Marty Gage, with Lexton Marty Gage is a generative research pioneer vice president of user experience, research at the Human Experience.
Firm, Lex Tant, an author of User experience research discover what customers really want.
Now at Lexton. Marty leads a team that defines people's desired experiences for leading brands, such as Procter and Gamble, Canira, Color HP.
And many more. So, Marty, welcome, and please take it away
Thank you. I'm gonna share my screen
Alright! You see me!
You see you
Perfect alright. Let me just sort of slide this over here, so I've got the right view of all you guys
Bye.
Let's see.
Well, we'll go with what we got here
No, there, we go perfect alright alright. Well, good morning, everybody and happy, happy world usability day. So I'm gonna talk to you about
User doing perspective on health care, my user driven, I mean it's there.
Definitions, not textbook, definition is not an expert. Definition is simply their definition.
Hey! So it's usability day, and the theme is health.
So the health care experience of today. I'm gonna I've done the word experience in with usability because I think it's important to sort of zoom out a little beyond usability and think about the the emotional impact the usability canner cannot have on people's experiences how it makes it
Feel. Hey? We're gonna get into that
We've done a lot of research over the years, for you know consumer medical products for various types of health care providers, and everything, and we keep running into the same story when it pertains to usability that matter the project.
That matter the subject matter that always comes out. And that's what I'm gonna share with you today.
Is that story?
So people find themselves engaging with health, care, and certain moments in their lives.
Something happens, and then wired up out on the patient journey
Should I go? Seek care? Should I do nothing? What kind of care should I seek that? Call my doctor?
I go to urgent care to go to the emergency department
So what should I do?
When you're getting care. What's your condition? What's wrong with me?
Can you understand it? What's wrong with my child is one of my spouse?
What's wrong with my parent? What's going on here?
What does this mean? Trying to understand what the situation is
What should I expect to do next
Now that I'm diagnosed
What are my choices? See.
What am I supposed to do now? What are all the things I have to do to manage my condition to take care of myself to take care of someone else, my spouse my loved ones and then when you're doing the treatment are you doing it right do you understand what you're doing do you understand the results
So this this patient journey you know this is a generic view of a patient journey.
I think but I think it's pretty not accurate in terms of your figuring out what's going on here.
What I need to do, Michelle has 104 favor.
I don't know nothing. Emergency department when you're getting the care, treating the condition, and there tends to be a circular moment there in terms of getting the care treating the so do all of these moments where you have to make choices follow instructions.
You run into information, information tends to be delivered.
What I'm gonna call Touch Point. So the story today is gonna be really grounded in moments and test points so we're gonna look at usability through that lens.
So touch point people and gave you information could be your pharmacist, your primary care provider, a specialist assistant to the any of those physicians to be talking to someone on the phone.
On an app the people that greet you when you go get the care.
A lot of people. One vehicle through which you get information about healthcare
Devices are another way to get information about health care. You know.
Both oximeters and thermometers were became common household live as well.
Thermometers probably were, but I don't know about postalog seminars, but no, my wife and I got one when the Covid thing hit there were things you needed to know just to have around the house just in case but you know you've got all kinds of health care.
Devices, measurement, devices, treatment, devices, so we're on the tip of the iceberg, I think, in terms of the touch points pertaining to devices because automotive manufacturers want to bring health to your vehicle everybody wants to bring health to you bathroom
Mayor. So the touch points are only gonna grow in terms of devices.
Place you get information, apps, apps, apps. Of course everybody's got an avenue health care is no different, so there's a lot of ways to get information.
The apps, every health, care, provider has an app so I think I've got 3.
Your pharmacy has an app remote video. Consultations, can have an app.
There's sleep. Apps. There's fitness, apps.
There's nutrition apps so lot of information from a lot of different touches, websites.
Everybody talks about web and d all the clinics the Mayo clinic has an app or meta website so much information after every medication has a website there's magazines and publications that have websites all kinds of advice there's health.
Care ratings, so much information to take in, and a lot of times is conflicting.
So the question becomes, you know which one? Do you trust
And finally another touch point is actually sort of the tree is the medication itself that has got instruction.
Pharmacists tell you what to do. There's packaging.
There's you tools! There's protocols.
There's things of that nature. There's a lot to understand and what we keep hearing, regardless of what we study when we're looking at health care experiences from normal people patients, users whatever you want to call them is that is confusing it's hard to understand so so I was gonna talk about
The experience today, and how this relates to usability in terms of these touch points did occur in these moments where people engage with health care.
So. I think that that experience wiggly word here all the time gonna try and make that concrete for you through the lens.
Of usability, and it's really about the emotional outcome of when you interact with these touch points in these moments.
How does it make you feel? What's the emotional outcome?
Deal with the test points in the moments. Well, we always hear is the whole health care.
Experience is stressful. You don't know what's going on.
You don't know what you're supposed to do.
You gotta make choices. So you got a lot of stress
Comes up in a every project. It's stressed, and then it becomes overwhelming.
Cause somebody yourself or someone your loved ones is not doing well.
So you gotta make choices figure out what to do. So the challenge is really
When you're stressed and overwhelmed people find themselves forced to do things that are more difficult than normal because of the emotional situation.
They're in. They got to make choices. They wanna make the right choice while they're stressed and overwhelmed
They gotta do a procedure. Follow a procedure, do it correctly.
Follow the steps, do it right
And then, you know, there's an all kinds of human performance data for all the there's human factors.
People out there all kinds of literature out there talks about when you're stressed.
It's hard to understand complex information. You're not at peak performance, so your ability to process information is diminished
So I think it's fair to conclude that there's a fundamental usability issue with the health care, experience.
It's hard to understand complex information. So you get all these touch points.
Lot of information delivered through the various touch points typically in stressful situations.
So the complexity is enhanced because the fact is harder to process the information, and then, when it's hard to process the information, you don't understand what's going on you get more stressed and more overwhelmed and it's a vicious cycle
But here's gonna talk about what we else we know about what people want.
What they wish for in these moments that would be the desired health, care, experience.
So in the difference between the current experience in the desired health care, experiences how you want to feel in these situations cause you don't want to feel stressed, and overwhelmed.
Nobody wants to feel that way. And I'm gonna break this down for you in a way.
This is actual way to to systematically think about how to connect usability to the most outcome that people see in these situations.
These moments in these touch points, so we call it the anatomy of a design experience.
We talk about a lot in the book. It's sort of kind of one of the key principles in the book and we'll talk about that briefly here in a second.
But emotions. How do you want to feel in these situations when you're interacting with these touch points
What are the benefits that you're seeking? The intangible things are gonna help. You ultimately feel the way you want to feel during these moments with these touch points where you're trying to understand this complex information
What are the features in the service, the product, the touch, point, to deliver, the information that caused you to feel that cause the outcome you're seeking, and ultimately cause you to feel the way you want to feel in these situations
And then. Now it's a very specific detail level. What are the sensory queues?
They let you know those features are there. They're gonna deliver the outcomes, you see, so you ultimately feel the way you want to feel when you're interacting with these touch points and these moments in your life
And again, what I'm gonna share with you is what we run into every time when we start to look at the desired experience.
That people seek when interact in in health care moments. What is that desired experience
They don't want to be stressed. They want to feel calm and in control and.com like you're relaxed on the cast.
Le. But I got this. We're gonna get through this.
We're gonna do this
Thumbs up every time. So what is the benefit the people need when it comes to health care in these moments to feel common in control.
They want to be in forward.
So in all these moments people want to be informed, know what to do.
What's next? Know that they're doing it right.
Have the information. They need to be successful in these moments delivered to these touch points.
So guess what they want. These taxpayers to be pretty straightforward, easy to understand, comes up all the time.
It needs to be easy to understand and easy to understand. We're gonna share with you the user driven definition.
The patient German definition of how they define, easy to understand on their terms as opposed to a textbook or expert definition.
This is a bottom up.
So they need it to be easy to understand. So they're saying all these touch points.
Information, from people, from devices, apps, websites, medication, anytime.
The information is presented to them needs to be easy to understand, so they feel informed
So ultimately they can feel common in control. Feel like they've got this, and they're gonna be able to pull this up and you know some of these situations are wide stressful that we've heard about and the work that we've done lady talks about going out to the barn and her husband's
fingers are laying on the ground.
So how can you make her feel like I got this I'm gonna pull this off doing what it making the right choices doing the right things.
So their definition of easy to understand, so easy to understand, being the feature for health care.
So the sensory queues that are gonna deliver easy to understand from a patient, driven perspective.
So they'll feel informed, and therefore common in control.
They need all the information. In one place they don't have to go find it common thing.
He's coming up. I want it all in one place.
People don't have to find the information
They want few steps, and you know there's many ways you can take 10 steps and make them feel like 3, for example.
But jumped out few steps.
This is their perspective, their definition, their story is normal people, they want something that's gonna guide them.
And walk it, welcome through it.
With all the conflicting information out there, and latest, and grace.
I think we've all been through a lot in terms of you know.
What's the latest and greatest thing this week and that week?
And what's the newest learning with the pandemic we've just been through.
They need up to date and want to know that it's up today, and then when you get right down into some of this other stuff about making health care easy to understand one of the biggest things we hear which makes a lot of sense is they need it in layman's terms simple language there's a lot of
Latin there's a lot of chemistry, and there's a lot of procedures with confusing names out there.
They need that broken down into simple language that they can understand
With as few words as possible
In terms of this being a design related events, human center design, and all you guys from that perspective white space, concise few words, not a lot of words.
So it's easy to process simple language, few words, and this is their definition.
Their perspective on health, care.
And this is a really interesting example. It's a people send them with pictures, pictures, pictures, pictures, pictures, show me pictures what to do what's happening.
There was a all the Covid tests. We're usability testing down an article out there about what's the most easy to use Covid test.
And this is the winner, the Ongo Covid test.
So it used a Sus score system usability score.
It got a 82.9 out of 100.
It was the the winning test. And here's what I find interesting about this test.
The instructions had a lot of pictures, pictures, pictures. So this is an example.
I really think a great example. People saying how they want pictures.
The test that use pictures, and it got the highest ratings on usability deval the kovat test out. There
So I want to talk to you now about how to make health care easy to understand.
What can you do? I think it's not hard. There's a simple, simple solution out there that if you follow this you can make health care
Easy to understand.
Everybody, always assumes. They don't have a usability problem, but we've seen a lot of usability tests, and there's a lot of usability problems.
I think the world needs to quit assuming they don't have a problem, be it health care anything else and assume, they do have a problem, because in most cases there is a usability problem
I'm a big fan of used cases, and I see more and more.
The world needs more good quality use cases, I think so many used cases were developed on zoom calls and conference rooms when no users involved.
No patients involved. Now we've got this new world of customer experience and you're seeing even more and more and more.
Used cases. If you don't have a seamless experience, or as a clunky experience that means there is no use case or what I would call an artificial use case, not grounded in what real people one and desire in these moments when they're interacting with something seeking the desired outcome
So I think a used case can simply be a typical situation that people find themselves in.
Just as we've talked about these typical moments to crop up in health care
When they're seeking to do something to achieve a desired outcome.
What's the situation? What's the end, though? So get good use cases that are grounded in real people's experiences
I think the used cases need to zoom out a little I don't have a myopic use case, but have a a big picture used case of what's going on where's the person?
What's going on around the person? What are the most things that are going on above beyond health care in their life at the moment they're bigger than health care
Since we're talking about health care what might be the physical.
Comparements, cognitive impairments, most impairments.
They're making things tough for the person in that moment.
Can they do it? Can they figure that stuff out? Do they need help?
What are they trying to achieve? So have holistic use cases that see the big picture similar to what I send you about the desired experience in terms of emotions, benefits, features, and sensory queues use cases can have a lot of layers so think about all the layers, in the used cases see the big
Picture, so that you know what's going on. What person is trying to achieve
You can now think about the test points, and the real question is here.
If you're making a touch point, why are you making a touch point?
What's the goal of that touch point if it's to when you have a test point, is supposed to deliver information to a person, it helps health careare use case, health, care, moment.
What's the goal of that test point? Why does it have a reason to exist?
Why did you make it? In the first place, this is why I think we've got to start bringing up the word alignment, because I think nobody ever does this alone.
And the hardest part of all this really is the alignment I think, figure making health care easy to understand is way easier to get everybody to all agree upon what you're doing.
What people want and what to do about it
Make discrete touch points, don't cram 3 touch points in one
Break it up, using an information architecture and the components in your architecture could each represent a touch point, and then make sure you've got good hierarchy in your touch. Points.
So you can have few steps, and you can make multiple steps seem like fewer steps, and things can be broken up so you can achieve the few steps
Don't guess.
See, over and over and over again. If people love to guess, I don't know why, but it just seems like there's a common occurrence that people like to guess involve the people that are gonna live with your touch points and figuring out what the touch points need to do why they should exist but the reason for
being is how they want it delivered in a moment how do they want the information delivered in the moment?
Does it need to be digital? Does it need to be hard copy?
This need to be spoken does it need to be multiple formats?
Figure out what that touch point is. The qualities and characteristics of it
Bye, working with the users to figure all this out
Pretty simple, really, and in order views, world usability, day
Test.
Usability testing touch always to ensure that they're easy to understand.
So this health, care challenge of it being complex information. That's hard to understand is an easy problem to solve.
If you just do these simple things.
So to sum it all up. This health care, usability challenge.
You got complex information. You got Latin. You got a lot of chemistry words.
You got a lot of multi-syllabic procedures and tests and things, and more Latin.
It's hard to understand.
And many times when you're hit with people here with most complex information possible.
They're not really in a emotional state to process complexity, because they're stressed.
They're overwhelmed
So when I think again I'm gonna bring up the alignment word.
It's really getting everybody in an organization on a team to greet it.
Okay, people are in a stressed out and we're gonna hit him with complex information.
How can we make all this easy to understand, to take some of the burden of the stress off the situation
So again. The first thing is embraced and easy to understand is a common common common issue in the world of health care, usability.
It's pretty much everywhere. So to decide. You want to do it that you want to tackle the issue
Designed for the big picture by by understanding the big picture zoom out a little, and I understand what's going on
What's the moment? Was the contact surrounding the moment?
What else is going down to 8, some typical situations in which the touch points that will deliver the information you're going to create.
We live.
Make the right touch points for the right moments. So why are you making it?
Why does it have a reason to exist? What's the world?
This touchpoints gonna live in.
What's the goal of the test point? Why are you creating it?
In the first place.
Don't go it alone, and don't guess involve users and developing the design criteria for the touch point.
How they want it, delivered what's the format?
Understand with this seeking, because the touch point is made for them.
So, why not involve them? And in the development of it? In the first place.
There's been information, design principles going around in the world for the last 30 years.
So what you want to do as you want to utilize these principles
When you're developing your touch points
And those will all the step I see talked about simple language.
Few steps, concise white space.
And test it, don't assume me right. Don't assume me now.
These abilities safer to assume you're wrong, and get pleasantly surprised when you're right.
This whole story that I've come to you today with exists because of this usability problem in health care. Everything I've shared with you is stuff that just keeps coming up over and over and over again every time we go out and study the health care system happens every time pretty much guaranteed
And if you think about in the Us. The business model around health care.
The whole reason I have all this information is because health care providers product. Manufacturers understand that people have choices in their health care
And they get to choose where to go. So the experience that is delivered impacts people's choices of cheese in a place where they're gonna have a good experience
Choosing touch points that are easy to understand, such as award-winning Covid test.
So that's why I have this story, and I think this quote really sums it up perfectly that when you go out beyond health care into the world of consumer goods. Bad consumer experiences are better than good health care experiences what she is saying
So I'd like to leave you. Well, this big idea here that is not about what you make. It's how you make people feel, and you want to make people feel calm and in control
When they're engaging in with touch voice to deliver information in these various moments in the health care journey so that they're informed by making it easy to understand.
So that's the story I have for you to today for world visibility today.
Thank you guys for having me. It's great to be here.
Love talking about this stuff so got a few. So I was gonna share with all the information that I just shared with you, and the sort of the way we've broken it down
It's in the book that we just put out user experience research.
I'm holding up the book, but you can't see it on the zoom screen.
Hey? Look! There it is! No! Have it all right. Well, see in the book, but and I was gonna quickly.
Walk you guys through the book, but I thought I'd take just a second here, let's talk about questions, and then I'll give you a quick 3 min over me of the book, and it's got a really interesting story.
Behind it. It's not your typical book. And then it was not.
It's based on 30 years of trial and error.
And it's just written top of mind. So I'll open it up for questions.
I guess if that works for you guys, and then we can
Take it. I'll give you that quick overview if that works.
How does that sound Robin Brian and brandy
Yeah, that's sounds great.
So folks anybody have questions feel free to either. Take yourself off mute, or feel free to put something in the chat for those of you that maybe are more self-conscious.
Will also be opening up a breakout room a little bit later, so more kind of an intimate setting.
If you want to ask Marty some questions as well, but feel free to unmute yourself or put something in the chat
And one of the things for me, Marty, I'm I'm of the age where my parents, or older, and even even even as recently as this weekend I went to see family to be like the help desk the tech person it means in observing my mom and the anxiety she has
About, even, you know, many of us have, like the the health, care app that theoretically is kind of connecting your doctors and things like that just the challenge she has sometimes of even remembering how to log in how to set up you know kind of create her settings you talk about touch points
But not everybody is the same type of person. So how do you design a solution that can accommodate people who may have various levels of stress depending? On?
Are they reacting to the medical condition? Are they reacting to their attempt to use technology?
Well, I think that's really part of the used cases and understanding who is the person's gonna consume the information and as I was saying, you know what are their cognitive physical Muslim limitations so you need to understand the people You're designing for if there's a broad range of people
you're designing for I mean if you had say persona's argument sake, a good persona would cause you to design a different touch point for these different types of users, or no other approach is if you make it easy, for the most challenged users this universal design theory has been floating around for
the last 30 years. Then it's gonna be easy for everyone, but I think it really gets down to understanding who you're designing it.
For in the first place, and making sure that your use cases are grounded in the real world, not grounded in the conference room
Can you tell us a little bit about that
They answer your question.
It does. Thank you.
Hey, Marty, it's out here
Good morning, Howard, you too.
Good to see you long time, so I mean you know you you you as you talk about some of these kind of that sensory queues that you can have some, you know, made that summation over this period of time how long I mean okay, 30 years but when did you get to that point where you found out okay, these
Are these kind of 6 type, you know queues around everything.
One place mineral steps up to date, simple language, concise, visual.
When you how did take you to get to that point like this?
Is it? This is like the dawn of like these are all the pieces that we need to be thinking about.
Consciously.
Well, to tell you the truth, hour you know we keep doing these things easy to understand keeps coming up, and when you guys talk to me about doing world usability, I just began to look at the data that we piled up over I would say the last 10 years.
On this issue, and these were just always there. So I just went, looked at all the day and summarize it honestly, for today, you know our world usability day, but they just keep coming up I mean it's like we just did a project in the same stuff just keeps having it over and over
Fascinating. And then what you know when you look at in in the space of health care, the work you've done in.
Do you see any any spaces that are that kind of overlap, or that are kind of kind of support some of that kind of work you know, as users and consumers you know we use it other experiences from other spaces like you know you talk about retail there are others what are the other
Kind of spaces that people gonna lean on in terms of these are really important experiences that I want to use in my health care. Space
Well, that's a great question, however, because easy to use comes up in every thing we study in terms of user experience in terms of automotive electronics, financial services.
All the stuff that we wind up studying. People always want it easy to use, and they always say the same things.
We got a 1 million deliverables. Now that you ask the question, I keep thinking about this, I think one day we can make a whole visual picture book of easy use one button.
There's so many things that they're common themes.
I think they align well with the the heuristic principles of easy use.
But it's really interesting to me that people can tell you this just as well as usability. Experts can tell you this th that they can verbalize what easy to use looks and access
Cool.
So it's pretty much everywhere, and I think the other thing that we're seeing more and more so.
For example, is, you can see the phone is driving people's expectations for all screen interactions in life.
Be. It's your car. Wherever you are to go store.
So there's a a new level of expectation for simplicity and easy to use because of the way our lives have gone with this technology.
Okay. Good. To understand. Thanks.
Hey, Marty, I have another question. I know you you again.
You use the language of touch points. You know certain moments in time when you want folks to feel a certain way in a government conference community, or even even just kind of a large enterprise.
Community, whether it be a federal agency or some other large organization.
Sometimes the workers that maybe have an opportunity to kind of design that touch point are perhaps only empowered to design that touch point, and yet the overall experience traverses multiple touch points that maybe other companies other entities have a pardon and anything to kind of speak to that where sometimes for many of
Well, that's why I brought up alignment. I think you know, getting everybody to grip on what you're doing in the first place, and the collective goal you're trying to achieve is important so but in bed health.
Care anything else, you know, in business getting people to agree upon.
It is the challenge. So I think you've got to work and figure out how to align people.
To why you're making the test point. In the first place, and what we're all doing this in the first place, and and where to get that agreement.
That's the hardest part of the whole thing. I think the other stuff's easy. The line is the hard part
Us. We can only affect one touch point, but the experience is perhaps broader than that
Modi. Another quick question. So as you talk about alignment, then what do you?
What do you see is some some of the maybe the aspects will.
Okay. The tools that can be used to kind of maybe try and hope alignment.
What do you know?
Do you get involved in that? Or do I mean, I mean, as you said, like it's a research so like you must see this stuff going to repeat itself in the same way like problems with alignment if you see just any kind of solutions of how to align
Well, Cup, you know we did a lot of stakeholder interviews with clients and and listen to all the people that are gonna have a say in what you're doing, and are getting measured in some way as it pertains to what you're doing.
What are the things I've noticed is when you do a stakeholder interview one person just to express their opinion and talk.
Where is in a meeting? Everybody's always kind of showing off to see who's gonna out talk to other person and and you know everybody's more into talk and then listening.
So I think you got a list. Think listening is key. Then I think another thing.
We do, and we we talk about it in the book as well is summarize what people want on a one-page framework you gotta have an elevator. Pitch.
This quickly and easily summarizes what people want, and I think that
That's not done very often, you know. We we see a lot of research user research and companies, and it's very fragment and there's a piece over here in a piece over here piece over but getting it all in one pay pete and one area corral together simplified into one page
framework can also help align. People so I think it's to answer your question.
Hour is listening, and somewhere on what people want in one page for more
Cool. Thank you.
Great. Thank you.
Alright. So we do have a question in the chat from Kyle Mclaughlin.
How effective do you find visualizations in building alignment?
Well, I think I I can't say how often I funded.
That's what I think we try to do whenever we work with people is once, you know you.
You go, for I mean all these these various projects that I I I really refer to.
They probably all had 2,000 lines of data in an excel spreadsheet so how do you go from 2,000 lines of data in Excel Spreadsheet to simple one page framework that summarizes all that and assume way so we talked about how to do that in the
Book so that that's exposed. But I think you gotta do it with with people.
I think it's a team effort to, you know that's been a well over decade or going off in a conference room with a team making the beautiful magic framework and unveil it for some company and they hated it they hate it because they didn't they were part of making it with
you. So I think building that framework has to be something that's done collectively with all functions representatives from all functions, so that the same message is carried out into the organization to all the different disciplines that are gonna have to work together to execute
Does that answer your question
Yeah, and to follow up on that one. From my experience I completely agree.
But 2 in that environment, where you're bringing all of those stakeholders into the room to help build that framework.
Perspective that they're not trained in human centered design and thinking from users, perspective
Well, that's a great question, and and you know what we it's not so I go to detail in the book, and it's pretty simple.
But we we would call a theme. The theme would be an idea, a singular insight, and that singular insight is built upon a pattern across multiple research participants.
Typically we use a cut off of 25% or more.
So that insight is got data behind, it, and what we have found did you stick to a data driven approach to building the framework.
So you gotta get everybody aligned in the first place is to the information.
You need to go collect what are the learning objectives when you're engaging with your users?
What information do we need to get out of their heads? Everybody agrees upon that
And when it's time to build the framework and all the information that the framework is constructed from is data driven it tends to work.
There are times I will fully admit. You have a great question when people come in, and they want to toss in an arbitrary idea, and you just sort of gotta be patient let them working it out.
You know, is not our meeting. It's it's an 8 h activity to do what I'm talking about here, and I think that's another thing is There's a myth that alignment can happen in an hour it it takes more than more than an hour to get everybody on the same page is
that answered good question.
Awesome thanks, well, I know we're at the bottom of the hour now.
And so thank you so much, Marty. We really appreciate your time and insights personally your keynote presentation definitely provided I think a foundation for for all of us to kind of get the most out of this year's world usability day if you want to meet marty or continue
The conversation. Please join the breakout room. That will be opened momentarily.
But first, let's have our first drawing of the day for a custom zoom background.
So, Brian, if you can, or whoever on the team can kind of get that stuff queued up will be good to go
And but and actually as we kinda wait for that to get set up. Want to give you a chance, Marty, if there's something that you wanted to kinda call out about your new book
I want to give you a few minutes to talk about that before we have breakout, but I know you can get into details during the breakout. Perhaps as well
Okay. I just give you a quick overview of the book.
It's are you seeing here
We actually kind of took we we took sharing back so, but I think Brian just kind of switched it again.
So if you choose sharing again, we we will see it
Alright. Yeah, I gave you a quick story alright. So the book see you now alright.
Yes.
Well, the bucks about the fuzzy front end awesome known as the first step in the design thing process empathize.
I'm a human factors person by training my co-author spent some world, these industrial designers we've been working together for 30 years, trying to figure out Wi-fi on the fuzzy phone so the book is just the trial and error for a process that we've learned
To how to do that, and it's been a rough journey.
This is my first report I ever worked for Spencer back in 1990.
Got a lot of red ink on it. It was not actionable, but over the last 30 years we've been working for a variety of companies, Alex, and for the last 16 years and we feel like we've finally figured this stuff out during this time we're last 20 years we've been
teaching down the Savannah College of Art and design the Dean down there.
Victor. Emily approached this, and said he needed a certification and upfront user research.
He had an adobe. He had in 3D modeling.
He wanted one in upfront user research. So we said Yes, and we wound up with having to write a book to support that activity.
So there's an introduction to the book. There's 10 chat
It's grounded in 6 key principles and they're different to what I learned in human factors.
Training and in graduates. But your research needs to be relevant grounded in the business outcomes.
You see, and the learning objectives you need to meet that based on what people wish for which we talked about today.
Holistic. You see complete experiences from the emotional level down to the specific details of what you make rigorous.
As I talked about earlier. It's data driven. It's not due to the results aren't due to chance.
There's no be a seek to eliminate bias.
Actionable action will actual that's the hardest part to do in this stuff is figure out stuff that people can actually use.
Visual just sounds sounds like what I just said uses a lot of pictures, and we found it that's a flexible, repeatable approach is used to do it every time it's outlined in the book we think of it as more about defining value than emphasize empathy because you're figuring out
What people want. What they wish for in the future. So you gotta figure out the objectives.
What are you trying to achieve? What do you need to know?
To reach those. Come up with a plan to get that information from people do it.
I identify patterns in the data and tell the story through inside translation, which is ultimately the one page framework.
So that's just a brief overview of the stuff that's in the book.
It'll tell you how to do all of that. And it's simple, easy to read.
It's concise, simple language pictures all the stuff I just talked about
Great. Well I know that Brian did put a link a little more information for the book out, for those who may be interested.
Again, and after our drawing we'll have a few minutes if you want to chat with Marty about the book or any of the ideas that he talked about.
I love kind of the premise of kind of even the term fuzzy, because I feel like you know people in any industry, either kind of resonate with kind of trying to take the a ambiguous and trying to provide clarity, but not all of us you know are perhaps
Wired that way so kind of being able to tell that story, I think, is, is really helpful.
So if you want to meet Marty or continue the conversation again, please join the breakout room that will open up a momentarily.
But first let's have our first drawing of the day for a custom zoom background
Yes, I have. I fortunately have a copy of the book, and it is, if somehow magically fuzzy, so it's definitely worth checking out. So
So check that out. So let me
Alright.
So are we gonna break out the wheel of names to do our drawing
There we go!
Check that out!
Alright, Cory deal congratulations. If you're online a member of the Hcd.
Center of excellence team will reach out to you on chat to make sure we have your contact information, so we can start working on your custom zoom background so congratulations to Corey
So now the the breakout room to meet Marty.
If I can get my act together, is now is now open.
If you need help. Moving into the room. Please make a request in chat and someone from the team.
We'll move you, but you should have a prompt, and you can choose to go into that room
Where's the prompt
I'm gonna be working with you to just try to get you in
Perfect. I'm right here ready to go
Let's see here.
Yeah, I'll I'll look at at that.
We only have one room, so I think that it just kind of automatically gives you that option.
Hey, Ron, when you open the breakout room, do you select the option to allow participants to self select their rooms before you open the rooms
But
Okay. Let me see if I can check that out
Sorry for the hiccup, folks. I'm gonna close all rooms and try this again.
Actually no, it says it's gonna be. Let's see here.
If you could, and we'll fix this after this first breakout.
But if you can just ping me or take yourself off mute and and let me know, and I'll move you over
And we'll get this set up properly for the next.
Go around.
Jump over, Rob.
Okay.