User-centered design is an approach that grounds the design process in information about how users will actually use a product. It is a multi-stage problem-solving process that involves learning about users through observation and participation to better empathize with them. User insights are then used to identify patterns and evaluate potential design solutions before selecting ideas to develop further through creative expression like scenario development and behavioral prototypes.

1. USER
CENTERED
Sharing some thoughts

2. 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

4. 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.
Wikipedia

5. 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.

6. H C D! an era for human centred design Bill & Melinda Gates foundation

7. Creativity Creativity
Design Innovation
Innovation
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

8. good design works on many levels
CREATIVITY DESIGN INNOVATION

10. ‘Aquaduct’ transports, filters and stores water
1.1 Billion people around the world lack access to safe water (UNICEF) – IDEO

11. 9 months – digging raw materials – processing them vs £3.95 at Argos
The Toaster project 2009 RCA Thomas Thwaites

12. User centered process

13. 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.
Goethe

14. DESIGN+ PROCESS
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

15. Relationship & dependency
Insights
Strategy
Expression
Communication

16. play work
adopting a creative culture

17. design awareness
Adopting a Creative Culture

18. collaborate
adopting a creative culture

19. collaborate
adopt openness
adopting a creative culture

20. collaborate
adopt openness
promote passion
adopting a creative culture

21. collaborate
adopt openness
promote passion
be inspired by real people
adopting a creative culture

22. collaborate
adopt openness
promote passion
be inspired by real people
encourage experimentation
adopting a creative culture

23. collaborate
adopt openness
promote passion
be inspired by real people
encourage experimentation
build a creative environment
adopting a creative culture

24. who can’t draw?
adopting a creative culture

25. design awareness
Perception

29. Values and desires

30. design awareness
Consumer Cosmology

31. 1st commercial motor car Model T Ford

32. Grid 1st laptop computer Moggridge Associates

33. Mindset COMPOSITE LIVING HALSTOCK
A variety of ideologies,
activities and consumption
pa erns are put together
by consumers to produce a
lifestyle collage.
People define their identity by adopting a pick and mix approach towards their lifestyle.

34. Mindset EXCESSORISE HALSTOCK
The effortless ability to
constantly enhance,
consume and adorn has
created a powerful
consumer dynamic
Consumers are often led to inappropriate answers to lifestyle problems.

35. Mindset HOLISM HALSTOCK
Consumers realise the
extent to which the
physical and meta-physical
elements of their lifestyles
interact and rely on each
other.
Consumers require their various lifestyle needs to be answered as a whole

36. design awareness
insights

37. traditional
market
research
empathic
research
SUBJECTS TRUTHS INSPIRATION

38. Empathic Design Exercise

39. Empathic Design Exercise
Objective:
to use evidence of contexts and artifacts
to characterize individuals: how they
behave, think and feel
to experience the value of individualizing
the customer

40. Empathic Design Exercise
Character collage
Fleshing out the character through a
simple collage
Make visual boards, describing
someone’s lifestyle
Combine pictures from observation
with found images
Use cut-outs from magazines, beware
of glossy stereotypes

41. EMPATHIC DESIGN
GO INTO CONTEXT

42. EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE

43. EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE
LEARN WHO, WHAT, WHERE,
WHEN AND WHY?

44. EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE THINK
SAY
LEARN WHO, WHAT, WHERE,
WHEN AND WHY?
CONNECT WITH THE PERSON, DO
FEEL
EMPATHISE

45. EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE
LEARN WHO, WHAT, WHERE,
WHEN AND WHY?
CONNECT WITH THE PERSON,
EMPATHISE
VALUE YOUR INSIGHTS

46. EMPATHIC DESIGN
GO INTO CONTEXT
OBSERVE REAL PEOPLE
LEARN WHO, WHAT, WHERE,
WHEN AND WHY?
CONNECT WITH THE PERSON,
EMPATHISE
VALUE YOUR INSIGHTS
RECORD AND SHARE DISCOVERIES

47. design strategy
Abstract thinking

48. Abstract
frameworks
design
insights strategies
Now Future
problems solutions solutions
Observable

49. Intersections Termite Mounds & Architecture Medici effect – Frans Johansson

50. Free hand sketching +
Motion capture technology
Intersections Motion Capture and Furniture Medici effect – Frans Johansen

51. Design strategy
Selecting ideas

52. VIABILTY
sustainable business
DESIRABILTY
makes sense
FEASIBILTY
possible in the near future
Design thinking – IDEO

53. Think Experience

54. Experience
Service
Product
Commodity

55. Experience
Service
Product
Commodity

56. Experience
Service
Product
Commodity

57. Experience
Service
Product
Commodity

58. Experience
Service
Product
Commodity

59. design expression
Scenario development

60. Abstract
frameworks
design
insights strategies
Now Future
problems solutions solutions
Observable

61. KANO
Excite factors. These really
Satisfaction
make your product stand
out from the others.
Performance factors. These
highlight things you do well.
Expected
Expected factors. These are
features that are essential
to you category.
Characteristic

62. Scenarios
Flesh out who the user is
Word portraits
Character collage
Add the dimension of time
Cartoon story boards
Modelling
Acted out walk-throughs

63. Scenarios
Creative leaps - in context
Behavioural prototypes
Based on the real world
Design opportunities in
sympathy with real
constraints

64. Cartoon storyboards
Adding the time dimension
Scenarios Simple multiple frame black
drawings
§1±QQQ
Detail certain steps, be rigorous
to avoid problems later
Show someone in every frame

65. COMMONWEALTH GAMES
“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

66. Queen’s Jubilee Relay Baton…

67. Prepare a score

68. Prepare a score
Sketch out a series of
vigne es

69. Prepare a score
Sketch out a series of
vigne es
Refine scenario

70. Prepare a score
Sketch out a series of
vigne es
Refine scenario
Prepare sketch models

71. KNOWLEDGE
Thanks