Post on 15-Aug-2015
From GID to TfL via UX
Jonathan Culling 13 February 2015
What I’ll cover
• Introduction
• Working in digital
• Design thinking and technical skills
• User-centred design
• Working at TfL
• Some sample projects
• Advice for getting into UX
• Q&A
INTRODUCTION From GID to TfL via UX
Introduction
What the GID course taught me
The GCD course now
WORKING IN DIGITAL From GID to TfL via UX
The rise of digital media
What the industry needs
Collaboration
Two varieties of designer
UX design Visual design
From GID to TfL via UX
DESIGN THINKING AND TECHNICAL SKILLS
What is design thinking?
“Combining empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality in analyzing and fitting various solutions to the problem context.”
Design thinking steps
A design thinking exercise
• In your notebook, draw a vase
• Now draw a object for keeping and displaying flowers
Some design thinkers
+ =
+ =
Design thinking is the future!
Insights and solutions
Research Concepts
Insights
Solution
Tools of the trade
The importance of sketching
So, if you want to be a design thinker…
USER-CENTRED DESIGN From GID to TfL via UX
User-centred design process
ISO9421
M
M
…and then
So, what changed?
Three things to consider
Aim for this overlap
WORKING AT TFL From GID to TfL via UX
Working at TfL
TfL’s purpose
“To keep London moving, working and growing and to make life in London better”.
TfL Online’s vision
“To deliver digital experiences as good as the best retail and service organisations”.
What does this mean for UX?
• UX is a key differentiator, as it achieves better results through putting users and customers at the heart of the process.
• Customer-centricity of the sort embodied in the UX process is precisely what has differentiated the best retail and service organisations from their competitors.
• It will do the same for TfL.
Measuring success
Plan a journey Status updates Fares & payments Maps
CSAT = 82% CSAT = 68% CSAT = 79% CSAT = 75%
Tackle this first
Digital Monitor scores
• In time, we can proactively work on the most-needy parts of the site and show true thought leadership...
Continuous improvement of quality
Briefing
Start
Research gap analysis
Primary research/concepting
UX design (lo-fi)
Visual design (hi-fi)
Development
Content
Launch
Social media
End
Measure Benchmark Review Validate
M B
UXR | DR | CR
UXR
VR
VR
VR
VR
VR
DR
CR
UXR | DR | CR
SMM
M B Sunset
CURRENT PROJECTS AT TFL From GID to TfL via UX
Electronic status update boards
Journey Planner improvements
Cycle hire process
GETTING INTO UX: SOME ADVICE From GID to TfL via UX
Career progressions in UX & design
Intern-ship Agency Client-
side Consult-ancy
Detail High-level
So you want to get into UX?
Any questions?
Jonathan Culling
JonathanCulling@tfl.gov.uk
@UncleJ