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Johan Verhaegen - 30.5.17

3 things you need to knowabout people & technology

urgently

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TECHNOLOGY FEATURES (itis) EXPERIENCE

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FEATURESEXPERIENCE TECHNOLOGY

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GOOD DESIGN

THEORY RESEARCH EXPERIENCE

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Scientific foundation for design decisions and interaction design principles

The psychology of designhow people see, read, remember, think, focus, interact, feel and decide

THEORY

Heuristic evaluation

Usability goalslearnability, efficiency, memorability, errors and satisfaction

Design principlesdiscoverability, feedback, affordances & signifiers, mapping and conceptual models

“Our technologies may change, but the fundamental principles of interaction are permanent.”

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RESEARCH Examples, best practices, inspiration, outside-in view,…

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EXPERIENCE What you’ve learned in your own projects

BUT ABOVE ALL, IT’S ABOUT PEOPLE

Feel

Think

HearSee

InteractBehave

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1. PEOPLE GO FOR VALUE

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COMMODITIES

GOODS

SERVICES

EXPERIENCES

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Patiënt Familie Zorgverleners

AMBULANT GEHOSPITALISEERD

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2. PEOPLE NEED TRUST

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“A trip to Disney (…) feels like a centrally planned North Korea, only with more fun [and] less torture.” John Foreman

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“Who is spying on me?”

“Am I being hacked?”

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“Arguing that you don't care about the right to privacy because you have nothing to hide …

… is no different than saying you don't care about free speech because you have nothing to say.”

“We’ve lost control of our personal data.”

“It’s too easy for misinformation to spread on the web.”

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“I thought once everybody could speak freely and exchange information and ideas, the world is automatically going to be a better place.

I was wrong about that.”

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“We design for simplicity of use.

That which is easy to use and understand, we trust.”

Gerry McGovern– ‘Transform: A Rebel’s Guide for Digital Transformation

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“What makes something simple or complex? It’s not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

(…)

Complexity is often necessary. The design challenge is to manage complexity so that it isn’t complicated.”

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3. PEOPLE WANT TO BE IN CONTROL

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Why American farmers are hacking their own tractorsThe Guardian – John Naughton – March 26, 2017

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http://bit.ly/1LZHgfA

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“Christened the IWWIWWIWI(I want what I want when I want it) generation, young people have become accustomed to incessant purchase and instant gratification, heightened by a new generation of click-and-buy apps and shoppablemagazines.”

FarFetchOS – THE STORE OF THE FUTURE

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SO NOW YOU KNOW A THING OR 3…

BUT YOU STILL HAVE TO MAKE IT HAPPEN

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Gain Creators

Pain Relievers Pains

Gains

Products& Services

CustomerJob(s)

Value Proposition Customer Segment

copyright: Strategyzer AGThe makers of Business Model Generation and Strategyzer

The Value Proposition Canvas

strategyzer.com

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Not so greatGreat! Great!

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Research to understand the problem

Design a solution

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for the perfect customer journey…

CUSTOMER JOURNEY MAP

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