UXPA UK: Making of Meaning: UX, empathetic design and learning by doing, Alex Barclay
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UXPA UK: Making of Meaning: UX, empathetic design and learning by doing, Alex Barclay
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UXPA UK: Making of Meaning: UX, empathetic design and learning by doing, Alex Barclay
- 2. Founder, the XDs collective + XD lead, Accenture Interactive
- 3. The art of strategy: UX design and the making of meaning
- 5. ‘A good question is better than the most brilliant answer.’ Louis Kahn, architect
- 6. So I’ve a few questions for you…
- 7. Do you want to learn something interesting? Meet specialists from different disciplines? Be part of an ‘A Team’ that learns by doing? Make more meaningful experiences for users? Would doing the above make you happier?
- 8. If you answered ‘Hell yes!’ to any of those questions you’d fit right in with the XDs.
- 9. Not for profit do tank 200+ members Inter-disciplinary Specialist Design-based process Collaborators in Berlin, NY, San Fran, Sydney
- 10. My second favourite quote…
- 11. ‘For the things we have to learn before we can do them, we have to do them.’ Aristotle
- 12. We make meaning.
- 13. We use a UX based design process create more meaning (and more happiness) for XD participants and end users
- 14. But why take a design-led approach?
- 15. Because UX design is evolutionary strategy in action Because using UX design as strategy creates a lean, mean, value creation machine. Because it’s better at coping with wicked or very complex problems. Alex Barclay’s Guide to Why UX Design Strategy is Best…
- 16. UX design as an evolutionary strategy…
- 17. Prescriptive schools Descriptive schools Entrepreneurial School Cognitive School Cultural School Learning School Cultural School Power School Configuration School - Mintzberg Design School – Ansoff Positioning School - Porter Planning School The 2 strategy ‘schools’ (with 10 sub-schools)
- 18. Strategy is a messy business… it evolves
- 19. For me we are homo faber - makers. Strategy is a making process - a pattern of behaviour where actions are repeated and ideas and their expression emerge over time. Like species of flora and fauna, humans and businesses learn and adapt.
- 20. Take out: UX Design is strategy as an evolutionary process - a pattern of behaviour based on making, learning and adaptation.
- 21. Coping with wicked problems…
- 27. What if we could re-imagine what a loyalty scheme is? What if we could create something different and powerful for the Peckham Refreshment Rooms? What would it look and feel like? What would a success look like? Are we asking the right questions? Understand – taking time over brief creation
- 28. Understand – Video interviews
- 29. Understand – User stories
- 30. Understand – Psychological insights
- 31. Emily Publishing Assistant, 25 years old, edge rider/ taste maker Dr. Dre Beats, Major Lazer, Grado, Koss MTV, South Park Social online gamer + Playstation Nike, Pringles, Coca Cola, Monster Energy "I like taking risks" Festivals, friends, party-mindedNon-conformist, uses music to feel free Vybz-Cartel, A-Tak, Jon Gooch Attitude Brands Habits Lifestyle Artists Spotify, Soundcloud Socially-orientated, likes to share Super social
- 34. Deliver – proof of concept
- 35. The skinny: UX design = evolutionary strategy = Insight creation and opportunity identification = Delivery of meaningful experiences = Behaviour change = Value creation.
- 36. Coming back to the first set of questions I asked you about learning by doing etc…
- 37. The making of meaning – April 29th 29th April, 6.30 PM
- 38. Thank you for your attention. wearethexds@gmail.com