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From landing gear 
to landing pages: The human ...

From landing gear 
to landing pages: The human factor from WW2 to WWW

Lecture for Sectra, Västervik, May 2025

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Jonas Söderström

June 01, 2025
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  1. Jonas Söderström • 2025 From landing gear to landing pages:

    The human factor from WW2 to WWW Sectra • Västervik • 28 May 2025 Jonas Söderström
  2. Jonas Söderström • 2025 Greetings! • Digital solutions since 1980

    • ”UX strategist” • Designer, consultant, educator • Regeringen • ICA • Polisen • KF • Försäkringskassan • Axfood • Prevent • Sunt Arbetsliv • Lärarförbundet • SIF • CAB • SL • Unionen • IFSW
  3. Jonas Söderström • 2025 … typeface Information But what goes

    into the tabs? What are the names of these sections?
  4. Jonas Söderström • 2025 What goes under each term? How

    many sections? In what order should they be? Information Service Support About Contact
  5. Jonas Söderström • 2025 And what can you do? Information

    Service Support About Contact • What can you do with the menu? • How does it react to mouseover? • If you click it? Support • Another page opens? • A sub-menu unfolds? •Is it stable or will it collapse? • If you click a second tab?
  6. Jonas Söderström • 2025 Visual design Infor- mation design Interaction

    design See, feel, emote Find, interpret, unerstand Act, order, command The user interface
  7. Jonas Söderström • 2025 Login E-mail Password Log In Register

    Forgot password? ”I’m not here to be in a relationship”
  8. Jonas Söderström • 2025 Logga in E-mail Password Log In

    Register Forgot password? 45 % had multiple log-ins 160.000 new passwords/day < 25 % of these completed purchase
  9. Jonas Söderström • 2025 You do not need to create

    an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout. Continue E-mail Password Log In Forgot password?
  10. Jonas Söderström • 2025 Visual design Infor- mation design Interaction

    design See, feel, emote Find, interpret, understand Act, order, command The user interface
  11. Jonas Söderström • 2025 Quite easy to fi nd. I

    get it! Looks nice. Looks pleasant. How convenient! That was easily done!
  12. Jonas Söderström • 2025 WTF … why can’t I fi

    nd I? Does’nt look trustworthy &%£#! 11 clicks to do this!?!
  13. Jonas Söderström • 2025 Labels, headlines, text design, chunking, SEO,

    informative images: maps, diagrams instruktions, symbols Buttons, search, forms, menus, work fl ows, progress bar behaviour … What we design Colour, animation, pictures, typogra fi , sound, space, thick/narrow, big/ small …
  14. Jonas Söderström • 2025 SYSTEM Concept Draft design Prototype Sandbox

    User test User test User test User test some specs
  15. Jonas Söderström • 2025 SPECS DEVELOP ”We can’t test before

    we have a complete system” VGR / Oracle 🤮
  16. Jonas Söderström • 2025 Concept User test User test User

    test User test Draft design Prototype Sandbox some specs 🥇 ”The crucial factor was that you insisted on doing tests in each sprint” Developers at evaluation
  17. Jonas Söderström • 2025 A portal ? Less time spent

    for each application for grants Permanent change Solution
  18. Jonas Söderström • 2025 A portal Less time spent for

    each application for grants Won’t miss a single possible application Permanent change Solution
  19. Jonas Söderström • 2025 How do you recognize a solution?

    Something you buy, pay for, organize A changed (measurable) quality in the business or the work force Permanent change Solution
  20. Jonas Söderström • 2025 Less time spent for each application

    for grants Won’t miss a single possible application Impact goal Measurement 25% A portal Permanent change Solution
  21. Jonas Söderström • 2025 Less time spent for each application

    for grants Won’t miss a single possible application Effektmål Mätpunkt 25% Trining? Support? New org? Rewards? AI? Whiteboard? A portal? Permanent change Solution
  22. Jonas Söderström • 2025 500.000 units made User by +30

    airlines for 32 years In MoMAs permanent collection
  23. Jonas Söderström • 2025 Millennium: > 90 actions to renew

    one prescription • Klicka på Patient i menyraden. Meny öppnas. • Klicka på Sök patient i menyn. Dialogruta öppnas. • Klicka på fältet Person-ID. • Ange ”PNR” eller välj PNR från rullgardinsmenyn. • Klicka på fältet bredvid Person-ID. • Skriv in personnumret på patienten, 12 si ff ror, och tryck Enter. Dialogruta öppnas. • Klicka på Lägg till vårdhändelse. Dialogruta öppnas (alternativt klicka på OK, klicka sedan på Patienthanteringskonversation i den tredje övre menyraden, meny öppnas, klicka på Oplanerad vårdhändelse utan besök i menyn. Dialogruta öppnas). • Klicka på fältet Vårdinrättning. • Skriv in ”Närhälsan” manuellt och tryck enter (alternativt skriv ”nä”, ”när” eller ”närh”, tryck enter eller klicka på sök-ikonen och välj Närhälsan bland sökresultaten). • Klicka på rullgardinsmenyn för fältet Tolkbehov. • Klicka på Nej bland alternativen. • Klicka på Spara och fortsätt. Dialogruta öppnas. • Klicka på rullgardinsmenyn för fältet Byggnad. • Klicka på Område V7 bland alternativen. • Klicka på rullgardinsmenyn för fältet Enhet. • Skrolla ned i menyn till Kinna VC och klicka. Källa: Andreas Thörneby
  24. Jonas Söderström • 2025 Flera läkare på Sahlgrenska har kritiserat

    taligenkännings- programmet TIK som används på sjukhuset. DN 12 maj 2025 ”Like a dyslectic on amphetamine”
  25. Jonas Söderström • 2025 Kollega , 1 sep 2023 “The

    handling has broken down. […] The system that was supposed to automate tasks has instead led to increased manual handling, and each individual case takes longer.”
  26. Jonas Söderström • 2025 Shields are o ffl ine! Wait…

    if I’ll recon fi gure the warp fl ow … done, captain!
  27. Jonas Söderström • 2025 ”We’re working around the clock …

    we can’t say when the issue will be resolved”
  28. Jonas Söderström • 2025 C.W. Svensson, his son Eskil, the

    horse Ali at Hälsingegatan 12, Stockholm, in 1924.
  29. Jonas Söderström • 2025 ”Every day, hundreds of millions of

    people go to work and ... Singapore-based entrepreneur Yongfook
  30. Jonas Söderström • 2025 ... hate the piece of shit

    software they have to use to per- form their jobs.” Singapore-based entrepreneur Yongfook