Download - You Are the Resistance! Championing Human-Centered Design Amidst the Rise of the Machines
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
YOU ARE THE RESISTANCE!CHAMPIONING HUMAN-‐CENTERED DESIGN AMIDST THE RISE OF THE MACHINES
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
INTROS
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ABOUT ME
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
ABOUT RBA
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
ABOUT YOU
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
THE MACHINES & HUMAN-CENTERED DESIGN
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WHAT IS A MACHINE?
AN APPARATUS USING OR APPLYING… POWER AND HAVING SEVERAL PARTS, EACH WITH A DEFINITE FUNCTION AND TOGETHER PERFORMING A PARTICULAR TASK.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
THERE ARE 2 KINDS OF MACHINES
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
PHYSICAL MACHINE
A TANGIBLE APPARATUS USING OR APPLYING… PHYSICAL POWER AND HAVING SEVERAL PARTS, EACH WITH A DEFINITE FUNCTION AND TOGETHER PERFORMING A PARTICULAR TASK.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
INSTITUTIONAL MACHINE
AN ORGANIZATIONAL APPARATUS USING OR APPLYING… SOCIAL & CULTURAL POWER AND HAVING SEVERAL PARTS, EACH WITH A DEFINITE FUNCTION AND TOGETHER PERFORMING A PARTICULAR TASK.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
WHAT IS HUMAN-CENTERED DESIGN?
A PHILOSOPHY THAT PLACES THE PEOPLE WHO WILL BE USING WHAT WE ARE CREATING AT THE CENTER OF ATTENTION THROUGHOUT THE PROJECT.
A PROCESS THAT ACTIVELY SEEKS OUT AND ACCOUNTS FOR USERS’ COGNITIVE, EMOTIONAL & BEHAVIORAL FACTORS.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
EACH MACHINE POSES THREATS TO HUMAN-CENTERED DESIGN
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
PRESSURES TO INNOVATE.
MISCONCEPTIONS OF INNOVATION.
DESIRES TO ABANDON DESIGN THINKING.
PHYSICAL MACHINES
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
PERSONAL & GROUP BIASES.
MISCONCEPTIONS OF HUMAN-‐CENTERED DESIGN.
DESIRES TO ABANDON THE BASICS.
INSTITUTIONAL MACHINES
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
WHAT DO WE DO?
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
http://youtu.be/m6z4yiq4_K8
STRATEGIES FOR COMBATTING THE THREATS
1. DISPEL THE MYTHS.
2. GET BACK TO BASICS.
3. BECOME A CATALYST FOR CHANGE.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
1: DISPEL THE MYTHS
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
MYTH: !
INSTITUTIONAL MACHINES ARE THE ENEMY
FACT: THEY ARE POWERFUL… BUT YOU NEED TO KNOW HOW TO USE THEM TO YOUR ADVANTAGE.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
HOW?
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LINK WHAT YOU DO TO WHAT THE INSTITUTIONS VALUE MOST.
DEMONSTRATE HOW HCD WILL HELP THEM IN WAYS NO OTHER EFFORTS CAN OR WILL.
RESPECT (& EXPECT) THEIR NATURE.
USE THEIR MOMENTUM.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
MYTH: !
HCD KEEPS US FROM INNOVATING
FACT: HUMAN-‐CENTERED DESIGN IS CORE TO INNOVATION.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
INNOVATION
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QUESTION. RETHINK BASIC FUNDAMENTALS.CARE. GET TO KNOW YOUR CUSTOMERS. IMMERSE YOURSELF IN THEIR LIVES.CONNECT. BRING TOGETHER CONCEPTS, PEOPLE, AND PRODUCTS.COMMIT. PROTOTYPE AND BEGIN TESTING.HTTP://BLOGS.HBR.ORG/2010/07/THE-‐FOUR-‐PHASES-‐OF-‐DESIGN-‐THIN/
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
MYTH: !
HCD COSTS TOO MUCH
FACT: HCD RESULTS IN TIME AND COST SAVINGS AS WELL AS HAPPY, LOYAL, AND VOCAL CUSTOMERS.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
HCD FACTS
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68% OF CUSTOMERS LEAVE A SITE DUE TO A BAD USER EXPERIENCE.
85% OF UX PROBLEMS CAN BE UNCOVERED BY TESTING ONLY 5 PEOPLE.
RETURN ON INVESTMENT FOR HCD IS BETWEEN 1:2 AND 1:100.
!http://www.sds-consulting.com/sites/default/files/SDS_UX%20Report%202009.pdfhttp://www.uie.com/articles/three_hund_million_buttonhttp://vitamintalent.com/ux-statistic/#Introduction
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
MYTH: !
HCD TAKES TOO MUCH TIME
FACT: HCD CAN BE FLEXIBLY ADAPTED AND APPLIED TO ALMOST ANY SITUATION, TIMELINE, OR BUDGET.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
MYTH: !
WE DON’T NEED TO DO HCD
FACT: IF WE DON’T “DO HCD”, THEN WE RUN THE RISK OF WASTING TIME AND MONEY AND DELIVERING SOMETHING OUR AUDIENCE DOESN'T WANT.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
SUMMARY:
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WE NEED TO KNOW HOW TO USE “THE MACHINES” TO OUR ADVANTAGE.
HUMAN-‐CENTERED DESIGN IS CORE TO INNOVATION.
HCD SAVES TIME AND COST.
HCD CAN BE ADAPTED AND APPLIED TO ALMOST ANY SITUATION.
IF WE DON’T “DO HCD”, THEN WE RUN SERIOUS RISKS.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
2: GET BACK TO BASICS
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@MATTHEWJDOTY | @RBACONSULTING | #YATR 28
“GENTLEMEN, THIS IS A FOOTBALL.”
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
THE BASICS OF HCD
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DOING HCD ENABLING HCD
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
DOING HCD
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BASIC OBJECTIVES
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UNDERSTAND, EMPATHIZE WITH & ADVOCATE FOR THE PEOPLE WHO ACTUALLY WILL USE WHAT YOU’RE PRODUCING.
DESIGN A SOLUTION THAT DELIVERS ON USER NEEDS WHILE BALANCING OTHER PRIORITIES.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR 32
User Needs
Business Objectives
Creative/Brand Direction
Technical Capabilities
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
BASIC ACTIVITIES
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EVALUATION DESIGNRESEARCH STRATEGY
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
ENABLING HCD
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
BASIC CHARACTERISTICS EMPATHETIC ARTICULATE TECHNICAL ARTISTIC SYSTEMATIC PASSIONATE
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PRACTICAL DIPLOMATIC QUICK-‐WITTED OBSERVANT COLLABORATIVE LOW-‐MAINTENANCE
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BASIC CHARACTERISTICS
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"THE IDEAL IS THIS HYBRID PERSON WHO'S BOTH RIGHT-‐BRAINED AND LEFT-‐BRAINED, HIGH TECH AND HIGH TOUCH”.
!http://www.computerworld.com/s/article/9237419/UX_specialists_are_hot_commodities?omyId=18&pageNumber=2
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
BASIC NEEDS
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ACCESS TO USERS & DATA
SUSTAINED FOCUS
COLLABORATIVE ITERATION
A SEAT AT THE TABLE
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
SUMMARY:
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A MASTERY OF HCD BASICS IS CRITICAL… EVEN FOR THE PROS.
THE BASICS OF DOING HCD ARE MORE THAN MOST PEOPLE ASSUME.
WHEN HIRING FOR HCD TALENT, LOOK FOR WHOLE-‐BRAINED THINKERS.
EQUIPPING HCD PROFESSIONALS WITH THEIR BASIC NEEDS WILL HELP ENSURE THEIR SUCCESS.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
3: BECOME A CATALYST FOR CHANGE
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
KEYS TO EFFECTIVE CHANGE
IDENTIFY WHAT YOU WANT TO CHANGE.
PINPOINT CRITICAL BEHAVIORS.
EXPERIENCE CRITICAL BEHAVIORS.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
1. IDENTIFY THE CHANGE
LEARN MORE ABOUT HCD
HIRE UX TALENT
IMPLEMENT HCD THINKING
MAXIMIZE THE HCD TOOLKIT
ESTABLISH A HCD PRACTICE
MATURE THE HCD OFFERING
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
2. PINPOINT CRITICAL BEHAVIORS
SMALL & SIMPLE
HIGH IMPACT
YIELD DESIRED RESULT
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@MATTHEWJDOTY | @RBACONSULTING | #YATR 43
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
ESTABLISHING HCD
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EXPERIENCE YOUR AUDIENCE.
MAKE YOUR THINKING TANGIBLE.
TAKE A COLLABORATIVE STANCE.
USE “TACTFUL PERSISTENCE”.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
3. ENGAGE IN CRITICAL BEHAVIORS
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CAPABILITY & DESIRE
DIRECT EXPERIENCE
VICARIOUS EXPERIENCE
BUY-‐IN & ACCOUNTABILITY
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CAN I DO IT?
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IS IT WORTH IT?
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@MATTHEWJDOTY | @RBACONSULTING | #YATR 47
“THERE ARE THREE KINDS OF MEN. THE ONE THAT LEARNS BY READING. THE FEW WHO LEARN BY OBSERVATION. THE REST OF THEM HAVE TO PEE ON THE ELECTRIC FENCE FOR THEMSELVES.”
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OBSERVATIONAL LEARNING
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https://www.youtube.com/watch?v=NjTxQy_U3ac
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
OBSERVATIONAL LEARNING
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https://www.youtube.com/watch?v=NjTxQy_U3ac
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
CAN I DO IT?
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IS IT WORTH IT?
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@MATTHEWJDOTY | @RBACONSULTING | #YATR 51
“OPPORTUNITY IS MISSED BY MOST PEOPLE BECAUSE IT IS DRESSED IN OVERALLS AND LOOKS LIKE WORK.”
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
GENERATING BUY-IN
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YOU
ME
US
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
MAINTAINING BUY-IN
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
BEWARE OF GROUPTHINK!
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@MATTHEWJDOTY | @RBACONSULTING | #YATR 55
https://www.youtube.com/watch?v=qA-‐gbpt7Ts8
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
HOLD YOURSELF ACCOUNTABLE
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
HOLD EACH OTHER ACCOUNTABLE
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
SUMMARY:
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IN ORDER TO CHANGE ANYTHING, WE NEED TO KNOW “WHAT” AND “HOW”.
ENGAGING IN CRITICAL BEHAVIORS IS THE ONLY WAY TO SEE REAL RESULTS.
THE ANSWERS TO “CAN I DO IT?” AND “IS IT WORTH IT?” MUST BE “YES”.
GENERATING AND MAINTAINING BUY-‐IN IS IMPORTANT BUT MUST BE BALANCED WITH ACCOUNTABILITY.
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
THE MACHINES POSE THREATS TO HUMAN- CENTERED DESIGN
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
STRATEGIES FOR COMBATTING THE THREATS
1. DISPEL THE MYTHS.
2. GET BACK TO BASICS.
3. BECOME A CATALYST FOR CHANGE.
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THANK YOU!
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QUESTIONS?
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@MATTHEWJDOTY | @RBACONSULTING | #YATR
YOU ARE THE RESISTANCE!CHAMPIONING HUMAN-‐CENTERED DESIGN AMIDST THE RISE OF THE MACHINES
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