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I’d like to introduce you to the 
idea of thinking about photos 
from a user centred point of 
James Chudley User centred photography NUX 2014 
@chudders 
view
It’s good to be back 
@chudders 
I discovered photography and 
UX 14 years ago when I moved 
to the North West to work for 
Amaze, so it’s great to be back 
talking about two of my 
favourite topics.
Plan of attack 
@chudders 
1. Why are photos so important? 
2. Some photoUX stories 
3. Qualities of usable photos 
4. Tips to improve photoUX
What do I do all day? 
@chudders 
I’m a UX Director at 
cxpartners and am 
lucky to lead projects 
for these clients 
amongst others…
I’ve written a couple of books 
@chudders 
★ ★ ★ ★ ★ 
“Good price. Well packaged. Arrived promptly. 
Just what she wanted. I’m being asked for 
more words, but really that’s all I want to say” 
£2 from www.fivesimplesteps.com 
I’ve also had the 
opportunity to write a 
couple of books along 
the way.
But more importantly I bloody love photography 
@chudder@s chudders 
I absolutely love 
photography, it has 
been an all consuming 
hobby of mine for the 
last 14 years.
I’m on a mission 
I’m on a mission to try 
and improve the 
effectiveness of web 
@chudders 
quality and 
http://www.gettycritics.com/ 
photos.
We are all photographers 
@chudders 
http://broodr.com/blog/wp-content/uploads/2011/09/sarah_taking_lge.jpg 
We all have cameras in 
our pockets these 
days. It’s never been 
easier to take, share 
and publish photos.
You are already photoUX experts 
@chudders 
Would you link in with them? 
http.www.linkedin.com 
We’ve all thought long and 
hard about the most 
appropriate photos to use 
to accompany our social 
media profiles, so you 
understand the importance 
of photos.
@chudder@s chudders 
http://manishin.com 
Iconic photos stay in 
our minds forever..
http.www.benetton.com @chudders 
And ad campaigns use 
photos to deliberately 
shock us and make us 
stop and think.
Photos are hugely 
important in our lives, 
documenting key 
moments… 
@chudder@s chudders
@chudder@s chudders 
..such as family 
holidays…
http://www.flickr.com/photos/maryblathwayt/265874415 
…and our favourite 
sports teams! 
@chudder@s chudders
@chudders 
Photos also make us 
laugh, imagine my 
delight when I recently 
spotted this 
modification to a local 
street sign!
The crazy reality of photos & digital design 
@chudders 
Impact 
Investment 
(Behaviour & 
conversion etc.) 
So given how 
significant photos are 
in our lives why do we 
pay them so little 
attention during the 
design process?
So given the power of photos why do we do this? 
@chudders 
Stock images can 
cause problems as 
users can’t relate to 
the people that they 
see within them. 
http.www.shutterstock.com
A recent favourite 
@chudders 
http.www.creditexpert.com 
Would you be feeling 
this relaxed if you’ve 
just learnt that your 
identity had been 
stolen?
Photos are designed too 
@chudder@s chudders 
http://www.ikea.co.uk 
Photos are designed 
too. Consider for a 
moment the design 
thinking that went into 
this photo.
The photographer ‘layer’ 
@chudders 
43 
Shoot wide to convey 
space 
Control shutter to blur 
water 
Dynamism & 
movement 
Use directional light to 
add impact 
Wet floor acts as a 
reflector 
Use white wall on left 
as reflector 
Location choice - 
urban, aspirational, on 
brand 
Compose to only 
include relevant 
objects 
Use flash to enable 
use of fast shutter 
speed 
Ensure colour remains 
punchy to draw 
attention 
Blow sky to render 
neutral 
Dress image as 
appropriate 
Use lines on floor to 
guide the eye 
Shoot at eyeline to 
connect with people 
These are design 
decisions that the 
photographer made in 
order to get the photo 
they wanted..
Business layer 
@chudders 
45 
Educate & help Convey the 
Demonstrate 
understanding 
benefits 
usage Entertain 
Shock Illustrate a point Set expectations Persuade Get a reaction 
Create desire Sell & cross sell Show quality Demonstrate 
features 
Show 
uniqueness 
Show scale & what’s 
included Give context Communicate a 
proposition 
Convey 
a lifestyle 
Support 
the brand 
The ‘business’ will have 
contributed their own 
requirements to the 
Inspire Show accessories Convey 
intangibles 
Convey 
personality 
Create an emotional 
response 
brief too. 
Quality & trust Demonstrate value Imagine ownership Show details Improve perception
User layer 
How is it different? 
@chudder@s chudders 
47 
Does it look good? Is this what 
I want/ need? 
Can I imagine myself 
How does it work? there? 
Will it match ‘x’? Is it right for me? Will it be right for ‘x’ Will it fit? What does it come 
with? 
Entertain me! Where is it? What do I get? Have I got one like it? 
Am I in the 
right place? 
What will the 
experience be like? 
Does it look like value 
for money? 
Can I imagine 
owning it 
Does it look 
like fun? 
Is it good quality? Do I trust them? Has it got that feature I 
need? 
Is it what I would 
expect from them? 
Help me to 
understand it 
Is it safe? Do I like it? Does it look 
comfortable? 
Where will I be sitting/ 
staying/ watching 
from? 
Will there be people 
like me there? 
And of course users 
have all sorts of things 
they need to know that 
a photo can help to 
answer.
Why do we just ignore them in our work? 
@chudders 
I find it odd that as UX 
designers we do so little 
to inform the choice of 
photos given we know so 
much about user and 
business requirements.
Some stories from the front line 
@chudders
Users who viewed this site 
told me how wonderful the 
company were as they 
would clearly deliver 
whatever the weather, the 
photos gave them a great 
first impression of the 
business! 
http.www.wiltshirefarmfoods.co.uk @chudders
http.www.lovefilm.com @chudders 
In this example people 
didn’t like the look of ‘Liam 
Gallagher man’ so we’re 
dissuaded from choosing 
the £9.99 (best for the 
business) option
http.www.beneden.co.uk @chudders 
Can you trust people if 
you cant see their 
eyes?
Some insights from Craig Sullivan @optimiseordie 
Craig is your man for 
quant based evidence 
around the impact of 
photos - check out his 
slideshare pages. 
‘Body language of people in photos has an impact on conversion…” 
‘Photos must match the emotional state of the user, who would you want 
to see if you’ve just had your windscreen smashed …you want to see your 
mum with a cuppa” 
@chudders 
Belron (Autoglass in Germany) 
http://www.thewebpsychologist.com/podcast-episode-33-craig-sullivan/ 
‘The comprehension and perception of a service are largely 
influenced by photos…”
@chudders 
What is a 
usable photo?
“...the most usable and effective 
photos communicate something 
clearly to the user, are useful, are 
in keeping with the brand, evoke 
an emotional response, and 
influence the user in the way 
that the designer intended...” 
@chudders
Ornamental vs content photos 
Ornamental photos 
don’t really help much, 
they are often used to 
fill a space and often 
serve little purpose. 
@chudders 
http://www.b2bcompliance.org.uk/
Ornamental vs content photos 
‘Content’ photos like 
these are helpful and 
serve a purpose. 
http://www.timbuk2.com/tb2/products/home @chudders
Effective photos show the benefits 
This photo effectively 
communicates the 
benefits of the 
product, I can instantly 
see what it does and 
how it might be useful. 
@chudders 
http://www.gorillapod.co.uk
Effective photos are consistent 
@chudders 
vs 
When the style of 
photography is 
inconsistent it 
distracts us from the 
product.
The photos of the product are the product 
Often the style of 
photography becomes 
an important part of 
the brand identity. 
@chudders 
http://www.howies.co.uk
Use the eyes to your advantage 
We naturally look to 
see what others are 
looking at, see how 
these examples 
influence where you 
@chudders 
look. 
http://www.nikewomen.co.uk http://www.arkive.co.uk http://www.adidas.co.uk
Effective photos convey the intangibles 
@chudders 
http://www.bentley.co.uk 
Photos can convey 
concepts like 
‘craftsmanship’ very 
concisely. Could you 
use words to 
communicate the same 
message so concisely?
Effective photos give credibility 
@chudders 
Older users loved the fact 
that Sir David was a patron 
of Arkive. Younger users 
perceived the same photo 
to mean that the website 
was for old people! 
http://www.arkive.co.uk
Effective photos convey scale 
@chudders 
If you are considering 
buying a van it’s likely 
that a forklift is a 
useful reference point 
to understand scale. 
http://www.ford.co.uk
Effective photos persuade 
Photos of people we 
know can be very 
effective in persuading 
us to do things. 
@chudders 
http://www.linkedin.co.uk
@chudders 
Evaluating 
photo UX
The Don 
@chudders 
photography 
“Good design is 
also an act of 
communication 
between the 
designer and the 
user.” 
This great quote from 
Don Norman works 
well for photos too.
@chudders 
ethos 
(CREDIBILITY) 
pathos 
(EMOTION) 
logos 
(LOGIC) 
. . 
Rhetoric - the art of persuasion 
We can use this 
formula to construct a 
persuasive message
@chudders 
Will it fit? 
Is this what I need? 
Will it match ‘x’? 
Is it right for me? 
Where is it? 
What do I get? Is it good quality? 
How does it work? 
Will it be right for ‘x’ 
Is it safe? 
Rational appeal (LOGOS) 
Reputation/ brand appeal (ETHOS) 
Does it fit with the brand? 
It’s a useful framework 
for understanding the 
different types of 
questions that people 
will ask of your photos. 
What qualities do I assume it has 
These guys know what they are doing 
If they made it it must be good 
User needs vs rhetoric 
Emotional appeal (PATHOS) 
Does it look good? 
Will the experience be good? 
Entertain me! 
Do I want it? 
Does it look like fun? 
Social/ Status appeal 
What will I look like with it? 
What will other people think? 
Is it for people like me? 
How will this make me look?
My photo usability checklist 
I’ve come up with a set 
of guidelines to use to 
evaluate photos, give 
them a try and let me 
know how you get on. 
@chudders 
1. Legibility & credibility 
2. What message does the photo 
communicate? 
3. Usefulness & effectiveness 
https://uxmag.com/articles/evaluating-the-usability-of-web-photos
What can you 
do today to 
improve your 
photo UX?Hopefully you can use 
some of these tips on 
your own design 
projects. 
@chudders
Take a content strategy approach 
@chudders 
I think you can apply a 
content strategy 
approach to photos, 
check out my 
slideshare for more on 
this..
You can annotate Annotate wireframes 
wireframes to pass on 
your intentions to your 
@chudders 
Art Director or 
whoever chooses the 
photos in your team.
Sketch a brief 
@chudders 
Sketching photos is a 
great way of briefing 
photographers.
Audit what you’ve got 
@chudders 
• Audience 
• Task 
• Outcome/ Purpose 
• Primary message 
• Context - this will be shown at this point 
in the journey and with this content 
• Commercial objective 
Photo audit 
Why not take the same 
approach to auditing 
photos that we take to 
doing traditional 
content audits?
Work out what you need 
@chudders 
You can use task 
models and experience 
maps to identify the 
types of photos you 
need for different 
points in the user 
journey.
http://www.createyourownrealitynow.com Does this look familiar? 
“I’m focussed on success, i’ll do whatever make @chudders 
it in my career” 
brenda is the senior vp of a major multi-national works hard and plays hard and doesn’t suffer her key tasks are: 
- checking sales forecasts 
- running reports 
- setting targets 
Business Belinda 
Personas are all about 
showing representations of 
real users. Why use stock 
photos of people who 
don’t look like ‘real’ people!
Now this is better 
the retired teacher 
Peter make the “I want to peter has been retired teacher 
tasks are: 
her key understanding the - - up meetings setting working out the final - @chudders 
For a recent persona 
project we took photos 
of users who came in 
for user research which 
gave us photos of real 
customers for free!
Use photos in your deliverables to tell stories 
@chudders 
Photos are wonderful 
assets to use to help us 
tell stories. They are a 
powerful way of 
communicating aspects 
of your users lives to 
the business.
Use photos in your prototypes 
@chudders 
Why not put photos in 
prototypes. You’ll learn 
loads from what they 
communicate to users 
which will add more 
depth to your insights.
Please pay photos extra 
attention during your 
next research/ design 
project and let’s do more 
as UX’ers to improve the 
quality and effectiveness 
of web photos. 
Let’s improve the effectiveness of web photos 
@chudders 
Thanks!

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Photo ux nux 061014

  • 1. I’d like to introduce you to the idea of thinking about photos from a user centred point of James Chudley User centred photography NUX 2014 @chudders view
  • 2. It’s good to be back @chudders I discovered photography and UX 14 years ago when I moved to the North West to work for Amaze, so it’s great to be back talking about two of my favourite topics.
  • 3. Plan of attack @chudders 1. Why are photos so important? 2. Some photoUX stories 3. Qualities of usable photos 4. Tips to improve photoUX
  • 4. What do I do all day? @chudders I’m a UX Director at cxpartners and am lucky to lead projects for these clients amongst others…
  • 5. I’ve written a couple of books @chudders ★ ★ ★ ★ ★ “Good price. Well packaged. Arrived promptly. Just what she wanted. I’m being asked for more words, but really that’s all I want to say” £2 from www.fivesimplesteps.com I’ve also had the opportunity to write a couple of books along the way.
  • 6. But more importantly I bloody love photography @chudder@s chudders I absolutely love photography, it has been an all consuming hobby of mine for the last 14 years.
  • 7. I’m on a mission I’m on a mission to try and improve the effectiveness of web @chudders quality and http://www.gettycritics.com/ photos.
  • 8. We are all photographers @chudders http://broodr.com/blog/wp-content/uploads/2011/09/sarah_taking_lge.jpg We all have cameras in our pockets these days. It’s never been easier to take, share and publish photos.
  • 9. You are already photoUX experts @chudders Would you link in with them? http.www.linkedin.com We’ve all thought long and hard about the most appropriate photos to use to accompany our social media profiles, so you understand the importance of photos.
  • 10. @chudder@s chudders http://manishin.com Iconic photos stay in our minds forever..
  • 11. http.www.benetton.com @chudders And ad campaigns use photos to deliberately shock us and make us stop and think.
  • 12. Photos are hugely important in our lives, documenting key moments… @chudder@s chudders
  • 13. @chudder@s chudders ..such as family holidays…
  • 14. http://www.flickr.com/photos/maryblathwayt/265874415 …and our favourite sports teams! @chudder@s chudders
  • 15. @chudders Photos also make us laugh, imagine my delight when I recently spotted this modification to a local street sign!
  • 16. The crazy reality of photos & digital design @chudders Impact Investment (Behaviour & conversion etc.) So given how significant photos are in our lives why do we pay them so little attention during the design process?
  • 17. So given the power of photos why do we do this? @chudders Stock images can cause problems as users can’t relate to the people that they see within them. http.www.shutterstock.com
  • 18. A recent favourite @chudders http.www.creditexpert.com Would you be feeling this relaxed if you’ve just learnt that your identity had been stolen?
  • 19. Photos are designed too @chudder@s chudders http://www.ikea.co.uk Photos are designed too. Consider for a moment the design thinking that went into this photo.
  • 20. The photographer ‘layer’ @chudders 43 Shoot wide to convey space Control shutter to blur water Dynamism & movement Use directional light to add impact Wet floor acts as a reflector Use white wall on left as reflector Location choice - urban, aspirational, on brand Compose to only include relevant objects Use flash to enable use of fast shutter speed Ensure colour remains punchy to draw attention Blow sky to render neutral Dress image as appropriate Use lines on floor to guide the eye Shoot at eyeline to connect with people These are design decisions that the photographer made in order to get the photo they wanted..
  • 21. Business layer @chudders 45 Educate & help Convey the Demonstrate understanding benefits usage Entertain Shock Illustrate a point Set expectations Persuade Get a reaction Create desire Sell & cross sell Show quality Demonstrate features Show uniqueness Show scale & what’s included Give context Communicate a proposition Convey a lifestyle Support the brand The ‘business’ will have contributed their own requirements to the Inspire Show accessories Convey intangibles Convey personality Create an emotional response brief too. Quality & trust Demonstrate value Imagine ownership Show details Improve perception
  • 22. User layer How is it different? @chudder@s chudders 47 Does it look good? Is this what I want/ need? Can I imagine myself How does it work? there? Will it match ‘x’? Is it right for me? Will it be right for ‘x’ Will it fit? What does it come with? Entertain me! Where is it? What do I get? Have I got one like it? Am I in the right place? What will the experience be like? Does it look like value for money? Can I imagine owning it Does it look like fun? Is it good quality? Do I trust them? Has it got that feature I need? Is it what I would expect from them? Help me to understand it Is it safe? Do I like it? Does it look comfortable? Where will I be sitting/ staying/ watching from? Will there be people like me there? And of course users have all sorts of things they need to know that a photo can help to answer.
  • 23. Why do we just ignore them in our work? @chudders I find it odd that as UX designers we do so little to inform the choice of photos given we know so much about user and business requirements.
  • 24. Some stories from the front line @chudders
  • 25. Users who viewed this site told me how wonderful the company were as they would clearly deliver whatever the weather, the photos gave them a great first impression of the business! http.www.wiltshirefarmfoods.co.uk @chudders
  • 26. http.www.lovefilm.com @chudders In this example people didn’t like the look of ‘Liam Gallagher man’ so we’re dissuaded from choosing the £9.99 (best for the business) option
  • 27. http.www.beneden.co.uk @chudders Can you trust people if you cant see their eyes?
  • 28. Some insights from Craig Sullivan @optimiseordie Craig is your man for quant based evidence around the impact of photos - check out his slideshare pages. ‘Body language of people in photos has an impact on conversion…” ‘Photos must match the emotional state of the user, who would you want to see if you’ve just had your windscreen smashed …you want to see your mum with a cuppa” @chudders Belron (Autoglass in Germany) http://www.thewebpsychologist.com/podcast-episode-33-craig-sullivan/ ‘The comprehension and perception of a service are largely influenced by photos…”
  • 29. @chudders What is a usable photo?
  • 30. “...the most usable and effective photos communicate something clearly to the user, are useful, are in keeping with the brand, evoke an emotional response, and influence the user in the way that the designer intended...” @chudders
  • 31. Ornamental vs content photos Ornamental photos don’t really help much, they are often used to fill a space and often serve little purpose. @chudders http://www.b2bcompliance.org.uk/
  • 32. Ornamental vs content photos ‘Content’ photos like these are helpful and serve a purpose. http://www.timbuk2.com/tb2/products/home @chudders
  • 33. Effective photos show the benefits This photo effectively communicates the benefits of the product, I can instantly see what it does and how it might be useful. @chudders http://www.gorillapod.co.uk
  • 34. Effective photos are consistent @chudders vs When the style of photography is inconsistent it distracts us from the product.
  • 35. The photos of the product are the product Often the style of photography becomes an important part of the brand identity. @chudders http://www.howies.co.uk
  • 36. Use the eyes to your advantage We naturally look to see what others are looking at, see how these examples influence where you @chudders look. http://www.nikewomen.co.uk http://www.arkive.co.uk http://www.adidas.co.uk
  • 37. Effective photos convey the intangibles @chudders http://www.bentley.co.uk Photos can convey concepts like ‘craftsmanship’ very concisely. Could you use words to communicate the same message so concisely?
  • 38. Effective photos give credibility @chudders Older users loved the fact that Sir David was a patron of Arkive. Younger users perceived the same photo to mean that the website was for old people! http://www.arkive.co.uk
  • 39. Effective photos convey scale @chudders If you are considering buying a van it’s likely that a forklift is a useful reference point to understand scale. http://www.ford.co.uk
  • 40. Effective photos persuade Photos of people we know can be very effective in persuading us to do things. @chudders http://www.linkedin.co.uk
  • 42. The Don @chudders photography “Good design is also an act of communication between the designer and the user.” This great quote from Don Norman works well for photos too.
  • 43. @chudders ethos (CREDIBILITY) pathos (EMOTION) logos (LOGIC) . . Rhetoric - the art of persuasion We can use this formula to construct a persuasive message
  • 44. @chudders Will it fit? Is this what I need? Will it match ‘x’? Is it right for me? Where is it? What do I get? Is it good quality? How does it work? Will it be right for ‘x’ Is it safe? Rational appeal (LOGOS) Reputation/ brand appeal (ETHOS) Does it fit with the brand? It’s a useful framework for understanding the different types of questions that people will ask of your photos. What qualities do I assume it has These guys know what they are doing If they made it it must be good User needs vs rhetoric Emotional appeal (PATHOS) Does it look good? Will the experience be good? Entertain me! Do I want it? Does it look like fun? Social/ Status appeal What will I look like with it? What will other people think? Is it for people like me? How will this make me look?
  • 45. My photo usability checklist I’ve come up with a set of guidelines to use to evaluate photos, give them a try and let me know how you get on. @chudders 1. Legibility & credibility 2. What message does the photo communicate? 3. Usefulness & effectiveness https://uxmag.com/articles/evaluating-the-usability-of-web-photos
  • 46. What can you do today to improve your photo UX?Hopefully you can use some of these tips on your own design projects. @chudders
  • 47. Take a content strategy approach @chudders I think you can apply a content strategy approach to photos, check out my slideshare for more on this..
  • 48. You can annotate Annotate wireframes wireframes to pass on your intentions to your @chudders Art Director or whoever chooses the photos in your team.
  • 49. Sketch a brief @chudders Sketching photos is a great way of briefing photographers.
  • 50. Audit what you’ve got @chudders • Audience • Task • Outcome/ Purpose • Primary message • Context - this will be shown at this point in the journey and with this content • Commercial objective Photo audit Why not take the same approach to auditing photos that we take to doing traditional content audits?
  • 51. Work out what you need @chudders You can use task models and experience maps to identify the types of photos you need for different points in the user journey.
  • 52. http://www.createyourownrealitynow.com Does this look familiar? “I’m focussed on success, i’ll do whatever make @chudders it in my career” brenda is the senior vp of a major multi-national works hard and plays hard and doesn’t suffer her key tasks are: - checking sales forecasts - running reports - setting targets Business Belinda Personas are all about showing representations of real users. Why use stock photos of people who don’t look like ‘real’ people!
  • 53. Now this is better the retired teacher Peter make the “I want to peter has been retired teacher tasks are: her key understanding the - - up meetings setting working out the final - @chudders For a recent persona project we took photos of users who came in for user research which gave us photos of real customers for free!
  • 54. Use photos in your deliverables to tell stories @chudders Photos are wonderful assets to use to help us tell stories. They are a powerful way of communicating aspects of your users lives to the business.
  • 55. Use photos in your prototypes @chudders Why not put photos in prototypes. You’ll learn loads from what they communicate to users which will add more depth to your insights.
  • 56. Please pay photos extra attention during your next research/ design project and let’s do more as UX’ers to improve the quality and effectiveness of web photos. Let’s improve the effectiveness of web photos @chudders Thanks!