of options and it is damn hard to decide where to start, how to plan and how to budget for the endeavour of “becoming a truly customer-focused”. A statement we still love to hate Increase conversion Reduce production cost Time to deliver ROI Product Manager CTO, Dev Marketing Officer CEO Existing projects Various reporting Department space
of options and it is damn hard to decide where to start, how to plan and how to budget for the endeavour of “becoming a truly customer-focused”. A statement we still love to hate Increase conversion Reduce production cost Time to deliver ROI Product Manager CTO, Dev Marketing Officer CEO Existing projects Various reporting Department space lack of clarity of users and needs Unclear definition of success and alignment of goals Inconsistent collaboration and teamwork Lack of Design Leadership
Index Design-driven companies show 10-year returns of 219% over that of the Standard & Poor’s 500 index. Criteria to participate: • Design represented in the corporate hierarchy • Increased design-related investments • Design leadership must be present at the senior levels • Sr management show deep commitment to design, key strategic enabler for innovation and change * The Design Management Institute (DMI) is an international membership organization that connects design to business, to culture, to customers—and to the changing world. Founded in 1975, DMI brings together educators, researchers, designers, and leaders from every design discipline, every industry, and every corner of the planet to facilitate transformational organizational change and design driven innovation. DMI focuses it's mission in three areas: design valuation, education, and connection.
Designer of systems (Product, process, organization, teams) Design to make it look perfect Pragmatic, always designs for ROI Enjoy page level micro detailing Enjoys dwelling in the big picture (Goals, objectives, strategy) Love their designs Loves to question a approach, designs (its not theirs any more) Empathy for the users Empathy for all stakeholders Seeking clarity on UI requirements Proactively analyses data, drives multiple conversations Let the product or project manager do the planning Take responsibility for the approach, strategy and plan Usually under pressure to delivery (Time, speed) Holds stakeholders and dependents accountable Self learner Learns by listening to people analysing to whats going around Making usable and beautiful UIs Making product or service usable Seeks a single direction Attempts multiple directions, fails and learns Take on things Ability to prioritise and negotiate Passionate about the field Serious and expert in the field
mental model is an explanation of someone's thought process about how something works in the real world. It is a representation of the surrounding world, the relationships between its various parts and a person's intuitive perception about his or her own acts and their consequences.
Environments What makes a mental model? Which makes it Unquantifiable Obscure Limited What does it do to us? Adds an information filter Subconscious selective perception Flexible, both positively and negatively Culture Thought process , representation, perception, beliefs, surroundings
Designer of a systems (Product, process, organization, teams) Design to make it look perfect Pragmatic, always designs for ROI Enjoy page level micro detailing Enjoys dwelling in the big picture (Goals, objectives, strategy) Love their designs Loves to question a approach, designs (its not theirs any more) Empathy for the users Empathy for all stakeholders Seeking clarity on UI requirements Proactively analyses data, drives multiple conversations Let the product or project manager do the planning Take responsibility for the approach, strategy and plan Usually under pressure to delivery (Time, speed) Holds stakeholders and dependents accountable Self learner Learns by listening to people analysing to whats going around Making usable and beautiful UIs Making product or service usable Seeks a single direction Attempts multiple directions, fails and learns Take on things Ability to prioritise and negotiate Passionate about the field Serious and expert in the field Transform your paradigm • Belief • Behavior • Decision-making • Social
28 Tendency to believe others are more biased than myself . If there is an IQ test you take and the results are low the individual believes the test is somewhat inaccurate and finds a test that gives a better score. Early research found that even if someone is aware of this bias, is still going to be bias to a certain degree. Counter measures: Accept, be honest with yourself, avoid self deception, avoid bias mis-attribution, reduce conflict Relook at the same challenge again. What would you do differently?
the tendency to search for, interpret, favor, and recall information in a way that confirms one's preexisting beliefs or hypotheses. Confirmation biases contribute to overconfidence in personal beliefs and can maintain or strengthen beliefs in the face of contrary evidence. Its understood that the same information is perceived differently by 2 different individuals Counter measures: go beyond the obvious, improve observation, sharpen listening skills, avoid illusory association between events Relook at the same challenge again. What would you do differently?
are part of a big company in the learning domain. They have many successful ventures in the B2B space, now they are initiating into the B2C market. They like Coursera’s success. The management says it’s because of the first impact the mobile homepage has. They want you to devise a UX strategy for an investor meet.
human tendency is to rely too heavily on the first piece of information offered. Using the initial piece of information to make subsequent judgments (Tunnel vision) Experts (those with high knowledge, experience, or expertise in some field) were more resistant to the anchoring effect
different this time? 37 Counter measures: Ignore, trigger discussion, alternative path, clarify, reject Don’t get easily influenced, build your own understanding about anything before proceeding… You are part of a big company in the learning domain. They have many successful ventures in the B2B space, now they are initiating into the B2C market. They like Coursera’s success. The management says it’s because of the first impact the mobile homepage has. They want you to devise a UX strategy for an investor meet.
Drawing different conclusions from the same information, depending on how that information is presented. People tend to avoid risk when a positive frame is presented but see risks when a negative frame is presented. We are more likely to enjoy meat labeled 75% lean meat as opposed to 25% fat. Counter measures: Use our working memory and self-control to override automatic. Focus on the goals and the desired intent. Less of judging.
How you present the value proposition and call to action while designing a homepage? • Will you use data to persuade? • Will you ask questions to inspire deep thinking? • Will you tell a story? Be sure you’re guiding every visitor to the same conclusion.
Unpleasant thoughts, emotions, or social interactions; harmful/traumatic events have a greater effect on one's psychological state and processes than do neutral or positive things. Compared to carrots, sticks usually have more urgency and impact.
different this time? 45 Two groups come up on to the stage. One group presents their design to the other. The other reviews and provide feedback. Counter measures: Don’t overestimate threats, underestimate opportunities, and underestimate resources. Mindfulness of both the inner workings of brain and the outer mechanisms of fear-promotion. Look at all situations in a objective way to be able to process information and be in control of the situation.
through various experiences each moment. Take 2 minutes to write down… • 1 example of a fair situation or a moment • 1 example of a unfair situation or a moment E: Individual Exercise
This demonstrates people tend to attribute successes and positive behaviors to themselves, while placing the burden of failures and negative behaviors on others. Counter measures: Being ‘aware’ of environment, people, roles, responsibilities Empathy for all stakeholders, big picture thinking, take responsibility for yourself
look at it now? When a person is self-aware, there is a uniform standard of fairness and there is no bias. E.g.: When made self- aware, subjects rated overpayment and underpayment to both themselves and to others as equally unfair. We all go through various experiences each moment. Take 2 minutes to write down… • 1 example of a fair situation or a moment • 1 example of a unfair situation or a moment
on stage and tell about what does it mean to (Choose any one) • Information Architecture • Creating UX metrics to measure ROI • Persona • Designing for a “system” means • Usability testing • What does it mean to design alternatives before presenting things to the stakeholders D: Individual Exercise
Underestimate one's achievements and capabilities in relation to others Occurs when chances of success are perceived to be extremely rare Counter measures: Build expertise, learn to investigate, ask questions, its ok to fail … This means that when you’re good at something, you tend to assume that other people are good at it as well. People underestimate their ability at stereotypically difficult tasks like playing chess, telling jokes, juggling
the tendency to give undue weightage to trivial things. Spending majority of the time on discussions about relatively minor and easy to grasp issues Counter measures: Attempt to understand the bigger picture, come out of the comfort zone, get a mentor Relook at the same challenge again. What would you do differently?
Authority bias is the tendency to attribute greater accuracy to the opinion of an authority figure (unrelated to its content) and be more influenced by that opinion We usually have a deep seated duty to authority (seen prominently through Indian culture and history). Therefore we comply when requested by authority figure.
Attentional bias is the tendency for people's perception to be affected by their recurring thoughts at the time.[ Attentional bias causes people not to examine all possible outcomes when making judgements.
A bird in the hand is better than 2 in the bushes Counter measures: Look back at some situation and activities you would have dealt with differently? KBC: People tend to keep what they have than risking it for the loss Special for designers :) Losses are twice as powerful, psychologically as gains
Designer of a systems (Product, process, organization, teams) Design to make it look perfect Pragmatic, always designs for ROI Enjoy page level micro detailing Enjoys dwelling in the big picture (Goals, objectives, strategy) Love their designs Loves to question a approach, designs (its not theirs any more) Empathy for the users Empathy for all stakeholders Seeking clarity on UI requirements Proactively analyses data, drives multiple conversations Let the product or project manager do the planning Take responsibility for the approach, strategy and plan Usually under pressure to delivery (Time, speed) Holds stakeholders and dependents accountable Self learner Learns by listening to people analysing to whats going around Making usable and beautiful UIs Making product or service usable Seeks a single direction Attempts multiple directions, fails and learns Take on things Ability to prioritise and negotiate Passionate about the field Serious and expert in the field Transform your paradigm • Belief • Behavior • Decision-making • Social
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