To Boldly Go… From Information to Understanding

TO BOLDLY GO…

FROM INFORMATION TO UNDERSTANDING

@stephenanderson#BigD12

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

Anderson

Product

DesignStrategy aND

Stephen P.

Stephen P. Anderson

Consulting

information

How do we make sense of complex information?information

USER EXPERIENCETHE EXPERIENCE ECONOMY

DESIGNING FOR EXPERIENCESBRAND EXPERIENCES

EXPERIENCE DESIGN STRATEGYCUSTOMER EXPERIENCE MANAGEMENT

EXPERIENTIAL MARKETING

WHAT CREATES A GREAT EXPERIENCE…?

presentation layer

communications layer

perceptions

The ‘thing’ itself

COMPANY SPACE

PERSONAL SPACE

presentation layer


perceptions


EMOTIONALRATIONAL

COMPANY SPACE

PERSONAL SPACE

EMPHASIS ON BRAND BUILDING

EMPHASIS ON

DIRECT

MESSAGING

APPEALS TO

EMOTIONS

APPEALS TO REASON

presentation layer


perceptions


http://www.poetpainter.com/thoughts/article/classifying-experiences



http://www.poetpainter.com/



http://www.poetpainter.com/



Individual Deductible

Drowning in a Sea of Deductiblesamount of money that the insured must pay before any benefits from the health insurance policy can be used.

The Blue Sky of BenefitsFinally, something good!

Pharmaceutical Deductible$250/pp ?

Family Deductible




Co-payments

The co-payment is a fixed amount that the insured is required to pay at the time of service. It is usually required for basic doctor visits and when purchasing prescription medications.

Office Visits

Co-insurance

This is usually a percentage amount that is the insured's responsibility. A common co-insurance split is 80/20. This means that the insurance company will pay 80% of the procedure and the insured is required to pay the other 20%.


Prescriptions

$10/ $35 / $45 Emergencies and Specialists

Endocrinologist, oral surgery, broken wrist, chiropractor, x-rays

80/20

90/10

100%

$10/ $45 / $55

http://personalinsure.about.com/od/insurancetermsglossary/g/copay.htm


http://personalinsure.about.com/od/insurancetermsglossary/g/coinsurance.htm


(Buying a house)

In addition to the down payment, you'll also have to pay closing costs -- miscellaneous fees charged by those involved with the home sale (such as your lender for processing the loan, the title company for handling the paperwork, a surveyor, local government offices for recording the deed, etc.). The amount varies, but could be, say, $6000 on a $130,000 house. The range is all over the map -- from 1 to 8% of the price of the home, though more typically 2-3%. These costs are significant -- especially after you've already had to come up with a lot of cash for the down payment.

In addition to the down payment, you'll also have to pay closing costs -- miscellaneous fees charged by those involved with the home sale (such as your lender for processing the loan, the title company for handling the paperwork, a surveyor, local government offices for recording the deed, etc.). The amount varies, but could be, say, $6000 on a $130,000 house. The range is all over the map -- from 1 to 8% of the price of the home, though more typically 2-3%. These costs are significant -- especially after you've already had to come up with a lot of cash for the down payment.The range is all over the map -- from 1 to 8% of the price of the home

BEWILDERMENT!(AND COMPLETE TRUST IN BROKER!)

ENLIGHTENMENT & UNDERSTANDING





SYNTHESIS

EVALUATION

ANALYSIS

APPLICATION

COMPREHENSION

KNOWLEDGE

How do we make sense of complex information?information

Information is cheap. Understanding is expensive.

–KARL FAST | “Interaction and the epistemic potential of digital libraries”


–KARL FAST | “Interaction and the epistemic potential of digital libraries”

Read this!http://www.springerlink.com/content/4755373gw24g00l8/?MUD=MP

http://www.springerlink.com/content/4755373gw24g00l8/?MUD=MP

http://www.springerlink.com/content/4755373gw24g00l8/?MUD=MP

AN EXERCISE!

Q|LIST SOME THINGS YOU

(OR YOUR CUSTOMERS/CLIENTS)

FIND CONFUSING

AN EXERCISE!



FIND CONFUSING

•My AT&T phone bill• The world of artisan cheeses• IP addresses, domain names, hosting, email, URLs/URIs, etc.• Playing the “rewards points” game w/ Hotels, Airlines Credit Cards• Understanding international shipping options across carriers

AN EXERCISE!



FIND CONFUSING

•My AT&T phone bill• The world of artisan cheeses• IP addresses, domain names, hosting, email, URLs/URIs, etc.• Playing the “rewards points” game w/ Hotels, Airlines Credit Cards• Understanding international shipping options across carriers• YOUR TURN!


–KARL FAST


–KARL FAST

ABUNDANCE OF INFORMATION

LIMITED WAYS (BIOLOGICALLY)

TO RESPONDCRUD* TOOLS

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2 3

1. “TEMPERANCE. Eat not to dullness; drink not to elevation.”2. “SILENCE. Speak not but what may benefit others or yourself; avoid trifling conversation.”3. “ORDER. Let all your things have their places; let each part of your business have its time.”4. “RESOLUTION. Resolve to perform what you ought; perform without fail what you resolve.”5. “FRUGALITY. Make no expense but to do good to others or yourself; i.e., waste nothing.”6. “INDUSTRY. Lose no time; be always employ’d in something useful; cut off all unnecessary actions.”7. “SINCERITY. Use no hurtful deceit; think innocently and justly, and, if you speak, speak accordingly.”8. “JUSTICE. Wrong none by doing injuries, or omitting the benefits that are your duty.”9. “MODERATION. Avoid extremes; forbear resenting injuries so much as you think they deserve.”10. “CLEANLINESS. Tolerate no uncleanliness in body, cloaths, or habitation.”11. “TRANQUILLITY. Be not disturbed at trifles, or at accidents common or unavoidable.”12. “CHASTITY. Rarely use venery but for health or offspring, never to dullness, weakness, or the injury of

your own or another’s peace or reputation.”13. “HUMILITY. Imitate Jesus and Socrates.”

http://en.wikipedia.org/wiki/Socrates

http://en.wikipedia.org/wiki/Socrates

20 hours of video uploaded to YouTube every minute

50 million tweets per day

72.9 products ordered on amazon per second

700 billion minutes spend on FaceBook each month

2.9 emails sent per second

28,000 MMS messages are sent every second

http://www.brainpickings.org/index.php/2012/01/10/network-michael-rigley/



20 hours of video uploaded to YouTube every minute

50 million tweets per day

72.9 products ordered on amazon per second

700 billion minutes spend on FaceBook each month

2.9 emails sent per second

28,000 MMS messages are sent every second


…cell phone companies record much of the metadata that travels with them, like location, identity of the receiver, amount of data transferred, and the cost of the transmission. The average user has 736 pieces of this personal data collected every day, and different service providers retain this information for anywhere between 12 and 60 months.

http://www.slideshare.net/jmusser/j-musser-apishotnotgluecon2012












Fish Oil Makes You SmarterHere is an example of pure self-experimentation. Tim lundeen gave himself a cognitive test of 100 simple math problems, every day for 130 days. On day 80, he started taking double his normal dose of DHA (from fish oil), and his time to complete the math problems decreased. See the chart to right.

http://quantifiedself.com/2011/01/results-of-the-buttermind-experiment/



http://dougkanter.files.wordpress.com/2012/01/databetes7729blog.jpg



http://www.ted.com/talks/lang/en/anders_ynnerman_visualizing_the_medical_data_explosion.html



Between people and machines, over 2.5 quintillion* bytes of data are created daily.

*That’s 2,500,000,000,000,000,000!!

http://www.overloadstories.com/2012/05/bigdata/




CREDIT CARD PROCESSINGRED LIGHT CAMERAS

TOLLTAGSEMAIL

SMSUPLOADED PHOTOS & VIDEOS

TWEETS, FB UPDATESWEB PAGES/BLOG POSTS

ANALYTICSSEARCH QUERIES

CLIMATOLOGICAL INFORMATIONSTORING HUMAN GENOME

MORE SELF REPORTING DEVICESGOVERNMENT HEALTH DATA

ONLINE LEARNING AND STUDENT ASSESSMENTS

APISMORE DATA FROM HIGHER FIDELITY

TOOLSCENSUS DATA

Between people and machines, over 2.5 quintillion* bytes of data are created daily.

*That’s 2,500,000,000,000,000,000!!







2 3




3

YOUR BRAIN

WORKINGMEMORY YOUR BRAIN

JUDGEMENTUNDERSTANDING

RELATIONSHIPS



RELATIONSHIPS


Short-term memory is where the real work of sense-making takes place

Short-term memory has a limited amount space.

Freeze (or regret)

“maximizing / satificer”

Trust your gut.

Trust your gut.

Trust others.

Trust authorities.

Multitask (or try to!)

Develop better filters.

Develop better filters.It's not information

overload, it's filter failure

Clay Shirky

Learn to cope.

Unplug.

Unplug.

Unplug.

Make sense of it all?

Make sense of it all?

All this begs the question:

“Why?”

For what purpose(s) are we collecting, organizing, and managing all this information?

AN EXERCISE!COMPLETE THIS SENTENCE:

“AS HUMANS, WE COLLECT AND CONSUME

INFORMATION IN ORDER TO…”Q|

AN EXERCISE!

do- with intent

...to better understand our interests, beliefs and the world around us

COMPLETE THIS SENTENCE:


INFORMATION IN ORDER TO…”Q|make sense of the world and our place in it

...to increase/deepen our understanding.

keep us learning and exploring our world

be better humans.

affect change in ourselves or our environment

teach, grow personally or record events

make sense of future information by comparison/integration

AN EXERCISE!

do- with intent

...to better understand our interests, beliefs and the world around us

COMPLETE THIS SENTENCE:


INFORMATION IN ORDER TO…”Q|make sense of the world and our place in it

...to increase/deepen our understanding.

keep us learning and exploring our world

be better humans.

affect change in ourselves or our environment

teach, grow personally or record events

make sense of future information by comparison/integration

How are we doing at designing for these real human needs?




3




create

read

update

delete

Is there an easier way

to understand health

insurance plans?

?


Family Deductible



Co-payments


Office Visits

Co-insurance



Prescriptions



80/20

90/10

100%

$10/ $45 / $55





Does this page help

me decide which

camera to buy?

?

?Can you make it easier to spot

the patterns in the data?

11/26

xx

12/9 1/26

Dark Knight

11/26

xx

12/9 1/26

11/26

xx

12/9 1/21

Bolt

BenjaminButton

x

x

x

Align by: Initial ReleaseDate

Is this something a 5 year old could use?

Does this help

me decide which

flight I should choose?

?

Do these help me focus on what needs my attention?

March 2010Overall, your performance improved. However, while you did better

(+21% increase!) following up on new opportunities, you didn’t have as many Wins this month (-14%) as in previous months

How does this compare?

Leads Contacted Contacts Qualified Interviews Proposals Written Sales Closed! Closed & Paid

213 73 64 53 38 12

NOTE: ACES ARE HIGH!

Wow. This was 112% of your target. Good job!!

While 73 isn’t a bad number, at 32% it’s below last months average of 45%.

Text commenting on this performance




VIEW PIPELINE DETAILS FOR MARCH 2010

By the Numbers:

$21,304REVENUE THIS MONTH

$19,497AVG MONTHLY REVENUE

$116,927REVENUE YTD

17WINS THIS MONTH

19AVG WINS PER MONT

120WINS THIS YEAR

!"

82OUTBOUND

LEADS

137INBOUND

LEADS

Advertising (8)Cold Calling (4)

Something else (3)

MAIN SOURCE OF WINS:

TOP 3 OBJECTIONS:

WHY OPPORTUNITIES WENT DEAD:

Happy with current vendorPrice to high

Contract to restrictive

Happy with current vendorPrice to high

Contract to restrictive

Leads Contacted Contacts Qualified Interviews Proposals Written Sales Closed! Closed & Paid

1. John S.2. George B.3. José A.4. Yvonne R.5. Harold F.

1. John S.2. Yvonne R.3. George B.4. José A.5. Harold F.

1. Harold F. 2. John S.3. George B.4. José A.5. Yvonne R.

1. Yvonne R.2. Harold F. 3. John S.4. George B.5. José A.

1. George B.2. José A. 3. John S.4. Yvonne R.5. Harold F.

1. George B.2. John S.3. José A.4. Yvonne R.5. Harold F.

My Peers: Previous Months

THERE’S SOMETHING MISSING FROM ALL OF THESE...

INCLUDING PROCESSES, PROPORTIONS & CHANGES OVER TIME

THERE’S SOMETHING MISSING FROM ALL OF THESE...

RELATIONSHIPS!

The initial stages of digital library development have concentrated on accumulating, organizing, managing, preserving, and facilitating access to information. The next stage in the evolution of digital libraries is transforming them from searchable repositories to knowledge environments.

–KARL FAST

information

knowledge environments


–KARL FAST

knowledge environments


–KARL FAST



VISUAL-PERCEPTUAL PROCESSING

INTERACTIONS PATTERN RECOGNITION

2 31



2 3

http://goodexperience.com/2011/12/at-last-a-good-infogr.php



Why are infographics so useful for making sense of complex information?

http://www.ted.com/talks/david_mccandless_the_beauty_of_data_visualization.html



“PRE-ATTENTIVE PROCESSING”

“PRE-ATTENTIVE PROCESSING”

Form:

Orientation

Form:

Orientation Line Length

Form:

Orientation Line Length Line Width

Size

Form:

Size Enclosure

Form:

Size Enclosure Shape

Form:

Curvature

Form:

Curvature Proximity

Form:

Curvature Proximity Proximity

Form:

Hue

Color:

Hue Intensity

Color:

2-D Position

Spatial Position:

Motion:

SENSORY ORGANS SHORT-TERMMEMORY LONG-TERM MEMORY

HEARING

TASTE

SMELL

TOUCH

BALANCE

PAIN

TIME

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION




RELATIONSHIPS

UNDERSTANDING

RELATIONSHIPS


HEARING

TASTE

SMELL

TOUCH

BALANCE

PAIN

TIME

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION



JUDGEMENTPRE-ATTENTIVE PROCESSINGUNDERSTANDING

RELATIONSHIPS

UNDERSTANDING

RELATIONSHIPS


HEARING

TASTE

SMELL

TOUCH

BALANCE

PAIN

TIME

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION




RELATIONSHIPS

UNDERSTANDING

RELATIONSHIPS


HEARING

TASTE

SMELL

TOUCH

BALANCE

PAIN

TIME

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION




RELATIONSHIPS

UNDERSTANDING

RELATIONSHIPS

http://www.storytellingwithdata.com/2011/06/learning-from-bad-graphics.html






http://worrydream.com/#!/SimulationAsAPracticalTool

A skateboarder holds on to the merry-go-round pictured to the right. The platform of the merry-go-round has a 7-foot radius and makes a complete turn every 6 seconds. The skateboarder lets go at the 2 o'clock position in the picture, at which time she is 30 feet from the padded wall. How long will it take the skateboarder to hit the wall?











2 3



3

Navigating: moving from one location or piece of information to another (i.e., the feet and walking).

Conversing: conveying intended actions through language (i.e., the mouth and talking).

Manipulating: touching, grasping, or handling visually perceptible aspects (i.e., the hands and handling).

There are three basic interactions:

adapted from Karl Fast “Interaction and the epistemic potential of digital libraries”

Thinking and doing.

Thinking through doing.

Interactions allows for serendipity:

http://vimeo.com/36579366



Interactions allows for serendipity:


Watch this!



Interaction is necessary for personalized understanding:

Interaction discourages biased viewpoints:





3



Why do we know these are all the letter A?

A A A AA A A

A AA AA

http://imjustcreative.com/unevolvedbrands/















“Message of Love from the Dolpins” (Message d’Amour des Dauphins)

If you look at the vase you’ll probably agree that it depicts a man holding and kissing a woman from behind. What if I told you that the image in fact depicts a number of dolphins?In fact it depicts both - it’s all a matter of how your brain interprets it. Kids, who are “inexperienced” tend to see the dolphins. Grownups tend to see the loving couple, Some grownups can’t even see the dolphins if they try really hard.It’s all about what the brain expects and knows. If you know how to see a certain pattern, you’re more likely to see that pattern.


HEARING

TASTE

SMELL

TOUCH

BALANCE

PAIN

TIME

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION


RELATIONSHIPS

UNDERSTANDING

RELATIONSHIPSPRE-ATTENTIVE PROCESSING


HEARING

TASTE

SMELL

TOUCH

BALANCE

PAIN

TIME

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION


RELATIONSHIPS

SEMIOTICS

METAPHORS /SCHEMA

UNDERSTANDING



HEARING

TASTE

SMELL

TOUCH

BALANCE

PAIN

TIME

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION


RELATIONSHIPS

SEMIOTICS

METAPHORS /SCHEMA

UNDERSTANDING



HEARING

TASTE

SMELL

TOUCH

BALANCE

PAIN

TIME

TEMPERATURE

ANDMORE!

ABILITY TO REGISTER

HUNGER AND THIRST

SPATIAL (MAGNETIC)

ORIENTATION


RELATIONSHIPS

SEMIOTICS

METAPHORS /SCHEMA

UNDERSTANDING



Family Deductible



Co-payments


Office Visits

Co-insurance



Prescriptions



80/20

90/10

100%

$10/ $45 / $55





My “A-Ha!” moment about pattern recognition

Aesthetic Associations

(shapes, colors, movement)

Conceptual Metaphor

Narratives & Stories

Perceived Affordances

(shadows, reflections, etc.)

Semiotics/Iconography



Conceptual Metaphor





Bouba-Kiki Effect



Conceptual Metaphor







Conceptual Metaphor







Conceptual Metaphor







Conceptual Metaphor







Conceptual Metaphor







Conceptual Metaphor







Conceptual Metaphor


What do all these have in common?






Conceptual Metaphor


What do all these have in common?




“Data to Ink Ratio”

“Data to Ink Ratio”Understanding


–KARL FAST





INTERACTION PATTERN RECOGNITION

3 FORCES RELATED TO INFORMATION

3 CONSIDERATIONS RELATED TO UNDERSTANDING

Why this is thrilling…

Understanding what is already known, but hasn’t been shown

http://mattmckeon.com/facebook-privacy/


















Creating a shared platform for conversation

http://www.slideshare.net/danroam/healthcare-napkins-all









http://www.businessmodelgeneration.com/






Exploring what is unknown

A single DNA sequencer can now generate in a day what it took 10 years to collect for the Human Genome Project.


http://datavisualization.ch/tools/pathline-connecting-designers-with-scientists/







http://www.ted.com/talks/aaron_koblin.html



Thank you!

Stephen P. [email protected]

slideshare.net/stephenpa

getmentalnotes.com

http://www.poetpainter.com

http://www.poetpainter.com