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Design Principles:
The Philosophy of UX


     Whitney Hess
           @whitneyhess
      http://whitneyhess.com
     whitney@whitneyhess.com
Hi, I’m Whitney Hess

 User Experience Designer
        Consultant
        New Yorker


      @whitneyhess
stakeholder interviews
web analytics       storyboards
  sketching                surveys            A/B testing
           prototyping               flow diagrams


 What we usually talk about
  when we talk about UX
 wireframes                                     scenarios
                               sitemaps
                personas                    card sorts
                    heuristic evaluation
usability testing
                                        user research
User Experience is the
   establishment
   of a philosophy
    about how to
     treat people
Visual Design is the
   establishment
  of a philosophy
    about how to
  make an impact
Principles of
Visual Design
Contrast
Emphasis
Variety
Balance
Proportion
Repetition
Movement
Texture
Harmony
Unity
Why principles?
    Consistency.
    Constraints.
   Shared vision.
Objective evaluation.
good
  design




   good
experience
Design Principles: The Philopsohy of UX –- Higher Ed Edition
Design Principles: The Philopsohy of UX –- Higher Ed Edition
good
L e t ’s
                        design
         do t h
t o ge           is
         the r




                        =
               !




                         good
                      experience
Principles of
Experience Design
Principles of Experience Design
   1. Stay out of people’s way.
   2. Create a hierarchy that matches people’s needs.
   3. Limit distractions.
   4. Provide strong information scent.
   5. Provide signposts and cues.
   6. Provide context.
   7. Use constraints appropriately.
   8. Make actions reversible.
   9. Provide feedback.
   10. Make a good first impression.
1. Stay out of people’s way
1. Stay out of people’s way
1. Stay out of people’s way
1. Stay out of people’s way
2. Create a hierarchy that
matches people’s needs
2. Create a hierarchy that
matches people’s needs
2. Create a hierarchy that
matches people’s needs
2. Create a hierarchy that
matches people’s needs
3. Limit distractions
3. Limit distractions
3. Limit distractions
3. Limit distractions
4. Provide strong
information scent
4. Provide strong
information scent
4. Provide strong
information scent
4. Provide strong
information scent
5. Provide signposts and cues
5. Provide signposts and cues
5. Provide signposts and cues
5. Provide signposts and cues
6. Provide context
6. Provide context
6. Provide context
6. Provide context
7. Use constraints appropriately
7. Use constraints appropriately
7. Use constraints appropriately
7. Use constraints appropriately
8. Make actions reversible
8. Make actions reversible
8. Make actions reversible
8. Make actions reversible
9. Provide feedback
9. Provide feedback
9. Provide feedback
9. Provide feedback
10. Make a good first impression
10. Make a good first impression
10. Make a good first impression
10. Make a good first impression
Logos
                      consistency, logic




                     Persuasion


  Ethos                                       Pathos
credibility, trust                         emotions, imagination
Knowledge
                     consistency, logic




                      Purpose


 Ethics                                      Empathy
credibility, trust                        emotions, imagination
Are
universal principles
     enough?
Design principles for
companies you know
“Ten principles that contribute
to a Googley user experience”
 Focus on people – their lives, their work, their dreams.
 Every millisecond counts.
 Simplicity is powerful.
 Engage beginners and attract experts.
 Dare to innovate.
 Design for the world.
 Plan for today’s and tomorrow’s business.
 Delight the eye without distracting the mind.
 Be worthy of people‘s trust.
 Add a human touch.
“Ten principles that contribute
to a Googley user experience”
 Focus on people – their lives, their work, their dreams.
 Every millisecond counts.
 Simplicity is powerful.
 Engage beginners and attract experts.
 Dare to innovate.
 Design for the world.
 Plan for today’s and tomorrow’s business.
 Delight the eye without distracting the mind.
 Be worthy of people’s trust.
 Add a human touch.                              http://www.google.com/corporate/ux.html
Design Principles: The Philopsohy of UX –- Higher Ed Edition
Facebook Design Principles

          Universal.
          Human.
          Clean.
          Consistent.
          Useful.
          Fast.
          Transparent.
Facebook Design Principles

          Universal.
          Human.
          Clean.
          Consistent.
          Useful.
          Fast.
          Transparent.

                         http://www.facebook.com/note.php?note_id=118951047792
Design Principles: The Philopsohy of UX –- Higher Ed Edition
Windows User Experience
   Design Principles
Reduce concepts to increase confidence.
Small things matter, good and bad.
Be great at “look” and “do”.
Solve distractions, not discoverability.
UX before knobs and questions.
Personalization, not customization.
Value the life cycle of the experience.
Time matters, so build for people on the go.
Windows User Experience
   Design Principles
Reduce concepts to increase confidence.
Small things matter, good and bad.
Be great at “look” and “do”.
Solve distractions, not discoverability.
UX before knobs and questions.
Personalization, not customization.
Value the life cycle of the experience.
Time matters, so build for people on the go.
                                    http://msdn.microso.com/en-us/library/dd834141.aspx
Design Principles: The Philopsohy of UX –- Higher Ed Edition
Burning Man
Keep good company.
Notice the ordinary.
Preserve the ephemeral.
Design not for the elite but for the masses.
Explain it to a child.
Get lost in the content.
Get to the heart of the matter.
Never tolerate “OK anything.”
Remember your responsibility as a storyteller.
Zoom out.
Switch.
Prototype it.
Pun.
Make design your life… and life, your design.
Leave something behind.
Charles and Ray Eames
  Keep good company.
  Notice the ordinary.
  Preserve the ephemeral.
  Design not for the elite but for the masses.
  Explain it to a child.
  Get lost in the content.
  Get to the heart of the matter.
  Never tolerate “OK anything.”
  Remember your responsibility as a storyteller.
  Zoom out.
  Switch.
  Prototype it.
  Pun.
  Make design your life… and life, your design.
  Leave something behind. http://www.amazon.com/Fieen-ﬔings-Charles-Ray-Teach/dp/193031700X
Burning Man
 Radical Inclusion.
 Giing.
 Decommodification.
 Radical Self-reliance.
 Radical Self-expression.
 Communal Effort.
 Civic Responsibility.
 Leaving No Trace.
 Participation.
 Immediacy.
Burning Man
 Radical Inclusion.
 Giing.
 Decommodification.
 Radical Self-reliance.
 Radical Self-expression.
 Communal Effort.
 Civic Responsibility.
 Leaving No Trace.
 Participation.
 Immediacy.
              http://www.burningman.com/whatisburningman/about_burningman/principles.html
ﬔe Starbucks Experience


       Make it your own.
       Everything matters.
       Surprise and delight.
       Embrace resistance.
       Leave your mark.
ﬔe Starbucks Experience


       Make it your own.
       Everything matters.
       Surprise and delight.
       Embrace resistance.
       Leave your mark.




                               http://www.starbucksexperience.net/excerpts.html
Guiding principles for
    universities
University of Colorado
Encourage and provide access to the               Encourage and support innovation and
university for all qualified students within       entrepreneurship at all levels of the
the university’s capacity.                        university including research and creative
                                                  activities.
Maintain a commitment to excellence.
                                                  Strive to meet the needs of the State of
Promote and uphold the principles of
                                                  Colorado, including health care,
ethics, integrity, transparency, and
                                                  technology, work force training, and civic
accountability.
                                                  literacy. Ensure that the university is an
Be conscientious stewards of the                  economic, social, and cultural catalyst.
university’s human, physical, financial,
                                                  Support and encourage collaboration
information, and natural resources.
                                                  amongst departments and campuses, and
Encourage, honor, and respect teaching,           between the university and other
learning, and academic culture.                   educational institutions to improve our
                                                  communities.
Promote faculty, student, and staff
diversity to ensure the rich interchange          Provide an outstanding, respectful, and
of ideas in the pursuit of truth and              responsive living, learning, teaching, and
learning, including diversity of political,       working environment.
geographic, cultural, intellectual, and
                                                  Focus on meaningful measurable results.
philosophical perspectives.

                                              https://www.cu.edu/content/missionandguidingprinciplesuniversitycolorado
University of Portland
A strategic means for providing a                     Enable administrators, faculty, students, and
communications environment that enables open          staff to execute appropriate administrative
and participatory relationships among all             processes and generate strategic information
University constituencies, both internal and          more directly and more effectively.
external.
                                                      Promote user self-sufficiency and support
Enhance education and the personally                  efficient University operations to enable more
broadening benefits of a University of Portland        effective use of resources.
education.
                                                      Amplify avenues of instruction in all aspects
Contribute to achieving balanced social,              of teaching and learning.
personal, and cognitive development.
                                                      Community members should adhere to a
Promote and support an environment that               standards-based technology environment for
encourages teamwork among all constituencies.         non-specialized academic and administrative
                                                      needs.
Governance structure that involves the
University’s executive leadership, provides for       Standards-based environment should be
ongoing academic and administrative ownership         systematically enhanced, supported,
of technology issues, and that is charged with        maintained, and assessed.
overseeing the continued alignment of
                                                      Capture University generated learning,
information technology with institutional goals, is
                                                      research, scholarship and team projects.
vital to the success of a strategic plan for
information technology.

                                                               http://www.up.edu/is/default.aspx?cid=3534&pid=249
Towson University
   Create and serve…
   An engine of change…
   Responsible growth…
   Strength within…
   An institution of
   unlimited boundaries…
   A timeless experience...
   A sharing partner…
   Diverse and inclusive…
   Able to meet the future…
                  http://www.towson.edu/main/abouttu/strategic/guidingprinciples.asp
What are
your organization’s
    principles?
Steps to Craing Your
Own Design Principles
1. Research available principles for competitors
   and related organizations (even aspirational)
2. Gather, list and print out the business goals,
   user needs and brand attributes
3. Brainstorm with key collaborators across
   capabilities and functions
4. Narrow down to no more than 10, preferably 7
5. Ensure they don’t conflict or overlap
6. Ensure they’re pithy and memorable
1. Does it come directly from research?
2. Does it help you say ‘No’ most of the time?
3. Does it distinguish your design from your competitors’?
4. Is it something you might reverse in a future release?
5. Have you evaluated it for this project?
6. Is its meaning constantly tested?

                                                            http://www.uie.com/articles/creating-design-principles/
When to Use Your
Design Principles
1. During the project kickoff meeting
2. When prioritizing features
3. Brainstorming sessions
4. Design critiques
5. Stakeholder presentations
6. Resolving conflict
7. Postmortems
8. Web metrics analysis
User Experience is the
   establishment
   of a philosophy
    about how to
     treat people
Bathroom mirror
Seaport Boston Hotel
Help people
make their
lives better
ﬔank you.
      Whitney Hess
      @whitneyhess
 http://whitneyhess.com
whitney@whitneyhess.com

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Design Principles: The Philopsohy of UX –- Higher Ed Edition

  • 1. Design Principles: The Philosophy of UX Whitney Hess @whitneyhess http://whitneyhess.com whitney@whitneyhess.com
  • 2. Hi, I’m Whitney Hess User Experience Designer Consultant New Yorker @whitneyhess
  • 3. stakeholder interviews web analytics storyboards sketching surveys A/B testing prototyping flow diagrams What we usually talk about when we talk about UX wireframes scenarios sitemaps personas card sorts heuristic evaluation usability testing user research
  • 4. User Experience is the establishment of a philosophy about how to treat people
  • 5. Visual Design is the establishment of a philosophy about how to make an impact
  • 16. Unity
  • 17. Why principles? Consistency. Constraints. Shared vision. Objective evaluation.
  • 18. good design good experience
  • 21. good L e t ’s design do t h t o ge is the r = ! good experience
  • 23. Principles of Experience Design 1. Stay out of people’s way. 2. Create a hierarchy that matches people’s needs. 3. Limit distractions. 4. Provide strong information scent. 5. Provide signposts and cues. 6. Provide context. 7. Use constraints appropriately. 8. Make actions reversible. 9. Provide feedback. 10. Make a good first impression.
  • 24. 1. Stay out of people’s way
  • 25. 1. Stay out of people’s way
  • 26. 1. Stay out of people’s way
  • 27. 1. Stay out of people’s way
  • 28. 2. Create a hierarchy that matches people’s needs
  • 29. 2. Create a hierarchy that matches people’s needs
  • 30. 2. Create a hierarchy that matches people’s needs
  • 31. 2. Create a hierarchy that matches people’s needs
  • 48. 7. Use constraints appropriately
  • 49. 7. Use constraints appropriately
  • 50. 7. Use constraints appropriately
  • 51. 7. Use constraints appropriately
  • 52. 8. Make actions reversible
  • 53. 8. Make actions reversible
  • 54. 8. Make actions reversible
  • 55. 8. Make actions reversible
  • 60. 10. Make a good first impression
  • 61. 10. Make a good first impression
  • 62. 10. Make a good first impression
  • 63. 10. Make a good first impression
  • 64. Logos consistency, logic Persuasion Ethos Pathos credibility, trust emotions, imagination
  • 65. Knowledge consistency, logic Purpose Ethics Empathy credibility, trust emotions, imagination
  • 68. “Ten principles that contribute to a Googley user experience” Focus on people – their lives, their work, their dreams. Every millisecond counts. Simplicity is powerful. Engage beginners and attract experts. Dare to innovate. Design for the world. Plan for today’s and tomorrow’s business. Delight the eye without distracting the mind. Be worthy of people‘s trust. Add a human touch.
  • 69. “Ten principles that contribute to a Googley user experience” Focus on people – their lives, their work, their dreams. Every millisecond counts. Simplicity is powerful. Engage beginners and attract experts. Dare to innovate. Design for the world. Plan for today’s and tomorrow’s business. Delight the eye without distracting the mind. Be worthy of people’s trust. Add a human touch. http://www.google.com/corporate/ux.html
  • 71. Facebook Design Principles Universal. Human. Clean. Consistent. Useful. Fast. Transparent.
  • 72. Facebook Design Principles Universal. Human. Clean. Consistent. Useful. Fast. Transparent. http://www.facebook.com/note.php?note_id=118951047792
  • 74. Windows User Experience Design Principles Reduce concepts to increase confidence. Small things matter, good and bad. Be great at “look” and “do”. Solve distractions, not discoverability. UX before knobs and questions. Personalization, not customization. Value the life cycle of the experience. Time matters, so build for people on the go.
  • 75. Windows User Experience Design Principles Reduce concepts to increase confidence. Small things matter, good and bad. Be great at “look” and “do”. Solve distractions, not discoverability. UX before knobs and questions. Personalization, not customization. Value the life cycle of the experience. Time matters, so build for people on the go. http://msdn.microso.com/en-us/library/dd834141.aspx
  • 77. Burning Man Keep good company. Notice the ordinary. Preserve the ephemeral. Design not for the elite but for the masses. Explain it to a child. Get lost in the content. Get to the heart of the matter. Never tolerate “OK anything.” Remember your responsibility as a storyteller. Zoom out. Switch. Prototype it. Pun. Make design your life… and life, your design. Leave something behind.
  • 78. Charles and Ray Eames Keep good company. Notice the ordinary. Preserve the ephemeral. Design not for the elite but for the masses. Explain it to a child. Get lost in the content. Get to the heart of the matter. Never tolerate “OK anything.” Remember your responsibility as a storyteller. Zoom out. Switch. Prototype it. Pun. Make design your life… and life, your design. Leave something behind. http://www.amazon.com/Fieen-ﬔings-Charles-Ray-Teach/dp/193031700X
  • 79. Burning Man Radical Inclusion. Giing. Decommodification. Radical Self-reliance. Radical Self-expression. Communal Effort. Civic Responsibility. Leaving No Trace. Participation. Immediacy.
  • 80. Burning Man Radical Inclusion. Giing. Decommodification. Radical Self-reliance. Radical Self-expression. Communal Effort. Civic Responsibility. Leaving No Trace. Participation. Immediacy. http://www.burningman.com/whatisburningman/about_burningman/principles.html
  • 81. ﬔe Starbucks Experience Make it your own. Everything matters. Surprise and delight. Embrace resistance. Leave your mark.
  • 82. ﬔe Starbucks Experience Make it your own. Everything matters. Surprise and delight. Embrace resistance. Leave your mark. http://www.starbucksexperience.net/excerpts.html
  • 83. Guiding principles for universities
  • 84. University of Colorado Encourage and provide access to the Encourage and support innovation and university for all qualified students within entrepreneurship at all levels of the the university’s capacity. university including research and creative activities. Maintain a commitment to excellence. Strive to meet the needs of the State of Promote and uphold the principles of Colorado, including health care, ethics, integrity, transparency, and technology, work force training, and civic accountability. literacy. Ensure that the university is an Be conscientious stewards of the economic, social, and cultural catalyst. university’s human, physical, financial, Support and encourage collaboration information, and natural resources. amongst departments and campuses, and Encourage, honor, and respect teaching, between the university and other learning, and academic culture. educational institutions to improve our communities. Promote faculty, student, and staff diversity to ensure the rich interchange Provide an outstanding, respectful, and of ideas in the pursuit of truth and responsive living, learning, teaching, and learning, including diversity of political, working environment. geographic, cultural, intellectual, and Focus on meaningful measurable results. philosophical perspectives. https://www.cu.edu/content/missionandguidingprinciplesuniversitycolorado
  • 85. University of Portland A strategic means for providing a Enable administrators, faculty, students, and communications environment that enables open staff to execute appropriate administrative and participatory relationships among all processes and generate strategic information University constituencies, both internal and more directly and more effectively. external. Promote user self-sufficiency and support Enhance education and the personally efficient University operations to enable more broadening benefits of a University of Portland effective use of resources. education. Amplify avenues of instruction in all aspects Contribute to achieving balanced social, of teaching and learning. personal, and cognitive development. Community members should adhere to a Promote and support an environment that standards-based technology environment for encourages teamwork among all constituencies. non-specialized academic and administrative needs. Governance structure that involves the University’s executive leadership, provides for Standards-based environment should be ongoing academic and administrative ownership systematically enhanced, supported, of technology issues, and that is charged with maintained, and assessed. overseeing the continued alignment of Capture University generated learning, information technology with institutional goals, is research, scholarship and team projects. vital to the success of a strategic plan for information technology. http://www.up.edu/is/default.aspx?cid=3534&pid=249
  • 86. Towson University Create and serve… An engine of change… Responsible growth… Strength within… An institution of unlimited boundaries… A timeless experience... A sharing partner… Diverse and inclusive… Able to meet the future… http://www.towson.edu/main/abouttu/strategic/guidingprinciples.asp
  • 88. Steps to Craing Your Own Design Principles 1. Research available principles for competitors and related organizations (even aspirational) 2. Gather, list and print out the business goals, user needs and brand attributes 3. Brainstorm with key collaborators across capabilities and functions 4. Narrow down to no more than 10, preferably 7 5. Ensure they don’t conflict or overlap 6. Ensure they’re pithy and memorable
  • 89. 1. Does it come directly from research? 2. Does it help you say ‘No’ most of the time? 3. Does it distinguish your design from your competitors’? 4. Is it something you might reverse in a future release? 5. Have you evaluated it for this project? 6. Is its meaning constantly tested? http://www.uie.com/articles/creating-design-principles/
  • 90. When to Use Your Design Principles 1. During the project kickoff meeting 2. When prioritizing features 3. Brainstorming sessions 4. Design critiques 5. Stakeholder presentations 6. Resolving conflict 7. Postmortems 8. Web metrics analysis
  • 91. User Experience is the establishment of a philosophy about how to treat people
  • 94. ﬔank you. Whitney Hess @whitneyhess http://whitneyhess.com whitney@whitneyhess.com