Designing for Skepticism and Bright Sunlight
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Predictive analytics built on massive amounts of data, complex scientific modeling, and tens of thousands of simulations doesn’t add up to much to a farmer, if you haven’t gained their trust. Gaining trust is an important goal for any display of information, especially when your customer expects it to inform critical decisions with lasting effects, i.e. bet the farm. Getting to know your customer intimately and designing the appropriate user experience is essential. In this presentation I will share our experience at The Climate Corporation designing data visualizations and displays of predictive models for this unique group of customers and walk through a process your company can use to do the same.
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Designing for Skepticism and Bright Sunlight
- 1. Designing for Skepticism and Bright Sunlight Gilbert Guerrero, User Experience Designer Data Visualization Summit, Boston September 2015
- 5. Farmers are family-focused. Photo Source: LA Times, http://latimes.com
- 6. Farmers are on the bleeding edge. Photo Source: Gumdrop Cases Spring Planting, http://gumdropcases.com/
- 7. Photo Source: Provided by Kip Tom of Tom Farms
- 8. Farmers are disruptors.Farmers are disruptors.
- 9. 9 Photo Source: Tweet by Kyle Allen, @Channel7Seed, https://twitter.com/channelseed7/status/605875624708669443
- 10. 10 Photo Source: Tweet by Brent Peters, @bkpeters2000, https://twitter.com/bkpeters2000/status/601733949660921856
- 11. Farmers are entrepreneurs. Photo Source: “More Illinois Farmers Are Embracing High Tech Ag ― But Is 'Big Data' Too Much Like 'Big Brother?’”, St. Louis Public Radio, http://news.stlpublicradio.org
- 12. Data leaves only a faint and partial idea, while charts leave a distinct impression, which will remain for a considerable time, and the idea will be simple and complete, at once including the duration and the amount. WILLIAM PLAYFAIR (1759-1823)
- 13. Farmers like visual displays of quantitative information. Leave a distinct impression of an idea that is simple and complete.
- 14. Farmers make judgments based on personal experience. Believing what you have to say about the future begins when you can match the past.
- 15. Farmers like having accurate data and a way in. Your customers expect what comes out is only as good as what goes in.
- 16. Farmers don’t like it when… you tell them how to farm. Don’t tell your customers how to run their business.
- 17. Farmers don’t like it when… you expect them to discover features. Let them know what it is, how to use it, and what the benefit to them will be.
- 18. How can I claim to know farmers? “San Francisco from Twin Peaks dusk" by Christian Mehlführer. Licensed under CC BY 2.5 via Commons https://commons.wikimedia.org/wiki/File:SanFrancisco_from_TwinPeaks_dusk_MC.jpg
- 19. “Is This The Most San Francisco Photo Ever Taken?” http://sfist.com/2013/07/09/is_this_the_most_san_francisco_phot.php I work in San Francisco
- 20. Devendra Banhart which is, literally, a thousand miles away
- 22. We have tools we use every day to help us
- 27. Well, who you gonna believe, me or your own eyes? CHICO MARX
- 28. Yield is a function of genetics, the environment & farming practices
- 29. In 2013 we kicked off a multi-year study
- 30. with ethnographic interviews and contextual inquiry
- 31. Empathy requires care and feeding
- 32. We talk to at least 8-10 growers every month
- 33. Why farmers?
- 34. 34 Weather has become increasingly Unpredictable
- 35. By 2050, the world population will be 9.6 Billion 35 Source: World Bank, 2015.
- 36. Calories per person will increase by 30% 36 Source: UN FAO, World Bank, 2015.
- 37. We will need to increase food produced by 60% 37 Source: World Bank, 2015.
- 38. 1lb of N2O from fertilizers versus 1lb of CO2 is 300X 38 Source: “Overview of Greenhouse Gases”, EPA, http://epa.gov/climatechange/ghgemissions/gases/n2o.html
- 39. Our mission is to help all the world’s people and businesses manage and adapt to climate change. THE CLIMATE CORPORATION’S MISSION
Hinweis der Redaktion
- Good morning! My name is Gilbert Guerrero. I am a User Experience Designer at The Climate Corporation. I am going to talk to you about FARMERS. I’d like to share what I’ve learned designing for this unique audience that has only recently gained access to vast amounts of data and know the value of using data in decision making.
- Let’s begin by looking at who they are. How many farmers do we have in the room today? Anyone have a parent or sibling that is a farmer? Anyone know a farmer? Excellent.
- Farmers are self-sufficient. They’re handy with tools. They fix things, like tractors when they break down. They mend fences. They grow their own food. Milk the cow in the morning, before dawn.
- Farmers are wise. They know the land. They’ve been on that land for generations.
- Farmers are family-focused. Not only that they’re community focused. They help each other out. So that’s what you’ve seen on TV right. Maybe more recently during halftime commercials. It’s all true. But there are some things you wouldn’t expect.
- What about technology? I will tell you that farmers are on the bleeding edge. They’re early adopters. Tractors and combines now have iPads mounted in them. And that’s only one out of 6 monitors in there. They complain that they can hardly see out the window anymore. Good thing they have auto-steer. 94% of farmers own a mobile phone or smartphone. Compared to less than 10% ten years ago. 80% of our traffic at The Climate Corporation is on mobile.
- This drawing was made by a farmer. Kip Tom of Tom Farms drew this for a journalist at the New York Times.
- Farmers are disruptors, experimenters, analyzers. They will try anything that will give them an advantage. But they are also skeptics. They rely on people they trust for information. And even then they need to test everything first.
- They must know the risks and learn how to overcome them. They won’t release something on 100% of their acres, until it’s been beta tested. A/B tested. One hybrid vs. another on the same ground. This photo was tweeted by a farmer in Missouri, showing off how he planted multiple hybrids.
- This a tweet from a farmer, sent directly from the cab of a tractor.
- Farmers are entrepreneurs. I love this picture. This is one of my favorite farmers, Shelley Finfrock, standing in front of her 48 row planter. Most farmers have 16 rows. She works part-time as a soil and water conservationist and farms 8,000+ acres with her husband and son, in addition to running their own trucking business. The trucks are at their command full-time during harvest. Vertical integration. Farmers are ambitious. They have to be.
- Designing for farmers means you’re designing for busy people. Busy people who don’t run their businesses from a computer or from behind a desk. They’re running it from a corn field, on an iPad, next to heavy machinery, in the bright sun or bouncing around in tractor in the middle of the night at the end of a twenty hour day, because they’ve got a three day window to do something that should take a week.
- Farmers are busy people. Visual displays get to the point, when they're put together well. Charts and graphs summarize massive amounts of data. More and more farmers are digitizing their activities. The Climate Corporation's FieldView Drive instantly turns any tractor with any onboard electronics into a connected device streaming data wirelessly to the cloud. Absolutely everything is recorded. I love Dave Friedberg's aggressive strategy: Digitize the farm! And he's aware that what goes hand in hand with this is the operating system for the farm. A typical farm is generating 20 GB of unique field data every year. A farmer will spend a month just cleaning data.
- Farmers will use what they remember to make judgements about your product, your data, and you. "People don't trust data that they can't trust." -Milind Kamkolkar, Novartis "You cannot demand trust. Trust is something you have to earn." -Arijit Sengupta, CEO BeyondCore When your customers match what they see with what they remember in the past, they’ll start to believe what you have to say about the future
- Farmers like having accurate data and a way to make it even more accurate. Give your customers a way in. They expect to do some work. What comes out is only as good as what goes in.
- Farmers don’t like it when… You tell them how to farm. Don’t tell your customers how to run their businesses. Give them advice, insights, and data to help them make decisions. Decision making relies on having access to information, understanding the outcomes, and having alternatives.
- Farmers don’t like it when… you expect them to discover features. Tell them what it is, how to use it, and what the benefit to them will be. Your product is not the only one they are using. In their off time, farmers are not poking around in their apps. They don’t use any of their time for discovery. They use any extra time they can get to do MORE FARMING.
- I claim to know who farmers are and what they want.
- But I work in San Francisco, CA… This photo was posted on SFist, a couple of years ago. “Is This The Most San Francisco Photo Ever Taken?” “Google Glass? Check. Blue Bottle? Check. Dolores Park? Check. Bicycle? Check. People in unicorn costumes? Check. Complete scarcity of children. Yep. It just might win.”
- which is, literally, a thousand miles away. And from a thousand miles away, I need to tell them about something that’s going to happen right in front of them. Something that was created using complex models, with a wide variety of inputs, spread across multiple dimensions, that we use to run 10,000 simulations, every possible weather scenario. And when we show a single number, it’s not just a single number. It’s a median, with a margin of error or a range of possible values, within a confidence interval. And who am I to them? Geeks, freaks,...
- Hippies. How do I create something that’s both convincing and compelling? That a farmer can trust. How can I know this? 150 years ago 80% of the US population was employed in agriculture. Now, that’s less than 2%.
- At The Climate Corporation we have tools to help us.
- Personas are archetypes that provide a quick and tangible way of understanding what we know about the farmers we serve. We have four personas that represent different attitudes and behaviors: Skeptical Scott, Family-focused Frank, Anxious Andy, and Technical Ted. Personas help us understand who we're designing for and who we might even want to target with certain features, who we want to make them work well for. They also give us a way to walk in a farmer's boots. Empathize with them. Explain to ourselves why they might behaving a certain way. They provide the WHY where an opaque number from usage analytics can't and where a stream customer support records would take too much time. "Don't tell me how to farm."
- Personas give us a way to focus. Design for everyone and it will work for no one.
- We also use a grower journey map. This shows all the activities and decision points that a farmer faces during a growing season, including what they're doing between seasons during winter. "It's more than putting a seed in the ground." Farmers get dirty. Very dirty. Decisions they made months ago continue to play themselves out leading to new decisions. We can watch decisions play themselves out through the season. We can see that decisions about seed need to be made four times a year before it finally gets in the ground. And that the last decisions about where and when always get made for them by Mother Nature.
- Farmers will be sweaty, sleep deprived, anxious, sick, and even bleeding literally, during planting and harvest time. Farmers will be chasing pests, tracking grain bids, committing the harvest and selling ahead, rescuing yields with fertilizers and fungicides in the middle of the year. Farmers will be swamped with federal paperwork, financial reports, spreadsheets of yield data, seed recommendations and spec sheets, at the end of the year. With this, there's no reason why we can't deliver the right features at the right time, in the right way, in the right amount. But we didn't always have these tools.
- this is pretty much what farmers were hearing from us when I joined the company back in 2013.
- this is why. A lot of science. A lot of data. And in a compact little function we could explain it all. Yield is a function of genetics, the environment, and farming practices. Easy, right? Farmers just have to enter all their data and we'll tell them how to farm. And with the amount of money they stand to make it'll be a cinch to sell.
- We decided to take some time and just listen. This photo was taken on my first trip to the Midwest, while we were on the road in January of 2013 before dawn. It was -12 below. I found out pretty quickly why those funny hats had ear flaps.
- we did a series of ethnographic interviews. We visited farmers one on one at their farms, shops, in their homes, sat at their kitchen tables, met their moms and dads, sons and daughters. We went out several times a year, as the season progressed. We sat side by side with them in tractors and combines. This is a photos of one of our designers drive a combine!
- Ongoing mini-ethnography
- Every month we talk to 8-10 growers in Evaluative Research and Usability Testing Happens over the phone with screensharing Questions about their farm and their practices related to the feature we are going to test
- Farmers depend on the weather.
- "The impact of 1 pound of N2O on warming the atmosphere is almost 300 times that of 1 pound of carbon dioxide.” (EPA, http://epa.gov/climatechange/ghgemissions/gases/n2o.html) In addition to helping them maximize yields, we need to help farmers use resources efficiently and reduce their impact on the planet.
- Key Issues: iPad, Focus, What do we drop?