UXINDIA18 - “Users” are people, too: 3 approaches design teams can use to enhance awareness of users as humans

Keynote by Steve - Day 1

Transcript

2. “Users” are people, too 3 approaches design teams can use to enhance awareness of users as humans
3. Steve Fadden, Ph.D. UX Research Manager, Google Lecturer, UC Berkeley School of Information
4. Question: How do you feel? 1 - 2 - 3 - 4 - 5
5. Users?
6. Who are we designing for?
9. “Only two industries refer to their customers as 'users': computer design and drug dealing." Edward Tufte, information visualization pioneer
10. We’re all “users”
11. 1. Understand the drivers
12. Needs
13. “If I had asked people what they wanted, they would have said faster horses." Author unknown
14. “If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own." Henry Ford, automotive industry pioneer
15. Critical Incident • Description • Actions taken • Feelings • Outcome • Future actions/responses desired
16. Kano Model • Satisfaction if feature present • Satisfaction if feature absent • Overall importance Absence Absence Presence Presence
17. Which?
18. Hierarchy of UX needs Meaningful Pleasurable Convenient Usable Reliable Functional (useful) Significant Memorable, worth sharing Super easy, works as expected Used without difficulty Available, accurate Works as programmed Anderson, S. P. (2011). Seductive interaction design: Creating playful, fun, and effective user experiences. Berkeley, CA: New Riders
20. Values
21. Laddering Get at the core reasons • “Why is that important?” • “Can you clarify why?” • “Why do you need to do that?” • “Explain why that is?”
22. Listening Understand what drives people • Reasoning • Reactions • Principles • Values
23. Question: How do you feel? 1 - 2 - 3 - 4 - 5
24. Emotions
25. Survey Self-report emotional state • Valence ◦ Angry ◦ Confused ◦ Interested ◦ Delighted • Intensity ◦ Weak → Strong
26. Biometrics Emotional state from behavior and measurements • Facial feature tracking • Pupil diameter • Galvanic Skin Response • Blood pressure • Heart Rate Variability • Brain activity
27. 2. Capture the context
29. Show the journey Depict experience across phases • Before, during, after • Actions • Thoughts • Emotions • Opportunities
30. Depict emotion Illustrate emotional change along the journey • Feelings • Thoughts • Associations • Opportunities
31. Promote empathy Capture what users • Say • Think • Feel • Do
32. Question: How do you feel? 1 - 2 - 3 - 4 - 5
33. 3. Maintain awareness across stakeholders
35. Track achievement How we are doing • Goals • Usage • Engagement • Adoption • Satisfaction
36. Key moments Critical points of the experience • Beginning • End • Peaks • Delight • Pain points
37. Socialize Always make the experience top of mind • Review key moment metrics • Use journey as centerpiece • Share stories and themes • Engage all stakeholders
38. Take action
39. What next? Start/continue the process • Critical user profile • Context of use • User values, needs, emotions • Journey (before, during, after) • Key moments • Continuous monitoring • Socialization
40. “Want your users to fall in love with your designs? Fall in love with your users." Dana Chisnell, usability research expert
41. Further reading Anderson, S. P. (2011). Seductive interaction design: Creating playful, fun, and effective user experiences. Berkeley, CA: New Riders. Jordan, P. W. (2000). Designing pleasurable products: An introduction to the new human factors. London: Taylor & Francis. Norman, D. A. (2004). Emotional design: Why we love (or hate) everyday things. New York: Basic Books. Walter, A. (2011). Designing for emotion. New York, N.Y: A Book Apart/Jeffrey Zeldman.
42. Thank you! Twitter: @sfadden Slideshare: www.slideshare.net/SteveFadden1 Linkedin: www.linkedin.com/in/stevefadden (please remind me how we met!)