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

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