design thinking - nordic testing days · 2019-11-27 · wireframes graphic design prototypes code....
TRANSCRIPT
Design Thinkingin a nutshell
…User Experience applied
Torbjörn Ryber
www.ryber.se
@Tobbe_Ryber
Peeling a
Standard System Decent UX Focus
Swedish Police When you have a hammer…
”Oh well, let´s skipusability then. Functionality is what´simportant!”
”Our new goal is to useSiebel to show that it works. Never mind thatit failed for ALL our othersystems”
ROOT CAUSES FOR FAILURE
Chaos Report 2015
An office at a large organisation in Sweden 2009. Why are there pillows on the wall?
”S
tup
id b
loo
dy
syste
m!”
Jonas S
öders
tröm
Start With
WHY?
WHY WORKSHOPConsensus + educationBusinessDesired Impact - measurable
Effect Goals for Web Shop
• We want to increase the percentage ofsales on the web from 25 to 40 % within a year
• We want to increase overall sales with10% per year
• We want to increase the number ofclients that say the web is easy to use and fits their needs from 20 to 50%
Then build
EMPATHY INTERVIEWS
-Personal-Patterns
OBSERVATION
-Doing vs. Telling-Fly on the wall-Usability Testing
HOW
Users
WHY
Business
HOW Really Means
• WHO does
• WHAT
• WHEN
• WHERE
• …and HOW
• Users
• Knowledge
• Attitude
• Device
• Need to know?
• Want them to do?
• Mood
“Like this cup,” the Zen Master said, “you are full of your own
opinions and assumptions.How can you learn truth until you
first empty your cup?”
Nan-In, Zen Master
Framing the Problem
Problem map
DEFINITIONWhere are we now?
Log in Search Buy Track/Collect
Log in to get my personal discount
Text search, categorybrowse or offers
Purchase items and select delivery method
Pick up in storeHome delivery
Need to know
How to log In, companyvs. Personal user
This weeks offersCreate list of favoritesWhat fits together
Delivery speed, total cost, warranty
To do Super easy log in Find my favorites Tag sale with client id
Select delivery method
Pick up at store, have breakfast, personal support.
Rapid delivery
Device DesktopSmartphoneTablet
DesktopSmartphoneTablet
DesktopSmartphoneTablet
SmartphoneTablet
User Journey for the web shop
Jens Electrician“What I buy must be easy to install
have a reasonably good quality and
price”
Main goalsWe must
Avoid
Behaviour
• If stuff breaks it will cost me to repair and goodwill
• Show me respect and give me skilled people to talk
to. If the sales guy quits I may follow him
• Fast delivery
• Skilled sales
• Easy to have favorites
• A lot of smaller orders. Total 1400 EUR a week.
• Use phone to check my orders
• Usually make orders on desktop
• Want good discount that depend on how much I buy
• Showing the end client the price
NOW WE CAN DEFINE WHAT
HOW
Users
WHY
Business
WHAT
Effects
EFFECTS/NEEDS
- User Storiesnot ”just a function”- discovered over time- not scope creep, it is learning/discovery
ITERATIVELY
- Team discussion- ..with real users and business reps
Journey -NEW
Build Order
Jeff Patton: User Story Telling
User Story: personal favorites
• When I shop, I want to have a list of favorites to make it really easy to select the stuff I buy often
• Business: This means all users at a company using the same login• User rep: A personal list would be better or complementary• User rep: The number of products are usually 10-20, could be 50 for some
users• Tester: Should you be able to create the list as part of each order I make, or
at what stages?• UX: yeah, for shopping cart and completed orders as well, an extra button?• Tech: it is really easy to add a button next to each product
Log in Search Buy Track/Collect
V 0.1 Log In company user Text searchCategory browser
Delivery methodpick up at store
Pick up in store
V1.0 Select personal id for company user
My favoritesOffers
Tag sale with clientid
Rapid delivery
Home delivery
Later Optimized text search
Associated products
Special discountBonus system
Monthly and yearlystatistics
Story Map Prioritization
Business+ Tech + UX = great design
PUST
Most?
Desirable
Usable
Feasible
MODELSthere are plenty to choose from
WHAT IS DESIGN?
Information
Graphical
Interaction
“Waiting until the last minute to bring in designers to “apply” design, or look and feel is akin to baking a cake and then hiring a baker to make it taste good.”
-Mike Monteiro – da Angry Designer
1-Minute Sketch
IDEATION
r
Paper sketch
Wireframes
Graphic design
Prototypes
Code
Usability TestingObservation + interview
CynefinFramework
Wicked Problems
• Incompletely described
• The requirements are always subject to change
• Lack of a common view of why and what
• Many possible solutions
• No definition of ”DONE”
analyze
experiment and present
visualizegatherinformation
DESIGN THINKING
DESIGN THINKING IS GREAT FOR
• BUSINESS: lucrative
• USERS: effective & motivated
• SOCIETY: less sick people…
• TEAM: appreciated and proud
…..or die!
Recommended Reading• Sprint: Jake Knapp et al. – 5 days focus to reach insight – Rapid Design Thinking
• Designing for Growth: Ogilvie and Liedtka – Design Thinking applied
• User Story Mapping: Jeff Patton – product discovery at its best
• Designing Interfaces: Jenifer Tidwell – dictionary of design patterns
• Deep work: Cal Newport – on the importance of focus
• Start with Why: Simon Sinek – Ted Talk recommended
• Smashing UX Design: Allen and Chudley: great introduction with good examples
• Don´t make me Think: Krüg – First easy read on usability for beginners
• Rocket Surgery Made Easy: Krüg – Your First Step to Easy Usability Testing