Thinking in Triplicate

You have to see the whole story to make it come true

The Three Lies of UXD

We need to take a higher-level view

Design is only as “human-centered” as the business model allows

Design is not separate from business—design is the business

Evolve from user-centered design to value-centered design

Optimizing this system is the job of the designer. (May Alan Cooper forgive me for conflating user and customer in this instance for simplicity’s sake.)

Arguing about the symptoms exacerbates the condition

Squeezing math from a story

Imagine the meeting.
The thought-terminating alchemy of mediocrity

Cutting corners is good for business until it’s not

An attempt from the business end

Value-centered design works out better for more humans

Models, what are they good for?

Once upon a time, for all time

A tale as old as time…oh wait, that’s the other one.
The Cinderella story from the prince’s point of view.
You can put the stories on top of one another!

Nothing new under the sun

The Ur-Myth of User Experience
More information, but far less clear. The diagram has passed from communication, over into documentation.

The company story

This is the best-case scenario—from one perspective
This is what happens to even successful companies over time
This is the fairy tale

Walk and chew gum

A diagram like this can scale from clicks to aggregate interactions with a multiplier thrown in between user and business. Whatever! It’s all relative.

Now, the big picture

Are you using design to make money by creating problems, or to make money while solving problems?

Let’s put it all together—into the Triple Storyline!

Visualizing the triple storyline is the first step to better solutions.

Mule Design Studio

Designed to work.

Erika Hall

Written by

Co-founder of Mule Design. Author of Conversational Design and Just Enough Research, both from A Book Apart.

Mule Design Studio

Designed to work.