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Making Better Decisions Earlier
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Ron Bronson
May 09, 2017
Design
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Making Better Decisions Earlier
Pixel Up UX & Design Conference (Cape Town, South Africa, 2017)
Ron Bronson
May 09, 2017
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Transcript
Making Smarter Decisions Earlier Content, Design & Blind Spots Ruining
Products & Experiences Ron Bronson Pixel Up 2017
Designing for reality.
None
None
Three kinds of myopia. Lack of long-range perspective in thinking
or planning.
Designer Myopia “...design with a nearsightedness that results in websites
and applications that please ourselves and impress our peers but don’t meet user and business goals.” - Rian van der Merwe
Marketing Myopia “A business suffers from marketing myopia when a
company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.” - Ted Levitt (1960)
• Architects see the world differently. • The roots of
training. • Justifying their own cognitive dissonance Architectural Myopia
None
None
We think we know our audiences?
None
We embed biases in products toward our imagined outcomes. This
makes us more likely to forget about, or at least minimize, the possibility of other outcomes.
None
None
By failing to consider the people outside of our own
set of experiences, we ignore people with the potential to expand our product use cases.
Perspective influences the goal line.
None
What can you do?
Decide your stance. “...the attitude the product takes, the personality
it has.” -Jon Kolko (Well Designed)
Take calculated risks.
Ask better questions earlier.
None
“...the player who looks least engaged may be the most
committed member of the group. A cynic, after all, is a passionate person who does not want to be disappointed again.” ― The Art of Possibility
Highlight the constraints constructively.
Focus on team composition.
Communicate the value of design & content through frameworks, tools
& metrics that resonate with your stakeholders.
Test your own assumptions.
www.perspective.cards
Show your work.
People don’t want to love your product.
Ron Bronson
[email protected]
@ronbronson on your twitter machine.