Can we unwarp reality before it's too late? #IAS18

3/24/18
Hawk Thompson @hawkt
Design Director, Fjord
IA SUMMIT 2018
#IAS18 #unwarpreality
Can we
unwarp
reality
before
it’s too
late?
Can we
unwarp
reality
before
it’s too
late?

Copyright © 2018 Accenture. All rights reserved. Source: https://en.wikipedia.org/wiki/Falcon_Heavy
We have
dreams
about life
on Mars.

Copyright © 2018 Accenture. All rights reserved. Source: https://twitter.com/blackmirror/status/948962555900452864
We have
nightmares
about life
on Earth.

Copyright © 2018 Accenture. All rights reserved.Source: http://www.businessinsider.com/boston-dynamics-robot-opens-doors-and-the-internet-is-freaking-out-2018-2
Some of our
nightmares
are already
a reality.

Copyright © 2018 Accenture. All rights reserved. Source: https://www.engadget.com/2018/02/13/magic-leaps-ar-headsets-price-nba-deal/
Let’s face it:
we live in
our reality
by design.

Copyright © 2018 Accenture. All rights reserved.Source: https://www.theverge.com/2017/10/9/16450346/zuckerberg-facebook-spaces-puerto-rico-virtual-reality-hurricane
Turns out
our reality
is super
awkward.

Copyright © 2018 Accenture. All rights reserved.Source: http://www.indiewire.com/2018/01/nicolas-cage-machine-learning-algorithm-deep-fakes-1201923224/
In fact, in
many ways
our reality
is warped.

At times, we
can hardly
believe our
eyes.

My guess:
it’s about to
get a lot
harder.
Source: https://www.theverge.com/2018/2/5/16966530/intel-vaunt-smart-glasses-announced-ar-video

Copyright © 2018 Accenture. All rights reserved. Source: https://www.thedailybeast.com/how-a-bot-army-probably-got-me-kicked-off-twitter
Here in the
future, we
like to warp
reality.
Perhaps we
should just
kiss reality
goodbye.

Copyright © 2018 Accenture. All rights reserved.
Or maybe
we could let
the experts
handle it.

Nope.

Are we experience designers
ready to unwarp our reality?

User story 1:
As a user, I want to stream my
content across the universe.

User story 2:
As a user, I want to protect
my Amazon Key data from
robot dogs that open doors.

User story 3:
As a user, I want to disprove
deepfakes made about me by
my political adversaries.

We have to be ready. 
This is already our reality.

Bait and Switch › 
You set out to do one thing, but a different, undesirable thing happens
instead. 
Disguised Ads › 
Adverts that are disguised as other kinds of content or navigation, in order to
get you to click on them. 
Forced Continuity › 
When your free trial with a service comes to an end and your credit card
silently starts getting charged without any warning. In some cases this is
made even worse by making it difficult to cancel the membership. 
Friend Spam › 
The product asks for your email or social media permissions under the
pretence it will be used for a desirable outcome (e.g. finding friends), but
then spams all your contacts in a message that claims to be from you. 
Hidden Costs › 
You get to the last step of the checkout process, only to discover some
unexpected charges have appeared, e.g. delivery charges, tax, etc. 
Misdirection › 
The design purposefully focuses your attention on one thing in order to
distract you attention from another. 
Price Comparison Prevention › 
The retailer makes it hard for you to compare the price of an item with
another item, so you cannot make an informed decision. 
Privacy Zuckering › 
You are tricked into publicly sharing more information about yourself than
you really intended to. Named after Facebook CEO Mark Zuckerberg. 
Roach Motel › 
The design makes it very easy for you to get into a certain situation, but then
makes it hard for you to get out of it (e.g. a subscription). 
Sneak into Basket › 
You attempt to purchase something, but somewhere in the purchasing
journey the site sneaks an additional item into your basket, often through the
use of an opt-out radio button or checkbox on a prior page. 
Trick Questions › 
You respond to a question, which, when glanced upon quickly appears to ask
one thing, but if read carefully, asks another thing entirely.
Source: https://darkpatterns.org/types-of-dark-pattern

Artificial intelligence.
Copyright © 2017 Accenture. All rights reserved. Source: https://www.thecut.com/2016/03/sophia-robot-hanson-robotics.html

“We base many rules on the
distinction between the
mental and the visceral,
between things we perceive
and things we experience.”
- Eugene Volokh, Law, Virtual Reality, and Augmented Reality
“We base many rules on the
distinction between the
mental and the visceral,
between things we perceive
and things we experience.”
Source: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2933867
- Eugene Volokh, Law, Virtual Reality, and Augmented Reality

“The more illogical you are,
the better you are
at this game.”
- Karan Mahajan, The Association of Small Bombs
“The more illogical you are,
the better you are
at this game.”
- Karan Mahajan, The Association of Small Bombs

“They define their own reality
and use it to justify 
their results.”
- Cathy O’Neil, Weapons of Math Destruction- Cathy O’Neil, Weapons of Math Destruction
“They define their own reality
and use it to justify 
their results.”

Copyright © 2018 Accenture. All rights reserved.Copyright © 2017 Accenture. All rights reserved.Source: https://www.theguardian.com/uk-news/2018/mar/23/leaked-cambridge-analyticas-blueprint-for-trump-victory?CMP=share_btn_tw

We deny our
ugly history
because it’s
convenient,
and in doing
so we deny
the lived
experiences
of others over
the course of
generations.

Let’s get real with each other.

How did we get here?

“A business model based on
vast data surveillance and
charging clients to opaquely
target users based on this
kind of extensive profiling
will inevitably be misused.”
- Zeynep Tufecki, The New York Times
“A business model based on
vast data surveillance and
charging clients to opaquely
target users based on this
kind of extensive profiling
will inevitably be misused.”
- Zeynep Tufecki, The New York Times

“It doesn’t matter how good
or bad the product is, people
don’t read anymore.”
- Steve Jobs, 2008
“It doesn’t matter how good
or bad the product is, people
don’t read anymore.”
- Steve Jobs, 2008
Source: https://www.wired.com/2008/01/steve-jobs-peop/

Narrator: “It does and they do.”

“Avoid cluttering the screen
with controls and information
that diminish the immersive
experience.”
- ARKit Human Interface Guidelines, 2018
“Avoid cluttering the screen
with controls and information
that diminish the immersive
experience.”
Source: https://developer.apple.com/ios/human-interface-guidelines/technologies/augmented-reality/
- ARKit Human Interface Guidelines, 2018

Been there,
done that.
We must 
do better.

2018 Fjord Trends

The ethics
economy
Organizations have always engaged with public affairs to meet
their narrow business needs. In 2017, they began taking a
stance on wider issues of more general concern. As employees
and customers now demand it, this will become commonplace.

Establishing trust and transparency has long been an
issue in the digital world. With decentralized ownership
and tight security, Blockchain has the potential
to reinvent our conceptual model of trust.
In transparency
we trust

Woke
Talented
White dudes
Allies
Privileged

HOW TO BE AN ALLY
Sam Kapila aka @samkap
1. Stop joking about women, POC, ethnicities, generalizations
2. Realize that other people experience things that you don’t
3. Listen to how you interact with women, POC and minorities
4. Take time to understand why things you say are hurtful
5. Believe that those who stand up to you are courageous
6. Create codes of conduct and stick to them
7. Advocate for those who are ignored / discriminated against
8. Ask people what pronoun they use not what they prefer y’all
Copyright © 2018 Accenture. All rights reserved. Source: https://samkapila.com/2017/08/10/how-to-be-an-ally.html

65365 SEAR POCSource: https://vimeo.com/259397030

Usage
Misusage
IntentionalUnintentional
Use 
cases
Abuse 
cases
Misuse 
cases
Stress 
cases
Design for use and misuse

Usage
Misusage
Most 
personas
Bad 
actors
Useful  
idiots
Most 
users?

Usage
Misusage
Happy 
path
Also 
reality
Also 
reality
Also 
reality

Copyright © 2017 Accenture. All rights reserved.X
Iterative design thinking
applied strategically to
content throughout
every engagement.
This is content design
Source: http://www.audubon.org/birds-of-america

S + I Design Content Design
Visual Design
How it looks
How it works What it says
Products 
+ 
Services
Designing with content designers
Together, Service +
Interaction Design,
Visual Design and
Content Design
form the core
design team.
Hat tip: https://medium.com/@rachaelamullins/bring-out-your-inner-ux-writer-ddd813d1411d

Content design provides
form and meaning for the
information communicated
through our designs.

Successful design systems
start with people and content.

Content designers do this and more
Discover Describe Define Deliver
Observation
• Interview guides
• Stakeholder + user interviews
• Discovery workshops
Assessment
• Heuristic evaluations
• Qualitative audits
• Competitive analysis
• Content requirements
Synthesis
• Story development
• Gap analysis
Planning
• Content roadmaps
• Editorial calendars
Strategy
• Vision statements
• Content strategy
Structure
• Information architecture
• Domain mapping
• Taxonomy + nomenclature
Specifications
• Content specs
• Content types
• Content models
Guidelines
• Messaging frameworks
• Editorial style guides
• Governance plans
Storytelling
• Microcopy
• UX / UI writing
• Content prototyping
• Video scripts
• Infographics
Systems
• Content matrix
• Conversation maps
• Content repositories
• Content patterns
Exploration
• Brand identity
• Content concepts

Regulate on the regular.

This is also
our reality
today, and
it’s rad.
Source: https://twitter.com/FoxNews/status/977572990220210176

Hawk Thompson
512.420.8800
Speaker Fjord Austin
319 Congress, Suite 200 
Austin, TX 78701
Phone
Fjordnet.com
Thanks!

Can we unwarp reality before it's too late? #IAS18

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