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UX Axioms - 26 Principles to Drive Better Product Design
User Experience (UX) theory and practice can be confusing for the uninitiated. This talk outlines a set of UX Axioms designers and developers alike can use to integrate UX into their practice. Erik shares hard-won lessons learned from practicing UX in the real world for over 10 years. Building real products and services involves an ongoing series of design compromises. There is no ideal process or magic bullet for integrating UX or creating amazing user experiences. However, understanding and applying UX Axioms will allow you to adapt to the situation at hand and build products that resonate with and delight your end-users.
...a boutique design consultancy
and innovation lab. We help
companies design products and
services that deliver great
experiences for their customers by
turning human experiences with
technology products into positive,
USER EXPERIENCE (UX) DESIGN IS
A HOLISTIC ORIENTATION LOOKING
AT HOW ‘WHAT WE Design Architecture
IMPACTS PEOPLE, BUSINESS, Content
THE WORLD; AS WELL AS THE
STRATEGY TO IMPLEMENT IT
Interface Design Navigation Design
AXIOM NO. 01
IT’S ALL ABOUT PEOPLE;
IT’S NOT ABOUT THE OBJECT
Truth of the matter was, stories was
everything and everything was stories.
Everybody told stories. It was a way of
saying who they were in the world. It
was their understanding of themselves.
It was letting themselves know how
they believed the world worked; the right
way and the way that was not so right.
AXIOM NO. 04
Culture is an underlying shared
system of information and knowledge
that is manifest through patterns of
norms, behaviors and signifiers.
AXIOM NO. 05
PROBLEM FINDING BEFORE
“If I had an hour to solve a problem
and my life depended on the solution,
I would spend the first fifty-five
minutes determining the proper
question to ask, for once I know the
proper question, I could solve the
problem in less than five minutes.”
“If I had eight hours
to chop down a tree,
I’d spend six
sharpening my axe.”
HOW DO I DO
SYNTHESIS OF MANY FIELDS
CONSTANTLY EVOLVING LANDSCAPE
Sell your expertise and you have a
limited repertoire. Sell your ignorance
and you have an unlimited repertoire.
- RSW on Charles Eames
AXIOM NO. 09
DON’T TRUST WHAT PEOPLE
SAY; OPEN YOUR EYES
“What people say, what people do, and
what they say they do are entirely
- Margaret Mead
AXIOM NO. 10
NOT JUST NARRATIVES;
Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience.
The Deal Addict will split their time
between Browsing and Shopping.
Their Browsing is punctuated by an
effort to find the best deal regardless
of the product. Their Shopping is
defined by comparative pricing.
Inspire Me will spend a majority of
their time Browsing. Their
experience is marked by an indirect
path through the product offering to
find something that excites them.
Basic Value will not spend any time
in the Research or Browse phases
and will spend as little time as
possible in the Shop phase. They
want to get their shopping done and
get on with life.
The Flexible Learner will split their
time evenly across the phases as
they inform themselves. They may
not finalize the purchase within the
30 minute window.
Critical Explorer will spend all of their
time in the Research phase. They
are unlikely to complete their
Research and commit to a purchase
within the 30 minute window.
Research is the gathering and/or
analysis of detailed information about
a specific product, groups of products
The Critical Explorer will
move out of the Research
phase if/when the right
product is identified.
Browse is the perusal of products or
services without the direct intention of
Shopping is the act of searching for a
specific product, groups of products or
services with the direct intention of
Deal Addict will move
from Shop to Purchase if
they are confident they
are getting the best deal.
Flexible Learner will
move onto Shop only
when they are confident
in their decision.
Inspire Me will move
out of Browse when
Basic Value will move
out of the Shop phase
when the needed
product is located.
Purchasing is the act of the exchange
or transaction between the guest and
See What’s New
Deal Addict needs to feel powerful
and successful at saving money;
feed that need with information
Inspire Me shops for pleasure,
wants to surf around. Help them
jump from one idea to the next to
see what is hot.
Basic Value will appreciate
consistency. Keep designs and
interactions for basic shopping
activities consistent and
Flexible Learner needs to stay in a
comfort zone. Provide a
consistent experience with
information, language and
interactions across channels.
Critical Explorer wants in-depth
information about products. Help
them dig deep to find out more
and provide that information.
The law of conservation of complexity
in human-computer interaction states
that every application has an inherent
amount of complexity. This complexity
cannot be wished away and has to be
dealt with, either in product
development or in user interaction.
Larry Tesler, Xerox PARC