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Experience-Led Design for better innovation Ben Griffin Lead Specialist – Design [email protected]

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Page 1: B.griffin, innovate uk   experience-led design

Experience-Led Design

for better innovation

Ben GriffinLead Specialist – [email protected]

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12 years experience in :

• Product Design• Interaction Design• Service Design

With a focus on creating bettercustomer experiences.

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The UK’s National Innovation Agency

Our goal is to accelerate economicgrowth by stimulating and supporting

business-led innovation.

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DESIGN

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Why are Innovate UK encouragingbusinesses to make better use of design

within their innovation projects?

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Design Council, 2012

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“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...

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Where does design fit withinthe Innovation Process?

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

*

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

*

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is inspired by people

• Needs, aspirations, motivations,behavior.

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

People

Successful innovation...

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is Enabled by technology

• Leverage technology appropriatelyto deliver desirable experiences.

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

People

Successful innovation...

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is Framed by business context

• Organisational capabilities &competencies

• Budgets

• Market factors

• Brand / Marketing

People

Successful innovation...

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People

• Delivers great customer experiences

• Is technically feasible

• Is commercially viable

Successful innovation...

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Technologists tend tostruggle with this bit.

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

People

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People Design can help

• By contributing a deeperunderstanding of humanemotions, aspirations andbehaviour.

• By leveraging that insightto plan and deliver bettercustomer experiences.

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Whilst appropriate technology canenable innovative products and services,

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

Important because

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Nokia N-Gage

No problem with the technology...

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

... But an undesirable user experience

Mark Spoonauer, Laptop Magazine

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No problem with the technology...

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... But an undesirable user experience

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No problem with the technology...

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... But so frustrating to configurethat I returned it

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Works just fine...

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...Unless you ignore behavioural preferences

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Works just fine...

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But insight into human behaviourcan reveal new opportunities

trunkiTwo million sold£7m annual turnover

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

A truism:

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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

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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

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iPod.1,000 songs in your pocket.

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Experience-led Design

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= a creative process inspired byhuman behaviour

Human-Centred DesignUser-Centred Design

Experience-Led DesignEtc.

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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:

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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:

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Creating better experiences

for people

that make money

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

A common intent:

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Creating better experiences

for people

that make money

A common intent:

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

Equally applicable across specificdesign disciplines e.g.

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What exactly is an “experience”?

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

Experiences

RetentionFirstUse

RoutineUseExtremeUse

PurchaseConsideration

Awareness

Advocacy

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Journey maps / Experience maps

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Journey maps / Experience maps

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Journey maps / Experience maps

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Journey maps / Experience maps

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Journey maps / Experience maps

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Are rich and multi-sensory...

Experiences

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Are rich and multi-sensory...

Experiences

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Involve the personal interpretation of sensory input...

Experiences

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Involve the personal interpretation of sensory input...

Experiences

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

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What makes a great experience?

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Three aspects of a

Great Experience

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

Three aspects of a

Great Experience

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

Usability• I am able to use it easily

Three aspects of a

Great Experience

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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

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How is design thinking appliedto create better experiences?

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Design as Applied Psychology

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

situations.”

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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

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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

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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...

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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...

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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...

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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

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This isINCREDIBLY POWERFUL

Use it wisely(and ignore it at your peril)

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Still not sure what design cancontribute to your business?

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we make

coatings

fixings

medicine

batteries

sensors

semiconductors

stock materials

Industrial machinery

Software algorithms

... so do we need design?”

“OK, but...

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Yes?...

Do you have customers?

Are you in a competitive market?

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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

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Do you need to attract investment?

Yes?...

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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

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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”

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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”

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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. ”

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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.”

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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.”

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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.”

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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

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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?...

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

Ask yourself...

... Design can help

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• 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...

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System / Stakeholder Mapping

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System / Stakeholder Mapping

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Take-Aways

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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

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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.

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Thanks

Ben GriffinLead Specialist – [email protected]