windmills nes2013 keynote

1

August 13, 2013

Magga Dora RagnarsdottirSenior Experience Designer

maggadora@madpow.com

@maggadora

NES 2013

TILTING AT WINDMILLS:GETTING MAKERS TO UNDERSTAND THE VALUE OF DESIGNING FOR PEOPLE

Gustave Doré

WE K

NO

W S

O M

UC

H A

BO

UT P

EO

PLE

AND STILL WE SEE STUFF LIKE THIS

• 3-5 more examples

WHY?

Hypothesis 1

MAKERS OF SOFTWARE

DON’T KNOW ANYTHING ABOUT PEOPLE

MAKERS OF SOFTWARE

DON’T KNOW ANYTHING ABOUT PEOPLE

HAVE PRECONCEIVED IDEAS

ABOUT PEOPLE.

Hypothesis 2

Persona: Eugene, my userSummary: A person whose thoughts and actions are rational and reasonable. Intelligence above medium.

Expected behavior: Uses my software and succeeds in every attempt.“This user interface

works perfectly!”

Persona: Homer, homo oeconomicusSummary: A person who attempts to maximize utility as a consumer and economic profit as a producer.

Expected behavior: Makes all decisions rationally and without emotion.

“The best possible action for me is to buy low and sell high.”

Persona: Eugene, my userSummary: A person whose thoughts and actions are rational and reasonable. Intelligence above medium.

Expected behavior: Uses my software and succeeds in every attempt.“This user interface

works perfectly!”

What does that mean?

THE MAKER OF THE SOFTWARE ISN’T RESPONSIBLE

What do we do about it?

MAKE THE SOFTWARE MAKERSUNDERSTAND

THEIR RESPONSIBILITY

Gustave Doré