Alcatel • BBC • Beretta-Iaber • British Airways • British Gas • British Telecom • Contex AS • Danfoss • Endo Optics
Ever-Ready • Ford • H2EYE Spy-fish • HACTL • Haworth • Hewlett-Packard • Hoover • IBM • LEGO • LG Electronic
Merloni • Midwest Dental • Océ Graphics • Olicom • PRADA • Procter & Gamble • Royal College of Art • Royal Mail
Shell • Steelcase • Tefal • Texas Instruments • TrenItalia • University of Plymouth • Visteon • Wellcome Foundation
USER CENTERED DESIGN
What do we mean?
User-centered design (UCD) is an approach to design that grounds the process in
information about the people who will use the product. Upassoc.org
User-centered design can be characterized as a multi-stage problem solving process.
IDEO method cards
Learn. Analyse the information you’ve collected to identify pa erns and insights.
Look. Observe people to discover what they do rather than what they say they do.
Ask. Enlist people’s participation to elicit information relevant to your project.
Try. Create simulations to help empathise with people and to evaluate proposed designs.
H C D! an era for human centred design Bill & Melinda Gates foundation
is the generation of new is what links creativity and is the successful
ideas or opportunities, innovation. It shapes ideas exploitation of new
perhaps by exploiting to become practical and ideas. It is the process
emerging technologies a ractive propositions for that carries them
or changes in markets. people. through to new
products, new services,
or even new business.
(dti) Cox report 07
good design works on many levels
CREATIVITY DESIGN INNOVATION
‘Aquaduct’ transports, ﬁlters and stores water
1.1 Billion people around the world lack access to safe water (UNICEF) – IDEO
9 months – digging raw materials – processing them vs £3.95 at Argos
The Toaster project 2009 RCA Thomas Thwaites
Beyond the Scaﬀolding
Processes are like the scaﬀolding erected in
front of a building, to be dismantled when the
building is completed. To the worker the
scaﬀolding is indispensable, but he must not
confuse it with the building itself.
what’s going on out there? Insights
who do we want to be? Strategy
what are the right ideas? Expression
how do we tell our story? Communication
Relationship & dependency
Mindset COMPOSITE LIVING HALSTOCK
A variety of ideologies,
activities and consumption
pa erns are put together
by consumers to produce a
People deﬁne their identity by adopting a pick and mix approach towards their lifestyle.
Mindset EXCESSORISE HALSTOCK
The eﬀortless ability to
consume and adorn has
created a powerful
Consumers are often led to inappropriate answers to lifestyle problems.
Mindset HOLISM HALSTOCK
Consumers realise the
extent to which the
physical and meta-physical
elements of their lifestyles
interact and rely on each
Consumers require their various lifestyle needs to be answered as a whole
Empathic Design Exercise
to use evidence of contexts and artifacts
to characterize individuals: how they
behave, think and feel
to experience the value of individualizing
Empathic Design Exercise
Fleshing out the character through a
Make visual boards, describing
Combine pictures from observation
with found images
Use cut-outs from magazines, beware
of glossy stereotypes
Excite factors. These really
make your product stand
out from the others.
Performance factors. These
highlight things you do well.
Expected factors. These are
features that are essential
to you category.
Flesh out who the user is
Add the dimension of time
Cartoon story boards
Acted out walk-throughs
Creative leaps - in context
Based on the real world
Design opportunities in
sympathy with real
Adding the time dimension
Scenarios Simple multiple frame black
Detail certain steps, be rigorous
to avoid problems later
Show someone in every frame
“A beacon of hope, a unifying message to
the people of the world…”
Holistic Story-telling approach to
understanding context of use
Technology Factors Prototyping to
balance power consumption & weight
with beacon visibility