Sage UX - How Understanding Anthropology Can Help You Improve UX
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Sage UX - How Understanding Anthropology Can Help You Improve UX

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Environments for Humans - UX Web Summit

Environments for Humans - UX Web Summit

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  • 1. Sage UX How Understanding Anthropology Can Help You Improve UX Annette Priest @annettepriest #SageUXTuesday, September 25, 2012
  • 2. #SageUXTuesday, September 25, 2012
  • 3. #SageUXTuesday, September 25, 2012
  • 4. #SageUXTuesday, September 25, 2012
  • 5. #SageUXTuesday, September 25, 2012
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  • 9. #SageUXTuesday, September 25, 2012
  • 10. #SageUXTuesday, September 25, 2012
  • 11. #SageUXTuesday, September 25, 2012
  • 12. #SageUXTuesday, September 25, 2012
  • 13. It’s all too much#SageUXTuesday, September 25, 2012
  • 14. #SageUXTuesday, September 25, 2012
  • 15. #SageUXTuesday, September 25, 2012
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  • 17. #SageUXTuesday, September 25, 2012
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  • 19. #SageUXTuesday, September 25, 2012
  • 20. Tuesday, September 25, 2012
  • 21. #SageUXTuesday, September 25, 2012
  • 22. #SageUXTuesday, September 25, 2012
  • 23. 1884 - The Indian Act is revised Section 3: Every Indian or other person who engages in or assists in celebrating the Indian festival known as the “Potlatch” or the Indian dance known as the “Tamanawas” is guilty of a misdemeanor, and shall be liable to imprisonment for a term not more than six nor less than two months in any gaol or other place of confinement; and, any Indian or other person who encourages, either directly or indirectly, an Indian or Indians to get up such a festival or dance, or to celebrate the same, or who shall assist in the celebration of same is guilty of a like offence, and shall be liable to the same punishment.#SageUXTuesday, September 25, 2012
  • 24. #SageUXTuesday, September 25, 2012
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  • 27. #SageUXTuesday, September 25, 2012
  • 28. Ruth Benedict#SageUXTuesday, September 25, 2012
  • 29. What was missing? • Impact of disease • Population changes • Labor market • New income sources • The long view#SageUXTuesday, September 25, 2012
  • 30. Anthropology is the study of humankind. Of all the disciplines that examine aspects of human existence and accomplishments, only anthropology explores the entire panorama of the human experience from human origins to contemporary forms of culture and social life.#SageUXTuesday, September 25, 2012
  • 31. Anthropology is the study of humankind. Of all the disciplines that examine aspects of human existence and accomplishments, only anthropology explores the entire panorama of the human experience from human origins to contemporary forms of culture and social life. The practice of user experience includes research, design and analysis. Of all the disciplines that examine aspects of human use of tools, only UX explores the entire panorama of the user experience from interface design to interactions and flow.#SageUXTuesday, September 25, 2012
  • 32. #SageUXTuesday, September 25, 2012
  • 33. “All service, therefore, which a man can perform for humanity must serve to promote truth.” — Franz Boas#SageUXTuesday, September 25, 2012
  • 34. Historical Particularism Cultural customs explained by: • environmental conditions • psychological factors • historical connections#SageUXTuesday, September 25, 2012
  • 35. Anthropological Disciplines Sociocultural anthropology Biological/physical anthropology Archaeology Linguistics#SageUXTuesday, September 25, 2012
  • 36. Anthropology compared to UX ethnographic research Sociocultural Anthropology user research usability testing Biological / Physical human factors Anthropology cognitive science ergonomics user interface design Archaeology visual design web analytics competitive evaluation Linguistic Anthropology user expectations information architecture#SageUXTuesday, September 25, 2012
  • 37. Culture and UX Culture cannot be divorced UX cannot be divorced from biology and from biology and adaptation, nor language adaptation, nor language from culture. from UX. Contemporary societies UX cannot be understood cannot be understood without considering without considering historical and evolutionary historical and evolutionary processes. processes.#SageUXTuesday, September 25, 2012
  • 38. Anthropology compared to UX Holistic perspective - understanding humankind understanding user in terms of the dynamic experience in terms of the interrelationships of all dynamic interrelationships aspects of human of all aspects of UX: existence. human factors user interface information architecture visual design competitive landscape user expectations#SageUXTuesday, September 25, 2012
  • 39. Anthropology is a generalizing and comparative discipline with a concern for understanding human diversity on a global scale. Anthropologists conduct: • Empirical research with • established theories • methods • analytical techniques • Field-based research • Laboratory analysis • Archival investigations#SageUXTuesday, September 25, 2012
  • 40. Common skills Knowing more about the world - global literacy, sensitivity to other cultures Thinking outside the box - creative/innovative, finding patterns in complex and chaotic, cross disciplinary Becoming smarter about new sources of information - critically evaluate dynamic flow of information, understand different forms of representation, methods of communication Developing good people skills -communication proficiency across social/cultural differences, emotional intelligence, work in teams#SageUXTuesday, September 25, 2012
  • 41. #SageUXTuesday, September 25, 2012
  • 42. Ethics “It is inevitable that misunderstandings, conflicts, and the need to make choices among apparently incompatible values will arise.”#SageUXTuesday, September 25, 2012
  • 43. Ethics = Obligations Anthropological researchers, teachers and practitioners are members of many different communities, each with its own moral rules or codes of ethics. Anthropologists have moral obligations as members of other groups, such as the family, religion, and community, as well as the profession. Anthropology: • Scholarly discipline • Wider society & culture • Human species • Other species • Environment#SageUXTuesday, September 25, 2012
  • 44. Ethics = Obligations Anthropological researchers, teachers and practitioners are members of many different communities, each with its own moral rules or codes of ethics. Anthropologists have moral obligations as members of other groups, such as the family, religion, and community, as well as the profession. Anthropology: UX: • Scholarly discipline • Your company • Wider society & culture • Your client • Human species • Your customers • Other species • Your team • Environment • Your coworkers • Your company#SageUXTuesday, September 25, 2012
  • 45. Good UX progressively supports culture, cortex and company Can you move? How do you feel? Can you give me the details of the accident?#SageUXTuesday, September 25, 2012
  • 46. Tuesday, September 25, 2012
  • 47. #SageUXTuesday, September 25, 2012
  • 48. Jane Goodall#SageUXTuesday, September 25, 2012
  • 49. #SageUXTuesday, September 25, 2012
  • 50. #SageUXTuesday, September 25, 2012
  • 51. “Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.” — Margaret Mead#SageUXTuesday, September 25, 2012
  • 52. Photo Credits http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the- http://www.housing.ubc.ca/files/van/images/totem/ dom First_Nations_map_3.jpg http://richkidsofinstagram.tumblr.com/post/31889546994/monaco- http://www.kwakiutl.bc.ca/culture/potlatch.htm yacht-party http://www.salmonfishingnow.com/ http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to- Photo from North Olympic Library, Port Angeles, WA st-tropez-by-annabelschwartz http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/ http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candy photostream/ http://images.cdn.fotopedia.com/flickr-4342651-hd.jpg http://socialsciencebookdesign.wordpress.com/ http://richkidsofinstagram.tumblr.com/post/29903040615/strategic- http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpg pout Photo from Duke University Cultural Anthropology Media Catalog http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the- pool http://culturalanthropology.duke.edu/news-events/media/view/franz- boas http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton- gun http://www.esri.com/news/releases/11-1qtr/goodall.html Photo by geograph.org.uk/UrbanSpaceman http://wrestlingtheangel.wordpress.com/2008/07/11/jane-goodalls- reason-for-hope-why-evolution-is-a-beautiful-idea/ http://www.geograph.org.uk/profile/4942 http://images.google.com/hosted/life/l? http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship- imgurl=0cfb64c2b1fa5b0c&q=anthropologist store-in-china/ +source:life&ei=wWwjSY34A5j2sAPyw4C7CA&sig2=KC7Ee- http://www.perrier-jouet.com/en/exclusive-offers/by-for ujkFoFf-9SBmob7w&usg=__5v2VI7I7KgF0YnLaE3jiA9ZoP_g=&prev=/ images%3Fq%3Danthropologist%2Bsource:life%26hl%3Den http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html http://www.nasa.gov/images/content/ Photo by: flickr/wburris ( http://www.flickr.com/people/billburris/ ) 151232main_image_feature_601_ys_4.jpg http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ http://www.fullhdwpp.com/gadgets/olympus-lenses ch30/30-12.jpg http://www.wildchimpanzees.org/media/photo_gallery_jpg/ Photo from http://samanthahighfill.wordpress.com/2011/11/09/gift- goodall_40.jpg giving-guide/ http://www.originalprop.com/blog/2010/06/06/photographic-preview-a- http://www.canadianheritage.org/images/large/23257.jpg visit-with-breanna-livie-the-golden-closet-behind-the-scenes-at- http://blog.linedandunlined.com/post/404917364/form-giving eastern-costume/ http://upload.wikimedia.org/wikipedia/commons/3/33/Wawadit%27laTuesday, September 25, 2012
  • 53. Thanks! Annette Priest annette@revelinsight.com http://revelinsight.comTuesday, September 25, 2012