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Why User Centered Design doesn't work (anymore)

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I am very aware that going against years of indoctrination on UCD is controversial, but hear me out.

The world is going through a paradigm change. During decades as product designers all we were told to care about was to fulfil users needs and cater for their individualism. But that practice has created a few unexpected outcomes that go beyond the product itself.

What about if by solving a User Centred issue we created a huge systematic, environmental or socioeconomic problem?

What can we do to design better products that are more harmonious to the planet and it habitants?

Published in: Technology
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Why User Centered Design doesn't work (anymore)

  1. 1. Why User Centered Design doesn't work ...and why we should design more for Ecosystems
  2. 2. Hi, I am Yolanda Director of Service & Platform Design yolanda.martin@farfetch.com
  3. 3. UCD is Obsolete We cannot just design for a user. We need also to design for non-users who will be impacted by our product. Design for the support staff who will have to fix the mess users might make and definitely design for the ecosystems that our product exists in.
  4. 4. The World is going through a paradigm change
  5. 5. Over the past 30 years it has been all about the User
  6. 6. Ride sharing Apps make traffic in cities worse and undermine public transport *Do transportation network companies decrease or increase congestion? - Gregory D. Erhardt1,*, Sneha Roy1, Drew Cooper2, Bhargava Sana2, Mei Chen1 and Joe Castiglione2 - Science Advances 08 May 2019: - Vol. 5, no. 5, eaau2670 - DOI: 10.1126/sciadv.aau2670
  7. 7. ‘The business model for Uber and Lyft may be working for them, but it’s not working for society. They are adding more cars to the road, increasing air pollution and CO2 emissions that cause global warming. Uber and Lyft would be well advised to speed up the uptake of zero-emission cars so at least any increase in traffic caused by their activities does not add fuel to the fire.’ T&E’s new mobility officer Yoann Le Petit
  8. 8. Convenient for the user...but environmental menace
  9. 9. So what can we do?
  10. 10. User centered design is Myopic We need to look at the Big picture We need to design for Interconnectedness
  11. 11. “Interconnectedness is about reducing friction between interactions in large scale systems. This helps us move beyond the concept of a user, and embrace the concept of relationships, and interactions between peers and their ecosystem as the key element of a business.” -Simon Cicero - https://platformdesigntoolkit.com/
  12. 12. OK...so this is how do we practice Ecosystem design at Farfetch
  13. 13. Community Everyone operating within the ecosystem and exchanging value with one another 14 Businesses The websites and applications the participants use to create and consume the value Infrastructure The technology that connects it all together The Farfetch ecosystem.
  14. 14. Designing for Platform Ecosystems. Our Ecosystem is made up of multiple platforms, services and actors operating at varying levels of complexity. Business Ecosystem Marketplace platform Multi-channel service Single touchpoint
  15. 15. Actors within the ecosystem 16 Merchants Customers Supply luxury products Purchase products and services Application Owners Connect the supply to the demand Shapers Stakeholders Build and shape the platform Input into platform strategy Service Providers Supply services to participants PRODUCERS CONSUMERS AGGREGATORS GOVERNORS
  16. 16. PLATFORM Ecosystem Designing for Platform Ecosystems. Service Service Service Service Marketing Business Development Acquire new partner onto the platform Onboarding new partner onto the platform Manage Catalogue on the platform Tool Documentation Application Support Logistics Data Fulfil orders generated on the platform UX UX UX UX UX UX UX UX
  17. 17. Intro to Service Design. Service Design is a tool that can be used to drive operational change at an organisation level. UXD SD Partner facing Platform Shapers Service Providers
  18. 18. Designing for Platform Ecosystems. “Elegant simplicity in exponentially complex ecosystems is hard.” Andy Polaine
  19. 19. 24 M A R K E T P L A C E B L A C K & W H I T E S O L U T I O N S S T O R E O F T H E F U T U R E P L U G I N S S E L L E R T O O L S
  20. 20. 25
  21. 21. Touchpoints & Actors SERVICES Strategy Global Fashion Platform for Luxury Robust Merchandise Management / Self-serve Order fulfilment ... Applications & tools / Insights / Packaging ... Designing for Platform Ecosystems. What does this means in practice?
  22. 22. 28 Look beyond the User Think of the long term impact Always try to reduce friction between interactions, including: environmental impact, socio-economical, psychological…
  23. 23. Thank You yolanda.martin@farfetch.com

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