Design Thinkingin a nutshell

…User Experience applied

Torbjörn Ryber

torbjorn@ryber.se

www.ryber.se

@Tobbe_Ryber

Peeling a

Standard System Decent UX Focus

Swedish Police When you have a hammer…

”Oh well, let´s skipusability then. Functionality is what´simportant!”

”Our new goal is to useSiebel to show that it works. Never mind thatit failed for ALL our othersystems”

ROOT CAUSES FOR FAILURE

Chaos Report 2015

An office at a large organisation in Sweden 2009. Why are there pillows on the wall?

”S

tup

id b

loo

dy

syste

m!”

Jonas S

öders

tröm

Start With

WHY?

WHY WORKSHOPConsensus + educationBusinessDesired Impact - measurable

Effect Goals for Web Shop

• We want to increase the percentage ofsales on the web from 25 to 40 % within a year

• We want to increase overall sales with10% per year

• We want to increase the number ofclients that say the web is easy to use and fits their needs from 20 to 50%

Then build

EMPATHY INTERVIEWS

-Personal-Patterns

OBSERVATION

-Doing vs. Telling-Fly on the wall-Usability Testing

HOW

Users

WHY

Business

HOW Really Means

• WHO does

• WHAT

• WHEN

• WHERE

• …and HOW

• Users

• Knowledge

• Attitude

• Device

• Need to know?

• Want them to do?

• Mood

“Like this cup,” the Zen Master said, “you are full of your own

opinions and assumptions.How can you learn truth until you

first empty your cup?”

Nan-In, Zen Master

Framing the Problem

Problem map

DEFINITIONWhere are we now?

Log in Search Buy Track/Collect

Log in to get my personal discount

Text search, categorybrowse or offers

Purchase items and select delivery method

Pick up in storeHome delivery

Need to know

How to log In, companyvs. Personal user

This weeks offersCreate list of favoritesWhat fits together

Delivery speed, total cost, warranty

To do Super easy log in Find my favorites Tag sale with client id

Select delivery method

Pick up at store, have breakfast, personal support.

Rapid delivery

Device DesktopSmartphoneTablet

DesktopSmartphoneTablet

DesktopSmartphoneTablet

SmartphoneTablet

User Journey for the web shop

Jens Electrician“What I buy must be easy to install

have a reasonably good quality and

price”

Main goalsWe must

Avoid

Behaviour

• If stuff breaks it will cost me to repair and goodwill

• Show me respect and give me skilled people to talk

to. If the sales guy quits I may follow him

• Fast delivery

• Skilled sales

• Easy to have favorites

• A lot of smaller orders. Total 1400 EUR a week.

• Use phone to check my orders

• Usually make orders on desktop

• Want good discount that depend on how much I buy

• Showing the end client the price

NOW WE CAN DEFINE WHAT

HOW

Users

WHY

Business

WHAT

Effects

EFFECTS/NEEDS

- User Storiesnot ”just a function”- discovered over time- not scope creep, it is learning/discovery

ITERATIVELY

- Team discussion- ..with real users and business reps

Journey -NEW

Build Order

Jeff Patton: User Story Telling

User Story: personal favorites

• When I shop, I want to have a list of favorites to make it really easy to select the stuff I buy often

• Business: This means all users at a company using the same login• User rep: A personal list would be better or complementary• User rep: The number of products are usually 10-20, could be 50 for some

users• Tester: Should you be able to create the list as part of each order I make, or

at what stages?• UX: yeah, for shopping cart and completed orders as well, an extra button?• Tech: it is really easy to add a button next to each product

Log in Search Buy Track/Collect

V 0.1 Log In company user Text searchCategory browser

Delivery methodpick up at store

Pick up in store

V1.0 Select personal id for company user

My favoritesOffers

Tag sale with clientid

Rapid delivery

Home delivery

Later Optimized text search

Associated products

Special discountBonus system

Monthly and yearlystatistics

Story Map Prioritization

Business+ Tech + UX = great design

PUST

Most?

Desirable

Usable

Feasible

MODELSthere are plenty to choose from

WHAT IS DESIGN?

Information

Graphical

Interaction

“Waiting until the last minute to bring in designers to “apply” design, or look and feel is akin to baking a cake and then hiring a baker to make it taste good.”

-Mike Monteiro – da Angry Designer

1-Minute Sketch

IDEATION

r

Paper sketch

Wireframes

Graphic design

Prototypes

Code

Usability TestingObservation + interview

CynefinFramework

Wicked Problems

• Incompletely described

• The requirements are always subject to change

• Lack of a common view of why and what

• Many possible solutions

• No definition of ”DONE”

analyze

experiment and present

visualizegatherinformation

DESIGN THINKING

DESIGN THINKING IS GREAT FOR

• BUSINESS: lucrative

• USERS: effective & motivated

• SOCIETY: less sick people…

• TEAM: appreciated and proud

…..or die!

Recommended Reading• Sprint: Jake Knapp et al. – 5 days focus to reach insight – Rapid Design Thinking

• Designing for Growth: Ogilvie and Liedtka – Design Thinking applied

• User Story Mapping: Jeff Patton – product discovery at its best

• Designing Interfaces: Jenifer Tidwell – dictionary of design patterns

• Deep work: Cal Newport – on the importance of focus

• Start with Why: Simon Sinek – Ted Talk recommended

• Smashing UX Design: Allen and Chudley: great introduction with good examples

• Don´t make me Think: Krüg – First easy read on usability for beginners

• Rocket Surgery Made Easy: Krüg – Your First Step to Easy Usability Testing