has business accepted user centred design?

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April 2013 HCID 2013 | Has business accepted user- centred design? John Waterworth Experience Strategy

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The title of the masters was Human Centred Systems, and a core premise was that we design the best products and services, when we have a deep understanding of people who will use them. And the time since my masters, working at Flow Interactive and now Foolproof I’ve seen the power of that connection with people – whether you call them users, customers, visitors, audience. And more significantly I’ve seen a growing awareness at our clients, and a growing desire to really engage with the people who will use a product and service. But we still regularly see this idea challenged. We hear commentators argue that research and creativity don't mix. That research drives design to vanilla solutions. And testing early prototypes allows unsophisticated consumers to kill great ideas before they’re fully formed. Today I’m going to consider why we see more businesses putting customers at the heart of their process, look some of the myths we hear, and more importantly at some of the real challenges to effective user-centred design.

TRANSCRIPT

Page 1: Has business accepted user centred design?

April 2013

HCID 2013 | Has business accepted user-centred design?

John Waterworth Experience Strategy

Page 2: Has business accepted user centred design?

Definition

Experience design is…

A design practice focused on human outcomes particularly the level of engagement and satisfaction that the user derives from a product or service, and the relevance of the experience to their needs and context.

It is:

Iterative - identifying and resolving design challenges through cycles of creativity and user research

Collaborative - involving specialists from various design and non-design disciplines, as well as project stakeholders and end users, in the design process

Measurable - identifying both physical and emotional outcomes for the experience, and measuring success against these targets

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#1 : Success breeds success

3© 2013 Foolproof Limited

Drivers

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#2 : Working back through the process

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Drivers

From User Experience Survey Report. Copyright @ 2013 Econsultancy

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#3 : Fear of an uncertain future

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Drivers

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#1 : You can’t ask people what they want

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Myths

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“This is what Jobs means when he says Apple doesn’t do focus groups. In no way is he recommending that you stop listening to your customers. He’s advocating that you get closer than ever to your customers. So close, in fact, that you tell them what they need before they realize it themselves.”

Carmine Gallo, The Innovation Secrets of Steve Jobs

Get close to your customers

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Myths

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• Nationwide struggling to position three new current accounts

• Used existing Foolproof and Nationwide knowledge of customers to create exploratory designs

• Refined through two cycles of testing with potential customers

• Dramatic increase in applications

• Particularly through a new ‘why Nationwide’ route

Nationwide Voyager current account

Myths

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#2 : There’s no room left for creativity

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Myths

Image by cowpie at flickr.com

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Task teams with outcomes

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Myths

Outputs Outcomes Impact

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“The panel were impressed with the approach that Flow took, their extensive research of the problem and the innovative nature of the solution. They thought that the app would be highly appealing, easily accessible and be a wide-reaching solution. The use of NFC on ‘juice points’ to provide information was a particularly innovative, yet entirely feasible, element of the entry, and greatly impressed the judges.”

Stuart Catchpole, Innovation Manager at Hethel Innovation and competition lead.

E-Mobility concept design

Myths

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#3 : Too slow, too expensive

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Myths

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• Problems with booking process

• Research in 5 EU countries to create design principles

• Ideas for new multi-channel booking process

• Iterative design through prototypes and trial sites

• Rich insights gathered close to real-time

• Learning across channels

• Faster to market and reduced costs

Autoglass booking process

Myths

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Minimum Viable Research

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Myths

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#4 : We can just look at the data

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Myths

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Freezer pack of peas

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Myths

Image by notfrancois at flickr.com

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#5 : Innovation is driven by technology and design

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Myths

Diagram Copyright © 2009 Roberto Verganti

Epiphany

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Nintendo Wii

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Myths

Wii publicity image from Nintendo. Copyright @ 2009 Nintendo of America, Inc

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#1 : Leaders are supposed to know the answer

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Challenges

Still image from The Ten Commandments. Copyright @ 1956 Paramount Pictures

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#2 : Going deeper than the touch points

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Challenges

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#3 : Throwing out the baby

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Challenges

From Zag: The #1 Strategy of High-Performance Brands. Copyright @ 2010 Marty Neumeier

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#4 : Lots of data, but little insight

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Challenges

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#5 : How to conduct safe-fail experiments

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Challenges

Photo by jervetson at flickr.com

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Has business accepted user-centred design?

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Conclusion

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Contact

FoolproofHarella House90-98 Goswell RoadLondonEC1V 7DF

www.foolproof.co.uk

25© 2013 Foolproof Limited

Contact

FoolproofHarella House90-98 Goswell RoadLondonEC1V 7DF

+44 (0)20 7539 3840

www.foolproof.co.uk

[email protected]

John Waterworth Experience Strategy