turi mckinley uxid2014 insights to inspire innovation

11/7/14

UX INDONESIA !!INSIGHTS TO INSPIRE INNOVATION !!!!!!TURI MCKINLEY PARTICIPATORY DESIGN DIRECTOR

6 NOVEMBER 2014

Today

THREE TOPICS:

DESIGN RESEARCH USER CENTERED DESIGN ROI OF DESIGN

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ABOUT FROG

FROG IS A GLOBAL PRODUCTSTRATEGY AND DESIGN FIRM

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“form follows emotion.”

— HARTMUT ESSLINGER, FROG FOUNDER5

ABOUT FROG

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WE FIND INSIGHTS THAT MATTER REGIONALLY AND INSPIRE CROSS-CULTURALLY. OUR TEAMS ARE CULTURALLY AND EXPERIENTIALLY DIVERSE AND INTERDISCIPLINARY.

DESIGN RESEARCHfrogs have conducted research on 6 continents, in 41 countries and164 cities, towns and villages.

MINDSETABOUT FROG

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ABOUT FROGWE ARE MORE THAN 600 STRATEGISTS, RESEARCHERS, DESIGNERS, AND TECHNOLOGISTS WHO PARTNER WITH CLIENTS ACROSS INDUSTRIES AND GEOGRAPHIES.

San Francisco

Seattle

Austin

New York

Amsterdam

Milan

Munich

Shanghai

Singapore

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Reach

DESIGN FOR INNOVATION

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Design is about creating an ELEGANT SOLUTION TO A HUMAN

PROBLEM.

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Innovation is about finding solutions to

PROBLEMS HUMANS DIDN’T KNOW THEY HAD.

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Design research ILLUMINATES HUMAN PROBLEMS…

both known and unknown.

But not like this...14

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…like this.

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…and even more, like this.

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Design research is rooted in understanding HUMAN

MOTIVATION…

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In order to create SOLUTIONS THAT SUCCEED for both the person and the

business

CHALLENGE Develop a new trading turret clearly differentiated from competitors and with wide market appeal.

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IPC

OBSERVATION Most traders still used handheld receivers to make calls despite availability of hands-free headsets.

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INSIGHT Traders take out their emotions on the turret – to end calls in celebration or frustration. The handset is satisfying to smack down.

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SOLUTIONThe final design has bigger release buttons so traders can use the receiver to end calls – allowing them to literally slam it down. They love it.22

© 2012 frog confidential & proprietary Design Research Overview

FIRST-YEAR ADOPTION RATES in an industry with typical rates of 15%.

65%

GETTING TO INSIGHTS

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Our methods for understanding why FOSTER INSPIRATION & provide Information.

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DETERMINE THE RIGHT QUESTIONS

UNDERSTAND NEEDS CREATE THE RIGHT DESIGN REFINE UNTIL ITS RIGHT

To understand the needs, attitudes, behaviors and workflow of the people using and buying a given product.

To engage customer needs throughout the iteration of concepts in order to create the right design.

To evaluate, test and validate designs to ensure that they are compelling, useful, and usable.

What is our goal? What do we need to achieve?

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BUILD YOUR RESEARCH TOOLKIT

SITE AND OBSERVATIONAL EXPLORATION

This technique allows us to explore and investigate certain environments. Learnings and observations are documented via photographs, videos and notes.

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INTERCEPT INTERVIEWS

Similar to ‘guerilla’ interviews, this method allows us to spontaneously approach people who match our proposed target audience for short, sharp conversations.

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FROGMOB Tapping into global networks, tools like frogMob encourage people to submit their stories and images to help take a quick pulse on emerging trends that can inform the design process.

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SHADOWING The unobtrusive observation of users while they perform their daily tasks allows us to learn how they interact with their environment as well as the products and services within it.

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WALLET MAPPING Asking users to reveal the contents of their wallet allows us to learn about their attitudes towards money, and the wider spectrum of personal artifacts that are important to them.

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SHOP-ALONGS Watching users make purchase decisions helps us to understand their experiences around a product or service and how the value of products and services is perceived.

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Select the tools that best FIT YOUR QUESTION AND USERS

EXTREME MOBILE USERS IN JAPAN

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UNDERSTANDING CHEWING GUM IN CHINA…

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...USING A “LEMONADE STAND”

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UNDERSTANDING PEST CONTROL… FROM ATTITUDES

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…TO THE TRADITIONS

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…AND PAIN POINTS THAT SHAPE OPPORTUNITIES

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DESIGN RESEARCH AT FROG

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SAY DO

MAKETANGIBLE KNOWLEDGE

TACIT KNOWLEDGE

EXPLICIT KNOWLEDGE

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SAY DO

MAKE

Use provocations to uncover truths. Introduce the unexpected to test the boundaries of the stated.

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SAY DO

MAKE

Shift interview dynamics. Use making techniques that push individuals outside of their comfort zone in order to reframe the conversation.

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Create situations that stimulate. Create situations that drive new forms of participation among people.

SAY DO

MAKE

…then we TRANSLATE that understanding into designing

the user experience.

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DESIGN FOR SUCCESS

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THE VALUE OF UX DESIGN IS MORE THAN JUST ROI

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RETURN ON INVESTMENT MARKET SHARE AVERAGE REVENUE PER USER REVENUE GROWTH SALES CONVERSIONS CUSTOMER SATISFACTION TIME TO MARKET DEVELOPMENT COST ORGANIZATIONAL ALIGNMENT

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frog worked with a large mobile retailer in the Asia-Pacific to sharpen the focus of their products and service strategy. From a complex matrix of 30+ phones and 20+ plan configurations to a customer-friendly 4 phones and 4 “sizes”. frog’s product strategy and design of the online experience helped the organization achieve their 6 month sales goals within the first months of the re-launch.

SPEED-TO-MARKET A LARGE MOBILE NETWORK

DURATION

4 MONTHSNUMBER OF FROGS

10STUDIOS

ASIA-PAC (POP-UP)BUDGET

$700K

THE RESULTS“We now have the potential to overtake the class leaders in our space in terms of User Experience. That is sustainable competitive advantage.” -GM DIGITAL SALES

Following the relaunch, media commentary praises the organization’s efforts in this space. The immediate response in social media from customers is overwhelmingly positive.

IMMEDIATE RESULTS

FASTER TO MARKET – 4 MONTHS INSTEAD OF 11

RAPID GROWTH

INCREASE IN SALES CONVERSION

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64% 170%

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frog overhauled the flagship music product of an entertainment company - a touchscreen Jukebox introduced in 1998 - and devised a platform strategy that extends the jukebox experience to meet the expectations of a digital generation. The jukebox was reimagined as an entertainment hub with venue-specific content and an application ecosystem that quickly connects to social media and mobile platforms. By introducing new revenue streams, our client was able to increase revenue per unit 2x over previous models. At launch, the product sold out.

MARKET REACH!

!

AN INTERACTIVE MUSIC PLATFORM

DURATION

15 MONTHSNUMBER OF FROGS

23STUDIOS

NEW YORK

SAN FRANCISCOBUDGET

$2.1 MILLION

THE RESULTS“I don't think there was another firm that could have delivered it. It was the best of Industrial Design and the best of User Interface integrating with the product strategy.” - CHIEF INNOVATION OFFICER

frog’s contribution to the new product resulted in phenomenal sales success for our client, who were able to successfully raised $45M in equity capital in 2012. According to the CEO, “We would not have been able to secure that kind of round without the success of the … design effort and launch.”

UNCOVERED !REVENUE STREAMS

GROSS DIGITAL REVENUE REACHED IN JUST 27 MONTHS

INCREASEDREVENUE PER CUSTOMER

GROWTH IN PER UNIT REVENUE OVER PREVIOUS MODELS!

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$100M 2X

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As a large conglomerate, our client creates the software tools and systems to understand, monitor, and manage the equipment they build. To bring great product design to one of the worlds largest organizations, frog partnered with our to improve and standardize software design across its business units. The resulting initiative, UX Centers Of Excellence, has unlocked value across the organization’s customer base, creating more satisfied customers and stronger business relationships.

INTERNAL CAPABILITIES AN AMERICAN MULTINATIONAL

DURATION

12 MONTHSNUMBER OF FROGS

37STUDIOS

NEW YORKSAN FRANCISCOBUDGET

$7 MILLION

THE RESULTS“We couldn't continue to do bespoke design work. If we were going to scale and grow we needed our own tools and to begin curating the experience. frog understood the expediency that [we] needed.” - CHIEF EXPERIENCE OFFICER

By empowering developers with templates, guidelines, assets, and code snippets, our client encouraged teams to take UX into their own hands without waiting for assistance or approval.

This new initiative has sped the launch of remote monitoring and diagnostic software for several mission-critical products.

The outcome won an IDEA Gold award in 2012 for Design Strategy.

FASTER INTERNAL DEVELOPMENT

SAVED IN FIRST YEAR

INCREASED !SPEED TO MARKET

PRODUCTIVITY GAINS

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$30m 100%

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A leader in home audio came to frog for a product strategy that would help them break in to the competitive personal audio market. frog transformed the company’s three product lines to differentiate by target customer segment rather than price point. Ten original audio products were designed under three new brand marks. Products from each brand are available in stores now.

VISIONARY TRANSFORMATIONA LEADER IN HOME AUDIO

DURATION

11 MONTHSNUMBER OF FROGS

10STUDIOS

SAN FRANCISCOBUDGET

$950K

THE RESULTS“I’m really pleased….We’re in a fast moving business and I feel now we’re actually equipped to compete.” - CEO + CHAIRMAN

Nearly a dozen new products have rolled out across product lines within the year, cleanly establishing our client as an innovative player in the personal audio market.

“Originally we thought about traditional strategy firms, but …out of all the people we interviewed, [frog] was best at integrating those two disciplines — the quantitative research at the beginning with the qualitative design of being able to produce a great product.” - President

SUCCESSFUL TRANSFORMATION

PRODUCTS SUCCESSFULLY ROLLED OUT WITHIN 1 YEAR

NEW BRAND IDENTITIES SUCCESSFULLY LAUNCHED

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11 3ORGANIZATIONAL REFRESH

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228“Over the last 10 years, design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary

Source: The Design Management Institute and Motiv Strategies!Based on comparison of the S&P with a ‘Design Index’ portfolio of 15 companies that invest heavily in design, including Apple, Intuit, Starbucks and Walt Disney

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INVESTMENT IN UX DESIGN BRINGS RESULTS

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WE KNOW THIS FROM EXPERIENCE

IMPROVEMENT IN NET PROMOTER SCORE

VALUE FOUND IN NEW REVENUE STREAMS

NEW PRODUCTS IN ONE YEAR

Example frog client outcomes

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60pt$100M

$30MSAVINGS IN DEVELOPMENT COSTS

Design research helps teams find the insights to

make these successes happen.

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frog is a company of Aricent. © 2013 frog design inc.