Designing for the Human Scale

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My keynote talk for World IA Day 2017 in Zürich, Switzerland.

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Designing for the Human Scale

  1. 1. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE DESIGNING FOR THE HUMAN SCALE WORLD IA DAY ZURICH, CH | 18 FEBRUARY, 2017
  2. 2. METAPHORS OF THE MIND #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
  3. 3. ANDY FITZGERALD | @ANDYBYWIRE METAPHORS OF THE MIND “We divide the world up into entities at the human scale so that we can manipulate them in human lives” – Gilles Fauconnier #HUMANSCALE
  4. 4. METAPHORS OF THE MIND ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  5. 5. DESIGNING FOR THE HUMAN SCALE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE ‣ Embodiment ‣ Magnitude ‣ Belief
  6. 6. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT
  7. 7. ANDY FITZGERALD | @ANDYBYWIRE Embodiment “Cognition spans the brain, body, and the environment. [It] is an extended system assembled from a broad array of resources.” EMBODIMENT #HUMANSCALE – Wilson & Golonka @PsychScientists
  8. 8. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE “The vast pattern of the brain would mean nothing outside the body of the brain that produced it.” – Robert Epstein
  9. 9. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE no more than 9’ no less than 4’
  10. 10. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT “To perceive the world is to co-perceive oneself. [… ] The awareness of the world and of one’s complementary relations to the world are not separable. ” – JJ Gibson #HUMANSCALE
  11. 11. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE
  12. 12. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE interior exterior boundary Container Schema You wake out of a deep sleep and peer out from beneath the covers into your room. You gradually emerge out of your stupor, pull yourself out from under the covers, climb into your robe, stretch out your limbs, and walk in a daze out of your bedroom and into the bathroom …
  13. 13. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE whole part Part-Whole Schema
  14. 14. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE whole part Part-Whole Schema part
  15. 15. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE Part-Whole Schema whole part
  16. 16. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE Image Schemas whole part interior exterior boundary
  17. 17. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE 1 1 1 1 0 1 1 0 1
  18. 18. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  19. 19. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  20. 20. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  21. 21. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  22. 22. ANDY FITZGERALD | @ANDYBYWIRE ‣ What are the embodied metaphors at work in your user’s journey? ‣ What might the experiences we design look and feel like in the physical world? ‣ Does the digital experience “break the rules” of physical space? ‣ If so, are the new rules clear – and comfortable – for your users? SCALING TO EMBODIMENT #HUMANSCALE LEGEND STAGES Research & Planning ACO Sign Up Provider Selection Appoin TASKS THOUGHTS FEELINGS OPPORTUNITIES Research ACO vs. other plans Select desired plan options Stay informed of benefits Select loca time ACO Site Web HR Friends & Family Confirm Select l Receive reminde calenda Select r include Review and confirm details Select desired plan options Receive information on how to take advantage of ACO resources Enter personal information Research outside of Providence properties (e.g. Google search) Search by accepted insurance, specialty, location, language Talk to friends and family for recommendations Compare relevant providers Enter requirements & preferences Compare available providers • What is an ACO? • How will this benefit me? • What are the advantages over my current plan? • Why is my employer providing this option? • Do I have all the information I need to successfully sign up? • How will I know that I'm making the most of my plan? • What's next? • Which provider is going to accept my insurance and provide the care that I require? • I've narrowed down my options, but how can I be certain I'll choose the best provider for me? • How ca into my • How ca will be a • I just want to save my family some money. • I don't want to make the wrong choice. • Is my employer thinking in my best interest? • The sign up process is really quick and easy! • I appreciate that the website is able to use what it knows about me to make the process easier. • It's really helpful to know how my information is being used to help me. • It's really important to me that my family gets the best care possible from the most capable provider/s. • Close proximity to my provider is essential in case of emergencies. • It's essential that my special needs can be addressed by my provider. • Schedu easy an • I love th notified appoint linear process non-linearongoing ✓ Provide all information required to determine that an ACO with Providence is the right choice. ✓ Inspire confidence in potential participants by being transparent. ✓ Provide explicit details around cost savings for employee/employer. ✓ Simplify the sign up process to only its bare essentials. ✓ Clearly explain how information will be used. ✓ Maintain a dialogue with participants so they take advantage of ACO opportunities. ✓ Arm people with information to make decisions with confidence. ✓ Allow people to easily sort and filter providers based on their needs. ✓ Recommend providers or aid people in their search by leveraging what we already know about them. ✓ Simplify its bare ✓ Remind appoint
  23. 23. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE MAGNITUDE
  24. 24. ANDY FITZGERALD | @ANDYBYWIRE Magnitude The relative size of an object, measurement, or quantity. Orders of magnitude for which we have the best heuristics exist on the human scale. Think quarters and dozens. MAGNITUDE #HUMANSCALE
  25. 25. MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  26. 26. 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  27. 27. 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 2 MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  28. 28. MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  29. 29. MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  30. 30. + ‣ Pay attention to quantities ‣ Look for thresholds where tactics change ‣ Test with your target audience MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE " # $ % &
  31. 31. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE BELIEF
  32. 32. ANDY FITZGERALD | @ANDYBYWIRE BELIEF “It’s never been easier for people to be wrong, and at the same time feel more certain that they’re right ” – Joe Keohane #HUMANSCALE
  33. 33. BELIEF ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE Image Chris Harrison
  34. 34. ANDY FITZGERALD | @ANDYBYWIRE Belief “The story in your head that serves as a recipe or rule for action.” BELIEF #HUMANSCALE – Dave Gray Liminal Thinking
  35. 35. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE reality experience theories judgements beliefs the obvious attention from Dave Gray Liminal Thinking
  36. 36. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE attention is the bellwether of belief Sheep by Phil Laver from the Noun Project attention
  37. 37. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE Preemptive Framing Be the first to frame an idea Example: The hacking of the DNC was the DNC’s fault and Democrats lost by a wide margin
  38. 38. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE Preemptive Framing Be the first to frame an idea Diversion Divert attention from the real issues Example: Diverting attention away from potential conflicts of interest and Russian hacking and toward Meryl Streep’s speech at the Golden Globe Awards.
  39. 39. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE Preemptive Framing Be the first to frame an idea Diversion Divert attention from the real issues Deflection Attack the messenger, change direction Example: Attacking the media in an attempt to erode public trust. Reframing credible stories as “fake news.”
  40. 40. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE Preemptive Framing Be the first to frame an idea Diversion Divert attention from the real issues Deflection Attack the messenger, change direction
  41. 41. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE “Language that fits a worldview activates that worldview, strengthening it, while turning off the other worldview and weakening it.” – George Lakoff www.evonomics.com
  42. 42. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE “This is true even if you are attacking [the President’s] views. It doesn’t matter if you are promoting [him] or attacking [him], you are helping [him].” – George Lakoff www.evonomics.com
  43. 43. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE
  44. 44. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE 85% of cabs 15% of cabs 80% accurate
  45. 45. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE 85% of accidents 15% of accidents 80% accurate
  46. 46. BELIEF ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE Direct Causation “Explains and deals with a problem via direct action” Systemic Causation “Recognizes that many problems arise from the system they are in and must be dealt with systematically” www.evonomics.com
  47. 47. BELIEF ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  48. 48. BELIEF ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE ‣ Remember that attention, belief, and action are all linked ‣ Watch for cognitive bias exploitation, such as framing, diversion, and deflection ‣ Consider which conceptual frames are activated and how
  49. 49. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE DESIGNING FOR THE HUMAN SCALE
  50. 50. DESIGNING FOR THE HUMAN SCALE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE “All models are wrong, but some are useful.” – Norman Draper & George Box
  51. 51. DESIGNING FOR THE HUMAN SCALE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE Embodiment Magnitude Belief
  52. 52. DESIGNING FOR THE HUMAN SCALE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE Embodiment Magnitude Belief interior exterior boundary whole part
  53. 53. DESIGN FOR THE HUMAN SCALE #HUMANSCALE andyfitzgeraldconsulting.com andybywire@gmail.com @andybywire THANK YOU!

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