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THE MATAPHOR FALLACY 
A tale about the UI, the DB, and a Bus Stop 
Better Software Conference – Florence (Italy), 14-10-2014
STEVE @MARASPIN
http://www.mvlabs.it/
CONTEXT ONE: 
HOTEL ENTERTAINMENT
Movie Player Application
Distributed Context
Internet
What if it fails?
Replication
What if connection fails?
No Problems!
Are things that simple?
The Movie Entity
Headquarter Update
Remote Update
Different Documents
How to solve the conflict?
Natural entity representation
What if we represented it like…
Avoiding Conflicts
GOOD PRACTICES
NOT ALWAYS 
WHAT WE COME UP FIRST
CONTEXT TWO: 
PRODUCT MANAGEMENT SYSTEM
Ever seen something like this?
CRUDWARE
/kruhd'weir/ Pejorative term for 
the hundreds of megabytes of 
low-quality freeware circulated 
by user's groups and BBSs in 
the micro-hobbyist world. 
http://dictionary.reference.com/browse/crudware
/kruhd'weir/ Realistic term for 
user interfaces grown out of a 
database schema.
SOMETHING TO FIGHT AGAINST
Table is so wide, we need to scroll horizontally…
We simply can't keep so much information in mind at once!
USER CENTERED DESIGN
Use Cases
Simplified Interfaces
LET'S NOW TALK 
ABOUT MOBILE
AN AFTERTHOUGHT
Consistent Design 
39
Bringing everything 
everywhere
FORGETTING
HOW SYSTEMS
WILL BE USED
CONTEXT MATTERS
Continuous Design
Complimentary Design 
50
Don't shrink, rethink
Don't shrink, rethink
55
56
57
58 
INFLUENCED 
BY WHAT WE KNOW, 
BY WHAT WE EXPECT
Conceptual Metaphor Theory 
Understanding of one idea, or 
conceptual domain, in terms of 
another
Argument is War 
Your claims are indefensible 
I've never won an argument with him 
You disagree? OK, shoot! 
He shot down all of my arguments
So what? 
Metaphors can help us understand 
things, but they can also influence and 
direct us toward unintended goals. War 
goal is defeating enemy, argument goal 
should be reaching a solution. What if 
our metaphor is so strong that it 
hinders our reasoning rather than 
helping it?
Stop Now
Really. Skip to next slide. And read it carefully. 
Attempt to solve the problem before continuing
Connect the dots with no more than 4 straight lines 
without lifting your hand from the paper
The limitations our mind adds to the problem often 
prevent us from finding the best solution to it
Doorbell outside 
Doorbell 
Doorbell 
Light
WHAT CAN HELP US?
HE'S OUR 
ANSWER!
HE'S OUR 
ANSWER! 
His sense 
of humour, 
I mean
With humor 
thoughts 
and ideas 
are arranged 
in novel ways
PAIRWORK
Elaborating more than one solution
Incubating
Systems Thinking 
77
Component parts of a system can best 
be understood in the context of 
relationshipswith each other and with 
other systems, rather than in isolation
BE INQUISITIVE
Thank you for your attention 
Stefano Maraspin 
@maraspin 
s.maraspin@mvassociati.it
QUESTIONS?
FOLLOW @MARASPIN
http://www.mvlabs.it/
Further reading
Further reading
• http://www.flickr.com/photos/uggboy/8043043095 - hotel room 
• https://www.flickr.com/photos/inklaar/7776986724 - supermarket 
• https://www.flickr.com/photos/larlyboi/10817772745 - figting match 
• https://www.flickr.com/photos/hindrik/8578352814 - man walking with monitor 
• https://www.flickr.com/photos/piermario/375470947 - doorbell UX issue 
• https://www.flickr.com/photos/icathing/26603225 - woodden spoiler 
• https://www.flickr.com/photos/highwaysagency/11235762823 - smartphone 
• https://www.flickr.com/photos/yourdon/14391802087 - smartphone usage at the traffic light 
• https://www.flickr.com/photos/mr_t_in_dc/6937521074 - smartphone while on bicycle 
• https://www.flickr.com/photos/42736403@N08/5439996103 - 3 monitors on personal computer 
• https://www.flickr.com/photos/sinkdd/14674613090 - using a smartphone under the rain 
• https://www.flickr.com/photos/caribb/184328594 - bus stop on a rainy day 
• https://www.flickr.com/photos/horlik/4461554607 - darts on target 
• https://www.flickr.com/photos/planetbene/6073389358 young friends playing with lego 
• https://www.flickr.com/photos/wiertz/6952472683 - bin and drafts sent to trash 
• https://www.flickr.com/photos/christianhaugen/6026460141 barrels 
• http://en.wikipedia.org/wiki/Systems_thinking#mediaviewer/File:Systems_thinking_about_the_society.svg – systems thinking 
• https://www.flickr.com/photos/theloushe/4640871734 - kid with magnifier 
• https://www.flickr.com/photos/uspn/4894253589 - bus in India. Crowded 
Other pictures are by Stefano Maraspin, or gathered from fotolia/iStockphoto archives 
86 
Picture Credits
Stefano Maraspin 
@maraspin

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The Metaphor Fallacy (in Digital Product Development)