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A bigger view of UX doesn't need a bigger screen

User experience has been around since the dawn of time. But for most people and their employers, UX is something that happens on a two-dimentional interface – a laptop, a tablet, a smartphone. As a result, our talents, as UX professionals, are limiting our career opportunities. Service design is part of UX. So is product design. As our discipline matures, we need to move beyond the digital interfaces and demonstrate how our skills can be applied to many other areas.

I made my first product design improvement at the age of three (I will provide photographic proof). And I have been thinking about user experience throughout my life. I would like to share some stories with my friends in Slovakia that I hope will help them grow their careers, strengthen their community, and enhance their national presence on the international scene.

A bigger view of UX doesn't need a bigger screen

  1. 1. Seeing the big UX picture (a broader view, not a bigger screen) Eric Reiss @elreiss Conversion Meetup November 6, 2014 Bratislava, Slovakia
  2. 2. My goals, your take-aways I hope to dispell some myths: UX is only something that happens on a screen UX was invented in the ‘80s UX can be accomplished by a team of one I also want to: Give you an actionable definition of UX Provide tips that can help promote our talents to the business community
  3. 3. (Eric, do your research. Ask questions.)
  4. 4. A story…
  5. 5. The Promise “User experience will make you rich.”
  6. 6. Another question for you: “Have we delivered on our promise?”
  7. 7. Excuses on both sides....
  8. 8. The current business mentality
  9. 9. Survival is more important than success
  10. 10. “This is not the time to take risks”
  11. 11. “There is safety in charismatic leaders”
  12. 12. The current UX environment
  13. 13. Which tool would you NOT want to have if you were building a house?
  14. 14. Pick me! Pick me!
  15. 15. 1995 1998 2000 2014 Webmaster Webmaster Visual designer Copywriter Developer Visual designer Information architect Copywriter Front-end engineer Full-stack developer Visual designer UI designer Interaction designer Content strategist Information architect Content providers SEO consultant Social media guru Product manager Project manager Token baby boomer
  16. 16. User Experience IA SD CS IxD GD PM DEV KM SEO SM MKT IT
  17. 17. What does this mean for us as UX professionals? No single person can truly be a “UX Designer” No single discipline can truly take ownership of UX
  18. 18. Responsive design doesn’t just happen on a screen
  19. 19. Same tools. Same goals. Different environments. (Eric, remember to talk about hammers and water to wine)
  20. 20. Can we define UX in simple, understandable terms? Can we embrace all these disciplines without taking ownership?
  21. 21. Eric’s 1st Law of UX: If a solution does not solve your user’s problems, it will not solve your company’s either.
  22. 22. So, let’s start by looking at a “user”
  23. 23. us·er noun 1: a person who makes use of a thing; someone who uses or employs something 2: a person who uses something or someone selfishly or unethically 3: a person who takes drugs
  24. 24. When would you use... (simultaneously) An ergonomic seat designed for one person Optical lenses invented by Benjamin Franklin Alcoholic mixture invented by Dr. Iain Marshall Incandescent device invented by Thomas Edison Fabric made on a loom invented by JM Jacquard Rouge Royale (marble) Baskerville Light (typography) Domesticated mammal (This is often how our clients look at their content)
  25. 25. When would you use... (in simpler terms) Armchair Bifocal eyeglasses Manhattan Cocktail Lightbulb Wool jumper Tabletop Book Cat (This is an easier way to look at content)
  26. 26. Eyeglasses Wool pullover Lightbulb Marble tabletop Armchair Book Gus the Cat Manhattan Cocktail
  27. 27. Sensory assistance Warmth/comfort Sensory assistance Convenience/aethetics Convenience/comfort Education/information Companionship Chemical stimuli
  28. 28. The experience of a touchpoint is always situational
  29. 29. What do your users need? What are the scenarios? How many touchpoints are touched?
  30. 30. How can anyone truly be a “UX Designer” without controlling all the touchpoints? UX design certainly exists... ...but are there truly UX designers?
  31. 31. Perhaps we need a more useful definition of UX!
  32. 32. ex·per·i·ence noun 1: having been affected by or learned through observation or participation 2: the length of such participation
  33. 33. Eric’s 2nd Law of UX: User experience is the sum of a series of interactions between people, devices, and events.
  34. 34. Eric’s 3rd Law of UX: UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions
  35. 35. Three types of interaction Active (things we control) Passive (things we don’t control) Secondary (things that have indirect influence)
  36. 36. Active interaction
  37. 37. Active interaction
  38. 38. Active interaction
  39. 39. Passive interaction (partly)
  40. 40. Passive interaction
  41. 41. Secondary interaction
  42. 42. Secondary interaction
  43. 43. UX involves all three interaction types Coordinating interactions that we can control Acknowledging interactions beyond our control Reducing negative interactions
  44. 44. Coordinating interactions
  45. 45. Coordinating interactions
  46. 46. Coordinating interactions
  47. 47. Reducing negative interactions
  48. 48. Reducing negative interactions
  49. 49. Reducing negative interactions
  50. 50. Reducing negative interactions
  51. 51. Can influence Cannot influence Business critical Screw it
  52. 52. Three more stories...
  53. 53. Small changes can make big differences
  54. 54. Ordinary people can change the world
  55. 55. Firmitas, utilitas, venustas
  56. 56. About creativity
  57. 57. So, where does that leave us? How do we get business to understand the value we can provide? Five things to consider if you want to succeed in UX
  58. 58. Don’t speak geek Don’t speak geek!
  59. 59. Don’t attack other disciplines Don’t attack other disciplines!
  60. 60. Solve problems, don’t create them Solve problems. Don’t create them.
  61. 61. Think beyond your own self-interest Think beyond your own self-interest.
  62. 62. Think beyond the damned screen!
  63. 63. Ďakujem!
  64. 64. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com