ITP / SED Day 2
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ITP / SED Day 2

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The second day of lectures from Aalto University School of Economics’ ITP summer programme’s Strategy and Experience. https://itp.hse.fi/ ...

The second day of lectures from Aalto University School of Economics’ ITP summer programme’s Strategy and Experience. https://itp.hse.fi/

Contents: Empathic design, personas, design research and methods.

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ITP / SED Day 2 ITP / SED Day 2 Presentation Transcript

  • 02 Strategy & Experience Design ITP 2011 Aalto University School of Economics Sami Niemelä Creative Director, Nordkapp sami.niemela@gmail.com @saminTuesday, June 7, 2011
  • Tuesday, June 7, 2011
  • The Larger Context(s) graph Ville Tikka / wevolve.usTuesday, June 7, 2011
  • The Challenge: Peoples behavior and their values changes slower than technologyTuesday, June 7, 2011
  • Being Human Centric?Tuesday, June 7, 2011
  • Empathy http://www.openideo.com/open/maternal-health/inspiration/empathy-belly-/Tuesday, June 7, 2011
  • “What it’s like?”Tuesday, June 7, 2011
  • HCD: GOALS 1 — Understanding of people’s needs 2— Empathy towards people’s daily lives 3— Integrate the insights to design work.Tuesday, June 7, 2011
  • HCD: METHODOLOGIES Qualitative ResearchTuesday, June 7, 2011
  • analysis & insight qualitative interviews Group 1 Group 2 Group 2 Group 3 Group 3 Group 1 Group 2 Group 1 Group 3Tuesday, June 7, 2011
  • analysis & insight observation c) Creative Commons:http://www flickr.com/photos/freakapotimus/517212429/Tuesday, June 7, 2011
  • HCD: METHODOLOGIES Design SynthesisTuesday, June 7, 2011
  • analysis & insight workshoppingTuesday, June 7, 2011
  • analysis & insight service opportunities potential! potential!Tuesday, June 7, 2011
  • analysis & insight roadmap Service A 1.0 Integrated with Loose integration with components of B Mobile web Service 2.0 - fully integrated service - platform wide functions - dedicated clients Service B 1.0 Service B 1.5 Current version Integrated with components of A Simple channels Unlimited spaceTuesday, June 7, 2011
  • analysis & insight design driversTuesday, June 7, 2011
  • HCD: RESULTS Products and services that are meaningful, answer to concrete needs and discover new business potential.Tuesday, June 7, 2011
  • HCD: RESULTS Insights, ideas, innovation, validated scenarios and use cases, process visualisations, personas, principles, roadmaps…Tuesday, June 7, 2011
  • concept design sketchingTuesday, June 7, 2011
  • analysis & insight personas (c) Creative Commons: http://www.flickr.com/photos/balladist/3020664097/ c) Creative Commons: http://www.flickr.com/photos/lululemonathletica/3483807909/ c) Creative Commons:http://www flickr.com/photos/freakapotimus/517212429/Tuesday, June 7, 2011
  • Loophole from the device through concept design filters, apps & information architecture aggregations “Launchpad” (Home screen) Same for all personas, simple & effective place to collect individual applications/modules. All extra information uch as notifications are overlayed on top of the ui. + People Amplified mapping + Places Device looks & overlays information on top of maps and real surroundings from camera + Talk Timeline Vertical & horizontal timeline for different “views”, such as time, people, communications, location.... TIME ›Tuesday, June 7, 2011
  • concept design ui flowsTuesday, June 7, 2011
  • concept design frameworks Maailma Kaikki muut, avoin jako. maailma Kontaktit Kaikki omat kontaktit. Kaverin kaverit mutta ei kaverin kaverin kaveri? kontaktit Ystävät Isompi ryhmä ihmisiä, voi olla esimerkiksi kontaktiryhmä “luokkakaverit” Perhe ystävät Sisältö jaettu rajatulle ryhmälle. Jokainen jäsen pitää hyväksyä erikseen. Minä Minä = absoluuttinen turva. Oletus kaikelle sisällölle jollei käyttäjä perhe nimenomaan toisin määrää. minäTuesday, June 7, 2011
  • concept design frameworks Agile / Design Suunnittelu- ja kehitysmalli Strategia Planning Sprint Planning Features UX DESIGN MODE: Looking in / out Synthesis Workshop Workshop Stories Haasteet Rajoitteet Tavoitteet Suunta Mahdollisuudet Development Konsepti Lyhyet tarinat Täsmälliset tarinat Sprint Sprint SprintTuesday, June 7, 2011
  • Asking the right questions.Tuesday, June 7, 2011
  • WHO, WHAT, HOW AND WHY? “Instead of designing a bridge, find a way to cross a body of water”Tuesday, June 7, 2011
  • WHO, WHAT, HOW AND WHY? The world is full of good answers—it’s your job to ask the right questions.Tuesday, June 7, 2011
  • UsersTuesday, June 7, 2011
  • USERS 1. You are not your user. 2. Users are not your clients.Tuesday, June 7, 2011
  • USERS Who the user is, depends on the context you operate in.Tuesday, June 7, 2011
  • PersonasTuesday, June 7, 2011
  • WHAT? a persona = an archetype of a user/client, representing a larger group.Tuesday, June 7, 2011
  • WHY? — Gives context — Removes designing for self — Gives focus — Act as a reminder — Frees to ideateTuesday, June 7, 2011
  • Extending PersonasTuesday, June 7, 2011
  • First, the Persona level: Motivations, Expectations, Perception, Abilities, Flow and Culture?Tuesday, June 7, 2011
  • TOURIST / VISITOR Aiko Ono, 40. “I love the things I find here” Aiko is a Japanese tourist who fell in love with Finland after seeing the film Lokki five years ago. She visited Helsinki for the first time right after the film, and has been back every year ever since. Key Moments: planning in advance online, marking spots to futher inspection, logging in w/ PIN, looking places from US, printing an RFID map.Tuesday, June 7, 2011
  • TOURIST / VISITOR UX DRIVERS Sense of familiarity, same experience carrying on through di erent screens UI METAPHORS The city is an adventure, show me what I could fall in love with! MOTIVATIONS Exploration, remembering, serendipity EXPECTATIONS Things work and give me means to experience more PERCEPTIONS “I feel almost semi-local”, ABILITIES Tech-savvy but prefers to use a paper map when on the move, familiar with travel guides, good navigation intuition. FLOW Search and refine,, wonder around, find things through getting lost. CULTURE Interested and aware, open to new experiences, impatient-no time to waste!Tuesday, June 7, 2011
  • Motivations; what drives her/him? e.g. ”I just want to be fit and look good in the mirror”Tuesday, June 7, 2011
  • Expectations; what’s in it for her, subconsciously, consciously and socially e.g. “I expect things just work, I have no time to fix broken s*it”Tuesday, June 7, 2011
  • Perception; how does she perceive the situation and context e.g. “every day is an adventure for me”Tuesday, June 7, 2011
  • Abilities; what is she capable of, and what are her hopes and fears? e.g. she learned to knit when she was 8Tuesday, June 7, 2011
  • Flow; how does the moment flow to her? e.g. careful steps vs “just doing it”Tuesday, June 7, 2011
  • Culture; what is her next bigger context? e.g. “I am doing this because I’m a perfectionist”Tuesday, June 7, 2011
  • First, the Persona level: Motivations, Expectations, Perception, Abilities, Flow and Culture?Tuesday, June 7, 2011
  • RulesTuesday, June 7, 2011
  • 1. Defer judgment 2. Encourage wild ideas 3. Build on the ideas of others 4. Stay focused on the topic 5. One conversation at a time 6. Be visual 7. Go for quantityTuesday, June 7, 2011
  • Motivations, Expectations, Perception, Abilities, Flow and Culture 90 MINUTESTuesday, June 7, 2011
  • Grouping: find commonalities and patterns and group them. Duplicate notes if needed.Tuesday, June 7, 2011
  • Patterns are commonalities and terms that overlap e.g. “ease of use”Tuesday, June 7, 2011
  • Groups can be things like “product ideas” “challenges” and so , forth.Tuesday, June 7, 2011
  • Grouping: find commonalities and patterns and group them. Duplicate notes if needed. 45 MINUTESTuesday, June 7, 2011
  • Write up your extended personas into a visual form on A4 each. THU WHERE? sami.niemela@gmail.com w/ title “GROUPNAME Persona ” HOMEWORK print out a copy for thursday, hang it on the wall.Tuesday, June 7, 2011
  • Q&A time!Tuesday, June 7, 2011
  • The End. See you on Thursday!Tuesday, June 7, 2011