USER CENTERED DESIGN FOR  PRODUCT INNOVATION          Kayla Block         kaylablock.com
PSYCHOLOGY OF USER          INTERFACE DESIGN• How  people learn, perceive, reason, remember, and convert intention into ac...
BREAKING PATTERNS WILL    TRIP PEOPLE UP
EMPATHIC DESIGN FOR                INNOVATION• Designfor needs that customers don’t necessarily know they have by using ke...
DESIGN FOR INNOVATION• Use     Solution Based Thinking  •   Start with the goal  •   Ask why?  •   Fear, Resistance, and t...
KEEN OBSERVATION LEADS     TO NEW BABY BOTTLE• Design  Continuum from Milan, Italy spent months watching infants, toddlers...
KANO MODEL• Noriaki   Kano - Tokyo University of Science• Customer    Satisfaction Model• Not all attributes of product pe...
KANO MODELAttractive • Customer won’t mind if it’s not there, but will be delighted if it is.      › Excitement attributes...
USER CENTERED DESIGN             METHODSSome User Centered Design Methods Overlap Empathic Design•   Keen observation•   P...
PERSONA BASED DESIGNPersonas• Archetypal users based on research• Not elasticPurpose and Goals• What does the user need to...
SAMPLE PERSONA
SCENARIOS BASED DESIGN    Scenarios help drive organic task flows because they are driven by    user desires rather than sy...
Kayla Block, M.A.User Experience Design for Innovationkaylablock.com
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User Centered Design for Innovation

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Aside from helping users accomplish their tasks, user centered design methodologies can create key breakthroughs and competitive advantages.

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  • User Centered Design for Innovation

    1. 1. USER CENTERED DESIGN FOR PRODUCT INNOVATION Kayla Block kaylablock.com
    2. 2. PSYCHOLOGY OF USER INTERFACE DESIGN• How people learn, perceive, reason, remember, and convert intention into action•A few examples: • things that are in close proximity to each other are perceived as being related to each other • Learning through repetition • People are pattern-making creatures
    3. 3. BREAKING PATTERNS WILL TRIP PEOPLE UP
    4. 4. EMPATHIC DESIGN FOR INNOVATION• Designfor needs that customers don’t necessarily know they have by using keen observation.• Product innovation as competitive advantage: “If I’d have asked people • Observation what they wanted, they • Capturing data would have said faster • Reflection and analysis horses.” - Henry Ford • Brainstorming • Prototyping
    5. 5. DESIGN FOR INNOVATION• Use Solution Based Thinking • Start with the goal • Ask why? • Fear, Resistance, and the Devil’s Advocate • Lateral thinking – move from known ideas to creating new ideas • Break current thinking patterns • The a-ha moment
    6. 6. KEEN OBSERVATION LEADS TO NEW BABY BOTTLE• Design Continuum from Milan, Italy spent months watching infants, toddlers, and young children.• Infantstry to grasp, so they narrowed the “waist” of the bottle to encourage this behavior.
    7. 7. KANO MODEL• Noriaki Kano - Tokyo University of Science• Customer Satisfaction Model• Not all attributes of product performance are equal in the eyes of the customer
    8. 8. KANO MODELAttractive • Customer won’t mind if it’s not there, but will be delighted if it is. › Excitement attributes – WOW Factor! › Emotional designOne-Dimensional • Satisfaction when fulfilled and dissatisfaction when not fulfilledMust-Be • Taken for granted. No extra satisfaction if it’s there, but dissatisfaction if it isn’t. Threshold. Basic functionality. › Car with no steering won’t sell.Indifferent • Attributes that don’t lead to satisfaction or dissatisfaction
    9. 9. USER CENTERED DESIGN METHODSSome User Centered Design Methods Overlap Empathic Design• Keen observation• Participatory design• Usability testing• Card sorting• Affinity diagrams• Ethnographic research › Look for artifacts• Persona based design
    10. 10. PERSONA BASED DESIGNPersonas• Archetypal users based on research• Not elasticPurpose and Goals• What does the user need to do?Pain Points and FearsContext• Socioeconomic• Education• Surroundings • lighting levels • noise • interruptions
    11. 11. SAMPLE PERSONA
    12. 12. SCENARIOS BASED DESIGN Scenarios help drive organic task flows because they are driven by user desires rather than system requirements• Scenarios are stories with a setting and one or more personas who have motivations, background, and experience.• The scenario describes a sequence of actions that lead to an outcome.• Helps focus on user goals by using personas• Forces specifics• Establish a shared understanding• Fold into narrative prototypes used for cognitive walkthrough• Scenarios often get down to the dialog level• May include environmental factors
    13. 13. Kayla Block, M.A.User Experience Design for Innovationkaylablock.com

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