Experience Led Design Presentation by Ben Griffin, Innovate UK

1. Experience-Led Design
for better innovation
Ben Griffin
Lead Specialist – Design
ben.griffin@innovateuk.gov.uk

2. 12 years experience in :
• Product Design
• Interaction Design
• Service Design
With a focus on creating better
customer experiences.

3. The UK’s National Innovation Agency
Our goal is to accelerate economic
growth by stimulating and supporting
business-led innovation.

6. DESIGN

7. Why are Innovate UK encouraging
businesses to make better use of design
within their innovation projects?

8. Design Council, 2012

9. “If you think good design is expensive,
you should look at the cost of bad design”
Dr. Ralf Speth, CEO Jaguar cars
We believe that design is a worthwhile
investment, and so do others...

10. Where does design fit within
the Innovation Process?

11. * Design can help you innovate more successfully
as part of a balanced innovation strategy.
*

12. * Design can help you innovate more successfully
as part of a balanced innovation strategy.
*

13. is inspired by people
• Needs, aspirations, motivations,
behavior.
• The scenarios in which they will
engage with a new product or
service.
People
Successful innovation...

14. is Enabled by technology
• Leverage technology appropriately
to deliver desirable experiences.
• Understand technical constraints
and opportunities to ensure
feasibility and fit for purpose.
People
Successful innovation...

15. is Framed bybusinesscontext
• Organisational capabilities &
competencies
• Budgets
• Market factors
• Brand / Marketing
People
Successful innovation...

16. People
• Delivers great customer experiences
• Is technically feasible
• Is commercially viable
Successful innovation...

17. Technologists tend to
struggle with this bit.
They underestimate the risk
factors associated with a
failure to understand and
plan for human behaviour.
People

18. People
Design can help
• By contributing a deeper
understanding of human
emotions, aspirations and
behaviour.
• By leveraging that insight
to plan and deliver better
customer experiences.

19. Whilst appropriate technology can
enable innovative products and services,
A poor understanding and response to
human behaviour can still lead to failure.
Important because

20. Nokia N-Gage
No problem with the technology...

21. “...so awkward it was funny
- assuming you didn't fork over $299 to get one.”
... But an undesirable user experience
Mark Spoonauer, Laptop Magazine

22. No problem with the technology...

23. ... But an undesirable user experience

24. No problem with the technology...

25. ... But so frustrating to configure
that I returned it

26. Works just fine...

27. ...Unless you ignore behavioural preferences

28. Works just fine...

29. But insight into human behaviour
can reveal new opportunities
trunki
Two million sold
£7m annual turnover

31. “People don’t buy technology, they buy
what technology can do for them”
A truism:

32. iPod.
• Small format, digital music storage and playback device
• PortalPlayer PP5002 audio processing "system on a chip”
• Supports MP3, WAV and AIFF file formats
• Dual embedded ARM 7TDMI, 90MHz processors
• Wolfson WM8721 audio digital-to-analog converter
• 32 MB onboard SDRAM
• 1.8 in Toshiba hard drive (ATA-6, 4200 rpm)
• 2” backlit LCD, 160x128 resolution
• Lithium Polymer battery
• PortalPlay software
• Mechanical scroll-wheel
• Firewire (IEEE 1394a) port
• 3.5-mm stereo headphone jack

33. iPod.
• Small format, digital music storage and playback device
• PortalPlayer PP5002 audio processing "system on a chip”
• Supports MP3, WAV and AIFF file formats
• Dual embedded ARM 7TDMI, 90MHz processors
• Wolfson WM8721 audio digital-to-analog converter
• 32 MB onboard SDRAM
• 1.8 in Toshiba hard drive (ATA-6, 4200 rpm)
• 2” backlit LCD, 160x128 resolution
• Lithium Polymer battery
• PortalPlay software
• Mechanical scroll-wheel
• Firewire (IEEE 1394a) port
• 3.5-mm stereo headphone jack

34. iPod.
1,000 songs in your pocket.

35. Experience-led Design

36. = a creative process inspired by
human behaviour
Human-Centred Design
User-Centred Design
Experience-Led Design
Etc.

37. Not only the way things look, but all the
ways in which people will engage and
interact with a product or service.
Creating better experiences
A common intent:

38. Ultimately, the success of your business
depends on the motivations and
behaviour of real people.
Why would they choose your product?
Would they recommend it to others?
for people
Creating better experiences
A common intent:

39. Creating better experiences
for people
that make money
i.e. that are commercially viable,
successful and sustainable.
A common intent:

40. Creating better experiences
for people
that make money
A common intent:

41. • Product design
• Interaction / UX design
• Service design
Etc.
Equally applicable across specific
design disciplines e.g.

43. What exactly is an “experience”?

45. Occur throughout the customer journey
...and via multiple touchpoints
Experiences
Retention
FirstUse
RoutineUse
ExtremeUse
Purchase
Consideration
Awareness
Advocacy

47. Journey maps / Experience maps

48. Journey maps / Experience maps

49. Journey maps / Experience maps

50. Journey maps / Experience maps

51. Journey maps / Experience maps

52. Are rich and multi-sensory...
Experiences

53. Are rich and multi-sensory...
Experiences

54. Involve the personal interpretation of sensory input...
Experiences

55. Involve the personal interpretation of sensory input...
Experiences
• What do you expect
from this product based
on its appearance, feel
and behaviour?

56. What makes a great experience?

57. Three aspects of a
Great Experience

58. Utility
• It is useful to me.
• It meets my needs.
Three aspects of a
Great Experience

59. Utility
• It is useful to me.
• It meets my needs.
Usability
• I am able to use it easily
Three aspects of a
Great Experience

60. Utility
• It is useful to me.
• It meets my needs.
Usability
• I am able to use it easily
Desirability
• I like the way the product looks, feels and behaves.
Three aspects of a
Great Experience

61. How is design thinking applied
to create better experiences?

62. Design as Applied Psychology
“the use of psychological principles and
theories to overcome problems in real life
situations.”

63. Adapted from the Neuro Linguistic Programming Model:
Awareness
Consideration
Purchase
Retention
Advocacy
Psychological
Filters
We process signals
based on our
values, beliefs and
past experiences
Experience
Touch-points
Human
Behaviour
Sensory
Inputs
Opinion
Forming
Throughout the
customer journey

64. Awareness
Consideration
Purchase
Retention
Advocacy
Psychological
Filters
We process signals
based on our
values, beliefs and
past experiences
Experience
Touch-points
Human
Behaviour
Sensory
Inputs
Opinion
Forming
Throughout the
customer journey
Design is a means to...
Identify and
understand these
interaction points

65. Awareness
Consideration
Purchase
Retention
Advocacy
Psychological
Filters
We process signals
based on our
values, beliefs and
past experiences
Experience
Touch-points
Human
Behaviour
Sensory
Inputs
Opinion
Forming
Throughout the
customer journey
...considering what
we know about the
customer mindset...
Design is a means to...

66. Awareness
Consideration
Purchase
Retention
Advocacy
Psychological
Filters
We process signals
based on our
values, beliefs and
past experiences
Experience
Touch-points
Human
Behaviour
Sensory
Inputs
Opinion
Forming
Throughout the
customer journey
Plan these
multi-sensory
messages...
Design is a means to...

67. Awareness
Consideration
Purchase
Retention
Advocacy
Psychological
Filters
We process signals
based on our
values, beliefs and
past experiences
Experience
Touch-points
Human
Behaviour
Sensory
Inputs
Opinion
Forming
Throughout the
customer journey
Design is a means to...
...to inform
opinions...

68. Awareness
Consideration
Purchase
Retention
Advocacy
Psychological
Filters
We process signals
based on our
values, beliefs and
past experiences
Experience
Touch-points
Human
Behaviour
Sensory
Inputs
Opinion
Forming
Throughout the
customer journey
Design is a means to...
...and influence
human behaviour

69. This is
INCREDIBLY POWERFUL
Use it wisely
(and ignore it at your peril)

70. Still not sure what design can
contribute to your business?

71. we make
coatings
fixings
medicine
batteries
sensors
semiconductors
stock materials
Industrial machinery
Software algorithms
... so do we need design?”
“OK, but...

72. Yes?...
Do you have customers?
Are you in a competitive market?

73. Q) Why would a customer choose your
product/service?
Q) What will keep them coming back for more,
and advocating your products/services to others?
It costs less
Ask yourself...
It does more
It offers a
better experience

74. Do you need to attract investment?
Yes?...

75. Q) Am I articulating a compelling vision of the
opportunities presented by my innovation?
Q) Have I identified the most viable applications
and routes-to-market for my innovation?
Ask yourself...
... Design can help

76. Owlstone’s Innovation:
“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”
...or a microchip that smells.
“Design improved our communication with
customers and investors as they evaluated whether
our chip would do something useful for them”

77. Owlstone’s Innovation:
“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”
...or a microchip that smells.
“If we hadn’t engaged with design, we’d still be showing
people a box of electronics. It would have been a far
more difficult sell to investors and customers”

78. Owlstone’s Innovation:
“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”
...or a microchip that smells.
“The problem was how to articulate a nanotech
product to the investor community. A chip is tiny.
It’s deeply unimpressive to look at. ”

79. Owlstone’s Innovation:
“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”
...or a microchip that smells.
“We created 3D animations to demonstrate the
principle of operation, and a set of post cards to
explain potential applications.”

80. Owlstone’s Innovation:
“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”
...or a microchip that smells.
“We learned how to prototype quickly to
validate our assumptions about what
customers were interested in.”

81. Owlstone’s Innovation:
“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”
...or a microchip that smells.
“That gets you to market faster, with something
that’s genuinely useful for the customer.”

82. Owlstone’s Innovation:
“A Field Asymmetric Ion Mobility Spectrometer (FAIMS)”
...or a microchip that smells.
• Raised 12 million in investment
• Won a 4 million contract with US Dept. Defence
• Technology embedded within many products

83. How is it
contained?
How is it
transported?
How do potential
customers find out
about it?
How do customers
purchase it?
How do we
demonstrate its
capabilities?
What tools/machinery
will it be used with?
What about disposal?
Where can the
customer get help?
How is it
manufactured?
What’s involved
in the clean-up?
What’s involved in
the preparation?
Where and how do
transactions happen?
How is it applied?
What are the
Security/Safety
procedures?
How do I re-order?
Who will interact
with it?
In what circumstances and
environment will it be used?
An innovative coating, yesterday.
Is your product part of a wider ecosystem
of stakeholders, services and devices?
Yes?...

84. Q) Could you influence other aspects of the
product or service ecosystem to improve the
overall customer experience?
Ask yourself...
... Design can help

85. • Develop a better understanding of the
ecosystem surrounding your innovation
• Spot risks and opportunities beyond
your immediate area of focus
• Plan and deliver better overall customer
experiences
Design can help you...

86. System / Stakeholder Mapping

87. System / Stakeholder Mapping

88. Take-Aways

89. Business success depends on
human behaviour.
Experience-led design helps you plan and
deliver better customer experiences that
reduce risk of failure and exploit opportunities.
Human behaviour creates risk factors and
opportunities within innovation.
1
2
3

90. Use design EARLY for maximum ROI4
Experience-led design is about making discoveries
about human behaviour, and using that insight to
make better decisions, mitigate risks and exploit
opportunities.
If you use only late-stage design (e.g. styling), the
potential impact on customer experience will be
massively reduced.

91. Thanks
Ben Griffin
Lead Specialist – Design
ben.griffin@innovateuk.gov.uk