Multi-Device Digital Product Design

May. 12, 2017

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Multi-Device Digital Product Design

  1. MULTI-DEVICE DIGITAL PRODUCT DESIGN athens - may 2017 - giorgos gavriil
  2. chapter 1: a brief intro
  3. who i am Working in Digital & UX for more than 12 years Been responsible or co-designing numerous digital products such as winbank, yellowday, yellow, easypay kiosks + numerous websites and apps. Current position: UX & Context Marketing Director @ Linakis Digital
  4. but something was amiss…
  5. indications we’re doing it wrong Our product should have this, and this, and this, and this feature… feature creep
  6. indications we’re doing it wrong Look at a nice feature that this company from abroad has launched. Let’s do it too! COPY WITHOUT DISCRIMINATION
  7. indications we’re doing it wrong The boss says that this feature is the most important of all HIPPO EFFECT* *Highest Paying Person’s Opinion
  8. indications we’re doing it wrong Sh%##t, we can’t make the launch date. Let’s phase out the most heavy features to implement OVER-OPTIMISTIC ROADMAP - NO MVP
  9. indications we’re doing it wrong Chatbots are so hot right now, let’s do a chatbot too, anything, as long as we launch it first… technology as an innovation cushion
  10. released in 1997 for god’s shake! whole new version in 2017 enter contextual design
  11. chapter 2: DESIGN FOR LIFE The 7 cool concepts
  12. THE WHEEL OF JOY IN LIFE Empower users to achieve all their intents and life work. Design with the expectation that the users will be distracted, splitting their attention across multiple activities. Support the unstoppable momentum of life: help users fill every moment of dead time with useful or amusing activities. ACCOMPLISH
  13. THE WHEEL OF JOY IN LIFE Increase the intimacy and collaboration of users’ real relationships. Help them make contact easily, find things and do things together while pursuing their separate lives. Foster real connections. CONNECTION
  14. THE WHEEL OF JOY IN LIFE Support users’ sense of core self. Help them express their sense of sense. Increase the users’ sense of being their best selves. IDENTITY
  15. THE WHEEL OF JOY IN LIFE Provide the user with pleasurable moments through color, sound, movement and animation. SENSATION
  16. THE TRIANGLE OF JOY IN USE Provide immediate, simple fulfilment of core intents, ideally instantly, “just like magic”. DIRECT INTO ACTION
  17. THE TRIANGLE OF JOY IN USE Remove all inconveniences, setup, plugging in etc. No glitches and technical hassles THE HASSLE FACTOR
  18. THE TRIANGLE OF JOY IN USE Reduce the time it takes to learn the product as close as possible to zero. THE DELTA
  19. chapter 3: develop empathy
  20. introducing the experience models
  21. a day in the life
  22. identity model
  23. relationship model
  24. collaboration model
  25. sensation model
  26. contextual research Talk with users in the context of their lives: observe how and why they do the activities you’re interested in all contexts of their day-to-day lives. immerse into their lives
  27. some examples
  28. shopping Start at home, see how they do research or buy online Do retrospective accounts of recent purchases Visit store to pick an item
  29. travel Plan interviews with users at all stages of travel Use day-to-day retrospective accounts since it is not a cohesive, heads-down activity. Be creative: Try to find users vacationing where you are located
  30. let’s work a case study together! Let’s suppose that we are asked to design a music listening platform. How would you organize the contextual research?
  31. how would you structure the contextual interviews? (when -where - what?)
  32. chapter 4: DESIGN THE PRODUCT
  33. “We shape our buildings and afterwards, our buildings shape us” winston churchill
  34. war room
  35. the wall walk Immerse a diverse design team to the data, own it and come back to it again and again. Create an environment for the data to drive innovation a 2-6 hrs session with a single goal
  36. like a museum visit! Each person silently walk the panels, reads the data, puts up sticky notes with ideas, notes holes in the data and questions/themes to explore in future interviews.
  37. hot ideas examples Make travelling planning like a game a metaphor Automate everything, never ask the client for a single document technology challenge Put the manager’s whole job on the phone a user experience challenge
  38. from the big picture to the details Ideate, explore many options, decide on the big picture vision Start exploring in depth, maintaining the customer perspective storyboards Define structure UED
  39. Creating the vision step 1
  40. The cautionary tale of the pottery class let’s take a break to tell you a story
  41. a vision is the story of the new world you will invent for the user produce 4-7 visions | 20-45 minutes/vision | like campfire stories
  42. vision - an example example
  43. now it’s time to pick the visions apart! we scavenge them for their best elements, synthesising a new coherent vision
  44. we then switch from story- based to structural mode and extract product concepts out of the selected vision in rough wireframe sketches to reveal function and automation as this has been ideated so far
  45. product concept example
  46. product concept example
  47. Creating Storyboards step 2
  48. storyboards are step-by-step scenarios depicting actions incl. manual steps, interactions with multiple devices and a very preliminary User interface back to story mode Make 6-8 storyboards for all the primary scenarios of use that describe the basic product vision
  49. storyboarding
  50. storyboarding
  51. storyboarding
  52. UED and 1st version for testing step 3
  53. user environment design an analogy to a floor plan: details are unimportant for understanding the structure of the house
  54. user environment design each focus area must have a purpose: if you cannot write a single sentence that describes this purpose, most possibly the product is not well structured, either because there are many different functions in the focus area or because it does not support a coherent activity.
  55. high-level interaction pattern
  56. don’t get lost in design discussions. all design work after the vision is one the way to testing with actual users, not implementation the goal
  57. paper prototype notice the movable parts that will be inserted of withdrawn during the interview
  58. chapter 5: BUILDING THE PRODUCT
  59. the work we have done up to now (vision - product concept - UED) can cater for a roadmap of 2-5 years. a word of caution
  60. “Real artists ship” steve jobs
  61. Make sure you do not water down the core innovation: what is the one key change in people’s practice which the product introduces? if you should remember one thing
  62. prepare a shipping ued, test it with users, get into detailed design and start building… what’s next
  63. Case study continued
  64. day-in-the-life
  65. identity
  66. spotify
  67. spotify
  68. spotify
  69. spotify
  70. spotify
  71. spotify
  72. THANK YOU! Find me on Linkedin: giorgosgavriil