Tag Archives: user experience

Have We Made AI Interfaces Too Human?

Could a Little Uncanny Valley Help Add Some Much Needed Skepticism to How We Treat AI Output?

Have We Made AI Interfaces Too Human?

GUEST POST from Pete Foley

A cool element of AI is how ‘human’ it appear’s to be. This is of course a part of its ‘wow’ factor, and has helped to drive rapid and widespread adoption. It’s also of course a clever illusion, as AI’s don’t really ‘think’ like real humans. But the illusion is pretty convincing. And most of us, me included, who have interacted with AI at any length, have probably at times all but forgotten they are having a conversation with code, albeit sophisticated code.

Benefits of a Human-LIke Interface: And this humanizing of the user interface brings multiple benefits. It is of course a part of the ‘wow’ factor that has helped drive rapid and widespread adoption of the technology. The intuitive, conversational interface also makes it far easier for everyday users to access information without training in search techniques. While AI’s they don’t fundamentally have access to better information than an old fashioned Google search, they are much easier to use. And the humanesque output not only provides ‘ready to use’ and pre-synthesized information, but also increases the believability of the output. Furthermore, by creating an illusion of human-like intelligence, it implicitly implies emotions, compassion and critical thinking behind the output, even if it’s not really there

Democratizing Knowledge: And in many ways, this is a really good thing. Knowledge is power. Democratizing access to it has many benefits, and in so doing adds checks and balances to our society we’ve never before enjoyed. And it’s part of a long-term positive trend. Our societies have evolved from shaman and priests jealously guarding knowledge for their own benefit, through the broader dissemination enabled by the Gutenberg press, books and libraries. That in turn gave way to mass media, the internet, and now the next step, AI. Of course, it’s not quite that simple, as it’s also a bit of an arms race. With this increased access to information has come ever more sophisticated ways in which today’s ’shamans’ or leaders try to protect their advantage. They may no longer use solar eclipses to frighten an astronomically ignorant populace into submission and obedience. But spinning, framing, controlled narratives, selective dissemination of information, fake news, media control, marketing, behavioral manipulation and ’nudging’ are just a few ways in which the flow of information is controlled or manipulated today. We have moved in the right direction, but still have a way to go, and freedom of information and it’s control are always in some kind of arms race.

Two Edged Sword: But this humanization of AI can also be a two edged sword, and comes with downsides in addition to the benefits described above. It certainly improves access and believability, and makes output easier to disseminate, but also hides its true nature. AI operates in a quite different way from a human mind. It lacks intrinsic ethics, emotional connections, genuine empathy, and ‘gut feelings’. To my inexpert mind, it in some uncomfortable ways resembles a psychopath. It’s not evil in a human sense by any means, but it also doesn’t care, and lacks a moral or ethical framework

A brutal example is the recent case of Adam Raine, where ChatGPT advised him on ways to commit suicide, and helped him write a suicide note. A sane human would never do this, but the humanesque nature of the interface appeared to create an illusion for that unfortunate individual that he was dealing with a human, and the empathy, emotional intelligence and compassion that comes with that.

That may be an extreme example. But the illusion of humanity and the ability to access unfiltered information can also bring more subtle issues. For example, while the ability to interrogate AI around our symptoms before visiting a physician certainly empowers us to take a more proactive role in our healthcare. But it can also be counterproductive. A patient who has convinced themselves of an incorrect diagnosis can actually harm themselves, or make a physicians job much harder. And AI lacks the compassion to break bad news gently, or add context in the way a human can.

The Uncanny Valley: That brings me to the Uncanny Valley. This describes when technology approaches but doesn’t quite achieve perfection in human mimicry. In the past we could often detect synthetic content on a subtle and implicit level, even if we were not conscious of it. For example, a computerized voice that missed subtle tonal inflections, or a photoshopped image or manipulated video that missed subtle facial micro expressions might not be obvious, but often still ‘felt’ wrong. Or early drum machines were so perfect that they lacked the natural ’swing’ of even the most precise human drummer, and so had to be modified to include randomness that was below the threshold of conscious awareness, but made them ‘feel’ real.

This difference between conscious and unconscious evaluation creates cognitive dissonance that can result in content feeling odd, or even ‘creepy’. And often, the closer we got to eliminating that dissonance, the creepier it feels. When I’ve dealt with the uncanny valley in the past, it’s generally been something we needed to ‘fix’. For example, over-photoshopping in a print ad, or poor CGI. But be careful what you wish for. AI appears to have marched through the ‘uncanny valley’ to the point where its output feels human. But despite feeling right, it may still lack the ethical, moral or emotional framework of the human responses it mimics.

This begs a question, ‘do we need some implicit as well as explicit cues that remind us we are not dealing with a real human? Could a slight feeling of ‘creepiness maybe help to avoid another Adam Raine? Should we add back some ‘uncanny valley’, and turn what used to be something we thought of as an ‘enemy’ to good use? The latter is one of my favorite innovation strategies. Whether it’s vaccination, or exposure to risks during childhood, or not over-sanitizing, sometimes a little of what does us harm can do us good. Maybe the uncanny valley we’ve typical tried to overcome could now actually help us?

Would just a little implicit doubt also encourage us to think a bit more deeply about the output, rather than simply cut and paste it into a report? By making AI output sound so human, it potentially removes the need for cognitive effort to process the output. Thinking that played a key role in translating search into output can now be skipped. Synthesizing and processing output from a ‘old fashioned’ Google search requires effort and comprehension. With AI, it is all to easy to regurgitate the output, skip meaningful critical thinking, and share what we really don’t understand. Or perhaps worse, we can create an illusion of understanding where we don’t think deeply or causally enough to even realize that we don’t understand what we are sharing. It’s in some ways analogous to proof reading, in that it’s all to easy to skip over content we think we already know, even if we really don’t . And the more we skip over content, the more difficult it is to be discerning, or question the output. When a searcher receives answers in prose he or she can cut and paste into a report or essay, less effort effort and critical thinking goes into comprehension and the critical thinking, and the risk of sharing inaccurate information, or even nonsense increases.

And that also brings up another side effect of low engagement with output – confirmation bias. If the output is already in usable form, doesn’t require synthesizing or comprehension, and it agrees with our beliefs or motivations, it’s a perfect storm. There is little reason to question it, or even truly understand it. We are generally pretty good at challenging something that surprises us, or that we disagree with. But it takes a lot of will, and a deep adherence to the scientific method to challenge output that supports our beliefs or theories

Question everything, and you do nothing! The corollary to this is surely ‘that’s the point of AI?’ It’s meant to give us well structured, and correct answers, and in so doing free up our time for more important things, or to act on ideas, rather than just think about them. If we challenge and analyze every output, why use AI in the first place? That’s certainly fair, but taking AI output without any question is not smart either. Remember that it isn’t human, and is still capable of making really stupid mistakes. Okay, so are humans, but AI is still far earlier in its evolutionary journey, and prone to unanticipated errors. I suspect the answer to this lies in how important the output is, and where it will be used. If it’s important, treat AI output as a hypothesis. Don’t believe everything you read, and before simply sharing or accepting, ask ourselves and AI itself questions around what went into the conclusions, where the data came from, and what the critical thinking path is. Basically apply the scientific method to AI output much the same as we would, or should our own ideas.

Cat Videos and AI Action Figures: Another related risk with AI is if we let it become an oracle. We not only treat its output as human, but as super human. With access to all knowledge, vastly superior processing power compared to us mere mortals, and apparent human reasoning, why bother to think for ourselves? A lot of people worry about AI becoming sentient, more powerful than humans, and the resultant doomsday scenarios involving Terminators and Skynet. While it would be foolish to ignore such possibilities, perhaps there is a more clear and present danger, where instead of AI conquering humanity, we simply cede our position to it. Just as basic mathematical literacy has plummeted since the introduction of calculators, and spell-check has reduced our basic literary capability, what if AI erodes our critical thinking and problem solving? I’m not the first to notice that with the internet we have access to all human knowledge, but all too often use it for cat videos and porn. With AI, we have an extraordinary creativity enhancing tool, but use masses of energy and water for data centers to produce dubious action figures in our own image. Maybe we need a little help doing better with AI. A little ‘uncanny Valley’ would not begin to deal with all of the potential issues, but maybe simply not fully trusting AI output on an implicit level might just help a little bit.

Image credits: Unsplash

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AI Requires Conversational Intelligence

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AI Requires Conversational Intelligence

GUEST POST from Greg Satell

Historically, building technology had been about capabilities and features. Engineers and product designers would come up with new things that they thought people wanted, figure out how to make them work and ship “new and improved” products. The result was often things that were maddeningly difficult to use.

That began to change when Don Norman published his classic, The Design of Everyday Things and introduced concepts like dominant design, affordances and natural mapping into industrial design. The book is largely seen as pioneering the user-centered design movement. Today, UX has become a thriving field.

Yet artificial intelligence poses new challenges. We speak or type into an interface and expect machines to respond appropriately. Often they do not. With the popularity of smart speakers like Amazon Alexa and Google Home, we have a dire need for clear principles for human-AI interactions. A few years ago, two researchers at IBM embarked on a journey to do just that.

The Science Of Conversations

Bob Moore first came across conversation analysis as an undergraduate in the late 1980s, became intensely interested and later earned a PhD based on his work in the field. The central problems are well known to anybody who has ever watched Seinfeld or Curb Your Enthusiasm, our conversations are riddled with complex, unwritten rules that aren’t always obvious.

For example, every conversation has an unstated goal, whether it is just to pass the time, exchange information or to inspire an emotion. Yet our conversations are also shaped by context. For example, the unwritten rules would be different for a conversation between a pair of friends, a boss and subordinate, in a courtroom setting or in a doctor’s office.

“What conversation analysis basically tries to reveal are the unwritten rules people follow, bend and break when engaging in conversations,” Moore told me and he soon found that the tech industry was beginning to ask similar questions. So he took a position at Xerox PARC and then Yahoo! before landing at IBM in 2012.

As the company was working to integrate its Watson system with applications from other industries, he began to work with Raphael Arar, an award-winning visual designer and user experience expert. The two began to see that their interests were strangely intertwined and formed a partnership to design better conversations for machines.

Establishing The Rules Of Engagement

Typically, we use natural language interfaces, both voice and text, like a search box. We announce our intention to seek information by saying, “Hey Siri,” or “Hey Alexa,” followed by a simple query, like “where is the nearest Starbucks.” This can be useful, especially when driving or walking down the street,” but is also fairly limited, especially for more complex tasks.

What’s far more interesting — and potentially far more useful — is being able to use natural language interfaces in conjunction with other interfaces, like a screen. That’s where the marriage of conversational analysis and user experience becomes important, because it will help us build conventions for more complex human-computer interactions.

“We wanted to come up with a clear set of principles for how the various aspects of the interface would relate to each other,” Arar told me. “What happens in the conversation when someone clicks on a button to initiate an action?” What makes this so complex is that different conversations will necessarily have different contexts.

For example, when we search for a restaurant on our phone, should the screen bring up a map, information about pricing, pictures of food, user ratings or some combination? How should the rules change when we are looking for a doctor, a plumber or a travel destination?

Deriving Meaning Through Preserving Context

Another aspect of conversations is that they are highly dependent on context, which can shift and evolve over time. For example, if we ask someone for a restaurant nearby, it would be natural for them to ask a question to narrow down the options, such as “what kind of food are you looking for?” If we answer, “Mexican,” we would expect that person to know we are still interested in restaurants, not, say, the Mexican economy or culture.

Another issue is that when we follow a particular logical chain, we often find some disqualifying factor. For instance, a doctor might be looking for a clinical trial for her patient, find one that looks promising but then see that that particular study is closed. Typically, she would have to retrace her steps to go back to find other options.

“A true conversational interface allows us to preserve context across the multiple turns in the interaction,” Moore says. “If we’re successful, the machine will be able to adapt to the user’s level of competence, serving the expert efficiently but also walking the novice through the system, explaining itself as needed.”

And that’s the true potential of the ability to initiate more natural conversations with computers. Much like working with humans, the better we are able to communicate, the more value we can get out of our relationships.

Making The Interface Disappear

In the early days of web usability, there was a constant tension between user experience and design. Media designers were striving to be original. User experience engineers, on the other hand, were trying to build conventions. Putting a search box in the upper right hand corner of a web page might not be creative, but that’s where users look to find it.

Yet eventually a productive partnership formed and today most websites seem fairly intuitive. We mostly know where things are supposed to be and can navigate things easily. The challenge now is to build that same type of experience for artificial intelligence, so that our relationships with the technology become more natural and more useful.

“Much like we started to do with user experience for conventional websites two decades ago, we want the user interface to disappear,” Arar says. Because when we aren’t wrestling with the interface and constantly having to repeat ourselves or figuring out how to rephrase our questions, we can make our interactions much more efficient and productive.

As Moore put it to me, “Much of the value of systems today is locked in the data and, as we add exabytes to that every year, the potential is truly enormous. However, our ability to derive value from that data is limited by the effectiveness of the user interface. The more we can make the interface become intelligent and largely disappear, the more value we will be able unlock.”

— Article courtesy of the Digital Tonto blog and previously appeared on Inc.com
— Image credits: Pixabay

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Creating a Seamless and Unique Customer Experience

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Creating a Seamless and Unique Customer Experience

GUEST POST from Howard Tiersky

Most companies recognize that creating a seamless and unique customer experience is key to success in the digital world, but that’s not always easy to do. How can you deliver the optimal digital experience to your users?

If you’ve ever been to the arctic circle, there are icebergs that are not only acres wide, but that rise hundreds of feet above sea level — truly massive objects. Yet what is perhaps even more amazing is that scientists tell us that almost 90% of a typical iceberg’s mass is underwater, and not visible to from the surface. If you are in the “iceberg business” — studying them for science or cutting through them for ships to pass — it’s quite important to understand not just the visible component, but the full scale and depth of the iceberg.

Similarly, most companies now recognize that creating a seamless, elegant and differentiated customer experience is key to success in this increasingly digital world. Defining that optimal experience is not necessarily an easy task. In fact, it can seem like a huge undertaking, and at FROM, it’s something that we spend a large portion of our time working with clients to optimize.

But we also see many companies struggling to execute on delivering their customer experience vision. There are many reasons for this, but a starting point of success is realizing that excellent customer experience is more than meets the eye. While concrete manifestation of the experience is found in the brand’s digital properties, content, and features, this is just the part of the iceberg that sticks up above the water. Beneath the waterline is three additional supporting elements that must also be effectively managed in order to achieve an excellent customer experience and the associated business outcomes.

User Experience FROM Iceberg

1. Technical Architecture

Outstanding customer experiences are supported by modern technology stacks that permit two essential capabilities:

Access From Any Touchpoint

Great customer experiences have the flexibility of touchpoint, and permit you to not only interact via web, phone, mobile, kiosk or other devices but have all actions instantly updated and available in a consistent manner. An example of what not to do: I placed an order on HomeDepot.com and immediately realized I made a mistake. I wanted to cancel it, but due to technical constraints, you can’t cancel orders on the website, only from the call center. So I called the call center, and they told me they wouldn’t be able to “see” my order (and therefore weren’t able to cancel it) for about an hour when the systems synchronize, and I should call back then. Not a great or accessible customer experience.

Flexible Frameworks

Flexible frameworks have the ability to be modified rapidly along with the changes that are being frequently deployed. The number one secret to how great customer experiences got to be great? It’s not by having a genius team that gets it right the first time; it’s through an iterative process of testing and learning. To do that, you have to be able to efficiently code, test, and iterate or kill new ideas quickly. Furthermore, the frameworks for presentation, business logic, and transaction processing need to be flexible. If user testing shows that changing the sequence of information collected from users during a checkout process might improve conversion, you need to be able to make a change like that reasonably simply. We often see companies with aging mainframe-based “back office” systems that are holding them back from being able to re-engineer their customer experience because “that’s not how the legacy system works.” No matter how much pain, companies in this situation need roadmaps to upgrade, redesign or replace these inflexible systems to permit the creative evolution of their customer experience.

2. Business Operations

Serving the digital customer effectively is not just about creating digital touchpoints, but about evolving the total experience with digital at the center. That means you will need to change the way you do business in a variety of spheres. Customers who use online chat to ask questions expect answers far faster than those who email, let alone those who send in snail mail. Digital customers opening an account at your bank don’t want to have to wait to receive a thick packet of forms in the mail that they have to sign in 17 different places. You may want to offer digital customers alternatives in “out of stock” situations (such as a direct ship) or permit them to customize their purchases in ways that weren’t previously possible. Truly optimizing for digital will probably change how you merchandise, your return policies, your customer support, customer communications, and, well, everything. It may require new roles, new processes or a re-organization of the company.

3. Business Model

One of the benefits customers see from digital is a huge improvement in the value equation. Skype has taken our long distance bill from hundreds of dollars to pennies. Spotify has given us access to practically any song ever recorded for a few dollars a month, and Netflix has done the same for movies. In many markets, Uber has halved the cost of a taxi. This is awesome for consumers, but threatening to incumbents whose business models are dependent on the pricing levels of legacy business models. Jeff Zucker, the former CEO of NBC, echoed this concern a decade ago when he bemoaned having to trade “analog dollars for digital pennies.”

Why are some companies able to offer consumers a “better deal?” Because digital can take substantial cost out of the equation, allowing more digitally centric companies to be more cost-competitive or shift to totally different business models (subscription access to huge content libraries instead of one by one DVD rental in the case of Netflix; offering the largest ground transportation fleet in the world without ever buying a single vehicle in the case of Uber; likewise eBay and Alibaba, two of the largest online stores, both of which stock no inventory.) You can have a great website and app, but if the fundamental value equation of your business is no longer competitive, you are going to struggle.

Don’t Bolt On Digital

Digital started out as a means of communication. We then had the era of eCommerce, where we “bolted on” digital alternatives to access the same inventory and offers available in our non-digital channels. But today, the winners are “digitally-transformed” companies that are offering a digital value proposition and have a technology stack that empowers them to create a great customer experience, and the business processes necessary to support and deliver on it.

It may seem like a lot. And it is. The world is changing fast, and the companies that succeed in the future will be those that make the transition. The ones that don’t will wind up on the list with companies like Kodak, Polaroid, BlockBuster, Sports Authority, Borders, Linens and Things and Circuit City. You can use this as a high-level roadmap for what you need to do to keep up with the digital transformation era. If your formula is not working yet, ask yourself which of these three areas you might not be paying enough attention to, or adapting quickly enough.

This article originally appeared on the Howard Tiersky blog
Image Credits: Pexels

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Designing Solutions That Resonate Deeply with Users

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Empathy in Action

Designing Solutions That Resonate Deeply with Users

GUEST POST from Chateau G Pato

From my vantage point here in Washington state, amidst the vibrant tech scene and the natural beauty of the Pacific Northwest, I’m constantly reminded that truly impactful innovation is rooted in a deep understanding of human needs. We can develop the most technologically advanced products or the most efficient processes, but if they don’t resonate with the people they are intended to serve, they will ultimately fall short. The secret ingredient that transforms good ideas into breakthrough solutions is empathy – the ability to understand and share the feelings of others. It’s not just about understanding their stated needs, but delving deeper into their unspoken frustrations, their hidden desires, and their fundamental human experiences.

Empathy in design is not a soft skill; it is a critical capability that drives relevance, desirability, and ultimately, success. When we put ourselves in the shoes of our users, when we truly see the world through their eyes, we unlock insights that are simply not accessible through data analysis or market research alone. This deep understanding allows us to move beyond solving surface-level problems to addressing the core needs and pain points that truly matter. Empathy fuels creativity, guides our design decisions, and ensures that the solutions we create are not just functional, but also meaningful and impactful in people’s lives. It transforms the design process from a technical exercise into a deeply human endeavor.

Putting empathy into action requires a conscious and deliberate effort. It involves adopting a mindset of curiosity and humility, and actively engaging with users through various methods, including:

Immersive Observation: Observing users in their natural context to understand their behaviors, routines, and the challenges they face.
In-Depth Interviews: Engaging in open-ended conversations to uncover users’ motivations, feelings, and perspectives.
Empathy Mapping: Visually synthesizing user research to gain a holistic understanding of what users say, think, feel, and do.
Participatory Design: Involving users directly in the design process to co-create solutions that meet their needs.
Bodystorming and Role-Playing: Physically experiencing a user’s situation to gain a visceral understanding of their challenges.

Case Study 1: IDEO and the Redesign of Hospital Experiences

The Challenge: Reducing Anxiety and Improving the Patient Journey

The healthcare experience can often be stressful and disorienting for patients and their families. Traditional hospital design and processes often prioritize efficiency over emotional well-being. IDEO, a renowned design and innovation firm, recognized this disconnect and sought to redesign the hospital experience with a deep focus on empathy for patients and caregivers.

Empathy in Action:

IDEO’s team immersed themselves in the hospital environment, shadowing patients, nurses, and doctors. They observed the anxieties of patients navigating unfamiliar surroundings, the frustrations of nurses struggling with inefficient workflows, and the emotional toll on families. Through in-depth interviews, they uncovered the unspoken needs and fears of everyone involved. This empathetic understanding led to a range of human-centered design solutions, from clearer wayfinding signage and more comfortable waiting areas to redesigned patient rooms that offered greater control and privacy. They even developed tools to improve communication between patients and medical staff, addressing the feeling of being unheard or uninformed.

The Impact:

IDEO’s work in healthcare demonstrated the profound impact of empathy-driven design. The redesigned spaces and processes led to reduced patient anxiety, improved staff satisfaction, and better overall outcomes. By focusing on the human experience, IDEO was able to transform a traditionally stressful environment into one that was more supportive, comforting, and healing. This case study exemplifies how putting empathy into action can lead to innovative solutions that not only meet functional needs but also address the emotional and psychological well-being of users.

Key Insight: Immersing oneself in the user’s environment and deeply understanding their emotional experiences is crucial for designing healthcare solutions that prioritize well-being and improve outcomes.

Case Study 2: Airbnb and Designing for Trust in the Sharing Economy

The Challenge: Building Trust and Safety in a Novel Accommodation Platform

When Airbnb first emerged, it faced a significant challenge: how to build trust between strangers willing to open their homes to travelers and vice versa. The traditional hotel model had established mechanisms for safety and security, but the sharing economy platform relied on an entirely new dynamic. Without trust, the fundamental premise of Airbnb would collapse.

Empathy in Action:

The founders of Airbnb recognized that empathy was essential to overcoming this challenge. They spent considerable time engaging with early hosts and guests, trying to understand their anxieties and concerns. They asked themselves: What would make a host feel comfortable welcoming a stranger into their home? What would make a traveler feel safe staying in someone else’s property? This empathetic inquiry led to the development of key features designed to build trust, such as detailed host and guest profiles with photos and reviews, secure payment systems, and responsive customer support. They also focused on visual design and storytelling to create a sense of community and shared experience. By understanding the emotional needs of both hosts and guests, Airbnb was able to design a platform that fostered a sense of trust and safety, enabling the sharing economy to flourish in the accommodation sector.

The Impact:

Airbnb’s success is a testament to the power of empathy in designing for a new paradigm. By deeply understanding the trust-related anxieties of its users, the company was able to create a platform that resonated deeply and facilitated millions of successful stays worldwide. The features they developed, driven by empathy, not only addressed practical concerns but also fostered a sense of connection and belonging within the Airbnb community. This case highlights how empathy can be the foundation for building trust and driving the adoption of innovative, peer-to-peer business models.

Key Insight: Understanding and addressing the emotional needs and anxieties of users is paramount for building trust and facilitating the adoption of new and potentially unfamiliar platforms or services.

The Imperative of Empathy in Innovation

Across the globe, the most groundbreaking innovations are those that tap into fundamental human needs and desires. Empathy is not just a desirable trait for designers; it is the very engine of meaningful innovation. By actively cultivating our ability to understand and share the feelings of our users, we can move beyond creating mere solutions to designing experiences that truly resonate, build lasting relationships, and make a positive impact on people’s lives. In a world increasingly driven by technology, the human element, fueled by empathy, remains the most critical ingredient for creating a future where innovation serves humanity in profound and meaningful ways.

Extra Extra: Because innovation is all about change, Braden Kelley’s human-centered change methodology and tools are the best way to plan and execute the changes necessary to support your innovation and transformation efforts — all while literally getting everyone all on the same page for change. Find out more about the methodology and tools, including the book Charting Change by following the link. Be sure and download the TEN FREE TOOLS while you’re here.

Image credit: Pexels

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Beyond UI/UX: Crafting Truly Holistic Human Experiences

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Beyond UI/UX: Crafting Truly Holistic Human Experiences

GUEST POST from Art Inteligencia

From my vantage point here in America, I’ve observed a growing tendency to equate human-centered design solely with UI (user interface) and UX (user experience). While these elements are undoubtedly crucial, they represent only a fraction of what it truly means to craft holistic human experiences. True innovation in this space requires us to look beyond the screen and consider the entire journey, encompassing not just usability and aesthetics, but also emotional resonance, social impact, and long-term well-being.

The focus on UI/UX has brought significant improvements to the digital products we use every day, making them more intuitive and visually appealing. However, a beautifully designed interface or a seamless user flow is insufficient if the underlying service or product fails to meet deeper human needs or creates negative externalities. Think of a highly addictive social media app with a flawless UX but detrimental effects on mental health, or a convenient delivery service that contributes to unsustainable traffic congestion and gig worker precarity. These examples highlight the limitations of a design approach that stops at the surface level.

Crafting truly holistic human experiences demands a broader perspective, one that considers the entire ecosystem surrounding a product or service. It requires us to empathize not just with the direct user, but with all stakeholders impacted, including employees, communities, and the environment. This involves moving beyond user-centricity to a more human-centric approach, where we consider the broader consequences of our creations and strive to design solutions that contribute to overall human flourishing. Key elements of this holistic approach include:

Emotional Resonance: Designing for positive emotional connections and memorable moments throughout the entire experience, not just during direct interaction with a digital interface.
Ethical Considerations: Proactively addressing potential negative consequences, biases, and unintended harms that our creations might inflict on individuals or society.
Accessibility and Inclusivity: Designing experiences that are usable and equitable for people of all abilities, backgrounds, and contexts.
Service Design Integration: Mapping the entire customer journey, both online and offline, to identify opportunities for improvement and ensure a consistent and positive experience across all touchpoints.
Sustainability and Impact: Considering the environmental and social impact of our designs throughout their lifecycle, striving for solutions that are both beneficial and sustainable.

Case Study 1: Airbnb – Beyond the Booking Interface

The Initial Focus: Streamlining the Accommodation Search

Initially, Airbnb’s primary focus was on creating a user-friendly platform for finding and booking accommodations. Their UI and UX were designed to make this process as seamless and efficient as possible. However, as the platform grew, Airbnb recognized that the true value proposition extended far beyond the transaction itself.

Crafting a Holistic Experience:

Airbnb began to focus on the entire travel experience, recognizing that it encompasses not just finding a place to stay but also the sense of connection with a local community. They introduced “Experiences,” allowing travelers to book unique activities led by local hosts, fostering cultural exchange and deeper connections. They also invested in building trust and safety within their community through enhanced verification processes and host-guest communication tools. Furthermore, they have begun to address their environmental impact through initiatives aimed at promoting sustainable travel. By expanding their focus beyond the booking interface, Airbnb aimed to create a more holistic and enriching human experience for both travelers and hosts.

The Results:

Airbnb’s evolution beyond a simple booking platform has led to increased customer loyalty and a stronger brand identity. The introduction of “Experiences” has diversified their revenue streams and provided unique value to travelers seeking more than just a place to sleep. Their focus on trust and safety has been crucial for scaling their community globally. By considering the broader human needs and the wider impact of their platform, Airbnb has moved beyond providing a service to facilitating meaningful human experiences centered around travel and connection.

Key Insight: Truly holistic design considers the entire user journey and seeks to create meaningful connections and positive impact beyond the core functionality of a product or service.

Case Study 2: IDEO and the Redesign of the Hospital Experience

The Initial Challenge: Focusing on Clinical Efficiency

Traditional hospital design often prioritizes clinical efficiency and medical needs, sometimes at the expense of the patient’s emotional and psychological well-being. While UI/UX might apply to digital interfaces within the hospital, the overall patient experience can feel sterile, confusing, and disempowering.

A Human-Centered Approach to Service Design:

Design firm IDEO has worked with numerous healthcare organizations to redesign the entire hospital experience from a human-centered perspective. This goes far beyond the layout of rooms or the design of medical devices. They have focused on understanding the emotional journey of patients and their families, identifying pain points and opportunities for creating a more supportive and healing environment. This includes rethinking communication between staff and patients, improving wayfinding, creating more comfortable waiting areas, and even designing systems that empower patients to have more control over their care. Their approach considers all touchpoints, both physical and digital, to create a cohesive and empathetic experience.

The Results:

IDEO’s holistic design approach in healthcare has led to significant improvements in patient satisfaction, reduced anxiety, and even better clinical outcomes. By focusing on the emotional and psychological needs of patients, they have transformed the hospital experience from a purely clinical one to a more human and supportive one. Their work demonstrates that truly impactful design considers the entire service ecosystem and aims to create positive experiences for all stakeholders, not just the direct users of a specific interface. This comprehensive approach recognizes that healing involves more than just medical treatment; it also requires emotional support and a sense of well-being.

Key Insight: Holistic human experience design in complex service environments like healthcare requires mapping the entire journey and addressing emotional, physical, and informational needs across all touchpoints.

Moving Towards a More Human-Centered Future

As we continue to innovate here in America and beyond, it’s crucial that we broaden our definition of design to encompass the full spectrum of human experience. By moving beyond a narrow focus on UI/UX and embracing a more holistic, human-centered approach, we can create products, services, and systems that not only are usable and aesthetically pleasing but also contribute to emotional well-being, ethical considerations, accessibility, and a sustainable future. The true power of design lies in its ability to shape not just interfaces, but entire human experiences that are both meaningful and beneficial in the long run. It’s time to design for humanity, in its fullest sense.

Extra Extra: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

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Balancing User Needs with Business Goals

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Balancing User Needs with Business Goals

GUEST POST from Chateau G Pato

As a thought leader in human-centered change and innovation, my passion lies in exploring how businesses can thrive by aligning user needs with their core objectives. This synergy is essential for creating solutions that resonate with customers while driving sustainable growth. In this article, I will discuss strategies for achieving this balance, supported by real-world case studies.

Understanding the Nexus

At the core of product innovation and business strategy is the delicate dance of understanding and balancing user needs with business goals. While businesses need to generate revenue and grow, their products and services must also solve real problems and create value for users.

Strategy 1: User-Centered Design Thinking

Design thinking has emerged as a vital framework in bridging the gap between user needs and business goals. By focusing on empathy, ideation, and iterative testing, organizations can create solutions that delight users and fulfill business objectives.

Case Study: Airbnb

Airbnb’s success story is a testament to the power of user-centered design. Initially, the platform faced challenges in its value proposition. By engaging deeply with both hosts and guests, Airbnb identified key pain points, such as trust and safety concerns. The company implemented features like secure payments, verified IDs, and a robust review system. These changes not only addressed user needs but also drove Airbnb’s growth by building a trusted community.

The alignment of user needs with business strategy enabled Airbnb to expand its market share and build a sustainable business model that aligned perfectly with its goals of diversification and global reach.

Strategy 2: Agile Development and Feedback Loops

Agile methodologies emphasize flexibility and rapid iteration, allowing businesses to adapt quickly to changing user needs and market conditions. By creating continuous feedback loops with users, companies ensure that their products and services remain relevant and valuable.

Case Study: Spotify

Spotify exemplifies the application of agile principles in its product development. The company regularly gathers user feedback and analyzes listener behavior to enhance its offering. Through features like Discover Weekly and playlist curation, Spotify has continually innovated to meet evolving user needs.

By aligning its user-focused agility with its business goal of becoming the world’s top music streaming service, Spotify has seen tremendous growth in both user engagement and subscription revenue.

Strategy 3: Metrics that Matter

Identifying the right metrics is vital in balancing user needs with business goals. Instead of relying solely on traditional financial metrics, businesses must adopt user-focused KPIs such as Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), and user engagement metrics. These indicators provide insights into how well the company’s offerings align with user expectations.

A company deeply committed to understanding user satisfaction and aligning it with its growth strategy exemplifies this approach.

Conclusion

Balancing user needs with business goals is an intricate yet rewarding endeavor. By adopting user-centered design thinking, agile development practices, and the right performance metrics, companies can unlock unprecedented growth and innovation. The stories of Airbnb and Spotify provide valuable lessons on how aligning user empathy with strategic objectives can lead to enduring success.

Ultimately, when businesses genuinely listen to their users while maintaining a keen eye on their goals, they create a harmonious ecosystem where innovation and growth can flourish.

Embrace this balance, and watch as your organization transforms challenges into opportunities for remarkable success.

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The Key to Product Success is Putting Users First

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The Key to Product Success is Putting Users First

GUEST POST from Chateau G Pato

In the fast-paced world of innovation, one principle remains constant: the key to product success is putting users first. As organizations vie for consumer attention, understanding and catering to user needs is paramount. This article explores this concept through case studies, demonstrating how a user-centric approach can lead to groundbreaking products.

Understanding User-Centric Design

User-centric design is more than a buzzword; it’s a philosophy that places the user at the heart of the development process. By focusing on real user problems, companies can create products that are not only functional but also add tangible value to people’s lives.

Case Study #1: Airbnb’s Rise by Solving Real Problems

The story of Airbnb is an exemplary illustration of user-centric design. Founded in 2008, Airbnb began as a simple solution to afford rent. The founders, Brian Chesky and Joe Gebbia, faced a real problem: expensive lodging during busy conference periods. Their response? Rent out air mattresses in their apartment.

From this basic idea, Airbnb evolved by listening intently to user feedback. Early users desired more than just basic accommodations; they wanted unique, personable experiences. By addressing this, Airbnb built a platform that catered to adventure seekers, budget travelers, and everyone in between. Key features were developed based on user input, such as host reviews and detailed profiles, enhancing trust and community.

“Airbnb’s success lies in its ability to align its platform with the evolving needs of its user base, creating an ecosystem where both hosts and guests thrive.”

Case Study #2: How Slack Became Essential for Teams

Slack’s journey to becoming a leading collaboration tool is another testimony to user-centered innovation. Initially started as a communication platform for their internal game development team, the creators of Slack realized that their tool had a universal application that could solve communication woes for many organizations.

Slack’s growth strategy was heavily driven by user feedback. They engaged with beta testers to understand the core issues with existing communication tools. Slack’s features like channels, integrations, and an intuitive interface were direct responses to user needs for more efficient and organized communication.

Even as it scaled, Slack maintained a strong connection with its users, regularly implementing feedback to enhance user experience. This commitment to understanding and responding to user feedback allowed Slack to rapidly become the default workspace for teams worldwide.

“Slack’s user-centric focus transformed it from a small internal tool to a must-have for businesses, simply by addressing user pain points effectively.”

The Principles of User-Centric Success

What can we learn from Airbnb and Slack? Some core principles guide successful user-centric innovation:

Empathy: Understand users’ needs, desires, and pain points deeply.
Iterative Design: Regularly test ideas and prototypes with real users to refine and improve.
Feedback Loops: Create channels for continuous user feedback and be ready to adapt.
Value Creation: Ensure that your product not only solves problems but does so in a way that enhances the user’s life.

Conclusion

Putting users first is not just a strategy; it’s an ideology that converts products into essential parts of users’ lives. Whether it’s creating unforgettable travel experiences like Airbnb or simplifying team collaboration as Slack does, the common denominator of successful innovations is their unwavering commitment to user needs. As you embark on your product development journey, remember: the closer you get to your users, the closer you are to success.

By continuously prioritizing the user, businesses can cultivate loyalty, drive growth, and achieve unprecedented levels of success, solidifying their place in the market as indispensable tools, services, or experiences.

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High Quality User Experiences Lie at the Heart of Innovation

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High Quality User Experiences Lie at the Heart of Innovation

GUEST POST from Chateau G Pato

Welcome, dear business professionals and innovators, to the thrilling world of user experiences (UX) as the driving force behind remarkable innovations! Picture this: the greatest innovations over time aren’t just about sleek technology or cutting-edge design. They’re deeply rooted in exceptional user experiences, weaving functionality with the user’s being in mind. It’s not wizardry—it’s strategic thoughtfulness married with creativity.

The Theory Behind UX and Innovation

Let’s start with the theoretical groundwork before diving into the playground of real-world examples and practical insights. At the core, innovation can be broken down into two elements: meeting unmet needs and solving problems in unique ways. When we talk about high-quality UX, we’re diving into the delicious soup of innovation ingredients: empathy, simplicity, and context-fitting solutions.

“Innovation is the ability to see change as an opportunity, not a threat.” — Steve Jobs

The essence of UX lies in empathy for the user. This means understanding their pain points, desires, environments, and ultimately, their journey. When businesses hone in on these aspects, they’re addressing the fundamental truths of human interaction. With a user-focused mindset, businesses can not only satisfy but delight their customers, fostering loyalty and growth.

Case Study One: Apple Inc. – Redefining Personal Tech

Apple Inc., acknowledged for its relentless pursuit of innovative yet user-friendly products, transformed the personal tech landscape by emphasizing intuitive and beautiful experiences. Consider the iPhone. Launched in 2007, it revolutionized the smartphone with a seamless touch interface, effortlessly linking hardware, software, and services by prioritizing user interaction.

Apple’s innovation wasn’t in just creating the upbeat visuals or excellent hardware. Instead, it was about removing barriers. The iPhone simplified what was once complex. By understanding the frustrations users faced with contemporary phones and leveraging a UX-centered design, they crafted a product that redefined how people connected with technology.

Practical Insight: Involve Users Early and Often

The story of the iPhone reveals a key takeaway: involve your users at every stage. During product development, prioritize user feedback. Prototype, test, iterate, and do it all again. This cyclical feedback loop not only refines the product but also inherently builds brand love and loyalty.

Case Study Two: Airbnb – Reimagining Travel Lodging

Initially dismissed as a quirky idea, Airbnb upended the conventional hotel industry with the power of UX-led innovation. How? By flipping the script – instead of dictating what the service should be, Airbnb built the platform collaboratively with both hosts and travelers. This double-ended user experience was key.

Through thoughtful UX design, Airbnb removed the friction points in both finding a unique place to stay and for hosts to rent out their spaces. The company’s relentless focus on understanding user journeys allowed them to craft user scenarios that reproduced real-world experiences, ultimately leading to a platform that’s convenient, reliable, and delightful for millions.

Practical Insight: Creating Emotional Connections

Airbnb’s success illustrates how crafting emotional connections through authentic, relatable experiences can lead to innovative breakthroughs. By appreciating cultural nuances and personal stories, businesses can design products and services that resonate on a deeper level, triggering emotional engagement that fosters brand growth.

The Practical Playbook

So, how can businesses consistently place high-quality user experiences at the heart of their innovation efforts? Here’s a playful yet effective practical playbook:

Get into the trenches – dive deep into user research and journey mapping.
Embrace rapid prototyping – build early, test often, and welcome failure as a learning tool.
Adopt a beginner’s mindset – see your product/service through novice eyes.
Foster cross-disciplinary collaborations – blend creative, technical, and strategic lenses.
Celebrate customer stories – center narratives around user victories enabled by your innovation.

Conclusion

Remembering that high-quality UX is not an endpoint but a perpetual journey can keep innovation alive and thriving. With this mindset, you can unlock a world where customers’ experiences are rich gardens, continually blooming with innovative delights.

So here’s to crafting timeless experiences that enchant the world! The path to innovation isn’t a straight line—it’s a beautifully curvy journey filled with user insights, empathy, and a sprinkle of magic. Onward!

This article highlights the importance of user experience in driving innovation through both theoretical exploration and practical insights, supported by relevant case studies from Apple and Airbnb. Let me know if there are any changes or additional elements you’d like to include.

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User Testing with Diverse Audiences

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User Testing with Diverse Audiences

GUEST POST from Art Inteligencia

In today’s interconnected world, designing products that resonate with a diverse audience is not just a competitive advantage; it’s a necessity. At the core of inclusive product design is user testing with diverse audiences. This approach ensures that products are accessible, relevant, and enjoyable for people from a variety of backgrounds, experiences, and abilities.

Why User Testing with Diverse Audiences Matters

The benefits of user testing with diverse audiences extend beyond functionality. It enhances empathy, highlights potential biases, and uncovers aspects of user experience that might otherwise remain hidden. It ensures that innovation stems from not just technological brilliance but also a deep understanding of the multifaceted user base.

Case Studies

Case Study 1: Global Media Streaming Service

A leading media streaming service sought to expand its market penetration across different continents. To achieve this, the company conducted extensive user testing sessions in Asia, Europe, and South America.

The company discovered that users in Asia preferred a more straightforward interface, while European users valued detailed categorization of content. In South America, users emphasized the need for continuous connectivity despite bandwidth limitations.

By integrating these diverse insights, the service launched a redesigned interface with adaptive features like a toggle menu for detailed or simple navigation and an offline viewing mode for bandwidth-constrained users. The result? A significant boost in user retention and satisfaction across target markets.

Case Study 2: Mobile Banking Application

A mobile banking application recognized the need to cater to an aging population and users with varying degrees of tech literacy. They embarked on user testing involving older adults and individuals unfamiliar with mobile technology.

Insights from the testing revealed usability issues like small fonts and complex navigation. By addressing these, the app introduced voice-activated commands and simplified transaction processes, making it accessible and user-friendly for everyone.

The inclusivity factor proved pivotal in expanding the app’s user base among older adults and those previously excluded due to technological barriers, significantly increasing financial inclusivity and trust in digital banking.

Conclusion

Incorporating diverse user testing is more than a step in the product development process—it’s a catalyst for meaningful innovation. It underscores the importance of understanding and valuing the rich diversity among end users. As organizations embrace inclusive design, they not only build successful products but also contribute to a more equitable world.

This article provides an overview of the importance of user testing with diverse audiences, supported by two case studies demonstrating how this approach can lead to significant improvements in product design and market success.

Bottom line: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Unsplash

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Human-Centered Design and User Experience

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Human-Centered Design and User Experience

GUEST POST from Art Inteligencia

As technology becomes increasingly complex, the need for user-friendly design and user experience (UX) is more important than ever. To understand user experience, it’s essential to understand human-centered design, which is the practice of designing products and services with the user’s needs and objectives as the focal point. Human-centered design involves looking at the needs and wants of a product’s end user, rather than the product or service itself, which helps create a better user experience. The focus of human-centered design is on creating the best possible user experience, and many companies have realized the benefits of using this approach. Here, we’ll look at two case studies of successful human-centered design and user experience.

What are the key ways that human-centered design and user experience intersect?

There are definite intersections between user experience and human-centered design. Here are four (4) intersection points to consider:

1. Focus on Context: Human-centered design and user experience both focus on taking the context of the user into account and ensuring the system meets their needs. This means understanding the user’s environment, their emotional state, and their goals, and then designing the system to meet those needs.

2. Create Solutions for Different Types of Users: Human-centered design and user experience approach the problem solving process differently. They take into account how people interact with the system, how they may encounter problems, and how they feel. Then, they create solutions that can be tailored to specific types of users, older users, disabled users, etc.

3. Enable Iterative Development: Human-centered design and user experience methods enable a more iterative development process. This means that the design process can evolve as new information comes in from users, allowing for improved solutions at each step of development.

4. Focus on Holistic Experiences: Human-centered design and user experience place importance on the usability of the system, but also the overall experience the user will have. This means that both the visuals and the usability should enhance the user’s experience. It also means that the system should be easy to use and understand, no matter how it is accessed.

Case Study 1 – Healthcare Industry

The first case study is an example of human-centered design applied to the healthcare industry. Vitamin Health is a company that is leveraging human-centered design to quickly and accurately deliver personalized vitamin and supplement recommendations, tailored to the individual’s lifestyle and health needs. The company created an online platform that assesses the user’s needs and then generates personalized vitamin and supplement recommendations. After a brief survey, the user is presented with a clear summary of their recommended vitamins and supplements. Along with providing the recommendations, Vitamin Health has also created an app that allows users to manage their vitamin and supplement intake. Vitamin Health has improved the user experience by making the process of obtaining personalized recommendations easy and convenient.

Case Study 2 – Entertainment Industry

The second case study involves human-centered design applied to the entertainment industry. Netflix is a streaming service provider that has placed a strong emphasis on user experience. Netflix uses human-centered design to create a personalized experience for each user. It is constantly collecting data on user action in real time, which is then used to make personalized recommendations. Netflix has implemented many features that allow users to find content that suits their particular interests and preferences. The company has also made the process of subscribing to its service quick and easy.

Conclusion

By focusing on human-centered design and user experience, Netflix and Vitamin Health have been able to create products and services that are more user-friendly, efficient, and enjoyable. They have also demonstrated the importance of understanding the needs of end users in order to create an optimal user experience. Human-centered design is quickly becoming the foundation of modern product and service design, and companies must consider the end user’s needs if they hope to remain competitive in the future.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

“The Problem Finding Canvas should help you investigate a handful of areas to explore, choose the one most important to you, extract all of the potential challenges and opportunities and choose one to prioritize.”

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