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Human-Centered Design Methods & Tools


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Jake Truemper and Morgan Noel from XperienceLab discuss Human-Centered Design. What is it? How is it applied? and what are some tools and methods that the audience can take away and apply in their own businesses?

Published in: Design

Human-Centered Design Methods & Tools

  1. 1. Sept. 28 2016 Human-Centered Design Methods & Tools Workshop
  2. 2. Morgan Noel Director, Methodology @moxmas Jake Truemper Director, Experience Design @trump29
  3. 3. WTF is HCD?
  4. 4. Human Centered Design focuses on understanding the entire experience of a customer, employee or partner.
  5. 5. Consider the experience of going to a Cardinals baseball game...
  6. 6. Decide to go to a game
  7. 7. Explore seats, price options - then purchase
  8. 8. Drive to Busch Stadium on game day
  9. 9. Park and make your way to your seats
  10. 10. Purchase food & beverages
  11. 11. No, we said BEVERAGES
  12. 12. Enjoy the game!
  13. 13. (Especially if the Cubs win)
  14. 14. What were all the points of interaction with “things” (people, processes, tools, technology) inside and outside of the Cardinals’ control?
  15. 15. The “things” that are in their control need to be designed. If not, it is difficult and costly to change once in “production” Includes the tools and processes for employees and partners to deliver a satisfying experience
  16. 16. So ask yourself three Human Centered Questions...
  17. 17. Do you understand the needs of the people you are designing for? Do you understand how those people interact with your business? Is your team aligned on the highest priority experiences to design? HCQ1 HCQ2 HCQ3
  18. 18. Sounds simple, but for many organizations this is a massive dynamic shift from inside-out, to outside-in.
  19. 19. Customer Business Inside-out … not Human Centered
  20. 20. Customer Business Outside-in … Human Centered … but there are more humans involved... Including your workforce, and distribution channel partners
  21. 21. Lets walk through a recent real world example
  22. 22. HCD Methods & Tools
  23. 23. HCD Framework Ideation & Concepting Alignment & Strategy Definition Research & Insight Iterate: Build, Measure, Learn
  24. 24. Research Insight Modeling Research & Insight
  25. 25. Research ● Customer & Stakeholder Interviews ● Surveys ● Field Research ● Experience Testing ● Data and Analytics ● Research Providers ● Research Services & Tools Model ● Empathy Maps ● Personas ● Mental Models ● Journey Maps ● Experience Strategy Maps ● Service Blueprints ● Touchpoint Maps Research & Insight
  26. 26. Empathy Maps
  27. 27. Empathy Maps What are they? A collaborative tool for building empathy with an intended audience.
  28. 28. THINK AND FEEL? What does he/she what really counts major preoccupations worries & aspirations SEE? What does he/she environment friends what the market offers SAY AND DO? What does he/she attitude in public appearance behavior towards others HEAR? What does he/she what friends say what family says what influencers say PAIN fears, frustrations, obstacles GAIN wants, needs
  29. 29. Empathy Maps can lead to Personas...
  30. 30. THINK AND FEEL? What does he/she SEE? What does he/she SAY AND DO? What does he/she HEAR? What does he/she PAIN GAIN What do you think were some of the key PAINS and GAINS for potential Parkway Spark! students?
  31. 31. THINK AND FEEL? What does he/she SEE? What does he/she SAY AND DO? What does he/she HEAR? What does he/she PAIN GAIN“Do I need a car? Do I have to buy new clothes?” “I learned that it was okay to fail, that you just keep trying.” “I get out of normal school.”
  32. 32. Align on Direction Ideate Solutions Alignment & Strategy Definition
  33. 33. Alignment ● Models & Maps ○ Mental Models ○ Journey Maps ○ Experience Strategy Maps ● Identify Priorities (“Areas of Focus”) ○ Scoring ○ Voting Ideation ● Hypothesis Statements ● Initial ideation Alignment & Strategy Definition
  34. 34. Experience Models & Maps
  35. 35. What are they? Experience Models and Maps are all methods to show people in the context of how they interact with your business. They come in many different flavors, like: - Mental Models - Journey Maps - Service Design Blueprints Experience Models & Maps
  36. 36. We like to combine them together...
  37. 37. Experience Strategy Map Priority Experience
  38. 38. Experience Strategy Map Mental Model Journey Map with “Friction” Supporting Systems & Capabilities Allpeopleinvolved
  39. 39. DISCOVER EVALUATE APPLY SPARK! SHOW Students Parents People SUPPORT Tools & Content What do you think were identified as the PRIORITIES on the Parkway Spark! Experience Map?
  40. 40. DISCOVER EVALUATE APPLY SPARK! SHOW Students Parents People SUPPORT Tools & Content “This is just for smart kids.” “How am I graded? What does this do for my chances of getting into the college I want?”
  41. 41. Hypothesis Statements
  42. 42. What are they? Structured statements that finalize strategy alignment, and set the goal posts for product/service design. Hypothesis Statements
  43. 43. We believe that doing/making/changing/etc. For people involved, customers, workforce, distributors, etc. Will achieve new attitude or behavior
  44. 44. We believe that Creating a framework for measuring, tracking and reporting on tangible and intangible benefits of being in the Spark! program For all constituents (parents, students, even skeptics) Will achieve a successful platform for sustainable growth and development.
  45. 45. Ideation & Concepting To-Be Experience Strategy Detail Solutions & Battle Test Solution Ideation (Visualization, Concepting & Prototyping)
  46. 46. ● Co-Design Workshops ● Develop “Minimum Viable Concepts” ● To-Be Experience Models ● Narratives ● Storyboards ● Prototypes Ideation & Concepting
  47. 47. Co-Design Workshops
  48. 48. Co-Design What are they? Collaborative design sessions with the design team, and the key audiences impacted in the future state (stakeholders, workforce, customers)
  49. 49. Co-Design Workshops
  50. 50. Conceptual Designs What are they? Raw, high level sketches -- just enough to communicate an idea for someone else to understand.
  51. 51. Conceptual Designs
  52. 52. And then you go build something...
  53. 53. Tech Development User Experience Design Experience Development Feature Development & Prioritization Increment Tests/Validation Product Backlog Sprint Backlog Technology Architecture Design Operations Setup & Support Iteration: Build, Measure, Learn
  54. 54. ● Concepts & Prototypes ● Wireframes ● Creative/Visual Designs ● Measurement Blueprints ● User Interface Development ● IT Development ● Operational Implementation Iteration: Build, Measure, Learn
  55. 55. That can include digital experiences...
  56. 56. Or physical ones!