Embed Size (px)
Citation preview
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!
