Humans, Interaction, Technology, Strategy
October 16-17, 2003
Interaction design is, now more than ever, a critical resource for business strategy. A growing gap exists between companies’ increasing knowledge of technology and taking products to market, and their decreasing understanding of people’s everyday needs and wants for interaction with media, services, and physical productsall of which are increasingly embedded with digital interactive technology.
A group of 200-300 designers, business executives, and others will lead the teams developing the interactive products, media and services of the future. Keynote speakers will present principles and case studies of how to create offerings that both address the total user experience and are strategically important to the companies that created them.
Speakers and Topics
Tim Brown President & CEO, IDEO
"Interaction Design: The Business of Prototypes"
The development and delivery of interactive experiences is a vastly different enterprise than developing highly resolved, mass manufactured products with relatively long life cycles. Competitive pressures for innovation require interactive experiences to be rapidly reconfigured at the point of service. Constant changes in delivery technology require constant iteration of physical artifacts. And ongoing shifts in cultural taste mean that the essential emotional components of an experience need to evolve over time. This environment of continual flux requires that we think of designing experiences as a prototyping activityan activity where constant change is a component of the business model, not a challenge to it, and where rapid iteration is supported by new approaches to organization and methodology.
Mark Greiner SVP, Workspace Futures, Steelcase Inc.
"Working in a Ubiquitous World"
Electronic displays are everywhere: on your wrist, on the wall, in your hand, on your cell phone or PDA, on your computer. But generally they only display information about device status or information you have asked for. What if instead you could call up virtually any information from virtually any source, and the network was smart enough to sense your location and select the display and interface most appropriate to the situation? Would you work any differently in such a world? Probably so. There are many questions here regarding pervasive computing, privacy, contextual awareness, social interaction, and information protocols in a world where wireless Web access is available everywhere and all the time
Tom MacTavish Vice President and Director, Human Interface
Laboratories, Motorola Labs
"Understanding Business and Technology"
While mastering design includes the formidable tasks of integrating design skills, understanding users, and envisioning the future, these are only the initial steps required to create successful products. Too many great concepts are casualties of politics, processes, and pitfalls. What strategies can we employ to overcome organizational barriers to innovative design? How can we ensure greater business impact and a higher introduction rate of new concepts? Is there a designer ecosystem that can be identified and exploited? How much should designers know about the limits and capabilities of technology? We need to understand what knowledge and factors will lead to commercially successful design in today’s business and technology environment.
Don Norman Professor of Computer Science, Northwestern
University; co-founder, Nielsen Norman Group
"Getting Our Acts Together: Making Design Successful Within the Constraints of Business"
The design profession is abundant with societies, ideas, journals, and meetingssometimes too abundant. The result can be fragmentation, with most design societies working in isolation from one another, and complaining that no one else takes their work seriously enough. It’s time to stop the fragmentation, and add a harmonizing business perspective. The goal of design should not be museum pieces or prizes, but rather successful productsproducts that help the company succeed, and cause enjoyment, pleasure, and value to those who use them. This harmony will require a deeper understanding in the design community of the ways and needs of business, and an appreciation of the art of compromise; for in many ways, the essence of good design is finding innovative, successful compromises among the many competing and conflicting requirements.
Sam Pitroda Chairman and CEO, WorldTel and C-SAM
A major contributor to the high-tech crash was the simple fact that executives did not pay enough attention to the experience of end users. Although every company says it is "customer centered," users found that most of the innovations of the "new, new thing" era actually made their lives more complicated, not less. Corporate leaders must overcome several barriers in order to increase the acceptance of new technologies: Resisting the urge to make every product work for everyone, and start designing products that work better for specific users; defying the trend of piling more features onto products to expand market share, when it is this very complexity that is preventing the market from growing; and instead of making everyday products like cars and appliances as complicated as computers, making computers as simple and easy to use as cars and appliances.
Yin-jia Yao General Manager, Industrial Design Center,
Lenovo (Legend Computer)
"High-tech Products for the Chinese Customer"
Ordinary Chinese customers have an increasing desire for high-tech products as a representation of their increasing quality life. But they also keep some distance from technology, afraid to use it because of their limited experience with it. To be successful, products should not only demonstrate a high-tech quality, but also be easy for people to use. We can bridge the distance between these two goals with design. Recently, as the PC has become more popular in the Chinese market, Lenovo has started doing research to find out how cultural backgrounds and living styles influence our customers’ buying mentality.
Stephen Wilcox Principal and founder, Design
Inclusive or universal design has not historically been at the core of the business strategy of most major corporations. However, the aging of the global "first world" population and improvements in medicine mean that an unprecedented and growing percentage of product users (for example, approximately 20 percent of the present U.S. population) experience some form of disability, ranging from limited mobility or dexterity, to problems with vision, hearing, and/or cognitive abilities. The challenge this poses for the design of human interfaces is to accommodate as many people as possible without adopting design strategies that stigmatize the disabled user, or compromising the design from the point of view of the non-disabled user. There are a number of design strategies that can accomplish these goals.
Other speakers include Austin Henderson (Director, Systems Lab, Advanced Concepts & Technology Group, Pitney Bowes) and Patrick Whitney (Steelcase/Robert C. Pew Professor, Director, Institute of Design, Illinois Institute of Technology).
For more information, visit www.id.iit.edu/events/hits/welcome.html
User Experience 2003
Seattle, WA, USA
Human Factors and Ergonomics Society 47th Annual Meeting
Denver, CO, USA
Humans, Interaction, Technology, Strategy
Chicago, IL, USA
Seattle, WA, USA
2nd International Conference on Usage-Centered Design
Portsmouth, NH, USA
Humanizing Information Technology: From Ideas to Bits and Back
Long, Beach, CA, USA
7th International Symposium on Wearable Computers
White Plains, NY, USA
14th International Symposium on Methodologies for Intelligent Systems
Maebashi City, Japan
Human Centric Computing Languages and Environments
Auckland, New Zealand
People in Control 2003 International Conference on Human Factors Solutions
5th International Conference on Multimodal Interfaces
Sanibel Island, FL, USA
International Conference on Computer-Aided Design
San Jose, CA, USA
ACM Conference on Universal Usability 2003
3rd Conference on Human-Computer Interaction in South Africa
New Directions in Interactions: Information Environments, Media & Technology
19th International Symposium on Human Factors in Telecommunication
2nd Annual Workshop on HCI Research in MIS
Seattle, WA, USA
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