The Iceberg - and UX

As UX designer we have to see beyond the surface – beyond the  ‘characteristics of the snow’ and ‘condition of the snowpack’ – we have to see and understand the ice below the surface and the water which is surrounding the iceberg.

What stabilize a good User Experience and Service Design? 

It’s like a balanced iceberg (if you miss the things below the surface it’s getting weak and unbalanced

ABOVE THE SURFACE

Visible and touchable part

Visual design – look and feel, tone and voice

The use of space / interface to execute utility and usability and improve user experience  

BELOW THE SURFACE

Structure

How it is ordered, presented and can be experienced and explored so that the user can do what they are looking for easily.

Design ...

… Content Presentation and Information Design

… Interaction Design 

… Information Architecture

 in a way that fosters efficient and effective understanding and using the service.

Scope

Who needs what to accomplish his task easily

… Functional requirements

… Content requirements

… Customizing / Personalization 

Strategy

… Business needs

… User needs

… Use Cases

… Objectives – Primary Business goals 

… How to we measure success