Mission-Driven Interaction Design
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Transcript of Mission-Driven Interaction Design
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@CreativeNewman #ixd15
MISSION-DRIVEN INTERACTION DESIGN
Daniel Newman Deputy Creative Director
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@CreativeNewman #ixd15
OUR AGENDA:➡ DEFINING➡ DESIGNING➡ VERIFYING &
REFINING
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@CreativeNewman #ixd15
DEFINING“MISSION-DRIVEN”
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@CreativeNewman #ixd15@CreativeNewman #ixd15
MYTH: You need to work for a charity to design for a mission.
@CreativeNewman #ixd15
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@CreativeNewman #ixd15
TRUTH: Designers have opportunities to bring greater purpose to organizations of all types.
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@CreativeNewman #ixd15
“Facebook was not originally created to be a company. It was built to accomplish a social mission - to make the world more open and connected.”
Mark Zuckerberg
@CreativeNewman #ixd15Photo by Maurizio Pesce on Flickr
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@CreativeNewman #ixd15
MYTH: A mission is just stodgy corporate boilerplate.
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@CreativeNewman #ixd15
TRUTH: Your mission is the story that you express in your designs.
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@CreativeNewman #ixd15
“Stories serve to ground your work in a real context. They… help you keep people at the center of your work.”
Whitney Quesenbery & Kevin Brooks Storytelling for User Experience
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@CreativeNewman #ixd15
Your mission is the promises that you make to your users.
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@CreativeNewman #ixd15
“Don't be evil. We believe strongly that in the long term, we will be better served… by a company that does good things for the world, even if we forgo some short term gains.”
Larry Page & Sergey Brin
@CreativeNewman #ixd15Photo by Maurizio Pesce on Flickr
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@CreativeNewman #ixd15
But wait…
ISN’T THIS JUST USER-CENTERED DESIGN?
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@CreativeNewman #ixd15
Mission-driven design is intentional design and isdefined by constraint.
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@CreativeNewman #ixd15
FOR THE DESIGNER:
Your mission provides guidance on who, what, and how.
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@CreativeNewman #ixd15
“The mission of NPR is to work in partnership with Member Stations to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures…”
NPR Mission Statement
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@CreativeNewman #ixd15
“…To accomplish our mission, we produce, acquire, and distribute programming that meets the highest standards of public service in journalism and cultural expression; we represent our members in matters of their mutual interest; and we provide satellite interconnection for the entire public radio system.”
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@CreativeNewman #ixd15@CreativeNewman #ixd15
FOR THE DESIGNER:
Your mission allows for greater alignment.
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@CreativeNewman #ixd15
FOR THE DESIGNER:
Your mission gives you permission to think long-term.
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@CreativeNewman #ixd15
FOR THE USERS:
Your mission gives your community a rallying point.
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@CreativeNewman #ixd15
FOR THE USERS:
Your mission connects strategy to emotion.
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@CreativeNewman #ixd15
“Airbnb started the project… by creating a list of the emotional moments that comprise an Airbnb stay. They built the most important of those moments into stories…”
“How Snow White Helped Airbnb’s Mobile Mission” Fast Company
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@CreativeNewman #ixd15@CreativeNewman #ixd15@CreativeNewman #ixd15
“…The stories guide marketing, advertising, and customer service decisions at Airbnb as well as keep everyone working on the same page.”
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@CreativeNewman #ixd15
DESIGNING FOR YOUR MISSION
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@CreativeNewman #ixd15@CreativeNewman #ixd15@CreativeNewman #ixd15
A FEW EXAMPLES
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@CreativeNewman #ixd15
“The mission of NPR is to work in partnership with Member Stations to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.”
NPR
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@CreativeNewman #ixd15@CreativeNewman #ixd15
one
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@CreativeNewman #ixd15
“Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world… Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 190 countries… Airbnb is the easiest way for people to monetize their extra space and showcase it to an audience of millions.”
AIRBNB
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@CreativeNewman #ixd15@CreativeNewman #ixd15
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@CreativeNewman #ixd15@CreativeNewman #ixd15
NIKE
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@CreativeNewman #ixd15
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@CreativeNewman #ixd15
“Evernote builds apps and products that are defining the way individuals and teams work today. As one workspace that lives across your phone, tablet, and computer, Evernote is the place you write free from distraction, collect information, find what you need, and present your ideas to the world.”
EVERNOTE
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@CreativeNewman #ixd15@CreativeNewman #ixd15
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@CreativeNewman #ixd15
A FEW TECHNIQUES
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@CreativeNewman #ixd15@CreativeNewman #ixd15Photo by Acid Pix on Flickr
AGILE
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@CreativeNewman #ixd15
TEAM CHARTER
@CreativeNewman #ixd15Photo by hercwad on Flickr
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@CreativeNewman #ixd15
As a team, negotiate:
Mission & Objectives.
Team Roles.
Definition of Authority.
Operations & Logistics.
More at mindtools.com/pages/article/newTMM_95.htm
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@CreativeNewman #ixd15
ASSUMPTIONS
@CreativeNewman #ixd15Photo by Charles Roffey on Flickr
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@CreativeNewman #ixd15
ITERATION &EXPERIMENTATION
@CreativeNewman #ixd15Photo by Steve Jurvetson on Flickr
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@CreativeNewman #ixd15
PROTOTYPING
@CreativeNewman #ixd15
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@CreativeNewman #ixd15
EMPATHETIC RESEARCH
@CreativeNewman #ixd15Photo by Eelco on Flickr
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@CreativeNewman #ixd15@CreativeNewman #ixd15@CreativeNewman #ixd15
THE 5 WHYS
@CreativeNewman #ixd15Photo by Brian Lamb on Flickr
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@CreativeNewman #ixd15
VERIFYING & REFINING YOUR MISSION
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@CreativeNewman #ixd15@CreativeNewman #ixd15@CreativeNewman #ixd15
TREAT THE MISSION LIKE A DESIGN PROBLEM
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@CreativeNewman #ixd15From danielikim.com/what-is-user-centered-design/
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@CreativeNewman #ixd15
YOUR MISSION IS A HYPOTHESIS
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@CreativeNewman #ixd15
ENGAGEMENT METRICS
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@CreativeNewman #ixd15
“Beloved is our business model.”
Sara Sarasohn, NPR
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@CreativeNewman #ixd15
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@CreativeNewman #ixd15
Time?
User sessions?
Interactions?
Conversion funnel?
Transaction value?
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@CreativeNewman #ixd15
A KPI SHOULD BE MISSION-INFORMED
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@CreativeNewman #ixd15
BUILD ON YOUR MISSION WITH DESIGN PRINCIPLES
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@CreativeNewman #ixd15
“We believe in the people who do things – the hat jugglers, the to-do list junkies, the masters of getting it done faster, better and more efficiently than ever before. Whether that's balancing the household budget, running a business or paying taxes… As the world evolves, so do we – inventing new solutions to solve important problems, perfecting those solutions and delighting our customers. In short: Improving people's financial lives so profoundly they can't imagine going back to the old way.”
INTUIT
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@CreativeNewman #ixd15
INTUIT
More at harmony.intuit.com/design-principles/
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@CreativeNewman #ixd15
“IBMers value:
Dedication to every client’s success
Innovation that matters – for our company and for the world
Trust and personal responsibility in all relationships”
IBM
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@CreativeNewman #ixd15@CreativeNewman #ixd15@CreativeNewman #ixd15
IBM
More at http://www.ibm.com/design/language/framework.shtml
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@CreativeNewman #ixd15
KEY TAKEAWAY: By identifying & understanding our mission, we infuse our designs with intentionality.
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@CreativeNewman #ixd15
KEY TAKEAWAY: An effective mission can be easily built upon, and permeates all design activities.
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@CreativeNewman #ixd15
KEY TAKEAWAY: Your mission is not immutable—you reshape it through the design process.
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@CreativeNewman #ixd15
MISSION ACCOMPLISHED
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