Will my helicopter fit in your garage?

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On September 11th, Doug Roerdon, Vice President for User Experience Design Strategy, gave a presentation entitled "Will my helicopter fit in your garage?", essentially a plea from “the rest of us,” whomever that may be. Over the past decade or so of creating user experiences in a digital world, the original 80-20 rule has silently and inadvertently become a fundamentally different 80 rule, where satisfying just 80% of users has somehow become acceptable. And it really isn’t, from user or business points of view. In fact, the 20% in many situations has shrunk in percentage but grown in importance.

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Will my helicopter fit in your garage?

  1. 1. -Doug Roerden @DougRoerden #8020rule @harvardwww http://w3.abcd.harvard.edu/
  2. 2. © 2013 Doug Roerden 2 http://blog.mpl.org/nowatmpl/Pictures/Harvard-logo.jpg http://materialsinsight.com/wp-content/uploads/2012/08/MIT-LOGO-275x270.png http://mms.businesswire.com/media/20130605006496/en/371779/5/Berklee_Red_BLOCK_Logo%5B.jpg
  3. 3. © 2013 Doug Roerden 4 http://upload.wikimedia.org/wikipedia/en/b/b4/Beret.jpg http://www.factropolis.com/uploaded_images/Pocket-790367.jpg http://www.nbcuniversalstore.com/img/product/resized/775/00065432- 441775_catl_600.jpg?k=6f12d843&pid=65432&s=catl&sn=nbcuniversalstore
  4. 4. © 2013 Doug Roerden 6 Spectrum of Chocolate White 0% Cocoa content percentages are approximate to varying standards. Milk 25% Sweet 30% Dark or Semi- Sweet 45% Extra Dark or Bittersweet 60%+
  5. 5. © 2013 Doug Roerden 8 http://www.stevescottsite.com/80_20_principle.gif
  6. 6. Apple 40% Others 31% Samsung 18% ASUS 5% Amazon 4% Microsoft 2% Q1 2013 Tablet Market Share © 2013 Doug Roerden 10 http://www.idownloadblog.com/2013/05/02/idc-tablet-share-q113/ http://gigaom.com/2013/07/23/the-ipad-accounted-for-84-3-percent-of-web-traffic-from-tablets-in-june/ …accounting for more than 84% of tablet web traffic
  7. 7. © 2013 Doug Roerden 11 http://www.idc.com/getdoc.jsp?containerId=prUS24257413 http://news.cnet.com/8301-13579_3-57583177-37/ios-ups-lead-over-android-in-web-traffic-says-analyst/ 10 of top 100 mobiles sites, including only US- based coverage, where iPhone is most popular device; however, Chitika found iOS responsible for 67% of mobile traffic in December 2012. Munster believes iOS users are far more engaged with their devices than Android users. Apple iOS 13% Other 87% Q2 2013 Mobile Market Share Apple iOS 69% Other 31% April 2013 Mobile Traffic Gene Munster, Piper Jaffray
  8. 8. ~80% of the effects come from ~20% of the causes. In 1906, Italian economist,Vilfredo Pareto, observed that 80% of the land in Italy was owned by 20% of the population. He also noted that 20% of the pea pods in his garden contained 80% of the peas. *Also “Pareto Principle” or “Law of the Vital Few” © 2013 Doug Roerden 12 http://en.wikipedia.org/wiki/Pareto_principle http://upload.wikimedia.org/wikipedia/commons/9/99/Vilfredo_Pareto.jpg
  9. 9. Wealth Distribution Geographic Population Distribution: urban vs rural Internet File Size Distribution: many small; few large Oil Field Value: few large, many small Supercomputer Job Distribution: few large, many small Standardized Price Returns on Individual Stocks Sizes of Sand Particles Sizes of Meteorites Areas Burnt in Forest Fires Severity of Large Casualty Losses © 2013 Doug Roerden 13 http://en.wikipedia.org/wiki/Pareto_distribution
  10. 10. http://ui-patterns.com/static/imgcache/810_0_0_374.jpg © 2013 Doug Roerden 14
  11. 11. 80% of your project's value comes from 20% of its features 20% 80% of your project's bugs come from 20% of its code 10% 80% of your customers will use only 20% of your project's functionality 13% All of the above 39% None of the above 18% © 2013 Doug Roerden 15 Beyond the Numbers Survey 8/2013
  12. 12. “You can fool all the people some of the time, and some of the people all the time, but you cannot fool all the people all the time.” —Abraham Lincoln 11. Applying the 80-20 Rule to your projects, which of the following would be true? N=61 (from 307 completes) Count Percent % 80% of your project's value comes from 20% of its features 12 20% 80% of your project's bugs come from 20% of its code 6 10% 80% of your customers will use only 20% of your project's functionality 8 13% All of the above PERFECT! 24 39% None of the above WRONG 11 18% © 2013 Doug Roerden 16 Beyond the Numbers Survey 8/2013
  13. 13. Satisfying just 80% of users has somehow become acceptable. © 2013 Doug Roerden 17 http://beufl.com/wp-content/uploads/2013/06/Micro-Chip-On-Shoulder.jpg
  14. 14. © 2013 Doug Roerden 18 http://cdn.eatingrules.com/wp-content/uploads/2010/10/80-20-rule.gif
  15. 15. © 2013 Doug Roerden 19 http://www.youtube.com/watch?v=DWKvSG_9s5I
  16. 16. © 2013 Doug Roerden 20
  17. 17. © 2013 Doug Roerden 21 Tall Head 20% of your users/causes 80% of your profits/effects Long Tail 80% of your users/causes 20% of your profits/effects 20% of What? 100 = 20 1000 = 200 10K = 2K 100K = 20K 1M = 200K
  18. 18. © 2013 Doug Roerden 22 Any of them. What works best for you and your team or organization? What do you want to show? Opportunites? Pitfalls? Constraints? Cost/Benefit? What is the goal? Funding? Scope? Priority? Maybe even a combo….
  19. 19. © 2013 Doug Roerden 23
  20. 20. © 2013 Doug Roerden 24 http://cdn.ttgtmedia.com/ITKE/uploads/blogs.dir/67/files/2009/02/pareto_chart_customer-complaints.jpg
  21. 21. © 2013 Doug Roerden 25 Category 1 Category 2 Category 3 Category 4 Category 5 Extremely Important Important Somewhat Important Not Very Important Not At All Important
  22. 22. © 2013 Doug Roerden 26 http://www.flickr.com/photos/26196360@N06/3419857927/
  23. 23. Think Critically & Decide Consciously NOT Conveniently or Carelessly Look for Leverage Differentiate between Edge Cases and Fringe Cases Don't settle for "it's good enough" Everything changes over time © 2013 Doug Roerden 27
  24. 24. Constraint-Driven Design Complex-to-Simple Design Problems vs Symptoms Avoid Assumptions Progressive Disclosure Branching Customization Personalization © 2013 Doug Roerden 28
  25. 25. © 2013 Doug Roerden 29 How What
  26. 26. Work in pairs Your organization Your concern: business, features, code, user experience What's the 20% or the “less” that is “more”? Are you focusing on the extreme or the average? Is that the “right” focus? What do you want to do about that? © 2013 Doug Roerden 30
  27. 27. http://images4.wikia.nocookie.net/__cb20110609120331/waldo/images/b/b7/TheGobblingGluttons.jpg © 2013 Doug Roerden 31
  28. 28. http://abcnews.go.com/images/US/ht_wheres_waldo_ll_120921_wblog.jpg © 2013 Doug Roerden 32
  29. 29. http://www.myscreendesign.com/images/airplane/4.jpg© 2013 Doug Roerden 33 7% of pilots are rotorcraft pilots; 0.01% of Americans are rotorcraft pilots.
  30. 30. http://img695.imageshack.us/img695/9311/img2973n.jpg© 2013 Doug Roerden 34
  31. 31. http://legionofhonor.famsf.org/files/imagecache/exhibition_preview_large/THINKER_side_columns.jpg © 2013 Doug Roerden 35
  32. 32. -Doug Roerden @DougRoerden #8020rule @harvardwww http://w3.abcd.harvard.edu/ QUESTIONS?
  33. 33. -Doug Roerden @DougRoerden #8020rule @harvardwww http://w3.abcd.harvard.edu/ THANKYOU! http://www.surveygizmo.com/s3/1359982/Helicopter-Feedback OR http://bit.ly/1ecYuEp

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