1
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1
HAN TOEBAST
• 42 years of user experience • VanBerlo Design strategist since 2012
• Working in Design, IT and User Experience since 2001 • Multiple projects in online design, interaction design, brand identity design, design strategy consulting and user experience strategy
VANBERLO PEOPLE & SKILLS
• Strategists • Design Researchers • Service Designers • Social Designers • Product Designers • UX Designers • Brand Specialists • Engineers • Project Managers
LOCATIONS
• Eindhoven (65 people) • Delft (20 people)
32 28 12 5
DESIGN / … is veel meer dan mooie plaatjes
Een fiets die lekker rijdt…
Plezier voor twee…
Een kinderzitje installeren…
Precies jouw kopje koffie…
Je thermostaat instellen…
4
5
6
7
8
9
10
11
Conclusie / Waar gaat het dus eigenlijk om?
COMPLEXE VRAAGSTUKKEN VRAGEN OM EEN ANDERE MANIER
VAN KIJKEN, DENKEN & DOEN
THINKING
14
/ Three thinking modes
THINKING Three thinking modes /
Left Brain Left + Right Brain Right Brain
Rational & Structured Switching Emotional
& Intuitive
Iterating Synthesis Analysis
Business Thinking Design Thinking Creative Thinking
Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing. 15
Well defined problems
Ill defined problems
Undefined problems
Needs to be solved
Problem is the start
There is no problem
Zoom in & out Holis<c Focus on parts
Business Problems Design Problems Creative Problems?
THINKING / Three thinking modes
Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing. 16
THINKING Three thinking modes /
Creative Proces
Analysis ↓
Decisions
Analysis ↓
Ideate ↓
Prototype ↓
Evaluate ↓
Decide
Perceive ↓
Ideate ↓
Decide
Design Proces
Business Proces
Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing. 17
World User characteristics /
OPEN NO BOUNDARIES
COMPLEX MANY ELEMENTS AND RELATIONSHIPS
DYNAMIC CHANGE OVER TIME
NETWORKED ACROSS ORGANISATIONS
18
“It is not the strongest of the species that survives, not the most intelligent that
survives. It is the one that is the most adaptable to
change”
Hoe pas je dat toe binnen IT ?
20
Services
Tools CUSTOMER EXPERIENCE
Focus Onderscheidend vermogen
21 *Based on the McKinsey
Consumer Decision Journey
Behoefte invullen Customer Experience Flow /
22
Behoefte invullen Event Model Canvas /
23
<CASES DELETED FOR PUBLICATION>
24
TAKE AWAYS / What to remember…
Gebruikers Merk
Product
Design
• Door je gebruiker door en door te kennen creëer je de mindset voor vertrouwen
• Het systeem faalt zelden, het zijn de gebruikers die de bedrijfszekerheid en betrouwbaarhed beïnvloeden
• Onderscheidend vermogen behaal je door
lokaal te werken binnen de globale standaarden
• Blijf niet achter je PC zitten, maar ga in gesprek
25
26
CREATE THE DIFFERENCE!
Related Documents
