Designing for the Right Problems

At the core, design is problem solving. But how do we know which problems are worth solving?

From deaths caused by road accidents due to bad design, to delay at clinics due to poor patient journey mappings, to attention hacking of millenials by popular social/IM apps, designers have a huge role to play in solving the right problems. This talk is a challenge in that direction.

Transcript

1. Designing for the Right Problems by Oluwatobi Mayowa @OluwatobiMayowa
2. WHAT IS DESIGN? @OluwatobiMayowa
3. Creating a billboard ad WHAT IS DESIGN? @OluwatobiMayowa
4. Creating a billboard ad Creating an architectural plan for a building WHAT IS DESIGN? @OluwatobiMayowa
5. Creating a billboard ad Creating an architectural plan for a building Creating a sound notification for an app WHAT IS DESIGN? @OluwatobiMayowa
6. Creating a billboard ad Creating an architectural plan for a building Creating a sound notification for an app Creating dashboard screens for a web app WHAT IS DESIGN? @OluwatobiMayowa
7. At the core, design is an act of solving problems. THOSE ARE ACTS OF DESIGN @OluwatobiMayowa
8. @OluwatobiMayowa Use design to solve the right problems not creating problems for already working solutions.
9. What do you think of these?
10. And this?
11. @OluwatobiMayowa HOW DO WE SOLVE THE RIGHT PROBLEMS? User Research 1
12. HOW DO WE SOLVE THE RIGHT PROBLEMS? @OluwatobiMayowa User Research 1 Observing the world to ask an interesting question
13. @OluwatobiMayowa Current Observed Problems (High-Level) Traffic Problems Horrible Medical Journey Mappings Attention Hacking (Social Apps) e.t.c
14. HOW DO WE SOLVE THE RIGHT PROBLEMS? @OluwatobiMayowa User Research 1 Observing the world to ask an interesting question Ideation 2
15. HOW DO WE SOLVE THE RIGHT PROBLEMS? @OluwatobiMayowa User Research 1 Observing the world to ask an interesting question Ideation 2 Take the insights from those questions and start to imagine them into ideas. What can you do better or differently?
16. HOW DO WE SOLVE THE RIGHT PROBLEMS? User Research 1 Observing the world to ask an interesting question Ideation 2 Take the insights from those questions and start to imagine them into ideas. What can you do better or differently? Prototyping 3 @OluwatobiMayowa
17. What do you think of these? What do you think of these?
18. HOW DO WE SOLVE THE RIGHT PROBLEMS? User Research 1 Observing the world to ask an interesting question Ideation 2 Take the insights from those questions and start to imagine them into ideas. What can you do better or differently? Prototyping 3 Create sketches, wireframes, explainer videos, emails or digital prototypes. @OluwatobiMayowa
19. HOW DO WE SOLVE THE RIGHT PROBLEMS? User Research 1 Observing the world to ask an interesting question Ideation 2 Take the insights from those questions and start to imagine them into ideas. What can you do better or differently? Prototypes 3 Create sketches, wireframes, explainer videos, emails or digital prototypes. Testing 4 @OluwatobiMayowa
20. @OluwatobiMayowa
21. @OluwatobiMayowa https://www.youtube.com/watch?time_cont inue=7&v=ENnlKd6KiII Schwäbische Erfindung rettet Handys | Landess- chau Baden-Württemberg
22. HOW DO WE SOLVE THE RIGHT PROBLEMS? User Research 1 Observing the world to ask an interesting question Ideation 2 Take the insights from those questions and start to imagine them into ideas. What can you do better or differently? Prototypes 3 Create sketches, wireframes, explainer videos, emails or digital prototypes. Testing 4 Test quick prototypes with real people to discover what works and what doesn’t. Iterate, you might need to go back to (1) @OluwatobiMayowa
23. @OluwatobiMayowa https://www.youtube.com/watch?v=-E-c7ta 67-M&t=5s Hyundai x 2018 FIFA World Cup™ World Cup campaign with Maroon 5 (60 sec : Full version)
24. USEFUL YEAH? BUT HOW USABLE? @OluwatobiMayowa Push the boundaries of ease when designing for human problems.
25. Fidelity of ease:
26. Fidelity of ease:
27. IT CAN ALWAYS BE BETTER!! @OluwatobiMayowa How do we optimize for the right problems in existing solutions?
28. @OluwatobiMayowa OPTIMIZING FOR THE RIGHT PROBLEMS Time spent on task 1
29. @OluwatobiMayowa
30. @OluwatobiMayowa OPTIMIZING FOR THE RIGHT PROBLEMS Time spent on task 1 - How long does it take the user to reset his/her password?
31. @OluwatobiMayowa LOGGING IN TO MEDIUM
32. @OluwatobiMayowa Time spent on task 1 - How long does it take the user to reset his/her password? - How long does it take them to get the information they need? OPTIMIZING FOR THE RIGHT PROBLEMS
34. @OluwatobiMayowa Time spent on task 1 - How long does it take the user to reset his/her password? - How long does it take them to get the information they need? - How long does it take them to figure out that new feature? OPTIMIZING FOR THE RIGHT PROBLEMS
35. @OluwatobiMayowa Time spent on task 1 - How long does it take the user to reset his/her password? - How long does it take them to get the information they need? - How long does it take them to figure out that new feature? - Do they need a manual? OPTIMIZING FOR THE RIGHT PROBLEMS
36. @OluwatobiMayowa Time spent on task 1 - How long does it take the user to reset his/her password? - How long does it take them to get the information they need? - How long does it take them to figure out that new feature? - Do they need a manual? Error Rates 2 - How often do they make mistakes on a task? OPTIMIZING FOR THE RIGHT PROBLEMS
38. @OluwatobiMayowa Time spent on task 1 - How long does it take the user to reset his/her password? - How long does it take them to get the information they need? - How long does it take them to figure out that new feature? - Do they need a manual? Error Rates 2 - How often do they make mistakes on a task? - How often do they retry and eventually give-up? OPTIMIZING FOR THE RIGHT PROBLEMS
39. @OluwatobiMayowa Time spent on task 1 - How long does it take the user to reset his/her password? - How long does it take them to get the information they need? - How long does it take them to figure out that new feature? - Do they need a manual? Error Rates 2 - How often do they make mistakes on a task? - How often do they retry and eventually give-up? - Is there a clear feedback? OPTIMIZING FOR THE RIGHT PROBLEMS
41. @OluwatobiMayowa About 36% of users that got a “Sorry, no flight results...” refined their search queries, till they got postive outcomes.
42. @OluwatobiMayowa Time spent on task 1 - How long does it take the user to reset his/her password? - How long does it take them to get the information they need? - How long does it take them to figure out that new feature? - Do they need a manual? Error Rates 2 - How often do they make mistakes on a task? - How often do they retry and eventually give-up? - Is there a clear feedback? - Do we have a user friendly error message? OPTIMIZING FOR THE RIGHT PROBLEMS
43. Thank You! @OluwatobiMayowa