UX STRAT 2013: Brad Smith, What Designers and Strategists Can Learn from Dick Fosbury
What UX can learn from the intelligence community
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Transcript of What UX can learn from the intelligence community
![Page 1: What UX can learn from the intelligence community](https://reader033.fdocuments.in/reader033/viewer/2022061108/544ff787af79596e5e8b5624/html5/thumbnails/1.jpg)
What we can learn from the intelligence community.
The difference between puzzles & mysteries
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The answer exists, you just have to find it
PUZZLES
Mission Impossible © 1996. Paramount Home Entertainment. All rights reserved
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MYSTERIES
Don't have clear answers even though all the information may be available
The Hurt Locker © 2008. LIONSGATE Home Entertainment. All rights reserved
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TASK COMPLETION
With user testing it is quantifiable, measurable and predictable
Lord of the Rings: The Fellowship of the Ring © 2002. Entertainment in Video. All rights reserved
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EXPERIENCES
Interrelated elements where changes can be unpredictable
TRON – Legacy © 2010. Walt Disney Studios Entertainment. All rights reserved
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MY FRUSTRATION
I was trying looking for a definitive, predictable answer over and over again
Groundhog Day © 1993. Sony Pictures Home Entertainment. All rights reserved
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DEATH BY DATA
Hard to understand what’s going on
The Matrix © 1999. Warner Home Entertainment. All rights reserved
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SOME ADVICE
Identify the puzzles within a mystery and solve them separately
Sherlock Holmes© 2009. Warner Home Entertainment. All rights reserved
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DON’T PLAY WHACK A MOLE
Recognise when solving one
problem or being better
at one thing won’t help
Happy Gilmore © 1996. UCA. All rights reserved
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EXPERIMENT
Use radical A/B testing to learn before committing
Weird Science © 1985. UCA. All rights reserved
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Use segmentation, statistical theory, data visualisations and analytical
models to clarify meaning
THERE ARE SOLUTIONS
Wall Street – Money Never Sleeps © 2010. 20th Century Fox. All rights reserved
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REFERENCES
Risks & riddles. By Gregory F. Treverton, Smithsonian magazine, June 2007
http://www.smithsonianmag.com/people-places/presence_puzzle.html#ixzz1CPqCGaa7
Open secrets. Malcolm Gladwell, The New Yorker, January 2007
http://www.newyorker.com/reporting/2007/01/08/070108fa_fact
About Me
Lucy Spence
LOVEFiLM, Head of Product (Acquisition & Retention)
Twitter: @lucyjspence