But when you work on digital products working with waterfall methodologies is way too risky. Worst: you start building something on wrong assumptions and it takes forever to deliver.Either you are a big enterprise or a small startup, building great mobile products “per sé” doesn’t make any sense. You’ll always need to build them for your people.I will be presenting you the set of methods we use in nois3:Iterative Design based on multidisciplinary teams working on Jams/Sprints is fantastic to Define, Prototype, and Repeat. Adding a flavor of Data Driven UX will be your game changer to Discover.

1. +
WATERFALLS ARE GREAT
TO WATCH…
DIGITAL DESIGN THINKING.

2. +
WAIT, WHO ARE YOU?
DIGITAL DESIGN THINKING.

3. Carlo Frinolli
www.carlofrinolli.it • www.nois3.it
@carl0s_
CEO + FOUNDER
Experience Designer, Founder & CEO @ nois3,
I work, teach and live in Rome (Italy) –
not necessarily in this order.
ITERATIVE DESIGN

4. In case you were asking… yep I’m Italian, I can cook :P

5. We were saying… Waterfalls: great to watch.

6. ITERATIVE DESIGN
Old but gold
So typical though.

7. Double diamonds are clients’
best friends…
Let’s try and clean some mess here.
ITERATIVE DESIGN

8. ITERATIVE DESIGN
The four phases… + 1
… Told ya
1. Discover
2. Explore & Define
3. Prototype
4. Test
5. Repeat

9. +
1. DISCOVER
DIGITAL DESIGN THINKING.

10. First off: “who’s gonna use it?”

11. Think of two customers.
“
One of them could be Prince Charles and the
other one Ozzy Osbourne.
Both were born in 1948, male, raised in Great Britain,
married, successful and wealthy. Furthermore, both of them
have at least two children, like dogs and love the Alps…
THIS IS SERVICE DESIGN THINKING. (VARIOUS AUTHORS)
ITERATIVE DESIGN

12. ITERATIVE DESIGN

13. Where do we find them?
Aren’t them all on a social network?
ITERATIVE DESIGN

14. ITERATIVE DESIGN
DIGITAL DESIGN THINKING.
+
We design responsive websites
and digital strategies
to connect organizations
to their customers.
ITERATIVE DESIGN
You too might be tweeting… go on with #mobiletea!

15. Lots of people, including you, use social media continuously.
They share moments, like contents, produce memories,
profile themselves also unconsciously.
Okay, someone could be in the grey zone… But that’s another story.
Sharing is caring?
There are zillions of data voluntarily created, they just wait to be interpreted and used.
FOR INSTANCE… HOW MANY OF YOU HAVE TAKEN A LOOK TO GOOGLE MAPS HISTORY? :)
ITERATIVE DESIGN

16. Reputation: you can either build it,
or suffer from it.
— Matteo Flora
“
ITERATIVE DESIGN

17. What if we analyse online conversations to get inspired
on behavioural patterns and hidden needs
that are not really or badly addressed?
Using different sources and intersecting different results.
Customers & needs discovery
Understanding the Zero Moment of Truth
ITERATIVE DESIGN

18. ITERATIVE DESIGN

19. Monitoring platform, even powerful ones like Crimson Hexagon
or Radian6 are not enough alone.
On one hand people have different behaviours on different social
networks, on the other because numbers don’t tell the story alone
but they are a necessary starting point.
Not only auto-magic
HINT! Humans needed to analyse data :)
ITERATIVE DESIGN

20. Some procedural steps
ITERATIVE DESIGN

21. CONVERSATIONS REPORT
DATA DRIVEN RESULTS
& CONCLUSIONS
ITERATIVE DESIGN
Not only collecting conversations
and cleaning up the messAnalysis of the
CONVERSATIONS
1
Choose keywords:
themes, topics or hashtags to monitorElaboration of a
SEARCH HYPOTHESIS
0
Enriching results with
human analysts
Enhancement of
DATA & REVISION
2
User
INTERVIEWS
3
Creation of the
PERSONAS
4
“CLASSIC” UX PROCESS

22. Ok, Google... I’m confused.
Empty search form might make you uncomfortable.
And if you’re looking for brand’s name,
everything seems perfect.
ITERATIVE DESIGN
And the answer is 42.

23. Think as a user! Search Intentionally
Start from query, not from branded keywords
A user is not only a target.
S/he’s a person who doesn’t search for an abstract service,
or by service name, but for concrete solutions
to her/his problem, precise informations.
“ How? Where? How come I can’t...?
ITERATIVE DESIGN

24. On Social Networks users deals directly with a
brand mentioning handles, hashtag, products &
services, links...
Tells her/his issues, her/his needs,
frustrations: her/his user-story.
F*** Google, Ask Tweet ME!
People look for a dialog, a direct relationship with a brand.
ITERATIVE DESIGN

25. Search'em all. Data are everywhere.
Nowadays there are search tools on most platforms: go monitor!
ITERATIVE DESIGN

26. Create a usable dataset
Documenting during the process helps the overall results
Keyword, topics
Sources analysed and monitored
Tools used
Timeframe of analysis
Anomalies or other events that influence the
collected data. (es. viral content, breaking news)
ITERATIVE DESIGN

27. Defining insights
Analysis and clustering of data is the most important part
ITERATIVE DESIGN

29. User interviews & ethnography
Narrative interviews & user research
ITERATIVE DESIGN
Convincing to tell you about satisfying experiences,
frustration or even just anecdotes about
the need you’re exploring tells you more
than a thousand of quantitative research,
right Mr. Osbourne?

30. Heisenberg, my friend…
Not Bryan Cranston, the other guy.
ITERATIVE DESIGN
The observer influences the experiment.
Don’t pretend to be objective.
You are human and people who
you’re going to interview are
human too.

31. +
2. EXPLORE & DEFINE
DIGITAL DESIGN THINKING.

32. UX is not only a love affair with users.
It is a threesome.
But don't be anxious, you will have toys
ehm… tools to play with.
Wait, who’s the missing stakeholder?
Companies or clients who want you to build something for them
ITERATIVE DESIGN

33. Build together with your clients,
not for them
Co-creating and collaborating
is way smarter and effective
ITERATIVE DESIGN

34. Digging in companies values is not easy.
Companies are pretty used to giving you
briefs or suggesting you the solution
you should build for them.
That’s wrong. Ask them the need. How do we do it?
Discovery workshops
Get the client around the table with you, and have her/him play
ITERATIVE DESIGN

35. How do we dig
to get meaningful informations?
Playing serious game
with all the possible players
ITERATIVE DESIGN

36. Gamestorming
never heard of it?
ITERATIVE DESIGN

37. Cover story
Through this game all participants
could envision the most incredible
success for their project, or product.
In a nutshell you’ll discover what
idea of success they might have.
Let’s envision the most ambitious success ever
ITERATIVE DESIGN

38. Pre-mortem
Envisioning the reason why we failed
is one of the best ways to underline
weaknesses and to let them emerge
on the surface. You will be then able
to avoid them or to address them.
Or simply to assess them.
If they’re not superstitious
ITERATIVE DESIGN

39. Value proposition canvas
ITERATIVE DESIGN

40. Oh boy! I wanna do
something, this stuff
is so boring…
ITERATIVE DESIGN

41. It’s time to explore and brainstorm about our app, or whatever
digital product is, thinking of our users and their expected results
or needs. It’s time to design for their needs.
Design for their stories. But don’t design forever…
Now what?
We’ve discovered so much about our users and the company…
ITERATIVE DESIGN

42. Waterfalls… no way: MVP way to go!
ITERATIVE DESIGN

43. Everyone loves stories,
even developers.
© Kelly Mac Morris
ITERATIVE DESIGN

44. ITERATIVE DESIGN
As a <user> I want to do <action>
in order to <benefit>“

45. Once you clearly understand on an abstract level
what are the users’ needs and the company’s values that might
match them, designing for people experience can be easier.
But also test (on a human level :P) if your implementation works.
And prioritise all the stories that deliver most of the solutions.
User stories help designers too
From great abstraction to small implementation details
ITERATIVE DESIGN

46. Jam sessions!
ITERATIVE DESIGN

47. Have you ever planned to cook some dishes without
checking if all the ingredients are in place?
Or if your local grocery have them all? Frustrating?
This is not going to be developers’ problem.
You’re the one that is not gonna eat.
Cooking without ingredients
HINT! Design Sprints or Co-Design Jams!
ITERATIVE DESIGN

48. Designing solutions without your devs is crazy too.
Hiding in your cubicle, getting a perfect Photoshop mockup
while they’re not involve co-creating it…
Well you might be lucky.
And after all who uses Photoshop anymore!?
Designing with no devs? Just like the dish issue…
Let’s establish some rules..
ITERATIVE DESIGN

49. There are so many ways to address a need.
You as designer can find some sexy ones, but sometimes
the dev team will hate you. So badly.
Involve them in a preliminary exploration of concept
will save you time, and headaches.
It’s time to explore ideas and concepts
Broken down into stories and validate them against users’ stories.
ITERATIVE DESIGN

50. Information Architecture - Card Sorting
ITERATIVE DESIGN

51. Wireframing - exploring ideas together
ITERATIVE DESIGN

52. +
3. PROTOTYPE
DIGITAL DESIGN THINKING.

53. Sketching and implementing the solution
ITERATIVE DESIGN

54. Ok great. You have tons of different tools.
And this really depends on your workflow.
If you’re using Sketch, for example, Invisionapp
or Marvelapp have plugins for it that helps you
prototype better experiences.
Now you have concepts to play with.
We can start building and testing.
ITERATIVE DESIGN

55. Ingredients!
ITERATIVE DESIGN

56. Atomic design: style guides
ITERATIVE DESIGN

57. Atomic design: Style tiles
ITERATIVE DESIGN

58. ITERATIVE DESIGN
Photoshop, what’s that? Sketch!

59. Marvelapp
ITERATIVE DESIGN

60. An example
ITERATIVE DESIGN

61. Our first try, dated back to 2014
ITERATIVE DESIGN

62. +
4. TEST & REPEAT
DIGITAL DESIGN THINKING.

63. Usability testing
ITERATIVE DESIGN

64. Don’t imitate me!
Don’t put it on slide 63 of your process!
Test something as soon as you can, even from paper
prototypes. Have your Information Architecture tested,
with tree testing, collect early feedback on wireframes, data
and impressions.
Power is nothing without control
As soon as possible: testing testing testing
ITERATIVE DESIGN

65. Remote user tracking
ITERATIVE DESIGN

66. Are results as expected
and users happy?
Go on building next features or iterate
on the present release. Or both.
ITERATIVE DESIGN

67. This process might never end
ITERATIVE DESIGN

68. Thanks for your attention.
ITERATIVE DESIGN

69. I’m still Carlo Frinolli
www.carlofrinolli.it • www.nois3.it
@carl0s_
STILL CEO + FOUNDER
Still an Experience Designer, Founder & CEO @ nois3,
I still work, teach and live in Rome (IT) –
not necessarily in this order, nothing changed during
this talk, I hope :D
ITERATIVE DESIGN