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What you don't notice
when you don't notice it
by: Vladimir Melnikov (a researcher, product and innovation manager)
А
BB
Edward H. Adelson
We don't see things as they
are, we see them as we are
— Anaïs Nin
a self-organizing system
by Tom Stables
Hidden needs
The only important thing
about design is how it relates
to people
— Victor Papanek
1983...
20 years
of evolution
So what?
Technology
UX
Classic controller
evolution
New context of usage
Wii Remote, 2006
Consumers consume,
users use, people live
— Rama Gheerawo
DOUG DIETZ
Research? But how?
http://www.meetpatrick.de/
Adapted from Hasso Plattner Institute of Design at Stanford
HUMAN CENTERED DESIGN TOOLKIT
Jeanne Liedtka and Tim Ogilvie
http://designingforgrowthbook.com/
Usability
Process
Problem №3
STA Group, http://www.stagrp.com/
GIJS
VAN
WULFEN
Time
Depth of product
understanding
Conceptual
design
Detailed
design
Production
and testing
Launch
and promotion
Support and
development
User
research
Opportunity
assessment
Iteration
Time
Product
understanding 
Conceptual
design
Detailed design
Development
and testing
Launch and
promotion
Support and
improvement
Customer
research
Business analysis
Iteration
Time
Depth of product
understanding
Conceptual
design
Detailed
design
Production
and testing
Launch
and promotion
Support and
development
User
research
Opportunity
assessment
Iteration
Time
Depth of product
understanding
Conceptual
design
Detailed
design
Production
and testing
Launch
and promotion
Support and
development
User
research
Opportunity
assessment
Iteration
Research
Production
Evolution
Activity
Research
Production
Evolution
Activity
Data driven
People driven
Action driven
Imagination driven
Watch
Hear
Try
Watch
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
People ignore design
that ignores people
— Frank Chimero
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
Hear
Customer co-design
Always ask yourself:
What do I want to learn about users
by making this prototype?
Needs finding Solution testing
Every weapon has a manual, I'm sure this has one, too.
I’ll be back in
an hour. Don’t do
anything stupid.
instagram.com/gapsight
instagram.com/gapsight
instagram.com/gapsight
Computers are to
design as microwaves
are to cooking
— Milton Glaser
You can’t experience
the experience until
you experience it
— Bill Moggridge
Designing a product is
designing a relationship
— Steve Rogers
instagram.com/gapsight
Bo!Arrrrgh! Woof woof
User
Transitions not pages!
Intermediate step
Metaphor and analogy
Shinkansen
Kingfisher
JR 500
17 - 6
A design isn’t finished
until somebody is using it
— Brenda Laurel
Just one more time
Vladimir Melnikov
this.is.melnikov@gmail.com
instagram.com/gapsight

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