Sage UX: How Anthropology Can Improve Your UX Practice
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The document discusses how anthropology can enhance user experience (UX) practices by providing a holistic perspective on human culture and behaviors. It outlines principles of anthropology that are applicable to UX design, emphasizing the importance of cultural context, ethical practices, and understanding user dynamics. Key concepts such as systems thinking, bias mitigation, and the significance of empathy in research are highlighted to improve UX outcomes.
Sage UX: How Anthropology Can Improve Your UX Practice
- 1. Sage UX How Anthropology Can Improve Your UX Practice Annette Priest @annettepriest #uxcam Friday, November 30, 2012
- 2. Friday, November 30, 2012
- 3. How Can Anthropology Improve Your UX Practice? Friday, November 30, 2012
- 4. 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. #SageUX Friday, November 30, 2012
- 5. 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 human use of tools, only UX explores the entire panorama of the user experience from interface design to interactions and flow. #SageUX Friday, November 30, 2012
- 6. What We’ll Cover Basic Principles of Anthropology Specialities within Anthropology Key concepts to apply in your UX practice Friday, November 30, 2012
- 7. 5,700 ... Friday, November 30, 2012
- 10. Business Needs vs. User Needs Friday, November 30, 2012
- 11. What can we learn from anthropology? Friday, November 30, 2012
- 12. “All service, therefore, which a man can perform for humanity must serve to promote truth.” — Franz Boas #SageUX Photo: http://culturalanthropology.duke.edu/news-events/media/view/franz-boas Friday, November 30, 2012
- 13. Cultural Relativism Friday, November 30, 2012
- 14. Culture and UX Culture cannot be divorced UX cannot be divorced from biology and from biology and adaptation, nor language adaptation, nor language from culture. from UX. Contemporary societies UI cannot be understood cannot be understood without considering without considering historical and evolutionary historical and evolutionary processes. processes. #SageUX Friday, November 30, 2012
- 15. Systems thinking Friday, November 30, 2012
- 16. Use a Framework Friday, November 30, 2012
- 17. Pick a Branch Friday, November 30, 2012
- 18. Anthropological Disciplines Sociocultural anthropology Biological/physical anthropology Archaeology Linguistics #SageUX Friday, November 30, 2012
- 19. Anthropology UX ethnographic research Sociocultural Anthropology user research usability testing Biological / Physical human factors Anthropology cognitive science ergonomics user interface design Archaeology visual design web analytics competitive evaluations Linguistic Anthropology information architecture writing icons #SageUX Friday, November 30, 2012
- 20. Evaluating Culture Land Language Values Clothing Tools Rituals Genealogy Hierarchy Friday, November 30, 2012
- 21. Methods Direct Observation Objects Photos Field notes Interviews Drawings Video Audio Recordings Secondary Research Friday, November 30, 2012
- 22. Explore and Analyze Friday, November 30, 2012
- 23. #SageUX Photo: http://www.fullhdwpp.com/gadgets/olympus-lenses Friday, November 30, 2012
- 24. What lenses are YOU looking through? Friday, November 30, 2012
- 25. Photo: http://www.nasa.gov/images/content/151232main_image_feature_601_ys_4.jpg Friday, November 30, 2012
- 26. Status Friday, November 30, 2012
- 27. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the-dom Friday, November 30, 2012
- 28. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31889546994/monaco-yacht-party Friday, November 30, 2012
- 29. Photo: #SageUX http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to-st-tropez-by-annabelschwartz Friday, November 30, 2012
- 30. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candy Friday, November 30, 2012
- 31. #SageUX Photo: http://images.cdn.fotopedia.com/flickr-4342651-hd.jpg Friday, November 30, 2012
- 32. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29903040615/strategic-pout Friday, November 30, 2012
- 33. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the-pool Friday, November 30, 2012
- 34. #SageUX Photo: http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton-gun Friday, November 30, 2012
- 35. #SageUX Photo by geograph.org.uk/UrbanSpaceman Friday, November 30, 2012
- 36. #SageUX Photo: http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship-store-in-china/ Friday, November 30, 2012
- 37. #SageUX Photo: http://www.perrier-jouet.com/en/exclusive-offers/by-for Friday, November 30, 2012
- 38. #SageUX Photo: http://samanthahighfill.wordpress.com/2011/11/09/gift-giving-guide/ Friday, November 30, 2012
- 39. It’s all too much #SageUX Friday, November 30, 2012
- 40. #SageUX Photo:http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html Friday, November 30, 2012
- 41. Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html Friday, November 30, 2012
- 42. Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html Friday, November 30, 2012
- 43. #SageUX Photo: flickr/wburris http://www.flickr.com/people/billburris/ Friday, November 30, 2012
- 44. #SageUX Photo: http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ch30/30-12.jpg Friday, November 30, 2012
- 45. #SageUX Photo: http://www.canadianheritage.org/images/large/23257.jpg Friday, November 30, 2012
- 46. Above: Tlingit Chiefs, dressed in full regalia, gathered at a Potlatch ceremony in Sitka in 1904. #SageUX Photo: http://blog.linedandunlined.com/post/404917364/form-giving Friday, November 30, 2012
- 47. #SageUX Photo: http://www.kwakiutl.bc.ca/culture/potlatch.htm Friday, November 30, 2012
- 48. #SageUX Friday, November 30, 2012
- 49. 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. #SageUX Friday, November 30, 2012
- 50. #SageUX Photo: http://www.salmonfishingnow.com/ Friday, November 30, 2012
- 51. #SageUX Photo: http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/photostream/ Friday, November 30, 2012
- 52. #SageUX Photo: http://www.firstnations.de/fisheries/kwakwakawakw-kwakiutl.htm Friday, November 30, 2012
- 53. #SageUX Friday, November 30, 2012
- 54. Ruth Benedict #SageUX Photo: http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpg Friday, November 30, 2012
- 55. What was missing? • Impact of disease • Population changes • Labor market • New income sources • The long view #SageUX Friday, November 30, 2012
- 56. #SageUX Friday, November 30, 2012
- 57. Good UX progressively supports culture, cortex and company Can you move? How do you feel? Can you give me the details of the accident? #SageUX Friday, November 30, 2012
- 58. Be Ethical Friday, November 30, 2012
- 59. Ethics = Obligations Anthropological researchers, teachers and practitioners are members 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 Friday, November 30, 2012
- 60. Ethics = Obligations Anthropological researchers, teachers and practitioners are members 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: UX: • Scholarly discipline • Your company • Wider society & culture • Your client • Human species • Your customers • Other species • Your team • Environment • Your coworkers • Your company #SageUX Friday, November 30, 2012
- 61. “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 #SageUX Friday, November 30, 2012
- 62. Friday, November 30, 2012
- 63. Friday, November 30, 2012
- 64. Anthropology Can Improve Your UX Practice Through Holistic Perspective Systems Thinking Use a Framework Understand your bias - work to mitigate it! Hypothesis Generation Evidence Based Approach Ethics Friday, November 30, 2012
- 65. Anthropology compared to UX Holistic perspective - understanding humankind understanding user in terms of the dynamic experience in terms of the interrelationships of all dynamic interrelationships aspects of human of all aspects of UX: existence. human factors user interface information architecture visual design competitive landscape user expectations #SageUX Friday, November 30, 2012
- 66. 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 #SageUX Friday, November 30, 2012
- 67. From Overview Switch perspective seamlessly • business needs vs user needs • bias from who’s paying you • maintain neutrality Key concepts from anthropology to apply to your UX practice • keeping focus on getting answers • ethical responsibilities for researchers • lessons learned from different teams and cultures Friday, November 30, 2012
- 68. Start with what’s on the surface, then excavate - Go carefully Be delicate Friday, November 30, 2012
- 69. Common Skills Knowing 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 #SageUX Friday, November 30, 2012
- 70. Thanks! Annette Priest annette@revelinsight.com revelinsight.com Friday, November 30, 2012
- 71. Holistic perspectives Anthropology UX understanding humankind understanding user in terms of the dynamic experience in terms of the interrelationships of all dynamic interrelationships aspects of human of all aspects of UX: existence. human factors user interface information architecture visual design competitive landscape user expectations #SageUX Friday, November 30, 2012
- 72. 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 #SageUX Friday, November 30, 2012
- 73. Common skills in both fields Knowing 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 #SageUX Friday, November 30, 2012
- 74. Thanks! Annette Priest annette@revelinsight.com http://revelinsight.com Friday, November 30, 2012
- 75. Photo Credits http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the- http://www.housing.ubc.ca/files/van/images/totem/ dom First_Nations_map_3.jpg http://richkidsofinstagram.tumblr.com/post/31889546994/monaco- http://www.kwakiutl.bc.ca/culture/potlatch.htm yacht-party http://www.salmonfishingnow.com/ http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to- Photo from North Olympic Library, Port Angeles, WA st-tropez-by-annabelschwartz http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/ http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candy photostream/ http://images.cdn.fotopedia.com/flickr-4342651-hd.jpg http://socialsciencebookdesign.wordpress.com/ http://richkidsofinstagram.tumblr.com/post/29903040615/strategic- http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpg pout Photo from Duke University Cultural Anthropology Media Catalog http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the- pool http://culturalanthropology.duke.edu/news-events/media/view/franz- boas http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton- gun http://www.esri.com/news/releases/11-1qtr/goodall.html Photo by geograph.org.uk/UrbanSpaceman http://wrestlingtheangel.wordpress.com/2008/07/11/jane-goodalls- reason-for-hope-why-evolution-is-a-beautiful-idea/ http://www.geograph.org.uk/profile/4942 http://images.google.com/hosted/life/l? http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship- imgurl=0cfb64c2b1fa5b0c&q=anthropologist store-in-china/ +source:life&ei=wWwjSY34A5j2sAPyw4C7CA&sig2=KC7Ee- http://www.perrier-jouet.com/en/exclusive-offers/by-for ujkFoFf-9SBmob7w&usg=__5v2VI7I7KgF0YnLaE3jiA9ZoP_g=&prev=/ images%3Fq%3Danthropologist%2Bsource:life%26hl%3Den http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html http://www.nasa.gov/images/content/ Photo by: flickr/wburris ( http://www.flickr.com/people/billburris/ ) 151232main_image_feature_601_ys_4.jpg http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ http://www.fullhdwpp.com/gadgets/olympus-lenses ch30/30-12.jpg http://www.wildchimpanzees.org/media/photo_gallery_jpg/ Photo from http://samanthahighfill.wordpress.com/2011/11/09/gift- goodall_40.jpg giving-guide/ http://www.originalprop.com/blog/2010/06/06/photographic-preview-a- http://www.canadianheritage.org/images/large/23257.jpg visit-with-breanna-livie-the-golden-closet-behind-the-scenes-at- http://blog.linedandunlined.com/post/404917364/form-giving eastern-costume/ http://upload.wikimedia.org/wikipedia/commons/3/33/Wawadit%27la Friday, November 30, 2012