UX Fundamentals for Non-UX Professionals: User Experience Principles for Managers, Writers, Designers, and Developers Edward Stull Upper Arlington, Ohio, USA ISBN-13 (pbk): 978-1-4842-3810-3 ISBN-13 (electronic): 978-1-4842-3811-0 https://doi.org/10.1007/978-1-4842-3811-0 Library of Congress Control Number: 2018956323 Copyright © 2018 by Edward Stull This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed.
Contents About the Author vii Acknowledgments ix Introduction xi Part 1: UX Principles 1 Chapter 1: UX Is Unavoidable 3 Chapter 2: You Are Not the User 9 Chapter 3: You Compete with Everything 13 Chapter 4: The User Is on a Journey 19 Chapter 5: Keep It Simple 27 Chapter 6: Users Collect Experiences 35 Chapter 7: Speak the User’s Language 39 Chapter 8: Favor the Familiar 43 Chapter 9: Stability, Reliability, and Security 49 Chapter 10: Speed 57 Chapter 11: Usefulness 63 Chapter 12: The Lives in Front of Interfaces 67 Part II: Being Human 69 Chapter 13: Perception 73 Chapter 14: Attention 89 Chapter 15: Flow 95 Chapter 16: Laziness 101 Chapter 17: Memory 105 Chapter 18: Rationalization 113 Chapter 19: Accessibility 117 Chapter 20: Storytelling 123.
vi Contents Part III: Persuasion 131 Chapter 21: Empathy 135 Chapter 22: Authority 147 Chapter 23: Motivation 153 Chapter 24: Relevancy 157 Chapter 25: Reciprocity 165 Chapter 26: Product 171 Chapter 27: Price 181 Chapter 28: Promotion 195 Chapter 29: Place 203 Part IV: Process 207 Chapter 30: Waterfall, Agile, and Lean 209 Chapter 31: Problem Statements 221 Chapter 32: The Three Searches 227 Chapter 33: Quantitative Research 233 Chapter 34: Calculator Research 243 Chapter 35: Qualitative Research 247 Chapter 36: Reconciliation 259 Chapter 37: Documentation 265 Chapter 38: Personas 277 Chapter 39: Journey Mapping 283 Chapter 40: Knowledge Mapping 293 Chapter 41: Kano Modeling 299 Chapter 42: Heuristic Review 307 Chapter 43: User Testing 311 Chapter 44: Evaluation 319 Chapter 45: Conclusion 323 Appendix A: Resources for Further Reading 325 Index 341.
About the Author Edward Stull is a designer and researcher in Columbus, Ohio, USA. He helps teams work through user experience (UX) challenges ranging from product design to digital marketing. He has assisted numerous international brands, national banks, and state healthcare exchanges. He thinks a lot about how people understand, practice, and sell UX.
Acknowledgments This book would not have been possible without the support of my family, friends, and colleagues. I would like to give special thanks to the follow- ing people for their assistance, advice, and encouragement: Robert Abbott, Arsalan Ahmed, Chase Banachowski, Laura Berendson, Robert Beuligmann, Casey Boyer, Brett Yancy Collins, Bill Crews, Dan Crews, Amanda Dempsey, Anthony Dempsey, Rita Fernando, Chris Flinders, Mark Gale, Bob Hale, Christopher Heidger, Sean Johnson, Brent Kaufman, Joe Kirschling, Neil Kulas, Bill Litfin, Jan Maroscher, Roy Nalazek, Stefanie Parkinson, Shiva Ramachandran, Paul Reiher, Nick Rieman, Charles Schmidt, Alberto Scirocco, David Scirocco, Marina Scirocco, Todd Sexton, Jim Smith, Carol Crews Stull, Edward L. Stull, Lalena Stull, Steve Swanson, Marty Vian, Adam Weis, and Emma Young.
Introduction Every day, people like you and me experience the world. We wake up, pour a cup of coffee, and try to avoid stepping on the cat. Our day has just begun. Thousands of experiences await us, ranging from the trivial to the time-con- suming: we peek at our phones and note our busy schedules, or we close our eyes and imagine a long, relaxing vacation under the sun. Some experiences are good. Some are bad. Most are somewhere in between. Yet, despite the many experiences we have, we are often unprepared to design new ones.
xii Introduction People of all ages design experiences. Young children host elaborate tea parties and build magnificent forts. Adolescents weave elaborate tales of love and struggle via text messages. Later in life, our experiences trans- form us into who we are—the thrills, the traumas, the grueling bore- doms, the sweet seconds, and humbled hours. We become a collection of experiences.