Ux. theory of relativity

UX. Theory of relativityAbout

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michael dorka » user experience consulting » [email protected]

general

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About

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This presentation

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This presentation

michael dorka » user experience consulting » [email protected] of 88

Time! Location Situation!

Think!!

Act

UX Information Design Einstein Making decisions

Experience Preparation

Evaluation!!! Intuition!! Mental models!!Semantics Linguistics

Culture!

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Senses!See Hear Touch Smell

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User experience design creates and coordinates different aspects of design and other disciplines to create the best possible interaction and experience for users.

User Experience > Information/- design > Einstein’s Theory <

You might know that….


Information design is the practice of presenting information in a way that allowing efficient and effective understanding of it.


And might know also tha

t….


michael dorka » user experience consulting » [email protected] of 88 606

michael dorka » user experience consulting » [email protected] of 88 7michael dorka » user experience consulting » [email protected] of 88 775



Usually you move from one location

towards the other location

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But you could also move backwards

while on the way to another location

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michael dorka » user experience consulting » [email protected]

Time depends on: Where you are and how you move.


So let’s say that…..

of 8810

What does this have to do with user experience?

User Experience > Information/- design > Einstein’s Theory < ?

So…..


User experience depends on time, location, situation, thinking. The way how you act depends on UX.

UX can make you travel in time :)

User Experience > Information/- design > Einstein’s Theory < !

Most people agree on…..



Think

User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think > Act

Act

Time influences on how you…..

STRESSSTRESS

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Let’s get more detailed…..

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1+1+1=?


Example:

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Das Leben ist unglaublich ungerecht.


Example:

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Little experienced


But evaluating time depends also being…..

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Very experienced


And of course on being…..

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Prepared


And not only that. It also depends on

if you are…..

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Unprepared


Or even worse when you are …..

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acting depends on the time we have…


So we agree on…..

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acting depends on limitations of the location [senses and function]


And that…..

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acting depends on the situation


And also that…..

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Evaluate time to decode Choose

evaluation method

Conscience time pressure

Consequence failure/success

Limitations by perception and physics


So we agree on…..

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Comparative evaluation

Singular evaluation


So when thinking you probably evaluate….

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Example: Eat a chocolate!

User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think <

Let’s see what it means…..

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Comparative evaluation


Comparative evaluation > Singular evaluation > Act

One way to go:

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Compare each possibility to figure out which is the best



Which makes you…..

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Singular evaluation



The other way to go:

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Take the first choice which appears working out.



The other way to go:

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Recognition Primed Decision Model



Model 1

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Recognition-Primed Decision Model“the way decision makers size up the situation to recognise which course of action makes sense, and the way they evaluate that course of action by imagining it.”

Excerpt From: Gary Klein. “Sources of Power: How People Make Decisions.”


Comparative evaluation > Singular evaluation Recognition-Primed Decision Model >Act

Gary says that:

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- what types of goals make sense - set priorities - which cues are important (so there is not an

overload of information) - what to expect next (so they can prepare

themselves and notice surprises) - typical ways of responding in a given

situation.



Gary says that:

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By recognising a situation as typical the user recognises a course of action likely to succeed. The recognition of goals, cues, expectancies, and actions is part of recognising a situation. Decision makers do not start with the goals or expectancies and figure out the nature of the situation.



Gary says that:

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Which means that you do this:

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And you do not do this:

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Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model > Intuition > Act

Knowing what you are doing?!

Intuition

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It is rather experience then magic:

Recognizing things without knowing how we do the recognizing.



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Intution is…..

- a experience which affect the interpretation of the situation [recognizing key patterns that indicate the dynamics of the situation]

- reacting to things that are not happening rather than to things that are.

- unaware of his use of experience [not drawing on memory for any specific previous experience.



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Good news:

The part of intuition that involves pattern matching and recognition of familiar and typical cases can be trained.



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Knowing what you are doing?!

Mental models


Comparative evaluation > Singular evaluation > Recognition-Primed Decision Model

> Intuition > Mental simulation > Act

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How to make a cheeseburger?




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Mental simulation3 causal factors: - groceries - cook - arrange ………… 6 transitions:- imagine what the

cheeseburger consists of - buy the ingredients - wash each single ingredient - cut each ingredient - cook ingredients - arrange ingredients




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Two major categories:

What had happened in the past?What is going to happen in the future?




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Mental simulation

CoherenceDoes it make sense?

Applicability Will it get what I need?

Completeness Does it include too much or too little?




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Your fantastic product/ service

You confront your user physically/ psychological influenced by design




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Your fantastic product/ service

Identify Need: Project the future

Specify Parameters:

Assemble the Action Sequence

Failure to Assemble

Internal Evaluation

Design defines what the user could interpret visually.

Linguist defines how the user will interpret textually the task.

Psychology estimates how and what your user evaluates

Sociology investigates how your user’s environment influences on her evaluation

user needs to do something

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Your fantastic product/ service hits the user

user needs to do something

Identify Need: Project the future

Specify Parameters:

Assemble the Action Sequence

Run and review the Action Sequence

Evaluate the

Outcome

Prepare for Implementation Predict the outcome Estimate the Data

Generate a course of action Evaluate and inspect risk

Implement course of action

Failure to Assemble

Identify Problem Areas: Plausibility

Consistency Pitfalls

Microsimulation of Problem Areas

Modify the Course of Action

Reject the Course of Action

Internal Evaluation

Psychology estimates how and what your user decides on doing

Sociology investigates how your user’s environment influences on her decision

Design defines what the user could interpret visually.

Linguist defines how the user will interpret textually the task.

Psychology estimates how and what your user evaluates

Sociology investigates how your user’s environment influences on her evaluation

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Culture



> Intuition> Mental simulation > Culture > Semantics >

Cultural aspects defines how a user understands and interprets a system.

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You know I am saying…

Semantics



> Intuition> Mental simulation > Act

> Culture > Semantics >

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Semantics- study of meaning - relation between signifiers [words, phrases, signs, and symbols]

- what they stand for, their denotation



> Intuition> Mental simulation

> Culture > Semantics >

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Global use of pedestrian icons*:

* http://blogs.wsj.com/scene/2013/10/15/what-do-pedestrian-traffic-icons-say-about-your-culture/tab/slideshow/#slide/11




> Semantics > > Senses > See > Hear > Feel > Smell

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You know I am saying…

Linguistics




> Culture > Semantics > Linguistics >

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Semantics:

Linguistic semantics study of meaning used for understanding human expression through language.




> Culture > Semantics > Linguistics >

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Global use of alphabets*:

Alphabets: Latin Latin and Arabic Cyrillic Latin and Cyrillic Greek Georgian Armenian Abjads: Arabic Hebrew and Arabic Abugidas: North Indic South Indic Ethiopic Canadian Syllabic Logographic+syllabic: Pure logographic Mixed logographic and syllabaries Featural-alphabet + limited logographic Featural-alphabet

* http://en.wikipedia.org/wiki/File:Writing_systems_worldwide.png

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Buenos Aires, Argentina

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Moscow, Russia

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Beijing, China

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Berlin, Germany

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Globally and in general:

Senses Different physical conditions let users interact totally different with a system.




> Culture > Semantics > Linguistics > > Senses > See > Hear > Feel > Smell

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Globally and in general:

Color Color plays a vitally important role in the world.It can: - sway thinking - change actions - cause reactions - irritate or soothe your eyes - raise blood pressure - suppress appetite




> Culture > Semantics > Linguistics > > Senses > See > Hear > Feel > Smell

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Color matters

As a powerful form of communication, color is irreplaceable. Red means "stop" and green means "go." Traffic lights send this universal message. Likewise, the colors used for a product, web site, business card, or logo cause powerful reactions.





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Global meaning of red:

Red is one of the top two favourite colours of all people. Red is the most popular color used on flags in the world. Approximately 77% of all flags include red. Red is the international color for stop.





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Global meaning of red:

The history of languages reveals that red is the first color after black and white. (All languages have words for black and white. If a third hue exists, it is red.)





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And what if….…

Blind people





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* http://www.who.int/mediacentre/factsheets/fs282/en/*

3%1%

96%

1% Blind people3% People with impaired vision

96%96%

User Experience > Information/- design > Einstein’s Theory < Time > Location > Situation > Think < Comparative evaluation > Singular evaluation

> Recognition-Primed Decision Model > Intuition

> Mental simulation > Semantics > > Senses > See > Hear > Feel > Smell

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* http://www.who.int/mediacentre/factsheets/fs282/en/




Braille is essential to becoming literate. Research shows that braille literacy is related to academic achievement and employment.

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* Scienceblog




Scents are a powerful component of our experience. Smell creates memories [Olfactory memory]. This memory is mediated by the hippocampus, the manufacturer of long-term memory in the brain.*

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So…..

What makes you act?




> Semantics >Act

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depending on the time we have… depending on the experience we have… depending on the preparationdepending on the locationdepending on the situationdepending on the way we thinkdepending on how we evaluatedepending on our intuitiondepending on our mental modeldepending on our culturedepending on senses

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Ahhhh…..

How do I travel in time?




> Semantics >Act

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Ahhhh…..

How do I travel in time?




> Semantics >Act

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using mental model


Thank you!

Date post:	22-Nov-2014
Category:	Design
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