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Human-Centered Design Methods & Tools
The document discusses Human-Centered Design (HCD) methods and tools, emphasizing the importance of understanding the entire customer experience and aligning team efforts with user needs. It highlights key techniques like empathy maps, journey maps, and co-design workshops to structure and inform the design process. The goal is to shift from an inside-out to an outside-in perspective in order to enhance satisfaction for customers, employees, and partners alike.
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Human-Centered Design Methods & Tools
- 1. Sept. 28 2016 Human-CenteredDesign Methods & Tools Workshop
- 2. Morgan Noel Director, Methodology @moxmas JakeTruemper Director, Experience Design @trump29
- 3.
- 4. Human Centered Design focuseson understanding the entire experience of a customer, employee or partner.
- 5. Consider the experienceof going to a Cardinals baseball game...
- 6. Decide to go toa game
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- 8.
- 9. Park and make your wayto your seats
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- 14. What were allthe points of interaction with “things” (people, processes, tools, technology) inside and outside of the Cardinals’ control?
- 15. The “things” thatare in their control need to be designed. If not, it is difficult and costly to change once in “production” Includes the tools and processes for employees and partners to deliver a satisfying experience
- 16. So ask yourselfthree Human Centered Questions...
- 17. Do you understandthe needs of the people you are designing for? Do you understand how those people interact with your business? Is your team aligned on the highest priority experiences to design? HCQ1 HCQ2 HCQ3
- 18. Sounds simple, butfor many organizations this is a massive dynamic shift from inside-out, to outside-in.
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- 20. Customer Business Outside-in … Human Centered …but there are more humans involved... Including your workforce, and distribution channel partners
- 21. Lets walk througha recent real world example
- 23. HCD Methods &Tools
- 24. HCD Framework Ideation & Concepting Alignment& Strategy Definition Research & Insight Iterate: Build, Measure, Learn
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- 26. Research ● Customer & Stakeholder Interviews ●Surveys ● Field Research ● Experience Testing ● Data and Analytics ● Research Providers ● Research Services & Tools Model ● Empathy Maps ● Personas ● Mental Models ● Journey Maps ● Experience Strategy Maps ● Service Blueprints ● Touchpoint Maps Research & Insight
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- 28. Empathy Maps What arethey? A collaborative tool for building empathy with an intended audience.
- 29. THINK AND FEEL? Whatdoes he/she what really counts major preoccupations worries & aspirations SEE? What does he/she environment friends what the market offers SAY AND DO? What does he/she attitude in public appearance behavior towards others HEAR? What does he/she what friends say what family says what influencers say PAIN fears, frustrations, obstacles GAIN wants, needs
- 30. Empathy Maps can leadto Personas...
- 31. THINK AND FEEL? Whatdoes he/she SEE? What does he/she SAY AND DO? What does he/she HEAR? What does he/she PAIN GAIN What do you think were some of the key PAINS and GAINS for potential Parkway Spark! students?
- 32. THINK AND FEEL? Whatdoes he/she SEE? What does he/she SAY AND DO? What does he/she HEAR? What does he/she PAIN GAIN“Do I need a car? Do I have to buy new clothes?” “I learned that it was okay to fail, that you just keep trying.” “I get out of normal school.”
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- 35. Alignment ● Models &Maps ○ Mental Models ○ Journey Maps ○ Experience Strategy Maps ● Identify Priorities (“Areas of Focus”) ○ Scoring ○ Voting Ideation ● Hypothesis Statements ● Initial ideation Alignment & Strategy Definition
- 36.
- 37. What are they? ExperienceModels and Maps are all methods to show people in the context of how they interact with your business. They come in many different flavors, like: - Mental Models - Journey Maps - Service Design Blueprints Experience Models & Maps
- 38. We like tocombine them together...
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- 40. Experience Strategy Map Mental Model Journey Mapwith “Friction” Supporting Systems & Capabilities Allpeopleinvolved
- 41. DISCOVER EVALUATE APPLYSPARK! SHOW Students Parents People SUPPORT Tools & Content What do you think were identified as the PRIORITIES on the Parkway Spark! Experience Map?
- 42. DISCOVER EVALUATE APPLYSPARK! SHOW Students Parents People SUPPORT Tools & Content “This is just for smart kids.” “How am I graded? What does this do for my chances of getting into the college I want?”
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- 44. What are they? Structuredstatements that finalize strategy alignment, and set the goal posts for product/service design. Hypothesis Statements
- 45. We believe thatdoing/making/changing/etc. For people involved, customers, workforce, distributors, etc. Will achieve new attitude or behavior
- 46. We believe that Creatinga framework for measuring, tracking and reporting on tangible and intangible benefits of being in the Spark! program For all constituents (parents, students, even skeptics) Will achieve a successful platform for sustainable growth and development.
- 47. Ideation & Concepting To-Be Experience Strategy Detail Solutions & BattleTest Solution Ideation (Visualization, Concepting & Prototyping)
- 48. ● Co-Design Workshops ● Develop“Minimum Viable Concepts” ● To-Be Experience Models ● Narratives ● Storyboards ● Prototypes Ideation & Concepting
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- 50. Co-Design What arethey? Collaborative design sessions with the design team, and the key audiences impacted in the future state (stakeholders, workforce, customers)
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- 53. Conceptual Designs What arethey? Raw, high level sketches -- just enough to communicate an idea for someone else to understand.
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- 56. And then yougo build something...
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- 58. ● Concepts &Prototypes ● Wireframes ● Creative/Visual Designs ● Measurement Blueprints ● User Interface Development ● IT Development ● Operational Implementation Iteration: Build, Measure, Learn
- 59. That can includedigital experiences...
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