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/

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

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ITP / SED Day 2

  1. 1. 02 Strategy & Experience Design ITP 2011 Aalto University School of Economics Sami Niemelä Creative Director, Nordkapp sami.niemela@gmail.com @saminTuesday, June 7, 2011
  2. 2. Tuesday, June 7, 2011
  3. 3. The Larger Context(s) graph Ville Tikka / wevolve.usTuesday, June 7, 2011
  4. 4. The Challenge: Peoples behavior and their values changes slower than technologyTuesday, June 7, 2011
  5. 5. Being Human Centric?Tuesday, June 7, 2011
  6. 6. Empathy http://www.openideo.com/open/maternal-health/inspiration/empathy-belly-/Tuesday, June 7, 2011
  7. 7. “What it’s like?”Tuesday, June 7, 2011
  8. 8. 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
  9. 9. HCD: METHODOLOGIES Qualitative ResearchTuesday, June 7, 2011
  10. 10. 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
  11. 11. analysis & insight observation c) Creative Commons:http://www flickr.com/photos/freakapotimus/517212429/Tuesday, June 7, 2011
  12. 12. HCD: METHODOLOGIES Design SynthesisTuesday, June 7, 2011
  13. 13. analysis & insight workshoppingTuesday, June 7, 2011
  14. 14. analysis & insight service opportunities potential! potential!Tuesday, June 7, 2011
  15. 15. 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
  16. 16. analysis & insight design driversTuesday, June 7, 2011
  17. 17. HCD: RESULTS Products and services that are meaningful, answer to concrete needs and discover new business potential.Tuesday, June 7, 2011
  18. 18. HCD: RESULTS Insights, ideas, innovation, validated scenarios and use cases, process visualisations, personas, principles, roadmaps…Tuesday, June 7, 2011
  19. 19. concept design sketchingTuesday, June 7, 2011
  20. 20. 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
  21. 21. 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
  22. 22. concept design ui flowsTuesday, June 7, 2011
  23. 23. 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
  24. 24. 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
  25. 25. Asking the right questions.Tuesday, June 7, 2011
  26. 26. WHO, WHAT, HOW AND WHY? “Instead of designing a bridge, find a way to cross a body of water”Tuesday, June 7, 2011
  27. 27. 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
  28. 28. UsersTuesday, June 7, 2011
  29. 29. USERS 1. You are not your user. 2. Users are not your clients.Tuesday, June 7, 2011
  30. 30. USERS Who the user is, depends on the context you operate in.Tuesday, June 7, 2011
  31. 31. PersonasTuesday, June 7, 2011
  32. 32. WHAT? a persona = an archetype of a user/client, representing a larger group.Tuesday, June 7, 2011
  33. 33. WHY? — Gives context — Removes designing for self — Gives focus — Act as a reminder — Frees to ideateTuesday, June 7, 2011
  34. 34. Extending PersonasTuesday, June 7, 2011
  35. 35. First, the Persona level: Motivations, Expectations, Perception, Abilities, Flow and Culture?Tuesday, June 7, 2011
  36. 36. 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
  37. 37. 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
  38. 38. Motivations; what drives her/him? e.g. ”I just want to be fit and look good in the mirror”Tuesday, June 7, 2011
  39. 39. 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
  40. 40. Perception; how does she perceive the situation and context e.g. “every day is an adventure for me”Tuesday, June 7, 2011
  41. 41. 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
  42. 42. Flow; how does the moment flow to her? e.g. careful steps vs “just doing it”Tuesday, June 7, 2011
  43. 43. Culture; what is her next bigger context? e.g. “I am doing this because I’m a perfectionist”Tuesday, June 7, 2011
  44. 44. First, the Persona level: Motivations, Expectations, Perception, Abilities, Flow and Culture?Tuesday, June 7, 2011
  45. 45. RulesTuesday, June 7, 2011
  46. 46. 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
  47. 47. Motivations, Expectations, Perception, Abilities, Flow and Culture 90 MINUTESTuesday, June 7, 2011
  48. 48. Grouping: find commonalities and patterns and group them. Duplicate notes if needed.Tuesday, June 7, 2011
  49. 49. Patterns are commonalities and terms that overlap e.g. “ease of use”Tuesday, June 7, 2011
  50. 50. Groups can be things like “product ideas” “challenges” and so , forth.Tuesday, June 7, 2011
  51. 51. Grouping: find commonalities and patterns and group them. Duplicate notes if needed. 45 MINUTESTuesday, June 7, 2011
  52. 52. 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
  53. 53. Q&A time!Tuesday, June 7, 2011
  54. 54. The End. See you on Thursday!Tuesday, June 7, 2011

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