Learn ways to successfully bring ethnographic research into software design. With real-world examples and lessons from the field, research practices are explained that steer projects to success and deliver software that customers love.
How would you like to know what your customers really want and value, and what motivates them to actively engage with your products and services? projekt202's Vice President of Experience Strategy and Insight Aliza Gold discusses the use of experience strategy to discover patterns and themes that provide deeper, more valuable insights into customers' needs and motivations.
projekt202's Chief Experience Officer and Co-Founder Peter Eckert is regarded as one of the leading UI design visionaries. The following article illustrates why. Five years ago in UX Magazine, Peter shared his insights on the importance of meaningful interface design and usability, looking ahead to the state of technology in 2016. Looking back now, it's significant to see how spot-on Peter's forecasts were.
Following is Peter's original article, as published Feb. 24, 2011 in UX Magazine:
2016: The User Interface Revolution Underway
Looking at the next five years, the role of interface design will only increase in importance as companies compete to win market share worldwide. Ease of use is essential to winning hearts, minds, and customers. With consumer product companies in heated competition, I anticipate a surge of redesign and new design in the near term. These designs will focus on usability, which means we are likely to see breakthrough products over the next several years.
Yet these new interfaces are not going to be uniform; devices and applications will not possess common protocols. For users, each interaction will have to be learned, so despite the improved usability of products, individuals will find themselves learning the quirks and standards of more and more technologies just to get the functionality they seek.
Converging Technologies, Diverging Experiences and Standards
For global companies, the next five years is a time to put their best solutions forward and integrate the UIs and capabilities of their own product suites. As companies work to independently to improve their products within the context of new technical and usability advances, we will see more diversity and incongruence in design overall. In the next several years, differentiation and unique ease of use will matter more than a common standard.
Technologies continue to combine and converge, but much of this convergence happens only within companies. Technologies and products developed by different companies will not truly interact across platforms any better than they do so today, or at least not in the near term. For every new process and device, there continues to be a lack of common standards, which requires that people learn device- and product-specific commands and functions. This problem is still acceptable to most people because that lack of integration and the individuality of interfaces has long been the norm.
Caught up in the daily flow of our lives, we hardly recognize we are in the midst of a rapid evolution in how we leverage technology. We barely acknowledge that we are slowly replacing ordinary and extraordinary functions alike with technology, including purchasing goods via phones, receiving on-demand GPS-based directions, and eliminating hard-wired phones altogether. And it is certain more innovation is just around the corner.
Today and in the next five years, those UIs will remain separate and disconnected from each other. But many decades in the future, we can expect to see shared protocols and standards that enable users to transition seamlessly between devices and appliances, which transmit information to one another to a far greater extent than we see today.
In the meantime, all of our incremental progress toward more usable applications is exciting for the UX industry as a whole. UI designers can rest assured that over the next five years they will not be out of work. In fact, as someone working in the field for nearly 20 years, my concern is there are not enough experts in UI design to meet the avalanche of design and redesign that needs to be completed. The process for designing UIs will continue to come from research related to behavior, and from evaluation of how information hierarchies and protocols can be more intuitively accessed.
All this opportunity to design better experiences is not exclusive to the U.S. and Western Europe. In fact, much work over the next five years needs to be done to create UIs that are more in tune with the rising middle classes of China and India, each surging with unique demographics of potential technology users.
Companies will increasingly look to market consumer technologies to pockets of fast-growing populations that have so far had little exposure to technology as part of their daily lives. For these people, it will be critical that the solutions be highly intuitive to ease the abruptness of the transition.
In making these new technology products, leading consumer technology companies will be delving into new areas of UI design and need to think through language, cultural, and ethnographic particularities to create effective solutions. It will also be important to recognize how specific cultures truly interact with their social environment and technologies within the context of those environments.
Racing to market with products with long feature lists is not the only answer; in some cases, it may prove to be the wrong answer. The technologies must offer users an intuitive and tailored UI to give users full enjoyment of and access to product features within the context of their cultural experience. This is a new challenge that is rapidly unfolding as more solutions are offered to emerging populations.
A Seamless Future
New, improved UIs are part of a transformation that is happening worldwide in technology. As we have seen with Apple and others, the new measuring stick of quality and key to critical acclaim is not just about whiz-bang features, but also about the presentation of the technology and accessibility of features through sound design.
Over the next five years, UX designers will be increasingly called upon to create solutions that join the power of new technology with good usability. Their skills and vision will be put to good use as companies awaken to the new stakes related to intuitive design and strive to roll out a host of products that will be more engaging than ever before.
Consumer and business users alike will experience remarkable forward steps in the evolution of UI design, but they will also grapple with the lack of convergence and common protocols. It will likely be many more years before any common standards begin to emerge.
For emerging populations around the world, leading consumer companies will seek to capture market share. We advise these companies to go beyond the language barrier and truly evaluate the culture they are targeting as they have the opportunity to serve these customers through powerful design.
It is an exciting prospect to think of the millions or billions of more people who will be able to access technology, communicate globally and garner more information than they have before—all through intuitive, intelligently designed interfaces.
By Kelly Moran
Building something people can use is one thing. Building something they appreciate is, unfortunately, something different.
You work hard and feel like users aren’t getting it. But have you tried “getting” them first? Understanding what users want from your software and how they’re using it can make the difference between a functional product that people grudgingly fumble through and something they love to interact with. Clear up misunderstandings with an ethnographic approach to learning from your users.
Below are my five top tips for bringing ethnography – or any qualitative research – into your projects:
1. There are a lot of misunderstandings out there. Avoid jumping to conclusions by spending some time with your users in their environments.
2. Use “thick description” to help your team back at the office see what you saw. Clifford Geertz talks about thick description as providing enough context surrounding an action to understand what it means to the actors. Was a wink an act of flirtation? A shared joke? Or dust in a contact lens?
3. You have to learn before you can solve a problem. Make sure you gather data first and figure out what’s going on second.
4. Use careful observation to find the things that others find so natural they’d never tell you about them. If aliens visited and asked you about your life, you wouldn’t mention breathing, but it’s critical to your survival.
5. Don’t forget to say “thank you.”
Understanding others is a skill you strengthen over time. Start engaging your users now with conversations and field trips; you’ll notice it gets easier and you learn more every time.
View my talk, or reach out and ask a question. We can all learn something from each other.