it's too fancy! back to basics user experience

Kristi McKinneyClockwork Active Media

IT’S TOO FANCY!

Back to Basics User Experience

MinneWebCon | April 14th 2014

THE SCENARIO

FEATURE EXPLOSION

“I saw this [insert feature] on [insert website] and I think we should use it on our site for [insert

problem].”

WE GET IDEAS FROM OTHERS

When approaching web/product changes, we get cues from implementations on other sites and

applications.

HOW DO WE TALK ABOUT THIS?

Use well-documented UX paradigms to find solutions best solve the problem and align with the strategy.

CONSIDER THE OVERALL STRATEGY

Objectives – Big Organizational GoalGoals – Specific MeasuresStrategy – Organizational and Digital

CONSIDER PROJECT KNOWLEDGE

• Define the problem & its effects• Define the technological

boundaries• Define the budget limitations• Understand the data

WHICH PARADIGMS?

GOOD QUESTION!There is no definitive list of UX

Paradigms.

APPLYING PARADIGMS EXAMPLES

CNN: Busy News

CNN Business NewsUseful Paradigms

• The Law of Simplicity– Is there enough

information for users to complete their task?

• Users > Problem– Are personal biases

influencing user decisions?

Mayo Clinic: Sneaky Rotator

Mayo Clinic: Sneaky RotatorUseful Paradigms

• The Law of Experience– Are we reinventing a

common process?

• Clarity Above All– Is everything clear and

understandable?

Mayo Clinic: Sneaky RotatorUseful Paradigms

• Fitts’ Law– Can users quickly reach

intended actions?

• Learnability vs. Usability– Is the product single-

use or repetitive?

Slate, Gawker Media & Time: Mobile for Desktop

Slate: Mobile for DesktopUseful Paradigms

• Expose and Challenge Assumptions– Have we questioned

everything?

• Pay Attention to Patterns– Does the interface follow a

pattern?

• Invest in the Future– What are the future needs of

users?

Gawker Media Group: Mobile for Desktop

Gawker Media Group: Mobile for Desktop

Useful Paradigms

• Words Aren’t the Enemy– Does iconography

translate across languages and experiences?

• Match the Tool to the Problem– Is the tool similar in scope

to the original issue?

Time Magazine: Mobile for Desktop

Time Magazine: Mobile for DesktopUseful Paradigms

• The Data Doesn’t Lie (usually)– What does the

data say about the problem?

• Hiding Complexity Increases It– Can users clearly

find what they need?

Anthropologie: Changing Galleries

Anthropologie: Changing GalleriesUseful Paradigms

• Consistency– Are things grouped

and behaving consistently?

• Always Allow Undo– Can users easily

correct their mistakes?

• Details Always Matter– Is there an over-reliance

on design to communicate details?

• Users Don’t Know What They Want– Are you talking to your

users?

AnthropologieUseful Paradigms

IN REVIEW

FOCUS ON USERS

“I saw this [insert feature] on [insert

website] and I think we should use it on our site for [insert

problem].”

RECIPE FOR SUCCESSFUL SOLUTIONS

STRATEGY & PROJECT KNOWLEDGE

• Strategy focuses the discussion on the big picture

• Core Project Knowledge focuses the discussion on the current project with its guard rails

UX PARADIGMS – HELPFUL QUESTIONS

• Is there enough information for users to complete their task?

• Are personal biases influencing user decisions?

• Are we reinventing a common process?

• Is everything clear and understandable?

UX PARADIGMS – HELPFUL QUESTIONS

• Can users act quickly?

• Is the product single-use or repetitive?

• Have we questioned everything?

• Does the interface follow a pattern?

• What are the future needs of users?

UX PARADIGMS – HELPFUL QUESTIONS

• Are things grouped consistently?

• Can users easily correct mistakes?

• Are details communicated effectively?

• Are you talking to your users?

UX PARADIGMS – HELPFUL QUESTIONS

• Does the iconography translate?

• Is the scope of the problem and solution the same?

• What does the data say?

• Can users clearly find what they need?

WELL-REASONED DECISION

“That [insert feature] on [insert website] will work great for us because we can solve [problem] which will help us [strategy]. We know that users [paradigm] so it should work well.”

RESOURCES

• The Hipper Element - http://thehipperelement.com/

• UX Greatness – http://commadot.com/ux-greatness-part-1-of-3/

• 52 Weeks of UX – http://52weeksofux.com/

• Don’t Make Me Think – Steve Krug• UX Myths - http://uxmyths.com/• UI Patterns - http://ui-patterns.com

/• UX Apprentice -

http://www.uxapprentice.com/

• UX Axioms - http://www.uxaxioms.com/

• Principles of Interaction Design - http://asktog.com/atc/principles-of-interaction-design/

• Communicating Design – Dan M. Brown

• Undercover User Experience Design – Cennydd Bowles & James Box

• Smashing Magazine – uxdesign.smashingmagazine.com/

Thank You.Follow me @kitalooclef

MinneWebCon | April 14th 2014