Design:Ignorance Is No ExcuseRon Gagnier, 2014

Finding Ron

Web: www.rongagnier.comLinkedIn: https://ca.linkedin.com/pub/ron-gagnier/1/1b0/729Twitter: @rongagnierEmail: rongagnier@yahoo.com

I'm Starting a Business

I'm really excited about watching movies at home.I want to start a business around home movie watching.I'll be auditioning young entrepreneurs to join my company.

Exercise 1: Design the Ultimate Home Movie Watching Experience

5 Mins

Exercise 2: Interview a Partner about theirUltimate Movie Watching Experience

Ask good questions:- What makes it special?- Why is that important to you?- How frequently does/should it occur?- What is it worth to you? $$- How is it different from your current Home Movie Watching?

5 Mins

Debrief: What did you Learn?

- Is your ultimate home movie watching experience the same asyour partners?- What overlaps?- What is different?

How good was your first design?How would you change it?

False Start: How Most Organizations Design

No exposure to real usersNo background informationNot enough time to consider multiple ideasToo few actual requirementsNo feedback

Sage Advice: Peter Drucker

“The question ‘What is our business?’ can, therefore, beanswered only by looking at the business from the outside,from the point of view of customer and market. All thecustomer is interested in is his own values, his own wants,his own reality. For this reason alone, any serious attemptto state ‘what our business is’ must start with the customer,and her realities, situation, behavior, expectations, andvalues.” quoted from "Management" pg 101

Keys to Design

- Conducting research to generate Empathy- Synthesizing the research to gain Insight- Using insight to generate Ideas & Concepts- Evaluating concepts to determine Value- Getting better results through Iteration

Empathy: Generated Through Research

Understand who will use/buy your productHow do they think?How do they feel?How do they act?What motivates them?What problems are they trying to solve?What prevents them from achieving their goals?What are their time pressures?What skills do they possess?How do they work (team, independently)?What skill limitations?Many more…

Empathy: Through Research

Research Techniques:Direct ObservationInterviewsFocus GroupsJob ShadowingSurveys

Insight: Through Synthesis

Find patterns and behaviours using tools:- Affinity diagrams- Personas- Scenarios- Activity Diagrams- Mind Maps- Category Maps- Fishbone diagrams- Pain Points- Journey Map

Insight: Affinity Diagram

Insight: Journey Map

Ideas & Concepts: Sketching

A picture is worth a 1000 words - Capture known ideas- Sketches- Wireframes- Prototypes

Ideas & Concepts: Sketching

Andrew Probert storyboard of the original atomic bomb finale of Back to the Future.www. bttf.com

Ideas & Concepts: Sketching

The Matrix Scene Sketch:

Value: Determined Through Evaluation

Evaluate as soon as you begin- Informal Team Testing- Concept Walkthroughs - Usability Testing- Alpha, Beta Testing

Value: Concept Walkthrough

Richard Lasley storyboard art for Back to the Future

Iteration: For Best Results

Lather, Rinse, Repeat

Design: Evaluate Ideas When the Cost is Low

Bill Buxton: Sketching User Experiences

Is Design that Thing Designers Do?

Ignorance is Not an Excuse

Design is a Team Sport