From the IA Summit

1. UX in the Wind: Experience
on Motorcycles
Joe Sokohl
Director of User Experience (North
America)
Chief Motorcyclist

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April 13, 2008
Route
Background
Why? Risks and rewards of motorcycling
Controls and dashboards
Discussion
experienta docet inspriatio docet

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What Does Motorcyclist Mean to You?

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What a long, strange trip...
70,000 miles
Six Years

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A Perfect Day

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Risk

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Hunter S. Thompson
But with the throttle screwed on, there is only the barest margin,
and no room at all for mistakes. It has to be done right... and
that's when the strange music starts, when you stretch your luck
so far that fear becomes exhilaration and vibrates along your
arms. You can barely see at a hundred; the tears blow back so
fast that they vaporize before they get to your ears. The only
sounds are the wind and a dull roar floating back from the
mufflers.
You watch the white line and try to lean with it... howling through
a turn to the right,
then to the left, and down the long hill to Pacifica... letting off

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Melissa Holbrook Pierson
From my mother I learned to write prompt thank-you notes for a variety of occasions. From
Mrs. King's ballroom dancing school I learned a proper curtsy and, believe it or not, what to
do if presented with nine eating utensils at the same place setting.... From motorcycles I
learned practically everything else.

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Camaraderie

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Solitude
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Places Yet Unseen

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Thrill

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Show Me the UX
• Rider’s position
• Shoulder-to-wrist length
• Leg-to-peg length
• Bend of knee
• Back position
• Weather protection
• Naked
• Faired
• Power
• Visibility
• Mirrors
• Eyes
• Protection
• Gear
• ATGATT

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April 13, 2008
Dashboard Defined
Dashboard Design: Taking a Metaphor Too Far
Stephen Few
March 2005
A dashboard is a visual display of
the most important information
needed to achieve one or more
objectives, consolidated and
arranged on a single screen so
the information can be monitored
at a glance.

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Tight Displays of Information

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É una Guzzi!

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Multifunction Display

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Even More Control

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There’s Always Design

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Conventional Issues

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Reflection

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Wrapping Up
human factors
motivation
desire
user experience

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Sources for Inspiration & Research
Books
• The Perfect Vehicle: What It Is about the Motorcycle by
Melissa Holbrook Pierson
• Zen and the Art of Motorcycle Maintenance by Robert
irsig
• Hell’s Angels by Hunter S. Thompson
Music
• “The Wild One” and “Destination” by the Nighthawks
• “Motorcycle Blues” by Jesse Colin Young
• “1952 Vincent Black Lightning” by Richard Thompson
• “The Tibetan Side of Town” by Bruce Cockburn
• Steppenwolf, of course
Online
• www.motoguzzi-us.com
• www.killboy.com
• www.roadrunner.travel

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Q&A
Questions?
Thank you!
Joe Sokohl
joe@sokohl.com
Flickr: mojohand
(Motorcycle Collections)