you are the resistance! championing human-centered design amidst the rise of the machines
DESCRIPTION
The machines are rising! They threaten us, our way of life and our sanity! We’re not talking about a literal overthrow of humanity by sentient technology as in The Terminator, The Matrix or even Maximum Overdrive. Instead, the machines we face are not only actual, physical, technology but also the institutions, cultures and social systems in which we work. Each of these machines presents real challenges to human-centered design. Rapid explosions in technology advancement tempt us to do away with “time-consuming” human considerations in product development while our institutions pressure us to “fall in line” in order to serve other objectives instead of providing what our audiences need and want. In response to this situation, this session will take you on an entertaining journey to… Illustrate and discuss different “machines” and the threats they pose to Human-Centered Design Outline practical strategies for addressing these threats Equip you with specific techniques to move the needle toward human-centered design in your own situations.TRANSCRIPT
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YOU ARE THE RESISTANCE!CHAMPIONING HUMAN-‐CENTERED DESIGN AMIDST THE RISE OF THE MACHINES
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INTROS
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ABOUT ME
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ABOUT RBA
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ABOUT YOU
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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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THERE ARE 2 KINDS OF MACHINES
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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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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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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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EACH MACHINE POSES THREATS TO HUMAN-CENTERED DESIGN
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PRESSURES TO INNOVATE.
MISCONCEPTIONS OF INNOVATION.
DESIRES TO ABANDON DESIGN THINKING.
PHYSICAL MACHINES
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PERSONAL & GROUP BIASES.
MISCONCEPTIONS OF HUMAN-‐CENTERED DESIGN.
DESIRES TO ABANDON THE BASICS.
INSTITUTIONAL MACHINES
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WHAT DO WE DO?
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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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1: DISPEL THE MYTHS
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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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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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MYTH: !
HCD KEEPS US FROM INNOVATING
FACT: HUMAN-‐CENTERED DESIGN IS CORE TO INNOVATION.
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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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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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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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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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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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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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2: GET BACK TO BASICS
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“GENTLEMEN, THIS IS A FOOTBALL.”
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THE BASICS OF HCD
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DOING HCD ENABLING HCD
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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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User Needs
Business Objectives
Creative/Brand Direction
Technical Capabilities
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BASIC ACTIVITIES
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EVALUATION DESIGNRESEARCH STRATEGY
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ENABLING HCD
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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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BASIC NEEDS
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ACCESS TO USERS & DATA
SUSTAINED FOCUS
COLLABORATIVE ITERATION
A SEAT AT THE TABLE
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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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3: BECOME A CATALYST FOR CHANGE
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KEYS TO EFFECTIVE CHANGE
IDENTIFY WHAT YOU WANT TO CHANGE.
PINPOINT CRITICAL BEHAVIORS.
EXPERIENCE CRITICAL BEHAVIORS.
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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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2. PINPOINT CRITICAL BEHAVIORS
SMALL & SIMPLE
HIGH IMPACT
YIELD DESIRED RESULT
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ESTABLISHING HCD
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EXPERIENCE YOUR AUDIENCE.
MAKE YOUR THINKING TANGIBLE.
TAKE A COLLABORATIVE STANCE.
USE “TACTFUL PERSISTENCE”.
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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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“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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OBSERVATIONAL LEARNING
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https://www.youtube.com/watch?v=NjTxQy_U3ac
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CAN I DO IT?
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IS IT WORTH IT?
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“OPPORTUNITY IS MISSED BY MOST PEOPLE BECAUSE IT IS DRESSED IN OVERALLS AND LOOKS LIKE WORK.”
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GENERATING BUY-IN
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YOU
ME
US
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MAINTAINING BUY-IN
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BEWARE OF GROUPTHINK!
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https://www.youtube.com/watch?v=qA-‐gbpt7Ts8
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HOLD YOURSELF ACCOUNTABLE
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HOLD EACH OTHER ACCOUNTABLE
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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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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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YOU ARE THE RESISTANCE!CHAMPIONING HUMAN-‐CENTERED DESIGN AMIDST THE RISE OF THE MACHINES
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