emergent ux: seducing the six minds - full talk

Vision / AttentionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

Emergent UX: Seducing the six minds. How brilliant UX emerges from the drives of users and stakeholders.John Whalen, PhD Principal, Strategy & User Experience brilliantexperience.com http://linkedin.com/in/johnwhalen @johnwhalen

#EmergentUX @johnwhalen

Introduction

I’m going to try not to geek out.

N50 error-related negativity...

5

D’oh!

John Whalen

PhD Cognitive Science Johns Hopkins Univ

Cognitive Neuroscience

Vision Science Linguistics PhD:

Math in Brain

Professor in Psychology CEO, UX Lead Brillian Experience

Post Doc at UCLA during Dot.Com boom

Usability/ Accessibility

Online Strategy

User Experience

Information Architecture

Brilliant Experience

‣ Boutique user experience consultancy

‣ Focused on the psychology of user experience

‣ Founded 2011 ‣ Principals 15+ years

experience in the field ‣ Self-funded, profitable

since inception ‣ Annual revenue doubling

since founding

Why User Experience?

Why User Experience?

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Why User Experience?

350

18,000% difference in sales!

Why keep innovating the user experience?Why keep innovating the user experience?

What is User Experience?

What is User Experience?

Responsive Page Layout?

What is User Experience?The look and feel?

What is User Experience? The interactiondesign?

NO UX doesn’t happen on a screen.

UX happens here. In the mind.

User Experience is multidimensional.Vision / AttentionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

The Six Minds

Vision / Attention‣ Visual features drawing attention?

- Edges

- Contrast

- Shape

- Colors

- Patterns

‣ Words searched for? ‣ Visual flow?

Vision / Attention

Vision / Attention‣ What have they tuned their visual system to find? ‣ What are they searching for and why?

Memory / Semantics‣ Mental schemas activated ‣ Primed concepts ‣ Social nature of primed concepts

Memory / Semantics

Memory / Semantics

Orioles

Football

NFL

Ray RiceSuperbowl

Scores

College

Ravens

M&T Stadium

Wardrobe malfunction The “Coats”

(Colts)

33rd Street Stadium

Emotion‣ What autonomic responses are being triggered? ‣ What are immediate hot-button issues? Why? ‣ What is desired? Satisfying? ‣ What are their biggest fears? ‣ What do they stand to lose?

Emotion

Language‣ Which terms are being used? ‣ What level of expertise does this imply? ‣ What would be the right tone of expression

for this person?

Language

Language

“Dude, Uncle Sam is totally going to take some of your money and that is so not cool.”

“…generally recognizes gain or loss on a liquidation equal to the difference between the fair market value of Target's assets and Target's basis…”

“You are taxed on gains when you sell a company.”

Wayfinding‣ Navigation cues ‣ Sense of location ‣ Interaction expectations

Wayfinding

Wayfinding‣ Do they know where they are? ‣ Do they know what actions to take? ‣ What interaction model and flow to they expect?

Problem Solving‣ What is the problem space this person is working in? ‣ What do they believe the problem is that they

believe they are solving? ‣ How taxed is their working memory? ‣ How much will they “satisfice” vs. collect

the appropriate facts to make a deliberatedecision?

Problem Solving

Problem Space

Problem Space

Problem Solving

Problem Solving

http://www.slideshare.net/johnwhalen/

Two systems

System 1: conscious, focused, deliberate

System 2: unconscious, fast, estimates

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We as UXers underestimate the power of System 2 and don’t take full advantage of it.

Much of User Experience originates from System 2Vision / AttentionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

Humans are only aware of a tiny fraction of our thoughts.

So how do we get the User Experience right?

?

Emergent User Experience #EmergentUX

Emergent UX

EmergentUX is a process that uses psychology at

every stage of the user experience process to infer

the emergent psychological properties during the user research, strategy and design phases.

#EmergentUX @johnwhalen

Emergent UX

EmergentUX is a process that uses psychology at

every stage of the user experience process to

identify the emergent psychological properties of

the user research, strategy and design phases.

Translation:

The unspoken is often the most seductive.

Emergent UX reveals the things people can’t tell you.

#EmergentUX @johnwhalen

Q. Do you need a psychology degree to do this? !

A. No, you need a process.

The Emergent UX Process

Lean Traditional UX Emergent UX

Back of the Napkin Establish Business Case ?

Get Out Of the Building (GOOB) Discovery ?

Flesh Out Idea Strategy ?

Build MVP & Test Design ?

Build Go-To-Market Develop ?

1. Back of the Napkin - Initial Client Meeting

Traditional UX

Establish business case: ‣ What are the business objectives? ‣ Who is the audience for the product? ‣ What is the user need?

1. Back of the Napkin - Initial Client Meeting

Traditional UX

Establish business case: ‣ What are the business objectives? ‣ Who is the audience for the product? ‣ What is the user need?

Emergent UX ‣ What is motivating the leadership team? ‣ Is there really a user problem? ‣ What are the real and perceived (both user

and client) user problem spaces? ‣ Will the users have an emotional desire

motivating them to act? ‣ What might be some likely persuasion

techniques?

2. Get out of the Building (GOOB)

Traditional UX ‣ Contextual Inquiry ‣ Capture current user flow

‣ Measure performance

‣ Document pain points

2. Get out of the Building (GOOB)

Traditional UX ‣ Contextual Inquiry ‣ Capture current user flow

‣ Measure performance

‣ Document pain points

Emergent UX ‣ What are the visual cues drawing their

attention? ‣ What concepts and schemas are they

activating? ‣ What is the language they are using? What

does it imply about their level of expertise? ‣ What are their emotional drivers? ‣ What interaction models are the users

demonstrating knowledge of? ‣ What are their larger goals and what

resonates with the users?

3. Flesh Out Idea

3. Flesh Out Idea

Traditional UX ‣ Strategy Meeting ‣ Business Priorities

‣ User ‣ Personas ‣ Scenarios

‣ Sketching / Design Studio

3. Flesh Out Idea

Traditional UX ‣ Strategy Meeting ‣ Business Priorities

‣ User ‣ Personas ‣ Scenarios

‣ Sketching / Design Studio

Emergent UX ‣ Are we working in the right problem space?

Are we satisfying senior stakeholder needs with strategy?

‣ Can we build consensus around concept? ‣ Can we find common language amongst

developers, product management, marketing, executives?

‣ Is there sufficient motivation for customers to act? What is the desire? Need?

4. Build MVP & Test

Traditional UX ‣ Create IA / Flow ‣ Sketch pages ‣ Establish basic page

layouts ‣ Begin to mock up

4. Build MVP & Test

Emergent UX ‣ Establish visual language to draw attentional

flow on page ‣ Cue relevant schemas ‣ Elicit proper emotional response ‣ Use appropriate language ‣ Establish interaction model consistent with

user expectations ‣ Facilitate problem solving from user

perspective

!

Traditional UX ‣ Create IA / Flow ‣ Sketch pages ‣ Establish basic page

layouts ‣ Begin to mock up ‣ Evaluate & Refine

(Design thinking)

Usability Testing & Eyetracking

Emergent UX ‣ Measure visual design effectiveness to draw

attention ‣ Study misconceptions & adjust schema

which is invoked ‣ Validate emotions ‣ Validate language used ‣ Ensure problems solved.

!

Dig Deeper

5. Build Go-To-Market

Emergent UX ‣ Identify Six-Mind Related Necessities for build

!

Traditional UX ‣ PSDs ‣ Annotated PSDs ‣ Interaction Design

Decision Making

Language

Emotion

Vision / Attention

Memory & Semantics

Wayfinding

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Phew, that’s a lot! Let’s review, shall we?

Summary

UX doesn’t happen on a screen. It is in the mind.VisionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

#EmergentUX @johnwhalen

Emergent UX

Translation:

The unspoken is often the most seductive.

Emergent UX reveals the things people can’t tell you.

Take your designs further. Use Emergent UX.

Thank you!VisionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

#EmergentUX @johnwhalen slideshare.net/johnwhalen