Slide deck from a talk to the University of Westminster Graphic Communication Design course, February 2015

1. From GID
to TfL
via UX
Jonathan Culling
13 February 2015

2. What I’ll cover
• Introduction
• Working in digital
• Design thinking and technical skills
• User-centred design
• Working at TfL
• Some sample projects
• Advice for getting into UX
• Q&A

3. INTRODUCTION
From GID to TfL via UX

4. Introduction

5. What the GID course taught me

6. The GCD course now

7. WORKING IN DIGITAL
From GID to TfL via UX

8. The rise of digital media

9. What the industry needs

10. Collaboration

11. Two varieties of designer
UX design Visual design

12. From GID to TfL via UX
DESIGN THINKING
AND TECHNICAL SKILLS

13. What is design thinking?
“Combining empathy for the context of a problem,
creativity in the generation of insights and
solutions, and rationality in analyzing and fitting
various solutions to the problem context.”

14. A short video

15. Design thinking steps

16. A design thinking exercise
• In your notebook, draw a vase
• Now draw a object for keeping and displaying flowers

17. Some design thinkers
+ =
+ =

18. Design thinking is the future!

19. Insights and solutions
Research Concepts
Insights
Solution

20. Tools of the trade

21. The importance of sketching

22. So, if you want to be a
design thinker…

23. USER-CENTRED DESIGN
From GID to TfL via UX

24. User-centred design process
ISO9421
M
M

25. Now…

26. …and then

27. So, what changed?

28. Three things to consider
Aim for this overlap

29. WORKING AT TFL
From GID to TfL via UX

30. Working at TfL

31. TfL’s purpose
“To keep London moving, working and growing and
to make life in London better”.
TfL Online’s vision
“To deliver digital experiences as good as the best
retail and service organisations”.

32. What does this mean for UX?
• UX is a key differentiator, as it achieves better results
through putting users and customers at the heart of the
process.
• Customer-centricity of the sort embodied in the UX
process is precisely what has differentiated the best retail
and service organisations from their competitors.
• It will do the same for TfL.

33. Measuring success
Plan a journey Status updates Fares & paymentsMaps
CSAT = 82% CSAT = 68% CSAT = 79%CSAT = 75%
Tackle this first
Digital Monitor scores
• In time, we can proactively work on the most-needy parts
of the site and show true thought leadership...

34. Continuous improvement of quality
Briefing
Start
Research gap analysis
Primary research/concepting
UX design (lo-fi)
Visual design (hi-fi)
Development
Content
Launch
Social media
End
Measure Benchmark Review Validate
M B
UXR | DR | CR
UXR
VR
VR
VR
VR
VR
DR
CR
UXR | DR | CR
SMM
M B Sunset

35. The website

36. CURRENT PROJECTS AT TFL
From GID to TfL via UX

37. Online advertising on tfl.gov.uk

40. Electronic status update boards

43. Journey Planner improvements

48. Cycle hire process

51. GETTING INTO UX: SOME ADVICE
From GID to TfL via UX

52. Career progressions in UX & design
Intern-
ship
Agency
Client-
side
Consult
-ancy
Detail
High-
level

53. So you want to get into UX?

54. Your portfolio

55. Any questions?
Jonathan Culling
JonathanCulling@tfl.gov.uk
@UncleJ