This document summarizes a presentation by Turi McKinley, Participatory Design Director at FROG, on design research, user-centered design, and the ROI of design. It discusses how FROG conducts global design research to gain insights, provides examples of research methods, and highlights case studies of projects where FROG's research and design work helped clients achieve outcomes like increased revenue, faster development, and higher customer satisfaction.

1. 11/7/14
UX INDONESIA
!!
INSIGHTS
TO INSPIRE
INNOVATION!!!!!!TURI MCKINLEY
PARTICIPATORY DESIGN DIRECTOR
6 NOVEMBER 2014

2. Today
THREE TOPICS:
DESIGN RESEARCH
USER CENTERED DESIGN
ROI OF DESIGN
2

3. ABOUT FROG
FROG IS
A GLOBAL
PRODUCT
STRATEGY
AND
DESIGN
FIRM
3

5. “form follows emotion.”
— HARTMUT ESSLINGER, FROG FOUNDER
5
ABOUT FROG

7. 7
WE FIND INSIGHTS THAT MATTER REGIONALLY AND
INSPIRE CROSS-CULTURALLY. OUR TEAMS ARE
CULTURALLY AND EXPERIENTIALLY DIVERSE AND
INTERDISCIPLINARY.
DESIGN RESEARCH
gs have conducted research on
ontinents, in 41 countries and
4 cities, towns and villages.
MINDSET
ABOUT FROG

8. 8

9. ABOUT FROG
WE ARE MORE THAN 600 STRATEGISTS,
RESEARCHERS, DESIGNERS, AND
TECHNOLOGISTS WHO PARTNER WITH CLIENTS
ACROSS INDUSTRIES AND GEOGRAPHIES.
San Francisco
Seattle
Austin
New York
Amsterdam
Milan
Munich
Shanghai
Singapore
9
Reach

10. DESIGN FOR INNOVATION
10

11. 11
Design is about creating an
ELEGANT SOLUTION TO A HUMAN
PROBLEM.

12. 12
Innovation is about finding
solutions to
PROBLEMS HUMANS DIDN’T
KNOW THEY HAD.

13. 13
Design research
ILLUMINATES HUMAN PROBLEMS…
both known and unknown.

14. But not like this...
14

15. 15
…like this.

16. 16
…and even more, like this.

17. 17
Design research is rooted in
understanding HUMAN
MOTIVATION…

18. 18
In order to create
SOLUTIONS THAT SUCCEED
for both the person and the
business

19. CHALLENGE Develop a new trading turret clearly
differentiated from competitors and
with wide market appeal.
19
IPC

20. OBSERVATION Most traders still used handheld
receivers to make calls despite
availability of hands-free headsets. 20

21. INSIGHT Traders take out their emotions on the
turret – to end calls in celebration or
frustration. The handset is satisfying
to smack down.
21

22. SOLUTION
The final design has bigger release
buttons so traders can use the
receiver to end calls – allowing them
to literally slam it down. They love it.22

23. © 2012 frog confidential & proprietary Design Research Overview
FIRST-YEAR
ADOPTION
RATES
in an industry with typical
rates of 15%.
65%

24. GETTING TO INSIGHTS
24

25. 25
Our methods for understanding why
FOSTER INSPIRATION
& provide Information.

26. 26
DETERMINE THE RIGHT QUESTIONS
UNDERSTAND NEEDS CREATE THE RIGHT DESIGN REFINE UNTIL ITS RIGHT
To understand the needs,
attitudes, behaviors and
workflow of the people using
and buying a given product.
To engage customer needs
throughout the iteration of
concepts in order to create the
right design.
To evaluate, test and validate
designs to ensure that they
are compelling, useful, and
usable.
What is our goal? What do we
need to achieve?

27. 27
BUILD YOUR RESEARCH TOOLKIT

28. SITE AND
OBSERVATIONAL
EXPLORATION
This technique allows us to explore
and investigate certain environments.
Learnings and observations are
documented via photographs, videos
and notes.
28

29. INTERCEPT
INTERVIEWS
Similar to ‘guerilla’ interviews, this
method allows us to spontaneously
approach people who match our
proposed target audience for short,
sharp conversations.
29

30. FROGMOB Tapping into global networks, tools like
frogMob encourage people to submit
their stories and images to help take a
quick pulse on emerging trends that
can inform the design process.
30

31. SHADOWING The unobtrusive observation of users
while they perform their daily tasks
allows us to learn how they interact
with their environment as well as the
products and services within it.
31

32. WALLET MAPPING Asking users to reveal the contents of
their wallet allows us to learn about
their attitudes towards money, and
the wider spectrum of personal
artifacts that are important to them.
32

33. SHOP-ALONGS Watching users make purchase
decisions helps us to understand their
experiences around a product or
service and how the value of products
and services is perceived.
33

34. 34
Select the tools that best
FIT YOUR QUESTION AND USERS

35. EXTREME MOBILE USERS
IN JAPAN
35

36. UNDERSTANDING
CHEWING GUM IN CHINA…
36

37. ...USING A “LEMONADE
STAND”
37

38. UNDERSTANDING PEST
CONTROL… FROM
ATTITUDES
38

39. …TO THE TRADITIONS
39

40. …AND PAIN POINTS THAT
SHAPE OPPORTUNITIES
40

41. DESIGN RESEARCH AT FROG
41
SAY DO
MAKE
TANGIBLE
KNOWLEDGE
TACIT
KNOWLEDGE
EXPLICIT
KNOWLEDGE

42. 42
SAY DO
MAKE
Use provocations to uncover truths.
Introduce the unexpected to test the
boundaries of the stated.

43. 43
SAY DO
MAKE
Shift interview dynamics.
Use making techniques that push
individuals outside of their comfort zone in
order to reframe the conversation.

44. 44
Create situations that stimulate.
Create situations that drive new forms of
participation among people.
SAY DO
MAKE

45. …then we TRANSLATE that
understanding into designing
the user experience.
45

46. DESIGN FOR SUCCESS
46

47. THE VALUE OF UX
DESIGN IS MORE
THAN JUST ROI
47
RETURN ON INVESTMENT
MARKET SHARE
AVERAGE REVENUE PER USER
REVENUE GROWTH
SALES CONVERSIONS
CUSTOMER SATISFACTION
TIME TO MARKET
DEVELOPMENT COST
ORGANIZATIONAL ALIGNMENT

48. 48
frog worked with a large mobile retailer in
the Asia-Pacific to sharpen the focus of
their products and service strategy. From
a complex matrix of 30+ phones and 20+
plan configurations to a customer-friendly
4 phones and 4 “sizes”. frog’s product
strategy and design of the online
experience helped the organization
achieve their 6 month sales goals within
the first months of the re-launch.
SPEED-TO-MARKET
A LARGE MOBILE
NETWORK
DURATION
4 MONTHS
NUMBER OF FROGS
10
STUDIOS
ASIA-PAC (POP-UP)
BUDGET
$700K

49. THE RESULTS
“We now have the potential to overtake the class leaders in our
space in terms of User Experience. That is sustainable
competitive advantage.”
-GM DIGITAL SALES
Following the relaunch, media commentary
praises the organization’s efforts in this
space. The immediate response in social
media from customers is overwhelmingly
positive.
IMMEDIATE RESULTS
FASTER TO MARKET –
4 MONTHS INSTEAD
OF 11
RAPID GROWTH
INCREASE IN SALES
CONVERSION
49
64% 170%

50. 50
frog overhauled the flagship music
product of an entertainment company - a
touchscreen Jukebox introduced in 1998 -
and devised a platform strategy that
extends the jukebox experience to meet
the expectations of a digital generation.
The jukebox was reimagined as an
entertainment hub with venue-specific
content and an application ecosystem
that quickly connects to social media and
mobile platforms. By introducing new
revenue streams, our client was able to
increase revenue per unit 2x over previous
models. At launch, the product sold out.
MARKET REACH!
!
AN INTERACTIVE MUSIC
PLATFORM
DURATION
15 MONTHS
NUMBER OF FROGS
23
STUDIOS
NEW YORK
SAN FRANCISCO
BUDGET
$2.1 MILLION

51. THE RESULTS
“I don't think there was another firm that could have delivered
it. It was the best of Industrial Design and the best of User
Interface integrating with the product strategy.”
- CHIEF INNOVATION OFFICER
frog’s contribution to the new product
resulted in phenomenal sales success for our
client, who were able to successfully raised
$45M in equity capital in 2012.
According to the CEO,“We would not have
been able to secure that kind of round
without the success of the … design effort
and launch.”
UNCOVERED !
REVENUE STREAMS
GROSS DIGITAL
REVENUE REACHED
IN JUST 27 MONTHS
INCREASED
REVENUE PER CUSTOMER
GROWTH IN PER UNIT
REVENUE OVER
PREVIOUS MODELS!
51
$100M 2X

52. 52
As a large conglomerate, our client
creates the software tools and systems to
understand, monitor, and manage the
equipment they build. To bring great
product design to one of the worlds
largest organizations, frog partnered with
our to improve and standardize software
design across its business units. The
resulting initiative, UX Centers Of
Excellence, has unlocked value across the
organization’s customer base, creating
more satisfied customers and stronger
business relationships.
INTERNAL
CAPABILITIES
AN AMERICAN
MULTINATIONAL
DURATION
12 MONTHS
NUMBER OF FROGS
37
STUDIOS
NEW YORK
SAN FRANCISCO
BUDGET
$7 MILLION

53. THE RESULTS
“We couldn't continue to do bespoke design work. If we were
going to scale and grow we needed our own tools and to begin
curating the experience. frog understood the expediency that
[we] needed.”
- CHIEF EXPERIENCE OFFICER
By empowering developers with templates,
guidelines, assets, and code snippets, our
client encouraged teams to take UX into their
own hands without waiting for assistance or
approval.
This new initiative has sped the launch of
remote monitoring and diagnostic software
for several mission-critical products.
The outcome won an IDEA Gold award in
2012 for Design Strategy.
FASTER INTERNAL
DEVELOPMENT
SAVED IN FIRST YEAR
INCREASED !
SPEED TO MARKET
PRODUCTIVITY GAINS
53
$30m 100%

54. 54
A leader in home audio came to frog for a
product strategy that would help them
break in to the competitive personal audio
market. frog transformed the company’s
three product lines to differentiate by
target customer segment rather than
price point. Ten original audio products
were designed under three new brand
marks. Products from each brand are
available in stores now.
VISIONARY
TRANSFORMATION
A LEADER IN HOME AUDIO
DURATION
11 MONTHS
NUMBER OF FROGS
10
STUDIOS
SAN FRANCISCO
BUDGET
$950K

55. THE RESULTS
“I’m really pleased….We’re in a fast moving business and I feel
now we’re actually equipped to compete.”
- CEO + CHAIRMAN
Nearly a dozen new products have rolled out
across product lines within the year, cleanly
establishing our client as an innovative player
in the personal audio market.
“Originally we thought about traditional
strategy firms, but …out of all the people we
interviewed, [frog] was best at integrating
those two disciplines — the quantitative
research at the beginning with the qualitative
design of being able to produce a great
product.” - President
SUCCESSFUL
TRANSFORMATION
PRODUCTS
SUCCESSFULLY
ROLLED OUT WITHIN
1 YEAR
NEW BRAND
IDENTITIES
SUCCESSFULLY
LAUNCHED
55
11 3
ORGANIZATIONAL
REFRESH

56. 56
228
“Over the last 10 years, design-led companies
have maintained significant stock market advantage, outperforming the S&P
by an extraordinary
Source: The Design Management Institute and Motiv Strategies!
Based on comparison of the S&P with a ‘Design Index’ portfolio of 15 companies that invest heavily in design, including Apple, Intuit, Starbucks and Walt Disney
%
INVESTMENT IN UX
DESIGN BRINGS
RESULTS

57. 57
WE KNOW THIS FROM
EXPERIENCE
IMPROVEMENT
IN NET PROMOTER SCORE
VALUE FOUND IN NEW
REVENUE STREAMS
NEW PRODUCTS
IN ONE YEAR
Example frog client outcomes
11
60pt
$100M
$30M
SAVINGS IN
DEVELOPMENT COSTS

58. Design research helps
teams find the insights to
make these successes
happen.
58

59. frog is a company of Aricent. © 2013 frog design inc.