Design Strategy

Slide 1: Workshop: Communicating your design vision by first defining a clear strategy 通过构建一个清楚的战略来创造您的设计概念 Liya Zheng 郑丽雅 Prepared for User Friendly 2007 1

Slide 3: A recent project experience challenged me to ask this question: What are some methods we can develop to help us better participate in strategic business conversations? 一个最近的设计项目引发了我的一个问题：一个 设计师怎样才能参与到企业的策划中去？ 3

Slide 4: Discover Synthesize Conceptualize Visualize

Slide 5: Discover Synthesize Conceptualize Visualize Plan Define

Slide 6: In this workshop, we will explore how to strengthen our design work by doing good design strategy. The goal is to have fun and learn from each other. 在今天的工作坊时间 , 我想和大家分享我在增强设计 能力方面的经验。 希望大家从中找到乐趣并且互相 学习。 6

Slide 7: In the Define & Discover phase, we first clarify & visualize business goals 首先，我们要清楚公司的企业目标 7

Slide 8: Interview stakeholders 关 采访利益相 者 Ambitious, big ideas Features! Functionality! New technical landscape The current value VP Product proposition CEO works… CTO Customers love us now. We need to own the Worries about competitive landscape change… VP Marketing VP Sales VP Strategy 8

Slide 9: Domain Research 研究产业的环境 9

Slide 10: 把商业目标型象化从而清楚地表达项目的目标 Visualize business goals to clarify project goals 10

Slide 11: 形向化获取利润的模型，发掘潜在的机会 Visualizing the revenue model to find untapped opportunities Revenue untapped Revenue untapped 11

Slide 12: 练习 20 minutes: Practice visualizing goals with DigiCorp in teams of 2. One person play the client and the other do the mapping… 12

Slide 13: DigiPad Exercise Provide data service High level business goals Increase revenue from Support the way existing users work better customers Go global (Asia, Europe) Bring in new Become # 1 revenue Brand digital stream equity whiteboard provider Creative Add new customers industry in existing markets 13

Slide 14: Then, turn insight from user research into opportunities 把用户研究变成商业机会

Slide 15: “…deep customer understanding can produce continuous ‘wow’ moments… By diving deep into a customer’s life and closely observing their behaviors, you can wow your customer by addressing needs that they’d never be able to articulate.” "The Long Wow.” - Brandon Schauer Indi Young. Rosenfeld Media. http://www.rosenfeldmedia.com 15

Slide 16: 户 的环境和需要 了解用 Do ethnographic research to gain insight 16

Slide 17: 户变研究 成行为模式 用 User research shows behavior patterns 17

Slide 18: 把行为模式变成容易理解的信息 Synthesize behavior patterns into accessible insights 18

Slide 19: 对用户的深 理解变成机会 层 Turn user insights into opportunities User Needs Our offering Pain points with us Pain points in general 對我们不滿意 用户的需要 我们提供的工能 一般的不滿意 What do users need in How do we help with this What frustrations do What’s the competition not order to achieve their need currently? they have with this doing? Is this need being goals? offering? met at all? 19

Slide 20: 把机会变成产品计划 Turning opportunities into a roadmap 20

Slide 21: 练习 20 minutes: Practice turning user needs into opportunities with DigiPad? 21

Slide 22: DigiPad Exercise User needs analysis User Needs Our offering Pain points with us Pain points in general Remote light brainstorm tool None No remote ability Clunky, lots of software, hardware to deal with, unnatural, uses windows tools makes brainstorming hard Concept co-creation at a distance Marker on Not digital, can’t iterate over have to connect to laptop or another porcelain time, can’t save work software Presentation and feedback capturing None We don’t offer it OK but need to lug around a projector Store and retrieve work wirelessly None Not connected USB or computer needed Portability None We don’t offer a portable No competitor offer this whiteboard Have as much or little writing surface Fixed size mounted Run out of space No competitor offer this to work with on wall 22

Slide 23: In the Concept phase, we articulate where business goals meet user goals by developing focus statements to communicate a clear product vision. 研究企业目标和用户目标相吻合的契机。 创造并运用” focus statement” 来表达您 的设计理念。 23

Slide 24: Focus statement structure 用户的需要 User need 用户不慢意的 Frustration Qualifier Qualifier The minimum that everyone does 商业间 in this product category (i.e. 空 其它的产品都這個工 Flickr’s qualifier is photo sharing, 能 just like Picasa) Differentiator Differentiator 我们的产品与其它的产品有什 what we do/have that no one 麼不同的呢？ else can claim (I.e. Flickr focuses on sharing the love for photography, explicitly) 24

Slide 25: 练习 Exercise: 20 minutes to pratice coming up with a focus statement for the DigiPad 25

Slide 26: DigiPad Example Katy who needs to capture and share research User need and design ideas throughout her design process Is frustrated the lack of flexible tools available Frustration to aid in her process. Unlike other digital whiteboard providers who Validator focus on collaboration between co-located teammates, What we do that competitors also do. DigiCorp gives her a tool to brainstorm, record, and share her work, throughout her creative process, anywhere. The DigiPad is focuses on helping her with her remote collaboration needs Differentiator on all levels of fidelity appropriate for each step in her process, focusing on creating a sense of What we do/have that no one presence for her remote collaborators which else can claim. That’s our focus? increases the level of engagement in her creative work. 26

Slide 27: In the Visualize phase, we use focus statement to guide design work & to tell compelling stories along the way. 使用 focus statement 来帮助您创造和沟通设计方向 　 27

Slide 28: Tell a compelling story 沟通产品设计 1. Identify scenarios that the user will 样 1. 描述用户将会怎 使用 您的产 experience using your product in 品 context of their day. 3. 一步步的描述他们的用法 3. Then break the scenario into logical steps and illustrated them. 5. 用价值声明来测试设计。 5. Use value statement to test 7. 当您给别人沟通您的设计想 concepts. 法 , 首先谈论设计的“价值 “ – 它对我们的公司有什 7. When you present the design, first 么样 帮助 么影响，怎 我们的顾 talk about the “value”, then about 客的需要 how it works. Scott McCloud 28 “Making Comics”. scottmccloud.com

Slide 29: Storytelling is both verbal and visual. be specific. However the execution, 29

Slide 30: Materials in these slides are removed to makes sure that any arguably confidentially information from the client is not presented publicly. The techniques discussed in this slide can be derived from the worksheet given to you during the workshop.

Slide 31: 练习 30 minutes: Practice value based design brainstorming and sketching 31

Slide 32: Key takeaways 3. Upfront design strategy helps set you up to solve the right problems 5. Good user research helps you uncover opportunities to support client goals 7. Value-based design communication helps you get consensus, motivation and commitment. 32

Slide 33: Thanks and credit Arti Acharya Design communicator, usability evangelist My teammate in this project and partner in crime Anu Hiremaglur Analyst, master of all things Advisor to our strategy work 33

Slide 34: Keep in touch Liya.zheng@gmail.com Blog:Insight Observed URL:noreally.wordpress.com 34