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What	
  African	
  Countries	
  Can	
  Teach	
  The	
  
World	
  	
  
(and	
  What	
  They	
  Can	
  Learn)	
  
Susan	
  M...
Duh….	
  
The	
  “Dark	
  ConDnent”?	
  
In	
  a	
  word…	
  
Overview	
  
•  What	
  African	
  countries	
  can	
  teach	
  the	
  world	
  	
  
– 
– 
– 
– 
– 

Mobile,	
  mobile,	
 ...
Mobile,	
  mobile,	
  mobile!	
  
CreaDvity,	
  resilience,	
  innovaDon	
  	
  
Sustainability	
  
Sustainability	
  	
  

InnovaDve	
  
Sustainability	
  
AdapDng	
  methods	
  
Co-­‐Design*	
  

*Thanks	
  to	
  Heike	
  Winschers-­‐Theophilus	
  	
  
Ubuntu	
  
One of the sayings in our country is Ubuntu – the essence of
being human. Ubuntu speaks particularly about the fact that y...
•  What	
  African	
  countries	
  can	
  teach	
  the	
  world	
  	
  
–  Mobile,	
  mobile,	
  mobile!	
  	
  
–  Workin...
•  What	
  African	
  countries	
  can	
  learn	
  from	
  the	
  rest	
  
of	
  the	
  world	
  
–  UX	
  is	
  not	
  (j...
UX	
  is	
  not	
  (just)	
  UI	
  
UX	
  is	
  not	
  (just)	
  UI	
  
Visual	
  Design	
  
	
  
Interface	
  Design	
  
	
  
Personas	
   Product	
  Strateg...
BoQoms	
  up	
  (“human	
  centered”)	
  	
  
not	
  tops	
  down	
  
TradiDonal	
  Tops-­‐Down	
  	
  
“Waterfall”	
  Methodology	
  
Design	
  Thinking	
  (someDmes)	
  
Discover	
  

Interpret	
  

Brainstorm	
  

Prototype	
  

Time	
  

Test	
  

Iterate	
  
Why	
  Design	
  Thinking?	
  
• 
• 
• 
• 

Early	
  focus	
  on	
  users	
  
CollaboraDve	
  teams	
  (usually)	
  
Allow...
Why	
  Not	
  Design	
  Thinking?	
  
•  Relegates	
  user	
  research	
  to	
  early	
  ideaDon	
  
ONLY	
  
•  User	
  r...
Move	
  upstream	
  
Why	
  move	
  upstream?	
  
•  The	
  earlier,	
  the	
  beQer	
  
•  Influence:	
  	
  
–  Product	
  concept	
  and	
  d...
Iterate,	
  Iterate,	
  Iterate!	
  
For	
  more	
  informaDon,	
  see	
  hQp://www.dray.com/our-­‐process/	
  
Concluding	
  thoughts	
  
Overview	
  
•  What	
  African	
  countries	
  can	
  learn	
  from	
  the	
  rest	
  of	
  the	
  world	
  
– 
– 
– 
– 
...
“If	
  the	
  USER	
  can’t	
  use	
  it,	
  
It	
  doesn’t	
  work!”™	
  
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
What	 African Countries Can Teach The World (and What They Can Learn)	Susan Dray Keynote at INTERACT 2013, Cape Town,
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What African Countries Can Teach The World (and What They Can Learn) Susan Dray Keynote at INTERACT 2013, Cape Town,

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Keynote from Industry Day at INTERACT, 2013 in Cape Town. This presentation gives many examples of 5 things the world could (and should!) learn from African countries. These include: Mobile; Creativity and Innovation; Sustainability, Adapting methods; and Ubuntu.
It also discusses 5 things that African countries can learn including: UX does not equal UI; Bottoms-up/Human Centered; Design Thinking (sometimes); Move upstream in development; and Iterate.

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Transcript of "What African Countries Can Teach The World (and What They Can Learn) Susan Dray Keynote at INTERACT 2013, Cape Town, "

  1. 1. What  African  Countries  Can  Teach  The   World     (and  What  They  Can  Learn)   Susan  M.  Dray   Dray  &  Associates,  Inc.   Oakland,  California  USA  
  2. 2. Duh….  
  3. 3. The  “Dark  ConDnent”?  
  4. 4. In  a  word…  
  5. 5. Overview   •  What  African  countries  can  teach  the  world     –  –  –  –  –  Mobile,  mobile,  mobile!     Working  around  obstacles  à  creaDvity,  resilience,  innovaDon     Sustainability     When  and  how  to  adapt  methods   Ubuntu   •  What  African  countries  can  learn  from  the  rest  of  the  world   –  –  –  –  –  UX  is  not  (just)  UI   BoQoms-­‐up  (“human-­‐centered”)  not  tops-­‐down   Design  thinking  –  someDmes     Move  upstream  in  development  processes   Iterate,  iterate,  iterate!  
  6. 6. Mobile,  mobile,  mobile!  
  7. 7. CreaDvity,  resilience,  innovaDon    
  8. 8. Sustainability  
  9. 9. Sustainability     InnovaDve   Sustainability  
  10. 10. AdapDng  methods  
  11. 11. Co-­‐Design*   *Thanks  to  Heike  Winschers-­‐Theophilus    
  12. 12. Ubuntu  
  13. 13. One of the sayings in our country is Ubuntu – the essence of being human. Ubuntu speaks particularly about the fact that you can't exist as a human being in isolation. It speaks about our interconnectedness. You can't be human all by yourself, and when you have this quality – Ubuntu – you are known for your generosity. We think of ourselves far too frequently as just individuals, separated from one another, whereas you are connected and what you do affects the whole world. When you do well, it spreads out; it is for the whole of humanity.! ! -- Archbishop Desmond Tutu, 2008!
  14. 14. •  What  African  countries  can  teach  the  world     –  Mobile,  mobile,  mobile!     –  Working  around  obstacles  à  creaDvity,  resilience,   innovaDon     –  Sustainability     –  When  and  how  to  adapt  methods   –  Ubuntu  
  15. 15. •  What  African  countries  can  learn  from  the  rest   of  the  world   –  UX  is  not  (just)  UI   –  BoQoms-­‐up  (“human  centered”)  not  tops-­‐down   –  Design  thinking  –  someDmes     –  Move  upstream  in  development  processes   –  Iterate,  iterate,  iterate!  
  16. 16. UX  is  not  (just)  UI  
  17. 17. UX  is  not  (just)  UI   Visual  Design     Interface  Design     Personas   Product  Strategy     Brainstorming                                                                              Conceptual  Design                             User  Requirements/Specs   Prototyping     InteracDon  Design       Field  Research     Data  Gathering  and  Analysis                                                 Stakeholder  Interviews                                                 Product  Design     CommunicaDon       InformaDon  Architecture     DocumentaDon                                                   Training   Usability  
  18. 18. BoQoms  up  (“human  centered”)     not  tops  down  
  19. 19. TradiDonal  Tops-­‐Down     “Waterfall”  Methodology  
  20. 20. Design  Thinking  (someDmes)  
  21. 21. Discover   Interpret   Brainstorm   Prototype   Time   Test   Iterate  
  22. 22. Why  Design  Thinking?   •  •  •  •  Early  focus  on  users   CollaboraDve  teams  (usually)   Allows  for  iteraDon   Widely  embraced  
  23. 23. Why  Not  Design  Thinking?   •  Relegates  user  research  to  early  ideaDon   ONLY   •  User  research  is  o`en  carried  out  by  designers   without  training  in  how  to  do  it   •  Tendency  to  over-­‐interpret  observaDons  in   light  of  design  ideas      
  24. 24. Move  upstream  
  25. 25. Why  move  upstream?   •  The  earlier,  the  beQer   •  Influence:     –  Product  concept  and  design  direcDon   –  Conceptual  design   –  Logical  design   –  Overall  UX  direcDon   •  Usability  evaluaDons  are  o`en  the  first  step   –  Use  your  findings  to  show  how  earlier  UX  involvement   could  have  changed  the  outcome  for  the  beQer.  
  26. 26. Iterate,  Iterate,  Iterate!  
  27. 27. For  more  informaDon,  see  hQp://www.dray.com/our-­‐process/  
  28. 28. Concluding  thoughts  
  29. 29. Overview   •  What  African  countries  can  learn  from  the  rest  of  the  world   –  –  –  –  –  UX  is  not  (just)  UI   BoQoms-­‐up  (“human-­‐centered”)  not  tops-­‐down   Design  thinking  –  someDmes     Move  upstream  in  development  processes   Iterate,  iterate,  iterate!   •  What  African  countries  can  teach  the  world     –  –  –  –  –  Mobile,  mobile,  mobile!     Working  around  obstacles  à  creaDvity,  resilience,  innovaDon     Sustainability     When  and  how  to  adapt  methods   Ubuntu  
  30. 30. “If  the  USER  can’t  use  it,   It  doesn’t  work!”™  
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