The document discusses user-centered design and its importance in bringing brands and people together. It advocates designing based on understanding users' needs, behaviors, and contexts rather than viewing them as demographic targets. User-centered design is presented as a process involving research on user understanding, collaborative design and prototyping, and iterative testing with users. Common methods discussed include personas, scenarios, journey mapping, and prototyping solutions for user testing.

1. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Putting People
at the Heart
of Design
26.6.2014
Tomi Tontti
Design Director, Isobar Finland
NORDIC
CREATIVE
PROGRAMME

2. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
TOPIC
design
User-centered
Human-centered
People-centered
Customer-centered
mindset
process
methods
NORDIC
CREATIVE
PROGRAMME

3. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
We bring people and
brands together like
never before.

4. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
We bring people and
brands together like
never before.
How do we do that?

5. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Do we bring
people to brands
or
brands to people?

6. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Traditional mass media
advertising is good at
bringing people to brands.

7. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
However, in digital it should
be more about bringing
brands to people.

8. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Brands need to do more
things with and for people.

9. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
In the end, companies don’t
have control over their
brands. Their customers do.

10. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
It’s hard to connect to
people if they are thought as
demographic target groups..

11. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
User-centered design is about
understanding the needs, pain
points, behaviors, contexts
and motivations of people we
are designing for.
NORDIC
CREATIVE
PROGRAMME

12. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
UCD is most often linked with UX
and Service Design, but it can
help in other stuff we do at
Isobar too.
NORDIC
CREATIVE
PROGRAMME

13. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
What is
user-centered design
about?
NORDIC
CREATIVE
PROGRAMME

14. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Aesthetics?
Functionality?
Usability?
Innovation?
Creativity?
WHAT IS DESIGN ABOUT?

15. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Danish Design Centre, 2003
THE DESIGN LADDER
01No design
02Design as
Styling
03Design as
Process
04Design as
Strategy

16. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
What is
user-centered design
about?
USER-CENTERED
,
where the activity is driven by the needs,
desires, and context of the people for
whom we design.
DESIGN is the
discipline of generating solutions to
problems and opportunities either by
improving existing or by creating new
NORDIC
CREATIVE
PROGRAMME

17. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Business
(viability)
Technology
(feasibility)
New products
Can’t use
this! Don’t
need this!

18. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Business
(viability)
Technology
(feasibility)
People
(desirability)
Experience
innovation
Emotional
innovation:
Brands,
marketing,
relationships Functional
innovation
Process
innovation

19. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Typical thoughts of a
user-centered designer?
NORDIC
CREATIVE
PROGRAMME

20. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
How to design this to be the
most awesome and best
looking thing anyone has ever
seen?
“ordinary designer”

21. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Who are our users?
What are their interests,
motivations, habits and
needs?
User-centered designer

22. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
How we want our users to
feel?

23. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Why will they use this?

24. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
What functionalities do they
really need?

25. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
What information will the
user need to operate?

26. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
How tech savvy are they?
What kind of devices are they used to?

27. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
User-centered design
as a process
NORDIC
CREATIVE
PROGRAMME

28. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Research phase Design prototyping Pure design clarity :)
UCD PROCESS

29. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
UCD PROCESS

30. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Common methods
and practices
NORDIC
CREATIVE
PROGRAMME

31. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
01. Based upon user understanding
02. Collaborative
03. Visual thinking
04. Iterative
05. Holistic
KEY CHARACTERISTICS

32. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Quantitive research
• Web analytics
• Aegis’ own Consumer Connection System
• Survey targeted to existing prospective customers
Quantitive research alone won’t help you to capture the richness of
human experience.
USER UNDERSTANDING
NORDIC
CREATIVE
PROGRAMME

33. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Qualitative research
• Observe
• Interview
• User/photo diaries
• Seek for stories
When interviewing, use open ended questions. Try to make an
engaging conversation instead of pointed questions.
USER UNDERSTANDING
NORDIC
CREATIVE
PROGRAMME

34. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Being your user
• Step in your users shoes
• Be a customer for your clients shop, office or service
• Test your clients products
• Contact customer service
USER UNDERSTANDING
NORDIC
CREATIVE
PROGRAMME

35. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
A project space
• Create a dedicated area to organize project materials,
work and meet.
COLLABORATIVE + VISUAL THINKING + HOLISTIC
NORDIC
CREATIVE
PROGRAMME

36. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Personas
USER UNDERSTANDING
Personas are fictional characters
created from research insights to
represent the different user types.
NORDIC
CREATIVE
PROGRAMME

37. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Scenarios
USER UNDERSTANDING
Scenarios are short stories that
describe an ideal user experience
of a persona in a specific situation,
capturing users motivations and
actions.
NORDIC
CREATIVE
PROGRAMME

38. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Journey mapping
(a.k.a. Experience mapping)
• Activity of making a visual representation of user’s
journey through a service, showing actions, feelings and
thoughs in different touchpoints using different channels.
USER UNDERSTANDING + COLLABORATIVE + VISUAL THINKING + HOLISTOC
NORDIC
CREATIVE
PROGRAMME

39. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Co-Sketching
• Generate quick sketches of ideas and share them in a group.
VISUAL THINKING + COLLABORATIVE
NORDIC
CREATIVE
PROGRAMME

40. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Interdisciplinary teamwork
• Brainstorming
• Workshops
• Working together “for real”
A great service or user experience is a result of a teamwork.
Good teamwork ≠ torch relay.
Involve clients, users and subject matter experts.
COLLABORATIVE + HOLISTIC
NORDIC
CREATIVE
PROGRAMME

41. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
ITERATIVE + USER UNDERSTANDING
Wireframes, prototyping and testing
1. Make a prototype.
2. Test it with users.
P.S. UX Design ≠ Wireframing
NORDIC
CREATIVE
PROGRAMME

42. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
BUT…

43. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
You don’t need to be a trained
researcher to research or to test
your designs on users.
BUT…

44. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Some research/testing is
better than none.
BUT…

45. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
If you can’t have 100% dedicated
teams, make sure you regularly
schedule a day or half a day for
working together when you can.
BUT…

46. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
If I had asked my
customers what they
wanted, they’d have
said a faster horse.
- Henry Ford, supposedly
“
Be user-centered, not user led!

47. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
EPILOGUE
01. Go out of the office, your users
are not there.
02. Great experiences are a result
of teamwork. Let’s work together.
03. Get a user-centered mindset.
NORDIC
CREATIVE
PROGRAMME

48. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
Questions
thankyous
tomi.tontti@isobar.com
Find this presentation from:
http://www.slideshare.net/TomiTontti/
NORDIC
CREATIVE
PROGRAMME

49. ©
Isobar
Finland
NORDIC
CREATIVE
PROGRAMME
IMAGE CREDITS:
Page 29: Damien Newman, http://v2.centralstory.com/about/squiggle/
Page 36: Ant Mace, https://www.flickr.com/photos/ant_3000/6796321827/
Page 38: visualpun.ch, https://www.flickr.com/photos/visualpunch/7245095196/
Page 39: Thinkpublic, https://www.flickr.com/photos/thinkpublic/4149908951/
Page 40: Danny Hope, https://www.flickr.com/photos/yandle/2209462952/
Page 41: Gary Barber, https://www.flickr.com/photos/cannedtuna/6491204853/
Page 42: Gavin Tapp, https://www.flickr.com/photos/92795775@N00/6928127177/
NORDIC
CREATIVE
PROGRAMME