Delivering Value using Human-Centered Design (english) #UNFPAinnovates #WFPinnovation

Delivering Value using Human-Centered Design (english) #UNFPAinnovates #WFPinnovation

Up 80 % of startups & projects fail. One of the top reasons for it is ignoring the users, leading to offerings that miss to meet an actual need or providing a bad user experience – at best.
This talk sheds a light on human-centered design and methods to apply that mindset to solve real peoples' problems in meaningful ways.

#HumanCenteredDesign, #HCD, #UserCenteredDesign, #UCD, #DesignThinking, #DesignSprint, #JobsToBeDone, #JTBD, #UserExperience, #UX, #MinimumViableProduct, #MVP

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Benno Loewenberg

July 23, 2019
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Transcript

  1. UNITED NATIONS WFP JULY 23, 2019 @BENNOLOEWENBERG   DELIVERING VALUE

    USING    HUMAN-CENTERED DESIGN 
  2. Graphics: freepik (modified) what is the relation of medicine &

    soft drinks ?
  3. Photo: ColaLife piggybacking a delivery system to reach remote patients

  4. Graphics: freepik what is the relation of books & laundromats

    ?
  5. Photo: Annabelle Timsit turning boring waiting time into engaging reading

    classes
  6. Photo: @BennoLoewenberg   HUMAN-CENTERED DESIGN 

  7. Design Sprint Graphic: Francesca Simonds (modified)

  8. Photo: @BennoLoewenberg Graphic: Francesca Simonds (modified) Mindset

  9. @BennoLoewenberg Photo: @BennoLoewenberg turning trash into service

  10. Photo: @BennoLoewenberg Graphic: Francesca Simonds (modified) Mindset Application

  11. Photo: Ana Domp Where is the emergency room  ? (»Urgencias«)

  12. @BennoLoewenberg Photo: @BennoLoewenberg Taking care of crucial details helps improving

    the experience
  13.   USER PERSPECTIVE  Source: Seth Godin 1. What is this ?

    2. Do I trust you ? 3. What are you offering me ? and if it passed the ›moment of truth‹ positively: 4. How do I get it ?
  14. Graphic: @BennoLoewenberg OFFERING CONTEXT USER SOLUTION UX Value & interactions

    Context & Focus
  15. @BennoLoewenberg Source: Sam Weller Bloated feature sets render things unusable

  16. @BennoLoewenberg Source: CultOfMac Refocus on basic needs & actual usage

    context
  17.   »TO TEST IF YOUR PRODUCT IS NEEDED,    STUDY

    THE JOB THAT IT DOES«  Source: Des Traynor
  18.   VAGUE ASSUMPTIONS  “I’ve experienced this problem, so others must

    also” “We’ve already got funding, so it must be a good idea” “We’re almost ready to launch so it’s a bit late to go back  to research” Source: Dyhana Scarano
  19.   POSSIBLE QUESTIONS  ¿ What is the overall goal related to

    a certain problem   a person is trying to achieve ? ¿ Is that problem worth solving ? ¿ How do people solve this problem today ? ¿ How might we solve this problem for the user   and how much of the overall goal ? Source: Tony Ulwick
  20. Graphic Henrik Kniberg

  21. Source: Laurence McCahill just functional (MVP misunderstood) perceived as valuable,

    therefore viable
  22.   »TO DESIGN SIMPLY    YOU NEED TO UNDERSTAND DEEPLY« 

    Source: unknown
  23. Photo: @BennoLoewenberg Graphic: Francesca Simonds (modified) Mindset Application Process Design

    Thinking Design Sprint
  24. UNDERSTAND IDEATE DEFINE PROTOTYPE VALIDATE Graphic: @BennoLoewenberg Design Thinking/Sprint: Structured

    Method
  25. @BennoLoewenberg Source: Design Singapore Council – Design for Ageing Gracefully

  26. @BennoLoewenberg   OBSERVE, IDEATE & TEST  Photo: @BennoLoewenberg (prototyping an

    elevator cabin)
  27. @BennoLoewenberg   OBSERVE, IDEATE & TEST  Photo: @BennoLoewenberg

  28. @BennoLoewenberg VALUE PROPOSITION CANVAS Strategyzer Source: WFP Innovation

  29. @BennoLoewenberg PERSONA CANVAS designabetterbusiness.com Source: WFP Innovation

  30. @BennoLoewenberg USER NEEDS What are the basic needs at this

    moment? USER JOURNEY KEY MOMENT Snapshot picture of this moment SATISFACTION How satisfied is the user at this moment? Source: WFP Innovation
  31. Photo: @BennoLoewenberg   NO GUESSWORK ! 

  32.   THE USER PERSPECTIVE COUNTS  “Talk to your users –

    build and test for actual users and for real context of use” ( friends and family are not your users ) @BennoLoewenberg
  33. @BennoLoewenberg Source: Huggies

  34.   DON’T LOVE THE SOLUTION  “Success is not delivering a

    feature;  success is learning how to solve the customers problem” “Don’t [try to] find customers for your product,  find a product for your customers.” Sources: Mark Cook & Seth Godin
  35. @BennoLoewenberg Photo: @BennoLoewenberg Negligible detail ?

  36.   DETAILS MAKE OR BREAK IT  “The details are not

    the details. They make the design.” “Good design makes a product understandable and is thorough down to the last detail” Source: Charles Eames & Dieter Rams
  37. @BennoLoewenberg Photo: @BennoLoewenberg slippery when wet (or soapy)

  38.   EDGE CASES ARE THE NORM  “Real users often struggle

    with ‘simple’ details; your solution must cover those scenarios or it will fail for them most of the time” @BennoLoewenberg
  39. @BennoLoewenberg Photo: @BennoLoewenberg server outage of secondary system breaks complete

    service
  40. @BennoLoewenberg Photo: @BennoLoewenberg high customer emergence and a waaay to

    slooow process
  41. @BennoLoewenberg Photo: @BennoLoewenberg old system with complicated UI

  42. @BennoLoewenberg Photo: @BennoLoewenberg highly complex search & content strings to

    be typed over & over again by trained power users
  43. @BennoLoewenberg Photo: @BennoLoewenberg even older system causing even more work

  44. @BennoLoewenberg Photo: @BennoLoewenberg

  45. @BennoLoewenberg Photo: @BennoLoewenberg

  46. @BennoLoewenberg Photos: @BennoLoewenberg

  47. @BennoLoewenberg Photos: @BennoLoewenberg

  48. @BennoLoewenberg Photos: @BennoLoewenberg

  49. @BennoLoewenberg Photos: @BennoLoewenberg many complicated steps to process just one

    customer case
  50. @BennoLoewenberg Photo: @BennoLoewenberg huge customer emergence insufficiantly processed

  51. @BennoLoewenberg Photo: @BennoLoewenberg highly manual & laborious tasks in an

    otherwise digital work flow
  52. @BennoLoewenberg Photo: @BennoLoewenberg exhausted customers & employees stuck with hardly

    any progress
  53.   »IN REALITY THE HAPPY PATH    DOES NOT EXIST« 

    @BennoLoewenberg things go wrong all the time, your solution must handle this!
  54. @BennoLoewenberg Photo: @BennoLoewenberg Design primes user expectations on how things

    work
  55. @BennoLoewenberg Photo: @BennoLoewenberg Useful details at the right spot are

    valuable service
  56.   »KNOW YOUR USERS TO BE ABLE     TO

    DELIVER ACTUAL VALUE«  @BennoLoewenberg
  57.   @BENNOLOEWENBERG   LINKEDIN  / TWITTER