MA2017 | Danny Nou | The Science of Empathy
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Great products help us to accomplish tasks easily, but great user experiences cause us to enjoy these products. Danny Nou studies the interactions between technology and the human emotional, physical and social exchanges that allow us to empathize with the user's intent and desires. He has a simple but powerful message of product design to share that will transform any industry. For further information, visit our website at ma2017.mymagic.my. Facebook - Facebook.com/magic.cyberjaya Twitter - Twitter.com/MagicCyberjaya Instagram - Instagram.com/magic_cyberjaya/ LinkedIn - my.linkedin.com/in/magiccyberjaya YouTube - https://www.youtube.com/channel/UCIT_ihmWh5f3MCobvEwWMaA
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MA2017 | Danny Nou | The Science of Empathy
- 1. The Science of Empathy Human Factors:
- 2. 2 Danny Nou Director of Human Factors, View Dynamic Automotive Industry Medical Devices Technology Academia Valeo Regeneron & Sunrise Medical Apple University of California, Davis
- 3. Human Factors is the secret weapon to successful & innovative products
- 5. The Story of Human Factors: A Walkway in a Park Designer Engineer Marketer Human Factors
- 6. “I’ll show them” Designer Uses his vision to show a park where random people interact
- 7. “I’ll tell them” Engineer Uses his skill that allows for traffic to move efficiently through the park
- 8. “I’ll ask them” Marketer Uses his charm to ask occupants their desires; they say they want more nature
- 10. “I’ll watch them” Human Factors Who are the people at the park? Where are they going? Do they even care? The other three laugh & ignore him
- 11. After 1 Year: People have created a shortcut through the park!!!! 11
- 12. Always Understand & Design to Users Goals HumanFactors L e s s o n :
- 13. dictate purchase Correct Functions + Price Function Price Company User Industry Standard for Product Success 13
- 14. Function Price Company User Human Factors Intuitive Model Creating delightful experiencesUser Empathy User Focused Ease of Use Productivity Wellness Lifestyle Health Happiness & loyalty 14
- 15. Human Factors: The science of human beings and their interaction with products & experiences
- 16. Findings out the strengths, weakness and capabilities of the human body, mind and heart Human Factors: The Science of Empathy EmotionalPhysical Psychological
- 17. Emotional vs. Physical Response So how do big companies fail? They pay too much to the logical portion when the emotional pull is more powerful
- 19. Experiment Time: Find out which shape is called “Kiki” and “Bauba” Kiki Bauba
- 20. What are the key things Human Factors will help in Product Design
- 21. 21 LEAMS L earnability E fficiency A ccuracy M emorability S atisfaction Easy Use Better Performance Lowers Errors Recall Functions Enjoyable Experience
- 22. Understand your customer base; their lives, their education, their experiences Accessible Learnability L E A M S M E T H O D Customer can understand every step of operations: NO INSTRUCTIONS Easy to Use Allow the Customer to feel like they are learning your product and gaining confidence using it Fun of Lear ning
- 23. 23 One Main Button Unlike old phones, Apple had one primary button to focus user’s attention Icons are better than Text Music had a music icon Phone had a phone icon So simple, yet easy to understand Customize Interface Because of the BIG display, the interface can change depending on the application For Apple Customers Design was easy to learn because products are similar in function to other apple products Example: Apple iPhone Learnability
- 24. K S I S User Experience RULE #1 eep imple t tupid It’s easy to add more, it’s harder to do less
- 25. Find human measurements you can evaluate your product (speed, power, errors, comfort, happiness) Key Metr ics Efficiency L E A M S M E T H O D Find the current solutions or competitors and test them against your metrics Compar e to Competitor s Improve your product until you reach your goal Always Test Pr ototypes Against Metr ics
- 26. 26 Four in One iPod + Phone+ Computer + Camera in one device Wins the Speed Test Which is faster? Sending an email on your computer or on your iPhone Faster Communication Email, Message, Phone Call, Social Medium which allows for quicker communication Example: Apple iPhone Efficiency Understand Weakness Charging everyday? No problem Expensive? They will pay for it People accept these weaknesses
- 27. User Experience RULE #2 In order to be successful, your product has to be better than the current solution by a factor of 3
- 28. Anticipate user errors and mitigate errors through design Lower Er r or s Accuracy L E A M S M E T H O D If errors are unavoidable, prevent user from doing something dangerous or creates discomfort Er ase Cr itical Er r or s If errors occur, allow users the ability to self- correct Allow for User to Recover
- 29. 29 Escape Button If program crashes, all you do is hit the home button Bright Colors Brighter colors have better contrast so errors in key input drops Better Passwords Fingerprint detection Face detection All simpler ways than remembering a password Intuitive Design Auto-correct spelling? Ability to switch apps? Voice command, all these things reduce errors Example: Apple iPhone Accuracy
- 30. There is always someone that will misuse your product IDIOT Proof Design User Experience RULE #3
- 31. Users have experiences with solutions, your product should mimic those experiences Connect your pr oduct Memorability L E A M S M E T H O D Innovative products risk being too different for normal people to accept Do not cr eate LONE exper ience Anticipate that users will not use your product for a long period of time Expect People to For get
- 32. Example: Apple iPhone Memorability Apple carried over the physical buttons of a telephone to the iPhone to create comfort
- 33. Do Not reinvent the wheel User Experience RULE #4 Use the wheel, to break the wheel
- 34. Customers always remember experiences, not features Cr eate Exper ience Satisfaction L E A M S M E T H O D The best user experience are products that are an extension of people’s will Invisible Inter face Products should be like people, it should be personable Have Fun
- 35. Example: Apple iPhone Satisfaction Old and Young User Populations Makes people feel that they can use and understand new technology
- 36. Create a “Ah-Ha, I got it” Moment User Experience RULE #5
- 37. LEAMS ACCURACY
- 38. Human Factors are a company culture, not a job function Everyone can do it, Dream BIG
- 39. Products are momentary, Experiences stay with us
- 40. Human Factors is the secret weapon to defeat any company giant, if you believe
- 41. 41 Are you ready to get started?
- 42. 42 Contact Us 208 Myrtle Road Burlingame CA 94010 United States Our Phone +1 (714)-858-3447 Email / Website dannynou@gmail.com Thank you!! Further Questions? Danny Nou Director and Co-founder of Human Factors Solutions
Editor's Notes
- Hello Everyone!!! It is my privilege to be here to today spending it with such smart and bright individuals. My presentation today will be on the Human Factors and how I consider it the science of empathy In other words, giving us the ability for us as scientists and researchers to understand our customers best
- So who am i? My name is Danny Nou, Director of Human Factors at View Dynamic and Co-founder of Human Factors Solutions. My expertise eclipses many industries such as Automotive and autonomous driving. I debuted a new technology called XtraView at 2017 CES which allows you to connect car cameras together to allow for increased vision. Medical Devices and Pharmaceuticals. I worked in wheelchair and injectable devices which have been launched under review from the FDA and EU ISO standards Technology companies like View and Apple. My main accomplishments is my ergonomic work on the antennas for the iPhone 4 to 4s and current program directorship under View, a dynamic Glass company that tints automatically Finally, my academic experience where I taught at UC Davis and have textbooks and TED talks on user centered design and the importance of it in the future of products. I know that is a lot of different fields and work but the one thing that has tied it all together is that human factors doesn’t focus on industries, it focuses on human beings and how they use technology
- The one thing I hope all of you get from this presentation is one thing: Human factors can be the key to your success. Its principles and skills have allowed the smallest companies defeat the richest and most powerful companies. This is through coming up with innovative products that connect to the end users in ways that have been disregarded by others. I guarantee to each on of you, if you use these principles in your own companies, you will develop products that your customers will respond to in unimaginable ways.
- In Silicon valley if you spend a lot of time thinking about obstacles you'll talk yourself out of any risks. Because the more you look at something the less logical something sounds, since no one has done it yet. Yet how can companies such as the Googles, the apples, the amazons, the Teslas beat out established industries such as Microsoft, Yahoo, Book and Musis Stores and even something as large as the automotive industry to not only create a space but dominate those spaces. Was it because they had better talent, No because those big companies could afford the best talent with their salaries and stability. Was it because they had more resources? No, companies such as Amazon had to establish all their vendors to go online compared to large book stores convinces them one by one. Was it because they had more expertise? No, Tesla had to fight the big automotive giants of Japan, America and Germany to build not only a car, but an electric car capable of autonomous driving. So what was it? I am telling you right now, it was because of user centered design and the ability to match their technology to the unmet needs of their customers. They had a unique ability to understand how customers wanted to interact with technology and optimized it to make it not scary or foreign. An empathy with the new generation of technology user.
- So how does human factors think different than say a normal engineer or designer? Well the best way I can sum it up is with a story. One day, there was a project to build a walkway in a park. They assembled a team of talented people, a designer who was famous for unique and beautiful pieces of art, a brilliant engineer whose layouts have been efficient at maximizing resources, a savvy marketer whose ability to connect with customers can predict future trends and a young human factors person who just wanted to help.
- Before any discussion, the designer said “ I will show you the best park” It will be a park where strangers can gather and mingle. They have opportunities to meet, talk and maybe even fall in love. It will be a work of art that people can admire and enjoy for many years
- Then the engineer said ”that sounds good and all but what’s the point if people cant get into the park? I will build a park that allows for traffic to get in and out without chaos. It will be efficient and useful
- Then the marketer said ”What about what people want? I am going to ask the people who own the park what they want!!! So he goes and asks them and they told him that he wants a place where there is a connection to nature and open spaces. It will beautiful because that is what the people said they wanted
- So this is the result, a circular pathway A way where people can randomly interact, traffic flows in a nice circle and access to nature still. So in the minds of the three people, they created the perfect product
- However, overhearing the conversation the Human Factors person says “ Wait before we build this park walkway, let me just watch the people there” He starts to question them by saying who are the people using the park? Young or old? Where are they going? To the store or some other location And honestly, would they care about this walkway The three others laughed and thought it was silly because in their mind, it was perfect. So they built the park walkway anyways
- So After year of using the park walkway, it looks like this. As you can see, people did not care about the circular design, they only cared about crossing the park. As a result they didn’t follow the design and created a shortcut.
- The lesson here is that you do not know you customer as well as you think you do. Remember you always design for your customers, not what you think they want. This should always be the focus of your design
- So here is a model most companies follow. They feel if that there is two important things when it comes to product development. Price and Functions The lower the price and more features you have in a product the better it sells Make sense and it has work for so many years. Bigger cars, faster computers, cheaper medicine. However, companies like Apple change this model
- I want to tell you that this is no longer the way we should run things. They introduce a new portion of design which focuses on customer input, and lifestyles. Instead of having technology and introducing it to customers, they found what technologies are most useful to the customer As a result, this creates a loyalty and happy experience for the customer to feel loyal Think for a second, Apple was a computer company when it first started but we can imagine them building a car. But Sony is a computer company too, can you imagine them building a sucessful car?
- So what is human factors, Simply put: it is the study of people’s interaction with anything and the impact those events have on people. We understand and put metrics behind customers experience.
- When you look at humans there are three major interfaces One is physical: such as ergonomics, biomechanics and how the body interacts with a product. Think about shapes of bottles, there are so many variations because they supposed to be easy to grip Another is psychological: how does the mind process information? What kind of information is stored in memory. What is logical path forward Finally, the last one which is the hardest is emotional; What do people feel about a product or experience. How do you capture the point when someone feels upset or happy with your product. These are the three fundamentals to human factors design and development. You can’t separate them because they all are part of the human experience
- So. You think, wait so if this makes sense why do companies fail? Simple, they discount the effort how people react to products emotionally. They think numbers, faster cars, cheaper medicine and more power are the key decision makers
- But what they fail to realize is that many decisions are driven by emotion. It is almost like your emotions are an elephant and your logic is riding it. Under normal conditions you have control and drive the elephant wherever But when you have a strong emotional impulse then there is little your can do to control it Take for example, Love? Why do you love that person? When you think of the qualities you like… someone nice, handsome, pretty and cool. Most of the time, we don’t people that fit that mold because we are so strongly driven by unspoken emotions
- This is best shown through this example. Please look at these two shapes and tell me what you think is named kiki and which bauba? Who thinks the right is kiki? Who thinking's the right is bauba? As you can tell even though we all speak different languages, these foreign words make sense to us on a emotional level.
- So know that you understand the power of human factors? How do we use it in product design
- I call it the LEAMS method. It is the five pillars of good user experience design. LEAMS stands for learnability, efficient, accuracy, memorability and satisfaction Basically, is your product easy to use, performs better than anything else, makes less errors, easy to remember and do I enjoy using your product These are key functions you must prove before launching a new product
- Learnability is best summed up by a good video game. The best games are the ones you start and anyone can play. Like Pac man. You start and eat pellets. That’s it. No instructions. You see the ghost chase you and you avoid the ghost. Simple to learn. The reason why it works is because it focuses on these portions of learnability: Accessible (read description), Easy to Use (read description) and its fun ( Read description)
- A perfect example of good usability is the iPhone. I use is because everyone knows it and it’s common understanding. Apple success in learnability is that there is no instruction manual for ANY of their products. NONE, you won’t find one. Because it is easy to learn. (Read the reasons)
- FIRST RULE: Keep it simple…….. Stupid It is easy to make a product complicated and add more things to it. It is an artwork to make things simplifier and more focused. Work up front makes fixing problem later downstream easier
- Efficiency makes human factors a engineering process. You determine the metrics you value as a company and you measure against it. If it fails, you improve. This is how cars have become better in gas mileage, how medicines are more effective and computers do more things for us The reason why it works is because it focuses on these portions of efficiency: Establish key metrics(read description), you admit your weaknesses compared to competitors (read description) and its always shoot for your own goals in usability( Read description)
- Once again, here is the iphone. When it first came out it was very expensive, it didn’t work well as a phone and its network was so slow. People focused on the negatives but lets look back and see what it could do. It understand what people wanted and what they could tolerate (Read the reasons)
- RULE NUMBER TWO: (read) Think about comparing a electric car vs a gas car. It has to be three times more efficient in gas savings for us to even consider it an option. If you can hit that metric you have a shot of opening a new market
- Remember when you make mistakes and people blame it on you. It’s your fault that you are too stupid to use this product. Well after a while, it becomes the company’s fault for making a product hard to use. The best user interface is one that you don’t even notice. It becomes an extension of your body because you have confidence it will not make mistakes. You trust this product. There are actual engineering solutions to show this through human factor design. (read reasons)
- RULE 3: (READ) You should always design anticipating failure by the user. Understand what are acceptable failure and what is not acceptable. If you prepare for the worse, you know what kind of errors will occur in the product before your customer does
- Memorability: its not as simple as just remembering how to use something. It’s the ability to use the human memory to benefit your product. Humans are creatures of habits and we fear things too new or strange. Tesla doesn’t need to look like a car because there is NO ENGINE. But we will buy it because it has the shape of a car. An ipad, well that looks like an iphone so its not that new for me. My smartwatch, well it looks like a normal watch so I don’t think it looks strange. Compared to products that look too different we reject (google glasses, virtual reality glasses and strange car designs. So how do you take an advantage to this? (read reasons)
- Apple is another example, think about what how to call someone? Apple has a digital display, they could have had it look like anything but they chose to make it look like a normal phone. Why, because we are familiar with it. It makes us connect a small computer to a physical phone. It brings comfort and familiarity to the user.
- Rule number4: (Read) There is a point where your product because TOO innovative that it doesn't’t let people trust it. Build trust, use their knowledge to create delightful experiences to new technology.
- Finally, satisfaction. What experience do you want your users to have at the end of using your products. Happy of course, but how do you quantify it? What is your measure of success. You should always remember not everything useful is adopted. But everything that is memorable makes us want to use it again. (read reasons)
- Apple figured this out by designing an interface that can be used by both old and young people. A grandma can turn on an iphone and use it as well as a child. Why? Because it is easy and fun to discover a new technology. Our job is to make technology accessible to the customer, not tell them it is useful.
- RULE Number 5: Read Remember if your product is too straightforward than there is not reason for product to exist. The customer must understand and discovery the benefit of your product in their lives. If they don’t then they don’t see value in your product
- In summar, please remember LEAMS when you design your next product. It can be the difference between success and a complete failure.
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