With Mariah Hay
The Difference Between UX and UI
Important: UX is not UI
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UX touches the service, product, and the interface - you can’t design these selectively for they are experienced collectively
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UX as a whole entails:
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Research (typically owned by the PdM and UX designer); visit people in their context, know how they’re acting and find patterns across them:
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User Goals
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Tasks (to be accomplished)
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Needs (that have to be met)
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Desires (best experience possible)
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Pain-points (job-to-be-done)
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Workarounds
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WHY DO ALL THESE? Empathy
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Strategy
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Identify needs
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Re-imagine current capabilities
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Direct future offerings
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Techniques: Interview breakdowns, Personas (Pluralsight combines the classical persona details with an empathy map), User Needs Mapping (identifies & documents explicit user needs), journey mapping
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Design
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Useful (here you ask "is this thing really what the user needs?")
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Usable - easy, frictionless, intuitive
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Desirable - delight
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The History of UX as an Industry
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Common thread: UX is UI
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Mariah Hay: UX as we know it resulted from an amalgam of so many disciplines
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Industrial Designers
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Animators
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Graphic designers
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Web dev
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1990: Computers in the home
- The 4 disciplines came together in "one glorious terrible object that will change everything" - the computer
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UX sits at the centre of Tech, Business, and Design
The Maturity of UX in an Organization
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Ask: What types of products does your UX team work on?
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Common problems:
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Departments are siloed, segmented.
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There is a DIGITAL DIVIDE - web vs physical products
- We can’t have this. We have to be stewards of the end-to-end experience
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| OUTDATED | PROGRESSING | MODERN | |
| Scope | Ad hoc/digital only | Multiple digital touchpoints | End to end digital and non-digital |
| Strategy | Absent | Gather requirements | Set vision and shape roadmap aligned to firm strategies |
| Research | Usability testing | Iterative testing, ethnographic research | Quantitative and qualitative research EARLY and OFTEN |
| Design | Wireframes | low fidelity sketches to high fidelity mockups | Sets and governs experience standards |
| Staffing | Generalist contributors (or a UX Team of One) | Full teams (research, interaction design + visual design, prototypes) | Executive leadership + centralized strategy/governance |