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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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