what african countries can teach the world (and what they can learn)susan dray keynote at interact...
DESCRIPTION
Keynote from Industry Day at INTERACT, 2013 in Cape Town. This presentation gives many examples of 5 things the world could (and should!) learn from African countries. These include: Mobile; Creativity and Innovation; Sustainability, Adapting methods; and Ubuntu. It also discusses 5 things that African countries can learn including: UX does not equal UI; Bottoms-up/Human Centered; Design Thinking (sometimes); Move upstream in development; and Iterate.TRANSCRIPT
What African Countries Can Teach The World
(and What They Can Learn)
Susan M. Dray Dray & Associates, Inc. Oakland, California USA
Duh….
The “Dark ConDnent”?
In a word…
Overview • What African countries can teach the world
– Mobile, mobile, mobile! – Working around obstacles à creaDvity, resilience, innovaDon – Sustainability – When and how to adapt methods – Ubuntu
• What African countries can learn from the rest of the world – UX is not (just) UI – BoQoms-‐up (“human-‐centered”) not tops-‐down – Design thinking – someDmes – Move upstream in development processes – Iterate, iterate, iterate!
Mobile, mobile, mobile!
CreaDvity, resilience, innovaDon
Sustainability
InnovaDve Sustainability
Sustainability
AdapDng methods
Co-‐Design*
*Thanks to Heike Winschers-‐Theophilus
Ubuntu
One of the sayings in our country is Ubuntu – the essence of being human. Ubuntu speaks particularly about the fact that you
can't exist as a human being in isolation. It speaks about our interconnectedness. You can't be human all by yourself, and
when you have this quality – Ubuntu – you are known for your generosity. We think of ourselves far too frequently as just individuals, separated from one another, whereas you are
connected and what you do affects the whole world. When you do well, it spreads out; it is for the whole of humanity.!
!
-- Archbishop Desmond Tutu, 2008!
• What African countries can teach the world – Mobile, mobile, mobile! – Working around obstacles à creaDvity, resilience, innovaDon
– Sustainability – When and how to adapt methods – Ubuntu
• What African countries can learn from the rest of the world – UX is not (just) UI – BoQoms-‐up (“human centered”) not tops-‐down – Design thinking – someDmes – Move upstream in development processes – Iterate, iterate, iterate!
UX is not (just) UI
Field Research
Usability
InteracDon Design
InformaDon Architecture
Product Strategy
User Requirements/Specs
DocumentaDon Training
Brainstorming
Stakeholder Interviews
CommunicaDon
Conceptual Design
Visual Design Interface Design
Personas
Prototyping
Product Design
Data Gathering and Analysis
UX is not (just) UI
BoQoms up (“human centered”) not tops down
TradiDonal Tops-‐Down “Waterfall” Methodology
Design Thinking (someDmes)
Discover Interpret Brainstorm Prototype Iterate Test
Time
Why Design Thinking?
• Early focus on users • CollaboraDve teams (usually) • Allows for iteraDon • Widely embraced
Why Not Design Thinking?
• Relegates user research to early ideaDon ONLY
• User research is o`en carried out by designers without training in how to do it
• Tendency to over-‐interpret observaDons in light of design ideas
Move upstream
Why move upstream?
• The earlier, the beQer • Influence: – Product concept and design direcDon – Conceptual design – Logical design – Overall UX direcDon
• Usability evaluaDons are o`en the first step – Use your findings to show how earlier UX involvement could have changed the outcome for the beQer.
Iterate, Iterate, Iterate!
For more informaDon, see hQp://www.dray.com/our-‐process/
Concluding thoughts
Overview • What African countries can learn from the rest of the world
– UX is not (just) UI – BoQoms-‐up (“human-‐centered”) not tops-‐down – Design thinking – someDmes – Move upstream in development processes – Iterate, iterate, iterate!
• What African countries can teach the world – Mobile, mobile, mobile! – Working around obstacles à creaDvity, resilience, innovaDon – Sustainability – When and how to adapt methods – Ubuntu
“If the USER can’t use it, It doesn’t work!”™