User-centered design versus Design thinking
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Delivered at UXSofia 2013: http://www.uxsofia.com/. Co-presented with with https://twitter.com/iiivanova. Design thinking brings together methods from engineering and design with ideas from the arts, tools from the social sciences, and insights from the business world. User-centered design is a process for designing interactive systems that balances the needs of users with the needs of the business. Design thinking is about inspiration and ideation in a non-conventional environment that leads to innovation. It focuses on: - Human values (desirability & usability): create something that fits your users’ needs; - Technology (feasibility): otherwise it is just science fiction; - Business (viability): we want to earn money with it. User-centered design is about shaping the product around user abilities, needs, desires, and skills, instead of forcing users to adapt to the product by changing their behavior. It focuses on: - Explicit understanding of users, - Involving users in design and development, - Driving design by user-centered evaluation, - Iterative process, - Holistic view of the user experience, - Multidisciplinary design team. Can design thinking lead us to a user-centered result? Ina and Jimmy will try to show how design thinking fits into the overall concept of user-centeredness.
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User-centered design versus Design thinking
- 2. compare Design Thinking to User-centered Design see whether they differ and how they look alike give you something practical to take home our goal today
- 3. who’s talking? Dimiter Simov – Jimmy usability professional UX mentor and trainer founder of the 1st BG usability consultancy likes to raise usability awareness believes that IT can be usable Ina Ivanova software developer Design Thinking coach inspiration seeker likes to find new ways to do her job better believes that you have to love what you do
- 4. WHAT IS UCD?
- 5. … design User-centered… Usage-centered… Activity-centered… Human-centered… Empathic … User-driven … Usage-driven … Task-based … Contextual … Participatory … Cooperative … …
- 7. HOW DO WE KNOW SOMEONE IS FOLLOWING A DAGUP?
- 8. sticky notes
- 9. whiteboards
- 10. sketches
- 11. personas
- 12. canvases
- 13. ux “stuff”
- 14. job titles
- 15. trendyness
- 16. SOME COMMON FEATURES THAT ACTUALLY MATTER now seriously
- 17. user focus research and data collection based on user interviews and observations, usually contextual
- 18. analysis results-based identification of problems, patterns, and processes as well as opportunities
- 19. design iterative cycle of prototyping-reviewing-testing
- 20. user involvement users participate as consultants, testers, reviewers, co-designers
- 21. trained designers people building UIs and interactions trained in human factors and human-computer interaction
- 22. the essence alternative to feature-driven approaches of developing products (services, sites, apps…) deliver useful and usable products that fit the intended use and users shape the product around users, not force users to adapt to the product
- 23. does Design Thinking belong to the DAGUP family?
- 24. TESCO: RE-FRAMING THE SHOPPING EXPERIENCE
- 26. TESCO’s solution
- 27. KAISER PERMANENTE: RE-DESIGN THE HEALTHCARE
- 28. healthcare
- 29. Kaiser Permanente’s patient room
- 30. IDEO: TOOTHBRUSH FOR KIDS
- 32. IDEO’s design
- 33. THE COMMON SUCCESSFUL PRODUCTS
- 34. what is a successful product? Business Technolog y People Innovation
- 35. “Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Tim Brown, president and CEO of IDEO
- 37. a way of thinking?
- 38. T-shaped people
- 39. creative space
- 42. understand
- 43. observe
- 44. define a point of view
- 45. ideate
- 46. prototype
- 47. test
- 48. is DT a DAGUP? user focused research and data collection: contextual interviews and observations results-based identification of problems, patterns, processes, and opportunities iterative design through prototyping- reviewing-testing users involved as consultants, testers, reviewers, co-designers designers trained in human factors and human-computer interaction
- 49. WE ARE FAMILY DT is a DAGUP http://www.youtube.com/watch?v=TNAQ8LLptUo
- 51. take home 1. get out of the office, your users are not there 2. once a month watch people use your product 3. get a UX mindset 4. find your own DAGUP user focus | results-based analysis iterative design | user involvement trained designers
- 52. YOU ARE WELCOME
Editor's Notes
- All DAGUPs begin with user research. The idea is to first explore the problem space. By knowing more about the users, you have a broader perspective
- This is the step following the research.The important thing here is to base your decisions on the research facts – not on wishful thinking
- Health care might be the last place where you expect design thinking to make a significant impact, but that’s just what happened at Kaiser Permanente. The company’s National Facilities Services group began the process, from medicine administration to the color of the carpets in their offices. Early on, N.F.S. team members began touring several of Kaiser’s facilities… They visited both competing institutions and analogous places (like cafés, hotels and retail establishments). They interviewed all relevant stakeholders, from orderlies to patients’ family members, about their experiences, and anyone who has ever visited doctors’ offices and hospitals would nod in agreement with many of the Kaiser team’s findings. The upshot of all this research and feedback was identifying a patient’s “22 Key Experiences” (the primary moments of a patient’s care when going through the Kaiser system) and finding ways to provide an organic improvement to those areas. The design solutions that emerged include things as seemingly obvious as clearly marked signage; stairwells that might actually encourage people to take the stairs (and remove the fear that anyone who does so might end up locked in between floors); the creation of outdoor spaces that provide escape and respite, not to mention natural light; transforming typically unwelcoming cafeterias to more people-friendly cafés; and an exam room that emphasizes comfort, privacy and personal control. Key Experience #13, for example, addressed the waiting room, which traditionally features linear seating arrangements. Kaiser eschews the typical “bus station seating” for comfortable chairs, with brighter color palettes, and the more flexible seating allows for situation- or needs-based configurations.Though hospitals will end up looking better, these efforts aren’t about decorating, they’re about outcomes. Numerous studies point to the benefits of the design strategies and environmental interventions KP has proposed and implemented. Factors like the quality and intensity of light, access to natural light, the noise level in a room, the privacy afforded by single-patient rooms — all of these affect patient health, satisfaction, soundness of sleep and speed of healing. Views of nature have been shown to decrease depression, pain, stress and even length of hospital stays. Floor plans that are designed to help health care workers do their work more effectively (as well as increase privacy and comfort of patients) can reduce falls, improve patient communication and lessen stress for all.http://opinionator.blogs.nytimes.com/2009/12/13/a-breath-of-fresh-air-for-health-care/
- Oral B asked IDEO to create a new toothbrush for kids- they want it to be distinctive. Oral B expected IDEO to start creating new designs from Day1. But IDEO wanted to do anthropology, on day 1 they discovered that kids need a big toothbrush because they hold it in their fist, to begin with they thought that because kids have tiny hand they would need slim toothbrushes. It became the best selling toothbrush for 18 months until all the other competitors began doing the same.
- “BUILDING SOMETHING NOBODY WANTS IS THE ULTIMATE FORM OF WASTE.” – ERIC RIES“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, president and CEOWhen we talk about business value we don’t focus only on corporate interest and moneyhttp://ithinkidesign.wordpress.com/2012/06/08/a-brief-history-of-design-thinking-how-design-thinking-came-to-be/How to create innovative products. Ideal solutions and successful products always have three things in common: they’re equally feasible from a technical point of view, they’re viable from a business point of view but they are also desirable and attractive from a human point of view. Even the greatest technology doesn’t help if it doesn’t sell and generate revenue. And it is not enough if you’ve developed great software and sold it to the customer if it ultimately sits on the shelf because the people don’t use it in their workFEASABILITY Otherwise it is just science fictionVIABILITY Because we would like to make money with it.DESIRABILITY Create something which fits to your users need. Roger L. Martin, in his book, The Design of Business: Why Design Thinking Is the Next Competitive Advantage, articulates the problem as executives relying too heavily on analytical thinking, which only reinforces current knowledge and produces small improvements to the status quo. Design thinking, in contrast, provides the ideas that allow a company to innovate and win; it’s more of a collaborative process where creativity is welcomed, no idea is ridiculed, and the designer’s input is welcomed to help match a consumer need with what is technically feasible and a viable business strategy. A fresh, out-of-the-box attitude is brought to bear on problem-solving, rather than a strict engineering or financial perspective.And if you only think this kind of approach works at “sexy” companies like Apple and Google, think again.
- http://changingminds.org/explanations/decision/divergence_convergence.htmProblem spaceNormally we use only converge approach. We extend it with diverge – create choiceshttp://vimeo.com/14138667Design Thinking is a method for solving complex problems and creating new ideas.* Design Thinking brings a holistic, outside-in perspective into the game that helps to understand the goals and the needs of your end-users as well as of your customers and other stakeholders. From this understanding you can draw inspiration and insights that help you to see new opportunities and to drive solutions, innovations and strategies. Solution space DT has initially a strong focus on the desirability aspect. One of the characteristics of DT is to rapidly come up with non-coded prototypes that illustrate ideas and drive conversation. These prototypes are used to validate solution concepts with end-users as well as with technical experts. So the solution iteratively gets to this optimum that balances the 3 aspects equally.http://www.fastcompany.com/919258/design-thinking-what