Closing Session: World Usability Day

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This is the closing session of World Usability Day 2009, Steve Kaneko and Surya Vanka explain why this is the beginning of a new golden age of design. This is the section presented by Surya.

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Closing Session: World Usability Day

  1. 1. Crisis as Catalyst<br />The Power of Design to Change the World<br />Steve Kaneko, Partner UX Director<br />Surya Vanka, Principal UX Manager<br />Microsoft Corporation<br />
  2. 2. change blindness: people often fail to see a change in their surroundings because their attention is elsewhere<br />
  3. 3. it is easy to miss something that you are not looking for<br />
  4. 4. design mind<br />
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12.
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  14. 14.
  15. 15.
  16. 16.
  17. 17.
  18. 18.
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  20. 20.
  21. 21.
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28. 29 october 1929<br />
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33. designer shoes<br />designer jeans<br />designer toilet<br />design thinking<br />designer babies<br />designer kitchens<br />leadership by design<br />designer dogs<br />designer homes<br />designer soda<br />the age of design<br />designer ceo<br />design dreams<br />designer<br />designer glasses<br />designer lamps<br />designer genes<br />design thinking<br />designer mouse<br />designer vodka<br />raise design IQ<br />
  34. 34.
  35. 35. $265<br />$39.99<br />
  36. 36. 1985: Windows 1.0<br />
  37. 37.
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44. The value of design has changed...<br />Critical<br />Luxury<br />2008<br />2007<br />2006<br />2005<br />2004<br />2002<br />2000<br />1999<br />1998<br />1997<br />1996<br />1995<br />1994<br />1993<br />2009<br />
  45. 45. the lifecycle of technology products<br />Technology Product Lifecycle<br />MARKET STABILIZATION<br />noon<br />MARKET CREATION<br />MARKET EXPANSION<br />sunrise<br />sunset<br />Thanks to ZIBA Design and Sony’s “Digital Dreams: The Work of the Sony Design Center” by Paul Kunkel <br />
  46. 46. Product<br />Innovation<br />functionality<br />manufacturability<br />configuration<br />productization<br />narrative<br /> theme<br /> style<br /> metaphor<br /> behavior<br /> ambience<br />Experience<br />Innovation<br />Technology<br />Innovation<br />efficacy<br />feasibility<br />science<br />the lifecycle of technology products<br />Technology Product Lifecycle<br />MARKET STABILIZATION<br />noon<br />MARKET CREATION<br />MARKET EXPANSION<br />sunrise<br />sunset<br />MARKET EXHAUSTION<br />MARKET INITIATION<br />Thanks to ZIBA Design and Sony’s “Digital Dreams: The Work of the Sony Design Center” by Paul Kunkel <br />
  47. 47. Loyalty<br />
  48. 48. Trust<br />
  49. 49. Amount spent annually on TV advertising: <br />$90 Billion<br />TV In The Dark, Bryan Keefer, Columbia Journalism Review, 2007 <br />
  50. 50. Only 40% of consumers have any positive opinion on advertising <br />
  51. 51. Only 22% of advertisers believe that TV ads are effective<br />
  52. 52. Only 6% of consumers say they believe ads<br />
  53. 53. Power Shift<br />Economy of Choice<br />Complex markets<br />Global markets<br />Cynical Consumers<br />Intrinsic Value<br />Economy of Scale<br />Simple markets<br />National markets<br />Opportunistic<br />Extrinsic Value<br />><br />><br />><br />><br />><br />Patrick Whitney, Illinois Institute of Design, Chicago<br />
  54. 54. Producers were powerful<br />
  55. 55. Consumers are powerful<br />
  56. 56. Markets of one<br />
  57. 57. menu commands in Word over time<br />272<br />257<br />238<br />205<br />complexity<br />109<br />112<br />97<br />81<br />49<br />49<br />Word<br />1.0<br />Word<br />1.1<br />Word<br />2.0<br />Word<br />6.0<br />Word<br />95<br />Word<br />97<br />Word<br />2000<br />Word<br />2002<br />Word<br />2003<br />
  58. 58. 200+<br />NUMBER OF PRODUCTS WE RELEASED LAST YEAR<br />pace<br />
  59. 59. 1,000,000,000+<br />NUMBER OF USERS OF WINDOWS IN THE NEXT DECADE<br />scale<br />
  60. 60. diversity<br />130+<br />NUMBER OF LANGUAGES SUPPORTED BY WINDOWS<br />
  61. 61. ~650,000<br />NUMBER OF SOFTWARE COMPANIES WORLDWIDE WHO BUILD PRODUCTS THAT RUN ON WINDOWS<br />partnering<br />
  62. 62. collaboration<br />360+<br />NUMBER OF INTERNAL PRODUCT DEVELOPMENT TEAMS<br />
  63. 63.
  64. 64.
  65. 65.
  66. 66.
  67. 67. technology innovations are successfully mastering complexity<br />
  68. 68. the real innovation challenge today is to master simplicity<br />
  69. 69. wicked problems<br />
  70. 70.
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  79. 79.
  80. 80. Deductive<br />
  81. 81. Inductive<br />
  82. 82. Abductive<br />
  83. 83. people first<br />
  84. 84. experimentalism<br />
  85. 85. optimism<br />
  86. 86. Collaboration<br />
  87. 87. Observation<br />
  88. 88. Integrative<br />
  89. 89. Laseau’s Funnel<br />Laseau 1980<br />
  90. 90.
  91. 91.
  92. 92. Divergent and convergent thinking<br />Brainstorms<br /> Focus Groups<br /> Storyboards<br />Ethnography<br />Market Analysis<br />Personas<br />Scenarios<br />Prototypes<br />Iteration<br />Visuals<br />Comps<br />BuiltProduct<br />DetailedSpecs<br />Understand Envision Specify Implement<br />
  93. 93.
  94. 94. 1. <br />you can’t know the tiger until you live in the jungle<br />
  95. 95. Living with Windows<br />
  96. 96. 2. <br />gathering deep user evidence<br />
  97. 97. 1.2 billion<br />DATA SESSIONS COLLECTED<br />1.8 million<br />SESSIONS PER DAY<br />352 million<br />COMMAND BAR CLICKS (IN LAST 90 DAYS)<br />
  98. 98. 3. <br />understanding intimacy & scale<br />
  99. 99. Scaled Intimacy<br />Monty Hammontree & Dennis Wixon, Microsoft User Research<br />
  100. 100.
  101. 101. 4. <br />creating rich<br />evocative models<br />
  102. 102.
  103. 103.
  104. 104. 5. <br />building virtuous feedback loops<br />
  105. 105.
  106. 106. 6. <br />co-creating<br />
  107. 107.
  108. 108.
  109. 109. 7. <br />validating with user data but leading with design vision <br />
  110. 110.
  111. 111.
  112. 112. 8. <br />failing fast<br />
  113. 113.
  114. 114. 9. <br />inventing new paradigms<br />
  115. 115.
  116. 116.
  117. 117.
  118. 118.
  119. 119. 10. <br />knowing simplicity is <br />hard but worth striving for <br />
  120. 120.
  121. 121.
  122. 122. use<br />find<br />and<br />use and find<br />
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  124. 124.
  125. 125.
  126. 126. 11. <br />measuring experiences<br />
  127. 127.
  128. 128. designers<br />engineers<br />
  129. 129. Design <br />Hero<br />
  130. 130. Team <br />Hero<br />
  131. 131. wireframes<br />envision boldly<br />genius > coach<br />design thinking<br />keeping the problem alive<br />give it away<br />ego / no ego<br />deferring judgment<br />doing > facilitating<br />open it up<br />courage + conviction<br />release team creativity<br />prototyping<br />mapping<br />sfe<br />creative thinking spaces<br />design charettes<br />macro + micro<br />storytelling<br />fail fast<br />raise design IQ<br />
  132. 132. “Business people don’t just need to understand designers better – they need to become designers“<br />- RogerMartin<br />
  133. 133. innovation in the design of the culture can be far more impactful than just innovation of products and services<br />
  134. 134. d<br />D<br />
  135. 135. Sabine Junginger, Lancaster University, 2007<br />
  136. 136. the age of wicked problems<br />
  137. 137.
  138. 138. United Press Services, Tom Toles 2009 <br />
  139. 139. United Press Services, Tony Auth 2009 <br />
  140. 140. the age of great opportunity<br />
  141. 141. “If you’re not busy being born, <br />you’re busy dying.” <br />

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