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DESIGN
THINKING
HOW TO CREATE GREAT USER EXPERIENCES
Natalija (Piktochart) BarCamp @Penang July 27, 2013
ABOUT ME
EDUCATION EXPERIENCE
BSc in Economics and Business
// Stockholm School of Economics in Riga, LV
Graduate Erasmus ...
EXAMPLES
DESIGN THINKING
DESIGN
DESIGN CREATES FORM AND FUNCTIONALITY
FROM A USER PERSPECTIVE
(SERVICE) DESIGN THINKING IS…
… USER-CENTERED
… A HOLISTIC WAY FOR A BUSINESS TO GAIN A
COMPREHENSIVE, EMPATHIC UNDERSTAND...
CASE STUDY
COMPANY
PROJECT
DETAILS
Umpqua
Umpqua bank’s flagship experience is part
boutique hotel lobby, part retail, wit...
CASE STUDY
ORGANIZATION
PROJECT
DETAILS
Buckinghamshire County Council
Engage the community and improve the
access to heal...
GREAT CUSTOMER
EXPERIENCES
ONLINE
5 STEPS
4
2
5
3
1 Who your customers are?
What are their motivations? Needs?
How do they behave?
What can be improved?
Pro...
WHO ARE THEY?
PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS
1
PERSONAS (3 to 6)
STORIES AND ARTEFACTS
STAKEHOLDER MAP
TOOL...
WHO ARE THEY?
PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS
1
HOW ?
• Google Analytics
• Customer Support comm.
• Social m...
PERSONA - TEMPLATE
1
2
MEET PIKTOCHART PERSONA
Firstly, I only used infographics for
making posters and reports for
children and their parents.
T...
PERSONAS’ EXPECTATIONS
“Easy for my
students to use”
“Versatility for
different projects”
JEANINE
TEACHER
EMMA
STUDENT
“Ea...
COMPARISON MAP - EXAMPLE
1
2
EXTREMES
JEANINE
TEACHER
EMMA
STUDENT
THOMAS
GRAPHIC DESIGNER
MARK
BLOGGER
SARAH
MANAGER
Less Advanced in Technology More
...
EXTREMES - AIRPORT
1
2
WHO ARE THEY?
PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS
1
2
STAKEHOLDER MAP IS A VISUAL REPRESENTATION OF
THE VARIOUS ...
STAKEHOLDER MAP
SCHOOL
MANAGEMENT
BLOGGERS
MANAGERS
DESIGNER’S
CLIENTS
(ONLINE) EDU
COMMUNITYPARENTS
OTHERS
OTHER
EMPLOYEE...
HOW DO THEY BEHAVE?
PIKTOCHART CUSTOMERS
CUSTOMER JOURNEY MAP
CONTEXTUAL INTERVIEWS
(WHY) QUESTION CHAIN
TOOLBOX
CUSTOMER ...
CUSTOMER JOURNEY MAPPING
WEBSITE
DIY EDITOR
LEAVE
HOW ?
• Google Analytics
• Contextual interviews
• Surveys
• Other quali...
C.J.M. - EXAMPLE
1
2
CUSTOMER JOURNEY MAPPING
HOW ?
• Google Analytics
• Contextual interviews
• Other qualitative methods
DETAILED VIEW – NAVI...
CUSTOMER JOURNEY MAPPING
DETAILED VIEW – NAVIGATION IN THE WEBSITE
3
CUSTOMER JOURNEY MAPPING
3
CUSTOMER JOURNEY MAPPING
DETAILED VIEW – NAVIGATION IN THE WEBSITE
3
4
WHAT COULD BE IMPROVED?
CUSTOMER JOURNEY MAPS
EXPECTATION MAPS
AGILE DEVELOPMENT
A/B TESTING
CONTEXTUAL INTERVIEWS
TOOLBOX...
WHAT COULD BE IMPROVED?
PROTOTYPE & TEST
5
AGILE DEVELOPMENT IS METHODS BASED ON ITERATIVE
AND INCREMENTAL DEVELOPMENT, WH...
PROTOTYPE & TEST
5
A/B TESTING
5
A/B TESTING IS A METHODOLOGY OF USING RANDOMIZED
EXPERIMENTS WITH TWO VARIANTS, A AND B, WHICH
ARE THE CONTR...
A/B TESTING
5
OTHER CREATION METHODS
CO - CREATION
LEARN FROM OTHERS / LOOK INTO THE FUTURE
Involve stakeholders to design even better e...
SUMMARY
DO YOUR RESEARCH
GATHER INSIGHTS AND UTILIZE THEM TO IMPROVE YOUR
PRODUCT / SERVICE
Do it well – go deep!
TEST QUI...
THANK YOU.
ANY QUESTIONS?
GET IN TOUCH
OR COME TO OUR TUESDAY MEETUPS!
TUESDAYS
WEBSITE
www.piktochart.com
EMAIL
natalija@piktochart.com
Ruby on Rai...
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Design thinking - Piktochart presentation for Barcamp Penang 2013

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Presentation for the Barcamp Penang 2013 unconference on Design thinking and its application in creating great consumer experiences for an online business

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Design thinking - Piktochart presentation for Barcamp Penang 2013

  1. 1. DESIGN THINKING HOW TO CREATE GREAT USER EXPERIENCES Natalija (Piktochart) BarCamp @Penang July 27, 2013
  2. 2. ABOUT ME EDUCATION EXPERIENCE BSc in Economics and Business // Stockholm School of Economics in Riga, LV Graduate Erasmus Scholarship // Copenhagen Business School, Denmark MSc in Strategic Marketing // Maastricht University, the Netherlands 4 years in market research, marketing, communications, consulting Startup Pirates Maastricht // entrepreneur accelerator programme Service Science Factory // design thinking & innovation consulting Not Perfect | Y&R // advertising agency NATALIJA SNAPKAUSKAITE “visual presentations intended to communicate complex information, data or knowledge quickly and clearly. By presenting information in a compact and creative format, infographics are able to quickly convey knowledge and engage its viewers.” INFOGRAPHICS
  3. 3. EXAMPLES
  4. 4. DESIGN THINKING
  5. 5. DESIGN DESIGN CREATES FORM AND FUNCTIONALITY FROM A USER PERSPECTIVE
  6. 6. (SERVICE) DESIGN THINKING IS… … USER-CENTERED … A HOLISTIC WAY FOR A BUSINESS TO GAIN A COMPREHENSIVE, EMPATHIC UNDERSTANDING OF CUSTOMER NEEDS AND THE NATURE OF RELATIONS BETWEEN PEOPLE AND OTHER PEOPLE, BETWEEN PEOPLE AND THINGS, BETWEEN PEOPLE AND ORGANIZATIONS, AND BETWEEN ORGANIZATIONS OF DIFFERENT KINDS. AS IT IS ALL ABOUT MAKING GOODS / SERVICES USEFUL, USABLE, EFFICIENT, EFFECTIVE AND DESIRABLE
  7. 7. CASE STUDY COMPANY PROJECT DETAILS Umpqua Umpqua bank’s flagship experience is part boutique hotel lobby, part retail, with a little bit of coffee shop sprinkled in. The first week the store was open it generated a record $1million in deposits. Nine months into the first year Umpqua’s new store had a record $50 million in deposits. Since then, Umpqua has rolled out the new bank concept to all of its 162 stores. Umpqua’s new stores create 2.25 times higher deposits, two times average deposit balances, two times average loan balances and significantly higher cross sells with these customers. Umpqua also reports that recruiting people to work in these stores is easier. They feel the new store experience also helped Umpqua become one of Fortune magazine’s 100 Best Companies to work for three years in a row.
  8. 8. CASE STUDY ORGANIZATION PROJECT DETAILS Buckinghamshire County Council Engage the community and improve the access to health and social care services for both urban and rural residents who are 50+. The result was HealthConnect, a service development proposal to improve access to health and social care services in Buckinghamshire. It includes a range of channels and ways of accessing more useful information and how healthcare and transport providers can work more efficiently together to support the access of residents to their services. The project had immediate impact, with Wycombe District Council, Chiltern District Council, Oxford City Council, Bucks Primary Care Trust, and Wycombe Hospital Trust all integrating concepts from HealthConnect, such as journey planning information on their websites.
  9. 9. GREAT CUSTOMER EXPERIENCES ONLINE
  10. 10. 5 STEPS 4 2 5 3 1 Who your customers are? What are their motivations? Needs? How do they behave? What can be improved? Prototype and test
  11. 11. WHO ARE THEY? PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS 1 PERSONAS (3 to 6) STORIES AND ARTEFACTS STAKEHOLDER MAP TOOLBOX 2 PERSONAS ARE FICTIONAL PROFILES, OFTEN DEVELOPED AS A WAY OF REPRESENTING A PARTICULAR GROUP BASED ON THEIR SHARED CHARACTERISTICS. THEY REPRESENT A “CHARACTER” WITH WHICH A MANAGER CAN ENGAGE.
  12. 12. WHO ARE THEY? PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS 1 HOW ? • Google Analytics • Customer Support comm. • Social media • Profile information • Qualitative studies (surveys) EDUCATORS CONTENT CREATORS MANAGERS DESIGNERS OTHERS 2
  13. 13. PERSONA - TEMPLATE 1 2
  14. 14. MEET PIKTOCHART PERSONA Firstly, I only used infographics for making posters and reports for children and their parents. Then I discovered that kids can make their school projects too – infographics test their research and information evaluation skills, … JEANINE ANDERSON SCHOOL TEACHER Age: 32 Phoenix, U.S. Keeps herself updated on edu news through Scoop.it and Twitter “ ”EMMA STUDENT Age: 14 Phoenix, U.S. Tries to be a good student (B+) but does not like excessive workload 1 2
  15. 15. PERSONAS’ EXPECTATIONS “Easy for my students to use” “Versatility for different projects” JEANINE TEACHER EMMA STUDENT “Easy to use” “Makes my homework look better” THOMAS EBBER GRAPHIC DESIGNER “Flexibility” “Possibility to import more images” “Amount of templates” MARK MAKHOUL BLOGGER “Easy & FAST to use” “Amount of templates and graphics” SARAH WOSS MANAGER “Easy & FAST to use” “Professional looking templates and charts” 1 2
  16. 16. COMPARISON MAP - EXAMPLE 1 2
  17. 17. EXTREMES JEANINE TEACHER EMMA STUDENT THOMAS GRAPHIC DESIGNER MARK BLOGGER SARAH MANAGER Less Advanced in Technology More Less Time per project More 1 2
  18. 18. EXTREMES - AIRPORT 1 2
  19. 19. WHO ARE THEY? PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS 1 2 STAKEHOLDER MAP IS A VISUAL REPRESENTATION OF THE VARIOUS GROUPS INVOLVED WITH A PARTICULAR SERVICE. IT CAN BE USED TO HIGHLIGHT THE RELATIONSHIPS BETWEEN DIFFERENT STAKEHOLDERS, AS WELL AS INTERESTS, ISSUES AND IMPORTANCE. PERSONAS (3 to 6) STORIES AND ARTEFACTS STAKEHOLDER MAPS TOOLBOX
  20. 20. STAKEHOLDER MAP SCHOOL MANAGEMENT BLOGGERS MANAGERS DESIGNER’S CLIENTS (ONLINE) EDU COMMUNITYPARENTS OTHERS OTHER EMPLOYEES C-LEVEL MANAGEMENT SHAREHOLDERS DESIGN COMMUNITY JOURNALISTS DIGITAL CONTENT MANAGERS OFFICIAL MEDIA BLOGS SOCIAL MEDIA 1 2
  21. 21. HOW DO THEY BEHAVE? PIKTOCHART CUSTOMERS CUSTOMER JOURNEY MAP CONTEXTUAL INTERVIEWS (WHY) QUESTION CHAIN TOOLBOX CUSTOMER JOURNEY MAPS PROVIDE A VIVID BUT STRUCTURED VISUALIZATION OF A USER’S EXPERIENCE. THE TOUCHPOINTS WHERE USERS INTERACT WITH THE SERVICE ARE OFTEN USED TO CONSTRUCT A ‘JOURNEY’ – AN ENGAGING STORY BASED ON THEIR EXPERIENCE. 3
  22. 22. CUSTOMER JOURNEY MAPPING WEBSITE DIY EDITOR LEAVE HOW ? • Google Analytics • Contextual interviews • Surveys • Other qualitative methods HOLISTIC VIEW – PLACE IN THE BROADER PICTURE 3 DISCOVER INVESTIGATE USE REFERRAL AD SEARCH WHAT ? • What are they doing? • What are they thinking? • How are they feeling? JOIN
  23. 23. C.J.M. - EXAMPLE 1 2
  24. 24. CUSTOMER JOURNEY MAPPING HOW ? • Google Analytics • Contextual interviews • Other qualitative methods DETAILED VIEW – NAVIGATION IN THE WEBSITE WHAT ? PATH which and how many pages? CLICKS how many clicks? Where they click? EFFORT how much information to enter? PLACEMENT are elements optimally positioned? COMFORT is the colour scheme suitable? LEAVE when they leave? … 3
  25. 25. CUSTOMER JOURNEY MAPPING DETAILED VIEW – NAVIGATION IN THE WEBSITE 3
  26. 26. CUSTOMER JOURNEY MAPPING 3
  27. 27. CUSTOMER JOURNEY MAPPING DETAILED VIEW – NAVIGATION IN THE WEBSITE 3 4
  28. 28. WHAT COULD BE IMPROVED? CUSTOMER JOURNEY MAPS EXPECTATION MAPS AGILE DEVELOPMENT A/B TESTING CONTEXTUAL INTERVIEWS TOOLBOX 4 HOLISTIC • Shorten the Investigate stage • Involve users after Joining • Prolong Use • Add more stages DETAILED • Better website map • Better layout & structure • Clear CTAs • … PROTOTYPE & TEST 5
  29. 29. WHAT COULD BE IMPROVED? PROTOTYPE & TEST 5 AGILE DEVELOPMENT IS METHODS BASED ON ITERATIVE AND INCREMENTAL DEVELOPMENT, WHERE REQUIREMENTS AND SOLUTIONS EVOLVE THROUGH COLLABORATION BETWEEN SELF-ORGANIZING, CROSS-FUNCTIONAL TEAMS. IT PROMOTES ADAPTIVE PLANNING, EVOLUTIONARY DEVELOPMENT AND DELIVERY, A TIME-BOXED ITERATIVE APPROACH, AND ENCOURAGES RAPID AND FLEXIBLE RESPONSE TO CHANGE.
  30. 30. PROTOTYPE & TEST 5
  31. 31. A/B TESTING 5 A/B TESTING IS A METHODOLOGY OF USING RANDOMIZED EXPERIMENTS WITH TWO VARIANTS, A AND B, WHICH ARE THE CONTROL AND TREATMENT IN THE CONTROLLED EXPERIMENT.
  32. 32. A/B TESTING 5
  33. 33. OTHER CREATION METHODS CO - CREATION LEARN FROM OTHERS / LOOK INTO THE FUTURE Involve stakeholders to design even better experiences Best & worst practices • Competitors • Other companies from unrelated industries Scenarios / “What if” • Business model • Changing user needs • New developments in the market • Technical capabilities
  34. 34. SUMMARY DO YOUR RESEARCH GATHER INSIGHTS AND UTILIZE THEM TO IMPROVE YOUR PRODUCT / SERVICE Do it well – go deep! TEST QUICKLY – FAIL QUICKLY – START AGAIN ASAP
  35. 35. THANK YOU. ANY QUESTIONS?
  36. 36. GET IN TOUCH OR COME TO OUR TUESDAY MEETUPS! TUESDAYS WEBSITE www.piktochart.com EMAIL natalija@piktochart.com Ruby on Rails Aug 6 JavaScript Aug 13 Design Aug 20 Growth Hacking Aug 27

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