My keynote talk for World IA Day 2017 in Zürich, Switzerland.

1. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
DESIGNING FOR THE HUMAN SCALE
WORLD IA DAY
ZURICH, CH | 18 FEBRUARY, 2017

2. METAPHORS OF THE MIND
#HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE

3. 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

4. METAPHORS OF THE MIND
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

5. DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
‣ Embodiment
‣ Magnitude
‣ Belief

6. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT

7. 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

8. 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

9. EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
no more than 9’
no less
than 4’

10. 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

11. ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE

12. ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
interior
exterior
boundary
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 …

13. ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
whole
part
Part-Whole Schema

14. ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
whole
part
Part-Whole Schema
part

15. ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
Part-Whole Schema
whole
part

16. ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
Image Schemas
whole
part
interior
exterior
boundary

17. ANDY FITZGERALD | @ANDYBYWIRE
EMBODIMENT
#HUMANSCALE
1 1 1
1 0 1
1 0 1

18. EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

19. EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

20. EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

21. EMBODIMENT
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

22. 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 Appoin
TASKS
THOUGHTS
FEELINGS
OPPORTUNITIES
Research ACO vs. other plans
Select desired plan
options
Stay informed of
benefits
Select loca
time
ACO
Site
Web
HR
Friends
&
Family
Confirm
Select l
Receive
reminde
calenda
Select r
include
Review and confirm details
Select desired plan options
Receive information on how to
take advantage of ACO
resources
Enter personal information
Research outside of Providence
properties (e.g. Google search)
Search by accepted insurance,
specialty, location, language
Talk to friends and family for
recommendations
Compare relevant providers
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 ca
into my
• How ca
will be a
• 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.
• Schedu
easy an
• I love th
notified
appoint
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
its bare
✓ Remind
appoint

23. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
MAGNITUDE

24. 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

25. MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

26. 20 LB BOND
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MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

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MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

28. MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

29. MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

30. +
‣ Pay attention to quantities
‣ Look for thresholds where
tactics change
‣ Test with your target audience
MAGNITUDE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
"
#
$
%
&

31. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
BELIEF

32. 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

33. BELIEF
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Image Chris Harrison

34. ANDY FITZGERALD | @ANDYBYWIRE
Belief
“The story in your head that serves as a recipe or rule for action.”
BELIEF
#HUMANSCALE
– Dave Gray
Liminal Thinking

35. ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
reality
experience
theories
judgements
beliefs
the obvious
attention
from Dave Gray Liminal Thinking

36. ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
attention is the bellwether of belief
Sheep by Phil Laver from the Noun Project
attention

37. 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

38. 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.

39. 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.”

40. 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

41. 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

42. 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

43. ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE

44. ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
85% of cabs 15% of cabs
80% accurate

45. ANDY FITZGERALD | @ANDYBYWIRE
BELIEF
#HUMANSCALE
85% of accidents 15% of accidents
80% accurate

46. 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

47. BELIEF
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE

48. 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

49. #HUMANSCALE ANDY FITZGERALD | @ANDYBYWIRE
DESIGNING FOR THE HUMAN SCALE

50. DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
“All models are wrong, but some are useful.”
– Norman Draper
& George Box

51. DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Embodiment Magnitude Belief

52. DESIGNING FOR THE HUMAN SCALE
ANDY FITZGERALD | @ANDYBYWIRE#HUMANSCALE
Embodiment Magnitude Belief
interior
exterior
boundary
whole
part

53. DESIGN FOR THE HUMAN SCALE
#HUMANSCALE
andyfitzgeraldconsulting.com
andybywire@gmail.com
@andybywire
THANK YOU!