Design Thinking and Lean UX

Download Design Thinking and Lean UX

Post on 14-Apr-2017

8.663 views

Category:

Design

0 download

TRANSCRIPT

  • From insight to idea, to implementation

    Design Thinking & Lean UX

  • Grew up acting, dancing & painting. Studied business &

    visual communication.

    Desperately needed to escape the midwest, USA and find my roots

    back in Norway.

    Start working as a graphic designer in 2005, and move to

    Norway in 2006.

    Spend the first 7 years designing from the brief,

    and the next 4 years forming it.

  • What is Design Thinking?

  • In short, design thinking converts needs into demand.

    Its a human-centered approach to problem solving that helps people and organizations become more innovative and creative.

    Tim Brown, CEO IDEO

    www.ideo.com/by-ideo/change-by-design#h1MRw8tFd4cc2QZ8.99

    http://www.ideo.com/by-ideo/change-by-design#h1MRw8tFd4cc2QZ8.99

  • Illustration: Linda Halvorsen, BEKK

  • If I had asked people what they wanted, they would have said faster horses.

    Henry Ford

  • Improve the current product or . . .

    prodnote.files.wordpress.com/2015/03/sony-discman-large.jpg

    https://prodnote.files.wordpress.com/2015/03/sony-discman-large.jpg

  • Make the right product!

    engadget.com/2015/06/30/apple-music-uk-explainer/

    http://www.engadget.com/2015/06/30/apple-music-uk-explainer/

  • Human-centered Co-creative

    Holistic Empathetic

    Iterative Daring

    Innovative 7

    CHARACTERISTICS

  • DESIRABLE (human)

    FEASABLE (technical)

    VIABLE (business)

    VALUE-DRIVEN SERVICES

  • FIRST STEP: GAIN INSIGHT

  • Insight & analysis is half information and half inspiration.

    - Linda Halvorsen, BEKK

  • The prepared mind comes from insight

    "After the preparatory work, the mind is fertile and ready. All that is needed for sudden creativity is a catalyst a chance observationwhich triggers the insights that build on each other. In this

    mode of creativity, preparing the mind is crucial. [...] It brings the necessary ideas to the mind at the same time so that they can be combined in novel ways. When the combination happens, there

    is a sequence of insights and then the Aha! experience of discovery."

    - Stefik, M. and Stefik, B. (2005), The Prepared Mind Versus the Beginner's Mind.

  • EMPATHY We need to put ourselves in other peoples shoes. Truly understand

    their needs and motivations.

  • Book: This is Service Design Thinking

  • SupportProduct

    DevelopmentMarketing

    Strategy

    Design Thinking = Co-creation

    Design

    Consumer needs

  • Design Thinking in practice Experiences from Posten Norge

  • 175 838

    62 430

    31 733

    111 736

    136 961

    01.01.12 01.01.13 01.01.14 01.01.15 26.06.15

    Registrations per year: private sector

    Marketing campaigns

    Letter sent to residents in Norway

    Public Sector joins Digipost

    App-redesign

    Improved registration

    Redesign digipost.no

    UX FOKUS UX FOCUS

  • THE CHALLENGE: How do we create a two-way communication

    system that puts our consumers in the drivers seat?

  • IMPACT MAPPING

    Why are we doing this = business goals.

    Who will be impacted by it = actors.

    What are the actors needs = impact.

    What are the features that meet these needs = deliverables.

  • Business goal

    WHY: S.M.A.R.T. goals

    Actor

    Actor

    WHO:Primary actors Secondary actors Off-stage actors

    Deliverable

    Deliverable

    Deliverable

    Deliverable

    Deliverable

    Deliverable

    WHAT: High level deliverables (Epics)

    Impact

    Impact

    Impact

    Impact

    HOW: What an actor wishes to accomplish

  • Business goal

    Digitalize papir mail and increase digital communication.

    Actor

    Doctor Private practice Small business

    Impact

    Simple, secure and effective communication with my clients.

    Deliverable

    An interface that allows me to compose dynamic letters that can be filled out by the recipient.

  • This is where Lean UX comes into the equation.

  • http://asinthecity.com/2011/11/04/the-recipe-for-agile-ux-success/

  • Think Make Check

    THE LEAN UX DESIGN PROCESS

    Iterate

  • FORSTELSE

    TESTE

    LSNINGSFORSLAG

    EGENSKAPER

    SKAPE

    LRE

    Think

    Make

    Check

  • 60 PERCENT OF THE FEATURES WE BUILD IS WASTE. The research shows that more than 60% of features in software products are rarely or never used.

    http://www.leanstartupcircle.com/links/128

    http://www.leanstartupcircle.com/links/128

  • USER CENTERED HYPOTHISES TESTING

    I have an idea!

    Ah, this is how they experience

    it!

  • ASSUMPTION

    HYPOTHESIS

    EXPERIMENT

    PROOF

    Our consumers need this feature

    We assume people need this because . . .

    Design and test

    Results: Value +/-

  • MVP: Minimum Viable Product

    A product built from the smallest set of features that delivers customer value.

    http://www.leanstartupcircle.com/links/128

    Lovable

    http://www.leanstartupcircle.com/links/128

  • EMOTIONAL

    INTUITIVE USEFUL

    DESIRABLE!

  • http://www.leanstartupcircle.com/links/128

    Story mapping

    Primary goal: Create a two-way communication channel for sending and receiving sensitive information.

    Login Compose Step 3 Step 4

    http://www.leanstartupcircle.com/links/128

  • Epic = high level user story aka the voice of the human using your product

    Who +

    The task +

    The value

  • Epic High level user story

    Who: A doctor or small business owner

    Compose a dynamic letter so that it can be filled out by the recipient.

    User stories when you break

    down the epic

    Can write and stylize text

    Can create a customized dynamic form module

    Can upload their contacts

    Can get a confirmation that the letter is sent

  • Product Backlog

    Ready to pull

    Prioritized user stories

    Epic

    User story

    Technical task

    Bug

    DoingAnalysis Test Launch

  • Design Thinking Lean UX Agile

    Dire

    ctio

    nCo

    ncep

    t

    DESIGN THINKING/ LEAN UX ROADMAP

    Clear needs

    Research Observation

    Prioritize insight

    Brainstorm concepts

    Hypothesis

    EXPERIMENT & ANALYSE

    LEARN BUILD

    MEASURE

  • Done is never done. Just launch.

  • Then improve through feedback.

  • 0 3 6 9 12 0 %

    25 %

    50 %

    75 %

    100 %

    Test participants

    Usab

    ility

    pro

    blem

    s fo

    und

    5 tests lets you find almost as many problems as you will find using more test participants. Source: Nielson Norman Group

    http://thenextweb.com/creativity/2015/04/27/user-testing-explained/

  • User Tests

    Test

    Guerilla Testing

  • Interviews

  • Surveys & Beta testing

  • Analytics, Event Tracking & A/B testing

  • Retrospective and reflection

  • Hangouts for Entrepreneurs: Lean Startup Meets Design Thinking in 10 Minutes

  • To conclude . . .

  • UNSEEN

    SEEN

  • Design thinking is about creating a VOICE that communicates needs loud and clear,

    so that CHANGE can happen.

    Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK

  • LEAN UX is about testing your service early, so that you discover failures and achieve SUCCESS.

    Lillian Ayla Ersoy Practice Lead Insight & Analysis, BEKK

  • Ask yourself, is the brief I am working on, the real problem we need to be solving?

    Should we be making the product right or making the right product?

  • Thanks! Tweets @lillaylaux

    slideshare.com/lillayla

    http://slideshare.com/lillayla