3 Habits of Highly Effective Designers
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The document outlines 3 habits of highly effective designers: 1) Empathizing with customers by understanding them through personas, segmentation, and executive alignment. 2) Solving problems visually by mapping customer journeys, pain points, and dependencies. 3) Designing together through collaborative sketching, idea generation, and prioritizing features. It also discusses 3 behaviors for effective organizations: confidence, clarity, and consistency.
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3 Habits of Highly Effective Designers
- 1. 3 HABITS OF HIGHLY EFFECTIVE DESIGNERS How to make design part of your customer engagement strategy 1
- 3. You must run your project with the team you actually have, not the team you wish you had. 3 Jakob Nielson, Nielsen Norman Group
- 4. #1 EMPATHISING WITH CUSTOMERS How to make design part of your customer engagement strategy 4
- 7. HOW TO USE ¨ Audience segmentation ¨ Customer recruitment ¨ Executive alignment 7
- 9. #2 SOLVING PROBLEMS VISUALLY How to make design part of your customer engagement strategy 9
- 11. CUSTOMER JOURNEY MAPPING 11 Hidden complexity
- 12. HOW TO USE ¨ Mapping pain points ¨ Channels and dependencies ¨ Slicing scope 12
- 13. #3 DESIGNING TOGETHER How to make design part of your customer engagement strategy 13
- 14. EXPERIMENTS NEED IDEAS 14 Generate lots of ideas Run experiments Converge on best options Lean UX Lean Enterprise
- 16. HOW TO USE ¨ Explaining ideas ¨ Prioritising features 16
- 18. 3 BEHAVIORS FOR EFFECTIVE ORGANISATIONS How to make design part of your customer engagement strategy 18
- 19. CONFIDENCE 19
- 20. CLARITY 20
- 21. CONSISTENCY 21
- 23. THANK YOU Questions or comments: Stuart Curran Experience Designer @ ThoughtWorks scurran@thoughtworks.com
Editor's Notes
- Thank you Introduce myself Pick up from J+B
- XD @ TW Labels, how we talk about design Stop talking, start doing Strategic value of design Enable potential of people
- Myth of the genius designer No scale or cap dev Designer as coach Good design behaviour Good habits Outline what, why and how
- Habit #1 Walk a mile Mental switch Customers not in room Designer as proxy
- Intro to personas Persona value Persona problems Persona as hypothesis
- Prototyping personas activity Outline steps Ways to use
- Audience segmentation Recruiting customers Executive alignment
- GOV.UK design Information to transactions Increase in complexity User dependency Established process Stress example More appetite for change Beyond feature lists to solving problems
- Habit #2 Designer vision Not photoshop, penmanship Make others understand by seeing
- Hidden complexity Make it visible
- CJM technique Outline steps People in room Bigger canvas Facilitation Trigger event Sequence of connected steps Line of visibility High level map of CE
- Mapping pain points – improve experience Channels and dependencies – gaps, opportunities Slicing scope – manage risk, technical capabilities
- Habit #3 Designing together Anyone can draw
- Divergent thinking Context within lean Options fuel experiments – feed strategy
- A.K.A. design studio List steps
- Explaining ideas Prioritising features More?
- CR system example Call centre staff -> canteen Dan’s example as leader Surprising outcome - hope
- Relate design habits to good executive behaviors
- Confidence in customer Solving right problems Guiding the design of the solution
- Clarity of direction Good customer, business and technology decisions
- Consistency and Continuity of Strategy Ensure longevity of vision and opportunity