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Thoughts on Product Design

Guest lecture by

Etienne Bertou, MADesign Lead | Application New Technology | Sogeti Netherlands

Associate Researcher | TICC | Tilburg University

TABLE OF CONTENTSIn what order we’ll be doing things.

14 : 45ishIntroduction

Short introduction of lecture,

guest speaker, work, inspiration.

Also, who are you guys?

15 : 00 User Centered Design

The ISO and what followed.

What is it and how is it

practiced? Field experience.

15 : 30Design Phase

Discuss design phase scope.

“What to do when” contributes

to the success of your product.

Scope reduction & compromise.

15 : 45Use-case time!

I can tell you a thing or two

about projects I’ve worked on

recently.

16 : 15Hands-on

You’ll be assigned a business

idea and will be set to prototype.

Find problems, overcome them.

16 : 45Wrap Up

Discussing the assignments,

Q&A, Shaking hands.. That sort

of thing.

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Now..

INTRODUCTIONS

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ABOUTShort introduction

Etienne Bertou

R&D @ Philips HueProud member @ Sogeti LabsAssociate Researcher @ Tilburg UniversityDesign Lead @ Sogeti Application New Tech. | Mob.Freelance workTesla, Vodafone, Brainport, own products

Never there

@etiennebertou

Skills

Adobe Creative Suite

81%

Engineering

85%Product Design and Methodology

9000+

Housekeeping

15%

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linkedin.com/in/etiennebertou

OBJECTIVE

THINK ABOUT ASPECTS OF PRODUCT DESIGN

GET ENTHUSED ABOUT MAKING MISTAKES

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So we recognise them later on

INTRODUCE YOURSELVES

HAIT/BDM/COMMPRE-FORMED GROUPS?

EXPERIENCE WITH DESIGN / TECHNOLOGY

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Sell

Development

Design

Concept

PRODUCT DESIGN SKILLSAS PERCEIVED OVERALL

Time Unit 03 04 05 0601 02

Coming up with a good product.

Design the product.

Implement the product.

Sell product.

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(oversimplification)

PROBLEM

DESIGN SKILLS VALUED IN PHASE

NOT AS MINDSET

Design often wrongly perceived as pure visual, interface, interaction or UX design work. It has to be “finished” to start implementation.

“Yes, this is what we need, now build it”.

Valuable skills are left out of research and implementation process.

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DESIGN THINKING

IS NOT CREATING THE PERFECT SOLUTION

BUT FINDING THE BETTER COMPROMISE

WITHIN A KNOWN SCOPE

Know that the perfect product is only perfect in context. Contexts are often unknown and can change, so striving to be better by understanding all

variables beats assuming you can make what is perfect for everyone.

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DESIGN THINKING

AN EXPERIMENT OF COGNITIVE

FLEXIBILITY

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Go for the paydirt!

You are late for our meeting. How will you

solve this?

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Sell

Development

Design

Concept

PRODUCT DESIGN SKILLSAs it is slowly becoming

Time Unit 03 04 05 0601 02

Coming up with a good problem.

Design a better solution.

Implement the product.

Sell product.

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Now..

USER CENTERED DESIGN

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ISO 9241-210or

User Centered Design

Often confused with UX, interaction design or “asking users”.

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Broad scope: not what you do, but how you do it.

Process, not activity.

User Centered Design

User centered design (UCD) is a process in which the needs, wants, and

limitations of end users of a product, service or process are given extensive

attention at each stage of the design process.

Design processes derived from this:Participatory designCooperative design

Evolutionairy or Rapid Prototyping

https://www.iso.org/obp/ui/#iso:std:iso:9241:-210:ed-1:v1:enhttp://www.userfocus.co.uk/pdf/fable.pdf

https://www.youtube.com/watch?v=flRuSn0df8Q

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Through sound design research we infer and validate user requirements in product development.

ISO 9241-210

Describes a set of principles

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1. The design is based upon an explicit understanding of users, tasks and environments.

2. Users are involved throughout design and development.

3. The design is driven and refined by user-centred evaluation.

4. The process is iterative.

5. The design addresses the whole user experience.

6. The design team includes multidisciplinary skills and perspectives.

Application of the ISO

Design models of your solution concepts

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Evaluate what could be done better, validate design choices made

Draw conclusions and improve your design. Reiterate.Or revise your review methodology..

Research heavy: Thorough research of user needs & solution in early & late design

User Centered Design

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https://www.youtube.com/watch?v=6mcZKWhjr9o

HOW PROFESSIONALS DO IT

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http://www.sapdesignguild.org/resources/ucd_process.asp http://www.sapdesignguild.org/editions/edition10/ucd_overview.asp http://www.sapdesignguild.org/editions/edition10/ucd_overview.asp

or “random graphics with iterations”

yes, it’s all

User Centered Design

In name it is the dominant design approach.

Deviation not accepted, although process itself often misunderstood or cut short.

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Suppression of alternative design processes, such as:

Self Design (reliable in narrow scope)Genius Design (draws upon experience, imaginative analogy, and psychological

fundamentals)

Activity focused Design (tasks derived a priori, from logical interpretation of the

domain)

http://alistapart.com/column/looking-beyond-user-centered-design

User Centered Design

Be wary of sampling or biases;

address issues that are central to the product;

focus on new insights instead of affirmation.

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http://alistapart.com/column/looking-beyond-user-centered-design

Achieving best results over time is key, so always be critical of a process and its evangelists.

Patterns and approaches can sometimes suit various contexts.

Use the popularity of the term. Evaluate with your target group in iterations and learn.

UI vs UX vs UCDDiscussion time & Break

Now..

DESIGN PHASE

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EARLY

DESIGN PHASE DIMENSION

Time Unit 03 04 05 0601 02

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LATE

Early DesignExpensive parts to change later are the first, second and third concern. Narrow down scope. Examples are:

Main functionality

What main features are built on the

hardware that is required? How will this

answer the needs you’ve uncovered?

Usage

Can the solution be used by the end-users?

Hardware used

What technology do you choose for fulfilling

the user & business requirement? Tablet vs.

Smartphone vs. Desktop vs. In-car screens.

Navigational Structure

Decide how users will eventually navigate

from one interface state to another, how to

access functionality.

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etc.

Late DesignCompleting the design and refining made choices. Protect the product throughout development.

Navigation rearrangement

As long as the overall structure of

applications stays intact, content or layout of

menu’s can change.

Typography

Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Aliquam finibus odio ut nisl

gravida laoreet. Suspendisse turpis velit.

Branding

What technology do you choose for fulfilling

the user & business requirement? Tablet vs.

Smartphone vs. Desktop vs. In-car screens.

Colors

Decide how users will eventually navigate

from one interface state to another, how to

access functionality.

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etc.

Prototyping

Evolutionary vs. Rapid

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Prototype Fidelity: Final product resemblance?

With who do you test?

How do you test?

Two case studies: http://link.springer.com/chapter/10.1007%2F978-3-540-73105-4_42

Rapid Prototyping

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Now..

USE CASES

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Philips Hue Beyond

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Tesla P85

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Delight

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Now..

ASSIGNMENT

*INSERT BUSINESS PROBLEM*

Early design phase is a go! Brainstorm. The first scopes, narrow this thing down.

Decide on platform

What possible hardware solutions would you consider? Why?

Who to ask? What other technologies do you need?

Main functionality

What are the main functionalities of your product? Think about

what the limits are of your hardware?

Navigation

How would I navigate through your interface? What is the main

structure?

CREATE SOMETHING & SHARE

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Now..

WRAP UP

QUESTIONS & ANSWERSAsk away

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I need more resources.

Ask Suleman for specific journals, send me a tweet with what you’re looking for. Better yet, start designing and see what works and what doesn’t with certain

methodologies in business settings.

How can I use this now?

Just realise that it is imperative to involve the user to generate context for your design problems. Nobody will ever advocate to just do what you think is best

without reflecting to the outside world. If you are reflecting only to yourself (or your group), you are creating art, not designing a product for others.

Want to get in touch?

I’m opening up a google group where people can join and chat about product design from an industry and academia perspective. If you’re interested, let me

know.