Telling and selling the UX story


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Presentation for Mobile Monday HK - 14th January 2013 Hong Kong

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  • Michael de RegtI’m a Dutch designer with more than 12 years of intense experience in multiple product categories and design competences, with a strong foundation in User Interaction design, Innovation design and Design for User Experience. I believe in facilitating and leading teamwork to reach our goal: designing the best possible user experience for the people using our products. I’m highly motivated by the fact that I can use my skills to add value to people’s everyday life, and keep on learning and improving my own experiences based on consumer input, cooperation with my colleagues and simply observing the world around us.I have been working in various locations around the world, in multiple types of projects and roles. What has been common throughout the years is that I constantly seek for improvements and break through (design) barriers. As a leader for the various teams I have worked with I push the limits to achieve our goals; from early conceptualization to adding the final ‘beauty of the details’.
  • From separate products and propositions, to connected products working in eco-systems inside and outside our Philips brand.This already shows that it is a new field from what we are used to, and that it cannot be done alone. There are no overarching expertsIt is a change of mindset, together with all other relevant stakeholders.
  • Exceed expectations
  • The challenges we face, which for sure are not typical only for this company.
  • User Experience design is not a competence by itself, it requires cooperation and a shared mindset to create compelling product experiences.Designing for user experience is not about separating the competences, it is not ‘us’ vs. ‘them’, it has to be done togetherUser experience design is not done by people from the Interaction design team, it needs many difference competence and functions at the right timeThis goes way beyond Design, and in no way Design can manage this alone. We needed to create a map of the company of all people who will have an influence on the user experience, and discuss this with the most relevant people on the map.(Explanation of the stakeholder map, grouping and names)
  • Identify the key experience for each and every product, based on what you have taken from the ‘landscaping’Forexample the alarm clock, key is waking up, and setting the alarmChoosing alarm tones, or snooze duration, is basicShow and tell and alwaysrefer back to this key experience– this will be the defining direction that will (have to)be embedded in everybody’s hearts and minds
  • Start with the core flow, where the user spends 90% of his time. This is also easier to present instead of all the exception cases (The core flow is not the same as the happy flow)Ask yourself the question: What should just work, and where do we add & differentiate? First get the basics right, go for the ‘magic moments’ afterDescribe the key experiences and experience issuesThis is the painful part,it involves painstakingly internal discussions and managing a lot opinions, but it can be re-used and it avoids issues at the development stage.
  • Coming from the big picture, the details are easily overlooked, often forgotten or unwilling to discuss. Details is about elegance, it is just right and pleasingDuring designing the basics and during developments, it is painful but so needed to get the experience rightThe user experience is in the details, the designer consciously sees them, the user might not but it all adds up
  • Experience design requires the ability to transcend the individual design capabilitiesExperience Design looks for better orchestration of the competences to more completely address the Experience that a customer has of our products and services. The objective being to improve NPS and the Brand. Change the mindset from UI Design to UX Design …Integrate Product and Interaction design competences …Overlap and converge Identity programs …Aesthetic qualities of the physical and visual experience (VI, VTA and Product)Behavioral qualities of the experience (Interaction)Control principles of the experience (Interaction and Product)Design of the Physical expression of the experience (Product)Experience is the sum of the parts of the Product Experience (Experience Design/Creative Direction)
  • How to demonstrate this all?Flows are still needed to describe the overall concept. However, often flows are not valued, and reactions start to poor in when the designs become visual. Know that the appreciation from interaction design comes from the market responses.Start to make it visual and tangible (make it comprehensible) from the startCreate large posters and boards with your designs for group discussions. No ‘official’ meetings are needed, casual chats will do (with anyone)Whenever possible, make it actual. Create (quick & dirty) prototypesIt involves a passion for details; From falling in love, to staying in love (with the concept) – over time the beauty is sometimes forgotten
  • Telling and selling the UX story

    1. 1. Introduction Michael de Regt User Experience designer and Creative lead at Philips Design HKConfidential Philips Design, MdR, February 17, 2012 1
    2. 2. Products | HK Products for a global market, designed in HKConfidential Philips Design, MdR, February 17, 2012 2
    3. 3. Most companies have finally awoken from their deep eighties slumber to realize that a single product can no longer dominate an industry on its own -- the age of the Walkman is over. For success, a product must encompass great software, great services, hardware that just works, and stellar support when it doesnt. In short, the user experience is what sets the product apart Thomas Ricker: Philips Design, MdR, February 17, 2012
    4. 4. It starts with an IDEA Paolo Martin - Citroen 2CV Concept - Philips Design, MdR, February 17, 2012
    5. 5. … for a USER 80 Ans De Publicité Citroën Et Toujours 20 Ans de Jacques Séguéla (poster)Confidential Philips Design, MdR, February 17, 2012 5
    6. 6. Our contribution MEANINGFUL solutions Value Usability Design 6 Picassos Citroen 2cv by Andy Saunders - Philips Design, MdR, February 17, 2012
    7. 7. Our contribution AddedValue VALUEUsabilityDesign CITROEN TRACTION AVANT Confidential Philips Design, MdR, February 17, 2012 7
    8. 8. Challenges Many locations… Many products… Many opinions… Many silos…Confidential Philips Design, MdR, February 17, 2012 8
    9. 9. UX stakeholders overviewConfidential Philips Design, MdR, February 17, 2012 9
    10. 10. landscaping What is the added value? Where are the boundaries? Wallpaper Philips Design, MdR, February 17, 2012 10
    11. 11. the key experiencesConfidential Philips Design, MdR, February 17, 2012 11
    12. 12. Rise alarm app Rise Alarm Clock By Kellen Styler - Philips Design, MdR, February 17, 2012
    13. 13. the core Start with the core, where the user spends 90% of their time Describe the key experiences and the experience issuesConfidential Philips Design, MdR, February 17, 2012 13
    14. 14. sparkles What will the user show to others? What will the user memorize? Francis Moody photography - Philips Design, MdR, February 17, 2012 14
    15. 15. the beauty is in the DETAILS 123RF Royalty Free Stock photos - Philips Design, MdR, February 17, 2012
    16. 16. Confidential Philips Design, MdR, February 17, 2012 16
    17. 17. Apple iOS mail (via LittleBigDetails).comConfidential Philips Design, MdR, February 17, 2012
    18. 18. B Behavior A E C Aesthetics Control D DesignConfidential Philips Design, MdR, February 17, 2012
    19. 19. make it understandable Demo boards Prototyping Felder Felder - Philips Design, MdR, February 17, 2012 19
    20. 20. Don’t just talk about UX, you have to practice it Thanks, Michael de RegtConfidential Philips Design, MdR, February 17, 2012