USER CENTERED DESIGN: AN APPROACH FOR DESIGNING FOR ENGAGEMENT by Paul Tyler

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USER CENTERED DESIGN: AN APPROACH FOR DESIGNING FOR ENGAGEMENT
Paul Tyler – KEA, Copenhagen School of Design & Technology
What happens when you step back from the development process to see what it is you’re designing?
Where does audience insight come from and how do we use it? When designing for engagement we
must understand what motivates children and use it to guide the design process.

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  • Image source: http://alliwannadoisbake.blogspot.com/2011/01/baby-i-love-burned-toast.html
  • Image source: http://www.kidactivities.net/category/Tip-Page-When-Kids-Say-They-are-Bored.aspx
  • Image source: http://blog.palantirtech.com/2009/03/19/the-pokemon-problem/http://www.hasbro.com/mylittlepony/en_US/
  • Video: http://www.youtube.com/watch?v=AZFINT91amYImage source: http://www.pridefw.com/img/animal-masks-to-make.html?check=6f14770c4a3328bc911a9045ab1eeaae
  • Video source: http://www.youtube.com/watch?v=zc0BC87_3Ts
  • Image source: http://paintermommy.com/parenting/kid_stuff/tom-jerry-the-classic-cartoon-that-never-gets-old
  • http://www.gamasutra.com/view/feature/2160/natural_funativity.phpNatural Funativity
  • Source: http://www.adobe.com/technology/graphics/video_puppetry_a_performative_interface_for_cutout_animation.html
  • Video:Stand by me: http://www.youtube.com/watch?v=FUVnfaA-kpIBig: http://www.youtube.com/watch?v=VdxbwjWiqI4
  • Image source: www.dogstar.tv
  • Image source: http://viviz.net/blog/category/children-portraits/http://www.fotolia.com/id/22286235
  • Image source: http://gosupermodel.com/
  • Source: http://www.ted.com/talks/joachim_de_posada_says_don_t_eat_the_marshmallow_yet.html and http://www.youtube.com/watch?v=M0yhHKWUa0g
  • Video: http://www.youtube.com/watch?v=H0_yKBitO8M
  • http://www.youtube.com/watch?v=nau11dK4Eds
  • USER CENTERED DESIGN: AN APPROACH FOR DESIGNING FOR ENGAGEMENT by Paul Tyler

    1. 1. "DESIGNING FOR ENGAGEMENT.”<br /> <br />If Transmedia is about creating worlds in which we expect our audiences to travel, then must engage.<br />Paul Tyler, KEA e-Concept Development, Copenhagen School of Design and Technology.<br />
    2. 2. To be engaging you need to be engaged.<br />
    3. 3. As creatives, we burn for an idea<br />…it’s reason enough, isn’t it?<br />
    4. 4. DESIGN<br />ART<br />
    5. 5. USER<br />SELF<br />
    6. 6. "Something like art is a little like the donkey and the carrot and the artist never reaches the carrot, you never get to nirvana, it's not possible because your concept, your ambition is always greater than what you are able to achieve. You are trying to, in a sense trying to imitate god because you are trying to be creative.”<br />
    7. 7. “This isn't art Peggy , we’re here to find solutions to other people's problems”<br />
    8. 8. GOD<br />THE MARKET<br />v<br />
    9. 9. User Orientated Design<br />Marketing<br />Service Design<br />Communicating around products<br />A bit like Transmedia when you think about it…<br />USER<br />
    10. 10. Creativity is market research<br />Creativity lies in asking questions ….of yourself, of your audience, of the world.<br />needs<br />new social norms<br />behaviours<br />attitudes<br />expectations<br />assumptions<br />
    11. 11. Retro fitting<br />Idea Solution.<br />Market research<br />When we know the platform, we format our idea into a solution<br />what & how?<br />
    12. 12. Idea Solution.<br />what & how?<br />
    13. 13. Backwards before forwards…<br />Idea Solution.<br />POTENTIAL FOR TRANSMEDIA<br />THEME<br />AnalysisInsight<br />What, where, how & why?<br />what & how?<br />
    14. 14. Client Goal<br />Conclusion<br />What, where, how why?<br />Analysis Phase<br />Solution Phase<br />
    15. 15. Your conclusion creates a set of parameters, insight into the theme that then drives the solution<br />
    16. 16. ”Provide me with a way for my customers to get at their money outside banking hours”<br />Conclusion<br />What, where, how why?<br />Analysis Phase<br />Solution Phase<br />Bank customers need money outside opening hours. Expensive & insecure to ‘man’ banks 24/7. Customers spend money at night, they use cash and don’t like to carry lots of it.<br />Users need a free/cheap, safe, available 24/7, easy, accountable, trustworthy way to get to their money.<br />How can we identify TG, specific need(s), location, cost, amount of withdrawal, security, user habits, bank operational habits etc. <br />ATM machines.<br />
    17. 17. free/cheap<br />Available 24/7<br />trustworthy <br />accountable<br />safe<br />easy<br />
    18. 18. free/cheap<br />Available 24/7<br />trustworthy <br />THE SOLUTION<br />accountable<br />safe<br />easy<br />
    19. 19. Concept Development Process - KEA<br />
    20. 20. First question: So what motivates kids?<br />
    21. 21. Ownership<br />
    22. 22. Acknowledgment & Taking Part<br />
    23. 23. Make sense of the world<br />
    24. 24. Newton’s 3rd law of motion.<br />For every action, there is an equal and opposite reaction.<br />
    25. 25. Fun(ativity) & the Zone of proxmal development – thanks Gary & Noah<br />
    26. 26. Being creative<br />
    27. 27. Friendship<br />
    28. 28. To be entertained<br />
    29. 29. Justice<br />
    30. 30. Communicate<br />GIRLS TALK TO<br />BOYS TALK OVER & ABOUT<br />
    31. 31. Wanting to grow up<br />
    32. 32. I can never be late…<br />
    33. 33. Iterative thinking<br />
    34. 34. How?<br />
    35. 35. Contact<br />Paul Tyler<br />Instructor Media Production<br />e-Concept Development<br />The Copenhagen School of Design and Technology <br />Bispevej 5<br />DK - 2400 Copenhagen NV<br />+45 30 33 22 36<br /> <br />paut@kea.dk<br />www.kea.dk<br />www.paultyler.dk<br />
    36. 36. BAMZOOKi<br />

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