Data in the cloud
What is it ?
We all sat there staring at the big screen filled with colorful lines with labels and numbers indicating web traffic compared to the same time last week, month, and year. From our plush chairs we glanced out at the skyline while everyone took a turn explaining what the numbers mean and how we could make those lines go up faster and higher.
Of all the things we counted, clicks, downloads, free trials? Hypotheses would be discussed, options considered. A strategic direction would be selected and executed with metrics gathered to measure its effectiveness. This was data-driven design and we were digital marketing strategists.
Then somewhere among the chatter a voice emerged, low at first, just a mumbling, barely audible, then louder, repeating, until an audible words became decipherable.
All those impressions, page views, promoters, detractors, engagements, conversions, retentions, All those clicks in the cloud,
"It’s people.
The Social Dilemma
This recent documentary on Netflix provides an alarming insight into the negative impacts of the current social network landscape. Covering the social , from the addictive nature to the tendency toward divisiveness impact on the
The dramatization was pretty good, but the most compelling elements were little comments or sound bytes that came by pretty quickly. Having been on this IT journey through the last 30 years, I can tell you for sure that the creative minds in the beginnings never could have imagined the power and weirdness of it all. I can relate to that feeling.
Why so toxic?
Then when asked to explain what went wrong and how to fix it, this crowd had really nothing to offer other than a recommendation to exit social media.
I just think they interviewed exactly the wrong people
If this outcome is the result of these designer’s blind spots, why would anyone depend on these same designers to have the answers for how to fix it?
Other factors?
What about UX Heuristics?
I’d like to look at all ten heuristics, but let's begin with the one that in my view is the foundation for them all.
Match between system and the real world
Lack of natural context - of relationships and conversation
Social Protocol – True Social distance is missing
Abruptly in Freeway Fastlane - Like stumbling into a family domestic conflict
Unnatural anonymity and impunity - like an avatar - breading of orcs and trolls
Lack of normal privacy - like a Palintir - You don’t know who else is watching
Dark Patterns - Many
“Like” isn’t really “Like”
Natural filters of separation are missing - Distance Time - Space
No natural process for social vetting of content.
Lack of healthy structure for conversations - Town hall
my journey
As most of you probably know, I've made a career in technology design with role as as human factors. Its what is now called User Experience or just UX. That means I'm obsessed with how people relate to and use technology. In the 1990s I helped build the first usability lab at Boeing in Seattle and have worked in a variety of business IT environments, but always with same focus of making systems better for the people using them. It's been a fun career, though a a tumultuous ride through the the banking crisis, etc.
Social Impact of Tech
During the course of all this I have become fascinated with the social dynamics of computing.
First it was about how to use a computer to do a task in a social setting, usually a sales person with a customer. Early on, it was typically an issue of poor usability creating a distraction from the person to person relationship.
As time went on, the technology got better and we learned more about how to make software "user friendly". The bar raised. Fortune companies hired staffs of a variety of skills to do what we now call digital transformation of the business.
Mixing UX with marketing
So our goal was to prioritize the information and summarize it to follow their thought pattern, to give just enough, just in time, to keep them engaged. Not bored or overwhelmed but confident to move forward told a purchase decision.
And a good one where we were confident that their o would be good because we had helped them match the correct product to their needs. They would be repeat customers and everyone would be happy. In gathering information on behaviors, water through a b testing, psychology,, or other methods of research,, there emerged a thing called dark patterns.
These were not always sinister. Overriding UX assumption would be that we are looking out for the users interest as well as those of the company, for a win-win, We are simply working to facilitate a positive business circumstance where we can identify the intention of the customers goals and enable the win-win to occur.
Exploring in Art
Futurist sculptor & UX pioneer - Three decades of insights from the trenches of digital transformation, now expressed in multidimensional Art. Let's continue this great conversation on design, technology and the human experience. We'll revisit some cherished experiences and forge new ones. Exploring the intertwine of technology and culture, we'll look on both sides of the screen. Let's make some art together.