sage ux: how anthropology can improve your ux practice
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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 culturesTRANSCRIPT
Sage UXHow Anthropology
Can Improve Your UX Practice
Annette Priest@annettepriest
#uxcam
Friday, November 30, 2012
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.
#SageUXFriday, November 30, 2012
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 humanuse of tools, only UX explores the entire panorama of the user experience from interface design to interactions and flow.
#SageUXFriday, November 30, 2012
What We’ll CoverBasic Principles of Anthropology
Specialities within Anthropology
Key concepts to apply in your UX practice
Friday, November 30, 2012
Photo: http://pt.fotopedia.com/items/flickr-1712161034Friday, November 30, 2012
Photo: http://maa.cam.ac.uk/assemblingbodies/exhibition/measurement/typologies/
Friday, November 30, 2012
“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
Culture and UXCulture 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.
#SageUXFriday, November 30, 2012
Anthropological DisciplinesSociocultural anthropology
Biological/physical anthropology
Archaeology
Linguistics
#SageUXFriday, November 30, 2012
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
#SageUXFriday, November 30, 2012
Evaluating Culture
LandLanguageValuesClothingToolsRitualsGenealogyHierarchy
Friday, November 30, 2012
MethodsDirect Observation
ObjectsPhotosField notesInterviewsDrawingsVideoAudio Recordings
Secondary Research
Friday, November 30, 2012
#SageUX Photo: http://www.fullhdwpp.com/gadgets/olympus-lensesFriday, November 30, 2012
Photo: http://www.nasa.gov/images/content/151232main_image_feature_601_ys_4.jpg
Friday, November 30, 2012
#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the-domFriday, November 30, 2012
#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31889546994/monaco-yacht-partyFriday, November 30, 2012
#SageUXPhoto: http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to-st-tropez-by-annabelschwartz
Friday, November 30, 2012
#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candy
Friday, November 30, 2012
#SageUX Photo: http://images.cdn.fotopedia.com/flickr-4342651-hd.jpg
Friday, November 30, 2012
#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29903040615/strategic-pout
Friday, November 30, 2012
#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the-pool
Friday, November 30, 2012
#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton-gun
Friday, November 30, 2012
#SageUX Photo: http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship-store-in-china/Friday, November 30, 2012
#SageUX Photo: http://www.perrier-jouet.com/en/exclusive-offers/by-forFriday, November 30, 2012
#SageUX Photo: http://samanthahighfill.wordpress.com/2011/11/09/gift-giving-guide/Friday, November 30, 2012
#SageUX Photo:http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.htmlFriday, November 30, 2012
#SageUX Photo: flickr/wburris http://www.flickr.com/people/billburris/ Friday, November 30, 2012
#SageUX Photo: http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ch30/30-12.jpgFriday, November 30, 2012
#SageUX Photo: http://www.canadianheritage.org/images/large/23257.jpg
Friday, November 30, 2012
#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
#SageUX Photo: http://www.kwakiutl.bc.ca/culture/potlatch.htm
Friday, November 30, 2012
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.
#SageUXFriday, November 30, 2012
#SageUX Photo: http://www.salmonfishingnow.com/Friday, November 30, 2012
#SageUX Photo: http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/photostream/Friday, November 30, 2012
#SageUX Photo: http://www.firstnations.de/fisheries/kwakwakawakw-kwakiutl.htm
Friday, November 30, 2012
Ruth Benedict
#SageUX Photo: http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpg Friday, November 30, 2012
What was missing?• Impact of disease
• Population changes
• Labor market
• New income sources
• The long view
#SageUXFriday, November 30, 2012
Good UX progressively supports culture, cortex and company
Can you move?
How do you feel?
Can you give me the details of the accident?
#SageUXFriday, November 30, 2012
Ethics = ObligationsAnthropological 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
#SageUXFriday, November 30, 2012
Ethics = ObligationsAnthropological 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
“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
#SageUXFriday, November 30, 2012
Anthropology Can Improve Your UX Practice Through
Holistic PerspectiveSystems ThinkingUse a FrameworkUnderstand your bias - work to mitigate it!Hypothesis GenerationEvidence Based ApproachEthics
Friday, November 30, 2012
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 factorsuser interfaceinformation architecturevisual designcompetitive landscapeuser expectations
#SageUXFriday, November 30, 2012
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
#SageUXFriday, November 30, 2012
From OverviewSwitch 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
Common SkillsKnowing 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
#SageUXFriday, November 30, 2012
Thanks!Annette Priest
Friday, November 30, 2012
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 factorsuser interfaceinformation architecturevisual designcompetitive landscapeuser expectations
#SageUXFriday, November 30, 2012
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
#SageUXFriday, November 30, 2012
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
#SageUXFriday, November 30, 2012
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