INFO 440 - L03  - October 7, 2004
Notes By: Prins, Yaptinchay

Norman's Design Philosophy and Vocabulary

Where is Norman coming from?
    > What's his background?
        - Psychologist
    > His personal perspective?
        - Usability

Affordance
    > Ex. the holes in the scissors, handles on a bag
    > Allowed action, "is for"

Picture Examples from Slide
 * green = go, red = stop --> association
 * handle-less door 
 * horseshoe thingy --> affordance of handles
 * ipod --> affordance of middle button
 
What are conceptual models?
    > Intuitive idea on how things operates, the model en tu cabeza
    > Importance of first experience
    > Ex. mouse moves shit on the screen so you can view feedback
    > Ex. conceptual view of a web page in HTMl
    
Mapping
    > Linking one process to another (phone example in reading)
    > Linking any object to another
    > Ex. images as buttons and speak "Push Me!" when you're actually clicking
    > Ex. radio buttons (exclusive-or), press one and others pop out
    > Ex. a map (spacial metaphor)
    > Ex. 440 website and the association of a table of contents
    > Ex. Confirmation rubber stamp image

Feedback
    > The realization that an action the user completed actually was completed
    > Ex. Tones when dialing a phone number
    > Ex. Google's "Did you mean hubablah?"
    > Actionable
        * Option to change something after it has already been done
        * Ex. confirmation screen when purchasing online ala amazon.com

What is user-centered design?
    > Designing with the user's needs as paramount
    > Norman's View: Designing to make sure that the user:
        * CAn figure out what to do.
        * Knows what is going on (Feedback)
    > In particular
        * She knows what is possible
        * Can see how to get what she wants
        * Knows the current state of the system
        * Can formulate and carry out plans

Keeping Things Visible
    > Ex. the graying out of commands on a menu instead of making them invisible
    > Ex. what features are and aren't visible on an ipod
        * making the least things in view as possible for cleanliness and to hide complexity
        * versus say, seeing the buttons and menus of powerpoint (ding ding ding)

Standardization
    > Meaning is predefined in a particular system
    > Meaning is undefined for foreigners to a system
    > Ex. standard web page layout, the common wireframe
    > It has emerged and continues to

What's a user?
    > From Comp Sci: someone who uses the system
    > From Marketing: a demographic to be studied and catered to
    > From Arts: an audience to be played to
    > From the Street: who you "supply"

What does it mean to center on them?
    > Their needs first.
    > Put your self in their shoes
    > Come to the system from the user's world
    > Know them
    > Serve them

How should you relate to them?
    > Passionate dispassion
        * Don't tell them how you are feeling, but know how they are feeling
        * Be listening to them
    > Remember it is about them not you
    > Probe, dig, and follow-up
    > Lead (w/o a destination)
    > Accurately record the facts
    > Reiterate and rephrase    
        * Rephrasing your understanding
        * Allows chance for feedback

What's in a User?
    > Needs, desires, experiences and attitudes.

Who is she?
    > Prose description: what sort of person is this?
    > SLIDE NOT COMPLETE

What are her attitudes?
    > How well accepted is your organization to this person?
    > What beliefs do they have about you that will affect their use or adoption?
    > What sorts of styles do they respect or desire that you can make use of? 
    > How much do they need your system?
        * Captive audience?
    > How much influence do they have?
    
What experience has she had?
    > WHat education do they have on systems such as yours?
    >How do they get this info now?
        * What system do they use?
        * What non-electronic means do they use?
    > How computer savvy are they?
    > How familiar are they with the subject matter?

What does she need and what does she desire
    > What are the:
        * Necessary features
        * Desired features
        * Wow features
    > How frequently will they use your system?
    > For how long will they use it each time?
    > What percent of the available functionality are they likely to use in a single visit and over their entire usage?

What value do you want to trade?
    > What is the value to the user of your system?
    > What is the value to you of having this person as a user?
    > How will you balance this equation?
    > How will you communicate this balance?
    > How will you get feedback to be sure the balance is the right one?
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