20 min talk
Michael Porter defines strategy as a way to reach a competitive advantage, trough strategic positioning, efficient use of limited resources, or disruptive innovation. When thinking about limited resources, economists tend to focus on economic costs. UX designers, however, are aware that psychological costs play an important role in decision making as well.
Michael Porter defines strategy as a way to reach a competitive advantage, trough strategic positioning, efficient use of limited resources, or disruptive innovation. When thinking about limited resources, economists tend to focus on economic costs. UX designers, however, are aware that psychological costs play an important role in decision making as well.
Psychological resources include cognitive effort, emotions and psychological time. Cognitive efforts reduction is at the basis of usability and ease of use: don't make me think. The importance of emotions has been recognised thanks to the emotional design. But psychological time, a valuable and scarce resource, has received lesser attention.
Smartphones and internet fulfilled the prophecy of ubiquitous computing and infinite information: our devices can grab our attention 24 hours a day, their battery being the only limit. This scenario poses new challenges to information architects: inspired by the calm technology paradigm, IA should help to economise users' time and attention; information should be located a the periphery of their awareness, being at hand, giving context and perspective, and allowing serendipity. But information architecture should bring at the centre only what is relevant (based on the users' interests and goals and on the context), leaving everything else to the sides.
Only what is important, and only when it's useful. This is, today, the main role of information architecture.
I'm therefore proposing the calm information architecture. This goal is very ambitious but quite important. From a strategic point of view, because users are becoming more and more impatient with irrelevant data that drain their attention and seize their time. And from an ethical imperative: don't waste the most important resources of the people, their attention and their time.
Stefano Bussolon is a Psychologist and has a PhD in Cognitive Science; he is adjoint professor in Human Computer Interaction at the University of Trento, and works as a freelance UX designer in Italy, specialising in user research, participatory information architecture, responsive interaction design, and usability testing. He has worked with clients in a range of industries: banks, insurance and financial services, tourism, transportation and government organisations.
He believes UX is about satisfying users' motivations and stakeholders' goals.
About EuroIA
EuroIA is the leading Information Architecture (IA) and User Experience (UX) conference for Europe.
EuroIA has travelled through Europe over the years: Brussels, Barcelona, Rome, Berlin, Paris, Prague, and most recently, in Amsterdam. In 2017 will be in Stockholm for the first time. Learn more about EuroIA.
EuroIA is organised by volunteers all around Europe, with three co-chairs, an active committee and over 35 country ambassadors. Find out who is who at EuroIA.
Välkommen in Stockholm
EuroIA goes to Stockholm, the Capital of Scandinavia, one of the most connected, environmentally friendly and creative cities in the world.
EuroIA 2017 will take place at Elite Hotel Marina Tower, situated in a historic mill on the waterfront, only a few minutes from the city centre.
Elite Hotel Marina Tower Stockholm,
Saltsjöqvarns kaj 25,
131 71 Nacka,
Sweden.
+46 8 555 702 00
Our sponsors
The following sponsors have already committed to EuroIA 2017:
FatDUX: Headquartered in Copenhagen, Denmark, FatDUX creates innovative interactive products that improve the quality of people’s lives and improve their clients’ bottom line. These products include websites, intranets, software applications, and industrial interfaces. You’ll find FatDUX offices and representatives throughout Europe and the Americas.
User Intelligence: User Intelligence is a user experience design and evaluation collective based in Amsterdam, The Netherlands. Our consultants work on the design and evaluation of complex, interactive products and services, usually applications on websites, mobile phones, interactive TV, or desktops. We always keep the end-user in mind, without losing sight of the business context of our clients.
Rosenfeld Media: Rosenfeld Media connects people interested in designing better user experiences with the best expertise available—in the formats that make the most sense, and in ways that demonstrate the value of UX.
As UX becomes mission critical for more industries, organizations, and people, they expect to be there—as a trusted source of really helpful, really valuable expertise that helps make sense of user experience design.
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