6 things that you might [know, forgot, misunderstood] about [ux, ix, pd]
TRANSCRIPT
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6 things that you might [know, forgot, misunderstood] about [UX, IX, PD]
Arganka YahyaIxD Tech Lead @ Traveloka
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#1 UX = UI
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#1 UX = UI
UX is a huge multidisciplinary field.
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#1 UX = UI
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#1 UX = UI
Job titles:UI/UX designer?UX/UI designer?Product designer?UI/UX & front-end developer?
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#1 UX = UI
SeniorJuniorHeavyweightMiddleweightPrincipalChiefLead
UsabilityUser Centred DesignUser Experience (UX)User InterfaceHuman FactorsVisualContentInformationInteraction
AnalystArchitectChampionConsultantDesignerDeveloperDirectorExpertManagerPractitionerProfessionalResearcherSpecialistStrategist
The UX Job Title Generator
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#1 UX = UI
Our product design team:IXD + IXD + PTP.
Is it important to define the role clearly to the market?
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#2 We know the users
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#2 We know the users
Know = understand?
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Do we really know/understand our users?- Human- Context
#2 We know the users
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#2 We know the users
Human- Information processing- Behavior- Emotion- Technical Knowledge- Developmental phase- Motivation
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Attention (Change blindness, inattentional blindness, selective attention)
Memory (STM, LTM)
Perception
Motor Coordination
Information processing
#2 We know the users
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Inattentional Blindness (Video)
#2 We know the users http://www.theinvisiblegorilla.com/videos.html
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Change Blindness (Video)
#2 We know the users https://www.youtube.com/watch?v=qN7s9E6M4RQ
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Why we do things.
Your users motivation might not be the same as yours.
Motivation
#2 We know the users
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#2 We know the users
Context- Where?
(living room/coffee shop/train station/public transport)
- When?(early morning/last minute)
- How?(planned action/recreational)
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#3 People know what they want
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#3 People know what they want
They don’t.
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What they say (survey, interview)
What they do (user test, observation)
What they make (participatory design)
Three ways to understand people
#3 People know what they want Selfless design | Daniel Makoski | TEDxHongKongED
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#3 People know what they want
“It cost Walmart $1.85 billion to listen to what their customers say. “This is the peril of listening to what your customers say instead of what they actually did.”
WTH?
Myth #21: People can tell you what they want
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#3 People know what they want
They asked:
“Would you like Walmart to be less cluttered?”
Walmart Declutters Aisles Per Customers' Request, Then Loses $1.85 Billion In Sales
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1. You show your customers your product and they aren’t totally excited
about it.
2. You ask them what would get them excited about it. They tell you a few
features that would turn them into passionate users.
3. You implement the features they suggested.
4. You take it back to your customers and they still aren’t thrilled.
5. You feel helpless and upset because you thought you were making the
right design decisions.
6. You then declare to the world that you should NEVER LISTEN TO YOUR
CUSTOMERS
How (NOT) to listen
#3 People know what they want Horrible Advice: Never listen to your customers
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1. Observe and research the activities that people are already doing.
2. Investigate what the underlying motivations and goals are.
3. Create features that allow people to reach their goals faster, easier, more
cheaply.
4. Test new features with your customers to verify your assumptions.
5. Rinse and repeat.
How to listen better
#3 People know what they want Horrible Advice: Never listen to your customers
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#3 People know what they want
Designers cannot do their job without talking to customers.
There is a huge difference between talking to customers and implementing what they think they want.
Horrible Advice: Never listen to your customers
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#4 We can design experience
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#4 We can design experience
What is experience anyway?
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Experience is unique for each of us
It’s a moment in time that’s felt individually.
We might not understand the meaning of a particular experience for weeks,
months, or even years after it happens.
So, if we can’t even understand our own experiences, how can we be so
egotistical to think we can design someone else’s?
We can’t.
Experience?
#3 People know what they want 9 UX Secrets I Stole From People Smarter Than Me
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Do architects design houses or do they design “inhabitant experiences”?
The bullshit answer is “They design inhabitant experiences”.
The pragmatic answer is: “They design houses”.
The cautious answer is: Architects design houses that lead to a spectrum of
experiences, some foreseen, some not. But they do not design all possible
experiences one can have in a house.
Architects example
#3 People know what they want CAN EXPERIENCE BE DESIGNED?
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#4 We can design experience
We cannot design the user.
We cannot design the situation.
Why User Experience Cannot Be Designed
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#4 We can design experience
However,We can design for experience.
A New Design Space
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#5 Users = Us (Designer/PM/Founder)
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#5 Users = Us (Designer/PM/Founder)
Users don’t really care about us or our product (your baby). They care about their goals.
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They don’t think like you do. You know your product inside and out.
However, many of your users are coming to your site or using your product for
the very first time.
Many of them have a goal in mind and are using your product because they
believe it will help them achieve that goal.
And others are cautiously poking around, a little unsure due to previous
experiences that left them confused and dissatisfied.
About user
#5 Users = Us (Designer/PM/Founder) YOU ARE NOT YOUR USER
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#5 Users = Us (Designer/PM/Founder)
“Knowing how people will use something is essential."—Donald Norman
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#5 Users = Us (Designer/PM/Founder)
“Quit telling us how great you are, and start telling us how you plan to deliver something that helps the user become greater.”—Kathy Sierra
Myth #14: You are like your users
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#6 UX is a responsibility of a single person/team
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#6 UX is a responsibility of a single person/team
No. It’s our responsibility (all of us).
Why UX is not only the Responsibility of the UX'er • Janne Jul Jensen
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Know our customers pain the most!
Speak nicely with them
Source of information
-Zendesk
Customer Service
#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product
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Do you know our product-market fit?
Product
#6 UX is a responsibility of a single person/team UX Strategy Means Business - Jared Spool
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#6 UX is a responsibility of a single person/team
Underpants Gnomes Profit Plan
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Remove friction
Improve collaboration
Provide great product that enables and inspires
Marketing
#6 UX is a responsibility of a single person/team
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#6 UX is a responsibility of a single person/team
However, we should think beyond the walls of the product team.
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#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product
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#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product
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#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product
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#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product
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RECAP
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#1 UX ≠ UI
#2 We (DON’T) know the users
#3 People (DON’T) know what they want
#4 We can (NOT) design experience
#5 Users ≠ Us (Designer/PM/Founder)
#6 UX is a (NOT) responsibility of a single person/team
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6 things that you might [know, forgot, misunderstood] about [UX, IX, PD]
Arganka YahyaIxD Tech Lead @ Traveloka