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A personal journey through the design career of Norm Cox, designer of the first graphical interface. Includes stories, case studies and anecdotes from seminal projects through 33 years of consulting.
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TRUE CONFESSIONSOF AOF A
DesignInteractionExperienceInformation
InterfaceUsability
Human FactorsResearch
DigitalOnlineWeb
AnalystArchitect
ConsultantContractorDeveloperDesignerEngineer
EvangelistManager
ResearcherSpecialist
“Hello. My name is Norm, and I’m a…
UIGUIUCDUser
UsabilityVisual
Junior/SeniorLead/HeadStrategicPrincipalHuman
“What’s my destiny, Mama?”Forrest Gump
ARCHITECTURE
Landscape ArchitectureLandscape ArchitectureMechanical Engineering
Philosophy
Psychology
(Accounting)
AnthropologyLibrary Sciences
Marketing & Management
JournalismBusiness
Computer Programming
TypographyADVERTISING
LOUISIANA STATE UNIVERSITYARCHITECTURE
X E R O X , c. 1972 - 1982
Xerox Memorywriter 6015
X E R O X , c. 1972 - 1982
Xerox 820 Word Processor
A L T O, c. 1976
A L T O, c. 1976
• Bitmap displayBitmap display
• Detachable keyboardDetachable keyboard
• 3-button Mouse3-button Mouse
• First email programFirst email program
• First WYSIWYG editorFirst WYSIWYG editor
• Vector graphics editorVector graphics editor
• Raster (paint) editorRaster (paint) editor
• CursorsCursors
• Overlapping windows UIOverlapping windows UI
• Ethernet connectivityEthernet connectivity
A L T O, c. 1976 M A Z E W A R
A L T O, c. 1976
A L T O, c. 1976
David LiddleDirector: Xerox Sys. Dev.Founder: Metaphor C.S.,Interval ResearchProf: Stanford Univ.
Bill VerplankTeacher, Mentor, ScholarIxD, HFEProf: Stanford Univ.,Interaction Design Inst., Ivrea
Alan KayInventor: GUI, OOP, Smalltalk,“OLPC: One Laptop Per Child”Prof: UCLA, Kyoto Univ., MITRsrch Fellow: Apple, Disney, HPFounder: Viewpoints Rsrch. Inst.
John WarnockFounder: Adobe SystemsInventor: Postscript, PDF
Larry TesslerVP Apple ResearchDir. Apple Lisa, MacUI development
Charles SimonyiDeveloped WYSIWYG editingDirected development ofMS Word, Excel Traveled to spaceDating Martha Stewart
Charles IrbyDirector: Xerox Adv. Dev.Founder: Metaphor C.S.
David Canfield SmithInventor: GUI, icons, KidSim
Ralph KimballPioneer and author: Data WarehousingFounder: Metaphor C.S.,Red Brick Systems, Kimball Univ.
Stu CardSr. Research Fellow, Xerox PARCDirector PARC UI ResearchAuthorAdjunct Prof: Stanford Univ.
John Seely BrownChief Scientist: XeroxDirector: PARCFounder: Inst. for Research on Learning Visiting scholar: USC
P A R C R O L L C A L L, c. 1978
Bob Metcalfe Co-Inventor: EthernetFounder: 3 Com
Yogen DalalCo-Inventor: EthernetFounder: Claris, Metaphor C.S.Managing Director: Mayfield Fund
T H E P A R C C U L T U R E
T H E P A R C C U L T U R E
Alto’s bitmapped display (far left)
Smalltalk graphical U I (left)
Doug Englebart’s “mouse” (far left)
Early commercial 3-button mouse (left)
T H E P A R C C U L T U R E
Laser Printing
Ethernet
“T H E O R I G I N A L D E S K T O P” C O N C E P T, c. 1976
Taken from Dave Smith’s Stanford doctoral thesisentitled “Pygmalion”.
Dr. David Canfield Smith
The Alto workstation
S T A R I C O N F O R M A T, c. 1978
72 x 72 pixels
S T A R I C O N S T U D I E S, c. 1978-79
S T A R I C O N U S A B I L I T Y T E S T R E S U L T S, c. 1979
Final icon designs refined from test results.
S T A R I C O N U S A B I L I T Y T E S T R E S U L T S, c. 1979
• Printer
• Tissue box
• Shredder
• Suggestion box
• Fax machine
• Toilet paper dispenser
S T A R I C O N R E F I N E M E N T S
S T A R U N I F O R M V I S U A L L A N G U A G E
S T A R S C R O L L B A R E N I G M A
A P P L E L I S A c. 1983 A P P L E M A C c. 1984
X E R O X S T A R c. 1981Document-centric model
A P P L E M A C c. 1984Application-centric model
MacPaint
MacWrite
MacDraw
M E T A P H O R C O M P U T E R S Y S T E M S, c. 1983Decision Support System (DSS)
Ralph KimballPioneer and author: Data WarehousingFounder: Metaphor C.S.,Red Brick Systems, Kimball Univ.
I B M C O R P O R A T E D E S I G N P R O G R A M , c. 1988
?Tom HardyDirector: IBM Corp.Design Program
Sam LucenteManager, CorporateDesign
Richard SapperCorporate IndustrialDesign ConsultantMilan, Italy
Paul RandCorporate GraphicDesign ConsultantYale University
Edward TufteCorporate InformationDesign ConsultantYale University
Norm CoxCorporate ExperienceDesign Consultant
E D W A R D T U F T EProfessor emeritus of Political Science, Statistics and Computer Science, Yale UniversityAuthor, Artist and Pioneer in the field of Data Visualization
O S / 2 O P E R A T I N G S Y S T E M, c. 1988-90
+
OS/2 Operating System
1 9 9 6 S U M M E R O L Y M P I C S, A T L A N T A , c. 1995
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
B U S I N E S S P R O C E S S M A N A G E M E N T, c. 1997
CUSTOMER
SALES
ACCOUNTING
FINANCE
PRODUCTION
SUPPLIER
SHIPPING
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
B U S I N E S S P R O C E S S M A N A G E M E N T, c. 1997
CUSTOMER
SALES
ACCOUNTING
CREDIT BUREAU
PRODUCTION
SUPPLIER
SHIPPING
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5
V O I C E R E C O G N I T I O N, c. 1995
ViaVoiceViaVoice®®
an.thro.po.morph.ismn: To attribute human qualities or characteristics to an animal, object or organization.
vs.
A P P L E v. M I C R O S O F T , c. 1988 - 1993
T H E S T A K E S
• $14B in damages
• Ownership of “concept” of GUI
• “Bundling” of concepts
• New precedent copyright law
A P P L E v. M I C R O S O F T , c. 1989
W I N D O W S 2 . 0
W I N D O W S 1 . 0
W I N D O W S 3 . 0
A P P L E L I S A
A P P L E v. M I C R O S O F T , c. 1989
Operates 12,000 outlets in 90 countries worldwide.
Employs more than 300,000 staff.
Parent company (YUM Brands is the largest restaurant company in the world.
Serves more than 1.3 million pizzas daily.
Offers approx. 1,000,000 different combinations of pizza.
H O L I S T I C D E S I G N
P I Z Z A H U T , c. 2001
H O L I S T I C D E S I G N
P I Z Z A H U T , c. 2001
50% OF MY PIZZAS ARE
WRONG!FINALLY!
H O L I S T I C D E S I G N
P I Z Z A H U T , c. 2001
SEQUENCE DIAGRAMnot so cleverly disguised as an
EXPLODED VIEW
Build a perfect pizza!Build a perfect pizza!
H O L I S T I C D E S I G N
Proposed redesign of order entry terminals.
Consistent visual languageExpanded “natural language” order tickets
Visual job aids redesigned to be simpler, more flexible, and easy to read and understand.
Ergonomic recommendations for “just in time” information and maximum task efficiency.
R E D U C I N G P I Z Z A S T R E S S . . .Restaurant General Manager (RGM)Identifying Stress FactorsIn Restaurant Operations
Operations Questionaireand Opinionaire
Facilitated by:COX&HALLJune, 2001
Opinionaire: 400 respondents
On-site observations: 12 restaurants
E U R E K A F I N D I N G : L A W O F U N I N T E N D E D C O N S E Q U E N C E S
sliplapsemistakeviolation
Unintentional
Intentional
}}
E U R E K A F I N D I N G : L A W O F U N I N T E N D E D C O N S E Q U E N C E S
Compensation Policies for franchisees were actually encouraging “violations” of quality standards in the restaurants.
sliplapsemistakeviolation
Unintentional
Intentional
}}
B Y T H E N U M B E R S ...
67% Reduction in training time for pizza production staff (Reduced from 3 shifts to 1).
60% Reduction in time to become proficientin pizza assembly (Reduced from 3-5 days to 1-2).
80% Production accuracy percentage (Up from 50%,with some restaurants reporting near 100% accuracy).
50% Improvement in staff confidence
••• Greatly improved relationships betweencorporate management and RGMs, resultingin less stress, less turnover and more profitableworking environments.
T H I N K E RVT H E
CONVERSANT
WORKING KNOWLEDGE
EXPERT
THOUGHT LEADER
INTE
RACT
ION
DESI
GN
INFO
RMAT
ION
ARCH
ITEC
TURE
USER
EXP
ERIE
NCE
TYPO
GRAP
HY
GRAP
HIC
DESI
GN
HUM
AN F
ACTO
RS
COM
MUN
ICAT
ION
COGN
ITIV
E SC
IENC
ES
JOUR
NALIS
M
PSYC
HOLO
GY
SALE
S / M
ARKE
TING
BUSI
NESS
COM
PUTE
R PR
OGRA
MM
ING
Thank you.
4901 BEHRENS ROAD
COLLEYVILLE, TX 76034
www.COXHALL.com
817-688-2467 mobile
DesignInteractionExperienceInformation
InterfaceUsability
Human FactorsResearch
DigitalOnlineWeb
AnalystArchitect
ConsultantContractorDeveloperDesignerEngineer
EvangelistManager
ResearcherSpecialist
UIGUIUCDUser
UsabilityVisual
Junior/SeniorLead/HeadStrategicPrincipalHuman