designing for the human scale

#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE

DESIGNING FOR THE HUMAN SCALE

WORLD IA DAYZURICH, CH | 18 FEBRUARY, 2017

METAPHORS OF THE MIND


ANDY FITZGERALD | @ANDYBYWIRE


“We divide the world up into entities at the

human scale so that we can manipulate them

in human lives”

– Gilles Fauconnier

#HUMANSCALE


ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE



‣ Embodiment

‣ Magnitude

‣ Belief


EMBODIMENT


Embodiment

“Cognition spans the brain, body, and the environment. [It] is an extended

system assembled from a broad array of resources.”

EMBODIMENT

#HUMANSCALE

– Wilson & Golonka @PsychScientists

EMBODIMENT


“The vast pattern of the brain would mean

nothing outside the body of the brain that

produced it.”

– Robert Epstein

EMBODIMENT


no more than 9’

no less than 4’


EMBODIMENT

“To perceive the world is to co-perceive

oneself. [… ] The awareness of the world and

of one’s complementary relations to the

world are not separable. ”

– JJ Gibson

#HUMANSCALE


EMBODIMENT

#HUMANSCALE


EMBODIMENT


#HUMANSCALE

interior

exteriorboun

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Container Schema

You wake out of a deep sleep and peer out from beneath the covers

into your room. You gradually emerge out of your stupor, pull

yourself out from under the covers, climb into your robe, stretch out

your limbs, and walk in a daze out of your bedroom and into the bathroom …


EMBODIMENT


#HUMANSCALE

whole

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Part-Whole Schema


EMBODIMENT


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whole

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Part-Whole Schema

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EMBODIMENT


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Part-Whole Schema

whole

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EMBODIMENT


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Image Schemas

whole

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interior

exteriorboun

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EMBODIMENT


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1 1 1

1 0 1

1 0 1

EMBODIMENT



‣ What are the embodied metaphors at work

in your user’s journey?

‣ What might the experiences we design look

and feel like in the physical world?

‣ Does the digital experience “break the rules”

of physical space?

‣ If so, are the new rules clear – and

comfortable – for your users?

SCALING TO EMBODIMENT

#HUMANSCALE

LEGEND

STAGES Research & Planning ACO Sign Up Provider Selection Appointment Scheduling Appointment Post-Care (Wellness)

TASKS

THOUGHTS

FEELINGS

OPPORTUNITIES

Research ACO vs. other plansSelect desired plan options

Stay informed of benefits

Select location & time

ACO Site

Web

HR

Friends &

Family

Wellness Literature

Events & Classes

Notifications & Alerts

Provider Dialogue

Learn & participate

Determine treatment plan

Share symptoms

Plan for next steps

Receive diagnosis

Confirm appointment details

Select location, date, time

Receive appointment reminders / export to personalcalendar

Select reason for visit and include any additional info

Review and confirm details

Select desired plan options

Receive information on how totake advantage of ACO resources

Enter personal information

Research outside of Providenceproperties (e.g. Google search)

Search by accepted insurance, specialty, location, language

Talk to friends and family for recommendations

Compare relevant providers

Share knowledge & experience

Provider Location

Prevent future ailments

Travel to appointment

Enter requirements & preferences

Compare available providers

• What is an ACO?• How will this benefit me?• What are the advantages over my

current plan?• Why is my employer providing this

option?

• Do I have all the information I need to successfully sign up?

• How will I know that I'm making the most of my plan?

• What's next?

• Which provider is going to accept my insurance and provide the care that I require?

• I've narrowed down my options, but how can I be certain I'll choose the best provider for me?

• How can I easily fit an appointment into my busy schedule?

• How can I confirm that all of my needs will be accounted for during my visit?

• Why do I have these symptoms?• What will I need to do to get better?• Can I trust everything my doctor has

told me? • How much will this visit cost me?

• How can I be proactive about my health?

• How can I build a relationship with my provider?

• What's the best way to let others know about my experience?

• I just want to save my family some money.

• I don't want to make the wrong choice.

• Is my employer thinking in my best interest?

• The sign up process is really quick and easy!

• I appreciate that the website is able to use what it knows about me to make the process easier.

• It's really helpful to know how my information is being used to help me.

• It's really important to me that my family gets the best care possible from the most capable provider/s.

• Close proximity to my provider is essential in case of emergencies.

• It's essential that my special needs can be addressed by my provider.

• Scheduling an appointment is really easy and left me feeling confident.

• I love that Providence keeps me notified of my upcoming appointments.

• I feel anxious when visiting a doctor.• I like having my options explained to

me in detail.• I appreciate it when my doctor takes

the time to listen to me and address all of my concerns.

• I really enjoy having access to resources beyond just treatment.

• I feel like Providence knows me when I'm notified of relevant news and health alerts.

Remember appointment

Review providers & locations

Reach understanding

linear process non-linearongoing

✓ Provide all information required to determine that an ACO with Providence is the right choice.

✓ Inspire confidence in potential participants by being transparent.

✓ Provide explicit details around cost savings for employee/employer.

✓ Simplify the sign up process to only its bare essentials.

✓ Clearly explain how information will be used.

✓ Maintain a dialogue with participants so they take advantage of ACO opportunities.

✓ Arm people with information to make decisions with confidence.

✓ Allow people to easily sort and filter providers based on their needs.

✓ Recommend providers or aid people in their search by leveraging what we already know about them.

✓ Simplify the scheduling process to only its bare essentials.

✓ Remind people of their scheduled appointments.

✓ Follow-up appointment with information on next steps.

✓ Provide detailed information on any prescribed medication/treatment.

✓ Proactively engage and inform people with relevant notifications and events.

✓ Provide a platform for people to maintain a dialogue with providers.

✓ Engage the community of users by allowing them to share their experiences.


MAGNITUDE


Magnitude

The relative size of an object, measurement, or quantity.

Orders of magnitude for which we have the best

heuristics exist on the human scale.

Think quarters and dozens.

MAGNITUDE

#HUMANSCALE

MAGNITUDE


20 LB BOND

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MAGNITUDE


20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND 20 LB BOND












MAGNITUDE


MAGNITUDE


+

‣ Pay attention to quantities

‣ Look for thresholds where

tactics change

‣ Test with your target audience

MAGNITUDE


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BELIEF


BELIEF

“It’s never been easier for people to be

wrong, and at the same time feel more

certain that they’re right ”

– Joe Keohane

#HUMANSCALE

BELIEF


Image Chris Harrison

http://www.chrisharrison.net/index.php/Visualizations/InternetMap


Belief

“The story in your head that serves as a recipe or rule for action.”

BELIEF

#HUMANSCALE

– Dave Gray Liminal Thinking


BELIEF

#HUMANSCALE

reality

experience

theories

judgements

beliefsthe obvious

attention

from Dave Gray Liminal Thinking


BELIEF

#HUMANSCALE

attention is the bellwether of belief

Sheep by Phil Laver from the Noun Project

attention


BELIEF

#HUMANSCALE

Preemptive Framing

Be the first to frame an idea

Example: The hacking

of the DNC was the

DNC’s fault and

Democrats lost by a

wide margin


BELIEF

#HUMANSCALE

Preemptive Framing


Diversion

Divert attention from the real issues

Example: Diverting

attention away from

potential conflicts of

interest and Russian

hacking and toward

Meryl Streep’s speech

at the Golden Globe

Awards.


BELIEF

#HUMANSCALE

Preemptive Framing


Diversion


Deflection

Attack the messenger, change direction

Example: Attacking

the media in an

attempt to erode

public trust. Reframing

credible stories as

“fake news.”


BELIEF

#HUMANSCALE

Preemptive Framing


Diversion


Deflection

Attack the messenger, change direction


BELIEF

#HUMANSCALE

“Language that fits a worldview activates

that worldview, strengthening it, while

turning off the other worldview and

weakening it.”

– George Lakoff

www.evonomics.com

http://evonomics.com/lakoff-no-one-knows-why-trump-is-winning/


BELIEF

#HUMANSCALE

“This is true even if you are attacking [the

President’s] views. It doesn’t matter if you

are promoting [him] or attacking [him], you

are helping [him].”

– George Lakoff

www.evonomics.com



BELIEF

#HUMANSCALE


BELIEF

#HUMANSCALE

85% of cabs 15% of cabs

80% accurate


BELIEF

#HUMANSCALE

85% of accidents 15% of accidents

80% accurate

BELIEF


Direct Causation

“Explains and deals with a problem via direct action”

Systemic Causation

“Recognizes that many problems arise from the system they are in

and must be dealt with systematically”

www.evonomics.com


BELIEF


BELIEF


‣ Remember that attention, belief, and action

are all linked

‣ Watch for cognitive bias exploitation, such as

framing, diversion, and deflection

‣ Consider which conceptual frames are

activated and how



“All models are wrong, but some are useful.”

– Norman Draper & George Box



Embodiment Magnitude Belief



Embodiment Magnitude Belief

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DESIGN FOR THE HUMAN SCALE#HUMANSCALE

andyfitzgeraldconsulting.com [email protected] @andybywire

THANK YOU!

designing for the human scale

Design