b.griffin, innovate uk experience-led design

Experience-Led Design

for better innovation

Ben GriffinLead Specialist – Designben.griffin@innovateuk.gov.uk

12 years experience in :

• Product Design• Interaction Design• Service Design

With a focus on creating bettercustomer experiences.

The UK’s National Innovation Agency

Our goal is to accelerate economicgrowth by stimulating and supporting

business-led innovation.

DESIGN

Why are Innovate UK encouragingbusinesses to make better use of design

within their innovation projects?

Design Council, 2012

“If you think good design is expensive,you should look at the cost of bad design”

Dr. Ralf Speth, CEO Jaguar cars

We believe that design is a worthwhileinvestment, and so do others...

Where does design fit withinthe Innovation Process?

* Design can help you innovate more successfullyas part of a balanced innovation strategy.

*

* Design can help you innovate more successfullyas part of a balanced innovation strategy.

*

is inspired by people

• Needs, aspirations, motivations,behavior.

• The scenarios in which they willengage with a new product orservice.

People

Successful innovation...

is Enabled by technology

• Leverage technology appropriatelyto deliver desirable experiences.

• Understand technical constraintsand opportunities to ensurefeasibility and fit for purpose.

People

Successful innovation...

is Framed by business context

• Organisational capabilities &competencies

• Budgets

• Market factors

• Brand / Marketing

People

Successful innovation...

People

• Delivers great customer experiences

• Is technically feasible

• Is commercially viable

Successful innovation...

Technologists tend tostruggle with this bit.

They underestimate the riskfactors associated with afailure to understand andplan for human behaviour.

People

People Design can help

• By contributing a deeperunderstanding of humanemotions, aspirations andbehaviour.

• By leveraging that insightto plan and deliver bettercustomer experiences.

Whilst appropriate technology canenable innovative products and services,

A poor understanding and response tohuman behaviour can still lead to failure.

Important because

Nokia N-Gage

No problem with the technology...

“...so awkward it was funny- assuming you didn't fork over $299 to get one.”

... But an undesirable user experience

Mark Spoonauer, Laptop Magazine

No problem with the technology...

... But an undesirable user experience

No problem with the technology...

... But so frustrating to configurethat I returned it

Works just fine...

...Unless you ignore behavioural preferences

Works just fine...

But insight into human behaviourcan reveal new opportunities

trunkiTwo million sold£7m annual turnover

“People don’t buy technology, they buywhat technology can do for them”

A truism:

iPod.• Small format, digital music storage and playback device• PortalPlayer PP5002 audio processing "system on a chip”• Supports MP3, WAV and AIFF file formats• Dual embedded ARM 7TDMI, 90MHz processors• Wolfson WM8721 audio digital-to-analog converter• 32 MB onboard SDRAM• 1.8 in Toshiba hard drive (ATA-6, 4200 rpm)• 2” backlit LCD, 160x128 resolution• Lithium Polymer battery• PortalPlay software• Mechanical scroll-wheel• Firewire (IEEE 1394a) port• 3.5-mm stereo headphone jack

iPod.• Small format, digital music storage and playback device• PortalPlayer PP5002 audio processing "system on a chip”• Supports MP3, WAV and AIFF file formats• Dual embedded ARM 7TDMI, 90MHz processors• Wolfson WM8721 audio digital-to-analog converter• 32 MB onboard SDRAM• 1.8 in Toshiba hard drive (ATA-6, 4200 rpm)• 2” backlit LCD, 160x128 resolution• Lithium Polymer battery• PortalPlay software• Mechanical scroll-wheel• Firewire (IEEE 1394a) port• 3.5-mm stereo headphone jack

iPod.1,000 songs in your pocket.

Experience-led Design

= a creative process inspired byhuman behaviour

Human-Centred DesignUser-Centred Design

Experience-Led DesignEtc.

Not only the way things look, but all theways in which people will engage and

interact with a product or service.

Creating better experiences

A common intent:

Ultimately, the success of your businessdepends on the motivations and

behaviour of real people.Why would they choose your product?Would they recommend it to others?

for people

Creating better experiences

A common intent:

Creating better experiences

for people

that make money

i.e. that are commercially viable,successful and sustainable.

A common intent:

Creating better experiences

for people

that make money

A common intent:

• Product design• Interaction / UX design• Service designEtc.

Equally applicable across specificdesign disciplines e.g.

What exactly is an “experience”?

Occur throughout the customer journey...and via multiple touchpoints

Experiences

RetentionFirstUse

RoutineUseExtremeUse

PurchaseConsideration

Awareness

Advocacy

Journey maps / Experience maps

Journey maps / Experience maps

Journey maps / Experience maps

Journey maps / Experience maps

Journey maps / Experience maps

Are rich and multi-sensory...

Experiences

Are rich and multi-sensory...

Experiences

Involve the personal interpretation of sensory input...

Experiences

Involve the personal interpretation of sensory input...

Experiences

• What do you expectfrom this product basedon its appearance, feeland behaviour?

What makes a great experience?

Three aspects of a

Great Experience

Utility• It is useful to me.• It meets my needs.

Three aspects of a

Great Experience

Utility• It is useful to me.• It meets my needs.

Usability• I am able to use it easily

Three aspects of a

Great Experience

Utility• It is useful to me.• It meets my needs.

Usability• I am able to use it easily

Desirability• I like the way the product looks, feels and behaves.

Three aspects of a

Great Experience

How is design thinking appliedto create better experiences?

Design as Applied Psychology

“the use of psychological principles andtheories to overcome problems in real life

situations.”

Adapted from the Neuro Linguistic Programming Model:

Awareness

Consideration

Purchase

Retention

Advocacy

PsychologicalFilters

We process signalsbased on our

values, beliefs andpast experiences

ExperienceTouch-points

HumanBehaviour

SensoryInputs

OpinionForming

Throughout thecustomer journey

Awareness

Consideration

Purchase

Retention

Advocacy

PsychologicalFilters

We process signalsbased on our

values, beliefs andpast experiences

ExperienceTouch-points

HumanBehaviour

SensoryInputs

OpinionForming

Throughout thecustomer journey

Design is a means to...

Identify andunderstand theseinteraction points

Awareness

Consideration

Purchase

Retention

Advocacy

PsychologicalFilters

We process signalsbased on our

values, beliefs andpast experiences

ExperienceTouch-points

HumanBehaviour

SensoryInputs

OpinionForming

Throughout thecustomer journey

...considering whatwe know about thecustomer mindset...

Design is a means to...

Awareness

Consideration

Purchase

Retention

Advocacy

PsychologicalFilters

We process signalsbased on our

values, beliefs andpast experiences

ExperienceTouch-points

HumanBehaviour

SensoryInputs

OpinionForming

Throughout thecustomer journey

Plan thesemulti-sensorymessages...

Design is a means to...

Awareness

Consideration

Purchase

Retention

Advocacy

PsychologicalFilters

We process signalsbased on our

values, beliefs andpast experiences

ExperienceTouch-points

HumanBehaviour

SensoryInputs

OpinionForming

Throughout thecustomer journey

Design is a means to...

...to informopinions...

Awareness

Consideration

Purchase

Retention

Advocacy

PsychologicalFilters

We process signalsbased on our

values, beliefs andpast experiences

ExperienceTouch-points

HumanBehaviour

SensoryInputs

OpinionForming

Throughout thecustomer journey

Design is a means to...

...and influencehuman behaviour

This isINCREDIBLY POWERFUL

Use it wisely(and ignore it at your peril)

Still not sure what design cancontribute to your business?

we make

coatings

fixings

medicine

batteries

sensors

semiconductors

stock materials

Industrial machinery

Software algorithms

... so do we need design?”

“OK, but...

Yes?...

Do you have customers?

Are you in a competitive market?

Q) Why would a customer choose yourproduct/service?

Q) What will keep them coming back for more,and advocating your products/services to others?

It costs less

Ask yourself...

It does moreIt offers a

better experience

Do you need to attract investment?

Yes?...

Q) Am I articulating a compelling vision of theopportunities presented by my innovation?

Q) Have I identified the most viable applicationsand routes-to-market for my innovation?

Ask yourself...

... Design can help

Owlstone’s Innovation:

“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”

...or a microchip that smells.

“Design improved our communication withcustomers and investors as they evaluated whether

our chip would do something useful for them”

Owlstone’s Innovation:

“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”

...or a microchip that smells.

“If we hadn’t engaged with design, we’d still be showingpeople a box of electronics. It would have been a far

more difficult sell to investors and customers”

Owlstone’s Innovation:

“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”

...or a microchip that smells.

“The problem was how to articulate a nanotechproduct to the investor community. A chip is tiny.

It’s deeply unimpressive to look at. ”

Owlstone’s Innovation:

“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”

...or a microchip that smells.

“We created 3D animations to demonstrate theprinciple of operation, and a set of post cards to

explain potential applications.”

Owlstone’s Innovation:

“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”

...or a microchip that smells.

“We learned how to prototype quickly tovalidate our assumptions about what

customers were interested in.”

Owlstone’s Innovation:

“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”

...or a microchip that smells.

“That gets you to market faster, with somethingthat’s genuinely useful for the customer.”

Owlstone’s Innovation:

“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”

...or a microchip that smells.

• Raised 12 million in investment• Won a 4 million contract with US Dept. Defence• Technology embedded within many products

How is itcontained?

How is ittransported?

How do potentialcustomers find out

about it?

How do customerspurchase it?

How do wedemonstrate its

capabilities?

What tools/machinerywill it be used with?

What about disposal?

Where can thecustomer get help?

How is itmanufactured?

What’s involvedin the clean-up?

What’s involved inthe preparation?

Where and how dotransactions happen?

How is it applied?

What are theSecurity/Safety

procedures?

How do I re-order?

Who will interactwith it?

In what circumstances andenvironment will it be used?

An innovative coating, yesterday.

Is your product part of a wider ecosystemof stakeholders, services and devices?

Yes?...

Q) Could you influence other aspects of theproduct or service ecosystem to improve theoverall customer experience?

Ask yourself...

... Design can help

• Develop a better understanding of theecosystem surrounding your innovation

• Spot risks and opportunities beyondyour immediate area of focus

• Plan and deliver better overall customerexperiences

Design can help you...

System / Stakeholder Mapping

System / Stakeholder Mapping

Take-Aways

Business success depends onhuman behaviour.

Experience-led design helps you plan anddeliver better customer experiences that

reduce risk of failure and exploit opportunities.

Human behaviour creates risk factors andopportunities within innovation.

1

2

3

Use design EARLY for maximum ROI4

Experience-led design is about making discoveriesabout human behaviour, and using that insight tomake better decisions, mitigate risks and exploitopportunities.

If you use only late-stage design (e.g. styling), thepotential impact on customer experience will bemassively reduced.

Thanks

Ben GriffinLead Specialist – Designben.griffin@innovateuk.gov.uk