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Putting People at the Heart of Design 26.6.2014 Tomi Tontti Design Director, Isobar Finland
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TOPIC
design User-centered
Human-centered People-centered
Customer-centered
mindset process methods
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We bring people and brands together like
never before.
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We bring people and brands together like
never before.
How do we do that?
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Do we bring people to brands
or brands to people?
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Traditional mass media advertising is good at bringing people to brands.
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However, in digital it should be more about bringing brands to people.
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Brands need to do more things with and for people.
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In the end, companies don’t have control over their brands. Their customers do.
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It’s hard to connect to people if they are thought as demographic target groups..
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User-centered design is about understanding the needs, pain points, behaviors, contexts and motivations of people we are designing for.
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UCD is most often linked with UX and Service Design, but it can help in other stuff we do at Isobar too.
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What is user-centered design about?
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Aesthetics? Functionality? Usability? Innovation? Creativity?
WHAT IS DESIGN ABOUT?
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Danish Design Centre, 2003
THE DESIGN LADDER
01 No design
02 Design as Styling
03 Design as Process
04 Design as Strategy
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What is user-centered design about? USER-CENTERED , where the activity is driven by the needs, desires, and context of the people for whom we design.
DESIGN is the discipline of generating solutions to problems and opportunities either by improving existing or by creating new
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Business (viability)
Technology (feasibility)
New products
Can’t use this! Don’t
need this!
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Business (viability)
Technology (feasibility)
People (desirability)
Experience innovation
Emotional innovation:
Brands, marketing,
relationships Functional innovation
Process innovation
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Typical thoughts of a user-centered designer?
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How to design this to be the most awesome and best looking thing anyone has ever seen?
“ordinary designer”
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Who are our users? ���What are their interests, motivations, habits and needs?��� User-centered designer
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How we want our users to feel?
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Why will they use this? ���
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What functionalities do they really need? ���
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What information will the user need to operate?
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How tech savvy are they? ���What kind of devices are they used to?
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User-centered design as a process
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Research phase Design & prototyping Pure design clarity :)
UCD PROCESS
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UCD PROCESS
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Common methods and practices
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01. Based upon user understanding 02. Collaborative 03. Visual thinking 04. Iterative 05. Holistic
KEY CHARACTERISTICS
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Quantitive research
• Web analytics • Aegis’ own Consumer Connection System • Survey targeted to existing & prospective customers
Quantitive research alone won’t help you to capture the richness of human experience.
USER UNDERSTANDING
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Qualitative research
• Observe • Interview • User/photo diaries • Seek for stories
When interviewing, use open ended questions. Try to make an engaging conversation instead of pointed questions.
USER UNDERSTANDING
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Being your user
• Step in your users shoes • Be a customer for your clients shop, office or service • Test your clients products • Contact customer service
USER UNDERSTANDING
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A project space
• Create a dedicated area to organize project materials, work and meet.
COLLABORATIVE + VISUAL THINKING + HOLISTIC
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Personas USER UNDERSTANDING
Personas are fictional characters created from research insights to represent the different user types.
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Scenarios USER UNDERSTANDING
Scenarios are short stories that describe an ideal user experience of a persona in a specific situation, capturing users motivations and actions.
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Journey mapping (a.k.a. Experience mapping) • Activity of making a visual representation of user’s
journey through a service, showing actions, feelings and thoughs in different touchpoints using different channels.
USER UNDERSTANDING + COLLABORATIVE + VISUAL THINKING + HOLISTOC
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Co-Sketching
• Generate quick sketches of ideas and share them in a group.
VISUAL THINKING + COLLABORATIVE
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Interdisciplinary teamwork
• Brainstorming • Workshops • Working together “for real”
A great service or user experience is a result of a teamwork.
Good teamwork ≠ torch relay.
Involve clients, users and subject matter experts.
COLLABORATIVE + HOLISTIC
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ITERATIVE + USER UNDERSTANDING
Wireframes, prototyping and testing
1. Make a prototype. 2. Test it with users.
P.S. UX Design ≠ Wireframing
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BUT…
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You don’t need to be a trained researcher to research or to test your designs on users.
BUT…
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Some research/testing is better than none.
BUT…
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If you can’t have 100% dedicated teams, make sure you regularly schedule a day or half a day for working together when you can.
BUT…
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If I had asked my customers what they wanted, they’d have said a faster horse. - Henry Ford, supposedly
“
Be user-centered, not user led!
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EPILOGUE
01. Go out of the office, your users are not there.
02. Great experiences are a result of teamwork. Let’s work together.
03. Get a user-centered mindset.
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Questions & thankyous [email protected] Find this presentation from: http://www.slideshare.net/TomiTontti/
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IMAGE CREDITS:
Page 29: Damien Newman, http://v2.centralstory.com/about/squiggle/ Page 36: Ant Mace, https://www.flickr.com/photos/ant_3000/6796321827/ Page 38: visualpun.ch, https://www.flickr.com/photos/visualpunch/7245095196/ Page 39: Thinkpublic, https://www.flickr.com/photos/thinkpublic/4149908951/ Page 40: Danny Hope, https://www.flickr.com/photos/yandle/2209462952/ Page 41: Gary Barber, https://www.flickr.com/photos/cannedtuna/6491204853/ Page 42: Gavin Tapp, https://www.flickr.com/photos/92795775@N00/6928127177/
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