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#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
DESIGNING FOR THE HUMAN SCALE
WORLD IA DAY
ZURICH, CH | 18 FEBRUARY, 2017
METAPHORS OF THE MIND
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
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
METAPHORS OF THE MIND
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
‣ Embodiment
‣ Magnitude
‣ Belief
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
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
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
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
no more than 9’
no less
than 4’
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
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
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 …
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
whole
part
Part-Whole Schema
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
whole
part
Part-Whole Schema
part
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
Part-Whole Schema
whole
part
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
Image Schemas
whole
part
interior
exterior
boundary
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
1 1 1
1 0 1
1 0 1
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
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
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
MAGNITUDE
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
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
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
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
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
+
‣ Pay attention to quantities
‣ Look for thresholds where
tactics change
‣ Test with your target audience
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
"
#
$
%
&
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
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
BELIEF
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Image Chris Harrison
ANDY FITZGERALD | @ANDYBYWIRE
Belief
“The story in your head that serves as a recipe or rule for action.”
BELIEF
#HUMANSCALE
– Dave Gray
Liminal Thinking
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
reality
experience
theories
judgements
beliefs
the obvious
attention
from Dave Gray Liminal Thinking
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
attention is the bellwether of belief
Sheep by Phil Laver from the Noun Project
attention
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
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.
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.”
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
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
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
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
85% of cabs 15% of cabs
80% accurate
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
85% of accidents 15% of accidents
80% accurate
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
BELIEF
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
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
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
DESIGNING FOR THE HUMAN SCALE
DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
“All models are wrong, but some are useful.”
– Norman Draper
& George Box
DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Embodiment Magnitude Belief
DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Embodiment Magnitude Belief
interior
exterior
boundary
whole
part
DESIGN FOR THE HUMAN SCALE
#HUMANSCALE
andyfitzgeraldconsulting.com
andybywire@gmail.com
@andybywire
THANK YOU!

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Designing for the Human Scale

  • 1. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE DESIGNING FOR THE HUMAN SCALE WORLD IA DAY ZURICH, CH | 18 FEBRUARY, 2017
  • 2. METAPHORS OF THE MIND #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
  • 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. METAPHORS OF THE MIND ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 5. DESIGNING FOR THE HUMAN SCALE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE ‣ Embodiment ‣ Magnitude ‣ Belief
  • 6. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT
  • 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. 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. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE no more than 9’ no less than 4’
  • 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. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE
  • 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. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE whole part Part-Whole Schema
  • 14. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE whole part Part-Whole Schema part
  • 15. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE Part-Whole Schema whole part
  • 16. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE Image Schemas whole part interior exterior boundary
  • 17. ANDY FITZGERALD | @ANDYBYWIRE EMBODIMENT #HUMANSCALE 1 1 1 1 0 1 1 0 1
  • 18. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 19. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 20. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 21. EMBODIMENT ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 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. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE MAGNITUDE
  • 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. MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 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. 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. MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 29. MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 30. + ‣ Pay attention to quantities ‣ Look for thresholds where tactics change ‣ Test with your target audience MAGNITUDE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE " # $ % &
  • 31. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE BELIEF
  • 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. BELIEF ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE Image Chris Harrison
  • 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. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE reality experience theories judgements beliefs the obvious attention from Dave Gray Liminal Thinking
  • 36. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE attention is the bellwether of belief Sheep by Phil Laver from the Noun Project attention
  • 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. 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. 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. 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. 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. 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. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE
  • 44. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE 85% of cabs 15% of cabs 80% accurate
  • 45. ANDY FITZGERALD | @ANDYBYWIRE BELIEF #HUMANSCALE 85% of accidents 15% of accidents 80% accurate
  • 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. BELIEF ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
  • 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. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE DESIGNING FOR THE HUMAN SCALE
  • 50. DESIGNING FOR THE HUMAN SCALE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE “All models are wrong, but some are useful.” – Norman Draper & George Box
  • 51. DESIGNING FOR THE HUMAN SCALE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE Embodiment Magnitude Belief
  • 52. DESIGNING FOR THE HUMAN SCALE ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE Embodiment Magnitude Belief interior exterior boundary whole part
  • 53. DESIGN FOR THE HUMAN SCALE #HUMANSCALE andyfitzgeraldconsulting.com andybywire@gmail.com @andybywire THANK YOU!