Drive Successful Innovation with User-Friendly User-Centred Design

DRIVE SUCCESSFUL INNOVATION WITH USER FRIENDLYUSER CENTERED DESIGN

iHUB EVENT | AUGUST 21 2015

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N I C E T O M E E T Y O U ! M I L A N

S A N F R A N C I S C O Nairobi

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N I C E T O M E E T Y O U !

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#frogsInNairobi

WE ARE FROG

INTRODUCTION

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We bring together a unique combination of creativity, collaboration and business planning to deliver breakthrough products and services to the market. We are more than 600 strategists, researchers, designers, and technologists who consult and partner with clients across industries and geographies.

We help organizations increase their value and expand their offerings through a user-centered design process

FROG IS A GLOBAL PRODUCT STRATEGY AND DESIGN FIRM

W E A R E F R O G

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R E A C H

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Amsterdam London New York ShanghaiAustin Milan San Francisco SingaporeBoston Munich Seattle

WHAT DOESUSER CENTERED DESIGN MEAN?

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W H AT W E D O

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W H Y I S I T R E L E V A N T ?

PUT THE PEOPLE YOU SERVE AT THE CENTER OF YOUR DESIGN PROCESS TO COME UP WITH NEW ANSWERS TO DIFFICULT PROBLEMS

“Developing a deep, empathic understanding of users’ unarticulated needs can challenge industry assumptions and push innovation beyond producing the same thing, only better.”— HARVARD BUSINESS REVIEW, 1997

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W H Y I S I T R E L E V A N T ?

PRODUCT SERVICE EXPERIENCEINTERACTION SYSTEM PROCESS

From the design of a product to the design of an experience or a system, the growing complexity designers deal with has raised the need to identify new methods and tools.

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W H Y I S I T R E L E V A N T ?

UNDERSTAND the user SYNTHESIZE

research insights

ENGAGE multiple stakeholders

GENERATE and evaluate ideas

PRIORITISE ideas & decisions

VISUALIZE opportunities

PROTOTYPE stimuli & solutions

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H O W T O D O I T ?

U N I C E F B A C K PA C K P L U S C A S E S T U D Y

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C O N T E X T

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A SYSTEMIC SOLUTION TO ACTIVATE AND EMPOWER COMMUNITY HEALTH WORKERS TO SAVE MORE LIVES.

C H A L L E N G E

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USER CENTERED DESIGN IMMERSIVE RESEARCH

P R O C E S S

CONTEXTUAL IMMERSION

visit villages and healthcare providers

PARTICIPATORY DESIGN

building the ideal toolkit and container

SHADOWING

community health workers daily activities

Before CHWs, having medicines to treat malaria available right in the village was a daydream.

CHW SUPERVISOR

The main challenge is sensitising people to look for health services to timely treat their illnesses.

CHW

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IMMERSIVE RESEARCH

MULTI-PARTNER COLLABORATION AND PARTICIPATORY DESIGN

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P R O C E S S

SIGNATURE EXPERIENCES

envision the key service features

CUSTOMER JOURNEY MAPPING

understand pain points and opportunities

ROUGH PROTOTYPING

imagine how the solution could be

ROLE PLAYING

simulate future scenarios

A DAY IN THE FIELD

immersion

NEW YORK Alignment WS

KAMPALA Ideation WS

NEW YORK Strategy WS

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INDIVIDUALCOMMUNITY

ASSESS & TREAT

EDUCATE

RESPECT

TRUST

SUPERVISOR HEALTH CENTER DISTRICT

SUPPLIES

REPORT

COACH

SUPPORT

REPORT

REPORT

INSTRUCT

SUPPLIER

TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING

CHW

DIAGNOSTICS TOOLS ENABLERSCOMMODITIES

ASSESS TREAT EDUCATE REPORT

R E S U LT S

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R E S U LT S

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R E S U LT S

T O D AY ’ S C H A L L E N G E

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WHAT IS USER FRIENDLY USER CENTERED DESIGN?

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FA C I L I TAT O R S

Robi Venetia

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Abigael Sharon Ariel

T O D AY ’ S C H A L L E N G E

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T O D AY ’ S C H A L L E N G E

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T O D AY ’ S C H A L L E N G E

WHAT MIGHT BE THE BEST SOLUTION FOR YOUR LAPTOP TO SURVIVE MUGGING IN KILIMANI?

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S T E P O 1

UNDERSTAND THE USER

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S T E P O 1 / U N D E R S TA N D T H E U S E R

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OUR SOFT SKILLS

CURIOSITY

PATTERN IDENTIFICATION

AFFINITY FOR COLLABORATION

LISTENING

TENACITY

FLEXIBILITY

QUICK DECISION MAKING

EMPATHY

DISCRETION

METICULOUSNESS

BEING A BIT OF A HUSTLER

WE RELY ON USER RESEARCH TO UNDERSTAND USERS’ MET AND UNMET NEEDS, MOTIVATIONS AND BEHAVIOURS.

S T E P O 1 / U N D E R S TA N D T H E U S E R

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TIPS

BE IN THE NATURAL CONTEXT

ALWAYS LISTEN MORE THAN YOU SPEAK

AVOID LEADING AND YES/NO QUESTIONS

SAY “CAN YOU PLEASE SHOW ME?” OR “TELL ME ABOUT THE TIME WHEN…”

ASK WHY! (FIVE TIMES)

RULES

BUILD A RELATIONSHIP

REMAIN OPEN MINDED

CONSIDER BODY LANGUAGE

SHAPE THE DIALOGUE

LISTEN. OBSERVE.

S T E P O 1 / U N D E R S TA N D T H E U S E R

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DISCUSSION GUIDE

FARMER

INTERVIEWER

NOTEs+PHOTOS TAKER

S T E P O 1 / U N D E R S TA N D T H E U S E R

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INTERVIEW THE PERSON SEATED NEXT TO YOUT H I N K O F W H AT Q U E S T I O N S T O A S K F I R S T, W R I T E T H E M D O W N O N Y O U R N O T E B O O K .

T H E N S TA R T T H E I N T E R V I E W !

10 + 10 MINUTES

S T E P O 2

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SYNTHESIZE RESEARCH INSIGHTS

S T E P O 2 / S Y N T H E S I Z E R E S E A R C H I N S I G H T S

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WE USE DESIGN FRAMEWORKS TO SYNTHESISE INFORMATION AND IDENTIFY THE RIGHT OPPORTUNITIES IN A LANDSCAPE OF DATA.

VISUAL TOOLS

USER ARCHETYPES

ECOSYSTEM MAP

CUSTOMER JOURNEY

OPPORTUNITY MAP

DAY IN THE LIFE

EXPERIENCE BLUEPRINT

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S T E P O 2 / S Y N T H E S I Z E R E S E A R C H I N S I G H T S

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RULES

ORGANIZE NOTES

ANALYZE THE ‘WHYS’

LOOK FOR PATTERNS

MAKE MEANING

CREATE A FRAMEWORK

TIPS

COMBINE ‘OBSERVATION’ WITH ‘THE WHYS’ TO FIND INSIGHTS

TRANSLATE CHAOS INTO SIMPLICITY

KEEP IT ACCURATE AND AUTHENTIC

TELL A MEANINGFUL STORY

S T E P O 2 / S Y N T H E S I Z E R E S E A R C H I N S I G H T S

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DISCUSSION GUIDE

FARMER

INTERVIEWER

NOTEs+PHOTOS TAKERDISCUSSION GUIDE

FARMER

INTERVIEWER

NOTEs+PHOTOS TAKER

DISCUSSION GUIDE

FARMER

INTERVIEWER

NOTEs+PHOTOS TAKER

DISCUSSION GUIDE

FARMER

INTERVIEWER

NOTEs+PHOTOS TAKER

NEEDS

EXPERIENCE

QUOTE

DAY-IN-THE-LIFE

S T E P O 2 / S Y N T H E S I Z E R E S E A R C H I N S I G H T S

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DESCRIBE USER’S NEEDS, BEHAVIOUR & OPPORTUNITIES

10 MINUTES

G I V E A T I T L E T O Y O U R U S E R ;

W R I T E D O W N T H E M O S T R E P R E S E N TAT I V E Q U O T E ;

D E S C R I B E W H AT H E / S H E D O E S ;

L I S T H I S / H E R N E E D S ;

N O T E D O W N T H E K E Y I N S I G H T Y O U C O L L E C T E D !

WHO?

DAY IN THE LIFE

Add a sketch Add a title

Add a quote

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KEY ACTIVITIES KEY NEEDS02

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Morning Night

KEY INSIGHTKEY OPPORTUNITY

TITLE

USER ARCHETYPE

QUOTE

S T E P O 3

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IDEATE &PROTOTYPE

S T E P O 3 / I D E AT E A N D P R O T O T Y P E

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WE CREATE PROTOTYPES TO MAKE OUR IDEAS TANGIBLE AND EASIER TO COMMUNICATE AND EVOLVE.

S T E P O 3 / I D E AT E A N D P R O T O T Y P E

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RULES

VISUALIZE THE SOLUTION

TRACE THE SOLUTION BACK TO RESEARCH INSIGHTS

FAIL FAST, BREAK THINGS

PLAY

TIPS

FOCUS ON A KEY OPPORTUNITY

CONSIDER HOW THE USER WILL ENGAGE

LEVERAGE TRENDS OUTSIDE THE INDUSTRY FOR INSPIRATION

CONSIDER THE FIDELITY

FOR LOW FIDELITY, USE EVERYDAY MATERIALS. FOR

HIGHER FIDELITY, CONSIDER 3D PRINTING (PHYSICAL),

PROTO.IO, FLINTO, INVISION (UI), SKETCHUP

(ENVIRONMENTS), MICRO TRIALS (SERVICE)

S T E P O 3 / I D E AT E A N D P R O T O T Y P E

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S T E P O 3 / I D E AT E A N D P R O T O T Y P E

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10 MINUTES

SKETCH AND/OR PROTOTYPE A POSSIBLE SOLUTIONR E F L E C T O N T H E M A I N O P P O R T U N I T Y Y O U H I G H L I G H T E D ;

I M A G I N E A S O L U T I O N T H AT C O U L D A D D R E S S T H AT O P P O R T U N I T Y;

Q U I C K LY S K E T C H Y O U R I D E A ;

( I F Y O U H A V E T I M E ) C R E AT E A P R O T O T Y P E

S T E P O 4

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TEST AND REFINE

WE BRING PROTOTYPES IN THE FIELD TO QUICKLY COLLECT USER FEEDBACK AND REFINE THE DESIGN.

S T E P O 4 / T E S T A N D R E F I N E

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S T E P O 4 / T E S T A N D R E F I N E

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RULES

LET USERS REACT

OBSERVE

LISTEN

PROBE FOR THE WHYS

TIPS

AVOID JUSTIFYING YOUR SOLUTION

DO NOT BE PRESSURED TO INCORPORATE ALL FEEDBACK

DO NOT IGNORE THE FEEDBACK

REFINE THE THINKING, NOT THE SUPERFICIAL

KEEP ITERATING

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S T E P O 4 / T E S T A N D R E F I N E

S T E P O 4 / T E S T A N D R E F I N E

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5 + 5 MINUTES

COLLECT FEEDBACK BY MAKING THE USER PLAY WITH YOUR CONCEPTS H O W T H E P R O T O T Y P E T O T H E U S E R Y O U D E S I G N E D F O R ;

C A R E F U L LY L I S T E N T O H I S C O M M E N T S ;

R E M E M B E R T O A S K W H Y T O D E E P E N T H E R E A S O N S B E H I N D ;

U P D AT E Y O U R P R O T O T Y P E ( I F P O S S I B L E ) .

S H A R E

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SHOW US YOURPROTOTYPES#frogsInNairobi

S H A R E

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#frogsInNairobi

WHAT IS USER FRIENDLY USER CENTERED DESIGN?

W H AT I S U S E R F R I E N D LY U S E R C E N T E R E D D E S I G N ?

FREQUENT AND FAST ITERATIONS WITH TARGET USERS

LOW-FIDELITY CONCEPTS THAT ALLOW FOR HYPOTHESES VALIDATION

EASY WAYS TO INTEGRATE FEEDBACK INTO THE SOLUTION

HIGHER VALUE FOR THE USER

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W H AT I S U S E R F R I E N D LY U S E R C E N T E R E D D E S I G N ?

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Q&A

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