User-centred design (UCD) is an approach for designing a system or set of systems that puts the capabilities and needs of users at the centre of the process. In this presentation we cover the benefits of applying UCD to the design of internal business or collaboration systems, how it can be used in practice within a social business project and leave you with three practical ideas for things you can start doing in your work to take advantage of it.

1. Social Business Fundamentals 3
User-Centred Design in Social Business

2. @Folletto

3. #sbf3

4. Design
Technology Psychology
HYBRID PROFESSIONAL

5. WHAT DOES
USER-CENTERED DESIGN
MEAN?

6. Bad intranet design will cost
$50-100 billion per year in lost
employee productivity in 2001.
Nielsen J.
Discount Usability for the Web

7. USER CENTERED DESIGN: ISO 13407 (1999)
6 STEPS, ITERATING
Specify the
user &
organizational
requirements
Understand & Produce
Identify need of user
specify the design
centered design
context of use solutions
Evaluate
design
against
requirements
System meets specified functional,
user & organizational requirements
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8. Visual Design System Architecture
UX & Interaction Design Back/Front Development
Information Architecture System Integration
Research & Workshops Launch & Adoption
Vision & Strategy Community Management
ITERATIVE & USER CENTERED
DESIGN & DEVELOPMENT PROCESS
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9. UX investments made
in the concept phase
reduce product development cycles
by 33-50%.
Strategic Data Systems
Special Report: Design Business Impacts and ROI

10. Those who skip ease of use in the
design phase can end up
spending 80% of their service
costs on unforeseen user
requirements down the road.
IBM
Cost Justifying Ease of Use: Complex Solutions are Problems

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12. What is beautiful is usable
Tractinsky, Katz, Ikar (2000)
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13. Useful is not enough.
Functional is not enough.
Working is not enough.
Usable is not enough.
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14. Human.
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15. Person & Professional
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16. Design Cost of
alternatives change
RESEARCH & DESIGN DEVELOPMENT DEPLOYMENT
PHASE PHASE PHASE
From Bias & Mayhew (1994), thanks to Serena Facchinetti 16

17. Strategy
Research
Design
Development
CONTINUOUS AGILE
Our phases aren’t strict, but blend and overlap
naturally one in the other with a cross-disciplinary
project team and iteratively improving the final result.
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18. TOOL 1
WHY

19. If I’d asked people
what they wanted,
they’d have asked
for a faster horse.
Attributed to Henry Ford

20. Why?
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21. Why do you
need a faster
horse?
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22. Back to the
NEEDS
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23. 23

24. Extrinsic vs Intrinsic
Motivations
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25. Extrinsic Intrinsic
‣ Money reward ‣ Peer appreciation
‣ Prizes ‣ Passion
‣ Boosts repetitive tasks ‣ Boosts creativity
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26. Thanks to Serena Facchinetti 26

27. TOOL 2
SHOW

28. Resistance
to Change
@solarflare 28

29. This is the solution
to your problems.
Which problems?
29

30. 1 2 3
Resistance to change Make the issue explicit Accept to change
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31. This is why
bottom-up works.
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32. Give a new thing, herald it as “mission critical”
+ Don’t give time to use it
= Contradictory signal
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33. It doesn’t matter if it’s useful, if it’s not accepted.
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34. TOOL 3
FEEDBACK

35. Feedback loop
35

36. SMALL INCREMENTAL STEPS
36

37. Playful design
(Gamification)
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38. To complicate is easy,
to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few are able to simplify.
Bruno Munari

39. Davide Casali HEAD OF DESIGN
davide.casali@dachisgroup.com
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40. Thank you.
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