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Emergent UX: Seducing the six minds

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This talk introduces Emergent UX - a process designed to dramatically improve product design by deeply understanding your audience's conscious and unconscious needs on cognitive and emotional levels.

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Emergent UX: Seducing the six minds

  1. 1. Language Wayfinding Vision / Attention Seducing the six minds: How brilliant UX emerges from the drives of users and stakeholders. John Whalen, PhD Principal, Strategy & User Experience brilliantexperience.com http://linkedin.com/in/johnwhalen @johnwhalen #emergentux @johnwhalen Memory / Semantics Emotion Problem Solving / Decision Making
  2. 2. I’m going to try not to geek out.
  3. 3. N50 error-related negativity...
  4. 4. 4 D’oh!
  5. 5. Cognitive Neuroscience Vision PhD: Science Linguistics PhD Cognitive Science Johns Hopkins Univ Math in Brain John Whalen Professor in Psychology CEO, UX Lead Brillian Experience Post Doc at UCLA during Dot.Com boom Usability/ Accessibility Online Strategy User Experience Information Architecture
  6. 6. Brilliant Experience ‣ Boutique user experience consultancy ‣ Focus on the psychology of user experience ‣ Founded 2011 ‣ Principles 15+ years experience in the field ‣ Self-funded, profitable since inception ‣ Annual revenue doubling since founding
  7. 7. Why User Experience?
  8. 8. What is User Experience? Responsive Page Layout?
  9. 9. What is User Experience? The look and feel?
  10. 10. What is User Experience? The interaction design?
  11. 11. NO UX does not happen on a screen.
  12. 12. UX happens here. In the mind.
  13. 13. UX happens here. In the mind.
  14. 14. User Experience is multidimensional. Language Vision / Attention Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
  15. 15. UX needs to account for the 6 “minds”: Language Vision / Attention Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
  16. 16. Humans are only aware of a tiny fraction of our thoughts.
  17. 17. So how do we get the UX right? ?
  18. 18. Emergent UX EUX is a process that uses psychology at every stage of the user experience process to infer the emergent psychological properties during the user research, strategy and design phases. #emergentux @johnwhalen
  19. 19. Emergent UX EUX is a process that uses psychology at every stage of the user experience process to identify the emergent psychological properties of the user research, strategy and design phases. Translation: The unspoken is often the most seductive. Emergent UX reveals the things people can’t tell you.
  20. 20. Q. Do you need a psychology degree to do this? ! A. No, you need a process.
  21. 21. Vision / Attention Where are they looking at? ! ! What are they looking for? What are its visual properties? Emergent
  22. 22. Memory & Semantics ??? ! ! What is their frame of reference? What will they expect? Emergent Football Orioles NFL Ray Rice Superbowl Scores College Ravens M&T Stadium
  23. 23. Emotion What do they like? ! What are their deepest fears and desires? What would delight them? Frustrate them? Emergent
  24. 24. Language What words do they use? ! How expert are they? What words would they trust? Emergent “…generally recognizes gain or loss on a liquidation equal to the difference between the fair market value of Target's assets and Target's basis…” “You are taxed on gains when you sell a company.” “Dude, Uncle Sam is totally going to take some of your money and that is so not cool.”
  25. 25. Wayfinding Do they know where they are? Do they know what actions to take? ! What interaction model and flow to they expect? Emergent
  26. 26. Problem Solving / Decision Making What is their goal? How do they think they will get there? ! What is their goal and problem space? What would persuade someone to act? Emergent
  27. 27. Vision / Attention Memory & Semantics Wayfinding Language Emotion Decision Making
  28. 28. Emergent UX can be applied across the UX lifecycle UX Research Strategy UX and Design #emergentux @johnwhalen
  29. 29. 31 Phew, that’s a lot! Let’s review, shall we?
  30. 30. Summary
  31. 31. NO UX does not happen on a screen.
  32. 32. UX happens here. UX is multidimensional. Language Vision Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
  33. 33. #emergentux @johnwhalen Emergent UX The unspoken is often the most seductive. Emergent UX reveals the things people can’t tell you.
  34. 34. Research Stakeholder Interviews Field Research Competitor Reviews Expert Reviews Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement UX and Design IA & Flow Interaction Design Concept Realization Visual Design & Branding Thank you!
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This talk introduces Emergent UX - a process designed to dramatically improve product design by deeply understanding your audience's conscious and unconscious needs on cognitive and emotional levels.

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