Master Digital Product Design - UX Research & UI Design Flashcards
1
Q
How many digital products fail?
A
70-90%
this tells us
how important it is to take great care in desiging a product
senior UI, UX managers, etc. may be those who failed
we must be careful who we take advice from
bigger budgets, larger teams, more time still failed
2
Q
Why is this failure rate important?
A
People will be anxious in your organization
70-90% of digital products fail
being a designer is hard
skills that make you a good designer…
managing expectations
seeing an argument from both views
come up with multiple solutions
3
Q
What will facebook do today?
A
Buy an entire design company
because they can’t hire enough designers
there is a design shortage
4
Q
What’s the problem today?
A
There is a design shortage
those with senior UI/UX design jobs
maybe didn’t study design, just have experience
companies don’t know what they’re looking for
“make it look like apple”
5
Q
What are we going to be looking at throughout the course?
A
Design history
it started long before 2000
before computers
history of psychology, neuroscience, politics
behavior, aesthetics, etc.
6
Q
What’s the problem with a senior UI, UX designer with 12 years experience?
A
They probably didn’t study design properly
they may not have studied politics or psychology
repeating mistakes
7
Q
Why do we want to make sure we learn from a range of designers, not just digital product designers?
A
digital designer with experience giving advice
may not have studied design properly
we will study designers from other industries
can learn from them
8
Q
What’s going to help us become better designers?
A
improving communication skills
creativity
perception
**allows us to conduct better interviews with users, etc.
Cannot follow Google, Facebook
reading blog posts about specific processes, not helpful
master the basic skills of design
90% of blog posts discuss their personal system
theories and quotes don’t actually make sense often
design advice worked for them
you have a unique design with unique resources
they’re 5 steps won’t work for you
9
Q
What is a challenge for designers?
A
What user’s say they like and what they actually use are different
What users “like” and what users actually use are large
10
Q
What did people think designers did for a website?
A
Made a website look pretty
web design made make website be pretty
initially websites had signifiers like shading on buttons
to simulate clickability, navigation
different fonts, gradients, round corners
then Apple started flattening things for aesthetics
decreases UX, etc.
Flat 2.0…
mostly flat, some shadows
lead to more usable website
Totally flat websites…
wrong!
learning about memory, using texture increase memory
learning about perception, see things differently
Problem?
senior UI, UX people without proper design understanding still promoting them
11
Q
What is one of the most important activies I can do as a designer to excercise creativity and perception while being more aware of whats out there?
A
https://dribbble.com/
take different designs
re-create in different styles
should do this often, regularly
excercise muscles
incredibly valuable practice
do this as regularly as you have time
copy the inspiration, not the design
will improve your perception skills
use these sites to excercise design muscles
12
Q
What’s the problem with design and designers today?
A
They are designing for looking pretty or impressing colleagues
rather than designing to solve real business challenges
- Too many designers are designing to impress their peers rather than address real business problems.*
- Things that look great but don’t work well. Perfect pixel executions of flat design, but work that doesn’t address real business goals, solve real problems people have every day, or take a full business ecosystem into consideration.*
- the best job applicants I’ve seen sent in their thought process. Sketches. Diagrams. Pros and cons. Real problems. Tradeoffs and solutions. Prototypes that illustrate interaction and animation. Things that move, change and animate. *
- If product design is about solving problems for people within the constraints of a specific business, then it simply feels that many people calling themselves product/UX designers are actually practicing digital art. They are Artists. They are Stylists. Executing beautiful looking things, certainly an important skill, but not practising product design.*
13
Q
What should we do to work our perceptive, creative and design muscles?
A
great admiration of another artist can be an excellent starting point for creating something entirely new and unique.
Every designer in the world is working with roughly the same basic tools: the same range of colors, the same interfaces, the same alphabets, the same shapes.
- Consider what would happen if every UI or UX designer out there tried to come up with a completely original design. All the patterns that users are accustomed to, that make websites usable without an instruction manual, would be lost. Things like top navigation, links being underlined, headings creating a hierarchical structure to content, and so many other elements that are taken for granted by users, would disappear. Even things like browser compatibility would be impossible.*
- Without copying and building on the work of other designers, there would be no websites.*
Soln?
When looking for inspiration, designers should consider what they can add to the work of others. Where can they make it better? More useful? More elegant? More efficient?
Find inspiration in other designers, cultures, etc.
draw inspiration like color schemes, etc.
from religious or sacred items
elevate the sources of inspiration so that the end result is more than the sum of it’s parts
14
Q
What is vital?
A
excercise design muscles
find inspiration and upload your own take of styles, etc.
15
Q
Why is it better to learn about concepts than about processes?
A
We have unique situations
apply concepts
understand design
think for yourself
following someone else’s process won’t work
16
Q
What is design?
A
solving problems
someone who takes time to understand a problem
clarify outcomes, create structures, outline interactions
NOT about making a website pretty
it’s about solving a problem with:
outcomes, structures, interactions, visuals
each layer builds upon the other
17
Q
What does giving advice to someone make us?
A
A hero or a bully
robs them of opportunity to solve challenge on their own
18
Q
Who were the first designers?
A
Qin Shi Huang
noticied a problem with military equipment
non-uniform, couldn’t be easily used by everyone
set of requirements or design for each item
how much tension for a bow?
how much each sword should weigh?
valued uniformity in design
Roman Empire
designs and specifications for armor and weapons
aesthetics was a value
uniforms needed to look the same for pride, unity, status, respect toward army
design specifications were about emotion vs. utility
about user experience vs. utility of item
19
Q
What is the book of ingenious devices?
A
published 800 BC in modern day bagdad
engineering capital of work for hundreds of years
hydrolics, pumps, combustion engines
most mechanisms were created to make toys
designs were created for emotional reasons not utility
20
Q
What drives innovation?
A
human experience
modern day inventions were created for play
roman armor was for emotion, pride, unity
most human innovation has come about for emotional reasons
21
Q
What is a designer?
A
A planner
writes down or draws the requirements of a product
manufacturing happens elsewear
Why?
division of labor
How?
a division of labor was created between artisans and craftspeople
designer creates specifications, design, plan
someone else manufactures
Ex Fashion designer decides how clothing will look
garment is made elsewear
digital product designer plans digital product
it’s build elsewear
22
Q
When did the designer job come about?
A
1850s
division of labor between artisan and craftsman
those that define specification
those that put something together
23
Q
What is Atomic Design?
A
Brad Frost
start with smallest unit (button shadding, margin, button colors)
compose into a component
bring those together into a larger system
create a template
each page built using these re-usable components
24
Q
What’s Jacob’s Law?
A
Build website as similar to other websites users are viewing
25
What is **Bootstrap?**
**people** working out **how icons and navigations**
**guidelines** for **how an App should work, etc.**
someone **designing components**
another **drawing wireframes (composing)**
**division of labor:**
**UI designer** - components, colors, margins
**UX designer** - screens, navigations, etc.
26
**What is the difference** between an **UI designer and an UX designer?**
**UI designer**
**person** who **designs components**
**font sizes, button colors, margins**
**UX designer**
**person** who **designs wireframes**
27
**How should** we **approach decision making?**
**ask first,** how **important it is** on a **scale of 1-10**
## Footnote
**if it's an 8, 9, 10**
**know to put a lot of effort into it**
**the more important the rules, the more important the decision**
28
**What** do **biases do for us?**
**help us save time making a decision**
rely on previous decision
**most decisions** based on **hard wired programming**
**subconscious**
29
How can we **design a menue?**
**innovation, creating something new**
**try some food posibilities**
**combine mixing new elements, test it**, **ask people for feedback if they would buy**
**write recipe down (design)**
30
What is **design?**
an **important plan (original)** that **doesn't rely on existing solutions (biases)**
## Footnote
**involves creating the plan and documenting it so someone can build it**
31
**What do we want** to **continually do as designers?**
**look** for reasons **why we are wrong**
**arrogance** is the **enemy of design**
32
What is **happening that needs to stop?**
**wrong rules**
took a **rule that applied to one medium** (newspapers) and **assumed it applied everywhere else (websites)**
**why?**
early **digital designers** brought **ideas from other catagories and formalized them into rules**
**years later, after testing, it was found that these rules don't work**
Ex. Newspaper stands and cramming things above the "fold" in the website
33
**What should** we be **careful of using when designing?**
**rules in design**
**only guidelines**
must use **your own thinking** and **understandings**
34
**How** do user **values drive user experience**?
**Why** we **don't have same phones or cars?**
**Because....**
**we** have **different values**
**Different cars example:**
**Why do people have different cars?**
**Because of different values:**
**first** person **values fun**
**second** person **values safety**
**third** person **values reliability**
**They may** all **experience the cars** simlularly **but they each value a different thing**
35
**How** should we **view our user interface?**
understanding **different people** will **experience it differently** based on their **values and/or their environment**
need to **measure the right people** in the **right context**
**get actual people to the right context for testing**
36
**What is the first step** in **designing a product for people?**
understanding their **goals, motivations, needs, desires and values**
**Why?**
Different people choose iPhone vs. Android
Sports car vs. Van
because of **different values**
**Soln?**
We must **design our products for the specific values** and **context of our users using the product**
Who is **your user?**
**What is their desired end-state**
**What motivates them to get there?**
37
**What** is **user experience**?
overall **experience of a person** using **a product**
**based** on their **values and the context**
**must design a product and an experience**
Quote:
* The first requirement for an **exemplary user experience** is to **meet the exact needs of the customer,** without fuss or bother. Next comes **simplicity and elegance that produce products that are a joy to own**, a joy to use. True user experience goes **far beyond giving customers what they say they want, or providing checklist features.** In order to achieve high-quality user experience in a company's offerings t**here must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.***
* It's important to **distinguish the total user experience from the user interface (UI), e**ven though the UI is obviously an extremely important part of the design. As an example, **consider a website with movie reviews. Even if the UI for finding a film is perfect, the UX will be poor for a user who wants information about a small independent release if the underlying database only contains movies from the major studios.***
38
**Where** were **designers born?**
Out of the **division of labor**
**breaking up production line** from **product design**
you still **need to report back** to **production line**
need to be a **rockstar innovator** and a **team player on production line**
39
**What do I** think is **good vs. bad design?**
Intial (start of course)
**Good:**
a **product** that is safe, durable, easy to use, simple, has a positive aesthetic, portable
a **website** that is visually appealing, strong imagery, good color, easy navigation, simple call to actions, good user flow
a **mobile app** that is visually appealing, easy to navigate and use, offers content user is interested
a **good designer** someone who can sketch user story, user outcomes, UI elements, annimations, UX flow, prototype and test assumptions, aid engineering team in implementation
**Bad:**
a **product** that is unsafe, unreliable (breaks down), complex or challenging to use or learn, ugly or large
a **website** that is very ugly, links all over, no visual pictures, glitchy, doesn't click or viewable
a **mobile app** that freezes, buttons don't click or work, screens are weird
a **bad designer**, someone who can't sketch out an idea, poor visuals in prototype, slow to produce UI/UX pdf, lacks understanding of colors or textures, doesn't support testing and iteration
40
Where **should we get our input?**
as designers, **should get inspiration daily**
**blogs, inspiring visuals, etc.**
look at how other **people solved challenges**
Medium, 99u, adobe
be aware of authors motives
**jnd.org**
challenges perceptions, etc.
high quality shares
**nngroup.com**
really good for hard core user research testing
have idea of idea and how it's done
**compromised by bias**
41
Why is it **good to look at dribble?**
looking at **complicated designs**
seeing visual representation to **how problems solved**
can analyze **solutions deeply**
maybe solving **valuable problems**
**look at other than digital design**
**Why?**
most digital product fail, advice is probably failing advice
**Soln?**
look at calendars, look at beer can designs, interior designs
42
**What** do I **value vs. don't value?**
**Values:**
iphone
because it's thought of as attractive, high class, wealthy
white people associated (middle class)
I value privacy and security of data
because I value not feeling ashamed
I value aesthetics
I value fitness
I value experts
I value customer experience
I value user empowerment and Apple's value
screen resolution, camera quality
I value battery life
I value excitement
**Don't value:**
android
it's thought of as black people oriented
poor people use it
because I'm afraid of failing
not secure
I don't value unkept look
I don't value someone who isn't the best (expert)
43
**How** do we **conduct a values interview?**
**ask someone...**
what is it about xyz (product) that you value?
**Ex. Android**
What is it that you **value about android?**
let them speak **without guiding them...**
**battery life? camera quality? privacy of data?**
**\*\*this will improve your interview skills**
44
**What** do I **want my future job role to include?**
I want to be a media buyer, ad designer
design, run and test ads...
Facebook, Snap, Tik tok, retargetting, email
help design the UI and user experience
help lead the engineering team for milestones, developments, etc.
like a product owner
from marketing to digital experience
45
Who was **Michael Thonet?**
First man to **introduce division of labor**
designed **a simple, six piece chair**
**unskilled labor** were **able to assemble it**
after this point..
**there was** a **designer who concieved it**
**and there** was **a factory worker who created it**
46
**How** were **products developed** prior to **Michael Thonet's time?**
**A single person** would **concieve and create a product**
**Michael Thonet** himself **was a carpentor**
**he created** the **Number 14** chair **design at an older age**
**after this point there was a division of labor**
**a designer who conceived of a product**
**and a factor worker who built it**
47
What **happened after Michael Thonet?**
**division of labor**
a **designer who decides** how **a product looks** and **fits together**
a **series of factory processes** and **laborers who will put it together**
48
What does a designer do?
**originated in 1850's** from a **division of labor**
**a designer:**
**specifies** the structural **properties of an object**
it's **created else wear**
**a designer is a planner**
Ex.
**Fashion designe**r plans **how a garmet look**s
**the garment** is **made elsewear**
a **chair designer** plans **how the chair will fit together**
**the chair** is **made elsewear**
a **digital product designer**, plans **how the digital product works**
the product is created by someone else
a user experience designer plans
49
**When** was the **designer job created?**
**Division of labor**
**What used** to be **an artisan, craft person**
now we had a **person who conceived what product would be**
**design is synonymous with plan or strategize**
50
What **division of labor** happened at **General Electric?**
a **group of programmers** built **the component library**
**another** group **put them together into wireframes**UX designers
division of labor in web design
**UI designer**
component designer
buttons, icons, padding
**UX designer**
wireframes and pages
take the **predetermined** component libraries
**fit them together** to make **wireframes and pages**
51
**What is an artisan?**
A **person who designs (conceives)** of the
**product and makes it**
52
What **was his job?**
Help a **group of people get clarity** on **what it was they wanted**
to **reach an agreement**
show them **what it would look like**
before he **built it**
**digital design** is more about **collecting a shared** understanding from a **group of people, documenting it and getting everyone to agree on it**
53
**What did the** author **begin doing when projects got larger and more complex?**
**Atomic design**
instead of designing whole page
**start with tiniest bit** of a page (heading text, font sizes on page, padding on button)
then start **adding components (how do buttons work on a popup)**
work your way up, **having a template for a list page**
create a blog list page know how it'll look
**button text always bold,** **action buttons always read**
**decisions made early on**
**built re-usable components**
54
**What aided** individuals doing **Atomic design for digital products?**
**Jacob's Law**
people spend **most time on other websites**
**use other websites** to **inform how we design component libraries**
**make everything** on **your website work** as **similar to average website on internet**
mobile phone navigation bar
uipatterns.com
average person
**ux.stackexchange.com**
good place to ask about specific design problem in an app
nothing innovative, defined rules for situation
55
What did **General Electric do?**
**created a framework** for **how applications should work**
shared this framework with other teams
**now, each new** application **had consistent styles**
menu and **navigation bars were consistent**
this was first **Bootstrap like framework**
56
What **two jobs** were **web designer split into?**
UI designer
**the person** **who designers the parts**
UX designer
**the person** who **designs wireframes**
57
**When should** we **design carefully vs. plan casually**?
ask **how important is the decision**?
what **activities do you need to do** to **make the decision**?
Ex. college is an **8 in important**
a l**ot of research** and **thoughtful activities** go **into decision**
58
How are **most decisions made?**
by h**ardwired programming** and **biasses**
not a **lot of research**, planning and thought going into most decisions
**design is different**
requires research, fore-thought, planning
Ex. designing a menu for a new restaurant
lot more research
visit local restaurants
ask people how they enjoy food in area
go to local farms
\***iterative design**
59
What is **iterative design**?
designing a **menu for a new restauran**t
**lot more research**
**visit local restaurants**
ask people **how they enjoy food in area**
go to **local farms to see** what's **available**
60
**What** is **innovative design?**
want **something unique**
try out **food combinations**
try things that **haven't been mixed before**
**ask people** for **their opinions**
creating **something new**
right it down, d**ocumentation is design**
61
**What** is the **difference between planning and designing?**
what **research and activities** do you have to do?
to **check it's good before** you **document the decision** (design)
a decision that requires extra research
have to **document design after**
**so someone** else **can create it**
62
What is **arrogant design?**
someone **tries to create something new**
**without understanding the industry**
expecting their **previous experience is better than other**s
arrogance is **enemy of design**
continually **look for ways the design is wrong**
to **find areas where we are mistake**
someone **who hasn't done research in the domain**
come and apply **ideas from other domain**s without consideration
**iterations on best designs** in **domain by proven designers**
63
What happened in digital design?
arrogant designers
started to **create guidelines** using i**deas from other industries**
**ideas that didn't work in this new medium**
Ex. The Fold - **newspaper company design, 1991**
newspaper editors **brought a technique to website**s
the fold, **makes no sense in websites**
**creates clutter in websites**
**they didn't know how** users **used websites yet**
in 1995, after testing, this **design was proven ineffective**
64
**What do we** need to **understand about user experience**?
every single **web application or web product**
has a **potential 7 billion users**
each **user has unique set of values** to understand
each **person will experience it differently** based on **how they're feeling and the time**
must **measure people in exact context and time**
need **actual people in actual context**
test the **actual experience** with **actual people** in **actual context**
65
**How would** a **design team work?**
**user experience researcher**
job to **understand values** and **experience of users**
document in a **way to help everyone in company**
deliver experience to users
anyone in **design department**, **documenting decisions largely**
66
**What** does a **larger corporation not want to have**?
**a variable output**
wants **consistent output**
consitently make average burgers
**larger corporation, higher up, more risk averse**
**justification and documentation** vs. **innovation**
consistently **deliver things of a consistant output**
**do you want to be an innovator?**
**or a MacDonald's worker on a design production line?**
67
**What** is **user experience?**
68
What is the **job of a designer** in a **large corporation**?
**adminstration** and **documentation**
## Footnote
**less about innovation**
**more innovative designer?**
**more of a team player?**
69
**Why** were **designers born?**
**factory processes** made **manufacturing easier, simple**
**division of labor grew**
**designers made the plans**
**laborers and factories built the products based on the designs**
**designers** must **communicate to production line**
70
**How can** we **do values research?**
**Try to understand** own **values through product we own**
Ex. Mobile phone
write all the **things you value**
write all the **things you don't value**
think on values - **battery life, videos at high resolution**
what values made us choose our phone?
**ask the why x 5 times of things you think you value about phone**
71
**How can** I **find** out **someone's values**?
**ask them questions**
ask **open ended questions**
**"What is it that you value about having an iPhone?"**
**dig deeper** with **"why" questions later**
say very little
**ask question**
let **them finish** their **trail of thought** before **saying anything**
**try doing** this **with 2-3 friends**
try this out, **more interviews the better**
**get started practicing**
72
**How** do we **build a design career path?**
**answer the form**
**reach out to friends to ask about your current skills**
**what are we actively practicing now**
**what future skills must we begin practicing**
**Next..**
**look at job postings**
**reach out** to job **ad postings for clarification**
**Then...**
**find someone in job posiition (ideal)**
**reach out on linkedin**
**ask about previous experience**
**what skills practicing daily to make the jump?**
What do I **need to be doing actively on a daily basis to get the skills required?**
**actively practice tweeking visual designs?**
**actively practiced working with a technical team?**
**actively worked on presentation skills?**
73
**What** are **digital product designers** missing in **their design process?**
**crit** or **structured criticism**
**we need a group to give us criticism**
**a period** where a **senior designer gives feedback**
**Why?**
**belief that data** and **google analytics rules**
**feedback** is **given randomly and unstructured**
**How?**
**reach out to a company asking for a brief**
**find a lot of people who can be critics**
**find other students, giving regular feedback to you**
**Reach out to 5 companies**
**ask to give you requirements and feebdack at the end**
**go forth and find support group**
74
**What** is a **design brief?**
**pre-defined criteria**
as a designer, we are writing it out
**make sure you get it**
once it's filled out, can't change a mind
**when a design meets** predefined **criteria it's done**
**final approver / other stakeholders**
when a new stakeholder joins, starting from scratch
make sure these cannot be changed, written down
**budget**
put something inside
**client**
how does company work
specific team or skills
specific software
how team works together
**Project goals**
how do we know when this is **complete?**
how will we measure if this is a **success?**
get more signups?
make sure they're describing a problem
you're job is to find the solution
**Target audience**
where do they use the product?
how do they use the product?
anything they know about target
**Deliverables**
how would they accept deliverables?
**svg files, what kind of files using**
design software (match their used file)
Scheduled sessions
get feedback from actual people
get as many **sessions as possible**
meeting to **present research (target research)**
**present** some **intermittent design (wireframes, sketches)**
**present** the **design (will give feedback)**
**multiple presentations** up front (how many revisions, etc.)
**2-3 stages of revisision**
**Design system**
**do they already** have a **component library to use**?
does this match the brand's personality? (5 adjectives)
**Tone of Voice**
brand has a masculine or feminine feel to it?
serious or playful way?
75
**What** is the **design process?**
**have a process**, **document process**
**make it your own**
there is **no exact same design process**
76
**Who** was the **first UI designer?**
Alphonse Champonis
WWI bombers was complex
people guessed what would be best
UI was so complex
levers look and feel the same
cost and damage to war efforts too great
hired Alphonso to design the UI
77
How did **design errors** come to **be recognized?**
**previously,**
if **someone** couldn't **use a product interface**
called it a user or **human error**
but...
so many errors, **became known as a design errors**
*Instead, **designing better machines** meant figuring how people acted without thinking, in the fog of everyday life, which **might never be perfect.** You couldn’t assume humans to be perfectly rational sponges for training. You had to **take them as they were**: distracted, confused, irrational under duress. **Only by imagining them at their most limited could you design machines that wouldn’t fail them.***
78
What **steps must all designers do?**
**Research**
gather redundant research, so much before we find out what is true
have an overwhelming pile of research before analyizing
drowning in research before analyzing
**Analyze reserach**
**come up with ideas**
generate one hundred solutions
try to find many solutions
drowning in ideas before starting to test
**test ideas**
79
**What** are **key traits of a good designer?**
**put people first**
**communicate visually and inclusively**
**collaborate and co create**
**iterate, iterate, iterate**
80
What **problem does** he **see with designers?**
**not being** aware of a **design process**
**research, analyze, ideate, test**
is a major problem
cannot design without doing
research, ideating, testing ideas
must also have ENOUGH ( A LOT ) of research before analyzing
must have a lot of ideas before testing
come up with hundreds of ideas to identify and test
81
**What** is another **problem designers have?**
**not realizing each step requires different thinkin**g
**may require different environment** for thinking
**divergent** vs. **convergent**
**research**
document all ideas, etc.
**divergent thoughts**
trying to find largest quantity
Analysis / test
**convergence**
eliminate information
best problem to solve
simplest thing to test
82
**What** is the **difference** between **convergent and divergent thinking?**
**divergent**
gathering tons of research and ideas
many sources and collaboration
**lots of input**
useful in research phase
**convergent**
eliminating ideas
useful in analysis phase
focusing down to key problems
**key solutions**
83
**What** should **we do before a meeting?**
**let everyone know type of thinking**
if it's **divergent thinking**
generating lots of ideas
**quantity** is better than **quality**
open ideas to everyone
if its **convergent thinking**
eliminating **ideas**
**prioritizing** ideas
smaller team, keep focused
**99% ideas killed off**
**everyone** has an opinion, **conflicting**
where people might fight
**manage expectations** best as **possible**
people may not like you
84
**What** is **unsollicited feedback?**
**bullying**
only **give feedback** from **someone who asked**
85
What is a **problem with people giving feedback?**
**seek first to understand**
they assume **they're experts**
if you studied a **particular problem for 30 days**
you are the **expert on the problem**
**person isn't an expert on thing**
**they're an expert on design**
someone **who studied design is an design process expert**
**Soln?**
**seek to understand first**
**mechanism, budgets, motivations, research, rational**
86
What is **rationalism?**
**thinking logically and making an argument about it**
**instead of testing everything**
using a **bias or shortcut of rationalising it**
thinking it **through in a room vs. testing it**
works as **much as it doesn't work**
87
**How** do we **overcoming rationalizing?**
**Stop trusting what people say** (rationalize) and **watch what people do**
## Footnote
**people are incapable of making decisions unless they feel something**
**all decisions have some emotion behind them**
88
How can we use **critical thinking?**
**Realize you're never 100% correct, they're never 100% wrong**
what are consequences of being wrong
**explore another point of view, move your point of view**
if designing CS feature, work in customer service
if making a messaging app, look at teams who don't use one
gather all information
from customers, team, etc.
**what assumptions and motivations are present**
assume people want things
people might want something
89
**What** is the **experience economy?**
**old days**
save people...
time, money, space
how **designers designed products**
**Experience economy**
people value experience
entertainment, drinks, food, etc.
**improving speed, time, space is limited return**s
improving the **experience is far more valuable**
90
Why is **tinder a perfect** example of the **experience economy?**
changed a **painful experience (rejection feeling)**
**made it empowering**
match.com
had to write long messages
put entire heart into profile, pictures, messages
most experiences were rejection
emotionally painful situation
**tinder**
no one sending personal messages
no feelings of rejection
made empowering feeling
can swipe a person into our out of life
Tinder helps people feel good about having a thousand choices
Tinder helps people feel empowered looking through opions
91
**What** are **we looking for?**
people are **doing small tasks that give them pain**
**allow them to do the task and feel great**
doesn't have to **how easy or challenging**
looking for **emotional responses of tasks they do**
**emotional responses to tasks people do**
if we can **design a product to improves the experience**
gives a **better feeling for those tasks**
**it's a winner**
92
**What** are **two things in big conflict?**
a lot of times, **good experiences are not good for people**
**What's a good experience** and **what's good for people**
**every decision has tradeoffs**
**making technology more enjoyable, more addictive**
**Tinder is good short term, maybe not long term**
**gambling is good short term, not health long term**
93
**What do people talk about?**
**what's** easy, **not what's important**
94
What **should we care most about?**
**user's perception of reality**
not what is **actually reality**
people's **experience happen in head**
**they don't map** to reality
95
Why is uber **successful experience?**
**it makes person feel like they're in control**
how **pleasurable something is trumps ease**
nothing **trumps feeling in control**
people use **Uber to feel in control**
**informed by trafic, where is taxi**, is **great experience**
it shows time and **how long until taxi shows up**
people would rather **wait five minutes knowing**
than **2 minutes not knowing**
the **map and the car** icon **showing when the food is coming**
is a **pleasurable experience**
96
What **trumps usability?**
**a great experience**
Ex. Uber vs. Taxi
**human centered design** is **about experience only**
**one thing people enjoy doing** is **feeling in control**
97
Is **software design all about usibility?**
**no**
take things away
but **must replace it with uniqueness**
if it has a funky way of changing channel, good
creativity has a high value
98
**What** is **innovation about now?**
experience
users talk about what's easy not important
hone interviews to get into deeper feelings
data is abotu real world
we need to understand perceptions
99
**What problems** do the **best product solve today?**
**solve experience problems**
people are **emotionally biased online**
Ex. Tinder makes empowering feeling vs. rejection
Uber gives control with updates / map vs. taxi
100
What **can't we use for innovation**?
**Data**
we are creating something new, doesn't exist
data is from past
like logic or bias, can use as a tool
**Ex. Signup button**
A/B test orange vs. blue after a week
this wasn't design, this was evolution, iteration
**iterative design not innovative design**
101
How do we **interview someone's experience?**
**convergent thinking**
try to **understand feelings** and **emotions**
people **don't give up emotions easily**
get **most important feelings**
get quotes and pictures of person
give **more empathy for the person**
pains, obstacles, aspirations, gains
102
**How** do we **create a persona?**
archetype of **person using product**
**summarizes archetypes of interviews (job title, etc)**
**different people** have **different emotional needs**
**Team leader vs. employee**
**help inform specific design decisions**
**Ex. designing project management software**
103
**What** is a **journey map?**
different **phases of customer journey**
add **thoughts / feelings**
**add satisfaction number**
Ex. Taxi
**finding a number**
feelings **not sure to trust them**
**can find lowest point in journey or experience**
104
**What** is a **storyboard?**
drawing **a story about life around a product**
**interviews to understand a person**
**draw it out like a commic book**
show t**o user and to people in office**
defining **scenarios and problems**
make sure e**veryone is on the same page**
**NOT a place to draw WIREFRAMES**
**more interested in person's life**
**How?**
**interview, create a persona (average)**
**draw scenario that applies to persona's life**
105
**What** is **creativity?**
ability to come up with **novel and creative solutions**
how many **solutions can someone come up with ?**
**how many different solutions (suspend judement)**
**every single solution to problem**
**1, 3, 10?**
**do this excercise everyday**
**number get's better**
**excercising creative muscle**
106
**What** is a **creativity excercise?**
think of a **potatoe or inanimate object**
think of how **many uses for this product**
door stop, hat, pin, etc.
107
**What** is **usability?**
about **having safety nets for when people mess up**
try to **minimize errors people make**
always trying to **reduce cognitive load, unless you want them to think**
**people are going to make mistakes**
**no website is naturally intuitive**
**ensuring safety net will be there**
**or removing errors everyone makes**
108
**How** do we do **usability testing?**
**Hint: Test with someone** to **see their face, emotions**
it's about **seeing real users**
how they learn to **navigate the website**
if things go wrong, **how they recover**
their emotions in the **process to accomplish the task**
**bad way to do it?**
**online click hub**
get 30 people to do a task on design
can tell us where people click, not much more
people figure out how to do things
go back button
watching how someone uses website more valuable
only click data
doing a test with someone in office is 100,000x better than a click test
**why?**
can see frustration in face, etc.
get better at reading people's emotions
empathizing with them
**get to someone's workplace, have them use there**
could be expensive
do people know what they did wrong?
how do they recover?
109
**What** are **recommendations for eliminating questions in a person's head (usability)**?
tricks essential to reduce cognitive load
**Primary functions**
color
unpoluted
**Header**
visually different show it's functionality difference
containment lines or background
**buttons**
gradient or drop shadow
**dragable card**
shadow
**text area**
inner shadow looks into the page
110
**How can** we **reduce cognitive load?**
111
What is the **most important part of your app's experience**?
**how it looks**
not being too visually complex
not having too complex a color pallete
slight subject differences
**most important part of designing app**
**understand the visual world**
112
**What** is a **mood board?**
**understand users visual world**
mood board created to inform user
when **talking to user ask brands**, location, etc.
**collect images and ask** users how much they like images
collect them on a board
check with **users to make sure they like how it looks**
does it **fit the visual style the users like?**
**How?**
speak to users
collect images they may enjoy
collect a few and have them vote
could print images on wall
make sure to create it
113
**What** is a **grid system?**
**really important**
good underlying grid is important
it's easier for **our brains if things are aligned**
easier to **percieve, trust more**
working out a **solid grid system is vital**
**bootstrap gives a grid built in**
12 column grid system (usual)
**most are responsive**
**align things to edges of columns**
114
**After** we take **the grid system away, items are aligned pleasingly.**
like a **song that is on beat**
make **most notes on beat**
**12 column grid not best**
**use an 8 column grid**
115
**What** is a **compound grid?**
116
**What's** the **problem with iterative design?**
**Booking.com**
had a **fast iterative design** process
designers and **developers, tested hypothesis**
look at data on UI
booking.com didn't see AirBnB
**all designers only know how to A/B test**
**don't have expertise to innovate now**
117
**Why do designers get paid a lot?**
**top 10% of people**
good at **critical thinking**
**observing perception**
**using creative thinking**
**identifying when data or bias is used incorrectly**
118
**What's** the **problem with data driven design?**
**cannot be innovative**
**data is about the past**
**innovative design** is **creating something not exists**
**can't rely just on data**
**only a small percentage of people do data analysis well**
119
**What's** a **challenge with designers**?
**making decisions based on some data and a social experiement**
it's totally rational, **sounds smart**
following data and social science isn't great
people are **focusing less on users**
**be equally skeptical** of **social psychology experiments**
**cannot make decisions for us, be skeptical**
Ex. When **someone says** they **care about user experience**
they **normally don't care**
**everyday users also lie**
120
How **can we not make design decisions?**
using social psychology or asking users
**Why?**
**social science** doesn't fit our domain, **may be wrong**
**users don't tell us what they value**, emotions
121
Do **focus groups work**?
**Do not work**
**adults are not emotionally honest**
prove time again they don't work
**behavior psychology**
**can't tell you about past** or **what they will do in future**
people are t**errible about predicting future events**
**adults are not emotionally honest**
**Soln?**
**series of other techniques to try to find out what it is users want**
122
**What's** a **significant problem**?
people are **not emotionally honest** enough **to tell us**...
## Footnote
**what they want**
**know what they want**
123
**What** is **dogfooding?**
**dogfooding** refers to the **practice of using your own products**
**Dogfooding** is **short for** “**Eating your own dog food,**” which represents the **practice of using your own product**
**user testing** **our products** with our **own employees / staff**
**must become an expert at**
**identify reactions, needs, etc. acurately**
**Apple** became **king of dogfood**
**How?**
**every single day** designers **would watch a different staff member use operating system**
**identify things that looked like issues or needs**
evening, **iterate new version of operating system**
**watch a new staff member use next day**
*"**Software developers** who **use their own software** are forced to see firsthand what the user experience of their **application is like**. Frequently, **this is an eye-opening experience** the first time it happens, **with the developer wondering** “why **does the software wor*****k like this** if you’re trying to do that?”
Ex. **GoogleBuzz (not dogfooding)**
20k google employees using before launched outside, failed
this was not dogfooding it was focus grouping
cannot observe 20k people
124
**What** is **scandanavian cooperative design**?
**collaborative design**
**start** by **watching people working**
**use perceptual logic** vs. **rational logic**
**making prototypes** together **with users**
meet **functional needs**
meet **emotional needs**
**tradition** of **user involvement in development**
Ex.
**Worked with nurses to better understand whats invovled in their jobs**
worked **together to create prototypes**
**nurses helped to design it**
125
**What** is **design thinking**?
**moving away from "scientific approach"**
less data use and rational analysis (science)
**work with users**, **improve perception skills** (design)
**understand** why **users do things**
**fully understand user's experience**
**requires honing perceptual skills**
**design** is a **way of thinking**
**improve perception**
**improve listening skills**
**improve creativity**
***What’s needed is not a process** with a catchy name, or a creative environment running workshops with Post-Its and air hockey tables. **What’s needed is a skilled leader of design working with a team of first-rate designers**, all of whom **fully embrace the principle of people-focused design***
126
Why is **IDEO successful?**
**designers work alongside engineers**
all members of staff are encouraged to go to users home visits
**IKEA starts design** process in people's houses
design is a way of thinking
improve perception
improve listening skills
improve creativity
127
What **do we love to assume?**
the world is **full of logical consumers**
using **logical products**
**not true...**
emotion is **behind every decision**
**asking someone to rationalize** why they **did something or why they will do something is asking them to lie**...
**we make decisions based on emotion**
adults are not honest about their emotions
128
What is **asking someone to rationalize** why **they did something or will do something in the future?**
**is asking them to lie...**
**we make decisions based on emotion**
**adults are not honest** about **their emotions**
**they don't things** for **rational reasons**
**coming up with rational** of **why a user would want something is childs play**
we can easily **come up with a rational reason** why a feature **would be wanted by a user**
it stops us actually learning and creating
this should be avoided
**soln?**
**work closely** with user while designing a prodcut and **develop perceptive skills**
129
**What** is the **best approach to design**?
**working closely** with **a user while designing a product**
**observing them** and **developing perceptual skills**
**users lie about rational**
**decisions are made** for **emotional reasons**
**develop perceptual ability**
**participatory design**
**disfunctional rationalizing in boardroom with designers who don't meet customers is non sense**
130
What **opportunities don't we got in a large corporation**?
**defer designs to customers**
**big shot CEO** wants **to be in control**
**work with customers is key to design**
131
**How** do we **test assumptions**?
**shows** us **how often we are wrong**, when **we think we are right**
**about 50% of assumptions, are false**
**writing out assumptions, seeing them on paper is a benefit**
ex. **primary thing** people are **concerned about is uptime**
**might want to challenge assumption**
**decide what metric to test about**
**take something you believe is true**, test it to **see if it's not true**
**there are no facts in design**
**only 3 clicks is an assumption**
**check how long people stay on website**
**what are your assumptions about yourself?**
132
**What** is a **good excercise**?
test our assumptions about ourselves
create an experiment to check
urges us to do this
helps us with professional life
assumptions about users, websites, etc.
**half of our assumptions** are **completely wrong**
133
**What** are **logical fallacies?**
**Aphabet Soup**
confusing people with technical skills
throw acronyms to sound smart
get them to explain what everything means
technical people do this all the time
simple concepts sound complex
designers use complex words
**Ad Hominem**
attack someone's character
guilty by association
another company is doing it, it failed, let's not try
**Strawman**
twist someone's argument to make it easier to dismiss
good explanation for something, someone says "I know you like blue, but I like red"
twisted argument to make it simpler
**Burden of Proof**
tell seomeone else they have to prove something
people say I don't like menu, hard to use, let's change it
it's their burden to prove it's hard to use
if someone suggests there is a usability issue, it's their job to go out and find out
**Developing skills?**
**recommends** **a debating class**
**arguing affectively** is **important**
look up books in **logical fallacies**
How to win every argument
**Jordan Peterson (Youtube channel)**
good at arguments, purely on logic
manipulates logic to be correct
134
**What** are **data fallacies?**
**we can't interpret data really well**
understand **how bad we are at understanding data**
**how data** is **interpretted poorly**
when **someone analyzes data** makes it **easier to mis-interpret**
**avoid data fallacies means you have to be an expert at data, hard to do**
**so avoid using data in innovative design**
135
**What** will **make us a better designer?**
**getting better** at **interviewing people**
**people lie quite a bit**
**can't rely on people guessing about future or app idea**
**look for evidence about what they value**
**time, money or energy on something**
136
**How** do we **determine what someone values?**
**look for evidence**
**time, money, energy spent**
**cannot rely on what people say**, **look at what they do**
137
**How** do we **create better products for someone**?
**see how it fits into their life as a whole**
**try to find evidence**
**where do they spend most of their money?**
**What do they spend most of time doing?**
**what are they doing before hand?**
**what are they doing after?**
**create a whole picture of their values?**
**think about as many open ended questions as you can**
**look for evidence** that **they spend time, money or energy on accomplishing something**
138
**What** is **very important?**
**person we are interviewing is our actual customer**
**use exact target audience**
**everyone has different values**
talk to **actual customers, identify their values**
**can't trust, even though they say it**
**don't interview existing customers**
**from person who tried product and left are better**
**How?**
**try to identify their values**
**get real evidence that these are their values**
**pick a real world problem**
**interview a person who has the actual problem**
**try to identify their values**
139
**What** is a **good interview technique**?
**surveys**
when **people write it down**, they're **less likely to lie**
can lie **more easily to your face**
**potentially anonymous**
**people lie less on forums**
**don't ask them to predict future**
**ask about their past**
**get actual information on how they spend their money**
**"How many cinema tickets have you bought for transformers? "**
**"How much do you currently spend per month on excercise activities"**
**"How much time do you spend on your excercise routine"**
**ask about their behavior**
**not having time is a post rationalization, not a real answer**
140
**What** is **one strong technique for critical thinking**?
**Hint**: competitive analysis
**hones critical thinking**
definetely **see what works in real world**
**look at competition**
**anyone solving problem** in a **real world**
study people with a **non technical solution also**
**see real world examples of what people are doing that actually work**
**see what's not working for them (ideas for our products later)**
**How?**
**20 hours of research on competitors**
**look at softare and non technical solutions**
**Look at reviews online (TrustPilot)**
**have people use competitor products**
**use perceptual skills to determine users values, usability and experiences**
**makes pages and pages of notes on reviews, competitor products, user interviews with competitor products**
**helps find gaps in the market**
**resesarch competition is divergent**
**documenting it is convergent**
**after pages of documenting**
141
**What** is the **best way to learn how a user wants to use a system?**
## Footnote
**Hint: Remove the UI**
**remove the UI**
**study how people do their job without a UI**
**a blank sheet of paper**
Ex. **Remove project management software**
observe **how team documents and works on paper**
**learn how they do their job without a UI**
**then learn how to interface between their job and the system**
**take that and put it back into a UI design**
**you become the UI, get data from them and input into a system**
**helps better understand how they want UI to exist**
**you are going to be the UI**
**interface between user and the system**
