Product Usability: Ability to Use is the Tip of the Iceberg

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Presented at Rocky Mountain Product Camp (http://www.rmpcamp.org/) in Denver, Colorado, USA, on November 16th, 2013. OVERVIEW: The term “usability” originates in an era when simply giving people the ability to use technology products, without lengthy training and hefty user manuals, was the main goal motivating attention to human-technology interaction. However, ability to use is really just the tip of the iceberg. This session will start with a short presentation about the deeper, but less obvious, impacts of technology product design on users' thinking, emotion, and behavior. The rest of the session will be an interactive exploration of ways to enhance the value of products by paying attention to the whole iceberg. BIO: Michael Siepmann, Ph.D., The Tech Design Psychologist™, helps organizations unlock human potential through interactive technology, resulting in higher revenue, lower costs, more positive human and social impact, and increased brand value. After earning his Ph.D. from one of the top ranked Psychology departments in the world, at the University of Pennsylvania, he gained over a decade of experience in technology, usability, user experience design, and business as a member of the Human Factors Engineering group at CenturyLink (formerly Qwest), before leaving to start his own consulting firm, Interaction Insight Consulting™.

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© 2013 Interaction Insight Consulting, LLC. All rights reserved.

Michael Siepmann, Ph.D.

The Tech Design Psychologist™

303-835-0501 • MS@InteractionInsight.com • @MSiep

Product Usability:Ability to Use is the Tip of the Iceberg

© 2013 Interaction Insight Consulting, LLC

All rights reserved

Usability’s Initial Focus

November 16, 2013

2© 2013 Interaction Insight Consulting, LLC

All rights reserved

The Inescapable Humanness of Tech

November 16, 2013

3

UseMe!

© 2013 Interaction Insight Consulting, LLC

All rights reserved

Paths of Tech Design Impact

November 16, 2013

4

Ability to use

© 2013 Interaction Insight Consulting, LLC

All rights reserved

Ability to Use ���� Cognition, Emotion, Behavior

November 16, 2013

5© 2013 Interaction Insight Consulting, LLC

All rights reserved

• Adolf Hitler was born in 1892.

• Adolf Hitler was born in 1887.

• Cognitive Ease

“But is more common”

“This patient brings to mind ”

Tech Design ���� Cognition

November 16, 2013

6© 2013 Interaction Insight Consulting, LLC

All rights reserved

“Think like a clinician”

“Think like a statistician”

Tech Design ���� Emotion

• Secondary Traumatic Stress (STS)

November 16, 2013

7© 2013 Interaction Insight Consulting, LLC

All rights reserved

“The key to effective management of STS is … earlyrecognition of, and insight into, the strong emotions experienced in the doctor-patient relationship.”

- Peter Huggard, 2003

?

Tech Design ���� Behavior

November 16, 2013

8© 2013 Interaction Insight Consulting, LLC

All rights reserved

• Behavior Toward Obese Patients

“Primary care physicians … demonstrated less emotional rapport with overweight and obese patients … than with normal weight patients.”

- Kimberly Gudzune, et al., 2013

Social psychology �What would help?

Technology � Deliver help “just in time”

The Best Doctors

November 16, 2013

9© 2013 Interaction Insight Consulting, LLC

All rights reserved

The Best Technology Products

November 16, 2013

10© 2013 Interaction Insight Consulting, LLC

All rights reserved

Ability to use

Positiveinfluence

What You Can Do

November 16, 2013

11© 2013 Interaction Insight Consulting, LLC

All rights reserved

? !

Contact Me

Michael Siepmann, Ph.D.

The Tech Design Psychologist™

303-835-0501

MS@InteractionInsight.com

@MSiep

November 16, 2013

12© 2013 Interaction Insight Consulting, LLC

All rights reserved

Images courtesy of OpenClipArt.org

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