Design for Meaning THE FIRST STEP TOWARDS SUSTAINABLE ENGAGEMENT With love from The @GreatnessStudio @AmsterdamUX #Design4Meaning
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Design for MeaningTHE FIRST STEP TOWARDS SUSTAINABLE ENGAGEMENT
With love from The @GreatnessStudio@AmsterdamUX #Design4Meaning
ART
HUMANITY
EMOTION
SCIENCE
TECHNOLOGY
INTELLECT
Our superpowers
come from here
HI, I’M BRIAN PAGÁN!
Work: The Greatness Studio, Philips Design
Write: brianpagan.netTweet: @brianpagan
The Greatness StudioWe provide UX Consulting for Teams and Mentoring for Professionals & Graduates.
www.thegreatness.studio
With love from
Design for sustainable
engagement is design for
healthy relationships.
MEANING
RHYTHM
PERSONALITY
ENDURANCE
SUSTAINABLE ENGAGEMENTLADDER OF
@brianpagan – Feb 2017
Any healthy relationship has four attributes.
Engaging products have them, too.
MEANING
RHYTHM
PERSONALITY
ENDURANCE
Enablers help us climb up each step.
SUSTAINABLE ENGAGEMENTLADDER OF
Path
os
Prin
ciple
s
Pro
totyp
es
Pro
cess
@brianpagan – Feb 2017
Climbing these steps makes a product or service more interesting, engaging, and effective over time.
MEANING
If our product isn’t
meaningfulfor people, no amount of "great
design" will make it successful.RHYTHM
PERSONALITY
ENDURANCE
Meaning
PathosWhat pains do people need to relieve?
What delights are people hunting for?
What’s holding people back?
What puts us in a position to help?
Process“Traditional” Design research
Lean startup
Immersion & Simulation
Character & Story Mapping
PrototypesExperience Flows
Concierge MVP
Role-playing Sessions
Scenario Videos
PrinciplesRespect people’s privacy and consent.
Consider the impact on research participants.
Stay critical at each stage: is this meaningful?
Consider any unintended consequences of success.
What value do we bring to the relationship?
With love from The @GreatnessStudio
PRINCIPLES GUIDE OUR DECISION MAKING
Respect people’s privacy and
consent.
Consider your impact on research
participants.
Stay critical at each stage: is this still meaningful?
Consider any unintended
consequences of success.
Here is today’s quest:
Warm up
Turn a persona into a Character.
Build a Story for your character.
Design a Validation Experiment.
Break out into teams.
Give team presentations (five minutes).
Craft a Prototype.
How do you feel right now?
Any questions?
Ok, let’s stand up! 5 minutes
www.thegreatness.studio
Characters give richer insights than personas.
But real Meaning lies in what people
feel and dream.
Personas are usually based on what people
say and do.
Design Empathy helps us feel with people.
“[The practitioner] makes a connection on an emotional level with the user by recalling his own feelings and resonating with the user’s experience.”
- Dr. Froukje Sleeswijk Visser
1. Discovery
2. Immersion
3. Connection
4. Detachment
Let’s feel with Jane
Thisexamplepersonaisfromwww.flightmedia.co
losing membersFears
Jane
What pains does Jane need to
relieve?
What delights is Jane hunting for?
What’s holding Jane back?
What puts us in a position to help?
These Pathos questions represent different perspectives on Meaning.
losing membersFears JaneWhat pains does Jane
need to relieve?
The 5 Why's Technique Why?
Why?
Why?
Why?
Why?
is one way we combine research with empathy to understand people's feelings and dreams.
losing membersFears JaneWhat pains does Jane
need to relieve?
Why?
Why?
Why?
Why?
Why? Her gym might close
She won’t earn money
She can’t support her kids
They’ll take her kids away
She failed as a mother (she feels)
losing membersFears JaneWhat pains does Jane
need to relieve?
Why?She failed as a mother (she feels)
So when Jane's actions and words are here,…
…her emotions are here
losing membersFears
Jane
What pains does Jane need to
relieve?
What delights is Jane hunting for?
What’s holding Jane back?
What puts us in a position to help?
We can apply that exercise to all of these perspectives.
Create a Character for Jane
ThisCharacterMapisfromwww.theodoravoutsa.com
What pains does Jane
need to relieve?
What delights is Jane hunting
for?
What’s holding Jane back?
What puts us in a position to
help?
10 minutes
But Jane’s character can’t act without a story.
So here’s the classic “Product as the Hero” story.
TheProduct-as-HeroStoryboardisbyChristinaWodtke atwww.eleganthack.com
Let’s write a story where we help Jane become the hero!
15 minutes
The Lean Startup methodology is one way to see if we're really giving people what they need.
(Eric Ries literally wrote the book on this.)Build
MeasureLearn
Test your LOFA’s!
PhotobyBetsyWeber
LOFA – Leap of faith assumption
If this isn’t true, your product cannot succeed.
An assumption is a hypothesis
waiting to be tested!
VideostillfromStrategyzer
VideostillfromStrategyzer
Design an experiment to test your hypothesis.
15 minutes
Let’s build something!
Experience Flow Landing Page
Role-playing Sessions Scenario Videos
Now comes the fun part…
Choose one to build in 30 minutes as a team.
Let’s build something!
Experience Flow Landing Page
Role-playing Sessions Scenario Videos
Now comes the fun part…
Try squarespace.com
Try goanimate.com
30 minutes
Meaning
PathosWhat pains do people need to relieve?
What delights are people hunting for?
What’s holding people back?
What puts us in a position to help?
Process“Traditional” Design research
Lean startup
Immersion & Simulation
Character & Story Mapping
PrototypesExperience Flows
Concierge MVP
Role-playing Sessions
Scenario Videos
PrinciplesRespect people’s privacy and consent.
Consider the impact on research participants.
Stay critical at each stage: is this meaningful?
Consider any unintended consequences of success.
What value do we bring to the relationship?
With love from The @GreatnessStudio
Don’t forget to hit up our next workshop!
Design for Personality
19 April
Thank you!Sign up to get notified when the book and online course come out.
d3e.co/meaning
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