ITP / SED Day 2

Strategy & Experience Design

ITP 2011Aalto University School of Economics 02Sami NiemeläCreative Director, Nordkapp

[email protected]@samin

Tuesday, June 7, 2011

mailto:[email protected]


TheLargerContext(s)

graph Ville Tikka / wevolve.us


The Challenge: Peoples' behavior and their values changes slower than technology


BeingHumanCentric?


Empathy

http://www.openideo.com/open/maternal-health/inspiration/empathy-belly-/




“What it’s like?”


HCD: GOALS

1 — Understanding of people’s needs2— Empathy towards people’s daily lives3— Integrate the insights to design work.


Qualitative Research

HCD: METHODOLOGIES


analysis & insight

qualitative interviews

Group 1 Group 2

Group 3 Group 1Group 3

Group 2

Group 2 Group 1 Group 3


c) Creative Commons:http://www flickr.com/photos/freakapotimus/517212429/

analysis & insight

observation


http://www.flickr.com/photos/freakapotimus/517212429/


Design Synthesis

HCD: METHODOLOGIES


analysis & insight

workshopping


analysis & insight

service opportunities

potential!

potential!


Service A 1.0Integrated with Loose integration with components of BMobile web

Service B 1.0Current version

Service 2.0- fully integrated service- platform wide functions- dedicated clients

Service B 1.5Integrated with components of ASimple channelsUnlimited space

analysis & insight

roadmap


analysis & insight

design drivers


Products and services that are meaningful, answer to concrete needs and discover new business potential.

HCD: RESULTS


Insights, ideas, innovation, validated scenarios and use cases, process visualisations, personas, principles, roadmaps…

HCD: RESULTS


concept design

sketching


(c) Creative Commons: http://www.flickr.com/photos/balladist/3020664097/

c) Creative Commons: http://www.flickr.com/photos/lululemonathletica/3483807909/

c) Creative Commons:http://www flickr.com/photos/freakapotimus/517212429/

analysis & insight

personas


http://www.flickr.com/photos/balladist/3020664097/

http://www.flickr.com/photos/balladist/3020664097/

http://www.flickr.com/photos/lululemonathletica/3483807909/

http://www.flickr.com/photos/lululemonathletica/3483807909/



concept design

information architecture

p

“Launchpad” (Home screen)

Loophole fromthe device throughfilters, apps & aggregations

Same for all personas, simple & effective place to collectindividual applications/modules.

All extra information uch as notifications are overlayed on top of the ui.

Amplified mapping

Device looks & overlays information on top of maps and real surroundings from camera

Timeline

Vertical & horizontal timeline for different “views”, such as time, people, communications, location....

+ People

+ Places

+ Talk

TIME ›


concept design

ui flows


concept design

frameworks

kontaktit

ystävät

maailma

MinäMinä = absoluuttinen turva. Oletus kaikelle sisällölle jollei käyttäjänimenomaan toisin määrää.

PerheSisältö jaettu rajatulle ryhmälle. Jokainen jäsen pitää hyväksyä erikseen.

YstävätIsompi ryhmä ihmisiä, voi olla esimerkiksi kontaktiryhmä “luokkakaverit”

KontaktitKaikki omat kontaktit. Kaverin kaverit mutta ei kaverin kaverin kaveri?

MaailmaKaikki muut, avoin jako.

perhe

minä


concept design

frameworks

Strategia

Planning

UX

Sprint Planning

Agile / DesignSuunnittelu- ja kehitysmalli

Development

SprintSprint Sprint

Workshop Workshop

Täsmälliset tarinatLyhyet tarinatKonsepti

Stories

Features

HaasteetTavoitteetMahdollisuudet

RajoitteetSuunta

Looking in / outDESIGN MODE: Synthesis


Asking the right questions.


“Instead of designing a bridge, find a way to cross a body of water”

WHO, WHAT, HOW AND WHY?


The world is full of good answers—it’s your job to ask the right questions.

WHO, WHAT, HOW AND WHY?


Users


1. You are not your user.

2. Users are not your clients.

USERS


Who the user is, depends on the context you operate in.

USERS


Personas


a persona = an archetypeof a user/client, representing a larger group.

WHAT?


— Gives context— Removes designing for self— Gives focus— Act as a reminder— Frees to ideate

WHY?


ExtendingPersonas


First, the Persona level:Motivations, Expectations, Perception, Abilities, Flow and Culture?


Aiko Ono, 40. “I love the things I find here”

Aiko is a Japanese tourist who fell in love with Finland after seeing the film Lokki five years ago. She visited Helsinki for the first time right after the film, and has been back every year ever since.

Key Moments: planning in advance online, marking spots to futher inspection, logging in w/ PIN, looking places from US, printing an RFID map.

TOURIST / VISITOR


UX DRIVERSSense of familiarity, same experience carrying on through di!erent screens

UI METAPHORSThe city is an adventure, show me what I could fall in love with!

MOTIVATIONSExploration, remembering, serendipity

EXPECTATIONSThings work and give me means to experience more

PERCEPTIONS“I feel almost semi-local”,

ABILITIESTech-savvy but prefers to use a paper map when on the move, familiar with travel guides, good navigation intuition.

FLOWSearch and refine,, wonder around, find things through getting lost.

CULTUREInterested and aware, open to new experiences, impatient-no time to waste!

TOURIST / VISITOR


Motivations;what drives her/him?

e.g. ”I just want to be fit and look good in the mirror”


Expectations;what’s in it for her, subconsciously, consciously and socially

e.g. “I expect things just work, I haveno time to fix broken s*it”


Perception;how does she perceive the situation and context

e.g. “every day is an adventure for me”


Abilities;what is she capable of, and what are her hopes and fears?

e.g. she learned to knit when she was 8


Flow;how does the moment flow to her?

e.g. careful steps vs “just doing it”


Culture;what is her next bigger context?

e.g. “I am doing this because I’m a perfectionist”


First, the Persona level:Motivations, Expectations, Perception, Abilities, Flow and Culture?


Rules


1. Defer judgment2. Encourage wild ideas3. Build on the ideas of others4. Stay focused on the topic5. One conversation at a time6. Be visual7. Go for quantity


Motivations, Expectations, Perception, Abilities, Flow and Culture

90MINUTES


Grouping: find commonalities and patterns and group them. Duplicate notes if needed.


Patterns are commonalities and terms that overlap

e.g. “ease of use”


Groups can be things like “product ideas”, “challenges” and so forth.


Grouping: find commonalities and patterns and group them. Duplicate notes if needed.

45MINUTES


Write up your extended personas into a visual form on A4 each.

THUHOMEWORK

[email protected] w/ title “GROUPNAME Persona ” print out a copy for thursday, hang it on the wall.




Q&A time!


The End.See you on Thursday!


ITP / SED Day 2

Education

Transcript of ITP / SED Day 2