0
© Experience Design Bureau
Designing Business:
Design Thinking and User Experience Design
Hala Hemayssi, Chicago 2013
1 © ...
© Experience Design Bureau
/ Today’s Talk Flow
/ 30-40 minutes presentation
/ A bit about me / my work
/ User Experience D...
© Experience Design Bureau
3
/ Social Info
/ Twitter: @HalaHemayssi
/ www.linkedin.com/in/HalaHemayssi
/ www.behance.net/H...
4
Education
GIANT STEP
4 years
PHILOSOPHY
Baccalaureate
GRAPHIC
DESIGN
AUB
MFA
ART
INSTITUTE 2 years
VIANT
PATHFINDER
T7
I...
5
http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design#1
An evolving craft
spreading at the
...
6
http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design#1
Combines methods from
various disci...
7
Because of the web,
Experience Design is
a pivotal mark in design’s history.
An evolution
in design’s power, impact
and ...
8
Qatar Supreme Council Educational Reform / 2003-2005
/ A bit of my work
© Experience Design Bureau
Friday, January 31, 14
9
Mobile Healthcare / Blood Management Solutions for Phlobotomists / 2006
/ A bit of my work
© Experience Design Bureau
Fr...
10
Oprah.com Social Strategy / Design My life / 2007
/ A bit of my work
© Experience Design Bureau
Friday, January 31, 14
11
/ A bit of my work
Cross-Brand Consumer Products E-commerce Solution / Whirlpool.com + Maytag.com / E-Commerce / 2009
©...
12
W.W. Grainger / large Industrial supplier / Next Generation Sales Experience Vision / 2012
/ A bit of my work
© Experie...
13
W.W. Grainger / large Industrial supplier / Next Generation Sales Experience Vision / 2012
/ A bit of my work
© Experie...
14
Co-filed three Patents Applications with W.W.Grainger / Large in industrial supplier
/ A bit of my work
Two Utility Pate...
15
/ My latest venture
UX Education Start Up / March 2013
User Experience Accelerator
© Experience Design Bureau
Friday, J...
16
/ My latest venture
Print Digital
$
Building and scaling User Experience Design Teams
$$ $ $$
Business need
UX Educatio...
17
User Experience Accelerator
We recruit multi-disciplinary talent, train and place as Junior user experience architects....
18
/ My latest venture
Design Expertise / Coach
Client / Senior UXA talent
Placement Support / Systems
Candidate
UX Educat...
19
/ My latest venture
Print Digital
$
Building and scaling User Experience Design Teams
$$ $ $$
Business need
5 designers...
20
Evolution of Design
© Experience Design Bureau
Friday, January 31, 14
“Unlike Art, design is a method to solve a business problem”
21
Leila Musfy
Chair, Department of Architecture and Design
A...
22
“Unlike Art, design is a method to solve a business problem”
Graphic
Graphic Design
1990
© Experience Design Bureau
Fri...
23
“Unlike Art, design is a method to solve a business problem”
User Experience
Experience
Design the “HOW” of a pre-define...
24
“Unlike Art, design is a method to solve a business problem”1990
Design Thinking
User Experience2010
Business
Experienc...
25
“The second transformation of the
new computing is the shift
from machine-centered
automation to
user centered services...
26
Consumer experience with accelerating change in scale and control
Plug in, just like a phone.
Apple + Google + Nike in ...
27
From
A world that works
around technologies
to
A world designed for
human beings
© Experience Design Bureau
Friday, Jan...
28
How do we
humanize the
web?
© Experience Design Bureau
Friday, January 31, 14
29
Why User Experience Design?
Because it solves
the human unmet needs
by providing engaging
technology solutions, and
mea...
30
Engagement
Attention
Emotions
KPI
Architecture of Experience
/ Role of User Experience Designer
© Experience Design Bur...
31
Let’s go a bit deep into
the UXD process
© Experience Design Bureau
Friday, January 31, 14
32
+/- decade
/ “The Elements of User Experience” By Jesse James Garrett
The Evolution
© Experience Design Bureau
Friday, ...
33
Circa 2005
/ User Experience Design process
© Experience Design Bureau
Friday, January 31, 14
34
/ The UXD process
Know the users
© Experience Design Bureau
Friday, January 31, 14
35
/ The UXD process
Visualize in maps, pictures and stories/narrative what you know about the users and their goals for u...
36
/ The UXD process
Visualize en gros in flows the requirements and the goals for using the website or application
© Exper...
37
/ The UXD process
Dive into details to envision interactions
© Experience Design Bureau
Friday, January 31, 14
38
/ The UXD process
Visualize in maps, pictures and stories/narrative what you know about the users, the requirements and...
39
/ The UXD process
Visualize in maps, pictures and stories/narrative what you know about the users, the requirements and...
40
Qatar Educational Supreme Council / Educational Reform Custom built applications in Arabic an English / 2003-2005
/ Use...
41
Qatar Educational Supreme Council / Educational Reform Custom built applications in Arabic an English / 2003-2005
/ Use...
In the past decade, our relationship with the web matured...
During recession, library usage increased for 36 million Amer...
43 © Experience Design Bureau
Friday, January 31, 14
44
As technology became a commodity,
Creativity became a necessity.
Design provided the method.
© Experience Design Bureau...
45
/ Research loves Humans
© Experience Design Bureau
Friday, January 31, 14
46
/ At Apple
© Experience Design Bureau
Friday, January 31, 14
47
/ At IBM
Traditional Business Process Team Grows Up into Design Thinking Team / 2012
Phil was promoted to a new leaders...
48
Design Thinking
Architects
business value.
© Experience Design Bureau
Friday, January 31, 14
49
Design thinking
makes businesses
more human. Business
Technology
Users
What is needed?
What is possible?
How to solve?
...
50
Empathize
Visualize
Co-create
Design Thinking
/ The How of Design Thinkers
© Experience Design Bureau
] X Iterate
Frida...
51
Let’s go a bit deep
into the DT process
© Experience Design Bureau
Friday, January 31, 14
52
/ Design Thinking Process
Empathize Visualize Co-create ] X Iterate[
© Experience Design Bureau
Friday, January 31, 14
53
PHASE 1 / Diagnose / EMPATHETIC / OPPORTUNITIES
1.UNDERSTAND THE PROJECT
2.UNDERSTAND THE PEOPLE
3.UNDERSTAND THE COMPE...
PHASE 1 / Diagnose / EMPATHETIC / OPPORTUNITIES
1.UNDERSTAND THE PROJECT
54
WHAT I KNOW
ABOUT THE BUSINESS
ABOUT THE USERS...
55
connecting the dots
© Experience Design Bureau
Friday, January 31, 14
56
Empathize
Visualize
Co-create
Engagement
Attention
Emotions
Delivering
Design Thinking User Experience
“Unlike Art, des...
57
/ The shift in designer’s role....
Designers Facilitators
Engagement
Attention
Emotions
KPI
Alignment
Vision
Goals
Cult...
HUMILITY / It is about “The Other”
THINKING / Critical . Innovative . Realistic
SELLING / Purpose
58
/ Business Designers ...
59
Who you are
Intention
1. EMPATHETIC
2. EFFECTIVE
3. PROBLEM SOLVER
x Iterate
Real world
Results
1. OPPORTUNITIES
2. SOL...
60
Empathize
Visualize
Co-create
Iterate
Engagement
Attention
Emotions
KPI
Architecting Value
Design Thinking Team Experie...
61
Thank you
Friday, January 31, 14
Upcoming SlideShare
Loading in...5
×

Designing Business: Design Thinking and User Experience Design

708

Published on

Reflections on the role of design in business while examining the evolution of my own work in a personal narrative.

Published in: Design, Technology, Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
708
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
43
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

Transcript of "Designing Business: Design Thinking and User Experience Design"

  1. 1. © Experience Design Bureau Designing Business: Design Thinking and User Experience Design Hala Hemayssi, Chicago 2013 1 © Experience Design Bureau Friday, January 31, 14
  2. 2. © Experience Design Bureau / Today’s Talk Flow / 30-40 minutes presentation / A bit about me / my work / User Experience Design / Design Thinking / Designing business / The new role of designers / 20-30 minutes for Q & A 2 Friday, January 31, 14
  3. 3. © Experience Design Bureau 3 / Social Info / Twitter: @HalaHemayssi / www.linkedin.com/in/HalaHemayssi / www.behance.net/HalaHemayssi Friday, January 31, 14
  4. 4. 4 Education GIANT STEP 4 years PHILOSOPHY Baccalaureate GRAPHIC DESIGN AUB MFA ART INSTITUTE 2 years VIANT PATHFINDER T7 INDEPENDENT CONSULTING 1991 User Experience Design Consulting Experience Design StrategyWeb Design Career grew up online / A bit about me 1996 1998 2000 2002 2007 2009 © Experience Design Bureau Friday, January 31, 14
  5. 5. 5 http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design#1 An evolving craft spreading at the speed of the Web. / A bit about what I do User Experience Design A holistic framework that concerns itself with the human experience in its totality... A new design discipline. © Experience Design Bureau Friday, January 31, 14
  6. 6. 6 http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design#1 Combines methods from various disciplines of the industrial age into a coherent approach. Bridges the skill set gap in a time of transition and enables us to envision what it means to be online as the Web became our new home. / A bit about what I do User Experience Design © Experience Design Bureau Friday, January 31, 14
  7. 7. 7 Because of the web, Experience Design is a pivotal mark in design’s history. An evolution in design’s power, impact and reach. / A bit about what I do User Experience Design http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design#1 © Experience Design Bureau Friday, January 31, 14
  8. 8. 8 Qatar Supreme Council Educational Reform / 2003-2005 / A bit of my work © Experience Design Bureau Friday, January 31, 14
  9. 9. 9 Mobile Healthcare / Blood Management Solutions for Phlobotomists / 2006 / A bit of my work © Experience Design Bureau Friday, January 31, 14
  10. 10. 10 Oprah.com Social Strategy / Design My life / 2007 / A bit of my work © Experience Design Bureau Friday, January 31, 14
  11. 11. 11 / A bit of my work Cross-Brand Consumer Products E-commerce Solution / Whirlpool.com + Maytag.com / E-Commerce / 2009 © Experience Design Bureau Friday, January 31, 14
  12. 12. 12 W.W. Grainger / large Industrial supplier / Next Generation Sales Experience Vision / 2012 / A bit of my work © Experience Design Bureau Friday, January 31, 14
  13. 13. 13 W.W. Grainger / large Industrial supplier / Next Generation Sales Experience Vision / 2012 / A bit of my work © Experience Design Bureau Friday, January 31, 14
  14. 14. 14 Co-filed three Patents Applications with W.W.Grainger / Large in industrial supplier / A bit of my work Two Utility Patents in Social Commerce / www.Grainger.com / Published June 19, 2014 # 40US1 -- system and method for providing access to product reviews and/or ratings # 40US2 -- social reviews & order auto-refill One Design Patent in Social Commerce / www.Grainger.com # 41US1 -- Design for ratings review user interface © Experience Design Bureau Friday, January 31, 14
  15. 15. 15 / My latest venture UX Education Start Up / March 2013 User Experience Accelerator © Experience Design Bureau Friday, January 31, 14
  16. 16. 16 / My latest venture Print Digital $ Building and scaling User Experience Design Teams $$ $ $$ Business need UX Education Start Up / March 2013 © Experience Design Bureau Friday, January 31, 14
  17. 17. 17 User Experience Accelerator We recruit multi-disciplinary talent, train and place as Junior user experience architects. Connecting the dots between the market's demand for UX and the emerging talent looking to satisfy it. We help Fortune 100 / Design Agencies scale quality UX operation. / My latest venture - Researchers - Graphic Designers - Front End Developers 6 Months- 1 year / co-coaching 4 week training Candidate Junior UXA Mid-Level UXA UX Education Start Up / March 2013 © Experience Design Bureau Friday, January 31, 14
  18. 18. 18 / My latest venture Design Expertise / Coach Client / Senior UXA talent Placement Support / Systems Candidate UX Education Start Up / March 2013 © Experience Design Bureau Friday, January 31, 14
  19. 19. 19 / My latest venture Print Digital $ Building and scaling User Experience Design Teams $$ $ $$ Business need 5 designers launched their user experience design careersResult UX Education Start Up / March 2013 © Experience Design Bureau Friday, January 31, 14
  20. 20. 20 Evolution of Design © Experience Design Bureau Friday, January 31, 14
  21. 21. “Unlike Art, design is a method to solve a business problem” 21 Leila Musfy Chair, Department of Architecture and Design American University of Beirut, lebanon © Experience Design Bureau Friday, January 31, 14
  22. 22. 22 “Unlike Art, design is a method to solve a business problem” Graphic Graphic Design 1990 © Experience Design Bureau Friday, January 31, 14
  23. 23. 23 “Unlike Art, design is a method to solve a business problem” User Experience Experience Design the “HOW” of a pre-defined product or service Graphic Graphic Design 1990 2000 © Experience Design Bureau Friday, January 31, 14
  24. 24. 24 “Unlike Art, design is a method to solve a business problem”1990 Design Thinking User Experience2010 Business Experience Design the “HOW” of a product or service Design the “WHY” and the “WHAT” first Graphics Communicate / Sell 2000 Graphic Design © Experience Design Bureau Friday, January 31, 14
  25. 25. 25 “The second transformation of the new computing is the shift from machine-centered automation to user centered services and tools” In computing, the web is here / Understanding the shift Ben Shneiderman: Leonardo’s laptop 2002 Design in the Age of Biology: Shifting From a Mechanical-Object Ethos to an Organic-Systems Ethos / Hugh Dubberly In Design, new trend brewing Walker, Stuart. Sustainable by Design: Explorations in Theory and Practice. London: Earthscan, 2006. + Design in the age of BiologyDesign in the age of the web © Experience Design Bureau Friday, January 31, 14
  26. 26. 26 Consumer experience with accelerating change in scale and control Plug in, just like a phone. Apple + Google + Nike in a car... Enjoy the ride. Added features that we like. Large scale manufacturing. Style, design and brand increasingly important. Let’s get there. Car as electronic gadgetCar designed for comfort.Car works! / Understanding the shift © Experience Design Bureau Text Friday, January 31, 14
  27. 27. 27 From A world that works around technologies to A world designed for human beings © Experience Design Bureau Friday, January 31, 14
  28. 28. 28 How do we humanize the web? © Experience Design Bureau Friday, January 31, 14
  29. 29. 29 Why User Experience Design? Because it solves the human unmet needs by providing engaging technology solutions, and meaningful experiences. Business Technology Users How to engage? What is possible? Why we sell? UX © Experience Design Bureau Friday, January 31, 14
  30. 30. 30 Engagement Attention Emotions KPI Architecture of Experience / Role of User Experience Designer © Experience Design Bureau Friday, January 31, 14
  31. 31. 31 Let’s go a bit deep into the UXD process © Experience Design Bureau Friday, January 31, 14
  32. 32. 32 +/- decade / “The Elements of User Experience” By Jesse James Garrett The Evolution © Experience Design Bureau Friday, January 31, 14
  33. 33. 33 Circa 2005 / User Experience Design process © Experience Design Bureau Friday, January 31, 14
  34. 34. 34 / The UXD process Know the users © Experience Design Bureau Friday, January 31, 14
  35. 35. 35 / The UXD process Visualize in maps, pictures and stories/narrative what you know about the users and their goals for using the website or application High Level flows Personas © Experience Design Bureau Friday, January 31, 14
  36. 36. 36 / The UXD process Visualize en gros in flows the requirements and the goals for using the website or application © Experience Design Bureau Friday, January 31, 14
  37. 37. 37 / The UXD process Dive into details to envision interactions © Experience Design Bureau Friday, January 31, 14
  38. 38. 38 / The UXD process Visualize in maps, pictures and stories/narrative what you know about the users, the requirements and the goals for using the website or application © Experience Design Bureau Friday, January 31, 14
  39. 39. 39 / The UXD process Visualize in maps, pictures and stories/narrative what you know about the users, the requirements and the goals for using the website or application © Experience Design Bureau Friday, January 31, 14
  40. 40. 40 Qatar Educational Supreme Council / Educational Reform Custom built applications in Arabic an English / 2003-2005 / User Experience Design Across Cultures © Experience Design Bureau Friday, January 31, 14
  41. 41. 41 Qatar Educational Supreme Council / Educational Reform Custom built applications in Arabic an English / 2003-2005 / User Experience Design Across Cultures © Experience Design Bureau Friday, January 31, 14
  42. 42. In the past decade, our relationship with the web matured... During recession, library usage increased for 36 million Americans Google “By 2040, we will be walking around with another brain in our pocket.” Bruce Mau Community Activation is on the rise E-books you tube Online education Connected hyper contextual geo-local instant personal social low cost data Gaming 42 Touch screen devices Open source I Phone wikipedia Netflix Big Data Sharing voting Liking Social social TV E-Mags E-Readers Khan Academy Twitter IBooks Mobile learning Oprah’s Global classroom Platform thinking facebook Crowd Funding © Experience Design Bureau Friday, January 31, 14
  43. 43. 43 © Experience Design Bureau Friday, January 31, 14
  44. 44. 44 As technology became a commodity, Creativity became a necessity. Design provided the method. © Experience Design Bureau Friday, January 31, 14
  45. 45. 45 / Research loves Humans © Experience Design Bureau Friday, January 31, 14
  46. 46. 46 / At Apple © Experience Design Bureau Friday, January 31, 14
  47. 47. 47 / At IBM Traditional Business Process Team Grows Up into Design Thinking Team / 2012 Phil was promoted to a new leadership role within IBM, launching a group that will focus using key principles of "design thinking" to embed into his new organization to drive new and innovative approaches to optimizing and transforming business processes. Phil Gilbert, from IBM, lead strategist and visionary for IBM’s BPM group. DESIGN CENTER Launched a group that will focus on driving product design and user experience across IBM's portfolio of software products. “ DESIGN THINKING BLURS THE LINE BETWEEN PROCESS AND EXPERIENCE DESIGN” © Experience Design Bureau Friday, January 31, 14
  48. 48. 48 Design Thinking Architects business value. © Experience Design Bureau Friday, January 31, 14
  49. 49. 49 Design thinking makes businesses more human. Business Technology Users What is needed? What is possible? How to solve? Emotional Innovation Functional Innovation Process Innovation Flow © Experience Design Bureau Friday, January 31, 14
  50. 50. 50 Empathize Visualize Co-create Design Thinking / The How of Design Thinkers © Experience Design Bureau ] X Iterate Friday, January 31, 14
  51. 51. 51 Let’s go a bit deep into the DT process © Experience Design Bureau Friday, January 31, 14
  52. 52. 52 / Design Thinking Process Empathize Visualize Co-create ] X Iterate[ © Experience Design Bureau Friday, January 31, 14
  53. 53. 53 PHASE 1 / Diagnose / EMPATHETIC / OPPORTUNITIES 1.UNDERSTAND THE PROJECT 2.UNDERSTAND THE PEOPLE 3.UNDERSTAND THE COMPETITORS Empathize Frame Research 1. USERS / PROXIES / 1st and 2nd Research 2. WHAT IS THE GAP? UNMET NEEDS? 3. CREATE USER’s WALL: SYNTHESIZE THE HUMAN REQUIREMENTS - - - - - - - - - - - - - - -- - - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - FACILITATE A HUDLE - - - - - - - - - - - - - - -- - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - - 1. CONNECT THE DOTS WITH THE REQUIREMENTS 2. ENVISION THE END GOAL 3. GET THE TEAM ON BOARD / Act on FEEDBACK / / Act on FEEDBACK / - - - - - - - - - - - - - - -- - - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - FACILITATE A HUDLE - - - - - - - - - - - - - - -- - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - FACILITATE A HUDLE - - - - - - - - - - - - - - -- - - - - -- - - - - - - - - -- - - - - - - - - - - - - - - - / Design Thinking Process © Experience Design Bureau Friday, January 31, 14
  54. 54. PHASE 1 / Diagnose / EMPATHETIC / OPPORTUNITIES 1.UNDERSTAND THE PROJECT 54 WHAT I KNOW ABOUT THE BUSINESS ABOUT THE USERS WHAT I WANT TO FIND OUT ABOUT THE BUSINESS ABOUT THE USERS CONSTRAINTS / TIMEFRAME / THOUGHTS - BREAK IT DOWN for yourself and The team - PUT It in Numbers / Pictures / Business + draw user stories Rewrite the challenge in Human terms * This can get updated later with more details To Create.... How can the user... Empathize FrameResearch © Experience Design Bureau Friday, January 31, 14
  55. 55. 55 connecting the dots © Experience Design Bureau Friday, January 31, 14
  56. 56. 56 Empathize Visualize Co-create Engagement Attention Emotions Delivering Design Thinking User Experience “Unlike Art, design is a method to solve a business problem” 2013 1993 Business Users © Experience Design Bureau Friday, January 31, 14
  57. 57. 57 / The shift in designer’s role.... Designers Facilitators Engagement Attention Emotions KPI Alignment Vision Goals Culture Transformation Empathetic, Effective Problem Solvers © Experience Design Bureau Friday, January 31, 14
  58. 58. HUMILITY / It is about “The Other” THINKING / Critical . Innovative . Realistic SELLING / Purpose 58 / Business Designers Needed !! © Experience Design Bureau Friday, January 31, 14
  59. 59. 59 Who you are Intention 1. EMPATHETIC 2. EFFECTIVE 3. PROBLEM SOLVER x Iterate Real world Results 1. OPPORTUNITIES 2. SOLUTIONS 3. PROTOTYPES x Iterate What you do Process 1.Diagnose 2.Design 3.Deliver x Iterate Understand Visualize Co-create Frame Possibilities Make - SECRET SAUCE: BE WRONG EARLY + BE WRONG OFTEN. - CLEARING THE FOG of UNCERTAINTY. HUMILITY / THINKING / SELLING / / Designing Business © Experience Design Bureau Friday, January 31, 14
  60. 60. 60 Empathize Visualize Co-create Iterate Engagement Attention Emotions KPI Architecting Value Design Thinking Team Experience Alignment Vision Goals Culture Facilitating User Experience / Designing Business Designing Service / Product Experience Guiding Internal Culture Delivering © Experience Design Bureau Friday, January 31, 14
  61. 61. 61 Thank you Friday, January 31, 14
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×