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2012 2nd semester class by jyleeN-SCREEN | USER EXPERIENCE         20121024 Class07 DESIGN STRATEGY                       ...
Class Schedule    8. 주차별 강의계획                   주    날짜              주제                                         내용        ...
| INTRODUCTION
| Introduction                   OONew York의 어느날
| Introduction                                 01친구들과 시간도. 장소도 약속하지 않고 만나자고 할경우
| Introduction                      02과연 그 사람들이 만날수 있을까요?
| Introduction                   0312:00 저기 저위치.
04그런데. 저기 저위치. 비교적 같은 시간 같은 장소에서 만난답니다.
| Introduction                   경제학에서는 이것을,                 Focal Point라고 하지요
| Introduction    디자인 전략 =    수많은 사용자와 정확히 만나기 위해    무엇을what. 어떻게how. 왜why    만들지를 답하는 것!
| Introduction    디자인 전략 결과물     Design Concept
| Introduction 너 참 개념 있는 원숭이구나
개념을 통해 통찰을 얻을수 있답니다.
| Introduction If this is the space of all possible design solutions…
| Introduction      every constraint you had been added
| IntroductionWith design process you find patterns and insights
| IntroductionUntil you get the .. Manageable Design Space.
| Introduction                 This is design strategy
| Introduction                 This is   Sufficient   and   easy   to achieve
| Introduction
| DESIGN Strategy
Evolution of Design
| Design Strategy                        Design as Tactics   Design as Strategy
| Design StrategyWhy do we need a strategy?• Without a strategy, we fill our time with…     … what we want, or     … what ...
| Design Strategy                                Strategy is•   a   consciously and purposefully developed plan;•   a   pl...
| Design Strategy        Business Strategy VSBusiness Strategy VS Design Strategy                 Design Strategy         ...
| Design Strategy
| Design Strategy     Design Strategist acts in the crossroads of design, research insight and business strategy, where de...
| Design Strategy Design strategy is a discipline which helps designer determine what to make and do, why do it and how to...
| Design Strategy       Strategies are used to make the       problem easier to understand and solve.
| Design Strategy Business Goal: The overall business aim within which you will be required to develop a strategy Strategy...
| Design Strategy Provide support to decode clarify and achieve goals and objectives. Identify design problems and provide...
| Design Strategy     애매한 니즈가 아니라 잠재된 니즈에 대한                    Hidden Solution을                       찾아야 됩니다.
| Design StrategyProject ObjectivesUser NEEDS
| Project Objectives
“ Design is not just what it looks like  and feels like. Design is how it works.”  Steve Jobs
“I’ve been amazed at how often thoseoutside the discipline of design assumethat what designers do is decoration.Good desig...
“Like all forms of design, visual design isabout problem solving, not aboutpersonal preference or unsupportedopinion.”Bob ...
| Project Objectives  Design Brief  Project Description  Intent/Scope  Exploration Questions  Target Users  Research Plan ...
| User NEEDS
| Needs Finding       Affinity Diagram          The affinity diagram is a business tool used to organize ideas and data. I...
| Needs Finding Mental Modeling   A mental model is an explanation of someones thought process about how something works i...
| Needs Finding Mental Modeling  * Affinity diagrams, in the simplest interpretation, show groups of related things.
| Needs Finding     Empathy Map1                  2                       3                      4                    5   ...
Definition of The Empathy Map                        XPLANE사가 개발한 Visual Thinking 기법.                        초간단 고객 프로파일러 ...
Class Schedule                                              [생각과 느낌]                         What does she                ...
| Needs Finding Journey Mapping
| Needs Finding Journey Mapping
| DESIGN Strategy & Concept
| Design Strategy & Concept   Design Criteria   Design Goal   User Perception   Physical Attributes   Functional Attribute...
| Design Strategy & Concept                                   Objectives &                                          Goal  ...
| Design Strategy & Concept What is                      Goal & Objectives                             Design Brief       ...
| For Next Week MID EXAM - Project Define (Design Brief) - Background Research - User Research - Empathy Map/Customer Jour...
[Nux]07 design
[Nux]07 design
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[Nux]07 design

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[Nux]07 design

  1. 1. 2012 2nd semester class by jyleeN-SCREEN | USER EXPERIENCE 20121024 Class07 DESIGN STRATEGY NUX.jylee6977.com/tc
  2. 2. Class Schedule 8. 주차별 강의계획 주 날짜 주제 내용 1 09/05 수업 소개 Class Introduction & Ice Braking 2 09/12 환경 조사(1) N-Screen환경에 대한 심화 연구_사용자를 중심으로 | N-Screen에 대한 담론 (1) Part1 환경조사 3 09/19 환경 조사(2) N-Screen환경에 대한 심화 연구_기술과 마켓을 중심으로| N-Screen에 대한 담론 (2) 4 09/26 방법론 연구(1) 사용자 경험디자인방법론 실슴 | Co-creative Workshop 5 10/10 방법론 연구(2) 사용자 경험디자인 방법론 기초 | 워크샵 결과에 대한 Desk Research Part2 사용자조사 6 10/17 사용자 리서치(1) 사용자 경험에 대한 사용자 리서치 방법론 기초 7 10/24 사용자 리서치(2) 개인별/그룹별 사용자 리서치 진행에 대한 내용 토론 및 키워드 추출 8 10/31 중간고사 문제점 발견 및 그에 따른 요소정의/환경요소에 대한 서론 제출 9 11/07 방법론 실행(1) 중간고사 내용을 중심으로 문제를 해결하기 위한 다양한 방법 연구 기초 Part3 사용자경험 10 11/14 방법론 실행(2) Persona, Mindmapping등을 통한 주요한 키 Finding 추출 11 11/21 방법론 실행(3) 사용자 스토리보드/시나리오 제작 12 11/28 프로토타이핑(1) 프로토타이핑 기초 Part4 프로토타이핑 13 12/05 프로토타이핑(2) 프로토타이핑 제작 14 12/12 프로토타이핑(3) 프로토타이핑 및 Documentation 15 12/27 기말고사 Public Presentation
  3. 3. | INTRODUCTION
  4. 4. | Introduction OONew York의 어느날
  5. 5. | Introduction 01친구들과 시간도. 장소도 약속하지 않고 만나자고 할경우
  6. 6. | Introduction 02과연 그 사람들이 만날수 있을까요?
  7. 7. | Introduction 0312:00 저기 저위치.
  8. 8. 04그런데. 저기 저위치. 비교적 같은 시간 같은 장소에서 만난답니다.
  9. 9. | Introduction 경제학에서는 이것을, Focal Point라고 하지요
  10. 10. | Introduction 디자인 전략 = 수많은 사용자와 정확히 만나기 위해 무엇을what. 어떻게how. 왜why 만들지를 답하는 것!
  11. 11. | Introduction 디자인 전략 결과물  Design Concept
  12. 12. | Introduction 너 참 개념 있는 원숭이구나
  13. 13. 개념을 통해 통찰을 얻을수 있답니다.
  14. 14. | Introduction If this is the space of all possible design solutions…
  15. 15. | Introduction every constraint you had been added
  16. 16. | IntroductionWith design process you find patterns and insights
  17. 17. | IntroductionUntil you get the .. Manageable Design Space.
  18. 18. | Introduction This is design strategy
  19. 19. | Introduction This is Sufficient and easy to achieve
  20. 20. | Introduction
  21. 21. | DESIGN Strategy
  22. 22. Evolution of Design
  23. 23. | Design Strategy Design as Tactics Design as Strategy
  24. 24. | Design StrategyWhy do we need a strategy?• Without a strategy, we fill our time with… … what we want, or … what we think the boss wants, or … by reacting.• Without a strategy, time and resources are easily wasted on piecemeal, disparate activities.
  25. 25. | Design Strategy Strategy is• a consciously and purposefully developed plan;• a ploy to outmaneuver a competitor;• a pattern in a stream of actions, whether intended or not;• a perspective, i.e. a certain mindset of how to perceive the world.
  26. 26. | Design Strategy Business Strategy VSBusiness Strategy VS Design Strategy Design Strategy • What is the purpose of a business strategy? – To direct action towards a desired outcome. – Bring clarity to an organization. – Act as a “signpost”. – Often leads to confusion and inaction. • Traditional tools to communicate strategy are inadequate: – Spreadsheets. – PowerPoint decks. • Words are highly open to interpretation. • Strategy gets trapped in abstractions. • Design can help – Create tangible and real outcomes. – Create a clear picture not open to interpretation.
  27. 27. | Design Strategy
  28. 28. | Design Strategy Design Strategist acts in the crossroads of design, research insight and business strategy, where design methods are used to generate furthermore illustrate strategies as well as tactics for planning, implementation and businesses.
  29. 29. | Design Strategy Design strategy is a discipline which helps designer determine what to make and do, why do it and how to innovate contextually, both immediately and over the long term
  30. 30. | Design Strategy Strategies are used to make the problem easier to understand and solve.
  31. 31. | Design Strategy Business Goal: The overall business aim within which you will be required to develop a strategy Strategy: A high level plan of how you are going to approach the achievement of the goal Tactics: Specific methods that you can use to achieve the strategy
  32. 32. | Design Strategy Provide support to decode clarify and achieve goals and objectives. Identify design problems and provides context for design opportunities. Translating insights into actionable solutions Through a wide and deep approach, explore the market to create compelling user experiences, via products services
  33. 33. | Design Strategy 애매한 니즈가 아니라 잠재된 니즈에 대한 Hidden Solution을 찾아야 됩니다.
  34. 34. | Design StrategyProject ObjectivesUser NEEDS
  35. 35. | Project Objectives
  36. 36. “ Design is not just what it looks like and feels like. Design is how it works.” Steve Jobs
  37. 37. “I’ve been amazed at how often thoseoutside the discipline of design assumethat what designers do is decoration.Good design is problem solving.”Jeff Veen
  38. 38. “Like all forms of design, visual design isabout problem solving, not aboutpersonal preference or unsupportedopinion.”Bob Baxley
  39. 39. | Project Objectives Design Brief Project Description Intent/Scope Exploration Questions Target Users Research Plan Expected Outcomes Project Planning
  40. 40. | User NEEDS
  41. 41. | Needs Finding Affinity Diagram The affinity diagram is a business tool used to organize ideas and data. It is one of the Seven Management and Planning Tools. The tool is commonly used within project management and allows large numbers of ideas stemming from brainstorming[1] to be sorted into groups for review and analysis. 1. Record each idea on cards or notes 2. Look for ideas that seem to be related 3. Sort cards into groups until all cards have been used. Sortclassifyruledesignhttp://tvpot.daum.net/clip/ClipViewByVid.do?vid=ZWgcGpMpYOo$
  42. 42. | Needs Finding Mental Modeling A mental model is an explanation of someones thought process about how something works in the real world. It is a representation of the surrounding world, the relationships between its various parts and a persons intuitive perception about their own acts and their consequences. Our mental models help shape our behaviour and define our approach to solving problems (akin to a personal algorithm) and carrying out tasks. 심성모형(Mental Model)이란 사람들이 자기 자 신, 다른 사람, 환경, 자신이 상호작용하는 사물 들에 대해 갖는 모형이다. 사람들은 심성모형을 경험, 훈련, 지시를 통해 형성한다. 한 도구의 심성모형은 주로 그 장치의 작용과 가시적 구조 를 지각하고 해석함으로써 형성된다.
  43. 43. | Needs Finding Mental Modeling * Affinity diagrams, in the simplest interpretation, show groups of related things.
  44. 44. | Needs Finding Empathy Map1 2 3 4 5 6WHAT DOES SHE WHAT DOES SHE WHAT DOES SHE WHAT DOES SHE WHAT IS HER WHAT DOES HERSEE? HEAR? THINK AND FEEL? SAY AND DO? PAIN? GAIIN?[경험] [영향력] [생각과 느낌] [발언과 실천] [고충] [비젼]고객이 처한 환경 속에서 환경이 고객에게 어떤 영 고객의 마음속에 무엇이 고객이 무슨 말을 하는지,무엇을 보는지 설명하라 향을 미치는지 설명하라 있는지 묘사를 시도하라 대중 앞에서 어떻게 행동 하는지 상상하라.• 고객이 보는 게 무엇인가? • 고객의 친구는 무슨말을 하 • 진정으로 중요한 것은 무엇 • 고객의 사고방식은 어떠한 • 고객의 가장 큰 불만을 무 • 고객이 진정으로 무엇을 원 는가? 배우자는? 인가?(말하기 어려운) 가? 엇인가? 하고 필요로 하는가?• 고객주위에 누가 있는가? • 누가 고객에게 영향을 미치 • 고객의 감정을 상상해보라. • 고객이 다른 사람들에게 어 • 고객이 원하거나 필요로 하 • 고객은 성공은 어떻게 평가• 고객의 친구가 누구인가? 고 어떻게 그것이 가능한가? 무엇이 고객의 마음을 움직 떤 말을 하는가? 는 것을 얻는데 어떤 장해 하는가?• 고객은 어떤 제안들에 노출 이는가? 물이 있는가? • 어떤 미디어채널 영향력이 • 고객이 말하는 것과 실제로 • 고객이 목표를 달성하기 위 되는가? 큰가? • 고객은 무엇 때문에 밤잠을 생각하고 느끼는 것 사이의 • 고객은 어떤 리스크를 두려 해 사용할 수 있는 전략에• 고객은 어떤 문제에 부딪히 설치는가? 갈등을 특별히 주목하라. 워하는가? 대해 생각해보라. 는가? • 고객의 꿈과 소망을 표현해 보라.
  45. 45. Definition of The Empathy Map XPLANE사가 개발한 Visual Thinking 기법. 초간단 고객 프로파일러 Really Simple customer profiler 인구통계학적 특징을 넘어 고객의 주요 환경, 행동, 관심사, 열망들을 깊이 이해 사용자와 회사간의 Value Proposition 설계 가능 회사 사용자 Demographic Segmentation Persona
  46. 46. Class Schedule [생각과 느낌] What does she THINK AND FEEL? 정말 중요한 것 주요 관심사 걱정과 열망 What does she What does she | The Empathy Map HEAR? SEE? [영향력] [경험] 친구의 말 환경 가족의 말 친구들 영향력 있는 사람들의 말 시장상황 [발언과 실천] What does she 대중 앞에서의 태도 SAY AND DO? 외형적인 특징 타인/가족들에게 하는 행동
  47. 47. | Needs Finding Journey Mapping
  48. 48. | Needs Finding Journey Mapping
  49. 49. | DESIGN Strategy & Concept
  50. 50. | Design Strategy & Concept Design Criteria Design Goal User Perception Physical Attributes Functional Attributes Constraints
  51. 51. | Design Strategy & Concept Objectives & Goal Design Strategy Design Concept
  52. 52. | Design Strategy & Concept What is Goal & Objectives Design Brief The Empathy Map/Journey Mapping Design Criteria What if Design UX Market Strategy Strategy Strategy What wows Design / Service Concept What works Tactic Tactic Tactic Tactic Tactic Tactic #1 #1 #1 #1 #1 #1
  53. 53. | For Next Week MID EXAM - Project Define (Design Brief) - Background Research - User Research - Empathy Map/Customer Journey - Design Principle/Design Criteria - Design Strategy/Design Concept

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