Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Design Management & Innovation

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio

Eche un vistazo a continuación

1 de 41 Anuncio

Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Design Management & Innovation

Aspiration and joyful satisfaction are intrinsic drives. They are the common denominators of all effort, beginning with design and extending to the client and user experience. What is created externally mirrors what is happening internally. To understand the whole requires learning to engage in empathic internal and external communication across cultures, teams, clients, and customers. This “practice” provides validation, adds to ideation, and forges strategies for demonstrating and building value.

Aspiration and joyful satisfaction are intrinsic drives. They are the common denominators of all effort, beginning with design and extending to the client and user experience. What is created externally mirrors what is happening internally. To understand the whole requires learning to engage in empathic internal and external communication across cultures, teams, clients, and customers. This “practice” provides validation, adds to ideation, and forges strategies for demonstrating and building value.

Anuncio
Anuncio

Más Contenido Relacionado

Presentaciones para usted (20)

A los espectadores también les gustó (19)

Anuncio

Similares a Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Design Management & Innovation (20)

Anuncio

Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Design Management & Innovation

  1. 1. Using UX Design Principles & Methodologies in Design Management & Innovation twitter / @mellimdesign email / mel@mellim.com
  2. 2. Self-realization: Do we practice what we preach?
  3. 3. Break the ice, ice, baby...
  4. 4. Improvisational Conversations Materials obtained from Gary Hirsch, The Art of Making It Up, Co-Founder of On Your Feet
  5. 5. It’s easier to say NO than YES.
  6. 6. YES, NO, and BUTs ... Acquiescing Recognize an offer, but don’t contribute anything to an idea or to the flow Blocking Don’t recognize the offer and don’t contribute anything to an idea or to the flow Accepting Accept an offer, and contribute ideas and add to the flow
  7. 7. Improvisational Sketching
  8. 8. Sketching together is more productive than sketching alone.
  9. 9. Improvisational: Summary - Communicate ideas through improvisational practices - Create spontaneous moments for the random collision of ideas - Refine listening skills - Co-create - Constructively build team cultures through visual thinking
  10. 10. Knowing Your Client’s Business
  11. 11. Design is business, business is design. 1. Know the business - product or services 2. Know your client - business goals 3. Know your client’s customers / users - customer-centric 4. Design for growth, substance and longevity 5. What kind of business problem is the design solving?
  12. 12. Perception of value defines the relationship 1. Identify client’s business problems and present actionable ideas 2. Identify short- and long-term goals 3. Set realistic goals & metrics but align expectations 4. Care!! Take real interest in your client’s business 5. Be honest, be accountable, be professional
  13. 13. What is UX Design? User experience (abbreviated as UX) is how a person feels when interfacing with a system. The system could be a website, a web application or desktop software and, in modern contexts, is generally denoted by some form of human-computer interaction (HCI). UX designers study and evaluate how users feel about a system, looking at such things as ease of use, perception of the value of the system, utility, efficiency in performing tasks and so forth. Compared to many other disciplines, particularly Web-based systems, UX is relatively new. The term “user experience” was coined by Dr. Donald Norman, a cognitive science researcher who was also the first to describe the importance of user-centered design (the notion that design decisions should be based on the needs and wants of users). From Smashing Magazine by Jacob Gube, 10/5/2010
  14. 14. What is UCD? In broad terms, user-centered design (UCD) is a type of user interface design and a process in which the needs, wants, and limitations of end users of a product are given extensive attention at each stage of the design process. User-centered design can be characterized as a multi-stage, problem-solving process that not only requires designers to analyze and foresee how users are likely to use a product, but also to test the validity of their assumptions with regards to user behavior in real world tests with actual users. Such testing is necessary as it is often very difficult for the designers of a product to understand intuitively what a first-time user of their design experiences, and what each user’s learning curve may look like. The chief difference from other product design philosophies is that user-centered design tries to optimize the product around how users can, want, or need to use the product, rather than forcing the users to change their behavior to accommodate the product. From Wikipedia
  15. 15. In the past, design decisions were based on: What designers think is awesome What the client wants The focus was on aesthetics and brand, without thought for the people who are actually using the design.
  16. 16. Today, design decisions are based on:
  17. 17. Design & Client Management: How do you want your client to feel?
  18. 18. CAN YOU CREATE A BETTER CLIENT EXPERIENCE?
  19. 19. Culture Building: How do you want your team to feel?
  20. 20. “At the end of the day, just remember that if you get the culture right, most of the other stuff -- including building a great brand -- will fall into place on its own.” - Tony Hsieh, CEO of Zappos.com
  21. 21. Zappos 10 values: 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and A Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More With Less 9. Be Passionate and Determined 10. Be Humble
  22. 22. Managing cultures: Who are you designing for?
  23. 23. So, you think you know your customers? Think again.
  24. 24. EXAMPLE OF A PERSONA Vince Blake - 35 years old, Executive Producer/ Director, Los Angeles, CA A private person who surrounds himself with influential people, and likes that people seek out his opinions. He identifies with sophisticated, stylish, international personalities, and puts forth a carefully crafted image to distinguish himself from superficial showoffs. Prone to mixing brands for an artistic, edgy effect, Vince selects accessories, services, and lifestyle activities that reflect his personal style: an Amex Black Card/Centurion card; a pair of special edition vintage sneakers, iPhone, iPad, and MacBook Pro mobile devices to enable his online shopping; and farm-to- table dining. Loving form and function, he covets his classic vintage 1956 Lincoln Continental while driving an Escalade Hybrid SUV that alludes to eco consciousness. A frequent domestic and international traveler, Vince prefers private company jets and select commercial carriers including Virgin America, Virgin Atlantic, Singapore Airlines, and Swiss International. Striving to exude balance, strategy, and action with panache, Vince demonstrates raw passion and intensity from his court side seats at LA Lakers games. He also enjoys a great love of women but is careful to never look too committed.
  25. 25. EXCLUSIVE PRIVATE QUALITY VINTAGE ADVENTUROUS ECO-FRIENDLY
  26. 26. EXAMPLE OF A CUSTOMER JOURNEY MAP
  27. 27. parity solving a challenge planning & customer technical task longevity needs feasibility completion DIFFERENTIATION USER NEEDS customer layering cross user desires experiences participation user flow leveraging competitive current trends landscape & technology BRAND FOCUSES EXPERIENCE FOCUSES From Marisa Gallagher, CNN Digital
  28. 28. How does branding change when it’s customer first instead of business first?
  29. 29. UX vs. CX “I think that it’s an interesting question, when you talk about user experience (ux) and customer experience (cx). User experience, in general, we’re thinking about people using something, people interacting with something. Right now, most specifically, that’s the website and any mobile applications or mobile sites, but that’s really part of a larger umbrella around the full customer experience, which would include interactions with a store employee, using the product, using our services, taking a class, that kind of thing.” - Samantha Stammer, Manager, eCommerce Experience at REI.com UX Magazine, Article No. 584 11/30/2010
  30. 30. Understand The Users - Use personas to understand and analyze user needs - Be empathetic towards users / customers - Use customer journey mapping to discover touch points to generate new market opportunities - WOW or surprise your users / customers by anticipating needs, delivering on the brand promise
  31. 31. So, have you been designing for a client or a user / customer?
  32. 32. Creating LOVE & JOY!
  33. 33. THE 6 STAGES OF EMOTIONAL BRANDING: Emotional Stage 1 – How you get someone interested? Emotional Stage 2 – How do you get someone to consider a purchase? Emotional Stage 3 – How do you continually reinforce that their purchase decision was absolutely the right decision, the “winning” decision? Emotional Stage 4 – How do you create a loyal customer such that they want to continue to buy your product and/or are most receptive to cross selling and value add purchases? Emotional Stage 5 – How do you create a brand ritual so that your brand becomes part of your customer’s life? Emotional Stage 6 – How do you get your audience to be your cheerleader? Steve Goldner, Senior Director at MediaWhiz
  34. 34. Rules of Thumb: Define the top 5 items that will make your client happy. Define the top 5 items that will make your client’s customers happy. What are the similarities and differences? Define the top 5 items that cannot be compromised for both the brand and the design.
  35. 35. Defining what design success means helps set goals and align expectations.
  36. 36. Aligning Goals & Expectations - Define what design success means to help establish a framework for what to expect from a designer/client relationship - Use the framework to establish goals and metrics - Deliver on a brand promise internally and externally to produce an authentic brand image - HAPPY TEAM + HAPPY CUSTOMERS = GENUINE BRAND
  37. 37. Designing without passion is like living without breathing.
  38. 38. Strategic Imagination - Ideas are equally as important as execution - Ideas have to be tangible and actionable - Give meaning to design; let it appeal to personal and collective aspirations - Design with intent, passion, and purpose - Good design is no longer good enough; great design wins! - Take your work seriously. Yourself, not so much.
  39. 39. Reflection: More value for less? Or more value for more? Can we teach clients to be better clients? Who are we designing for? The client or the user/customer?
  40. 40. Let’s talk! twitter / @mellimdesign email / mel@mellim.com web / www.mellim.com

×