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#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
DESIGNING FOR THE HUMAN SCALE
WORLD IA DAYZURICH, CH | 18 FEBRUARY, 2017
METAPHORS OF THE MIND
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
ANDY FITZGERALD | @ANDYBYWIRE
METAPHORS OF THE MIND
“We divide the world up into entities at the
human scale so that we can manipulate them
in human lives”
– Gilles Fauconnier
#HUMANSCALE
METAPHORS OF THE MIND
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
‣ Embodiment
‣ Magnitude
‣ Belief
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE
Embodiment
“Cognition spans the brain, body, and the environment. [It] is an extended
system assembled from a broad array of resources.”
EMBODIMENT
#HUMANSCALE
– Wilson & Golonka @PsychScientists
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
“The vast pattern of the brain would mean
nothing outside the body of the brain that
produced it.”
– Robert Epstein
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
no more than 9’
no less than 4’
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
“To perceive the world is to co-perceive
oneself. [… ] The awareness of the world and
of one’s complementary relations to the
world are not separable. ”
– JJ Gibson
#HUMANSCALE
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
– Gilles Fauconnier
#HUMANSCALE
interior
exteriorboun
dary
Container Schema
You wake out of a deep sleep and peer out from beneath the covers
into your room. You gradually emerge out of your stupor, pull
yourself out from under the covers, climb into your robe, stretch out
your limbs, and walk in a daze out of your bedroom and into the bathroom …
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
– Gilles Fauconnier
#HUMANSCALE
whole
par
t
Part-Whole Schema
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
– Gilles Fauconnier
#HUMANSCALE
whole
par
t
Part-Whole Schema
par
t
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
– Gilles Fauconnier
#HUMANSCALE
Part-Whole Schema
whole
par
t
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
– Gilles Fauconnier
#HUMANSCALE
Image Schemas
whole
par
t
interior
exteriorboun
dary
ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
– Gilles Fauconnier
#HUMANSCALE
1 1 1
1 0 1
1 0 1
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
ANDY FITZGERALD | @ANDYBYWIRE
‣ What are the embodied metaphors at work
in your user’s journey?
‣ What might the experiences we design look
and feel like in the physical world?
‣ Does the digital experience “break the rules”
of physical space?
‣ If so, are the new rules clear – and
comfortable – for your users?
SCALING TO EMBODIMENT
#HUMANSCALE
LEGEND
STAGES Research & Planning ACO Sign Up Provider Selection Appointment Scheduling Appointment Post-Care (Wellness)
TASKS
THOUGHTS
FEELINGS
OPPORTUNITIES
Research ACO vs. other plansSelect desired plan options
Stay informed of benefits
Select location & time
ACO Site
Web
HR
Friends &
Family
Wellness Literature
Events & Classes
Notifications & Alerts
Provider Dialogue
Learn & participate
Determine treatment plan
Share symptoms
Plan for next steps
Receive diagnosis
Confirm appointment details
Select location, date, time
Receive appointment reminders / export to personalcalendar
Select reason for visit and include any additional info
Review and confirm details
Select desired plan options
Receive information on how totake advantage of ACO resources
Enter personal information
Research outside of Providenceproperties (e.g. Google search)
Search by accepted insurance, specialty, location, language
Talk to friends and family for recommendations
Compare relevant providers
Share knowledge & experience
Provider Location
Prevent future ailments
Travel to appointment
Enter requirements & preferences
Compare available providers
• What is an ACO?• How will this benefit me?• What are the advantages over my
current plan?• Why is my employer providing this
option?
• Do I have all the information I need to successfully sign up?
• How will I know that I'm making the most of my plan?
• What's next?
• Which provider is going to accept my insurance and provide the care that I require?
• I've narrowed down my options, but how can I be certain I'll choose the best provider for me?
• How can I easily fit an appointment into my busy schedule?
• How can I confirm that all of my needs will be accounted for during my visit?
• Why do I have these symptoms?• What will I need to do to get better?• Can I trust everything my doctor has
told me? • How much will this visit cost me?
• How can I be proactive about my health?
• How can I build a relationship with my provider?
• What's the best way to let others know about my experience?
• I just want to save my family some money.
• I don't want to make the wrong choice.
• Is my employer thinking in my best interest?
• The sign up process is really quick and easy!
• I appreciate that the website is able to use what it knows about me to make the process easier.
• It's really helpful to know how my information is being used to help me.
• It's really important to me that my family gets the best care possible from the most capable provider/s.
• Close proximity to my provider is essential in case of emergencies.
• It's essential that my special needs can be addressed by my provider.
• Scheduling an appointment is really easy and left me feeling confident.
• I love that Providence keeps me notified of my upcoming appointments.
• I feel anxious when visiting a doctor.• I like having my options explained to
me in detail.• I appreciate it when my doctor takes
the time to listen to me and address all of my concerns.
• I really enjoy having access to resources beyond just treatment.
• I feel like Providence knows me when I'm notified of relevant news and health alerts.
Remember appointment
Review providers & locations
Reach understanding
linear process non-linearongoing
✓ Provide all information required to determine that an ACO with Providence is the right choice.
✓ Inspire confidence in potential participants by being transparent.
✓ Provide explicit details around cost savings for employee/employer.
✓ Simplify the sign up process to only its bare essentials.
✓ Clearly explain how information will be used.
✓ Maintain a dialogue with participants so they take advantage of ACO opportunities.
✓ Arm people with information to make decisions with confidence.
✓ Allow people to easily sort and filter providers based on their needs.
✓ Recommend providers or aid people in their search by leveraging what we already know about them.
✓ Simplify the scheduling process to only its bare essentials.
✓ Remind people of their scheduled appointments.
✓ Follow-up appointment with information on next steps.
✓ Provide detailed information on any prescribed medication/treatment.
✓ Proactively engage and inform people with relevant notifications and events.
✓ Provide a platform for people to maintain a dialogue with providers.
✓ Engage the community of users by allowing them to share their experiences.
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE
Magnitude
The relative size of an object, measurement, or quantity.
Orders of magnitude for which we have the best
heuristics exist on the human scale.
Think quarters and dozens.
MAGNITUDE
#HUMANSCALE
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
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MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
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MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
+
‣ Pay attention to quantities
‣ Look for thresholds where
tactics change
‣ Test with your target audience
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
"
#
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#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
“It’s never been easier for people to be
wrong, and at the same time feel more
certain that they’re right ”
– Joe Keohane
#HUMANSCALE
BELIEF
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Image Chris Harrison
ANDY FITZGERALD | @ANDYBYWIRE
Belief
“The story in your head that serves as a recipe or rule for action.”
BELIEF
#HUMANSCALE
– Dave Gray Liminal Thinking
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
reality
experience
theories
judgements
beliefsthe obvious
attention
from Dave Gray Liminal Thinking
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
attention is the bellwether of belief
Sheep by Phil Laver from the Noun Project
attention
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
Preemptive Framing
Be the first to frame an idea
Example: The hacking
of the DNC was the
DNC’s fault and
Democrats lost by a
wide margin
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
Preemptive Framing
Be the first to frame an idea
Diversion
Divert attention from the real issues
Example: Diverting
attention away from
potential conflicts of
interest and Russian
hacking and toward
Meryl Streep’s speech
at the Golden Globe
Awards.
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
Preemptive Framing
Be the first to frame an idea
Diversion
Divert attention from the real issues
Deflection
Attack the messenger, change direction
Example: Attacking
the media in an
attempt to erode
public trust. Reframing
credible stories as
“fake news.”
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
Preemptive Framing
Be the first to frame an idea
Diversion
Divert attention from the real issues
Deflection
Attack the messenger, change direction
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
“Language that fits a worldview activates
that worldview, strengthening it, while
turning off the other worldview and
weakening it.”
– George Lakoff
www.evonomics.com
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
“This is true even if you are attacking [the
President’s] views. It doesn’t matter if you
are promoting [him] or attacking [him], you
are helping [him].”
– George Lakoff
www.evonomics.com
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
85% of cabs 15% of cabs
80% accurate
ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
85% of accidents 15% of accidents
80% accurate
BELIEF
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Direct Causation
“Explains and deals with a problem via direct action”
Systemic Causation
“Recognizes that many problems arise from the system they are in
and must be dealt with systematically”
www.evonomics.com
BELIEF
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
BELIEF
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
‣ Remember that attention, belief, and action
are all linked
‣ Watch for cognitive bias exploitation, such as
framing, diversion, and deflection
‣ Consider which conceptual frames are
activated and how
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
DESIGNING FOR THE HUMAN SCALE
DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
“All models are wrong, but some are useful.”
– Norman Draper & George Box
DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Embodiment Magnitude Belief
DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Embodiment Magnitude Belief
interior
exteriorboun
dary
whole
par
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DESIGN FOR THE HUMAN SCALE#HUMANSCALE
andyfitzgeraldconsulting.com [email protected] @andybywire
THANK YOU!