Gartner, the IT research company, published its 2016 list of predictions for marketing technology a few weeks ago. As I was reading it, I was struck with how easily the list could be aligned with the user experience of the typical purchase process. Not the complete buyer’s journey; but at least the transactions steps in the middle.
In less than three years, advances in marketing technology will move beyond human intervention to streamlining and scaling activities that currently require manual interactions with audiences. Intelligent technologies will do more than automate repetitive operations — they will investigate, evaluate and make decisions on behalf of both marketers and customers.Marketing technology will soon become so intelligent that it will perform tasks that have always required direct human involvement.
By what I think is coincidence, I came across many examples of design that have as part of their missions to help users either develop a stronger self-identity or display and reinforce the identity they have. I am a huge proponent of using identity resonance as a design tool, so I really enjoyed selecting a few good examples for this article.
That’s why the Lottie Doll looks, well, just like a typical nine-year-old girl. She doesn’t wear makeup, high heels or jewellery, she’s ethnically diverse with tactile hair and clothes, and she can stand on her own two feet. Lottie is feisty. She occasionally makes mistakes. She loves adventure and the outdoors. She has a wild imagination – just like a real child. Even her clothes are made to get dirty.
Everyone’s excited and/or scared about artificial intelligence but should we be excited and/or scared about Intelligence Amplification instead?
I have been interested in this dichotomy for a long time, especially in health care . Socio-culturally, there are many reasons why we don’t accept fully autonomous systems, even when they are safer, faster, and more effective. The DTNS hosts use the example of elevators where a human operator was necessary for several years before we were willing to accept automation, even when they weren’t really doing anything except hitting buttons. We see it now with cars and drones.
So here is the set up. Too many parents have a phobia when they talk about math with their kids. They get visibly anxious and uncomfortable. They describe their interest in and ability with math negatively. “Math is hard.” “I am not good at math.” This leads their kids to think about math the same way. Plus, it reduces the child’s willingness to ask their parents for help with homework. They don’t share their interest in math with their parents over the dinner table. In the long run, it reduces our societal capabilities in math by slowing it down right from the start.
Even children who used the app with their parents as little as once a week saw gains in math achievement by the end of the school year. The app’s effect was especially strong for children whose parents tend to be anxious or uncomfortable with math.
I came across this design case by Edward Wilson from Aymmetrica Labs and it got me thinking. He makes a convincing pitch about how to craft an engaging and convincing narrative around a product design. But the description is clearly of a deceptive approach, what seems to me like an example of black hat design.
In the past I spent far too long trying to sell people on excellent, but complicated, unintuitive, unfamiliar narratives. I competed with others who offered the same stuff I did but they dumbed it down, they made it less effective, but they made it easier to understand. The other guys always won. It took a while (15 years) but now I get it. My job is to take the excellent content I am working with and try to make it intuitive, obvious, and familiar. If I don’t make it intuitive, obvious, and familiar, I won’t have an audience.
Throughout history, we have relied on other people to reduce our personal memory load, a phenomenon called transactive memory. If we know that someone else knows a particular piece of information, we don’t have to remember it ourselves. We just need to ask them. But there is a significant germane load to do this. We have to remember who knows what we need, find them, hope they are available, ask them, and process the answer. A similar germane load exists when we use reference sources. We have to remember what source has the information, go to the library (or our personal bookshelf), get the encyclopedia/dictionary/textbook, look up the information, and process it.
Transactive memory is a psychological hypothesis first proposed by Daniel Wegner in 1985 as a response to earlier theories of “group mind” such as groupthink. A transactive memory system is a mechanism through which groups collectively encode, store, and retrieve knowledge.
There are so many cases where we see customers having trouble with befuddling and legalistic user agreements that get them into trouble. Perhaps a customer reveals more personal information than she realized to an advertising aggregator. Perhaps he ceded the intellectual property rights for something he created while using a development environment. Perhaps I agreed to transaction fees and automatic services I never intended to.
In a later call from emergency services made to Bernstein directly, the driver denied all knowledge of any accident. The driver told the dispatcher that “everything was fine,” before the dispatcher said, “Ok but your car called in saying you’d been involved in an accident. It doesn’t do that for no reason. Did you leave the scene of an accident?”
If you haven’t seen it, Don Norman co-wrote an article in Fast Company decrying the collapse of Apple’s commitment to usable design. Then Anthony Franco (from UX Magazine) pilloried him in a Pulse piece on LinkedIn.
No more. Now, although the products are indeed even more beautiful than before, that beauty has come at a great price. Gone are the fundamental principles of good design: discoverability, feedback, recovery, and so on. Instead, Apple has, in striving for beauty, created fonts that are so small or thin, coupled with low contrast, that they are difficult or impossible for many people with normal vision to read. We have obscure gestures that are beyond even the developer’s ability to remember. We have great features that most people don’t realize exist.
Flow is one of those concepts that we all like to talk about but is much harder to achieve in practice. At its essence, flow is that feeling you get when you are “in the zone.” You are fully immersed in an activity, totally focused, high levels of challenge are balanced with high levels of skill so you get a great feeling of accomplishment. It increases your ability to persist through difficulty.
Sanjay Batra brought up a fantastic example of inclusive design during the Accessibility Panel at the HFES Annual Meeting this year. For someone who is visually impaired, it is very hard to judge if their meat is sufficiently cooked. Because of the health risks of undercooked meat, this is both a perception challenge and a high anxiety context.