Designing Business: Design Thinking and User Experience Design

© Experience Design Bureau

Designing Business: Design Thinking and User Experience Design

Hala Hemayssi, Chicago 2013

1 © Experience Design Bureau

Friday, January 31, 14


/ Today’s Talk Flow

/ 30-40 minutes presentation

/ A bit about me / my work / User Experience Design

/ Design Thinking

/ Designing business

/ The new role of designers

/ 20-30 minutes for Q & A

2


© Experience Design Bureau3

/ Social Info

/ Twitter: @HalaHemayssi / www.linkedin.com/in/HalaHemayssi/ www.behance.net/HalaHemayssi


http://www.behance.net/HalaHemayssi

http://www.behance.net/HalaHemayssi

4

Education

GIANT STEP

4 years

PHILOSOPHYBaccalaureate

GRAPHIC DESIGNAUB

MFAARTINSTITUTE 2 years

VIANT

PATHFINDER

T7

INDEPENDENT CONSULTING

1991

User Experience Design Consulting Experience Design StrategyWeb Design

Careergrew up online

/ A bit about me

1996

1998

2000

2002

2007

2009



5

http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design#1

An evolving craft spreading at the speed of the Web.

/ A bit about what I do

User ExperienceDesign

A holistic framework that concerns itself with the human experiencein its totality...

A new design discipline.





6


Combines methods from various disciplines of the industrial age into a coherent approach.

Bridges the skill set gap in a time of transition and enables us to envision what it means to be online as the Web became our new home.







7

Because of the web, Experience Design is a pivotal mark in design’s history.

An evolutionin design’s power, impact and reach.








8

Qatar Supreme Council Educational Reform / 2003-2005

/ A bit of my work



9

Mobile Healthcare / Blood Management Solutions for Phlobotomists / 2006

/ A bit of my work



10

Oprah.com Social Strategy / Design My life / 2007

/ A bit of my work



11

/ A bit of my workCross-Brand Consumer Products E-commerce Solution / Whirlpool.com + Maytag.com / E-Commerce / 2009



12

W.W. Grainger / large Industrial supplier / Next Generation Sales Experience Vision / 2012

/ A bit of my work



13

W.W. Grainger / large Industrial supplier / Next Generation Sales Experience Vision / 2012

/ A bit of my work



14

Co-filed three Patents Applications with W.W.Grainger / Large in industrial supplier

/ A bit of my work

Two Utility Patents in Social Commerce / www.Grainger.com / Published June 19, 2014# 40US1 -- system and method for providing access to product reviews and/or ratings# 40US2 -- social reviews & order auto-refill

One Design Patent in Social Commerce / www.Grainger.com# 41US1 -- Design for ratings review user interface



http://www.Grainger.com




15

/ My latest ventureUX Education Start Up / March 2013

User Experience Accelerator



16

/ My latest venture

Print Digital

$

Building and scaling User Experience Design Teams

$$ $ $$

Business need

UX Education Start Up / March 2013



17

User Experience Accelerator

We recruit multi-disciplinary talent, train and place as Junior user experience architects.

Connecting the dots between the market's demand for UX and the emerging talent looking to satisfy it.

We help Fortune 100 / Design Agencies scale quality UX operation.

/ My latest venture

- Researchers- Graphic Designers- Front End Developers

6 Months- 1 year / co-coaching

4 week training

Candidate

Junior UXA

Mid-Level UXA




18

/ My latest venture

Design Expertise / Coach

Client / Senior UXA talent

Placement Support / Systems

Candidate




19

/ My latest venture

Print Digital

$

Building and scaling User Experience Design Teams

$$ $ $$

Business need

5 designers launched their user experience design careersResult




20

Evolution of Design



“Unlike Art, design is a method to solve a business problem”

21

Leila MusfyChair, Department of Architecture and DesignAmerican University of Beirut, lebanon



22


Graphic

Graphic Design

1990



23


User Experience

Experience

Design the “HOW” of a pre-defined product or service

Graphic

Graphic Design

1990

2000



24

“Unlike Art, design is a method to solve a business problem” 1990

Design Thinking

User Experience 2010Business

Experience

Design the “HOW” of a product or service

Design the “WHY” and the “WHAT” first

Graphics

Communicate / Sell

2000

Graphic Design



25

“The second transformation of the new computing is the shiftfrom machine-centered automation to user centered services and tools”

In computing, the web is here

/ Understanding the shift

Ben Shneiderman: Leonardo’s laptop 2002

Design in the Age of Biology:Shifting From aMechanical-Object Ethosto an Organic-Systems Ethos / Hugh Dubberly

In Design, new trend brewing

Walker, Stuart.Sustainable by Design: Explorations in Theory and Practice. London: Earthscan, 2006.

+

Design in the age of BiologyDesign in the age of the web



26

Consumer experience with accelerating change in scale and control

Plug in, just like a phone.

Apple + Google + Nike in a car...

Enjoy the ride. Added features that we like. Large scale manufacturing.

Style, design and brand increasingly important.

Let’s get there.

Car as electronic gadget Car designed for comfort.Car works!

/ Understanding the shift


Text


27

From A world that worksaround technologiesto A world designed for human beings



28

How do we humanize the web?



29

Why User Experience Design?

Because it solvesthe human unmet needs by providing engagingtechnology solutions, andmeaningful experiences. Business

Technology

UsersHow to engage?

What is possible?

Why we sell?

UX



30

EngagementAttentionEmotionsKPI

Architecture of Experience

/ Role of User Experience Designer



31

Let’s go a bit deep into the UXD process



32

+/- decade

/ “The Elements of User Experience” By Jesse James Garrett

The Evolution



33

Circa 2005

/ User Experience Design process



34

/ The UXD processKnow the users



35

/ The UXD processVisualize in maps, pictures and stories/narrative what you know about the users and their goals for using the website or application

High Level flows

Personas



36

/ The UXD processVisualize en gros in flows the requirements and the goals for using the website or application



37

/ The UXD processDive into details to envision interactions



38

/ The UXD processVisualize in maps, pictures and stories/narrative what you know about the users, the requirements and the goals for using the website or application



39

/ The UXD processVisualize in maps, pictures and stories/narrative what you know about the users, the requirements and the goals for using the website or application



40

Qatar Educational Supreme Council / Educational Reform Custom built applications in Arabic an English / 2003-2005

/ User Experience Design Across Cultures



41

Qatar Educational Supreme Council / Educational Reform Custom built applications in Arabic an English / 2003-2005

/ User Experience Design Across Cultures



In the past decade, our relationship with the web matured...

During recession, library usage increased for 36 million Americans

Google

“By 2040, we will be walking around with another brain in our pocket.” Bruce Mau

Community Activation is on the rise

E-books

you tube

Online education

Connected hyper contextual geo-local instant personal social low cost data

Gaming

42

Touch

screen

devices

Open source

I Phone

wikipedia

Netflix

Big Data

Sharing

votingLiking

Social

social TV

E-Mags

E-Readers

Khan Academy

Twitter

IBooks

Mobile learning Oprah’s Global classroom

Platform thinking

facebook

Crowd Funding



http://www.oclc.org/reports/2010perceptions.htm

http://www.oclc.org/reports/2010perceptions.htm

43 © Experience Design Bureau


44

As technology became a commodity,

Creativity became a necessity.

Design provided the method.



45

/ Research loves Humans



46

/ At Apple



47

/ At IBM Traditional Business Process Team Grows Up into Design Thinking Team / 2012

Phil was promoted to a new leadership role within IBM, launching a group that will focus using key principles of "design thinking" to embed into his new organization to drive new and innovative approaches to optimizing and transforming business processes.

Phil Gilbert, from IBM, lead strategist and visionary for IBM’s BPM group.

DESIGN CENTER

Launched a group that will focus on driving product design and user experience across IBM's portfolio of software products.

“ DESIGN THINKING BLURS THE LINE BETWEEN PROCESS AND EXPERIENCE DESIGN”



http://www.linkedin.com/profile/view?id=372348&authType=NAME_SEARCH&authToken=UWHN&locale=en_US&srchid=5f91cc72-616c-4b6d-8f04-22e6c0e0be61-0&srchindex=1&srchtotal=65&goback=%2Efps_PBCK_*1_Phil_Gilbert_*1_*1_*1_*1_*2_*1_Y_*1_*1_*1_false_1_R_*1_*51_*1_*51_t

http://www.linkedin.com/profile/view?id=372348&authType=NAME_SEARCH&authToken=UWHN&locale=en_US&srchid=5f91cc72-616c-4b6d-8f04-22e6c0e0be61-0&srchindex=1&srchtotal=65&goback=%2Efps_PBCK_*1_Phil_Gilbert_*1_*1_*1_*1_*2_*1_Y_*1_*1_*1_false_1_R_*1_*51_*1_*51_t

http://www-01.ibm.com/software/solutions/soa/newsletter/nov10/bpm.html

http://www-01.ibm.com/software/solutions/soa/newsletter/nov10/bpm.html

http://blogs.forrester.com/clay_richardson/12-12-17-design_thinking_blurs_the_line_between_process_and_experience_design

http://blogs.forrester.com/clay_richardson/12-12-17-design_thinking_blurs_the_line_between_process_and_experience_design

48

Design Thinking

Architects business value.



49

Design thinkingmakes businessesmore human.

Business

Technology

UsersWhat is needed?

What is possible?

How to solve?

Emotional Innovation

Functional Innovation

Process Innovation

Flow



50

EmpathizeVisualizeCo-create

Design Thinking

/ The How of Design Thinkers


] X Iterate


51

Let’s go a bit deep into the DT process



52

/ Design Thinking Process

Empathize Visualize Co-create ] X Iterate[



53

PHASE 1 / Diagnose / EMPATHETIC / OPPORTUNITIES

1.UNDERSTAND THE PROJECT2.UNDERSTAND THE PEOPLE3.UNDERSTAND THE COMPETITORS

Empathize

Frame

Research

1. USERS / PROXIES / 1st and 2nd Research 2. WHAT IS THE GAP? UNMET NEEDS?3. CREATE USER’s WALL: SYNTHESIZE THE HUMAN REQUIREMENTS

- - - - - - - - - - - - - - -- - - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - FACILITATE A HUDLE - - - - - - - - - - - - - - -- - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - -

1. CONNECT THE DOTS WITH THE REQUIREMENTS 2. ENVISION THE END GOAL3. GET THE TEAM ON BOARD

/ Act on FEEDBACK /

/ Act on FEEDBACK /



/ Design Thinking Process



PHASE 1 / Diagnose / EMPATHETIC / OPPORTUNITIES

1.UNDERSTAND THE PROJECT

54

WHAT I KNOW

ABOUT THE BUSINESS

ABOUT THE USERS

WHAT I WANT TO FIND OUT

ABOUT THE BUSINESS

ABOUT THE USERS

CONSTRAINTS / TIMEFRAME / THOUGHTS

- BREAK IT DOWN for yourself and The team- PUT It in Numbers / Pictures / Business + draw user stories

Rewrite the challenge in Human terms

* This can get updated later with more details

To Create....

How can the user...

Empathize FrameResearch



55

connecting the dots



56

EmpathizeVisualizeCo-create

EngagementAttentionEmotions

Delivering

Design Thinking User Experience


2013

1993

Business Users



57

/ The shift in designer’s role....

Designers Facilitators


AlignmentVision

Goals

Culture

Transformation Empathetic, Effective Problem Solvers



HUMILITY / It is about “The Other”THINKING / Critical . Innovative . RealisticSELLING / Purpose

58

/ Business Designers Needed !!



59

Who you are

Intention

1. EMPATHETIC2. EFFECTIVE3. PROBLEM SOLVER

x Iterate

Real world

Results

1. OPPORTUNITIES2. SOLUTIONS3. PROTOTYPES

x Iterate

What you do

Process

1.Diagnose 2.Design3.Deliver

x Iterate

Understand

Visualize

Co-create

Frame

Possibilities

Make

- SECRET SAUCE: BE WRONG EARLY + BE WRONG OFTEN.- CLEARING THE FOG of UNCERTAINTY.

HUMILITY / THINKING / SELLING /

/ Designing Business



60

EmpathizeVisualizeCo-createIterate


Architecting Value

Design Thinking Team Experience

AlignmentVision

Goals

Culture

Facilitating

User Experience

/ Designing Business

Designing Service / Product Experience Guiding Internal Culture

Delivering



61

Thank you


Date post:	20-Aug-2015
Category:	Design
Upload:	hala-hemayssi
View:	722 times
Download:	1 times