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

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？ 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?

Discover Synthesize Visualize Conceptualize

Discover Synthesize Visualize Conceptualize Define Plan

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。

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

Ambitious, big ideas The current value proposition works… We need to own the competitive landscape New technical landscape CEO CTO VP Product Interview stakeholders VP Marketing VP Sales VP Strategy Customers love us now. Worries about change… Features! Functionality! 采 访 利益相关者

Domain Research 研究 产业的环境

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

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

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

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

Then, turn insight from user research into opportunities 把用 户 研究 变 成 商业 机会

“… 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 .” Indi Young. Rosenfeld Media. http://www.rosenfeldmedia.com "The Long Wow.” - Brandon Schauer

Do ethnographic research to gain insight 了解用户 的 环境 和需要

User research shows behavior patterns 用户研究变成行 为 模式

Synthesize behavior patterns into accessible insights 把 行 为 模式 变成 容易 理 解 的 信息

Turn user insights into opportunities 对 用 户 的深层理解 变 成机会 User Needs 用 户 的 需要 Our offering 我 们 提供 的工能 Pain points with us 對 我 们 不 滿意 Pain points in general 一般 的 不 滿意 What do users need in order to achieve their goals? How do we help with this need currently? What frustrations do they have with this offering? What’s the competition not doing? Is this need being met at all?

Turning opportunities into a roadmap 把机会 变 成 产品计划

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

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 porcelain Not digital, can’t iterate over time, can’t save work have to connect to laptop or another 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 whiteboard No competitor offer this Have as much or little writing surface to work with Fixed size mounted on wall Run out of space No competitor offer this

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。

User need Frustration Qualifier The minimum that everyone does in this product category (i.e. Flickr’s qualifier is photo sharing, just like Picasa) Differentiator what we do/have that no one else can claim (I.e. Flickr focuses on sharing the love for photography, explicitly) 用户 的 需要 用户 不 慢意 的 Qualifier 商 业空间 其它的 产 品都 這個工能 Differentiator 我们的产品与其它的产品 有什麼 不同的 呢 ？ Focus statement structure

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

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

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

Identify scenarios that the user will experience using your product in context of their day. Then break the scenario into logical steps and illustrated them. Use value statement to test concepts. When you present the design, first talk about the “value”, then about how it works. Tell a compelling story 描述 用 户 将 会怎样使用 您 的 产 品 一步步的描述他们的用法 用价 值 声明 来 测试 设计。 当您 给 别人 沟通您的 设计 想法 , 首先 谈论设计 的 “ 价 值 “ – 它对我们的 公司有什么影响， 怎么样帮助 我们的顾客的需要 沟通产品设计 Scott McCloud “Making Comics”. scottmccloud.com

Identify scenarios that the user will experience using your product in context of their day.

Then break the scenario into logical steps and illustrated them.

Use value statement to test concepts.

When you present the design, first talk about the “value”, then about how it works.

描述 用 户 将 会怎样使用 您 的 产 品

一步步的描述他们的用法

用价 值 声明 来 测试 设计。

当您 给 别人 沟通您的 设计 想法 , 首先 谈论设计 的 “ 价 值 “ – 它对我们的 公司有什么影响， 怎么样帮助 我们的顾客的需要

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

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.

30 minutes: Practice value based design brainstorming and sketching 练习

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

Key takeaways

Upfront design strategy helps set you up to solve the right problems

Good user research helps you uncover opportunities to support client goals

Value-based design communication helps you get consensus, motivation and commitment.

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

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