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

Seeing the big UX picture
(a broader view, not a bigger screen)
Eric Reiss
@elreiss
Conversion Meetup
November 6, 2014
Bratislava, Slovakia

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

(Eric, do your research. Ask questions.)

The Promise
“User experience will make you rich.”

Another question for you:
“Have we delivered on our promise?”

The current business mentality

Survival is more important than success

“This is not the time to take risks”

“There is safety in charismatic leaders”

Which tool would you NOT want to have if you were building a house?

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

User Experience
IA SD CS IxD GD PM DEV KM SEO SM MKT IT

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

Responsive design doesn’t just happen on a screen

Same tools. Same goals.
Different environments.
(Eric, remember to talk about
hammers and water to wine)

Can we define UX in simple,
understandable terms?
Can we embrace all
these disciplines without
taking ownership?

Eric’s 1st Law of UX:
If a solution does not solve your
user’s problems, it will not
solve your company’s either.

So, let’s start by looking at a “user”

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

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)

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)

Eyeglasses
Wool pullover
Lightbulb
Marble tabletop
Armchair
Book
Gus the Cat
Manhattan Cocktail

Sensory assistance
Warmth/comfort
Sensory assistance
Convenience/aethetics
Convenience/comfort
Education/information
Companionship
Chemical stimuli

The experience of a touchpoint
is always situational

What do your users need?
What are the scenarios?
How many touchpoints are touched?

How can anyone truly be a “UX Designer”
without controlling all the touchpoints?
UX design certainly exists...
...but are there truly UX designers?

Perhaps we need
a more useful definition of UX!

ex·per·i·ence
noun
1: having been affected by or learned
through observation or participation
2: the length of such participation

Eric’s 2nd Law of UX:
User experience is the sum of
a series of interactions between
people, devices, and events.

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

Three types of interaction
Active (things we control)
Passive (things we don’t control)
Secondary (things that have indirect influence)

UX involves all three interaction types
Coordinating interactions that we can control
Acknowledging interactions beyond our control
Reducing negative interactions

Reducing negative interactions

Can influence
Cannot influence
Business
critical
Screw
it

Small changes can make big differences

Ordinary people can change the world

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

Don’t speak geek
Don’t speak geek!

Don’t attack other disciplines
Don’t attack other disciplines!

Solve problems, don’t create them
Solve problems. Don’t create them.

Think beyond your own self-interest
Think beyond your own self-interest.

Think beyond the damned screen!

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

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

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