1. Design & Technology
L.Galli
(2008-2012)
Copyright of this presentation is by referred sources for quoted/reproduced content (text & images) and/or Luca Galli for original content.
Original content by Luca Galli is released as Creative Commons License BY-NC-ND 2.0

2. Hi, this deck is mainly meant to help with my Design Studies
lessons to undergraduate students at NABA, Media Design and
Multimedia Arts School, Milan. These slides are supposed to come
with a live commentary for the class, so sorry if you wish to have
more explicit context and liaisons. Please see referred sources to
this purpose.
Slides on Norman, Salen and Zimmerman, Haraway are based on
the articles by these authors included in Design Studies. A reader.
Edited by Hazel Clark and David Brody, Berg, Oxford and New
York, 2009. Please see all other sources at the bottom of the slides
and at the end of each section.
Images are all credited to their creators and copyright holders, to
the best of my knowledge and care. If you are unhappy with the
fact that they are used here, of if you think that someone’s rights
have not been fully respected in any manner, please mail me to
lgalli at pobox dot com and I will promptly remove them.

3. L.Galli Design & Technology
“Alongside the old idea of design as the drawing of
objects that are then to be built or manufactured,
there are many ideas, all very different” (Jones 1984)
Image retrieved on http;//www.designrelated.com from Le Corbusier le grand, Phaidon 2008 used here with no prior permission request
Quote from John Chris Jones, Essays in Design, Wiley 1984

4. “Designing as the process of devising
not individual products but whole systems
or environments such as airports, transportation,
hypermarkets, educational curricula, broadcasting
schedules, welfare schemes, banking systems,
computer networks” (Jones 1984)
John Chris Jones, Essays in Design, Wiley 1984

5. L.Galli Design & Technology
Photo credit: screenshot of online course “iPhone User Interface Design” from Apple Developer Connection, used here with no prior permission request

6. L.Galli Design & Technology
Projects get a green light at the
start, and go directly to
engineering where they are built.
The next phase is when
they ship--usually late,
with bugs, over budget,
and missing functionality
(Buxton 2007)
Bill Buxton, Sketching User Experiences, Morgan Kaufmann 2007
Photo retrieved on http://www.billbuxton.com credit Microsoft Research 2007

7. Computer Human Interaction
L.Galli Design & Technology
Interaction Design
UX
IxD
User Research
Human Factors
Usability
User Experience
Design Research

8. L.Galli Design & Technology
We recommend three principles of design [...]
Early focus on Users and Tasks [...]
Empirical Measurement [...]
Iterative Design
[Gould and Lewis 1985]
Gould and Lewis 1985 Designing for Usability: Key Principles and What Designers Think

9. L.Galli Design & Technology
Donald Norman
Photo credit: “Donald Norman” (2005) by jordanfischer, retrieved on Wikipedia Creative Commons Attribution 2.0 Generic

10. L.Galli Design & Technology
The PC is hardly a technological blessing;
it as much as a curse as a wonder,
and it is attacked as much as it praised
[Norman 1998]
Norman 1998 The Invisible Computer, quoted from Norman “What’s wrong with the PC?” in
Design Studies. A reader, ed. by Clark and Brody, Berg 2009

11. L.Galli Design & Technology
Photo credit: “XP BSOD Evening” by Chris Pirillo, retrieved on Flickr Creative Commons License BY-NC-ND 2.0

12. L.Galli Design & Technology
Rather than trying to make a complex machine easy,
the better way would be to make
a simple machine in the first place
[Norman 1998]
Norman 1998 The Invisible Computer, quoted from Norman “What’s wrong with the PC?” in
Design Studies. A reader, ed. by Clark and Brody, Berg 2009

13. L.Galli Design & Technology
Alan Kay’s Dynabook (1968)
Source: paper "A personal computer for children of all ages" presented at the ACM National Conference, Boston; image retrieved on
Wikipedia, where it is published under the following terms: “This work is copyrighted (or assumed to be copyrighted) and unlicensed. [...]
However, it is believed that the use of this work in the [Wikipedia] article "Dynabook" [...] qualifies as fair use under United States
copyright law. Any other uses of this image, on Wikipedia or elsewhere, may be copyright infringement. “

14. L.Galli Design & Technology
I dont’ want to use a computer,
I want to accomplish something
[Norman 1998]
Norman 1998 The Invisible Computer, quoted from Norman “What’s wrong with the PC?” in
Design Studies. A reader, ed. by Clark and Brody, Berg 2009

15. L.Galli Design & Technology
I propose an alternative approach:
a human-centered development process
coupled with a set of disruptive technologies,
the better to yeld a family of information appliances
designed to fit human tasks,
tailored for human needs and abilities
[Norman 1998]
Norman 1998 The Invisible Computer

16. L.Galli Design & Technology
Photo credit: “iPad” by FHKE, retrieved on Flickr Creative Commons License BY-SA 2.0

17. L.Galli Design & Technology
Product-service development process
R&D Design Engineering Sales
Management and Marketing
Adapted from Bill Buxton, Sketching User Experiences, Morgan Kaufmann 2007

18. L.Galli Design & Technology
Needs & wants
Interaction & UI
Design funnel
Creative & Visual
Requirements &
Specifications

19. L.Galli Design & Technology
Quick fix Quick fix
Quick fix Quick fix
Small/medium Small/medium
build build
Large-scale development

20. L.Galli Design & Technology
J.J.Garrett’s Elements of User Experience
The Elements of User Experience Jesse James Garrett
jjg@jjg.net
A basic duality: The Web was originally conceived as a hypertextual information space; 30 March 2000
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.
Web as software interface Concrete Completion Web as hypertext system
Visual Design: visual treatment of text,
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel") Visual Design graphic page elements and navigational
components
Interface Design: as in traditional HCI: Navigation Design: design of interface
design of interface elements to facilitate elements to facilitate the user's movement
user interaction with functionality
Interface Design Navigation Design through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information Information Design Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding to facilitate understanding
Interaction Design: development of Interaction Information Information Architecture: structural design
time
application flows to facilitate user tasks,
defining how the user interacts with
Design Architecture of the information space to facilitate
intuitive access to content
site functionality
Functional Specifications: "feature set":
detailed descriptions of functionality the site
Functional Content Content Requirements: definition of
content elements required in the site
must include in order to meet user needs Specifications Requirements in order to meet user needs
User Needs: externally derived goals User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc. User Needs for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site Site Objectives Site Objectives: business, creative, or other
internally derived goals for the site
task-oriented Abstract Conception information-oriented
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
© 2000 Jesse James Garrett http://www.jjg.net/ia/
Copyright Jesse James Garrett, slide reproduced here with no prior permission request

21. L.Galli Design & Technology
Lego People Photography by Joe Shlabotnik 2006 CC by 2.0 retrieved on Flickr

22. L.Galli Design & Technology
About users
“Within the HF [human factors] approach,
the human is often reduced to being
another system component” (Bannon 1991)
“the very idea of ‘the user’ reconfigures
a multifaceted human being as an adjunct to a piece of
hardware or software” (Satchell-Dourish 2009)
Liam Bannon, From Human Factors to Human Actors 1991
Christine Satchell, Paul Dourish, Beyond the User: Use and Non-Use in HCI 2009

23. L.Galli Design & Technology
User Research / Design Research
Book covers are copyright of respective publishers, used here with no prior permission request

24. L.Galli Design & Technology
Understanding context
Developing insights
Defining opportunities
Setting strategies
Creating tangible (digital) design expressions
Sharing the vision
Helping in the go to market / go public
Observing adoption and usage
Redesigning

25. L.Galli Design & Technology
Bill Buxton (2007) Sketching User Experiences, Morgan Kaufmann
John D. Gould and Clayton Lewis (1985) Designing for Usability: Key Principles
and What Designers Think, in Communications of the ACM, vol. 28-3
Donald Norman (1998) The Invisible Computer, MIT Press

26. L.Galli Design & Technology
Cybernetics
play Game Studies
Game Theory
Game Design

27. L.Galli Design & Technology
Image from Doom retrieved on Wikipedia, uploaded from User:Fredrik, published under the following terms: “This is a screenshot of a
non-free copyrighted video game or computer game, and the copyright for it is most likely held by the company or person that developed
the game. It is believed that the use of a limited number of web-resolution screenshots for identification and critical commentary on the
computer or video game in question [...] qualifies as fair use under United States copyright law, as such display does not significantly
impede the right of the copyright holder to sell the copyrighted material, is not being used to generate profit in this context, and presents
ideas that cannot be exhibited otherwise.” http://en.wikipedia.org/wiki/File:Doom_gibs.png

28. L.Galli Design & Technology
Image from The Sims retrieved on Wikipedia, uploaded from ClonedPickle, published under the following terms: “This is a screenshot of a
non-free copyrighted video game or computer game, and the copyright for it is most likely held by the company or person that developed
the game. It is believed that the use of a limited number of web-resolution screenshots for identification and critical commentary on the
computer or video game in question [...] qualifies as fair use under United States copyright law, as such display does not significantly
impede the right of the copyright holder to sell the copyrighted material, is not being used to generate profit in this context, and presents
ideas that cannot be exhibited otherwise.” http://en.wikipedia.org/wiki/File:SimsSS.jpg

29. L.Galli Design & Technology
Inputs are how the systems monitor
the environment - they allow the environment
to influence the system.
Outputs are the ways that
the systems take action - they are how the system
influences the environment
[Salen and Zimmerman 2003]
Salen and Zimmerman 2003 Rules of Play: Game Design Fundamentals, quoted from Salen and Zimmerman “Introducing Cybernetic
Systems” in Design Studies. A reader, ed. by Clark and Brody, Berg 2009

30. L.Galli Design & Technology
A cybernetic system contains three elements [...]
The sensor senses something about the environment
or the internal state of a system.
The comparator decides whether or not a change
to the system needs to made as a result
of the sensor’s reading,
and the activator activates the change
[Salen and Zimmerman 2003]
Salen and Zimmerman 2003 Rules of Play: Game Design Fundamentals, quoted from Salen and Zimmerman “Introducing Cybernetic
Systems” in Design Studies. A reader, ed. by Clark and Brody, Berg 2009

31. L.Galli Design & Technology
The scoring function is the system’s sensor that measures
some aspects of the game state.
The controller is the comparator,
which looks at the sensor’s reading and makes the decision
whether or not to take action.
The game mechanical bias is the activator,
a game event or set of events that can be turned on or off
depending on the decision of the comparator
[Salen and Zimmerman 2003]
Salen and Zimmerman 2003 Rules of Play: Game Design Fundamentals, quoted from Salen and Zimmerman “Introducing Cybernetic
Systems” in Design Studies. A reader, ed. by Clark and Brody, Berg 2009

32. L.Galli Design & Technology
Jeesper Juul (2003) Half-Real:Video Games between Real Rules and Fictional
Worlds, The MIT Press
Joost Raessens and Jeffrey Goldstein (edited by) (2005) Handbook of Computer
Game Studies, The MIT Press
Katie Salen and Eric Zimmerman (2003) Rules of Play: Game Design
Fundamentals, The MIT Press
Katie Salen and Eric Zimmerman (edited by) (2005) The Game Design Reader: A
Rules of Play Anthology, The MIT Press
Credit for Game Studies selected readings above: Cristiano Poian http://www.poian.org

33. Philosophy
L.Galli Design & Technology
Critical Theory
alt
Politics
Cyborg
Cyberculture
Cyberpunk
Gender studies
Feminism

34. L.Galli Design & Technology
Donna Haraway
Photo credit: “Donna Haraway” (2010) by jeanbaptisteparis - Jean-Baptiste LABRUNE retrieved on Flick Creative Commons Attribution-ShareAlike 2.0 Generic
(CC BY-SA 2.0)

35. L.Galli Design & Technology
Photo credit: “Chimera. Apulian red-figure dish, ca. 350-340 BC.” by Jastrow (2006) retrieved on Wikipedia released in Public Domain
http://en.wikipedia.org/wiki/File:Chimera_Apulia_Louvre_K362.jpg

36. L.Galli Design & Technology
By the late twentieth century, our time,
a mythic time, we are all chimeras,
theorized and fabricated hybrids
of machine and organism;
in short, we are cyborgs
[Haraway 1991]
Haraway 1991 A Cyborg Manifesto, quoted from Haraway “A Cyborg Manifesto” in
Design Studies. A reader, ed. by Clark and Brody, Berg 2009

37. L.Galli Design & Technology
Late twentieth-century machines
have made thoroughly ambiguous
the difference between natural and artificial,
mind and body, self-developing and externally designed,
and many other distinctions that used to apply to
organisms and machines
[Haraway 1991]
Haraway 1991 A Cyborg Manifesto, quoted from Haraway “A Cyborg Manifesto” in
Design Studies. A reader, ed. by Clark and Brody, Berg 2009

38. #design
L.Galli Design & Technology
technology
tnx @lga11i
GAME OVER