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Keyhole Impact for UX & Beyond - blank 
KEYHOLE IMPACT 
for UX and Beyond 
ilona@acm.org 
@ilonaposner 
UX Thursday – Toronto, Nov 20, 2014
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/ 
Tor 
Nørretranders, 
The 
User 
Illusion-­‐Cu0ng 
Consciousness 
Down 
to 
Size, 
1998
Exformation 
hFp://nigelholmes.com/mo>on/a-­‐bandwidth-­‐for-­‐humans/ 
Tor 
Nørretranders, 
The 
User 
Illusion-­‐Cu0ng 
Consciousness 
Down 
to 
Size, 
1998
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
Communication Challenges 
Customer described PM understood Analyst designed Programming Marketing 
Documentation Installation Billing Technical Support Customer needed 
www.coFon-­‐tree.com
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 
• Unpredictable 
• Limited
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 & touch! 
• Customize 
• Help 
• Support 
• Upgrade 
• More recently SHARE!
Trinity for Success 
Users 
Business Technology
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!
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
CHANGE 
CHANGE is guaranteed
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
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
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

  • 1. Keyhole Impact for UX & Beyond - blank KEYHOLE IMPACT for UX and Beyond ilona@acm.org @ilonaposner UX Thursday – Toronto, Nov 20, 2014
  • 2. Points of View “A point of view is worth 80 points of IQ.” -­‐ Alan Kay
  • 3. Keyhole Impact – Keyhole Impact Perception Limited People perceive only small por>ons of available informa>on.
  • 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. Exformation hFp://nigelholmes.com/mo>on/a-­‐bandwidth-­‐for-­‐humans/ Tor Nørretranders, The User Illusion-­‐Cu0ng Consciousness Down to Size, 1998
  • 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. Communication Challenges Customer described PM understood Analyst designed Programming Marketing Documentation Installation Billing Technical Support Customer needed www.coFon-­‐tree.com
  • 9. TIME? TIME is precious
  • 11. YOU? Its not always about YOU
  • 12. You are not the user!
  • 13. Mental Models DESIGNERS’ MODELS • Logical • Beautiful • Consistent • Complete USERS’ MODELS • Confused • Haphazard • Unpredictable • Limited
  • 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. Trinity for Success Users Business Technology
  • 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. 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. CHANGE CHANGE is guaranteed
  • 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. 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. User Experience In Organizations hFp://www.blackblot.com/kb/blog/user-­‐experience-­‐domain/
  • 23. ILONA’s Rules of Life TIME is precious" People are BUSY" Its not always about YOU" CHANGE is guaranteed"
  • 24. Ice Cream Sunset “The voyage of discovery is not in seeking new landscapes, but in having new eyes.” ~ Marcel Proust
  • 25. UX Thursday Toronto Audience Demos Keyhole Impact
  • 26. Thank you! Questions? ilona@acm.org @ilonaposner