emergent ux: seducing the six minds - full talk

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Vision / Attention Language 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

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Page 1: 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

Page 2: Emergent UX: Seducing the Six Minds - Full Talk

Introduction

Page 3: Emergent UX: Seducing the Six Minds - Full Talk

I’m going to try not to geek out.

Page 4: Emergent UX: Seducing the Six Minds - Full Talk

N50 error-related negativity...

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5

D’oh!

Page 6: Emergent UX: Seducing the Six Minds - Full Talk

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

Page 7: Emergent UX: Seducing the Six Minds - Full Talk

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

Page 8: Emergent UX: Seducing the Six Minds - Full Talk

Why User Experience?

Page 9: Emergent UX: Seducing the Six Minds - Full Talk

Why User Experience?

350

Page 10: Emergent UX: Seducing the Six Minds - Full Talk

Why User Experience?

350

18,000% difference in sales!

Page 11: Emergent UX: Seducing the Six Minds - Full Talk

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

Page 12: Emergent UX: Seducing the Six Minds - Full Talk
Page 13: Emergent UX: Seducing the Six Minds - Full Talk

What is User Experience?

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What is User Experience?

Responsive Page Layout?

Page 15: Emergent UX: Seducing the Six Minds - Full Talk

What is User Experience?The look and feel?

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What is User Experience? The interactiondesign?

Page 17: Emergent UX: Seducing the Six Minds - Full Talk

NO UX doesn’t happen on a screen.

Page 18: Emergent UX: Seducing the Six Minds - Full Talk

UX happens here. In the mind.

Page 19: Emergent UX: Seducing the Six Minds - Full Talk

User Experience is multidimensional.Vision / AttentionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

Page 20: Emergent UX: Seducing the Six Minds - Full Talk

The Six Minds

Page 21: Emergent UX: Seducing the Six Minds - Full Talk

Vision / Attention‣ Visual features drawing attention?

- Edges

- Contrast

- Shape

- Colors

- Patterns

‣ Words searched for? ‣ Visual flow?

Vision / Attention

Page 22: Emergent UX: Seducing the Six Minds - Full Talk

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

Page 23: Emergent UX: Seducing the Six Minds - Full Talk

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

Memory / Semantics

Page 24: Emergent UX: Seducing the Six Minds - Full Talk

Memory / Semantics

Orioles

Football

NFL

Ray RiceSuperbowl

Scores

College

Ravens

M&T Stadium

Wardrobe malfunction The “Coats”

(Colts)

33rd Street Stadium

Page 25: Emergent UX: Seducing the Six Minds - Full Talk

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

Page 26: Emergent UX: Seducing the Six Minds - Full Talk
Page 27: Emergent UX: Seducing the Six Minds - Full Talk

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

Page 28: Emergent UX: Seducing the Six Minds - Full Talk

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.”

Page 29: Emergent UX: Seducing the Six Minds - Full Talk

Wayfinding‣ Navigation cues ‣ Sense of location ‣ Interaction expectations

Wayfinding

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

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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

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Problem Space

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Problem Space

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Problem Solving

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Problem Solving

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

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Two systems

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System 1: conscious, focused, deliberate

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System 2: unconscious, fast, estimates

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39

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

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Much of User Experience originates from System 2Vision / AttentionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

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

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So how do we get the User Experience right?

?

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Emergent User Experience #EmergentUX

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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

Page 45: Emergent UX: Seducing the Six Minds - Full Talk

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

Page 46: Emergent UX: Seducing the Six Minds - Full Talk

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

A. No, you need a process.

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Page 48: Emergent UX: Seducing the Six Minds - Full Talk

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 ?

Page 49: Emergent UX: Seducing the Six Minds - Full Talk

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?

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Page 51: Emergent UX: Seducing the Six Minds - Full Talk

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?

Page 52: Emergent UX: Seducing the Six Minds - Full Talk

2. Get out of the Building (GOOB)

Traditional UX ‣ Contextual Inquiry ‣ Capture current user flow

‣ Measure performance

‣ Document pain points

Page 53: Emergent UX: Seducing the Six Minds - Full Talk

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?

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3. Flesh Out Idea

Page 55: Emergent UX: Seducing the Six Minds - Full Talk

3. Flesh Out Idea

Traditional UX ‣ Strategy Meeting ‣ Business Priorities

‣ User ‣ Personas ‣ Scenarios

‣ Sketching / Design Studio

Page 56: Emergent UX: Seducing the Six Minds - Full Talk

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?

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Page 58: Emergent UX: Seducing the Six Minds - Full Talk
Page 59: Emergent UX: Seducing the Six Minds - Full Talk

4. Build MVP & Test

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

layouts ‣ Begin to mock up

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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)

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Page 62: Emergent UX: Seducing the Six Minds - Full Talk

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.

!

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Dig Deeper

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5. Build Go-To-Market

Emergent UX ‣ Identify Six-Mind Related Necessities for build

!

Traditional UX ‣ PSDs ‣ Annotated PSDs ‣ Interaction Design

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Decision Making

Language

Emotion

Vision / Attention

Memory & Semantics

Wayfinding

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66

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

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Summary

Page 68: Emergent UX: Seducing the Six Minds - Full Talk

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

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

Page 69: Emergent UX: Seducing the Six Minds - Full Talk

#EmergentUX @johnwhalen

Emergent UX

Translation:

The unspoken is often the most seductive.

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

Page 70: Emergent UX: Seducing the Six Minds - Full Talk

Take your designs further. Use Emergent UX.

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Thank you!VisionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

#EmergentUX @johnwhalen slideshare.net/johnwhalen