6 story arc types

1. Rags to Riches (rise)

2. Riches to Rags (fall)

3. Man in a Hole (fall then rise)

4. Icarus (rise then fall)

5. Cinderella (rise then fall then rise)

6. Oedipus (fall then rise then fall)




Interactions for Understanding

  • Animating
  • Annotating
  • Chunking
  • Cloning
  • Collecting
  • Composing
  • Cutting
  • Filtering
  • Fragmenting
  • Probing
  • Rearranging
  • Repicturing
  • Searching

From a workshop and upcoming book, Design for Understanding, by Karl Fast and Stephen P. Anderson

(Copied from C Wodtke’s article)


Before attaching the term “AI” to your product …

Before attaching the term “AI” to your product or feature idea, ask yourself:

  • How is this different than just a simple algorithm?
  • What exactly is this intelligence going to learn to do by itself?
  • What is the user need for this “AI” feature? Can it be solved in other ways?
  • What are three ways in which this intelligence will benefit users?
  • Do you really need to tell users the product is “powered by AI”?
  • If that’s the case, how can you communicate what “AI” is, with clarity, simplicity and trust?
  • How much visibility, transparency and control will you give users about how the AI operates?

What if this time around we leapfrogged to thinking about “why” we are creating these AI-powered services and what it really means for our users?

UX Trends 2018

What, so what, what now?

I use What, So What, Now What to explain the user research process. It’s about going through three stages, one at a time, pausing to reflect and prioritise after each stage:

  • What?
    What happened? What did you notice? What facts or observations stood out?
  • So What?
    Why is that important? What patterns, conclusions or hypotheses are emerging?
  • Now What?
    What actions make sense?

Will Myddelton: What. so what, what now?

Product funnel

The actual funnel depends on the type of product, e.g. for You Tube, NYT, Buzzfeed

  1. Awareness
  2. Education
  3. Engagement
  4. Conversion
  5. Revenue
  6. Recurrence

OR (SaaS, enterprises w Freemium plan etc.)

  1. Awareness
  2. Education
  3. Conversion
  4. Engagement
  5. Recurrence
  6. Revenue

From: Laura Klein et.al. Build better Products


Persona attributes

Most well-crafted personas include a multitude of information such as:Demographic details, such as age, marital status, or income:

Personas vs JTBD by Page Laubheimer