design thinking dallas by chris bernard

Chris BernardUser Experience Evangelist

chris.bernard@microsoft.com

312.925.4095

www.designthinkingdigest.com

DESIGN THINKINGDOORS TO MEANINGFUL INNOVATION

All photos are for educational purposes

Why?

hard to use

unintuitive

confusing

ugly

designed by engineers

Who am I?

Why should you care?

Why do I care?

Why are we here?

What is design thinking?

Why do we all need to start

thinking about it right now?

Trouble is here.

So is opportunity.

Some History

Feature Upgrade

Distinct Value

CommodityTaken-For Granted

Met

Unmet

UnarticulatedArticulated

“Because the purpose of business is to

create a customer, the business

enterprise has two, and only two, basic

functions: marketing and innovation”

Peter Drucker

Three trends

Technology

Business

You!

Source: Larry Keeley, Doblin

Technology tries to answer…

“What is possible?”

Business tries to answer…

“What is viable in the market

place?”

Source: Larry Keeley, Doblin

Experience / Design tries to

answer… “What is desirable to

users?”

Source: Larry Keeley, Doblin

Consumers try to answer…

“Where can I be part of the conversation?

How can I control my participation?

My voice?”

Communities try to answer…

“What is sustainable?”

Let‟s take a trip

The good old days.

Process

Source: Gregg Berryman

Software

Process

Source: Gregg Berryman

Process

Process

Source: Gregg Berryman

Two Things Happened

Design is back baby! Yeah!

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Concept: Courtesy of Jon Harris, a Microsoft buddy

Our methods for designing software

and for the Web are broken.

The economic models for software

are changing.

How?

Let‟s take another trip.

Radio

Print

Television

but then…

Our disciplines and what is required

of us is changing.

Design and advertising are

converging, createding disruption in

how software and Web sites are

designed and how we create them.

It impacts how we work together

Source: International Design Magazine

It impacts how our customers and audience

interact with content and technology

It impacts our workspaces

Source: Hasso Plattner Institute of Design

It impacts how we need to think

It impacts everyone

Great design thinking is

expected…

…all the time.

Silverlight Airlines

What is design thinking?

It‟s not…

User interfaces that are applied

after an application and Web

site are architected are like

pushing icing around on a cake.

They can make something look

nice but not fix fundamental

problems, they merely hide them.

Icing on a cake

Doesn‟t matter…

What does?

Innovation

design is important

But design is a table stake…

…icing on the cake, when we only

use it for styling

interface

user interface only scratches the surface

…and gives designers a bad rap when

it‟s all we do

experience

user experience is important

user experience is what makes…

innovation

…happen.

We all need to be in the innovation business...

...because merely making things that „work‟

(badly) isn‟t enough…

...and if you can‟t do it right there are other

people all over the world who can—and want to.

Design Thinking gets you in the

experience business.

Creating great experiences gets

you in the innovation business.

How will you be different?

Establishing a common vocabulary around design thinking

Design Thinking

Design Thinking

User Interface Design

User Research

Information Design Usability Testing

Design Planning

What roles does a designer play?

User Experience Roles

Researcher

Planner

Information Designer

Interaction Designer

Visual Designer

A human being should be able to change a diaper, plan an

invasion, butcher a hog, conn a ship, design a building, write a

sonnet, balance accounts, build a wall, set a bone, comfort the

dying, take orders, give orders, cooperate, act alone, solve

equations, analyze a new problem, pitch manure, program a

computer, cook a tasty meal, fight efficiently, die gallantly.

Specialization is for insects.

Robert Heinlein, Author

User Interface DesignUser Research Information Design Usability TestingDesign Planning

User Interface DesignUser Research Information Design Usability TestingDesign Planning

User Interface DesignUser Research Information Design Usability TestingDesign Planning

User Interface DesignUser Research Information Design Usability TestingDesign Planning

User Interface DesignUser Research Information Design Usability TestingDesign Planning

Good interaction

designers are

more than just

graphic or visual

designers

Ok, enough about roles.

What can design thinkers do?

Designers can think about „what‟ to

design and also about „how‟

User Experience Phases (Little d design)

Planning

High Level Design

Detailed Design

Production

Deployment

Sensing

Identify Intent

Conduct Research

Conduct Analysis

Conduct Synthesis

Conceptualize

User Experience Phases (Big D design)

Why does it add value?

But who should drive this?

How do we implement it?

User Experience Capability

Awareness and Understanding

• No thoughts about UX as a

process within application

development

• Recognizes that UX exists as

a separate design discipline

within application

development

• Plan to build UX into future

products

• Existing initial investments in

UX with positive results

• Regards UX as a make-or-

break element of

application development

for competitive

differentiation

Business Value

• There is a limited

understanding of the

need for positive UX

• UX is poor by default

• Does not think that UX

applies to their

company/industry

• Sees no value in UX design

in definition process.

• There is a desire to build

UX, but it is not prioritized

and comes too late in the

process.

• Poor UX found after release

may not be addressed

• Measures UX quality during

all phases of a project and

takes corrective action for

poor UX.

• Develops repeatable criteria

for assessing user needs and

constantly benchmarks

against it.

• Interested in measuring

ROI of UX investments

including User

Effectiveness, User

Satisfaction and Quality of

Decisions.

• Uses UX extensively during

the definition phase of

efforts to frame solution

space or opportunity

People

• UX design skills may be

leveraged, but this is not a

core skill for any team

members; application of

these skills is ad hoc and

often not validated.

• UX professional involved in

application development for

limited UI input; they are

external to the team.

• Application development

team includes internal

design resources or external

agencies closely integrated

and aligned with the team.

• At least one functional role

within the team dedicated

to UX design in a leadership

role.

• Dedicated UX functions

across application life cycle

and agile project efforts.

• All points of contact to the

customer are aligned with

the UX vision through

effective internal

organizational

management.

• Thought leaders are

strategically aligned to use

UX capabilities to drive

disruptive innovation.

Execution

• Sole focus on "functional"

capabilities of applications,

making processes and

infrastructure work.

• No application of metrics to

measure productivity or

satisfaction with the

application.

• UX not considered

proactively at requirements

definition.

• Some rudimentary

assessment of user needs at

the conception of the project

and use of poorly collected

and validated data to make

decisions at various stages.

• Reactive UX design work

only in response to poor

user feedback.

• There is a continuous process

of assessing UX throughout

definition, design,

development, deployment

and runtime of a project.

• Primary research and a

rigorous design research

methodology is used

consistently.

• Internal metrics and

assessments for UX are

used in evaluating teams,

incentives.

• Actively developing

applications using a

process, tools and platform

with integrated UX

capabilities.

So, what do organizations focus on

for success?

4 Concepts

1

Function

It Works Great!

2

Aesthetic

It Looks Great!

3

Interaction

It Relates to You!

4

Process

Generates Memories

Emotional Connection

What will experiences of the future look like?

Design Thinking Goals

Design GoalsMake getting what you need

Design GoalsMake getting what you needefficient & easy

Design GoalsMake getting what you needefficient & easyMake getting the results you

want more…

Design GoalsMake getting what you needefficient & easyMake getting the results you

want more…visual & direct

Design GoalsMake getting what you needefficient & easyMake getting the results you

want more…visual & directMake people feel great about their experience…

Design GoalsMake getting what you needefficient & easyMake getting the results you

want more…visual & directMake people feel great about their experience…creating a positive emotional experience

If you take away 4 things:

Design thinking is critical for our software, our profession, our

stakeholder and users and the future of the software industry.

Delivering a great User Experience requires significant commitment on

our part to apply design thinking principles.

Microsoft is committed to being a great partner and supporting the

design community by creating the platforms, tools, and interoperability

needed to make a great User Experiences.

You are leaders in the community. Internalize the message, make it

your mission too.

Where to learn more

www.microsoft.com/design

www.microsoft.com/expression

Where to learn more

New platforms to advance design

Thank You!

Chris Bernard

chris.bernard@microsoft.com

312.925.4095

www.designthinkingdigest.com

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