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. 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. I’m going to try not to geek out.
- 4. 4 D’oh!
- 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. 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
- 10. What is User Experience? Responsive Page Layout?
- 11. What is User Experience? The look and feel?
- 12. What is User Experience? The interaction design?
- 13. NO UX does not happen on a screen.
- 14. UX happens here. In the mind.
- 15. UX happens here. In the mind.
- 16. User Experience is multidimensional. Language Vision / Attention Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
- 17. UX needs to account for the 6 “minds”: Language Vision / Attention Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
- 18. Humans are only aware of a tiny fraction of our thoughts.
- 19. So how do we get the UX right? ?
- 20. 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
- 21. 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.
- 22. Q. Do you need a psychology degree to do this? ! A. No, you need a process.
- 23. Vision / Attention Where are they looking at? ! ! What are they looking for? What are its visual properties? Emergent
- 24. 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
- 25. Emotion What do they like? ! What are their deepest fears and desires? What would delight them? Frustrate them? Emergent
- 26. 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.”
- 27. Wayfinding Do they know where they are? Do they know what actions to take? ! What interaction model and flow to they expect? Emergent
- 28. 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
- 29. Vision / Attention Memory & Semantics Wayfinding Language Emotion Decision Making
- 30. Emergent UX can be applied across the UX lifecycle UX Research Strategy UX and Design #emergentux @johnwhalen
- 31. 31 Phew, that’s a lot! Let’s review, shall we?
- 32. Summary
- 33. NO UX does not happen on a screen.
- 34. UX happens here. UX is multidimensional. Language Vision Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
- 35. #emergentux @johnwhalen Emergent UX The unspoken is often the most seductive. Emergent UX reveals the things people can’t tell you.
- 36. 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!