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Thoughts on Product Design | Guest Lecture Tilburg University

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Thoughts on Product Design | Guest Lecture Tilburg University

  1. 1. 1 Thoughts on Product Design Guest lecture by Etienne Bertou, MA Design Lead | Application New Technology | Sogeti Netherlands Associate Researcher | TICC | Tilburg University
  2. 2. TABLE OF CONTENTS In what order we’ll be doing things. 14 : 45ish Introduction Short introduction of lecture, guest speaker, work, inspiration. Also, who are you guys? 15 : 00 User Centered Design The ISO and what followed. What is it and how is it practiced? Field experience. 15 : 30 Design Phase Discuss design phase scope. “What to do when” contributes to the success of your product. Scope reduction & compromise. 15 : 45 Use-case time! I can tell you a thing or two about projects I’ve worked on recently. 16 : 15 Hands-on You’ll be assigned a business idea and will be set to prototype. Find problems, overcome them. 16 : 45 Wrap Up Discussing the assignments, Q&A, Shaking hands.. That sort of thing. 2
  3. 3. Now.. INTRODUCTIONS 3
  4. 4. ABOUT Short introduction Etienne Bertou R&D @ Philips Hue
 Proud member @ Sogeti Labs
 Associate Researcher @ Tilburg University
 Design Lead @ Sogeti Application New Tech. | Mob.
 
 Freelance work
 Tesla, Vodafone, Brainport, own products Never there @etiennebertou Skills Adobe Creative Suite 81% Engineering 85% Product Design and Methodology 9000+ Housekeeping 15% 4 linkedin.com/in/etiennebertou
  5. 5. OBJECTIVE THINK ABOUT ASPECTS OF PRODUCT DESIGN GET ENTHUSED ABOUT MAKING MISTAKES 5 So we recognise them later on
  6. 6. INTRODUCE YOURSELVES HAIT/BDM/COMM
 PRE-FORMED GROUPS?
 EXPERIENCE WITH DESIGN / TECHNOLOGY 6
  7. 7. Sell Development Design Concept PRODUCT DESIGN SKILLS AS PERCEIVED OVERALL Time Unit 03 04 05 0601 02 Coming up with a good product. Design the product. Implement the product. Sell product. 7 (oversimplification)
  8. 8. PROBLEM DESIGN SKILLS VALUED IN PHASE NOT AS MINDSET Design often wrongly perceived as pure visual, interface, interaction or UX design work. It has to be “finished” to start implementation.
 “Yes, this is what we need, now build it”. Valuable skills are left out of research and implementation process. 8
  9. 9. DESIGN THINKING IS NOT CREATING THE PERFECT SOLUTION BUT FINDING THE BETTER COMPROMISE WITHIN A KNOWN SCOPE Know that the perfect product is only perfect in context. Contexts are often unknown and can change, so striving to be better by understanding all variables beats assuming you can make what is perfect for everyone. 9
  10. 10. DESIGN THINKING AN EXPERIMENT OF COGNITIVE FLEXIBILITY 10 Go for the paydirt!
  11. 11. You are late for our meeting. How will you solve this? 11
  12. 12. Sell Development Design Concept PRODUCT DESIGN SKILLS As it is slowly becoming Time Unit 03 04 05 0601 02 Coming up with a good problem. Design a better solution. Implement the product. Sell product. 12
  13. 13. Now.. USER CENTERED DESIGN 13 ISO 9241-210 or
  14. 14. User Centered Design Often confused with UX, interaction design or “asking users”. 14 Broad scope: not what you do, but how you do it. Process, not activity.
  15. 15. User Centered Design User centered design (UCD) is a process in which the needs, wants, and limitations of end users of a product, service or process are given extensive attention at each stage of the design process. Design processes derived from this:
 Participatory design
 Cooperative design
 Evolutionairy or Rapid Prototyping https://www.iso.org/obp/ui/#iso:std:iso:9241:-210:ed-1:v1:en
 http://www.userfocus.co.uk/pdf/fable.pdf
 https://www.youtube.com/watch?v=flRuSn0df8Q
 
15 Through sound design research we infer and validate user requirements in product development.
  16. 16. ISO 9241-210 Describes a set of principles 16 1. The design is based upon an explicit understanding of users, tasks and environments. 2. Users are involved throughout design and development. 3. The design is driven and refined by user-centred evaluation. 4. The process is iterative. 5. The design addresses the whole user experience. 6. The design team includes multidisciplinary skills and perspectives.
  17. 17. Application of the ISO Design models of your solution concepts 17 Evaluate what could be done better, validate design choices made Draw conclusions and improve your design. Reiterate. Or revise your review methodology.. Research heavy: Thorough research of user needs & solution in early & late design
  18. 18. User Centered Design 18 https://www.youtube.com/watch?v=6mcZKWhjr9o
  19. 19. HOW PROFESSIONALS DO IT 19 http://www.sapdesignguild.org/resources/ucd_process.asp http://www.sapdesignguild.org/editions/edition10/ucd_overview.asp http://www.sapdesignguild.org/editions/edition10/ucd_overview.asp or “random graphics with iterations” yes, it’s all
  20. 20. User Centered Design In name it is the dominant design approach. Deviation not accepted, although process itself often misunderstood or cut short. 20 Suppression of alternative design processes, such as: Self Design (reliable in narrow scope)
 Genius Design (draws upon experience, imaginative analogy, and psychological fundamentals) Activity focused Design (tasks derived a priori, from logical interpretation of the domain) http://alistapart.com/column/looking-beyond-user-centered-design
  21. 21. User Centered Design Be wary of sampling or biases; address issues that are central to the product; focus on new insights instead of affirmation. 21 http://alistapart.com/column/looking-beyond-user-centered-design Achieving best results over time is key, so always be critical of a process and its evangelists. Patterns and approaches can sometimes suit various contexts. Use the popularity of the term. Evaluate with your target group in iterations and learn.
  22. 22. UI vs UX vs UCD Discussion time & Break
  23. 23. Now.. DESIGN PHASE 23
  24. 24. EARLY DESIGN PHASE DIMENSION Time Unit 03 04 05 0601 02 24 LATE
  25. 25. Early Design Expensive parts to change later are the first, second and third concern. Narrow down scope. Examples are: Main functionality What main features are built on the hardware that is required? How will this answer the needs you’ve uncovered? Usage Can the solution be used by the end-users? Hardware used What technology do you choose for fulfilling the user & business requirement? Tablet vs. Smartphone vs. Desktop vs. In-car screens. Navigational Structure Decide how users will eventually navigate from one interface state to another, how to access functionality. 25 etc.
  26. 26. Late Design Completing the design and refining made choices. Protect the product throughout development. Navigation rearrangement As long as the overall structure of applications stays intact, content or layout of menu’s can change. Typography Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam finibus odio ut nisl gravida laoreet. Suspendisse turpis velit. Branding What technology do you choose for fulfilling the user & business requirement? Tablet vs. Smartphone vs. Desktop vs. In-car screens. Colors Decide how users will eventually navigate from one interface state to another, how to access functionality. 26 etc.
  27. 27. Prototyping Evolutionary vs. Rapid 27 Prototype Fidelity: Final product resemblance? With who do you test? How do you test? Two case studies: http://link.springer.com/chapter/10.1007%2F978-3-540-73105-4_42
  28. 28. Rapid Prototyping 28
  29. 29. Now.. USE CASES 29
  30. 30. Philips Hue Beyond 30
  31. 31. Tesla P85 31
  32. 32. Delight 32
  33. 33. 31 Now.. ASSIGNMENT
  34. 34. *INSERT BUSINESS PROBLEM* Early design phase is a go! Brainstorm. The first scopes, narrow this thing down. Decide on platform What possible hardware solutions would you consider? Why? Who to ask? What other technologies do you need? Main functionality What are the main functionalities of your product? Think about what the limits are of your hardware? Navigation How would I navigate through your interface? What is the main structure? CREATE SOMETHING & SHARE
  35. 35. 31 Now.. WRAP UP
  36. 36. QUESTIONS & ANSWERS Ask away 118 I need more resources. Ask Suleman for specific journals, send me a tweet with what you’re looking for. Better yet, start designing and see what works and what doesn’t with certain methodologies in business settings. How can I use this now? Just realise that it is imperative to involve the user to generate context for your design problems. Nobody will ever advocate to just do what you think is best without reflecting to the outside world. If you are reflecting only to yourself (or your group), you are creating art, not designing a product for others. Want to get in touch? I’m opening up a google group where people can join and chat about product design from an industry and academia perspective. If you’re interested, let me know.

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