UX, UI, CX, SD, PD: Does it matter?
Donna Spencer, Lead consultant
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…Social identity theory
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Ingroups and
outgroups
The need to belong to a group is
strong and develops early
Groups mark identity with language,
speech and dress
Outgroups are more
generic; ingroups are more diverse
The outgroup has nothing to
contribute
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Ingroups and
outgroups
We feel like a minority group
Groups under status pressure
reinforce their boundaries
And look for ways to increase
status
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Usability
Information
architecture
Customer
experience
Graphic design
UI design
Voice UI
design
Marketing
User
experience
Service
design
Design
strategy
Interaction design
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…Jargon
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https://aaronknoll.com/bookclub/lean‐ux‐i/
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…Category theory
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Aristotelian
philosophy says
• Categories exist in the world
• There are right and wrong
ways to categorise
• Categories can be defined
https://en.wikipedia.org/wiki/The_School_of_Athens
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Modern category
theory says
• Categories are embodied
• Our experiences make them,
and our experiences are real,
so our experienced
categories are real
https://en.wikipedia.org/wiki/George_Lakoff