Understanding the Human by Jackie Moyes from Different Solutions in 2005
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Transcript of Understanding the Human by Jackie Moyes from Different Solutions in 2005
Different – Human Centred Design Revolution
Human Centred Design
Revolution:
Understanding the Human
May 2005
Different – Human Centred Design Revolution
‘‘
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The complexity of design problems requires communities rather
than individuals to address, frame, and solve them.
Gerhard Fisher– keynote OZCHI 2004
Different – Human Centred Design Revolution
USER RESEARCHER
PROJECT MANAGER
concrete design
content production
content strategy
site strategy
abstract design
technological implementation
technology strategy
INFORMATION ARCHITECT
VISUAL DESIGNER
BUSINESS STRATEGIST
CONTENT STRATEGIST
CONTENT WRITER
BRAND STRATEGIST
DEVELOPER
Different – Human Centred Design Revolution
User Research Activities
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Different – Human Centred Design Revolution
A brief history…Tour De France site 1995
Different – Human Centred Design Revolution
User Research Activities (usability)
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Latest Tour De France site
Different – Human Centred Design Revolution
Today…
Internet is a key research tool for many customers
May be their first contact with your company
Web makes it easy to shop around and more people do…
Core business tool for selling products and offering services
Different – Human Centred Design Revolution
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Different – Human Centred Design Revolution
Supporting business and brand strategy
Market segmentation / demographics may be gathered through market researchRole of the user researcher is to better understand the customer
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Different – Human Centred Design Revolution
‘‘
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No matter how radical a new product is, it will always be
perceived initially in terms of some frame of reference.
Professor Gerald Zaltman, Harvard Business School
Different – Human Centred Design Revolution
Supporting business and brand strategy
Understanding the bigger picture
Flow AnalysisContextual InterviewsEthnographic observation
User Research Activities
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Different – Human Centred Design Revolution
Supporting business and brand strategyFlow Analysis
Working with target users to represent the optimal flow of activities through a task.
We held a number of workshops with Westpac staff to understand how the process of serving customers within a branch could be enhanced.
Different – Human Centred Design Revolution
Supporting business and brand strategyContextual interviews
Being someone’s shadow to understand their day-to-day routines and their environmental constraints.
Reveals design opportunities and ways a new product can affect a person’s behaviour.
For Fuji Xerox we shadowed clients responsible for ordering document supplies to understand how the online ordering process could best support their working practices.
Different – Human Centred Design Revolution
Supporting business and brand strategyObservation
Unobtrusively observing interactions between system and human and human and human can give clear insight about the environment your product will exist within.
The Bureau of Meteorologyconducted two, six-hour video observations of weather forecasters to understand how they used the current forecasting technology. This helped them derive requirements for a new system.
Different – Human Centred Design Revolution
Supporting business and brand strategy
Understanding people’s attitudes and emotions
Their opinions of:The product you are developingYour company
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Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
Supporting business and brand strategyZaltman Metaphor Elicitation Technique (ZMET)
Encouraging expression of inner thought through imagery. Participants are asked to collect relevant imagery over a week that expressed their opinions on a topic. This was then collated and discussed.
Procter & Gamble, Hallmark, Bank of America, Samsung Electronics, IBM, & General Motors are some of the companies that have used this technique from the development of new product ideas all the way to the repositioning of established brands.
Different – Human Centred Design Revolution
Supporting business and brand strategyZaltman Metaphor Elicitation Technique (ZMET)
“Conventional research told us that women mostly hated wearing panty hose," Glenda Green, market-research manager at DuPont.
ZMET:
What are your thoughts and feelings about buying and wearing panty hose?
Different – Human Centred Design Revolution
Supporting business and brand strategyZaltman Metaphor Elicitation Technique (ZMET)
Image of fence posts encased in plastic wrap = Wearing the product made her feel thin and tall
Ice-cream sundae = the embarrassment caused by stocking runs
Expensive car = the feeling of luxury
One woman's final collage pictured a cookie cutter wrapped in a garden hose, and set against the backdrop of a silk dress - conformity and discomfort on a field of elegance.
Different – Human Centred Design Revolution
Supporting content strategy and content writing
Understanding the content creation workflowTone of voiceUnderstanding jargon and key terminology used by the target audience
User Research Activities
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Different – Human Centred Design Revolution
Ever noticed that when you say ‘guava’ you suddenly feel like you are on a tropical beach, surrounded by palm trees, white waters and tranquil turquoise waters? We do. And if you say it often enough you feel like you are on permanent holiday. That’s why, at Nudie HQ, it’s not unusual to say “please pass the guava – oops I meant ‘stapler’”…
Saying ‘passion fruit’ on the other hand, always reminds us of the passionfruit vine on Grandma’s old shed. Nice.
Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
Policy
Different – Human Centred Design Revolution
Supporting content strategy and content writing
Card sorting
Card sorting is an excellent tool to understand not only how they group information, but the terminology they use when doing so.
Westpac’s eLearning team used a collaborative card sorting exercise to understand how staff categorised training material and the words they used to describe their training needs. This helped derive a Controlled Vocabulary and Metadata Schema
Different – Human Centred Design Revolution
Supporting the visual designer
Is your design on-brand?Does the design encourage the emotional response required in order for the customer to make the purchase or sign up for that service?
User Research Activities
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Different – Human Centred Design Revolution
‘‘
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95 % of all cognition occurs in the subconscious
mind.
Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
Supporting visual design
Response latency techniques
Priming and the implicit association testing captures attitudinal responses to stimuli.
This type of research has been used by perfume companies to assess the design of perfume bottles.
Is currently being used by RTA to capture implicit attitudes around dangerous driving behaviour.Alluring
Different – Human Centred Design Revolution
Supporting visual design
Eye tracking
Especially good at pinpointing user scan patterns across pages.
Hutchison used eye-tracking on the 3 site to understand how customers scanned the current page layout for information.
faceLAB™ - one of the more advanced eye tracking tools is developed by Seeing Machines in Australia
Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
‘‘
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Disability Discrimination Act 1992 (DDA) is the key piece of Commonwealth legislation that relates to discrimination against the 20% of Australians who have a disability…An organisation such as a government department [bank, retail shops, cinemas, telecommunications companies] that provides services or information through a website is also liable for complaint under the DDA if those services are not accessible to people with a disability.
Bruce Maguire, HREOC
Different – Human Centred Design Revolution
Supporting the technical development
User advocate for an accessible site
Allowing scalable text size allows people with low vision to view your contentHigh contrast between font colour and background colour makes your site easier for older people to read Consistency in navigation design benefits people with learning difficulties Subtitles or transcripts for video means deaf people don’t miss out
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Different – Human Centred Design Revolution
Supporting the technical development
Separating content from designUser Research Activities
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Content (html)CSS (design)
Different – Human Centred Design Revolution
Supporting technical development
Separating content from design
More accessibleFaster download timeMore dynamic designsPublish content once, reuse it on multiple platforms (e.g. mobile, iTV, web)
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Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
Supporting technical development
Following standards
W3C web standardsSemantic mark-up
User Research Activities
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Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
Different – Human Centred Design Revolution
Supporting the developer
Resources
Accessibility toolbar (developed by the National Information and Library Service (NILS) Australia)
Web Essentials Conference(29-30 September 2005)http://we05.com/
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Different – Human Centred Design Revolution
Questions?
Different – Human Centred Design Revolution