What is XD?
Buzzword really. been around awhile.
sum of interactions with anything (product, company, environment, application)
subjective, best practices
emotion/cognition
not just “beauty is only skin deep”
XD is much deeper than just “eye candy”
UX Recession Challenges
scarce resources ($)
rush to market (if I am out there first, I will win)
UX isn’t understood
Why of UX?
Foundation is more important than a bunch of tips
Emotion
3 levels of processing: appearance, ease of use, satisfaction
attractive things make people feel good. mind is more open.
people pay to be scared
*IKEA video about lamp* fun! http://www.youtube.com/watch?v=I07xDdFMdgw
“do any of these package-design people actually shop for orange juice? because i do and the new cartons stink.” – customer
Principles
divine proportion/golden ratio/rule of thirds
found everywhere.
usually it can actually help improve aesthetics and communication of the experience.
Fitt’s Law – time to acquire a target is a function of the distance to size of the target.
Mac OSX is 5 times faster to get to the application menu
Gestalt Laws – while is different than sum of its parts
law of proximity – flickr without borders
law of similarity – grouping pieces based on something (color)
law of closure – flickr images as one
law of continuity – follows 2 lines
law of simplicity – mind looks at simplest thing
80/20 Rule – application should meet needs of 80% of users. The other 20% are probably expert users. Designing to their needs, the main audience can’t use it.
Process
code -> ship
initiate -> code -> ship
initiate -> code -> qa -> design look feel -> ship (today)
initiate <*-*> design <-> code <-> qa <*-*> ship (goal)
* = user input
User Observation/Research (Personas)
*video about team passes* LOL http://www.youtube.com/watch?v=Ahg6qcgoay4
you might have one idea of what people need but they are the ones with the needs
Who is the user?
basic/intermeadiate(majority)/expert
Models
UI should be based on user mental models
The implementation model from the developer reflects the technology
The mental model from the user reflects their own vision
In between are versions with pieces of each.
Flip
can’t do – tiny screen, no tapes/discs, fold out screen, effects.
can do – capture video, self contained, USB plug, formatted for quick sharing
yet took 20% of market share
1 page instructions. Sony Handycam -> 40 pages. 
extra features may actually REMOVE value from your product/application.
Fact: 90% of the feature requests MS gets about Word are ALREADY in MS Word.
SpatialKey
What it does? patrol operations, patrol, special units, command staff, dispatch.
Entire team went to Ogden Police Dept to see how things work. worked well because everyone came out on the same level.
Goals come from the research/observation/personas
Wireframes come from goals
User Feedback
Design product
*Looking at font sizes and where its going to be used*
*37 Signals yellow fade technique to highlight changes*
User Feedback
Good for QA/technical bugs/features/UX
Fighting UX Recession
time = understanding
educate clients
UX concerns lead to improvements
survival of the fittest – worse experiences will die off
not an afterthought – more planning
better experiences
Books
Emotional Design
About Face
Blog: http://www.getfinch.com/
Twitter: http://www.twitter.com/iamfinch/
Questions
How do you sell it? user cases of why its successive are key.
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