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HAN TOEBAST

•  42 years of user experience •  VanBerlo Design strategist since 2012

•  Working in Design, IT and User Experience since 2001 •  Multiple projects in online design, interaction design, brand identity design, design strategy consulting and user experience strategy

h.toebast@vanberlo.nl

VANBERLO PEOPLE & SKILLS

•  Strategists •  Design Researchers •  Service Designers •  Social Designers •  Product Designers •  UX Designers •  Brand Specialists •  Engineers •  Project Managers

LOCATIONS

•  Eindhoven (65 people) •  Delft (20 people)

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DESIGN / … is veel meer dan mooie plaatjes

Een fiets die lekker rijdt…

Plezier voor twee…

Een kinderzitje installeren…

Precies jouw kopje koffie…

Je thermostaat instellen…

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Conclusie / Waar gaat het dus eigenlijk om?

COMPLEXE VRAAGSTUKKEN VRAGEN OM EEN ANDERE MANIER

VAN KIJKEN, DENKEN & DOEN

THINKING

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/ Three thinking modes

THINKING Three thinking modes /

Left Brain Left + Right Brain Right Brain

Rational & Structured Switching Emotional

& Intuitive

Iterating Synthesis Analysis

Business Thinking Design Thinking Creative Thinking

Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing. 15

Well  defined  problems  

Ill  defined  problems  

Undefined  problems  

Needs  to  be  solved  

Problem  is  the  start  

There  is  no  problem  

Zoom    in  &  out   Holis<c  Focus  on  parts  

Business Problems Design Problems Creative Problems?

THINKING / Three thinking modes

Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing. 16

THINKING Three thinking modes /

Creative Proces

Analysis ↓

Decisions

Analysis ↓

Ideate ↓

Prototype ↓

Evaluate ↓

Decide

Perceive ↓

Ideate ↓

Decide

Design Proces

Business Proces

Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing. 17

World User characteristics /

OPEN NO BOUNDARIES

COMPLEX MANY ELEMENTS AND RELATIONSHIPS

DYNAMIC CHANGE OVER TIME

NETWORKED ACROSS ORGANISATIONS

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“It is not the strongest of the species that survives, not the most intelligent that

survives. It is the one that is the most adaptable to

change”

Hoe pas je dat toe binnen IT ?

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Services

Tools CUSTOMER EXPERIENCE

Focus     Onderscheidend  vermogen  

21 *Based on the McKinsey

Consumer Decision Journey

Behoefte invullen Customer Experience Flow /

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Behoefte invullen Event Model Canvas /

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<CASES  DELETED  FOR  PUBLICATION>  

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TAKE AWAYS / What to remember…

Gebruikers   Merk  

Product  

Design    

•  Door je gebruiker door en door te kennen creëer je de mindset voor vertrouwen

•  Het systeem faalt zelden, het zijn de gebruikers die de bedrijfszekerheid en betrouwbaarhed beïnvloeden

•  Onderscheidend vermogen behaal je door

lokaal te werken binnen de globale standaarden

•  Blijf niet achter je PC zitten, maar ga in gesprek

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CREATE THE DIFFERENCE!