In his UXRiga 2017 conference talk Zoltan shows how focusing on the users' needs might end up creating amazing products even when it means barbarously breaking widely accepted design guidelines.

1. A myth
Good design is…
Zoltan Kollin
@kollinz

2. Hello, I’M Zoltan Kollin
UX director at UstreamAN IBM COMPANY

3. UX people love disagreeing

4. Should designers code?
Is UX/ui design a thing?
Is design art or science?

5. intuitive effortless Smart delightful
engaging clean Easy on the eye human
Conversational simple connected minimal
frictionless Apple-like transparent fast
Mobile first user friendly Easy-to-use
Universal Unobtrusive AESTHETIC Personal
Consistent INvisible Seamless Authentic
Distinctive Data driven playful innovative

6. It depends

7. Intuitive design
The myth of

8. When users understand its behavior and effect
without use of reason, experimentation,
assistance, or special training.
intuitive
/ɪnˈtjuːɪtɪv/
adjective

9. Intuitive?

10. Intuitive?

13. It’s intuitive if you already know it.
To know it, you must learn it first.
(And we’re okay with that.)

14. Actually, we never stop learning

15. Actually, we never stop learning

16. Metaphors are changing

17. Metaphors are changing

20. On intuitive design
Creating a great experience is
sometimes better than creating a
familiar experience.

21. FRICTION
Embracing

24. The bigger the hurry,
the bigger the risk

29. I love the little girl, saying
'Alexa ordered me a dollhouse'.

30. I love the little girl, saying
'Alexa ordered me a dollhouse'.

34. “Our web became so fast that […]
we still don’t always trust when
important things happen instantly.
So artificial waiting was born.”
https://www.fastcodesign.com/3066571/the-best-and-worst-user-interfaces-of-2016

35. “Wells Fargo’s eye scan
technology, for example,
worked so quickly that the
developers had to slow it
down […] so customers knew
it had actually registered
their identities.”
https://www.nytimes.com/2016/06/22/business/dealbook/goodbye-password-banks-opt-to-scan-fingers-and-faces-instead.html

36. “Facebook servers crunch your data in
milliseconds, but the user interface takes
longer to load. That's by design.”
https://www.fastcodesign.com/3061519/evidence/the-ux-secret-that-will-ruin-apps-for-you

37. What if I told you…
Friction might prevent errors, help
making considered decisions, and
even build trust.

38. Transparent
Going full

39. “Good design is
honest.”
– Dieter Rams

40. Oh, those dark patterns

41. There are many shades of dark

42. There are many shades of dark

43. There are many shades of dark

44. There are many shades of dark

45. Dark patterns are more like #7A7A7A
most of the time.

47. Seen Fri 12:38 PM

48. Seen Fri 12:38 PM

51. “Uber has buried the ability
to type in your pickup
address so that it might
move you half a block to
optimize its own driver
routes”
https://www.fastcodesign.com/3066744/the-biggest-ux-challenges-of-2017

52. Transparency is relative
It’s The overall experience
that matters.

53. intuitive effortless Smart delightful
engaging clean Easy on the eye human
Conversational simple connected minimal
frictionless Apple-like transparent fast
Mobile first user friendly Easy-to-use
Universal Unobtrusive AESTHETIC Personal
Consistent INVISIBLE Seamless Authentic
Distinctive Data driven playful innovative

54. Simple?
Is good design

55. Clean?
Is good design

56. Delightful?
Is good design

57. Innovative?
Is good design

58. It depends

59. It depends™

60. intuitive effortless Smart delightful
engaging clean Easy on the eye human
Conversational simple connected minimal
frictionless Innovative transparent fast
Mobile first user friendly Easy-to-use
Universal Unobtrusive AESTHETIC Personal
Consistent INVISIBLE Seamless Authentic
Distinctive Data driven playful apple-like
We should focus less on words

61. And more on solving people’s problems

62. And more on solving people’s problems
(Sometimes even against the guidelines)

69. Thank you
@kollinz