Designing for Humans - Speaker Deck

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J Cornelius / @jc Design for Humans Geekend - Savannah, GA - January 2017

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

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J Cornelius / @jc Understanding what people want and designing things that delight them is the single most powerful way to achieve business goals.

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J Cornelius / @jc Design Thinking vs Lean Startup

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

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J Cornelius / @jc The “CEO” doesn’t always know what they’re doing.

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J Cornelius / @jc INSPIRATION IDEATION IMPLEMENTATION http://www.designkit.org/

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J Cornelius / @jc http://dschool.stanford.edu/

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J Cornelius / @jc Research Explore Design Test

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

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

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

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

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J Cornelius / @jc 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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J Cornelius / @jc Is this the best solution for this person, in this place, in this time?

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J Cornelius / @jc The Right Problem? Are we solving

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

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J Cornelius / @jc Solving human   problems means talking to humans.

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J Cornelius / @jc Why? Why? Why? Why? Why? Why? Why? Why? Why? Why?

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J Cornelius / @jc Get Out of the Building No idea survives its ﬁrst contact with a real customer.

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J Cornelius / @jc Questions Asked People Interviewed Research (learning) Curve Zero Questions x Zero People Zero Knowledge! Knowledge

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J Cornelius / @jc Questions Asked People Interviewed Design Starts Here Risk vs Reward Risk Knowledge

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J Cornelius / @jc Conﬁdence (despair) Conﬁdence Research + - Idea Insight Design Starts Here

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J Cornelius / @jc How to understand humans.

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J Cornelius / @jc Empathy Mapping

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

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J Cornelius / @jc

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J Cornelius / @jc Aﬃnity Mapping

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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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J Cornelius / @jc http://www.balancedscorecard.org/portals/0/pdf/afﬁnity.pdf

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J Cornelius / @jc Motivation and Incentives

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J Cornelius / @jc What motivates people to do what they do? Accomplishment Freedom Connectedness Growth

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J Cornelius / @jc Incentive Matrix Diﬃculty Incentive Meh (Forgetful) Frustration High Value Danger (High Expectations)

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J Cornelius / @jc http://www.psychwiki.com/wiki/Exchange_theory Value = Rewards − Costs

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J Cornelius / @jc http://www.psychwiki.com/wiki/Exchange_theory Value = Rewards − Costs

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J Cornelius / @jc How do we create things people want?

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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 " # # #

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J Cornelius / @jc Consider the Desired Outcome

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J Cornelius / @jc Useful? Usable? Desirable?

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J Cornelius / @jc http://elpollodiablo.soup.io/post/608385495/Image

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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

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J Cornelius / @jc Reduce Friction Enhance Personalization Drive Engagement

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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?

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J Cornelius / @jc Useful? Usable? Desirable? Thoughts Feelings Attention Memory Conversion Retention Loyalty Advocacy Focus Ask Result

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J Cornelius / @jc How do we create successful businesses?

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J Cornelius / @jc Business Goals Visual Impact >

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J Cornelius / @jc Business Goals Code Quality >

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J Cornelius / @jc Business Goals User Goals <

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J Cornelius / @jc Business Model Canvas http://www.businessmodelgeneration.com/canvas/bmc

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J Cornelius / @jc Useful? Usable? Desirable?

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J Cornelius / @jc Great Design Business Goals User’s Goals

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J Cornelius / @jc Don’t let business opinions prevail over the best interest of the customer.

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J Cornelius / @jc Human-Centered Design Builds Audiences

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J Cornelius / @jc Human-Centered Design Builds Aﬃnity

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J Cornelius / @jc Human-Centered Design Builds Loyalty

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J Cornelius / @jc Human-Centered Design Builds Businesses

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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

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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

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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

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J Cornelius / @jc What’s best for the customer? then What’s best for the business? then How can we do both?

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J Cornelius / @jc Understanding what people want and designing things that delight them is the single most powerful way to achieve business goals.

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

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