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UNITED NATIONS WFP
JULY 23, 2019
@BENNOLOEWENBERG
  DELIVERING VALUE USING 
  HUMAN-CENTERED DESIGN 
Graphics: freepik (modified)
what is the relation of
medicine & soft drinks ?
Photo: ColaLife
piggybacking a delivery system
to reach remote patients
Graphics: freepik
what is the relation of
books & laundromats ?
Photo: Annabelle Timsit
turning boring waiting time
into engaging reading classes
Photo: @BennoLoewenberg
  HUMAN-CENTERED DESIGN 
Design
Sprint
Graphic: Francesca Simonds (modified)
Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified)
Mindset
@BennoLoewenbergPhoto: @BennoLoewenberg
turning trash into service
Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified)
Mindset
Application
Photo: Ana Domp
Where is the
emergency room ?
(»Urgencias«)
@BennoLoewenbergPhoto: @BennoLoewenberg
Taking care of
crucial details
helps improving
the experience
  USER PERSPECTIVE 
Source: Seth Godin
1. What is this ?
2. Do I trust you ?
3. What are you offering me ?
and if it passe...
Graphic: @BennoLoewenberg
OFFERING CONTEXTUSERSOLUTION UX
Value &
interactions
Context & Focus
@BennoLoewenbergSource: Sam Weller
Bloated feature sets
render things unusable
@BennoLoewenbergSource: CultOfMac
Refocus on basic needs
& actual usage context
  »TO TEST IF YOUR PRODUCT IS NEEDED, 
	   STUDY THE JOB THAT IT DOES« 
Source: Des Traynor
  VAGUE ASSUMPTIONS 
“I’ve experienced this problem, so others must also”
“We’ve already got funding, so it must be a good...
  POSSIBLE QUESTIONS 
¿ What is the overall goal related to a certain problem
  a person is trying to achieve ?
¿ Is that ...
Graphic Henrik Kniberg
Source: Laurence McCahill
just functional
(MVP misunderstood)
perceived as valuable,
therefore viable
  »TO DESIGN SIMPLY 
	   YOU NEED TO UNDERSTAND DEEPLY« 
Source: unknown
Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified)
Mindset
Application
Process
Design Thinking
Design Sprint
UNDERSTAND IDEATEDEFINE PROTOTYPE VALIDATE
Graphic: @BennoLoewenberg
Design Thinking/Sprint:
Structured Method
@BennoLoewenbergSource: Design Singapore Council – Design for Ageing Gracefully
@BennoLoewenberg
  OBSERVE, IDEATE & TEST 
Photo: @BennoLoewenberg (prototyping an elevator cabin)
@BennoLoewenberg
  OBSERVE, IDEATE & TEST 
Photo: @BennoLoewenberg
@BennoLoewenberg
VALUEPROPOSITIONCANVAS
Strategyzer Source: WFP Innovation
@BennoLoewenberg
PERSONACANVAS
designabetterbusiness.com Source: WFP Innovation
@BennoLoewenberg
USER NEEDS
What are the basic needs at
this moment?
USERJOURNEY
KEY MOMENT
Snapshot picture of this momen...
Photo: @BennoLoewenberg
  NO GUESSWORK ! 
  THE USER PERSPECTIVE COUNTS 
“Talk to your users –
build and test for actual users and for real context of use”
( friend...
@BennoLoewenbergSource: Huggies
  DON’T LOVE THE SOLUTION 
“Success is not delivering a feature;
 success is learning how to solve the customers problem”
...
@BennoLoewenbergPhoto: @BennoLoewenberg
Negligible detail ?
  DETAILS MAKE OR BREAK IT 
“The details are not the details. They make the design.”
“Good design makes a product understa...
@BennoLoewenbergPhoto: @BennoLoewenberg
slippery when wet (or soapy)
  EDGE CASES ARE THE NORM 
“Real users often struggle with ‘simple’ details;
your solution must cover those scenarios
or i...
@BennoLoewenbergPhoto: @BennoLoewenberg
server outage of secondary system
breaks complete service
@BennoLoewenbergPhoto: @BennoLoewenberg
high customer emergence
and a waaay to slooow process
@BennoLoewenbergPhoto: @BennoLoewenberg
old system with
complicated UI
@BennoLoewenbergPhoto: @BennoLoewenberg
highly complex search & content strings
to be typed over & over again by trained p...
@BennoLoewenbergPhoto: @BennoLoewenberg
even older system
causing even more work
@BennoLoewenbergPhoto: @BennoLoewenberg
@BennoLoewenbergPhoto: @BennoLoewenberg
@BennoLoewenbergPhotos: @BennoLoewenberg
@BennoLoewenbergPhotos: @BennoLoewenberg
@BennoLoewenbergPhotos: @BennoLoewenberg
@BennoLoewenbergPhotos: @BennoLoewenberg
many complicated steps
to process just one customer case
@BennoLoewenbergPhoto: @BennoLoewenberg
huge customer emergence
insufficiantly processed
@BennoLoewenbergPhoto: @BennoLoewenberg
highly manual & laborious tasks
in an otherwise digital work flow
@BennoLoewenbergPhoto: @BennoLoewenberg
exhausted customers & employees
stuck with hardly any progress
  »IN REALITY THE HAPPY PATH 
	   DOES NOT EXIST« 
@BennoLoewenberg
things go wrong all the time,
your solution must handl...
@BennoLoewenbergPhoto: @BennoLoewenberg
Design primes
user expectations
on how things work
@BennoLoewenbergPhoto: @BennoLoewenberg
Useful details
at the right spot
are valuable service
  »KNOW YOUR USERS TO BE ABLE  
	   TO DELIVER ACTUAL VALUE« 
@BennoLoewenberg
  @BENNOLOEWENBERG 
 LINKEDIN  / TWITTER
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Delivering Value using Human-Centered Design (english) #UNFPAinnovates #WFPinnovation

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Up 80 % of startups & projects fail. One of the top reasons for it is ignoring the users, leading to offerings that miss to meet an actual need or providing a bad user experience – at best.
This talk sheds a light on human-centered design and methods to apply that mindset to solve real peoples' problems in meaningful ways.

#HumanCenteredDesign, #HCD, #UserCenteredDesign, #UCD, #DesignThinking, #DesignSprint, #JobsToBeDone, #JTBD, #UserExperience, #UX, #MinimumViableProduct, #MVP

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Delivering Value using Human-Centered Design (english) #UNFPAinnovates #WFPinnovation

  1. 1. UNITED NATIONS WFP JULY 23, 2019 @BENNOLOEWENBERG   DELIVERING VALUE USING    HUMAN-CENTERED DESIGN 
  2. 2. Graphics: freepik (modified) what is the relation of medicine & soft drinks ?
  3. 3. Photo: ColaLife piggybacking a delivery system to reach remote patients
  4. 4. Graphics: freepik what is the relation of books & laundromats ?
  5. 5. Photo: Annabelle Timsit turning boring waiting time into engaging reading classes
  6. 6. Photo: @BennoLoewenberg   HUMAN-CENTERED DESIGN 
  7. 7. Design Sprint Graphic: Francesca Simonds (modified)
  8. 8. Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified) Mindset
  9. 9. @BennoLoewenbergPhoto: @BennoLoewenberg turning trash into service
  10. 10. Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified) Mindset Application
  11. 11. Photo: Ana Domp Where is the emergency room ? (»Urgencias«)
  12. 12. @BennoLoewenbergPhoto: @BennoLoewenberg Taking care of crucial details helps improving the experience
  13. 13.   USER PERSPECTIVE  Source: Seth Godin 1. What is this ? 2. Do I trust you ? 3. What are you offering me ? and if it passed the ›moment of truth‹ positively: 4. How do I get it ?
  14. 14. Graphic: @BennoLoewenberg OFFERING CONTEXTUSERSOLUTION UX Value & interactions Context & Focus
  15. 15. @BennoLoewenbergSource: Sam Weller Bloated feature sets render things unusable
  16. 16. @BennoLoewenbergSource: CultOfMac Refocus on basic needs & actual usage context
  17. 17.   »TO TEST IF YOUR PRODUCT IS NEEDED,    STUDY THE JOB THAT IT DOES«  Source: Des Traynor
  18. 18.   VAGUE ASSUMPTIONS  “I’ve experienced this problem, so others must also” “We’ve already got funding, so it must be a good idea” “We’re almost ready to launch so it’s a bit late to go back  to research” Source: Dyhana Scarano
  19. 19.   POSSIBLE QUESTIONS  ¿ What is the overall goal related to a certain problem   a person is trying to achieve ? ¿ Is that problem worth solving ? ¿ How do people solve this problem today ? ¿ How might we solve this problem for the user   and how much of the overall goal ? Source: Tony Ulwick
  20. 20. Graphic Henrik Kniberg
  21. 21. Source: Laurence McCahill just functional (MVP misunderstood) perceived as valuable, therefore viable
  22. 22.   »TO DESIGN SIMPLY    YOU NEED TO UNDERSTAND DEEPLY«  Source: unknown
  23. 23. Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified) Mindset Application Process Design Thinking Design Sprint
  24. 24. UNDERSTAND IDEATEDEFINE PROTOTYPE VALIDATE Graphic: @BennoLoewenberg Design Thinking/Sprint: Structured Method
  25. 25. @BennoLoewenbergSource: Design Singapore Council – Design for Ageing Gracefully
  26. 26. @BennoLoewenberg   OBSERVE, IDEATE & TEST  Photo: @BennoLoewenberg (prototyping an elevator cabin)
  27. 27. @BennoLoewenberg   OBSERVE, IDEATE & TEST  Photo: @BennoLoewenberg
  28. 28. @BennoLoewenberg VALUEPROPOSITIONCANVAS Strategyzer Source: WFP Innovation
  29. 29. @BennoLoewenberg PERSONACANVAS designabetterbusiness.com Source: WFP Innovation
  30. 30. @BennoLoewenberg USER NEEDS What are the basic needs at this moment? USERJOURNEY KEY MOMENT Snapshot picture of this moment SATISFACTION How satisfied is the user at this moment? Source: WFP Innovation
  31. 31. Photo: @BennoLoewenberg   NO GUESSWORK ! 
  32. 32.   THE USER PERSPECTIVE COUNTS  “Talk to your users – build and test for actual users and for real context of use” ( friends and family are not your users ) @BennoLoewenberg
  33. 33. @BennoLoewenbergSource: Huggies
  34. 34.   DON’T LOVE THE SOLUTION  “Success is not delivering a feature;  success is learning how to solve the customers problem” “Don’t [try to] find customers for your product,  find a product for your customers.” Sources: Mark Cook & Seth Godin
  35. 35. @BennoLoewenbergPhoto: @BennoLoewenberg Negligible detail ?
  36. 36.   DETAILS MAKE OR BREAK IT  “The details are not the details. They make the design.” “Good design makes a product understandable and is thorough down to the last detail” Source: Charles Eames & Dieter Rams
  37. 37. @BennoLoewenbergPhoto: @BennoLoewenberg slippery when wet (or soapy)
  38. 38.   EDGE CASES ARE THE NORM  “Real users often struggle with ‘simple’ details; your solution must cover those scenarios or it will fail for them most of the time” @BennoLoewenberg
  39. 39. @BennoLoewenbergPhoto: @BennoLoewenberg server outage of secondary system breaks complete service
  40. 40. @BennoLoewenbergPhoto: @BennoLoewenberg high customer emergence and a waaay to slooow process
  41. 41. @BennoLoewenbergPhoto: @BennoLoewenberg old system with complicated UI
  42. 42. @BennoLoewenbergPhoto: @BennoLoewenberg highly complex search & content strings to be typed over & over again by trained power users
  43. 43. @BennoLoewenbergPhoto: @BennoLoewenberg even older system causing even more work
  44. 44. @BennoLoewenbergPhoto: @BennoLoewenberg
  45. 45. @BennoLoewenbergPhoto: @BennoLoewenberg
  46. 46. @BennoLoewenbergPhotos: @BennoLoewenberg
  47. 47. @BennoLoewenbergPhotos: @BennoLoewenberg
  48. 48. @BennoLoewenbergPhotos: @BennoLoewenberg
  49. 49. @BennoLoewenbergPhotos: @BennoLoewenberg many complicated steps to process just one customer case
  50. 50. @BennoLoewenbergPhoto: @BennoLoewenberg huge customer emergence insufficiantly processed
  51. 51. @BennoLoewenbergPhoto: @BennoLoewenberg highly manual & laborious tasks in an otherwise digital work flow
  52. 52. @BennoLoewenbergPhoto: @BennoLoewenberg exhausted customers & employees stuck with hardly any progress
  53. 53.   »IN REALITY THE HAPPY PATH    DOES NOT EXIST«  @BennoLoewenberg things go wrong all the time, your solution must handle this!
  54. 54. @BennoLoewenbergPhoto: @BennoLoewenberg Design primes user expectations on how things work
  55. 55. @BennoLoewenbergPhoto: @BennoLoewenberg Useful details at the right spot are valuable service
  56. 56.   »KNOW YOUR USERS TO BE ABLE     TO DELIVER ACTUAL VALUE«  @BennoLoewenberg
  57. 57.   @BENNOLOEWENBERG   LINKEDIN  / TWITTER
  • NurulIzzatilAdawiyah1

    Dec. 16, 2019

Up 80 % of startups & projects fail. One of the top reasons for it is ignoring the users, leading to offerings that miss to meet an actual need or providing a bad user experience – at best. This talk sheds a light on human-centered design and methods to apply that mindset to solve real peoples' problems in meaningful ways. #HumanCenteredDesign, #HCD, #UserCenteredDesign, #UCD, #DesignThinking, #DesignSprint, #JobsToBeDone, #JTBD, #UserExperience, #UX, #MinimumViableProduct, #MVP

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