1 We can get a better understanding of user experience by looking at lifts. 2 Some of their interfaces just leave us confused. We need to go to a floor, but we have no idea where to start. 3 Some interfaces present their buttons in a different order from what we expect. Are we descending underground?

Mike Licht CC BY-SA 2.0 4 Some interfaces are designed in a way that misleads us, resulting in the need for “hacks” and re-labelling. 5 Some interfaces make it unclear what is a label and what is a button. Clive Darra CC BY-SA 2.0 6 For some reason, calculator interfaces are very popular in lifts. What happens if I try to go to floor 5-2? Or floor 6.8?

T P CC BY-NC-ND 2.0 7 They can update the calculator interface, but it’s still a calculator interface. What does the star button do? 8 Some interfaces give you the option to close the doors, and open the doors, and close the doors… harder? And open the doors… more? 9 Some interfaces are beautifully laid out aesthetically but in a way that does not assist the person using them.

10 Some interfaces result in us hitting the alarm button when we meant to go to the first floor. 11 This interface is probably one of the better lift interfaces I’ve seen… 12 1. The buttons are clearly laid out and labelled according to the corresponding floors, in sequential order.

13 2. The two types of buttons are clearly separated by a reasonable amount of space, to avoid confusion. 14 3. And there’s a subtle touch of detail in the colouring of the door buttons. Green means “go,” and yellow means “take care, you might shut someone in the door.” designing for purpose 15 This interface is designing for purpose. It is understanding its context within the space, and the people who will be using it. It is designed accordingly.

UX = user eXperience design 16 As the user eXperience title would suggest, experience design is focusing on the experience of the individual. user 17 We may use the term “user“… user 18 But the only other industry that predominantly uses the term “user” is the drug industry.

don’t create addictive design, create design that provides real value 19 We don’t want to create addictive design, we want to create design that provides real value to people. Not a design that manipulates you into using it. experience design 20 That is why we prefer to call it “experience design.” empower individuals 21 This is design that empowers individuals, leaving them with more power than they had before they used it.

design for ourselves first 22 An important part of experience design is designing for ourselves first. We best understand our own needs from a product. When we design for somebody else, we are usually making assumptions about what that person needs. diverse organisations create products for diverse audiences 23 But what about designing for wider audiences that contain people not represented in our organisations? That is why we need diverse organisations. Diverse organisations designing for themselves create products for diverse audiences. existing business goals don’t matter 24 When focusing on experience design, our existing business goals don’t matter. We don’t need old rules.

providing a great experience is a differentiating factor 25 Providing a great experience is a differentiating factor in our products, and that is why people will want to use them, and that is how we make a business from them. Maslow’s Hierarchy of Needs 26 You may be familiar with Maslow’s Hierarchy of human Needs… Maslow’s Hierarchy of Needs physiological 27 It starts with a foundation of satisfying our physiological needs. Before we can do anything, we need to have food, and sleep…

Maslow’s Hierarchy of Needs physiological safety 28 Once we’ve satisfied those physiological needs, we can try to make ourselves safe. We need shelter, and not to be eaten by predators. Maslow’s Hierarchy of Needs physiological safety love/belonging 29 Once we’re safe, we can form relationships, societies. We can achieve love and belonging. Maslow’s Hierarchy of Needs physiological safety love/belonging esteem 30 After love and belonging comes esteem. A belief in ourselves.

Maslow’s Hierarchy of Needs physiological safety love/belonging esteem self- actualisation 31 And once all of those needs are satisfied, we can achieve self-actualisation. We can find our place in the world, and make plans. a great experience cannot stand alone 32 Like each layer in the hierarchy of human needs, a great experience cannot stand alone. a great experience must be built on a foundation of respect for the individual 33 A great experience must be built on a foundation of respect for the individual, otherwise it is hollow. It is fooling the individual to enjoy themselves without providing them with any true value.

34 At Ind.ie, we’ve created our own version of the hierarchy for ethical design. decentralised, private, open, interoperable, accessible, secure & sustainable 35 The foundation of a product must be decentralised, private, open, interoperable, accessible, secure, and sustainable… respects human rights decentralised, private, open, interoperable, accessible, secure & sustainable 36 This is how we design products that respect human rights. It’s a strong foundation.

if a product is inaccessible to some, it cannot be a great experience for all 37 If a product is inaccessible to some people, by its definition, it cannot be a great experience for all. if a product isn’t sustainable, it isn’t worth the individual’s effort 38 If a product isn’t sustainable. If it isn’t backed by a business model that has longevity, it isn’t worth the individual’s effort. Why invest time in a product when it might not be around tomorrow? functional, convenient & reliable respects human rights decentralised, private, open, interoperable, accessible, secure & sustainable 39 On top of that, the next layer, is that our product is functional, convenient and reliable…

functional, convenient & reliable respects human rights respects human effort decentralised, private, open, interoperable, accessible, secure & sustainable 40 Because that respects human effort. functional, convenient & reliable delightful respects human rights respects human effort decentralised, private, open, interoperable, accessible, secure & sustainable 41 And then we can layer the delight on top… functional, convenient & reliable delightful respects human rights respects human effort respects human experience decentralised, private, open, interoperable, accessible, secure & sustainable 42 because that respects human experience.

functional, convenient & reliable decentralised, private, open, interoperable, accessible, secure & sustainable delightful respects human rights respects human effort respects human experience The 3 Rs of Ethical Design 43 At Ind.ie, we call this the 3 Rs of Ethical Design. Find out more at https://ind.ie/ ethical-design …that is how to make a great experience 44 That is how to make a great experience. …that is how to make a great experience 45 Thanks for reading :) — Laura Kalbag https://ind.ie @laurakalbag @indie