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UPA 2010 CONFERENCE
                  DAY 2: MAY 27
       CHRISTINA YORK’S NOTES, THOUGHTS, AND TAKEAWAYS




                           DISCLAIMER:
                           THESE WERE NOTES TAKEN QUICKLY DURING CONFERENCE SESSIONS.
                           I DID NOT ALWAYS DISTINGUISH WHO SAID WHAT.
                           I AM NOT TRYING TO STEAL SOMEONE’S THUNDER OR CONTENT.
                           I AM TRYING TO SHARE THE IDEAS PRESENTED, THE IDEAS I HAD, AND THE
                           EXPERIENCE OF THE CONFERENCE WITH THOSE WHO COULDN’T ATTEND.
MUNICH, GERMANY
ETHNOGRAPHY 101:
     USABILITY EN PLEIN AIR



PAUL BRYAN (90 MIN)

“STUDYING USERS IN THEIR NATURAL ENVIRONMENT IS
KEY TO DESIGNING INNOVATIVE, BREAK-THROUGH WEB
SITES RATHER THAN INCREMENTALLY IMPROVING
EXISTING DESIGNS.”
FULL HOUSE IN A NOISY ROOM, BUT PAUL WAS
POISED, PROFESSIONAL AND UNFRAZZLED.

HE IS CLEARLY A DEEP EXPERT AND HANDLED
QUESTIONS WELL. I WAS IMPRESSED THAT HE
TOOK A LARGE GROUP AND DID A PLANNING
EXERCISE WITH US (WHERE WE PLANNED AN
ETHNOGRAPHY TOGETHER). EVEN MORE
IMPRESSIVE WAS THE LENGTHS THAT HE WENT TO
IN ORDER TO PROVIDE US WITH VIDEO EXAMPLES, :
HE HAD HIS TEAM PERFORM A SAMPLE “VIDEO SHOP
ALONG” ETHNOGRAPHY FOR US. THANKS, PAUL!




                                      1 OF 2
2 OF 2
CULTURE: YOU’RE SOAKING IN IT



STEVE PORTIGAL (90 MIN)

“CULTURE IS EVERYWHERE WE LOOK, AND (PERHAPS
MORE IMPORTANTLY) EVERYWHERE WE DON’T LOOK. IT
INFORMS OUR WORK, OUR PURCHASES, OUR USAGE,
OUR EXPECTATIONS, OUR COMFORT, AND OUR
COMMUNICATIONS.”
THIS WAS THE PERFECT COMPLEMENT TO RACHEL
HINMAN’S OPENING KEYNOTE. STEVE
ENTHUSIASTICALLY DIVES DEEPER INTO CULTURAL
CLUES, CUES AND GAPS THAT IMPACT OUR WORK
AND OUR OWN EXPERIENCES IN THIS WORLD.

IN THIS SESSION I SAT AT THE FRONT, WHICH I
USUALLY DON’T DO (I LIKE TO OBSERVE THE ENTIRE
ROOM). HOWEVER, I AM A FAN OF STEVE’S AND
WAS LIKE A GROUPIE IN THE FRONT ROW. HOW
EMBARRASSING. BUT CAROL SAT NEXT TO ME,
AND I FELT BETTER ABOUT MYSELF.

STEVE DELIVERED AN IMPASSIONED TALK AND
ENGAGED AN AUDIENCE THAT RICHLY
REPRESENTED THE CULTURES PRESENT AT THIS
CONFERENCE.

THE GROUP DISCUSSION WAS AS RICH AS THE
PRESENTATION AND I REALLY APPRECIATED THAT
STEVE’S FOCUS WAS TO GIVE US SOMETHING TO
THINK ABOUT AND NOT TRY TO GROUND
EVERYTHING IN APPLICATION.




                                       1 OF 3
2 OF 3
3 OF 3
COMBINING METHODS: WEB
ANALYTICS AND USER TESTING


MARTJIN KLOMPENHOUWER & ADAM COX (40 MIN)

“WE WILL EXPLAIN HOW AND WHY YOU SHOULD USE
WEB ANALYTICS DATA IN THE USER TESTING PROCESS.
THE PRESENTATION WILL FOCUS ON PRACTICAL
EXAMPLES, SHOWING HOW ACTUAL PROJECT BENEFITED
FROM USING QUANTITATIVE DATA.”
AFTER LUNCH IS ALWAYS A TOUGH TIME SLOT:
PEOPLE ARE LATE AND SLEEPY AFTER A HEAVY
BAVARIAN MEAL. THIS ROOM WAS PACKED AND I
HAD TO SIT ON THE WINDOW SILL BEHIND A GIANT
PILLAR.

THE PRESENTERS WERE WELL-ORGANIZED AND
PRESENTED THEIR TOPIC LIKE A DIALOGUE: THEY
WOULD WALK THROUGH A CASE STUDY IN THE
WAY THEY WORKED TOGETHER, FIRST ONE
FRAMING THE PROBLEM AND THEN THE OTHER
PICKING UP WHEN IT GOT TO THEIR PART IN THE
WORKFLOW.




                                       1 OF 1
MAKING ICONS MAKE SENSE: SOLVING
 SYMBOLS FOR GLOBAL AUDIENCES


 PATRICK HOFMANN (40 MIN)

 “IN MY EFFORTS TO SYMBOLISE ACTIONS, CATEGORIES,
 AND PLACES FOR GLOBAL PRODUCTS LIKE GOOGLE
 MAPS, I’VE ENCOUNTERED NEW CHALLENGES IN
 CREATING SINGLE ICONS THAT WORK FOR THE ENTIRE
 PLANET. WITNESS THE SURPRISING REACTIONS OF
 VARIOUS CULTURES AND AGE GROUPS ON THESE ICONS,
 AND HEAR NEW IDEAS MOVING FORWARD.”
PATRICK IS A DYNAMO, HOLDING THE ATTENTION
OF A PACKED AND HOT ROOM, EVEN GETTING THEM
TO LAUGH! HE EXUDES LOVE FOR HIS WORK AND
REALLY GAVE US A GLIMPSE INTO HIS
PROFESSIONAL LIFE, INCLUDING HIS CHALLENGES
AND FAILURES. I FELT HE WAS HUMAN AND I
RELATED TO THE COMEDY THAT DESIGN CAN BE.




                                     1 OF 2
PATRICK AS HE IS DEMONSTRATING “VISUAL
NOISE” IN AN ICON. I LIKE THIS PICTURE BECAUSE
THERE IS A MAN, A MAN’S SHADOW, AND ICONS OF
“MEN” ALL ON SCREEN. I REALLY HOPE HE DOESN’T
MIND THAT THIS PICTURE IS “OUT THERE”...




                                       2 OF 2
GREAT DINNER AND AWARDS CEREMONY!

TWO MOMENTS OF GREAT IMPACT:
1. HEARING HOW MANY COUNTRIES WERE PRESENT AND THAT NO ONE COUNTRY
REPRESENTED MORE THAN 40% OF ATTENDEES. BEST BALANCED CONFERENCE YET.
2. LIFETIME ACHIEVEMENT AWARD: HOW COULD ANYONE LET JAKOB IN THEIR BED???
OK, SO SHE WASN’T IN IT AT THE TIME...BUT SERIOUSLY, I ADMIRE THE HELL OUT OF
MARILYN TREMAINE.

I ALSO APPRECIATE THE HELL OUT OF THE UPA COMMITTEES AND CHAIRS WHO MADE
THIS HAPPEN. THANKS, GUYS.


DON’T FORGET THE VOLUNTEERS!




                                                                             DAY 2 COMPLETE.
                                                                     FELT LIKE A FAIRY TALE...

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Upa2010 day2

  • 1. UPA 2010 CONFERENCE DAY 2: MAY 27 CHRISTINA YORK’S NOTES, THOUGHTS, AND TAKEAWAYS DISCLAIMER: THESE WERE NOTES TAKEN QUICKLY DURING CONFERENCE SESSIONS. I DID NOT ALWAYS DISTINGUISH WHO SAID WHAT. I AM NOT TRYING TO STEAL SOMEONE’S THUNDER OR CONTENT. I AM TRYING TO SHARE THE IDEAS PRESENTED, THE IDEAS I HAD, AND THE EXPERIENCE OF THE CONFERENCE WITH THOSE WHO COULDN’T ATTEND. MUNICH, GERMANY
  • 2. ETHNOGRAPHY 101: USABILITY EN PLEIN AIR PAUL BRYAN (90 MIN) “STUDYING USERS IN THEIR NATURAL ENVIRONMENT IS KEY TO DESIGNING INNOVATIVE, BREAK-THROUGH WEB SITES RATHER THAN INCREMENTALLY IMPROVING EXISTING DESIGNS.”
  • 3. FULL HOUSE IN A NOISY ROOM, BUT PAUL WAS POISED, PROFESSIONAL AND UNFRAZZLED. HE IS CLEARLY A DEEP EXPERT AND HANDLED QUESTIONS WELL. I WAS IMPRESSED THAT HE TOOK A LARGE GROUP AND DID A PLANNING EXERCISE WITH US (WHERE WE PLANNED AN ETHNOGRAPHY TOGETHER). EVEN MORE IMPRESSIVE WAS THE LENGTHS THAT HE WENT TO IN ORDER TO PROVIDE US WITH VIDEO EXAMPLES, : HE HAD HIS TEAM PERFORM A SAMPLE “VIDEO SHOP ALONG” ETHNOGRAPHY FOR US. THANKS, PAUL! 1 OF 2
  • 5. CULTURE: YOU’RE SOAKING IN IT STEVE PORTIGAL (90 MIN) “CULTURE IS EVERYWHERE WE LOOK, AND (PERHAPS MORE IMPORTANTLY) EVERYWHERE WE DON’T LOOK. IT INFORMS OUR WORK, OUR PURCHASES, OUR USAGE, OUR EXPECTATIONS, OUR COMFORT, AND OUR COMMUNICATIONS.”
  • 6. THIS WAS THE PERFECT COMPLEMENT TO RACHEL HINMAN’S OPENING KEYNOTE. STEVE ENTHUSIASTICALLY DIVES DEEPER INTO CULTURAL CLUES, CUES AND GAPS THAT IMPACT OUR WORK AND OUR OWN EXPERIENCES IN THIS WORLD. IN THIS SESSION I SAT AT THE FRONT, WHICH I USUALLY DON’T DO (I LIKE TO OBSERVE THE ENTIRE ROOM). HOWEVER, I AM A FAN OF STEVE’S AND WAS LIKE A GROUPIE IN THE FRONT ROW. HOW EMBARRASSING. BUT CAROL SAT NEXT TO ME, AND I FELT BETTER ABOUT MYSELF. STEVE DELIVERED AN IMPASSIONED TALK AND ENGAGED AN AUDIENCE THAT RICHLY REPRESENTED THE CULTURES PRESENT AT THIS CONFERENCE. THE GROUP DISCUSSION WAS AS RICH AS THE PRESENTATION AND I REALLY APPRECIATED THAT STEVE’S FOCUS WAS TO GIVE US SOMETHING TO THINK ABOUT AND NOT TRY TO GROUND EVERYTHING IN APPLICATION. 1 OF 3
  • 9. COMBINING METHODS: WEB ANALYTICS AND USER TESTING MARTJIN KLOMPENHOUWER & ADAM COX (40 MIN) “WE WILL EXPLAIN HOW AND WHY YOU SHOULD USE WEB ANALYTICS DATA IN THE USER TESTING PROCESS. THE PRESENTATION WILL FOCUS ON PRACTICAL EXAMPLES, SHOWING HOW ACTUAL PROJECT BENEFITED FROM USING QUANTITATIVE DATA.”
  • 10. AFTER LUNCH IS ALWAYS A TOUGH TIME SLOT: PEOPLE ARE LATE AND SLEEPY AFTER A HEAVY BAVARIAN MEAL. THIS ROOM WAS PACKED AND I HAD TO SIT ON THE WINDOW SILL BEHIND A GIANT PILLAR. THE PRESENTERS WERE WELL-ORGANIZED AND PRESENTED THEIR TOPIC LIKE A DIALOGUE: THEY WOULD WALK THROUGH A CASE STUDY IN THE WAY THEY WORKED TOGETHER, FIRST ONE FRAMING THE PROBLEM AND THEN THE OTHER PICKING UP WHEN IT GOT TO THEIR PART IN THE WORKFLOW. 1 OF 1
  • 11. MAKING ICONS MAKE SENSE: SOLVING SYMBOLS FOR GLOBAL AUDIENCES PATRICK HOFMANN (40 MIN) “IN MY EFFORTS TO SYMBOLISE ACTIONS, CATEGORIES, AND PLACES FOR GLOBAL PRODUCTS LIKE GOOGLE MAPS, I’VE ENCOUNTERED NEW CHALLENGES IN CREATING SINGLE ICONS THAT WORK FOR THE ENTIRE PLANET. WITNESS THE SURPRISING REACTIONS OF VARIOUS CULTURES AND AGE GROUPS ON THESE ICONS, AND HEAR NEW IDEAS MOVING FORWARD.”
  • 12. PATRICK IS A DYNAMO, HOLDING THE ATTENTION OF A PACKED AND HOT ROOM, EVEN GETTING THEM TO LAUGH! HE EXUDES LOVE FOR HIS WORK AND REALLY GAVE US A GLIMPSE INTO HIS PROFESSIONAL LIFE, INCLUDING HIS CHALLENGES AND FAILURES. I FELT HE WAS HUMAN AND I RELATED TO THE COMEDY THAT DESIGN CAN BE. 1 OF 2
  • 13. PATRICK AS HE IS DEMONSTRATING “VISUAL NOISE” IN AN ICON. I LIKE THIS PICTURE BECAUSE THERE IS A MAN, A MAN’S SHADOW, AND ICONS OF “MEN” ALL ON SCREEN. I REALLY HOPE HE DOESN’T MIND THAT THIS PICTURE IS “OUT THERE”... 2 OF 2
  • 14. GREAT DINNER AND AWARDS CEREMONY! TWO MOMENTS OF GREAT IMPACT: 1. HEARING HOW MANY COUNTRIES WERE PRESENT AND THAT NO ONE COUNTRY REPRESENTED MORE THAN 40% OF ATTENDEES. BEST BALANCED CONFERENCE YET. 2. LIFETIME ACHIEVEMENT AWARD: HOW COULD ANYONE LET JAKOB IN THEIR BED??? OK, SO SHE WASN’T IN IT AT THE TIME...BUT SERIOUSLY, I ADMIRE THE HELL OUT OF MARILYN TREMAINE. I ALSO APPRECIATE THE HELL OUT OF THE UPA COMMITTEES AND CHAIRS WHO MADE THIS HAPPEN. THANKS, GUYS. DON’T FORGET THE VOLUNTEERS! DAY 2 COMPLETE. FELT LIKE A FAIRY TALE...

Editor's Notes