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What is good design One Big Field  Evidence driven design Innovation Academy: User experiences & interface design Fergus Roche, One Big Field, Thurs 3rd Mar 2011 for…
One Big Field Source: Inception infographic & film still
One Big Field What is good design? Source: Hans Rosling’s interactive population map
One Big Field Design must have utility “The quality or condition of being useful…” Source: Answers.com utility definition
The space I work in One Big Field Where I work… Aaaaaahhhhhh!!! Anytime humans interact with machines and other humans.
One Big Field
One Big Field A ceramics professor comes in on the first day of class and divides the students into two sections. He tells one half of the class that their final grade will be based exclusively on the volume of their production; the more they make, the better their grade. The professor tells the other half of the class that they will be graded more traditionally, based solely on the quality of their best piece. At the end of the semester, the professor discovered that the students who were focused on making as many pots as possible also ended up creating the best pots, much better than the pots made by the students who spent all semester trying to create that one perfect pot. Source: Mike Arazu’s blog
One Big Field Iterative Trying, prototyping, testing, redesigning, scaling, launching & going at it again. And again… Source: Ideo’s Design Thinking blog
One Big Field Iterative Most leading software development  processes have this built in nowadays… Made up & combos bespoke Rapid  Prototyping
One Big Field Iterative Rapid  Prototyping  Agile / Scrum Requirements Specification Architecture Design Implementation Testing Deployment Maintenance Iterative Inception Business modeling Requirements Elaboration Analysis & design Construction Implementation Test Transition Deploy Trad. digital agency Research Business requirements IA Specification Design Build Test UAT Go live SLA Waterfall Requirements Specification Design Construct Integrate Test Install Maintain Made up & combos bespoke Where One Big Field works
One Big Field Iterative Design happens all the way across the lifecycle Rapid  Prototyping  Agile / Scrum Requirements Specification Architecture Design Implementation Testing Deployment Maintenance Iterative Inception Business modeling Requirements Elaboration Analysis & design Construction Implementation Test Transition Deploy Trad. digital agency Research Business requirements IA Specification Design Build Test UAT Go live SLA Waterfall Requirements Specification Design Construct Integrate Test Install Maintain Made up & combos bespoke
One Big Field Iterative Hold up, they all look like us. Are they the real audience the product or service is for? Source: Ideo’s Design Thinking blog
One Big Field Assumptions Test our own world view 2nd most Most attention Most clicked Source: One Big Field project
One Big Field Evidence driven design Test our ideas and users Most clicked Source: One Big Field project, testing participants perception of various airline designs
One Big Field Evidence-driven Using AB testing to support design decisions Source: 37 Signals Highrise page
One Big Field Evidence-driven Using AB testing to support design decisions The original: Worst performer The winner: 30% better conversion than the original Source: 37 Signals Headline test blog post
One Big Field Evidence-driven Redesigning a checkout process to make it easier, reducing dropout by 17.5% Source: One Big Field prototype
One Big Field Evidence-driven Gmail engineers took things a few steps further Google Mail engineers tested “Is there an ‘ideal’ blue that encourages clicks?” To find out, incoming users were randomly assigned between 40 different shades of links – from blue-with-green-ish to blue-with-blue-ish. It turned out blue-ness encouraged clicks more than green-ness. Source: My Gmail account
One Big Field Constraints Limitless budgets or time with no purpose does not make for good design Source: Brian & Bethany’s blog
One Big Field That’s not to say we shouldn’t pretend this isn’t true… Source: One Big Field workshop
One Big Field Constraints A good design for a flights search results page Source: Easyjet search results page
One Big Field 2010 2006-7 I worked… 2000-2003
One Big Field Constraints Across decision makers to technical systems to get a flights booking engine plugged into an ecommerce solution & offer a great design? Source: Tomatointribeca
One Big Field Constraints A good design for a flights search results page Source: Easyjet search results page
One Big Field Constraints Another good design for the same thing, but using a different search results pattern  Source: Kayak search results page
One Big Field Patterns Same design approach to handling search results with filtering on the left, vertically  Source: Asos search results page
One Big Field Patterns Source: Patterntap collections
One Big Field Patterns A door plate offering affordance Source: Journal of Dr. Faulken
One Big Field Patterns But two plates doesn’t… Source: Journal of Dr. Faulken
One Big Field Patterns There to be broken too…the breadcrumb trail
One Big Field Patterns Twitter Ipad app. Its not great, but its pushing & creating new patterns. Source: Jkontherun blog
One Big Field Who does design? “Art is done by artists” E. H. Gombrich
One Big Field “Art is done by artists”  Design Designers
One Big Field Who’s the designer? Everyone involved… Source: AnishKapoor’s mirror
One Big Field What’s important: a sensibility Empathy, collaborative, having purpose & attention to detail. Source: One Big Field workshop
Thanks! One Big Field Experience research & design +44 (0)117 9544 004  |  ferg@onebigfield.com |  @ferg4ddc

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What is good design, from One Big Field

  • 1. What is good design One Big Field Evidence driven design Innovation Academy: User experiences & interface design Fergus Roche, One Big Field, Thurs 3rd Mar 2011 for…
  • 2. One Big Field Source: Inception infographic & film still
  • 3. One Big Field What is good design? Source: Hans Rosling’s interactive population map
  • 4. One Big Field Design must have utility “The quality or condition of being useful…” Source: Answers.com utility definition
  • 5. The space I work in One Big Field Where I work… Aaaaaahhhhhh!!! Anytime humans interact with machines and other humans.
  • 7. One Big Field A ceramics professor comes in on the first day of class and divides the students into two sections. He tells one half of the class that their final grade will be based exclusively on the volume of their production; the more they make, the better their grade. The professor tells the other half of the class that they will be graded more traditionally, based solely on the quality of their best piece. At the end of the semester, the professor discovered that the students who were focused on making as many pots as possible also ended up creating the best pots, much better than the pots made by the students who spent all semester trying to create that one perfect pot. Source: Mike Arazu’s blog
  • 8. One Big Field Iterative Trying, prototyping, testing, redesigning, scaling, launching & going at it again. And again… Source: Ideo’s Design Thinking blog
  • 9. One Big Field Iterative Most leading software development processes have this built in nowadays… Made up & combos bespoke Rapid Prototyping
  • 10. One Big Field Iterative Rapid Prototyping Agile / Scrum Requirements Specification Architecture Design Implementation Testing Deployment Maintenance Iterative Inception Business modeling Requirements Elaboration Analysis & design Construction Implementation Test Transition Deploy Trad. digital agency Research Business requirements IA Specification Design Build Test UAT Go live SLA Waterfall Requirements Specification Design Construct Integrate Test Install Maintain Made up & combos bespoke Where One Big Field works
  • 11. One Big Field Iterative Design happens all the way across the lifecycle Rapid Prototyping Agile / Scrum Requirements Specification Architecture Design Implementation Testing Deployment Maintenance Iterative Inception Business modeling Requirements Elaboration Analysis & design Construction Implementation Test Transition Deploy Trad. digital agency Research Business requirements IA Specification Design Build Test UAT Go live SLA Waterfall Requirements Specification Design Construct Integrate Test Install Maintain Made up & combos bespoke
  • 12. One Big Field Iterative Hold up, they all look like us. Are they the real audience the product or service is for? Source: Ideo’s Design Thinking blog
  • 13. One Big Field Assumptions Test our own world view 2nd most Most attention Most clicked Source: One Big Field project
  • 14. One Big Field Evidence driven design Test our ideas and users Most clicked Source: One Big Field project, testing participants perception of various airline designs
  • 15. One Big Field Evidence-driven Using AB testing to support design decisions Source: 37 Signals Highrise page
  • 16. One Big Field Evidence-driven Using AB testing to support design decisions The original: Worst performer The winner: 30% better conversion than the original Source: 37 Signals Headline test blog post
  • 17. One Big Field Evidence-driven Redesigning a checkout process to make it easier, reducing dropout by 17.5% Source: One Big Field prototype
  • 18. One Big Field Evidence-driven Gmail engineers took things a few steps further Google Mail engineers tested “Is there an ‘ideal’ blue that encourages clicks?” To find out, incoming users were randomly assigned between 40 different shades of links – from blue-with-green-ish to blue-with-blue-ish. It turned out blue-ness encouraged clicks more than green-ness. Source: My Gmail account
  • 19. One Big Field Constraints Limitless budgets or time with no purpose does not make for good design Source: Brian & Bethany’s blog
  • 20. One Big Field That’s not to say we shouldn’t pretend this isn’t true… Source: One Big Field workshop
  • 21. One Big Field Constraints A good design for a flights search results page Source: Easyjet search results page
  • 22. One Big Field 2010 2006-7 I worked… 2000-2003
  • 23. One Big Field Constraints Across decision makers to technical systems to get a flights booking engine plugged into an ecommerce solution & offer a great design? Source: Tomatointribeca
  • 24. One Big Field Constraints A good design for a flights search results page Source: Easyjet search results page
  • 25. One Big Field Constraints Another good design for the same thing, but using a different search results pattern Source: Kayak search results page
  • 26. One Big Field Patterns Same design approach to handling search results with filtering on the left, vertically Source: Asos search results page
  • 27. One Big Field Patterns Source: Patterntap collections
  • 28. One Big Field Patterns A door plate offering affordance Source: Journal of Dr. Faulken
  • 29. One Big Field Patterns But two plates doesn’t… Source: Journal of Dr. Faulken
  • 30. One Big Field Patterns There to be broken too…the breadcrumb trail
  • 31. One Big Field Patterns Twitter Ipad app. Its not great, but its pushing & creating new patterns. Source: Jkontherun blog
  • 32. One Big Field Who does design? “Art is done by artists” E. H. Gombrich
  • 33. One Big Field “Art is done by artists” Design Designers
  • 34. One Big Field Who’s the designer? Everyone involved… Source: AnishKapoor’s mirror
  • 35. One Big Field What’s important: a sensibility Empathy, collaborative, having purpose & attention to detail. Source: One Big Field workshop
  • 36. Thanks! One Big Field Experience research & design +44 (0)117 9544 004 | ferg@onebigfield.com | @ferg4ddc