0 What is the goal of HCD best practices? marketing and sales company brand Where is your focus? 10-20% 80-90% Lia Hadley, Engineer, Trainer, Coach, Scrum Master
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What is the goal of HCD best practices?
marketing and sales
company brand
Where is your focus?10-20%
80-90%
Lia Hadley, Engineer, Trainer, Coach, Scrum Master
Improving your business processes and brand impact with Human Centered Design (HCD)
Lia Hadley, Engineer, Trainer, Coach, Scrum Master
How do our customers feel
about us?
2
The goal of HCD is to create
a working culture that
encourages a diverse group
of people to build upon each
others’ ideas.
- David Kelly, IDEO
What is HCD?
3
The goal of HCD best
practices is to improve the
quality of the user’s
interaction with and
perceptions of your product
and any related services.
You achieve this by
improving the usability,
access, and joy of
interaction (your company
brand).
What is the goal of HCD best practices?
marketing and sales
company brand
Where is your focus?
10-20%
80-90%
4
Case study: doctor’s practice
5
What did I appreciate
Centrally located
High quality of medical
care
High quality of diagnostic
equipment
The (digital) information
flow is good between
front desk and doctors
office
Case study: doctor’s practice
6
What other patients said…
De-humanizing; you are
just a file number
Case study: doctor’s practice
7
What other patients said…
De-humanizing; you are
just a file number
The doctors spend more
time looking at their
computers than at you
Case study: doctor’s practice
8
What other patients said…
De-humanizing; you are
just a file number
The doctors spend more
time looking at their
computers than at you
Appointments are always
late (30-90 min)
Case study: doctor’s practice
9
What other patients said…
De-humanizing; you are
just a file number
The doctors spend more
time looking at their
computers than at you
Appointments are always
late (30-90 min)
Always chaotic and
rushed
Case study: doctor’s practice
10
What other patients said…
De-humanizing; you are
just a file number
The doctors spend more
time looking at their
computers than at you
Appointments are always
late (30-90 min)
Always chaotic and
rushed
Never a friendly smile
Case study: doctor’s practice
11
HCD best practices
12
HCD best practices
6-step HCD process
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HCD processes in the design
phase
1. determine stakeholders
How does HCD work?
stakeholders
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store trainees
foreign customers(local residents)
foreign distributors(tradeshows)
employees
foreign customers(tourists & visitors)
foreign customers(tradeshows)
Case study: optician store
15
HCD processes in the design
phase
1. determine stakeholders
2. hold interviews
How does HCD work?
foreign customers
(local residents)
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expectations
past experience
short bio
needs
Stakeholder interviews: core data
17
HCD processes in the design
phase
1. determine stakeholders
2. hold interviews
3. create profiles
How does HCD work?
18
Isabella (project manager)
30 years old
Languages: Danish,
English
Works in the marketing
department for an
international shipping
company
Travels world-wide
approx. 2 weeks / month
Prefers wearing glasses
to contact lenses
Example of stakeholder
19
HCD processes in the design
phase
1. determine stakeholders
2. hold interviews
3. create profiles
4. create problem scenarios
How does HCD work?
problem scenarios
How do they usually choose their optician?
What sort of glasses have they worn in the past?
How do they usually choose their new glasses?
20
What sort of services do they need or expect?
Stakeholder interviews: problem scenarios
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Problem Scenario 1: needing to buy some new glasses
Isabella thinks she needs new glasses. In the past, she waited until she could
go home to Copenhagen to get new glasses. She has not been to the eye
doctors in 5 years. She has been wearing her old glasses even though she
has problem reading text on her computer.
Example of problem scenario
22
HCD processes in the design
phase
5. establish claims:
determine advantages
and disadvantages in how
stakeholders currently
resolve problem scenarios
How does HCD work?
23
Problem Claims to Scenario 1: getting new pair of glasses
+ She has been able to go to go to the same optician store her whole life and they
have all her information there on file.
+ She likes some of the Danish brands and her store in Copenhagen always has a
wide selection for her to choose from.
– She doesn’t speak German.
– It is difficult to get an appointment at the eye doctors to have an eye test.
– She needs to get some new glasses as quickly as possible because she is going
away in two-week’s time.
Example new features or changes
24
HCD processes in the design
phase
5. establish claims:
determine advantages
and disadvantages in how
stakeholders currently
resolve problem scenarios
6. create a list of new
features or needed
changes to be introduced.
How does HCD work?
25
Problem Claims to Scenario 1: getting new pair of glasses
+ She has been able to go to go to the same optician store her whole life and they
have all her information there on file.
+ She likes some of the Danish brands and her store in Copenhagen always has a
wide selection for her to choose from.
– She doesn’t speak German.
– It is difficult to get an appointment at the eye doctors to have an eye test.
– She needs to get some new glasses as quickly as possible because she is going
away in two-week’s time.
Example new features or changes
26
Problem Claims to Scenario 1: getting new pair of glasses
+ She has been able to go to go to the same optician store her whole life and they
have all her information there on file.
+ She likes some of the Danish brands and her store in Copenhagen always has a
wide selection for her to choose from.
– She doesn’t speak German.
– It is difficult to get an appointment at the eye doctors to have an eye test.
– She needs to get some new glasses as quickly as possible because she is going
away in two-week’s time.
Example new features or changes
27
Isabella (new glasses)
All employees speak
English
She can take an eye in
the store
There are Danish brands
in the store
If necessary, they can
ask for her customer
information from store
in Copenhagen
Only need 5 workdays to
get her glasses ready
Example new features or changes
blended-learning training program (podcasts and printed manual)
a guideline outlining information flow for
non-German speaking customers
trade show crash course
intercultural communications
workshops
business English training program
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Resulting changes and measures
HCD design phase
29
HCD design workshop
list of stakeholders
problems scenarios
implement new features or needed
changes
interviews
user studies(profiles)
HCD summary
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