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Week 22 Local Maxium.html
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<span class="ornamentation_r">☞</span> <span class="week week_22">Week 22</span> <span class="ornamentation_l">☜</span>
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<a href="http://52weeksofux.com/post/694598769/the-local-maximum" rel="bookmark" title="permanent link to this post">The Local Maximum</a>
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<p>Do you ever feel that your design has become stale and that despite your making lots of little changes to it over time without any big overhaul there is just no way to drastically improve it? </p>
<p>If so you’ve probably hit what <a href="http://andrewchenblog.com/">Andrew Chen</a> calls the “Local Maximum”. The local maximum is a point in which you’ve hit the limit of the current design…it is as effective as its ever going to be in its current incarnation. Even if you make 100 tweaks you can only get so much improvement; it is as effective as its ever going to be on its current structural foundation. </p>
<p>The local maximum occurs frequently when UX practitioners rely too much on a/b testing or other testing approaches to make improvements. This type of design is typified by Google and Amazon…they do lots and lots of testing, but rarely make large changes. (Except, of course, Google’s homepage background change this week, which was quickly reverted)</p>
<p>While a cycle of smaller improvements is better than the dysfunctional design processes most of us are stuck with, one of the criticisms of this type of extreme optimization is that it’s always and only incremental: you can only make a few small changes at a time and therefore your design evolves slowly. And if you’re doing rigorous testing, by only changing one variable at a time, then you’re only changing one small part of your application in each iteration. This work cycle becomes dependent on how fast you can run tests. For Google and Amazon, who are blessed with millions of visitors per day, this is no problem because they can run tests extremely quickly. For most people building web sites, low traffic volume can be a huge hurdle because it means that tests have to run longer and thus slows down rate of iteration. </p>
<p>To illustrate the notion of local maxima <a href="http://andrewchenblog.com/2008/06/04/5-steps-towards-building-a-metrics-driven-business/">Chen uses the example of a photo upload application</a>, pointing out there are many ways to improve an offering by optimizing what currently exists. You can A/B test the current photo upload page, send out more emails reminding people to upload, add more calls-to-action to upload, etc. It’s easy to both design and test these options. </p>
<p>But after a while these low-hanging fruit get few and far between and as UX designer you have two choices: continue to try ever-increasing alternatives (optimize) that are small enough to test or to try and make a bigger, structural change that really shakes things up (innovate). </p>
<p>Chen points out that other approaches to improving a photo app besides optimization would probably have a higher return. These include: </p>
<ul><li>Repositioning the product for a stronger value proposition</li>
<li>Going after a different kind of audience to target their needs </li>
<li>Recalibrating the “core mechanic” of the product to make uploading photos a natural part of using the product</li>
</ul><p>Because these changes are much larger than a single design element you can effectively test, making a change to them requires making a daring design decision. Someone has to step up and take a chance based on their intuition: what they think will work instead of what testing has proven works. </p>
<p>In order to design through the local maximum we need a balance between the science-minded testing methodology and the intuitive sense designers use when making big changes. We need to intelligently alternate between innovation and optimization, as both are required to design great user experiences. </p>
<p>One strategy we might employ is to optimize until we reach a point of diminishing returns: design until changes just aren’t having a big effect. Then, stop optimizing and return to other kinds of analysis to figure out the next steps. Conduct interviews. Do user testing. Give surveys, ask questions. Find out the biggest existing pain points instead of focusing on tiny design elements at this stage. Focus at the activity-level. What are people trying to accomplish? What are their higher-level goals? What aren’t people doing that we want them to? What big hurdles keep them from taking the next action? This level of insight will allow you to make those bigger changes. </p>
<p>And when the time comes to make the bigger changes, when you decide to jump from your local maximum to some other design possibility, make the decision with conviction. But don’t forget that the optimization has only just begun. </p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-06-05T14:41:00-00:00"></span>June 5, 2010</span>
<span class="hcard">by <span class="fn">Joshua Porter</span></span>
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<div class="vcard author hidden"><a class="url fn nickname uid" id="author-of-post-694598769" href="http://bokardo.tumblr.com/">bokardo</a></div>
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<a href="http://52weeksofux.com/post/694599232/theres-no-right-answer" rel="bookmark" title="permanent link to this post">There’s no right answer</a>
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<p class="sponsor_text"><em>This weeks guest author is Donna Spencer. Donna is a freelance information architect, interaction designer and writer who just published <a href="http://fivesimplesteps.com/books/practical-guide-information-architecture">A Practical Guide To Information Architecture</a>.</em></p>
<p>When we are working on a hard design problem (or even on a fairly easy one), we often realise there are many ways we could go – lots of options and lots of potential solutions. It can be frustrating to figure out which is the right direction to take, the right components to choose, the right way to sequence things. In other words, sometimes it’s really hard to find the <strong>right</strong> answer.</p>
<p>The more design work I do the more I realise that there is no such thing – there is no right answer to a design problem. Actually, I don’t think there are right answers to anything – even science regularly changes ‘the answer’ to things that were considered set in stone (poor Pluto!).</p>
<p>There are only bad, good and better answers for the current situation. Each of the potential solutions sits within a particular context.</p>
<p>That’s where things get interesting. To find the <em>better</em> answers for your design problem, you need to know the context it sits within. You need to know what you are trying to achieve, what a successful outcome is and what you have to get you there. For many web and application design problems, this means you need to know about the goals, what people want to do, what they already know and the content or data you are working with.</p>
<p>So how do you find the better answers? You don’t find them by thinking about what approach might be best. You find them by working potential answers right through. For each alternative approach:</p>
<ul><li>Design it to as detailed a level as possible: Some alternatives will disappear automatically when you start working with the nitty-gritty detail <span> </span>of real life and real data</li>
<li>Test each approach: Some will fall apart when put to real-life use in front of real people. I don’t mean just by usability testing, but by getting an attempt out and seeing what happens.</li>
<li>Tweak the ones that work best</li>
</ul><p>And most important, expect the best answer to change. As the context changes, so do good solutions. Keep tweaking & improving; and don’t try to find the single right answer. It doesn’t exist.</p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-06-05T14:41:00-00:00"></span>June 5, 2010</span>
<span class="hcard">by <span class="fn">Donna Spencer</span></span>
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/bokardo" class="url" rel="me">Joshua Porter</a></span> is a long-time interface and product designer and is currently Director of UX at <a href="http://www.hubspot.com/" title="All in one marketing software">HubSpot</a>. He is also the publisher of <a href="http://bokardo.com/">bokardo.com</a> and wrote the book <a href="http://bokardo.com/archives/designing-for-the-social-web-the-book/">Designing for the Social Web</a>. <a href="http://www.twitter.com/bokardo">
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/jbrewer" class="url" rel="me">Joshua Brewer</a></span> is a designer with a love for beautiful, usable products. He is currently Principal Designer at <a href="http://www.twitter.com/">Twitter</a> and the former Director of UX at Socialcast.com. <a href="http://www.twitter.com/jbrewer">Follow Josh Brewer on twitter</a>.</p>
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