UX Design Principals Roundup: Complete Guide
As needs of the customer change with evolving technology, our approach to design and interfacing in a human-centered way will change as well. Recently there’s been new terms attempting to address this, like “Customer Experience Design” and more. For me, as a product and design practitioner, there’s not always a round hole for a round peg. And sometimes not even a round hole for a square peg. You have to address each customer journey, customer persona and product/market fit uniquely positioned for the strategy of the Company. And your design team can be on the fore-front of this process. Through design sprints that can reduce overhead and get you to testing MVP’s sooner. Here’s a round up of some of the best resources I’ve found as it relates to UX Design Principals. This can be useful for your executive management team or even your design team.
Customer Experience as its being coined by UXmag.com
“Experience design (XD) is not just a medium, like an advertising campaign or an online app, but rather a strategy to keep customers engaged with a brand through impactful interactions. This means that every product, service and action is designed to deliver an exceptional experience; your packaging, online properties, mobile app, web and print ads, check-out experience, customer service policies, all the way down to how staff greets customers and what they wear, to how a store looks, smells and sounds are just some of the details to consider in customer experience design. It’s a strategy in which everyone at the company, no matter their role, must be involved in order to deliver a unified customer experience. The idea is to wow customers or clients at every point of their journey.”
Blink’s UX philosophy, well done
“Services that now live under the umbrella of user experience typically include product strategy, user research, interaction design, user interface design, visual design, usability testing, front-end development, and increasingly, back-end development. This means the entire product team now lives in the UX world and approaches their work through this UX lens.”
“UX is the end-to-end experience a customer has with your company. It includes all of your products, services, and communications, and it is not limited to the interface of a digital product, which is the common misconception. The way you answer your phone is part of a customer’s user experience with your business.”
Justin Marx on the power of design principals inside organizations big and small
“Teams can use them to communicate the values they espouse in their work. Designers can use them to focus their thinking on a project. Stakeholders can use them to ensure a project reflects the goals and attitudes of the larger organization. And, from time to time, they can be leveraged as an objective source of direction when disagreements arise on a project.”
“The result was a set of principles we use to help guide our projects, bring new hires quickly up to speed on our team’s philosophy, and yes, settle the occasional argument.”
Whitney Hess via a presentation from years back captures the evolving nature of the principals and how they get defined with us
“As the field of User Experience (UX) grows many UX designers are still trying to define it. Whitney Hess, an independent UX consultant, guided us through her principles of experience design coupled with current examples to help us visualize each principle in practice. Hess used Wanderfly.com to exemplify her third principle, Limit Distractions. The Wanderfly home page is minimal with large icons to navigate to your destination. The tenth principle was the most compelling, Make a Good First Impression. “A website is analogous to your a first impression of a person. You want people to make you feel comfortable when you first meet them,” she explained. She pointed to Vimeo as one of the best first-time user experiences. When a user visits the site for the first time a message asks, “Welcome, you’re new aren’t you?” This casual language guides you in like a friendly doorman. Hess is confident that her principles will stay true as technology evolves and experiences change because they are technology agnostic. “People deserve to be treated with humanity and empathy regardless of the communication medium. As the web evolves, as technology becomes even more pervasive and robust, we have both an increasing opportunity and responsibility to treat each other with compassion. I hope that my principles can continue to guide our behavior as technologists and ultimately change the way we do business at the most fundamental level,” she says. Hess is committed to designing better experiences and she’s clear about her mission: “Remember that website where you got totally lost and frustrated and gave up before you got anything done? That was a bad user experience, and it’s my mission in life to erase those from the planet. Instead, we’ll replace them with digital experiences that enrich your life and make you smile and allow you to do whatever you do best, whatever that might be.”
FeldThoughts on how UX principles can be as simple as steps and friction
“When I start feeling uncomfortable with UX, I start counting extra key and mouse actions. When I think I should be able to do something with one action and it takes three or more, there’s a problem. When I realize in one part of the app that I can do something with one action, but in the other it takes four, there’s a problem.”
MarvelApp on how the perception of UX can complicate our principals of it
“Psychology plays a big part in a user’s experience with an application. By understanding how our designs are perceived, we can make adjustments so that the apps we create are more effective in achieving the goals of the user.
To help you understand the perception of the user, I will introduce some design principles which I think are the most important, and also provide common examples of these principles in practice. Let’s start with the Von Restorff effect: The Von Restorff effect (also known as the isolation effect) predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered!”
MarvelApp again on how time, similar to FeldThoughts, can be a key indicator as part of the success or failure of your outcome
“Hick’s Law is the most popular principle, along with the Gestalt Laws. It’s also very simple to understand and practice. Hick’s Law describes that the time it takes for a person to make a decision depends on the choices available to him or her. So if the number of choices increases, the time to make a decision increases logarithmically.”
Fresh Consulting targets time and attention as a way to define how to build your UX design principals
“It takes as little as 0.5 seconds for visitors to decide whether they are interested in a website or not, so be clear with what you want users to do. Today’s interfaces need “preferred actions” to be as obvious as possible. Users should not have to think about what you want them to do. For example, it could mean focusing visual attention on one button vs. four on your homepage.”
“Today’s websites are vertically longer, much longer than sites of old when designers thought everything needed to be above the fold. Take this example from Amazon that sells their new Kindle, if you print this page out, it is 17 pages long. While Amazon is unique and their practices as the world’s leading eCommerce site are not best practice for everyone, just visit 10 modern company websites and you’ll probably find the average printed page length to be 3 – 6+ pages.”
I hope these resources served you as well as they did me.
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