7x109 REASONS WE NEED TO STOP 
DESIGNING FOR OURSELVES 
BY MEGAN KIERSTEAD 
WWW.SOCIALERGONOMICS.COM 
@MEGKIERSTEAD
A CHANGE IN MINDSET
MEGAN – UX DESIGNER 
Age: Upper 20’s 
Languages spoken: English, sarcasm 
Education: Graduate school 
Web skill: Expert/ad...
THE WORLD IS COMPLEX, 
SO STOP OVERSIMPLIFYING
DESIGN IS A BALANCE 
BETWEEN LIMITS & FREEDOM
DESIGN REQUIRES 
EMPATHY
SOCIAL ERGONOMICS: 
DESIGN TO FIT PEOPLE
EVERYONE IS DIFFERENT, SO WE’RE ALL THE SAME
INDIVIDUAL DIFFERENCES 
• Motivations/goals – power user vs. novice, risk 
aversion, willingness to explore 
• Gender 
• R...
EVERYONE HAS DIFFERENT GOALS
INDIVIDUAL DIFFERENCES 
• Motivations/goals 
• Gender 
• Race 
• Age 
• Physical differences 
• Socioeconomic Status 
• So...
GENDER & ORIENTATION: LIVING IN THE DARK AGES 
Why?!
Better …
Best?
INDIVIDUAL DIFFERENCES 
• Motivations/goals 
• Gender 
• Race 
• Age 
• Physical differences 
• Socioeconomic Status 
• So...
RACE IN THE UNITED STATES
INDIVIDUAL DIFFERENCES 
• Motivations/goals 
• Gender 
• Race 
• Age 
• Physical differences 
• Socioeconomic Status 
• So...
AGE IS MORE THAN JUST A NUMBER
INDIVIDUAL DIFFERENCES 
• Motivations/goals 
• Gender 
• Race 
• Age 
• Physical differences 
• Socioeconomic Status 
• So...
BAD NEWS – YOUR ICONS ARE PROBABLY TOO SMALL
INDIVIDUAL DIFFERENCES 
• Motivations/goals 
• Gender 
• Race 
• Age 
• Physical differences 
• Socioeconomic Status 
• So...
EDUCATION != INTELLIGENCE
INDIVIDUAL DIFFERENCES 
• Motivations/goals 
• Gender 
• Race 
• Age 
• Physical differences 
• Socioeconomic Status 
• So...
CLIQUES AREN’T ONLY FOR HIGH SCHOOL
WHAT CAN I DO?
Develop Your Empathetic Brain by 
Exposing Yourself to People & Situations 
Outside Your Comfort Zone
Don’t Assume You Know the Answer… 
Iterate and Listen
Support Different Interaction Styles
THE IMPORTANCE OF LANGUAGE & MEANING
CULTURE SHAPES MEANING
CULTURAL DIFFERENCES IN COLOR MEANING 
http://visual.ly/what-colors-mean-different-cultures
EVEN IF SOMEONE UNDERSTANDS 
SOMETHING, THEY MIGHT NOT BE 
ABLE TO DISCOVER IT
LITERACY – SOME DESPRESSING NUMBERS 
http://visual.ly/understanding-illiteracy
Make Your Content 
Understandable by EVERYONE 
http://read-able.com/
WHAT CAN I DO?
Understand how content will be 
understood by different types of people
Use content that is familiar and consistent
Resist the urge to coin new terms
IMPROVING ACCESSIBILITY
DISABILITIES 
Visual Blindness, color deficiency 
Speech Stuttering, muteness 
Cognitive/Neurologica l Learning disabiliti...
NORMAL VISION
DEUTERANOPIA – ~5% MALES 
GREEN DEFICIENCY
TRITANOPIA – ~0.5% MALES 
BLUE DEFICIENCY
COLORBLINDNESS CAN DESTROY MEANING 
NORMAL VISION COLOR DEFICIENT VISION 
http://visual.ly/understanding-illiteracy
Color Oracle 
Sim Daltonism 
Color Brewer
WHAT CAN I DO?
Make accessibility an explicit part of your 
process
TECHNOLOGY ACCESS & LITERACY: 
NO, EVERYONE DOES NOT HAVE AN IPHONE
UNEQUAL INTERNET ACCESS 
http://www.washingtonpost.com/blogs/govbeat/wp/2014/01/09/the-fastest-and-slowest-internet-speeds...
SMARTPHONES AREN’T EVERYWHERE YET
WHAT CAN I DO?
Think outside your own devices – do without
DO YOU MAKE DESIGN INCLUSIVE OR 
DIVERSE?
DESIGN IS A MORAL ENDEAVOR
DESIGN FOR EVERYONE ISN’T JUST RIGHT 
IT’S A GOOD IDEA
SOCIAL ERGONOMICS 
WWW.SOCIALERGONOMICS.COM 
MEGAN@SOCIALERGONOMICS.COM 
@MEGKIERSTEAD
Design for Everyone: 7x10^9 Reasons We Need to Stop Designing for Ourselves
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Design for Everyone: 7x10^9 Reasons We Need to Stop Designing for Ourselves

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Technology should be more inclusive. This means thinking about people as diverse, individual entities--not just statistics or marketing segments. I give an overview of the different ways of understanding people and culture, and the implications for designers and entrepreneurs.

Published in: Design
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Design for Everyone: 7x10^9 Reasons We Need to Stop Designing for Ourselves

  1. 1. 7x109 REASONS WE NEED TO STOP DESIGNING FOR OURSELVES BY MEGAN KIERSTEAD WWW.SOCIALERGONOMICS.COM @MEGKIERSTEAD
  2. 2. A CHANGE IN MINDSET
  3. 3. MEGAN – UX DESIGNER Age: Upper 20’s Languages spoken: English, sarcasm Education: Graduate school Web skill: Expert/addicted Job: Social Ergonomics Goals: spread design gospel, make the world a better place, improve technology Frustrations: lazy design, bad interfaces Tech owned: Apple laptop, iPad, Android phone, Kindle
  4. 4. THE WORLD IS COMPLEX, SO STOP OVERSIMPLIFYING
  5. 5. DESIGN IS A BALANCE BETWEEN LIMITS & FREEDOM
  6. 6. DESIGN REQUIRES EMPATHY
  7. 7. SOCIAL ERGONOMICS: DESIGN TO FIT PEOPLE
  8. 8. EVERYONE IS DIFFERENT, SO WE’RE ALL THE SAME
  9. 9. INDIVIDUAL DIFFERENCES • Motivations/goals – power user vs. novice, risk aversion, willingness to explore • Gender • Race • Age • Physical differences • Socioeconomic Status • Social network
  10. 10. EVERYONE HAS DIFFERENT GOALS
  11. 11. INDIVIDUAL DIFFERENCES • Motivations/goals • Gender • Race • Age • Physical differences • Socioeconomic Status • Social network
  12. 12. GENDER & ORIENTATION: LIVING IN THE DARK AGES Why?!
  13. 13. Better …
  14. 14. Best?
  15. 15. INDIVIDUAL DIFFERENCES • Motivations/goals • Gender • Race • Age • Physical differences • Socioeconomic Status • Social network
  16. 16. RACE IN THE UNITED STATES
  17. 17. INDIVIDUAL DIFFERENCES • Motivations/goals • Gender • Race • Age • Physical differences • Socioeconomic Status • Social network
  18. 18. AGE IS MORE THAN JUST A NUMBER
  19. 19. INDIVIDUAL DIFFERENCES • Motivations/goals • Gender • Race • Age • Physical differences • Socioeconomic Status • Social network
  20. 20. BAD NEWS – YOUR ICONS ARE PROBABLY TOO SMALL
  21. 21. INDIVIDUAL DIFFERENCES • Motivations/goals • Gender • Race • Age • Physical differences • Socioeconomic Status • Social network
  22. 22. EDUCATION != INTELLIGENCE
  23. 23. INDIVIDUAL DIFFERENCES • Motivations/goals • Gender • Race • Age • Physical differences • Socioeconomic Status • Social network – affects learning, awareness, adoption
  24. 24. CLIQUES AREN’T ONLY FOR HIGH SCHOOL
  25. 25. WHAT CAN I DO?
  26. 26. Develop Your Empathetic Brain by Exposing Yourself to People & Situations Outside Your Comfort Zone
  27. 27. Don’t Assume You Know the Answer… Iterate and Listen
  28. 28. Support Different Interaction Styles
  29. 29. THE IMPORTANCE OF LANGUAGE & MEANING
  30. 30. CULTURE SHAPES MEANING
  31. 31. CULTURAL DIFFERENCES IN COLOR MEANING http://visual.ly/what-colors-mean-different-cultures
  32. 32. EVEN IF SOMEONE UNDERSTANDS SOMETHING, THEY MIGHT NOT BE ABLE TO DISCOVER IT
  33. 33. LITERACY – SOME DESPRESSING NUMBERS http://visual.ly/understanding-illiteracy
  34. 34. Make Your Content Understandable by EVERYONE http://read-able.com/
  35. 35. WHAT CAN I DO?
  36. 36. Understand how content will be understood by different types of people
  37. 37. Use content that is familiar and consistent
  38. 38. Resist the urge to coin new terms
  39. 39. IMPROVING ACCESSIBILITY
  40. 40. DISABILITIES Visual Blindness, color deficiency Speech Stuttering, muteness Cognitive/Neurologica l Learning disabilities, memory issues Physical Arthritis, amputation Auditory Deafness, hard of hearing W3C Accessibility Standards http://www.w3.org/standards/webdesign/accessibility http://www.w3.org/WAI/ER/tools/complete.html Tools:
  41. 41. NORMAL VISION
  42. 42. DEUTERANOPIA – ~5% MALES GREEN DEFICIENCY
  43. 43. TRITANOPIA – ~0.5% MALES BLUE DEFICIENCY
  44. 44. COLORBLINDNESS CAN DESTROY MEANING NORMAL VISION COLOR DEFICIENT VISION http://visual.ly/understanding-illiteracy
  45. 45. Color Oracle Sim Daltonism Color Brewer
  46. 46. WHAT CAN I DO?
  47. 47. Make accessibility an explicit part of your process
  48. 48. TECHNOLOGY ACCESS & LITERACY: NO, EVERYONE DOES NOT HAVE AN IPHONE
  49. 49. UNEQUAL INTERNET ACCESS http://www.washingtonpost.com/blogs/govbeat/wp/2014/01/09/the-fastest-and-slowest-internet-speeds-in-america/
  50. 50. SMARTPHONES AREN’T EVERYWHERE YET
  51. 51. WHAT CAN I DO?
  52. 52. Think outside your own devices – do without
  53. 53. DO YOU MAKE DESIGN INCLUSIVE OR DIVERSE?
  54. 54. DESIGN IS A MORAL ENDEAVOR
  55. 55. DESIGN FOR EVERYONE ISN’T JUST RIGHT IT’S A GOOD IDEA
  56. 56. SOCIAL ERGONOMICS WWW.SOCIALERGONOMICS.COM MEGAN@SOCIALERGONOMICS.COM @MEGKIERSTEAD

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