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Amélie Lamont, "Design Anthropology 101"

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Anthropology is the study of humans past and present. Design is the skill of solving complex problems to create a better future. But can a discipline focused on the past/present merge with a discipline focused on the future? The answer is yes. Welcome to Design Anthropology 101.
Design anthropology converges two powerful fields that can push design beyond just “innovation”. In this talk, you’ll learn what design anthropology is and what it means for the future of design. Most importantly, you’ll walk away with a basic understanding of how to use ethnographic methodologies and collaboration to make products that push humanity forward.

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Amélie is a product designer at a small startup who combines her love for user experience and design anthropology to make great products. She made her first foray into design and development making Sailor Moon and DBZ websites. Don't be afraid to say hello (especially if you have food).

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Amélie Lamont, "Design Anthropology 101"

  1. 1. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer badass
  2. 2. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer ninja
  3. 3. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer rockstar
  4. 4. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer prophet
  5. 5. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer evangelist
  6. 6. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer sherpa
  7. 7. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer guru
  8. 8. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer dynamo
  9. 9. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer overlord
  10. 10. AMÉLIE LAMONTAMÉLIE LAMONTAMÉLIE LAMONT product designer @ the new york times @amelielamont on twitter
  11. 11. BRAND THINKING AND OTHER NOBLE PURSUITS by Debbie Millman
  12. 12. DORI TUNSTALL design anthropologist *
  13. 13. WTFWTFWTF *
  14. 14. “…trying to figure out how to understand people and how to design products, communications, and experiences in ways that resonate with people.” (practical definition.)
  15. 15. “…trying to understand how the processes and artifacts of design help define what it means to be human.” (theoretical definition.)
  16. 16. YASSSYASSSYASSS
  17. 17. WELCOME T0 DESIGN ANTHRO
  18. 18. DESIGN ANTHROPOLOGY SOCIAL INNOVATION (roots of design anthropology)
  19. 19. DETAILS but seriously, what is this?
  20. 20. DESIGN Collaboration of planning, knowledge and execution to solve for complex problems. Uniquely human.
  21. 21. ANTHROPOLOGY Gunn, Wendy. Design Anthropology: Theory and Practice (p. 2). Bloomsbury Publishing. Kindle Edition. “the comparative study of societies and cultures, based on detailed empirical research in concrete social contexts.”
  22. 22. Image © Dori Tunstall (https://goo.gl/DyI0E9) “Rebranding Anthropology Textbooks”
  23. 23. ~EXOTIC~~EXOTIC~~EXOTIC~
  24. 24. ROLE what do these people do all day?
  25. 25. “The design process must integrate field-specific knowledge with a larger understanding of the human beings for whom design is made, the social circumstances in which the act of design takes place, and the human context in which designed artifacts are used.” Gunn, Wendy. Design Anthropology: Theory and Practice (p. 3). Bloomsbury Publishing. Kindle Edition.
  26. 26. “The design process must integrate field-specific knowledge with a larger understanding of the human beings for whom design is made, the social circumstances in which the act of design takes place, and the human context in which designed artifacts are used.” Gunn, Wendy. Design Anthropology: Theory and Practice (p. 3). Bloomsbury Publishing. Kindle Edition.
  27. 27. “The design process must integrate field-specific knowledge with a larger understanding of the human beings for whom design is made, the social circumstances in which the act of design takes place, and the human context in which designed artifacts are used.” Gunn, Wendy. Design Anthropology: Theory and Practice (p. 3). Bloomsbury Publishing. Kindle Edition.
  28. 28. “The design process must integrate field-specific knowledge with a larger understanding of the human beings for whom design is made, the social circumstances in which the act of design takes place, and the human context in which designed artifacts are used.” Gunn, Wendy. Design Anthropology: Theory and Practice (p. 3). Bloomsbury Publishing. Kindle Edition.
  29. 29. understanding of present practices in order to design for future ones.
  30. 30. start end
  31. 31. VACUUMVACUUMVACUUM don’t do this. ever. no, seriously. don’t. (no, for real. stop thinking about doing this.)
  32. 32. HISTORY how did this come to be?
  33. 33. 1930s The Hawthorne Study at Western Electric Hawthorne plant Studied social + physical aspects of workers’ productivity
  34. 34. THE HAWTHORNE EFFECT 👀 “Ack! I’m being watched!” *changes behavior*
  35. 35. THERE MIGHT BE SOMETHING HERE… 🔍 (companies be like)
  36. 36. 1940s + ‘50s Industrial anthropologists at large companies Behavioral + psychological factors of workers
  37. 37. FAST FORWARDFAST FORWARDFAST FORWARD
  38. 38. 1980s Xerox PARC Foundations for HCI as we know them today Ethnographic research + software!
  39. 39. 1980s, cont. Lucy Suchman (there’s a legend about this…)
  40. 40. LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!
  41. 41. LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!
  42. 42. LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!
  43. 43. LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!
  44. 44. LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!
  45. 45. LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME! Hand by Rudy Jaspers (https://goo.gl/n9va7m)
  46. 46. LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!LEGEND DEBUNKING TIME!
  47. 47. 1980s, cont. Lucy Suchman (legend debunked)
  48. 48. 1980s, cont. Lucy Suchman (legend debunked) Video AND observation/interviews
  49. 49. WHAT ARE PEOPLE REALLY DOING? 🔍
  50. 50. 1990s Include users, participatory design Add frameworks + tools Focus on experiences IDEO, Sonic Rim, E-lab
  51. 51. HOW IS EXPERIENCE AFFECTED?
  52. 52. mid ‘90s Better experience = better products Better products = more money More money = 🤑🤑🤑 + world peace (lol, no) (companies be like)
  53. 53. LISTEN TO THEM (what history has taught us) OBSERVE THEM INCLUDE THEM
  54. 54. LISTEN TO THEM (what history has taught us) OBSERVE THEM INCLUDE THEM
  55. 55. LISTEN TO THEM (what history has taught us) OBSERVE THEM INCLUDE THEM
  56. 56. NO 5#!7, SHERLOCK.NO 5#!7, SHERLOCK.NO 5#!7, SHERLOCK.
  57. 57. INNOVATION IS BORN FROM THE ORDINARY.
  58. 58. WE DESIGN QUITE WELL FOR “US.”
  59. 59. DESIGN ANTHROPOLOGY SOCIAL INNOVATION (roots of design anthropology)
  60. 60. “US”= PEOPLE WHO WANT FOR NOTHING. WE’RE THE NORM.
  61. 61. FUTURE how will this impact the future of design?
  62. 62. “…trying to understand how the processes and artifacts of design help define what it means to be human.” (theoretical definition.)
  63. 63. HUMANITYWhat are we missing? Who are we forgetting? How can we learn from others? Designers as collaborators
  64. 64. IAN J. EWART engineer + anthropologist
  65. 65. Image © Ian Ewart “Designing by doing: Building bridges in the highlands of Borneo”
  66. 66. Image © Ian Ewart “Designing by doing: Building bridges in the highlands of Borneo”
  67. 67. Image © Ian Ewart “Designing by doing: Building bridges in the highlands of Borneo”
  68. 68. Image © Ian Ewart “Designing by doing: Building bridges in the highlands of Borneo”
  69. 69. REDEFINE THE HUMAN EXPERIENCE
  70. 70. NO ONE NEEDS TO BE SAVED. (oh word?)
  71. 71. NO ONE IS BROKEN. (“for real?” yes, for real.)
  72. 72. WE HAVE BROKEN SYSTEMS WE’VE BEEN IGNORING.
  73. 73. LISTEN TO THEM (what history has taught us) OBSERVE THEM INCLUDE THEM
  74. 74. LISTEN TO THEM (what history has taught us) OBSERVE THEM INCLUDE THEM
  75. 75. LISTEN TO THEM (what history has taught us) OBSERVE THEM INCLUDE THEM
  76. 76. IMPROVE LIVES. PUSH HUMANITY FORWARD.
  77. 77. THANK YOU.THANK YOU.THANK YOU. @amelielamont www.amelielamont.com amelie@amelielamont.com

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