Sage UX: How Anthropology Can Improve Your UX Practice

UX Cambridge 2012
Experienced UX practitioners often say one of their greatest skills is being able to switch perspective--seamlessly thinking of business needs one moment, and user needs the next.

Such focus can be a challenge -- working for agencies and companies creates certain bias and UXers face more demands now than ever before. At many organizations the need to belong, and become ingrained in company culture can be strong. It can be difficult to be part of the team and still maintain some neutrality.

In this session, Annette will share:

Key concepts from anthropology you can apply to your UX practice
Tips and tricks for keeping your focus on getting the answers you need
Ethical responsibilities for researchers
Lessons learned from Annette's work with different teams and cultures

Transcript

1. Sage UX How Anthropology Can Improve Your UX Practice Annette Priest @annettepriest #uxcam Friday, November 30, 2012
2. Friday, November 30, 2012
3. How Can Anthropology Improve Your UX Practice? Friday, November 30, 2012
4. Anthropology is the study of humankind. Of all the disciplines that examine aspects of human existence and accomplishments, only anthropology explores the entire panorama of the human experience from human origins to contemporary forms of culture and social life. #SageUX Friday, November 30, 2012
5. Anthropology is the study of humankind. Of all the disciplines that examine aspects of human existence and accomplishments, only anthropology explores the entire panorama of the human experience from human origins to contemporary forms of culture and social life. The practice of user experience includes research, design and analysis. Of all the disciplines that examine aspects of human use of tools, only UX explores the entire panorama of the user experience from interface design to interactions and flow. #SageUX Friday, November 30, 2012
6. What We’ll Cover Basic Principles of Anthropology Specialities within Anthropology Key concepts to apply in your UX practice Friday, November 30, 2012
7. 5,700 ... Friday, November 30, 2012
8. Photo: http://pt.fotopedia.com/items/flickr-1712161034 Friday, November 30, 2012
9. Photo: http://maa.cam.ac.uk/assemblingbodies/exhibition/measurement/typologies/ Friday, November 30, 2012
10. Business Needs vs. User Needs Friday, November 30, 2012
11. What can we learn from anthropology? Friday, November 30, 2012
12. “All service, therefore, which a man can perform for humanity must serve to promote truth.” — Franz Boas #SageUX Photo: http://culturalanthropology.duke.edu/news-events/media/view/franz-boas Friday, November 30, 2012
13. Cultural Relativism Friday, November 30, 2012
14. Culture and UX Culture cannot be divorced from biology and adaptation, nor language from culture. Contemporary societies cannot be understood without considering historical and evolutionary processes. UX cannot be divorced from biology and adaptation, nor language from UX. UI cannot be understood without considering historical and evolutionary processes. #SageUX Friday, November 30, 2012
15. Systems thinking Friday, November 30, 2012
16. Use a Framework Friday, November 30, 2012
17. Pick a Branch Friday, November 30, 2012
18. Anthropological Disciplines Sociocultural anthropology Biological/physical anthropology Archaeology Linguistics #SageUX Friday, November 30, 2012
19. Sociocultural Anthropology Biological / Physical Anthropology Archaeology Linguistic Anthropology ethnographic research user research usability testing human factors cognitive science ergonomics user interface design visual design web analytics competitive evaluations information architecture writing icons Anthropology UX #SageUX Friday, November 30, 2012
20. Evaluating Culture Land Language Values Clothing Tools Rituals Genealogy Hierarchy Friday, November 30, 2012
21. Methods Direct Observation Objects Photos Field notes Interviews Drawings Video Audio Recordings Secondary Research Friday, November 30, 2012
22. Explore and Analyze Friday, November 30, 2012
23. #SageUX Photo: http://www.fullhdwpp.com/gadgets/olympus-lenses Friday, November 30, 2012
24. What lenses are YOU looking through? Friday, November 30, 2012
25. Photo: http://www.nasa.gov/images/content/151232main_image_feature_601_ys_4.jpg Friday, November 30, 2012
26. Status Friday, November 30, 2012
27. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the-dom Friday, November 30, 2012
28. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31889546994/monaco-yacht-party Friday, November 30, 2012
29. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to-st-tropez-by-annabelschwartz Friday, November 30, 2012
30. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candy Friday, November 30, 2012
31. #SageUX Photo: http://images.cdn.fotopedia.com/flickr-4342651-hd.jpg Friday, November 30, 2012
32. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29903040615/strategic-pout Friday, November 30, 2012
33. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the-pool Friday, November 30, 2012
34. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton-gun Friday, November 30, 2012
35. #SageUX Photo by geograph.org.uk/UrbanSpaceman Friday, November 30, 2012
36. #SageUX Photo: http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship-store-in-china/ Friday, November 30, 2012
37. #SageUX Photo: http://www.perrier-jouet.com/en/exclusive-offers/by-for Friday, November 30, 2012
38. #SageUX Photo: http://samanthahighfill.wordpress.com/2011/11/09/gift-giving-guide/ Friday, November 30, 2012
39. It’s all too much #SageUX Friday, November 30, 2012
40. #SageUX Photo:http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html Friday, November 30, 2012
41. Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html Friday, November 30, 2012
42. Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html Friday, November 30, 2012
43. #SageUX Photo: flickr/wburris http://www.flickr.com/people/billburris/ Friday, November 30, 2012
44. #SageUX Photo: http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ch30/30-12.jpg Friday, November 30, 2012
45. #SageUX Photo: http://www.canadianheritage.org/images/large/23257.jpg Friday, November 30, 2012
46. #SageUX Photo: http://blog.linedandunlined.com/post/404917364/form-giving Above: Tlingit Chiefs, dressed in full regalia, gathered at a Potlatch ceremony in Sitka in 1904. Friday, November 30, 2012
47. #SageUX Photo: http://www.kwakiutl.bc.ca/culture/potlatch.htm Friday, November 30, 2012
48. #SageUX Friday, November 30, 2012
49. 1884 - The Indian Act is revised Section 3: Every Indian or other person who engages in or assists in celebrating the Indian festival known as the “Potlatch” or the Indian dance known as the “Tamanawas” is guilty of a misdemeanor, and shall be liable to imprisonment for a term not more than six nor less than two months in any gaol or other place of confinement; and, any Indian or other person who encourages, either directly or indirectly, an Indian or Indians to get up such a festival or dance, or to celebrate the same, or who shall assist in the celebration of same is guilty of a like offence, and shall be liable to the same punishment. #SageUX Friday, November 30, 2012
50. #SageUX Photo: http://www.salmonfishingnow.com/ Friday, November 30, 2012
51. #SageUX Photo: http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/photostream/ Friday, November 30, 2012
52. #SageUX Photo: http://www.firstnations.de/fisheries/kwakwakawakw-kwakiutl.htm Friday, November 30, 2012
53. #SageUX Friday, November 30, 2012
54. Ruth Benedict #SageUX Photo: http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpg Friday, November 30, 2012
55. What was missing? • Impact of disease • Population changes • Labor market • New income sources • The long view #SageUX Friday, November 30, 2012
56. #SageUX Friday, November 30, 2012
57. Good UX progressively supports culture, cortex and company Can you move? How do you feel? Can you give me the details of the accident? #SageUX Friday, November 30, 2012
58. Be Ethical Friday, November 30, 2012
59. Ethics = Obligations Anthropological researchers, teachers and practitioners are members of many different communities, each with its own moral rules or codes of ethics. Anthropologists have moral obligations as members of other groups, such as the family, religion, and community, as well as the profession. Anthropology: • Scholarly discipline • Wider society & culture • Human species • Other species • Environment #SageUX Friday, November 30, 2012
60. Ethics = Obligations Anthropological researchers, teachers and practitioners are members of many different communities, each with its own moral rules or codes of ethics. Anthropologists have moral obligations as members of other groups, such as the family, religion, and community, as well as the profession. Anthropology: • Scholarly discipline • Wider society & culture • Human species • Other species • Environment #SageUX UX: • Your company • Your client • Your customers • Your team • Your coworkers • Your company Friday, November 30, 2012
61. “Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.” — Margaret Mead #SageUX Friday, November 30, 2012
62. Friday, November 30, 2012
63. Friday, November 30, 2012
64. Anthropology Can Improve Your UX Practice Through Holistic Perspective Systems Thinking Use a Framework Understand your bias - work to mitigate it! Hypothesis Generation Evidence Based Approach Ethics Friday, November 30, 2012
65. Anthropology compared to UX Holistic perspective - understanding humankind in terms of the dynamic interrelationships of all aspects of human existence. understanding user experience in terms of the dynamic interrelationships of all aspects of UX: human factors user interface information architecture visual design competitive landscape user expectations #SageUX Friday, November 30, 2012
66. Anthropology is a generalizing and comparative discipline with a concern for understanding human diversity on a global scale. Anthropologists conduct: • Empirical research with • established theories • methods • analytical techniques • Field-based research • Laboratory analysis • Archival investigations #SageUX Friday, November 30, 2012
67. From Overview Switch perspective seamlessly • business needs vs user needs • bias from who’s paying you • maintain neutrality Key concepts from anthropology to apply to your UX practice • keeping focus on getting answers • ethical responsibilities for researchers • lessons learned from different teams and cultures Friday, November 30, 2012
68. Start with what’s on the surface, then excavate - Go carefully Be delicate Friday, November 30, 2012
69. Common Skills Knowing more about the world - global literacy, sensitivity to other cultures Thinking outside the box - creative/innovative, finding patterns in complex and chaotic, cross disciplinary Becoming smarter about new sources of information - critically evaluate dynamic flow of information, understand different forms of representation, methods of communication Developing good people skills -communication proficiency across social/cultural differences, emotional intelligence, work in teams #SageUX Friday, November 30, 2012
70. Thanks! Annette Priest annette@revelinsight.com revelinsight.com Friday, November 30, 2012
71. Holistic perspectives Anthropology UX understanding humankind in terms of the dynamic interrelationships of all aspects of human existence. understanding user experience in terms of the dynamic interrelationships of all aspects of UX: human factors user interface information architecture visual design competitive landscape user expectations #SageUX Friday, November 30, 2012
72. Anthropology is a generalizing and comparative discipline with a concern for understanding human diversity on a global scale. Anthropologists conduct: • Empirical research with • established theories • methods • analytical techniques • Field-based research • Laboratory analysis • Archival investigations #SageUX Friday, November 30, 2012
73. Common skills in both fields Knowing more about the world - global literacy, sensitivity to other cultures Thinking outside the box - creative/innovative, finding patterns in complex and chaotic, cross disciplinary Becoming smarter about new sources of information - critically evaluate dynamic flow of information, understand different forms of representation, methods of communication Developing good people skills -communication proficiency across social/cultural differences, emotional intelligence, work in teams #SageUX Friday, November 30, 2012
74. Thanks! Annette Priest annette@revelinsight.com http://revelinsight.com Friday, November 30, 2012
75. http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the- dom http://richkidsofinstagram.tumblr.com/post/31889546994/monaco- yacht-party http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to- st-tropez-by-annabelschwartz http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candy http://images.cdn.fotopedia.com/flickr-4342651-hd.jpg http://richkidsofinstagram.tumblr.com/post/29903040615/strategic- pout http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the- pool http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton- gun Photo by geograph.org.uk/UrbanSpaceman http://www.geograph.org.uk/profile/4942 http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship- store-in-china/ http://www.perrier-jouet.com/en/exclusive-offers/by-for http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html Photo by: flickr/wburris ( http://www.flickr.com/people/billburris/ ) http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ ch30/30-12.jpg Photo from http://samanthahighfill.wordpress.com/2011/11/09/gift- giving-guide/ http://www.canadianheritage.org/images/large/23257.jpg http://blog.linedandunlined.com/post/404917364/form-giving http://www.housing.ubc.ca/files/van/images/totem/ First_Nations_map_3.jpg http://www.kwakiutl.bc.ca/culture/potlatch.htm http://www.salmonfishingnow.com/ Photo from North Olympic Library, Port Angeles, WA http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/ photostream/ http://socialsciencebookdesign.wordpress.com/ http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpg Photo from Duke University Cultural Anthropology Media Catalog http://culturalanthropology.duke.edu/news-events/media/view/franz- boas http://www.esri.com/news/releases/11-1qtr/goodall.html http://wrestlingtheangel.wordpress.com/2008/07/11/jane-goodalls- reason-for-hope-why-evolution-is-a-beautiful-idea/ http://images.google.com/hosted/life/l? imgurl=0cfb64c2b1fa5b0c&q=anthropologist +source:life&ei=wWwjSY34A5j2sAPyw4C7CA&sig2=KC7Ee- ujkFoFf-9SBmob7w&usg=__5v2VI7I7KgF0YnLaE3jiA9ZoP_g=&prev=/ images%3Fq%3Danthropologist%2Bsource:life%26hl%3Den http://www.nasa.gov/images/content/ 151232main_image_feature_601_ys_4.jpg http://www.fullhdwpp.com/gadgets/olympus-lenses http://www.wildchimpanzees.org/media/photo_gallery_jpg/ goodall_40.jpg http://www.originalprop.com/blog/2010/06/06/photographic-preview-a- visit-with-breanna-livie-the-golden-closet-behind-the-scenes-at- eastern-costume/ http://upload.wikimedia.org/wikipedia/commons/3/33/Wawadit%27la Photo Credits Friday, November 30, 2012