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What African Countries Can Teach The World (and What They Can Learn) Susan Dray Keynote at INTERACT 2013, Cape Town,
The document explores insights on mutual learning between African countries and the rest of the world, emphasizing Africa's strengths in mobile innovation, creativity, resilience, and the concept of ubuntu, which highlights interconnectedness among humans. It outlines key lessons that African nations can adopt, such as embracing user experience (UX) as a broader concept beyond user interface (UI), utilizing human-centered design approaches, and iterative development processes. The overarching message is the importance of adaptability and collaboration for improved outcomes.
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What African Countries Can Teach The World (and What They Can Learn) Susan Dray Keynote at INTERACT 2013, Cape Town,
- 1. What African Countries Can Teach The World (and What They Can Learn) Susan M. Dray Dray & Associates, Inc. Oakland, California USA
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- 7. Overview • What African countries can teach the world – – – – – Mobile, mobile, mobile! Working around obstacles à creaDvity, resilience, innovaDon Sustainability When and how to adapt methods Ubuntu • What African countries can learn from the rest of the world – – – – – UX is not (just) UI BoQoms-‐up (“human-‐centered”) not tops-‐down Design thinking – someDmes Move upstream in development processes Iterate, iterate, iterate!
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- 20. Sustainability InnovaDve Sustainability
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- 24. Co-‐Design* *Thanks to Heike Winschers-‐Theophilus
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- 26. One of thesayings in our country is Ubuntu – the essence of being human. Ubuntu speaks particularly about the fact that you can't exist as a human being in isolation. It speaks about our interconnectedness. You can't be human all by yourself, and when you have this quality – Ubuntu – you are known for your generosity. We think of ourselves far too frequently as just individuals, separated from one another, whereas you are connected and what you do affects the whole world. When you do well, it spreads out; it is for the whole of humanity.! ! -- Archbishop Desmond Tutu, 2008!
- 27. • What African countries can teach the world – Mobile, mobile, mobile! – Working around obstacles à creaDvity, resilience, innovaDon – Sustainability – When and how to adapt methods – Ubuntu
- 29. • What African countries can learn from the rest of the world – UX is not (just) UI – BoQoms-‐up (“human centered”) not tops-‐down – Design thinking – someDmes – Move upstream in development processes – Iterate, iterate, iterate!
- 30. UX is not (just) UI
- 33. UX is not (just) UI Visual Design Interface Design Personas Product Strategy Brainstorming Conceptual Design User Requirements/Specs Prototyping InteracDon Design Field Research Data Gathering and Analysis Stakeholder Interviews Product Design CommunicaDon InformaDon Architecture DocumentaDon Training Usability
- 34. BoQoms up (“human centered”) not tops down
- 35. TradiDonal Tops-‐Down “Waterfall” Methodology
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- 38. Discover Interpret Brainstorm Prototype Time Test Iterate
- 39. Why Design Thinking? • • • • Early focus on users CollaboraDve teams (usually) Allows for iteraDon Widely embraced
- 40. Why Not Design Thinking? • Relegates user research to early ideaDon ONLY • User research is o`en carried out by designers without training in how to do it • Tendency to over-‐interpret observaDons in light of design ideas
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- 42. Why move upstream? • The earlier, the beQer • Influence: – Product concept and design direcDon – Conceptual design – Logical design – Overall UX direcDon • Usability evaluaDons are o`en the first step – Use your findings to show how earlier UX involvement could have changed the outcome for the beQer.
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- 44. For more informaDon, see hQp://www.dray.com/our-‐process/
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- 48. Overview • What African countries can learn from the rest of the world – – – – – UX is not (just) UI BoQoms-‐up (“human-‐centered”) not tops-‐down Design thinking – someDmes Move upstream in development processes Iterate, iterate, iterate! • What African countries can teach the world – – – – – Mobile, mobile, mobile! Working around obstacles à creaDvity, resilience, innovaDon Sustainability When and how to adapt methods Ubuntu
- 50. “If the USER can’t use it, It doesn’t work!”™