uxpa 2016 - kelly goto's opening keynote
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BEYOND USABILITY: ADAPTIVE AND ASSISTIVE TECHNOLOGY
Kelly Goto @go2girl
Image Source: Wikimedia | Gary Karp
In Universal Design, there’s something called the curb cut effect. Basically, things intended to benefit people with disabilities wind up benefiting everyone.
Image Source: Wikimedia | Gary Karp
Universal Design is the concept of designing all products and the built environment to be aesthetic and usable to the greatest extent possible by
everyone, regardless of their age, ability, or status in life.
By 2050, 21% of the global population will be 65 or older.
By 2100, the number of people aged
60 and over will reach 3.2 billion.
Today, nearly 15% of the population would benefit from Assistive
Technologies,
Global Agewatch Index 2015
"People with disabilities make up 15 percent of the world 's population and some of the assistive technology marketed to people with disabilities can also be sold to the other 85 percent of the population that is "situationally disabled" by their environmental conditions, at work and at play,”
Andrew Johnson, Managing Vice President at Gartner.
Products that support monitoring and maintaining the functional status of older adults in their home environments.
SMARTHOME
Products that support monitoring and management of an older adult’s physiological status and mental health of maintaining wellness and managing the chronic conditions.
QUANTIFIED SELF
Technologies and products that support both informal and formal caregivers in providing timely and effective care and support to older adults and persons with disabilities in their homes.
CAREGIVING
Technologies that enable older adults to stay socially connected to their families, friends, and local communities.
COMMUNITY
CONNECTED AGING FRAMEWORK
Content Adapted from Connected Aging Framework, 2014
We have the ability to create experiences that are situationally appropriate and environmentally aware. It’s a new era of adaptive experiences.
Kelly Goto — gotoresearch
TECH DISCONNECT
Mission District, San Francisco
Mission District, San Francisco
Governance Crisis Point
COMPLEXITY Quantity & complexity of information
Ability to deal with quantity & complexity of information
COMPLEXITY vs. COPING
TIMEZap Think LLC
Every aspect of the experience including competition for time and attention is in flux. Deeper insights using mixed research methods are needed to establish an meaningful strategy in today’s product development.
CULTURAL FLUX
Washington Post
Washington Post | Huffington Post
Washington Post | Huffington Post
MEANING
Courtesy of Bespoke Innovations
“Much of consumer behavior involves everyday routines and practices that
consumers do not actively think about.”
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
The Intentional Mind
“And when asked, they do not necessarily come to talk about — or do not even do not actively
think about.— these routines or patterns.”
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
The Intentional Mind
SENSORY ENGINEERING
感性工学emotional usability
KANSEI
SENSORY ENGINEERING
Evolution of 'sensory engineering'
1970’s 1980’s 1990’s 2000’s 2010’s
[1960‘s] QFD Quality Function
Deployment seeks out
‘fuzzy’ needs and
uncovers ‘wow’factor
[1970‘s] Kansei Engineering can
"measure" the feelings
and adapt to product
development.
[1980‘s] Kano Method looks at
Normal / Expected /
Exciting requirements
[1990‘s] Kansei
introduced into
the US
[1998] Affective
Computing
/ HCI / AI
(Picard)
[2007] “Age of the
iPhone”
[2016] Convergence
[2007] “Age of the
iPhone”
[2004] Emotional
Design
User
Experience
(Norman]
from: Engineering Emotional Values in Product Design by Simon Schütte
Kansei
Emotions Words
Behaviorand
Attitudes
KANSEI EXPERIENCE
from: Engineering Emotional Values in Product Design by Simon Schütte
SENSORY
INPUT
Mapping Building Trigger
Kansei
AffectionFeelingEmotion
Chisei
LogicsRecognition
Understanding
EMOTIONAL
LOGICAL
KANSEI EXPERIENCE
kansei words
HUMAN RECONNECT
FOCUS GROUPS
ETHNOGRAPHY
1:1 INTERVIEWS
ONLINE SURVEYS
BIG DATA
why they do
it
what people
do
unaw
are
| im
plic
it |
EMOT
IONA
L
a w a r e | e x p l i c i t | LOGICAL
FIELD STUDIES
FOCUS GROUPS
FIELD STUDIES
1:1 INTERVIEWS
ONLINE SURVEYS
BIG DATA
beha
vior
al |
att
itud
e
e v a l u a t i v e
ETHNOGRAPHYre
port
ing
| as
sum
ptio
ns
g e n e r a t i v e
data /
logic
flux
stories
/ emotio
n
UNMODERATED TESTING
SURVEYS / MICRO SURVEYS
SENTIMENT ANALYSIS
LOG DATA
ANALYTICS
QUANTITATIVE “WHAT” QUALITATIVE “WHY”
IN-DEPTH INTERVIEWS
OBSERVATIONAL TESTING
DIARY STUDIES
HOME INTERVIEWS
FOLLOW ALONGS
+
VIAMEANING
ASPIRATIONCONNECTIONIDENTITYTRUSTEASE-OF-USE
MEETS MY NEEDS
IT WORKS
EMOTIONAL
LOGICAL
I LOVE ITAWARE (explicit)
UNAWARE (implicit)
MEETS MY NEEDS
style
easy to use
simple
efficient
personalized
sharing
intuitive
comfortablefamiliar
customizableinspiring
meaningful
portable
cool
connected
reliable
I LOVE IT
IT WORKS
EMOTIONAL
LOGICAL
AWARE (explicit)
UNAWARE (implicit)
ASPIRATION
CONNECTION
IDENTITY
TRUST
style
EASE-OF-USE
EMOTIONAL
LOGICAL
AWARE (explicit)
UNAWARE (implicit)
INPUT EXPERIENCE OUTPUT
Psychological Sensory Memory
Contextual
Aspiration Connection
Identity Trust
Ease-of-use
INPUT EXPERIENCE OUTPUT
= Nostalgia
Psychological Sensory Memory
Contextual
Aspiration Connection
Identity Trust
Ease-of-use
EMOTIONAL OUTPUT
EMOTIONAL OUTPUT
INSIGHT STUDIES
Each Insight Study contains focused cycles (1-3 weeks each) built around specific research goals. These cycles are punctuated with Insight Reviews that share rich findings.
This process allows product teams to understand what people really think, feel and need. These insights translate into improved experiences and a stronger product vision.
INSIGHT STUDIES
INSIGHT STUDIESIn-Depth Contextual or Remote Interviews are conducted at the start and finish of the study.
Weekly Remote Interviews follow up on self-reporting.
Ongoing Diary Studies gather self-reported activities and moderated prompts. [D-Scout]
An ongoing panel can be created to track more than on boarding and customer service on a quant level. Cohorts can be created based on release and timing of beta and public launches.
INSIGHT STUDIES
=
Erica, 33, and her dog Champ “It’s 10:53pm, and I’m only at 7388 steps….we’re about to go take the dog for a walk. Got to make sure we get to our 10,000 steps before the end of the night.”
ANALYSIS | SYNTHESIS
Although often combined, analysis and synthesis are opposites.
Synthesis can occur without analysis but analysis cannot happen without the synthesis.
Analysis (deconstruct / break down)
Synthesis (reconstruct /
put back together)
ANALYSIS vs. SYNTHESISAnalysis vs Synthesis
DATA ANALYSIS
Open Coding: form initial categories of information about the phenomenon being studied from the data gathered. This is “the process of breaking down, examining, comparing, conceptualizing, and categorizing data”
Coding procedures in Grounded Theory Strauss and Corbin (1990)
DATA ANALYSIS
Compare attitudes, beliefs and behaviors between participants to build a spectrum (spectra) we use to develop behavioral personas and groupings of themes and attitudes.
These lead to Mental Model and Journey Maps outlining pain points, needs and opportunities.
CONSTANT COMPARISONConstant Comparison Methodology
RAPID UX RESEARCH
Hypothesis • Create Research Question • Create Semi-Structured
Discussion Guide
Plan Cycle 1
Targeted Recruiting (N=12)
Determine Key Characteristics
Recruiting
Remote Interviews • Create Research Question • Create Semi-Structured
Discussion Guide
Inquiry
week 1 week 2 week 3 week 4 week 5 week 6 week 8
Output
Deliverables • Affinity Diagram • Whiteboard Sessions • Create Actionable Output
Plan Cycle 2
Work Session • Determine Next Steps • Pivot or Dive Deeper
RAPID UX RESEARCH
Rapid Analysis
Open Coding • Deconstruct / Analysis • Interpretation • Reconstruct / Synthesis
http://www.socialresearchmethods.net/kb/qualapp.php
RAPID UX RESEARCH
https://en.wikipedia.org/wiki/Qualitative_research
Grounded Theory was developed at a time when qualitative research was seen as unscientific or non-systematic
Rapid Analysis
Coding Data • Deconstruct / Analysis • Interpretation • Reconstruct / Synthesis
Inquiry Output
Foundation in Grounded Theory
Saturation is reached when the researcher gathers data to the point of diminishing returns, when no new insights are added.
SMALL SAMPLE SIZESWhy N=12 Per Study?
Sample 1
NUMBER OF INTERVIEWS
Sample 2
New Codes Code ModificationsThematic Prevalence Poly. (New Codes)
NU
MB
ER O
F C
OD
ES
0
10
20
30
40
50
60
70
80
90
1-6 7-12 13-18 19-24 25-30 31-36 37-42 43-48 49-54 55-60
Journal of Computer Information Systems (Marshall, Cardon, Poddar, Fontenot)
CR
ON
BA
CH
’S A
LPH
A F
OR
TH
EMA
TIC
PR
EVA
LEN
CE1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
0.70.79
0.850.88 0.88 0.89 0.9 0.91 0.93
SENSE & SENSIBILITY
DISCONNECT
Image: Chloé Rutzerveld/Edible Growth ProjectChloé Rutzerfeld Edible Growth Project
BE HEALTHY
PLAN
(c) mark hollenstein
THE BIG LEAP
KELLY GOTOpr inc ipa l + CEO
kel ly@gotoresearch.com415.839. 5544 m
@ go2gir l
gotoresearch.com
MARY PIONTKOWSKIdirector of ins ights + strategy
mary@gotoresearch.com415.839. 5544 m
gotoresearch.com
KELLY GOTOpr inc ipa l + CEO
kel ly@gotoresearch.com415.839. 5544 m
@ go2gir l
gotoresearch.com
MARY PIONTKOWSKIdirector of ins ights + strategy
mary@gotoresearch.com415.839. 5544 m
gotoresearch.com
Remember: People don’t advance as quickly as technology.
BEYOND USABLE
June 1, 2016
The Internet and Web have been downgraded to "internet" and "web" as of today. “The argument for lowercasing Internet is that is has become wholly generic, like electricity and the telephone.”
- Tom Kent, AP Standards Editor
The space between things. Paying attention to the gap.YOYU
“Today’s young people will be part of the largest group of older people in history. No future development goals can be legitimate or sustainable unless they include people of all ages and leave no one behind.”
- Archbishop Desmond Tutu
The space between things. Paying attention to the gap.YOU
kelly@gotoresearch.com @go2girl @gotoresearch
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