Developing Human Centered UX Strategy

Developinghuman-centeredUXstrategyUXSouthAfrica,Johannesburg2016

Source:benny-brainfunkys.blogspot.com

Part1.Featuresaren’texperiences

Part2.Relationships

Part3.Aframeworkforhuman-centeredstrategy

Part1.Featuresaren’texperiences

Part2.Relationships

Part3.Aframeworkforhuman-centeredstrategy

Part1.Featuresaren’texperiences(orstrategy)

Tome,it’slikeareturntothe1990’swhenallourconversationswereabouthowtobuildstuff.

Andwe’dbeenmakingsuchprogresswithaskingwhy,andforwhom…

Makingfeaturesworkisausabilitything.

Making features work is a usability thing

Buteventhen,howfardowetakethis?

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Organisingfeaturescanbepowerfulandeffective.

CONSUMER UPTAKE THROUGH THE LIFECYCLE

POWER USER & ADVOCATE

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TRIAL & REPEAT

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1.

2.

3.

3. & 4.

1.Firsttimeuser2.Trialandrepeatuse3.Exploration&extendeduse4.Poweruser&advocate

Thisisallgood.Wearemovingbeyondfeaturestoexperience.

We’restartingtolookat:

• thespacesbetweenfeatures• andthekindsofconnectionsthatexistbetweenfeatures• andthesystemsinwhichtheyoperate(thoseinternaland

externaltotheserviceprovider)

Buthowdowestarttounpackwhatexperienceis?

The human condition

The irrational (Alan Greenspan)

Emotion (Hassenzahl)

Agoodplacetostart?

Becomeverysensitivetoyourrelationshiptothings.

Part1.Featuresaren’texperiences

Part2.Relationships

Part3.Aframeworkforhuman-centeredstrategy

DAY-TO-DAY FRIENDS

WEEKEND FRIENDS

TWICE-A-YEAR FRIENDS

BIANNUAL FRIENDS

Source:https://za.pinterest.com/pin/340584790548475120/

Source:https://za.pinterest.com/pin/340584790548475120;www.fintellix.com;blogs.forrester.com

Part1.Featuresaren’texperiences

Part2.Relationships

Part3.Aframeworkforhuman-centeredstrategy

• Human-centereddesign

• Experiencedesign

• Strategy

• Theframework

Part1.Featuresaren’texperiences

Part2.Relationships

Part3.Aframeworkforhuman-centeredstrategy

• Human-centereddesign

• Experiencedesign

• Strategy

• Theframework

IDEO’s model for human-centered design

Part1.Featuresaren’texperiences

Part2.Relationships

Part3.Aframeworkforhuman-centeredstrategy

• Human-centereddesign

• Experiencedesign

• Strategy

• Theframework

ExperienceDesign,amongstotherissues,isconcernedwiththedesignofgoal-directedaction.

UnlikeUsabilityDesign,whichsharesthisconcernbutaimstosupportpeople’suseoftechnology,ExperienceDesignfocusesonthedegreeandcharacteroftheemotionalengagementthatusersfeelduringtheirjourneytowardstheirgoals.

Youcan’tdesignexperiences!!!

Youcan’tdesignexperiences!!!Experiencesarejust...had.

Well,yesandno.Althoughexperiencesaresubjectivetheycanstillbecurated.

Marc Hassenzahl’s Hierarchical Model of Goals (WWH Model)

Feelinglikeyouarethecauseofyourownactionsratherthanfeelingthatexternalforcesorpressurearethecauseofyouraction

Feelingthatyouareverycapableandeffectiveinyouractionsratherthanfeelingincompetentorineffective

Feelingthatyouhaveregularintimatecontactwithpeoplewhocareaboutyouratherthanfeelinglonelyanduncaredfor

Feelingthatyouaredevelopingyourbestpotentialsandmakinglifemeaningfulratherthanfeelingstagnantandthatlifedoesnothavemuchmeaning

Part1.Featuresaren’texperiences

Part2.Relationships

Part3.Aframeworkforhuman-centeredstrategy

• Human-centereddesign

• Experiencedesign

• Strategy

• Theframework

Strategyis‘…ahighlevelplantoachieveoneormoregoalsunderconditionsofuncertainty’

Theseconditionsofuncertaintycanrangefrom,bywayofexample,contextualfactorssuchastechnology,society,environment,politics,economicsandculture,tomarketfactors(suchasthecompetitorlandscape),totheinternaldynamicsoforganizations,etc.

Afurthercharacteristicofstrategyisthatitoperatesoveralong-termandthussustainabilityisakeyfactorintheassessmentofstrategyforitseffectivenessinexecution.

Itcouldthereforbearguedthattheskillinstrategydevelopmentisthecreationofaplanthatissustainableunderconditionsofuncertainty.

RichardRumeltprovideswhathereferstoasthe‘kernel’ofstrategy,ageneric‘underlyingstructure’toanygoodstrategy.Thekernelisdescribedasfollows:

1. Adiagnosisthatdefinesorexplainsthenatureofthechallenge;

2. Aguidingpolicyfordealingwiththechallenge;and

3. Coherentactionsdesignedtocarryouttheguidingpolicy.

Strategydevelopment,intheabsenceofahuman-centricapproach,doesnothoweveralwaysplacethesameemphasisontheuserorcustomerasHCD.

Where,forexample,businessstrategy’sobjectiveisthesustainabilityofthebusiness,human-centereddesignstrategy’sobjectiveliesinimprovingthehumancondition.

Thetwoarenothowevermutuallyexclusive.

Infact,itisthemergingoftheseconcernsthathasresultedindesign’scontemporarypositioningasatoolfororganizationalandbusinessdevelopment.

Part1.Featuresaren’texperiences

Part2.Relationships

Part3.Aframeworkforhuman-centeredstrategy

• Human-centereddesign

• Experiencedesign

• Strategy

• Theframework

Value-in-useandtheco-creationofvalue(conceptsfromtheServiceDominantLogicofMarketing)

1. Theconceptualizationofvalue-in-userequiresadeepunderstandingoftheuser/customer,theircontextofuseandthebroaderfactorsatplayinthelivesofpeople(suchassociety,politics,themarketplace,economics,culture,etc.)

2. Byvirtueoftheco-creationofvaluethecustomerandbusinessarealwaysinsomekindofrelationshipand

3. Itisadesignactivitytoensurethatthenaildeliversonthepromiseofthebusinesstoanswertheneedofbeautifyingmyhome.

Implicitinthepointsjustmadeistheideathatrelationshipmodels,whenappropriatelyapplied,canassistinconceptualizingandcommunicatingthestrategicpivotbetweenunderstandingwhatusersandcustomersneed(incontext)anddesigningthesolution.

Relationshipmodelsembodytheguidingpolicyandorientatethecoherentactionsrequiredfromstrategyinahuman-centeredmanner.

Relationshipmodelsensurethatpsychologicalmotivationsbecomethedesignsolutions’reasonforbeingandtheyorientateexperienceasstrategy.

Thankyou.

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