Designing Digital Services
Deloitte Digital Presentation to 1st year IT and computer science students at Queen's University Belfast - 2nd March 2015. Image rights go to all respective owners and not Deloitte. Please contact me for more information. Notes: Slide 3 Aesthetic How it looks. Colour. Type. Icons. Photography etc. Donald Norman, a pioneer in usability and human computer interaction said “beautiful design creates a positive emotional response in the brain, which actually improves our cognitive abilities.” Aesthetic usability effect – if it looks better, it works better. Nobody employs this approach in the tech sphere better than Apple. Slide 4 Layout What goes where and when Slide 5 Brand Experience Means a consistent experience. Visual Language. Personality. Memorable. Slide 7 Usable Difference between functional and usable The success of the iPad is based on the fact that anyone, even small children can use it. Instinctively usable Reducing the learning curve Slide 8 Accessible Is it universally inclusive It achieves the standards that are required of it by its target audience. W3C standards of AA and AAA Slide 9 Delight Do not underestimate the importance of making any experience delightful. I think we can make great design visible by going beyond usable and making it delightful. Gamification Slide 10 Profitable Some digital experiences are all about selling you something…Big buy button. In app purchasing. Consider ROI. Equity in community. Up selling and Cross-selling Airbnb verified photographs (brand experience) Slide 11 Achievable This could be anyone, the front-end dev, the back-end dev, the business analyst, the client, your boss… It is not your job to argue with them, it is your job to listen, challenge and deliver. Pragmatic Slide 13 Empathy I.e. Are you impatient? Cash machine impatience hypothetical... Slide 14 Observation Don't just be a user, observe, record, recall... Slide 15 Research Get up. Get out. Find out. UX methods Slide 16 Innovation Make something different Make something better Innovation is not for the enlightened few, but come with hard work and immersion in your craft. Slide 17 Quality Continuity Performance End-to-end quality Slide 18 Passion Love what you do and do what you love. It makes it easier, and it makes you better at it. Slide 19 Team It takes the right mix of people Lone guns who make millions are 1 in a million. Left and right brain individuals working together
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Designing Digital Services
- 1. Designing Digital Services Michael Williams
- 2. What do I mean by “designing” digital services?
- 3. Aesthetic
- 4. Layout
- 6. What makes good digital design?
- 7. Usable
- 8. Accessible
- 9. Delightful
- 10. Profitable
- 11. Achievable
- 12. How do you ‘achieve’ a usable, accessible, delightful and profitable digital product?
- 13. Empathy
- 14. Observation
- 15. Research
- 16. Innovation
- 17. Quality
- 18. Passion
- 19. Team
- 20. Thank you
- 21. And don’t forget to change the world.
- 22. Questions?
Editor's Notes
- How it looks. Colour. Type. Icons. Photography. Donald Norman, a pioneer in usability and human computer interaction said “beautiful design creates a positive emotional response in the brain, which actually improves our cognitive abilities.” Aesthetic usability effect – if it looks better, it works better. Nobody employs this approach in the tech sphere better than Apple. Yahoo weather app –Jony Ive was tormented by Jealousy – according to Marrissa Mayer
- What goes where and when
- Means a consistent experience Personality. Memorable.
- Difference between functional and usable The success of the iPad is based on the fact that anyone, even small children can use it. Instinctively usable Reducing the learning curve
- Is it universally inclusive It achieves the standards that are required of it by its target audience. W3C standards of AA and AAA
- Do not underestimate the importance of making any experience deligtful Good design, when it is done well, is invisible. It is only when it is done poorly that we notice it. – Jared Spool. We take good design for granted When something works the way we expect it or we didn’t have to spend 2 seconds of our precious lives learning it, we take no notice I think we can make great design visible by going beyond usable and making it delightful. Can you think of a delightful experience? Gamification
- Some digital experiences are all about selling you something… Big buy button. In app purchasing. Up selling and Cross-selling Airbnb verified photographs (brand experience)
- This could be anyone, the front-end dev, the back-end dev, the business analyst, the client, your boss… It is not your job to argue with them, it is your job to listen, challenge and deliver. Developers are the new boiler repair man Pragmatic
- Cash machine impatience
- Get up. Get out. Find out. UX methods
- Blue Sky Thinking Make something different Make something better
- Continuity Performance End-to-end quality
- Love what you do and do what you love
- It takes the right mix of people Lone guns who make millions – unicorns I call them lucky Left and right brain