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Creating Design Principles Through Collaboration

Aug 11, 2014



Designers want to be more strategic. Stakeholders want strategy to be carried through in design. And yet somewhere in the product creation process, it's all too easy for teams to become reactive, losing the vision set forth in the kick-off. Business leaders and designers seldom take the time to create design principles together, even though doing so can make design decisions easier and more impactful. In this session we'll talk about some of the reasons collaborative creation of principles can be difficult, and activities that can help you climb above the chaos for a clearer vision - together.

  • DESIGN PRINCIPLESCreating Your Own Through Collaboration
  • Dont let the perfect be the enemy of the Dont let good enough be the enemy of the GOOD Details Matter
  • Tumblr
  • ...FACILITATED by the designers ...but OWNED by the whole team, to the highest stakeholder STRONG FOUNDATIONS What do we need before we start developing? COMMON VOCABULARY How do we speak about experience design details? VALUED CHECKPOINTS When does good enough become good or great?
  • Design Principles help you with all three
  • Design Principles Brand-rooted guiding statements that help your team make decisions about which features to build, and how they work
  • The French
  • The British
  • In the 1970s, Ann C Noble, professor emeritus of the University of California Davis created the aroma wheel
  • Brand Attributes q Corporate q Cutting-Edge q Decisive q Deliberate q Detailed q Dominating q Educated q Elitist q Energetic q Essential q Ethical q Exacting q Exciting q Exclusive q Experienced q Adaptable q Adventurous q Approachable q Assertive q Busy q Candid q Caring q Commercial q Communal q Complex q Concise q Conservative q Condent q Condential q Conscientious q Familial q Fearless q Fresh q Friendly q Fun q Functional q Giving q Growing q Heavy q Honest q Hopeful q Humble q Impactful q Informed q Innovative q Inspiring q Modern q Nostalgic q Open q Organic q Organized q Outgoing q Political q Rened q Refreshing q Safe q Self-aware q Simplistic q Spontaneous q Stable q Sterile q Timeless q Transparent q Trusted q Vibrant q Warm q Welcoming q Youthful ! ADD YOUR OWN: ! ! ! ! !
  • INSPIRATIONAL Great design principles are
  • ACCESSIBLE & PRECISE Great design principles are both
  • HELP YOU SAY A SAVVY NO Great design principles
  • SPONGE SPARK SPLATTER SCULPT STORYTELL One of the hardest jobs of a design team is eective use of a SAVVY NO Choose a design challenge and immerse in the related context. What do you want to make better? For who? Take insights from Sponge. Dene your audience and their needs. Generate the solution idea you want to design. Brainstorm multiple ideas (quantity over quality). Explore possible features and content. ! Form and rene your solution with user insights and design strategy. ! Express the importance and meaning of your solution.
  • Design Principle Examples Fast We value our users time more than our own. We recognize faster experiences are more ecient and feel more eortless. As such, site performance is something our users should never notice. Our site should move as fast as we do. ! - Facebook Time matters, so build for people on the go All UX principles apply equally at 12-inch and 20-inch screen sizes. Be interruptible. Account for starting and stopping (fast return, and do not get in the way of other UX). Account for getting and losing connectivity. Performance is the universal UX killer. ! - Windows 7
  • BASED ON REAL RESEARCH Great design principles are
  • Our challenge: How might we make learning about experience design more fun and accessible for curious beginners? Related Problems: Design practices are best learned in a hands-on way, but not everyone can learn straight from a designer. The full design process can be daunting!
  • User Focus Our target audiences: Beginners in career exploration (late high school, early college) Complete design beginners Professional groups that want to learn together playfully User Insight: Many students - and schools! - are cash-strapped. Not everyone will have an iPad or Android. DESIGN PRINCIPLE The product and required materials should be low-cost and highly available. = Accessible Play
  • Why are design principles so rare? 1. You need the organization to have established brand values and genuine user insights to really give them weight. 2.By the time you realize you need them on a particular project, its often too late to make them.
  • project time kicko requirements & design design review
  • project time kicko requirements & design design review complaint from strategic customer new release from a competitor change in business strategy high visibility conference is approaching
  • CEO at the design review
  • Using chaos Dont hold a design principle workshop during a crisis... ...but use the energy of a crisis to get it on the calendar
  • Why are design principles so rare? 1. You need the organization to have established brand values and genuine user insights to really give them weight. 2.By the time you realize you need them on a particular project, its often too late to make them. 3.Teams dont know how to engage stakeholders to make them.
  • Co-creation breaks down walls Create something together thats relevant, but possibly unreal
  • Co-creation breaks down walls Creating real things right away activates agendas and defenses Creating irrelevant things dont hold the attention of your stakeholders Try a design challenge workshop that inspires meaningful play
  • Spa Day Planner (Hypothetical Challenge) Hosted parties are a common approach that our consultants use to share their passion for products, and to gain new customers. Our company and its consultants have a business goal to increase the number of parties hosted. ! However, encouraging non-consultants to host parties can sometimes be dicult due to: ! Scheduling diculties Reluctance of potential guests to attend a product-centric party Other reasons? Challenge: Design a party-scheduling tool that also helps overcome other obstacles that may interfere with attendance. !
  • Spa Day Planner: Personas Patricia the Planner (32) Patricia is an avid explorer of her city - if you go to a fest in the summer, youll probably run in to her. Shes also the magnet that draws her friends together. About once a month, she tries to plan a get-together. Patricia really likes the idea of doing double-duty, supporting her friend (who is a consultant for the company) and hosting a spa event that will draw out her friends. As a vegan, shes also interested in our products herself, but hasnt tried them yet. Goals Find or host interesting events - ones that will get several of her friends together. Be a supportive friend. Have an event that she can host with minimal work, so she can enjoy the party itself. ! Frustrations Its so hard to get friends to commit! Everyone has such busy schedules, and many of Patricias friends have kids, so they have to arrange for babysitters or work with their spouses schedules. Patricia feels like she spends most of her time negotiating dates, or trying to think of events that will really get friends interested and excited. Patricia is worried that some of her friends may feel pressured to come to a party where products are being sold.
  • Spa Day Planner: PersonasSpa Day Planner: Personas Meredith the Multi-Tasker (36) Meredith is the mother of two girls, Alyssa and Suzy. Between working full- time, and managing events for Alyssas theater group and Suzys after- school tennis practice, she often feels like she spends all of her free time driving around or planning schedules with her husband Ben. Meredith has made it a resolution to stay in touch with her friends and to make time for herself as well, something her husband is very supportive of when they can make it happen. She has to balance budget and schedules, and is hesitant to commit to things, but makes a great eort to attend once shes decided to join. Goals Make sure she doesnt disappear on her friends. Thats happened o and on and she knows shes happier with some regular girl-time. Take care of herself. Living a healthy lifestyle - and modeling one for her daughters - is a priority. ! Frustrations Some of her friends dont have kids, and it seems so much easier for them to get together last-minute! She has to plan weeks in advance, most of the time. Meredith is trying to keep to a budget and is wary of parties where she might feel pressure to buy something. Shes open to the possibility but doesnt want a hard sell, and doesnt want to appear cheap t