Userexperiencedesign, User experience design servicedesign&designthinking bySylvainCottong,www.integratedplace.com SAUXForum,FacultyofDesign,UniversityofJohannesburg,August18th,2009 http://groups.google.com/group/sauxforum/browse_thread/thread/ba87ca0252c48a7d

Userexperiencedesign(UX) User experience design (UX)

Whatisuserexperiencedesign? p g UserExperience(abbreviated:UX)isthequalityofexperience User Experience (abbreviated: UX) is the quality of experience apersonhaswheninteractingwithaspecificdesign.Thiscan rangefromaspecificartifact,suchasacup,toyorwebsite, uptolarger,integratedexperiencessuchasamuseumoran up to larger integrated experiences such as a museum or an airport. Source:http://www.uxnet.org/ p // g/ Itmostcommonlyreferstotheresultofaplannedintegration ofsoftwaredesign,business,andpsychologyconcerns. Inthewebworld,userexperienceissometimesconflatedwith usability,informationarchitecture(IA),anduserinterface(UI) design,allofwhicharecomponentsofit. d i ll f hi h fi Source:http://en.wikipedia.org/wiki/User_experience_design

Whatisuserexperiencedesign? p g JesseJamesGarretsfamousrepresentationofUXfortheWeb:

Whatisuserexperiencedesign? p g PeterMorvilleshoneycombs: Informationarchitecture: Thecombinationoforganisation, labeling,andnavigationschemeswithin aninformationsystem. Thestructuraldesignofaninformation spacetofacilitatetaskcompletionand intuitiveaccesstocontent. Sources: http://semanticstudios.com/publications/sem antics/000010.php http://semanticstudios.com/publications/sem h // i di / bli i / antics/000029.php

Whatisuserexperiencedesign? p g PeterMorvilleshoneycombs:

Whatisuserexperiencedesign? p g UXdesignisaHumanCenteredDesignprocess AnInternationalStandard ISO13407:TheHumancentereddesignprocessdefinesageneralprocessfor includinghumancenteredactivitiesthroughoutadevelopmentlifecycle,but including humancentered activities throughout a development lifecycle but doesnotspecifyexactmethods.

Whatisuserexperiencedesign? p g UXdesignisaHumanCenteredDesignprocess Specifythecontextofuse Identifythepeoplewhowillusetheproduct,whattheywill useitfor,andunderwhatconditionstheywilluseit. use it for and under what conditions they will use it Specifyrequirements Identifyanybusinessrequirementsorusergoalsthatmustbe metfortheproducttobesuccessful. met for the product to be successful Createdesignsolutions Thispartoftheprocessmaybedoneinstages,buildingfroma roughconcepttoacompletedesign. g p p g Evaluatedesigns Themostimportantpartofthisprocessisthatevaluation ideallythroughusabilitytestingwithactualusers isas integralasqualitytestingistogoodsoftwaredevelopment.

Whatisuserexperiencedesign? p g UXdesignisaHumanCenteredDesignprocess

UXdesignprocess g p ManysimilarwaysofrepresentingtheUXdesignprocess.

UXdesignprocess

UXdesignprocess

UXdesignprocess

UXdesignprocess

UXdesignprocess

TypicalUXtools&deliverables:Personas yp

TypicalUXtools&deliverables: Mentalmodels

TypicalUXtools&deliverables:Wireframes yp

TypicalUXtools&deliverables:Wireframes

TypicalUXtools&deliverables:Conceptmap yp p p

TypicalUXtools&deliverables:Cardsorting yp g

TypicalUXtools&deliverables: ContentInventory

TypicalUXtools&deliverables: User&taskflowcharts

TypicalUXtools&deliverables:Sitemap yp p

TypicalUXtools&deliverables:Usertests yp

TypicalUXtools&deliverables TherearemanyotherUXtools&methods.Youhavetodecideinthecontext ofeachprojectwhichonestouse. of each project which ones to use. http://project.cmd.hro.nl/cmi/hci/toolkit/ http://nform.ca/tradingcards/ http://clearlyitworks.pbworks.com/UX+and+IA+Resources

KeybenefitsofUX? BenefitstoBusinessesinEnterpriseApplications Benefits to Businesses in Enterprise Applications Managestherisktheworkerswon'tbeabletousetheapplication, orwon'twanttouseit Ensuresthatvitalfeaturesarenotleftout Reducescostlydevelopmentoffeaturesthatusersdon'twantor don'tneed Reducestrainingandsupportcosts

KeybenefitsofUX? BenefitstoBusinessesinCustomerFacing Applications Enableseaseofuse,resultinginhigherconversionratesand , g g greatercrosssellingandupsellingopportunities Reducessupport&servicecosts,generatesgreatercustomer satisfaction&loyaltyandimprovedperceptionofthebrand Improvescustomers'toleranceofbusinessgoalsthatconflictwith theirpersonalgoals h l l Reducedoverallprojectcostsandtimescales Andthusgeneratesincreasedrevenues

Servicedesign

WhatisServicedesign? g Today,servicesrepresentbetween60%&70%ofGDPof mostindustrialisednations most industrialised nations Whereasdesignmethodshavealwaysbeenappliedto products,serviceshavelongbeenconsideredasanecessary p , g y extensiontoproductswithoutpayingthemthesame attentionthanproductsthemselves Mostproductstodayarecombinedwithservices,thusitis theoverallexperience thatcountsandthatisjudgedby customers Theemergingfieldofservicedesigncombinesdesign methodsfromproductdesign&interactiondesignfor designingtheexperienceofandtheinterfacetoservices.Alot designing the experience of and the interface to services A lot ofeducatedinteractiondesignersworkinservicedesign.

WhatisServicedesign? g ServicedesignismostdevelopedinnorthernEurope(Scandinavia, TheNetherlandsandGreatBritainandtoalesserextentintheUS.) ) Source:http://howardesign.com/exp/service/worldwide/

WhatisServicedesign? g Servicedesignisaboutmakingwhatyoudomoreuseful, usable &desirable foryourusers,andmoreefficient,effective &valuable foryou everyonelovesagreatexperience. Doyourememberthe UXdesignhoneycomb?

WhatisServicedesign? g Servicedesignisahumancenteredapproachthatfocuseson customerexperienceandthequalityofserviceencountered asthekeyvalueforsuccess. Doyourememberthe humancentereddesign process?

Servicedesign:Keyconcepts g y p Servicetouchpoints arethetangibles,forexample: spaces,objects,peopleorinteractionsthatmake thetotalexperienceofusingaservice,i.e.: Advertising Web,mobilephone&PCinterfaces Physicalenvironments(shops,receptionareas, transportenvironments,hospitals,etc.) Customerfacingstaff(Callcenters,customer representatives,receptionists,etc.) Communication&mailings,etc.

Servicedesign:Keyconcepts g y p Systems Servicesareprovidedandexperiencedthroughsystems p p g y andrelationships. Value Differentservicescreateandmeasurevalueindifferent ways,butmostservicestrytoprovidethebestvaluefor bothusersandproducers. Journeysy Allservicesareexperiencedovertime.Peoplealsotake differentjourneysto,through,andfromaservice. People p Servicesalwaysinvolvepeopleandrelyonboththeuser andtheproducerworkingtogether. Propositions p Servicesaregenerallypackagedasapropositionforusers tobuyinto.

Servicedesign:Tools&Methods g Ethnography,userstudies&personas Identifying,discoveringandunderstandingtheservicecontextandtheusers.

Servicedesign:Tools&Methods g Customerjourneymap Illustrateshowthecustomerperceivesandexperiencestheservice interfacealongthetimeaxis.

Servicedesign:Tools&Methods g Serviceblueprinting Allowsforaquantitativedescriptionofcriticalservice elements, elements suchastime,logicalsequencesofactionsandprocesses, alsospecifyingbothactionsandeventsthathappeninthe timeandplaceoftheinteraction(frontstage) p ( g ) andactionsandeventsthatareoutofthelineofvisibility forusers,butarefundamentalforthedeliveryofthe for users but are fundamental for the delivery of the service(backstage).

Servicedesign:Tools&Methods g Ideation,contextmapping&participatorydesign Reveals usersconsciousandlatentneeds, experiences,hopesandexpectations.Users p , p p participateinaworkshopfacilitatedbyatutor.

Servicedesign:Tools&Methods g Serviceprototyping:Scenarios,storytelling,storyboards,real worldexperiencesimulation ld i i l ti

Servicedesign:Tools&Methods g Serviceprototyping:Scenarios,storytelling,storyboards,realworld experiencesimulation i i l ti Techniquesfrommoviemaking andtheperformingartsarethusvery T h i f i ki d th f i t th usefulforserviceprototyping.

Servicedesign:Keybenefits g y DoyourememberthekeybenefitsfromUXdesign? Do you remember the key benefits from UX design? Enableseaseofuse,resultinginhigherconversionratesand greatercrosssellingandupsellingopportunities lli d lli ii Reducessupportcosts,greatercustomersatisfaction& loyalty,andimprovedperceptionofthebrand Improvescustomers tolerance of business goals that Improves customers'toleranceofbusinessgoalsthat conflict withtheirpersonalgoals

Servicedesign:Keybenefits g y Andmorespecifically: And more specifically: Everyone,likeitornot,isaserviceprovider Theinclusionofgoodcustomerserviceisbecomingakey differentiatorforanytypeoforganisation,beitproductor servicebased.Inourneweconomyandsocialsystemitisthe i b d I d i l t it i th wholeexperience,before,duringoraftertheactualselling thatreallycounts. Customersarewillingtopayapremium forproductsand servicesthathelpmaketheirliveseasier,moreenjoyableand services that help make their lives easier, more enjoyable and exciting.

Servicedesign:Keybenefits g y Andmorespecifically: And more specifically: Innovating,redesigningandmanagingservicesrepresenta competitiveadvantageformodernbusinessesandpublicsector competitive advantage for modern businesses and public sector organisations. Helpsmeetingcustomersrisingexpectationsofchoiceand H l ti t ii t ti f h i d quality Helpsmakeuseofthetechnologiesrevolution,thatmultiplies thepossibilitiesforcreating,deliveringandconsumingservices Helpsansweringthepressingenvironmental,socialand economicchallengestosustainability

Servicedesign:Casestudy g y CarnegieLibraryofPittsburgh,aprojectbyMayadesign Astrategicdesignproject: interiorredesign interior redesign wayfinding website andthelibrarycatalog andthusisaservicedesignprojectasit dealtwithseveraltouchpointsandthe customerjourney,butwithastrong j b ih focusoninformationarchitecture. http://www.maya.com/portfolio/carnegielibrary MAYADesign,Inc./SouthSideWorks,Building2,Suite3002730SidneyStreet/ Pittsburgh,PA15203/+14124882900

Servicedesign:MoreresourcesontheWeb g About http://www.designcouncil.org.uk/en/AboutDesign/DesignDisciplines/Service p g g g g p designbyBillHollins/ http://www.howardesign.com/exp/service/ Casestudies Case studies http://www.enginegroup.co.uk/projects/ Methods&tools http://www.enginegroup.co.uk/service_design/methods/ http://servicedesign.wikispaces.com/ http://www.servicedesigntools.org/ http://www.servicedesign.org/ http //www servicedesign org/ Professionalorganization http://www.servicedesignnetwork.org/ p // g g/ andmanyblogs..

Designthinking g g Whatisthemetatrend&concept behindsuchpracticesas UXdesign&servicedesign? d i & i d i ? Designthinking,awayforsolvingallkindsofproblems usingdesigntools&methodologies. using design tools & methodologies Oftenalsoreferredtoasdesignthinkinginbusiness. Itsaboutamethodology,butalsoaboutamindset and aboutachangingparadigminmanagementtheory,moving fromthetraditionaltopdownandquantitativeapproachto p q pp amorebottomup,qualitativeapproach ininnovation& transformationprocesses. Itsanewdesigndiscipline thatbuildsontraditionaldesign skillstoaddresssocialandeconomicissues.

Design thinking: Characteristics Designthinking: Gooddesigncreatesproducts,services,spaces,interactionsand Good design creates products services spaces interactions and experiencesthatnotonlysatisfyafunction orsolveaproblem,butthat arealsodesirable,aspirational,compellinganddelightful. Thesequalitiescanbeusedbyorganisationsinboththepublicandprivate sectorwhichareseekingtotransformthewayinwhichtheyconnectto individuals.Itsaprocessthatcanbeappliedtoalmostanyproblem. p pp yp Benefits: placingtheperson theuser attheheartofasolution; ameansforexpertstocollaborateequallyoncomplexissues; arapid,iterativeprocessthatcanadapttochangingcircumstances; andahighlycreativeapproachtoproblemsolvingthatleadstopractical d hi hl i h bl l i h l d i l &innovativeeverydaysolutions.

Design thinking: Characteristics Designthinking: Themaincharacteristicofcreativity&designthinkingistheabilityof The main characteristic of creativity & design thinking is the ability of divergentthinking,bringingdifferentapproachestogethertofindnew solutionsforcomplexandilldefinedproblems. BschoolmeetsDschool (Orleftbrainersmeetrightbrainers). Designschoolscreatethetoolsoftransformationandgraduatethe peopletoimplementthem.

Design thinking: Characteristics Designthinking: DesignThinkingisafocusonsynthesisratherthananalysis Design Thinking is a focus on synthesis rather than analysis (Multidisciplinarity,Getthebigpicture) Designersproblem solveholistically,notinalinearfashion.Whilethe Designers problemsolve holistically not in a linear fashion While the scientificmethodforproblemsolvingusesproblemfocusedstrategies andanalysis,designersusesolutionfocusedstrategiesandsynthesis. GoodDesignThinkingistheabilitytoseethingsnotreadilyapparentto others(andthat'swheremarketdifferentiationcanoccur). It'stheabilitytoseethe'edges'ofsomething,tofindshapeandformina massofstuff.It'stheabilitytoseethingsdifferently toseetheimplicit andmakeitexplicit.

Design thinking: Characteristics Designthinking: DesignThinkingitisnotamatterofsavingmoneyor"controlling"risks. Design Thinking it is not a matter of saving money or "controlling" risks Itisaboutsurvivalandbeingtrulyhonestwithcustomers. Adesign drivenapproachtocreatingsomethingnewfavorsaqualitative A designdriven approach to creating something new favors a qualitative approachoveradatadrivenapproach. Ratherthanamassingmoundsofdatafromcustomerandmarket g research,yougooutandobservepeopletounderstandtheirlivesand needsandhowproductscouldfitintothem(Ethnography). buildingempathywithcustomers.

Design thinking: Characteristics Designthinking: DesignThinkinghelpstransformexistingconditionsintopreferredones,thus g g p g p , improvingthefuture. Therearenojudgementsindesignthinking. Thiseliminatesthefearoffailureandencouragesmaximuminputand participation. Wildideasarewelcome,sincetheseoftenleadtothemostcreativesolutions. Everyoneisadesigner,anddesignthinkingisawaytoapplydesign Everyone is a designer and design thinking is a way to apply design methodologiestoanyoflife'saswellaspublic&businessorganisation's situations. (>Servicedesign,socialdesign,processdesign,decisionmakingdesign, businessmodeldesign,productdesign,webdesign,etc.)

Design thinking: Process Designthinking: EXPLORATORYMINDSET Decisionmindset:"Iamgoingtoidentifyallthealternatives,weightheir ii i d " i id if ll h l i i h h i consequences,andchooseone. Designmindset:"Manyofthealternativesareyettobediscovered,andthetrue g y y , consequencesofchoosinganyofthemaredifficulttobesureof;let'siteratively explorethepossibilitiestogether,discoveringnewonesandchoosingasbestwe canateachstep. DESIGNPROCESS DesignthinkingisbuiltonconfidenceinTheDesignProcess: understandthecontextyouareaddressing thepeople,relevantactivitiesand environments theforcesatworkmustnecessarilyshapeanyworkablesolution trytoconceivesomethingthatmightservethesituationyou'vestartedto understand embodythepotentialsolutioninsomeformthatletsyouputitintothetarget embody the potential solution in some form that lets you put it into the target contextandseehowitworks thistakesyoubacktothe"understand"step,andaroundyougoagain.

Design thinking: Process Designthinking: Designthinkingnorms Process Observe& Ideate& Prototype Implement Define Choose Research Cocreate &test &learn Characteristicsoftools&methods Thinkvisually Tellstories

Designthinking:Thinkvisually&tellstories Design thinking: Think visually & tell stories

Designthinkers:Skillsets Design thinkers: Skill sets Empathy Integrativethinking Optimism O i i Experimentalism Collaboration Source: http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf Itsabouthowtouseproduct,communication,interactionand spatialdesignerscoreskillstotransformthewaysinwhichthe publicinteractswithsystems,services,organisationsandpolicies.

Designthinkers:Skillsets Design thinkers: Skill sets Empathy E th Abilitytoimaginetheworldfrommultipleperspectives thoseof colleagues,clients,endusersandcustomers Peoplefirstapproach:imaginesolutionsthatareinherentlydesirable andmeetexplicitandlatentneeds. Noticethingsinstantlythatothersdontsee(Ethnography)

Designthinkers:Skillsets Design thinkers: Skill sets Integrativethinking I t ti thi ki Notonlyrelyingonanalyticalprocesses(thatproduceeither/orchoices) Butalsoseeingthesalient andsometimescontradictory aspectsofa But also seeing the salient and sometimes contradictory aspects of a confoundingproblemandcreatingnovelsolutionsthatgobeyondand dramaticallyimproveonexitingalternatives. Optimism Nomatterhowchallengingtheconstraintsofagivenproblem,atleast No matter how challenging the constraints of a given problem at least onepotentialsolutionisbetterthentheexistingones.

Designthinkers:Skillsets Design thinkers: Skill sets Experimentalism E i t li Significantinnovationsdontcomefromincrementaltweaks.Design thinkersposequestionsandexploreconstraintsincreativewaysthat progressinentirelynewdirections. progress in entirely new directions Collaboration increasingcomplexityofproducts,services,andexperiences increasing complexity of products services and experiences replacedthemythofthelonecreativegeniuswiththerealityofthe enthusiasticmultidisciplinarycollaborator. enthusiastic multidisciplinary collaborator designthinkersdontsimplyworkalongsideotherdisciplines;manyof g p themhavesignificantexperienceinmorethanone&areusedtoworkingg inmultidisciplinaryteams.

Designthinking:Skillsets Design thinking: Skill sets "Tshapedpeople Theyhaveaprincipalskillthatdescribesthe verticallegoftheT they'remechanical engineersorindustrialdesigners.Buttheyareso empathetic thattheycanbranchoutintoother skills,suchasanthropology,anddothemaswell. Theyareabletoexploreinsightsfrommany differentperspectivesandrecognisepatternsof behaviorthatpointtoauniversalhumanneed. behavior that point to a universal human need TimBrown,CEOofdesignconsultancyIDEOin http://www.fastcompany.com/magazine/95/design strategy.html?page=0%2C0 t t ht l? 0%2C0

Designthinking:Thedesignofbusiness Design thinking: The design of business RogerMartin,thedeanoftheRotmanschoolofmanagement,anotherleading designthinker,saysthattraditionalfirmsmustbecomemorelikea designshop : design thinker says that traditional firms must become more like a design shop: Source:http://www.rotman.utoronto.ca/rogermartin

Design thinking: Summarising Designthinking: Designthinkingisanewmindset&setofmethods(inspiredbytraditionaldesign theory)forsolvingtodayspressingeconomic,social&environmentalproblems,as opposed,butalsoasinadditionto,thetraditionalanalyticalandquantitativemethods. Itisahumancenteredapproach,builtonempathy&ethnography,thatproduces It is a humancentered approach built on empathy & ethnography that produces new,innovative andsometimesradicalsolutions inamultidisciplinary&participatory way. Thesesolutionsareconstantlyprototyped,testedandimplementedinaniterative process. Thesesolutionsgenerateconsistentbridgeexperiencesthatcreatenewvaluesfor These solutions generate consistent bridge experiences that create new values for theconsumer&theprovider. UXdesignfortheweb&servicedesignarepracticesthatareperfectlyinline with thedesignthinkingprocess&mindset.Itsaboutapplyinglongknowntraditional h d i hi ki & i d I b l i l k di i l designmethods&processesinproductdesigntomorecomplex,abstract,interactive& intangiblethings.

Thankyouforyourattention. Yourquestions? sylvain@integratedplace.com