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MULTI-DEVICE DIGITAL
PRODUCT DESIGN
athens - may 2017 - giorgos gavriil
chapter 1:
a brief intro
who i am
Working in Digital & UX for more than 12
years
Been responsible or co-designing numerous
digital products such as winbank, yellowday,
yellow, easypay kiosks + numerous websites
and apps.
Current position: UX & Context Marketing
Director @ Linakis Digital
but something
was amiss…
indications we’re doing it wrong
Our product should have this, and this,
and this, and this feature…
feature creep
indications we’re doing it wrong
Look at a nice feature that this company
from abroad has launched. Let’s do it
too!
COPY WITHOUT DISCRIMINATION
indications we’re doing it wrong
The boss says that this feature is the
most important of all
HIPPO EFFECT*
*Highest Paying Person’s Opinion
indications we’re doing it wrong
Sh%##t, we can’t make the launch date.
Let’s phase out the most heavy features
to implement
OVER-OPTIMISTIC ROADMAP - NO MVP
indications we’re doing it wrong
Chatbots are so hot right now, let’s do a
chatbot too, anything, as long as we
launch it first…
technology as an innovation cushion
released in 1997 for god’s shake! whole new version in 2017
enter contextual design
chapter 2:
DESIGN FOR LIFE
The 7 cool concepts
THE WHEEL OF JOY IN LIFE
Empower users to achieve
all their intents and life
work.
Design with the
expectation that the users
will be distracted, splitting
their attention across
multiple activities.
Support the unstoppable
momentum of life: help
users fill every moment of
dead time with useful or
amusing activities.
ACCOMPLISH
THE WHEEL OF JOY IN LIFE
Increase the intimacy and
collaboration of users’ real
relationships.
Help them make contact
easily, find things and do
things together while
pursuing their separate
lives.
Foster real connections.
CONNECTION
THE WHEEL OF JOY IN LIFE
Support users’ sense of
core self.
Help them express their
sense of sense.
Increase the users’ sense
of being their best selves.
IDENTITY
THE WHEEL OF JOY IN LIFE
Provide the user with
pleasurable moments
through color, sound,
movement and animation.
SENSATION
THE TRIANGLE OF JOY IN USE
Provide immediate, simple
fulfilment of core intents,
ideally instantly, “just like
magic”.
DIRECT INTO ACTION
THE TRIANGLE OF JOY IN USE
Remove all inconveniences,
setup, plugging in etc.
No glitches and technical
hassles
THE HASSLE FACTOR
THE TRIANGLE OF JOY IN USE
Reduce the time it takes to
learn the product as close
as possible to zero.
THE DELTA
chapter 3:
develop empathy
introducing the
experience models
a day in the life
identity model
relationship model
collaboration model
sensation model
contextual research
Talk with users in the context of their
lives: observe how and why they do the
activities you’re interested in all contexts
of their day-to-day lives.
immerse into their lives
some examples
shopping
Start at home, see how they do research
or buy online
Do retrospective accounts of recent
purchases
Visit store to pick an item
travel
Plan interviews with users at all stages of
travel
Use day-to-day retrospective accounts since
it is not a cohesive, heads-down activity.
Be creative: Try to find users vacationing
where you are located
let’s work a case study
together!
Let’s suppose that we are asked to design a
music listening platform. How would you
organize the contextual research?
how would you structure the
contextual interviews?
(when -where - what?)
chapter 4:
DESIGN THE PRODUCT
“We shape our buildings and
afterwards, our buildings
shape us”
winston churchill
war room
the wall walk
Immerse a diverse design team
to the data, own it and come
back to it again and again.
Create an environment for the
data to drive innovation
a 2-6 hrs session with a single goal
like a museum visit!
Each person silently walk the panels, reads the data, puts up sticky notes with
ideas, notes holes in the data and questions/themes to explore in future
interviews.
hot ideas examples
Make travelling planning like a game
a metaphor
Automate everything, never ask the client
for a single document
technology challenge
Put the manager’s whole job on the phone
a user experience challenge
from the big picture to the details
Ideate,
explore many
options,
decide on the
big picture
vision
Start
exploring in
depth,
maintaining
the customer
perspective
storyboards
Define
structure
UED
Creating the vision
step 1
The cautionary tale of the
pottery class
let’s take a break to tell you a story
a vision is the story of the
new world you will invent
for the user
produce 4-7 visions | 20-45 minutes/vision | like campfire stories
vision - an example
example
now it’s time to pick the
visions apart!
we scavenge them for their best elements, synthesising a new coherent vision
we then switch from story-
based to structural mode and
extract product concepts out
of the selected vision
in rough wireframe sketches to reveal function and automation as this
has been ideated so far
product concept
example
product concept
example
Creating Storyboards
step 2
storyboards are step-by-step
scenarios depicting actions
incl. manual steps, interactions
with multiple devices and a very
preliminary User interface
back to story mode
Make 6-8 storyboards for all the primary scenarios of use
that describe the basic product vision
storyboarding
storyboarding
storyboarding
UED and 1st version for
testing
step 3
user environment design
an analogy to a floor plan: details are unimportant for understanding the structure of the house
user environment design
each focus area must have a purpose: if you cannot write a single sentence that describes this purpose,
most possibly the product is not well structured, either because there are many different functions in
the focus area or because it does not support a coherent activity.
high-level interaction pattern
don’t get lost in design discussions.
all design work after the vision is one
the way to testing with actual users,
not implementation
the goal
paper prototype
notice the movable parts that will be inserted of withdrawn during the interview
chapter 5:
BUILDING THE PRODUCT
the work we have done up to now
(vision - product concept - UED) can
cater for a roadmap of 2-5 years.
a word of caution
“Real artists ship”
steve jobs
Make sure you do not water down the
core innovation: what is the one key
change in people’s practice which the
product introduces?
if you should remember one thing
prepare a shipping ued, test it with
users, get into detailed design and
start building…
what’s next
Case study continued
day-in-the-life
identity
spotify
spotify
spotify
spotify
spotify
spotify
THANK YOU!
Find me on Linkedin: giorgosgavriil

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Multi-Device Digital Product Design

  • 1. MULTI-DEVICE DIGITAL PRODUCT DESIGN athens - may 2017 - giorgos gavriil
  • 3. who i am Working in Digital & UX for more than 12 years Been responsible or co-designing numerous digital products such as winbank, yellowday, yellow, easypay kiosks + numerous websites and apps. Current position: UX & Context Marketing Director @ Linakis Digital
  • 5. indications we’re doing it wrong Our product should have this, and this, and this, and this feature… feature creep
  • 6. indications we’re doing it wrong Look at a nice feature that this company from abroad has launched. Let’s do it too! COPY WITHOUT DISCRIMINATION
  • 7. indications we’re doing it wrong The boss says that this feature is the most important of all HIPPO EFFECT* *Highest Paying Person’s Opinion
  • 8. indications we’re doing it wrong Sh%##t, we can’t make the launch date. Let’s phase out the most heavy features to implement OVER-OPTIMISTIC ROADMAP - NO MVP
  • 9. indications we’re doing it wrong Chatbots are so hot right now, let’s do a chatbot too, anything, as long as we launch it first… technology as an innovation cushion
  • 10. released in 1997 for god’s shake! whole new version in 2017 enter contextual design
  • 11. chapter 2: DESIGN FOR LIFE The 7 cool concepts
  • 12. THE WHEEL OF JOY IN LIFE Empower users to achieve all their intents and life work. Design with the expectation that the users will be distracted, splitting their attention across multiple activities. Support the unstoppable momentum of life: help users fill every moment of dead time with useful or amusing activities. ACCOMPLISH
  • 13. THE WHEEL OF JOY IN LIFE Increase the intimacy and collaboration of users’ real relationships. Help them make contact easily, find things and do things together while pursuing their separate lives. Foster real connections. CONNECTION
  • 14. THE WHEEL OF JOY IN LIFE Support users’ sense of core self. Help them express their sense of sense. Increase the users’ sense of being their best selves. IDENTITY
  • 15. THE WHEEL OF JOY IN LIFE Provide the user with pleasurable moments through color, sound, movement and animation. SENSATION
  • 16. THE TRIANGLE OF JOY IN USE Provide immediate, simple fulfilment of core intents, ideally instantly, “just like magic”. DIRECT INTO ACTION
  • 17. THE TRIANGLE OF JOY IN USE Remove all inconveniences, setup, plugging in etc. No glitches and technical hassles THE HASSLE FACTOR
  • 18. THE TRIANGLE OF JOY IN USE Reduce the time it takes to learn the product as close as possible to zero. THE DELTA
  • 21. a day in the life
  • 26. contextual research Talk with users in the context of their lives: observe how and why they do the activities you’re interested in all contexts of their day-to-day lives. immerse into their lives
  • 28. shopping Start at home, see how they do research or buy online Do retrospective accounts of recent purchases Visit store to pick an item
  • 29. travel Plan interviews with users at all stages of travel Use day-to-day retrospective accounts since it is not a cohesive, heads-down activity. Be creative: Try to find users vacationing where you are located
  • 30. let’s work a case study together! Let’s suppose that we are asked to design a music listening platform. How would you organize the contextual research?
  • 31. how would you structure the contextual interviews? (when -where - what?)
  • 33. “We shape our buildings and afterwards, our buildings shape us” winston churchill
  • 35. the wall walk Immerse a diverse design team to the data, own it and come back to it again and again. Create an environment for the data to drive innovation a 2-6 hrs session with a single goal
  • 36. like a museum visit! Each person silently walk the panels, reads the data, puts up sticky notes with ideas, notes holes in the data and questions/themes to explore in future interviews.
  • 37. hot ideas examples Make travelling planning like a game a metaphor Automate everything, never ask the client for a single document technology challenge Put the manager’s whole job on the phone a user experience challenge
  • 38. from the big picture to the details Ideate, explore many options, decide on the big picture vision Start exploring in depth, maintaining the customer perspective storyboards Define structure UED
  • 40. The cautionary tale of the pottery class let’s take a break to tell you a story
  • 41. a vision is the story of the new world you will invent for the user produce 4-7 visions | 20-45 minutes/vision | like campfire stories
  • 42. vision - an example example
  • 43. now it’s time to pick the visions apart! we scavenge them for their best elements, synthesising a new coherent vision
  • 44. we then switch from story- based to structural mode and extract product concepts out of the selected vision in rough wireframe sketches to reveal function and automation as this has been ideated so far
  • 48. storyboards are step-by-step scenarios depicting actions incl. manual steps, interactions with multiple devices and a very preliminary User interface back to story mode Make 6-8 storyboards for all the primary scenarios of use that describe the basic product vision
  • 52. UED and 1st version for testing step 3
  • 53. user environment design an analogy to a floor plan: details are unimportant for understanding the structure of the house
  • 54. user environment design each focus area must have a purpose: if you cannot write a single sentence that describes this purpose, most possibly the product is not well structured, either because there are many different functions in the focus area or because it does not support a coherent activity.
  • 56. don’t get lost in design discussions. all design work after the vision is one the way to testing with actual users, not implementation the goal
  • 57. paper prototype notice the movable parts that will be inserted of withdrawn during the interview
  • 59. the work we have done up to now (vision - product concept - UED) can cater for a roadmap of 2-5 years. a word of caution
  • 61. Make sure you do not water down the core innovation: what is the one key change in people’s practice which the product introduces? if you should remember one thing
  • 62. prepare a shipping ued, test it with users, get into detailed design and start building… what’s next
  • 72. THANK YOU! Find me on Linkedin: giorgosgavriil