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UNDERSTANDING CONTEXT TO SHAPE UX STRATEGY Andrew Hinton | The Understanding Group UX STRAT 2015
WE’LL LOOK AT 3 THEMES FOR HOW CONTEXT RELATES TO UX STRATEGY
CONTEXT+STRATEGY: 1 ENVIRONMENTAL COMPLEXITY
WHILE I WAS WRITING THIS BOOK, MY HEAD EXPLODED body as interface semantic ambiguity self-driving cars digital agency simulated affordances omni-channel artiﬁcial intelligence liquidmatrix.org smart homes pervasive algorithms embodied cognition
Ecological Psychology Radically empirical approach to understanding perception & behavior. James J. & Eleanor Gibson
ENVIRONMENT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT
APPROXIMATE INCREASE IN ENVIRONMENTAL COMPLEXITY OVER TIME* OMG PLEASE MAKE IT STOP!!!!!! I have no idea what my house is doing. Complexity added to human environment I have no idea what my phone is doing. Learn a new app? Uh. Ok. We’re so modern! No big whoop. What’s complexity? Olden times Industrial Revolution Fin de siècle “Information Age” Time * according to Andrew Hinton’s feelings on the subject. 21st Century
WE CANNOT ADEQUATELY ADDRESS THIS COMPLEXITY THROUGH INTERFACE DESIGN ALONE
THE ANTIDOTE TO UI FIXATION: MODELS & MAPS
RESIST PREMATURE INSTANTIATION. STAY AMBIGUOUS FOR AS LONG AS YOU CAN.
CONTEXT+STRATEGY: 2 PRINCIPLES AND FACTS
“STRATEGY” VS “ACTUAL WORK” “THEORY” OR VS “PRACTICE”
ONE LAPTOP PER CHILD — CIRCA 2006 laptop.org via archive.org
ONE LAPTOP PER CHILD — CIRCA 2007 “It would have been far better to begin in the villages, spend time there and build from the bottom up. [The OLPC project] might have discovered there was little need for this kind of machine.” Bruce Nussbaum - Business Week, 2007 olpc.org
ONE LAPTOP PER CHILD — CIRCA 2009 olpc.org
Systemic principles BUBBLE Assumptions Ideologies Received methods Momentary trends Temporary priorities Particular facts Most design work happens within a bubble that ignores the principles and present realities.
Systemic principles Particular facts Strategy requires understanding the contextual relationships between the principles & the facts.
MESSY TRUTH OF REAL PEOPLE, NOT TIDY DATA
CONTEXT+STRATEGY: 3 FRAMING & NARRATIVE
S&P 500 24 Aug 2015 Tactical Frame Strategic Frame
“ We all have narratives. We’re all creating stories. Our lives are stories in that sense.” James McGaugh Center for the Neurobiology of Learning, UC Irvine
Context controls conduct. 99percentinvisible.org - Credit: Gresham, Smith, and Partners 99percentinvisible.org - Credit: Sam Greenspan] Floor tiles nudge foot trafﬁc in the Atlanta International Terminal
From Understanding Context, O’Reilly Media, 2014 NARRATIVE FRAMING CHANGES WHAT OUR ENVIRONMENT MEANS TO US
BEING STRATEGIC MEANS ESCAPING “NARRATIVE DEBT” Actual Behavior: Using “Merchant” in conversation, systems, and processes, arbitrarily. Collective Narrative: “We know what ‘merchant’ means for our business!”
BEING STRATEGIC MEANS ESCAPING “NARRATIVE DEBT” Real Facts = Complex Mistaken Principle = “It’s Simple”
THE ANSWER TO COMPLEXITY IS CLARITY, NOT SIMPLICITY From Understanding Context, O’Reilly Media, 2014
1. Consider the complexity of the full environment. 2. Understand the context between principles and facts. 3. Regularly question & reframe contextual narratives.
33 THANK YOU ANDREW HINTON | @INKBLURT AH@ANDREWHINTON.COM CONTEXTBOOK.COM