Lou Pastina, Senior Vice President, NYSE Brad Paley looks at the world differently, and provides a perspective in design that is innovative and intuitive for users. He is able to combine his unusual perspective with years of proven successful design and implementation to deliver transformational change with the mastery of a minimalist.
Tim Mahoney, CEO, BIDS Trading The first generation [of the BIDS user interface] was clear and easy, but it was not nearly as simple as it is now...
Interface design can be more than fashion or branding; it can be an optimization process
that connects data with business tasks in a deep and effortless way. To do this we need to
focus on the cognitive machinery an expert uses when sharing information with a computer:
we need to understand the mind’s sub-second responses to the computer. But the skills
needed to do this are not yet taught in business schools, computer science curricula or design schools.
We specialize in what might be called extremely domain-specific interfaces. A quarter century
of innovationand careful listeninghave created a new design methodology: one that
leverages the knowledge experts develop in their domains. Instead of throwing away the idiosyncratic
richness of a domain just to satisfy one-size-fits-all computer interface rules, we develop
new interface rules that respect those idiosynchrosies. We order and layer information
the way experts do in their own minds, connecting the screen to the way they actually think.
Examples of past didi interface designs
Not surprisingly people recognize elements of their practice in these interfaces, saying things like “That’s not
a computer; it just shows what I do.” The result is effortless adoption, peer-to-peer
training, lower risk, and much higher efficiency.
Look through your interface and see the real job; we’ll show you how.
In the News
Podcast InterviewSell-Side Technology Founder W. Bradford Paley was interviewed by SST editor Rob Daly for this podcast
Bids Trading UI Gets Facelift Dealing With Technology; May 10, 2010 Working with Brad Paley ... at Digital Image Design (DIDI), Bids developed methods to manage interaction between the actions of traders, the actions of systems and recognition by traders ... “Most systems show a view of the database,” says Hanson. “But your order is an object—a thing—you don't think of it as a row of data in a database. We needed object-oriented interfaces that speak in terms relative to a human's cognition process.”
The whole article