How did we sell DT, how did the workshops with clients and users, which methods work and which ones do not.
Examples of real projects: both successful and not very)
- What is DT and why everyone is talking about it
- Key DT elements
- How DT works in outsourcing
- How the theory differs in practice
- How to sell DT
- How a project with DT fails
4. By 2020, UX will overtake price and
product as the key brand differentiator."
4
“
5. 5
Age of Manufacturing Age of Distribution Age of Information Age of Customers
1900-1960 1960-1990 1990-2010 2010-?
Mass manufacturing makes
industrial powerhouses
successful
Global connections and
transportation systems
make distribution key
Connected PCs and supply
chains mean those who
control information flow
dominate
Power comes from
engaging with empowered
users
Ford, Boeing, Sony, GE Wallmart, Toyota, UPS,
P&G
Amazon, Google,
Microsoft, SAP
Saleforce, Apple, Netflix,
Amazon,
Forrester Research
We have entered The Age of the Customers
6. The Age of the Customers
– Customers have more power, choice and influence
than ever before
– What we think and feel about our interaction with an
organizations product and service is increasingly
important due to the rise of social media
– Social Media brings a new level of transparency to
what consumers are thinking and feeling about
brand
6
Power is in hands of the customers
!"
Forrester Research
7. People will forget what you said, people will forget what
you did, but people will never forget how you made
them feel.”
7
“
Maya Angelou
9. Digital Business Transformation: It is about
doing things differently – creating new
business by using digital technologies
It is not just about automating or inserting technology into an existing process (digitalization) to
optimize the current value chain, but modifying the business model, changing the value chain and
surely creating a new supply of products and services
9
"
20. A human-centered, empathetic approach to
problem solving, combined with a non-linear
and iterative process, that draws from the
designer’s toolkit to integrate the needs of
people, the possibilities of technology,
and the requirements for business success.
What is Design Thinking?
Desirability
(Human)
Viability
(Business)
Feasibility
(Technology)
21. – A mindset
– Collaborative process
– Prototyping and testing
– A set of methods and tools
21
What is Design Thinking?
23. Empathy is the capacity to understand
or feel what another person is
experiencing from within the other
person's frame of reference, i.e., the
capacity to place oneself in another's
position.
💏
Mindset
26. We spend a lot of time designing
the bridge, but not enough time
thinking about the people who are
crossing it”
Dr. Prabhjot Singh
Director of Systems Design
at the Earth Institute
“
27. 64% of the feature we build in the software
industry are rarely or never user
Know Your User
28. “ The Customer is really the boss.
“ Thinking about the customers has
focused our priorities.
“ There are two moment of thrash we are
complete for: First, whenever she shops
we stand for election – and either we get
her vote or somebody else. Second when
she used our product and she's either
satisfied or not.
During his tenure (’00-’15):
– Sales doubled
– Profits quadruped
– P&G market value increased by
more than $100 billion dollars
A. G Lafley, CEO at P&G
Customer-Centric Culture
33. 33
Product Development Phase
Strategize Execute Assess
Goal: Inspire, explore and
choose new directions and
opportunities
Inform and optimize
designs in order to reduce
risk and improve usability
Measure product
performance against itself
or its competition
Approach: Qualitative and
Quantitative
Mainly Qualitative
(formative)
Mainly Quantitative
(summative)
Typical methods: Field studies, diary studies,
surveys, data mining, or
analytics
Card sorting, field studies,
participatory design, paper
prototype, and usability
studies, desirability
studies, customer emails
Usability benchmarking,
online assessments,
surveys, A/B testing
https://www.nngroup.com/articles/which-ux-research-methods/
49. Prototype driven culture
– Build anything that allows the idea to be experienced
– Let your building inform your thinking
– Be comfortable with things that are rough
– Fail early and often in order to succeed sooner
– Ask the right questions
52. Sir Francis Bacon (1561-1626)
– Father of Scientific Revolution
– Observation and Experiment
– Develop the approach called
empiricism or the experimental
method
53. Scientific method (1962)
Step-by-step approach consisting of
identifying and defining a problem,
accumulating relevant data, formulating a
tentative hypothesis, conducting experiments
to test the hypothesis, interpreting the results
objectively, and repeating the steps until an
acceptable solution is found.
57. Adding the word ‘thinking’ to ‘design’ was a brilliant
move. David Kelley and Tim Brown, the founders of
IDEO who popularized the term, were smart to take
advantage of the unfamiliarity of the phrase.
57
Design Thinking Process is Just
Design Process
Jared Spool
58. As design professionals, we shouldn’t let
ourselves think there’s any magic in
Design Thinking. Our teams, stakeholders,
and executives can believe in it, but we
shouldn’t.
58
🎩
No Magic
Jared Spool
74. 74
Approach Metodology
Agile, Design Thinking
Scrum, Google Design Sprint, IBM
Design Loop
Generalized and tells one how
to go about a problem
Specific and has a step by step
procedure to solve a problem
Overall style that guides you when
trying to overcome a problem
It is a very well organized and well
researched plan to solve a problem
76. 76
We will do Design Thinking, Google
Sprints, Lean UX, Interviews, Test and
Workshops.
😫
77. 77
😀
We will do workshops with stakeholders
and users. These activities are part of our
Design Sprint based on Design Thinking
Approach.
As Result of these workshops we will have shared
understanding of business and user needs…
78. When NOT to Design Sprint
– Your product is already very well-defined
– Research is needed
– The scope is too broad
– The scope is far too narrow
– Client needs a new product or service that
needs to roadmapped
☠
81. There is no single process or toolkit that serves
every single case. There is a wide variety of
activities and tools that people customize to
serve their needs.
81
82. The Traditional Way
– A long list of ideas is collected from senior leadership
– A group of people prioritizes and funds those ideas,
initiatives, or projects
– Funded projects get assigned resources and a PM/BA
starts gathering requirements
– The PM/BA interviews key stakeholders to understand
what they need, documenting what they find
– The requirements go to engineering for delivery
86. How long discovery takes
Every service is different, but depending on the size and
complexity of your service, your discovery should usually
take between 2 and 8 weeks.
87. What you will have after Discovery
– Shared understanding of business and user needs
– Concept of product
– MVP vision
– Roadmap
– Estimate for delivery and client
– Team composition
– How you’ll measure success and what a successful service would look like
93. Rider
– Big meeting room with TV or Projector
– 2-4 whiteboards
– Yellow 3-by-5 sticky notes, Small dot
stickers
– Black, Green and red whiteboard
– Printer paper, Masking tape
– Healthy snacks and water
Example without whiteboard
97. Workshop
– Goal: The desired outcome or end result of a workshop
– Questions: The information that the organizer needs to
gather in order to reach the stated goal
– Processes: The activities the attendees will do in order
to gather the required information
https://www.nngroup.com/articles/ux-workshop-agendas/