A simple look at the real people behind data, and how involving them in your design process can make a world of difference in your end product. Plus - how using Agile methodology can aid a 'user focused philosophy' to iteratively and continually improve.

1. P E O P L E C E N T R E D D E S I G N .
A N D W O R K I N G ‘ A G I L E ’
D A V I D H A D D O W | D I G I T A L M A R K E T I N G M A N A G E R

2. ‘ U S E R F O C U S E D ’
‘ C U S T O M E R C E N T R I C ’
‘ C U S T O M E R O R I E N T A T I O N ’

3. D A T A

4. D A T A‘ B I G ‘

5. D A T A‘ B I G ‘
C L I C K S

6. D A T A‘ B I G ‘
C O N V E R S I O N
S
C L I C K S

7. D A T A‘ B I G ‘
C O N V E R S I O N
S
I M P R E S S I O N
S
C L I C K S

8. D A T A‘ B I G ‘
S E S S I O N
S
C O N V E R S I O N
S
C L I C K S
I M P R E S S I O N
S

9. D A T A‘ B I G ‘
C O N V E R S I O N
S
B O U N C E
R A T E
C L I C K S
S E S S I O N
S
I M P R E S S I O N
S

10. D A T A‘ B I G ‘
C O N V E R S I O N
S
B O U N C E
R A T E
C L I C K S
S E S S I O N
S
I M P R E S S I O N
S
R E A C H

11. D A T A‘ B I G ‘
C O N V E R S I O N
S
B O U N C E
R A T E
C L I C K S
S E S S I O N
S
I M P R E S S I O N
S
R E A C H
E N G A G E M E N
T

12. R E A L T I M E A N A L Y T I C S

14. T H I S I S F R A N K

15. T H I S I S F R A N K
Survivor, 56 yo
HA in last 6 - 12 months
Regular web user.
Never been on HF site before.

16. E X P E R I E N C E S

17. E X P E R I E N C E SU S E R

18. H U M A N - C E N T R E D D E S I G N

19. H U M A N - C E N T R E D I N N O V A T I O N
http://www.designkit.org/human-centered-design

20. D E S I G N T H I N K I N G
U N D E R S T A N D I N G W H A T Y O U R U S E R S N E E D ,
H O W T H E Y T H I N K , A N D H O W T H E Y B E H A V E -
A N D I N C O R P O R A T I N G T H A T U N D E R S T A N D I N G
I N T O E V E R Y A S P E C T O F Y O U R P R O C E S S .

21. D A V I D K E L L Y
I D E O ( F O U N D E R )

23. - S T E V E J O B S
“Get closer than ever to your customers. So close
that you tell them what they need well before they
realize it themselves.”

24. D E S I G N + S C I E N T I F I C
T H I N K I N G
H Y P O T H E S I S
E X P E R I M E N T
O U T C O M E
S U C C E S S F A I L U R E
L E A R N I N G

25. D E S I G N T H I N K I N G
• Anthropology
• User observation
• Ergonomics
• Prototyping and testing
• Visual thinking
• Creative brainstorming

26. D E S I G N T H I N K I N G
• User observation
• Prototyping and testing

27. “ A F T E R M Y H E A R T A T T A C K ”
( S U R V I V O R S U P P O R T )

28. M A R K E T R E S E A R C H

29. K E Y W O R D R E S E A R C H

30. U S A B I L I T Y T E S T I N G

31. U S A B I L I T Y T E S T I N G
Nielsen, Jakob, and Landauer, Thomas K.: “A mathematical model of the finding of usability problems.”
Focus is on behaviour - NOT opinions or preferences.
With 5 users it is possible to identify 85% of usability issues;
beyond this the law of diminishing returns is observed.

32. W I R E F R A M E S ( P R O T O T Y P E )

33. U S A B I L I T Y T E S T I N G

34. U S A B I L I T Y T E S T I N G

35. U S A B I L I T Y T E S T I N G

36. I S T H I S W O R K I N G ?

37. G U I D E D
C O N T E N T
Version 1:
“When was your heart attack?”
“Are you a survivor or a carer?”
Version 2:
Consolidated FAQ’s so the
user gets to info quicker.

38. C A L L T O
A C T I O N
Version 1:
Solid block, bright colours.
Version 2:
Less obvious, in body
content, native look and feel.

39. D E S I G N T H I N K I N G
H Y P O T H E S I S
E X P E R I M E N T
O U T C O M E
S U C C E S S F A I L U R E
L E A R N I N G

40. A G I L E T H I N K I N G
H Y P O T H E S I S
E X P E R I M E N T
O U T C O M E
S U C C E S S F A I L U R E
L E A R N I N G

41. A G I L E W O R K I N G
https://www.youtube.com/watch?v=rf8Gi2RLKWQ
• Adaptive planning
• Iterative development
• Early (and frequent) delivery
• Flexible response to change

42. A G I L E W O R K I N G
• Individuals and interactions over processes and tools
• Working solutions over comprehensive documentation
• Customer collaboration over contract negotiation
• Responding to change over following a plan

43. A G I L E W O R K I N G

44. A G I L E D E V E L O P M E N T
1 . D E F I N E
2 . D E V E L O P
3 . R E L E A S E
4 . E V A L U A T E

45. A G I L E O R G A N I S A T I O N S
1 . D E F I N E
2 . D E V E L O P
3 . R E L E A S E
4 . E V A L U A T E

46. - H T T P : / / W W W . D M I . O R G / ? D E S I G N V A L U E ( 2 0 1 5 )
“Design-driven companies outperform
the S&P 500 by 219%”

47. D A T A = P E O P L E
D E S I G N T H I N K I N G
W O R K I N G A G I L E