UX India talk 2016: Designing for humans - responsibly

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Designing for Humans - Responsibly

Designing for Humans - responsibly

Sirajuddin MustafaDirector, Human Experience Design

1

disarm now

May I kindly request you to disarm NOW 2

this weapon is capable of destroying our attention

This smart device is capable of DIS-TRACTING us 3

?

And let me tell you why

4

because we arethe users

Because, we are the so called USERS

5

users?

Users? REALLY? ----- that DEFINATION itself sounds to me A BIT emotionLESS and QUITE mechanical 6

users | humans?

How about the word HUMANS instead? Once you replace the term USERS with HUMANS. WE can FEEL a Natural empathy from Within, .. A feeling of CONNECTEDness towards THIS HOLISTIC creation, we are all part of...... HUMANITY 7

users | humans?

STRIKE OUT the users and Adapt a more Human centric approach 8

humans at the core of our UX thought

Perhaps lets have the humans at the CORE of our UX Thought. Well thats. 9

hUmans

Pretty Simply take a step back from letter U 10

Humans

..to the letter H will always existed in that word 11

humans at the core of our U HX thought

So Human Experience not just User Experience 12

how do you measure ?

success

How do we measure product success these days? What is our contemporary yardstick? 13

revenue $

Revenue made, 14

revenue# of users

$

No of Users, 15

revenue# of userssocial media buzz

$

Media attention 16

revenue# of userssocial media buzzdownloads

$

Downloads or active users 17

revenue# of userssocial media buzzdownloadsratings

$

Reviews & ratings define truly if a product is successful or not 18

users as commodity

So in a way users are more or less like commodity. Our natural tendency to commodify everything that we do sadly, is nature to us. 19

Empathy is the capacity to step into other peoples shoes, to understand their lives, and start to solve problems from their perspectives. Human-centered design is premised on empathy, on the idea that the people youre designing for are your roadmap to innovative solutions. All you have to do is empathize, understand them, and bring them along with you in the design process.

For too long, the international development community has designed solutions to the challenges of poverty without truly empathizing with and understanding the people its looking to serve. But by putting ourselves in the shoes of the person were designing for, human-centered designers can start to see the world, and all the opportunities to improve it, through a new and powerful lens. Immersing yourself in another world not only opens you up to new creative possibilities, but it allows you to leave behind preconceived ideas and outmoded ways of thinking. Empathizing with the people youre designing for is the best route to truly grasping the context and complexities of their lives. But most importantly, it keeps the people youre designing for squarely grounded in the center of your work.

If only we empathize with the user 20

humans commodity

users as commodity

and recognize the human instead, you might want to agree Humans does NOT equal commodity. Talking about empathy 21

Image: http://www.hercampus.com/sites/default/files/styles/full_width_embed/public/2015/03/03/photo%201%20-%20empathy%2C%20in%20feeling.gif

Which is nothing but putting yourselves in someone elses shoe and realize that the user we are designing for is after all human - its that simple. 22

user requirementshuman needs?

So lets us talk about it a bit the human needs 23

Physiological

Security

Love - Belonging

Self Esteem

SelfActualizationMaslow's hierarchy of Human needs

I would like to use the Maslows theory of Human needs, they are Physiological, (Food, water, sleep, oxygen) Security, (your health, safety, job, future) Love belonging, (your community)Self Esteem (reputation, achievements, social status etc) & Self Actualization (creativity, innovation, sense of purpose, good moral being etc.)

24

The Empathy Gap

Understanding these Human Needs could helps us fill the Empathy Gap 25

The Empathy Gap for Humans

The empathy gap For humans, Now to truly understand this let us get a little bit into the headquarters of these needs 26

where does it reside?

commander-in-chief

https://timedotcom.files.wordpress.com/2014/11/122374839-copy.jpg

The Human Brain. This is where it all happens. We are born with billions of neurons, 28

a great blessing

billions of neuronsfew connectionslogs our experiences

with very few connections in our childhood. And as we grow, 30

Newborn1 month6 months2 years

every object we see, hear & feel gets saved in our brains neural pathways, each as a unique connection. And as we fill these trillions of connections, Our brain recognizes and tags when we will like or feel good about something. These produces the brain chemicals which scientists call 31

the happy brain chemicals

The happy brain chemicals, I will talk about just two of them: 32

Dopamine & Serotonin

Dopamine & Serotonin 33

Dopamine + Serotonin Seeking rewards like information, knowledge

Dopamine (a neurotransmitter) is produced when your brain senses a good PAST experience. Think about the curiosity you have after making that Facebook Post and wondering who is the first person to like, total likes or comments, what makes you keep checking out those notifications that craving for information is Dopamine? Dopamine is produced: When you Win a Video Game, When an Alcoholic sees a bar. When you work towards a well sought out goal. So every time you seek reward, its Dopamine 34

Dopamine & Serotonin Seeking importance

Serotonin on the other hand (is also a neurotransmitter) & is all about seeking social dominance, Personal importance, and really feeling great about one-self. You may call this as Narcissism 35

Dopamine + Serotonin = Happy brain chemicals

At face value, a little bit of dopamine may seem harmless. After all, dopamine and serotonin are naturally occurring brain chemicals that make us happy. The difference is that dopamine can have both positive and negative effects on an individual. When we receive the anticipated reward, we feel good. When we dont receive the reward, we feel terrible until we get what we want the reward. 36

the jolt

What holds you back from changing that Television Channel or even taking your eyes from your phones for a few seconds even while driving? They are known as Jolts. Which is essentially holding your attention 37

an art of forcefully holding the viewers attention by rapid audio, visual or content changes

the jolt

Forcefully indeed with the use of special techniques like rapid audio, visual or content changes. Here is tiny example of it 38

Warning:Audio/VideoIntended to create jolt

But let me warn you that this is an intentional jolt using audio and video content. 39

Let me start it,40

Rock band: (2002)Thirty Seconds to MarsEntire song is about 6 minutes in YouTube

that was the Rock Band of 2002 the entire 6 min video can be found in you tube. That song was about peace by the way 41

jolts per minute

42

this is what 15 jolts/minute used to be

Bob Ross - Valley View (Season 21 Episode 1)

Jolts are typically measured in a span of minute. So back in early days 1950s if someone was trying to teach you how to paint in television, you need about 15 Jolts to stay connected and not fall asleep. 43

Over time, Satellite TV and internet based contents like social media have contributed in the excessive usage of jolts. to the amount according to experts as high as the effects of drug addition. 45

jolts per minute

15

900

60x increase

46

this is what 900 jolts/minute looks like

47

negative impact

the long term negative consequences of this is 48

shorter attention span@ work@ study

Shorter attention span. How long are you able to focus on reading, how easy is it to get distracted? 49

Young people including toddlers addicted to videos / online contents

Brilliant young, minds are strayed are perhaps wasted, A whole generation is at stake

50

Online videos & game addiction is so common among children that once my visit to a pediatric ophthalmologist was so shocking the overwhelming no. of cases the doctor was dealing with. 51

What about we adults? talking to spouse while simultaneously busy with friends on IMs and some times its exactly the opposite, we are with friends right when your spouse wants to chat.

52

This one is interesting How many Pokemon Go fans & players here?-- thank you. -> again in our Contemporary measurement, 53

revenue $4~$5mm# of users 26mmsocial media buzz10m downloads 13h ratings - viral

$

The revenue made was between 4-5 million on day 1, 26mn active users Got a great media attention The 10million app install mark happened in just first 13hrs. That was an extremely successful product. But wait a second look at this.

54

Image:http://www.metronews.ca/content/dam/thestar/uploads/2016/7/20/pokemonproblems.jpg

55

Image:http://www.metronews.ca/content/dam/thestar/uploads/2016/7/20/pokemonproblems.jpg

Lets compare the human needs vs this situation:He is so Hooked that he wont even remember if he had food, look at his safety, you can tell his community has been switched to Pokemon Go, people think he is out of his mind (thats his esteem). Where do you think all his creative power is being spent ? just on catching another Pokemon monster.

This human value is quite destructive in nature and has a big long term negative impact. 56

making money = good

Well making money is always good but,

57

making money = goodirresponsible design = bad

but irresponsible design is NOT 58

dark patterns?

Here is another one. the dark patterns 59

a user interface that has been carefully crafted to trick users into doing things, such as buying insurance with their purchase or signing up for recurring bills

darkpatterns.org

Dark patterns essentially is a user interface carefully designed to trick you into doing things, such as buying insurance with their purchase or signing up for recurring bills

60

human errorsor anti-patterns?

and as we say, to err is human Anti patterns can also be dangerous61

the crowning moment of Miss Universe 2015

How many ladies here? aah there are some good. So you might remember the famous crowning moment of miss universe last year.62

Steve Harvy a famous host was given the task to announce Miss Universe 2015, Look at the winners announcement card design, it hardly used 5% of its entire real estate to display the vital information of that night. He first wrongly announced Ms. Columbia as the winner (look at how he is holding the card) he later had to apologize to that large audience and live telecast to announce the correct Miss Universe as Ms. Philippines.63

Not to forget the emotional impact of this design error again a Human error.64

Designers

Now lets talk about you The Designers65

are powerful

designers are very powerful66

with great power comes..?http://www.pixelstalk.net/wp-content/uploads/2016/08/HD-Spiderman-Background.jpg

And what comes with great power? A much greater responsibility 67

influence human life

we influence human life by the various products we make. We design those clicks, taps and interface that people use in their daily life.68

use your powerfor the human well-being

So Use your great power responsibly and design for the well being of us - HUMANS69

here are the takeaways

So what can WE do now? 70

start with a good intent

companies like Apple use terms as Human Interface Guidelines & not user.

71

companies like Apple use terms as Human Interface Guidelines not UI

72

people queue in streets to purchase the products

http://obamapacman.com/wp-content/uploads/2011/03/March-25-London-Regent-Street-Apple-Store-iPad-2-line.jpg73

dark patternsethical approach

Keep the approach entirely ethical well its quite subjective to what is ethical to each of us, but if you are thinking about it I am sure you will be a little cautious.74

think about un-intended consequences

Sometimes someone else pays the price for bad designs or a dark patterns75

better design?

can avoid embarrassing situations76

what kind of products you want for our future generation

let us think what do we want our future generations to deal with?77

fill the empathy gap

truly empathize with Humans78

users | humans?

lets remember

Again let us think about the Humans instead of users.

79

go ahead and impact

so go ahead and Impact80

go ahead and Impact byGood Design

by Good Design81

design for humansresponsibly

While designing for humans design Responsibly.

Thank you82

Sirajuddin Mustafa@tweetsirajsiraj@ilmux.comimage: cadhuman.comhumansThank youilmux.com

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