Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Speaker Deck
PRO
Sign in
Sign up for free
Unpacking Myopia: Content, Design & The Blind Spots that Ruin Products & Experiences
Ron Bronson
July 22, 2016
Design
1
93
Unpacking Myopia: Content, Design & The Blind Spots that Ruin Products & Experiences
Design & Content Conference (Vancouver, July 2016)
Ron Bronson
July 22, 2016
Tweet
Share
More Decks by Ron Bronson
See All by Ron Bronson
Managing Content Migration
ronbronson
0
85
Content migration: Redesigns and beyond
ronbronson
0
130
Improving The Product Toolbox
ronbronson
0
67
Making Better Decisions Earlier
ronbronson
0
82
Managing Content Migration & Maintenance
ronbronson
0
67
Experiences Matter: On service design & higher ed
ronbronson
0
140
Live Content & Higher Ed: Perfect together?
ronbronson
0
53
Content Strategy Myopia: Toward a Toolkit for Better Content
ronbronson
0
360
Service Design & Higher Ed Marketing
ronbronson
0
110
Other Decks in Design
See All in Design
FULLPAGEJUNGLECHASE.pdf
anran99
2
460
アプリデザインの 難しさ
yutaabe200
0
180
From Design Systems to DesignOps: Establishing DesignOps at your org
soysaucechin
1
170
Shuv It Boards
8sided
PRO
1
210
Jen Blatz - Keep Cognitive Biases from Creeping into your UX Design and User Research
uxaustralia
PRO
0
110
The Triangle
wallabites
0
130
Oh my teeth | BrandBook Creative for Partners
mkt
PRO
0
140
ANTIEK
8sided
PRO
1
150
Carelyのダッシュボードで カラーユニバーサルデザイン設計を試みた話
shotakugawa_meijin
1
230
Demon Deals - Character List
breadman
0
2.7k
第10回_業務システムのUX/UIデザイン改善によくある間違いとその解決策
fixel_admin
1
680
クラスメソッドアプリデザインドリルver1
cmdesignteam
1
1.7k
Featured
See All Featured
Side Projects
sachag
450
37k
Mobile First: as difficult as doing things right
swwweet
213
7.5k
Web development in the modern age
philhawksworth
197
9.3k
We Have a Design System, Now What?
morganepeng
35
2.9k
Statistics for Hackers
jakevdp
781
210k
Design and Strategy: How to Deal with People Who Don’t "Get" Design
morganepeng
104
16k
Building a Scalable Design System with Sketch
lauravandoore
447
30k
Atom: Resistance is Futile
akmur
255
20k
Keith and Marios Guide to Fast Websites
keithpitt
404
21k
Let's Do A Bunch of Simple Stuff to Make Websites Faster
chriscoyier
498
130k
Designing Dashboards & Data Visualisations in Web Apps
destraynor
224
49k
What's in a price? How to price your products and services
michaelherold
229
9.4k
Transcript
Unpacking Myopia Content, Design & The Blind Spots that Ruin
Products & Experiences Ron Bronson #DCC16
Have you ever read an article, and thought “this wasn’t
made for me?”
None
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)
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
None
None
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.
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
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.
Let’s get real for a second.
None
You deposit a check. Your account is flagged. You find
out when you attempt to withdraw cash, because the customer was never contacted.
None
What’s the process for turning the lights back on when
a customer forget to pay the bill?
We believe we know our audiences.
Canvass a set of workers at your local DMV, welfare
office, retail outlet or airport.
CX people can give you a snapshot of their customers
from a front-line perspective.
Perspective influences the goal line
None
None
Takeaways
What can you do?
Take calculated risks.
Ask better questions earlier.
Highlight the constraints constructively.
Focus on team composition.
Decide your stance. “...the attitude the product takes, the personality
it has.” - Jon Kolko
Communicate the value of design & content through frameworks, tools
& metrics that resonate with your stakeholders.
Test your own assumptions.
Realize that most people don’t want to love your product.
They want it to work for them.
Ron Bronson ron@ronbronson.com @ronbronson