Design Thinking Dallas by Chris Bernard
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Transcript of Design Thinking Dallas by Chris Bernard
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Chris BernardUser Experience Evangelist
312.925.4095
www.designthinkingdigest.com
DESIGN THINKINGDOORS TO MEANINGFUL INNOVATION
All photos are for educational purposes
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Why?
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hard to use
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unintuitive
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confusing
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ugly
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designed by engineers
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Who am I?
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Why should you care?
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Why do I care?
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Why are we here?
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What is design thinking?
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Why do we all need to start
thinking about it right now?
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Trouble is here.
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So is opportunity.
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Some History
Feature Upgrade
Distinct Value
CommodityTaken-For Granted
Met
Unmet
UnarticulatedArticulated
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“Because the purpose of business is to
create a customer, the business
enterprise has two, and only two, basic
functions: marketing and innovation”
Peter Drucker
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Three trends
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Technology
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Business
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You!
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Source: Larry Keeley, Doblin
Technology tries to answer…
“What is possible?”
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Business tries to answer…
“What is viable in the market
place?”
Source: Larry Keeley, Doblin
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Experience / Design tries to
answer… “What is desirable to
users?”
Source: Larry Keeley, Doblin
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Consumers try to answer…
“Where can I be part of the conversation?
How can I control my participation?
My voice?”
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Communities try to answer…
“What is sustainable?”
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Let‟s take a trip
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The good old days.
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Process
Source: Gregg Berryman
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Software
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Process
Source: Gregg Berryman
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Process
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Process
Source: Gregg Berryman
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Two Things Happened
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Design is back baby! Yeah!
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Concept: Courtesy of Jon Harris, a Microsoft buddy
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Concept: Courtesy of Jon Harris, a Microsoft buddy
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Concept: Courtesy of Jon Harris, a Microsoft buddy
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Concept: Courtesy of Jon Harris, a Microsoft buddy
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Concept: Courtesy of Jon Harris, a Microsoft buddy
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Concept: Courtesy of Jon Harris, a Microsoft buddy
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Concept: Courtesy of Jon Harris, a Microsoft buddy
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Our methods for designing software
and for the Web are broken.
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The economic models for software
are changing.
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How?
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Let‟s take another trip.
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Radio
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Television
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but then…
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Our disciplines and what is required
of us is changing.
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Design and advertising are
converging, createding disruption in
how software and Web sites are
designed and how we create them.
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It impacts how we work together
Source: International Design Magazine
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It impacts how our customers and audience
interact with content and technology
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It impacts our workspaces
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Source: Hasso Plattner Institute of Design
It impacts how we need to think
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It impacts everyone
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Great design thinking is
expected…
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…all the time.
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Silverlight Airlines
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What is design thinking?
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It‟s not…
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User interfaces that are applied
after an application and Web
site are architected are like
pushing icing around on a cake.
They can make something look
nice but not fix fundamental
problems, they merely hide them.
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Icing on a cake
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Doesn‟t matter…
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What does?
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Innovation
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design is important
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But design is a table stake…
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…icing on the cake, when we only
use it for styling
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interface
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user interface only scratches the surface
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…and gives designers a bad rap when
it‟s all we do
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experience
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user experience is important
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user experience is what makes…
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innovation
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…happen.
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We all need to be in the innovation business...
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...because merely making things that „work‟
(badly) isn‟t enough…
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...and if you can‟t do it right there are other
people all over the world who can—and want to.
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Design Thinking gets you in the
experience business.
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Creating great experiences gets
you in the innovation business.
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How will you be different?
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Establishing a common vocabulary around design thinking
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Design Thinking
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Design Thinking
User Interface Design
User Research
Information Design Usability Testing
Design Planning
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What roles does a designer play?
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User Experience Roles
Researcher
Planner
Information Designer
Interaction Designer
Visual Designer
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A human being should be able to change a diaper, plan an
invasion, butcher a hog, conn a ship, design a building, write a
sonnet, balance accounts, build a wall, set a bone, comfort the
dying, take orders, give orders, cooperate, act alone, solve
equations, analyze a new problem, pitch manure, program a
computer, cook a tasty meal, fight efficiently, die gallantly.
Specialization is for insects.
Robert Heinlein, Author
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User Interface DesignUser Research Information Design Usability TestingDesign Planning
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User Interface DesignUser Research Information Design Usability TestingDesign Planning
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User Interface DesignUser Research Information Design Usability TestingDesign Planning
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User Interface DesignUser Research Information Design Usability TestingDesign Planning
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User Interface DesignUser Research Information Design Usability TestingDesign Planning
Good interaction
designers are
more than just
graphic or visual
designers
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Ok, enough about roles.
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What can design thinkers do?
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Designers can think about „what‟ to
design and also about „how‟
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User Experience Phases (Little d design)
Planning
High Level Design
Detailed Design
Production
Deployment
Sensing
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Identify Intent
Conduct Research
Conduct Analysis
Conduct Synthesis
Conceptualize
User Experience Phases (Big D design)
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Why does it add value?
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But who should drive this?
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How do we implement it?
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User Experience Capability
Awareness and Understanding
• No thoughts about UX as a
process within application
development
• Recognizes that UX exists as
a separate design discipline
within application
development
• Plan to build UX into future
products
• Existing initial investments in
UX with positive results
• Regards UX as a make-or-
break element of
application development
for competitive
differentiation
Business Value
• There is a limited
understanding of the
need for positive UX
• UX is poor by default
• Does not think that UX
applies to their
company/industry
• Sees no value in UX design
in definition process.
• There is a desire to build
UX, but it is not prioritized
and comes too late in the
process.
• Poor UX found after release
may not be addressed
• Measures UX quality during
all phases of a project and
takes corrective action for
poor UX.
• Develops repeatable criteria
for assessing user needs and
constantly benchmarks
against it.
• Interested in measuring
ROI of UX investments
including User
Effectiveness, User
Satisfaction and Quality of
Decisions.
• Uses UX extensively during
the definition phase of
efforts to frame solution
space or opportunity
People
• UX design skills may be
leveraged, but this is not a
core skill for any team
members; application of
these skills is ad hoc and
often not validated.
• UX professional involved in
application development for
limited UI input; they are
external to the team.
• Application development
team includes internal
design resources or external
agencies closely integrated
and aligned with the team.
• At least one functional role
within the team dedicated
to UX design in a leadership
role.
• Dedicated UX functions
across application life cycle
and agile project efforts.
• All points of contact to the
customer are aligned with
the UX vision through
effective internal
organizational
management.
• Thought leaders are
strategically aligned to use
UX capabilities to drive
disruptive innovation.
Execution
• Sole focus on "functional"
capabilities of applications,
making processes and
infrastructure work.
• No application of metrics to
measure productivity or
satisfaction with the
application.
• UX not considered
proactively at requirements
definition.
• Some rudimentary
assessment of user needs at
the conception of the project
and use of poorly collected
and validated data to make
decisions at various stages.
• Reactive UX design work
only in response to poor
user feedback.
• There is a continuous process
of assessing UX throughout
definition, design,
development, deployment
and runtime of a project.
• Primary research and a
rigorous design research
methodology is used
consistently.
• Internal metrics and
assessments for UX are
used in evaluating teams,
incentives.
• Actively developing
applications using a
process, tools and platform
with integrated UX
capabilities.
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So, what do organizations focus on
for success?
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4 Concepts
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1
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Function
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It Works Great!
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2
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Aesthetic
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It Looks Great!
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3
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Interaction
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It Relates to You!
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4
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Process
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Generates Memories
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Emotional Connection
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What will experiences of the future look like?
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Design Thinking Goals
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Design GoalsMake getting what you need
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Design GoalsMake getting what you needefficient & easy
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Design GoalsMake getting what you needefficient & easyMake getting the results you
want more…
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Design GoalsMake getting what you needefficient & easyMake getting the results you
want more…visual & direct
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Design GoalsMake getting what you needefficient & easyMake getting the results you
want more…visual & directMake people feel great about their experience…
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Design GoalsMake getting what you needefficient & easyMake getting the results you
want more…visual & directMake people feel great about their experience…creating a positive emotional experience
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If you take away 4 things:
Design thinking is critical for our software, our profession, our
stakeholder and users and the future of the software industry.
Delivering a great User Experience requires significant commitment on
our part to apply design thinking principles.
Microsoft is committed to being a great partner and supporting the
design community by creating the platforms, tools, and interoperability
needed to make a great User Experiences.
You are leaders in the community. Internalize the message, make it
your mission too.
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Where to learn more
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www.microsoft.com/design
www.microsoft.com/expression
Where to learn more
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New platforms to advance design
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Thank You!
Chris Bernard
312.925.4095
www.designthinkingdigest.com
Find me on Twitter, Facebook and Linkedin