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  • quarter inch hole not the products that they ve always sold the quarter inch drills Jobs to be done in the photography business Consider the job of capturing and sharing memories Since man first walked the earth we have been recording moments in our lives for posterity For thousands of years people had no easy way to do this unless they were a skilled artisan were wealthy enough to hire one or had time to learn their craft When Kodak made photography accessible to a mass market that all changed For the last 100 years people have hired the camera to do this job because it offers a cheap reliable and accurate way to capture and share memories That s beginning to change though The most popular devices on photo sharing website Flickr is now smartphones while point and shoot camera sales are tumbling This isn t because people have stopped wanting to capture and share memories but that they re hiring something different to do it Smartphones may not take the best photos but people always have them on their person and they make sharing photos with friends easy Camera manufacturers like Canon and Nikon have been concentrating on improving the quality of the image capture missing out on the sharing part of the job Thus even though smartphones take comparatively poor images they re preferred over cameras because they better serve the job of capturing and sharing memories Jobs to be done in financial services Of course this isn t the only industry in which organisations focus too much on one upping each other s products only to miss the wider picture In financial services one of the jobs that people have in their lives is to grow their money which they typically do by saving or investing Yet in our research one of the most common things we find is that consumers don t understand investments As a result they often don t think of them as something which can be hired for the job of growing their money All too often they choose savings or property instead where growth doesn t always beat inflation Banks spend a lot of resources on improving their investment propositions and services but fail to address this lack of consideration Instead of simply focusing on creating the best fund trading platforms and having the lowest fees organisations should seek to educate consumers and create products which cater for those with little investments knowledge By better serving the underlying job to be done banks will be able to increase their investments earnings If they continue as they are they ll leave the door open to competitors to fill the gap Putting it into practice The first step to putting this theory into practice is to identify customers jobs to be done by conducting research or by reviewing existing insight From there you can begin to understand what customers see as valuable for those jobs to be done and what the alternatives to

    Original URL path: http://www.foolproof.co.uk/thinking/jobs-to-be-done-theory-and-experience-design/ (2016-02-14)
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  • yapping at their heels in the coming six months It s an exciting time for publishing although still perhaps not for high street booksellers as increasingly paper books are sold via online retailers So what s selling This increase is mostly down to straight text non interactive electronic books novels for e readers I believe that the industry and associated copyright laws need to do some radical rethinking The old concept of buying and owning and all the UK copyright laws relate to paper books In the same way that the music industry has needed to explore new models to support customer behaviour there s scope for new business models in publishing based around the way people discover and share Here are some ideas from our observed behaviour Access over ownership e g rental Incentivising recommendations and referrals Drive market in second hand e books Sharing which requires legalising and monetising lending Subscriptions to specific content e g authors subjects series and broader e book clubs Multichannel e g High street retailer as physical interface to mobile digital shopping experience As with any digital service which touches online the publishing industry now has potential to gather deep insight into what their customers and readers are doing where they become confused or stuck This puts them in a far better position to constantly improve their sales and products However as our audience illustrated care must be taken to reassure readers with regards to data privacy How they are enjoyed Stories give us time out they distract us and help us wind down from our daily lives This often leads us to look for an immersive experience whether it is a book a film or a game This requires a medium where the interaction does not interrupt the experience where the content is allowed to shine On an e reader just as with a paper book the interaction is kept to a minimum and becomes second nature Even on platforms such as Facebook and Twitter where the stories are fleeting and the reader dips in and out the interaction supports the experience helpfully providing punctuation between elements Most publishers don t need to worry about this as it is a characteristic of the platform rather than the story The boundaries between e books apps and games are blurring Many new e books particularly the more visual ones are more responsive e g to user input or geolocation and provide more choices of routes through content or across different media Each reader s experience of the e book becomes personal The author no longer defines the story just the elements which contribute to it In these cases the interaction design challenge lies with the publisher and the user has to deal with far more variety The publishers must ensure that the interaction is transparent and intuitive providing challenges or choices only where appropriate to enhance the experience This approach to interaction design is something close to our hearts and the reason we re

    Original URL path: http://www.foolproof.co.uk/thinking/stories-of-the-future/ (2016-02-14)
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  • honest case study about the redesign of its sports news site Key takeaway In order to innovate you have to be prepared to launch something that might not be quite right initially If you ve got the right processes in place that is not an issue You can rapidly collect feedback from your customers iterate and launch a successful solution quickly Oh and don t forget to choose the right launch date A period with no matches is not ideal for a sports site apparently I was delighted to see my former university classmate Adam Hazdra evangelising service design in the next talk Fingers crossed with that the Czech Republic needs decent services desperately and opportunities are plentiful Cut the crap This was the title of Eirik s talk about the practice of content strategy He presented some convincing case studies with healthy ROI attached to them If your content does not match both the business goals and user tasks it s useless But if it s not well written it s useless too I also likes the idea that each content page should have its unique owner If you were to remember only one thing from Eirik s talk it was this Delete three pages every day The final keynote speaker of the day was MailChimp s Director of UX Aarron Walter Aarron gave an inspirational talk about the power of product personality differentiation and being humane and honest in interaction design If your brand stands for simplicity and honesty your user interface should be simple and honest too Bank Simple and Hipmunk were both products launched to an already crowded marketplace banking and travel respectively But both attracted lots of attention from customers and big players alike because they focus on what really matters to people and have a likeable positive brand personality We like MailChimp a lot at Foolproof It showed the world that even productivity applications can be fun and elegant while keeping the usability bar very high at the same time Saturday second conference day Both morning talks by Tomas and Riki were really enjoyable But I had to prepare for my talk and so was slightly distracted As one usually is before a talk in front of 300 smart designers developers and managers Apparently my talk about applied cognitive psychology and interaction design went really well too Thanks for all your kind remarks I was excited to hear you liked it You see I always wanted to talk about CogPsy in Prague because that s something many great designers there did not seem to be consciously applying in their work My point was know at least the basics and your designs will improve considerably The principles of human cognition are here to stay unlike the technology The afternoon was packed as well Stepan from FatDUX had a solid case study about a redesign of a large classified ad portal Nice job guys Consistent design is no small feat on such sites selling a house

    Original URL path: http://www.foolproof.co.uk/thinking/webexpo-prague-2012/ (2016-02-14)
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  • now there s no such thing as this is mobile content and this is not I agree and would like to refine this statement by saying that some people use their phones for everything and others do not Some people use their phones to conduct complex tasks on certain websites and simple tasks on others Like Josh I believe that there are differing mobile contexts that cannot be determined and designed for by using screen size and device profiles alone In many cases users crave the control and granularity of a desktop experience on mobile devices It is important for the website to understand what the user s real world context is as demonstrated in our mobile experience design study but not to dictate it User research will be able to support the creation of some helpful default settings for the site but a presumed use case should not be enforced in cases where more than one is clearly available The issue that we re dealing with now is finding the best way to ascertain the use case We are already seeing real world data such as geolocation in the phone playing a bigger role in prioritising content more intelligently Unfortunately this still acts as a fairly blunt instrument when it comes to establishing what the user does at each location Currently it is the website s responsibility to learn and remember the context based on clues the user gives them The role of responsive design So how does responsive design fit in to all of this For simpler interactions such as the BBC TV channel pages using responsive design techniques to re format content will often suffice but for more complex web applications collecting user preferences goes a long way to making future usage effortless and responsive design facilitates the easy collection of these The role of responsive design is largely focused around usability In the same way that the use of formatting agnostic HTML provides more diverse ways of consuming the content screen readers for example responsive web design will bring a better unified web to a wider range of media It s a natural progression for the web One pitfall of collecting the user s preferences is the potentially large initial outlay of effort from them since opening up several configuration choices will not necessarily result in a better experience The trick here is to offer just the right amount of choice Studies on decision making show that people get along better with fewer options than they say they want This means that optional user controls must be as unobtrusive and automatic as possible to deflect unnecessary work from the user Considerations for designing responsive websites or apps For me to manage a multi platform web experience the objective isn t to design a streamlined mobile site and a feature rich desktop site but to explore how different people are trying to fit each individual site into their lives and how to present configuration choices to them

    Original URL path: http://www.foolproof.co.uk/thinking/user-control-and-responsive-design/ (2016-02-14)
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  • research has also revealed that using one of the Indian languages such as Urdu for an everyday interface in a predominantly Punjab community or vice versa is offensive Your interface designs may need to follow global or familiar standards to make them easier for users to navigate Some countries are high context societies such as Asian cultures where more content on the interface inspires trust and engagement In other cultures busy interfaces with no structure can be seen as too noisy and not serious Scandinavian cultures But even this trend varies with demographics thus the need to initially target the right audience 3 Reduce your transaction friction by optimising your processes If you do not already have quick checkout processes clear and visible calls to action or pre packaged and relevant deals options you may be asking too much from your users who only have a limited time or window of opportunity to buy your products or services In a number of recent research projects we have conducted we found that many businesses have lost their customers in the labyrinth of irrelevant information presented to them Users are often forced to dig through unnecessary content what I call noise in the transaction to identify what they need In a case study we found a website promoting three core products that were effective in attracting the right audience but then failed to actually address their needs fully Users were forced to go through each core product prior to identifying the right package they wanted In such cases users say that they would abandon the process in favour of picking up the phone to get answers With the Olympics audience not everyone will be keen to make a phone call due to language barriers or the cost of international calls Also if

    Original URL path: http://www.foolproof.co.uk/thinking/london-olympics-2012-are-you-ready/ (2016-02-14)
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  • innovation and quality of life In this presentation he looked at what quality of life is and the role that user experience can play in improving it the role that online and mobile services and media can play in enhancing quality of life and how creativity and innovation can be used to optimise the design of these Here are my sketch notes summing up the lecture opens as PDF My reflection on Patrick s presentation is that when we understand people thoroughly we can make the correct judgments about what they want from a product service or brand both in practical terms and in terms of the emotional qualities that are required The lecture reiterated to me the importance of applying a user centred design approach to all phases of a project This highlighted the fact that the impact is not only immediate for users and businesses but proves vital for the longevity of ideas and their success in the market place 0 0 0 0 Related content Here s a selection of other articles you may like from the frontiers of user experience or view all in Thinking In praise of improvement By Tom Wood Emotion in experience design

    Original URL path: http://www.foolproof.co.uk/thinking/improving-ux-creativity,-innovation-quality-of-life/ (2016-02-14)
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  • drew parallels with mistakes I have often seen researchers make in drawing their inferences from customer data Randomness and UX research Confirmation bias a tendency to favour information that confirms things we already believe to be true In sports pundits and coaches often single out examples of behaviour that they already know to be the strengths or weaknesses of a player to the exclusion of all other information In user research observers who have strong opinions about the audience or the design will often latch on to isolated incidents in one research interview or consistently rate the opinions of one person above others in a group research format Fundamental Attribution Error describes the tendency to over rate the influence of personal agency and personality to explain the behaviour of others while under valuing situational explanations Sports analysts often assign too much significance after the fact to events such as the manager s half time talk to explain a turnaround in the team s performance in the second half when as a superior side to their opponents regression toward the mean suggests it is more than likely they would have won eventually regardless When designing for a certain audience inexperienced project teams tend to overestimate their ability to produce certain behaviours by changing the location of buttons and other superficial actions without considering more fundamental influences on a person s likelihood to use a product For example if I am on a train a mobile app presenting the most useful tasks for this context is preferable to a full desktop version of the same tool however attractively presented Looking for patterns that don t exist trying to get your analytical data to address a question which it is not suited to answer or simply asking the wrong question In professional sports video analysis is used to break down every aspect of a players performance Yet analysis commonly focuses on the wrong parts of performance A batsman in cricket who plays and misses at a delivery is still in yet if the edge of their bat nicks the ball and it is caught by a fielder they are out Batsmen will spend hours reviewing video footage of their dismissals observing their technique as they nicked the ball Paradoxically as the point of cricket is to hit the ball with their bats these nicks are actually somewhat better shots than the play and misses which are often completely ignored in analysis In user experience design many powerful tools exist to help analyse user behaviour and identify problems Examples of these include remote testing tools eyetracking and web analytics Business stakeholders often prefer the quantitative output of these tools to qualitative user research as they offer a superficial veneer of statistical validity Yet their output is only as good as their operator You cannot simply turn on an eyetracker during research and automatically expect to get insights into user behaviour it is simply too sensitive to tiny fluctuations in the research environment The whole

    Original URL path: http://www.foolproof.co.uk/thinking/luck-what-it-means-in-sport,-lifeand-ux/ (2016-02-14)
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  • rather opening them up The reality is that good design stems from the right reason for creativity Being clear on the questions that need to be resolved and the pain points the customer experiences helps to define the problem space and build a platform for truly creative thinking User experience researchers know the power of a well worded question when it comes to unlocking vital insight from an end user Analytics data present another place to ask intelligent questions Identifying and extracting useful data from an analytics platform can be every bit as powerful as writing an astute discussion guide Design decisions present themselves in different places shapes and sizes from big decisions about product and service propositions through to small decisions about type and layout The very best designers make evidence based calls wherever they can because it increases the likelihood that users will try and treasure the experiences they create Which means in our experience that the very best designers are comfortable using data to help them make design decisions it is all part of the craft Author Steve Abbis 0 0 0 4 Related content Here s a selection of other articles you may like from the

    Original URL path: http://www.foolproof.co.uk/thinking/data-is-not-a-dirty-word-in-design/ (2016-02-14)
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web-archive-uk.com, 2017-12-11