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Unpacking Myopia: Content, Design & The Blind Spots that Ruin Products & Experiences

Ron Bronson
July 22, 2016

Unpacking Myopia: Content, Design & The Blind Spots that Ruin Products & Experiences

Design & Content Conference (Vancouver, July 2016)

Ron Bronson

July 22, 2016
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  1. Unpacking Myopia
    Content, Design & The Blind Spots that
    Ruin Products & Experiences
    Ron Bronson
    #DCC16

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

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  3. 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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  4. 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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  5. 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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  6. 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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  7. 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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  8. Let’s get real for a second.

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

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  11. We believe we know our audiences.

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

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

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  14. Perspective influences the goal line

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  15. What can you do?

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  16. Take calculated risks.

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  17. Ask better questions earlier.

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  18. Highlight the constraints
    constructively.

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  19. Focus on team composition.

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

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

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  22. Test your own assumptions.

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

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