The Science of UX Design

e Science of UX Design

Zack Naylor
AIGA Statewide Pivot: Crossroads
Aug. 20, 2011

Saturday, August 20, 2011

Art is not Design


Art is not Design
Not for us anyway.


Art
aims to

Inspire
http://3.bp.blogspot.com/_PvnAJNEr__c/TUIqWcUJdVI/AAAAAAAAAoA/F1pPI5hZFt4/s1600/napoleon2g.jpg

Design
solves

Problems


Art
is

Interpreted
http://www.davidlester.net/abstract%20and%20interpretive.htm

Design
is

Understood


Not all Design is created equal.


Not all Design is created equal.

Nor is any design philosophy universally
appropriate.


Self Design

Genius Design

User Centered Design


Self Design

Solves your own problem.


Self Design

Solves your own problem.

I hope.


Self Design

When is Self Design appropriate?

When YOU are the user.


Genius Design

Draws from your experience.


Genius Design

Draws from your experience.

Meh.


Genius Design

When is Genius Design appropriate?

...not really ever...


Genius Design

...except...when you have suﬃcient domain
experience with
both the product & users



Focuses on behavior, use & context.



Focuses on behavior, use & context.

Winner, winner, chicken dinner.


“User centered development process shifts from focus on
the way the product is made, to how the product is used.”
- Mike Kuniavsky “Observing the User Experience”


We call it

User Experience Design

(UX) for short


The Elements of User Experience Jesse James Garrett
jjg@jjg.net
A basic duality: The Web was originally conceived as a hypertextual information space; 30 March 2000
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.

Web as software interface Concrete Completion Web as hypertext system

Visual Design: visual treatment of text,
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel") Visual Design graphic page elements and navigational
components

Interface Design: as in traditional HCI: Navigation Design: design of interface
design of interface elements to facilitate elements to facilitate the user's movement
user interaction with functionality
Interface Design Navigation Design through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information Information Design Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding to facilitate understanding

Interaction Design: development of Interaction Information Information Architecture: structural design

time
application flows to facilitate user tasks,
defining how the user interacts with
Design Architecture of the information space to facilitate
intuitive access to content
site functionality

Functional Specifications: "feature set":
detailed descriptions of functionality the site
Functional Content Content Requirements: definition of
content elements required in the site
must include in order to meet user needs Specifications Requirements in order to meet user needs

User Needs: externally derived goals User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc. User Needs for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site Site Objectives Site Objectives: business, creative, or other
internally derived goals for the site
task-oriented Abstract Conception information-oriented

This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
© 2000 Jesse James Garrett http://www.jjg.net/ia/


A UX process starts with
understanding the problem
instead of de ning the solution.


A successful design is the perfect

marriage of user needs and

business goals.


User Needs Business Goals

Perfect marriage of business needs and user needs + picture


The Nerdery Embedded UX



Physical Device Constraints



API
Integration Constraints



API

Software Constraints


API

User Constraints Software Constraints


API

User Constraints
$
Budget Constraints Software Constraints

You don't know what you
don't know, until you know
that you didn't know it


How do we make informed
design decisions?


Research


Just like science.

http://reeleyes.wordpress.com/2011/07/28/309-back-to-the-future/


Scienti c theory:
a type of inductive theory, in that its content (i.e. empirical data) could be
expressed within some formal system of logic whose elementary rules (i.e.
scientiﬁc laws) are taken as axioms.


Scienti c Method:
1. Deﬁne a question
2. Gather information and resources (observe)
3. Form an explanatory hypothesis
4. Perform an experiment and collect data, testing the hypothesis
5. Analyze the data
6. Interpret the data and draw conclusions that serve as a starting point
for new hypothesis
7. Publish results
8. Retest (frequently done by other scientists)


UX Method:
1. Deﬁne a question
2. Form a hypothesis
3. Observe
4. Collect data
5. Analyze the data
6. Report results
7. Create a solution
8. Retest (often done by the same designer/team)


Young, Indi. 2008. Mental Models: Aligning Design Strategy with Human Behavior.


Why do research?


Why do research?
Build empathy.

Inform decisions.


Why do research?

oroughly de nes the problem.


Why do research?

Design for the end user.


Deductive Reasoning:
1. Men are mortal.
2. Zack is a man.
3. Therefore, Zack is mortal.


Inductive Reasoning:
1. Small text is hard to read.
2. Most people can understand larger text.
3. Therefore, we can assume larger text will be easier to read.


Abductive Reasoning:
1. Iʼve seen people have a hard time reading small text.
2. Sometimes, people understand a message better if itʼs a picture.
3. We can abduct, people may understand our content better with pictures.


This is the good stuff

Abductive Reasoning:
1. Iʼve seen people have a hard time reading small text.
2. Sometimes, people understand a message better if itʼs a picture.
3. We can abduct, people may understand our content better with pictures.


We’re now using scienti c
theory, applied to creative
process in order to solve
problems through design.


anks
www.zacknaylor.com

@zacknaylor

http://speakerrate.com/talks/8176

Sources:

“Observing the User Experience”- Mike Kuniavsky
http://www.uie.com/articles/ﬁve_design_decision_styles/ – Jared Spool
“Mental Models” - Indi Young
Thoughts on Interaction Design - Jon Kolko
http://en.wikipedia.org/wiki/Inductive_reasoning
http://en.wikipedia.org/wiki/Deductive_reasoning
http://en.wikipedia.org/wiki/Abductive_reasoning


The Science of UX Design

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