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Show vs. Tell
in UX Design
Zoe Mickley Gillenwater
@zomigi
Front in Amsterdam
28 August 2015
I work for
Show vs. Tell in UX Design (Front in Amsterdam)
Show vs. Tell in UX Design (Front in Amsterdam)
hot cold
shower
bath
Show vs. Tell in UX Design (Front in Amsterdam)
Affordance and signifiers
(Perceived) Affordance:
properties of an object that show
how it can be used
“ When affordances are taken
advantage of, the user knows
what to do just by looking:
no picture, label, or instruction
needed.
Don Norman
The Design of Everyday Things, 1988
https://www.flickr.com/photos/avlxyz/4197353238/
https://www.flickr.com/photos/panavatar/3571555763/
Signifiers:
indicators of meaningful
information
buttons = affordance
icons = signifiers
“
Forget affordances:
what people need,
and what design must provide,
are signifiers.
Don Norman
http://jnd.org/dn.mss/signifiers_not_affordances.html
“
Patterns provide us with
wonderful shortcuts to easily
communicate affordances.
Natasha Postolovski
http://www.smashingmagazine.com/2014/06/affordance-most-underrated-word-in-web-design/
Lack of signifiers
Morningstar iPad app
Morningstar iPad app
“Overhang” on disney.com
Illiterate toddler test
Endless Alphabet iPad app
Endless Numbers iPad app
“
Use a picture. It's worth a
thousand words.
Arthur Brisbane, newspaper editor
1911
Buienalarm iPhone app
Show vs. Tell in UX Design (Front in Amsterdam)
Show vs. Tell in UX Design (Front in Amsterdam)
Facebook skeleton screen
Polar app loading spinner
http://www.lukew.com/ff/entry.asp?1797
Polar app skeleton screen
http://www.lukew.com/ff/entry.asp?1797
Skeleton screen demo by Mark Disciullo
https://disciullodesign.wordpress.com/2015/03/13/animation-
and-the-user-experience/
Booking Now app onboarding
http://www.booking.com/now.html
Showing sure seems like the
best choice
But telling can often be more
effective
Show vs. Tell in UX Design (Front in Amsterdam)
“ You don’t want to put too much meaning into
[the icon]. Because the pregnancy test has a
very different significance to different people.
For some people, it’s good news. For others,
it’s bad news. You can’t put too much of your
own sensibility into the object.
Marcel Wanders, designer of a pregnancy test in 1990
http://www.nytimes.com/2012/07/29/magazine/who-made-that-home-pregnancy-test.html
Show vs. Tell in UX Design (Front in Amsterdam)
Show vs. Tell in UX Design (Front in Amsterdam)
Show vs. Tell in UX Design (Front in Amsterdam)
Designers ♥ icons
But icons alone are often not usable
Outlook 97
Outlook 98
Outlook 2000
Outlook 2013
twitter.com, early 2014
twitter.com, 2015
Original Twitter iPhone app, 2010 Twitter iPhone app, 2015
Facebook iPhone app, 2012 Facebook iPhone app, 2015
Facebook iPhone app, 2012 Facebook iPhone app, 2015
iPhone camera app, iOS 6 iPhone camera app, iOS 7
Show vs. Tell in UX Design (Front in Amsterdam)
Show vs. Tell in UX Design (Front in Amsterdam)
+
LinkedIn app
FOLLOW
action copy vs. action icons
“ Icons contribute to the visual attractiveness of
an interface and, under the appropriate
circumstances, can contribute to clarity;
however, the failings of icons have become
clearer with time. … Instead of icons
explaining, we have found that icons often
require explanation.
Jef Raskin, “Father of the Macintosh” and cognitive psychologist
The Humane Interface, 2000
Booking.com tablet site search results
Booking.com property page
“
A word is worth a thousand
pictures.
Bruce Tognazzini
Apple Human Interface Group motto, 1985
“ Don’t underestimate the power of
humdrum. We have centuries of
practice at making print and text
engaging, and old interface
conventions are not necessarily old-
fashioned.
Josh Clark
Buttons Are a Hack: The New Rules of Designing for Touch, Webstock 2011
showing vs. telling—
&
Mental Model:
what the user believes about the
system at hand
visual + verbal = stronger model
Show vs. Tell in UX Design (Front in Amsterdam)
lan.com account creation
Show vs. Tell in UX Design (Front in Amsterdam)
Booking.com search results
Beware cognitive overload
Chrome bookmark dialog, April-June Chrome bookmark dialog, now
If it doesn’t work,
try it another way
Context matters
Show vs. Tell in UX Design (Front in Amsterdam)
Test to validate
Question assumptions
Thank you
@zomigi
zomigi.com

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