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Design is much more than a slick visual presentation. It's really a process for creatively solving your business problems. User-centered design helps the people buying and using your software feel confident that what you make will meet their needs. There are logical, repeatable concepts that can be applied universally to better solve problems. Just like there are laws of physics, design shouldn't be a mysterious black box.
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(D)esignIS HOW IT WORKS
behindcompanies.com
@marcelosomers
Hello.
OUR CLIENTS HIRE US TO OWNTHEIR TOUGHEST PROBLEMSTHEY RETAIN US BECAUSE WEKEEP OUR PROMISES
(d)esigner(D)esigner
NOT
design AS
OUTCOME
DESIGN AS
PROCESSdesign AS
OUTCOME
Elizabeth Boling:"Designer” does not mean “artist” – though lots of people want to think it does. The job of a designer is not self-expression, it’s problem-solving."
DESIGN AS
PROCESSdesign AS
OUTCOME
Same skill,different result
let’s add
(insert fe
ature her
e)
let’s add
movie rat
ings!
PurposeWHAT GOAL ARE WE
TRYING TO ACHIEVE?
THE UX STACK
AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?
ContentWHAT FEATURES DOES THE
AUDIENCE NEED?
DesignWHAT IS THE BEST WAY TO
PRESENT THE CONTENT?
TechnologyHOW IS THE MESSAGE
PHYSICALLY PRESENTED?
PurposeWHAT GOAL ARE WE
TRYING TO ACHIEVE?
1. Attract new customers
1. Attract new customers2. Retain old customers
AudienceWHO DO WE NEED TO ACHIEVE THE GOAL?
1. Attract new customers2. Retain old customers
1. Attract new customers2. Retain old customers
How?
THE PROBLEM
http://commons.wikimedia.org/wiki/File:Inside_a_video_store_in_Islamabad.jpg
Paradox of
Choice
http://commons.wikimedia.org/wiki/File:Inside_a_video_store_in_Islamabad.jpg
http://sundaymisfits.blogspot.com/2011/05/basketball-x-dreams.html
Run out of
good movies
Paradox of
Choice
THE SOLUTION
THE SOLUTION(it’s about conten
t!)
The Point Is:
Netflix solved the problem of retaining users without getting into how it looks.
(d)esign(D)esign
NOT
(D)esignIS HOW IT WORKS.
When technology delivers basic needs, user experience dominates–Donald Norman
Making Things Cheaper
60s&70s
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
Making Things Cheaper
60s&70s 80s&90sMaking Things BETTER
2000sMaking BETTERThings
User Experience Hierarchy of Needs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
Video about Square Register: https://vimeo.com/37709985
User Experience Hierarchy of Needs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
User Experience Hierarchy of Needs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
The task-focused
project start
“The strategy was simple: keep the current users happy, and let the BlackBerry name do the rest.”
User Experience Hierarchy of Needs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
User Experience Hierarchy of Needs
Adapted from Stephen Anderson (http://amzn.to/zFxjd6)Sketch by Ben Jordan (http://bigbadcollab.com/)
How?
Exercise:
Design a vaseExercise:
Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)
Design a vaseExercise:
Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)
Design a vaseExercise:
Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)
Design a way for people to enjoy flowers in their home
Exercise:
Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)
Design a way for people to enjoy flowers in their home
Exercise:
Exercise via Stephen Anderson (http://uxlx.23video.com/video/4689842/critical-thinking-skills-for)
Reframe your problem1
Let’s buildmovie ratings vs Let’s build a way
to retain customers
Design a vase Design a way for people to enjoy flowers in their homevs
Let’s buildmovie ratings vs Let’s build a way
to retain customers
Companies need to regularly ask themselves, ‘Are we in the steam locomotive business, or the transportation business?’
https://twitter.com/#!/joncarroll/status/154701998082629632
What “job” are you doing?2
How do you work?3
Wireframes?
http://wireframes.linowski.ca/2009/04/object-oriented-wireframes/
http://wireframes.linowski.ca/2009/04/object-oriented-wireframes/
Tell a Story
We would like to build a new Best Buy location in Plano.
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Data filter overlays
Map-based search
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
CLICK
Begin with a search for areas with high retail sales
Data overlays would allow quick and
meaningful visualization of
demographic data
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search CLICK
Continue by mapping stores that are complements and competitors to Best Buy
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Retailer Search
Big Box
Restaurants
Specialty Retailers
Group retailers by store types
Select all stores in a category
Drill down to select specific stores
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Retailer Search
Big Box
Restaurants
Specialty Retailers
CLICK
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Retailer Search
Big Box
Restaurants
Specialty Retailers
Bed Bath & Beyond
Best Buy
Costco
Dollar Tree
Home Depot
JC Penney
Kohl’s
Nordstrom
Office Max
Wal-Mart
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Retailer Search
Big Box
Restaurants
Specialty Retailers
Bed Bath & Beyond
Best Buy
Costco
Dollar Tree
Home Depot
JC Penney
Kohl’s
Nordstrom
Office Max
Wal-Mart
CLICK
CLICK
CLICK
Map locations with geo-coded store
logos
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Next, map available leases in the Plano area
CLICK
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Property Search
Available Square Footage
125,000 500,000
SearchMap by multiple variables in property
search
Income
Population
Retail Sales
Traffic
Property Search
Retailer Search
Keynotekungfu.com
Are you Attractive?4
TheAsthetic-Usability Effect
CRAP
ContrastRepetitionAlignmentProximity
Proximity
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
Alignment
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
From The Non-Designer’s Design Book (http://amzn.to/GErqOH)
Repetition
Contrast
Are you sure you want to permanently erase the items in the Trash?
YesNo
Are you sure you want to permanently erase the items in the Trash?
YesNo
Are you sure you want to permanently erase the items in the Trash?
YesNo
DESIGN AS
PROCESSdesign AS
OUTCOME
Reframe your problem1
What “job” are you doing?2
How do you work?3
Are you Attractive?4
Making it work:
Questions?
Thank you!behindcompanies.com
@marcelosomersSlides Available:
http://slidesha.re/GGdqFG
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