Social Business Fundamentals 3User-Centred Design in Social Business

@Folletto

#sbf3

PsychologyTechnology

Design

HYBRID PROFESSIONAL

WHAT DOESUSER-CENTERED DESIGNMEAN?

Nielsen J.Discount Usability for the Web

Bad intranet design will cost $50-100 billion per year in lost employee productivity in 2001.

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6 STEPS, ITERATING

Understand & specify the

context of use

Specify the user &

organizational requirements

Produce design

solutions

Evaluate design against

requirements

Identify need of user centered design

System meets specified functional, user & organizational requirements

USER CENTERED DESIGN: ISO 13407 (1999)

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ITERATIVE & USER CENTEREDDESIGN & DEVELOPMENT PROCESS

Vision & Strategy

Information Architecture

UX & Interaction Design

Visual Design

Research & Workshops

System Architecture

System Integration

Launch & Adoption

Back/Front Development

Community Management

Strategic Data Systems Special Report: Design Business Impacts and ROI

UX investments made in the concept phase reduce product development cycles by 33-50%.

IBMCost Justifying Ease of Use: Complex Solutions are Problems

Those who skip ease of use in the design phase can end up spending 80% of their service costs on unforeseen user requirements down the road.

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What is beautiful is usableTractinsky, Katz, Ikar (2000)

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Useful is not enough.Functional is not enough.

Working is not enough.Usable is not enough.

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Human.

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Person Professional&

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RESEARCH & DESIGNPHASE

DEVELOPMENTPHASE

DEPLOYMENTPHASE

Design alternatives

Cost of change

From Bias & Mayhew (1994), thanks to Serena Facchinetti

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DevelopmentDesign

ResearchStrategy

CONTINUOUS AGILEOur phases aren’t strict, but blend and overlap naturally one in the other with a cross-disciplinary project team and iteratively improving the final result.

TOOL 1WHY

Attributed to Henry Ford

If I’d asked peoplewhat they wanted,they’d have askedfor a faster horse.

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Why?

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Why do you need a faster

horse?

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Back to theNEEDS

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Extrinsic vs Intrinsic Motivations

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Extrinsic Intrinsic‣ Money reward‣ Prizes‣ Boosts repetitive tasks

‣ Peer appreciation‣ Passion‣ Boosts creativity

26Thanks to Serena Facchinetti

TOOL 2SHOW

@solarflare

Resistanceto Change

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Which problems?

This is the solution to your problems.

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Resistance to change Accept to changeMake the issue explicit

1 2 3

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This is whybottom-up works.

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Give a new thing, herald it as “mission critical”+ Don’t give time to use it

= Contradictory signal

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It doesn’t matter if it’s useful, if it’s not accepted.

TOOL 3FEEDBACK

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Feedback loop

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SMALL INCREMENTAL STEPS

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Playful design(Gamification)

Bruno Munari

To complicate is easy, to simplify is hard.To complicate, just add, everyone is able to complicate.Few are able to simplify.

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Davide Casali HEAD OF DESIGN

davide.casali@dachisgroup.com

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Thank you.