sage ux - how understanding anthropology can help you improve ux

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Sage UX How Understanding Anthropology Can Help You Improve UX Annette Priest @annettepriest #SageUX Tuesday, September 25, 2012

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Sage UXHow Understanding Anthropology

Can Help You Improve UX

Annette Priest@annettepriest

#SageUX

Tuesday, September 25, 2012

#SageUXTuesday, September 25, 2012

#SageUXTuesday, September 25, 2012

#SageUXTuesday, September 25, 2012

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Its all too much

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Tuesday, September 25, 2012

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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.

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Ruth Benedict

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What was missing? Impact of disease

Population changes

Labor market

New income sources

The long view

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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.

#SageUXTuesday, September 25, 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.

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All service, therefore, which a man can perform for humanity must serve to promote truth. Franz Boas

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Historical ParticularismCultural customs explained by:

environmental conditions

psychological factors

historical connections

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Anthropological DisciplinesSociocultural anthropology

Biological/physical anthropology

Archaeology

Linguistics

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Sociocultural Anthropology

Biological / Physical Anthropology

Archaeology

Linguistic Anthropology

ethnographic researchuser researchusability testinghuman factorscognitive scienceergonomicsuser interface designvisual designweb analyticscompetitive evaluationuser expectationsinformation architecture

Anthropology compared to UX

#SageUXTuesday, September 25, 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.

UX cannot be understood without considering historical and evolutionary processes.

#SageUXTuesday, September 25, 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

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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

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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

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Ethics

It is inevitable that misunderstandings, conflicts, and the need to make choices among apparently incompatible values will arise.

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Ethics = ObligationsAnthropological researchers, teachers and practitioners aremembers 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

#SageUXTuesday, September 25, 2012

Ethics = ObligationsAnthropological researchers, teachers and practitioners aremembers 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

Tuesday, September 25, 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?

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Tuesday, September 25, 2012

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Jane Goodall

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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

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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

Tuesday, September 25, 2012

Thanks!Annette Priest

[email protected]://revelinsight.com

Tuesday, September 25, 2012