Designing for the rest of the world
UX Brighton – Brighton, UK
12 May 2009
Miles Rochford | miles.rochford@gmail.com
All opinions expressed in this presentation are my own and do not necessarily represent the official view of Nokia.

New
-ish
!
About Life Tools
Rapid ethnography
Designing with insight
Role as designers

About me
All opinions expressed in this presentation are my own and do not necessarily represent the official view of Nokia.
Miles Rochford

Miles Rochford

Helsinki
London
San Francisco

About Life Tools
Rapid ethnography
Designing with insight
Role as designers

europe.nokia.com/lifetools

About Life Tools
Rapid ethnography
Designing with insight
Role as designers

design ethnography
qualitative validation
quantitative validation

Miles Rochford, Tom Jenkins, Eddie Shannon, Manu Zavattaro

90 participants
6 countries
2 weeks

Miles Rochford

Eddie Shannon

Miles Rochford

Miles Rochford

Miles Rochford

needs
aspirations
behaviour

8 simple observations
People rich, time rich, money poor
It’s not what you know, it’s who you know
Order through chaos
Everything is shared
Context is king
Expect the unexpected
Stay on the beaten path
Everyone is MacGyver

About Life Tools
Rapid ethnography
Designing with insight
Role as designers

Brainstorming | 1 week triple figures
Visualising | 2 weeks double figures
Fieldwork | 2 weeks
single figures
Filtering | 2 days

Design Cluedo.

+ personas
+ design guidelines
+ design patterns
+ PowerPoint slides (yay!)

About Life Tools
Rapid ethnography
Designing with insight
Role as designers

How can we become
better designers?
Unintended Design
Self Design
Genius Design
Activity-Focused Design
People-Focused Design
http://www.uie.com/articles/five_design_decision_styles

Let people design?

Noah Berger for The New York Times
Let data design?

Let designers listen.

“[Designers need a]
fearlessness of really listening”
Shelley Evenson, Carnegie Mellon University
Service Design Network, November 2008, Amsterdam

Empathy.
The one tool you
need as a designer.

Thank you. Kiitos.
Eddie Shannon

Questions?
miles.rochford@gmail.com
www.slideshare.net/rochford
@21five
Local photographer, paid by Miles Rochford