My opening keynote at UX Design Bootcamp in Dhaka, Bangladesh on 6 April 2019.

1. Cooking up effective
shared references
An interactive recipe for
UX Design Bootcamp
April 6, 2019
Dhaka, Bangladesh
Eric Reiss
@elreiss

2. Let’s play the
Bright Idea Game

5. If we don’t get “Information 1.0” right
We will never get “Information 4.0” right

6. Information 1.0

7. Information 4.0

8. We want to create a
shared frame of reference
(80% of all usability problems relate to this!)

10. So, let’s start with humans…

11. What do we have in our toolkit?

12. What do we have in our toolkit?
“Words”

14. If content is king,
context is the kingdom!

15. “Words”
Culture can kill individual elements
“Who are they?”
“What is this?”
আিম বুঝেত পারিছ না “I’m new to this”

17. তু িম হাে িরয়ান ভাষা জােনা?

18. “szendvics”
(Context resurrects)

19. (even when context is weird)

22. And what are YOU looking for in a shoe?

26. Written descriptions
“Tell me the whole story!”

27. Named for the sheer ridge traverse on
Maine's Mt. Katahdin, these boots have
everything you need for stability and
support in demanding conditions – and a
comfortable, lightweight design you'll
appreciate in any circumstances. Rugged,
puncture- and abrasion-resistant
synthetic-fabric upper and polyurethane-
coated leather rand reduce wear from
rocks and roots. Waterproof, breathable
Gore-Tex® lining keeps water out while
allowing heat vapor to escape. Internal
support board is ergonomically shaped
for superior stability and flexion.
External heel counter helps your foot stay
centered on uneven terrain. Exclusive
Vibram® Orbit sticky rubber outsole for
traction.
Wouldn't it be nice if your warm, heavy
snow boots were as comfortable as your
summer tennies? Our 400-gram snow boots
may not be exactly as comfortable, but
they're heaps more flexible than last year!
Copying the comfortable construction of an
athletic shoe, we replaced last year's heavy
vulcanized outsole with a lighter weight
(and still fully waterproof) model made up
of a cushioning EVA midsole and a rugged
TPR outsole. And for those days when
you've got to bend to shovel, or try to sprint
up a hill with a sled for "one more ride,"
we've given this boot a combination insole
board, so it's more flexible at the forefoot
(where your foot bends) and stable at the
heel (to keep ankles steady in deep powder).
If you spend a lot of time working or
sporting in the snow, this is your boot.
And don't think we've forgotten the warmth
factor. The 400-gram Thinsulate™
Insulation blocks cold, while the TPR vamp
— now with a waterproof full-grain leather,
nubuck, and suede shaft — keeps out wet,
slushy weather.
Description vs. hype

28. Old Hawaiian Hula Dancer Girl Motion Lamp
All original and signed Dodge Inc on the base. Shade is original also
but needs some repair or restoration. The hula girl is in wonderful
condition with a fabulous patina. There is a little loss to the bronze
finish at her right shoulder. No chips, cracks, repairs or scratches.
Hula mechanics work excellent -- strong and quiet. Light works also.
The only damage I have to report is the switch is bent some but still
works -- I don't want to try to straighten it and risk breaking it. There
are 4 settings--off, hula only, lamp only and lamp and hula. Wiring
looks good. Base is 7 1/4" diameter. Lamp is 18" tall to top of the
socket, 21 1/2" tall with shade attached. This is the very first hula girl
motion lamp -- she has a lei around her neck and around each
ankle. She looks to be made of bronze but I don't think so. Circa
1940's. What looks like spotting on the base is magnified dust
particles from rubbing my finger on her skirt to straighten it out -- my
camera really shows them up for some reason.

29. “Text on the Web should
only be 10 lines.”
Various usability gurus - 1995

31. The King of Hearts
on creating good content:
“Begin at the beginning,
and go on till you come
to the end. Then stop.”

32. The keys to creating shared references
 Don’t take anything for granted
 Answer the questions people may have
 Anticipate questions they didn’t think to ask
 The communication environment will affect the
information needed at any given time

36. Written descriptions
“What do you want me to do?”

38. Written descriptions
“But WHY did this happen?”

43. Signs are a sign of trouble!

47. Photo: Daniel Newman

48. Don’t get fancy

50. Watch out for icons

54. Choose the right words

55. Common
vocabulary?
Or secret
language?

56. Common
vocabulary?
Or foreign
language?
hire vs. rent
tyre vs. tire
sack vs. fire

57. Visual references #1
“Words fail me…”

58. Old Hawaiian Hula Dancer Girl Motion Lamp
All original and signed Dodge Inc on the base. Shade is original also
but needs some repair or restoration. The hula girl is in wonderful
condition with a fabulous patina. There is a little loss to the bronze
finish at her right shoulder. No chips, cracks, repairs or scratches.
Hula mechanics work excellent -- strong and quiet. Light works also.
The only damage I have to report is the switch is bent some but still
works -- I don't want to try to straighten it and risk breaking it. There
are 4 settings--off, hula only, lamp only and lamp and hula. Wiring
looks good. Base is 7 1/4" diameter. Lamp is 18" tall to top of the
socket, 21 1/2" tall with shade attached. This is the very first hula girl
motion lamp -- she has a lei around her neck and around each
ankle. She looks to be made of bronze but I don't think so. Circa
1940's. What looks like spotting on the base is magnified dust
particles from rubbing my finger on her skirt to straighten it out -- my
camera really shows them up for some reason.

60. Organ
$100

61. Visual references #2
“Maybe some words would help…”

66. Visual references #3
“Sometimes size matters…”

72. Feedback
“Here’s what is going on…”

74. Your e-mail has been successfully sent.
Download completed

75. Internationalization
“The sun never sets on the internet…”

76. Feng
11/10/19
VAT MOMS MVS TVA IVA BTW
Yang
10/XI–2019
10-11-19
10 November 2019

78. Let’s make pasta

81. So, what should I do first?
“Place bowl in the microwave.”

83. Title
General
instructions
Specifics –
conventional
Specifics –
microwave
Disconnect

84. Granularity
“Sometimes a cookie is worth more
than a handful of crumbs…”

86. So, what is information architecture ?

87. 1.0 Products
(general label)
1.1 Green products
(specific label and short summaries)
1.1.1 Grassy Green 700
(individual product descriptions)
1.1.1.1 Datasheet
(supporting evidence)

88. Information architecture creates
value through organisation

89. We take pieces of information and…
 Gather them in useful categories
 Call them something recognizable
 Put them somewhere they can be found
 Establish context through design and metadata

90. “Metadata” is “data about data”
 Three classes (organizational)
 Intrinsic
 Administrative
 Descriptive
 Three classes (HTML)
 Meta title
 Meta description
 Meta keywords
 Convenience text
 Alt attributes
 Help text

91. Intrinsic:
Type: JPEG
Size: 53 KB
Proportions: 600 x 800 px
Taken: 18 June 2018
Administrative:
Photographer: Mike Reilly
Use: Christmas brochure 2018
Descriptive:
teddy bear, steiff, plush toy,
brown velour, red satin ribbon

92. Preferred
term
Variants Parent
(broader)
Children
(narrower)
labour work
labor
occupation
employment
job
shoemaker
metalworker
builder
mason
(plus associated terms: trade unions, ethics, standards)
Taxonomy
(hierarchical relationships
in a controlled vocabulary)

93. The “faceted” taxonomy

94. S.R Ranganathan
• Indian mathematician and
librarian
• Colon classification, 1933
• Faceted taxonomy
(analytico-synthetic)

95. Colon classification (faceted taxonomy)
• Personality
• the most specific or focal subject
• Matter or property
• the substance, properties or materials of the subject
• Energy
• including the processes, operations and activities
• Space
• which relates to the geographic location of the subject
• Time
• which refers to the dates or seasons of the subject
' Time, which refers to the da

96. The card catalog (Zendotus – 280 BC)
• Title
• Author
• Subject

97. LATCH (R.S. Wurman - 1989)
• Location
• Alphabet
• Time
• Category
• Hierarchy

98. Dublin Core (1995)
• Title
• Creator
• Subject
• Description
• Publisher
• Contributor
• Date
• Type
• Format
• Identifier
• Source
• Language
• Relation
• Coverage
• Rights

100. Confused?
Hire a librarian!

101. Is your personalization algorithm confused?
Hire a data scientist!

102. Artificial intelligence basics
• Artificial Intelligence
• Machines with a conscience
• Machine learning
• Algorithms (applied math)
• Self-learning
• Reinforcement learning
• Deep learning
• Three or more layers – “deep neural network”
• Supervised learning
• Based on data set

103. Neurons,
Axons,
Synapses

104. Leaves
(Synapses)
Branches
(Axons)
Tree
(Neuron)

105. Machine learning development
• Old = teach machine to do a single task
• New = create instructions so machine can teach itself

106. But, it’s basically binary:
1 or 0
On or Off
Yes or No
Black or White
Better or Worse

107. 2

108. “Between 1 and 2” = accurate
“1.73” = precise

109. Machines have no sense of humour
(garbage in = garbage out)

110. Machine: “Squirrel” = “Rooster”

111. Context in the machine world
“Hello, Siri, Alexa, Bixby…”

117. Don’t let context elements
get mixed up!

119. Image: Kori Ashton

120. Machines and humans need
to work together!

121. Ethics

122. “Morals” “Ethics”
“The beliefs I
have accepted.”
“How I practice
these beliefs.”

123. Internal External

126. http://moralmachine.mit.edu/

127. As UX designers,
we have much to think about.
If we do not think,
we will never design a better world!

128. (And drive your career safely)
ধন বাদ

129. Eric Reiss can be reached at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen Ø
Office: (+45) 39 29 07 07
Mobile: (+45) 20 12 88 44
er@fatdux.com
www.fatdux.com
Same as Ltd.
Denmark
Østerbro = East Bridge
(to the north)
Country code –
dial 00 45 and
then the number