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Designing Meaningful Products

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If our product isn’t meaningful for people, no amount of "great design" will make it successful.

Too many products get made without considering what they really mean for the people who are supposed to use them. Thankfully, we have methods like Value Proposition Creation and Design Empathy to understand what people find valuable and why.

In this workshop, we'll feel what other people feel, design an experiment, and create a simple MVP that you can use to test your assumptions.

Target audience: UX designers, entrepreneurs, developers, and anyone who wants to build engaging relationships with people.

Published in: Design
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Designing Meaningful Products

  1. 1. Designing Meaningful Products THE FIRST STEP TOWARDS SUSTAINABLE ENGAGEMENT With love from The @GreatnessStudio#Design4Meaning
  2. 2. ART HUMANITY EMOTION SCIENCE TECHNOLOGY INTELLECT Our superpowers come from here
  3. 3. Design for sustainable engagement is design for healthy relationships.
  4. 4. MEANING RHYTHM PERSONALITY ENDURANCE SUSTAINABLE ENGAGEMENT LADDER OF @brianpagan – Feb 2017 Any healthy relationship has four attributes. Engaging products have them, too.
  5. 5. MEANING RHYTHM PERSONALITY ENDURANCE Enablers help us climb up each step. SUSTAINABLE ENGAGEMENT LADDER OF Pathos Principles Prototypes Process @brianpagan – Feb 2017 Climbing these steps makes a product or service more interesting, engaging, and effective over time.
  6. 6. HI, I’M BRIAN PAGÁN! Work: The Greatness Studio Write: brianpagan.net Tweet: @brianpagan Photo: Hester Bruikman
  7. 7. The Greatness Studio We provide UX mentoring for Graduates, Professionals, & Startups. www.thegreatness.studio With love from
  8. 8. MEANING If our product isn’t meaningful for people, no amount of "great design" will make it successful. RHYTHM PERSONALITY ENDURANCE
  9. 9. Meaning Pathos What pains do people need to relieve? What delights are people hunting for? What’s holding people back? What puts us in a position to help? Process “Traditional” Design research Lean startup Immersion & Simulation Character & Story Mapping Prototypes Experience Flows Concierge MVP Role-playing Sessions Scenario Videos Principles Respect people’s privacy and consent. Consider the impact on research participants. Stay critical at each stage: is this meaningful? Consider any unintended consequences of success. What value do we bring to the relationship? With love from The @GreatnessStudio
  10. 10. PRINCIPLES GUIDE OUR DECISION MAKING Respect people’s privacy and consent. Consider your impact on research participants. Stay critical at each stage: is this still meaningful? Consider any unintended consequences of success.
  11. 11. Here is today’s quest: Warm up Turn a persona into a Character. Build a Story for your character. Design a Validation Experiment. Break out into teams. Give team presentations (five minutes). Craft a Prototype.
  12. 12. How do you feel right now? Any questions?
  13. 13. Ok, let’s stand up! 5 minutes www.thegreatness.studio
  14. 14. Characters give richer insights than personas. But real Meaning lies in what people feel and dream. Personas are usually based on what people say and do.
  15. 15. Design Empathy helps us feel with people. “[The practitioner] makes a connection on an emotional level with the user by recalling his own feelings and resonating with the user’s experience.” - Dr. Froukje Sleeswijk Visser 1. Discovery 2. Immersion 3. Connection 4. Detachment
  16. 16. Let’s feel with Jane This example persona is from www.flightmedia.co
  17. 17. losing members Fears Jane What pains does Jane need to relieve? What delights is Jane hunting for? What’s holding Jane back? What puts us in a position to help? These Pathos questions represent different perspectives on Meaning.
  18. 18. losing membersFears JaneWhat pains does Jane need to relieve? The 5 Why's Technique Why? Why? Why? Why? Why? is one way we combine research with empathy to understand people's feelings and dreams.
  19. 19. losing membersFears JaneWhat pains does Jane need to relieve? Why? Why? Why? Why? Why? Her gym might close She won’t earn money She can’t support her kids They’ll take her kids away She failed as a mother (she feels)
  20. 20. losing membersFears JaneWhat pains does Jane need to relieve? Why? She failed as a mother (she feels) So when Jane's actions and words are here,… …her emotions are here
  21. 21. losing members Fears Jane What pains does Jane need to relieve? What delights is Jane hunting for? What’s holding Jane back? What puts us in a position to help? We can apply that exercise to all of these perspectives.
  22. 22. Create a Character for Jane This Character Map is from www.theodoravoutsa.com What pains does Jane need to relieve? What delights is Jane hunting for? What’s holding Jane back? What puts us in a position to help? 10 minutes
  23. 23. But Jane’s character can’t act without a story.
  24. 24. So here’s the classic “Product as the Hero” story. The Product-as-Hero Storyboard is by Christina Wodtke at www.eleganthack.com
  25. 25. Let’s write a story where we help Jane become the hero! 15 minutes
  26. 26. The Lean Startup methodology is one way to see if we're really giving people what they need. (Eric Ries literally wrote the book on this.)Build MeasureLearn Test your LOFA’s! Photo by Betsy Weber
  27. 27. LOFA – Leap of faith assumption If this isn’t true, your product cannot succeed.
  28. 28. An assumption is a hypothesis waiting to be tested! Video still from Strategyzer
  29. 29. Video still from Strategyzer Design an experiment to test your hypothesis. 15 minutes
  30. 30. Let’s build something! Experience Flow Landing Page Role-playing Sessions Scenario Videos Now comes the fun part… Choose one to build in 30 minutes as a team.
  31. 31. Let’s build something! Experience Flow Landing Page Role-playing Sessions Scenario Videos Now comes the fun part… Try squarespace.com Try goanimate.com 30 minutes
  32. 32. Meaning Pathos What pains do people need to relieve? What delights are people hunting for? What’s holding people back? What puts us in a position to help? Process “Traditional” Design research Lean startup Immersion & Simulation Character & Story Mapping Prototypes Experience Flows Concierge MVP Role-playing Sessions Scenario Videos Principles Respect people’s privacy and consent. Consider the impact on research participants. Stay critical at each stage: is this meaningful? Consider any unintended consequences of success. What value do we bring to the relationship? With love from The @GreatnessStudio
  33. 33. Thank you! Sign up for a discount on the upcoming book and online course. d3e.co/meaning Get these slides and further reading

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