Good design is... a myth - Zoltan Kollin - UX Copenhagen 2017

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Design

  There is no good recipe for great design. Environments, technology, and sometimes even users are constantly changing. Context is everything, and these days, you need more than generic guidelines to define good products. This talk is about how product designers are sometimes “breaking” all guidelines and principles, but still end up creating successful products that users love.
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  • 1. A myth Good design is… Zoltan Kollin @kollinz
  • 2. Hello, I’M Zoltan Kollin
 UX director at UstreamAN IBM COMPANY
  • 3. UX people love disagreeing
  • 4. Should designers code? UX DESIGN = UI DESIGN? Is UX design art or science?
  • 5. intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Apple-like transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INvisible Seamless Authentic Distinctive Data driven playful innovative
  • 6. It depends
  • 7. Intuitive design The myth of
  • 8. When users understand its behavior and effect without use of reason, experimentation, assistance, or special training. intuitive /ɪnˈtjuːɪtɪv/ adjective
  • 9. Intuitive?
  • 10. Intuitive?
  • 11. It’s intuitive if you already know it. To know it, you must learn it first. (And we’re okay with that.)
  • 12. Actually, we never stop learning
  • 13. Actually, we never stop learning
  • 14. Metaphors are changing
  • 15. On intuitive design Creating a great experience is sometimes better than creating a familiar experience.
  • 16. FRICTION Embracing
  • 17. The bigger the hurry, the bigger the risk
  • 18. I love the little girl, saying 
 'Alexa ordered me a dollhouse'.
  • 19. I love the little girl, saying 
 'Alexa ordered me a dollhouse'.
  • 20. “Our web became so fast that […] we still don’t always trust when important things happen instantly. So artificial waiting was born.” https://www.fastcodesign.com/3066571/the-best-and-worst-user-interfaces-of-2016
  • 21. “Wells Fargo’s eye scan technology, for example, worked so quickly that the developers had to slow it down […] so customers knew it had actually registered their identities.” https://www.nytimes.com/2016/06/22/business/dealbook/goodbye-password-banks-opt-to-scan-fingers-and-faces-instead.html
  • 22. What if I told you… Friction might prevent errors, help making considered decisions, and even build trust.
  • 23. Transparent Going full
  • 24. “Good design is honest.” – Dieter Rams
  • 25. Oh, those dark patterns
  • 26. There are many shades of dark
  • 27. There are many shades of dark
  • 28. There are many shades of dark
  • 29. There are many shades of dark
  • 30. Dark patterns are more like #7A7A7A most of the time.
  • 31. Seen Fri 12:38 PM
  • 32. Seen Fri 12:38 PM
  • 33. “Uber has buried the ability to type in your pickup address so that it might move you half a block to optimize its own driver routes” https://www.fastcodesign.com/3066744/the-biggest-ux-challenges-of-2017
  • 34. Transparency is relative It’s The overall experience that matters.
  • 35. intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Apple-like transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INVISIBLE Seamless Authentic Distinctive Data driven playful innovative
  • 36. Simple & clean? Is good design
  • 37. Delightful? Is good design
  • 38. Innovative? Is good design
  • 39. It depends
  • 40. It depends™
  • 41. intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Innovative transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INVISIBLE Seamless Authentic Distinctive Data driven playful apple-like We should focus less on words
  • 42. And more on empowering people
  • 43. And more on empowering people (Sometimes by breaking guidelines)
  • 44. Thank you @kollinz
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