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Users are People Too Adobe Max Presentation
The document discusses the importance of human-centered design in the service industry, emphasizing the need for companies to create welcoming environments that foster emotional connections with customers. It outlines key principles such as having a welcoming personality, communicating naturally, and designing with empathy to ensure users feel supported and valued. Ultimately, it encourages businesses to prioritize humanity in their interactions and designs to enhance customer experiences and advocacy.
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Users are People Too Adobe Max Presentation
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- 7. “Be a valuablebusiness in our community and inspire loyal customer advocates.” The Goal of Service Industry Companies
- 9. Trying to createthat “Potato Patch” feeling
- 10. Create an environment wherecustomers feel welcomed, supported, & valued.
- 11. But… service is soannoying.
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- 14. Software ✓ Consistent ✓ Streamlined ✓Efficient ✓ Forgettable ✓ Inhumane ✓ Joyless
- 15. “Be a valuablebusiness in our community and inspire loyal customer advocates.” Online businesses
- 16. Create an environment wherecustomers feel welcomed, supported, & valued.
- 18. “We must bemore than user- centered, we must be human- centered—to know people first as people, not as users or customers or clients. Our designs are conceived from a deep understanding of humanity and with the desire to help individuals accomplish their goals.” https://www.ibm.com/ design/language/framework
- 19. Putting the humanity backin software: 1. Have a welcoming personality. 2. Speak like a human being. 3. Get them to the “kick-ass zone.” 4. Design for reality.
- 20. 1. Have awelcoming personality.
- 21. “Everything has apersonality: everything sends an emotional signal… Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions… Horrible personalities instill horrid emotional states in their users, usually unwittingly.” Donald A. Norman, Emotional Design: Why We Love or Hate Everyday Things
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- 23. “The major dimensionsof personality are dominance and friendliness… positive emotions are associated with a friendly demeanor… while negative emotions are associated with unfriendliness.”
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- 25. Dominant vs. Friendly AngularCurved LightHeavy Aa High Contrast Aa Low Contrast Dense Whitespace Bold Regular Uppercase Lowercase abc abc XYZ xyz
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- 29. Let’s look atmodern “travel agents.”
- 32. Dominant vs. Friendly •Angularvs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
- 35. Dominant vs. Friendly •Angularvs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
- 37. Dominant vs. Friendly •Angularvs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
- 38. “Our main philosophyis that we want you to spend as little time on our site as possible with the least amount of pain.” Steve Huffman, Hipmunk cofounder. via Forbes, “Why Hipmunk Is The World's Best Travel Site”
- 40. Hometeam Personality Characteristics SolutionOriented Modern Innovative Intelligent Technology-driven Transparent Expert Trustworthy Mature Direct Compassionate Understanding Optimistic Accessible Human-centered Solid Self-assured Confident Leading Visionary
- 42. Imagery is ofthings, not peopleBold, condensed font skews dominant Heavy lines and sharp angles skew dominant Emphasis on tech White text on bright colors is harsh, hard to read Both Caregiver and care recipient are out of focus, not human-centered High contrast throughout, skews dominant
- 44. “We understand thatyou have a busy life, and are devastated by your Mom’s dementia. You wish you could be there for her. We’re here to help so you can enjoy being her daughter again.”
- 45. Our current visualsdo a great job of expressing: ✓ Confidence ✓ Energy ✓ Modernity ✓ “We’re different” ✓ Tech-powered Solution Oriented Transparent Compassionate Solid ✓ Empathy ✓ Maturity ✓ Trustworthiness ✓ Sensitivity ✓ Human-centered We have the opportunity to better express: Solution Oriented Transparent Compassionate Solid
- 47. Does this designshow dominance or friendliness? Is that what’s intended? Does the design support or detract from your key message? Consider your personality.
- 48. Put a faceon your business.
- 49. “As we gazeat the world, we discover ourselves looking back… This instinct is guided by our primordial desire for emotional connection with others. We are hardwired to seek emotion in human faces. For this reason… photos of human faces in a design can profoundly influence an audience.” Aarron Walter. “Designing for Emotion.”
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- 56. Cute mascots aren’t rightfor every business.
- 57. “We want peopleto think of Dropbox as a place to collaborate, and a big part of that is elevating the people you connect with. One way we're doing that is thinking about places we can surface user's faces on the web.” Daniel Eden, dribbble.com/shots/1972358-Faceholder
- 61. You can start small& keep it simple.
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- 64. 2. Speak likea human being.
- 65. “How can weleverage our content to identify, target, and engage top innovative pinfluencers?”
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- 69. “Publishing content thatis self-absorbed in substance or style alienates readers… you might not see the effects of narcissistic content right away, but someone will eventually come along and eat your lunch by offering the exact same thing in a user-centered way.” Erin Kissane. “The Elements of Content Strategy.”
- 70. “Publishing content thatis self-absorbed in substance or style alienates readers… you might not see the effects of narcissistic content right away, but someone will eventually come along and eat your lunch by offering the exact same thing in a user-centered way.” Erin Kissane. “The Elements of Content Strategy.”
- 72. This could be anybusiness to business service! ✓ Take control of your online channel ✓ Take advantage of enterprise-class features ✓ Scale and grow your business – now and into the future ✓ Flexibility to meet your unique needs
- 75. “Only NetSuite’s customerservice software gives everyone that interfaces with the customer access to complete, key customer data in real time empowering them to better support your customers while driving upsell and cross-sell.”
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- 79. “As you readaloud, pretend you’re talking to a real person and ask yourself ‘Would I say this to someone in real life?’ Sometimes our writing makes us sound stodgier or colder than we’d like.” Kate Kiefer Lee of MailChimp
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- 86. “Words don’t alwaysneed to be pressed into service for functional needs; sometimes they can be used simply to satisfy our emotional needs. We’re emotional creatures… bringing a smile to your users’ faces can make a world of difference.”
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- 94. 3. Get usersto the kick-ass zone.
- 95. “How long doyour users spend in the ‘I suck’ (or ‘this product sucks’) zone? Once they’ve crossed the suck threshold, how long does it take before they start to feel like they kick ass?” Kathy Sierra, Creating Passionate Users
- 96. I Love VineWine
- 100. Chardonnay, South Africa “Aspicy apple (pie?) scented wine. Dry with almost a creamy texture. The winemaker blasts classical music to his vines all day. Wonder if it helps…”
- 101. Chardonnay, South Africa “Aspicy apple (pie?) scented wine. Dry with almost a creamy texture. The winemaker blasts classical music to his vines all day. Wonder if it helps…”
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- 106. We can makethis shorter! I suck. I rule!
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- 108. “Indifference towards people andthe reality in which they live is actually the one and only cardinal sin in design.” Dieter Rams
- 109. hu·mane – adjective: havingor showing compassion or benevolence, inflicting the minimum amount of pain.
- 110. In real life,we adapt for emotion. We empathize, and connect.
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- 114. “The design isfor the ideal user, the happy, upbeat, good- life user. It doesn’t take other use cases into account. It may not be possible to reliably pre-detect whether a person wants to see their year in review, but it’s not at all hard to ask politely—empathetically—if it’s something they want.” Eric Meyer
- 120. “For someone gettingon with his life, and probably more than halfway through it, these seemed like a stretch for me… Perhaps the team in charge of this is very young (as tech companies can be) and these memories are not so distant.” “Does Apple Hate Old People?”
- 121. “For someone gettingon with his life, and probably more than halfway through it, these seemed like a stretch for me… Perhaps the team in charge of this is very young (as tech companies can be) and these memories are not so distant.” “Does Apple Hate Old People?”
- 122. “Perhaps if thetitans of Silicon Valley hired more engineers of color, things like this wouldn't happen so often… Or, you know, ever.” via “Google Photos labeled black people ‘gorillas’” – USA Today
- 123. “There’s really onlya question. And the question is, do you want your work to re-inscribe sexism, or racism, or homophobia? Do you want your work to cause anxiety, or to trigger trauma, or to alienate people? Or do you want your work to make the world a little bit more welcoming, a little bit safer, a little less hostile?” Sara Wachter-Boettcher
- 124. Design for RealLife by Sara Wachter-Boettcher & Eric Meyer
- 125. What can wedo? • Work with diverse teams • Prioritize “stress cases” • Appoint a “design dissenter” • Get to know & represent all users
- 126. What can wedo? • Work with diverse teams • Prioritize “stress cases” • Appoint a “design dissenter” • Get to know & represent all users
- 127. What can wedo? • Work with diverse teams • Prioritize “stress cases” • Appoint a “design dissenter” • Get to know & represent all users
- 128. What can wedo? • Work with diverse teams • Prioritize “stress cases” • Appoint a “design dissenter” • Get to know & represent all users
- 129. How do weavoid pain & provide support?
- 130. “Make friends with reality.Cultivate a desire to be proven wrong as quickly as possible and for the lowest cost.” Erika Hall, Just Enough Research
- 131. “Successful design teamshave each team member spend a minimum of two hours every six weeks watching real users interacting with either their design or a competitor’s design.” Jared Spool, “Exposure Hours Drive UX Innovation”
- 132. A few ofthe ways we can “make friends with reality” 1. In-person testing, interviewing, and observing 2. Remote testing and observing 3. Understanding analytics 4. Regular exposure to user communications
- 133. Ask questions to understand context. Listenfor goals and unmet needs. Observe frustrations and successes. Dispel your flawed assumptions.
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- 135. Listen for goals & unmetneeds.
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- 138. Get to knowyour users in person.
- 140. Meeting users inperson achieves all of these goals. Ask questions to understand context. Listen for unmet needs and goals. Observe frustrations and successes. Dispel your mistaken assumptions.
- 141. Watch them useyour product or service.
- 143. Remote testing achieves someof these goals. Ask questions to understand context. Listen for unmet needs and goals. Observe frustrations and successes. Dispel your mistaken assumptions.
- 145. Observational tools achieve afew of these goals. Ask questions to understand context. Listen for unmet needs and goals. Observe frustrations and successes. Dispel your mistaken assumptions.
- 146. Analytics tools tellyou what is happening, but not why. Ask questions to understand context. Listen for unmet needs and goals. Observe frustrations and successes. Dispel your mistaken assumptions.
- 147. Listen to whatusers are already telling you.
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- 149. Hi Mary, Thank youfor checking us out! My name is Courtney and I'm responsible for making sure your trial is a success. What are you trying to achieve with our service? How are you defining success? With this information, I can point you in the direction of the features that will be most useful to you, recommend helpful documentation, and brainstorm with you about how to get the most out of our platform. Shoot me a quick email, and I'll get right back to you. Have a great day! Courtney
- 150. Make user communicationa central part of your research. • Read a random sample of support tickets for 15 minutes every morning • Get notifications for tweets people are sending to your organization. • Ask a sales or support representative if you can shadow a call once a week.
- 151. “Let’s think ofour designs not as a facade for interaction, but as people with whom our audience can have an inspired conversation. Products are people too.” Aaron Walter, “Designing for Emotion.”
- 152. Show people theyare welcome, supported, & valued. • Have a welcoming personality. • Speak like a human being. • Get users to the kick-ass zone. • Connect with their reality.
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