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UX notes (How organisations transform (Local optimum (There are 3 main…

- - - - Determined that they had 10 years to prepare for digital over film.
  - - - Charismatic CEO that is supposed to make great change and bring the org into the future
      - Throw money and innovation at people and tell them to come up with an idea.
        
        Innovation labs don't always fail but its more luck and one hit wonders.
      - Hire consultancy firms
        
        The understanding of the customer and the research leaves with the consultant. Once they leave the business loses the expertise.
  - - - Fast, unconscious, simple, rule of thumb
      - We make automatic reactions based on prior information. Eg she did this well therefore she will do that well.
      - This is the one that we use most frequently. Otherwise we would be too stressed. Its natural.
    - - Cognitive strain
      - slow, conscious, effortful, complex decisions
  - - - People are a cost to monitored and controlled. Should be segmented by expertise. Tech should be used to control human behaviour, minimise error.
    - - Check slides online - missed.
  - - - Once basic needs are filled, people have a higher desire to achieve. Remember from business class lol.
  - - - Non-deterministic
    - - The performance of a system is not about the performance of the individual parts, it depends on the performance of the entire system
        
        Eg. The best part of every car cannot be constructed to create the perfect car.
    - - When an organisation tries to develop all individuals using the same guidelines there is no variation which creates failing teams.
  - - - Looks at how organisations learn and how systems grow. What are the consequences, waste and value cycle, what does it look like. Commitment to mastering things and understanding.
      - How do you solve and put together an organisation that is able to change because it learns from its own history.
      - Relationship of intent
        
        Org goal
        
        group goal
        
        individual goal
        
        When all the above intents overlap the "magic" happens.
- - - - If you can design for people who don't already use the service you can design for anyone.
    - - Only question they can ask is "What do you think?"
        
        Not giving the participants the answers to observe.
      - Seeing for yourself gives you a better understanding of the design and user needs.
      - Being able to observe your designs in practice is important.
    - - The current system was broken
      - It was difficult to use
      - Colours were used very easily, better than names
      - improved time and understanding by changing the design.
    - - Maps were important.
  - - - Unfamiliar mindset
    - - Familiar mindset
- - - - "Use the time of a total stranger in such a way that he or she will not feel their time was wasted."
      - Peel everything back until only the necessary things are left.
      - Collaborating with others can help.
      - Start really long and cut it down.
    - - "Give the reader at least one character he or she can root for."
      - Write about what the users love - Eg instagram's logo change
      - Write about the things that are staying the same if a big change is happening.
    - - "Every character should want something. Even if its only a glass of water"
      - Pinpoint what they want.
      - 40% of all comments were username tags
        
        The users were hacking the tool to share.
    - - Every sentence must advance the action or reveal character.
      - Show them and tell them
      - Don't waste time, make the instructions as short as possible.
      - Eg. every sentence must actually deliver a result.
    - - "Start as close to the end as possible"
      - Have as few steps as possible to complete the task.
    - - ignore this rule.
      - Don't make your users feel bad, don't have a struggle.
      - Actively make sure you're not being sadist. What are the complaints? Where are people dropping off? Where could you be treating your users better?
    - - "Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia"
      - Let people be in control. Personalisation.
    - - To hell with suspense. Give your readers as much information as soon as possible. They should have such a complete understanding of what is going on, where and why, that they can finish the story themselves should cockroaches eat the last few pages."
      - Give them the why
- - - - "If we distract people while we wait, the "Do not attends" will decrease. These are people that leave before seeing a doctor.
        
        Water, phone chargers, kids play area, coffee cart
        
        Kids play area had the best effect. Small children are the most difficult to control.
    - - How reception interacts with patients. Human interaction cannot be dictated by procedures. Empathy is important.
        
        50% of experience is emotional.
        
        Create customer feedback loops
        
        NPS
      - Trained reception once more. Also understood complaints from customers. How to create empathy while maintaining professionalism.
    - - Everything related to your place in the queue.
      - "Did they just skip ahead of me"
      - There was chaos and confusion
      - Aim to reduce perceived wait time
      - Improvement options
        
        Giving customers numbers
        
        Concierge to give the appearance of management and organisation
        
        Assign customers to specific doctors
  - - - People will come back to data and it justifies your changes.
    - - When things fail move on
    - - Great anecdotes that circulate around the organisation.
      - Eg. Phone charger was stolen in 30mins. Person then handed in phone charger and apologised.
- - - - A large number of these images involve cogs and gears, like a machine.
- - - - Imagination can enhance your empathy
      - Imagination can be built by reading
- - - - Why do we need to use a bot?
      - Recipient design
        
        Put human needs first and adapt
      - What task does it need to get done?
    - - Occam's Razor
        
        Simple is better
    - - Consider your audience and their situation. The best input is situational.
      - Attention span of humans is 8 seconds.
      - Find the most appropriate medium to use depending on the situation.
    - - Win by failing gracefully
      - Users may reach the edge of the bot's capability.
      - Intelligent handover
        
        Eg. direct to live support, knowledge base/faq or gather contact details for callback.
- - - - BERTs
        
        Bipolar emotional response tests
        
        A method of determining people's subjective response to any designed artefact by plotting their feelings about it along a range of dimensions.
        
        No negative or positives in your questions
        
        Leave room for interpretation
        
        Provide task context
        
        This process creates design DNA which is used to construct the UI
    - - insert photo
    - - Mood board is like wireframing for visual styles. Cheap fast and effective which is a visual tool which tests the extremities of poles.
      - Consider what the product is going to be and what it is going to achieve.
      - Compile images from the internet eg. dribbble
      - Get feedback and get a response for taste
      - Plot the mood board on the BERT results so see how closely it links to the customer's goals
    - - Select 30 adjectives made up of positive and negatives
      - Allow customers to use adjectives to describe the mood board.
      - This process is not aimed to determine which mood board is the best. It is to determine the initial emotional response.
      - The customer data may have not align with expectations.
      - Can present a mood board along with research data to stakeholders.
    - - Marru mood board, DNA, ratings with wireframes and brand guidelines.
    - - Take the design to the customer to validate it. Ask them once more to place it on the BERT scale.
      - Compare the results to the initial BERT scale. Attempt to refine if needed.