Design Thinking in a nutshell

Transcription

1 Design Thinking in a nutshell User Experience applied Torbjörn Ryber torbjorn@ryber.se

2 Peeling a Standard System Decent UX Focus

3 Swedish Police When you have a hammer Oh well, let s skip usability then. Functionality is what s important! Our new goal is to use Siebel to show that it works. Never mind that it failed for ALL our other systems

4

5

6 ROOT CAUSES FOR FAILURE Chaos Report 2015

7 Stupid bloody system! Jonas Söderström An office at a large organisation in Sweden Why are there pillows on the wall?

8 Start With WHY? WHY WORKSHOP Consensus + education Business Desired Impact - measurable

9 Effect Goals for Web Shop We want to increase the percentage of sales on the web from 25 to 40 % within a year We want to increase overall sales with 10% per year We want to increase the number of clients that say the web is easy to use and fits their needs from 20 to 50%

10 Then build EMPATHY HOW WHY Business Users INTERVIEWS -Personal -Patterns OBSERVATION -Doing vs. Telling -Fly on the wall -Usability Testing

11

12 HOW Really Means WHO does WHAT WHEN WHERE and HOW Users Knowledge Attitude Device Need to know? Want them to do? Mood

13 Like this cup, the Zen Master said, you are full of your own opinions and assumptions. How can you learn truth until you first empty your cup? Nan-In, Zen Master

14 Framing the Problem

15 Problem map

16 DEFINITION Where are we now?

17 User Journey for the web shop Log in Search Buy Track/Collect Log in to get my personal discount Text search, category browse or offers Purchase items and select delivery method Pick up in store Home delivery Need to know How to log In, company vs. Personal user This weeks offers Create list of favorites What fits together Delivery speed, total cost, warranty To do Super easy log in Find my favorites Tag sale with client id Select delivery method Pick up at store, have breakfast, personal support. Rapid delivery Device Desktop Smartphone Tablet Desktop Smartphone Tablet Desktop Smartphone Tablet Smartphone Tablet

18 Jens Electrician What I buy must be easy to install have a reasonably good quality and price Main goals If stuff breaks it will cost me to repair and goodwill Show me respect and give me skilled people to talk to. If the sales guy quits I may follow him Behaviour A lot of smaller orders. Total 1400 EUR a week. Use phone to check my orders Usually make orders on desktop Want good discount that depend on how much I buy We must Fast delivery Skilled sales Easy to have favorites Avoid Showing the end client the price

19 NOW WE CAN DEFINE WHAT WHAT HOW WHY Business Users Effects EFFECTS/NEEDS - User Stories not just a function - discovered over time - not scope creep, it is learning/discovery ITERATIVELY - Team discussion -..with real users and business reps

20 Journey - NEW Build Order Jeff Patton: User Story Telling

21 User Story: personal favorites When I shop, I want to have a list of favorites to make it really easy to select the stuff I buy often Business: This means all users at a company using the same login User rep: A personal list would be better or complementary User rep: The number of products are usually 10-20, could be 50 for some users Tester: Should you be able to create the list as part of each order I make, or at what stages? UX: yeah, for shopping cart and completed orders as well, an extra button? Tech: it is really easy to add a button next to each product

22 Story Map Prioritization Log in Search Buy Track/Collect V 0.1 Log In company user Text search Category browser Delivery method pick up at store Pick up in store V1.0 Select personal id for company user My favorites Offers Tag sale with client id Home delivery Rapid delivery Later Optimized text search Associated products Special discount Bonus system Monthly and yearly statistics

23 Business+ Tech + UX = great design PUST Desirable Most? Feasible Usable

24 MODELS there are plenty to choose from

25 WHAT IS DESIGN? Information Interaction Waiting until the last minute to bring in designers to apply design, or look and feel is akin to baking a cake and then hiring a baker to make it taste good. Graphical -Mike Monteiro da Angry Designer

26 1-Minute Sketch

27

28

29 IDEATION Paper sketch r Wireframes Graphic design Prototypes Code

30 Usability Testing Observation + interview

31 Cynefin Framework

32 Wicked Problems Incompletely described The requirements are always subject to change Lack of a common view of why and what Many possible solutions No definition of DONE

33 analyze gather information visualize experiment and present

34 DESIGN THINKING

35 DESIGN THINKING IS GREAT FOR BUSINESS: lucrative USERS: effective & motivated SOCIETY: less sick people TEAM: appreciated and proud

36 ..or die!

37 Recommended Reading Sprint: Jake Knapp et al. 5 days focus to reach insight Rapid Design Thinking Designing for Growth: Ogilvie and Liedtka Design Thinking applied User Story Mapping: Jeff Patton product discovery at its best Designing Interfaces: Jenifer Tidwell dictionary of design patterns Deep work: Cal Newport on the importance of focus Start with Why: Simon Sinek Ted Talk recommended Smashing UX Design: Allen and Chudley: great introduction with good examples Don t make me Think: Krüg First easy read on usability for beginners Rocket Surgery Made Easy: Krüg Your First Step to Easy Usability Testing