Raymond Loewy, the father of industrial design, believed that consumers are torn between a curiosity about new things and a fear of anything too new. Loewy called his grand theory Most Advanced Yet Acceptable--MAYA. To sell something surprising, make it familiar; and to sell something familiar, make it surprising. You should apply this principle when selling user experience research and design as a service, internally or to a client. When creating the 4D UX Map, or any deliverable, always try to follow the MAYA principle.
In 2012, I had experimented with a more advanced version of the 4D UX Map, called the MAYA Map. It featured seven information layers (dimensions), and there was a software behind it. It was more information rich, and you could switch between the information layers with a click. Each layer represented a view on the user experience, from complex wireflows to a simplified...
