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[MIX 2016] CREATIVITY AT EACH STEP – PLANNING TO DEVELOPMENT / 徐孝真 Amoeba Design 使用者經驗總監

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MIX 2016 行動體驗設計論壇
http://mix.hpx.tw/2016/ch/

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[MIX 2016] CREATIVITY AT EACH STEP – PLANNING TO DEVELOPMENT / 徐孝真 Amoeba Design 使用者經驗總監

  1. 1. 1 5~8f Hosan bldg. 61-4 Nonhyun-dong Gangnam-gu Seoul 135-010 Korea Tel 82 2 3485 0300 Fax 82 2 3447 7786 ㅣ www.amoeba.co.kr ㅣ Copyright©2015 amoeba. All rights reserved. MIX Conference 2016 2016.5.22ㅣ Hyo-Jin Suh
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  3. 3. 3 [시장 조사 및 조사 설계] Question Define Goal Questions for Discover Define Direction /Mission, Problem Deliver Discover Ideation ? ?
  4. 4. 4 Evaluation GUI UI, UX Development DevelopmentUI DesignUX ConceptPlanningResearch GUI Concept Design Key Factor Design Direction Main Screen Definition Design Style Direction Main Design Style Definition Pain Point Analysis Detail Design Layout/Fonts/Color Visual Effects GUI Guideline and Evaluation Maintenance User/Market Research Service Analysis Trend Benchmarking UX Concept Specifications Design Key Factor Analysis Design Direction Use Cases Functional Requirements Information Architecture Interaction Style Design Menu Tree Detail Screen & Interations UI Guideline and Evaluation Maintenance UX Flow Analysis Interaction Specfication Concept Analysis Interaction Visualization Draft Sample Test Interaction Motion Guide Simulation Flash Prototyping Development Evaluation Maintenance Planning Design Develop User Testing Evaluation Next Planning User Testing Evaluation Next Planning User Testing Evaluation Next Planning
  5. 5. 5 Evaluation GUI UI, UX Development DevelopmentUI DesignUX ConceptPlanningResearch GUI Concept Design Key Factor Design Direction Main Screen Definition Design Style Direction Main Design Style Definition Pain Point Analysis Detail Design Layout/Fonts/Color Visual Effects GUI Guideline and Evaluation Maintenance User/Market Research Service Analysis Trend Benchmarking UX Concept Specifications Design Key Factor Analysis Design Direction Use Cases Functional Requirements Information Architecture Interaction Style Design Menu Tree Detail Screen & Interations UI Guideline and Evaluation Maintenance UX Flow Analysis Interaction Specfication Concept Analysis Interaction Visualization Draft Sample Test Interaction Motion Guide Simulation Flash Prototyping Development Evaluation Maintenance Planning Design Develop User Testing Evaluation Next Planning User Testing Evaluation Next Planning User Testing Evaluation Next Planning
  6. 6. 6http://jasonfurnell.files.wordpress.com/2011/08/customer-journey.png standardized questionnaire online questionnaire, a face-to-face interview, or a telephone interview normally short and to the point, less than 5 minutes to complete. aids and product samples. user-centered design ethnographic research method. two-hour, one-on-one interaction watches normal activities discusses what they see with the user.
  7. 7. 7 Today’s Keyword “Truck”
  8. 8. 8 Step 1 : Understanding Customer Modeling Step 2 : Hypothesis Step 3 : Customer Behavior, Mind mapping Discover Insights through Desk Research [Tip] - Early stage in understanding the key players and role. - Caution in pre-mature conclusions and assumptions Hypothesis for user modeling, concept and design direction [Tip] - Do not assume key players share same view - Need customer journey, requirements, types - Comparison between existing customer research Evaluation by ethnographic methods [Tip] - Anaylysis based on ethnographic approaches rather than anthropological or business analysis methods. https://sites.google.com/site/journeymapping/ Identifying Service UX Elements and Framework
  9. 9. 9 Step 4 : Analyze customer data, Requirements Step 5 : User Modeling, Customer Journey map Discover Insight Touch points and Service Interaction Evaluating Hypothesis Develop User Modeling [Tip] - Missing logical analytic data - Overlooking Contextual data (not Statistical) Developing Customer Journey map [Tip] - Data overloading - Efficient Infographics for conceptualization https://sites.google.com/site/journeymapping/ Identifying Service UX Elements and Framework
  10. 10. 10 http://jasonfurnell.files.wordpress.com/2011/08/customer-journey.png combining user modeling with customer journey map, better understanding of the user needs. needed before user interface and interaction design focusing on the task flow and the user experience system provide base for main usage scenes and touch points recommended for new services or unfamiliar areas
  11. 11. 11 [Gesture] [Editing] [Layout] [Hierarchy]
  12. 12. 12 [Incheon Airport 1F] 캠코더 설치 위치 2 3 1 [Incheon Airport 1F] 관찰 멤버 위치 • 1 – Roaming center 부스 안쪽 • 2 – Roaming center 부스 바깥 쪽, 우측 • 3 – 부스와 일정 거리 유지 (상황에 따라 이동하며 관측)
  13. 13. 13 Evaluation GUI UI, UX Development DevelopmentUI DesignUX ConceptPlanningResearch GUI Concept Design Key Factor Design Direction Main Screen Definition Design Style Direction Main Design Style Definition Pain Point Analysis Detail Design Layout/Fonts/Color Visual Effects GUI Guideline and Evaluation Maintenance User/Market Research Service Analysis Trend Benchmarking UX Concept Specifications Design Key Factor Analysis Design Direction Use Cases Functional Requirements Information Architecture Interaction Style Design Menu Tree Detail Screen & Interations UI Guideline and Evaluation Maintenance UX Flow Analysis Interaction Specfication Concept Analysis Interaction Visualization Draft Sample Test Interaction Motion Guide Simulation Flash Prototyping Development Evaluation Maintenance Planning Design Develop User Testing Evaluation Next Planning User Testing Evaluation Next Planning User Testing Evaluation Next Planning
  14. 14. 14 THE HANDYMAN SHOP Storyboard for explaining Multi-service Center By using specific scene, helps designers understand the space and context of the customer experience THE ARGOS EXPERIENCE Using the comical approach defines a persona that goes shopping at a local market, looking for a product and purchasing the product. Using images, pictures and videos to generate service usage scenes showing all touch points and user experiences and relations
  15. 15. 15 Character Profiles is used to share information about the service users. It assumes an imaginary character with image and text. A Persona is the generalized version of a character that represents the group characteristics. (Social aspects / Needs / Desires / Cultural Background)
  16. 16. 16 Promotes new ideas and productive communication and saves time and money within a non-digital environment. Step 1. Prepare Sketchboard Step 2. Assign Analysis areas for each team Designate a large canvas or space for memo and sketch Site Map, Affinity Diagram, User Requirements Device Specifications Provide 6 or more templates for the main design problems Draw ideas of the user requirements, UI layouts, interactions etc. Generalize Design problems, approaches and main function flow Step 3. Sketch Main Screen and Flow
  17. 17. 17 Step 4. Selection and Refinement Step 5. Evaluation and Confirmation Sketch board refinement based on new requirements Discussions with team members Choose 1-2 template ideas for detail scenario Finalize sketchboard Final requirement and design fix amongst members Presentation and understanding with stakeholders
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  19. 19. 19 CASE STUDY
  20. 20. 20 Evaluation GUI UI, UX Development DevelopmentUI DesignUX ConceptPlanningResearch GUI Concept Design Key Factor Design Direction Main Screen Definition Design Style Direction Main Design Style Definition Pain Point Analysis Detail Design Layout/Fonts/Color Visual Effects GUI Guideline and Evaluation Maintenance User/Market Research Service Analysis Trend Benchmarking UI Concept Specifications Design Key Factor Analysis Design Direction Use Cases Functional Requirements Information Architecture Interaction Style Design Menu Tree Detail Screen & Interations UI Guideline and Evaluation Maintenance UX Flow Analysis Interaction Specfication Concept Analysis Interaction Visualization Draft Sample Test Interaction Motion Guide Simulation Flash Prototyping Development Evaluation Maintenance Planning Design Develop User Testing Evaluation Next Planning User Testing Evaluation Next Planning User Testing Evaluation Next Planning
  21. 21. 21 Touchpoints Persona Actions Devices /Contexts Character Profiles is used to share information about the service users. It assumes an imaginary character with image and text. A Persona is the generalized version of a character that represents the group characteristics. (Social aspects / Needs / Desires / Cultural Background)
  22. 22. 22 share different ideas and perspectives through the design game the game is a platform for different parties to share ideas and different expectations the Main Rule is no negative comments during the game process
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  24. 24. 24 Evaluation GUI UI, UX Development DevelopmentUI DesignUX ConceptPlanningResearch GUI Concept Design Key Factor Design Direction Main Screen Definition Design Style Direction Main Design Style Definition Pain Point Analysis Detail Design Layout/Fonts/Color Visual Effects GUI Guideline and Evaluation Maintenance User/Market Research Service Analysis Trend Benchmarking UI Concept Specifications Design Key Factor Analysis Design Direction Use Cases Functional Requirements Information Architecture Interaction Style Design Menu Tree Detail Screen & Interations UI Guideline and Evaluation Maintenance UX Flow Analysis Interaction Specfication Concept Analysis Interaction Visualization Draft Sample Test Interaction Motion Guide Simulation Flash Prototyping Development Evaluation Maintenance Planning Design Develop User Testing Evaluation Next Planning User Testing Evaluation Next Planning User Testing Evaluation Next Planning
  25. 25. 25 INDI-ACTION PROJECT Interaction testing on a subject from a rural Indian village. The feedback is shown on the computer screen. without exposing the evaluation process, observes the user interaction and service response. allows the designer to gather feedback and user response directly.
  26. 26. 26 mockup is picture of ideas for the service and interaction design. starting from planning to interaction design, mockups help refine the concepts and design and meet requirements and limitations
  27. 27. 27 CASE STUDY
  28. 28. 28 Evaluation GUI UI, UX Development DevelopmentUI DesignUX ConceptPlanningResearch GUI Concept Design Key Factor Design Direction Main Screen Definition Design Style Direction Main Design Style Definition Pain Point Analysis Detail Design Layout/Fonts/Color Visual Effects GUI Guideline and Evaluation Maintenance User/Market Research Service Analysis Trend Benchmarking UI Concept Specifications Design Key Factor Analysis Design Direction Use Cases Functional Requirements Information Architecture Interaction Style Design Menu Tree Detail Screen & Interactions UI Guideline and Evaluation Maintenance UX Flow Analysis Interaction Specfication Concept Analysis Interaction Visualization Draft Sample Test Interaction Motion Guide Simulation Flash Prototyping Development Evaluation Maintenance Planning Design Develop User Testing Evaluation Next Planning User Testing Evaluation Next Planning User Testing Evaluation Next Planning
  29. 29. 29 Define Project Goal and Problem Discuss Before & After Results Define Function Map Prioritize Problem/Solutions PROCESS User Profile Before After Future Subtasks Considerations Pain Points Functionality issue cards are used for communication within team members and also promote different perspectives and suggestions. each card has insights, images, pictures and sometimes explanations of issues in had. the process helps members to open up to new problems and solutions. a simple method with an dynamic outcome.
  30. 30. 30 Case 1 : LA PERLA, INTERACTIVE TOOL FOR STAFF TRAINING Case Study 2 : TRAVEL GLOBAL | READ LOCAL http://www.servicedesigntools.org/tools/24 observing user interactions within the context and space for the service. provides a simulated environment for products, systems and services that has not been finalized but provides a similar experience. gives insight into the service and design directions and also notifying limitations and hurdles La Perla Project(1999) / Simulating education for sales personal at each franchise Brochures, Catalogs for guests at hotel checkins. Designers monitor guest behavior and pain points for the day.
  31. 31. 31 http://www.servicedesigntools.org/tools/24 Simulation Process Definition Virtual Service Simulation Preparation Discussion about Virtual Experinece PROCESS using touchpoint design discover related images and objects. effective method to recognize interaction between service and users and evaluate initial service design directions. recommended for detailed ideation and user experience designing.
  32. 32. 33 AMOEBA PROJECTS

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