Lee LeFever, Common Craft @leelefever
The Art of Explanation
WebVisions PDX May
24, 2013
All directions are not created equal.
Empathy is the key.
The Curse of Knowledge
Our explanations just… happen.
Why Explanation Matters
So I tried to
explain itAs the CEO
explained
The suspect had no
explanation
Increase
Understanding
Explanations Increase Understanding
Why?
The Cost of Understanding
Understanding
Comes with a Cost
Lower the Cost of Understanding
is Key
Explanations
Lower the Cost of
Understanding
Why Me?
?
RSS Explanation Problem
RSS is…
The RSS Explanation Problem
RSSin Plain English
50 million
views
Everyone.
Explanation is a fundamental
skill everyone can improve.
Design + Communication = Explanation
Design Communication
Explanation
We are all designers
We are all explainers
The Difference – Focus
The Difference – Focus
Explanation
Like design, explanation should be
done with intention and focus. It’s a
skill that can be developed and used
to solve problems.
Explanation Scale
I understand
very littleI understand some basics
I have a strong
understanding
Explanation Scale
Explanation Scale
Explanation Scale
A ZG V
Explanation Scale
Explanation Scale
Big Ideas Details
Explanation Scale
• Start with big ideas and focus on “why”
• Then add details and focus on “how”
Explanation Scale
Context and Agreement
Agreement
Agreement
AgreementContext
Context Context
Context and Agreement
Agreement
Context
Context and Agreement
We can all
agree…
You know
this idea…
Context and Agreement
Context and Agreement
Context and Agreement
Meet Jam Handy
Jam Handy (1886 -1983)
Differential Gear
An Example – Differential Gear
Originally produced for Chevrolet by Jam Handy Organization (1937) Licensing: Public Domain.
An example – Differential Gear
Context and Agreement
Context
Story
Story
Story
Story
Go Bob! He’s Like Me
Story
Context and Agreement
ContextStory
Connections
Connections
Alien (1979)
Connections
Jaws in
Space
Connections
Analogy
Connections
Dr. Nadine Burke Harris
thisamericanlife.org
“Back to School” Ep. #474
Context and Agreement
ContextStory Connect
What’s Your Job Again?
My job…?????
Start with Agreement & Context
AgreementContext
What does the world of user
experience look like?
The World is Getting More Complicated
Connect to something familiar
Connections
Relate the process with a story
UX
Agreement, Context, Connections, Story
Explaining Dropbox
Hate that feeling!
Context
Agreement
That makes sense.I see now!
Connections
Go Josh! He’s Like Me
Story
30k Views Per Day, 30m Total Views
Dropbox Users
Views
100M
30 M
Be remarkable
Radiolab
ColorsSeason 10, Episode 13
Radiolab.org – WBEZ
Tom Cronin
Radiolab
What does the
rainbow look like
to animals?
Representing Color with Sound
What rainbow would a dog see?
No Red Color Receptors
Recap
Mantis Shrimp
Mantis shrimp, photo by ursanate/flickr-CC-BY-2.0
Be Remarkable
• This is a bullet point you won’t read in a million years• Here is another bullet point• By now you’ve totally tuned out and thinking about leaving• There’s no need to write any more.
• This is a bullet point you won’t read in a million years• Here is another bullet point• By now you’ve totally tuned out and thinking about leaving• There’s no need to write any more.
Common Craft Style
Classroom Activity
Media Matters
ScreenFlow
Screencasting SoftwarePowerPoint or
Keynote
+
Go Animate
Woven into the fabric of work life.
??
Look for problems to solve.
Lee LeFever @leelefever
commoncraft.com
artofexplanation.com