Designing Business: Design Thinking and User Experience Design

© Experience Design Bureau
Designing Business:
Design Thinking and User Experience Design
Hala Hemayssi, Chicago 2013
1 © Experience Design Bureau
Friday, January 31, 14

/ Today’s Talk Flow
/ 30-40 minutes presentation
/ A bit about me / my work
/ User Experience Design
/ Design Thinking
/ Designing business
/ The new role of designers
/ 20-30 minutes for Q & A
2

3
/ Social Info
/ Twitter: @HalaHemayssi
/ www.linkedin.com/in/HalaHemayssi
/ www.behance.net/HalaHemayssi

4
Education
GIANT STEP
4 years
PHILOSOPHY
Baccalaureate
GRAPHIC
DESIGN
AUB
MFA
ART
INSTITUTE 2 years
VIANT
PATHFINDER
T7
INDEPENDENT
CONSULTING
1991
User Experience Design Consulting Experience Design StrategyWeb Design
Career
grew up
online
/ A bit about me
1996
1998
2000
2002
2007
2009

5
http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design#1
An evolving craft
spreading at the
speed of the Web.
/ A bit about what I do
User
Experience
Design
A holistic framework that
concerns itself with
the human experience
in its totality...
A new design
discipline.

6
Combines methods from
various disciplines of the
industrial age into a coherent
approach.
Bridges the skill set gap in a
time of transition and
enables us to envision what
it means to be online as the
Web became our new home.
User
Experience
Design

7
Because of the web,
Experience Design is
a pivotal mark in design’s history.
An evolution
in design’s power, impact
and reach.
User
Experience
Design

8
Qatar Supreme Council Educational Reform / 2003-2005
/ A bit of my work

9
Mobile Healthcare / Blood Management Solutions for Phlobotomists / 2006
/ A bit of my work

10
Oprah.com Social Strategy / Design My life / 2007
/ A bit of my work

11
/ A bit of my work
Cross-Brand Consumer Products E-commerce Solution / Whirlpool.com + Maytag.com / E-Commerce / 2009

12
W.W. Grainger / large Industrial supplier / Next Generation Sales Experience Vision / 2012
/ A bit of my work

13
W.W. Grainger / large Industrial supplier / Next Generation Sales Experience Vision / 2012
/ A bit of my work

14
Co-ﬁled three Patents Applications with W.W.Grainger / Large in industrial supplier
/ A bit of my work
Two Utility Patents in Social Commerce / www.Grainger.com / Published June 19, 2014
# 40US1 -- system and method for providing access to product reviews and/or ratings
# 40US2 -- social reviews & order auto-reﬁll
One Design Patent in Social Commerce / www.Grainger.com
# 41US1 -- Design for ratings review user interface

15
/ My latest venture
UX Education Start Up / March 2013
User Experience Accelerator

16
/ My latest venture
Print Digital
$
Building and scaling User Experience Design Teams
$$ $ $$
Business need

17
User Experience Accelerator
We recruit multi-disciplinary talent, train and place as Junior user experience architects.
Connecting the dots between the market's demand for UX and the emerging talent looking to satisfy it.
We help Fortune 100 / Design Agencies scale quality UX operation.
/ My latest venture
- Researchers
- Graphic Designers
- Front End Developers
6 Months- 1 year / co-coaching
4 week training
Candidate
Junior
UXA
Mid-Level
UXA

18
/ My latest venture
Design Expertise / Coach
Client / Senior UXA talent
Placement Support / Systems
Candidate

19
/ My latest venture
Print Digital
$
Building and scaling User Experience Design Teams
$$ $ $$
Business need
5 designers launched their user experience design careersResult

20
Evolution of Design

“Unlike Art, design is a method to solve a business problem”
21
Leila Musfy
Chair, Department of Architecture and Design
American University of Beirut, lebanon

22
Graphic
Graphic Design
1990

23
User Experience
Experience
Design the “HOW” of a pre-deﬁned product or service
Graphic
Graphic Design
1990
2000

24
“Unlike Art, design is a method to solve a business problem”1990
Design Thinking
User Experience2010
Business
Experience
Design the “HOW” of a product or service
Design the “WHY” and the “WHAT” ﬁrst
Graphics
Communicate / Sell
2000
Graphic Design

25
“The second transformation of the
new computing is the shift
from machine-centered
automation to
user centered services and tools”
In computing, the web is here
/ Understanding the shift
Ben Shneiderman: Leonardo’s laptop 2002
Design in the Age of Biology:
Shifting From a
Mechanical-Object Ethos
to an Organic-Systems Ethos / Hugh Dubberly
In Design, new trend brewing
Walker, Stuart.
Sustainable by Design: Explorations in Theory and Practice.
London: Earthscan, 2006.
+
Design in the age of BiologyDesign in the age of the web

26
Consumer experience with accelerating change in scale and control
Plug in, just like a phone.
Apple + Google + Nike in a car...
Enjoy the ride. Added features that we like. Large scale manufacturing.
Style, design and brand increasingly important.
Let’s get there.
Car as electronic gadgetCar designed for comfort.Car works!
/ Understanding the shift
Text

27
From
A world that works
around technologies
to
A world designed for
human beings

28
How do we
humanize the
web?

29
Why User Experience Design?
Because it solves
the human unmet needs
by providing engaging
technology solutions, and
meaningful experiences. Business
Technology
Users
How to engage?
What is possible?
Why we sell?
UX

30
Engagement
Attention
Emotions
KPI
Architecture of Experience
/ Role of User Experience Designer

31
Let’s go a bit deep into
the UXD process

32
+/- decade
/ “The Elements of User Experience” By Jesse James Garrett
The Evolution

33
Circa 2005
/ User Experience Design process

34
/ The UXD process
Know the users

35
/ The UXD process
Visualize in maps, pictures and stories/narrative what you know about the users and their goals for using the website or application
High Level flows
Personas

36
/ The UXD process
Visualize en gros in ﬂows the requirements and the goals for using the website or application

37
/ The UXD process
Dive into details to envision interactions

38
/ The UXD process
Visualize in maps, pictures and stories/narrative what you know about the users, the requirements and the goals for using the website or application

39
/ The UXD process
Visualize in maps, pictures and stories/narrative what you know about the users, the requirements and the goals for using the website or application

40
Qatar Educational Supreme Council / Educational Reform Custom built applications in Arabic an English / 2003-2005
/ User Experience Design Across Cultures

41
Qatar Educational Supreme Council / Educational Reform Custom built applications in Arabic an English / 2003-2005
/ User Experience Design Across Cultures

In the past decade, our relationship with the web matured...
During recession, library usage increased for 36 million Americans
Google
“By 2040, we will be walking around with another brain in our pocket.” Bruce Mau
Community Activation is on the rise
E-books
you tube
Online education
Connected hyper contextual geo-local instant personal social low cost data
Gaming
42
Touch
screen
devices
Open
source
I Phone
wikipedia
Netﬂix
Big
Data
Sharing
voting
Liking
Social
social TV
E-Mags
E-Readers
Khan Academy
Twitter
IBooks
Mobile learning
Oprah’s Global classroom
Platform thinking
facebook
Crowd Funding

44
As technology became a commodity,
Creativity became a necessity.
Design provided the method.

45
/ Research loves Humans

46
/ At Apple

47
/ At IBM
Traditional Business Process Team Grows Up into Design Thinking Team / 2012
Phil was promoted to a new leadership role within IBM, launching a
group that will focus using key principles of "design thinking" to embed
into his new organization to drive new and innovative approaches to
optimizing and transforming business processes.
Phil Gilbert, from IBM, lead strategist and visionary for IBM’s BPM group.
DESIGN CENTER
Launched a group that will focus on driving product design and
user experience across IBM's portfolio of software products.
“ DESIGN THINKING BLURS THE LINE BETWEEN PROCESS AND EXPERIENCE DESIGN”

48
Design Thinking
Architects
business value.

49
Design thinking
makes businesses
more human. Business
Technology
Users
What is needed?
What is possible?
How to solve?
Emotional Innovation
Functional Innovation
Process Innovation
Flow

50
Empathize
Visualize
Co-create
Design Thinking
/ The How of Design Thinkers
] X Iterate

51
Let’s go a bit deep
into the DT process

52
/ Design Thinking Process
Empathize Visualize Co-create ] X Iterate[

53
PHASE 1 / Diagnose / EMPATHETIC / OPPORTUNITIES
1.UNDERSTAND THE PROJECT
2.UNDERSTAND THE PEOPLE
3.UNDERSTAND THE COMPETITORS
Empathize
Frame
Research
1. USERS / PROXIES / 1st and 2nd Research
2. WHAT IS THE GAP? UNMET NEEDS?
3. CREATE USER’s WALL: SYNTHESIZE THE HUMAN REQUIREMENTS
- - - - - - - - - - - - - - -- - - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - FACILITATE A HUDLE - - - - - - - - - - - - - - -- - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - -
1. CONNECT THE DOTS WITH THE REQUIREMENTS
2. ENVISION THE END GOAL
3. GET THE TEAM ON BOARD
/ Act on FEEDBACK /
/ Act on FEEDBACK /
/ Design Thinking Process

PHASE 1 / Diagnose / EMPATHETIC / OPPORTUNITIES
1.UNDERSTAND THE PROJECT
54
WHAT I KNOW
ABOUT THE BUSINESS
ABOUT THE USERS
WHAT I WANT TO FIND OUT
ABOUT THE BUSINESS
ABOUT THE USERS
CONSTRAINTS / TIMEFRAME / THOUGHTS
- BREAK IT DOWN for yourself and The team
- PUT It in Numbers / Pictures / Business + draw user stories
Rewrite the challenge in Human terms
* This can get updated later with more details
To Create....
How can the user...
Empathize FrameResearch

55
connecting the dots

56
Empathize
Visualize
Co-create
Engagement
Attention
Emotions
Delivering
Design Thinking User Experience
2013
1993
Business Users

57
/ The shift in designer’s role....
Designers Facilitators
Engagement
Attention
Emotions
KPI
Alignment
Vision
Goals
Culture
Transformation Empathetic, Effective Problem Solvers

HUMILITY / It is about “The Other”
THINKING / Critical . Innovative . Realistic
SELLING / Purpose
58
/ Business Designers Needed !!

59
Who you are
Intention
1. EMPATHETIC
2. EFFECTIVE
3. PROBLEM SOLVER
x Iterate
Real world
Results
1. OPPORTUNITIES
2. SOLUTIONS
3. PROTOTYPES
x Iterate
What you do
Process
1.Diagnose
2.Design
3.Deliver
x Iterate
Understand
Visualize
Co-create
Frame
Possibilities
Make
- SECRET SAUCE: BE WRONG EARLY + BE WRONG OFTEN.
- CLEARING THE FOG of UNCERTAINTY.
HUMILITY / THINKING / SELLING /
/ Designing Business

60
Empathize
Visualize
Co-create
Iterate
Engagement
Attention
Emotions
KPI
Architecting Value
Design Thinking Team Experience
Alignment
Vision
Goals
Culture
Facilitating
User Experience
/ Designing Business
Designing Service / Product Experience Guiding Internal Culture
Delivering

61
Thank you

Designing Business: Design Thinking and User Experience Design

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