As usual, Dr. Norman hits the nail on the head. I've been using an analogy of ELEVATORS lately to help people understand the difference between UX and UI. For elevators, UI is simply the panel of buttons you use to summon the elevator or to choose your destination floor once inside, plus things like the indicator that shows what floor a car is on. UX is not only those visible/interactive objects but everything else that affects your experience of the elevator: Where do I find them? How many are there? How do I know which ones go to the floor I need? How long will I have to wait for one? Are the cars large or small? Will they be crowded? Are they noisy, bumpy, smelly, hot, comfortable, uncomfortable? Are they well-lit or dim inside? Do they move slow or fast? Can I maintain the cell signal for my phone while riding? Do the doors open too slowly, close too quickly? What factors in the experience affect my choice of the elevator vs. the stairs? And on and on. This analogy is enlightening for lots of people who don't understand the difference.

It's SO GOOD to hear Don Norman, the person who "created" the term, say EXACTLY what I believe that UX really is... It's frustrating to hear everyday people using this term in a way that don't consider it's real meaning... Thanks for that!

Thanks NN group for getting Don in front of the camera - for those of us down under it is great to have an insight like this.

Gotta show this to recruiters so they stop misusing the label when searching candidates.

LOVE this. User experience is way more than a miserable diagram. You have to be careful with *everything* that touches your customer. Even email. Even phone calls. Everything.

To me Don Norman is saying that design should be holistic rather than narrowly focused on a technology, interface or device. For me his idea is innovative because it suggests that design should investigate the entire experience of the user including he context of use and user environment. In this way new and creative design ideas can flourish. Existing patterns of design can be challenged.

It's SO GOOD to hear Don Norman... 💜

What an enlightened man. Thank you for creating a career for me

This video is amazing! It opens my eyes to the experiencing of the user of anything in the world.

I like how this can be implemented on a broader term, it's basically designing a memorable experience, dedicated to product users to ensure positive impressions of brand(s). A win-win situation.

Absolutely love this. I've been saying and practicing this approach for some time. Sadly, many organizations don't understand and it's impacting their business operations and recruiting practices. If a person truly understands the elements and principles of UX, those same elements and principles can be applied across any venue.

Exactly! Thank you, Don!

This guy can really teach you to think outside of the box. I never understood how people place strict boundaries between virtual and reality when talking about UX when it's basically the bridge between the two.

What a kind bright man!!

These titles often get shifted from the original: UI, UX, Front End Developer, Full Stack Developer, Web Developer, etc. Sometimes what a person does day-to-day may overlap onto other job descriptions. In the end, it's the job demands and requirements that really define the title.

Great to hear what the founding father says ;) I've always been taught those outside issues (sales to customer, opening box, loading box issues, etc) were customer experience. That's what I see flooded as info grams and overlaying circle examples about CX, UX and UI.

I wish you are my grandpa and we can chit chat about ux a lot when I visit you as a grandson XD

This video is amazing. Thankss so much.

Underrated video ever

What a great guy; still pumping out ideas. I think that we should distinguish between macro UX which is the system and micro UX which is the app or web page. Both totally relevant and necessary foci.

It's 2022, and what Don says still needs to be said. UX is still too-narrowly defined, a discipline seemingly hijacked by digital practitioners who miss the point.

The man!

Got it Don Norman!

yes! i love that Norman Nielsen calls out the disappointingly misguided usage of "user experience design." folks get so caught up in the design aspect --what's flashy, slick, new, pretty-- and completely overlook the core of UX. i've wondered if dropping "design/er" and calling it something like, "UX practice/practitionery" would be helpful to shift the understanding of what UX actually is? 🤔

And that's why I label myself a Digital Interaction Designer or Digital Product Designer now. With all due respect, this definition of UX makes everybody from a hotel manager to a movie director a UX Designer since they create experiences through usage and consumption. If like me your job as a "UX" practitioner is about designing interactive products build with code and used on some form of computer through third party software or directly as a software running on an operating system, then you too are a Digital Interaction Designer or Digital Product Designer. Everybody else can get the letters "U" and "X" in their job title if they want. It is going to mean anything anymore very soon. Edit: yes I put "Digital" in the job title. That's because vacuum cleaner and toothbrush designers (Industrial Designers) will claim they are the Product Designers - which is true but for physical tangible products. We are the same but for non-physical, virtual, digital goods.

That's how I understood it :)

Don just gets it!

Finally someone burst the balloon of all those who think they are UX this and that

Nailed it!

Experience matters 😊

Can you please advise when was this article published, as the date is not stated on your website, I am doing a research project on UX and Usability.So I would like to cite your article, but there is no date. Your assistance will be appreciated.

Agreed in every single word with the master. Design is all about interface. No matter what. Because the human experience is interaction. So UX must be a element within the design activity, just like design thinking, prototyping, research. It's all the Design Process, and a beautiful process. Enhancing the habilities of human minds and bodies.

Totally agree

Every time a person finds my raw posts on socio-political and socio-economic topics disturbing in UX groups across social media due to a lack of pedagogy conditioning in the field of designing by design colleges, I assert that we can discuss all types of topics in the UX group as long as we can strive to explain a certain phenomenon with a few design terminologies looking from the lens of design. Don Norman said everything that we Experience being in the System is a part of the User Experience.

he's so cute

I just start an ux design degree in Germany at the IUBH... so excited

UX is not the result of a collection of screens, in fact titles such as UX designers should never have existed. because everyone who is involved in any design projects, services, systems e.t.c. participates in UX in some form or another, e.g. if an architect designs a building, a customer walks in and experienced it, we wouldn't call that person a UX designer, we'd still call him an architect. I am really starting to hate this word being thrown around as though it's some cool hipster term. Journey mapping, persona creation, interviews e.t.c. those were just design research techniques formed more than 20 years ago, they are not UX.

Amen

Come here because my teacher send this video, doing information systems bachelor on IFF Brazil.

iconic master, got

Totally agree with the holistic thinking of Mr. Norman! BUT: In my understanding it is Customer Experience (Including aaall the touchpoints no matter if analog or digital). Or is this term just used in Germany?

I bought a bike. Bike is pretty good. Its engine is refined, ergonomically designed, but when it has some problem, after sales support is not up to the mark. I had a bad USER EXPERINCE.

Hmm this is extremely interesting

non of designer express UX only as designing website or app, its other people (innocent people) who uses these words, mainly to sell their product ...

Yes papa smurf got it ☺️❤️❤️❤️

I HATE WHAT modern people (educators, employees, employers) have done with the term UX. It has veered so far from what Don Norman originally created and what helped Apple be so great. How could people have strayed so far from this amazing concept? UX is about the maximization of pleasing customers to the end of achieving maximum business goals from the moment they first think about your product til the last breath they take. It is everything....

Is it just me or he sounds like Santa to everyone??

КРУТЫЕ КРУТЫЕ

A story to go with this wise and epic UX definition by Mr Norman... I know someone who is deeply into the buzz word of the decade, UX. He is/was a web and app designer but since a year or so, he proudly calls himself a UX designer or expert, depends on the days. He goes through the casual recipes of user research and testings and then sits to design UIs that look and feel like the rest of the UIs out there... Anyways, recently I asked this person, what happened to the interfaces you designed for that Srartup? He replied, well, they took them to their dev team and they are now an app! I asked him, are you happy with the result? He replied, well, the integration was not clean and things are messed up in the final app that is not stable etc. So I told him, I am sorry to hear that, so you agree the UX is pretty bad right? He jumped from his seat and said, NO, my UX was all good, it is just the integration and dev that made the app all messed up and barely functional... I could not believe my ears! But how many like this designer I know, think that going through the so called UX researches and tests, designing interfaces and handing them to a dev team, then washing their hands, puts a check mark on the UX task... And it is useless to debate with these people that UX is way more global than narrow researches at the service of UI or usability design. For some reason they can't get the idea that the global product aspects like final functional quality, reliability, brand, emotion, feel, packaging, marketing and so many other factors are part of the UX success or failure...

got it :D

Yesssssssssssssssssssssss

alguém aqui venho pela unicesumar?

UX is an approach. Human centred design, user centred design, ubiquitous design are Framework. 'User research method landscape' are methodologies. Each method have many types of processes. Similarly, Project Management is an approach. Agile is a Framework (as per latest definition), Scrum and Kanban are methodologies. Each method have many types of processes. instagram.com/p/BoerbNUAtxW/?igshid=krcspe5hfakw

I think people removed the "client" part of the "user" experience to be able to sell bootcamp courses of two different disciplines that were supposed to be handled by only one.

I don't know why people get so upset about missuse of words and terms. Back in the days when Alexander Graham Bell invented a phone, it was a completely different thing :) Times they are a-changing :D

adorable santa

I wish he was my grandpa

does this mean UI is part of UX?

Gibson's term was better - we _resonate_ to information...with our whole being.

"(...)I'm UX designer so I design apps (...) NO! It's everything: it's the way you experience the world, it's the way you experience your life, it's the way you experience the service, or an app or a computer system - but it's a system that's everyhthing. Got it?"

OK, so what's the difference between UX design and service design? To me, it sounds like Don is talking about the latter...Am I missing something here? ;)

gawd I hate this trendy word. Everyone wants to be a UX'r. Monetary reasons much? The new Marketeers? the best UX people will have a holistic view, are not opportunists, don't think about themselves but think about people. They more often than not will be from cognitive science, psychology, social sciences, heuristics etc

This is also a way of understanding how God operates, and can be used to help understand what the Torah means.

anda perlu menjelaskan kandungan

so cute

Quantum Entanglement

He just described Industrial Design. Just saying 😜

...there are not macro experiences neither micro experiences...please! There are experiences.

Why he always wear same clothes🤔🤔🤔🤔🙂

예공 나와라

Sorry but no. Xerox PARC invented the term. I know Apple likes to believe they invented everything but really they had what Apple came to have ten years earlier. They were considering user experience before woz had even built Apple 1.

For an old fella, sounds a bit immature.

Too much nonsense about this empty term. Who cares what it is? Another veteran of interaction design, Alan Cooper, suggests that there's no such thing as UX, and he's right. It's just a self-aggrandizing term for user interface designers.