Stull UX Fundamentals for Non-UX Professionals

User Experience Principles for Managers, Writers, Designers, and Developers
1. ed
ISBN: 978-1-4842-3811-0
Verlag: Apress
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 331 Seiten

Demystify UX and its rules, contradictions, and dilemmas. This book provides real-world examples of user experience concepts that empower teams to create compelling products and services, manage social media, interview UX candidates, and oversee product teams.
From product decisions to performance reviews, your ability to participate in discussions about UX has become vital to your company's success as well as your own. However, UX concepts can seem complex. Many UX books are written by and for UX professionals. UX Fundamentals for Non-UX Professionals serves the needs of project managers, graphic designers, copyeditors, marketers, and others who wish to understand UX design and research.
You will discover how UX has influenced history and continues to affect our daily lives. Entertaining real-world examples demonstrate what a massive, WWII-era tank teaches us about design, what a blue flower tells us about audiences, and what drunk marathoners show us about software.
What You'll LearnKnow the fundamentals of UX through real-world examples 
Acquire the skills to participate intelligently in discussions about UX design and research
Understand how UX impacts business, including product, pricing, placement, and promotion as well as security, speed, and privacy

Who This Book Is For
Professionals who work alongside UX designers and researchers, including but not limited to: project managers, graphic designers, copyeditors, developers, and human resource professionals; and business, marketing, and computer science students seeking to understand how UX affects human cognition and memory, product pricing and promotion, and software security and privacy.

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. Over his 20-year-long career, he has assisted numerous international brands, national banks, and state healthcare exchanges. He thinks a lot about how people understand, practice, and sell UX.

Autoren/Hrsg.

Stull, Edward

Inhaltsverzeichnis

1;Contents;5
2;About the Author;7
3;Acknowledgments;8
4;Introduction;9
5;Part I: UX Principles;13
5.1;Chapter 1: UX Is Unavoidable;15
5.1.1;What Is User Experience?;16
5.1.2;The Role of UX;17
5.1.3;The Focus on Users;17
5.1.4;Key Takeaways;19
5.1.5;Questions to Ask Yourself;19
5.2;Chapter 2: You Are Not the User;20
5.2.1;What Is a User?;21
5.2.2;Key Takeaways;23
5.2.3;Questions to Ask Yourself;23
5.3;Chapter 3: You Compete with Everything;24
5.3.1;One Choice Out of Many;25
5.3.2;Embrace, Not Accommodate;26
5.3.3;The Never-Ending Game;27
5.3.4;Key Takeaways;27
5.3.5;Questions to Ask Yourself;28
5.4;Chapter 4: The User Is on a Journey;29
5.4.1;Where the User Was…;32
5.4.1.1;Where the User Is…;33
5.4.1.2;Where the User Is Going…;34
5.4.2;Key Takeaways;35
5.4.3;Questions to Ask Yourself;35
5.5;Chapter 5: Keep It Simple;36
5.5.1;Absence;39
5.5.2;Reduction;40
5.5.3;Addition;41
5.5.4;Key Takeaways;42
5.5.5;Questions to Ask Yourself;42
5.6;Chapter 6: Users Collect Experiences;43
5.6.1;Context;45
5.6.1.1;Key Takeaways;46
5.6.1.2;Questions to Ask Yourself;46
5.7;Chapter 7: Speak the User’s Language;47
5.7.1;Key Takeaways;50
5.7.1.1;Questions to Ask Yourself;50
5.8;Chapter 8: Favor the Familiar;51
5.8.1;The Curse;52
5.8.1.1;Affordance;53
5.8.1.2;Key Takeaways;55
5.8.1.3;Questions to Ask Yourself;55
5.9;Chapter 9: Stability, Reliability, and Security;56
5.9.1;Reliability;57
5.9.1.1;Security;58
5.9.1.2;Key Takeaways;62
5.9.1.3;Questions to Ask Yourself;62
5.10;Chapter 10: Speed;63
5.10.1;The Hick-Hyman Law;66
5.10.1.1;Key Takeaways;68
5.10.1.2;Questions to Ask Yourself;68
5.11;Chapter 11: Usefulness;69
5.11.1;Key Takeaways;71
5.11.2;Questions to Ask Yourself;72
5.12;Chapter 12: The Lives in Front of Interfaces;73
6;Part II: Being Human;75
6.1;Chapter 13: Perception;78
6.1.1;Top-Down Processing;79
6.1.2;Mental Models;81
6.1.3;Just Noticeable Differences;84
6.1.3.1;Weber’s Law;84
6.1.3.2;Marketing JNDs;85
6.1.3.3;Information Design JNDs;85
6.1.4;Bottom-Up Processing;85
6.1.5;Gestalt Grouping;86
6.1.5.1;Proximity;87
6.1.5.2;Similarity;88
6.1.5.3;Pitfalls of Similarity;88
6.1.6;Selective Perception;90
6.1.7;Key Takeaways;92
6.1.8;Questions to Ask Yourself;93
6.2;Chapter 14: Attention;94
6.2.1;Inattention Blindness;95
6.2.1.1;Automatic and Controlled Processing;96
6.2.1.2;Stroop Effect;97
6.2.1.3;Attention Span;97
6.2.2;Key Takeaways;98
6.2.3;Questions to Ask Yourself;98
6.3;Chapter 15: Flow;99
6.3.1;Key Takeaways;103
6.3.2;Questions to Ask Yourself;103
6.4;Chapter 16: Laziness;104
6.4.1;Key Takeaways;106
6.4.2;Questions to Ask Yourself;106
6.5;Chapter 17: Memory;107
6.5.1;Recognition Trumps Free Recall;108
6.5.2;Explicit and Implicit Memory;108
6.5.3;Schemata;110
6.5.4;Serial Position Effects;110
6.5.5;Rewards, Restrictions, and Memory;111
6.5.6;Cryptomnesia;112
6.5.7;Key Takeaways;113
6.5.8;Questions to Ask Yourself;113
6.6;Chapter 18: Rationalization;115
6.6.1;Post-Hoc Fallacy;116
6.6.2;Key Takeaways;118
6.6.3;Questions to Ask Yourself;118
6.7;Chapter 19: Accessibility;119
6.7.1;Key Takeaways;123
6.7.2;Questions to Ask Yourself;123
6.8;Chapter 20: Storytelling;124
6.8.1;Ethos;126
6.8.2;Pathos;126
6.8.3;Logos;127
6.8.4;Kairos;128
6.8.5;A Careful Balance;128
6.8.6;Inductive and Deductive Arrangement;128
6.8.7;Key Takeaways;129
6.8.8;Questions to Ask Yourself;129
7;Part III: Persuasion;131
7.1;Chapter 21: Empathy;135
7.1.1;Mirroring;137
7.1.2;Active Listening;137
7.1.3;Wicked Problems;138
7.1.4;False Consensus Bias;140
7.1.5;Good Experience for All;142
7.1.6;Key Takeaways;144
7.1.7;Questions to Ask Yourself;144
7.2;Chapter 22: Authority;146
7.2.1;Decision Fatigue;147
7.2.2;Key Takeaways;149
7.2.3;Questions to Ask Yourself;150
7.3;Chapter 23: Motivation;151
7.3.1;Key Takeaways;153
7.3.2;Questions to Ask Yourself;153
7.4;Chapter 24: Relevancy;154
7.4.1;Defining Relevancy;155
7.4.1.1;Relevancy = Time + Context;156
7.4.2;Feature Creep;156
7.4.3;Humor;157
7.4.4;Adaptation;159
7.4.4.1;Reconsideration of a Goal;160
7.4.5;Key Takeaways;161
7.4.6;Questions to Ask Yourself;161
7.5;Chapter 25: Reciprocity;162
7.5.1;The Gift Exchange;165
7.5.2;Key Takeaways;166
7.5.3;Questions to Ask Yourself;166
7.6;Chapter 26: Product;167
7.6.1;Idea Containers;168
7.6.1.1;Filling the Container;169
7.6.1.2;Applying the Framework;170
7.6.2;Differentiation;171
7.6.3;Key Takeaways;175
7.6.4;Questions to Ask Yourself;175
7.7;Chapter 27: Price;176
7.7.1;Economy of Needs;177
7.7.1.1;Pareto UX;179
7.7.1.2;Unequal Exchanges;180
7.7.2;Contrasts and Anchors;181
7.7.2.1;Decoy Effects;182
7.7.2.2;Ethical Anchoring;182
7.7.3;Highly Destructive Operations;183
7.7.3.1;Avoid Mistrust;185
7.7.3.2;Receive and Respond;186
7.7.4;Key Takeaways;187
7.7.5;Questions to Ask Yourself;188
7.8;Chapter 28: Promotion;189
7.8.1;Growing Without Pulling;190
7.8.2;Scarcity;192
7.8.2.1;Scarcity by Amount;193
7.8.2.2;Scarcity by Time;194
7.8.2.3;Scarcity by Exclusivity;194
7.8.3;Key Takeaways;195
7.8.4;Questions to Ask Yourself;195
7.9;Chapter 29: Place;196
7.9.1;Placement in User Experience;197
7.9.2;Key Takeaways;198
7.9.3;Questions to Ask Yourself;198
8;Part IV: Process;199
8.1;Chapter 30: Waterfall, Agile, and Lean;201
8.1.1;Your Project: The Mountain;202
8.1.2;Agile;205
8.1.2.1;A Tale of Two Ideas;207
8.1.3;Lean;208
8.1.4;A Bit of This, a Bit of That;209
8.1.5;Key Takeaways;210
8.1.6;Questions to Ask Yourself;211
8.2;Chapter 31: Problem Statements;212
8.2.1;Defining What;214
8.2.2;Defining Why;214
8.2.3;Defining How;215
8.2.4;Putting It All Together;215
8.2.5;Key Takeaways;216
8.2.6;Questions to Ask Yourself;216
8.3;Chapter 32: The Three Searches;217
8.3.1;Key Takeaways;221
8.3.2;Questions to Ask Yourself;221
8.4;Chapter 33: Quantitative Research;222
8.4.1;Correlation and Causality;227
8.4.1.1;Texas Sharpshooter Fallacy;228
8.4.1.2;Procrustean Bed;229
8.4.1.3;Hobson’s Choice;230
8.4.2;Key Takeaways;231
8.4.3;Questions to Ask Yourself;231
8.5;Chapter 34: Calculator Research;232
8.5.1;Key Takeaways;234
8.5.2;Questions to Ask Yourself;234
8.6;Chapter 35: Qualitative Research;235
8.6.1;Discovering Questions;237
8.6.2;Contextual Inquiry;238
8.6.3;Interviews;240
8.6.3.1;Open-Ended Questions;240
8.6.3.2;Leading Questions;241
8.6.3.3;Loaded Questions;242
8.6.3.4;Silence;242
8.6.3.5;False Data;243
8.6.3.6;Group Interviews;244
8.6.3.7;The Five Whys;244
8.6.4;Key Takeaways;245
8.6.5;Questions to Ask Yourself;245
8.7;Chapter 36: Reconciliation;247
8.7.1;Do It Now or Do It Later;249
8.7.2;Key Takeaways;251
8.7.3;Questions to Ask Yourself;251
8.8;Chapter 37: Documentation;252
8.8.1;Naming;255
8.8.1.1;The Need for a Unique Name;255
8.8.1.2;What Makes a Good Name?;256
8.8.2;Fidelity;257
8.8.2.1;Necessary and Distracting Fidelity;259
8.8.2.2;Maps;259
8.8.2.3;Mock-Ups;260
8.8.2.4;Prototypes;260
8.8.2.5;Showing Fire;261
8.8.3;Key Takeaways;262
8.8.4;Questions to Ask Yourself;262
8.9;Chapter 38: Personas;263
8.9.1;Historical versus Aspirational Personas;265
8.9.2;Exaggeration and Accuracy;267
8.9.3;Key Takeaways;268
8.9.4;Questions to Ask Yourself;268
8.10;Chapter 39: Journey Mapping;269
8.10.1;Journey Mapping;270
8.10.1.1;How to Create a Journey Map;272
8.10.2;Key Takeaways;277
8.10.3;Questions to Ask Yourself;277
8.11;Chapter 40: Knowledge Mapping;278
8.11.1;Knowledge Mapping;279
8.11.2;Key Takeaways;282
8.11.3;Questions to Ask Yourself;282
8.12;Chapter 41: Kano Modeling;283
8.12.1;Struggle or Pleasure;284
8.12.2;Delightful Becomes Expected Over Time;289
8.12.3;Key Takeaways;290
8.12.4;Questions to Ask Yourself;290
8.13;Chapter 42: Heuristic Review;291
8.13.1;Key Takeaways;294
8.13.2;Questions to Ask Yourself;294
8.14;Chapter 43: User Testing;295
8.14.1;Qualitative and Quantitative Testing;297
8.14.2;Remote Testing;298
8.14.3;User Testing: The Final Frontier;300
8.14.4;Key Takeaways;300
8.14.5;Questions to Ask Yourself;300
8.15;Chapter 44: Evaluation;302
8.15.1;What Is “Good” UX?;304
8.15.2;Key Takeaways;305
8.15.3;Questions to Ask Yourself;305
8.16;Chapter 45: Conclusion;306
9;Appendix A: Resources for Further Reading;307
9.1;Introduction;307
9.2;Part I: UX Principles;307
9.2.1;Chapter 1: UX Is Unavoidable;308
9.2.2;Chapter 2: You Are Not the User;308
9.2.3;Chapter 3: You Compete with Everything;308
9.2.4;Chapter 4: The User Is on a Journey;308
9.2.5;Chapter 5: Keep It Simple;308
9.2.6;Chapter 6: Users Collect Experiences;309
9.2.7;Chapter 7: Speak the User’s Language;309
9.2.8;Chapter 8: Favor the Familiar;309
9.2.9;Chapter 9: Stability, Reliability, and Security;309
9.2.10;Chapter 10: Speed;310
9.2.11;Chapter 11: Usefulness;310
9.3;Part II: Being Human;310
9.3.1;Chapter 13: Perception;311
9.3.2;Chapter 14: Attention;312
9.3.3;Chapter 15: Flow;312
9.3.4;Chapter 16: Laziness;313
9.3.5;Chapter 17: Memory;313
9.3.6;Chapter 18: Rationalization;314
9.3.7;Chapter 19: Accessibility;314
9.3.8;Chapter 20: Storytelling;314
9.4;Part III: Persuasion;314
9.4.1;Chapter 21: Empathy;315
9.4.2;Chapter 22: Authority;315
9.4.3;Chapter 23: Motivation;316
9.4.4;Chapter 24: Relevancy;316
9.4.5;Chapter 25: Reciprocity;316
9.4.6;Chapter 26: Product;317
9.4.7;Chapter 27: Price;317
9.4.8;Chapter 28: Promotion;318
9.4.9;Chapter 29: Place;318
9.5;Part IV: Process;319
9.5.1;Chapter 30: Waterfall, Agile, and Lean;319
9.5.2;Chapter 31: Problem Statements;319
9.5.3;Chapter 33: Quantitative Research;320
9.5.4;Chapter 34: Calculator Research;320
9.5.5;Chapter 35: Qualitative Research;320
9.5.6;Chapter 36: Reconciliation;321
9.5.7;Chapter 37: Documentation;321
9.5.8;Chapter 38: Personas;321
9.5.9;Chapter 39: Journey Mapping;322
9.5.10;Chapter 41: Kano Modeling;322
9.5.11;Chapter 42: Heuristic Review;322
9.5.12;Chapter 43: User Testing;322
9.5.13;Chapter 44: Evaluation;322
10;Index;323