Erik Dahl of Involution Studios gave a presentation titled "UX Axioms and Other Observations" to the IxDA Grand Rapids chapter on December 11, 2012. The presentation consisted of 36 "axioms" or principles of user experience design. Some of the axioms included that UX design should be focused on people, not objects, designing with empathy and humility, and validating user needs through observation rather than just asking users directly.

1. IxDA Grand Rapids | Hosted by Mutually Human
Erik Dahl
“UX AXIOMS AND OTHER OBSERVATIONS”

2. About Me
Erik Dahl of Involution Studios, Columbus
@eadahl
@goinvo
#UXaxioms

3. About this Talk:
“UX AXIOMS AND OTHER OBSERVATIONS”
@eadahl
@goinvo
#UXaxioms

4. AXIOM No.01
IT’S ALL ABOUT
PEOPLE;
IT’S NOT ABOUT
THE OBJECT
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

5. "Our goal as designers of this thing, should not be
to have this object be an end in itself. Happiness
isn't going to come from engaging in this new piece
of software. If by using this product, or owning this
product, or coming into contact with this product,
you see it as a window through which you engage
more meaningfully with life then I think we've
done the right thing. But you notice where that puts
the emphasis, the emphasis is not on the product.
The product becomes like a hole that you look
through. It's a very zen kind of notion. It is in it's
transparency that it fulfills its function."
-Joe Ballay
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

6. AXIOM No.02
HAVE HUMILITY;
BE HUMANE;
AND DESIGN FROM A
PLACE OF EMPATY;
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

7. AXIOM No.03
UX IS NOT JUST
ABOUT GIVING
PEOPLE WHAT
THEY WANT
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

8. AXIOM No.04
YOU CAN’T TRUST WHAT
PEOPLE SAY; YOU NEED
TO VALIDATE THROUGH
OBSERVATION.
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

9. AXIOM No.05
REDUCE THE BARRIER
BETWEEN PEOPLE AND
DATA, AND BETWEEN
PEOPLE AND
INFORMATION
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

10. AXIOM No.06
PAY ATTENTION TO
ALL THREE VECTORS OF
SPACE, WEIGHT,
& TIME.
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

11. AXIOM No.07
DESIGN DOESN’T
START OR END
WITH THE PIXEL
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

12. AXIOM No.08
UX DESIGN IS AN
ENGAGEMENT IN
SYSTEMS THINKING
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

13. AXIOM No.09
EVERYTHING IS
DESIGNED AND
EVERYTHING IS A
DESIGN CHALLENGE
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

14. AXIOM No.10
GIVE IT A NAME &
IMBUE IT WITH
MAGICAL POWERS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

15. AXIOM No.11
STORIES ARE THE WAY
WE UNDERSTAND
OURSELVES AND
THE WORLD
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

16. AXIOM No.12
DEVELOP YOUR
COMMUNITY; YOU ARE
NOTHING WITHOUT
YOUR COMMUNITY
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

17. AXIOM No.13
KNOW YOUR
MATERIALITY:
PEOPLE, TECHNOLOGY,
BUSINESS, AESTHETICS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

18. AXIOM No.14
MAKE
NON-ARBITRARY
DESING DECISIONS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

19. AXIOM No.15
UNDERSTAND
CULTURE AND
CONTEXT
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

20. AXIOM No.16
CREATE AND CLOSE
FEEDBACK LOOPS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

21. AXIOM No.17
GET COMFORTABLE
WITH AMBIGUITY;
UX DESIGN IS FULL OF IT
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

22. AXIOM No.18
EXPLORE AND
UNDERSTAND YOUR
EMOTIONS AND THOSE
YOU ARE DESIGNING FOR
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

23. AXIOM No.19
MAKE STUFF; AND
THEN KILL IT
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

24. AXIOM No.20
DEFINE A
PRODUCT VISION AND
THEN USE IT TO
DRIVE DECISIONS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

25. AXIOM No.21
STAY LEAN AND FLEXIBLE;
SOLVE THE PROBLEM IN
FRONT OF YOU NOT THE
ONE BEHIND YOU
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

26. AXIOM No.22
DRIVE TO THE WHY;
DON’T STOP AT
THE SYMPTOM
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

27. AXIOM No.23
PAY ATTENTION TO
LIFECYCLES AND NOT JUST
KEY MOMENTS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

28. AXIOM No.24
TAME COMPLEXITY
DON’T ABOLISH IT
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

29. AXIOM No.25
WHAT IF YOU THOUGHT
OF THE PERSON USING
YOUR PRODUCT AS A
COLLABORATOR
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

30. AXIOM No.26
THE THREE-LEGGED
STOOL OF DESIGN:
PREPARATION,
EXECUTION & REFLECTION
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

31. AXIOM No.27
GET STARTED NOW;
DO SOMETHING
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

32. AXIOM No.28
EXPOSE AND CHALLENGE
ASSUMPTIONS—YOUR OWN
AND OTHERS; CREATE
HYPOTHESES TO TEST
ASSUMPTIONS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

33. AXIOM No.29
BE CURIOUS AND
CONSTANTLY EXPOSE
YOURSELF TO THE WORLD
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

34. AXIOM No.30
BE WILLING TO
EXPERIMENT AND FAIL;
BUT LEARN FROM YOUR
MISTAKES
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

35. AXIOM No.31
CREATE “YES AND”
OPPORTUNITIES; DON’T
ALWAYS ASSUME
“EITHER OR”
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

36. AXIOM No.32
STRIVE FOR “NOTHING
LEFT TO TAKE AWAY”;
RUTHLESSLY EDIT
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

37. AXIOM No.33
SEEK OUT AND
EXPLOIT PATTERNS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

38. AXIOM No.34
THEORY ALLOWS YOU TO
ABSTRACT, GENERALIZE, AND
APPLY PATTERNS TO NEW
AND NOVEL SITUATIONS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

39. AXIOM No.35
REFRAME CONSTRAINTS AS
FORCING FUNCTIONS AND
FIND FREEDOM IN THE
STRUCTURE
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

40. AXIOM No.36
THE DESIGNER AS FACILITATOR—
FIGURE OUT HOW TO CREATE “SPACE”
AND STRIVE FOR THE ASYMPTOTE OF
SHARED UNDERSTANDING
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

41. AXIOM No.37
SET AND MANAGE
EXPECTATIONS. THIS APPLIES
TO ANY INTERACTION WITH
OTHER PEOPLE OR PRODUCTS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

42. AXIOM No.38
HOLD AND EXPLORE
THE BIG PICTURE
AND THE DETAILS
AT THE SAME TIME
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

43. AXIOM No.39
UNDERSTAND HOW PEOPLE
CREATE MEANING AND
DESIGN ARTIFACTS THAT WILL
RESONATE AND GENERATE
MEANING
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

44. AXIOM No.40
DESIGN FROM CURRENT AND
FOR IDEAL EXPERIENCES;
EITHER ONE ALONE ISN’T
ENOUGH
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

45. AXIOM No.41
DELIVERABLE DON’T
MATTER AS MUCH
AS OUTCOMES
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

46. AXIOM No.42
CREATE MODELS
NOT JUST
NARRATIVES
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

47. AXIOM No.43
CREATE MODELS
NOT JUST
NARRATIVES
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

48. AXIOM No.44
ALLOW FOR
REFLECTION TIME
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

49. AXIOM No.45
FIND “BRIGHT SPOTS” AND
UNDERSTAND WHY THEY
WORK AND HOW THEY CAN
BE APPLIED
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

50. AXIOM No.46
RECOGNIZE WHEN YOU
ARE HAVING A UI
CONVERSATION AND WHEN
IT SHIFTS TO A BUSINESS
CONVERSATION
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

51. AXIOM No.47
EXTERNALIZE YOUR WORK
FOR YOUR OWN COGNITIVE
PROCESS AND TO PROMOTE
COLLABORATION.
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

52. AXIOM No.48
TRUST IS FOUNDATIONAL TO
INTERACTIONS; TAKE
RESPONSIBILITY, FOSTER
TRUST AND RESPECT THE GIFT
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

53. AXIOM No.49
DEFINE THE PROBLEM AND
BUILD THE RIGHT THING;
MAKE IT USEFUL AND MAKE
THE WORLD A BETTER PLACE
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

54. AXIOM No.50
ULTIMATELY, UX DESIGN IS
AN ORIENTATION TOWARD
REALITY AS OPPOSED TO A
SET OF TOOLS, A PROCESS,
OR ...
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI

55. THANKS
OFFICIAL PRESENTATION: GRAND RAPIDS IXDA — ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
“UX AXIOMS AND OTHER OBSERVATIONS” DECEMBER 11, 2012 — MUTUALLY HUMAN — GRAND RAPIDS, MI