What is good design, from One Big Field
36
for… O What is good design Innovation Academy: User experiences & interface design Fergus Roche, One Big Field, Thurs 3 rd Mar 2011
-
Upload
fergus-roche -
Category
Design
-
view
1.344 -
download
1
description
A presentation for the BBC Academy [with Anchor] for the "Innovation Academy: user experiences & interface design" panel by Fergus Roche, One Big Field on Thurs 3rd Mar 2011.
Transcript of What is good design, from One Big Field
for…
One Big Field
What is good design
Innovation Academy: User experiences & interface designFergus Roche, One Big Field, Thurs 3rd Mar 2011
One Big Field
Source: Inception infographic & film still
One Big Field
Source: Hans Rosling’s interactive population map
What is good design?
One Big Field
Design must have utility
“The quality or condition of being useful…”
Source: Answers.com utility definition
Anytime humans interact with machines and other humans.
Aaaaaahhhhhh!!!
One Big Field
Where I work…
One Big Field
A ceramics professor comes in on the first day of class and divides the students into two sections. He tells one half of the class that their final grade will be based exclusively on the volume of their production; the more they make, the better their grade. The professor tells the other half of the class that they will be graded more traditionally, based solely on the quality of their best piece. At the end of the semester, the professor discovered that the students who were focused on making as many pots as possible also ended up creating the best pots, much better than the pots made by the students who spent all semester trying to create that one perfect pot.
One Big Field
Source: Mike Arazu’s blog
One Big Field
Source: Ideo’s Design Thinking blog
IterativeTrying, prototyping, testing, redesigning, scaling, launching & going at it again. And again…
One Big Field
Rapid Prototyping
bespoke
Made up & combos
IterativeMost leading software development processes have this built in nowadays…
bespokeMade up &
combosRapid Prototyping
Trad. digital agency
ResearchBusiness requirementsIASpecificationDesignBuildTestUATGo liveSLA
Waterfall
RequirementsSpecificationDesignConstructIntegrateTestInstallMaintain
Iterative
InceptionBusiness modelingRequirementsElaborationAnalysis & designConstructionImplementationTestTransitionDeploy
Agile / Scrum
Requirements SpecificationArchitectureDesignImplementation TestingDeployment Maintenance
One Big Field
Where One Big Field works
Iterative
bespokeMade up &
combosRapid Prototyping
Trad. digital agency
ResearchBusiness requirementsIASpecificationDesignBuildTestUATGo liveSLA
Waterfall
RequirementsSpecificationDesignConstructIntegrateTestInstallMaintain
Iterative
InceptionBusiness modelingRequirementsElaborationAnalysis & designConstructionImplementationTestTransitionDeploy
Agile / Scrum
Requirements SpecificationArchitectureDesignImplementation TestingDeployment Maintenance
One Big Field
IterativeDesign happens all the way across the lifecycle
One Big Field
IterativeHold up, they all look like us. Are they the real audience the product or service is for?
Source: Ideo’s Design Thinking blog
Most attention
Most clicked
2nd most
One Big Field
AssumptionsTest our own world view
Source: One Big Field project
Most clicked
One Big Field
Evidence driven designTest our ideas and users
Source: One Big Field project, testing participants perception of various airline designs
One Big Field
Evidence-drivenUsing AB testing to support design decisions
Source: 37 Signals Highrise page
One Big Field
Evidence-drivenUsing AB testing to support design decisions
Source: 37 Signals Headline test blog post
The original: Worst performer
The winner: 30% better conversion than the original
One Big Field
Evidence-drivenRedesigning a checkout process to make it easier, reducing dropout by 17.5%
Source: One Big Field prototype
One Big Field
Evidence-drivenGmail engineers took things a few steps further
Source: My Gmail account
Google Mail engineers tested “Is there an ‘ideal’ blue that encourages clicks?” To find
out, incoming users were randomly assigned between 40 different shades of links – from blue-with-green-ish to blue-
with-blue-ish. It turned out blue-ness encouraged clicks more than green-ness.
One Big Field
ConstraintsLimitless budgets or time with no purpose does not make for good design
Source: Brian & Bethany’s blog
One Big Field
That’s not to say we shouldn’t pretend this
isn’t true…
Source: One Big Field workshop
One Big Field
ConstraintsA good design for a flights search results page
Source: Easyjet search results page
One Big Field
20102006-7I worked… 2000-2003
One Big Field
Source: Tomatointribeca
ConstraintsAcross decision makers to technical systems to get a flights booking engine plugged into an ecommerce solution & offer a great design?
One Big Field
ConstraintsA good design for a flights search results page
Source: Easyjet search results page
One Big Field
ConstraintsAnother good design for the same thing, but using a different search results pattern
Source: Kayak search results page
One Big Field
PatternsSame design approach to handling search results with filtering on the left, vertically
Source: Asos search results page
One Big Field
PatternsA door plate offering affordance
Source: Journal of Dr. Faulken
One Big Field
PatternsBut two plates doesn’t…
Source: Journal of Dr. Faulken
One Big Field
PatternsThere to be broken too…the breadcrumb trail
One Big Field
PatternsTwitter Ipad app. Its not great, but its pushing & creating new patterns.
Source: Jkontherun blog
One Big Field
“Art is done by artists” E. H. Gombrich
Who does design?
One Big Field
“Art is done by artists”
Design
Designers
One Big Field
Who’s the designer?Everyone involved…
Source: Anish Kapoor’s mirror
One Big Field
What’s important: a sensibilityEmpathy, collaborative, having purpose & attention to detail.
Source: One Big Field workshop
+44 (0)117 9544 004 | [email protected] | @ferg4ddc
Thanks!
One Big FieldExperience research & design
![[Music Score] Big Band - Feeling Good](https://static.fdocuments.net/doc/165x107/55cfe67e5503467d968ba994/music-score-big-band-feeling-good.jpg)
