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Designing for Humans

878d748403126c4fc92e87e30c4764d0?s=47 J Cornelius
January 20, 2017

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.

878d748403126c4fc92e87e30c4764d0?s=128

J Cornelius

January 20, 2017
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  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

  10. J Cornelius / @jc

  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/ !
  29. J Cornelius / @jc

  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
  32. J Cornelius / @jc

  33. J Cornelius / @jc

  34. J Cornelius / @jc

  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

  48. J Cornelius / @jc

  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

  56. J Cornelius / @jc

  57. J Cornelius / @jc Useful? Usable? Desirable?

  58. J Cornelius / @jc

  59. J Cornelius / @jc

  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.
  62. J Cornelius / @jc

  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!