. Three. Columns.
    We could have four
    columns. But everyone
    else has three.
    Feeling creative we
    added pic of smiling
    woman here.
    Yup, the website
    layout says we can
    offer only 3 services.
    Idea stolen, with utmost respect, from Dave Ellis. / novolume.co.uk

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  22. @axbom
    @axbom

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  23. @axbom
    Goal
    PREYPAL

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  24. @axbom
    OFF ON
    AUTO-PILOT

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  25. @axbom
    Goal
    Think.
    Think.
    Think.
    Think.
    Think.

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  26. @axbom
    Lorem ipsum dolor sit amet, consectetur adipiscing
    elit. Morbi condimentum nisi non dui ornare, sodales
    commodo dui fringilla. Aliquam vehicula magna urna,
    id sollicitudin nunc placerat ut. Aliquam faucibus
    accumsan sollicitudin. Aenean eu ornare elit, ut
    eleifend libero.
    Phasellus ut euismod ex
    Quis porta enim
    Donec elementum
    sapien et justo
    accumsan dignissim
    CRAS FAUCIBUS
    Donec elementum
    sapien et justo
    accumsan dignissim

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  27. @axbom
    Consistent user experience
    is newspeak for
    SWITCH OFF THE BRAIN.
    #BreakingNews

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  28. @axbom
    Good friction gives
    guidance.

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  29. @axbom
    Good friction creates resilience.

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  30. @axbom
    Curling

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  31. @axbom
    Curling parents
    Treating children like curling stones, sweeping and smoothing
    their path, essentially creating zero friction.
    This makes it hard for the children to make balanced decisions
    and sets them up for disappointment and adversity.

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  32. @axbom
    Treating children like curling stones, sweeping and smoothing
    their path, essentially creating zero friction.
    This makes it hard for the children to make balanced decisions
    and sets them up for disappointment and adversity.
    Curling parents
    designers
    users
    users

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  33. @axbom
    People need to feel accomplishment.
    It is liberating to clear obstacles.
    THAT is an experience.
    Game designers ADD obstacles.

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  34. @axbom
    Renting a room by the hour

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  35. @axbom
    You will find the password by reading the
    welcome information carefully.
    In this film you will find the password for logging
    in to the booking system, 5 small characters. Your
    username is in the confirmation e-mail.
    Code of conduct explained
    whilst giving out one letter of
    the password every thirty
    seconds.

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  36. @axbom
    https://hbr.org/2016/03/kevin-spacey
    triggerstreet.com
    “Dana made it hard for people to
    join, but that was great, because
    our members were loyal, active
    and serious.”
    Kevin Spacey about creating
    triggerstreet.com, a community for script writers.

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  37. @axbom
    You don’t want to catch everyone.
    CATCHING EVERYTHING is not an example of good design.
    You need insights about who you want to reach.

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  38. @axbom
    You must decide where your loyalty lies.
    user business goal

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  39. @axbom
    Do not hide things that help your
    users make conscious, deliberate
    choices in your product or service.

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  40. @axbom
    I’m looking for
    this…
    You can
    think like
    this…
    We work
    like this…
    Thanks! I
    get it…
    Ok, I’ll do
    this…
    You decide if
    you move
    on…

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  41. @axbom
    That was a
    good
    workout!

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  42. @axbom
    Only then can we live
    happily ever after.

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  43. @axbom
    @axbom
    “Of course you aren't scared of me.
    I'm not the wolf. You are.”
    axbom.com/fairytale
    – The Bad Ones, Stylo Fantome

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