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- Introduction. Una esperienza prototipica è la rappresentazione soggettiva, conscia ed intenzionale di un evento episodico autobiografico,
- Ha una forte base fenomenologica, ed è vissuta come un flusso di coscienza
- È di solito innescata da una motivazione
- Si può immaginare, ed anticipare mentalmente
- Può essere il risultato di un processo decisionale, una scelta
- Può essere pianificata, a diversi livelli di dettaglio
- Può essere ricordata
- È generalmente oggetto di valutazioni: prima, durante e dopo
La User Experience (non) è … Whitney Hess, nell’articolo 10 Most Common Misconceptions About User Experience Design, definisce che cosa non è la user experience
● UX non è user interface design ○ L’interfaccia è una componente importante della user experience, ma non l’unica, Lo user interface design non è una questione cosmetica o grafica, sebbene l’aspetto grafico sia importante. ● UX non è tecnologia ○ La UX design non è circoscritta ad applicazioni per computer o smartphone. La User Experience è in qualsiasi interazione con qualsiasi prodotto, artefatto o sistema. ● UX non è solo usabilità ○ Creare prodotti facili da usare ed intuitivi non è l’unico obiettivo dell’UX design. Il limite dell’usabilità, soprattutto se intesa in senso ingegneristico, è che tende a focalizzarsi sull’efficienza ed efficacia, tendendo a sottovalutare gli aspetti emotivi ed edonici legati all’uso di un prodotto. ○ Le dimensioni da tenere in considerazione sono molte: utile, desiderabile, accessibile, credibile, accessibile, di valore. ● UX non si preoccupa solo degli utenti finali ○ Il compito dell’UX designer è di trovare la sintesi dialettica fra le esigenze del cliente e quelle del fornitore del servizio. ● UX non è una scelta opzionale ○ Una progettazione che non tenga conto dei fattori della user experience rischia di sviluppare prodotti mal progettati, destinati a creare frustrazione fra gli utenti. Questo porta ad una cattiva reputazione e ad una perdita di quote di mercato. ● UX non è una singola disciplina ○ La user experience non è propriamente una disciplina, secondo Rosenfeld, ma la consapevolezza, maturata da professionisti con background differenti, della crescente complessità degli artefatti che vengono progettati e la necessità che vengano progettati bene
La UX può essere vista da diverse prospettive: ● come un fenomeno, ● come un campo di studio ● come una pratica. Per comprendere questa distinzione, si consideri la seguente analogia: ● la salute come fenomeno, ● la medicina come campo di studio, ● e il lavoro di un medico come pratica.
Ognuna di queste viste può essere ulteriormente dettagliata come segue:
UX come fenomeno:
- Descrivere cosa è UX e cosa non lo è
- Identificazione dei diversi tipi di UX
- Spiegare le circostanze e le conseguenze di UX UX come campo di studio:
- Studiare il fenomeno, ad esempio come si formano le esperienze o cosa persona esperisce, o si aspetta di sperimentare o ha vissuto
- Trovare i modi per progettare sistemi che abilitino particolari UX
- Studio e sviluppo di metodi di progettazione e valutazione UX UX come pratica:
- Envisioning UX, ad esempio, come parte di una pratica di progettazione
- Rappresentare UX, ad esempio, costruire un prototipo per dimostrare e comunicare la UX desiderata
- Valutare UX
- Sviluppare progetti finalizzati a abilitare determinati tipi di UX
DEFINIZIONE DI UX - Normativa ISO “le percezioni e le reazioni di un utente che derivano dall'uso o dall'aspettativa d'uso di un prodotto, sistema o servizio”. ISO 9241-210 include tutte le emozioni, le credenze, le aspettative, le percezioni, le risposte fisiche e psicologiche, i comportamenti e gli obiettivi raggiunti in relazione all’uso di un prodotto
Dimensioni dell’usabilità ● Efficacia: ○ l’efficacia è riferita alla possibilità di eseguire un compito in modo completo e accurato impiegando un determinato prodotto ● Efficienza: ○ L’efficienza corrisponde alla capacità di portare a termine un compito minimizzando i costi (tempi e risorse cognitive) ● Learnability:
media totale dell’esperienza. La sua durata, invece, non ha rilevanza rispetto alla percezione dell’esperienza complessiva.
Effetto “Duration neglet”
La durata dell’esperienza non influenza il giudizio finale, a differenza dei momenti più intensi esperiti alla fine dell’esperienza.
Nell’esperimento della colonoscopia, eventi dolorosi brevi esperiti alla fine della procedura sono ricordati come più negativi di un episodio doloroso prolungato che si verifica all’inizio o a metà dell’esperienza.
Lunghezza e variazione in intensità del dolore non sono rilevanti per il giudizio. Nella progettazione UX, ci si concentra troppo sul progettare per il Sé che Vive, sperando che il Sé che Ricorda, si ricorderà delle belle esperienze ripetute.
Chiusura cognitiva
Il Need For Cognitive Closure (NFCC) consiste nella tendenza degli esseri umani a cercare risposte certe, evitando le ambiguità come dice Arie Kruglanski – psicologosociologo e autore della teoria.
La conclusione di un’esperienza deve essere progettata consapevolmente, non lasciata in un limbo.
Il modo in cui viviamo le conclusioni è importante. La prima impressione è temporanea, le conclusioni sono permanenti, per questo bisogna iniziare a progettarle.
Anticipated UX
Momentary UX
Episodic UX and Remembered UX
La UX consiste nel progettare prodotti e servizi che sostengano esperienze end-to-end con l’obiettivo di superare/sostenere le aspettative dell’utilizzatore. E’ necessario dunque comprendere l’esperienza dell’utente, identificare win point e pain point e ridefinire le caratteristiche della nuova esperienza in modo da soddisfare e fidelizzare l’utenza.
Take aways I nostri ricordi sono raramente una registrazione perfettamente accurata degli eventi. Il modo in cui gli utenti ricordano un'esperienza determinerà la probabilità che utilizzino nuovamente un prodotto o servizio o lo consiglieranno ad altri. Dal momento che giudichiamo le esperienze passate non sulla base di come ci siamo sentiti durante l'intera durata dell'evento, ma sulla media di come ci siamo sentiti al culmine dei momenti emotivi e alla fine, è fondamentale che questi momenti facciano una buona impressione duratura. Prestando molta attenzione a questi momenti chiave di un'esperienza, possiamo garantire che gli utenti ricordino positivamente l'esperienza nel suo complesso.
Take aways
- Prestare molta attenzione ai punti più intensi e ai momenti finali dello user journey.
- Identificare i momenti in cui il prodotto è più utile, prezioso o divertente.
- Progettare per “deliziare” l'utente finale.
- Ricordarsi che le persone ricordano le esperienze negative in modo più vivido di quelle positive.
When you see the tea strainer perched on the edge of a mug ready for tea to be poured through you can’t help but feel pleasure. The tea strainer is both cute and functional. It is also a tea strainer that, depending on your personality, might be something you display (reflective). You might enjoy looking at, and having others look at it, even when you are not using it.
Emotions are an essential factor to consider in user interface design. We can incorporate them in two significant ways.
Emotion can be the primary goal of the product, such as in art and entertainment; in this case, functionality and usability are secondary but necessary. Example: The gallery of movies in Netflix is designed to arouse people. Usability and efficiency are not the primary goal but they help driving the choice.
Emotions can also be a secondary goal in cases where the primary goal is efficiency and effectiveness. In this case emotions can help users stay alert, motivated, and engaged. We can embody emotion in our designs if we can elicit and detect users' emotions to improve the overall user experience. Example: the use of a digital credit card. People experience a feeling of safety and control.
Design for emotions 1 Some systems are explicitly designed to elicit emotions from people to generate a feeling. For example, home banking services try to elicit a sense of dependability and trust.
Design for emotions 2 Some systems are designed to detect and respond to emotions.
Design for emotions 2 Detect emotions serves to change the behavior of the system. Example: Automatic lighting system adapt to the emotional state of people at home.
Design for emotions 3 A system can act as a conduit to emotions Example: It can be direct like carrying a voice message or mediated for example using emoticons.
Effetto “uncanny valley” L’ effetto “uncanny valley” è quindi un sentimento di frustrazione da aspettativa disattesa Questo effetto è anche chiamato “effetto zombi” (Masahiro Mori)
- Data enabled design. DATA AS A NEW DESIGN MATERIAL Working with data streams is becoming a bigger part of design practice, but is often still approached as an engineering challenge, rather than a design challenge. Data as a new design material. In order to make complex underlying data streams understandable, data design needs strong aesthetics, that transcend beyond the appearance and instead cover detailed user narratives and clear value propositions.
Data-driven design Data-informed design Data-aware design
decisions that are made by collecting and processing only quantitative data. If the goal is to optimize the performance of a service or product for a specific area, this is the right approach.
data are weighed up alongside a variety of other variables such as strategic considerations, user experience, intuition, resources, regulation and competition. So adopting this approach you may not be as targeted and directed in what you’re trying to understand.
integrates aspects of both data-informed and data-driven design. Design decisions need to be taken not just from data but back to data collection practices.
Large-scale online experiments are used to collect data to validate a specific hypothesis or to compare the impact of different features. The simplest example of this method is the A/B testing of two colors of ‘subscribe’ buttons, to find out which one has the highest ‘click- through rate’. A web company would provide a selection of say 100.000 users with option A and another 100.000 users with option B and measures the number of clicks in either situation. This is a well-defined experiment, with a measurable success
Data from (large-scale) experiments is only used as guidance for design decisions.
Other user experience research methods that gather qualitative data are used in parallel.
Within this approach, the designer does not have to be as targeted and concrete as in data-driven design, because it leaves some room for interpretation. The major difference between the two approaches is that data-driven design starts from a specific question, that can be unequivocally
Data cannot only help in making decisions, but that design as a creative practice should also think about the data itself.
The way in which a product or service is instrumented, what data is collected and how it is combined are design problems that define what can be done with the data.
King et al. (2017) argue that data-aware design is a more multidisciplinary approach that involves designers, data scientists, developers and business managers to actively design systems that directly
A USER-EXPERIENCE ORIENTED PERSPECTIVE
“UX is about technology that fulfills more than just instrumental needs in a way that acknowledges its use as a subjective, situated, complex and dynamic encounter. User experience is a consequence of a user’s internal state, the characteristics of the design system and the context within with the interaction occurs” (ibid., p. 95). Hassenzahl & Tractinsky User experience - A research agenda Behaviour and Information Technology 25(2):91 – 97, 2006
A UX ORIENTED PERSPECTIVE Providing content that deeply resonates with each individual and having experiences that are tailored to specific wants and needs based on a thorough understanding of behaviour and intent. ● How do we, as designers, provide such content? ● Where do we begin when developing a product concept for a personalised experience? ● What are the ingredients we need to consider?
CONFLICT SPECTRUM Methodology used in deliberative democracy to solve conflicts at an early stage. The method allows people to understand the motivations of other people taking a certain position as well as the number of people sharing certain opinions. It requires that participants publicly express their point of view and it is used only when people feel comfortable enough to take a stand openly. The method works like a bodystorming. Participants have to align themselves along a virtual line connecting two corners in the room. People who are firmly convinced of a certain position move to one corner. People who are convinced of the opposite move to the opposite corner.
CONFLICT SPECTRUM The participants are informed that infinite shades may exist between the two positions represented in the room by intermediate positions between the two corners. Each participant takes the position in the room corresponding to his/her view, and when people are placed along the spectrum, the facilitator asks them to briefly explain why they chose to get in that position.
During the explanation, people are allowed to change their position in the spectrum toward a more convincing stand. If anyone chooses a new location, s/he is invited to explain why. The expected result is a better understanding of the personal opinion and that of the others, the acquisition of a more collaborative and open stand towards the opinion of others and hopefully the conflict resolution
- Design for behaviour change. Behavioral science. Behavioral science is an interdisciplinary field that combines psychology and economics, among other disciplines, to gain a more nuanced understanding of how people make decisions and translate those decisions into action. Behavioral scientists have studied a wide range of behaviors.
Along the way, they’ve found ingenious ways to help people take action when they would otherwise procrastinate or struggle to follow through. One of the most active areas of research in behavioral science is how our environment affects our choices and behavior, and how a change in that environment can then affect those choices and behaviors.
Environments can be thoughtfully and carefully designed to help us become more aware of our choices, shape our decisions for good or for ill, and spur us to take action once we’ve made a choice. We call that process choice architecture, or behavioral design.
- More than Human Design. “By decentering humans from design, I do not mean removing humans from the design process, or from the goals of design, but rather opening up design to include nonhumans and their lifeworlds, as well as our own, in design theory and practice” Smith, N. E. (2019). Decentering design: Bees, biomimicry, and the sixth mass extinction. Indiana University
Two main trends:
- One trend stems from the pressing environmental crisis, which leads scientists to question the human dominancy over other species residing on earth.
Design, which gives crucial importance to sustainability, is searching for alternative design approaches to support the wellbeing of the entire planet without necessarily prioritizing one species over the others.
MTH theories help to re-consider the basic tenets of interaction with both human and nonhuman agents on a planetary scale.
- The second trend is that the notion of what a product is has dramatically changed in the past years from being “industrial artefacts” to “fluid assemblages”.
- Design with the community and as much as possible support designs by the community. Professional designers should serve as enablers, facilitators, and resources, aiding community members to meet their concerns.
- Empathise. a. Empathy is the foundation of a human-centered design process. b. To empathize, you
- Observe. View users and their behavior in the context of their lives.
- Engage. Interact with and interview users through both scheduled and short ‘intercept’ encounters.
- Immerse. Experience what your user experiences.
- Define. a. The define mode is when you unpack and synthesize your empathy findings into compelling needs and insights, and scope a specific and meaningful challenge. It is a mode of “focus” rather than “flaring.” b. Goals:
- to develop a deep understanding of your users and the design space and, based on that understanding,
- to come up with an actionable problem statement: your point of view.
c. Your point of view should be a guiding statement that focuses on specific users, and insights and needs that you uncovered during the empathize mode.
- Ideate. a. Ideate is the mode of your design process in which you aim to generate radical design alternatives.
b. Mentally it represents a process of “going wide” in terms of concepts and outcomes—it is a mode of “flaring” rather than “focus.”
c. The goal of ideation is to explore a wide solution space – both a large quantity of ideas and a diversity among those ideas. From this vast depository of ideas you can build prototypes to test with users.
- Prototype. a. Prototyping is getting ideas and explorations out of your head and into the physical world.
b. A prototype can be anything that takes a physical form – be it a wall of post-it notes, a role-playing activity, a space, an object, an interface, or even a storyboard.
c. The resolution of your prototype should be commensurate with your progress in your project. In early explorations keep your prototypes rough and rapid to allow yourself to learn quickly and investigate a lot of different possibilities.
d. Prototypes are most successful when people (the design team, the user, and others) can experience and interact with them. What you learn from those interactions can help drive deeper empathy, as well as shape successful solutions.
- Test. a. Testing is the chance to get feedback on your solutions, refine solutions to make them better, and continue to learn about your users.
b. The test mode is an iterative mode in which you place your low-resolution artifacts in the appropriate context of the user’s life.
c. Prototype as if you know you’re right, but test as if you know you’re wrong.
- Implement. a. Put the vision into effect. Ensure that your solution is materialized and touches the lives of your end users.
- Laws of UX Using Psychology to Design Better Products & Services Jon Yablonski.
Hyman, 1952) The time it takes to make a decision increases with the number and complexity of choices available. ● Minimize choices when response times are critical to increase decision time. ● Break complex tasks into smaller steps in order to decrease cognitive load. ● Avoid overwhelming users by highlighting recommended options. ● Use progressive onboarding to minimize cognitive load for new users. ● Be careful not to simplify to the point of abstraction.
Miller’s Law (cognitive psychologist George Miller, 1956)
The average person can keep only 7 (± 2) items in their working memory.
A (US) phone number with and without chunking applied.
Postel’s Law (computer scientist Jon Postel) Be conservative in what you do, be liberal in what you accept from others. ● Robusteness ○ Computers should be robust enough to accept varying types of human input and not only make sense of it but also process it into a computer-readable format. ○ This can be done in a variety of ways, but perhaps most exciting are the ones that require the least amount of effort.
Be conservative in what you do, be liberal in what you accept from others. ● Responsive design.
Aesthetic–Usability Effect (Masaaki Kurosu and Kaori Kashimura at the Hitachi Design Center,
When multiple similar objects are present, the one that differs from the rest is most likely to be remembered. ● An aesthetically pleasing design creates a positive response in people’s brains and leads them to believe the design actually works better. ● People are more tolerant of minor usability issues when the design of a product or service is aesthetically pleasing. ● Visually pleasing design can mask usability problems and prevent issues from being discovered during usability testing.
von Restorff Effect (psychiatrist and pediatrician Hedwig von Restorff, 1933) When multiple similar objects are present, the one that differs from the rest is most likely to be remembered. ● Make important information or key actions visually distinctive. ● Use restraint when placing emphasis on visual elements to avoid them competing with one another and to ensure salient items don’t get mistakenly identified as ads.
● Don’t exclude those with a color vision deficiency or low vision by relying exclusively on color to communicate contrast. ● Carefully consider users with motion sensitivity when using motion to communicate contrast.
von Restorff Effect Change blindness: tendency for people to fail to notice significant changes when they lack strong enough visual cues, or when their attention is focused elsewhere.
Doherty threshold La produttività aumenta vertiginosamente quando un prodotto/servizio e chi lo usa interagiscono a un ritmo (<400 ms) tale da garantire che nessuno dei due debba attendere l’altro. ● Uso di animazioni ● Progress bars ● Aggiungere intenzionalmente un ritardo a un processo può in realtà aumentarne il valore percepito e infondere un senso di fiducia, anche quando il processo stesso richiede in realtà molto meno tempo.
● Una risposta di 100 ms sembra istantanea, ● Un ritardo tra 100 e 300 ms inizia a essere percepibile all'occhio umano e le persone iniziano a sentirsi meno in controllo. ● Una volta che il ritardo si estende oltre i 1.000 ms (1 secondo), le persone iniziano a pensare ad altre cose; la loro attenzione si sposta e le informazioni importanti per l'esecuzione del loro compito iniziano a perdersi, portando a un'inevitabile riduzione delle prestazioni. ● Il carico cognitivo richiesto per continuare con il compito aumenta di conseguenza e l'esperienza complessiva dell'utente ne soffre.
- Usability e UX. “UX is about technology that fulfills more than just instrumental needs in a way that acknowledges its use as a subjective, situated, complex and dynamic encounter. UX is a consequence of a user’s internal state (predispositions, expectations, needs, motivation, mood, etc.), the characteristics of the designed system (e.g. complexity, purpose, usability, functionality, etc.) and the context (or the environment) within which the interaction occurs (e.g. organisational/social setting, meaningfulness of the activity, voluntariness of use, etc.)”
L’esperienza è soggettiva. Non importa quanto un prodotto sia “buono” da un punto di vista oggettivo. La sua qualità deve essere esperita per avere un impatto.
Correlazione bassa tra usabilità ed esperienza soggettiva. Non è detto che un prodotto valutato come usabile induca una buona esperienza d’uso.
- Ecosystem Map + Empathy Maps Several types of UX maps
- Empathy maps
- Ecosystem maps
- Experience maps
- User (Customer) journey maps
- Service design (blueprint) maps
Empathy maps An empathy map helps team members understand a user’s mindset; these maps focus on and visually represent what users say, think, do, or feel. It helps us articulate, as UX designers, what we know about a particular kind of user in order to create a shared understanding in our design decision making. Our users are complex humans. It is natural (and extremely beneficial) to see juxtaposition between quadrants. You will also encounter inconsistencies — for example, seemingly positive actions but negative quotes or emotions coming from the same user. This is when empathy maps become treasure maps that can uncover nuggets of understanding about our user. It is our job as UX professionals to investigate the cause of the conflict and resolve it. Some of the quadrants may seem ambiguous or overlapping — for example, it may be difficult to distinguish between Thinks and Feels. Do not focus too much on being precise: if an item may fit into multiple quadrants, just pick one. The 4 quadrants exist only to push our knowledge about users and to ensure we don’t leave out any important dimension. (If you don’t have anything to put into a certain quadrant, it’s a strong signal that you need more user research before proceeding in the design process.)
One User vs. Multiple-Users Empathy Maps Empathy mapping can be driven by any method of qualitative research. Empathy maps can capture one particular user/persona or can reflect an aggregation of multiple users, ● One-user/persona (individual) empathy maps ○ are usually based on a user interview or a user’s log from a diary study, or digital ethnography. ● Aggregated empathy maps ○ represent a user segment, rather than one particular user. ○ They are usually created by combining multiple individual empathy maps from users who exhibit similar behaviors and can be grouped into one segment. ■ The aggregated empathy map synthesizes themes seen throughout that user group and can be a first step in the creation of personas. ■ (However, empathy maps are not a replacement for personas. But they can be one way to visualize what we know about a persona in an organized, empathetic way.) Empathy maps simply help us build empathy with our end users. When based on real data and when combined with other mapping methods, they can,
- Remove bias from our designs and align the team on a single, shared understanding of the user
- Discover weaknesses in our research
- Uncover user needs that the user themselves may not even be aware of
- Understand what drives users’ behaviors
- Guide us towards meaningful innovation
Ecosystem maps Ecosystem maps are tools that designers create to understand the relationships and dependencies between the various actors and parts that contribute to creating people experiences. An ecosystem is these actors, parts and dynamics. The maps reveal areas to optimize in services to deliver the best experiences. The ecosystems are those who manufacture the user experience.
- Personas Personas used in UX work are a quick, empathy-inducing shorthand for our users’ context, motivations, needs. They are meant to help us focus on what matters most to our users and put ourselves in their shoes when making design decisions. Because of this, they must always be rooted in a qualitative understanding of users and reflect the what and why that drives them. Personas are not intended to be an exhaustive, scientific taxonomy of every possible user type, neatly categorized according to a multitude of psychographic, demographic, and behavioral variables — making design decisions while keeping in mind tens or hundreds of persona types would quickly become unwieldy. The whole point of personas is that they are memorable, actionable, and distinct from one another — they are there to sum up the main needs of our different audience segments so that we can recall and empathize with them easily.
Different ways to create Personas
Proto personas, Qualitative personas, Statistical personas, AI-generated personas
meant to quickly align the team’s existing assumptions about who their users are, but not based on (new) research
based on small-sample qualitative research, such as interviews, usability tests, or field studies
where initial qualitative research informs a survey instrument that is used to gather a large sample size, and the personas emerge from statistical analysis
use of algorithm and different generative AI platforms to build personas completed of images and moldboards.
Proto personas,
meant to quickly align the team’s existing assumptions about who their users are, but Proto personas are a lightweight form of ad-hoc personas created with no new research. They
