Personas – Greg Puett

Persona


870×1024 A Charming Grandpa Sprints For A Workout Cartoon Clipart Vector

(more beautiful sunsets*)

Scenario

Jason is sitting at home after a long but simple day of chores around the house and spending some time in his pool, as well as watching some TV. He saw a commercial about that new mission impossible movie and he just had to see it. He convinces his wife to come with him to the movies, and tells her if she doesn’t want to watch the movie with him, she can always go shopping. She agrees, and when they get there, it is still early afternoon. Jason goes to the movie and his wife goes shopping. After they finish up, they’re both a little stressed out by the labors of shopping and the intensity of the movie. They decide to go home and watch the sunset together. As they’re leaving, Jason notices a lookout tower, and decides to see what it is about. When he gets to the top, he sees a wide platform with a railing facing west, and notices that he has a fantastic view of the soon-to-be sunset. Jason and his wife decide to stay in the lookout tower and watch the sunset from there, occasionally using the binoculars and other various tools provided to make their experience a little more exciting and different than if they were to watch from home. After some time, and a gorgeous sunset (shown below) they leave the tower happy, and head home.

Storyboard

Project 3 – Team 17 – Christina and Greg

 

Project 3 Pitch

 

 

Sunset Lookout – Phoenix
Our Project 3 Pitch is designed to be presented in front of an audience like a salesman would. The spoken portion of the pitch is in the “notes” on each slide, and is designed to be read at a normal speaking pace. The pitch is also broad enough that it can be presented to many different audiences without modification, but our primary target audience is groups of people who would actually visit the structure, be they tourists or locals. The pitch can also be presented to the City Council, or the Tourism Board or other influential groups around the city.

Narratives – Greg Puett

I had originally written a story about a man walking down a crazy forest path though weird obstacles relating to my purchases, but then i reread the instructions, and it is supposed to be related to my project 2 site, so I had to make some modifications. I think it turned out OK.

 

The man opened his eyes, he was in a strange and unfamiliar place. He looked to his left and saw several buildings and storefronts, and on his right, a large sign that read “Desert Ridge Marketplace.” He was shocked to suddenly find himself in some strange place he had never seen before, and briefly wondered how he got here, and how he should get home. Thinking of home reminded him of his wife, and their small cabin in the woods, and their time spent together laughing and talking in front of their fireplace. He also remembered her spiced peaches, it was one of his favorite recipes that she had introduced him to only a few years ago, and now his mouth watered just thinking of them. Looking around once again, there was a clear pathway through the buildings in front of him, and a dangerous looking road behind, so he started walking. He first walked past a small green field with a large fountain in the middle, and seeing this reminded him of the flower fields near his home, with their running creeks and buzzing bees gathering nectar to turn into honey. He continued walking down the pathway through the buildings, and came to a long corridor, with palm trees running down the middle, and nothing inside any of the buildings flanking it. It was such a nice path that, for there to be nothing along the sides seemed strange to him, strange like a mild salsa. “Why even get salsa if it’s not going to have some spice?” he would always ask. And here he asked a similar question, “Why even have this path if nothing comes off of it?” He shrugged his shoulders and continued down the path towards a large clearing in the buildings. In front of him was a big round pad of concrete with several small holes in various places. As he stepped closer to investigate, the holes suddenly shot water into the air, and the man stepped backwards in surprise. As quickly as it came, the water left, down a small drain in the center. The man felt himself strangely drawn to stand on the pad, and to let himself get drenched in the water he guessed would return. He moved forward, and got to the very center of the circle. The small drain beneath his feet. Nothing happened. He looked around as if to ask the air “what now?” when as quickly as it came the first time, all the water jets turned back on, and sprayed water towards the sky. The man was buffeted by water and air as the jets sprayed, and he instinctively closed his eyes. Just as before, the water stopped as quickly as it started, and the now thoroughly drenched man opened his eyes. Only now before him, was not the slab of concrete, or the buildings he walked past, but a familiar cabin, with smoke puffing gently out of its chimney, and its two windows wide open letting the evening breeze roll in. Somehow, he didn’t understand it, but somehow, he was home, and looking down at himself, he was completely dry. The image of those spiced peaches passed through his mind again, and with a wide smile, he opened the door, and walked through.

Geographies – Greg Puett

I’ll admit to not really understanding this assignment in the slightest. I’m guessing it was an attempt to make us more aware of our own environment, or maybe to get us to go somewhere new. Were we supposed to make an actually useful map, or is it just supposed to be sketches of stuff along our way? I ended up making a somewhat useful map, but its definitely just sketches of stuff that I encountered along the way. One of the most amusing things about the trip is that I started at my front door, and surprisingly I never actually left my apartment complex except for a very few brief seconds. I did find myself along the way making conscious choices to not call certain places “decision points” in order to make my trip a little more interesting, as well as a single instance in order to not walk about an extra full mile which would have put me really far away from my apartment. Twice I actually just got stuck in a corner because of the directions, which still makes me laugh. So in the end, I’m not sure what I’m intended to get out of this mapping assignment, but I did have a nice walk around my apartment complex.

Informations, Part 3: Greg Puett

Love

This sign for mayor is one of my favorites of all time. It even highlights one of the principles that I personally worked on for our list, the von Restroff Effect. With Its diamond shape rather than square or rectangle, and the firefighter cap on the top, this sign will be remembered long after the campaign ends. This sign actually won my vote, mainly because all the Phoenix Mayor’s were saying pretty much the same thing, and didn’t speak on any of the issues I care about, but that’s a different class.

Hate

This sign for school board is awful. Not because of how its organized, but because of its Color. For some reason, this pair of candidates decided that in order to stand out, they were going to use the exact same color as all the “NO” proposition signs. Prop signs have always historically been yellow when telling you to vote NO (see examples below), and been a whole range of colors for yes. (You can see somewhat below that right next to a sign is a red “yes” sign. What were these two thinking, “People will see this, and will vote ‘NO’ for us too!”???

 

Project 2: Greg Puett

My chosen location

The Desert Ridge Marketplace

 

Climate
In phoenix, where the summers peak at over 110 degrees, (record high 122) dealing with the heat is vital. You either have two options, make your property be entirely indoors, or build intelligently to take advantage of landscaping and shade. Desert ridge is built using shade and intelligently aligning the buildings to minimize sunlight on customers, using an east-west corridor, where most shops have either a north facing door, or a south facing one that is always shaded.

Income
This marketplace is a fairly popular shopping hub for people in Northern Phoenix, and even attracts customers from the more affluent areas of Cave Creek and Scottsdale. The socioeconomic status of the surrounding areas is a primary force at play for this location. You can see this in the wide variety of shops available here, from a Kohl’s and Ross on the outside of the market, to a chocolate shop selling 20 dollar chocolate apples, or a Korean BBQ restaurant selling Wagyu steaks. 

Culture
Desert ridge provides a community stage for various performing arts groups to come and put on shows during business hours. These usually draw large crowds and drive business to the shops.

(Note, I don’t really like how poorly this maps, if you have suggestions, i’d love to hear them, otherwise I’ll probably change this force.)

Tourism
Immediately next to the marketplace is a Marriott Resort and Spa, complete with Golf Course, Tennis courts, pool, even a lazy river. This being so close to the Desert Ridge Marketplace also drives a great deal of business and visitors. Additionally, due to the price of the resort, this adds to the income forces at play here in the marketplace.

Business Types
The marketplace is also built and oriented in an interesting pattern, where the larger department style stores are on the exterior, in their own rows across a parking lot from the main marketplace, while the smaller or more specific shops are within the marketplace itself. While you cant see the names from this satellite map, you can see the general layout.

 

Final* Map

This map will be getting updated every day (probably) So come back frequently with advice/suggestions. Feel free to add to or suggest changes to my list of planned changes below.

Planned changes include

  • Renaming shops from “places” to “Stores/Restaurants” – Please provide you suggestions here, I don’t like the / but cant think of a better word for “places you spend your money”
  • Adjusting the base map a little to the south west so that the intersection in the north west is more obviously an intersection
  • Including a compass, I’ve always loved those.
  • Maybe adding the shops “value” back in as people suggested for my income map. Removed it because it felt off on the full map.
  • Finding a way to categorize something as both a tourist spot, and assign a “place you know” value to it.
  • Figuring out how to clearly indicate where the tourism is primarily coming from.
  • Maybe modifying the sun path to more clearly indicate sunlight, or eliminating it entirely.
  • Double checking all the stores, the vacancies are based on memory, not accurate details, I’ll go back on Saturday and make sure it is all correct.
  • Also apparently I need a scale.

Underlined and Italicized = complete
Strike = Did not implement

Final Final Map

Informations Part 2: Greg Puett

My family’s map of Great Britain:

When I was younger, my family lived in England. While we were there, (basically) every single weekend we would go to a different castle or sight seeing location. While we were there, we would stop by a gift shop and get a pin for the attraction. Eventually we collected tons of pins, and we decided to make a map of the countries and pin them in their corresponding locations on the map.

What makes this map interesting from a design aspect, is the fact that most of its design decisions were made by my mother, an elementary school teacher with no design background whatsoever. So its fascinating that even on a map not built by a designer, design principles are present. They are so vital that even an untrained person uses them in order to present information.

The first, and definitely most obvious one is Color. The map itself represents a few countries, and you can see the land is clearly the green areas, the sea surrounding the islands is the blue background, and if you look closely, you can even see the borders between Scotland, Wales and Northern Ireland are done with yellow embroidery

.

Another pretty easy to spot example is Consistency. Each attraction location is represented by a single pin, all of which are about the same size. Whats interesting to note, is for attractions that did not have a pin for sale, my parents would use an image from the guide book, print it out onto Shrinky Dinks, and glue those onto pins in order to use for the map. You can see a few above on Ireland, and even more on the bottom of the next image.

:

Consistency also holds true for Scotland, where a large amount of their castles used almost identical designs for their pins, only adjusting the shape to represent the castle itself.

Finally, the most fun conversations about this map come from people who have also been to some of the locations on it, and that leads me to my third principle. Recognition-over-Recall. People are able to generally remember a general area where they saw an attraction, but cant necessarily point it out, with this map, they can recognize the actual site, and see exactly where it was in the country, rather than having to look specifically for where it is before finding it. It leads to all sorts of fun talks about how someone saw this one castle, and they think it was “somewhere around….. ah ha! Right here!”


What other principles can you see built into a map made by a school teacher?

Objects, Part 2: Greg Puett

This is a standard weekday in the life of Greg Puett.

I wake up every morning, and get out of bed, do my morning routine and finally before leaving for work, Desk chair with headrest. Mesh fabric all over because its hot in Phoenix.I sit down at my desk to catch up on emails and maybe read some news articles or something. I’m in this chair almost every morning, and definitely every night. This is probably my most favorite chair that I’ve ever owned. Its got a (mostly) fully mesh construction. Living in Phoenix Arizona, this is pretty much a requirement, it lets air flow through and keep you constantly cool and refreshed. Another thing I really like about this chair is that it lets me be comfortable, no matter the posture. If I want to sit fully leaning forward with my spine in a big C (very poor posture), I can do so in complete comfort. If I sit up straight, the backrest has perfectly placed lumbar support and encourages me to sit property. If I’m watching a movie or show on my computer, I can lean all the way back and have my head supported on the headrest. I love this chair.

After this, I head downstairs (I live in a 3rd Racing style seat built into a sports carfloor apartment) to my car, where this awaits me. I drive a high handling sports car, and sitting in this seat makes me feel secure. Its high sides hold you in place, and you feel like you can take corners at 50 miles an hour and not fall out. The car was designed to drift, so its seats need to be able to handle sideways pressure. I like it because it sits me low to the ground and that really connects you with the road. Sitting up higher just makes driving boring. Also the loop on the shoulder of the seat hangs onto the seat belt and makes it much easier to access every day. The seat has that red trim on the wings, and the stitching down the side matches. This looks particularly striking on the red models of this car. Mine is white, which also looks pretty nice. Interestingly, the model year of my vehicle only offers red trim, so even if your car is blue, it will have the red interior. It was an odd design choice by Scion and Subaru.

After getting to work, I walk in and get to my desk. I have a sit-stand desk, and I make an effort every night to leave my desk up in a standing position, so I start my morning standing. When I do finally sit down, it is in this chair.Main chair at CSAA offices. The Steelcase Amia The Steelcase Amia. This is the chair that the majority of my office uses, and I’m not exactly sure why. The chair itself is fairly comfortable, but is fabric and foam rather than pure mesh like my desk chair at home. I already spoke of the benefits of pure mesh, but for some reason that is ignored at my office. It might be due to the willingness to keep the office at a constant 72 degrees, which prevents people from sweating and needing that consistent airflow. The chair has movable lumbar support to allow a much wider audience of users. My biggest issue with it is that the arm rests are TOO adjustable, so its very difficult to get them to be level without using a guide of some sort.

During the day, I regularly attend meetings, and while my office has several different chairs in the conference rooms, the one I encounter the most often (aside from the Amia) is this one: the SteelcaseWork chair with mesh back Think. This chair actually used to be my primary desk chair at work, but then my building underwent a remodel, and each desk got a new chair, and it seems that a lot of the older chairs got moved into conference rooms if there was a need. This is another pretty standard work chair, but thankfully it does have the mesh back. This is especially important in conference rooms where lots of people grouped together can quickly heat a room. Unlike the Amia, this chair has about 10 notches on its arm rests, so its fairly easy to line them up.

Dining chair, used primarily as horizontal space.As the workday ends, I head back home and generally sit right back down at my desk there, and use my home chair. But I have a couch and dining chairs which are very rarely used. Their primary purpose is horizontal space. I’m not the most organized person, and instead of putting things away, the end up on chairs or couches. Its usually stuff that’s easy enough to put away, I just don’t do it. I have my couch, which I’m glad I own, but regret getting because the faux leather and its lack of air movement and cooling. (Are you noticing a trend? It’s important). The dining chairs have a similar problem, but only the seat is like this, and that is usually bearable during the course of a meal. If I ate at my dining table more often, I would likely look for new chairs, but since they are mainly used as anThis couch is messy art piece in my dining area, they can stay. The chair shown is currently not in my dining area since I’m using my table as a temporary workbench while I build my own custom workbench.

Objects, Part 1: Greg Puett

At first, thinking of things in my house that I love and hate was a daunting task. I’m pretty good with my money, so I don’t tend to buy things that I hate. Additionally, I have a lot of things that I love, so picking just one was another challenge. As I started to think about it more and more though, one object in particular became completely clear. My trashcan’s lid.

Lid for a trashcan.
Trashcan Lid

I understand its general purpose, to keep my house looking nice and smelling nicer, but its not built well at all. It has physical constraints, but they are negative and unhelpful rather than useful or even necessary. If my trashcan is pushed up against the wall completely, the lid doesn’t open all the way, and when my hands are full and I need to throw something away, it just completely stops me from doing so. Additionally, as you throw things away, the lid gets dirty, and unless you clean it regularly, it just sits in your house or apartment showing the world (quite literally) your personal garbage. Its built to reduce visibility, but instead it increases it. I understand the need for it, but this thing causes too much irritation consistently to be something that I could not hate.

 

On the other hand, there is a lot of items that I love in my home, my computer, my desk, my bed. I decided on discussing one that most people are probably not totally familiar with. Its my Gyokucho Double Edge Pull Saw.  I absolutely love this thing. When I first started my woodworking hobby, getting straight saw cuts was nearly impossible. As you might know, when cutting some wood, even getting started is hard. Most beginning woodworkers pull the blade back towards themselves along their drawn line to start cutting, then once they get a small cut in the wood, they then begin to make full strokes using a forward and backward motion. What many people may not know however, is that traditional “western” saws, like this one from home depot only actually cut wood when pushed forward, so beginners don’t actually make any cuts on the wood when they’re trying to establish that line in the wood, they actually just mash the wood on the line. This is a physical constraint of western style saws. This constraint is part of this Japanese saw as well, since it cuts on the pull stroke, but those first few pulls to get lined up actually cut into the wood, and make progress much faster and easier for beginners. Second, as you cut the wood, your arm tends to twist to one side, and causes your cut to drift from a perfect straight line into something that is either wavy or just not where you want it. This pull saw has a handle that is long and straight, forcing the woodworker to hold it very particularly, which actually encourages straight cuts. Also when the saw is placed against the wood, the position of the handle affords pulling, which like I said, is the cutting half of the saw motion. Additionally, its easy to keep it vertical due to the shape of the wooden handle. Its an oval that when held naturally puts the blade perpendicular to the hand. Its very easy to establish and maintain proper form as a habit. Finally the thing I like most about this saw is that it has 2 separate edges, one for doing rip cuts, and the other for doing cross cuts. The difference between the two cuts is actually very important, and using the wrong side can possibly ruin a piece. Thankfully the teeth are fairly distinct, which increases the visibility of the saw’s operations.  Its a little hard to see with the photo, but you can see how the teeth on the bottom are much closer together than the teeth on the top. What you can’t see due to the photo is the actual design of the saw teeth, and if you’re interested in learning more about the differences between the teeth, this website has a pretty good write up. Look at the first image to get the easiest understanding of the differences.

Team 8 Principle #8: von Restorff Effect

von Restorff Effect

The von Restorff Effect is basically the increased recognition and recollection of things that are different. This can be both something you see, or something you do.  It is why we remember those old spice commercials, or why red cars get pulled over more often. Because they stand out, they are remembered.

Example #1: Chick-Fil-A Billboard

Chick Fil A Billboard shows von Restorff Effect
von Restorff Effect Billboard

This billboard accurately depicts the von Restorff effect, because its striking, has actual 3D models of cows, and is amusing which helps it draw attention in visually noisy environments.

Example #2: This handy poster

Von Restorff Effect Poster from LawsofUX.com
Von Restorff Effect Poster

The circle stands out and is easy to remember because it is the only one in a field of squares.

Example #3: This bottle

A bottle of blue curacao among a bunch of empty tea bottles.
Look a bottle.

Even obscured, the difference stands out and draws attention. When thinking back to the picture of all of the bottles on my counter top, will you remember “he had this blue one” or will you just remember a lot of empty tea bottles?

 

Sources:

Chick-Fil-A example:
Lidwell, William, et al. Universal Principles of Design. Rockport, 2010.

Chick-Fil-A Billboard image:
http://lakeworth.cfalocal.com/do-you-know-when-and-where-the-first-chick-fil-a-cow-billboard-was-erected/

Law of UX Poster:
https://lawsofux.com/von-restorff-effect.html

Team 8 Principle #7: Veblen Effect

Veblen Effect

The Veblen Effect is an interesting inversion of supply and demand, where instead of demand driving the price, the price drives the demand. Intentionally making something more expensive and therefore more exclusive drives the demand of the product. There is even an entire category to these products, called “Veblen Goods

Example #1: Tesla Roadster

A cherry red 2008 Tesla Roadster. Prime example of a Veblen Good
2008 Tesla Roadster

The Tesla Roadster was the first highway legal all electric car to use lithium-ion battery cells, and its high price and limited availability drove its demand. Once the concept of the Tesla all electric vehicle took off, they expanded their product line to include lower priced models.

Example #2: Johnnie Walker Blue Label

This bottle of blended scotch whiskey retails for over $150.
Johnny Walker Blue Label

Johnnie Walker Blue Label. At over $150 a bottle, this whisky is supposed to be “an unrivaled masterpiece – an exquisite combination of Scotland’s rarest and most exceptional whiskies. Only one in every ten thousand casks has the elusive quality, character and flavor to deliver the remarkable signature taste.” Honestly to me, it tastes the same as the Black Label for 10 times the price.

Example #3: Oakley Sunglasses

Two sets of sunglasses. Gold and Black Oakleys on the left, Blue and Black piRanha's on the right.
Oakley Vs. piRanha

Compare the two sunglasses here, one is clearly superior, no? Oakley has built a brand as a luxury sunglasses and other sporting goods brand, and is generally associated with a certain status.

 

Sources:

Veblen Goods:
https://www.economicshelp.org/blog/1164/economics/veblen-goods/

Tesla Roadster Example:
Lidwell, William, et al. Universal Principles of Design. Rockport, 2010.

Facts about the roadster:
Shahan, Zachary (2015-04-26). “Electric Car Evolution”. Clean Technica. Retrieved 2016-09-08. 2008

Johnny Walker Blue Label (image and quote):
https://www.johnniewalker.com/en-us/our-whisky/johnnie-walker-labels/blue-label/

Team 8 Principle #6: Visibility

Visibility

The principle of visibility relates to a system’s improved usability when its function, status, and feedback is clearly indicated for the user (Lidwell 250). This provides queues to the user (whose memory is limited) to help them complete tasks. Visibility to only essential information is important as providing every condition, control, etc. of a complex system can be overwhelming to the user.

 

Example 1: Three Mile Island Nuclear System

Three Mile Island System

There was little visibility to critical parts of the system that regulated water flow at Three Mile Island Nuclear Generating Station (Lidwell 251). As a result, operators were unaware of the status of problematic areas which led to the most significant nuclear accident in United States history.

Example 2: Instagram vs. Snapchat

Instragam UISnapchat UI

The design differences between Instagram and Snapchat highlight the importance of visibility as a strategic factor for mobile applications. Instagram’s user interface provides visibility to most features on the main screen. It does this through the use of understandable icons, attention-grabbing notification badges, and expanded detail on the most important feature of the app– the feed.

Snapchat on the other hand drops users straight into a camera view to share, but does not make any other features notably visible. The feed for user content and news are hidden on separate screens under ambiguous icons. Additionally, certain features are not discoverable on first sight at all and require gestures to access. Most notably the map feature requires a pinch gesture to view it; however, there is not indication in the UI on how to access this feature.

One may argue that Instagram’s ability to make the most important features visible has made it a superior app over Snapchat in the marketplace.

 

Example 3: Massage Chair Remote

Massage Chair Remote

This remote control provides visibility to all functions and status of a massage chair. Text provides an simple understanding of functions. The icons are clear signifiers of position, massage technique, recline, and adjustment of the massage “spot”. Raised buttons indicate that they can be pressed for said functions and lights next to the icon indicate what is currently selected. A large red “stop” button makes it easy to turn off the system.

 

Sources:

Lidwell, William, et al. Universal Principles of Design. Rockport, 2010.

Instagram, Inc. Instagram. Version 66.0. https://itunes.apple.com/us/app/instagram/id389801252?mt=8

Snap, Inc. Snapchat. Version 10.42.11. https://itunes.apple.com/us/app/snapchat/id447188370?mt=8

Team 8 Principle #4: Immersion

Immersion

The principle of Immersion refers to a mental state where an individual loses sense of the world and experiences “joy and satisfaction” from the environment or activities in which they participate (Lidwell 134). Perception and cognition is at a level in which the individual is neither overtaxed nor undertaxed, so that they don’t lose interest or experience frustration. As a result, the user is more susceptible to enjoying and getting lost in the experience.

 

Example 1: Titanic Museum Exhibit

Titanic Exhibit

The R.M.S. Titanic museum exhibit employs immersion by putting visitors into the story of the Titanic’s maiden voyage (Lidwell 135). From the excitement of its departure to the tragedy of its sinking, visitors guide themselves through a self-guided exploration of the exhibit. They receive identities as either high, middle, or lower class passengers/crewmen and given a boarding pass for one of these individuals at the beginning. Throughout the exhibit reality slips away as visitors envision themselves on certain locations and stories aboard the Titanic. Highlights include true-to-life sets of areas on the ship, real artifacts from the wreckage, and a giant iceberg that visitors can touch.

 

Example 2: Pokemon Go

Pokemon Go

Pokemon Go uses augmented reality to simulate a hunt for Pokemon in real world locations. Immersion was employed skillfully and users rushed to locations to find rare Pokemon. However, designers did not take into account negative outcomes due to immersion. There have been reports of traffic accidents due to users being distracted while playing the game. For instance, a study performed by Purdue University’s Krannert School of Management, accidents in Indiana’s Tippecanoe County increased 26.5% at Pokestops (hubs where pokemon can be caught) (Faccio).

 

Example 3: Old Navy HQ Mock Store

Old Navy HQ Mock Store

Old Navy HQ uses a mock store to immerse employees in an experience to understand what future seasons’ assortments and store layouts will look like. Merchandising, design, production, store operations, marketing, and strategy teams are involved with preseason planning and must understand if the assortment will make things easy for the customer to find, be visually appealing, and tell a cohesive story. The mock store allows them to put themselves in the shoes of a customer. It simulates a real Old Navy store experience, complete with mannequins wearing clothes, dedicated sections for the family, and signage and decorations.

 

Sources:

Lidwell, William, et al. Universal Principles of Design. Rockport, 2010.

Faccio, Mara, and John J. McConnell. Death by Pokémon GO: The Economic and Human Cost of Using Apps While Driving. 21 Nov. 2017, ssrn.com/abstract=3073723.

Team 8 Principle #2: Archetypes

Archetype

Definition in my words:

Cultural and other unconscious biases that have been embedded into us over time. In some way, they are a shorthand to many social realities we live with. They also help us in making sense of things around us.

Note: Sometimes this principle can intersect with other principles like stereotypes and concepts like learned conventions.

Example from Universal Principles of Design (my source):

Harley Davidson motorcycles. The motorbike designs and positions its motorcycles as an outlaw, living outside the society. They have even built a community around the outlaw archetype.

Harley Davidson Imagery (observe no helmet)

Image Source: https://www.flickr.com/photos/shfrazierpics/6886086359/

Example of Archetype from a source online:

Apple uses archetypes very effectively. It positioned itself as the ‘The Rebel’ in its famous 1984 Macintosh launch commercial:

https://www.youtube.com/watch?v=OYecfV3ubP8

Apple used archetypes again in early 2000s in its famous “I’m Mac and I’m a PC.” The brand highlighted its personality by contrasting itself against the dullness of a generic Microsoft PC.

Mac showcased itself as an individualist, easy going and a symbol of openness and self-expression. It was not a rebel anymore but it sure was not the establishment.

https://www.youtube.com/watch?v=0eEG5LVXdKo

This subtle but important change in stance might have had to do with the fact that Apple was not as small as it was back in 1984 and thus it had to evolve its image accordingly.

Example of archetype from everyday life:

Land Rover Discovery – the explorer archetype

Land Rover Discovery and Range Rovers is an example of an explorer archetype in action. The car is designed to explore, and it connects with the explorer in all of us. Its high ground clearance, four-wheel drive, powerful engine, head lamp vipers are just some of the many features that are designed to help it wade through water, drive through deep snow and climb a sand dune in the middle of a desert. All this so that it can enable you to explore freely. (Jeep’s Wrangler does this too, for much less).

Watch this to see Land Rover capabilities in action https://www.youtube.com/watch?v=dU6a9oIAP6M

Watch this for fun

https://www.youtube.com/watch?v=-wKfpPrRVIo

Team 8 Principle #1: Accessibility

Accessibility

Definition in my words:

Designing in a way that the product/artefact can be used by all without a need for modification.

(This includes product’s usability among people with limited sensory abilities, limited physical abilities, people with limited or no experience of having used the product or people who make mistakes while using the product.)

Example from Universal Principles of Design (my source):

Position of buttons in an elevator for wheelchair access

Image source: http://michelleli.ca/wp-content/uploads/2009/10/jp_elevator.jpg

Example from an online source:

Sidewalk markings for the visually impaired

Image Source: https://www.slideshare.net/UXAndrew/universal-design-26013302

Example from everyday life:

Bus stop sign in braille, for the visually impaired.