design thinking dallas by chris bernard
Post on 21-Oct-2014
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These are the slides I gave for a keynote at a conference hosting by IMC2 for the Design Thinking Dallas Conference. Some of the content here is repetitive across other presentations I give. Questions? Email me at [email protected]TRANSCRIPT
Chris BernardUser Experience Evangelist
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
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
312.925.4095
www.designthinkingdigest.com
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