Sage UX                                 How Anthropology                            Can Improve Your UX Practice          ...
Friday, November 30, 2012
How Can Anthropology                              Improve Your UX                                 Practice?Friday, Novembe...
Anthropology is the study of humankind.                       Of all the disciplines that examine aspects of human        ...
Anthropology is the study of humankind.                       Of all the disciplines that examine aspects of human        ...
What We’ll Cover                       Basic Principles of Anthropology                       Specialities within Anthropo...
5,700 ...Friday, November 30, 2012
Photo: http://pt.fotopedia.com/items/flickr-1712161034Friday, November 30, 2012
Photo: http://maa.cam.ac.uk/assemblingbodies/exhibition/measurement/typologies/Friday, November 30, 2012
Business Needs                                  vs.                              User NeedsFriday, November 30, 2012
What can we learn from                           anthropology?Friday, November 30, 2012
“All service, therefore, which a                                                        man can perform for humanity      ...
Cultural RelativismFriday, November 30, 2012
Culture and UX                       Culture cannot be divorced    UX cannot be divorced                       from biolog...
Systems thinkingFriday, November 30, 2012
Use a FrameworkFriday, November 30, 2012
Pick a BranchFriday, November 30, 2012
Anthropological Disciplines                       Sociocultural anthropology                       Biological/physical ant...
Anthropology UX                                               ethnographic research                  Sociocultural Anthrop...
Evaluating Culture                            Land                            Language                            Values  ...
Methods                       Direct Observation                           Objects                           Photos       ...
Explore and AnalyzeFriday, November 30, 2012
#SageUX                     Photo: http://www.fullhdwpp.com/gadgets/olympus-lensesFriday, November 30, 2012
What lenses are YOU                             looking through?Friday, November 30, 2012
Photo: http://www.nasa.gov/images/content/151232main_image_feature_601_ys_4.jpgFriday, November 30, 2012
StatusFriday, November 30, 2012
#SageUX                     Photo: http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the-domFriday, November 30,...
#SageUX                Photo: http://richkidsofinstagram.tumblr.com/post/31889546994/monaco-yacht-partyFriday, November 30,...
Photo:#SageUX           http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to-st-tropez-by-annabelschwartzFrida...
#SageUX                     Photo: http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candyFriday, November 30, 2012
#SageUX              Photo: http://images.cdn.fotopedia.com/flickr-4342651-hd.jpgFriday, November 30, 2012
#SageUX              Photo: http://richkidsofinstagram.tumblr.com/post/29903040615/strategic-poutFriday, November 30, 2012
#SageUX              Photo: http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the-poolFriday, November 30, 2012
#SageUX              Photo: http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton-gunFriday, November 30, 2012
#SageUX              Photo by geograph.org.uk/UrbanSpacemanFriday, November 30, 2012
#SageUX               Photo: http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship-store-in-china/Friday, Nov...
#SageUX             Photo: http://www.perrier-jouet.com/en/exclusive-offers/by-forFriday, November 30, 2012
#SageUX                Photo: http://samanthahighfill.wordpress.com/2011/11/09/gift-giving-guide/Friday, November 30, 2012
It’s all too much#SageUXFriday, November 30, 2012
#SageUX               Photo:http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.htmlFriday, November 30, 2012
Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.htmlFriday, November 30, 2012
Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.htmlFriday, November 30, 2012
#SageUX                     Photo: flickr/wburris http://www.flickr.com/people/billburris/Friday, November 30, 2012
#SageUX              Photo: http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ch30/30-12.jpgFriday, November 30, 2012
#SageUX             Photo: http://www.canadianheritage.org/images/large/23257.jpgFriday, November 30, 2012
Above: Tlingit Chiefs, dressed in full regalia, gathered at a Potlatch ceremony in Sitka in 1904.#SageUX             Photo...
#SageUX                 Photo: http://www.kwakiutl.bc.ca/culture/potlatch.htmFriday, November 30, 2012
#SageUXFriday, November 30, 2012
1884 - The Indian Act is revised                       Section 3:                           Every Indian or other person w...
#SageUX             Photo: http://www.salmonfishingnow.com/Friday, November 30, 2012
#SageUX             Photo: http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/photostream/Friday, November 30, 2012
#SageUX                Photo: http://www.firstnations.de/fisheries/kwakwakawakw-kwakiutl.htmFriday, November 30, 2012
#SageUXFriday, November 30, 2012
Ruth Benedict#SageUX                     Photo: http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpgFriday, November 30, 2012
What was missing?                    • Impact of disease                    • Population changes                    • Labo...
#SageUXFriday, November 30, 2012
Good UX progressively supports                 culture, cortex and company                       Can you move?            ...
Be EthicalFriday, November 30, 2012
Ethics = Obligations                       Anthropological researchers, teachers and practitioners                       a...
Ethics = Obligations                       Anthropological researchers, teachers and practitioners                       a...
“Never doubt that a         small group of thoughtful,         committed citizens can         change the world. Indeed,   ...
Friday, November 30, 2012
Friday, November 30, 2012
Anthropology Can Improve Your                      UX Practice Through                       Holistic Perspective         ...
Anthropology compared to UX                       Holistic perspective -                       understanding humankind    ...
Anthropology is a generalizing and comparative discipline                       with a concern for understanding human div...
From Overview                       Switch perspective seamlessly                        • business needs vs user needs   ...
Start with what’s on the                            surface, then excavate -                                  Go carefully...
Common Skills                       Knowing more about the world                       - global literacy, sensitivity to o...
Thanks!                                 Annette Priest                            annette@revelinsight.com                ...
Holistic perspectives                Anthropology 		 	 UX                       understanding humankind     understanding ...
Anthropology is a generalizing and comparative discipline                       with a concern for understanding human div...
Common skills in both fields                       Knowing more about the world                       - global literacy, se...
Thanks!                                  Annette Priest                            annette@revelinsight.com               ...
Photo Credits                       http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the-      http://www.housi...
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Sage UX: How Anthropology Can Improve Your UX Practice

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UX Cambridge 2012
Experienced UX practitioners often say one of their greatest skills is being able to switch perspective--seamlessly thinking of business needs one moment, and user needs the next.

Such focus can be a challenge -- working for agencies and companies creates certain bias and UXers face more demands now than ever before. At many organizations the need to belong, and become ingrained in company culture can be strong. It can be difficult to be part of the team and still maintain some neutrality.

In this session, Annette will share:

Key concepts from anthropology you can apply to your UX practice
Tips and tricks for keeping your focus on getting the answers you need
Ethical responsibilities for researchers
Lessons learned from Annette's work with different teams and cultures

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Sage UX: How Anthropology Can Improve Your UX Practice

  1. 1. Sage UX How Anthropology Can Improve Your UX Practice Annette Priest @annettepriest #uxcamFriday, November 30, 2012
  2. 2. Friday, November 30, 2012
  3. 3. How Can Anthropology Improve Your UX Practice?Friday, November 30, 2012
  4. 4. 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.#SageUXFriday, November 30, 2012
  5. 5. 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.#SageUXFriday, November 30, 2012
  6. 6. What We’ll Cover Basic Principles of Anthropology Specialities within Anthropology Key concepts to apply in your UX practiceFriday, November 30, 2012
  7. 7. 5,700 ...Friday, November 30, 2012
  8. 8. Photo: http://pt.fotopedia.com/items/flickr-1712161034Friday, November 30, 2012
  9. 9. Photo: http://maa.cam.ac.uk/assemblingbodies/exhibition/measurement/typologies/Friday, November 30, 2012
  10. 10. Business Needs vs. User NeedsFriday, November 30, 2012
  11. 11. What can we learn from anthropology?Friday, November 30, 2012
  12. 12. “All service, therefore, which a man can perform for humanity must serve to promote truth.” — Franz Boas#SageUX Photo: http://culturalanthropology.duke.edu/news-events/media/view/franz-boasFriday, November 30, 2012
  13. 13. Cultural RelativismFriday, November 30, 2012
  14. 14. 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 UI cannot be understood cannot be understood without considering without considering historical and evolutionary historical and evolutionary processes. processes.#SageUXFriday, November 30, 2012
  15. 15. Systems thinkingFriday, November 30, 2012
  16. 16. Use a FrameworkFriday, November 30, 2012
  17. 17. Pick a BranchFriday, November 30, 2012
  18. 18. Anthropological Disciplines Sociocultural anthropology Biological/physical anthropology Archaeology Linguistics#SageUXFriday, November 30, 2012
  19. 19. Anthropology 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 evaluations Linguistic Anthropology information architecture writing icons#SageUXFriday, November 30, 2012
  20. 20. Evaluating Culture Land Language Values Clothing Tools Rituals Genealogy HierarchyFriday, November 30, 2012
  21. 21. Methods Direct Observation Objects Photos Field notes Interviews Drawings Video Audio Recordings Secondary ResearchFriday, November 30, 2012
  22. 22. Explore and AnalyzeFriday, November 30, 2012
  23. 23. #SageUX Photo: http://www.fullhdwpp.com/gadgets/olympus-lensesFriday, November 30, 2012
  24. 24. What lenses are YOU looking through?Friday, November 30, 2012
  25. 25. Photo: http://www.nasa.gov/images/content/151232main_image_feature_601_ys_4.jpgFriday, November 30, 2012
  26. 26. StatusFriday, November 30, 2012
  27. 27. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the-domFriday, November 30, 2012
  28. 28. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31889546994/monaco-yacht-partyFriday, November 30, 2012
  29. 29. Photo:#SageUX http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to-st-tropez-by-annabelschwartzFriday, November 30, 2012
  30. 30. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candyFriday, November 30, 2012
  31. 31. #SageUX Photo: http://images.cdn.fotopedia.com/flickr-4342651-hd.jpgFriday, November 30, 2012
  32. 32. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29903040615/strategic-poutFriday, November 30, 2012
  33. 33. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the-poolFriday, November 30, 2012
  34. 34. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton-gunFriday, November 30, 2012
  35. 35. #SageUX Photo by geograph.org.uk/UrbanSpacemanFriday, November 30, 2012
  36. 36. #SageUX Photo: http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship-store-in-china/Friday, November 30, 2012
  37. 37. #SageUX Photo: http://www.perrier-jouet.com/en/exclusive-offers/by-forFriday, November 30, 2012
  38. 38. #SageUX Photo: http://samanthahighfill.wordpress.com/2011/11/09/gift-giving-guide/Friday, November 30, 2012
  39. 39. It’s all too much#SageUXFriday, November 30, 2012
  40. 40. #SageUX Photo:http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.htmlFriday, November 30, 2012
  41. 41. Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.htmlFriday, November 30, 2012
  42. 42. Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.htmlFriday, November 30, 2012
  43. 43. #SageUX Photo: flickr/wburris http://www.flickr.com/people/billburris/Friday, November 30, 2012
  44. 44. #SageUX Photo: http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ch30/30-12.jpgFriday, November 30, 2012
  45. 45. #SageUX Photo: http://www.canadianheritage.org/images/large/23257.jpgFriday, November 30, 2012
  46. 46. Above: Tlingit Chiefs, dressed in full regalia, gathered at a Potlatch ceremony in Sitka in 1904.#SageUX Photo: http://blog.linedandunlined.com/post/404917364/form-givingFriday, November 30, 2012
  47. 47. #SageUX Photo: http://www.kwakiutl.bc.ca/culture/potlatch.htmFriday, November 30, 2012
  48. 48. #SageUXFriday, November 30, 2012
  49. 49. 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.#SageUXFriday, November 30, 2012
  50. 50. #SageUX Photo: http://www.salmonfishingnow.com/Friday, November 30, 2012
  51. 51. #SageUX Photo: http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/photostream/Friday, November 30, 2012
  52. 52. #SageUX Photo: http://www.firstnations.de/fisheries/kwakwakawakw-kwakiutl.htmFriday, November 30, 2012
  53. 53. #SageUXFriday, November 30, 2012
  54. 54. Ruth Benedict#SageUX Photo: http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpgFriday, November 30, 2012
  55. 55. What was missing? • Impact of disease • Population changes • Labor market • New income sources • The long view#SageUXFriday, November 30, 2012
  56. 56. #SageUXFriday, November 30, 2012
  57. 57. Good UX progressively supports culture, cortex and company Can you move? How do you feel? Can you give me the details of the accident?#SageUXFriday, November 30, 2012
  58. 58. Be EthicalFriday, November 30, 2012
  59. 59. 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#SageUXFriday, November 30, 2012
  60. 60. 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#SageUXFriday, November 30, 2012
  61. 61. “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#SageUXFriday, November 30, 2012
  62. 62. Friday, November 30, 2012
  63. 63. Friday, November 30, 2012
  64. 64. Anthropology Can Improve Your UX Practice Through Holistic Perspective Systems Thinking Use a Framework Understand your bias - work to mitigate it! Hypothesis Generation Evidence Based Approach EthicsFriday, November 30, 2012
  65. 65. 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#SageUXFriday, November 30, 2012
  66. 66. 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#SageUXFriday, November 30, 2012
  67. 67. From Overview Switch perspective seamlessly • business needs vs user needs • bias from who’s paying you • maintain neutrality Key concepts from anthropology to apply to your UX practice • keeping focus on getting answers • ethical responsibilities for researchers • lessons learned from different teams and culturesFriday, November 30, 2012
  68. 68. Start with what’s on the surface, then excavate - Go carefully Be delicateFriday, November 30, 2012
  69. 69. 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#SageUXFriday, November 30, 2012
  70. 70. Thanks! Annette Priest annette@revelinsight.com revelinsight.comFriday, November 30, 2012
  71. 71. Holistic perspectives Anthropology UX 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#SageUXFriday, November 30, 2012
  72. 72. 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#SageUXFriday, November 30, 2012
  73. 73. Common skills in both fields 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#SageUXFriday, November 30, 2012
  74. 74. Thanks! Annette Priest annette@revelinsight.com http://revelinsight.comFriday, November 30, 2012
  75. 75. 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%27laFriday, November 30, 2012
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