Dev Bootcamp 131129

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Talk given to DBC SF on career path, UX vs UI, metaphor & memory, and how to lie using data.

Talk given to DBC SF on career path, UX vs UI, metaphor & memory, and how to lie using data.

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  • Where I started
    - anthropology, the study of what was left behind
    - osteology, the study of what our bodies tell about us once we are dead
    - . . . working in the field museum, but how does that influence the world?
  • - Global market research
    - how are stores designed? what’s different about england vs japan?
    - documenting packaging and innovation
  • - at shelf navigation
    - how do you find what you want?
    - how do you help a product stand out?
    - Garnier Fructis vs Pantene . . . old bottle vs new.
  • - so he’s great, but when you get to the store to buy... where is he?
    - what actually makes you choose something at shelf?
    - who are those ads made for anyway?
  • - how do you attract attention?
    - What do you have to work with?
  • - how do we shop?
    - how DID we shop? treasure hunt down every aisle vs. no time just run and find
    - how does this alter how we buy?
  • - so you want to buy a gorilla . .
    - you can find out the details on products, compare prices, check brand and retailer websites...
  • Yelp gets you local . . . and has real humans doing the reviews... so you can trust them, right?
  • ever go to a highly reviewed Yelp spot and hate it?
    so Foursquare is just your friends... and they can give you suggestions about the places they’ve gone too...and you can see where they are in real time/.
  • - what’s going on here?
    - Deal + Local + G-Team [Charity] + social? . . .
  • - when can you give people something?
    - what is rewarding vs annoying?
    - how can retailers get on this?
  • Product: what you’re shipping
  • User Interface
  • User Experience
  • TIP OF THE ICEBERG
  • When are you using the app… can change your habit
    Photos to lose weight
    Twitter to quit smoking
  • We have forever lost the fine art of sitting at a bar… doing nothing.
  • So what do I do? This is where you do research
    Because this is where people use their phones.
    SO WATCH THEM.
  • This is not the natural way t
  • Natural Gestures!!!
    Use them
  • One line to grab them.
    Concise
    Like package design…
  • Look to package design
    The app store is now as crowded as the cereal aisle
  • Crouching.
  • Go to market
    Like getting chosen to be on the elementary kickball team
    This guy’s huge: Gmail
    This guy’s already everyone’s friend: angry birds
    This guy gets picked on cause he’s small…
    but no one knows he’s the best kick baller ever
    He needs an ‘evangelist’
  • First users are key
    Who are they
    How do they find you
    What part of their life do you fit into?
    User Acquisition strategy
    Early adopters
    Partners [whose marketing you can piggy back on]
    First apps in app store [that didn’t totally suck]
    Made MILLIONS
    Because they had the full force of apple’s marketing
  • Asking five people is enough to find out what’s wrong
    But you won’t know what’s right
    Try fixing it
    Ask again
    Try fixing it
    Ask again
    Only the “most wrong thing” will surface at a time
    Diminishing returns
    What they don’t really care about
    What they can live with.
  • How many users are enough?
  • Evolved to sleep
    Process and toss it
    Too much data => insanity.
    What to keep?
  • Dangerous stuff.
    You don’t remember? Well, that’s ok. The lion ate you. So not anyone elses problem. Ever.
  • Pleasure.
    Simply food. If you don’t eat then you … DIE.
    Also, yes, sex. Cause if you don’t reproduce then, no progeny to pass your pleasure seeking sorting method along.
  • What about names? Hell, what about language, programming, complex stuff… How to remember?
    1) Trick your brain
  • Brute memorization.
    Short vs long term recall…
    Concentration. Either recall or judge.
    Recognize a person THEN remember you don’t like them
  • So, this is an infographic.
  • Informaiton displayed visually
  • Data are single points.
    Agnostic
  • For it to be “information” it needs to tell a story
    Even spreadsheets tell stories…
  • Graph… shows movement
    Change over time…
  • Bar Graph allows comparison
  • Pie how much of this whole thing
    http://www.27bslash6.com/
  • THIS is a pie chart AND a bar graph!
    BUT… it’s engaging.
    What can visuals add by way of context?
    WILL THEY READ THE FINE PRINT.
  • This is what happens when you combine a bar graph and a pie chart…
    What would the data for this infographic look like?
    [exercise]
  • Choose your own adventure…
  • Choose your own adventure…
  • Choose your own adventure…
  • Lots of bits of info.
    What’s effective?
  • Let’s just work on this one piece.
    Data points
    What are the stories this can tell?
  • Priming is the other part. We see what we’re told to pay attention to. Cake vs phone numbers? Yeah.
  • Had a hoodie
    Had matching pants
    Really liked dinosaurs
  • …really liked dinosaurs
    Natural History Museum dino bones
    One day came home with this drawing
    -> Read it
    Mom loves it
  • So here’s the funny thing
    We all knew how to draw
    Couldn’t write, but could draw
    Now reversed
    Start with a C
  • Now, how did this happen?
    Forget how to draw
    Teachers saying “don’t doodle!”
  • Not that they’re evil
    Teaching you two write
    Cursive, typing
    Math…
    Did you do those explosion drawings? Draw a tank then add the explody parts all over it?
  • Forget we know how to draw
    Become self conscious
    Lack of practice
    Know how to write stuff so think with WORDS
  • Funny thing
    Magazines are words and pictures
    Advertising is words and pictures
    So whats wrong with using picturs
    Confidence
  • This is why I’m teaching you to draw a dinosaur.
    No one can say it’s wrong
    Regain confidence
    Get a new repitoire
  • Complex problems are hard
    Many moving parts
    Words not enough
    Need to communicate nuances to many
    Have something to point at and talk about
  • Bullet points
    Not that words are bad
    I’m using them
    Non-linear stories
    Webs and nets and plot twists
  • 1/3 of your brain is devoted to info coming in from your eyes
    Visual creatures
    Calculate a lot with eyes
    Tiger running at us
    Remember that
    Visual -> emotional
  • The only thing better would be smell

    But I don’t want a notebook like that
    Direct route to memory center in brain
    Best recall
    Humor/metaphor next best bet
  • Why?
    Emotion made to keep us alive
    Boring topics, not emotional
    Easy to forget
    Add emotion, fun
  • You don’t have to be goofy, but your dinos can be
    What does this make you think of?
  • Illustrate the problem
    What is the data saying?
    Infographics don’t have to be ‘polished’
    It’s just ‘graphically expressed info’
  • Important notes
    [about architecture]
    Gehry in 1982 Balboa …
    Vs
    A sketch…
  • Rough notes
    For me, not for everyone
    I remember the whole class more clearly
    Kinetic memory
  • Share with others
    More interested in knowing
    Can read the ‘story’ to others
    Get pulled in and interested
  • Share with others
    More interested in knowing
    Can read the ‘story’ to others
    Get pulled in and interested
  • Share with others
    More interested in knowing
    Can read the ‘story’ to others
    Get pulled in and interested
  • Share with others
    More interested in knowing
    Can read the ‘story’ to others
    Get pulled in and interested

Transcript

  • 1. Alexis Finch [@agentfin] seedandspark.com DEFENESTRATION EXPERT [Lead UX]
  • 2. YES IT IS ALL FOR SALE!!!!! Drug Store More drugstore . . .
  • 3. what’s in a store Your average supermarket carries between 30,000 - 50,000 items Typical household buys only 300-400 distinct items per year About 150 of these are ‘regular purchases’ that are bought at least once every 3months... this obviously leans heavily toward food items. In an average-sized supermarket there are 4,600 display items (Not including packaging) Less than 20% of passing customers even glance at a display Only around 6% take any action**
  • 4. why we shop changes
  • 5. Help to plan help to shop
  • 6. what are you searching for?
  • 7. Get social
  • 8. Where to go?
  • 9. What about RIGHT NOW?
  • 10. Beyond a deal . . .
  • 11. Permission marketing
  • 12. …BUT WAIT. …BUT WAIT. THERE’S MORE TO IT THAN THAT. THERE’S MORE TO IT THAN THAT. “WHEN IS A BOWL NO LONGER A BOWL?” “WHEN IS A BOWL NO LONGER A BOWL?”
  • 13. - Why are you having cereal? - Because I’m hungry. - Are you sure? - Well, I’m going to eat something. - Why do you want to eat something? - Actually, I just saw three ads for food on TV. - Why are you watching TV at this hour? - Well, I’m kinda lonely cause my boyfriend is out of town. - Why are you lonely without him? - Uh, well… I just moved here to live with him.
  • 14. User Experience: - The interaction of someone with this thing you’ve made. User Experience Research: -Who is this person touching your stuff? -Why are they touching it? -Where are they touching it? -What do they get out of it? -Was it ‘nice?’ -Did it actually answer their “need?” - …and do you want it to?
  • 15. So, does our user need a nicer spoon, a better bowl, tastier cereal… …or perhaps some new friends and a local bar?
  • 16. Are we designing a) “friend finder social app” Or b) “local food and drink deals site”
  • 17. This is not the most natural way to interact with your touch screen!!! This is designing a desktop onto a mobile phone.
  • 18. What is the number one difference in how people shop in Asia vs the US?
  • 19. Cultural habits may change what’s considered “PREMIUM” shelf space
  • 20. But still… WHY.
  • 21. Like trying to get picked for a kickball team in elementary school
  • 22. FIRST: fit into their habits THEN: change their lives
  • 23. Summary Why, Why, Why, Why, Why Who, what where when How?
  • 24. Tom Landauer and Jakob Nielsen http://www.useit.com/alertbox/20000319.html
  • 25. So… For example “I need an app to send thank you cards…” Fix this! [HINT: THIS IS NOT THE SOLUTION!]
  • 26. Info + Graphic
  • 27. ≠ DATA
  • 28. Alexis Finch [@agentfin] seedandspark.com DEFENESTRATION EXPERT [Lead UX]