Redesign Your Design Thinking

Design is beautiful and beautiful things are well-designed. While this is true, it isn’t the whole truth—aesthetics definitely are NOT everything. Sometimes the best design isn’t what you think, and we need to leave our design aesthetic ego at the door and focus on positive outcomes for the user. This talk will challenge your assumptions about what great design is, and discuss ideas about how we can be better designers by focusing on process, function, and outcomes instead of visuals.

Transcript

1. J Cornelius /
   / @jc
   Redesign Your
   Design Thinking
   Prototypes, Process, and Play - Chicago, 2015
   

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2. J Cornelius /
   / @jc
   Outputs over Outcomes
   Assets over Impacts
   Technology over Humans
   

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3. J Cornelius /
   / @jc
   We’ve been making things to make
   our own lives easier. Has it helped
   the everyman? We’re doing too
   much navel-gazing.
   – Aaron Gustafson
   

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4. J Cornelius /
   / @jc
   We suffer from
   Design Myopia
   

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5. J Cornelius /
   / @jc
   Redesign the way
   we think about design.
   

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6. J Cornelius /
   / @jc
   

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7. J Cornelius /
   / @jc
   We need to intelligently alternate
   between innovation and
   optimization, as both are required
   to design great user experiences.
   – Joshua Porter
   

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8. J Cornelius /
   / @jc
   Dominant Patterns?
   https://www.flickr.com/photos/ghholt/3513156842
   Are we slaves to the
   

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9. J Cornelius /
   / @jc
   https://www.flickr.com/photos/29988733@N04/9394196516/
   

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10. J Cornelius /
    / @jc
    http://www.corbisimages.com/
    WTF?!
    

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11. J Cornelius /
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    Bandwagon Effect
    …the rate of uptake of beliefs,
    ideas, fads, and trends increases
    the more that they have already
    been adopted by others.
    https://en.wikipedia.org/wiki/Bandwagon_effect
    

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12. J Cornelius /
    / @jc
    Well-travelled Road Bias
    Unknown Route Estimate
    Known Route Estimate
    Time Deviation
    More
    Less Distance
    Actual
    

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13. J Cornelius /
    / @jc
    Ask:
    Are we following design trends and
    using comfortable tools…
    …or is this the best solution for this
    project, in this place, in this time?
    

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14. J Cornelius /
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    Our minds work better
    when they’re open.
    Do we need to use the latest tools?
    

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15. J Cornelius /
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    What if the unsexy way
    is the best way?
    

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16. J Cornelius /
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    The Right Problem?
    Are we solving
    

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17. J Cornelius /
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    Survivorship Bias
    The logical error of concentrating on
    the people or things that "survived"
    some process and inadvertently
    overlooking those that did not
    because of their lack of visibility.
    

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18. J Cornelius /
    / @jc
    Why?
    Why?
    Why?
    Why?
    Why?
    Why?
    Why?
    Why?
    Why?
    Why?
    

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19. J Cornelius /
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    Get Out of the Building
    No idea survives it’s first
    encounter with a customer.
    

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20. J Cornelius /
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    ๏ Who is the customer?
    ๏ What is their problem?
    ๏ What do you know about them (and how do you know it)?
    ๏ What are the assumptions? How will you test them?
    ๏ What have you learned? What should you learn next?
    ๏ What is the next test? How will you measure it?
    Go Lean. Ask Questions.
    

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21. J Cornelius /
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    Curse of Knowledge
    Better-informed people find it extremely
    difficult to think about problems from the
    perspective of lesser-informed people.
    

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22. J Cornelius /
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    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?
    /via @alissabriggs
    

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23. J Cornelius /
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    We aren’t solving
    technology problems.
    We’re solving
    Human Problems.
    

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24. J Cornelius /
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    Solving human
    problems
    means talking
    to humans.
    

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25. J Cornelius /
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    Research (learning) Curve
    Questions Asked
    Design Starts Here
    People Interviewed
    

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26. J Cornelius /
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    Research (learning) Curve
    Questions Asked
    People Interviewed
    Design Starts Here
    

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27. J Cornelius /
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    Research (learning) Curve
    Questions Asked
    People Interviewed
    Zero Questions
    x Zero People
    Zero Knowledge!
    Design Starts Here
    

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28. J Cornelius /
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    Confidence (despair) Curve
    Confidence
    Research
    +
    -
    Idea
    Insight
    Design Starts Here
    

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29. J Cornelius /
    / @jc
    Empathy
    The intellectual identification with
    the feelings, thoughts, or attitudes
    of another.
    The vicarious experiencing of those
    feelings, thoughts, or attitudes.
    

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30. J Cornelius /
    / @jc
    Think & Feel?
    See?
    Say & Do?
    Hear?
    Pain? Gain?
    http://www.copyblogger.com/empathy-maps/
    User
    

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31. J Cornelius /
    / @jc
    Understand Incentives
    Difficulty
    Incentive
    Meh
    (Forgetful)
    Forget It
    High Value
    Danger
    (High Expectations)
    

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32. J Cornelius /
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    Stakeholders don’t always
    know what they’re doing.
    

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33. J Cornelius /
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    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
    

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34. J Cornelius /
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    Consider the
    Desired Outcome
    

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35. J Cornelius /
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36. J Cornelius /
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    15.5MM Monthly Uniques
    109MM monthly visits
    587MM monthly page views
    Quantcast, 2015
    

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37. J Cornelius /
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38. J Cornelius /
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    20MM Monthly Active Users
    Just Acquired for $545MM
    

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39. J Cornelius /
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40. J Cornelius /
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    $42MM Annual Revenue in 2008
    

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41. J Cornelius /
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    Web Design is Dead
    (Long live the web, and design)
    

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42. J Cornelius /
    / @jc
    http://dionhinchcliffe.com/2015/05/04/the-rise-of-the-4th-platform-pervasive-community-data-devices-and-intelligence/
    

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43. J Cornelius /
    / @jc
    http://www.forbes.com/sites/danmunro/2013/05/19/credit-suisse-says-wearable-tech-the-next-big-thing/
    

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44. J Cornelius /
    / @jc
    http://www.mobiquityinc.com/connected-home-unified-user-experience
    

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45. J Cornelius /
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46. J Cornelius /
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47. J Cornelius /
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    New Connections
    New Challenges
    

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48. J Cornelius /
    / @jc
    Redesign Your
    Design Thinking
    

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49. J Cornelius /
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    Rethink Your
    Design Thinking
    

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50. J Cornelius /
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    Business
    Goals
    Visual
    Impact
    >
    

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51. J Cornelius /
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    Business
    Goals
    Code
    Quality
    >
    

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52. J Cornelius /
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    Business
    Goals
    User
    Goals
    <
    

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53. J Cornelius /
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    Think…
    What’s best for the customer?
    then
    What’s best for the business?
    

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54. J Cornelius /
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    Great
    Design
    Business
    Goals
    User’s
    Goals
    

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55. J Cornelius /
    / @jc
    Never let your own opinions
    prevail over the decisions in
    the best interest of the
    beneficiary.
    

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56. J Cornelius /
    / @jc
    Sometimes the best solution
    is hiding in the shadow of
    our own ego.
    

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57. J Cornelius /
    / @jc
    Outcomes over Outputs
    Impacts over Assets
    Humans over Technology
    

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58. J Cornelius /
    / @jc
    Find me at:
    jcornelius.com
    ninelabs.com
    twitter.com/jc
    

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