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How Lean, UCD and Agile can propel designers into the future
In this talk, Danny demonstrates why the future is already here and how it poses challenges to todays agencies, CMOs and designers. The internet permeates everything from websites, wearables, ‘nearables’ (low powered IoT devices that connect with our online world) and apps. Users are accustomed to getting ‘pulled’ to different destinations (such as apps or websites) but more and more forwarding thinking brands are ‘pushing’ relevant content and alerts to either the OS level of devices or other app like aggregators, allowing the user to interact with both features and content without leaving notification centres or dashboards. Due to this, the Web is becoming a habitat where users will spend less time downloading, opening and engaging with apps. As such, it’s important that designers move towards dreaming of a world that is both ‘pulling’ users towards personalised experiences within apps and websites and also ‘pushing’ highly relevant data to users to enhance the experience. In order to facilitate this, agencies, marketers and designers need to be designing holistic systems (over-arching engagement platforms to facilitate cross-channel interactions) and not only destinations (a singular native app or website). The slides expand on what sort of approach we can use to aid our strategy, design, development and project management methodologies by exploring frameworks such as User Centred Design (UCD), Lean and Agile.
Hi. I am Danny, this is 2005.
1. Should I really be here and whats my purpose?
2. Where do I ﬁnd clients that suit my style?
3. How can processes help me and where do I start?
Inventive. Constrained. Channel speciﬁc.
THE PROJECT - 2005
Hi. Its still 2005. I want to do the following:
1. Educate family about booking ﬂights online
2. Chat by email, MSN and on dating websites
3. I want more frequent access to broadband
Hi. Danny here again. This is 2015.
1. My purpose is clear but how do I get my team to buy into it?
2. Where do I ﬁnd more clients and how do I maintain the same quality?
3. How can my processes continue to evolve to deliver the above?
Innovative. Responsive. Cross-channel.
THE PROJECT - 2015
Hi. Its 2015. Now, I want to do the following:
1. Engage with my network across my devices
2. Develop my business and knowledge online
3. Access and create media everywhere
Today, we are seeing the proliferation of computing devices,
wearables and ‘nearable’ IoT connected objects.
THE INTERNET IS STARTING
TO PERMEATE EVERYTHING.
Its not only technology that is changing. Users are also
changing and becoming ever more complex.
Its Roz again..… This is I want to:
1. On Twitter, I want as many retweets as possible
2. I want to get loads of ‘likes’ on Facebook
3. Register to diﬀerent services using single sign-on
4. I want to see content that is relevant to me
Today we should not be designing single destinations.
We need to be designing systems
Image: https://blog.intercom.io/design-futures-1-creating-systems-not-products/ and http://ryanspoon.com/2010/01/19/facebooks-share-via-functionality-in-the-wild/
Today, designers need to create atomic units of engagement
The current Web is "pull-based," meaning we visit websites or
download apps. The future of the Web is "push-based,"
meaning the Web will be coming to us
DESIGN SYSTEMS BEFORE
APPS AND WEBSITES.
THIS MAKES SENSE FROM A
–Dries Buytaert, Drupal Founder
The Web will go through a
massive re-architecture and re-
platforming in the next decade.
What makes a great user
3. Best practice
• Oﬀer a new type of value to the user
• Tap into a new work-force
• True disruption, turns into a habit
user enters credit card
upfront and provides ratings
knowing that a car is on the
way and where it is
Order the car, spread
product offering virally
Reduce variability and
better pricing for user
Image from: http://genius.com/Nir-eyal-hooked-how-to-build-habit-forming-products-annotated
OUR LEAN VALUES
MAKE DECISIONS SLOWLY BUT ACT FAST ‘NEMEWASHI’
LEARN THROUGH SELF-REFLECTION ‘HANSEI’, IMPROVE WITH ‘KAIZEN’
RESPECT SUPPLIERS, ASSOCIATES AND PARTNERS
DIVERSIFY AND INVEST IN TEAM WORK AND OUR PEOPLE
WE PREFER TO GROW LEADERS FROM WITHIN
STANDARDISE AND OPEN SOURCE OUR TECHNOLOGY
EFFECTIVE COMMUNICATION ‘OBEYA’ AND DESIGN LANGUAGES
GET QUALITY RIGHT FIRST TIME ROUND ‘JIDOKA’
LEVEL OUT THE WORKLOAD ‘HEIJUNKA’
REDUCE WASTE ‘MURA’ AND ‘MUDA’ IN ALL SHAPES AND FORMS
THE RIGHT PROCESSES WILL YIELD THE RIGHT RESULTS
OUR DECISIONS ARE BASED ON OUR LONG TERM PHILOSOPHY
1 2 3
UCD IA and content
(2nd usability testing)
Art direction and
• Design systems ﬁrst, destinations second.
• Today’s users demand personalisation, reward systems and many
options so use the hook model to deliver innovative products.
• An emphasis on innovation and the right processes can help to
‘dream up’ the ‘push and pull’ experiences of tomorrow.