There is no good recipe for great design. Environments, technology, and sometimes even users are constantly changing. Context is everything, and these days, you need more than generic guidelines to define good products. This talk is about how product designers are sometimes “breaking” all guidelines and principles, but still end up creating successful products that users love.

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?
UX DESIGN = UI DESIGN?
Is UX 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

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

20. FRICTION
Embracing

23. The bigger the hurry,
the bigger the risk

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

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

33. “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

34. “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

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

36. Transparent
Going full

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

38. Oh, those dark patterns

39. There are many shades of dark

40. There are many shades of dark

41. There are many shades of dark

42. There are many shades of dark

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

45. Seen Fri 12:38 PM

46. Seen Fri 12:38 PM

49. “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

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

51. 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

52. Simple & clean?
Is good design

53. Delightful?
Is good design

54. Innovative?
Is good design

55. It depends

56. It depends™

57. 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

58. And more on empowering people

59. And more on empowering people
(Sometimes by breaking guidelines)

66. Thank you
@kollinz