About Face 3

1. Goal-Directed Design focuses on user satisfaction through goal achievement.

If we design and construct products in such a way that the people who use them achieve their goals, these people will be satisfied, effective, and happy and will gladly pay for the products and recommend that others do the same.

User-centric approach. Goal-Directed Design prioritizes understanding user desires, needs, motivations, and contexts. It also considers business, technical, and domain opportunities, requirements, and constraints. This approach aims to create products whose form, content, and behavior are useful, usable, and desirable, as well as economically viable and technically feasible.

Beyond features. Unlike traditional development processes that focus on features and functions, Goal-Directed Design emphasizes the user's goals. By understanding why users use a product, designers can create solutions that are more effective and engaging. This leads to greater user satisfaction and, ultimately, business success.

Design before coding. The Goal-Directed process advocates for design to precede coding and testing. This ensures that products are built with a clear understanding of user needs and that design decisions are not simply a byproduct of the construction process. This proactive approach results in products that are more user-centered and effective.

2. Implementation models often clash with user mental models.

The closer the represented model comes to the user’s mental model, the easier he will find the program to use and to understand.

Bridging the gap. A key challenge in interaction design is aligning the implementation model (how the software actually works) with the user's mental model (how the user expects it to work). When these models clash, users experience confusion and frustration. The designer's role is to create a represented model that bridges this gap.

Mental models matter. Users don't need to understand the technical complexities of a system to use it effectively. They rely on mental models, which are simplified representations of how things work. By designing interfaces that are consistent with these mental models, designers can make products more intuitive and user-friendly.

Implementation model trap. Designers should avoid simply mirroring the implementation model in the user interface. This often leads to interfaces that are logical from a technical perspective but confusing and difficult to use for non-technical users. Instead, focus on creating a represented model that aligns with the user's mental model.

3. Design for perpetual intermediates, not beginners or experts.

Our goal should be neither to pander to beginners nor to rush intermediates into expertise.

The perpetual intermediate. Most users fall into the category of perpetual intermediates. They are not beginners, but they are not experts either. They have a basic understanding of the product and its features, but they may not be aware of all the advanced capabilities.

Meeting diverse needs. The challenge is to design an interface that caters to the needs of perpetual intermediates while also accommodating beginners and experts. This can be achieved by providing clear and intuitive interactions for common tasks, as well as offering more advanced features and customization options for power users.

Strategies for different levels:

• Beginners: Provide clear onboarding and guided tours.
• Intermediates: Focus on efficiency and ease of use for common tasks.
• Experts: Offer shortcuts, customization options, and access to advanced features.

4. Qualitative research provides deep user understanding.

Qualitative research helps us understand the domain, context, and constraints of a product in different, more useful ways than quantitative research does.

Beyond numbers. Qualitative research methods, such as ethnographic interviews and user observation, provide rich insights into user behaviors, attitudes, and motivations. This type of research goes beyond quantitative data to understand the "why" behind user actions.

Key benefits of qualitative research:

• Understanding user goals and motivations
• Identifying user pain points and frustrations
• Uncovering hidden needs and desires
• Informing design decisions with real-world data

Ethnographic interviews. A combination of observation and one-on-one interviews is the most effective tool for gathering qualitative data. This technique involves interacting with users in their natural environment and asking open-ended questions to understand their behaviors and motivations.

5. Personas model user behaviors and drive design decisions.

Personas serve as the main characters in a narrative, scenario-based approach to design.

User archetypes. Personas are detailed, composite user archetypes that represent distinct groupings of behaviors, attitudes, aptitudes, goals, and motivations observed during research. They are not real people, but they are based on real-world data.

Benefits of using personas:

• Providing a clear understanding of target users
• Guiding design decisions and prioritizing features
• Communicating design rationale to stakeholders
• Measuring the effectiveness of design solutions

Goal-Driven Design. Personas help designers focus on user goals, which are the underlying motivations for using a product. By understanding these goals, designers can create solutions that are more effective and engaging.

6. Scenarios and requirements bridge research and design.

Design methods employed by teams during the Requirements Definition phase provide the much-needed connection between user and other models and the framework of the design.

From research to design. Scenarios and requirements provide a systematic way to translate research findings into concrete design solutions. They bridge the gap between understanding user needs and defining the product's form and behavior.

Scenario-based design. Scenarios are narrative descriptions of how personas use a product to achieve specific goals. They help designers explore the design space and identify potential solutions.

Requirements definition. Requirements are specific statements about what the product must do to meet user needs. They are derived from scenarios and other research data.

7. The Design Framework establishes product behavior and form.

In the Framework Definition phase, designers create the overall product concept, defining the basic frameworks for the product’s behavior, visual design, and—if applicable—physical form.

Overall product concept. The Design Framework defines the basic structure of the product, including its behavior, visual design, and physical form (if applicable). It is a high-level blueprint that guides the detailed design process.

Key components of the Design Framework:

• Interaction framework: Defines the product's behavior and interactions.
• Visual design framework: Establishes the visual style and branding.
• Industrial design framework: Defines the physical form and ergonomics.

Iterative process. The Design Framework is not a one-time activity. It is an iterative process that is refined as the design team gains more knowledge and insights.

8. Design principles synthesize good design.

Interaction design isn’t merely a matter of aesthetic choice; rather, it is based on an understanding of users and cognitive principles.

Guiding principles. Design principles are general guidelines that inform the design process. They provide a framework for making decisions about behavior, form, and content.

Types of design principles:

• Design values: Ethical and philosophical guidelines for design practice.
• Conceptual principles: High-level ideas about the product and its context.
• Behavioral principles: Guidelines for product behavior and interactions.
• Interface-level principles: Guidelines for visual communication and interface design.

Minimizing work. Many design principles aim to minimize the amount of work required by users, including cognitive work, memory work, visual work, and physical work.

9. Platform and posture shape the user experience.

The closer the represented model comes to the user’s mental model, the easier he will find the program to use and to understand.

Platform considerations. The platform (hardware and software) on which a product is built has a significant impact on the user experience. Designers must consider the platform's capabilities and limitations when making design decisions.

Posture defines behavior. A product's posture is its behavioral stance—the way it presents itself to users. Different postures are appropriate for different types of products and usage contexts.

Common postures:

• Sovereign: Dominates the user's attention for extended periods.
• Transient: Comes and goes quickly, performing a single function.
• Daemonic: Runs invisibly in the background, performing essential tasks.

10. Orchestration and flow create harmonious interactions.

Well-orchestrated user interfaces are transparent.

Harmonious organization. Orchestration refers to the harmonious organization of user interfaces, creating a sense of flow and transparency. This means that the interface should be intuitive and easy to use, allowing users to focus on their goals without being distracted by the technology.

Key strategies for harmonious interactions:

• Following user mental models
• Minimizing the number of interface elements
• Enabling users to direct, not forcing them to discuss
• Keeping tools close at hand
• Providing modeless feedback
• Designing for the probable and providing for the possible

Transparent interfaces. The goal is to create interfaces that are so well-designed that they become almost invisible, allowing users to focus on their tasks without being aware of the underlying technology.

11. Eliminating excise enhances user productivity.

Eliminate excise wherever possible.

Unnecessary work. Excise refers to the extra work that users must do to interact with a product, such as navigating complex menus, filling out unnecessary forms, or dealing with confusing error messages. Eliminating excise is crucial for enhancing user productivity and satisfaction.

Types of excise:

• GUI excise: Extra effort required to manipulate windows and menus.
• Visual excise: Effort required to decode visual information.
• Pure excise: Tasks that are completely unnecessary.

Strategies for eliminating excise:

• Simplifying navigation
• Providing clear and concise instructions
• Automating repetitive tasks
• Anticipating user needs

12. Designing good behavior creates considerate products.

If a 10-year-old child behaved like some software programs or devices, he’d be sent to his room without supper.

Human-centered design. Designing good behavior involves creating products that are considerate, respectful, and helpful. This means treating users with dignity and empathy, and designing interactions that are intuitive and enjoyable.

Characteristics of considerate products:

• Taking an interest in users
• Being deferential and respectful
• Being forthcoming with information
• Using common sense
• Anticipating user needs
• Being conscientious and responsible

Smart products. In addition to being considerate, products should also be smart. This means using technology to automate tasks, provide personalized experiences, and anticipate user needs.

Last updated: April 15, 2025