• We’re experiencing an information explosion
• We know how to deal with problems the rest
of the world hasn’t even thought about yet
• We all face individual market pressures
– not just between different countries
– but between different regions, too
• The job titles haven’t been defined or
• The business community still doesn’t really
know what we do so budgets are low
The world today
“For those who believe, no proof is
necessary. For those who don’t believe,
no proof is possible.”
(U.S. social theorist)
• “Responsive” is a step back to 1995
• Cross-channel consistency is a false god
• Communities are being reactive rather than
– Romanian Institute of Technology
• We are still fighting with basic problems
– battery life
• We love process more than results
There’s a downside
Do What You Need To Do To Get The Shit Done
Reiss’s Development Process
Reiss’s Integration Model (3:24 AM)
Figure out the business problem
Understand the opportunities
Channel your energy
Kiss some ass
Institutionalize the process
Take care of the business goals
(There’s probably an
acronym in there somewhere...)
• The economic downturn weeded out the
crap UX companies
• UX does not just happen on a screen
– Service design is on the rise
– The IoT is helping change UX perceptions
• We’re becoming a profession, not a trade
– But don’t discount empirical experience
• People at the edge drive true change
But there’s also an upside
• The first-world problems of battery life and
connectivity will have been solved
• We will be designing data systems, not talking
about apps and websites
• Privacy settings are going to be the currency
of the future
My view of the future
“The telescreen received and transmitted simultaneously. Any
sound that Winston made, above the level of a very low whisper,
would be picked up by it; moreover, so long as he remained
within the field of vision which the metal plaque commanded, he
could be seen as well as heard. There was of course no way of
knowing whether you were being watched at any given moment.
How often, or on what system, the Thought Police plugged in on
any individual wire was guesswork. It was even conceivable that
they watched everybody all the time. But at any rate they could
plug in your wire whenever the wanted to. You had to live – did
live, from habit that became instinct – in the assumption that
every sound you made was overheard, and, except in darkness,
George Orwell “1984” – published in 1949
Privacy is like virginity.
Once you lose it,
it is lost forever.
• What are my lifetime goals?
• How would I like to spend the next 3-5 years?
• If I knew I was going to be hit by lightning in
six months, what would I do tomorrow?
So, who do you want to be?
• What are you going to do to change your world?
– Is your world going to take care of itself?
– Or are you going to contribute?
• If so, how?
• If we are in the Dark Ages, who will be our
• Where is our Bauhaus? Our Arts & Crafts?
Our Wiener Werkstætte?
• Look at your papers – where do you want to be?
More questions for you
UX design represents the conscious
act of :
• coordinating interactions
we can control
• acknowledging interactions
we cannot control
• reducing negative interactions
A simple decision model
Top tip: If the first question a company
asks you during an interview is
“Can you wireframe”
You don’t want the job!
“UX is only about touchpoints”
NO! It’s also how users get
from one touchpoint to the next.
What they found surprised them. While the company’s overall
customer-satisfaction metrics were strong, focus groups revealed
that a large number of customers left because of poor service and
shoddy treatment over time. “How can this be?” one executive
wondered. “We’ve measured customer satisfaction for years, and
our call centers, field services, and website experience each score
consistently over 90 percent. Our service is great!”
As company leaders probed further, however, they discovered a
more complex problem. Most customers weren’t fed up with any
one phone call, field visit, or other individual service interaction–
in fact, most customers didn’t much care about those singular
touchpoint events. What was driving them out the door was
something the company wasn’t examining or managing–the
customers’ cumulative experience across multiple touchpoints,
multiple channels, and over time.
“UX is about making
end users happy.”
NO! It’s also about solving the
business goals of the stakeholders.