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MoDevUX Conference Workshop
- 4. In this workshop, you will... Develop a design personality by exploring your personal values, using them to ground your decisions Learn design principles that make solutions more human, by considering emotion and providing delight Conceptualize an experience in order to find and design for key moments that make or break your users’ experience
- 5. Play Brand-y Land (in the key of Taboo) • Divide into even teams. Each person take 5 slips of paper. Without talking, write down one brand on each piece of paper. Fold each one twice and put all in the same container. • Flip a coin to see which team goes first. Teams, pick your starter. • Each team member has 60 seconds to get their team to guess as many brands as possible - WITHOUT saying the brand name. Think of the experience of the brand, or its messaging. The player keeps each correctly guessed answer slip. If you say the name or pass, the slip goes back in the bowl (don’t reveal it! The other team may get it next). • Alternate rounds. When slips are gone, the team with the most slips wins!
- 6. Usable is No Longer Good Enough
- 7. We've dedicated much of our history to making products usable by focusing on the flaws in our designs.
- 9. "...the emotional side of design may be more critical to a product's success than its practical elements" - Donald Norman Emotional Design
- 10. Learned helplessness has flipped due to higher expectations
- 11. "Psychology should be as concerned with strength as with weakness" - Martin Seligman Positive Psychology
- 12. Products that anticipate needs, inspire trust, acknowledge emotion, and provide delight are often the ones that are not only used, but shared and loved.
- 13. "Making websites usable is like a chef striving to make food edible." - Aarron Walter Designing for Emotion
- 14. Adding this essential layer to your design does not come from adding bells and whistles... It comes from creating a personal connection with your user.
- 16. Personal connections are about building rapport
- 17. "...the doctor has to take the time to to explain what happened and to answer the patient's questions -- to treat him like a human being. The doctors who don't are the ones who get sued."
- 18. What are the traits of a person you trust?
- 19. What Are the Traits of a ... CLOSE FRIEND ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ TRUSTED DOCTOR ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ GOOD BUSINESS PARTNER ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________
- 20. How does technology build rapport?
- 22. When you think of technology that exhibits human traits, what comes to mind?
- 26. FAILS
- 32. Even if an interface does not contain cheesy anthropormorphic figures, users should feel there is a human behind the design
- 33. ...but in a good way
- 35. This is even more critical for mobile solutions
- 37. What would you take a stand for?
- 39. Thanks to Jim Cohen of Spark for this diagram and the examples of COFFEE BEAN and TEA LEAF, HERE, and Starbucks.
- 40. Here’s a sample challenge to build on through this workshop
- 41. TooCooks Challenge Too often cooking can become the lonely job of an individual. Sometimes it seems like kitchens only work for one - or for two people who cook together often. But cooking can be educational, fun, and collaborative. It can bring together people who may not know each other well, or those looking for a new activity to try. TooCooks is a solution that makes cooking with another person easier and more fun, regardless of their level of skills.
- 42. TooCooks Challenge: Personas Lawson, 25 years old Lawson moved to Chicago for work about a year ago. He’s at a point in his life where he’s looking for a serious relationship. He’s excited about Jessica, and for this date he wants to plan something more interesting than a restaurant and a movie.Goals • Impress Jessica both with his home, and with his desire to develop a serious relationship. • Have a fun date that helps the two of them get to know each other better. Frustrations • So many recipe sites call for ingredients or utensils that he doesn’t have yet! He doesn’t want to buy half his kitchen. • Lawson doesn’t know if Jessica is a great cook or a pure beginner. An overcomplicated recipe could backfire. He wants to look open and fun, but not ridiculous. Megan, 36 years old (with Angie) Megan recently married Ben, who has a 10 year-old daughter named Angie. Megan wants to get to know Angie in a way that’s friendly and home-oriented. She’d like to be an important and positive person in Angie’s life. Goals • Strengthen her relationship with Angie. • Form traditions for their new home together. Frustrations • Most nights Megan, Angie, and Angie’s father end up in front of the television. It’s easy but impersonal. Megan wants an interesting way to spend one-on-one time with Angie doing something active they’ll both enjoy. • Angie hasn’t done much cooking before and she can get anxious when faced with a challenge she doesn’t understand. Megan doesn’t want Angie to get stressed out about making something perfect. She just wants them both to have a good time creating something together.
- 43. Discuss this challenge • Describe times you’ve cooked with others. What was good about it? What was frustrating? • If you were on the design team for this app, what values of your own would you focus on related to this challenge?
- 45. The French
- 46. The British
- 47. In the 1970’s, Ann C Noble, professor emeritus of the University of California Davis created the aroma wheel
- 48. Brand Attributes Corporate Cutting-Edge Decisive Deliberate Detailed Dominating Educated Elitist Energetic Essential Ethical Exacting Exciting Exclusive Experienced Adaptable Adventurous Approachable Assertive Busy Candid Caring Commercial Communal Complex Concise Conservative Confident Confidential Conscientious Familial Fearless Fresh Friendly Fun Functional Giving Growing Heavy Honest Hopeful Humble Impactful Informed Innovative Inspiring Modern Nostalgic Open Organic Organized Outgoing Political Refined Refreshing Safe Self-aware Simplistic Spontaneous Stable Sterile Timeless Transparent Trusted Vibrant Warm Welcoming Youthful ADD YOUR OWN: ADD YOUR OWN:
- 50. As a group, pick 3-5 attributes of focus for your TooCooks solution. These are elements of your design personality.
- 52. Write descriptors for your words • Each person take a different one if possible
- 53. Voice and Tone
- 54. Brand Voice How you speak when you’re speaking as your brand - the personality expressed by the accent, choice of words, and other easily recognizable qualities. Tone gets into psychological qualities as well (like optimistic).
- 55. Define Your Personality UNIQUE What sets you apart from your competition? TRAITS What traits make up your personality? _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ What are you NOT? VOICE If your solution could talk, how would you describe its voice? _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ VISUALIZE Draw your solution as if it were a person (or animal or supernatural creature)
- 56. Brand Voice Karaoke You’re the brand manager for a popular fast food chain that’s announcing the addition of a new burger to its menu, via Twitter. • Generic Tweet: “Our new mini-burgers are so delicious, you won’t be able to eat just one!” • Re-write example for a haughty, designer burger chain for busy runway models: “Oooh, la-la. Our scrumptious mini-burgers are so “in” dahling, you’ll eat your dress size.”
- 57. Brand Voice Karaoke Rewrite the tweet: “Our new mini-burgers are so delicious, you won’t be able to eat just one!” As a high-seas, adventure-themed burger chain for little boys who want to be pirates
- 61. Now try it with our challenge • Write one playful message letting your user know that they don't have the right equipment to make creme brulee (no kitchen torch). • Write one straightforward message letting the user know that their account information may have been accessed by hackers.
- 63. TooCooks Challenge: Potential Features • A cook profile, which stores information on a player’s skill level, food preferences, and allergies. This should be gathered via a short questionnaire and stored for use with multiple cooking events. • A kitchen profile to determine what kinds of equipment or utensils will generally be available. • An event picker that allows players to choose the tone of the cooking event (such as “Romantic,” “Educational,” “Silly”), the meal type (breakfast, lunch, dinner), and how many people are dining. • Recipe suggestions (3-6) based on data from the event picker, the kitchen profile, and cook profiles, with a way to choose one of the recipes. • A recipe stepper for the chosen recipe, with timed tasks and audible alerts customized for each cook playing. • A fun gap-filler! Consider conversation starters, mini-games, trivia, or educational challenges. These will appear when players are waiting for water to boil. Players should be able to pause and resume. PROFILE { STEPPER { EVENT {
- 64. Storyboard a Flow • As a group, choose a feature set to dive into. • 3X2 individual storyboarding. Shoot for 2 minutes a section. • Share with 1-2 people in your group.
- 68. SPONGE SPARK SPLATTER SCULPT STORYTELL One of the hardest jobs of a design team is effective use of a SAVVY NO Choose a design challenge and immerse in the related context. What do you want to make better? For who? Take insights from Sponge. Define your audience and their needs. Generate the solution idea you want to design. Brainstorm multiple ideas (quantity over quality). Explore possible features and content. Form and refine your solution with user insights and design strategy. Express the importance and meaning of your solution.
- 69. Pick a card! Pair up (2-3 max) within your groups and choose 1 card for each pair
- 70. Design Principles 1. Embrace Your Unique Character (Kings and 6’s) 2. Be Attentive & Anticipate Needs (Queens and 5’s) 3. Show Empathy & Compassion (Jacks and 4’s) 4. Inspire Curiosity & Playfulness (10’s and 3’s) 5. Surprise & Delight (9’s and 2’s) 6. Use Humor When Appropriate - (8’s and Aces)
- 71. 1. Embrace Your Unique Character
- 73. Waze
- 74. 2. Be Attentive & Anticipate Needs
- 76. Donna
- 77. Foursquare
- 78. Pocket
- 79. don't be creepy
- 80. Google Now
- 81. Show Empathy & Compassion Louis C.K. 3. Show Empathy & Compassion
- 82. FAIL
- 83. Hipmunk
- 84. Pinterest
- 85. 4. Inspire Curiosity & Playfulness
- 86. Tinder
- 87. Duolingo
- 88. 5. Use Humor When Appropriate
- 89. Yahoo
- 90. Moosejaw
- 91. 6. Surprise & Delight
- 94. Timehop
- 95. Tumblr
- 96. For our hot potato… What did you write down? • Words describing the object’s look and feel • Features you would say this object has
- 97. Jared Spool provides this spectrum: Frustration Neutral Delight "It doesn't suck, but it's not remarkable, either" this is a reductive process... ...whereas this is more additive
- 99. A vocabulary to start: Kano Analysis Kano Analysis Questions (per feature) What do you think of the product if it includes feature X? What do you think of the product if it does not include feature X? There are three valid responses for either question: “I like it,” “It doesn’t matter to me,” or “I dislike it.”
- 100. Example: Air Travel Basic features: Your flight won’t be cancelled Your ticket guarantees you a seat Performance features: How much legroom you have Number of nonstop flights available Delighters: A comedian at the intercom Free gourmet snacks
- 101. Activity Now let’s mark… • 2 features that you consider Basic Users are neutral about having them but dissatisfied if they’re absent. • 2 features that you consider Performance Users are satisfied when present, dissatisfied when absent. • 2 features that you consider Delighters Users are neutral when absent but satisfied when present.
- 103. MailChimp
- 105. Create a new 3x2 iteration of your flow • Use your design principle to focus • Consider what you liked about your buddy's flow from round 1 • Think about the emotions your users are probably feeling. Does that affect your design?
- 106. Try this again, with another challenge • If you have a current app, assess it against today’s design principles. Have a good one to share? Partner with those in your group. If not, we have a second challenge at <insert link> • Create a design personality worksheet
Notes de l'éditeur
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- CC & BH
- CC: We wanted to start our workshop with a picture of the side of a garage. Today we're going to talk about how we perceive human qualities in everything, and why understanding this is critical to designing successful mobile apps and websites.
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- BH: We have entered a new era in our industry. We've reached a certain level of success in preaching the importance of user experience design and selling it as a must-have for designing usable products. But the bar has been raised and companies are now seeing that 'usable is not good enough' and more is needed to differentiate your company or product.
- BH: This is Jakob Nielsen's website circa 2005, which is representative of many sites on the web during this time. Delivering information was the primary goal, while creating a memorable experience and forming an emotional attachment with users took a backseat.
- BH: Donald Norman introduced this paradign shift when he wrote Emotional Design, following The Design of Everyday Things. He outlines three areas in which products affect us: Viscereal, Behavorial, Reflective. Viscereal is our gut reaction to a product at a subconscious level. Behavorial includes how the product works and our interactions with it. Reflective provides the emotions we associate to a product based on our experiences who we are as people. In a TED Talk, he describes these as 3 ways good design makes you happy, and cheekily states: "the new me is 'beauty,' and I'm only saying positive things from now on."
- CC: The people using our products have also developed higher expectations. The concept of learned helplessness with technology has flipped from the user feeling ignorant to the product being deficient. The emotional context of mobile 'in the moment' raises these stakes even higher.
- BH: This shift to focus on the positive is similar to another field. Martin Seligman first introduced the concept of "positive psychology." Some of you may be familiar with his TED talk. The field of psychology has changed, where the goal of professionals should not be to only treat mental disorders and make unhappy people less unhappy; but to better understand what creates happiness and how all of us can increase it in our lives.
- BH: Products that go beyond 'usable' to meet these needs are the most successful because they create a personal connection with their users.
- BH: Aarron Walter wrote a phenomenal book titled Designing for Emotion that describes this extra layer of emotional design that we all need to be striving for. Only when the core of your product is solid--functional, reliable, and usable--can this layer be added.
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- BH: The importance of rapport is evident in Malcolm Gladwell's book, Blink. In the book, he describes how insurance companies uncovered data to analyze the potential risk in insuring certain doctors against malpractice lawsuits. One's first instinct in doing this would be to research the doctor's training, credentials, and work history. But it was found that more could be gleaned from observing the doctor's interaction with his/her patients. The patient's feelings toward the doctor have an overwhelming affect on whether the patient sues the doctor. Gladwell writes that patients do not sue because of shoddy healthcare; they sue because of shoddy healthcare and because they feel they were treated poorly. Patients that sue claim they were ignored, weren't listened to, or were rushed. People do not sue doctors they like. A study analyzed the conversations of doctors/patients across two groups: those who have been sued and those who haven't. Doctors who haven't been sued showed empathy, engaged more in active listening, spoke with a warmer tone, and spent more time with their patients.
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- CC: The Volkswagon Beetle has been in production for 65 years, the longest running single design in automative history. A study was conducted in 2008 to explore the popular belief that different car designs project different personalities. Partipants rated 38 different cars using 19 traits. Researchers identified that the majority of participants view "powerful" as an important trait, whereas the Beetle appealed to those favoring "cute."
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- BH: Take out 10s and other cards if needed.
- BH or CC: Southwest and how it encourages its flight attendents to show their personalities. Your product should also do this by presenting a unique design that reflects your personality.
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- BH: Waze has separated itself from other mapping applications by exhibiting a unique personality through its design and voice/tone.
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- BH: Donna was recently purchased by Yahoo. It offered to send an email to meeting attendees if you're running late, call Uber for offsite meetings, and anticipates travel times.
- BH: Foursquare remembers to say "happy birthday" to its users while also offering (albeit insincere) flattery. In the book, "Influence...," the author describes how flattery works even when the recipient recognizes disingenius motives.
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- BH: Hipmunk understands that the majority of us don't get excited about air travel. They display flights in their search results according to degree of "agony."
- BH: Pinterest's communications serve as good examples of showing compassion, anticipating needs, and speaking the user's language.
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- BH: The popularity of Tinder has surpassed other dating apps because it peaks curiosity & adds playfulness.
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- BH: Yahoo injects subtle humor into its registration flow
- BH: Moosejaw provides a more direct attempt at humor that is fitting of its brand
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- BH: Shadows change, the street view guy flying and having a surfboard in Hawaii. Demo?
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