Sage UX: How Anthropology Can Improve Your UX Practice

Sage UXHow Anthropology

Can Improve Your UX Practice

Annette Priest@annettepriest

#uxcam

Friday, November 30, 2012


How Can Anthropology Improve Your UX

Practice?


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.

#SageUXFriday, November 30, 2012

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 humanuse of tools, only UX explores the entire panorama of the user experience from interface design to interactions and flow.


What We’ll CoverBasic Principles of Anthropology

Specialities within Anthropology

Key concepts to apply in your UX practice


5,700 ...


Photo: http://pt.fotopedia.com/items/flickr-1712161034Friday, November 30, 2012

http://pt.fotopedia.com/items/flickr-1712161034

http://pt.fotopedia.com/items/flickr-1712161034

Photo: http://maa.cam.ac.uk/assemblingbodies/exhibition/measurement/typologies/


http://maa.cam.ac.uk/assemblingbodies/exhibition/measurement/typologies/

http://maa.cam.ac.uk/assemblingbodies/exhibition/measurement/typologies/

Business Needs vs.

User Needs


What can we learn from anthropology?


“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


http://culturalanthropology.duke.edu/news-events/media/view/franz-boas


Cultural Relativism


Culture and UXCulture cannot be divorced from biology and adaptation, nor language from culture.

Contemporary societies cannot be understood without considering historical and evolutionary processes.

UX cannot be divorced from biology and adaptation, nor language from UX.

UI cannot be understood without considering historical and evolutionary processes.


Systems thinking


Use a Framework


Pick a Branch


Anthropological DisciplinesSociocultural anthropology

Biological/physical anthropology

Archaeology

Linguistics


Sociocultural Anthropology

Biological / Physical Anthropology

Archaeology

Linguistic Anthropology

ethnographic research user research usability testing human factors cognitive science ergonomics user interface design visual design web analytics competitive evaluations information architecture writing icons

Anthropology UX


Evaluating Culture

LandLanguageValuesClothingToolsRitualsGenealogyHierarchy


MethodsDirect Observation

ObjectsPhotosField notesInterviewsDrawingsVideoAudio Recordings

Secondary Research


Explore and Analyze


#SageUX Photo: http://www.fullhdwpp.com/gadgets/olympus-lensesFriday, November 30, 2012

http://www.fullhdwpp.com/gadgets/olympus-lenses


What lenses are YOU looking through?


Photo: http://www.nasa.gov/images/content/151232main_image_feature_601_ys_4.jpg


http://www.nasa.gov/images/content/151232main_image_feature_601_ys_4.jpg


Status


#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the-domFriday, November 30, 2012

http://richkidsofinstagram.tumblr.com/post/31926190899/spray-the-dom


#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31889546994/monaco-yacht-partyFriday, November 30, 2012

http://richkidsofinstagram.tumblr.com/post/31889546994/monaco-yacht-party


#SageUXPhoto: http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to-st-tropez-by-annabelschwartz


http://richkidsofinstagram.tumblr.com/post/27481414342/welcome-to-st-tropez-by-annabelschwartz


#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candy


http://richkidsofinstagram.tumblr.com/post/29146284949/arm-candy


#SageUX Photo: http://images.cdn.fotopedia.com/flickr-4342651-hd.jpg


http://images.cdn.fotopedia.com/flickr-4342651-hd.jpg


#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/29903040615/strategic-pout


http://richkidsofinstagram.tumblr.com/post/29903040615/strategic-pout


#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the-pool


http://richkidsofinstagram.tumblr.com/post/31810730781/dom-in-the-pool


#SageUX Photo: http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton-gun


http://richkidsofinstagram.tumblr.com/post/30998996245/louisvuitton-gun


#SageUX Photo by geograph.org.uk/UrbanSpaceman


#SageUX Photo: http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship-store-in-china/Friday, November 30, 2012

http://i-likeitalot.com/2012/07/louis-vuitton-opens-maison-flagship-store-in-china/


#SageUX Photo: http://www.perrier-jouet.com/en/exclusive-offers/by-forFriday, November 30, 2012

http://www.perrier-jouet.com/en/exclusive-offers/by-for


#SageUX Photo: http://samanthahighfill.wordpress.com/2011/11/09/gift-giving-guide/Friday, November 30, 2012

http://samanthahighfill.wordpress.com/2011/11/09/gift-giving-guide/


It’s all too much


#SageUX Photo:http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.htmlFriday, November 30, 2012

http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html


Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html


Photo: http://victoriadailyphoto.blogspot.com/2011/02/finlayson-arm.html


#SageUX Photo: flickr/wburris http://www.flickr.com/people/billburris/ Friday, November 30, 2012

http://www.flickr.com/people/billburris/


#SageUX Photo: http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ch30/30-12.jpgFriday, November 30, 2012

http://schools.nashua.edu/myclass/knoetige/ArtHistory1/ch30/30-12.jpg


#SageUX Photo: http://www.canadianheritage.org/images/large/23257.jpg


http://www.canadianheritage.org/images/large/23257.jpg


#SageUX Photo: http://blog.linedandunlined.com/post/404917364/form-giving

Above: Tlingit Chiefs, dressed in full regalia, gathered at a Potlatch ceremony in Sitka in 1904.


http://blog.linedandunlined.com/post/404917364/form-giving


#SageUX Photo: http://www.kwakiutl.bc.ca/culture/potlatch.htm


http://www.kwakiutl.bc.ca/culture/potlatch.htm



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 Photo: http://www.salmonfishingnow.com/Friday, November 30, 2012

http://www.salmonfishingnow.com/


#SageUX Photo: http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/photostream/Friday, November 30, 2012

http://www.flickr.com/photos/imlsdcc/5063156652/sizes/o/in/photostream/


#SageUX Photo: http://www.firstnations.de/fisheries/kwakwakawakw-kwakiutl.htm


http://www.firstnations.de/fisheries/kwakwakawakw-kwakiutl.htm

http://www.firstnations.de/fisheries/kwakwakawakw-kwakiutl.htm


Ruth Benedict

#SageUX Photo: http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpg Friday, November 30, 2012

http://en.wikipedia.org/wiki/File:Ruth_Benedict.jpg


What was missing?• Impact of disease

• Population changes

• Labor market

• New income sources

• The long view



Good UX progressively supports culture, cortex and company

Can you move?

How do you feel?

Can you give me the details of the accident?


Be Ethical


Ethics = ObligationsAnthropological 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


Ethics = ObligationsAnthropological 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

UX:• Your company• Your client• Your customers• Your team• Your coworkers• Your company


“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




Anthropology Can Improve Your UX Practice Through

Holistic PerspectiveSystems ThinkingUse a FrameworkUnderstand your bias - work to mitigate it!Hypothesis GenerationEvidence Based ApproachEthics


Anthropology compared to UX

Holistic perspective - understanding humankind in terms of the dynamic interrelationships of all aspects of human existence.

understanding user experience in terms of the dynamic interrelationships of all aspects of UX:human factorsuser interfaceinformation architecturevisual designcompetitive landscapeuser expectations


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


From OverviewSwitch 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


Start with what’s on the surface, then excavate -

Go carefullyBe delicate


Common SkillsKnowing 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


Thanks!Annette Priest

[email protected]


mailto:[email protected]


Holistic perspectives Anthropology UX

understanding humankind in terms of the dynamic interrelationships of all aspects of human existence.

understanding user experience in terms of the dynamic interrelationships of all aspects of UX:human factorsuser interfaceinformation architecturevisual designcompetitive landscapeuser expectations


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


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


Thanks!Annette Priest

[email protected]://revelinsight.com












Photo by geograph.org.uk/UrbanSpaceman

http://www.geograph.org.uk/profile/4942




Photo by: flickr/wburris ( http://www.flickr.com/people/billburris/ )


Photo from http://samanthahighfill.wordpress.com/2011/11/09/gift-giving-guide/



http://www.housing.ubc.ca/files/van/images/totem/First_Nations_map_3.jpg



Photo from North Olympic Library, Port Angeles, WA


http://socialsciencebookdesign.wordpress.com/


Photo from Duke University Cultural Anthropology Media Catalog


http://www.esri.com/news/releases/11-1qtr/goodall.html

http://wrestlingtheangel.wordpress.com/2008/07/11/jane-goodalls-reason-for-hope-why-evolution-is-a-beautiful-idea/

http://images.google.com/hosted/life/l?imgurl=0cfb64c2b1fa5b0c&q=anthropologist+source:life&ei=wWwjSY34A5j2sAPyw4C7CA&sig2=KC7Ee-ujkFoFf-9SBmob7w&usg=__5v2VI7I7KgF0YnLaE3jiA9ZoP_g=&prev=/images%3Fq%3Danthropologist%2Bsource:life%26hl%3Den



http://www.wildchimpanzees.org/media/photo_gallery_jpg/goodall_40.jpg

http://www.originalprop.com/blog/2010/06/06/photographic-preview-a-visit-with-breanna-livie-the-golden-closet-behind-the-scenes-at-eastern-costume/

http://upload.wikimedia.org/wikipedia/commons/3/33/Wawadit%27la

Photo Credits
























































http://www.salmonfishingnow.com

http://www.salmonfishingnow.com





http://socialsciencebookdesign.wordpress.com

http://socialsciencebookdesign.wordpress.com







































http://upload.wikimedia.org/wikipedia/commons/3/33/Wawadit%27la%28Mungo_Martin_House%29_a_Kwakwaka%27wakw_big_house.jpg

http://upload.wikimedia.org/wikipedia/commons/3/33/Wawadit%27la%28Mungo_Martin_House%29_a_Kwakwaka%27wakw_big_house.jpg

Sage UX: How Anthropology Can Improve Your UX Practice

Design