Human-Centered Design Methods & Tools

Sept. 28 2016

Human-Centered Design Methods & Tools Workshop

Morgan NoelDirector, Methodology@moxmas

Jake TruemperDirector, Experience Design

@trump29

WTF is HCD?

Human Centered Design focuses on understanding the entire experience of a customer, employee or partner.

Consider the experience of going to a Cardinals baseball game...

Decide to go to a game

Explore seats, price options - then purchase

Drive to Busch Stadium on game day

Park and make your way to your seats

Purchase food & beverages

No, we said BEVERAGES

Enjoy the game!

(Especially if the Cubs win)

What were all the points of interaction with “things” (people, processes, tools, technology)

inside and outside of the Cardinals’ control?

The “things” that are in their control need to be designed.

If not, it is difficult and costly to change once in “production” Includes the tools and processes for employees and partners to deliver a satisfying experience

So ask yourself three Human Centered Questions...

Do you understand the needs of the people you are designing for?

Do you understand how those people interact with your business?

Is your team aligned on the highest priority experiences to design?

HCQ1

HCQ2

HCQ3

Sounds simple, but for many organizations this is a massive dynamic shift from inside-out, to outside-in.

Customer

Business

Inside-out… not Human Centered

Customer

Business

Outside-in… Human Centered

… but there are more humans involved... Including your workforce, and distribution channel partners

Lets walk through a recent real world example

HCD Methods & Tools

HCD Framework

Ideation & Concepting

Alignment & Strategy

Definition

Research & Insight

Iterate:Build, Measure,

Learn

Research

Insight Modeling

Research & Insight

Research

● Customer & Stakeholder Interviews

● Surveys● Field Research● Experience Testing● Data and Analytics● Research Providers● Research Services

& Tools

Model

● Empathy Maps● Personas● Mental Models● Journey Maps● Experience Strategy

Maps● Service Blueprints● Touchpoint Maps

Research & Insight

Empathy Maps

Empathy MapsWhat are they?

A collaborative tool for building empathy with an intended audience.

THINK AND FEEL?What does he/she

what really counts

major preoccupations

worries & aspirations

SEE?What does he/she

environment

friends

what the market offers

SAY AND DO?What does he/she

attitude in public

appearance

behavior towards others

HEAR?What does he/she

what friends say

what family says

what influencers say

PAINfears, frustrations, obstacles

GAINwants, needs

Empathy Maps can lead to Personas...

THINK AND FEEL?What does he/she

SEE?What does he/she

SAY AND DO?What does he/she

HEAR?What does he/she

PAIN GAIN

What do you think were some of the key PAINS and GAINS for potential Parkway Spark! students?

THINK AND FEEL?What does he/she

SEE?What does he/she

SAY AND DO?What does he/she

HEAR?What does he/she

PAIN GAIN“Do I need a car? Do I have to buy new clothes?”

“I learned that it was okay to fail, that you just keep trying.”

“I get out of normal school.”

Align on Direction

Ideate Solutions

Alignment & Strategy

Definition

Alignment● Models & Maps

○ Mental Models○ Journey Maps○ Experience

Strategy Maps● Identify Priorities

(“Areas of Focus”)○ Scoring○ Voting

Ideation

● Hypothesis Statements

● Initial ideation

Alignment & Strategy

Definition

Experience Models & Maps

What are they?Experience Models and Maps are all methods to show people in the context of how they interact with your business.

They come in many different flavors, like:- Mental Models- Journey Maps- Service Design Blueprints

Experience Models & Maps

We like to combine them together...

Experience Strategy

Map

Priority Experience

Experience Strategy

Map

Mental Model

Journey Map with “Friction”

Supporting Systems & Capabilities

All

peop

le in

volv

ed

DISCOVER EVALUATE APPLY SPARK! SHOW

Students

Parents

People

SUPPORT

Tools & Content

What do you think were identified as the PRIORITIES on the Parkway Spark! Experience Map?

DISCOVER EVALUATE APPLY SPARK! SHOW

Students

Parents

People

SUPPORT

Tools & Content

“This is just for smart kids.”

“How am I graded? What does this do for my chances of getting into the college I want?”

Hypothesis Statements

What are they?

Structured statements that finalize strategy alignment, and set the goal posts for product/service design.

Hypothesis Statements

We believe that doing/making/changing/etc.

For people involved, customers, workforce, distributors, etc.

Will achieve new attitude or behavior

We believe that Creating a framework for measuring, tracking and reporting on tangible and intangible benefits of being in the Spark! program

Forall constituents (parents, students, even skeptics)

Will achievea successful platform for sustainable growth and development.

Ideation & Concepting

To-Be Experience

Strategy

Detail Solutions & Battle Test

Solution Ideation (Visualization, Concepting &

Prototyping)

● Co-Design Workshops

● Develop “Minimum Viable Concepts”

● To-Be Experience Models

● Narratives● Storyboards● Prototypes

Ideation & Concepting

Co-Design Workshops

Co-Design What are they?

Collaborative design sessions with the design team, and the key audiences impacted in the future state (stakeholders, workforce, customers)

Co-Design Workshops

Conceptual Designs What are they?

Raw, high level sketches -- just enough to communicate an idea for someone else to understand.

Conceptual Designs

And then you go build something...

Tech Development

User Experience

Design

Experience Development

Feature Development & Prioritization

Increment Tests/Validation

Product Backlog Sprint

Backlog

Technology Architecture

Design

Operations Setup & Support

Iteration: Build, Measure, Learn

● Concepts & Prototypes● Wireframes● Creative/Visual

Designs

● Measurement Blueprints

● User Interface Development

● IT Development● Operational

Implementation

Iteration: Build, Measure, Learn

That can include digital experiences...

Or physical ones!