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NUX3 - Designing better user experiences by doing less

Ben Holliday
November 10, 2014

NUX3 - Designing better user experiences by doing less

Ben Holliday

November 10, 2014
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  1. NUX3: doing less
    @benholliday
    NUX3 - Designing better 

    user experiences by doing less
    Ben Holliday

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  2. NUX3: doing less
    @benholliday
    “The way we live is our culture …the role of
    designers is to contribute to the way we live”
    Peter Saville

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  3. NUX3: doing less
    @benholliday

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  4. NUX3: doing less
    @benholliday

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  5. NUX3: doing less
    @benholliday

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  6. NUX3: doing less
    @benholliday
    live beta - Oct 13
    live assessment - Nov 14

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  7. NUX3: doing less
    @benholliday
    October 

    2012

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  8. NUX3: doing less
    @benholliday
    October 

    2013

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  9. NUX3: doing less
    @benholliday
    October 

    2014

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  10. NUX3: doing less
    @benholliday
    continuous improvement
    and product iteration

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  11. NUX3: doing less
    @benholliday
    gov.uk/design-principles

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  12. NUX3: doing less
    @benholliday
    Design
    principles
    Government Digital Service
    1 User needs, not government needs 2 Do less 3 Design with data
    4 Do the hard work to make it simple 5 Iterate. Then iterate again 6 This is for everyone
    7 The unit of delivery is the team 8 Build things people can build on 9 Be consistent not uniform
    10 Make things open, it makes them better
    www.gov.uk/designprinciples 04.2014
    NOT
    GOVERNMENT
    NEEDS
    1.
    USER
    NEEDS
    NOT

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  13. NUX3: doing less
    @benholliday
    starting with needs
    people have situations in
    their lives where they need
    something …start with
    what they need to do

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  14. NUX3: doing less
    @benholliday
    I need financial support 

    to care for someone
    I need financial support to cover 

    the costs of living independently
    I need to find a job

    so I can support my family

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  15. NUX3: doing less
    @benholliday
    Clay Christensen
    “[people] go about living their life and some situation
    arises in which they need to solve a problem”

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  16. NUX3: doing less
    @benholliday
    Clay Christensen
    “If you understand the job, how to improve 

    the product becomes obvious”

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  17. NUX3: doing less
    @benholliday
    starting with needs
    do people need or
    want to use your
    product or service?

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  18. NUX3: doing less
    @benholliday
    starting with needs
    does your solution 

    help people to get on 

    with their lives?

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  19. NUX3: doing less
    @benholliday
    starting with needs
    it’s not about engaging
    an audience …we’re
    designing for needs

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  20. NUX3: doing less
    @benholliday

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  21. NUX3: doing less
    @benholliday
    starting with needs
    what can we do 

    to get out of the way?

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  22. NUX3: doing less
    @benholliday
    average time to completion - 25 minutes
    • 10 minutes less than 1 year ago

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  23. NUX3: doing less
    @benholliday
    2.
    DO LESS
    Design
    principles
    Government Digital Service
    1 User needs, not government needs 2 Do less 3 Design with data
    4 Do the hard work to make it simple 5 Iterate. Then iterate again 6 This is for everyone
    7 The unit of delivery is the team 8 Build things people can build on 9 Be consistent not uniform
    10 Make things open, it makes them better
    www.gov.uk/designprinciples 04.2014
    NOT
    GOVERNMENT
    NEEDS

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  24. NUX3: doing less
    @benholliday
    doing less
    what if doing less
    makes things better?
    designnotes.blog.gov.uk/do-less-problems-as-shared-spaces

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  25. NUX3: doing less
    @benholliday
    Hans Monderman (1945 - 2008)
    “The trouble with traffic engineers is that
    when there's a problem with a road, they
    always try to add something”

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  26. NUX3: doing less
    @benholliday
    doing less
    Inverted-U
    userresearch.blog.gov.uk/doing-less-the-inverted-u

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  27. NUX3: doing less
    @benholliday
    “Inverted-U curves are all about
    limits. They illustrate the fact that
    ‘more’ is not always better”
    Malcolm Gladwell

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  28. NUX3: doing less
    @benholliday

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  29. NUX3: doing less
    @benholliday
    Assumption
    People need a progress indicator to
    help them complete the application.
    Experiment:
    We believe that removing the progress
    bar will not affect completion rates. 

    We’ll know this is true if completion
    rates stay the same after we remove it.

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  30. NUX3: doing less
    @benholliday

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  31. NUX3: doing less
    @benholliday
    “data points that change
    over time depending on
    how well the service is
    meeting user needs”
    userresearch.blog.gov.uk/metrics-that-matter-and-user-research

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  32. NUX3: doing less
    @benholliday
    completion rates stayed the same
    without the progress indicator

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  33. NUX3: doing less
    @benholliday
    completion rates stayed the same
    without the progress indicator

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  34. NUX3: doing less
    @benholliday
    completion rates stayed the same
    without ‘smart answers’

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  35. NUX3: doing less
    @benholliday

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  36. NUX3: doing less
    @benholliday

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  37. NUX3: doing less
    @benholliday
    “It’s easier to discover what 

    to add than what to remove”
    designnotes.blog.gov.uk/things-we-learnt-designing-register-to-vote

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  38. NUX3: doing less
    @benholliday

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  39. NUX3: doing less
    @benholliday
    user distrusts
    government
    government
    distrusts user
    circle of
    mistrust
    users are guarded when
    providing personal information
    government transactions add
    questions to get more information
    users are suspicious of all the
    questions they’re being asked

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  40. NUX3: doing less
    @benholliday
    “Try to find ways to trust users 

    [so they can] grow in confidence
    and use digital services
    independently – all part of
    building better services”
    https://userresearch.blog.gov.uk/reversing-a-circle-of-mistrust

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  41. NUX3: doing less
    @benholliday
    (optional) or ‘ambiguous’ questions

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  42. NUX3: doing less
    @benholliday
    “I did feel scared at hearing about
    the legal stuff at the end …I’m not
    trying to falsify anything and
    would hate anyone to think that”
    GOV.UK - User Satisfaction Feedback

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  43. NUX3: doing less
    @benholliday
    doing less
    starting with too much
    is a bad strategy

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  44. NUX3: doing less
    @benholliday
    what people say and what
    they do are very different

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  45. NUX3: doing less
    @benholliday
    Design
    principles
    Government Digital Service
    1 User needs, not government needs 2 Do less 3 Design with data
    4 Do the hard work to make it simple 5 Iterate. Then iterate again 6 This is for everyone
    7 The unit of delivery is the team 8 Build things people can build on 9 Be consistent not uniform
    10 Make things open, it makes them better
    www.gov.uk/designprinciples 04.2014
    NOT
    GOVERNMENT
    NEEDS
    4.
    DO THE
    HARD WORK
    TO MAKE
    IT SIMPLE

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  46. NUX3: doing less
    @benholliday

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  47. NUX3: doing less
    @benholliday
    so what if…


    I needed financial support 

    to be a full-time carer?

    it was my child with a disability?

    it was my parents with Alzheimer’s?

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  48. NUX3: doing less
    @benholliday
    do the hard work to make it simple
    remove barriers before
    you design solutions

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  49. NUX3: doing less
    @benholliday
    thank you

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