USER




CENTERED




Sharing some thoughts
Alcatel • BBC • Beretta-Iaber • British Airways • British Gas • British Telecom • Contex AS • Danfoss • Endo Optics
Ever-R...
USER CENTERED DESIGN
                              What do we mean?


User-centered design (UCD) is an approach to design ...
IDEO method cards




       Learn. Analyse the information you’ve collected to identify pa erns and insights.
      Look....
H   C   D!   an era for human centred design Bill & Melinda Gates foundation
Creativity                  Creativity
                           Design                         Innovation
              ...
good design works on many levels




    CREATIVITY                 DESIGN   INNOVATION
‘Aquaduct’ transports, filters and stores water




 1.1 Billion people around the world lack access to safe water (UNICEF)...
9 months – digging raw materials – processing them vs £3.95 at Argos




                  The Toaster project 2009 RCA Th...
User centered process
Beyond the Scaffolding
Processes are like the scaffolding erected in
front of a building, to be dismantled when the
building...
DESIGN+ PROCESS
        what’s going on out there? Insights
           who do we want to be? Strategy
      what are the r...
Relationship & dependency
                  Insights
                 Strategy
                Expression
           Commu...
play               work




adopting a creative culture
design awareness
Adopting a Creative Culture
collaborate




              adopting a creative culture
collaborate
adopt openness




                 adopting a creative culture
collaborate
adopt openness
promote passion




                  adopting a creative culture
collaborate
adopt openness
promote passion
be inspired by real people




                        adopting a creative cult...
collaborate
adopt openness
promote passion
be inspired by real people
encourage experimentation




                      ...
collaborate
adopt openness
promote passion
be inspired by real people
encourage experimentation
build a creative environme...
who can’t   draw?




            adopting a creative culture
design awareness
   Perception
Values and desires
design awareness
Consumer Cosmology
1st commercial motor car Model T Ford
Grid 1st laptop computer Moggridge Associates
Mindset COMPOSITE LIVING                                                                    HALSTOCK




                 ...
Mindset EXCESSORISE                                                               HALSTOCK




                           ...
Mindset HOLISM                                                                  HALSTOCK




                             ...
design awareness
     insights
traditional
    market
  research




 empathic
 research




              SUBJECTS   TRUTHS   INSPIRATION
Empathic Design Exercise
Empathic Design Exercise


Objective:
to use evidence of contexts and artifacts
to characterize individuals: how they
beha...
Empathic Design Exercise

Character collage
Fleshing out the character through a
simple collage
Make visual boards, descri...
EMPATHIC DESIGN
GO INTO CONTEXT
EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE
EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE
LEARN WHO, WHAT, WHERE,
WHEN AND WHY?
EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE                          THINK
                            SAY
LEARN W...
EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE
LEARN WHO, WHAT, WHERE,
WHEN AND WHY?
CONNECT WITH THE PERSON,
EMPATHI...
EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE
LEARN WHO, WHAT, WHERE,
WHEN AND WHY?
CONNECT WITH THE PERSON,
EMPATHI...
design strategy
Abstract thinking
Abstract

                      frameworks




                                                design
           insights ...
Intersections Termite Mounds & Architecture Medici effect – Frans Johansson
Free hand sketching +
                                                   Motion capture technology




Intersections Motio...
Design strategy
Selecting ideas
VIABILTY
                                sustainable business
DESIRABILTY
 makes sense




                              F...
Think Experience
Experience

Service

Product

Commodity
Experience

Service

Product

Commodity
Experience

Service

Product

Commodity
Experience

Service

Product

Commodity
Experience

Service

Product

Commodity
design expression
Scenario development
Abstract

                      frameworks




                                                design
           insights ...
KANO
Excite factors. These really




                                Satisfaction
make your product stand
out from the ot...
Scenarios
Flesh out who the user is
Word portraits
Character collage
Add the dimension of time
Cartoon story boards
Modell...
Scenarios
Creative leaps - in context
Behavioural prototypes
Based on the real world
Design opportunities in
sympathy with...
Cartoon storyboards

            Adding the time dimension
Scenarios   Simple multiple frame black
            drawings
§1...
COMMONWEALTH GAMES

“A beacon of hope, a unifying message to
              the people of the world…”
      Holistic Story-...
Queen’s Jubilee Relay Baton…
Prepare a score
Prepare a score
Sketch out a series of
vigne es
Prepare a score
Sketch out a series of
vigne es
Refine scenario
Prepare a score
Sketch out a series of
vigne es
Refine scenario
Prepare sketch models
KNOWLEDGE




   Thanks
Robert Fraquelli
Robert Fraquelli
Robert Fraquelli
Robert Fraquelli
Robert Fraquelli
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Robert Fraquelli

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Presentation/Workshop run by BEN/South West Design Programme on 15th June

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Robert Fraquelli

  1. 1. USER CENTERED Sharing some thoughts
  2. 2. Alcatel • BBC • Beretta-Iaber • British Airways • British Gas • British Telecom • Contex AS • Danfoss • Endo Optics Ever-Ready • Ford • H2EYE Spy-fish • HACTL • Haworth • Hewlett-Packard • Hoover • IBM • LEGO • LG Electronic Merloni • Midwest Dental • Océ Graphics • Olicom • PRADA • Procter & Gamble • Royal College of Art • Royal Mail Shell • Steelcase • Tefal • Texas Instruments • TrenItalia • University of Plymouth • Visteon • Wellcome Foundation
  3. 3. USER CENTERED DESIGN What do we mean? User-centered design (UCD) is an approach to design that grounds the process in information about the people who will use the product. Upassoc.org User-centered design can be characterized as a multi-stage problem solving process. Wikipedia
  4. 4. IDEO method cards Learn. Analyse the information you’ve collected to identify pa erns and insights. Look. Observe people to discover what they do rather than what they say they do. Ask. Enlist people’s participation to elicit information relevant to your project. Try. Create simulations to help empathise with people and to evaluate proposed designs.
  5. 5. H C D! an era for human centred design Bill & Melinda Gates foundation
  6. 6. Creativity Creativity Design Innovation Innovation is the generation of new is what links creativity and is the successful ideas or opportunities, innovation. It shapes ideas exploitation of new perhaps by exploiting to become practical and ideas. It is the process emerging technologies a ractive propositions for that carries them or changes in markets. people. through to new products, new services, or even new business. (dti) Cox report 07
  7. 7. good design works on many levels CREATIVITY DESIGN INNOVATION
  8. 8. ‘Aquaduct’ transports, filters and stores water 1.1 Billion people around the world lack access to safe water (UNICEF) – IDEO
  9. 9. 9 months – digging raw materials – processing them vs £3.95 at Argos The Toaster project 2009 RCA Thomas Thwaites
  10. 10. User centered process
  11. 11. Beyond the Scaffolding Processes are like the scaffolding erected in front of a building, to be dismantled when the building is completed. To the worker the scaffolding is indispensable, but he must not confuse it with the building itself. Goethe
  12. 12. DESIGN+ PROCESS what’s going on out there? Insights who do we want to be? Strategy what are the right ideas? Expression how do we tell our story? Communication
  13. 13. Relationship & dependency Insights Strategy Expression Communication
  14. 14. play work adopting a creative culture
  15. 15. design awareness Adopting a Creative Culture
  16. 16. collaborate adopting a creative culture
  17. 17. collaborate adopt openness adopting a creative culture
  18. 18. collaborate adopt openness promote passion adopting a creative culture
  19. 19. collaborate adopt openness promote passion be inspired by real people adopting a creative culture
  20. 20. collaborate adopt openness promote passion be inspired by real people encourage experimentation adopting a creative culture
  21. 21. collaborate adopt openness promote passion be inspired by real people encourage experimentation build a creative environment adopting a creative culture
  22. 22. who can’t draw? adopting a creative culture
  23. 23. design awareness Perception
  24. 24. Values and desires
  25. 25. design awareness Consumer Cosmology
  26. 26. 1st commercial motor car Model T Ford
  27. 27. Grid 1st laptop computer Moggridge Associates
  28. 28. Mindset COMPOSITE LIVING HALSTOCK A variety of ideologies, activities and consumption pa erns are put together by consumers to produce a lifestyle collage. People define their identity by adopting a pick and mix approach towards their lifestyle.
  29. 29. Mindset EXCESSORISE HALSTOCK The effortless ability to constantly enhance, consume and adorn has created a powerful consumer dynamic Consumers are often led to inappropriate answers to lifestyle problems.
  30. 30. Mindset HOLISM HALSTOCK Consumers realise the extent to which the physical and meta-physical elements of their lifestyles interact and rely on each other. Consumers require their various lifestyle needs to be answered as a whole
  31. 31. design awareness insights
  32. 32. traditional market research empathic research SUBJECTS TRUTHS INSPIRATION
  33. 33. Empathic Design Exercise
  34. 34. Empathic Design Exercise Objective: to use evidence of contexts and artifacts to characterize individuals: how they behave, think and feel to experience the value of individualizing the customer
  35. 35. Empathic Design Exercise Character collage Fleshing out the character through a simple collage Make visual boards, describing someone’s lifestyle Combine pictures from observation with found images Use cut-outs from magazines, beware of glossy stereotypes
  36. 36. EMPATHIC DESIGN GO INTO CONTEXT
  37. 37. EMPATHIC DESIGN GO INTO CONTEXT OBSERVE REAL PEOPLE
  38. 38. EMPATHIC DESIGN GO INTO CONTEXT OBSERVE REAL PEOPLE LEARN WHO, WHAT, WHERE, WHEN AND WHY?
  39. 39. EMPATHIC DESIGN GO INTO CONTEXT OBSERVE REAL PEOPLE THINK SAY LEARN WHO, WHAT, WHERE, WHEN AND WHY? CONNECT WITH THE PERSON, DO FEEL EMPATHISE
  40. 40. EMPATHIC DESIGN GO INTO CONTEXT OBSERVE REAL PEOPLE LEARN WHO, WHAT, WHERE, WHEN AND WHY? CONNECT WITH THE PERSON, EMPATHISE VALUE YOUR INSIGHTS
  41. 41. EMPATHIC DESIGN GO INTO CONTEXT OBSERVE REAL PEOPLE LEARN WHO, WHAT, WHERE, WHEN AND WHY? CONNECT WITH THE PERSON, EMPATHISE VALUE YOUR INSIGHTS RECORD AND SHARE DISCOVERIES
  42. 42. design strategy Abstract thinking
  43. 43. Abstract frameworks design insights strategies Now Future problems solutions solutions Observable
  44. 44. Intersections Termite Mounds & Architecture Medici effect – Frans Johansson
  45. 45. Free hand sketching + Motion capture technology Intersections Motion Capture and Furniture Medici effect – Frans Johansen
  46. 46. Design strategy Selecting ideas
  47. 47. VIABILTY sustainable business DESIRABILTY makes sense FEASIBILTY possible in the near future Design thinking – IDEO
  48. 48. Think Experience
  49. 49. Experience Service Product Commodity
  50. 50. Experience Service Product Commodity
  51. 51. Experience Service Product Commodity
  52. 52. Experience Service Product Commodity
  53. 53. Experience Service Product Commodity
  54. 54. design expression Scenario development
  55. 55. Abstract frameworks design insights strategies Now Future problems solutions solutions Observable
  56. 56. KANO Excite factors. These really Satisfaction make your product stand out from the others. Performance factors. These highlight things you do well. Expected Expected factors. These are features that are essential to you category. Characteristic
  57. 57. Scenarios Flesh out who the user is Word portraits Character collage Add the dimension of time Cartoon story boards Modelling Acted out walk-throughs
  58. 58. Scenarios Creative leaps - in context Behavioural prototypes Based on the real world Design opportunities in sympathy with real constraints
  59. 59. Cartoon storyboards Adding the time dimension Scenarios Simple multiple frame black drawings §1±QQQ Detail certain steps, be rigorous to avoid problems later Show someone in every frame
  60. 60. COMMONWEALTH GAMES “A beacon of hope, a unifying message to the people of the world…” Holistic Story-telling approach to understanding context of use Technology Factors Prototyping to balance power consumption & weight with beacon visibility
  61. 61. Queen’s Jubilee Relay Baton…
  62. 62. Prepare a score
  63. 63. Prepare a score Sketch out a series of vigne es
  64. 64. Prepare a score Sketch out a series of vigne es Refine scenario
  65. 65. Prepare a score Sketch out a series of vigne es Refine scenario Prepare sketch models
  66. 66. KNOWLEDGE Thanks

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