Chuck’s This Week in UX #2

Hola a todos to the second edition of Chuck’s this week in UX! Also known as #chucksTWIX this is the first of a weekly (and sometimes fortnightly) blog series dedicated to shedding light on articles and videos I found to give some new angle or insight on the UX industry. From small tips and tricks to earth shattering discoveries, this is my week in UX.

It’s been just under a month since the debut post of #chucksTWIX but that’s not without reason; between then and now there’s been a networking UX/UI meetup, an extended bank holiday weekend to spend with the missus and I’ve been on another binge of “what car could I get next”. Swiftly moving on to the highlight of this post is the featured image you may have seen clicking on this blog post which I’m very excited to talk about, but first a case study from Digital Telepathy.

Design Teardown: Igniting an Online Video Revolution with Fullscreen
Brent Summers. 2014.

http://www.dtelepathy.com/blog/design/fullscreen-case-study

Not the most groundbreaking case study you’ve seen but it’s one that’s well laid out and clearly describes the problem to be solved, how they solved it and the facts and statistics to back it up. Very often I will read or hear from somebody who appears to be passionate and excited about the field of UX/UI, however when I start digging deeper they’ve only scratched the surface to helping their users. Not only do the techniques need to be varied and technical to approach the problem but the correct techniques can help achieve that. Click the link above and find out more to broaden your mind.

Voting Ashtrays via Reddit
ShoreToOcean. 13 May 2016.

As you may have guessed from the subtitle the featured image is actually an ingenious solution to persuade smokers to bin their butts (the cigarette butts silly!). Here instead of providing cigarette bins and expecting people to use them of their own accord this organisation have clearly thought about how to play on humans natural inclination to “pick sides” and incorporate a clever form of Gamification. By taking the mundane action of binning litter and distracting from the task with a brief game can cause these bins to be used more often. I believe that many organisations and individuals can learn from this example and how to improve their game when it comes to UX.

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Taking this analogy and applying it to a fast food ordering system, having all the functions and navigation there is a great start. However taking it a step further is providing a form of Gamification to entice your user to actually use your product, such as giving users a fun choice makes for a more enjoyable experience even though the outcome is still the same. A fast food system offering people to choose between team “Fish Burger” and team “Chicken Burger” is a simple example. Friends and family can also get involved and at the end of the day, the outcome is that customers order their food but we’ve made the experience have some personality and provide a motivation outside of the feeling of hunger with such a simple tweak.

Most common forms of modern Gamification are simple point gathering exercises you may see in Facebook games or mobile games which I would argue aren’t good enough anymore. Modern users are extremely sensitive to marketing and are savvy when it comes to selecting products or services to use, attributed to the fact that millennials of today make up one third of mobile and online shoppers which will only continue to rapidly grow. By taking a step back and looking at how to make your experience stand out against a sea of competitors will give you a step up, and this is only one small tip that can go a long way.

Before going wild implementing any and all ideas you may have, remember to look at who your users and target market are and design the experience accordingly. Let’s face it, a professional mortgage site may not do as well with an overly playful application process.

That’s it for this edition, hopefully the inspiration will come faster and harder than it did here. Keep learning and growing, until next time:

– Chuck

 

 

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