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Adapting Research & Design
Methods For Unfamiliar Contexts

Zach Hyman, Continuum

@SqInchAnthro
Photo: taxi/traffic in Jordan
“Uber riders all over the world
have embraced this system, and
we think the fact that we are
cashless is extremely valuabl...
“Uber riders all over the world
have embraced this system, and
we think the fact that we are
cashless is extremely valuabl...
RESEARCH
DESIGN

PRINCIPLES
PROTOTYPE
(“NMB”)
Process
Context
Naiveté
Fam
iliarity
FIELD

RESEARCH
worldfixer.com
“You’re only as
good as your
local team.”

- Jan Chipchase, researcher
(lightstalkers.org)
Facebook
1 2 3 4
5
6
7 8
9
“The future is
here, it’s 

just not 

evenly
distributed.”

- William Gibson, author
[
]
Home base
[ ]
Incentives
Remoteness
Cash-

centric
Difficulty 

of Saving
Remoteness
Difficulty 

of Saving
Difficulty 

of Saving
Cash-

centric
“A culturally specific,
iconographic image.”
- John Payne, designer/researcher
= storing money
=
=
storing money
entertaining kids, texting friends,
Facebook-ing, calling parents

storing money
=
=
paying for taxis
storing money
entertaining kids, texting friends,
Facebook-ing, calling parents

storing money
=+
=
=
paying for taxis
storing money
entertaining kids, texting friends,
Facebook-ing, calling parents

storing money
“We should
design the
behavior,
rather than 

the product.”

- Vadik Marmeladov, designer
The

hassalah
=
=
=
paying for taxis
entertaining kids, texting friends,
Facebook-ing, calling parents, 

storing money
storing money
= sa...
PROTOTYPING &
DESIGN 

PRINCIPLES
Diverse

devices
Diverse

devices
brck.com/
invisionapp.com/
+
Saif A.
Accounting, NMB

(our “customer”)
Merchant
Saif A.
Accounting, NMB

(our “merchant”)
Customer
Remoteness
Cash-centric
Difficulty 

of Saving
Convenience
Visibility /

simplicity
Credibility
Remoteness Convenience
“There should be a
place to repay in
each neighborhood,
otherwise it’s the
same as the bank.”

- Amani / female, 46
Remote...
Remoteness Convenience
“There should be a
place to repay in
each neighborhood,
otherwise it’s the
same as the bank.”

- Am...
Difficulty of Saving Visibility/Simplicity
“I don’t trust myself.
Without my
hassalah, I’d just
spend my money!”

- Jamila / female, 25
Difficulty of Saving Visibilit...
Difficulty of Saving Visibility/Simplicity
“I don’t trust myself.
Without my
hassalah, I’d just
spend my money!”

- Jamila ...
Cash-centric Credibility
“I would just lose a
paper receipt…”

- Shorouq / female, 26
Cash-centric Credibility
“I would just lose a
paper receipt…”

- Shorouq / female, 26
“The receipt should
have my name, an...
Cash-centric Credibility
“[The sign] should be
bigger [than this],
because it needs to
compete with lots of
other signs.”
...
Cash-centric Credibility
“[The sign] should be
bigger [than this],
because it needs to
compete with lots of
other signs.”
...
“If it’s made of
metal, it’d be
more durable, and
couldn’t be easily
counterfeited.”

- Amani / female, 46
Cash-centric Cr...
Cash-centric Credibility
“If it’s made of
metal, it’d be
more durable, and
couldn’t be easily
counterfeited.”

- Amani / f...
Thank
@SqInchAnthro
continuuminnovation.com
zHyman@continuuminnovation.com
RESOURCES
CREDITS
All icons from Noun Project; wallet icon by Creative Mania, Phone icon by
Royyan Wijaya, hassalah icon b...
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”
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UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”

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UX STRAT Europe 2017 presentation by Zach Hyman, Design Strategist, Continuum: “Adapting Research and Design Methods For Unfamiliar Contexts”

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UX STRAT Europe 2017: Zach Hyman: “Adapting Research and Design Methods For Unfamiliar Contexts”

  1. 1. Adapting Research & Design Methods For Unfamiliar Contexts
 Zach Hyman, Continuum
 @SqInchAnthro
  2. 2. Photo: taxi/traffic in Jordan
  3. 3. “Uber riders all over the world have embraced this system, and we think the fact that we are cashless is extremely valuable.”
  4. 4. “Uber riders all over the world have embraced this system, and we think the fact that we are cashless is extremely valuable.”
  5. 5. RESEARCH DESIGN
 PRINCIPLES PROTOTYPE
  6. 6. (“NMB”)
  7. 7. Process Context
  8. 8. Naiveté Fam iliarity
  9. 9. FIELD
 RESEARCH
  10. 10. worldfixer.com “You’re only as good as your local team.”
 - Jan Chipchase, researcher (lightstalkers.org) Facebook
  11. 11. 1 2 3 4 5 6 7 8 9
  12. 12. “The future is here, it’s 
 just not 
 evenly distributed.”
 - William Gibson, author [ ]
  13. 13. Home base [ ]
  14. 14. Incentives
  15. 15. Remoteness Cash-
 centric Difficulty 
 of Saving
  16. 16. Remoteness
  17. 17. Difficulty 
 of Saving Difficulty 
 of Saving
  18. 18. Cash-
 centric
  19. 19. “A culturally specific, iconographic image.” - John Payne, designer/researcher
  20. 20. = storing money
  21. 21. = = storing money entertaining kids, texting friends, Facebook-ing, calling parents
 storing money
  22. 22. = = paying for taxis storing money entertaining kids, texting friends, Facebook-ing, calling parents
 storing money
  23. 23. =+ = = paying for taxis storing money entertaining kids, texting friends, Facebook-ing, calling parents
 storing money
  24. 24. “We should design the behavior, rather than 
 the product.”
 - Vadik Marmeladov, designer
  25. 25. The
 hassalah =
  26. 26. = = paying for taxis entertaining kids, texting friends, Facebook-ing, calling parents, 
 storing money storing money = saving money + = saving money on your phone?
  27. 27. PROTOTYPING & DESIGN 
 PRINCIPLES
  28. 28. Diverse
 devices
  29. 29. Diverse
 devices brck.com/ invisionapp.com/ +
  30. 30. Saif A. Accounting, NMB
 (our “customer”) Merchant
  31. 31. Saif A. Accounting, NMB
 (our “merchant”) Customer
  32. 32. Remoteness Cash-centric Difficulty 
 of Saving Convenience Visibility /
 simplicity Credibility
  33. 33. Remoteness Convenience
  34. 34. “There should be a place to repay in each neighborhood, otherwise it’s the same as the bank.”
 - Amani / female, 46 Remoteness Convenience
  35. 35. Remoteness Convenience “There should be a place to repay in each neighborhood, otherwise it’s the same as the bank.”
 - Amani / female, 46
  36. 36. Difficulty of Saving Visibility/Simplicity
  37. 37. “I don’t trust myself. Without my hassalah, I’d just spend my money!”
 - Jamila / female, 25 Difficulty of Saving Visibility/Simplicity
  38. 38. Difficulty of Saving Visibility/Simplicity “I don’t trust myself. Without my hassalah, I’d just spend my money!”
 - Jamila / female, 25
  39. 39. Cash-centric Credibility “I would just lose a paper receipt…”
 - Shorouq / female, 26
  40. 40. Cash-centric Credibility “I would just lose a paper receipt…”
 - Shorouq / female, 26 “The receipt should have my name, and the merchant’s name.”
 - Algalea / female, 43
  41. 41. Cash-centric Credibility “[The sign] should be bigger [than this], because it needs to compete with lots of other signs.”
 - Shorouq / female, 26
  42. 42. Cash-centric Credibility “[The sign] should be bigger [than this], because it needs to compete with lots of other signs.”
 - Shorouq / female, 26
  43. 43. “If it’s made of metal, it’d be more durable, and couldn’t be easily counterfeited.”
 - Amani / female, 46 Cash-centric Credibility
  44. 44. Cash-centric Credibility “If it’s made of metal, it’d be more durable, and couldn’t be easily counterfeited.”
 - Amani / female, 46
  45. 45. Thank @SqInchAnthro continuuminnovation.com zHyman@continuuminnovation.com
  46. 46. RESOURCES CREDITS All icons from Noun Project; wallet icon by Creative Mania, Phone icon by Royyan Wijaya, hassalah icon by Piero Borgo, piggy bank icon by icongeek All photographs are by Stefano Bianchini and Zach Hyman Human Sans (this font) was developed by Tim Radville for Continuum Map is based upon map from freevectormaps.com All diagrams drawn by Stefano Bianchini worldfixer.com lightstalkers.org (on hiatus) Facebook Fixers Prototyping invisionapp.com brck.com

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