One Big Field<br />What is good design…<br />Innovation Academy: user experiences & interface design <br />Fergus Roche, O...
One Big Field<br />Source: Inception infographic & film still<br />
One Big Field<br />What is good design?<br />Source: Hans Rosling’s interactive population map<br />
One Big Field<br />Design must have utility<br />“The quality or condition of being useful…”<br />Source: Answers.com util...
The space I work in<br />One Big Field<br />Where I work…<br />Aaaaaahhhhhh!!!<br />Anytime humans interact with machines ...
One Big Field<br />
One Big Field<br />A ceramics professor comes in on the first day of class and divides the students into two sections. He ...
One Big Field<br />Iterative<br />Trying, prototyping, testing, redesigning, scaling, launching & going at it again. And a...
One Big Field<br />Iterative<br />Most leading software development  processes have this built in nowadays…<br />Made up &...
One Big Field<br />Iterative<br />Rapid <br />Prototyping <br />Agile / Scrum<br />Requirements Specification<br />Archite...
One Big Field<br />Iterative<br />Design happens all the way across the lifecycle<br />Rapid <br />Prototyping <br />Agile...
One Big Field<br />Iterative<br />Hold up, they all look like us. Are they the real audience the product or service is for...
One Big Field<br />Assumptions<br />Test our own world view<br />2nd most<br />Most attention<br />Most clicked<br />Sourc...
One Big Field<br />Evidence driven design<br />Test our ideas and users<br />Most clicked<br />Source: One Big Field proje...
One Big Field<br />Evidence-driven<br />Using AB testing to support design decisions<br />Source: 37 Signals Highrise page...
One Big Field<br />Evidence-driven<br />Using AB testing to support design decisions<br />The original: Worst performer<br...
One Big Field<br />Evidence-driven<br />Redesigning a checkout process to make it easier, reducing dropout by 17.5%<br />S...
One Big Field<br />Evidence-driven<br />Gmail engineers took things a few steps further<br />Google Mail engineers tested ...
One Big Field<br />Constraints<br />Limitless budgets or time with no purpose does not make for good design<br />Source: B...
One Big Field<br />That’s not to say we shouldn’t pretend this isn’t true…<br />Source: One Big Field workshop<br />
One Big Field<br />Constraints<br />A good design for a flights search results page<br />Source: Easyjet search results pa...
One Big Field<br />2010<br />2006-7<br />I worked… 2000-2003<br />
One Big Field<br />Constraints<br />Across decision makers to technical systems to get a flights booking engine plugged in...
One Big Field<br />Constraints<br />A good design for a flights search results page<br />Source: Easyjet search results pa...
One Big Field<br />Constraints<br />Another good design for the same thing, but using a different search results pattern <...
One Big Field<br />Patterns<br />Same design approach to handling search results with filtering on the left, vertically <b...
One Big Field<br />Patterns<br />Source: Patterntap collections<br />
One Big Field<br />Patterns<br />A door plate offering affordance<br />Source: Journal of Dr. Faulken<br />
One Big Field<br />Patterns<br />But two plates doesn’t…<br />Source: Journal of Dr. Faulken<br />
One Big Field<br />Patterns<br />There to be broken too…the breadcrumb trail<br />
One Big Field<br />Patterns<br />Twitter Ipad app. Its not great, but its pushing & creating new patterns.<br />Source: Jk...
One Big Field<br />Who does design?<br />“Art is done by artists” E. H. Gombrich<br />
One Big Field<br />“Art is done by artists” <br />Design<br />Designers<br />
One Big Field<br />Who’s the designer?<br />Everyone involved…<br />Source: AnishKapoor’s mirror<br />
One Big Field<br />What’s important: a sensibility<br />Empathy, collaborative, having purpose & attention to detail.<br /...
Thanks!<br />+44 (0)117 9544 004 <br />ferg@onebigfield.com<br />
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What is good design, from One Big Field

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A presentation for the BBC Academy [with Anchor] for the "Innovation Academy: user experiences & interface design" panel by
Fergus Roche, One Big Field on Thurs 3rd Mar 2011.

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What is good design, from One Big Field

  1. 1. One Big Field<br />What is good design…<br />Innovation Academy: user experiences & interface design <br />Fergus Roche, One Big Field, Thurs 3rd Mar 2011<br />for…<br />
  2. 2. One Big Field<br />Source: Inception infographic & film still<br />
  3. 3. One Big Field<br />What is good design?<br />Source: Hans Rosling’s interactive population map<br />
  4. 4. One Big Field<br />Design must have utility<br />“The quality or condition of being useful…”<br />Source: Answers.com utility definition<br />
  5. 5. The space I work in<br />One Big Field<br />Where I work…<br />Aaaaaahhhhhh!!!<br />Anytime humans interact with machines and other humans.<br />
  6. 6. One Big Field<br />
  7. 7. One Big Field<br />A ceramics professor comes in on the first day of class and divides the students into two sections. He tells one half of the class that their final grade will be based exclusively on the volume of their production; the more they make, the better their grade. The professor tells the other half of the class that they will be graded more traditionally, based solely on the quality of their best piece. At the end of the semester, the professor discovered that the students who were focused on making as many pots as possible also ended up creating the best pots, much better than the pots made by the students who spent all semester trying to create that one perfect pot.<br />Source: Mike Arazu’s blog<br />
  8. 8. One Big Field<br />Iterative<br />Trying, prototyping, testing, redesigning, scaling, launching & going at it again. And again…<br />Source: Ideo’s Design Thinking blog<br />
  9. 9. One Big Field<br />Iterative<br />Most leading software development processes have this built in nowadays…<br />Made up & combos<br />bespoke<br />Rapid <br />Prototyping <br />
  10. 10. One Big Field<br />Iterative<br />Rapid <br />Prototyping <br />Agile / Scrum<br />Requirements Specification<br />Architecture<br />Design<br />Implementation Testing<br />Deployment Maintenance<br />Iterative<br />Inception<br />Business modeling<br />Requirements<br />Elaboration<br />Analysis & design<br />Construction<br />Implementation<br />Test<br />Transition<br />Deploy<br />Trad. digital agency<br />Research<br />Business requirements<br />IA<br />Specification<br />Design<br />Build<br />Test<br />UAT<br />Go live<br />SLA<br />Waterfall<br />Requirements<br />Specification<br />Design<br />Construct<br />Integrate<br />Test<br />Install<br />Maintain<br />Made up & combos<br />bespoke<br />Where One Big Field works<br />
  11. 11. One Big Field<br />Iterative<br />Design happens all the way across the lifecycle<br />Rapid <br />Prototyping <br />Agile / Scrum<br />Requirements Specification<br />Architecture<br />Design<br />Implementation Testing<br />Deployment Maintenance<br />Iterative<br />Inception<br />Business modeling<br />Requirements<br />Elaboration<br />Analysis & design<br />Construction<br />Implementation<br />Test<br />Transition<br />Deploy<br />Trad. digital agency<br />Research<br />Business requirements<br />IA<br />Specification<br />Design<br />Build<br />Test<br />UAT<br />Go live<br />SLA<br />Waterfall<br />Requirements<br />Specification<br />Design<br />Construct<br />Integrate<br />Test<br />Install<br />Maintain<br />Made up & combos<br />bespoke<br />
  12. 12. One Big Field<br />Iterative<br />Hold up, they all look like us. Are they the real audience the product or service is for?<br />Source: Ideo’s Design Thinking blog<br />
  13. 13. One Big Field<br />Assumptions<br />Test our own world view<br />2nd most<br />Most attention<br />Most clicked<br />Source: One Big Field project<br />
  14. 14. One Big Field<br />Evidence driven design<br />Test our ideas and users<br />Most clicked<br />Source: One Big Field project, testing participants perception of various airline designs<br />
  15. 15. One Big Field<br />Evidence-driven<br />Using AB testing to support design decisions<br />Source: 37 Signals Highrise page<br />
  16. 16. One Big Field<br />Evidence-driven<br />Using AB testing to support design decisions<br />The original: Worst performer<br />The winner: 30% better conversion than the original<br />Source: 37 Signals Headline test blog post<br />
  17. 17. One Big Field<br />Evidence-driven<br />Redesigning a checkout process to make it easier, reducing dropout by 17.5%<br />Source: One Big Field prototype<br />
  18. 18. One Big Field<br />Evidence-driven<br />Gmail engineers took things a few steps further<br />Google Mail engineers tested “Is there an ‘ideal’ blue that encourages clicks?” To find out, incoming users were randomly assigned between 40 different shades of links – from blue-with-green-ish to blue-with-blue-ish. It turned out blue-ness encouraged clicks more than green-ness.<br />Source: My Gmail account<br />
  19. 19. One Big Field<br />Constraints<br />Limitless budgets or time with no purpose does not make for good design<br />Source: Brian & Bethany’s blog<br />
  20. 20. One Big Field<br />That’s not to say we shouldn’t pretend this isn’t true…<br />Source: One Big Field workshop<br />
  21. 21. One Big Field<br />Constraints<br />A good design for a flights search results page<br />Source: Easyjet search results page<br />
  22. 22. One Big Field<br />2010<br />2006-7<br />I worked… 2000-2003<br />
  23. 23. One Big Field<br />Constraints<br />Across decision makers to technical systems to get a flights booking engine plugged into an ecommerce solution & offer a great design?<br />Source: Tomatointribeca<br />
  24. 24. One Big Field<br />Constraints<br />A good design for a flights search results page<br />Source: Easyjet search results page<br />
  25. 25. One Big Field<br />Constraints<br />Another good design for the same thing, but using a different search results pattern <br />Source: Kayak search results page<br />
  26. 26. One Big Field<br />Patterns<br />Same design approach to handling search results with filtering on the left, vertically <br />Source: Asos search results page<br />
  27. 27. One Big Field<br />Patterns<br />Source: Patterntap collections<br />
  28. 28. One Big Field<br />Patterns<br />A door plate offering affordance<br />Source: Journal of Dr. Faulken<br />
  29. 29. One Big Field<br />Patterns<br />But two plates doesn’t…<br />Source: Journal of Dr. Faulken<br />
  30. 30. One Big Field<br />Patterns<br />There to be broken too…the breadcrumb trail<br />
  31. 31. One Big Field<br />Patterns<br />Twitter Ipad app. Its not great, but its pushing & creating new patterns.<br />Source: Jkontherun blog<br />
  32. 32. One Big Field<br />Who does design?<br />“Art is done by artists” E. H. Gombrich<br />
  33. 33. One Big Field<br />“Art is done by artists” <br />Design<br />Designers<br />
  34. 34. One Big Field<br />Who’s the designer?<br />Everyone involved…<br />Source: AnishKapoor’s mirror<br />
  35. 35. One Big Field<br />What’s important: a sensibility<br />Empathy, collaborative, having purpose & attention to detail.<br />Source: One Big Field workshop<br />
  36. 36. Thanks!<br />+44 (0)117 9544 004 <br />ferg@onebigfield.com<br />

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