What Would Make An Animated Character Appear “Creepy”?

Realistic animated character that looks creepy.Have you ever stopped to think about animated characters? With the capabilities of graphics these days it’s possible for an animated character to look just like a real person. And then there are still cartoon characters created that look nothing like real people. Have you ever experienced an animated character that “creeped” you out?

Animators have to make constant decisions about how realistic a character should be, and what that even means. Research shows that there is a point where animated characters are not “cute” anymore, and actually can become “creepy”. This point is called the “uncanny valley”.

This semester at the University of Wisconsin, Stevens Point, I worked with a student on an independent study project about the uncanny valley. This blog post is a guest post by the student, Kierstan Leaf, who describes the research study she did this semester:

The Uncanny Valley is the idea that as things, particularly robots and animated characters, become more realistic they eventually hit a point where we determine them to be creepy and nonhuman. This is due to the small inconsistencies that we see within the characters, for example, the skin texture or reflection in the eyes may seem a bit off.  We unconsciously notice these things because these are attributes that we observe daily in our interactions with people.

The Uncanny Valley theory originated from Masahiro Mori, while working with robotics in 1970. He compared the relationship between robots and their “degree of human likeness” (see the references below). Mori noticed that when robots become more lifelike they began to be viewed as being creepy. On the other hand when the robots did not have much human likeness, such as a robot in a factory, the creepy level was very low, if non-existent. 

For this study on the uncanny valley I took images from movies, cartoons, and television shows. I used images that ranged from “less realistic” (in other words, not human-like) to “more realistic”. These images were shown to 58 people to rate on a scale from 1 to 10 where “normal” was at one end and “creepy” at the other. I hypothesized that as the images become more realistic they would be considered creepier. Here’s a short video that summarizes the research shows the images I used, and the results of the study.

 

 

The hypothesis was correct. The more realistic the images were, the more creepy people rated them.

So what does this mean for decisions about animations in design? If  you would like your viewer to fall in love with your character nearly instantaneously, then perhaps you should stick with more cartoonish designs.  If you want your user to be scared of a monster or evil villain, you can push the line of realism and tip your viewer over to the creepy side. Knowing these unconscious reactions exist, you can apply them to your projects.

References: 

Mori, Masahiro. The Uncanny Valley. Trans. Karl F. MacDorman and Norri Kageki. IEEE Spectrum, 2012. Web. 11 Dec. 2014. <http://spectrum.ieee.org/automaton/robotics/humanoids/the-uncanny-valley>. 

Karl F. MacDorman. Exploring the Uncanny Valley. Web. 11 Dec. 2014. <http://experiment.informatics.iupui.edu>.

What do you think? What do you think makes animated characters cross into the “creepy” realm?

If you have questions for Kierstan you can reach her at    kleaf716@uwsp.edu

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Posted in emotions, psychology, research, video

Get A Free Inbound Marketing Strategy Plan

the word FREEThe second part of the title is “And help the next generation of digital marketers learn their craft.”

Do you believe that you could be doing a better job of marketing your business or organization? Have you been hoping to put together a marketing strategy based on the ideas of inbound and content marketing, but you haven’t gotten around to it yet? Or don’t have the time? Or aren’t sure how to do it? You might be a candidate then for a free Inbound Marketing Strategy Plan.

I teach part time as an Adjunct Professor at the University of Wisconsin, Stevens Point in the Web And Digital Media Development program inside the Computing And New Media Technologies department. I just finished my Design For Engagement semester course there, and next semester I’m going to be teaching a course on In Bound Content Marketing.

When I teach at UWSP I like to have the students work on real life case studies. They are juniors and seniors, and some of them work part or full time too. I have found them to be smart and capable. They really like the case studies that we do for clients.

If you would like to apply for us to use your business/organization as one of the case studies here’s what you need to know:

1) The students will start work on the case studies around January 15, and they will work on them through the first week of May.

2) If chosen you will receive a team of two or three students.

3) When your project is done at the end of the semester you will have an inbound content marketing strategy that is customized to you. You will have clear directions of how to proceed, example content pieces, and, depending on what your business/organization is/does, you will likely have some actual content that has been created, and you will have started to implement the strategy.

4) This is an inbound content marketing strategy for your business/organization, so this will take some of your time throughout the semester. You can expect to spend, on average, one hour per week. This will likely vary greatly week to week. Expect more than an hour a week at the beginning. You will need to be available via email, phone, and/or skype as needed for your feedback and initial interviews.

5) There is no charge for this work.

6) You do not have to have any knowledge of inbound content marketing. The students will teach you want you need to know to participate.

7) You must have an existing business/organization. Unfortunately we can’t accept applications from start-ups that haven’t actually started.

8) You must be fluent in English.

9) For-profits, not-for-profits and non-profits, large, medium or small organizations are all welcome to apply.

To apply to be a case study:

Send an email to susan@theteamw.com with the following info:

Your Name

Your Email

Your Physical Location (city, country)

Business/Organization Name

Brief description of your business/organization and your target audience

Brief description of any inbound content marketing you are now doing or have recently done (it is not required that you have done any, but I want to know if you have, and if so, what).

Why you think getting help with an inbound content marketing strategy will help your business/organization.

 

I hope you will consider applying if you think you fit the criteria!

 

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Posted in inbound marketing

Will 2015 Be The Year Of the Demise Of The Keyboard?

Maybe I’m giving away my age when I say that I’ve been waiting to talk to computers since I was a kid watching Star Trek. Although voice interfaces have been around for a while, until recently they really didn’t work that well. Along came Siri and now there is “OK Google”, and we are starting to really get there.

The question that comes to my mind is, “When will the keyboard become a relic of the past?” or phrased another way, “When will I be writing my blog posts and books by talking into my computer.”

I’m reminded of one of my favorite Star Trek clips where Scotty and the Doctor go back to the 1980s and Scotty tries to talk to a Mac computer by speaking into the mouse:

 

Talking is a natural human activity. Touching objects (touch screen) or moving your hand (gestures on a screen or even trackpad) are natural human activities. Looking at pictures and symbols is a natural human activity even if it is on a screen. Typing on a keyboard? Not so much. Typing is an artificial invention. I’m a very fast typist, but I still can’t type as fast as I can talk.

We’ve now got smartphones that talk to us and understand our speech. And the new smartphones are so large they aren’t phones, they are “phablets”. So when are the rest of the devices going to catch up? Our laptops can have touch screens. Why not let the tablets and laptops and desktops do what the smartphones can do.?

Here’s a prediction that is probably more wishful thinking than prediction. Let’s make 2015 the year we throw away the keyboards. I hope this comes to pass. I’d like to see keyboards become obsolete (with the exception of specialized devices for the visual and/or speaking disabled). Just like I have a turntable in my house, in case I decide I want to listen to one of the old vinyl records I still have, I might have a keyboard just in case I get laryngitis. But as soon as it’s ready I’ll be buying a touch screen computer with excellent two-way voice capability and the keyboard will end up on a shelf in my basement gathering dust.

What do you think? Do you agree? When do you think this will happen?

The great photo at the top of the page and the unique necklace is by “Cassette Cavalcade” who makes various “tech” jewelry. You can find this necklace and more at their Etsy site. 

 

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Posted in psychology, user experience, video

Top 5 Reasons Your Site Might Not Be Accessible

Picture of part of a keyboard with an accessibility symbol on the Enter keyToday’s blog post is a guest post from Jeff Horvath, Ph.D., who owns Balanced Experience — a user experience consulting firm. 

Can you afford a $10M lawsuit? In 2006, the National Federation of the Blind filed a class-action lawsuit against Target claiming that blind users couldn’t access much of the content on the web site nor independently purchase anything.  Their position was that the Americans with Disabilities Act (ADA) of 1990 applied to eCommerce web sites.  Eventually, Target settled with the plaintiffs for almost $10M.  The judge in the case concluded that the case had “broken new ground in an important area of law” and that the “litigation [extended] important areas of disability law in to an emerging form of electronic commerce that promises to grow in importance.”  It probably would have cost a lot less than $10M to design the site right in the first place.  Ever since then, disabled shoppers, citizens, and employees all over have argued for their rights to be able to use the same web sites and software that everyone else does.

Do you know anyone who doesn’t use the internet?  I don’t.  In today’s world, just about everything is available online – shopping, banking, taxes, socializing… pretty much everything.  Do you know anyone who’s disabled?  If you said no, you’re lying!  More than 10% of the US population qualifies as disabled.  When we hear the word “disabled”, people usually first think of someone who is blind or deaf.  Those are definitely disabilities, but there are a lot more kinds of disabilities that affect web site use.  Do you have a harder time reading small print than you used to?  You might have a visual disability.  Did you get some of those eye drops at the eye doctor today?  Visual disability.  Break your hand and can’t use the mouse?  Physical disability.  Hard time hearing certain tones?  Auditory disability.  Short-term memory problems?  Cognitive disability.

There are lots of people with disabilities our there that need to use your web site (or app).  If you don’t design your site in a way that lets them do that, you open yourself up to legal action.  Companies like Target and Netflix found that out the hard way.  

Here are the Top 5 Reasons Your Site Might Not Be Accessible:

  1. Missing ALT Text – ALT text is used to provide textual descriptions for the graphics on your site.  Many people with visual disabilities use screen readers to browse web sites.  These tools read the content of the site out loud.  Since they can’t “read” a graphic, you need to provide text alternatives (i.e., “ALT text”) for your graphics.  Most sites forget to include this for some or all of their graphics.  Many who do have ALT text don’t make it meaningful enough.  If you show an image of your special Holiday offer which tells us about the 25% discount shoppers can get during your special sale next week and all your ALT text says is “Holiday Special”, you have ALT text… but it’s not very useful.
  2. Keyboard Focus Problems – many disabled visitors to your site will use some form of “assistive technology” – some other tool or application that helps them browse your web site.  These tools essentially “read” your site and present the information to the user in a way that is easier to understand and use.  One of the biggest places that assistive technologies have problems with sites is with keyboard focus.  Many assistive technologies rely on tabbing to navigate (i.e., no keyboard).  If users can’t get to all of the right places, in the right order, by simply tabbing, there is a problem.  Imagine a web site where the Pay My Bill functionality is in a modal window that you can’t get to by tabbing.  That’s a serious problem to someone using a screen reader or other assistive technology.
  3. Sloppy Forms – Forms are complicated things.  For most of us, we get a lot of information about the relationships between the various bits of data by the visual relationships presented in the form (or table).  We can tell what a text entry field is about because we see a label to the left of it.  We know which fields are required because we see a little asterisk next to it.  We know what all the numbers in a column are about because there is a heading above it.  If you can’t see, however, how will you know all of that?  It has to be communicated another way.  A good accessible web site will provide enough information about the structure of the information for a screen reader to be able to tell the user what’s what.
  4. No Alternatives – We’ve already talked about problems users with visual disabilities can have when information is only presented in a visual format.  Now, imagine trying to use an important web site when key information was only presented audibly (perhaps as part of a video clip).  Or, how about using a site where all the information is in complicated graphs and charts when you have a cognitive disability that makes understanding those very difficult?  Good accessible sites will provide key information in more than one format – visual and audible, text and graphic, etc.
  5. Lack of User Control – Lastly, it’s hard to design a single user experience that will work well for everybody.  So, give the users some control.  Let them adjust the font size.  Let them speed up or slow down time-based media.  Let them turn features on or off.  If your site allows users to control their own experience, they can make it one that works for them.

Nobody wants to panic and then redesign their web site because their lawyers told them they need to.  That’s a disruptive, stressful, and expensive way to do it.  It’s much smarter to be proactive and ensure that your site is accessible before someone else makes you do it.  On top of that, it’s just smart to have an accessible web site.  I don’t know any business that would intentionally cut out 10% of their target audience just because they didn’t want to design a better web site.

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Thanks for the guest post, Jeff. So readers — What do you think? Are you building in accessibility factors?

Special Offer: The TeamW is a Balanced Experience partner. If you’d like help understanding how accessible your web site or app is and what you might need to do about it, Balanced Experience is offering a 10% discount ($1,500 savings) on accessibility audits to anyone who signs up before the end of the calendar year.  You can contact them at info@balancedexperience.com.  Let them know you heard about it on the BrainLady blog.

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Posted in accessibility, design

Your Brain On Stories

Drawing of a brainOne day, many years ago, when I was early in my career, I found myself in front of a classroom full of people who didn’t want to be there. Their boss had told them they had to attend the class I was giving. I knew that many, even most, of them thought the class was a waste of their time, and knowing that was making me nervous. I decided to be brave and forge ahead. Certainly my great content would grab their attention, right?

I took a deep breath, smiled, and with a strong voice, I said  “Hello everyone. I’m certainly glad to be here.” More than half the class wasn’t even looking at me. They were reading their emails and writing out to do lists. One guy had the morning newspaper open and was reading that. It was one of those moments where seconds seem like hours. I thought to myself in panic, What am I going to do?

Then I had an idea. “Let me tell you a story,” I said. At the word “story” everyone’s head jerked up and all eyes were on me. I knew I only had a few seconds to start a story that would hold their attention. “It was 1988 and a team of Navy officers on the ship Vincennes in the Persian Gulf, were staring at a computer screen.  Something had just appeared on the radar in protected air space. They had orders to shoot down any hostile aircraft. Was this a hostile aircraft? Was it a military plane? Was it a commercial airliner? They had 2 minutes to decide what to do.”

I had them! Everyone was interested and riveted. I finished the story, which nicely made my point about why it’s important to design usable computer interfaces, and we were off to a great start. The rest of the day flew by, everyone was interested and engaged, and I got some of my best teacher evaluations ever.

Everyone likes stories. We like to listen to stories, read stories, watch stories (movies, TV, theatre) and tell stories. In fact, stories are our normal mode of information processing. Stories are so normal to us that we don’t even stop to think about why that is.

Let’s say you are listening to me give a presentation on the global economy. I’m NOT telling a story, but giving you facts and figures. If we had you hooked up to an fMRI machine we would see that your auditory cortex is active, as you’re listening, as well as Wernicke’s area of the brain where words are processed. If you were reading a newspaper article on the same topic then we would see, again Wernicke’s area as well as your visual cortex as you are reading.

But what if I started telling you a story about a family in South America that is being affected by changes in the global economy – a story about the father going to work in a foreign country to earn enough for the family, and the mother having to drive 100 kilometers for health care… what’s going on in your brain now?  the Wernicke’s area would be active again, as well as the same auditory or visual cortices, BUT now there’s more activity. We would see many other parts of your brain light up. If, in my story, I described the sharp smell of the pine forest high in the Andes where this family lives, your olfactory sensory areas of the brain would be active as though you were smelling the forest. If I described the mother driving over rutted muddy roads, with the vehicle careening from side to side, your motor cortex would be lighting up as though you were driving on a bumpy road. And if I started talking about the devastation the family felt when their young son died before he could get medical treatment, then the empathy areas of the brain would be active.

Which means that you are literally using more of your brain when you are listening to a story. And because you are having a richer brain event, you enjoy the experience more, you understand the information more deeply, and retain it longer.

Paul Zak, a professor at Claremont College and author of The Moral Molecule: How Trust Works, researches the role of oxytocin. Oxytocin is a neurochemical in the brain that Zak says gives the “it’s safe to approach others” signal in the brain. In his research he has discovered that:

  • If you develop tension in the story you will sustain attention.
  • If you sustain attention then it is more likely that the people hearing the story will start to share the emotions of the main characters in the story.
  • If people share the emotions of the main characters then they are likely to mimic the feelings and behaviors of the characters when the story is over.
  • Listening to a character story like this can cause oxytocin to be released.

And if oxytocin is released then it is more likely that people will trust the situation and the storyteller and more likely that they will take whatever action the storyteller asks them to take.

What do you think? Do you use stories purposely to increase engagement when you communicate?

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Posted in attention, brain, oxytocin, psychology, stories, Trust

Why Lean UX Might Just Rock Your World

I was standing at the front of a training room at about 2 pm a week ago in Chicago. The room was on the 5th floor of a building in downtown Chicago. It wasn’t a very inspiring room. The windows looked out at another tall office building, so there was no natural light in the room at all. It looked like it was nighttime all the time. The ventilation system was loud and actually made the ceiling projector vibrate which made the slides at the froRock Your Worldnt of the room vibrate. The fluorescent lights were harsh. The workshop participants were sharing the results of the case study exercise I had just asked them to do. And that’s when the magic happened.

There were 5 teams, and each team had come up with plans and designs that were unlike any I’d seen in any class I’ve taught. We’re talking about DECADES of teaching, and hundreds, if not thousands of designs I’ve seen come out of classes and workshops. But these were on another level. These design solutions, these ideas, were the stuff of documentary films about the design process and how incredible ideas get started. These ideas were special. To be honest I was stunned. In fact the whole room got very quiet. I think we all realized that we had just experienced a transformative moment together.

Now I’m not particularly shy or humble. I’ll be the first one to tell you that I’m a great teacher and that my workshops are special. But this wasn’t just great or special. This was life- changing. I knew it wasn’t just me. And yes, it was a great group of people in the room, but it wasn’t just them. It was the process.

The workshop was “The Lean UX Workshop”. We’d spent the day learning and trying out Lean UX concepts like hypothesis testing, experiments, minimal viable products, pivots, collaboration, Get Out Of The Building, Build, Test, Learn, and all the other Lean ideas. And this exercise that was blowing me away was the last exercise of the day… the culmination of everything we’d learned.  A chance to put it all into action.

Here’s my theory on why the Lean concepts caused break-through designs and solutions in the workshop:

  • Approaching design and user experience solutions from the lens of testing hypotheses meant that people were asking the right questions. It’s not the answer that is important, it’s the question that’s important. Asking the right questions led to totally different, insightful and innovative solutions.
  • Doing design as part of an experiment — Build, Test, Learn —  and then deciding whether or not to pivot, was freeing and empowering. These were not just people in a workshop following instructions. These people felt bold, they felt powerful. They took their ideas and ran with them. They were confident.
  • Designing and solving problems in the experimental mode of Lean UX makes people fearless because it breaks the connection between design and ego. You are experimenting with a design idea in order to see if the hypothesis is true. You aren’t married to the hypothesis and so you aren’t married to the design. It’s not YOUR design, it’s the design that tests the hypothesis. The hypothesis might be wrong or right. It may be neither and may lead to another hypothesis. But you don’t have to worry about your design being accepted or not accepted, because that’s not the outcome anymore.
  • Lean UX elevates the UX practitioner to a UX Strategist — the level they should be working at. When you do Lean UX you aren’t creating the user interface for a screen or page. You aren’t designing a form. Well, you might be doing those things as part of your hypothesis testing, but what you are REALLY doing is solving design problems. You are crafting a user experience based on data.

I was a fan of Lean UX before the Workshop. After my experience last week I’m more than a fan. I’m an evangelist.

Lean UX, carried out with true and basic Lean concepts, is pretty powerful stuff! It’s the best thing since sliced bread!

What do you think? Have you experienced any of this with Lean UX?

P.S. If you want to see if we can repeat the experience, come join me for the next one. I have 30 open spots for the next Lean UX Workshop in Cleveland. And I’m looking for organizations to host the workshop in other cities. Let me know if you want in on this next round and/or if you can host a workshop.

P.P.S.S. Thanks for letting me rave!

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Posted in design, Lean UX, user experience

The 4 Magic Questions To Ask Before You Design Anything

Magic Want

I’ll go so far as to say that if you don’t know the answers to these four questions before you design, then your design will be, at best, mediocre, and possibly a disaster.

Designing anything — websites, software, apps, TV ads, physical spaces, documents – is tough. It takes art and science. Most design principles don’t work in all situations. Designers end up saying “it depends” a lot.

But these four magic questions ALWAYS apply. I ask these questions of my clients every time I design a product, or evaluate a product. Interestingly, although these are basic questions and not really hard to ask, it’s often the case that my clients don’t know or aren’t sure, or aren’t in agreement on the answers.

Here are the 4 magic questions:

1. Who is the target audience? This thing you are designing — who is it that is most often  going to use it? Who is it that you really want to use it? Everyone thinks they know who the target audience is until you ask the question. Then you and everyone else find out that the team doesn’t agree on the target audience. If you don’t know who you are designing for, then what is it you are designing?

2. What does the target audience want to do? Recently I want to the Healthcare.gov website. This is the website you go to get sign up for healthcare insurance in the USA. I had two basic things I wanted to do at the website:

a) My family has been getting health insurance through my husband’s employer, but they’ve announced that they are no longer going to provide insurance, and that everyone will have to go to the “exchanges” and purchase their own insurance. So one of the things that I wanted to do at Healthcare.gov was see what my options might be for insurance, and what it was likely to cost.  You can’t do that at the website. You can find out if you are eligible, based on income, for subsidies. You can read about what to do to “get ready” so that you can apply on November 15 when applications open up. But you can’t input a few basic pieces of data and get an estimate of cost or see what types of policies are available.

b) I have my own business, so the other option I am considering is offering health insurance to my employees. I am wondering if that would be a good option, and then I’d be covered, right? Would it cover my family too? These are the questions I had about employers buying insurance through the “exchange”.  Guess what. You can’t get information on employer plans at the website either. Or if it’s there it’s really well hidden!

Maybe I’m just an outlier. Maybe there aren’t very many people who want to do these two tasks at the Healthcare.gov website. It’s possible. Maybe I’m not the target audience. If we asked the Healthcare.gov design team what the target audience wants to do at the website I wonder what would they say?

3. What does the product owner want the target audience to do? This is not always the same as what the target audience wants to do. I may want to use the pharmacy app to see if there are drug interactions for prescription medication and the pharmacy company may want me to notice the store specials and come into the store. I may want to look up information on climate change and the website owner whose site I go to may want me to sign up for the newsletter. I may want to communicate with my friends and the product owner may want me to sign up for a premium account.

Some designers get stuck on taking only the target audience’s point of view.  You need both. It’s ok for the product owner to want the product to be used in a certain way; to want the target audience to take a certain action. After all, they are committing a lot of money and resources to building this product. And it’s likely for a reason other than or in addition to, fulfilling the target audience’s desires and wishes.  There’s likely to be a business/organization goal too. Does the design team know what that is? If they don’t, how can they be sure to design to match the business/organization goal as well as do what the target audience is hoping for?

4. What is the target action at this particular point? At every point, at every interaction moment, on every page, on every screen,  there is a target action that you want the target audience to take. Does the designer know what that target action is? If not, then how does the designer know what to design? Is the goal to have the target audience click on the Add To Cart button? Is it to share information with a friend? Is it to fill out a form and press the  “Sign Me Up” button? Is it to play a video? Is it to click for more information? Is it to pick up a product to try out in the store? If you want people to take a specific action then you have to design with that action in mind. If there is no action in mind then what is the designer doing?

When clients bring me in I always ask these four magic questions, and I’m often surprised how often the answers aren’t clear, or the team doesn’t agree, or no one has really thought about it.

Ask the 4 magic questions. Know the answers. And then your designers can design or re-design a GREAT product!

What do you think? Do you ask/answer these 4 questions before design? Do you find that your team/stakeholders/clients know the answers when you do? Are there are questions that you consider the “magic” critical questions to ask and answer?

If you haven’t already, be sure to check out our white paper Why Re-designs Fail.

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Posted in design, interaction design, user experience

Top 10 Skills and Knowledge Set Every User Experience (UX) Professional Needs

Top 10The user experience (UX) of your products is only as good as the knowledge and skills of your UX staff.

​As organizations realize how important the user experience is to the success of their products, UX teams are expanding. People come to role of UX from more and more diverse backgrounds. Some UX staff used to be web designers. Others used to be visual designers. Others used to be usability testers. The plus side of this is that you may find yourself with a team that has a wide variety of skills. That sounds like an advantage, and it is. But it has a down side too. As the diversity of your team increases, it’s possible that particular individuals may have gaps in their skill-set. And the team loses a sense that there is a core set of skills and knowledge that everyone possesses.

So I’ve put together my “Top 10 List” of skills and knowledge that I think UX professionals should know and be able to do.

I’m aware that publishing a list of the “Top 10 Skills and Knowledge Set Every User Experience (UX) Professional Needs,” could be controversial. Your top 10 list, therefore, may not be exactly the same as this one, but let’s see how many you agree with:

Note:

  • The list is not in any particular order.
  • I have not included “soft” skills, such as communicating clearly, making powerful team presentations, or effectively managing projects. These are critical to success, but not as specific to UX, so I’ll cover them in another blog post.

So here’s my list:

  1. Psychology – including cognitive, social, perceptual, and the new work on unconscious mental processing
  2. User Testing – basic user testing planning and conducting
  3. User Research – more than user testing, including interviews, task flow analysis, personas, scenarios, wants and needs
  4. Principles of Usability – how to make a product easy to learn and use
  5. Principles of Engagement  — how to make a product engaging and persuasive
  6. Lean UX Design – lean start-up methods for doing UX
  7. Conceptual Modeling – making transparent all the macro decisions you make before you even start sketches pages and screens, such as information architecture, navigation design, object/action decisions
  8. Iterative Design – how to design collaboratively with others, including storyboards, sketches, wireframes, and prototypes
  9. Interaction Design  – how to make the best decisions about micro-level interaction design
  10. Current Trends – knowing what the current trends are – Parallex scrolling?  Flat design?

If you’d like more details on each of the 10 items, then check out the whitepaper: Top 10 Skills and Knowledge Set Every UX Professional Needs.

What do you think? Do you agree? What would you add or take away from the list?

 

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Posted in user experience

Why Re-Designs Fail

Sign that says FAILYour product (website, software, app, device) is seriously under-performing and it’s time to fix it. You’ve lined up the resources, and freed up the budget. You’re about to spend a HUGE amount of time, money, and resources. It’s going to fix all the problems, right? And the new product will bring you the business/conversions/numbers you are looking for, right? It better, because it’s going to take a monumental effort and cash to tackle this.

What if it doesn’t live up to expectations. What if the new product doesn’t fix the old problems. What if the new product creates new problems. These are headaches you don’t want.

So how can you prevent spending time and money? How can you be sure that the new product will get you the returns you are looking for? Here are the top 5 reasons I’ve seen that cause product re-designs to fail.

  1. Your re-design is based on opinion not fact – You’ve made a lot of assumptions about your target audience and what they want/need to do with your product, but they are assumptions and they haven’t been tested or verified.
  2. Your re-design is based on data, but wrong conclusions – You didn’t just work from assumptions, you actually did collect data, but your interpretation of the data was in-accurate and so your re-design decisions lead you astray.
  3. Not enough collaboration – Your re-design decisions are based on accurate data, and your interpretation of the data is sound, but you didn’t involve your stakeholders and your development team in the design. When it’s time to implement the design you get a lot of pushback, and your design changes don’t see the light of day.
  4. Designs are implemented without testing – Your re-design decisions are based on data, and you implemented them, but you didn’t test the re-design. If you had prototyped and tested the re-designed product you could have tested all of your assumptions and design decisions, and corrected the ones that didn’t work out as expected before finalizing the new product.
  5. Technology takes over – You are doing so well. You gather data, design based on the data, prototype, test, and iterate. But after the iteration of the prototype the implementation team swoops in, and the technology decisions take over the design decisions.

If you can avoid these 5 problems then your re-design will get you the conversions you are looking forward. Watch out, though, because if you can’t avoid these problems then you are likely throwing your time and money down the drain.

What do you think? Have you encountered these problems in any of your re-designs? Do you think these are the most important 5?

If you’d like more detail on these 5 problems and what to do about them, then download the whitepaper Why Re-Designs Fail.

Tagged with: , ,
Posted in design

Are You Addicted To Texting?

One of my early blog posts was about dopamine, and since then our smartphones have become even more capable of triggering a “dopamine loop.” So I thought I would re-visit the topic. Especially because I just did an animated video on the topic for the Brain Signal youtube channel:

It’s all about dopamine. Dopamine is a chemical that is found all through our body. In our brains dopamine is involved in a lot of our behavior, including thinking, moving, sleeping, mood, attention, motivation, seeking and reward.

Dopamine causes us to want, desire, seek out, and search. Researchers used to think that dopamine was the “pleasure” chemical. But Kent Berridge’s work at the University of Michigan distinguishes between dopamine, the “wanting” system, and the opioid system as the “liking” system. The wanting system propels us to action and the liking system makes us feel satisfied, so we pause our seeking. The wanting system is stronger than the liking system. We seek more than we are satisfied.

Dopamine induces a loop — it starts us seeking, then we get rewarded for the seeking which makes us seek more. Which is what I think happens when we respond to texts, or emails. The result is that we can’t stop looking at email, texting, or checking our cell phones to see if we have a message or a new text.

The theoroy of classical conditioning in psychology tells us that we can become conditioned to respond to auditory or visual cues that a reward has, or is going to, arrive. Our smartphones beep and flash and show little icons when we have messages or texts, all adding to the addictive effect. Between classical conditioning and dopamine it can feel like you are addicted!

What do you think? Do you have a hard time not checking your phone when you hear that special tone?

Tagged with: , , ,
Posted in brain, social media

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Welcome to The Brain Lady Blog

I'm a Ph.D. psychologist and I write and videoblog about how to apply psychology and brain science research to understand how people think, work, and behave. For more information about me and about the Weinschenk Institute, check out the the Team W website.

Susan Weinschenk, Ph.D.
The "Brain Lady"

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