Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Unpacking Myopia: Content, Design & The Blind S...
Search
Ron Bronson
July 22, 2016
Design
1
130
Unpacking Myopia: Content, Design & The Blind Spots that Ruin Products & Experiences
Design & Content Conference (Vancouver, July 2016)
Ron Bronson
July 22, 2016
Tweet
Share
More Decks by Ron Bronson
See All by Ron Bronson
Managing Content Migration
ronbronson
0
120
Content migration: Redesigns and beyond
ronbronson
0
180
Improving The Product Toolbox
ronbronson
0
100
Making Better Decisions Earlier
ronbronson
0
160
Managing Content Migration & Maintenance
ronbronson
0
130
Experiences Matter: On service design & higher ed
ronbronson
0
160
Live Content & Higher Ed: Perfect together?
ronbronson
0
85
Content Strategy Myopia: Toward a Toolkit for Better Content
ronbronson
0
430
Service Design & Higher Ed Marketing
ronbronson
0
170
Other Decks in Design
See All in Design
オリジナルのデザイン地図を作ってみた!〜OpenMapTilesとMaputnikを活用した地図スタイル〜
hjmkth
1
550
読書シェア会 vol.5 / Yumemi.grow 20250526
rakus_dev
0
1.6k
Fem tips om ux-text • WSA-dagen 29 jan 2025
jonas_blind_hen
PRO
0
180
AIの実践とコミュニケーションデザインの意義 / AI practice and the significance of communication design
bebe
0
550
The Golden Whitney
ohtristanart
PRO
0
160
“ブロック”で作る、WordPress制作フロー変革のすすめ
koots2021
4
1.8k
セブンデックス カルチャーブック
sevendex
2
16k
Flow, Not Stock 知識触媒としてのIA
5kaichi
1
280
同人音声のための、 最高の視聴体験を求めて【サブカル×デザインMeetUP!】
vivion
0
680
An Early Spring | Storyboard | Scenes 1-18
giofortuna_story
0
250
マズロー安達の弟子2期生、成功事例集(17人中17人が3ヶ月平均140万受注)
maslow_akkun
0
5.2k
harutaka Vision Deck
zenkigenforrecruit
0
120
Featured
See All Featured
Agile that works and the tools we love
rasmusluckow
329
21k
The Success of Rails: Ensuring Growth for the Next 100 Years
eileencodes
45
7.3k
Understanding Cognitive Biases in Performance Measurement
bluesmoon
29
1.8k
Improving Core Web Vitals using Speculation Rules API
sergeychernyshev
16
920
How to Create Impact in a Changing Tech Landscape [PerfNow 2023]
tammyeverts
52
2.8k
Facilitating Awesome Meetings
lara
54
6.4k
Design and Strategy: How to Deal with People Who Don’t "Get" Design
morganepeng
130
19k
Why You Should Never Use an ORM
jnunemaker
PRO
56
9.4k
Fashionably flexible responsive web design (full day workshop)
malarkey
407
66k
Building Adaptive Systems
keathley
43
2.6k
GraphQLとの向き合い方2022年版
quramy
46
14k
Helping Users Find Their Own Way: Creating Modern Search Experiences
danielanewman
29
2.7k
Transcript
Unpacking Myopia Content, Design & The Blind Spots that Ruin
Products & Experiences Ron Bronson #DCC16
Have you ever read an article, and thought “this wasn’t
made for me?”
None
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)
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
None
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.
Architectural Myopia Components 1. Users & Architects don’t see the
world the same way. 2. The roots of training. 3. Justifying their own cognitive dissonance
By failing to consider the people outside of our own
set of experiences, we ignore active users with the potential to expand our product use cases.
Let’s get real for a second.
None
You deposit a check. Your account is flagged. You find
out when you attempt to withdraw cash, because the customer was never contacted.
None
What’s the process for turning the lights back on when
a customer forget to pay the bill?
We believe we know our audiences.
Canvass a set of workers at your local DMV, welfare
office, retail outlet or airport.
CX people can give you a snapshot of their customers
from a front-line perspective.
Perspective influences the goal line
None
None
Takeaways
What can you do?
Take calculated risks.
Ask better questions earlier.
Highlight the constraints constructively.
Focus on team composition.
Decide your stance. “...the attitude the product takes, the personality
it has.” - Jon Kolko
Communicate the value of design & content through frameworks, tools
& metrics that resonate with your stakeholders.
Test your own assumptions.
Realize that most people don’t want to love your product.
They want it to work for them.
Ron Bronson
[email protected]
@ronbronson