ILONA POSNER Keyhole Impact - UX Thursday Toronto, Nov 2014

KEYHOLE IMPACT

for UX and Beyond

ilona@acm.org @ilonaposner

UX Thursday – Toronto, Nov 20, 2014

Keyhole Impact for UX & Beyond - blank

Points of View

“A  point  of  view  is  worth  80  points  of  IQ.”                                                                        

-­‐  Alan  Kay                                                            

Keyhole Impact – Perception Limited Keyhole Impact

People  perceive  only  small  por>ons  of  available  informa>on.    

Information 10,000,000    

100,000  

30  &  40  0.03%  &  0.0004%    

hFp://nigelholmes.com/mo>on/a-­‐bandwidth-­‐for-­‐humans/  Tor  Nørretranders,  The  User  Illusion-­‐Cu0ng  Consciousness  Down  to  Size,  1998  

Exformation

hFp://nigelholmes.com/mo>on/a-­‐bandwidth-­‐for-­‐humans/  Tor  Nørretranders,  The  User  Illusion-­‐Cu0ng  Consciousness  Down  to  Size,  1998  

Buying Pop with a Cell Phone Japan 2003

15  Steps    35  minutes  2nd  Phone  Cash  Deposit  

Bill  Moggridge,  Designing  Interac:ons,  2007  Lecture  at  Stanford          hFp://www.youtube.com/watch?v=kVkQYvN4_HA  

Communication Challenges

www.coFon-­‐tree.com  

Customer described PM understood Analyst designed Programming Marketing

Documentation Installation Billing Technical Support Customer needed

ILONA’s Rules of Life

TIME? TIME is precious

BUSY. People are BUSY

YOU? Its not always about YOU

You are not the user!

Mental Models DESIGNERS’ MODELS •  Logical •  Beautiful •  Consistent •  Complete

USERS’ MODELS •  Confused •  Haphazard •  Unpredictable •  Limited

User Experience

hFp://www.switched.com/2010/12/28/aol-­‐free-­‐trial-­‐cds-­‐cost-­‐300-­‐million/  

User Experience •  Find •  Order •  Get •  Unpack •  Install •  Use

•  Customize •  Help •  Support •  Upgrade

•  More recently SHARE!

Includes design of everything that people see, hear & touch!

Trinity for Success

Users

Technology Business

User Insights COLLECTION •  Ethnography •  Interviews •  Surveys •  Usability studies •  Call center reports •  User forums / Social media •  Weblogs •  Industry reports

SHARING •  Personas •  User Scenarios •  Journey Maps •  Experience Canvas

•  User Exposure!

User Exposure (updated information) “Observing  real  user  behavior  with  a  live  site  or  an  actual  design  (including  a  prototype).”  www.nngroup.com/ar>cles/user-­‐exposure-­‐goals/    Nov  9,  2014      

“Exposure  hours.  The  number  of  hours  each  team  member  is  exposed  directly  to  real  users  interac>ng  with  the  team's  designs  or  the  team's  compe>tor's  designs.  There  is  a  direct  correla1on  between  this  exposure  and  the  improvements  we  see  in  the  designs  that  team  produces.”    www.uie.com/ar>cles/user_exposure_hours/    Mar  2011  

CHANGE CHANGE is guaranteed

Users Change •  1960’s Scientist in room •  1980’s Office workers •  2010’s Everyone Users’ Mental Models Change •  Learning from interaction •  Expecting interaction

hFp://www.youtube.com/watch?v=aXV-­‐yaFmQNk  

DSL Self Installation •  Evaluate & redesign DYI

DSL installation •  Ethnographic research •  Overwhelmed users,

confusing contents, superfluous docs

•  Documentation redesign visual, logical, concise 1, 2, 3 numbered docs

AFTER •  Surprise 1, BLUE, 3 •  Design quickly abandoned •  Supply chain beat usability •  Design rationale lost

User Experience In Organizations

hFp://www.blackblot.com/kb/blog/user-­‐experience-­‐domain/    

ILONA’s Rules of Life

TIME is precious"

People are BUSY"

Its not always about YOU"

CHANGE is guaranteed"

Ice Cream Sunset

“The voyage of discovery is not in seeking new landscapes,

“The voyage of discovery is not in seeking new landscapes, but in having new eyes.” ~ Marcel Proust

UX Thursday Toronto Audience Demos Keyhole Impact

Thank you! Questions? ilona@acm.org @ilonaposner