Бурцева Е.И., Дедик О.П. СЕКЦИЯ "Графический дизайн"

[Королева С.В.]

УДК 74
Бурцева Е.И., науч. рук.: ст. преподаватель Дедик О.П. (Россия, г. Санкт-Петербург, Санкт-Петербургский государственный университет промышленных технологий и дизайна)

WHAT IS ANTICIPATORY UX DESIGN?

Рассмотрено значение термина «опережающий» дизайн и его влияние на наши нынешние и будущие условия дизайн-проектирования во всем мире. Обоснована важность и значение термина «дизайн UX» в профессиональной среде и за ее пределами. Выявлены возможные пути дальнейшего развития дизайна UX.¬¬

UX design is a quite new field. For many people, the word “design” is associated with pictures, schemes, colors, creativity, graphics, but the true definition is in its functionality, as well as the process behind making products and services that work well for users. First of all, you need to answer the question: «What UI / UX Design?». UI—is the user interface design. UX means User eXperience and includes various components: information architecture, graphic design and content. For example, Igor Zel'manov says that this is the experience of interaction [1]. Thus, UX and UI are anyway human interaction system (which may be a computer and the person). If any problem arises in the interaction, it means that there are some errors UI \ UX designs.
Secondly, UX design team should know who the target customers are and how to make their best experience with your production. So, usability and functionality should be in the first row of your priorities list for your product or service.
Next, the UX designer should make it as easy as possible for people to reach their goals (information architecture, usability, intuitive navigability, testing). Once they are achieved, the business goals of the site are also done - the customer buys the product or service.
Originally, the word anticipatory comes from the Latin word anticipare, which means “taking care of ahead of time.” Anticipatory design is the one that's one step ahead of you. The next big step in design and technology will be the creation of products, services, and experiences that eliminate the needless choices from our lives and make ones on our behalf. Conventional design assumes that the designer is creating something (physical or digital) that people use. The user interacts with it by touching, holding and swiping it, and as a result of those interactions, something valuable or beneficial happens. With anticipatory design, the user’s job is to make the object do very specific things, while it’s up to the designer to make that process as simple as possible for the user. Through that kind of design, no instruction is needed and everything is instinctive and intuitive. So, user experience is about presenting the user with information and options so they can make their own decision.
Unconditionally, technologies are created to make our lives more comfortable, but they also have the choice of imposing labor. Thanks to the Internet, we can choose any movies on our taste, play games, online shopping and delivered straight to our door. The Internet has given us an abundance of choice and plenty of information to inform these choices. The result is that our lives are under a load of about 35,000 decisions a day [2]. And people have real consequences, documented as a phenomenon of fatigue decisions. The more decisions a day we take the less effective they become by the end of the day. For example, prisoners are less likely to get an exemption if the case is heard at the end of the day. Enjoy, even fetishization that we get from beautifully designed products distract us from the goal of simplifying our lives.
Undoubtedly, new technologies relate to visual solutions of a particular product. Many sites today are becoming minimalistic, while their headlines, texts, forms, photos and the latest are standardized and clean. Users prefer a architecture that allows them to get satisfaction quickly.
We found out that the new technologies are the set of principles and specialization of activities. Let's consider them on real examples. Today, people do not get satisfaction from diverse settings, buttons, and functions. For example, if we need to heat food in the microwave oven, we prefer to choose two settings: the power and time, and often the only time. August Smart Lock Company has gone in this direction. Goran Peuk writes in an article for Smashing Magazine: "August understand that consumers really do not want to open and close doors. In fact, they need that the door was closed all the time that they are out and open when they are close to home"[3]. Amazon embodied the consumer's dream by releasing their super-brand button. The user sets the button, then select the desired brand, product size, color, type, and so on. Then, by pressing a button, the operation is done automatically. Together with the Amazon Prime Air delivery service, the receipt of the order takes less than half an hour.
We see the beginning stages of anticipatory design hitting the market in the form of bigger personalization. Amazon’s recommended products and Netflix’s top picks offer us choices based on previous orders and viewing habits, are shaping what we expect from online shops. But these types of optimizations are simply training wheels for anticipatory design, prompting us to make more (in some cases more difficult) decisions, rather than making it easier.
At its core, the function of anticipatory design is to gather the data necessary and move from the era of personalization to automated process of decision-making. While most companies are still taking small steps towards tomorrow, appearing examples of anticipatory design are gaining traction for their convenience, and beginning to define new standards for what users will expect from their devices.
For example, the recommended products on Amazon or products that are offered to you based on your previous decisions. Google Now and Google Nest are early examples. Google Now is a digital assistant that not only responds to user requests but predicts the needs, based on your history of search. It collects information about drives from e-mail messages, appointments and makes advices on where to eat and what to do based on past preferences and location. A famous example NEST thermostat that adjusts to the behavioral characteristics and after a while it is not the consumer sees, as the room is maintained to a ideal human temperature.
The creators of Waze, a navigation app, noticed that people could use the feedback of other people to drive the car better. They decided to create an interface where drivers can not only warn each other about the problem (traffic jams, police), but also openly communicate via short messages. The fact that the app is constantly searching for optimal routes based on feedback from users is a very good feature of the advanced UX design.
Online grocer Peapod released a mobile app that includes anticipatory design. Order Genius, as they’ve called the proprietary recommendation machine, allows you to fill your cart with just a few clicks based on what you’ve ordered earlier. What’s even more interesting is how Order Genius differentiates by season and product cycle, and learns more about your purchase behavior as you use it over time.
Facebook has become a pervasive social network and has managed to collect multiple data points throughout our online lifetime. Many believe that the platform is designed to empower virtual encounters, but some recent anticipatory features have begun to shift that. What if the information that Facebook collects about our desires, preferences and location could fuel physical, real encounters? The idea that users don’t need to figure out how to meet their friends in real life is convenient, friendly and well executed. As long as users are willingly providing Facebook with their location information, creating opportunities for physical encounters is a feature that anticipates my desire to socialize beyond the web. In anticipating that your users might need to meet up with friends attending nearby events Facebook effectively creates the mind-reading experience.
Additionally to socially driven notifications, Facebook has recently begun exploring Bluetooth-powered devices that allow business managers to engage their visitors directly. This engagement can take the form of a welcome note, photos, and their friend’s recommendations about this place. In assisting decision-making by showing your friends’ opinions, Facebook Beacon is another example of anticipatory design.
Developers are becoming more and more savvy in creating intelligent algorithms that go deep into our motivations and desires. One such algorithm was the Pandora Genome project, which recommends a new list for selecting one song from your preferences. Music in the genre is analyzed using up to 450 different musical characteristics created by musicians.
With anticipatory design, basic actions become more and more proficient with the only goal being to make our users’ tasks visually and mechanically simpler. Sure, it means more work for designers and less work for users. Modern users expect seamless, clear solutions to their needs. We no longer need our products or services have a vanity of features. As the world moves towards minimal and no-brainer user experiences, anticipatory design is no longer something you can ignore or forget. While explaining and thinking about anticipatory UX design I like to keep this idea close to heart: “Everything should be made as simple as possible, but not simpler”— Albert Einstein [4].

Библиографический список

1. Что такое UX дизайн? URL: cmsmagazine.ru/library/items/usability/UX-design-defined/ (дата обращения: 08.12.16).
2. How many decisions does a person make in an average day? URL: quora.com/How-many-decisions-does-a-person-make-in-an-average-day (дата обращения: 23.12.16).
3. Nobody wants to use your product. URL: smashingmagazine.com/2016/01/nobody-wants-use-your-product/ (дата обращения: 15.12.16).
4. The next Big thing in Design? Less Choice. URL: fastcodesign.com/3045039/the-next-big-thing-in-design-fewer-choices (дата обращения: 23.12.16).
5. Explaining UX design to your team. URL: UXmag.com/articles/explaining-UX-design-to-your-team (дата обращения: 10.12.16).