Gavin Holland from Capital One outlines their inclusive design process which aims to design with internal stakeholders and customers. The process includes collaborative activities like using a project canvas tool at kickoff to define goals and stakeholders. It also involves group heuristic reviews where stakeholders evaluate user journeys from a customer perspective. Additionally, ideation workshops invite a diverse group of stakeholders to generate ideas, and usability testing is opened to others to collect feedback across locations. The overall goal is to design with people, not just for people, through collaboration at various stages of the process.

1. Hello
Inclusive Design Process
Nottingham Digital Summit.
Thursday 21st June

2. Nottingham / Capital One
Manchester / Code
Leeds / Orange
London / BBC
Gavin Holland
Design Manager,
Capital One
UX’er
Head of Experience
Head of Digital
Design Manager
Father
Scunthorpe Utd fan
Worlds oldest DJ

3. I’d like to talk to
you about…
Capital One Design
Inclusive Design
Process

4. About us

5. Nottingham
London

9. Our Struggle

10. CX /
Customer
Support
Product
Managers
Technical
Program
Managers
Brand
Legal /
Compliance
Developme
nt Teams
Our Myriad of
Internal
Stakeholders
Our
Customers
(multiple segments
/ ranges of
numeracy and
literacy)

11. “Design is an
activity that
occurs in a
black box”
“We take part
in part of the
process and are
then dropped”
“I don’t feel
confident to
sketch or
contribute
ideas”

12. Collaboration
with Internal
stakeholders
Customer
empathy and
engagement
Inclusive Design Process

13. These are 5x examples
of Inclusive Design that
have worked for us…

14. Start as you mean to go on
Project Canvas

15. Project Canvas tool
Group collaboration
at kick off stage…

16. What is the
opportunity and
what does
success look
like?
What is it and
what are we
trying to
achieve?
Who needs to
be involved?
Who are we targeting?
Do we have any existing insights or research?
What is the
opportunity
and what
does success
look like?
What are our
initial
assumptions
(i.e. channel,
timings and
limitations)?

17. What is the
opportunity and
what does
success look
like?
Who needs to
be involved?
Who are we targeting?
Do we have any existing insights or research?

18. Review User Journeys together from
a customer’s perspective
Group Heuristic Reviews

19. Assemble your group and review a
user journey using your heuristics.
Develop some simple evaluation criteria
written from a customer’s perspective
(your heuristics)
Usability
Guidelines
Customer
Profiles

20. 2. Do I know what to do?
• Do I know what options are available?
• Is it clear what action to take next?
• Can I tell what information is important?
1. Do I understand what you say?
• My reading age is low - do I understand the copy
• Are sentences short and uncomplicated?
• Do I clearly understand any instructions?
3. Do I know what’s happening?
• Can I tell how long something will take?
• Do I know if something has gone wrong?
• Do I know when an action has been successful?
4. Do I know what to do when I get stuck?
• Can I easily recover from mistakes?
• Do I know where to find answers to my questions?
• Can I access hints and tips along the way?

22. Develop ideas together
Ideation workshops

23. Don’t waste people’s time
Develop Hypothesis with your
group prior to ideation

24. We believe that
[ doing this / building this feature / creating this experience ]
For
[ these people / personas ]
Will achieve
[ this outcome]
We will know this is true when we see
[ this market feedback, quantitative measure or qualitative insight]

26. Invite a diverse group
(include people who have direct
customer contact)

28. Put people at ease
Homework & 30 circles

30. Turn as many of the blank circles
as possible into recognisable
objects

32. Generate an idea inventory
Crazy Eights

35. Collect feedback and collaborate
across locations
InVision Freehand

37. Invite them along
Usability Test Viewing

38. Open up testing
to internal
stakeholders

39. In Summary

40. Design with people,
Not for people

41. Thank you!