SlideShare a Scribd company logo
1 of 22
Download to read offline
1
August 13, 2013
Magga Dora Ragnarsdottir
Senior Experience Designer
maggadora@madpow.com
@maggadora
NES 2013
TILTING AT WINDMILLS:
GETTING MAKERS TO UNDERSTAND
THE VALUE OF DESIGNING FOR PEOPLE
Gustave Doré
WEKNOWSOMUCHABOUTPEOPLE
AND STILL WE SEE STUFF LIKE THIS
Windmills NES2013 Keynote
• 3-5 more examples
Windmills NES2013 Keynote
Windmills NES2013 Keynote
Windmills NES2013 Keynote
Windmills NES2013 Keynote
WHY?
Hypothesis 1
MAKERS OF SOFTWARE
DON’T KNOW ANYTHING ABOUT PEOPLE
MAKERS OF SOFTWARE
DON’T KNOW ANYTHING ABOUT PEOPLE
HAVE PRECONCEIVED IDEAS
ABOUT PEOPLE.
Hypothesis 2
Persona: Eugene, my user
Summary:
A person whose thoughts and actions are rational
and reasonable. Intelligence above medium.
Expected behavior:
Uses my software and succeeds in every attempt.“This user interface
works perfectly!”
Persona: Homer, homo oeconomicus
Summary:
A person who attempts to maximize utility as a
consumer and economic profit as a producer.
Expected behavior:
Makes all decisions rationally and without
emotion.
“The best
possible action
for me is to
buy low and
sell high.”
Windmills NES2013 Keynote
Persona: Eugene, my user
Summary:
A person whose thoughts and actions are rational
and reasonable. Intelligence above medium.
Expected behavior:
Uses my software and succeeds in every attempt.“This user interface
works perfectly!”
What does that mean?
THE MAKER OF THE SOFTWARE
ISN’T RESPONSIBLE
Windmills NES2013 Keynote
Windmills NES2013 Keynote
What do we do about it?
MAKE THE SOFTWARE MAKERS
UNDERSTAND
THEIR RESPONSIBILITY
Gustave Doré

More Related Content

Similar to Windmills NES2013 Keynote

Helping Users Create Good Habits @ AltConf 2017
Helping Users Create Good Habits @ AltConf 2017Helping Users Create Good Habits @ AltConf 2017
Helping Users Create Good Habits @ AltConf 2017Sally Shepard
 
11 Insightful Quotes From UX London 2016 (And How They Apply to Digital Agenc...
11 Insightful Quotes From UX London 2016 (And How They Apply to Digital Agenc...11 Insightful Quotes From UX London 2016 (And How They Apply to Digital Agenc...
11 Insightful Quotes From UX London 2016 (And How They Apply to Digital Agenc...Clément Génin
 
Presentation by Angad(Zomato) at #PNMeetup
Presentation by Angad(Zomato) at #PNMeetupPresentation by Angad(Zomato) at #PNMeetup
Presentation by Angad(Zomato) at #PNMeetupProductNation/iSPIRT
 
LUXr Downtown Las Vegas Small Business 1-day workshop, July 11, 2013 [Las Vegas]
LUXr Downtown Las Vegas Small Business 1-day workshop, July 11, 2013 [Las Vegas]LUXr Downtown Las Vegas Small Business 1-day workshop, July 11, 2013 [Las Vegas]
LUXr Downtown Las Vegas Small Business 1-day workshop, July 11, 2013 [Las Vegas]LUXr
 
There’s Only One Screen: How to Plan for Users Not Devices
There’s Only One Screen: How to Plan for Users Not DevicesThere’s Only One Screen: How to Plan for Users Not Devices
There’s Only One Screen: How to Plan for Users Not DevicesEthology
 
10 Principles to Build an Addictive Product and Service
10 Principles to Build an Addictive Product and Service10 Principles to Build an Addictive Product and Service
10 Principles to Build an Addictive Product and ServiceBorrys Hasian
 
Dan Lockton Behavior Design Amsterdam New Year 2016
Dan Lockton Behavior Design Amsterdam New Year 2016Dan Lockton Behavior Design Amsterdam New Year 2016
Dan Lockton Behavior Design Amsterdam New Year 2016Behavior Design AMS
 
BF on Digitally tracked Emotions, PIAF, 2013
BF on Digitally tracked Emotions, PIAF, 2013BF on Digitally tracked Emotions, PIAF, 2013
BF on Digitally tracked Emotions, PIAF, 2013Brandz Friendz
 
"How to werk: Tips from Collaboration Experts.", a dosage collaboration project
"How to werk:  Tips from Collaboration Experts.", a dosage collaboration project"How to werk:  Tips from Collaboration Experts.", a dosage collaboration project
"How to werk: Tips from Collaboration Experts.", a dosage collaboration projectDosage LLC
 
Systematic inventive thinking and game testing
Systematic inventive thinking and game testingSystematic inventive thinking and game testing
Systematic inventive thinking and game testingJohan Hoberg
 
Writing kick-ass hypotheses: Lean UX Meetup, Las Vegas : July
Writing kick-ass hypotheses: Lean UX Meetup, Las Vegas : JulyWriting kick-ass hypotheses: Lean UX Meetup, Las Vegas : July
Writing kick-ass hypotheses: Lean UX Meetup, Las Vegas : JulyKate Rutter
 
Sleep Patterns Ethnography Insights
Sleep Patterns Ethnography InsightsSleep Patterns Ethnography Insights
Sleep Patterns Ethnography InsightsLauren Peters
 
Cmx 2019 find your superfans
Cmx 2019 find your superfansCmx 2019 find your superfans
Cmx 2019 find your superfansAmy Jo Kim
 
Make People Want Your Products : Why You Need Behavior Design
Make People Want Your Products : Why You Need Behavior DesignMake People Want Your Products : Why You Need Behavior Design
Make People Want Your Products : Why You Need Behavior DesignKevin Jeong
 
The Best from the UX Summit in Chicago
The Best from the UX Summit in ChicagoThe Best from the UX Summit in Chicago
The Best from the UX Summit in ChicagoLina Angel
 
Saikat design thinking lab prototyping & testing
Saikat design thinking lab prototyping & testingSaikat design thinking lab prototyping & testing
Saikat design thinking lab prototyping & testingSaikat Dutta
 
The Ethics of Design
The Ethics of DesignThe Ethics of Design
The Ethics of DesignUXPA UK
 
Democratizing Online Controlled Experiments at Booking.com - Lukas Vermeer
Democratizing Online Controlled Experiments at Booking.com - Lukas VermeerDemocratizing Online Controlled Experiments at Booking.com - Lukas Vermeer
Democratizing Online Controlled Experiments at Booking.com - Lukas VermeerSavage Marketing
 
Humanizing Digital Experiences at UXSEA Summit 2018
Humanizing Digital Experiences at UXSEA Summit 2018Humanizing Digital Experiences at UXSEA Summit 2018
Humanizing Digital Experiences at UXSEA Summit 2018Kuldeep Kulshreshtha
 
Make Your UX Ideas Stick
Make Your UX Ideas StickMake Your UX Ideas Stick
Make Your UX Ideas StickJohn H Douglass
 

Similar to Windmills NES2013 Keynote (20)

Helping Users Create Good Habits @ AltConf 2017
Helping Users Create Good Habits @ AltConf 2017Helping Users Create Good Habits @ AltConf 2017
Helping Users Create Good Habits @ AltConf 2017
 
11 Insightful Quotes From UX London 2016 (And How They Apply to Digital Agenc...
11 Insightful Quotes From UX London 2016 (And How They Apply to Digital Agenc...11 Insightful Quotes From UX London 2016 (And How They Apply to Digital Agenc...
11 Insightful Quotes From UX London 2016 (And How They Apply to Digital Agenc...
 
Presentation by Angad(Zomato) at #PNMeetup
Presentation by Angad(Zomato) at #PNMeetupPresentation by Angad(Zomato) at #PNMeetup
Presentation by Angad(Zomato) at #PNMeetup
 
LUXr Downtown Las Vegas Small Business 1-day workshop, July 11, 2013 [Las Vegas]
LUXr Downtown Las Vegas Small Business 1-day workshop, July 11, 2013 [Las Vegas]LUXr Downtown Las Vegas Small Business 1-day workshop, July 11, 2013 [Las Vegas]
LUXr Downtown Las Vegas Small Business 1-day workshop, July 11, 2013 [Las Vegas]
 
There’s Only One Screen: How to Plan for Users Not Devices
There’s Only One Screen: How to Plan for Users Not DevicesThere’s Only One Screen: How to Plan for Users Not Devices
There’s Only One Screen: How to Plan for Users Not Devices
 
10 Principles to Build an Addictive Product and Service
10 Principles to Build an Addictive Product and Service10 Principles to Build an Addictive Product and Service
10 Principles to Build an Addictive Product and Service
 
Dan Lockton Behavior Design Amsterdam New Year 2016
Dan Lockton Behavior Design Amsterdam New Year 2016Dan Lockton Behavior Design Amsterdam New Year 2016
Dan Lockton Behavior Design Amsterdam New Year 2016
 
BF on Digitally tracked Emotions, PIAF, 2013
BF on Digitally tracked Emotions, PIAF, 2013BF on Digitally tracked Emotions, PIAF, 2013
BF on Digitally tracked Emotions, PIAF, 2013
 
"How to werk: Tips from Collaboration Experts.", a dosage collaboration project
"How to werk:  Tips from Collaboration Experts.", a dosage collaboration project"How to werk:  Tips from Collaboration Experts.", a dosage collaboration project
"How to werk: Tips from Collaboration Experts.", a dosage collaboration project
 
Systematic inventive thinking and game testing
Systematic inventive thinking and game testingSystematic inventive thinking and game testing
Systematic inventive thinking and game testing
 
Writing kick-ass hypotheses: Lean UX Meetup, Las Vegas : July
Writing kick-ass hypotheses: Lean UX Meetup, Las Vegas : JulyWriting kick-ass hypotheses: Lean UX Meetup, Las Vegas : July
Writing kick-ass hypotheses: Lean UX Meetup, Las Vegas : July
 
Sleep Patterns Ethnography Insights
Sleep Patterns Ethnography InsightsSleep Patterns Ethnography Insights
Sleep Patterns Ethnography Insights
 
Cmx 2019 find your superfans
Cmx 2019 find your superfansCmx 2019 find your superfans
Cmx 2019 find your superfans
 
Make People Want Your Products : Why You Need Behavior Design
Make People Want Your Products : Why You Need Behavior DesignMake People Want Your Products : Why You Need Behavior Design
Make People Want Your Products : Why You Need Behavior Design
 
The Best from the UX Summit in Chicago
The Best from the UX Summit in ChicagoThe Best from the UX Summit in Chicago
The Best from the UX Summit in Chicago
 
Saikat design thinking lab prototyping & testing
Saikat design thinking lab prototyping & testingSaikat design thinking lab prototyping & testing
Saikat design thinking lab prototyping & testing
 
The Ethics of Design
The Ethics of DesignThe Ethics of Design
The Ethics of Design
 
Democratizing Online Controlled Experiments at Booking.com - Lukas Vermeer
Democratizing Online Controlled Experiments at Booking.com - Lukas VermeerDemocratizing Online Controlled Experiments at Booking.com - Lukas Vermeer
Democratizing Online Controlled Experiments at Booking.com - Lukas Vermeer
 
Humanizing Digital Experiences at UXSEA Summit 2018
Humanizing Digital Experiences at UXSEA Summit 2018Humanizing Digital Experiences at UXSEA Summit 2018
Humanizing Digital Experiences at UXSEA Summit 2018
 
Make Your UX Ideas Stick
Make Your UX Ideas StickMake Your UX Ideas Stick
Make Your UX Ideas Stick
 

Recently uploaded

WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
UI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessUI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessThink 360 Studio
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaAMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaBarusRa
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfUnlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfIBM
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa LetšosaModels of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa Letšosaannemarleenolthof1
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 

Recently uploaded (18)

WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
UI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessUI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design Success
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaAMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfUnlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa LetšosaModels of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 

Windmills NES2013 Keynote

  • 1. 1 August 13, 2013 Magga Dora Ragnarsdottir Senior Experience Designer maggadora@madpow.com @maggadora NES 2013 TILTING AT WINDMILLS: GETTING MAKERS TO UNDERSTAND THE VALUE OF DESIGNING FOR PEOPLE
  • 4. AND STILL WE SEE STUFF LIKE THIS
  • 6. • 3-5 more examples
  • 11. WHY?
  • 12. Hypothesis 1 MAKERS OF SOFTWARE DON’T KNOW ANYTHING ABOUT PEOPLE
  • 13. MAKERS OF SOFTWARE DON’T KNOW ANYTHING ABOUT PEOPLE HAVE PRECONCEIVED IDEAS ABOUT PEOPLE. Hypothesis 2
  • 14. Persona: Eugene, my user Summary: A person whose thoughts and actions are rational and reasonable. Intelligence above medium. Expected behavior: Uses my software and succeeds in every attempt.“This user interface works perfectly!”
  • 15. Persona: Homer, homo oeconomicus Summary: A person who attempts to maximize utility as a consumer and economic profit as a producer. Expected behavior: Makes all decisions rationally and without emotion. “The best possible action for me is to buy low and sell high.”
  • 17. Persona: Eugene, my user Summary: A person whose thoughts and actions are rational and reasonable. Intelligence above medium. Expected behavior: Uses my software and succeeds in every attempt.“This user interface works perfectly!”
  • 18. What does that mean? THE MAKER OF THE SOFTWARE ISN’T RESPONSIBLE
  • 21. What do we do about it? MAKE THE SOFTWARE MAKERS UNDERSTAND THEIR RESPONSIBILITY

Editor's Notes

  1. The title is from the story of Don Quixote who is an idealist and fighter who sets out to change the world. In the first chapters he and his loyal sidekick Sancho Pancha come upon a field of windmills. There is a fog and Don Quixote is confused and the he will fight these evil giants, it is a noble thing to remove these foul souls from earth. In a way I have also drawn my sword against my windmills. And many will say that my fight is ideal, even naïve and certainly impractical. That I am quixotic. But I think the fight is important enough to continue tilting. Let me tell you why.
  2. We know so much about people, their size, their strength, their cognitive abilities. A lot of this we have known for quite a while. Sure we are stills discovering how people react to new technology, but for the most part, the basic stuff, we have known for decades. 
  3. And I know I don’t need to show you many examples. You know what I am talking about. Software is my industry so I am speaking from that point of view and I don’t want to overreach my conclusions or thoughts but maybe you can also find some harmony with your industry and your experiences.
  4. But to me it is amazing that this still happens. To me this shouldn’t happen. We know enough about people and how they react to things and technology to not create a car dashboard that people struggle with while driving. It’s down right dangerous. The solution is SO obvious to me.
  5. Pointing out the flaws of this system to its makers resulted in the product owner looking at me and saying “Well, we were assuming that the users were above medium intelligence.”
  6. I want to draw an analogy between software makers and construction companies. Years ago it was normal to think that it was the responsibility of each worker to stay safe on the construction site. But not any more. We turned to the construction companies and government regulators and lobbied against this idea, by highlighting that the safety of all the workers is a systems problem, not an individuals responsibility. You only have to visit a construction site that is not in the Western world to appreciate what difference this makes.
  7. So I’m calling upon us as practitioners and as academics to do the same for the software industry. To accept the quest of shifting the responsibility for being able to succeed using any kind of software from the individual software user to the makers of software. Of course any construction worker knows that they have to be careful and apply themselves, but it’s the companies responsibility to keep the site safe. And in the same way here, of course the individual user has to apply themselves, but the software makers need to make sure that that is enough for them so have a good shot at succeeding. We have started a little bit with regulating accessibility (with section 508 in the US and similar laws in the EU). But we need more.
  8. I would like to think that I am not alone in my fight with the windmills. That it is not as impractical and idealistic as people have made me believe but something that we must accomplish. With you by my side I have a much better chance! Thank youj