User-Centred Design in Social Business
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Transcript of User-Centred Design in Social Business
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Social Business Fundamentals 3User-Centred Design in Social Business
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@Folletto
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#sbf3
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PsychologyTechnology
Design
HYBRID PROFESSIONAL
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WHAT DOESUSER-CENTERED DESIGNMEAN?
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Nielsen J.Discount Usability for the Web
Bad intranet design will cost $50-100 billion per year in lost employee productivity in 2001.
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6 STEPS, ITERATING
Understand & specify the
context of use
Specify the user &
organizational requirements
Produce design
solutions
Evaluate design against
requirements
Identify need of user centered design
System meets specified functional, user & organizational requirements
USER CENTERED DESIGN: ISO 13407 (1999)
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ITERATIVE & USER CENTEREDDESIGN & DEVELOPMENT PROCESS
Vision & Strategy
Information Architecture
UX & Interaction Design
Visual Design
Research & Workshops
System Architecture
System Integration
Launch & Adoption
Back/Front Development
Community Management
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Strategic Data Systems Special Report: Design Business Impacts and ROI
UX investments made in the concept phase reduce product development cycles by 33-50%.
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IBMCost Justifying Ease of Use: Complex Solutions are Problems
Those who skip ease of use in the design phase can end up spending 80% of their service costs on unforeseen user requirements down the road.
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What is beautiful is usableTractinsky, Katz, Ikar (2000)
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Useful is not enough.Functional is not enough.
Working is not enough.Usable is not enough.
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Human.
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Person Professional&
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RESEARCH & DESIGNPHASE
DEVELOPMENTPHASE
DEPLOYMENTPHASE
Design alternatives
Cost of change
From Bias & Mayhew (1994), thanks to Serena Facchinetti
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DevelopmentDesign
ResearchStrategy
CONTINUOUS AGILEOur phases aren’t strict, but blend and overlap naturally one in the other with a cross-disciplinary project team and iteratively improving the final result.
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TOOL 1WHY
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Attributed to Henry Ford
If I’d asked peoplewhat they wanted,they’d have askedfor a faster horse.
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Why?
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Why do you need a faster
horse?
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Back to theNEEDS
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Extrinsic vs Intrinsic Motivations
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Extrinsic Intrinsic‣ Money reward‣ Prizes‣ Boosts repetitive tasks
‣ Peer appreciation‣ Passion‣ Boosts creativity
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26Thanks to Serena Facchinetti
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TOOL 2SHOW
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@solarflare
Resistanceto Change
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Which problems?
This is the solution to your problems.
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Resistance to change Accept to changeMake the issue explicit
1 2 3
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This is whybottom-up works.
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Give a new thing, herald it as “mission critical”+ Don’t give time to use it
= Contradictory signal
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It doesn’t matter if it’s useful, if it’s not accepted.
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TOOL 3FEEDBACK
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Feedback loop
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SMALL INCREMENTAL STEPS
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Playful design(Gamification)
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Bruno Munari
To complicate is easy, to simplify is hard.To complicate, just add, everyone is able to complicate.Few are able to simplify.
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Davide Casali HEAD OF DESIGN
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Thank you.