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Keyhole Impact for UX & Beyond - blank 
KEYHOLE IMPACT 
for UX and Beyond 
ilona@acm.org 
@ilonaposner 
UX Thursday – Toro...
Points of View 
“A 
point 
of 
view 
is 
worth 
80 
points 
of 
IQ.” 
-­‐ 
Alan 
Kay
Keyhole Impact – Keyhole Impact Perception Limited 
People 
perceive 
only 
small 
por>ons 
of 
available 
informa>on.
Information 
10,000,000 
100,000 
30 
& 
40 
0.03% 
& 
0.0004% 
hFp://nigelholmes.com/mo>on/a-­‐bandwidth-­‐for-­‐humans/ ...
Exformation 
hFp://nigelholmes.com/mo>on/a-­‐bandwidth-­‐for-­‐humans/ 
Tor 
Nørretranders, 
The 
User 
Illusion-­‐Cu0ng 
...
Buying Pop with a Cell Phone Japan 2003 
15 
Steps 
35 
minutes 
2nd 
Phone 
Cash 
Deposit 
Bill 
Moggridge, 
Designing 
I...
Communication Challenges 
Customer described PM understood Analyst designed Programming Marketing 
Documentation Installat...
ILONA’s Rules of Life
TIME? 
TIME is precious
BUSY. 
People are BUSY
YOU? 
Its not always about YOU
You are not the user!
Mental Models 
DESIGNERS’ MODELS 
• Logical 
• Beautiful 
• Consistent 
• Complete 
USERS’ MODELS 
• Confused 
• Haphazard...
User Experience 
hFp://www.switched.com/2010/12/28/aol-­‐free-­‐trial-­‐cds-­‐cost-­‐300-­‐million/
User Experience 
• Find 
• Order 
• Get 
• Unpack 
• Install 
• Use 
Includes design of everything that people see, hear &...
Trinity for Success 
Users 
Business Technology
User Insights 
COLLECTION 
• Ethnography 
• Interviews 
• Surveys 
• Usability studies 
• Call center reports 
• User foru...
User Exposure (updated information) 
“Observing 
real 
user 
behavior 
with 
a 
live 
site 
or 
an 
actual 
design 
(inclu...
CHANGE 
CHANGE is guaranteed
Users Change 
• 1960’s Scientist in room 
• 1980’s Office workers 
• 2010’s Everyone 
Users’ Mental Models Change 
• Learn...
DSL Self Installation 
• Evaluate & redesign DYI 
DSL installation 
• Ethnographic research 
• Overwhelmed users, 
confusi...
User Experience In Organizations 
hFp://www.blackblot.com/kb/blog/user-­‐experience-­‐domain/
ILONA’s Rules of Life 
TIME is precious" 
People are BUSY" 
Its not always about YOU" 
CHANGE is guaranteed"
Ice Cream Sunset 
“The voyage of discovery is 
not in seeking new landscapes, 
but in having new eyes.” 
~ Marcel Proust
UX Thursday Toronto Audience Demos Keyhole Impact
Thank you! Questions? 
ilona@acm.org 
@ilonaposner
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ILONA POSNER Keyhole Impact - UX Thursday Toronto, Nov 2014

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Keyhole Impact for User Experience (UX) & Beyond
- Presentation given at UX Thursday Toronto, Nov 20, 2014
- ILONA POSNER, UX & Usability Consultant & Educator, Toronto, Canada @ilonaposner

Published in: Education
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ILONA POSNER Keyhole Impact - UX Thursday Toronto, Nov 2014

  1. 1. Keyhole Impact for UX & Beyond - blank KEYHOLE IMPACT for UX and Beyond ilona@acm.org @ilonaposner UX Thursday – Toronto, Nov 20, 2014
  2. 2. Points of View “A point of view is worth 80 points of IQ.” -­‐ Alan Kay
  3. 3. Keyhole Impact – Keyhole Impact Perception Limited People perceive only small por>ons of available informa>on.
  4. 4. Information 10,000,000 100,000 30 & 40 0.03% & 0.0004% hFp://nigelholmes.com/mo>on/a-­‐bandwidth-­‐for-­‐humans/ Tor Nørretranders, The User Illusion-­‐Cu0ng Consciousness Down to Size, 1998
  5. 5. Exformation hFp://nigelholmes.com/mo>on/a-­‐bandwidth-­‐for-­‐humans/ Tor Nørretranders, The User Illusion-­‐Cu0ng Consciousness Down to Size, 1998
  6. 6. Buying Pop with a Cell Phone Japan 2003 15 Steps 35 minutes 2nd Phone Cash Deposit Bill Moggridge, Designing Interac:ons, 2007 Lecture at Stanford hFp://www.youtube.com/watch?v=kVkQYvN4_HA
  7. 7. Communication Challenges Customer described PM understood Analyst designed Programming Marketing Documentation Installation Billing Technical Support Customer needed www.coFon-­‐tree.com
  8. 8. ILONA’s Rules of Life
  9. 9. TIME? TIME is precious
  10. 10. BUSY. People are BUSY
  11. 11. YOU? Its not always about YOU
  12. 12. You are not the user!
  13. 13. Mental Models DESIGNERS’ MODELS • Logical • Beautiful • Consistent • Complete USERS’ MODELS • Confused • Haphazard • Unpredictable • Limited
  14. 14. User Experience hFp://www.switched.com/2010/12/28/aol-­‐free-­‐trial-­‐cds-­‐cost-­‐300-­‐million/
  15. 15. User Experience • Find • Order • Get • Unpack • Install • Use Includes design of everything that people see, hear & touch! • Customize • Help • Support • Upgrade • More recently SHARE!
  16. 16. Trinity for Success Users Business Technology
  17. 17. User Insights COLLECTION • Ethnography • Interviews • Surveys • Usability studies • Call center reports • User forums / Social media • Weblogs • Industry reports SHARING • Personas • User Scenarios • Journey Maps • Experience Canvas • User Exposure!
  18. 18. User Exposure (updated information) “Observing real user behavior with a live site or an actual design (including a prototype).” www.nngroup.com/ar>cles/user-­‐exposure-­‐goals/ Nov 9, 2014 “Exposure hours. The number of hours each team member is exposed directly to real users interac>ng with the team's designs or the team's compe>tor's designs. There is a direct correla1on between this exposure and the improvements we see in the designs that team produces.” www.uie.com/ar>cles/user_exposure_hours/ Mar 2011
  19. 19. CHANGE CHANGE is guaranteed
  20. 20. Users Change • 1960’s Scientist in room • 1980’s Office workers • 2010’s Everyone Users’ Mental Models Change • Learning from interaction • Expecting interaction hFp://www.youtube.com/watch?v=aXV-­‐yaFmQNk
  21. 21. DSL Self Installation • Evaluate & redesign DYI DSL installation • Ethnographic research • Overwhelmed users, confusing contents, superfluous docs • Documentation redesign visual, logical, concise 1, 2, 3 numbered docs AFTER • Surprise 1, BLUE, 3 • Design quickly abandoned • Supply chain beat usability • Design rationale lost
  22. 22. User Experience In Organizations hFp://www.blackblot.com/kb/blog/user-­‐experience-­‐domain/
  23. 23. ILONA’s Rules of Life TIME is precious" People are BUSY" Its not always about YOU" CHANGE is guaranteed"
  24. 24. Ice Cream Sunset “The voyage of discovery is not in seeking new landscapes, but in having new eyes.” ~ Marcel Proust
  25. 25. UX Thursday Toronto Audience Demos Keyhole Impact
  26. 26. Thank you! Questions? ilona@acm.org @ilonaposner

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