Putting people at the heart of design: introduction to user-centered design

© Isobar Finland

NORDIC CREATIVE PROGRAMME

Putting People at the Heart of Design 26.6.2014 Tomi Tontti Design Director, Isobar Finland


© Isobar Finland


TOPIC

design User-centered

Human-centered People-centered

Customer-centered

mindset process methods


© Isobar Finland


We bring people and brands together like

never before.

© Isobar Finland


We bring people and brands together like

never before.

How do we do that?

© Isobar Finland


Do we bring people to brands

or brands to people?

© Isobar Finland


Traditional mass media advertising is good at bringing people to brands.

© Isobar Finland


However, in digital it should be more about bringing brands to people.

© Isobar Finland


Brands need to do more things with and for people.

© Isobar Finland


In the end, companies don’t have control over their brands. Their customers do.

© Isobar Finland


It’s hard to connect to people if they are thought as demographic target groups..

© Isobar Finland


User-centered design is about understanding the needs, pain points, behaviors, contexts and motivations of people we are designing for.


© Isobar Finland


UCD is most often linked with UX and Service Design, but it can help in other stuff we do at Isobar too.


© Isobar Finland


What is user-centered design about?


© Isobar Finland


Aesthetics? Functionality? Usability? Innovation? Creativity?

WHAT IS DESIGN ABOUT?

© Isobar Finland


Danish Design Centre, 2003

THE DESIGN LADDER

01 No design

02 Design as Styling

03 Design as Process

04 Design as Strategy

© Isobar Finland


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


© Isobar Finland


Business (viability)

Technology (feasibility)

New products

Can’t use this! Don’t

need this!

© Isobar Finland


Business (viability)

Technology (feasibility)

People (desirability)

Experience innovation

Emotional innovation:

Brands, marketing,

relationships Functional innovation

Process innovation

© Isobar Finland


Typical thoughts of a user-centered designer?


© Isobar Finland


How to design this to be the most awesome and best looking thing anyone has ever seen?

“ordinary designer”

© Isobar Finland


Who are our users? ��What are their interests, motivations, habits and needs?�� User-centered designer

© Isobar Finland


How we want our users to feel?

© Isobar Finland


Why will they use this? ��

© Isobar Finland


What functionalities do they really need? ��

© Isobar Finland


What information will the user need to operate?

© Isobar Finland


How tech savvy are they? ��What kind of devices are they used to?

© Isobar Finland


User-centered design as a process


© Isobar Finland


Research phase Design & prototyping Pure design clarity :)

UCD PROCESS

© Isobar Finland


UCD PROCESS

© Isobar Finland


Common methods and practices


© Isobar Finland


01. Based upon user understanding 02. Collaborative 03. Visual thinking 04. Iterative 05. Holistic

KEY CHARACTERISTICS

© Isobar Finland


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


© Isobar Finland


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


© Isobar Finland


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


© Isobar Finland


A project space

•  Create a dedicated area to organize project materials, work and meet.

COLLABORATIVE + VISUAL THINKING + HOLISTIC


© Isobar Finland


Personas USER UNDERSTANDING

Personas are fictional characters created from research insights to represent the different user types.


© Isobar Finland


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.


© Isobar Finland


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


© Isobar Finland


Co-Sketching

•  Generate quick sketches of ideas and share them in a group.

VISUAL THINKING + COLLABORATIVE


© Isobar Finland


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


© Isobar Finland


ITERATIVE + USER UNDERSTANDING

Wireframes, prototyping and testing

1.  Make a prototype. 2.  Test it with users.

P.S. UX Design ≠ Wireframing


© Isobar Finland


BUT…

© Isobar Finland


You don’t need to be a trained researcher to research or to test your designs on users.

BUT…

© Isobar Finland


Some research/testing is better than none.

BUT…

© Isobar Finland


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…

© Isobar Finland


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!

© Isobar Finland


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.


© Isobar Finland


Questions & thankyous [email protected] Find this presentation from: http://www.slideshare.net/TomiTontti/


© Isobar Finland


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/


Date post:	14-Sep-2014
Category:	Design
View:	143 times
Download:	2 times