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Unpacking Myopia Content, Design & The Blind Spots that Ruin Products & Experiences Ron Bronson #DCC16

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Have you ever read an article, and thought “this wasn’t made for me?”

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Marketing myopia “A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.” - Ted Levitt (1960)

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Designer Myopia “...design with a nearsightedness that results in websites and applications that please ourselves and impress our peers but don’t meet user and business goals.” - Rian van der Merwe

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We embed biases in products toward our imagined outcomes. This makes us more likely to forget about, or at least minimize, the possibility of other outcomes.

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Architectural Myopia Components 1. Users & Architects don’t see the world the same way. 2. The roots of training. 3. Justifying their own cognitive dissonance

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By failing to consider the people outside of our own set of experiences, we ignore active users with the potential to expand our product use cases.

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Let’s get real for a second.

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You deposit a check. Your account is flagged. You find out when you attempt to withdraw cash, because the customer was never contacted.

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What’s the process for turning the lights back on when a customer forget to pay the bill?

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We believe we know our audiences.

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Canvass a set of workers at your local DMV, welfare office, retail outlet or airport.

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CX people can give you a snapshot of their customers from a front-line perspective.

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Perspective influences the goal line

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Takeaways

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What can you do?

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Take calculated risks.

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Ask better questions earlier.

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Highlight the constraints constructively.

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Focus on team composition.

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Decide your stance. “...the attitude the product takes, the personality it has.” - Jon Kolko

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Communicate the value of design & content through frameworks, tools & metrics that resonate with your stakeholders.

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Test your own assumptions.

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Realize that most people don’t want to love your product. They want it to work for them.

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Ron Bronson [email protected] @ronbronson