An overview of the approach and some of the design methods and tools we use at Mad*Pow. Presented at the 2012 Healthcare Experience Design Conference by Michael Hawley, Adam Connor, and myself.
Syndrome Too Many Ideas Stuck in a Creative Rut Uniting a Team Around a Common Vision Finding Budget For Research Too Many Cooks In the Kitchen Decision by Committee Agreeing on Design Decisions The Swoop and Poop The CEO iPad Christmas Gift Effect
Strategy and Inspiration Optimization and Refinement Benchmarking and Assessment Research Goal Early feasibility, thinking about walking in the user’s shoes Still looking for opportunities, but also narrowing down scope, looking for improvements to structure, and minimizing risk Measuring design against prior versions and competition. Validating ROI or identifying future opportunities. Methods Ethnography, contextual inquiry, diary studies, surveys, comparative studies, participatory activities Card sorting, online usability testing, surveys, desirability studies, naming studies A/B testing, SUMMI and SUS, vertical benchmarking, ongoing user community commentary Interactive Assessment Low-fidelity artifact testing, exploratory, looking for reactions Mid-fidelity artifact testing, pre- defined tasks, still plenty of moderator interaction. Iterative if possible. High-fidelity usability testing, strict set of tasks, statistical considerations for post-task ad post-test questionnaires. @hawleymichael
Marketing vs. Transactional vs. Informational Experiences ê Skepticism of User-Centered Design ê Stakeholder Influence ê Team Member Engagement and Observation ê Time & Budget ê Access to Participants Don’t Forget: Business Realities @hawleymichael
ê Personas include a narrative, but sometimes we need more detail than a snapshot can show ê Journey models help us write and illustrate a story of interactions and relationships @megangrocki
shift from systems of transaction to systems of engagement ê It’s easy to get lost in data, but we can’t forget about the human elements span numerous channels. @megangrocki
strategic vision prior to detailed design ê Build consensus with stakeholders, showing opportunities across the ecosystem ê Identify key interactions to prototype and test @megangrocki
ê Identify the patients or users ê Craft realistic scenarios ê Develop the best template type ê Review research & fill gaps ê Create the journey map or model ê Share and iterate (ongoing) ê Don’t forget to use them! @megangrocki
alive ê Shout from the rooftops! ê Display prominently in common work areas ê Invite the personas and their journey models to meetings ê When new research is done, update the journey model @megangrocki Photo: Daniel A. Norman
which concepts to eliminate, which should be refined and eventually choosing one, can take a very long time ê Never enough time and money to fully flesh out and evaluate every idea with users ê As projects progress, new requirements and constraints often emerge Challenges… @adamconnor
satisfy a goal or user need. ê Ask questions when necessary. ê Presenters should clarify aspects of their design when necessary, and avoid getting defensive. ê Don’t get stuck on avoiding “I like...” and “I don’t like…”. Just bring it back to the scenario, personas and goals ê Avoid problem solving. Notes on Critique @adamconnor
a shared understanding of the problem space and the different perspectives individual team members have of it ê Speeds up the design timeline in a project ê Builds a shared sense of ownership and collaboration in the creation of the solution ê Gives non-designers an opportunity to understand the ramifications that various decisions have on aspects of the design Additional Benefits… @adamconnor
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