The way we interpret our world is limited and shaped by our cultural values and our embodied human experience. Evidence of this is seen through analyzing the metaphors people use in language. The ways we are limited and affected by this understanding absolutely limits and affects our ability as user experience designers. These are the issues I have been thinking about ever since I have had the good fortune of reading the book, “Metaphors We Live By” (Lakoff, Johnson 1980).

In this book, the authors point out the central importance that metaphors have in human cognition and experience. In fact, they use the evidence that they gathered about metaphors to argue that human experience supplants the dominant paradigm of objectivism, by accounting for more phenomena than objectivism could. In objectivism there is such a thing as “absolute” truth: an account for reality that is not altered by the conditions of the humans who experience it. For example, the statement, “the sky is blue” is true whether an English speaking person says so or if a parrot is merely repeating the sounds it has been taught by a trainer. This objectivist way of thinking is largely useful for people and without flaw, except for when it attempts to understand the meaning and importance of metaphor: specifically what it means for the human experience.
Generally when someone talks about human experience, one may think that this person is coming from the Romantic tradition, or “subjectivism”. Proposed as a way of thinking altogether different from objectivism, this kind of thought claims that imagination is infinite in scope and possibility, and that the true way to live is by developing artistically and looking within ourselves. Subjectivism fails in that imagination is not in fact infinite; as Lakoff and Johnson show, an individuals’ understanding of their world is ineffably tied to the metaphors that they live by, in other words, their values are apparent through the metaphors used in their environment.
To give some of the simplest examples: “more is up”, and “time is money”. “More is up” refers to a physical orientation that humans have in embodied existence: when you have *more* books in a pile, they add “up”. This metaphor is extended beyond physical things, but the metaphor remains the same. For instance, “the prices rose”, although nothing physical is going up, we used our embodied experience of “more = up” to understand “prices”. These metaphors provide evidence that people mainly experience a world that is neither entirely “objective” nor “subjective”, and thus our model of reality should not be “objective” or “subjective” either.
The point they make is that neither objectivism nor subjectivism can account properly for what metaphors really indicate. So they argue for “experientialism”: accounting for the human experience in understanding “truth” and reality.
What does this mean for User Experience Design? Well to give you some examples, our practice is inescapably full of metaphors. I am currently writing on a Mac”Book” Pro, the “desktop” in my background, “windows”, the World Wide “Web” (like a spider’s), even online products, Facebook uses the metaphor of a book full of faces much like a year-book. Basically what this means is that we can never be some disembodied humans just existing as sentient minds roaming cyberspace as is often suggested in science fiction. Our embodied human experience is core to our understanding of everything, no matter how far into the future we go.
What this means is that ultimately as “experience designers” we are not solving technological problems, we are solving human problems. And when we attack these issues, most designers are not at all aware of their stance on understanding the world. Are they objectivists, who believe there is one good, true answer to this problem? Maybe some engineers at Google believe that they can run statistics until they achieve the one true good design. Or are they subjectivists? Some people started calling themselves “experience designers” to cash in on the UX trend without understanding its foundations; maybe they just design a superficially pretty UI out of “artistic inspiration” knowing “internally” whether it is good; no need for user research, prototypes, or testing!
If UX designers are not unwittingly practicing an “experientialist” stance, then this is what it would be like if they did. This stance calls for empirical evidence and “rationality”, while also being aware of the human embodied experience and the distinction between metaphors common to all humans and those specific to particular cultures. So when a designer has to make a leap of faith in a design decision, they are actually employing their decades of experience as a human to produce something that naturally other humans from the same culture will understand. That is why when “The Facebook” was named using this metaphor without any sort of “empirical evidence” that it would work out well, it worked well anyway because people familiar with faces and books understood the metaphor.
What does this mean, practically for UX Design? The meaning is right there in the words, “User Experience Design”. I want to pick apart our use and understanding of two of these words in particular, “user” and “experience”.
User: a physical, sentient, individual human. We should question this. Why do we point out a “user” instead of, say, “people”? This refers to the Western understanding of the fundamental unit of humanity: an *individual*. Perhaps in other cultures the common people, or a family unit, or other units of humans are of more importance than a separated human being. The individual is of utmost importance in our cultural paradigm, and moreover, in technology they are almost stripped of their humanity and identity by being called a “user”, which is the term that sys-admins use to talk about their computer networks. “User” not only indicates the separated individual, but that the point of perspective comes from the computer, viewing the “being that is using it” as the user. Quite ironic that in a field that talks about “human-centered design”, we should be talking about humans in such a non-human way. This innocent word, “user”, with its implications of a single separate human whose identity is that of a computer-operator, points to our cultural understanding and attitude towards humans in the technological context. It should be no surprise then, that people seem cut off from each other and the world with their mobile phones, ear buds, and laptops; to be by themselves as “users”.
Next, there is “Experience”. Experience is our understanding and interaction within the world, shaped by our real physiological limitations. For instance; I can only see from my own perspective and two eyes, not through anyone else’s. I stand with my head up and my feet are down. These are common characteristics of human experience, and there is more evidence coming out all the time in response to Lakoff and Johnson’s theory, like how the physiological experience of anger in humans means that there are common metaphors across all cultures and languages concerning the experience of anger (e.g. anger is hot: “you should cool down”, “chill out”, “he has a short fuse”, etc.) . This means that while we are separated by cultural values such as “time is money”, we also have in common many ways of understanding our world through our human experience. This should be studied for anyone serious about designing products for more than one culture, or who seek to effect positive change by uprooting dangerous metaphors. (labor = resource, which implies that cheap labor = cheap resources, when we are really talking about the inhuman treatment of ”labor resource”, e.g. people, in “developing”, e.g. exploited countries.)
Language is not just a matter of mere words. As objectivists might understand words, they are merely “vessels” that deliver “meaning”, which is impacted by the ability of the recipient to understand; as if meaning is separate from the language itself. Indeed, the way we talk about User Experience Design is often how we understand it. The meaning of this practice is still emerging, that is why people are still discussing the proper way to describe “user experience”, the meaning of this practice and its place in research and industry.
There is hidden meaning in the way people talk about everything through metaphor, and our practice is no exception. A more studious understanding of metaphor can make the experientialist designer a level above their peers by knowing what concepts are particular to cultures, discourses, technologies, etc., and what concepts are common to all humans. An experientialist designer understands that he or she is designing for the sake of solving problems that are stemming from an embodied human’s understanding of the world, rather than looking at technology as some object that exists objectively in of itself with values irrelevant to the people who experience it.