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  • Emotion in experience design
    far longer In the period before emotions are rationalised people are at the mercy of their imagination and unable to make informed decisions Un rationalised emotions can take over the rest of the brain in a millisecond which can lead to irrational behaviour This causes extreme reactions Amygdala hijack or simply lost sales frustrated customers and poor reputation Note that rationalised and un rationalised are personal responses This is distinct from rational and irrational as they imply some judgement on the responses Context is important in designing for emotions The emotions we want to trigger are appropriate ones This means appropriate to the business goals the user goals and the context I was talking with a behavioural economist recently who cited a great example of emotional design The example was a billboard campaign by BBDO in New Zealand designed to encourage safer driving in the rain They employed shock tactics to raise awareness When it rained the poster started bleeding TV campaigns for stopping distances and drink driving in the UK have used shock tactics to raise awareness with great success The difference here is the context On such a rainy day where careful driving is necessary anything which creates strong emotions and distracts the driver from attention to the road is a dangerous thing A more appropriate experience design solution might have been to use the rain sensitivity to highlight road markings in some way to reveal parallel lines which enhance the necessary emotions of control and focus encouraging the driver to slow down The shock tactics could have been reserved for situations where the necessary emotions would not be affected such as TV campaigns As we design we must be aware of the emotions we re creating There s a balance to be struck as we design experiences

    Original URL path: http://www.foolproof.co.uk/thinking/emotion-in-experience-design/ (2016-02-14)
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  • Tim Brown Type Manager Adobe Typekit gave a brilliant talk on universal typography focusing on treating it not as a set design decision but as a continuum of conditional logic After all design is asking the right questions We should start from honestly answering the key question What do we need typefaces to do for us There are many factors that will affect the design decision such as the context of use of any digital product containing typography Many more solutions are becoming possible thanks to emerging technologies For example if there is a possibility of facial recognition the font size can change depending on how far the face is from the device Another important factor in making typographic decisions is being brave about it After all type designers are magicians that create rhythm and balance So even when paying respect to geometry we shouldn t overthink grids or let anything become the barrier to achieving originality and innovation 2 Future is light and accessible Raise hands those who hear the term content written for mobile from the client at least once a project Karen McGrane the author of Content Strategy for Mobile rightfully reminded all of us that there is no such thing as writing for mobile there is just well written and well structured content that transcends the platform Responsive design won t fix the content problem Which device to use to access the content lies with the consumer It s our job to make sure this choice does not affect the quality and depth of the information they receive Ethan Marcotte Author of Responsive Web Design raised the concept of sustainability in web design and spoke about two core principles that could help us to create sustainable solutions Reduce create simple light products default to slower network friendly solutions allowing people to opt in for heavier ones if needed Revisit enhance the experience gradually without sacrificing speed or aesthetics His elegant and meaningful talk about designing for reach and the need to create roads both wide and clear has been truly inspirational 3 Future is our responsibility or responsibility is the future Whilst focusing on the client s needs we sometimes forget to ask ourselves many important why s before starting the project Talking about caring for health of the web Ethan Marcotte quoted Alfred Korzybski Polish American scientist and philosopher The map is not the territory We are so focused on the abstraction that we hold in our hands that we forget about something it actually represents I have always considered the ability to understand the impact of creating or reshaping things and processes and taking responsibility for any produced concept as a must have skill for designers Mike Monteiro called by Jeffrey Zeldman the founder of An Event Apart a man on a mission to improve design refers to design as an act of choosing what not to create and points out that digital services we are using and designing if not made responsibly can

    Original URL path: http://www.foolproof.co.uk/thinking/an-event-apart-understanding-and-shaping-the-future-of-digital/ (2016-02-14)
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  • Mikhail Kalashnikov, design thinker
    several prototypes all of which were rejected by the authorities Kalashnikov however did not let this deter him in fact he said of this period I tried a dozen different modifications that were rejected But they all served as a path to the final design This understanding that being wrong is a necessary part of the design process is deeply insightful Today designers from different fields iteratively prototype and test and reject numerous ideas to identify the strongest ones Non design thinkers often expect an untested design to achieve the desired results immediately and are routinely disappointed Other than its reliability and light weight the other striking feature of the AK47 was its general lack of technological innovation The theory behind the design had been prevalent for some time but no other engineer had fine tuned it to the level of efficiency achieved by Kalashnikov Game changing technology is often not about mechanical innovation Steve Jobs infamously tended to shy away from new markets in their formative stages When it launched in 2007 the first iPhone was not in any way technologically superior to its forebears Apps and touch screen controls were nothing new in mobile handsets by that time Apple simply took those ingredients rethought them and delivered them in a way that made more holistic sense than everything that had gone before It seems astonishing that it was only 2007 when Apple did this such has been the pre eminent position of the iPhone ever since But consider this the AK47 s descendants are still one of the most widely used rifles globally Its impact as a cultural icon of the twentieth century is arguably almost as great as its military significance It s sad that Kalashnikov s genius for design thinking did not find a less destructive

    Original URL path: http://www.foolproof.co.uk/thinking/mikhail-kalashnikov-design-thinker/ (2016-02-14)
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  • Can design be both intuitive and innovative
    exactly for that reason They help us learn and understand things we have not encountered before thanks to similarity with things we already know For an optimal learning curve it is important to provide mental handrails for the brain to hold on to as it takes a wild ride through an unexplored territory of a new product People need a starting point that helps them get their bearings in unknown information spaces a skeleton upon which to hang their mental model of how things work here Introducing new things How can we manage the introduction of the new and unseen then We mentioned metaphors and orienting starting points already The list continues with following good old usability guidelines and principles and obviously testing with actual users However beyond usability there is a larger challenge of being perceived as useful and desirable by the target audiences That could be a harder one to crack at times To overcome this we can find inspiration in the movies industry Sci fi movies the good ones have been doing a great job at pushing the boundaries of what is perceived as useful and desirable now and in the conceivable future They do it by framing the new in the context of the known and familiar If your customers can imagine themselves using your new product or the latest design improvement you have won half the battle Or when they see others use it A psychological principle known as Social Proof goes a long way here When combined with engaging storytelling and emotional design this could be really powerful You don t have to shoot fancy polished concept videos to make people envision the future experiences in their heads Create storyboard like visualisations of future scenarios Or just plaster that new outlandish feature or eye

    Original URL path: http://www.foolproof.co.uk/thinking/can-design-be-both-intuitive-and-innovative/ (2016-02-14)
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  • right thing to do I m of the idea that if something needs a manual it isn t all that intuitive Don t make me think you say iOS 7 does more than make me think it makes me scratch my head On top of this iOS 7 introduces a range of new icons again some good some bad In our user research I ve seen countless examples of icons that are designed with good intention but fail to have the desired effect When this happens users become confused and frustrated which inevitably has a negative impact creating friction where the intention was to remove it iOS 7 is guilty of poorly designed icons in a several places Yet again you look to a search engine for help with this problem and now have to hope you ve interpreted things correctly in order to search for a solution round circle with a square in it that looks like a stop button what does it do With gestures users have learned behaviours from previous versions of iOS Making minor amends to improve things I applaud but changing them completely Closing apps was a simple double tap of the nav key then press and hold the app to bring up the close option With iOS 7 closing apps is a slide up gesture It s fair to say I m not the only one who had to use a search engine to find that out What can we learn from a roll out as big and important as iOS 7 Maybe it s better to chunk up releases so that you can become accustomed to one or two changes at a time Maybe all at once in one big bang is right it certainly creates a hum of chatter blogs support posts

    Original URL path: http://www.foolproof.co.uk/thinking/ios-7-and-the-ux-of-updates/ (2016-02-14)
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  • Customer experience & competitive advantage whitepaper | Foolproof
    how organisations can create competitive advantage by developing a differentiated customer experience online It covers Problems with current perceptions of user experience as a tactical discipline Socio economic factors which are putting increasing emphasis on digital customer experience market aggregation falling technology costs brand advertising return on investment Three workstreams for developing a differentiated customer experience An approach for creating a vision for customer experience Download Customer experience for competitive advantage PDF Author Tom Wood What do you think 0 0 0 0 Leave your comment Please choose the triangle to prove you are human Send comment Some related insights I like cookies What website owners can do to conform to the new cookies legislation The last 10 years have been about building and optimising digital and mobile platforms We believe the next 10 years will be about linking the digital and physical worlds to create compelling brand experiences Creating compelling brand experiences By Foolproof Tags Technology Experience design UX design thinking Why Android users are less engaged with smartphones than iPhone users Cookies update Advice for adhering to the EU privacy directive Q A Brand experience UX strategy Webinar The Brand Experience Gap Q A Form has a function

    Original URL path: http://www.foolproof.co.uk/thinking/customer-experience-for-competitive-advantage/ (2016-02-14)
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  • simply extra administration or whether it becomes effective in improving corporate responsibility from the heart of the organisation As a customer champion I was excited to hear the UK Consumer Minister Jo Swinson announcing that there will be a new Consumer Rights Bill early in 2014 It was described as the most radical overhaul of consumer law for more than three decades I wondered whether customer experience was about to come of age Whether the Bill would enable companies to take a longer term view and invest in customer experience It s early days but my initial reaction is disappointment The act appears to be focussed on how companies behave when problems arise rather than on creating services and products which please and serve customers in the first place It includes consumer rights around contracts returns quality effective descriptions rights availability compensation and liability Unlike previous consumer protection law it has clauses devoted specifically to digital content This is all important particularly in the age of social media where a company s reputation is in the hands of customers The danger is that it creates an even more risk averse attitude to innovation with companies resisting change in favour of constant improvement of the tried and tested In a similar way to the introduction of the EU privacy directive in 2011 I will expect to see our clients seeking our advice on ways to ensure compliance is achieved This will likely impact effective communication of previously legal jargon such as Ts and Cs increased attention on the customers context of use such as helping them ensure their broadband speed is adequate for downloads and processes and services related to reporting and sorting out problems This translates to managing customers expectations avoiding problems and dealing with problems Wouldn t it be

    Original URL path: http://www.foolproof.co.uk/thinking/impact-of-consumer-rights-bill-on-customer-experience/ (2016-02-14)
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  • the design look 46 1 of the site not the information design 28 5 or the information clarity 3 7 The form of the website had an impact on its users that went well beyond it being just pleasant to look at This effect is related to what psychologists call attractivity bias This refers to people s tendency to attribute positive and unrelated characteristics to things because they are attractive A much cited example is the 1960 televised US presidential debate Richard Nixon was unwell pale and wore no makeup compared to his opponent John F Kennedy who was healthy and wore makeup to counter the studio lights Those who followed the debate on the radio believed Nixon to be the stronger candidate Those watching on television chose Kennedy 3 So what does this mean for user experience design Visual aesthetics are not always embraced by UX designers but clearly the form of your product is an important aspect in defining how your product feels to your customers and should be treated as such And also perhaps more importantly this research demonstrates that your customer s evaluations of your product will be heavily coloured by its feel And so to create great products it s important to be able to design with a mindset that can go beyond traditional ideas of usability often dominated by efficiency and consider the feel of a product too I d go further however Standards of interaction design have improved and with usability testing ever more prevalent users are now more enabled than ever to meet their goals well mostly the digital design world still has a long way to go But this all means that ease of use is no longer a differentiator and it is now necessary to design products that feel great

    Original URL path: http://www.foolproof.co.uk/thinking/form-has-a-function/ (2016-02-14)
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web-archive-uk.com, 2016-10-21