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2013 Open Day
How we think.
How we act.
DESIGNIT
2013 Open Day
We wanted to take a few
minutes and talk about
making innovation magical.
Intro
2013 Open Day
And to do that, we want to
take some of the mystery out
of the design process.
Intro
2013 Open Day
Intro
“It’s magical, but it’s not magic.”
Yoram Berckowicz
2013 Open Day
Intro
How we think,
How we act.
2013 Open Day
I’d like to make this more tangible
by segmenting the talk into two
typical challenges:
Intro
2013 Open Day
1
Intro
Giving ideas
shape & form
This is the process we often refer to as Brand Identity Design
2013 Open Day
2
Intro
Materializing
products & services
This is the process we often refer to as User Experience Design
2013 Open Day
Part 01
Giving ideas shape & form
2013 Open Day
Giving ideas shape & form
Distill an organization’s mission
and purpose into coherent
symbols & visuals.
2013 Open Day
Clarify & amplify.
Giving ideas shape & form
2013 Open Day
When we’re designing a brand identity
We’re trying to create visual
vessels that can accumulate
meaning over time.
Giving ideas shape & form
2013 Open Day
Accumulate meaning over time?
New York Times Magazine ‘T’ mark
Giving ideas shape & form
2013 Open Day
Accumulate meaning over time?
New York Times Magazine ‘T’ mark
Giving ideas shape & form
2013 Open Day
Something that communicates a
concept or point of view
(and implicitly positions an organization /
company in a market / space)
Giving ideas shape & form
2013 Open Day
Then,
We need to create a graphic
toolbox that allows consistent
expression across media &
messages.
Giving ideas shape & form
2013 Open Day
AOL brand refresh,
by the wonderful Wolff Olins
2013 Open Day
AOL brand refresh,
by the wonderful Wolff Olins
2013 Open Day
How?
Giving ideas shape & form
2013 Open Day
01
Discover
02
Distill
Messages
& Brief
03
Inspiration
04
Play,
Make,
Generate
05
Evaluate
06
Formalize
Giving ideas shape & form
2013 Open Day
01
Discover
Giving ideas
shape & form
2013 Open Day
02
Distill
Messages
& Brief
Giving ideas
shape & form
2013 Open Day
03
Inspiration
Giving ideas
shape & form
2013 Open Day
03
Inspiration
Giving ideas
shape & form
2013 Open Day
04
Play,
Make,
Generate
Giving ideas
shape & form
2013 Open Day
05
Evaluate
Giving ideas
shape & form
2013 Open Day
05
Evaluate
Giving ideas
shape & form
2013 Open Day
05
Evaluate
Giving ideas
shape & form
Does it work
across media &
touch points?
2013 Open Day
;
06
Formalize
Giving ideas
shape & form
2013 Open Day
Part 02
Materializing products &
services
2013 Open Day
Materializing
products & services
The act of designing products is
about balancing humans,
business & technology.
2013 Open Day
Materializing
products & services
Humans
Understanding users across
different touch-points and their
needs & wants.
2013 Open Day
Materializing
products & services
Business
Understanding business goals &
balancing them with user needs.
2013 Open Day
Materializing
products & services
Technology
Understanding platforms,
frameworks, technicalities,
limitations and potential.
2013 Open Day
“nothing is impossible! that’s what
science is all about!”
2013 Open Day
“no! That’s what’s being a magical elf is
all about!”
2013 Open Day
Materializing
products & services
Creating something that has value,
is simple, understandable, is a joy
to use, and a delight to behold.
2013 Open Day
Materializing
products & services
It’s not about how it works,
and it’s not about how it looks,
2013 Open Day
Materializing
products & services
It’s about the magic of how it
works & looks & delights.
2013 Open Day
Materializing
products & services
On a personal note,
Almost everything I know about
digital product design, I learnt
from Kathy Sierra
2013 Open Day
Find these on
her blog:
Creating
Passionate
Users
2013 Open Day
Materializing
products & services
go read it:
headrush.typepad.com
2013 Open Day
How?
Materializing
products & services
2013 Open Day
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
2013 Open Day
01
Platform
Investigation
Materializing
products & services
2013 Open Day
02
User
Research
Materializing
products & services
v
2013 Open Day
03
Ideation
Materializing
products & services
v
2013 Open Day
04
Scope
Definition
Materializing
products & services
2013 Open Day
04
Planning:
Schematic
Design
Materializing
products & services
2013 Open Day
05
Visual
Design
Materializing
products & services
2013 Open Day
05
Visual
Design
Materializing
products & services
2013 Open Day
07
Test,
Validate
Materializing
products & services
2013 Open Day
08
Development
Support
Materializing
products & services
2013 Open Day
09
Tuning
Materializing
products & services
2013 Open Day
Materializing
products & services
We’ve learned that sometimes
we can ‘hack’ the complexity of
projects by using a time
compressed process
2013 Open Day
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
2013 Open Day
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
2013 Open Day
Materializing
products & services
For example
Break product into modules.
Choose 15 Screens.
Mock them up.
2013 Open Day
Materializing
products & services
Mockups make
theory tangible.
They’re horizontal.
They’re aggressive.
They’re oversimplified.
2013 Open Day
Materializing
products & services
When you’re done with
the mockups, nothing scares
you.
(you’ve already tackled a horizontal span of the problem domain.)
2013 Open Day
Materializing
products & services
When you’re done with
the mockups, nothing scares
you.
(you’ve already tackled a horizontal span of the problem domain.)
2013 Open Day
Materializing
products & services
When you’re done with
the mockups, nothing scares
you.
(you’ve already tackled a horizontal span of the problem domain.)
2013 Open Day
Materializing
products & services
When you’re done with
the mockups, nothing scares
you.
(you’ve already tackled a horizontal span of the problem domain.)
2013 Open Day
Part 04
Outro
2013 Open Day
2013 Open Day
Outro
There’s so much more to talk
about. But perhaps it’s better to
take a closer look.
2013 Open Day
Outro
Which is why we’ve re-arranged the office into
smaller workspaces where you can meet the
team and discuss projects.
2013 Open Day
Thank you.

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