6. YES IT IS ALL FOR SALE!!!!!
Drug Store
More drugstore . . .
7. what’s in a store
Your average supermarket carries between 30,000 - 50,000 items
Typical household buys only 300-400 distinct items per year
About 150 of these are ‘regular purchases’ that are bought at least once
every 3months... this obviously leans heavily toward food items.
In an average-sized supermarket there are 4,600 display items (Not
including packaging)
Less than 20% of passing customers even glance at a display
Only around 6% take any action**
20. …BUT WAIT.
…BUT WAIT.
THERE’S MORE TO IT THAN THAT.
THERE’S MORE TO IT THAN THAT.
“WHEN IS A BOWL NO LONGER A BOWL?”
“WHEN IS A BOWL NO LONGER A BOWL?”
21. - Why are you having cereal?
- Because I’m hungry.
- Are you sure?
- Well, I’m going to eat something.
- Why do you want to eat something?
- Actually, I just saw three ads for food on TV.
- Why are you watching TV at this hour?
- Well, I’m kinda lonely cause my boyfriend is out of town.
- Why are you lonely without him?
- Uh, well… I just moved here to live with him.
22.
23. User Experience:
- The interaction of someone with this thing
you’ve made.
User Experience Research:
-Who is this person touching your stuff?
-Why are they touching it?
-Where are they touching it?
-What do they get out of it?
-Was it ‘nice?’
-Did it actually answer their “need?”
- …and do you want it to?
24. So, does our user need
a nicer spoon,
a better bowl,
tastier cereal…
…or perhaps some
new friends and
a local bar?
25. Are we designing
a) “friend finder social app”
Or
b) “local food and drink deals site”
26.
27.
28.
29. This is not the most natural way to interact with your touch screen!!!
This is designing a desktop onto a mobile phone.
30.
31.
32.
33. What is the number one
difference in how people shop in
Asia vs the US?
Where I started
- anthropology, the study of what was left behind
- osteology, the study of what our bodies tell about us once we are dead
- . . . working in the field museum, but how does that influence the world?
- Global market research
- how are stores designed? what’s different about england vs japan?
- documenting packaging and innovation
- at shelf navigation
- how do you find what you want?
- how do you help a product stand out?
- Garnier Fructis vs Pantene . . . old bottle vs new.
- so he’s great, but when you get to the store to buy... where is he?
- what actually makes you choose something at shelf?
- who are those ads made for anyway?
- how do you attract attention?
- What do you have to work with?
- how do we shop?
- how DID we shop? treasure hunt down every aisle vs. no time just run and find
- how does this alter how we buy?
- so you want to buy a gorilla . .
- you can find out the details on products, compare prices, check brand and retailer websites...
Yelp gets you local . . . and has real humans doing the reviews... so you can trust them, right?
ever go to a highly reviewed Yelp spot and hate it?
so Foursquare is just your friends... and they can give you suggestions about the places they’ve gone too...and you can see where they are in real time/.
- what’s going on here?
- Deal + Local + G-Team [Charity] + social? . . .
- when can you give people something?
- what is rewarding vs annoying?
- how can retailers get on this?
Product: what you’re shipping
User Interface
User Experience
TIP OF THE ICEBERG
When are you using the app… can change your habit
Photos to lose weight
Twitter to quit smoking
We have forever lost the fine art of sitting at a bar… doing nothing.
So what do I do? This is where you do research
Because this is where people use their phones.
SO WATCH THEM.
This is not the natural way t
Natural Gestures!!!
Use them
One line to grab them.
Concise
Like package design…
Look to package design
The app store is now as crowded as the cereal aisle
Crouching.
Go to market
Like getting chosen to be on the elementary kickball team
This guy’s huge: Gmail
This guy’s already everyone’s friend: angry birds
This guy gets picked on cause he’s small…
but no one knows he’s the best kick baller ever
He needs an ‘evangelist’
First users are key
Who are they
How do they find you
What part of their life do you fit into?
User Acquisition strategy
Early adopters
Partners [whose marketing you can piggy back on]
First apps in app store [that didn’t totally suck]
Made MILLIONS
Because they had the full force of apple’s marketing
Asking five people is enough to find out what’s wrong
But you won’t know what’s right
Try fixing it
Ask again
Try fixing it
Ask again
Only the “most wrong thing” will surface at a time
Diminishing returns
What they don’t really care about
What they can live with.
How many users are enough?
Evolved to sleep
Process and toss it
Too much data => insanity.
What to keep?
Dangerous stuff.
You don’t remember? Well, that’s ok. The lion ate you. So not anyone elses problem. Ever.
Pleasure.
Simply food. If you don’t eat then you … DIE.
Also, yes, sex. Cause if you don’t reproduce then, no progeny to pass your pleasure seeking sorting method along.
What about names? Hell, what about language, programming, complex stuff… How to remember?
1) Trick your brain
Brute memorization.
Short vs long term recall…
Concentration. Either recall or judge.
Recognize a person THEN remember you don’t like them
So, this is an infographic.
Informaiton displayed visually
Data are single points.
Agnostic
For it to be “information” it needs to tell a story
Even spreadsheets tell stories…
Graph… shows movement
Change over time…
Bar Graph allows comparison
Pie how much of this whole thing
http://www.27bslash6.com/
THIS is a pie chart AND a bar graph!
BUT… it’s engaging.
What can visuals add by way of context?
WILL THEY READ THE FINE PRINT.
This is what happens when you combine a bar graph and a pie chart…
What would the data for this infographic look like?
[exercise]
Choose your own adventure…
Choose your own adventure…
Choose your own adventure…
Lots of bits of info.
What’s effective?
Let’s just work on this one piece.
Data points
What are the stories this can tell?
Priming is the other part. We see what we’re told to pay attention to. Cake vs phone numbers? Yeah.
Had a hoodie
Had matching pants
Really liked dinosaurs
…really liked dinosaurs
Natural History Museum dino bones
One day came home with this drawing
-> Read it
Mom loves it
So here’s the funny thing
We all knew how to draw
Couldn’t write, but could draw
Now reversed
Start with a C
Now, how did this happen?
Forget how to draw
Teachers saying “don’t doodle!”
Not that they’re evil
Teaching you two write
Cursive, typing
Math…
Did you do those explosion drawings? Draw a tank then add the explody parts all over it?
Forget we know how to draw
Become self conscious
Lack of practice
Know how to write stuff so think with WORDS
Funny thing
Magazines are words and pictures
Advertising is words and pictures
So whats wrong with using picturs
Confidence
This is why I’m teaching you to draw a dinosaur.
No one can say it’s wrong
Regain confidence
Get a new repitoire
Complex problems are hard
Many moving parts
Words not enough
Need to communicate nuances to many
Have something to point at and talk about
Bullet points
Not that words are bad
I’m using them
Non-linear stories
Webs and nets and plot twists
1/3 of your brain is devoted to info coming in from your eyes
Visual creatures
Calculate a lot with eyes
Tiger running at us
Remember that
Visual -> emotional
The only thing better would be smell
…
But I don’t want a notebook like that
Direct route to memory center in brain
Best recall
Humor/metaphor next best bet
Why?
Emotion made to keep us alive
Boring topics, not emotional
Easy to forget
Add emotion, fun
You don’t have to be goofy, but your dinos can be
What does this make you think of?
Illustrate the problem
What is the data saying?
Infographics don’t have to be ‘polished’
It’s just ‘graphically expressed info’
Important notes
[about architecture]
Gehry in 1982 Balboa …
Vs
A sketch…
Rough notes
For me, not for everyone
I remember the whole class more clearly
Kinetic memory
Share with others
More interested in knowing
Can read the ‘story’ to others
Get pulled in and interested
Share with others
More interested in knowing
Can read the ‘story’ to others
Get pulled in and interested
Share with others
More interested in knowing
Can read the ‘story’ to others
Get pulled in and interested
Share with others
More interested in knowing
Can read the ‘story’ to others
Get pulled in and interested