Archive for the ‘ux’ Category

The ACEO model of user experience research

Monday, September 1st, 2014

When designing a diary study to do ux research, user research or customer experience research, it is handy to have the ACEO model in mind as a guide.

ACEO stands for:

•    Activity – what are people doing?
•    Context – what is the context of their experience?
•    Emotion – what is the emotional impact?
•    Outcome – what is the result of the experience on the user/customer?

These are the four main elements of any individual experience. Structuring your exploration along these lines of enquiry will help you fully understand what is happening and why.

Let’s look at these in a bit more detail:


Quite simply what are people doing or trying to do relating to your product or service at that moment in time? This is an easy task to start with and will form the basis for the rest of your enquiry.


What is happening at the time that might add a different meaning or interpretation to what people are doing? For example, what is their goal at that particular point? What frame of mind are they in? What other external factors are colouring their experience?


Daniel Kahneman tells us that emotional peaks are the things that stick with us most, that make an experience a memorable experience.

And research for the advertising industry shows that if people feel nothing, they do nothing. The IPA found that emotional communications are 12 times more efficient in driving market share. If it’s action we want then we have to make people feel.

So we need to ask: what emotions are people feeling? How strong are these and what is driving them?


Which leads us to our final element: outcome. We are not interested in user experiences out of idle curiosity – we need to know from a business perspective what this experience adds up to – either on its own and together with other experiences.

Only by tracking the outcome can we work out whether the experience was effective against any given goal and if and how it could be optimised.

Here we need to ask: what did people do next? Was this as a result of the experience? What was the influence of this experience on perceptions of the product / service / brand?


So there you have the ACEO modelActivity – Context – Emotion – Outcome, a four point framework for structuring your experience research diary studies.

This is an excerpt from nativeye’s Mobile Diary Bootcamp. If you’d like the whole thing in 6 handy emails just follow the link to sign up. It’s completely free!

Subscribe to Mobile Diary Bootcamp

Or click here

The role of User Experience (UX) in modern business

Wednesday, November 7th, 2012

Interview with Jesse James Garrett of Adaptive Path

Some snippets on the role of UX:

  • Looking beyond the artifact to how a product or service is used
  • Lives at the intersection of aesthetics and technology – where you can take the experience
  • Considering the larger context that determines a successful experience
  • From interface design to an essential part of product strategy
  • Looking at product across all channels
  • The need for organisations to transcend silos to achieve this (the emergence of product guerillas)
  • Need for Chief Innovation Officer – be able to tell the difference between innovation and novelty
  • Innovation teams – must craft understanding of psychology, behaviour and needs and motivations of the people that use their product or service, either to improve or to bring in the next generation of product and service


It’s the journey (or, designing for the ecosystem)

Friday, October 12th, 2012

Cindy Chastain says, “It’s the customer journey; not the persona” that matters when designing for today’s ecosystem of digital and real-world services.

She says some other smart things like:

  • Considering customer journeys is now a business strategy tool not just design
  • Within the ecosystem, marketing moves from “persuasion” to “value” (I read this as total, integrated brand utility, if you like, not just one-offs)
  • Right thing, right context
  • Iteration and constant learning are the foods that feed the ecosystem
  • Marketers shifting mindset from linear to iterative

It’s interesting to see UX principles shifting to inform the broader brand experience, not just the design of individual interfaces. And this article by Tomer Sharon is another testament to the mainstreaming of Lean UX principles, as pioneered by startups.