it's too fancy! back to basics user experience
DESCRIPTION
The availability and ease of implementing new technologies means that some websites are getting too fancy. The fanciness can interfere with the user's experience. It's common for team members to suggest fancy features they see on other sites. But how do you evaluate them? By taking a hard look at the fancy and finding out if it's right for you.TRANSCRIPT
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