The Opening Keynote to UXPA 2016

1. BEYOND USABILITY:
ADAPTIVE AND ASSISTIVE TECHNOLOGY
Kelly Goto
@go2girl

5. Image Source: Wikimedia | Gary Karp
In Universal Design, there’s something called the curb cut effect. Basically,
things intended to benefit people with disabilities wind up benefiting everyone.

6. Image Source: Wikimedia | Gary Karp
Universal Design is the concept of designing all products and the built
environment to be aesthetic and usable to the greatest extent possible by
everyone, regardless of their age, ability, or status in life.

8. By 2050, 21% of the global
population will be 65 or older.
By 2100, the number of people aged
60 and over will reach 3.2 billion.
Today, nearly 15% of the population
would benefit from Assistive
Technologies,
Global Agewatch Index 2015

9. "People with disabilities make up 15 percent of
the world 's population and some of the assistive
technology marketed to people with disabilities
can also be sold to the other 85 percent of the
population that is "situationally disabled" by their
environmental conditions, at work and at play,”
Andrew Johnson, Managing Vice President at Gartner.

10. Products that support monitoring and
maintaining the functional status of older
adults in their home environments.
SMART
HOME
Products that support monitoring and management of an
older adult’s physiological status and mental health of
maintaining wellness and managing the chronic conditions.
QUANTIFIED
SELF
Technologies and products that support both informal and formal
caregivers in providing timely and effective care and support to
older adults and persons with disabilities in their homes.
CAREGIVING
Technologies that enable older adults to stay socially
connected to their families, friends, and local communities.
COMMUNITY
CONNECTED AGING FRAMEWORK
Content Adapted from Connected Aging Framework, 2014

11. We have the ability to create experiences that are
situationally appropriate and environmentally
aware. It’s a new era of adaptive experiences.
Kelly Goto — gotoresearch

12. TECH DISCONNECT

13. Mission District, San Francisco

14. Mission District, San Francisco

15. Governance
Crisis Point
COMPLEXITY Quantity & complexity
of information
Ability to deal with
quantity & complexity
of information
COMPLEXITY vs. COPING
TIME
Zap Think LLC

16. Every aspect of the experience
including competition for time
and attention is in flux.
Deeper insights using mixed
research methods are needed
to establish an meaningful
strategy in today’s product
development.
CULTURAL FLUX

17. Washington Post

18. Washington Post | Huffington Post

19. Washington Post | Huffington Post

23. MEANING
Courtesy of Bespoke Innovations

25. “Much of consumer behavior involves
everyday routines and practices that
consumers do not actively think about.”
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
The Intentional Mind

26. “And when asked, they do not necessarily come
to talk about — or do not even do not actively
think about.— these routines or patterns.”
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
The Intentional Mind

27. SENSORY ENGINEERING

28. 感性工学
emotionalusability
KANSEI
SENSORY ENGINEERING

29. Evolution of 'sensory engineering'
1970’s 1980’s 1990’s 2000’s 2010’s
[1960‘s]
QFD Quality Function
Deployment seeks out
‘fuzzy’ needs and
uncovers ‘wow’factor
[1970‘s]
Kansei Engineering can
"measure" the feelings
and adapt to product
development.
[1980‘s]
Kano Method looks at
Normal / Expected /
Exciting requirements
[1990‘s]
Kansei
introduced into
the US
[1998]
Affective
Computing
/ HCI / AI
(Picard)
[2007]
“Age of the
iPhone”
[2016]
Convergence
[2007]
“Age of the
iPhone”
[2004]
Emotional
Design
User
Experience
(Norman]

30. from: Engineering Emotional Values in Product Design by Simon Schütte
Kansei
Emotions Words
Behavior
and
Attitudes
KANSEI EXPERIENCE

31. from: Engineering Emotional Values in Product Design by Simon Schütte
SENSORY
INPUT
Mapping Building Trigger
Kansei
Affection
Feeling
Emotion
Chisei
Logics
Recognition
Understanding
EMOTIONAL
LOGICAL
KANSEI EXPERIENCE

32. kansei words

33. HUMAN RECONNECT

35. FOCUS GROUPS
ETHNOGRAPHY
1:1 INTERVIEWS
ONLINE SURVEYS
BIG DATA
why
they do
it
what
people
do
unaware|implicit|EMOTIONAL
a w a r e | e x p l i c i t | LOGICAL
FIELD STUDIES

36. FOCUS GROUPS
FIELD STUDIES
1:1 INTERVIEWS
ONLINE SURVEYS
BIG DATA
behavioral|attitude
e v a l u a t i v e
ETHNOGRAPHY
reporting|assumptions
g e n e r a t i v e
data
/logic
stories/emotion

37. UNMODERATED TESTING
SURVEYS / MICRO SURVEYS
SENTIMENT ANALYSIS
LOG DATA
ANALYTICS
QUANTITATIVE “WHAT” QUALITATIVE “WHY”
IN-DEPTH INTERVIEWS
OBSERVATIONAL TESTING
DIARY STUDIES
HOME INTERVIEWS
FOLLOW ALONGS
+

38. VIA
MEANING
ASPIRATION
CONNECTION
IDENTITY
TRUST
EASE-OF-USE

39. MEETS MY
NEEDS
IT
WORKS
EMOTIONAL
LOGICAL
I LOVE IT
AWARE
(explicit)
UNAWARE
(implicit)

40. MEETS MY
NEEDS
st
easy to use
simple
efficient
personalized
sharing
intuitive
comfortable
familiar
customizable
inspiring
meaningful
portable
cool
connected
reliable
I LOVE IT
IT WORKS
EMOTIONAL
LOGICAL
AWARE
(explicit)
UNAWARE
(implicit)

41. ASPIRATION
CONNECTION
IDENTITY
TRUST
st
EASE-OF-USE
EMOTIONAL
LOGICAL
AWARE
(explicit)
UNAWARE
(implicit)

42. INPUT EXPERIENCE OUTPUT
Psychological
Sensory
Memory
Contextual
Aspiration
Connection
Identity
Trust
Ease-of-use

43. INPUT EXPERIENCE OUTPUT
= Nostalgia
Psychological
Sensory
Memory
Contextual
Aspiration
Connection
Identity
Trust
Ease-of-use

44. EMOTIONAL OUTPUT

45. EMOTIONAL OUTPUT

46. INSIGHT STUDIES

47. Each Insight Study contains focused
cycles (1-3 weeks each) built around
specific research goals. These cycles are
punctuated with Insight Reviews that
share rich findings.
This process allows product teams to
understand what people really think,
feel and need. These insights translate
into improved experiences and a
stronger product vision.
INSIGHT STUDIES

48. INSIGHT STUDIES
In-Depth Contextual or Remote
Interviews are conducted at the
start and finish of the study.
Weekly Remote Interviews
follow up on self-reporting.
Ongoing Diary Studies
gather self-reported
activities and moderated
prompts. [D-Scout]

49. An ongoing panel can be created
to track more than on boarding
and customer service on a quant
level. Cohorts can be created
based on release and timing of
beta and public launches.
INSIGHT STUDIES

50. =
Erica, 33, and her dog Champ
“It’s 10:53pm, and I’m only at 7388 steps….we’re
about to go take the dog for a walk. Got to make
sure we get to our 10,000 steps before the end of the
night.”

51. ANALYSIS | SYNTHESIS

52. Although often combined, analysis
and synthesis are opposites.
Synthesis can occur without
analysis but analysis cannot
happen without the synthesis.
Analysis
(deconstruct /
break down)
Synthesis
(reconstruct /
put back together)
ANALYSIS vs. SYNTHESIS
Analysis vs Synthesis

53. DATA ANALYSIS
Open Coding: form initial categories of
information about the phenomenon
being studied from the data gathered.
This is “the process of breaking down,
examining, comparing, conceptualizing,
and categorizing data”
Coding procedures in Grounded Theory
Strauss and Corbin (1990)

54. DATA ANALYSIS

55. Compare attitudes, beliefs and
behaviors between participants to
build a spectrum (spectra) we use
to develop behavioral personas and
groupings of themes and attitudes.
These lead to Mental Model and
Journey Maps outlining pain
points, needs and opportunities.
CONSTANT COMPARISON
Constant Comparison Methodology

56. RAPID UX RESEARCH

57. Hypothesis
• Create Research Question
• Create Semi-Structured
Discussion Guide
Plan
Cycle 1
Targeted Recruiting
(N=12)
Determine Key
Characteristics
Recruiting
Remote Interviews
• Create Research Question
• Create Semi-Structured
Discussion Guide
Inquiry
week 1 week 2 week 3 week 4 week 5 week 6 week 8
Output
Deliverables
• Affinity Diagram
• Whiteboard Sessions
• Create Actionable Output
Plan
Cycle 2
Work Session
• Determine Next Steps
• Pivot or Dive Deeper
RAPID UX RESEARCH
Rapid
Analysis
Open Coding
• Deconstruct / Analysis
• Interpretation
• Reconstruct / Synthesis

58. http://www.socialresearchmethods.net/kb/qualapp.php
RAPID UX RESEARCH
https://en.wikipedia.org/wiki/Qualitative_research
Grounded Theory was
developed at a time when
qualitative research
was seen as unscientific or
non-systematic
Rapid
Analysis
Coding Data
• Deconstruct / Analysis
• Interpretation
• Reconstruct / Synthesis
Inquiry Output
Foundation in Grounded Theory

59. Saturation is reached when
the researcher gathers data
to the point of diminishing
returns, when no new
insights are added.
SMALL SAMPLE SIZES
Why N=12 Per Study?
Sample 1
NUMBER OF INTERVIEWS
Sample 2
New Codes Code Modifications
Thematic Prevalence Poly. (New Codes)
NUMBEROFCODES
0
10
20
30
40
50
60
70
80
90
1-6 7-12 13-18 19-24 25-30 31-36 37-42 43-48 49-54 55-60
Journal of Computer Information Systems (Marshall, Cardon, Poddar, Fontenot)
CRONBACH’SALPHAFORTHEMATICPREVALENCE
1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
0.7
0.79
0.85
0.88 0.88 0.89 0.9 0.91
0.93

60. SENSE & SENSIBILITY

62. DISCONNECT

63. eld/Edible Growth ProjectChloé Rutzerfeld Edible Growth Project
BE HEALTHY

64. PLAN

65. Image: engaget.com » HTC Rift
CONNECT

66. (c) mark hollenstein
THE BIG LEAP
KELLY GOTO
principal + CEO
kelly@gotoresearch.com
415.839.5544 m
@ go2girl
gotoresearch.com
KELLY GOTO
principal + CEO
kelly@gotoresearch.com
415.839.5544 m
@ go2girl
gotoresearch.com

67. Remember: People don’t
advance as quickly as
technology.
BEYOND USABLE

68. June 1, 2016
The Internet and Web have been
downgraded to "internet" and "web" as
of today. “The argument for
lowercasing Internet is that is has
become wholly generic, like electricity
and the telephone.”
- Tom Kent, AP Standards Editor

69. The space between things.
Paying attention to the gap.YOYU

70. “Today’s young people will be part
of the largest group of older people
in history. No future development
goals can be legitimate or
sustainable unless they include
people of all ages and leave no one
behind.”
- Archbishop Desmond Tutu
The space between things.
Paying attention to the gap.YOU

71. kelly@gotoresearch.com
@go2girl
@gotoresearch