Guy Haviv, Design Director at Designit TLV - Presentation about Design and User experience "How we Think How we Act"

1. 2013 Open Day
How we think.
How we act.
DESIGNIT

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We wanted to take a few
minutes and talk about
making innovation magical.
Intro

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And to do that, we want to
take some of the mystery out
of the design process.
Intro

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Intro
“It’s magical, but it’s not magic.”
Yoram Berckowicz

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Intro
How we think,
How we act.

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I’d like to make this more tangible
by segmenting the talk into two
typical challenges:
Intro

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1
Intro
Giving ideas
shape & form
This is the process we often refer to as Brand Identity Design

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2
Intro
Materializing
products & services
This is the process we often refer to as User Experience Design

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Part 01
Giving ideas shape & form

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Giving ideas shape & form
Distill an organization’s mission
and purpose into coherent
symbols & visuals.

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Clarify & amplify.
Giving ideas shape & form

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When we’re designing a brand identity
We’re trying to create visual
vessels that can accumulate
meaning over time.
Giving ideas shape & form

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Accumulate meaning over time?
New York Times Magazine ‘T’ mark
Giving ideas shape & form

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Accumulate meaning over time?
New York Times Magazine ‘T’ mark
Giving ideas shape & form

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Something that communicates a
concept or point of view
(and implicitly positions an organization /
company in a market / space)
Giving ideas shape & form

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Then,
We need to create a graphic
toolbox that allows consistent
expression across media &
messages.
Giving ideas shape & form

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AOL brand refresh,
by the wonderful Wolff Olins

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AOL brand refresh,
by the wonderful Wolff Olins

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How?
Giving ideas shape & form

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01
Discover
02
Distill
Messages
& Brief
03
Inspiration
04
Play,
Make,
Generate
05
Evaluate
06
Formalize
Giving ideas shape & form

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01
Discover
Giving ideas
shape & form

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02
Distill
Messages
& Brief
Giving ideas
shape & form

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03
Inspiration
Giving ideas
shape & form

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03
Inspiration
Giving ideas
shape & form

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04
Play,
Make,
Generate
Giving ideas
shape & form

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05
Evaluate
Giving ideas
shape & form

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05
Evaluate
Giving ideas
shape & form

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05
Evaluate
Giving ideas
shape & form
Does it work
across media &
touch points?

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;
06
Formalize
Giving ideas
shape & form

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Part 02
Materializing products &
services

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Materializing
products & services
The act of designing products is
about balancing humans,
business & technology.

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Materializing
products & services
Humans
Understanding users across
different touch-points and their
needs & wants.

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Materializing
products & services
Business
Understanding business goals &
balancing them with user needs.

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Materializing
products & services
Technology
Understanding platforms,
frameworks, technicalities,
limitations and potential.

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“nothing is impossible! that’s what
science is all about!”

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“no! That’s what’s being a magical elf is
all about!”

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Materializing
products & services
Creating something that has value,
is simple, understandable, is a joy
to use, and a delight to behold.

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Materializing
products & services
It’s not about how it works,
and it’s not about how it looks,

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Materializing
products & services
It’s about the magic of how it
works & looks & delights.

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Materializing
products & services
On a personal note,
Almost everything I know about
digital product design, I learnt
from Kathy Sierra

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Find these on
her blog:
Creating
Passionate
Users

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Materializing
products & services
go read it:
headrush.typepad.com

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How?
Materializing
products & services

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01
Platform
Investigation
02
User
Research
03
Ideation
04
Scope
Definition
05
Planning,
Schematic
Design
06
Visual
Design
08
Development
Support
09
Tuning
Materializing
products & services
07
Test,
Validate

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01
Platform
Investigation
Materializing
products & services

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02
User
Research
Materializing
products & services
v

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03
Ideation
Materializing
products & services
v

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04
Scope
Definition
Materializing
products & services

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04
Planning:
Schematic
Design
Materializing
products & services

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05
Visual
Design
Materializing
products & services

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05
Visual
Design
Materializing
products & services

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07
Test,
Validate
Materializing
products & services

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08
Development
Support
Materializing
products & services

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09
Tuning
Materializing
products & services

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Materializing
products & services
We’ve learned that sometimes
we can ‘hack’ the complexity of
projects by using a time
compressed process

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01
Platform
Investigation
02
User
Research
03
Ideation
04
Scope
Definition
05
Planning,
Schematic
Design
06
Visual
Design
08
Development
Support
09
Tuning
Materializing
products & services
07
Test,
Validate

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Materializing
products & services
01
Platform Investigation
02
User
Research
03
Ideation
04
Scope
Definition
05
Planning,
Schematic
Design
06
Visual
Design
08
Development Support
09
Tuning
07
Test,
Validate

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Materializing
products & services
For example
Break product into modules.
Choose 15 Screens.
Mock them up.

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Materializing
products & services
Mockups make
theory tangible.
They’re horizontal.
They’re aggressive.
They’re oversimplified.

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Materializing
products & services
When you’re done with
the mockups, nothing scares
you.
(you’ve already tackled a horizontal span of the problem domain.)

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Materializing
products & services
When you’re done with
the mockups, nothing scares
you.
(you’ve already tackled a horizontal span of the problem domain.)

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Materializing
products & services
When you’re done with
the mockups, nothing scares
you.
(you’ve already tackled a horizontal span of the problem domain.)

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Materializing
products & services
When you’re done with
the mockups, nothing scares
you.
(you’ve already tackled a horizontal span of the problem domain.)

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Part 04
Outro
2013 Open Day

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Outro
There’s so much more to talk
about. But perhaps it’s better to
take a closer look.

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Outro
Which is why we’ve re-arranged the office into
smaller workspaces where you can meet the
team and discuss projects.

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Thank you.