Wilbert Baan: The shift of designer’s role | UX Riga 2018
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Digital has become the key enabler for a customer-centric experience connecting a range of devices and services. In his UX Riga 2018 talk Wilbert discuss how is the role of a designer changing when you’re running design sprints for new ideas, using design thinking for strategy, agile product teams for delivery and guerrilla testing for research.
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Wilbert Baan: The shift of designer’s role | UX Riga 2018
- 1. The Shift Of Designer's Roles Wilbert Baan UX Manager KLM Royal Dutch Airlines @wilbertbaan
- 5. Website Mobile Messenger Whatsapp Twitter WeChat Smart speaker 3rd party Call center OB Portal IFE Kiosk Lounge Appy2Help Desk Triggers Searching Booking Preparation PreparationTransport TransportAirport AirportFlight FlightTransfer Transfer2nd Flight 2nd FlightAirport AirportTransport Stay Look back How we think the customer behaves Touchpoint available in journey phase Every interaction has a possible history and future on another touch point Group milestone events throughout all channels at the same moment in time in the customer journey Share, save and recognise customer status Every journey is different, depending on type, disruption and experience How customers actually behave ACTORS KLM CUSTOMER JOURNEY, CONNECTING THE DOTS PRINCIPLES (DRAFT) It’s about a range of products and services
- 6. Buchanan’s Orders of Design Design Research and the New Learning Richard Buchanan, March 1999 1st order Symbols and Images 2nd order Mass Production, industrial design 3rd order Human Computer Interaction 4th order Design of the Environments (system) Based on image by jess.net
- 7. We’re moving from interaction towards system design Pic by: Denys Nevozhai
- 8. What changed in how designers work and the skills they need?
- 9. 1 Large projects at big companies have a lot of moving parts and dependencies Pic by: Palo Cech
- 10. 1 So, we started to break it down into smaller projects
- 11. Skills a designer now needs 1. Focus on KPI’s instead of deliverables 2. Have a continuous mindset. Design is never done, accept this 3. Be able to decide when something is good enough vs shipping. Either block or push a release 4. Being able to work directly with new stakeholders, like product owners, analysts, business and developers 1
- 12. 2Continuous development by dozens of product teams requires scalable design. Pic by: Jos Sorenson
- 13. Design for re-usability and future use cases Component team, design systems 2
- 14. Skills a designer now needs 1. Being able to always think about reusability and infrastructure 2. Be an infrastructure advocate 3. Think about how your design can and will scale 4. Enforce quality assurance 5. Allow design to be design 2
- 15. 3 Continuous development requires continues feedback. You need to get close to your customers Pic by: Skitterphoto
- 16. Setup a feedback loop 3 Build Measure Learn ideas Code Analytics
- 17. Skills a designer now needs 1. Being able to actively seek feedback and setup feedback loops 2. Being able to get critique 3. Fail early and fast 4. Understand basics of qualitative and quantitive research 5. Know how to translate insights into the product cycle 6. Organise research 3
- 18. A new playing field 4 Pic by: Tim Gouw
- 19. Change your way of working Version control, high and low fidelity prototyping, collaboration, handovers 4
- 20. Skills a designer now needs 1. Being curious about new tools 2. Being able to specialise based on new tools coming up 3. Being open to a continuous change the way of working 4
- 21. 5 How to design for the right need? Pic by: Stephan Müller
- 23. Skills a designer now needs 1. Be a user and business need researcher 2. Be a facilitator (Design Sprints, Service Design) 3. Understand Business and Strategy (designer as business person, Design Thinking) 4. Being able to translate insights to change, shape vision, drive execution 5
- 24. Conclusion: how we design changed a lot over the past years Pic by: Aleksejs Bergmanis
- 26. When everyone Is a designer? 1st order Symbols and Images 2nd order Mass Production, industrial design 3rd order Human Computer Interaction 4th order Design of the Environments (system) Based on image by jess.net
- 27. Scale the design mind set
- 28. Picture: Oz MLCN 1. Design the process 2. Design the organisation 3. Design the culture “Design your design work” Carissa Carter. Stanford D. School
- 29. It’s a great time to be a designer. Thank you @wilbertbaan Pic by: Pok Rie