Designing for Skepticism and Bright Sunlight

Designing for Skepticism and Bright SunlightGilbert Guerrero, User Experience DesignerData Visualization Summit, Boston September 2015

Who are farmers?

Farmers are self-sufficient.

Farmers are wise.

Farmers are family-focused.

Photo Source: LA Times, http://latimes.com

Farmers are on the bleeding edge.

Photo Source: Gumdrop Cases Spring Planting, http://gumdropcases.com/

Photo Source: Provided by Kip Tom of Tom Farms

Farmers are disruptors.Farmers are disruptors.

Photo Source: Tweet by Kyle Allen, @Channel7Seed, https://twitter.com/channelseed7/status/605875624708669443

Photo Source: Tweet by Brent Peters, @bkpeters2000, https://twitter.com/bkpeters2000/status/601733949660921856

Farmers are entrepreneurs.

Photo Source: “More Illinois Farmers Are Embracing High Tech Ag ― But Is 'Big Data' Too Much Like 'Big Brother?’”, St. Louis Public Radio,

http://news.stlpublicradio.org

Data leaves only a faint and partial idea, while charts leave a distinct impression, which will remain for a considerable time, and the idea will be simple and complete, at once including the duration and the amount.

WILLIAM PLAYFAIR (1759-1823)

Farmers like visual displays of quantitative information.

Leave a distinct impression of an idea that is simple and complete.

Farmers make judgments based on personal experience.

Believing what you have to say about the future begins when you can match the past.

Farmers like having accurate data and a way in.

Your customers expect what comes out is only as good as what goes in.

Farmers don’t like it when… you tell them how to farm.

Don’t tell your customers how to run their business.

Farmers don’t like it when… you expect them to discover features.

Let them know what it is, how to use it, and what the benefit to them will be.

How can I claim to know farmers?

“San Francisco from Twin Peaks dusk" by Christian Mehlführer. Licensed under CC BY 2.5 via Commons

https://commons.wikimedia.org/wiki/File:SanFrancisco_from_TwinPeaks_dusk_MC.jpg

“Is This The Most San Francisco Photo Ever Taken?” http://sfist.com/2013/07/09/is_this_the_most_san_francisco_phot.php

I work in San Francisco

Devendra Banhart

which is, literally, a thousand miles away

San Francisco 1968

We have tools we use every day to help us

Well, who you gonna believe, me or your own eyes?

CHICO MARX

Yield is a function of genetics, the environment & farming practices

In 2013 we kicked off a multi-year study

with ethnographic interviews and contextual inquiry

Empathy requires care and feeding

We talk to at least 8-10 growers every month

Why farmers?

Weather has become increasingly

Unpredictable

By 2050, the world population will be

9.6 Billion

Source: World Bank, 2015.

Calories per person will increase by

30%

Source: UN FAO, World Bank, 2015.

We will need to increase food produced by

60%

Source: World Bank, 2015.

1lb of N2O from fertilizers versus 1lb of CO2 is

300X

Source: “Overview of Greenhouse Gases”, EPA, http://epa.gov/climatechange/ghgemissions/gases/n2o.html

Our mission is to help all the world’s people and businesses manage and adapt to climate change.

THE CLIMATE CORPORATION’S MISSION

Thank you

Gilbert [email protected]