Designing for Humans

Designing things to solve human problems means understanding our cognitive biases and talking to real humans. This talk will show you some common pitfalls and discusses tools that help uncover what the humans you're designing for really want.

Transcript

1. J Cornelius / @jc Design for Humans Geekend - Savannah, GA - January 2017
2. J Cornelius / @jc Assets over Impacts Outputs over Outcomes Technology over Humans
3. J Cornelius / @jc Understanding what people want and designing things that delight them is the single most powerful way to achieve business goals.
4. J Cornelius / @jc Design Thinking vs Lean Startup
5. J Cornelius / @jc Change the way we think about design.
6. J Cornelius / @jc The “CEO” doesn’t always know what they’re doing.
7. J Cornelius / @jc INSPIRATION IDEATION IMPLEMENTATION http://www.designkit.org/
8. J Cornelius / @jc http://dschool.stanford.edu/
9. J Cornelius / @jc Research Explore Design Test
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11. J Cornelius / @jc We need to intelligently alternate between innovation and optimization, as both are required to design great user experiences. – Joshua Porter
12. J Cornelius / @jc Dominant Patterns? https://www.flickr.com/photos/ghholt/3513156842 Are we slaves to the
13. J Cornelius / @jc https://www.flickr.com/photos/29988733@N04/9394196516/
14. J Cornelius / @jc http://www.corbisimages.com/ WTF?!
15. J Cornelius / @jc Well-travelled Road Bias Unknown Route Estimate Known Route Estimate Time Deviation More Less Distance Actual
16. J Cornelius / @jc Curse of Knowledge Better-informed people find it extremely difficult to think about problems from the perspective of lesser-informed people.
17. J Cornelius / @jc Is this the best solution for this person, in this place, in this time?
18. J Cornelius / @jc The Right Problem? Are we solving
19. J Cornelius / @jc We aren’t solving technology problems. We’re solving Human Problems.
20. J Cornelius / @jc Solving human 
 problems means talking to humans.
21. J Cornelius / @jc Why? Why? Why? Why? Why? Why? Why? Why? Why? Why?
22. J Cornelius / @jc Get Out of the Building No idea survives its first contact with a real customer.
23. J Cornelius / @jc Questions Asked People Interviewed Research (learning) Curve Zero Questions x Zero People Zero Knowledge! Knowledge
24. J Cornelius / @jc Questions Asked People Interviewed Design Starts Here Risk vs Reward Risk Knowledge
25. J Cornelius / @jc Confidence (despair) Confidence Research + - Idea Insight Design Starts Here
26. J Cornelius / @jc How to understand humans.
27. J Cornelius / @jc Empathy Mapping
28. J Cornelius / @jc Think & Feel? See? Say & Do? Hear? Pain? Gain? http://www.copyblogger.com/empathy-maps/ !
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30. J Cornelius / @jc Affinity Mapping
31. J Cornelius / @jc Affinity Mapping ‣ Work silently ‣ Go with gut reactions ‣ Generate as many ideas as possible ‣ Sort ideas into groups ‣ Generate header cards ‣ Draw the finished diagram
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35. J Cornelius / @jc http://www.balancedscorecard.org/portals/0/pdf/affinity.pdf
36. J Cornelius / @jc Motivation and Incentives
37. J Cornelius / @jc What motivates people to do what they do? Accomplishment Freedom Connectedness Growth
38. J Cornelius / @jc Incentive Matrix Difficulty Incentive Meh (Forgetful) Frustration High Value Danger (High Expectations)
39. J Cornelius / @jc http://www.psychwiki.com/wiki/Exchange_theory Value = Rewards − Costs
40. J Cornelius / @jc http://www.psychwiki.com/wiki/Exchange_theory Value = Rewards − Costs
41. J Cornelius / @jc How do we create things people want?
42. J Cornelius / @jc What is your mission? PEOPLE PROCESS PRODUCT PLATFORM Who is your team? How will you make decisions? What will you create? How will others build on it? Market Weakness Internal Strength Adjacent Possible " # # #
43. J Cornelius / @jc Consider the Desired Outcome
44. J Cornelius / @jc Useful? Usable? Desirable?
45. J Cornelius / @jc http://elpollodiablo.soup.io/post/608385495/Image
46. J Cornelius / @jc Name of Restaurant Things on the Homepage Things People are Looking for Photo Slideshow Virtual Tour Autoplay Music Photo of the Chef and staff Address & Directions The Full Menu 
 (not a PDF) Hours Parking Information Dress Code Social Media Links
47. J Cornelius / @jc Reduce Friction Enhance Personalization Drive Engagement
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49. J Cornelius / @jc https://www.dropbox.com/s/tjmx6bau37qf6yu/ExperimentGrid.png?dl=0 Experiment Grid Idea: Assumption: What assumptions have we made 
 about customers & their world? Hypotheses: If we do _______, then ___% of people will do _______. Experiments: Description: Metrics: Results: What did we learn? What will we do next?
50. J Cornelius / @jc Useful? Usable? Desirable? Thoughts Feelings Attention Memory Conversion Retention Loyalty Advocacy Focus Ask Result
51. J Cornelius / @jc How do we create successful businesses?
52. J Cornelius / @jc Business Goals Visual Impact >
53. J Cornelius / @jc Business Goals Code Quality >
54. J Cornelius / @jc Business Goals User Goals <
55. J Cornelius / @jc Business Model Canvas http://www.businessmodelgeneration.com/canvas/bmc
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57. J Cornelius / @jc Useful? Usable? Desirable?
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60. J Cornelius / @jc Great Design Business Goals User’s Goals
61. J Cornelius / @jc Don’t let business opinions prevail over the best interest of the customer.
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63. J Cornelius / @jc Human-Centered Design Builds Audiences
64. J Cornelius / @jc Human-Centered Design Builds Affinity
65. J Cornelius / @jc Human-Centered Design Builds Loyalty
66. J Cornelius / @jc Human-Centered Design Builds Businesses
67. J Cornelius / @jc Up to 200% higher visit-to-order conversion. Up to 400% higher visit-to-lead conversion. Up to 41% lower abandonment rates. Source: Forrester - Best Practices In User Experience (UX) Design
68. J Cornelius / @jc 14.4% More customers willing to purchase 15.8% More resist doing business with a competitor 16.6% More likely to recommend company to a friend. Source: Forrester - Best Practices In User Experience (UX) Design
69. J Cornelius / @jc Auto Manufacturers $48.50 18MM $873MM Revenue per Customer Number of Customers Revenue
 Increase Upscale Hotels $7.54 44MM $332MM Wireless Providers $3.39 Big-box Retailers $2.44 Airlines $3.49 82MM $278MM 100MM $244MM 48MM $168MM Source: https://www.forrester.com/report/Drive+Revenue+With+Great+Customer+Experience+2017/-/E-RES125807
70. J Cornelius / @jc What’s best for the customer? then What’s best for the business? then How can we do both?
71. J Cornelius / @jc Understanding what people want and designing things that delight them is the single most powerful way to achieve business goals.
72. J Cornelius / @jc Outcomes over Outputs Impacts over Assets Humans over Technology
73. J Cornelius / @jc Find me at: jcornelius.com ninelabs.com twitter.com/jc Thanks!