The 5 pillars of interaction design

Good interaction design is driven by a human connection. But what drives human connection and how does that translate into a computerized interface? The answers to these questions aren’t so black-and-white. In our experience, we’ve found that success depends on the perfect execution of UX fundamentals.

1. Goal-driven Design

Even if you’re not personally conducting user research, you still need to know how to build the insights into the design.

Persona_John_Michelle

Source: MailChimp Personas

We’ve found these UX processes help you empathize with users as people made of flesh and blood:

1. Personas — Personas are fictional characters created from the behaviors and psychologies of your target users. Personas come in handy as a reference when making crucial design decisions, for example, “What kind of checkout process would Sally the Seasonal Shopper prefer?”

2. User Scenarios — Related to personas, user scenarios explain how the personas act when using the site. For example, “It’s Black Friday, and Sally the Seasonal Shopper has a long list of presents to buy online before work.” User scenarios force you to explore the context in which the persona interacts with your product.

experience maps

Source: Detailed Experience Map

3. Experience Maps — Going one step further from user scenarios, experience maps chronicle all the conditions surrounding a single interaction, including emotion and external circumstances. “Angry that her skiing trip ended in a broken leg, Sally the Seasonal Shopper must do her Christmas shopping as quickly as possible.”

These three techniques create a complete picture of the experience: the user, the scenario, and the entire emotional journey

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