Victor is a Philadelphia based researcher, author, and speaker. His book
Design for the Mind
, is available from Manning Publications. Victor frequently writes and speaks on the application of psychology to design and user research.
Concept testing ideas before moving into a detailed design is good UX practice. In this article, Victor Yocco presents details on how and when to engage in concept testing, as well as case studies providing details on the insights gained in two very different settings.
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UX practitioners can play an important role in growing the UX maturity of the organizations and product teams they work with. This final article in a three-part series presents two additional tactics: education of staff on UX principles and processes.
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This article presents tactics that can be helpful for those working in organizations that have started engaging in UX, but are still at the lower to middle stages of maturity: knowledge sharing and mentorship.
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We all benefit when we work to increase the overall UX maturity of our organizations. This article explores the concept of UX maturity, and focuses on finding and utilizing UX champions, and demonstrating the return on investment or value of UX.
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Research is an essential part of creating good UX. In this article, Victor Yocco discusses areas of ethical consideration for UX practitioners when conducting UX research, and explores potential solutions to preventing research from venturing into unethical territory.
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Finding people to participate in qualitative UX studies can be an elusive task. We tend to hear about studies and their findings, but we don’t hear how researchers recruit study participants. Let’s resolve this mystery.
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Personal reflection enables us to process and make meaning of all of the great (and not so great) learning and working experiences we’ve had. Everyone stands to gain from engaging in some type of reflection. We can also encourage others to grow through personal reflection. I’ll cover some of the benefits of personal reflection, as well as methods of reflecting that you can incorporate into your routine.
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We should always look for opportunities to grow and improve. Retrospectives and reflections allow you to codify what you’ve learned from experience, to document mistakes and avoid future ones, and to increase your potential to grow in the future.
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Joan is applying for a small loan on all-online-loanzzz.com. She’s becoming frustrated with the number of financial-disclosure forms she has to fill out. She’s thinking about visiting her local bank to ask for a loan instead. While waiting for a page to load, the application presents a cartoon image of a person wearing a business suit sitting in a jail cell. The image caption says, “Hey, everyone hates disclosures. We know you do, too. We’re doing our best to keep everyone out of jail. Please bear with us for a few more clicks. You won’t regret it, and our loan officers will stay out of jail.” Joan smirks at the image. She might not appreciate the number of forms she has to complete, but she understands the serious nature of applying for a loan.
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Jen is presenting her research report to a client, who runs an e-commerce website. She conducted interviews with 12 potential users. Her goal was to
understand the conditions under which users choose to shop online versus in store
.
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Maxwell is a researcher at a design firm that is working on a mobile payment app. He wants to learn more about how users currently interact with point-of-sale terminals. Maxwell contacts a local grocery store to coordinate times to
observe customers as they are checking out
. He then asks every fifth customer who checks out to complete a brief survey. Maxwell is engaging in
intercepts
as part of his recruitment of research participants.
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People have many tough decisions to make; whether they should use your application or website to accomplish a task shouldn’t be one of them. Your design team can take advantage of our knowledge of the human mind and human behavior by accounting for a number of heuristics, or
mental shortcuts
, that researchers have identified.
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The “diffusion of innovations” theory of communications expert and rural sociologist Everett Rogers attempts to identify and explain the factors that lead to people and groups adopting innovations (new ideas and technologies). Design teams that account for both usability and how people adopt innovation stand a much greater chance of having users accept and use their products.
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As members of design teams, we want as many people as possible to use what we create. This is true whether we are designing a specialized medical device for a specific type of surgery or something more mainstream, like a smartphone or video game console.
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What
you say in a user experience matters.
How
you say it matters equally. The way you frame communication, or how you say something, could be extremely effective at persuading people to start using your product (or to use it more). So, how do you frame messages effectively? This article explains how design teams can do so in a way that resonates with their users.
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No person is immune from the influence of the people and groups they encounter. As much as we would like to think that every thought we have is original, that every opinion we express is informed by facts alone, the truth is that
we use others around us as a reference point
for much of our attitudes and behavior. This isn’t a bad thing; it’s human nature. Knowing how groups influence people can help you to move from being a common, everyday, work-your-fingers-to-the-bone designer to a strategic influencer of your target audience with relative ease. In fact, whether researchers, designers or managers, everyone involved in user experience (UX) design would
benefit from deeper knowledge of how to incorporate social influence
in their work.
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