Exercise 3.2 – Personas: Francis Rodrigues
Project 3 | Experiences: Francis Rodrigues
Narratives: Francis Rodrigues
On a given day in the big city
Passing by this regular store
The big yellow boxes caught my attention from the outside
I instantly remembered Christmas in the summer
The smell of sand and ocean
The smell of cake and chocolate
The most wonderful time of the year
Then back to this cold and brisk place
Full of energy
It brings me so much joy to find a piece of home
In another time and another place
That brings together past and present
Into the place and time, I call home now.
Geographies – Francis Rodrigues
I chose to do this exercise leaving from home. Although I am pretty familiar with my neighborhood, the directions took me to surprisingly unseen places. First of all, it was a pretty cold day (in the 30s). At one point my hands were shaking so much I could barely hold the pencil. However, I still loved going out on a beautiful Autumn sunny day (I’m still not bothered by the cold at this time of the year – wait until February :-)).
The interesting thing about this exercise was trying to find things to capture after seeing very similar things. Example: with the directions of the exercise I was taken to a very residential area with more houses than buildings. One thing that caught my attention was the signs around these houses where parking is private and I never cared to pay attention to. Overall, great exploration exercise that makes you use fast and slow thinking.
Mappings – Part 3: Francis Rodrigues
For the final map, I wanted to show my five-forces map in perspective. Based on Census data of one of my forces (Ethnicity), it became apparent that my observation of different ethnicities at the center of my map is a reflection of the broader map. It also explains one of the other forces I described (variety). With so many different people in one place, it is natural the variety of restaurants, food stores, and other shops. From this Census data and concentration of population, it suggests that the closer to the main public transportation, the more concentrated is the population.
Part 1 – Observations and Initial impressions
Project 2 – Part II: Francis Rodrigues
Busy and Quiet
Convenience
Variety
Ethnicities
Public Transportation
Architectures | Francis Rodrigues
Work – Office Space
Work – Building Site
Work – Surroundings
Mappings – Part 1: Francis Rodrigues
I chose the main intersection of my neighborhood due to its diversity and different forces available, as well as the proximity. This is Forest Hills, a place in Queens – one of the five boroughs of New York City.
Convenience – There are all types of shops, convenience stores, banks and pharmacies. From major brands to mom and pops and street vendors.
Public Transportation – All NYC public transportation is available at this intersection: subway, bus and trains. Transportation takes people to major airports, downtown NYC, Brooklyn, Long Island, etc.
Variety – This area also provides several types of restaurants, fast food and food trucks. Also, due to its diversity this area offers all types of food (Asian, Latin, Middle-Eastern, Italian, Mexican, etc.).
Ethnicities – This intersection is in Forest Hills | Queens – the most ethnically diverse urban area in the world – Although Queens is a big part of NYC, in this area you can find a sample of how diverse the population is: I observed people from everywhere and heard different languages while taking pictures or just walking around.
Busy and Quiet – Around this intersection is extremely busy. Not only serves locals, but it is a way to get to both NY airports. It is also one of the main avenues that connects the local streets to major expressways. On the other hand, two blocks away is pretty residential with low rise buildings in quiet three-lined streets. No sound of the busy intersections at all.
Informations: New York City Interactive Map
http://maps.nyc.gov/doitt/nycitymap/
Progressive Disclosure As you open this map, an overview of the five boroughs is displayed along with standard zoom options, a search and advanced options (Additional Map Data) on the left such as parks, public transportation, etc.
Feedback When zooming in or out, as well as searching for a specific address or landmark, the map shows results as soon as actions are taken. On the left side, once you click on one of the options (e.g. Cultural Institution -> Museum) the map indicates with the corresponding icon all locations instantly.
Layering The zoom option allows to view the entire city or specific details. The advanced options on the left side groups categories of things to see or find in the city. As opposed to other maps, this interactive map is clean and gives the user the opportunity to see only the information requested by the user.
Iconic Representation: The icons on the left side advanced options provide cues in addition to descriptions (e.g. hospital, library, airports, etc.). The icons provide not only visual representation, but also functionality. By clicking on an option, all the locations are displayed on the map with an icon. Upon clicking on the icon, further information is displayed on a modal fly-out.
Wayfinding: The first view of the map (zooming in into the city) highlights main streets and parks that provide general orientation. The left side Additional Data provides a visual way to select an option, see it immediately on the map and immediate feedback to the user for confirmation of selection.
Graphics: Francis and Cindy
The Chairs of Francis’ Life
Home office chair
This is the chair I spent my time when working from home. It is functional as it allows me to turn left or right. The reason why I got this chair was purely a combination of design and functionality. It does not provide me with the best comfort, but as I spent no more than one day a week working from home, it does the job. I live in NYC and I don’t have a bunch of rooms in my apartment, so I needed a chair that would fit into the overall interior design and other furniture I have on my living room (my working space is on the opposite site, but still on an open living room space).
Dining Room chair
This is my dining room chair. Again, in this case I needed something that fits into the design and the other furniture in the room. Also, I wanted a solid wood table, round and small to fit into the dining space. These chairs have back support and cushion that are fine for having breakfast, lunch or dinner. For these goals, it is great.
Reading/relaxing chair
This is a very comfortable recliner. The leather is soft and the it provides with great comfort and enough firmness. I use this chair for reading or relaxing, never working. I wanted to have a space and a chair where I could just sit back and enjoy. As you lean back the foot rest comes up and just makes you wish you had time to stay there for a while. It may not look the coziest, but this chair is incredibly comfortable and it pays off for not having my other chairs as comfortable.
An object Francis loves, an object Francis hates
An object Francis loves, an object Francis hates
First of all, I love coffee. Can’t live without it. No way. There are many reasons to why I love my Nespresso machine. Of course the convenience of making just a cup of coffee, as opposed to brewing on a regular coffee pot. Additionally, the great quality of the coffee. I grew up going to my grandparents’ coffee farm and used to taste coffee freshly toasted. Now, about the Nespresso machine: well, this machine provides me with good visibility. I always know whether or not there is enough water to make a coffee cup as the tank behind the machine is made out of a type of transparent acrylic. I know when the machine is turned on/off as the buttons on top light up. Although it provides basic and good functionality and visibility, there is one opportunity for improvement: it lacks to give me visibility to whether or not the capsule container is full. I only know that I need to empty it out when the machine top handle constrains me to close it while I try to put a new capsule on. The machine provides me also with good feedback: as I press the on/off button it lights up instantly. As I press the brew coffee button, the machine starts the process right away. The affordances of this machine are good. The buttons are clear and well positioned, the handle indicates that I need to grasp it to open. The supporting tray looks flexible and the bottom pieces have a good indication that it can be taken apart for cleaning. It fails though when it comes to the water tank. It is not clear at first if you have to pull up the water tank, or swing and pull it up.
Okay, many people know that I hate the Apple TV remote. At first it looks really nice, sleek and pretty simple. Once you start using it you are immediately faced with issues so many other users face out there (just Google “usability issues with apple TV remote”). When it comes to the affordances of this remote, the buttons are clear and indicate that they are supposed to be pressed. One part of the surface (top) is touch sensitive and it can be used for most of the functionality of the remote. It is not clear it is touch until you notice while handling it for the first time (or read about it for that matter). The mapping of the remote is pretty straightforward too. Main controls on top, volume, mic and play/pause at the bottom. The biggest problem of this object and actually what makes me hate the remote is visibility. First, it kills the mapping intention. Also, there is no indication on the remote itself to whether or not it is turned on/off. Additionally, when I am watching a movie or show and the living room lights are off, I never know the remote’s orientation and more frequently than not, I press the wrong button. I lost the count of how many times it took me back to the menu when I was trying to pause it. On the other hand, the feedback is great. As you touch or press something, you immediately see what happens no matter good or bad.
Histories: Francis Rodrigues
Smithsonian Museums
Frida Kahlo paintings (Passion and Sorrow)
Iceland Roads (minimum disruption to nature)
Strategy: Garbage In – Garbage Out
Garbage in – garbage out (GIGO) refers to the concept that bad inputs will result in bad outputs no matter how accurate the logic behind the scenes is. This rule applies more generally to systems across different domains including business and education. The input errors can be related to incorrect type of data entered in a wrong field (e.g. zip code entered on state field), or wrong data entered on the right field (e.g. wrong email entered on email field). Affordances, previews and confirmations should be used to avoid problems of data quality or minimize errors in general. As per Lidwell, Holden and Butler in Universal Principals of Design, the best way to avoid garbage out is to prevent garbage in.
Lidwell, Holden & Butler: Universal Principles of Design.
Example 1: Universal Principals of Design – Forms
Example 2: Bad Data Costs the U.S. $3 Trillion per Year https://hbr.org/2016/09/bad-data-costs-the-u-s-3-trillion-per-year
Example 3: Operations and financial impacts for not having proper standards on system inputs. The domino effect. I worked on a project where we did not account for a proper field with a dropdown for time (hour) where a Customer Service Agent would enter the delivery time for a truck from Nestle to a big store (CostCo, Wal-Mart, Target). Since hours needed to be entered in military time, a new employee (although trained) entered hours in am/pm form. The results: trucks which were supposed to get to a store at 11 pm (23:00), got there at 11 am. For almost two days several trucks were getting to their destinations at the wrong time. The company was fined thousands of dollars and in some of the stores we weren’t able to supply products before the 4th of July weekend, resulting in loss of revenue.
Strategy: Orientation Sensitivity
Orientation Sensitivity is an experience of visual processing that certain line orientations are more easily processed from other lines. Visual information processing depends on different factors, with orientation sensitivity based specifically on oblique effects and pop-out effects.
Oblique Effects: easier to perceive horizontal and vertical lines than oblique. Implications for design: elements that are vertical and horizontal are considered more aesthetically pleasing to users.
Pop-out Effects: elements of an area ‘pop out’ and are quickly and easily detected. When we need to identify a line among other lines, it is easier when the target line differs from the others by 30 degrees or more. This effect is strongest when combined with the oblique effect.
Lidwell, Holden & Butler: Universal Principles of Design.
Example 1: Universal Principals of Design
Example 2: London Subway Map by Harry Beck
Replacing irregular lines with horizontal, vertical and 45-degree diagonal lines. Classic of information design -> First cases of a map designed from a user’s perspective.
Reference: https://www.theverge.com/2013/3/29/4160028/harry-beck-designer-of-iconic-london-underground-map
Example 3: I am still looking out there…
Strategy: Progressive Disclosure
Progressive Disclosure is a strategy to manage complexity in user interfaces, instructional materials and physical spaces. The purpose is to show only relevant information and allow users to explore further options as they become advanced in the system. Progressive Disclosure can be found in search options, pop-ups with the More button and in physical spaces to manage the perception of complexity and activity such as those in theme parks. The use of progressive disclosure reduce complexity and avoid users’ confusion and frustration with a given solution, product or service.
Lidwell, Holden & Butler: Universal Principles of Design.
Further reading: NN/g (https://www.nngroup.com/articles/progressive-disclosure/)
Example 1: Universal Principles of Design – Search boxes, modal screens.
Example 2: iOS Mail App -> Most frequent options visible as well as More for advanced functionality.
Example 3: Kayak.com – Most relevant menu options available with a More option at the top. E.g. Flights -> Round-Trip, One-Way, Multi-City or Explore for further options.
Strategy: Red Effect
Red effects are a set of triggers (cognitive and behavioral) evoked by the color red. Designers should use red whenever the intention is to increase general attractiveness of a given product or solution. According to studies, wearing red appropriately can make both genders more attractive to the opposite sex, can increase slightly competitive advantage in sports, and should be avoid at all on working and studying spaces as it impairs problem solving and creativity.
Lidwell, Holden & Butler: Universal Principles of Design.
Example 1: Universal Principles of Design – Same woman wearing red and blue. When wearing the red dress the woman increases her attractiveness.
Example 2: Why The Color Red Revs Your Desire (But Lowers Your IQ)
Andrew Tate, 2015: https://designschool.canva.com/blog/red-means/
Example 3: Here’s why all fast-food signs are red
http://www.businessinsider.com/why-are-fast-food-signs-red-2015-9
Strategy: Personas
Personas is a technique used to create user profiles of one or more archetype of users with the objective of learning and describing one’s interests, likes, dislikes, some demographics and other relevant behaviors. The number of personas should be kept small and the primary persona represents the target audience. Having a Personas defined can help in the process to define and prioritize requirements, as well as support the subsequent processes of design including ideation, prototyping and testing.
Lidwell, Holden & Butler: Universal Principles of Design.
Example 1: Universal Principles of Design
Example 2: NN/g – https://www.nngroup.com/articles/personas-jobs-be-done/
Example 3: Digital Mom Nestle Nutrition – This is the Personas resulted from the research we conducted in one of our projects a couple of years ago. We were researching how the millennial moms consult the different sources of information on how to feed their babies, as well as what influences the shopping decision-making.
Strategy: Life Cycle
All products go through a life cycle that progress in stages during the existence of the product. Designers should consider a product’s life cycle while envisioning or creating something new. There are four stages of life for all products:
Introduction: launch of a product (it can coincide with final stage of development). Normally involves early adopters.
Growth: focus is to scale in supply and performance to meet product’s demand. Efforts to get requirements for next version of product should be underway.
Maturity: peak of life cycle. Sales decreases while competitors increase. Focus to enhance product features and maximize customer satisfaction.
Decline: sales decline, market share at risk. Focus to minimize maintenance and develop transition to new products. Testing of next generation products should begin at this point.
Lidwell, Holden & Butler: Universal Principles of Design.
Example 1: Universal Principles of Design
Example 2: Is the traditional GPS dead?
Example 3: Apple iPod
https://themarketingagenda.com/2014/06/01/end-of-the-cycle-for-apples-ipod/
Strategy: 80/20 Rule
The 80/20 refers to the concept that in a complex system, a large percentage of the effects are caused by a small percentage of the variables. Other examples provided in the Universal Principles of Design include:
80% of a town’s traffic in on 20% of its roads.
80% of a company’s profit come from 20% of its products.
80% of system failure are caused by 20% of the components.
Question that must be always asked: What is 20% of the design that drives 80% of the effects?
Lidwell, Holden & Butler: Universal Principles of Design.
Further reading: AI Is Going to Change the 80/20 Rule
https://hbr.org/2017/02/ai-is-going-to-change-the-8020-rule
Example 1: Universal Principles of Design
Example 2: Pareto Principle (the origin of the 80/20 rule) – 80% of Italy’s land is owned by 20% of population.
Source: https://en.wikipedia.org/wiki/Pareto_principle
Example 3: We wear 20% of our clothes 80% of the time
Source: https://www.wsj.com/articles/SB10001424127887324240804578415002232186418