• Skip to primary navigation
  • Skip to main content

IAC: Information Architecture conference

IAC: Information Architecture conference

  • IAC23 New Orleans
    • Tickets & Registration Info
    • Conference Theme
    • IAC23 for Everyone
    • Venue – InterContinental
    • Experience NOLA
    • COVID-19 Policy
  • Program
    • Schedule
    • Speakers
    • Workshops
    • Career Center
    • Activities for First-Timers
  • Sponsor IAC23
  • About
    • Code of Conduct
    • Vision & Values
    • Diversity, Equity, Inclusion and Belonging
    • Scholarships
    • Past conferences
    • IAC Advisory Board
    • Privacy Policy
  • Contact
    • IAC23 Volunteers
  • Log in
Home / Sessions / What if Normal is the problem?

What if Normal is the problem?

IAC 2020

Time(s)

April 12, 2020

Description

The talk is in 11 parts. It uses history to frame why Normal is a problem and then examples from current practice to discuss possible futures.

1) Accessibility

Introduction with personal experience of working in research and design for accessible digital and physical products.

2) Inclusion and Diversity

Setting up the problem space by noting the failure to deepen inclusion and diversity in organisations and products.

3) Normality

Reframing the problem from ‘What do we do to be more Diverse?’ to ‘How do we stop being so Normal’?

4) History of Normality

A quick history lesson in 180 years of Normality (using Quetelet, Galton, Thorndike and Burt as key figures).

5) The bias and exclusion of Normal

Clearly stating that Normal, Normality and Norms are biases that exclude. We cannot enable diversity if our tools are biased.

6) The trap of Normal

Given the history, Normality is a trap that holds back organisations

7) W.E.I.R.D.

Using acronym to give a clear example of the trap and recognising bias in existing research base. W.E.I.R.D. – White male, Educated, Industrialised, Rich, Democratic.

8) Post Normal Design

Shifting to broader solutions and how organisations are changing their attitudes to Normal and the growing importance of Divergence.

9) Divergence as resilience

Using example from UK government on Groupthink to show importance of supporting divergent opinions in analysis and decision making.

10) Diversity as strategy

Using examples from fashion industry on how lack of diversity creates strategic failures for businesses and how diversity is being used to enable strength.

11) Post Normal enabling new futures

Finishing up by showing that, though breaking the idea of Normal seems both strange and difficult, it is both essential and practical for long-term survival.

About the speakers

Alastair Somerville

Alastair Somerville is a sensory design consultant. He provides expert advice on cognition and person-centered design to companies and public organisations who provide both physical and digital products or services. He facilitates workshops on sensory and emotional design for corporations and major conferences. He is currently involved in accessibility projects for museums across Europe.

Sponsor IAC

We’re looking for organizations who share our commitment to building and sustaining programs that drive a more inclusive industry. Learn more on the Sponsor IAC23 page or contact us directly at info@theiaconference.com for more information.

Thanks to this year’s sponsors!

Logo for sponsor Optimal Workshop
Platinum sponsor
Optimal Workshop
Logo for sponsor Factor Firm
Gold sponsor
Factor Firm
Logo for sponsor Last Call Media
Silver sponsor
Last Call Media
Logo for sponsor Design for Context
Scholarship sponsor
Design for Context

Logo for sponsor A Book Apart
In-Kind sponsor
A Book Apart
Logo for sponsor Balsamiq
In-Kind sponsor
Balsamiq
Logo for sponsor MURAL
In-Kind sponsor
MURAL
Logo for sponsor Rosenfeld Media
In-Kind sponsor
Rosenfeld Media
Logo for sponsor UX Camp DC
Community sponsor
UX Camp DC
Logo for sponsor World IA Day
Community sponsor
World IA Day

The information architecture conference ©2022

Privacy Policy ⋅ Code of Conduct