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The Science of Empathy
Human Factors:
2
Danny NouDirector of Human Factors, View Dynamic
Automotive Industry Medical
Devices
Technology Academia
Valeo Regeneron & Sunrise
Medical
AppleUniversity of California,
Davis
Human
Factors is
the secret
weapon to
successful
&
innovative
products
The Story of Human Factors: A Walkway in a Park
Designer Engineer Marketer Human Factors
“I’ll show them”Designer
Uses his vision to show a park where random people interact
“I’ll tell them”Engineer
Uses his skill that allows for traffic to move efficiently through the park
“I’ll ask them”Marketer
Uses his charm to ask occupants their desires; they say they want more nature
Result: Circular Walkway
9
“I’ll watch them”Human Factors
Who are the people at the park?Where are they going?Do they even care?
The other three laugh & ignore him
After 1 Year:
People have created a shortcut through the park!!!!11
Always Understand & Design to Users
Goals
Hu
ma
n
Fa
ct
or
sL e s s o n :
dictate purchase
CorrectFunctions
+Price
Function Price
Company User
Industry Standard for Product Success
13
Function Price
Company User
Human Factors Intuitive Model
Creating delightful experiencesUser Empathy
User Focused Ease of Use
Productivity Wellness
Lifestyle
Health
Happiness & loyalty
14
Human Factors:
The science of human beings and
their interaction with products &
experiences
Findings out the strengths, weakness and capabilities of the human body, mind and heart
Human Factors: The Science of Empathy
EmotionalPhysical Psychological
Emotional vs. Physical Response
So how do big companies fail?
They pay too much to the logical portion
when the emotional pull is more powerful
Elephant Riding
Emotion
Logic
Experiment Time: Find out which shape is called “Kiki” and “Bauba”
Kiki Bauba
What are
the key
things
Human
Factors will
help in
Product
Design
21
LEAMS
L earnability
E fficiency
A ccuracy
M emorability
S atisfaction
Easy Use
Better Performance
Lowers Errors
Recall Functions
Enjoyable
Experience
Understand your customer base; their lives, their
education, their experiences
A c c e s s i b l e
LearnabilityL E A M S M E T H O D
Customer can understand every step of
operations:
NO INSTRUCTIONS
E a s y t o U s e
Allow the Customer to feel like they are learning
your product and gaining confidence using it
F u n o f L e a r n i n g
23
One Main Button
Unlike old phones, Apple had
one primary button to focus
user’s attention
Icons are better than Text
Music had a music icon
Phone had a phone icon
So simple, yet easy to
understand
Customize Interface
Because of the BIG display,
the interface can change
depending on the application
For Apple Customers
Design was easy to learn
because products are similar
in function to other apple
products
Example: Apple iPhoneLearnability
K
S
I
S
User Experience RULE #1
eep
imple
t
tupid It’s easy to add more,
it’s harder to do less
Find human measurements you can evaluate your
product
(speed, power, errors, comfort, happiness)
K e y M e t r i c s
EfficiencyL E A M S M E T H O D
Find the current solutions or competitors and test
them against your metrics
C o m p a r e t o C o m p e t i t o r s
Improve your product until you reach your goal
A l w a y s Te s t P r o t o t y p e s A g a i n s t M e t r i c s
26
Four in One
iPod + Phone+ Computer +
Camera in one device
Wins the Speed Test
Which is faster?
Sending an email on your
computer or on your iPhone
Faster
CommunicationEmail, Message, Phone Call,
Social Medium which allows
for quicker communication
Example: Apple iPhoneEfficiency
Understand
WeaknessCharging everyday? No
problem
Expensive? They will pay for
it
People accept these
weaknesses
User Experience RULE #2
In order to be
successful, your
product has to be better
than the current
solution by a factor of 3
Anticipate user errors and mitigate errors through
design
L o w e r E r r o r s
AccuracyL E A M S M E T H O D
If errors are unavoidable, prevent user from doing
something dangerous or creates discomfort
E r a s e C r i t i c a l E r r o r s
If errors occur, allow users the ability to self-
correct
A l l o w f o r U s e r t o R e c o v e r
29
Escape Button
If program crashes, all you do
is hit the home button
Bright Colors
Brighter colors have better
contrast so errors in key input
drops
Better Passwords
Fingerprint detection
Face detection
All simpler ways than
remembering a password
Intuitive Design
Auto-correct spelling? Ability
to switch apps? Voice
command, all these things
reduce errors
Example: Apple iPhoneAccuracy
There is always
someone that will
misuse your product
IDIOT Proof Design
User Experience RULE #3
Users have experiences with solutions, your product
should mimic those experiences
C o n n e c t y o u r p r o d u c t
MemorabilityL E A M S M E T H O D
Innovative products risk being too different for
normal people to accept
D o n o t c r e a t e L O N E e x p e r i e n c e
Anticipate that users will not use your product for a
long period of time
E x p e c t P e o p l e t o F o r g e t
Example: Apple iPhoneMemorability
Apple carried over the physical buttons
of a telephone to the iPhone to create
comfort
Do Not reinvent the
wheel
User Experience RULE #4
Use the wheel, to break the wheel
Customers always remember experiences, not
features
C r e a t e E x p e r i e n c e
SatisfactionL E A M S M E T H O D
The best user experience are products that are an
extension of people’s will
I n v i s i b l e I n t e r f a c e
Products should be like people, it should be
personable
H a v e F u n
Example: Apple iPhoneSatisfaction
Old and Young User
Populations
Makes people feel
that they can use
and understand new
technology
Create a “Ah-Ha, I got it” Moment
User Experience RULE #5
LEAMS
ACCURACY
Human Factors are a
company culture,
not a job function
Everyone can do it,
Dream BIG
Products are momentary,
Experiences stay with us
Human
Factors is the
secret
weapon to
defeat any
company
giant, if you
believe
41
Are you ready to get started?
42
Contact Us
208 Myrtle Road
Burlingame CA 94010
United States
Our Phone
+1 (714)-858-3447
Email / Website
Thank you!!
Further Questions?
Danny Nou
Director and Co-founder of Human
Factors Solutions
