Design: Ignorance is No Excuse
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Design: Ignorance Is No Excuse Ron Gagnier, 2014
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Why is the process of design often applied too late to projects? Most organizations are ignorant of the process and therefore the value design can provide. By learning a little about the design process organizations can improve their use of design as a strategic tool within their organization. This presentation is brief look at the process.
Transcript of Design: Ignorance is No Excuse
Design:Ignorance Is No ExcuseRon Gagnier, 2014
Finding Ron
Web: www.rongagnier.comLinkedIn: https://ca.linkedin.com/pub/ron-gagnier/1/1b0/729Twitter: @rongagnierEmail: [email protected]
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
