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Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Design Management & Innovation
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Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Design Management & Innovation

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Aspiration and joyful satisfaction are intrinsic drives. They are the common denominators of all effort, beginning with design and extending to the client and user experience. What is created …

Aspiration and joyful satisfaction are intrinsic drives. They are the common denominators of all effort, beginning with design and extending to the client and user experience. What is created externally mirrors what is happening internally. To understand the whole requires learning to engage in empathic internal and external communication across cultures, teams, clients, and customers. This “practice” provides validation, adds to ideation, and forges strategies for demonstrating and building value.


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  • 1. Using UX Design Principles& Methodologies in DesignManagement & Innovationtwitter / @mellimdesignemail / mel@mellim.com
  • 2. Self-realization:Do we practicewhat we preach?
  • 3. Break theice, ice, baby...
  • 4. ImprovisationalConversations Materials obtained from Gary Hirsch, The Art of Making It Up, Co-Founder of On Your Feet
  • 5. It’s easier to sayNO than YES.
  • 6. YES, NO, and BUTs ...AcquiescingRecognize an offer, but don’t contribute anything to an idea or tothe flowBlockingDon’t recognize the offer and don’t contribute anything to an idea orto the flowAcceptingAccept an offer, and contribute ideas and add to the flow
  • 7. ImprovisationalSketching
  • 8. Sketching together ismore productive thansketching alone.
  • 9. Improvisational: Summary- Communicate ideas through improvisational practices- Create spontaneous moments for the random collision of ideas- Refine listening skills- Co-create- Constructively build team cultures through visual thinking
  • 10. Knowing YourClient’s Business
  • 11. Design is business,business is design.1. Know the business - product or services2. Know your client - business goals3. Know your client’s customers / users - customer-centric4. Design for growth, substance and longevity5. What kind of business problem is the design solving?
  • 12. Perception of valuedefines the relationship1. Identify client’s business problems and present actionable ideas2. Identify short- and long-term goals3. Set realistic goals & metrics but align expectations4. Care!! Take real interest in your client’s business5. Be honest, be accountable, be professional
  • 13. What is UX Design?User experience (abbreviated as UX) is how a person feels when interfacing with a system.The system could be a website, a web application or desktop software and, in moderncontexts, is generally denoted by some form of human-computer interaction (HCI). UXdesigners study and evaluate how users feel about a system, looking at such things asease of use, perception of the value of the system, utility, efficiency in performing tasks andso forth.Compared to many other disciplines, particularly Web-based systems, UX is relatively new.The term “user experience” was coined by Dr. Donald Norman, a cognitive scienceresearcher who was also the first to describe the importance of user-centered design (thenotion that design decisions should be based on the needs and wants of users). From Smashing Magazine by Jacob Gube, 10/5/2010
  • 14. What is UCD?In broad terms, user-centered design (UCD) is a type of user interface design and aprocess in which the needs, wants, and limitations of end users of a product are givenextensive attention at each stage of the design process. User-centered design can becharacterized as a multi-stage, problem-solving process that not only requires designers toanalyze and foresee how users are likely to use a product, but also to test the validity oftheir assumptions with regards to user behavior in real world tests with actual users. Suchtesting is necessary as it is often very difficult for the designers of a product to understandintuitively what a first-time user of their design experiences, and what each user’s learningcurve may look like.The chief difference from other product design philosophies is that user-centered designtries to optimize the product around how users can, want, or need to use the product,rather than forcing the users to change their behavior to accommodate the product. From Wikipedia
  • 15. In the past, designdecisions were based on: What designers think is awesome What the client wants The focus was on aesthetics and brand, without thought for the people who are actually using the design.
  • 16. Today, design decisions are based on:
  • 17. Design & ClientManagement:How do you wantyour client to feel?
  • 18. CAN YOU CREATE A BETTER CLIENT EXPERIENCE?
  • 19. Culture Building:How do you wantyour team to feel?
  • 20. “At the end of the day, just remember that if you get theculture right, most of the other stuff -- including building a great brand -- will fall into place on its own.” - Tony Hsieh, CEO of Zappos.com
  • 21. Zappos 10 values:1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and A Little Weirdness4. Be Adventurous, Creative, and Open-Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With Communication7. Build a Positive Team and Family Spirit8. Do More With Less9. Be Passionate and Determined10. Be Humble
  • 22. Managing cultures:Who are you designing for?
  • 23. So, you think youknow your customers?Think again.
  • 24. EXAMPLE OF A PERSONAVince Blake - 35 years old, Executive Producer/ Director, Los Angeles, CAA private person who surrounds himself with influential people, and likes thatpeople seek out his opinions. He identifies with sophisticated, stylish,international personalities, and puts forth a carefully crafted image to distinguishhimself from superficial showoffs.Prone to mixing brands for an artistic, edgy effect, Vince selects accessories,services, and lifestyle activities that reflect his personal style: an Amex BlackCard/Centurion card; a pair of special edition vintage sneakers, iPhone, iPad,and MacBook Pro mobile devices to enable his online shopping; and farm-to-table dining. Loving form and function, he covets his classic vintage 1956Lincoln Continental while driving an Escalade Hybrid SUV that alludes to ecoconsciousness.A frequent domestic and international traveler, Vince prefers private companyjets and select commercial carriers including Virgin America, Virgin Atlantic,Singapore Airlines, and Swiss International.Striving to exude balance, strategy, and action with panache, Vincedemonstrates raw passion and intensity from his court side seats at LA Lakersgames. He also enjoys a great love of women but is careful to never look toocommitted.
  • 25. EXCLUSIVE PRIVATE QUALITY VINTAGEADVENTUROUS ECO-FRIENDLY
  • 26. EXAMPLE OF A CUSTOMER JOURNEY MAP
  • 27. parity solving a challengeplanning & customer technical task longevity needs feasibility completion DIFFERENTIATION USER NEEDScustomer layering cross user desires experiences participation user flow leveraging competitive current trends landscape & technology BRAND FOCUSES EXPERIENCE FOCUSES From Marisa Gallagher, CNN Digital
  • 28. How does brandingchange when it’scustomer first insteadof business first?
  • 29. UX vs. CX“I think that it’s an interesting question, when you talkabout user experience (ux) and customer experience(cx). User experience, in general, we’re thinking aboutpeople using something, people interacting withsomething. Right now, most specifically, that’s thewebsite and any mobile applications or mobile sites,but that’s really part of a larger umbrella around the fullcustomer experience, which would include interactionswith a store employee, using the product, using ourservices, taking a class, that kind of thing.” - Samantha Stammer, Manager, eCommerce Experience at REI.com UX Magazine, Article No. 584 11/30/2010
  • 30. Understand The Users- Use personas to understand and analyze user needs- Be empathetic towards users / customers- Use customer journey mapping to discover touch points to generate new market opportunities- WOW or surprise your users / customers by anticipating needs, delivering on the brand promise
  • 31. So, have you beendesigning for a client ora user / customer?
  • 32. CreatingLOVE & JOY!
  • 33. THE 6 STAGES OF EMOTIONAL BRANDING:Emotional Stage 1 – How you get someone interested?Emotional Stage 2 – How do you get someone to consider apurchase?Emotional Stage 3 – How do you continually reinforce that theirpurchase decision was absolutely the right decision, the “winning”decision?Emotional Stage 4 – How do you create a loyal customer suchthat they want to continue to buy your product and/or are mostreceptive to cross selling and value add purchases?Emotional Stage 5 – How do you create a brand ritual so that yourbrand becomes part of your customer’s life?Emotional Stage 6 – How do you get your audience to be yourcheerleader? Steve Goldner, Senior Director at MediaWhiz
  • 34. Rules of Thumb:Define the top 5 items that will make your client happy.Define the top 5 items that will make your client’s customers happy.What are the similarities and differences?Define the top 5 items that cannot be compromised for both thebrand and the design.
  • 35. Defining what designsuccess means helpsset goals andalign expectations.
  • 36. Aligning Goals & Expectations- Define what design success means to help establish a framework for what to expect from a designer/client relationship- Use the framework to establish goals and metrics- Deliver on a brand promise internally and externally to produce an authentic brand image- HAPPY TEAM + HAPPY CUSTOMERS = GENUINE BRAND
  • 37. Designing withoutpassion is like livingwithout breathing.
  • 38. Strategic Imagination- Ideas are equally as important as execution- Ideas have to be tangible and actionable- Give meaning to design; let it appeal to personal and collective aspirations- Design with intent, passion, and purpose- Good design is no longer good enough; great design wins!- Take your work seriously. Yourself, not so much.
  • 39. Reflection:More value for less? Or more value for more?Can we teach clients to be better clients?Who are we designing for? The client or the user/customer?
  • 40. Let’s talk!twitter / @mellimdesignemail / mel@mellim.comweb / www.mellim.com