Understanding the Human by Jackie Moyes from Different Solutions in 2005
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Understanding the Human by Jackie Moyes from Different Solutions in 2005

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This presentation focuses on the importance of understanding humans and human behaviour when designing products and services and the importance of defining the user experience.It was presented at the ...

This presentation focuses on the importance of understanding humans and human behaviour when designing products and services and the importance of defining the user experience.It was presented at the 2005 Human Centred Design workshop with Jesse James Garrett from Adaptive Path

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Understanding the Human by Jackie Moyes from Different Solutions in 2005 Understanding the Human by Jackie Moyes from Different Solutions in 2005 Presentation Transcript

  • Human Centred Design Revolution: Understanding the Human May 2005 Different – Human Centred Design Revolution
  • ‘‘ The complexity of design problems requires communities rather than individuals to address, frame, and solve them. Gerhard Fisher– keynote OZCHI 2004 Different – Human Centred Design Revolution ’’
  • PROJECT MANAGER concrete design VISUAL technological DESIGNER content implementation production DEVELOPER CONTENT WRITER abstract design INFORMATION CONTENT ARCHITECT STRATEGIST technology content strategy strategy BUSINESS BRAND STRATEGIST STRATEGIST site strategy USER RESEARCHER Different – Human Centred Design Revolution
  • Business Strategist Brand Strategist Different – Human Centred Design Revolution Content Strategist Content Writer Information Architect User Research Activities Visual Designer Developer
  • A brief history…Tour De France site 1995 Different – Human Centred Design Revolution
  • Business Strategist Brand Strategist Different – Human Centred Design Revolution Content Strategist Content Writer Information Architect User Research Activities (usability) Visual Designer Developer
  • Latest Tour De France site Different – Human Centred Design Revolution
  • Today… Internet is a key research tool for many customers May be their first contact with your company Web makes it easy to shop around and more people do… Core business tool for selling products and offering services Different – Human Centred Design Revolution
  • Business Strategist Brand Strategist Different – Human Centred Design Revolution Content Strategist Content Writer Information Architect User Research Activities Visual Designer Developer
  • Supporting business and brand strategy Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer Market segmentation / demographics may be User Research Activities gathered through market research Role of the user researcher is to better understand the customer Different – Human Centred Design Revolution
  • ‘‘ No matter how radical a new product is, it will always be perceived initially in terms of some frame of reference. Professor Gerald Zaltman, Harvard Business School Different – Human Centred Design Revolution ’’
  • Supporting business and brand strategy Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer Understanding the bigger picture User Research Activities Flow Analysis Contextual Interviews Ethnographic observation Different – Human Centred Design Revolution
  • Supporting business and brand strategy Flow Analysis Working with target users to represent the optimal flow of activities through a task. We held a number of workshops with Westpac staff to understand how the process of serving customers within a branch could be enhanced. Different – Human Centred Design Revolution
  • Supporting business and brand strategy Contextual interviews Being someone’s shadow to understand their day-to-day routines and their environmental constraints. Reveals design opportunities and ways a new product can affect a person’s behaviour. For Fuji Xerox we shadowed clients responsible for ordering document supplies to understand how the online ordering process could best support their working practices. Different – Human Centred Design Revolution
  • Supporting business and brand strategy Observation Unobtrusively observing interactions between system and human and human and human can give clear insight about the environment your product will exist within. The Bureau of Meteorology conducted two, six-hour video observations of weather forecasters to understand how they used the current forecasting technology. This helped them derive requirements for a new system. Different – Human Centred Design Revolution
  • Supporting business and brand strategy Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer Understanding people’s attitudes and emotions User Research Activities Their opinions of: The product you are developing Your company Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution
  • Supporting business and brand strategy Zaltman Metaphor Elicitation Technique (ZMET) Encouraging expression of inner thought through imagery. Participants are asked to collect relevant imagery over a week that expressed their opinions on a topic. This was then collated and discussed. Procter & Gamble, Hallmark, Bank of America, Samsung Electronics, IBM, & General Motors are some of the companies that have used this technique from the development of new product ideas all the way to the repositioning of established brands. Different – Human Centred Design Revolution
  • Supporting business and brand strategy Zaltman Metaphor Elicitation Technique (ZMET) “Conventional research told us that women mostly hated wearing panty hose," Glenda Green, market-research manager at DuPont. ZMET: What are your thoughts and feelings about buying and wearing panty hose? Different – Human Centred Design Revolution
  • Supporting business and brand strategy Zaltman Metaphor Elicitation Technique (ZMET) Image of fence posts encased in plastic wrap = Wearing the product made her feel thin and tall Ice-cream sundae = the embarrassment caused by stocking runs Expensive car = the feeling of luxury One woman's final collage pictured a cookie cutter wrapped in a garden hose, and set against the backdrop of a silk dress - conformity and discomfort on a field of elegance. Different – Human Centred Design Revolution
  • Supporting content strategy and content writing Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer User Research Activities Understanding the content creation workflow Tone of voice Understanding jargon and key terminology used by the target audience Different – Human Centred Design Revolution
  • Ever noticed that when you say ‘guava’ you suddenly feel like you are on a tropical beach, surrounded by palm trees, white waters and tranquil turquoise waters? We do. And if you say it often enough you feel like you are on permanent holiday. That’s why, at Nudie HQ, it’s not unusual to say “please pass the guava – oops I meant ‘stapler’”… Saying ‘passion fruit’ on the other hand, always reminds us of the passionfruit vine on Grandma’s old shed. Nice. Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution
  • Policy Different – Human Centred Design Revolution
  • Supporting content strategy and content writing Card sorting Card sorting is an excellent tool to understand not only how they group information, but the terminology they use when doing so. Westpac’s eLearning team used a collaborative card sorting exercise to understand how staff categorised training material and the words they used to describe their training needs. This helped derive a Controlled Vocabulary and Metadata Schema Different – Human Centred Design Revolution
  • Supporting the visual designer Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer User Research Activities Is your design on-brand? Does the design encourage the emotional response required in order for the customer to make the purchase or sign up for that service? Different – Human Centred Design Revolution
  • ‘‘ 95 % of all cognition occurs in the subconscious mind. Different – Human Centred Design Revolution ’’
  • Different – Human Centred Design Revolution
  • Supporting visual design Response latency techniques Priming and the implicit association testing captures attitudinal responses to stimuli. This type of research has been used by perfume companies to assess the design of perfume bottles. Is currently being used by RTA to capture implicit attitudes around Alluring dangerous driving behaviour. Different – Human Centred Design Revolution
  • Supporting visual design Eye tracking Especially good at pinpointing user scan patterns across pages. Hutchison used eye-tracking on the 3 site to understand how customers scanned the current page layout for information. faceLAB™ - one of the more advanced eye tracking tools is developed by Seeing Machines in Australia Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution
  • ‘‘ Disability Discrimination Act 1992 (DDA) is the key piece of Commonwealth legislation that relates to discrimination against the 20% of Australians who have a disability… An organisation such as a government department [bank, retail shops, cinemas, telecommunications companies] that provides services or information through a website is also liable for complaint under the DDA if those services are not accessible to people with a disability. Bruce Maguire, HREOC Different – Human Centred Design Revolution ’’
  • Supporting the technical development Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer User advocate for an accessible site User Research Activities Allowing scalable text size allows people with low vision to view your content High contrast between font colour and background colour makes your site easier for older people to read Consistency in navigation design benefits people with learning difficulties Subtitles or transcripts for video means deaf people don’t miss out Different – Human Centred Design Revolution
  • Supporting the technical development Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer Separating content from design User Research Activities CSS (design) Content (html) Different – Human Centred Design Revolution
  • Supporting technical development Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer Separating content from design User Research Activities More accessible Faster download time More dynamic designs Publish content once, reuse it on multiple platforms (e.g. mobile, iTV, web) Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution
  • Supporting technical development Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer Following standards User Research Activities W3C web standards Semantic mark-up Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution
  • Supporting the developer Information Architect Business Strategist Content Strategist Brand Strategist Visual Designer Content Writer Developer Resources User Research Activities Accessibility toolbar (developed by the National Information and Library Service (NILS) Australia) Web Essentials Conference (29-30 September 2005) http://we05.com/ Different – Human Centred Design Revolution
  • Questions? Different – Human Centred Design Revolution
  • Different – Human Centred Design Revolution