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Developing	
human-
centered	UX	
strategy	
UX	South	Africa,		
Johannesburg	2016			
Source:	benny-brainfunkys.blogspot.com
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy
Part	1.	Features	aren’t	experiences	(or	strategy)
To	me,	it’s	like	a	return	to	the	1990’s	when	all	our	conversations	
were	about	how	to	build	stuff.
And	we’d	been	making	such	progress	with	asking	why,	and	for	
whom…
Making	features	work	is	a	usability	thing.
Making features work is a usability thing
But	even	then,	how	far	do	we	take	this?
JOINING
INFORMATION
SEEKING
CONTENT
SEEKING
ADVICE
SEEKING
MONITORING TRANSACTING NETWORKING ADVOCATING
PRODUCT
ADDING
FEE...
Organising	features	can	be	powerful	and	effective.
CONSUMER UPTAKE THROUGH THE LIFECYCLE
POWER USER
& ADVOCATE
EXPLORATION
&EXTENDED
USE
TRIAL &
REPEAT
FIRST TIME
USER
ONLIN...
HOME | ABOUT SAA | DIVISIONS > CHANGE LANGUAGE /REGION
<< Back to searchSpecials | Packages | Your Mileage | Book a Flight...
This	is	all	good.	We	are	moving	beyond	features	to	experience.		
We’re	starting	to	look	at:		
• the	spaces	between	feature...
But	how	do	we	start	to	unpack	what	experience	is?
The human condition
The irrational (Alan Greenspan)
Emotion (Hassenzahl)
A	good	place	to	start?		
Become	very	sensitive	to	your	relationship	to	things.
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy
DAY-TO-DAY
FRIENDS
WEEKEND
FRIENDS
TWICE-A-YEAR
FRIENDS
BIANNUAL
FRIENDS
Source:	https://za.pinterest.com/pin/340584790548475120/
Source:	https://za.pinterest.com/pin/340584790548475120;	www.fintellix.com;	blogs.forrester.com
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-cente...
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-cente...
IDEO’s model for human-centered design
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-cente...
Experience	Design,	amongst	other	issues,	is	concerned	with	the	
design	of	goal-directed	action.		
Unlike	Usability	Design,...
You	can’t	design	experiences!!!
You	can’t	design	experiences!!!	Experiences	are	just...had.
Well,	yes	and	no.	Although	experiences	are	subjective	they	can	still	be	curated.
Marc Hassenzahl’s Hierarchical Model of Goals (WWH Model)
Feeling	like	you	are	the	cause	of	
your	own	actions	rather	than	
feeling	that	external	forces	or	
pressure	are	the	cause	o...
Feeling	that	you	have	regular	
intimate	contact	with	people	who	
care	about	you	rather	than	feeling	
lonely	and	uncared	fo...
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-cente...
Strategy	is	‘…a	high	level	plan	to	achieve	one	or	more	goals	under	
conditions	of	uncertainty’
These	conditions	of	uncertainty	can	range	from,	by	way	of	example,	
contextual	factors	such	as	technology,	society,	enviro...
A	further	characteristic	of	strategy	is	that	it	operates	over	a	long-
term	and	thus	sustainability	is	a	key	factor	in	the	...
It	could	therefor	be	argued	that	the	skill	in	strategy	development	is	
the	creation	of	a	plan	that	is	sustainable	under	co...
Richard	Rumelt	provides	what	he	refers	to	as	the	‘kernel’	of	strategy,	a	
generic	‘underlying	structure’	to	any	good	strat...
Strategy	development,	in	the	absence	of	a	human-centric	approach,	does	
not	however	always	place	the	same	emphasis	on	the	...
The	two	are	not	however	mutually	exclusive.		
In	fact,	it	is	the	merging	of	these	concerns	that	has	resulted	in	design’s	
...
Part	1.	Features	aren’t	experiences	
Part	2.	Relationships	
Part	3.	A	framework	for	human-centered	strategy	
• Human-cente...
Value-in-use	and	the	co-creation	of	value		
(concepts	from	the	Service	Dominant		
Logic	of	Marketing)
1. The	conceptualization	of	value-in-use	requires	a	deep	
understanding	of	the	user	/	customer,	their	context	of	use	and	
...
Implicit	in	the	points	just	made	is	the	idea	that	relationship	models,	
when	appropriately	applied,	can	assist	in	conceptu...
Relationship	models	embody	the	guiding	policy	and	orientate	the	
coherent	actions	required	from	strategy	in	a	human-center...
Relationship	models	ensure	that	psychological	motivations	become	
the	design	solutions’	reason	for	being	and	they	orientat...
Thank	you.		
contactus@firma-design.com	
www.firma-design.com	
@firma_JHB
Unless	otherwise	stated	images,	including	photog...
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
Developing Human Centered UX Strategy
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Developing Human Centered UX Strategy

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Keynote presentation by Jason Hobbs from Firma at the UX South Africa Conference held in Johannesburg in May 2016.

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Developing Human Centered UX Strategy

  1. 1. Developing human- centered UX strategy UX South Africa, Johannesburg 2016 Source: benny-brainfunkys.blogspot.com
  2. 2. Part 1. Features aren’t experiences Part 2. Relationships Part 3. A framework for human-centered strategy
  3. 3. Part 1. Features aren’t experiences Part 2. Relationships Part 3. A framework for human-centered strategy
  4. 4. Part 1. Features aren’t experiences (or strategy)
  5. 5. To me, it’s like a return to the 1990’s when all our conversations were about how to build stuff.
  6. 6. And we’d been making such progress with asking why, and for whom…
  7. 7. Making features work is a usability thing.
  8. 8. Making features work is a usability thing
  9. 9. But even then, how far do we take this?
  10. 10. JOINING INFORMATION SEEKING CONTENT SEEKING ADVICE SEEKING MONITORING TRANSACTING NETWORKING ADVOCATING PRODUCT ADDING FEEDING BACK SHARING / DELEGATING CHANNEL MANAGEMENT RELATIONSHIP MANAGEMENT COMMS MANAGEMENT ACCOUNT MANAGEMENT LEAVING
  11. 11. Organising features can be powerful and effective.
  12. 12. CONSUMER UPTAKE THROUGH THE LIFECYCLE POWER USER & ADVOCATE EXPLORATION &EXTENDED USE TRIAL & REPEAT FIRST TIME USER ONLINE PLAN BOOK BEFORE YOU FLY AFTER YOUR TRIP Voyager (awards) Save itinerary Specials, tour and packages Create itinerary Hotel Car Book with miles Book with miles Book Seat and meal Self service baggage check in Self service check in Review miles Respond to Voyager specials Redeem Miles Join Voyager Unmanaged business Manage my booking (partial) Manage my booking (Full) Online check in Voyager (upgrade ) Voyager (awards) Dynamic packaging E-ticket Advocacy Miles for friends AT THE AIRPORT
  13. 13. HOME | ABOUT SAA | DIVISIONS > CHANGE LANGUAGE /REGION << Back to searchSpecials | Packages | Your Mileage | Book a Flight | Book a Car | Book a Hotel LOGIN VOYAGER username ***** Why Voyager? FAQs | Browser Requirements | Policies and Disclaimer | About Security BOOK BEFORE YOU FLY AFTER YOUR TRIP BUSINESS TRAVEL A STAR ALLIANCE MEMBER PLAN SPECIALS & TOURS | DESTINATIONS | ROUTES | SCHEDULES | CAR HIRE | ACCOMMODATION CUSTOMER SERVICES New to us: Why SAA? First time flyer? Primary content area PLAN with Voyager Your mileage: 53 000 > Book with miles > where can I go? > Calculator > Update your details PLAN AN ITINERARY Select a destination: London Tours & packages Care hire Accommodation SEARCH Or Get ideas based on your budget R GO > Have you thought about…? Join Voyager | Plan an Itinerary | Ideas based on your budget 1. 2. 3. 3. & 4. 1. First time user 2. Trial and repeat use 3. Exploration & extended use 4. Power user & advocate
  14. 14. This is all good. We are moving beyond features to experience. We’re starting to look at: • the spaces between features • and the kinds of connections that exist between features • and the systems in which they operate (those internal and external to the service provider)
  15. 15. But how do we start to unpack what experience is?
  16. 16. The human condition
  17. 17. The irrational (Alan Greenspan)
  18. 18. Emotion (Hassenzahl)
  19. 19. A good place to start? Become very sensitive to your relationship to things.
  20. 20. Part 1. Features aren’t experiences Part 2. Relationships Part 3. A framework for human-centered strategy
  21. 21. DAY-TO-DAY FRIENDS WEEKEND FRIENDS TWICE-A-YEAR FRIENDS BIANNUAL FRIENDS
  22. 22. Source: https://za.pinterest.com/pin/340584790548475120/
  23. 23. Source: https://za.pinterest.com/pin/340584790548475120; www.fintellix.com; blogs.forrester.com
  24. 24. Part 1. Features aren’t experiences Part 2. Relationships Part 3. A framework for human-centered strategy • Human-centered design • Experience design • Strategy • The framework
  25. 25. Part 1. Features aren’t experiences Part 2. Relationships Part 3. A framework for human-centered strategy • Human-centered design • Experience design • Strategy • The framework
  26. 26. IDEO’s model for human-centered design
  27. 27. Part 1. Features aren’t experiences Part 2. Relationships Part 3. A framework for human-centered strategy • Human-centered design • Experience design • Strategy • The framework
  28. 28. Experience Design, amongst other issues, is concerned with the design of goal-directed action. Unlike Usability Design, which shares this concern but aims to support people’s use of technology, Experience Design focuses on the degree and character of the emotional engagement that users feel during their journey towards their goals.
  29. 29. You can’t design experiences!!!
  30. 30. You can’t design experiences!!! Experiences are just...had.
  31. 31. Well, yes and no. Although experiences are subjective they can still be curated.
  32. 32. Marc Hassenzahl’s Hierarchical Model of Goals (WWH Model)
  33. 33. Feeling like you are the cause of your own actions rather than feeling that external forces or pressure are the cause of your action Feeling that you are very capable and effective in your actions rather than feeling incompetent or ineffective
  34. 34. Feeling that you have regular intimate contact with people who care about you rather than feeling lonely and uncared for Feeling that you are developing your best potentials and making life meaningful rather than feeling stagnant and that life does not have much meaning
  35. 35. Part 1. Features aren’t experiences Part 2. Relationships Part 3. A framework for human-centered strategy • Human-centered design • Experience design • Strategy • The framework
  36. 36. Strategy is ‘…a high level plan to achieve one or more goals under conditions of uncertainty’
  37. 37. These conditions of uncertainty can range from, by way of example, contextual factors such as technology, society, environment, politics, economics and culture, to market factors (such as the competitor landscape), to the internal dynamics of organizations, etc.
  38. 38. A further characteristic of strategy is that it operates over a long- term and thus sustainability is a key factor in the assessment of strategy for its effectiveness in execution.
  39. 39. It could therefor be argued that the skill in strategy development is the creation of a plan that is sustainable under conditions of uncertainty.
  40. 40. Richard Rumelt provides what he refers to as the ‘kernel’ of strategy, a generic ‘underlying structure’ to any good strategy. The kernel is described as follows: 1. A diagnosis that defines or explains the nature of the challenge; 2. A guiding policy for dealing with the challenge; and 3. Coherent actions designed to carry out the guiding policy.
  41. 41. Strategy development, in the absence of a human-centric approach, does not however always place the same emphasis on the user or customer as HCD. Where, for example, business strategy’s objective is the sustainability of the business, human-centered design strategy’s objective lies in improving the human condition.
  42. 42. The two are not however mutually exclusive. In fact, it is the merging of these concerns that has resulted in design’s contemporary positioning as a tool for organizational and business development.
  43. 43. Part 1. Features aren’t experiences Part 2. Relationships Part 3. A framework for human-centered strategy • Human-centered design • Experience design • Strategy • The framework
  44. 44. Value-in-use and the co-creation of value (concepts from the Service Dominant Logic of Marketing)
  45. 45. 1. The conceptualization of value-in-use requires a deep understanding of the user / customer, their context of use and the broader factors at play in the lives of people (such as society, politics, the marketplace, economics, culture, etc.) 2. By virtue of the co-creation of value the customer and business are always in some kind of relationship and 3. It is a design activity to ensure that the nail delivers on the promise of the business to answer the need of beautifying my home.
  46. 46. Implicit in the points just made is the idea that relationship models, when appropriately applied, can assist in conceptualizing and communicating the strategic pivot between understanding what users and customers need (in context) and designing the solution.
  47. 47. Relationship models embody the guiding policy and orientate the coherent actions required from strategy in a human-centered manner.
  48. 48. Relationship models ensure that psychological motivations become the design solutions’ reason for being and they orientate experience as strategy.
  49. 49. Thank you. contactus@firma-design.com www.firma-design.com @firma_JHB Unless otherwise stated images, including photographs, have been created by Firma or sourced from the Web. Should an image have been used without appropriate acknowledgement please be in touch with us and we will immediately make amends.

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