Introduction to Product Design - by Traveloka Design Team

Introduction toProduct Design

The culmination of a thorough understanding of the human is a great design

And we all know thata great design is one of the factors that makesa product great.

Understanding the difference between

art and design

Let’s say you have a great idea. A message or statement that you want to deliver.

You deliver the message on a medium in a certain form.

The medium can invoke various responses from the audiences.

However, the responses could be way off from your original message.And that’s fine (at least in art)

They can keep the responses or reactions to themselves.

You are (mostly) not responsible for the responses.

Design is quite different though. We have a clear intention in mind and deliver the intention in a medium.

We hope the audiences understand the intention and the message.

Designers are responsible to make sure the right message is delivered and understood.

Designers are responsible to make sure the responses are inline with the intention.

The audiences can respond (give feedback or behave in a certain way),creating a dialogue between designers and audiences.

[insert art picture here]- Self expression- You are (mostly) not responsible- 1-way communication

ART

- Has clear intention- Responsible for the message and the response- Is a dialogue

DESIGN

What do you want others to:- Feel- Do- Behave- React- Reply- InteractWhat are the intentions?

The message should be understood by others

=

How do we ‘shape’ the message:- Tone- Word choice- Body language- Facial expression- Rhetoric devices

-> The ‘interface’ is not limited to visual.

However, each response is personal.Why? Because we’re dealing with humans.

Now that we learned about the ways, how can we

implement it indesigning a product?

What is Product Design?

Source: IDEO

EmpathizeEmpathy is the capacity to step into other people’s shoes, to understand their lives, and start to solve problems from their perspectives.

Immersing yourself in another world not only opens you up to new creative possibilities, but it allows you to leave behind preconceived ideas and outmoded ways of thinking.

Source (IDEO Field Guide to HCD)

DefineFind patterns: interesting insights that you keep hearing and/or significant problems. From those, create insight statements that will drive your design to the right direction

In the Ideation phase you’ll share what you’ve learned with your team, make sense of a vast amount of data, and identify opportunities for design. You’ll generate lots of ideas, some of which you’ll keep, and others which you’ll discard. You’ll get tangible by building rough prototypes of your ideas, then you’ll share them with the people from whom you’ve learned and get their feedback. You’ll keep iterating, refining, and building until you’re ready to get your solution out into the world.

IdeateIn the Ideation phase you’ll share what you’ve learned with your team, make sense of a vast amount of data, and identify opportunities for design. You’ll generate lots of ideas, some of which you’ll keep, and others which you’ll discard.


In the Ideation phase you’ll share what you’ve learned with your team, make sense of a vast amount of data, and identify opportunities for design. You’ll generate lots of ideas, some of which you’ll keep, and others which you’ll discard. You’ll get tangible by building rough prototypes of your ideas, then you’ll share them with the people from whom you’ve learned and get their feedback. You’ll keep iterating, refining, and building until you’re ready to get your solution out into the world.

Prototype & Test

You’ll get tangible by building rough prototypes of your ideas, then you’ll share them with the people from whom you’ve learned and get their feedback. You’ll keep iterating, refining, and building until you’re ready to get your solution out into the world.


Start with the human

Design has clear intentions

Get the desired response as fast, as efficient and as less-costly as possible

And always iterate.

Thank you