Publication statistics

Pub. period:1998-2014
Pub. count:21
Number of co-authors:8


Number of publications with 3 favourite co-authors:

Clare-Marie Karat:
Daniel Rosenberg:
Dennis Wixon:



Productive colleagues

David A. Siegel's 3 most productive colleagues in number of publications:

Susan M. Dray:50
Dennis Wixon:43
Clare-Marie Karat:35

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David A. Siegel


Picture of David A. Siegel.
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Has also published under the name of:
"D. Siegel" and "David Siegel"

Current place of employment:
Dray & Associates, Inc.

David is a well-known user experience researcher and consultant, and co-owner of Dray & Associates, Inc. He specializes in using field user studies and contextual research, and naturalistic usability evaluation to help guide product concept, strategy, and interaction design. He has published and taught on a variety of user-centered design topics, including many workshops and tutorials at professional conferences in the U.S., Europe, and Africa. He is the author of a tutorial on analysis of qualitative data, which has been offered at many international conferences. He has also taught courses on Qualitative Field Research Methods, International Usability Research, and International User Research. Together with Dr. Susan Dray, he edited the Business Column in ACM's magazine, interactions for many years, and currently edits its Evaluation and Usability Forum. He has taught a graduate seminar on Qualitative Field Research for User-Centered Design, offered through a program of the Natural Sciences and Engineering Research Council of Canada. He obtained his Bachelor's degree from Princeton University and his Ph.D. in Psychology from UCLA.


Publications by David A. Siegel (bibliography)

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Siegel, David A. (2014). Commentary on 'Usability Evaluation' by Gilbert Cockton

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Siegel, David A. and Dray, Susan M. (2011): A Professional Empiricist Manifesto. In Interactions, 18 (4) pp. 82-87.

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Siegel, David A. and Dray, Susan M. (2011): International Contextual Field Research. In: Douglas, Ian, Liu, Zhengjie., Stienstra, Jelle and Overbeeke, Kees (eds.). "Global Usability". New York: Springerpp. 57-88

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Siegel, David A. (2010): The mystique of numbers: belief in quantitative approaches to segmentation and persona development. In: Proceedings of ACM CHI 2010 Conference on Human Factors in Computing Systems 2010. pp. 4721-4732.

Quantitative market research and qualitative user-centered design research have long had an uneasy and complex relationship. A trend toward increasingly complex statistical segmentations and associated personas will once again increase the urgency of addressing paradigm differences to allow the two disciplines to collaborate effectively. We present an instructive case in which qualitative field research helped contribute to abandoning a "state of the art" quantitative user segmentation that was used in an attempt to unify both marketing and user experience planning around a shared model of users. This case exposes risks in quantitative segmentation research, common fallacies in the evolving practice of segmentation and use of personas, and the dangers of excessive deference to quantitative research generally.

© All rights reserved Siegel and/or his/her publisher

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Dray, Susan M. and Siegel, David A. (2007): Dealing with the Challenges of Interpreting International User Research. In: Stephanidis, Constantine (ed.) UAHCI 2007 - 4th International Conference on Universal Access in Human-Computer Interaction - Part 1 July 22-27, 2007, Beijing, China. pp. 75-81.

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Siegel, David A. and Dray, Susan M. (2007): Contextual User Research for International Software Design. In: Aykin, Nuray M. (ed.) UI-HCII 2007 - Second International Conference on Usability and Internationalization - Part II July 22-27, 2007, Beijing, China. pp. 266-273.

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Dray, Susan M. and Siegel, David A. (2007): Understanding Users In Context: An In-Depth Introduction to Fieldwork for User Centered Design. In: Baranauskas, Maria Ceclia Calani, Palanque, Philippe A., Abascal, Julio and Barbosa, Simone Diniz Junqueira (eds.) DEGAS 2007 - Proceedings of the 1st International Workshop on Design and Evaluation of e-Government Applications and Services September 11th, 2007, Rio de Janeiro, Brazil. pp. 712-713.

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Siegel, David A., Reid, Bill and Dray, Susan M. (2006): IT security: protecting organizations in spite of themselves. In Interactions, 13 (3) pp. 20-27.

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Siegel, David A. and Dray, Susan M. (2005): Avoiding the next schism: ethnography and usability. In Interactions, 12 (2) pp. 58-61.

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Dray, Susan M., Karat, Clare-Marie, Rosenberg, Daniel, Siegel, David A. and Wixon, Dennis (2005): Is ROI an effective approach for persuading decision-makers of the value of user-centered design?. In: Proceedings of ACM CHI 2005 Conference on Human Factors in Computing Systems 2005. pp. 1168-1169.

This panel examines the utility and effectiveness of various ways of making the business case for user-centered design (UCD). Most of the discussion in our field has assumed that measuring and demonstrating ROI for usability is the key to this effort. However, experience shows that the most brilliant ROI analysis may not win the day in the real world of business. Our panelists range from people who claim that ROI is an important persuasive tool as long as the communication about ROI is happening within a healthy business relationship, to people who claim that a focus on ROI can actually be destructive. We also explore the idea that there are important business contexts where ROI simply does not fit. Through the presentations by the panelists and through discussion of a business case scenario, we explore some alternatives to ROI in making the business case for user-centered design.

© All rights reserved Dray et al. and/or ACM Press

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Siegel, David A. and Dray, Susan M. (2005): Making the Business Case for International User Centered Design. In: Bias, Randolph G. and Mayhew, Deborah J. (eds.). "Cost-Justifying Usability: An Update for the Internet Age". San Francisco: Morgan Kaufmannpp. 317-357

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Dray, Susan M. and Siegel, David A. (2004): Remote possibilities?: international usability testing at a distance. In Interactions, 11 (2) pp. 10-17.

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Siegel, David A. (2003): The business case for user-centered design: increasing your power of persuasion. In Interactions, 10 (3) pp. 30-36.

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Siegel, David A. and Dray, Susan M. (2003): Living on the edges: user-centered design and the dynamics of specialization in organizations. In Interactions, 10 (5) pp. 18-27.

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Dray, Susan M. and Siegel, David A. (2003): Addressing the Digital Divide through User-Centered Design. In: Evers, Vanessa, Rose, Kerstin, Honold, Pia, Coronado, Jos and Day, Donald L. (eds.) Designing for Global Markets 5 - IWIPS 2003 - Fifth International Workshop on Internationalisation of Products and Systems 17-19 July, 2003, Berlin, Germany. pp. 177-188.

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Dray, Susan M., Siegel, David A., Feldman, E. and Potenza, M. (2002): Why do version 1.0 and not release it?: Conducting field trials of the tablet PC. In Interactions, 9 (2) pp. 11-16.

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Siegel, David A. and Rouchka, Tracy (2002): Demo-driven design or design-driven demos: vaporware, demos, and prototypes. In Interactions, 9 (4) pp. 25-30.

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Dray, Susan M. and Siegel, David A. (2001): The past recaptured: in search of lost paradigms. In Behaviour and Information Technology, 20 (5) pp. 315-321.

In the mid 1980s, a cluster of HF professionals described a new paradigm in which technology would be designed for a better fit not just with individual users but also with organizational systems and dynamics. The term 'Macroergonomics' took hold to describe this broadening of perspective. This concept was a manifestation of the holistic design philosophy and values of the user-centred design (UCD) paradigm, but tended to place more emphasis on how technology fit into organizational systems than on either design or on individual use of technology. While the benefits in the quality of work life that were expected to result from paying more attention to how organizations managed technology and technological change were many, the track record has been disappointing. The promotion of a focus on the organizational context of technology did not lead directly to practical application or make companies more humane for either their workers or for external customers. Today, however, with the maturation and broadening application of user-centred design approaches, the time is ripe to apply them to the design of information systems within companies as vigorously as they are being applied to products and systems intended for consumers.

© All rights reserved Dray and Siegel and/or Taylor and Francis

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Siegel, David A. (2001): Business: New kid on the block: marketing organizations and interaction design. In Interactions, 8 (2) pp. 19-23. Citation

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Dray, Susan M. and Siegel, David A. (1999): Business: penny-wise, pound-wise: making smart trade-offs in planning usability studies. In Interactions, 6 (3) pp. 25-30.

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Dray, Susan M. and Siegel, David A. (1998): Business: User-Centered Design and the "Vision Thing". In Interactions, 5 (2) pp. 16-20.

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