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Participative Design - UXcrunch Event

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In recent years, co-creation is the buzzword of the business world. Companies are launching co-creation or innovation centers focused on everything from health care, to toys, to corporate responsibility.

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Participative Design - UXcrunch Event

  1. 1. Pat riz ia B ert ini European Direc tor of Res earc h & Ins ights @ legoview s patr iz ia.ber tini@w ipr o.com W hat c an par tic ipative des ign do for you? And what c an you do for partic ipative des ign?
  2. 2. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 2 UX = Design?
  3. 3. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL The design process 3 • Focus groups • Ethnography • Contextual inquiry • Task Analysis • Questionnaire • Interviews • Desk research Explore & Understand • Focus groups • Ethnography • Contextual inquiry • Questionnaire • Interviews Formalise requirements • Persona • Scenario • Heuristic analysis • Card sorting Design • Usability tests • Cognitive walk through • Think Aloud • Focus groups • Questionnaire • Interviews • Heuristic analysis • Remote task Validate
  4. 4. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 4 Where is the user?
  5. 5. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 5 Users are the experts in their own experience
  6. 6. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 6 When was the last time your Client has spoken with their customers?
  7. 7. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 7The Man-in-the-Middle approach
  8. 8. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 8 Most innovation fail because it is so hard to get inside the heads of potential customers, to know whether they will really take up what seems a promising product. Leadbeater, 2008
  9. 9. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 9 It is really hard to design products by focus groups. A lot of times people don’t know what they want until you show it to them. S. Jobs
  10. 10. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 10 What can you do?
  11. 11. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 11 Imagine… What if it were like this?
  12. 12. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 12 Markets are conversations
  13. 13. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 13 If consumers are required merely to be either a lead tester of a product or an adaptor of a suite of pre-selected choices, it lacks a sense of real creativity. Ind & Al 2012
  14. 14. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 14 Participative design, or Co-creation is… …A social, collaborative, and creative process to generate innovation and value, through the dialogue and participation of all actors to construct new win/win opportunities and experiences
  15. 15. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 15 The participative approach
  16. 16. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 16 We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute?
  17. 17. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 17 Psychologist tend to see creativity as a mental process (but) creativity is as much a cultural and social as it is a psychological event. M. Csikszentmihalyi
  18. 18. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 18 What can you do?
  19. 19. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 19 Add value to your work and to your clients by engaging the users! Be creative, and let all actors involved to be creative! Dare to change the existing paradigm. Bring more fun into UX!
  20. 20. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 20 What will you get from Participative Design?  Save time (= save money)  Stakeholders’ engagement  More conversations and better understanding  More points of views  Sound win-win requirements and needs  Better results lead by broader insights
  21. 21. © 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL wiprodigital.com @WiproDigital thank you

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