Introduction: my hci, cd and information management. Games, medical products, now in finance. Liquidnet is a brokerage firm, we have product that facilitates trading between large insittutions, I design that product. What makes Liquidnet unique is how the design group is valued in the organization. Even most US companies are not doing this yet. The design team is seen as a strategic entity, very much part of the business and product process upstream. We are an idea farm and production studio, we help the business plan their future based on our unique set of facilitation, strategic thinking, and visual skills.
When we are participating in high level business conversations, it requires that we can speak with people at the C-level in a way they can relate to our and even better commit to our work and support it. We are going to take a look at some tools I discovered to help me do that where I work, I encourage you to come up with ones of your own in your work and share it with the community.
We knew that our process wasn’t going to be enough
So we added some tools to our toolkit. Today we’ll take a look at how the new tools strengthen our design communication, making it easier for us to solve the right problems, gain consensus, and get excitement and commitment from people about our designs.
So when we started the project, the first thing we always do is conduct interviews with stakeholders and help them clarify project goals.
They give us their strategic vision and a lot to do. Some of what they told us conflicted each other. Ｔｈｅ goals were a little bit incoherent a this point.
Understanding their industry landscape and really understand why their businsess strategies fit was key to us continuing that strategic conversation.
Using all of what we found out, we synthesized it into a relational map. This gave people a sense of focus and clarity to the huge problem at hand. This was also a quick way of showing where design can add the most value in the business opportunities landscape.
Then we put all of the goals and sub goals and functionality into a revenue map. We collaboratively figured out where the business is not focusing on right now and where they are missing revenue.
Once we understand the business needs, we were ready to get out to the field into all 3 continents to do ethnographic research. Just because the business wants to expand a certain way, it doesn’t mean that the customers need it. so we’re going to go out and see where the needs are.
Design started as a craft, now it’s an essential business tool and a strategic part of most business. For a product to be successful in the market place, we must be involved in the product lifecycle from the beginning to the end and all the way around and provide essential tools to help our clients succeed in the market place,
The interesting tidbit about user behavior is that while human beings are all very different, when we are put in the same situations and are asked to do the same activity, we show a few modeled behaviors that can be summarized into patterns.
We weaved behavior patterns it into one story we call a persona. In this research, the interesting thing that happened was that the people like sales and stakeholders who were close to the customers really identified with these patterns, they started to talk about their customers in these colors. They’d say when Red met a Green guy, they couldn’t agree on price, so the red guy pissed the green guy off and we lost a bunch of commission from that scenario…. But for those who didn’t understand customers as well like the dev and QA guys, we thought using personas were still good.
We created these tables to help us understand better where unfulfilled needs are, because needs often provide business opportunities to explore and are the most useful things to innovate on top of.
After we identified the needs, we collaboratively mapped them into a road map, yielding us a long term vision of what the product can do so our design effort will be long term thinking, but we had a focus on fleshing out functionality for the near term as well.
Workshop: Communicating your design vision by first defining a clear strategy
Workshop: Communicating your design vision by first defining a clear strategy 通过构建一个 清楚的战略 来 创造 您的设计 概念 Liya Zheng 郑丽雅 Prepared for User Friendly 2007
一个最近 的设计 项目 引发了我的一个问题：一个设计师怎样才能参与到企业的策划中去？ A recent project experience challenged me to ask this question: What are some methods we can develop to help us better participate in strategic business conversations?
Discover Synthesize Visualize Conceptualize Define Plan
In this workshop, we will explore how to strengthen our design work by doing good design strategy. The goal is to have fun and learn from each other. 在今天的工作坊时间 , 我想和大家分享我在增强设计能力方面的经验。 希望大家从中找到乐趣并且互相学习。
In the Define & Discover phase, we first clarify & visualize business goals 首先，我们要清楚公司的企业目标
Ambitious, big ideas The current value proposition works… We need to own the competitive landscape New technical landscape CEO CTO VP Product Interview stakeholders VP Marketing VP Sales VP Strategy Customers love us now. Worries about change… Features! Functionality! 采 访 利益相关者
Visualize business goals to clarify project goals 把商业目标型象化从而清楚地表达项目的目标
Visualizing the revenue model to find untapped opportunities 形向化获取利润的模型，发掘潜在的机会 Revenue untapped Revenue untapped
20 minutes: Practice visualizing goals with DigiCorp in teams of 2. One person play the client and the other do the mapping… 练习
DigiPad Exercise High level business goals Provide data service Become # 1 digital whiteboard provider Add new customers in existing markets Increase revenue from existing customers Creative industry Support the way users work better Bring in new revenue stream Go global (Asia, Europe) Brand equity
Then, turn insight from user research into opportunities 把用 户 研究 变 成 商业 机会
“… deep customer understanding can produce continuous ‘wow’ moments… By diving deep into a customer’s life and closely observing their behaviors, you can wow your customer by addressing needs that they’d never be able to articulate .” Indi Young. Rosenfeld Media. http://www.rosenfeldmedia.com "The Long Wow.” - Brandon Schauer
Do ethnographic research to gain insight 了解用户 的 环境 和需要
User research shows behavior patterns 用户研究变成行 为 模式
Turn user insights into opportunities 对 用 户 的深层理解 变 成机会 User Needs 用 户 的 需要 Our offering 我 们 提供 的工能 Pain points with us 對 我 们 不 滿意 Pain points in general 一般 的 不 滿意 What do users need in order to achieve their goals? How do we help with this need currently? What frustrations do they have with this offering? What’s the competition not doing? Is this need being met at all?
Turning opportunities into a roadmap 把机会 变 成 产品计划
20 minutes: Practice turning user needs into opportunities with DigiPad? 练习
DigiPad Exercise User needs analysis User Needs Our offering Pain points with us Pain points in general Remote light brainstorm tool None No remote ability Clunky, lots of software, hardware to deal with, unnatural, uses windows tools makes brainstorming hard Concept co-creation at a distance Marker on porcelain Not digital, can’t iterate over time, can’t save work have to connect to laptop or another software Presentation and feedback capturing None We don’t offer it OK but need to lug around a projector Store and retrieve work wirelessly None Not connected USB or computer needed Portability None We don’t offer a portable whiteboard No competitor offer this Have as much or little writing surface to work with Fixed size mounted on wall Run out of space No competitor offer this
In the Concept phase, we articulate where business goals meet user goals by developing focus statements to communicate a clear product vision. 研究企 业 目 标 和 用 户 目 标 相吻合的契机。 创造并运用” focus statement” 来表达您的设计理念。
User need Frustration Qualifier The minimum that everyone does in this product category (i.e. Flickr’s qualifier is photo sharing, just like Picasa) Differentiator what we do/have that no one else can claim (I.e. Flickr focuses on sharing the love for photography, explicitly) 用户 的 需要 用户 不 慢意 的 Qualifier 商 业空间 其它的 产 品都 這個工能 Differentiator 我们的产品与其它的产品 有什麼 不同的 呢 ？ Focus statement structure
Exercise: 20 minutes to pratice coming up with a focus statement for the DigiPad 练习
DigiPad Example Katy who needs to capture and share research and design ideas throughout her design process Is frustrated the lack of flexible tools available to aid in her process. Unlike other digital whiteboard providers who focus on collaboration between co-located teammates, DigiCorp gives her a tool to brainstorm, record, and share her work, throughout her creative process, anywhere . The DigiPad is focuses on helping her with her remote collaboration needs on all levels of fidelity appropriate for each step in her process, focusing on creating a sense of presence for her remote collaborators which increases the level of engagement in her creative work . User need Frustration Validator What we do that competitors also do. Differentiator What we do/have that no one else can claim. That’s our focus?
In the Visualize phase, we use focus statement to guide design work & to tell compelling stories along the way. 使用 focus statement 来 帮助 您 创 造 和 沟 通 设计 方向
<ul><li>Identify scenarios that the user will experience using your product in context of their day. </li></ul><ul><li>Then break the scenario into logical steps and illustrated them. </li></ul><ul><li>Use value statement to test concepts. </li></ul><ul><li>When you present the design, first talk about the “value”, then about how it works. </li></ul>Tell a compelling story <ul><li>描述 用 户 将 会怎样使用 您 的 产 品 </li></ul><ul><li>一步步的描述他们的用法 </li></ul><ul><li>用价 值 声明 来 测试 设计。 </li></ul><ul><li>当您 给 别人 沟通您的 设计 想法 , 首先 谈论设计 的 “ 价 值 “ – 它对我们的 公司有什么影响， 怎么样帮助 我们的顾客的需要 </li></ul>沟通产品设计 Scott McCloud “Making Comics”. scottmccloud.com
Storytelling is both verbal and visual. However the execution, be specific.
Materials in these slides are removed to makes sure that any arguably confidentially information from the client is not presented publicly. The techniques discussed in this slide can be derived from the worksheet given to you during the workshop.
30 minutes: Practice value based design brainstorming and sketching 练习
<ul><li>Key takeaways </li></ul><ul><li>Upfront design strategy helps set you up to solve the right problems </li></ul><ul><li>Good user research helps you uncover opportunities to support client goals </li></ul><ul><li>Value-based design communication helps you get consensus, motivation and commitment. </li></ul>
Thanks and credit Arti Acharya Design communicator, usability evangelist My teammate in this project and partner in crime Anu Hiremaglur Analyst, master of all things Advisor to our strategy work
Keep in touch Liya.firstname.lastname@example.org Blog:Insight Observed URL:noreally.wordpress.com