SIGIA-L Mail Archives: RE: SIGIA-L: SIG at CHI 2001: User or Co
RE: SIGIA-L: SIG at CHI 2001: User or Consumer? Bringing together HCI and Mark eting at CHI (long)
From: Robinson, Susan (sjr2_at_cdc.gov)
Date: Wed Mar 28 2001 - 11:17:06 EST
For those of you interested in the intersection of marketing/communication
(MARCOM) research approaches with the HCI/Web usability research, here is a
presentation I recently gave at FedWeb 2001 on the subject. Sorry I
couldn't put in the actual research data I mentioned, but there were license
restrictions. This presentation was fueled by my musings in wake of the La
Jolla IA 2000 conference -- prompted by what I perceived as a lack of
representation from the marketing & communication discplines (and
theory-based approaches) in the discussion mix.
http://www.fedweb.org/FedWeb2001Presentations/robinson_totheWeb.ppt
P.S. The remainder of the FedWeb presentations, many very interesting, can
be accessed at:
http://www.fedweb.org/pastevents.shtml
Be sure to check out http://www.fedweb.org/FedWeb2001Presentations/nall.ppt,
brought to you by the Communication Technologies Branch at the National
Cancer Institute. They are developing a site:
http://usability.cancer.gov/usguidelines/ to DRY OUT all the OPINIONS
(including those pronounced by the most famous of all opinionMEISTERS) about
what works on the Web. They call their approach "evidence-based". :>
Susan J. Robinson
Internet Analyst
Centers for Disease Control and Prevention
Office of Communication
1600 Clifton Road NE
Mailstop D-42
Atlanta, GA 30333
404-639-7829 ph
404-639-7391 fax
-----Original Message-----
From: Groot, Boyd de [mailto:boyd.de.groot_at_satama.com]
Sent: Wednesday, March 28, 2001 9:57 AM
To: 'sigia-l_at_asis.org'
Subject: SIGIA-L: SIG at CHI 2001: User or Consumer? Bringing together
HCI and Mark eting at CHI (long)
:: CALL FOR PARTICIPATION (our apologies for cross-postings)
:: Special Interest Group at CHI 2001, Seattle, April 2001
"User or Consumer? Bringing together HCI and Marketing at CHI"
By Boyd de Groot, Peter Eikelboom and Florian Egger
Wednesday, April 4, 11.30 - 13.00
:: Goals:
- To bring together HCI and marketing professionals
to share experiences that may lead to models, design guidelines
and heuristics that combine the best of both worlds;
- To establish a continuing international dialogue and cooperation
in this area.
:: Programme
The objective is to make this SIG as interactive as possible, through
the following format:
- Introduction: 5 min.
- Moderated presentations/discussions: 80 minutes
4 speakers, 20 minutes each including a discussion of 10 minutes
- Wrap up and next steps: 5 min.
:: Speakers (short abstracts further down)
John Burshek, NetRaker Corporation
"Understanding the Enemy"
Sim D'Hertefelt, InteractionArchitect.com
"HCI should learn from Marketing to get rid of its IT-bias"
Mike Lister, Netusability
"Market Research and Usability"
Aaron Marcus, AM+A
"Nightmares and Daydreams: Close Encounters with Marketing"
=> Join the discussion and share your thoughts!
Please don't hesitate to contact us (boyd.de.groot_at_satama.com) if
you have any questions and/or if you plan to attend.
=> The proposal for this SIG can be found at:
http://www.ipo.tue.nl/homepages/fegger/CHI2001-marketing&HCI.htm
:: Feel free to distribute this message & see you in Seattle!
:: SPEAKER ABSTRACTS
=> "Understanding the Enemy"
John Burshek, NetRaker Corporation
While "enemy" may be too strong a word for the tenuous relationship
between marketing and usability, make no mistake about it; marketing
professionals and usability professionals see the world through VERY
different eyes! Without an understanding of the difference in perspectives
and how to communicate to the marketing professional within your
organization or the organizations you consult with, there will continue to
be
friction and budgetary resistance to the needs of the usability
professional.
We will briefly review the fundamental differences in thought between the
two disciplines. Then we will illustrate methods we have used to accomplish
marketing's goals while maintaining the desire for "good" data for the
usability
professional. In order to walk this tightrope while minimizing the
bloodshed,
we did have to rethink, and re-engineer, the process.
John A. Burshek, Chief Research Officer of NetRaker Corporation, has been
marketing and market research professional for past eighteen years.
=> "HCI should learn from Marketing to get rid of its IT-bias"
Sim D'Hertefelt, InteractionArchitect.com
HCI reduces people to users of technology. By concentrating on optimizing
human-computer interaction it addresses the "how" question but neglects the
"what" question: what can you offer that is valuable enough for people to
consider using a product. Ease of use is only one argument in the
return-on-investment evaluation that users make when they decide to use
something. It represents the investment people have to make when they use a
product. The other element is the return people get from using a product, or
its
usefulness. Usefulness can be rational: the objective gain in time, costs or
return.
But is can also be subjective: the brand values that customers can identify
with.
HCI can learn from marketing how to deal with the issues of value offering
and
brand values.
Sim D'Hertefelt is usability architect at IconMedialab in Brussels. He
publishes
on InteractionArchitect.com
=> "Market Research and Usability"
Mike Lister, Netusability Limited.
A website can be more 'usable' for one person than another. A technology
experienced customer will behave quite differently on a website compared to
a less experienced person. A teenager will not wait nearly as long for a
page to download as somebody much older. But they will do so if the
motivation is high enough. To any interface design we use, we bring both our
experience and motivation. When we combine market research models with
usability testing we can optimise commercial websites for their target
customers.
Mike Lister has been in the business of designing computer graphic
applications for the last eighteen years. In a previous life form he was
also an advertising art director. Combining these two experiences led to
the development of Netusability software and the founding of Netusability
Limited where he is the CTO.
=> "Nightmares and Daydreams: Close Encounters with Marketing"
Aaron Marcus, AM+A
Aaron Marcus and Associates, Inc., (AM+A) has been in the business of
designing user interfaces, including information-visualizations and user
experiences, for almost 20 years. The firm has worked equally well with
representatives from engineering, marketing, business/product development,
and
users/customers. In that time, some disasters and successes (mostly the
latter!)
have emerged as user-interface designers encountered and engaged marketeers
as well as engineers. Aaron Marcus will highlight a string of interesting
(and
exciting!) cases and explain briefly the clients (some remaining nameless),
the
products, the key players, the misunderstandings, the political struggles,
the
failures, the successes, and the lessons learned.
Aaron Marcus is president and founder of Aaron Marcus and Associates, Inc.
===========================================================================
List archives are available at:
http://www.listquest.com/computers/tier2/computer_misc.html
--------------------------------------------------------------------------
To subscribe or unsubscribe, send mail to majordomo_at_asis.org with the
appropriate command from the list below in the body of the message:
subscribe sigia-l
subscribe sigia-l-digest
unsubscribe sigia-l
unsubscribe sigia-l-digest
===========================================================================
List archives are available at:
http://www.listquest.com/computers/tier2/computer_misc.html
--------------------------------------------------------------------------
To subscribe or unsubscribe, send mail to majordomo_at_asis.org with the
appropriate command from the list below in the body of the message:
subscribe sigia-l
subscribe sigia-l-digest
unsubscribe sigia-l
unsubscribe sigia-l-digest
This archive was generated by hypermail 2.1.2
: Sun Nov 23 2003 - 22:54:35 EST
|
