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research, design and strategy
LSP FestLa user research con LSP
#research #brand #visual
October 2016
presentiamociche è sempre educato…
7
Why invest in design innovation?In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needsbusiness goals
feasibility
Meaningful User Experiences
User Experience
Design
Why invest in design innovation?
Body
3
Fifth Beat designs products and services, with and for people.
7
Why invest in design innovation?In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needsbusiness goals
feasibility
Meaningful User Experiences
User Experience
Design
Why invest in design innovation?
Body
4
Competences
7
Why invest in design innovation?In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needsbusiness goals
feasibility
Meaningful User Experiences
User Experience
Design
Why invest in design innovation?
Body
5
t
EMPATHIZEuser research
business goals
market research
competitive research
EXPLOREstrategic insights
tech constraints
design patterns
creative brief
EXECUTEinteraction
wireframes
visual design
information architecture
IMPLEMENTtech realization
flexibility & scalability
EVALUATEuser testing
performances
KPI
PROTOTYPElow and high-fi prototypes
ENGAGElaunch strategy
brand activation
I t e ra t i o n s
Process
7
Why invest in design innovation?In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needsbusiness goals
feasibility
Meaningful User Experiences
User Experience
Design
Why invest in design innovation?
Body
36 Profile
Gabriella FazziResearch Designer
Daniela FerrazzaResearch Designer
Domenico PolimenoUX Designer
Alex SubriziClient Services
@ghebry @bicedadda
@elmook
@alexsubrizi
Lorenzo FranchiniUser Research
@iamthefreshguy
Simona RosatiChange Management Coach
@rosillix
Raffaele BoianoCo-founder
@rainwiz
Vincenzo BaroneCo-founder
@wooda
Stefano StravatoCo-founder
Francesco TestiClient Services
@stetto @esperienzaee
Mino ParisiUX Designer
Stefania ScolamieroVisual Designer
Francesco VeticaHead of Design
@minoparisi
@lapanenka
@francescovetica
Founded in italy in 2014, Fifth Beat is a rapidly-growing research, design and digital strategy
consultancy with thirteen in Rome and Berlin.
?
You Your role
@5thbeat
la user researchin che s i differenzia dagl i altr i t ipi di r icerca?
Mike Kuniavsky
the user research is the process of understanding the impact of design on an audience
Stories
Proverbs
Personas
Scenarios
Content Inventories Analytics
User SurveysConcept MapsSystem MapsProcess Flows
Wireframes
Storyboards
Concept Designs
Prototypes
Narrative Reports
Presentations
PlansStyle Guides
SpecificationsDesign Patterns
User EXperience Treasure Mapby Jeffery Callender and Peter Morville
J. Kritz
Ogni ricerca è un lungo sentiero con molti bivi e diramazioni, e a ogni bivio deve essere presa una decisione […] Nessuna regola, nessun algoritmo può dire qual è la decisione giusta […]. Più il ricercatore concepisce il metodo come una sequenza rigida di passi, più decisioni prenderà senza riflettere e senza rendersene conto.
7
Why invest in design innovation?In their rush to add features, companies often lose sight of a key ingredient: basic usability.
User experience (UX) design unites user-centered design (UCD), information architecture
(IA), and user interface design (UI) in the art of creating meaningful user experiences.
Meaningful experience is a crucial metric as technology and services companies seek to
engage people demanding intuitiveness in tools that are relevant and responsive to their
needs.
Many executives associate user experience with a beautiful screen design or a tool
with a delightful workflow, perhaps even improved accessibility. We also believe that
these are important. But for most companies, they aren’t enough of a reason to justify a
significant investment, and the investment is often limited to the innovative capacity of IT
professionals.
Great UX goes far deeper than screens or workflow. Done right, is creates a strong
competitive advantage. It has the power to enrich the relationship you have with your
customers. Rooted in your customer’s journey, it provides a framework for innovation
which goes beyond the performance or polish of any single touchpoint. And once in
place, good design benefits from well-managed user feedback enabling rapid, targeted
improvements of the service or product.
introduction
user needsbusiness goals
feasibility
Meaningful User Experiences
User Experience
Design
Research question
scegliere la giusta domanda della ricerca è fondamentale sia per la ricerca quantitativa che per quella qualitativa: precede la costruzione del metodo.
Rende meno impliciti gli assunti della ricerca e specifica la direzione delle risposte che il committente sta cercando.
The questions behind!
discovery
Human Centered Design!
The reason this process is called “human-centered” is because it starts
with the people we are designing for. The HCD process begins by
examining the needs , dreams , and behaviors of the people we want to
affect with our solutions.
We seek to l isten to and understand what they want. We call this the
Desirabil ity lens. We view the world through this lens throughout the
design process.
Once we have identif ied a range of what is Desirable, we begin to view
our solutions through the lenses of Feasibil ity and viabil ity. We
carefully bring in these lenses during the later phases of the process.
l ’esperienzae la sua natura narrativa
Max Weber
La cultura è una sezione finita dell’infinità priva di senso del divenire del mondo, cui è attribuito senso e significato dal punto di vista dell’uomo
esperienzaun ritaglio di senso all’interno di questo fluire indistinto che chiamiamo esistenza.
[es-pe-rien-za]
n.
io, appoggiandomi sulle capienti spalle di Weber, 1922
Paolo Montesperelli
Esperiamo il tempo attraverso i significati che gli attribuiamo.
Un ricordo riaffiora lungo un nesso di significati tra presente e passato; a loro volta questi significati scaturiscono dagli ambiti di produzione simbolica, tra la vita quotidiana e l’orizzonte della nostra storicità.
L’esperienza, in quanto atto di sense-making è
situata personale dinamica
La struttura narrativa dell’esperienza
quando parliamo delle nostre esperienze, il nostro discorso assume i caratteri del racconto.
La struttura narrativa si esprime attraverso un frasare orientato alla temporalità, cioè esprime una sequenza temporale di eventi.
Hannah Arendt
storytelling reveals meaning without committing the error of defining it
Personal data Age: 29 Sex: F Edication: High school
Skill Work experience: 6 years IT skill: low Legal skill: medium Business processes skill: high Language: low
Profile
Claire is a 29 year old clerkwho lives in Brighton, UK.
Claire is extremely active. She travels once a season and speaks a bit of French. She is proud of her job because considers herself as a customer advocate, someone who has to give a service to a ill citizen.
Claire uses the computer at work. She has a deep understanding about claim procedures & regulations, because she deals with requests on a regular basis throughout each workday.
Claire (another clerk persona, merged into Anna Impiegato) works for employment and support allowances; she processes claims from customers who were lastly insured in the UK (have worked in the UK and paid the insurance for the last 2 years) and who are unwell and need medical treatment or support. These customers receive up to 52 weeks (1 year) benefits according to the nature of the illness, disability or limited capacity to work. In case of severe disabilities, the benefits are entitled for longer periods, up to 2-3 years, pending some reviews. She receives a significant number of claims from migrant workers, especially from Eastern European countries.
Sample Tutorial Materials - Claire - proto persona
A1
Sample Tutorial Materials - Asking the doctor
G4
Claire receives a phone call directly from a customer (most of the times) [G4]. She creates the case [A1] and verifies that the conditions for the benefit are met [A2] and sends the E210 form (sometimes the E213 generic form) with other forms requesting a medical questionnaire (ESAN 54C and 54B) that an independent doctor needs to fill in for the customer [E3]. Once she receive everything back from abroad [E3], she forward the documents to the medical advisory team, which is external, to evaluate the eligibility and the severity of the condition [E5]. The medical team reply with their indication, requesting additional medical examinations [E5]. In that case, she sends a communication to the foreign authority and to the customer alerting them on this request for additional medical examination [E3].
A2 E3
Delay in communication loop
E5 E5 E3
Claimant & 3rd party
National institution
Foreign institution
EU future system
"
#
$
%
& &
'
(
(
% (
(
(
(
(
' ' ' '
story 2015/01
inst. system inst. intranet inst. website EESSI/RINA paper letter email telephone offices self care contact center
à @�
suitable but not ideal unsuitable
cross institution communication touchpoints
A rapid deferred communic.
Face to face relations & solutions
Allow 24/7 self-service
Exchange of original documents
Allow the electronic exchange of informations
Satisfy the information needs of the claimants
Satisfy the information needs of the employees
Business processes & IT updates
A rapid simultaneous communic.
Manage customer relation
Primary: Case management
Secondary: IT, HR, legal, internal auditing, business process modeling
MS institution procedures & content platforms claimants & 3rd parties communic. touchpoints
Electronic exchange of social security information
Transform paper into SEDs
EU: system architecture modeling, service & application development, user research, design, process analysis, knowledge base management, copywriting, launch & adoption
MS: national system integration, training
EU system
DG EMPL - RINA project - storygraph early draft
Touchpoints
LINE OF VISIBILITY
LINE OF INTERNAL ACTION
6. Learn & knowledge management
3. Communication foreign instutions4. Communication with colleagues
Process
LINE OF USER INTERACTION
7. Send feedback
Operations
1. Case management
2. Identity & requirements
5. Communication with claimant & tp
Ideal
Strategy
Area
Mission
8. Monitoring and reporting
A B C D E F G H I L M N
Sample Tutorial Materials - storygraph early draft
2015/01
inst. system inst. intranet inst. website EESSI/RINA paper letter email telephone offices self care contact center
à @�
suitable but not ideal unsuitable
cross institution communication touchpoints
A rapid deferred communic.
Face to face relations & solutions
Allow 24/7 self-service
Exchange of original documents
Allow the electronic exchange of informations
Satisfy the information needs of the claimants
Satisfy the information needs of the employees
Business processes & IT updates
A rapid simultaneous communic.
Manage customer relation
Primary: Case management
Secondary: IT, HR, legal, internal auditing, business process modeling
MS institution procedures & content platforms claimants & 3rd parties communic. touchpoints
Electronic exchange of social security information
Transform paper into SEDs
EU: system architecture modeling, service & application development, user research, design, process analysis, knowledge base management, copywriting, launch & adoption
MS: national system integration, training
EU system
DG EMPL - RINA project - storygraph early draft
Touchpoints
LINE OF VISIBILITY
LINE OF INTERNAL ACTION
6. Learn & knowledge management
3. Communication foreign instutions4. Communication with colleagues
Process
LINE OF USER INTERACTION
7. Send feedback
Operations
1. Case management
2. Identity & requirements
5. Communication with claimant & tp
Ideal
Strategy
Area
Mission
8. Monitoring and reporting
A B C D E F G H I L M N
Sample Tutorial Materials - visualizing paths
A landscape of techniques!
here’s LSP!
serious
I l gioco profondo♥
“Si può scoprire di più su una persona in un'ora
di gioco, che in un anno di conversazione”
Attribuita a Platone nel 1670 da Richard Lingard
!
Thank you! Keep in touch…
5th Beat s.r. l .s . - VAT IT07859411212
Rome | Berlin
i n f o @ f i f t h b e a t . c o m - w w w. f i f t h b e a t . c o m
