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    \u003Cdiv class=\"blog-drop-cap-background\">\nD\u003C/div>\n\u003Cp class=\"has-drop-cap\">Der World Usability Congress fand diesmal komplett online statt. Die Themenschwerpunkte der Konferenz sind Psychologie, Buy-in & Measurement, Research und Strategie – Themen, die für eine gute UX genauso wichtig sind wie Design und Programmierung. Es war schön, sich mit Menschen aus der ganzen Welt im Chat auszutauschen und spannende Insights zu bekommen. Diese fünf Dinge nehme ich für mich mit.\u003C/p>\n\u003C/div>        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"wide-left col-xsmall-12 col-medium-8 col-medium-offset-1 \">\n            \n\u003Ch2 data-ftf=\"true\">1. Man muss den Wert von UX Design vermitteln können\u003C/h2>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Egal ob man als UX DesignerIn in einer Agentur oder im In-House Design Team arbeitet – den Wert von UX Design an diverse Stakeholder zu vermitteln ist ein wichtiger Aspekt der Tätigkeit. Auch wenn das oft total unterbewusst passiert – und bei Weitem nicht einfach ist. Ich habe aus dem Talk „Selling UX“ von Saumitri Choudhury (Google) folgende Tipps mitgenommen:\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3  standard-list\">\n            \n\u003Cul>\u003Cli>Relaunch ist nicht gleich Relaunch – es ist wichtig, die tatsächliche Agenda hinter einem digitalen Projekt zu verstehen. Vielleicht möchte das Unternehmen bzw. das Projektteam mit diesem Produkt besonders innovativ erscheinen oder „ein Vermächtnis hinterlassen“. Design um des Designs willen ist kein Grund für eine neue App oder Website.\u003C/li>\u003Cli>Gerade bei einer neuen Zusammenarbeit zwischen Kunden und Kreativ-Dienstleister ist es wichtig, gegenseitiges Vertrauen aufzubauen. Kleine Gewinne mit großer Wirkung lautet hier die Devise – anstatt gleich ein Riesenprojekt für drei Jahre aufzunehmen.\u003C/li>\u003C/ul>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Einen Buchtipp gab es dazu auch: „\u003Ca href=\"https://en.wikipedia.org/wiki/The_Opposable_Mind\">The Opposable Mind\u003C/a>“ von Roger Martin.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"wide-left col-xsmall-12 col-medium-8 col-medium-offset-1 \">\n            \n\u003Ch2 data-ftf=\"true\">2. Nur mit UX Metriken kann man digitale Produkte wirklich verbessern\u003C/h2>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Daten wie der ROI oder Conversions sind für die Wertvermittlung von UX wichtig – aber nicht nur. Auch um ein wirklich nützliches, hervorragendes digitales Produkt gestalten zu können, braucht man Daten, um nachmessen zu können, ob die Website oder App wirklich gut ankommt. Diverse Metriken helfen dabei, künftige Entscheidungen zum Produkt treffen zu können, und auch Erfolge und Misserfolge zu erkennen.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Die Tipps vom Vortragenden Javier Andrés Bargas-Avila (ebenfalls Google) lauten wie folgt:\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3  standard-list\">\n            \n\u003Cul>\u003Cli>Man muss sich über die ZIELE der Seite/App klar werden und dann überlegen, an welchen SIGNALEN man diese erkennen kann. Zum Beispiel deutet die Zeit, die NutzerInnen mit Musikhören verbracht haben, auf ein hohes Engagement mit einer Musik-App hin.\u003C/li>\u003Cli>Man sollte das messen, was einem wirklich weiterhilft (auch wenn es schwer zu erfassen ist), anstatt die Dinge, die sich leicht erheben lassen, aber keinen Mehrwert bringen.\u003C/li>\u003Cli>Metriken sind nie perfekt. Am besten also immer mindestens zwei Metriken für die Interpretation einer Frage verwenden. Steigt zum Beispiel die Verwendungszeit der eigenen App innerhalb der letzten 30 Tage, könnte man annehmen, alles sei perfekt. Erst wenn man diese nach neuen und wiederkehrenden NutzerInnen aufsplittet, sieht man z.B., dass die Aktivität der wiederkehrenden NutzerInnen zurückgeht und das nicht besonders positiv ist.\u003C/li>\u003C/ul>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"x-wide-center col-xsmall-12 col-medium-10 col-medium-offset-1 \">\n            \n\u003Cfigure role=\"group\" class=\" wp-block-image size-large is-resized\">\n\u003Cdiv alt=\"Grafik links zeigt, dass die Zahl der User steigt. Die Grafiken rechts zeigen, dass nur neue Nutzer mehr werden, die bestehenden aber weniger.\" data-entity-type=\"media\" data-entity-uuid=\"aee60649-7a36-4d88-957c-95caf608ec9f\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=6_cMoLpZ 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=xtKvN1Tf 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"1440\" height=\"1079\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=OHnzY3AW 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=-o7PnrsB 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"1024\" height=\"768\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=_KrGsOMc 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=qp_tSFEi 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"745\" height=\"558\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=ChaGqZLk 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=G6vykWZb 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"360\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=fHT9zNvQ 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.webp?itok=gdcT-Tri 2x\" type=\"image/webp\" width=\"1620\" height=\"1214\">\n                  \u003Cimg loading=\"lazy\" width=\"2560\" height=\"1919\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/Zwei-Metriken-sind-aussagekra%CC%88ftiger-als-eine-scaled.jpg.jpg?itok=gdcT-Tri\" alt=\"Grafik links zeigt, dass die Zahl der User steigt. Die Grafiken rechts zeigen, dass nur neue Nutzer mehr werden, die bestehenden aber weniger.\" title=\"Zwei-Metriken-sind-aussagekräftiger-als-eine\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\n\u003Cfigcaption>Zwei Metriken sind immer besser als eine.\u003C/figcaption>\n\u003C/figure>\n\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3  standard-list\">\n            \n\u003Cul>\u003Cli>Man muss nicht gleich mit einem umfangreichen Set an Metriken starten, für den Beginn reichen 2-3, von denen aus man weiter aufstockt, wenn es den Bedarf dafür gibt.\u003C/li>\u003Cli>Und das Wichtigste: Man muss mit den Daten auch arbeiten und aktive Dinge anpassen und verbessern, damit sich der Aufwand auch lohnt. Das Messen bringt per se keinen Benefit.\u003C/li>\u003C/ul>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Bei Google wird dafür das \u003Cstrong>HEART Framework\u003C/strong> eingesetzt, das wir im Artikel \u003Ca href=\"/blog/ux-benchmarking\">UX Benchmarking\u003C/a> bereits ausführlich beschrieben haben.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"wide-left col-xsmall-12 col-medium-8 col-medium-offset-1 \">\n            \n\u003Ch2 data-ftf=\"true\">3. Keine gute UX ohne ein Verständnis vom menschlichen Gehirn\u003C/h2>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Es gibt nicht besonders viele UX DesignerInnen, die aus dem Psychologiebereich kommen. Der Sprecher David Di Sipio von ANZ erzählte als Psychologe davon, wie er seine Kenntnisse für gute Usability einsetzt bzw. wie der Arbeitsalltag von UX DesignerInnen dem von PsychologInnen entspricht:\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3  standard-list\">\n            \n\u003Cul>\u003Cli>UX DesignerInnen – wie auch PsychologInnen – haben Zugriff auf viele persönliche User-Daten und sollten in dieser verantwortlichen Position möglichst ethisch agieren.\u003C/li>\u003Cli>Eine Kenntnis der aktuellen wissenschaftlichen Forschung hilft dabei, kostspielige Designfehler frühzeitig zu vermeiden – es lohnt sich z.B. ein Blick ins \u003Ca href=\"https://onlinelibrary.wiley.com/journal/14791838\">Journal of Consumer Behaviour\u003C/a>.\u003C/li>\u003Cli>UX-DesignerInnen sollten sich als ForscherInnen sehen und qualitative und quantitative Forschung planen und durchführen. Das Ziel dabei lautet umsetzbare Erkenntnisse für das Team zu generieren.\u003C/li>\u003Cli>Mit Analytics kann man schnell und gut erkennen, WAS an der Experience passt oder nicht passt. Das WARUM ist dann durch Interviews mit UserInnen herauszufinden.\u003C/li>\u003C/ul>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"wide-left col-xsmall-12 col-medium-8 col-medium-offset-1 \">\n            \n\u003Ch2 data-ftf=\"true\">4. Angst, Faulheit oder Überforderung der User stehen guter Interaktion im Weg\u003C/h2>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Das Modell von Williams erklärt, warum Menschen z.B. nicht auf einen Button klicken – weil sie Angst haben, überfordert sind oder faul. Hat man verstanden, welche dieser Gründe auf der eigenen Homepage vorkommen, kann man Maßnahmen dagegen ergreifen.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"x-wide-center col-xsmall-12 col-medium-10 col-medium-offset-1 \">\n            \n\u003Cfigure role=\"group\" class=\" wp-block-image size-large is-resized\">\n\u003Cdiv alt=\"Eine schematische Darstellung des Williams Behaviour Change Modells -> eine Pyramide mit drei Feldern: Angst, Überforderung, Faulheit.\" data-entity-type=\"media\" data-entity-uuid=\"cddbf96f-625c-49e2-a67e-38340c31f694\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=Rl_1fM-n 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=M7VG3wkX 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"1275\" height=\"867\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=L36nPaHE 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=XjXmXkQK 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"1024\" height=\"696\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=xlSJuzuf 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=qhMtGNSP 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"745\" height=\"507\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=TegImUTy 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=hbeSdJq9 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"326\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=dWJ_IpLs 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.webp?itok=kbKe-5-E 2x\" type=\"image/webp\" width=\"1275\" height=\"867\">\n                  \u003Cimg loading=\"lazy\" width=\"1275\" height=\"867\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/Williams-Behavior-Change-Model.png.jpg?itok=kbKe-5-E\" alt=\"Eine schematische Darstellung des Williams Behaviour Change Modells -> eine Pyramide mit drei Feldern: Angst, Überforderung, Faulheit.\" title=\"Williams-Behavior-Change-Model\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\n\u003Cfigcaption>Das Modell von Williams kurz im Überblick.\u003C/figcaption>\n\u003C/figure>\n\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3  standard-list\">\n            \n\u003Cul>\u003Cli>Sind UserInnen \u003Cstrong>ängstlich\u003C/strong> beim Abschluss eines Abonnements, weil sie nicht wissen, was sie dahinter erwartet bzw. ob sie sich damit schon stark binden, kann man betonen, dass sie nichts zu verlieren haben, indem sie z.B. eine Probewoche/einen Probemonat bekommen. Gleichzeitig könnte man betonen, was ihnen entgeht, wenn sie die Aktion nicht tätigen (Scarcity).\u003C/li>\u003Cli>Sind KundInnen \u003Cstrong>faul\u003C/strong>, um auf einen Button zu klicken, könnte man z.B. die Aktion vereinfachen (Stichwort Accessibility!) oder stärker motivieren, indem man die Vorteile der Aktion aufzeigt.\u003C/li>\u003Cli>Sind KundInnen \u003Cstrong>überfordert\u003C/strong>, weil vielleicht zu viele Optionen geboten werden, kann man die Zahl der Optionen (Buttons) reduzieren oder mit Social Proof zeigen, dass schon viele vor Ihnen dieses Angebot erfolgreich genutzt haben und es eigentlich ganz einfach ist.\u003C/li>\u003C/ul>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Robert Pucher vom FH Technikum Wien erklärt, dass das menschliche Gehirn aus 86 Millionen Neuronen besteht – nur 19% davon befinden sich in dem Bereich, den wir zum Denken verwenden. Das bedeutet, dass wir relativ schnell unsere Denkkapazität aufbrauchen. Wie ein Computer, der mit zu vielen Aufgaben überfordert wird und hängt.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003Cstrong>Wiederholung\u003C/strong> ist eine Möglichkeit, eine Message zu transportieren. Außerdem helfen wir unseren Mitmenschen, KundInnen und UserInnen, wenn wir ihnen \u003Cstrong>einfache Interfaces\u003C/strong> bieten, die keine missverständlichen Informationen liefern, um so ihre kognitiven Kapazitäten zu schonen.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"wide-left col-xsmall-12 col-medium-8 col-medium-offset-1 \">\n            \n\u003Ch2 data-ftf=\"true\">5. Texte sind ein integraler Teil guter User Experience\u003C/h2>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Das Verfassen von Texten für digitale Produkte nennt sich auf Englisch „UX Writing“. Als UX TexterIn ist man gemeinsam mit den DesignerInnen auf die User Experience fokussiert und gestaltet diese mithilfe von Worten und Sprache.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>UX Texte sind ein extrem wichtiger Bestandteil eines guten Produkts wie man im unten stehenden Bild erkennen kann. Kein Text – keine Message.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"x-wide-center col-xsmall-12 col-medium-10 col-medium-offset-1 \">\n            \n\u003Cfigure role=\"group\" class=\" wp-block-image size-large is-resized\">\n\u003Cdiv alt=\"Das Bild zeigt eine Website, bei der der gesamte Text ausgeblendet wurde. Es bleiben nur Bilder und Farbfelder - die Message der Website ist damit unklar.\" data-entity-type=\"media\" data-entity-uuid=\"96843338-c149-4675-b3b8-c53c5e48d426\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=8ykLyTkk 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=kRdfn4CP 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"1440\" height=\"1079\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=R9ZYUJkI 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=S01GnTOP 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"1024\" height=\"768\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=1lso6aIn 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=eJBWYeu9 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"745\" height=\"558\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=noJ2L4kt 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=kRuJUjJX 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"360\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=YEjwZWP2 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.webp?itok=tQ5R93-O 2x\" type=\"image/webp\" width=\"1620\" height=\"1214\">\n                  \u003Cimg loading=\"lazy\" width=\"2560\" height=\"1919\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2020/10/Eine-Website-ohne-Text-1-scaled.jpg.jpg?itok=tQ5R93-O\" alt=\"Das Bild zeigt eine Website, bei der der gesamte Text ausgeblendet wurde. Es bleiben nur Bilder und Farbfelder - die Message der Website ist damit unklar.\" title=\"Eine-Website-ohne-Text-1\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\n\u003Cfigcaption>Da können die Farben und Bilder noch so gut sein – ohne einen Text funktioniert kaum ein Interface.\u003C/figcaption>\n\u003C/figure>\n\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Auch UX Writing ist datenbasiert und user-zentriert. Das heißt, man testet diverse Textvarianten mit der Zielgruppe ab. Zum Beispiel, indem man UserInnen bittet, Teile des Texts, die sie bestärken, Grün zu markieren, während man Teile, die verunsichern oder unverständlich sind, Rot markiert. Damit hat man direktes Feedback dazu, welche Textbausteine oder Formulierungen in der Form bleiben können, und was geändert gehört.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Um den Bogen zu Punkt 1 und 2 zu schließen – auch UX Texte brauchen eigene Metriken, mit denen man messen kann, ob der Content beim Erreichen der Ziele hilft. Es gilt zu definieren, wie der Textstil und die Ansprache lauten und welche Werte, Gefühle und Message über die Texte transportiert werden.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003Cstrong>Büchertipps zu diesem Thema:\u003C/strong>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3  standard-list\">\n            \n\u003Cul>\u003Cli>\u003Ca href=\"https://www.goodreads.com/book/show/36124105-content-design\">Content Design (Sarah Richards)\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://www.goodreads.com/book/show/44144500-strategic-writing-for-ux\">Strategic Writing for UX (Torrey Podmajersky)\u003C/a>\u003C/li>\u003Cli>\u003Ca href=\"https://www.goodreads.com/book/show/23498440-the-content-strategy-toolkit\">Content Strategy Toolkit (Meghan Casey)\u003C/a>\u003C/li>\u003C/ul>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"wide-left col-xsmall-12 col-medium-8 col-medium-offset-1 \">\n            \n\u003Ch2 data-ftf=\"true\">Was nehmen wir daraus also mit?\u003C/h2>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Auch wenn die Themen des World Usability Congress relativ abstrakt sind im Vergleich zum Alltag als UX Designerin, konnte ich für mich mitnehmen, dass der Einbezug der mit UX verwandten Disziplinen prinzipiell richtig und wichtig ist.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Wir versuchen nach und nach diverse UX Metriken, UX Texting sowie Argumente für unsere Projektpartner für die Überzeugungsarbeit im Unternehmen on-default bei den Projekten mitzuliefern. Wie schön zu sehen, dass das ein weltweit anerkanntes Vorgehen ist und uns alle zu einer besseren UX führen wird.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n\n\n\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Ich hoffe, ihr konntet durch Teilnahme am Kongress oder auch durch diese Zusammenfassung einige Erkenntnisse gewinnen und freue mich auf eure Fragen!\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n","Letzte Woche fand der World Usability Congress 2020 (WUC) online statt. Ich habe folgende fünf Erkenntnisse für mich als UX Designerin mitnehmen können. 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Ich habe folgende fünf Erkenntnisse für mich als UX Designerin mitnehmen können.\" />\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://legacy.liechtenecker.dev/blog/world-usability-congress-2020-5-themen-fuer-gute-ux/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"World Usability Congress 2020 – 5 Themen für gute UX - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Letzte Woche fand der World Usability Congress 2020 (WUC) online statt. 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