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WATERFALLS ARE GREAT

TO WATCH…
DIGITAL DESIGN THINKING.
+
WAIT, WHO ARE YOU?
DIGITAL DESIGN THINKING.
Carlo Frinolli
www.carlofrinolli.it • www.nois3.it
@carl0s_
CEO + FOUNDER
Experience Designer, Founder & CEO @ nois3, 

I work, teach and live in Rome (Italy) –
not necessarily in this order.
ITERATIVE DESIGN
In case you were asking… yep I’m Italian, I can cook :P
We were saying… Waterfalls: great to watch.
ITERATIVE DESIGN
Old but gold
So typical though.
Double diamonds are clients’
best friends…
Let’s try and clean some mess here.
ITERATIVE DESIGN
ITERATIVE DESIGN
The four phases… + 1
… Told ya
1. Discover
2. Explore & Define
3. Prototype
4. Test
5. Repeat
+
1. DISCOVER
DIGITAL DESIGN THINKING.
First off: “who’s gonna use it?”
Think of two customers.
“
One of them could be Prince Charles and the
other one Ozzy Osbourne.
Both were born in 1948, male, raised in Great Britain,
married, successful and wealthy. Furthermore, both of them
have at least two children, like dogs and love the Alps…
THIS IS SERVICE DESIGN THINKING. (VARIOUS AUTHORS)
ITERATIVE DESIGN
ITERATIVE DESIGN
Where do we find them?
Aren’t them all on a social network?
ITERATIVE DESIGN
ITERATIVE DESIGN
DIGITAL DESIGN THINKING.
+
We design responsive websites
and digital strategies
to connect organizations
to their customers.
ITERATIVE DESIGN
You too might be tweeting… go on with #mobiletea!
Lots of people, including you, use social media continuously.
They share moments, like contents, produce memories,
profile themselves also unconsciously.
Okay, someone could be in the grey zone… But that’s another story.
Sharing is caring?
There are zillions of data voluntarily created, they just wait to be interpreted and used.
FOR INSTANCE… HOW MANY OF YOU HAVE TAKEN A LOOK TO GOOGLE MAPS HISTORY? :)
ITERATIVE DESIGN
Reputation: you can either build it,
or suffer from it.
— Matteo Flora
“
ITERATIVE DESIGN
What if we analyse online conversations to get inspired
on behavioural patterns and hidden needs
that are not really or badly addressed?
Using different sources and intersecting different results.
Customers & needs discovery
Understanding the Zero Moment of Truth
ITERATIVE DESIGN
ITERATIVE DESIGN
Monitoring platform, even powerful ones like Crimson Hexagon
or Radian6 are not enough alone.
On one hand people have different behaviours on different social
networks, on the other because numbers don’t tell the story alone
but they are a necessary starting point.
Not only auto-magic
HINT! Humans needed to analyse data :)
ITERATIVE DESIGN
Some procedural steps
ITERATIVE DESIGN
CONVERSATIONS REPORT
DATA DRIVEN RESULTS
& CONCLUSIONS
ITERATIVE DESIGN
Not only collecting conversations
and cleaning up the messAnalysis of the
CONVERSATIONS
1
Choose keywords:
themes, topics or hashtags to monitorElaboration of a
SEARCH HYPOTHESIS
0
Enriching results with
human analysts
Enhancement of
DATA & REVISION
2
User
INTERVIEWS
3
Creation of the
PERSONAS
4
“CLASSIC” UX PROCESS
Ok, Google... I’m confused.
Empty search form might make you uncomfortable.
And if you’re looking for brand’s name,
everything seems perfect.
ITERATIVE DESIGN
And the answer is 42.
Think as a user! Search Intentionally
Start from query, not from branded keywords
A user is not only a target. 

S/he’s a person who doesn’t search for an abstract service,
or by service name, but for concrete solutions 

to her/his problem, precise informations.
“ How? Where? How come I can’t...?
ITERATIVE DESIGN
On Social Networks users deals directly with a
brand mentioning handles, hashtag, products &
services, links...
Tells her/his issues, her/his needs,
frustrations: her/his user-story.
F*** Google, Ask Tweet ME!
People look for a dialog, a direct relationship with a brand.
ITERATIVE DESIGN
Search'em all. Data are everywhere.
Nowadays there are search tools on most platforms: go monitor!
ITERATIVE DESIGN
Create a usable dataset
Documenting during the process helps the overall results
Keyword, topics
Sources analysed and monitored
Tools used
Timeframe of analysis
Anomalies or other events that influence the
collected data. (es. viral content, breaking news)
ITERATIVE DESIGN
Defining insights
Analysis and clustering of data is the most important part
ITERATIVE DESIGN
Waterfalls are great to watch... Iterative Design Thinking
User interviews & ethnography
Narrative interviews & user research
ITERATIVE DESIGN
Convincing to tell you about satisfying experiences,
frustration or even just anecdotes about
the need you’re exploring tells you more
than a thousand of quantitative research,
right Mr. Osbourne?
Heisenberg, my friend…
Not Bryan Cranston, the other guy.
ITERATIVE DESIGN
The observer influences the experiment.
Don’t pretend to be objective.
You are human and people who
you’re going to interview are
human too.
+
2. EXPLORE & DEFINE
DIGITAL DESIGN THINKING.
UX is not only a love affair with users.
It is a threesome.
But don't be anxious, you will have toys
ehm… tools to play with.
Wait, who’s the missing stakeholder?
Companies or clients who want you to build something for them
ITERATIVE DESIGN
Build together with your clients,
not for them
Co-creating and collaborating
is way smarter and effective
ITERATIVE DESIGN
Digging in companies values is not easy.
Companies are pretty used to giving you
briefs or suggesting you the solution
you should build for them.
That’s wrong. Ask them the need. How do we do it?
Discovery workshops
Get the client around the table with you, and have her/him play
ITERATIVE DESIGN
How do we dig
to get meaningful informations?
Playing serious game
with all the possible players
ITERATIVE DESIGN
Gamestorming
never heard of it?
ITERATIVE DESIGN
Cover story
Through this game all participants
could envision the most incredible
success for their project, or product.
In a nutshell you’ll discover what
idea of success they might have.
Let’s envision the most ambitious success ever
ITERATIVE DESIGN
Pre-mortem
Envisioning the reason why we failed
is one of the best ways to underline
weaknesses and to let them emerge
on the surface. You will be then able
to avoid them or to address them.
Or simply to assess them.
If they’re not superstitious
ITERATIVE DESIGN
Value proposition canvas
ITERATIVE DESIGN
Oh boy! I wanna do
something, this stuff
is so boring…
ITERATIVE DESIGN
It’s time to explore and brainstorm about our app, or whatever
digital product is, thinking of our users and their expected results
or needs. It’s time to design for their needs.
Design for their stories. But don’t design forever…
Now what?
We’ve discovered so much about our users and the company…
ITERATIVE DESIGN
Waterfalls… no way: MVP way to go!
ITERATIVE DESIGN
Everyone loves stories,
even developers.
© Kelly Mac Morris
ITERATIVE DESIGN
ITERATIVE DESIGN
As a <user> I want to do <action>
in order to <benefit>“
Once you clearly understand on an abstract level
what are the users’ needs and the company’s values that might
match them, designing for people experience can be easier.
But also test (on a human level :P) if your implementation works.
And prioritise all the stories that deliver most of the solutions.
User stories help designers too
From great abstraction to small implementation details
ITERATIVE DESIGN
Jam sessions!
ITERATIVE DESIGN
Have you ever planned to cook some dishes without
checking if all the ingredients are in place?
Or if your local grocery have them all? Frustrating?
This is not going to be developers’ problem.
You’re the one that is not gonna eat.
Cooking without ingredients
HINT! Design Sprints or Co-Design Jams!
ITERATIVE DESIGN
Designing solutions without your devs is crazy too.
Hiding in your cubicle, getting a perfect Photoshop mockup
while they’re not involve co-creating it…
Well you might be lucky.
And after all who uses Photoshop anymore!?
Designing with no devs? Just like the dish issue…
Let’s establish some rules..
ITERATIVE DESIGN
There are so many ways to address a need.
You as designer can find some sexy ones, but sometimes
the dev team will hate you. So badly.
Involve them in a preliminary exploration of concept
will save you time, and headaches.
It’s time to explore ideas and concepts
Broken down into stories and validate them against users’ stories.
ITERATIVE DESIGN
Information Architecture - Card Sorting
ITERATIVE DESIGN
Wireframing - exploring ideas together
ITERATIVE DESIGN
+
3. PROTOTYPE
DIGITAL DESIGN THINKING.
Sketching and implementing the solution
ITERATIVE DESIGN
Ok great. You have tons of different tools.
And this really depends on your workflow.
If you’re using Sketch, for example, Invisionapp
or Marvelapp have plugins for it that helps you
prototype better experiences.
Now you have concepts to play with.
We can start building and testing.
ITERATIVE DESIGN
Ingredients!
ITERATIVE DESIGN
Atomic design: style guides
ITERATIVE DESIGN
Atomic design: Style tiles
ITERATIVE DESIGN
ITERATIVE DESIGN
Photoshop, what’s that? Sketch!
Marvelapp
ITERATIVE DESIGN
An example
ITERATIVE DESIGN
Our first try, dated back to 2014
ITERATIVE DESIGN
+
4. TEST & REPEAT
DIGITAL DESIGN THINKING.
Usability testing
ITERATIVE DESIGN
Don’t imitate me!
Don’t put it on slide 63 of your process! 

Test something as soon as you can, even from paper
prototypes. Have your Information Architecture tested,
with tree testing, collect early feedback on wireframes, data
and impressions.
Power is nothing without control
As soon as possible: testing testing testing
ITERATIVE DESIGN
Remote user tracking
ITERATIVE DESIGN
Are results as expected
and users happy?
Go on building next features or iterate
on the present release. Or both.
ITERATIVE DESIGN
This process might never end
ITERATIVE DESIGN
Thanks for your attention.
ITERATIVE DESIGN
I’m still Carlo Frinolli
www.carlofrinolli.it • www.nois3.it
@carl0s_
STILL CEO + FOUNDER
Still an Experience Designer, Founder & CEO @ nois3, 

I still work, teach and live in Rome (IT) –
not necessarily in this order, nothing changed during
this talk, I hope :D
ITERATIVE DESIGN

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Waterfalls are great to watch... Iterative Design Thinking

  • 1. + WATERFALLS ARE GREAT
 TO WATCH… DIGITAL DESIGN THINKING.
  • 2. + WAIT, WHO ARE YOU? DIGITAL DESIGN THINKING.
  • 3. Carlo Frinolli www.carlofrinolli.it • www.nois3.it @carl0s_ CEO + FOUNDER Experience Designer, Founder & CEO @ nois3, 
 I work, teach and live in Rome (Italy) – not necessarily in this order. ITERATIVE DESIGN
  • 4. In case you were asking… yep I’m Italian, I can cook :P
  • 5. We were saying… Waterfalls: great to watch.
  • 6. ITERATIVE DESIGN Old but gold So typical though.
  • 7. Double diamonds are clients’ best friends… Let’s try and clean some mess here. ITERATIVE DESIGN
  • 8. ITERATIVE DESIGN The four phases… + 1 … Told ya 1. Discover 2. Explore & Define 3. Prototype 4. Test 5. Repeat
  • 10. First off: “who’s gonna use it?”
  • 11. Think of two customers. “ One of them could be Prince Charles and the other one Ozzy Osbourne. Both were born in 1948, male, raised in Great Britain, married, successful and wealthy. Furthermore, both of them have at least two children, like dogs and love the Alps… THIS IS SERVICE DESIGN THINKING. (VARIOUS AUTHORS) ITERATIVE DESIGN
  • 13. Where do we find them? Aren’t them all on a social network? ITERATIVE DESIGN
  • 14. ITERATIVE DESIGN DIGITAL DESIGN THINKING. + We design responsive websites and digital strategies to connect organizations to their customers. ITERATIVE DESIGN You too might be tweeting… go on with #mobiletea!
  • 15. Lots of people, including you, use social media continuously. They share moments, like contents, produce memories, profile themselves also unconsciously. Okay, someone could be in the grey zone… But that’s another story. Sharing is caring? There are zillions of data voluntarily created, they just wait to be interpreted and used. FOR INSTANCE… HOW MANY OF YOU HAVE TAKEN A LOOK TO GOOGLE MAPS HISTORY? :) ITERATIVE DESIGN
  • 16. Reputation: you can either build it, or suffer from it. — Matteo Flora “ ITERATIVE DESIGN
  • 17. What if we analyse online conversations to get inspired on behavioural patterns and hidden needs that are not really or badly addressed? Using different sources and intersecting different results. Customers & needs discovery Understanding the Zero Moment of Truth ITERATIVE DESIGN
  • 19. Monitoring platform, even powerful ones like Crimson Hexagon or Radian6 are not enough alone. On one hand people have different behaviours on different social networks, on the other because numbers don’t tell the story alone but they are a necessary starting point. Not only auto-magic HINT! Humans needed to analyse data :) ITERATIVE DESIGN
  • 21. CONVERSATIONS REPORT DATA DRIVEN RESULTS & CONCLUSIONS ITERATIVE DESIGN Not only collecting conversations and cleaning up the messAnalysis of the CONVERSATIONS 1 Choose keywords: themes, topics or hashtags to monitorElaboration of a SEARCH HYPOTHESIS 0 Enriching results with human analysts Enhancement of DATA & REVISION 2 User INTERVIEWS 3 Creation of the PERSONAS 4 “CLASSIC” UX PROCESS
  • 22. Ok, Google... I’m confused. Empty search form might make you uncomfortable. And if you’re looking for brand’s name, everything seems perfect. ITERATIVE DESIGN And the answer is 42.
  • 23. Think as a user! Search Intentionally Start from query, not from branded keywords A user is not only a target. 
 S/he’s a person who doesn’t search for an abstract service, or by service name, but for concrete solutions 
 to her/his problem, precise informations. “ How? Where? How come I can’t...? ITERATIVE DESIGN
  • 24. On Social Networks users deals directly with a brand mentioning handles, hashtag, products & services, links... Tells her/his issues, her/his needs, frustrations: her/his user-story. F*** Google, Ask Tweet ME! People look for a dialog, a direct relationship with a brand. ITERATIVE DESIGN
  • 25. Search'em all. Data are everywhere. Nowadays there are search tools on most platforms: go monitor! ITERATIVE DESIGN
  • 26. Create a usable dataset Documenting during the process helps the overall results Keyword, topics Sources analysed and monitored Tools used Timeframe of analysis Anomalies or other events that influence the collected data. (es. viral content, breaking news) ITERATIVE DESIGN
  • 27. Defining insights Analysis and clustering of data is the most important part ITERATIVE DESIGN
  • 29. User interviews & ethnography Narrative interviews & user research ITERATIVE DESIGN Convincing to tell you about satisfying experiences, frustration or even just anecdotes about the need you’re exploring tells you more than a thousand of quantitative research, right Mr. Osbourne?
  • 30. Heisenberg, my friend… Not Bryan Cranston, the other guy. ITERATIVE DESIGN The observer influences the experiment. Don’t pretend to be objective. You are human and people who you’re going to interview are human too.
  • 31. + 2. EXPLORE & DEFINE DIGITAL DESIGN THINKING.
  • 32. UX is not only a love affair with users. It is a threesome. But don't be anxious, you will have toys ehm… tools to play with. Wait, who’s the missing stakeholder? Companies or clients who want you to build something for them ITERATIVE DESIGN
  • 33. Build together with your clients, not for them Co-creating and collaborating is way smarter and effective ITERATIVE DESIGN
  • 34. Digging in companies values is not easy. Companies are pretty used to giving you briefs or suggesting you the solution you should build for them. That’s wrong. Ask them the need. How do we do it? Discovery workshops Get the client around the table with you, and have her/him play ITERATIVE DESIGN
  • 35. How do we dig to get meaningful informations? Playing serious game with all the possible players ITERATIVE DESIGN
  • 36. Gamestorming never heard of it? ITERATIVE DESIGN
  • 37. Cover story Through this game all participants could envision the most incredible success for their project, or product. In a nutshell you’ll discover what idea of success they might have. Let’s envision the most ambitious success ever ITERATIVE DESIGN
  • 38. Pre-mortem Envisioning the reason why we failed is one of the best ways to underline weaknesses and to let them emerge on the surface. You will be then able to avoid them or to address them. Or simply to assess them. If they’re not superstitious ITERATIVE DESIGN
  • 40. Oh boy! I wanna do something, this stuff is so boring… ITERATIVE DESIGN
  • 41. It’s time to explore and brainstorm about our app, or whatever digital product is, thinking of our users and their expected results or needs. It’s time to design for their needs. Design for their stories. But don’t design forever… Now what? We’ve discovered so much about our users and the company… ITERATIVE DESIGN
  • 42. Waterfalls… no way: MVP way to go! ITERATIVE DESIGN
  • 43. Everyone loves stories, even developers. © Kelly Mac Morris ITERATIVE DESIGN
  • 44. ITERATIVE DESIGN As a <user> I want to do <action> in order to <benefit>“
  • 45. Once you clearly understand on an abstract level what are the users’ needs and the company’s values that might match them, designing for people experience can be easier. But also test (on a human level :P) if your implementation works. And prioritise all the stories that deliver most of the solutions. User stories help designers too From great abstraction to small implementation details ITERATIVE DESIGN
  • 47. Have you ever planned to cook some dishes without checking if all the ingredients are in place? Or if your local grocery have them all? Frustrating? This is not going to be developers’ problem. You’re the one that is not gonna eat. Cooking without ingredients HINT! Design Sprints or Co-Design Jams! ITERATIVE DESIGN
  • 48. Designing solutions without your devs is crazy too. Hiding in your cubicle, getting a perfect Photoshop mockup while they’re not involve co-creating it… Well you might be lucky. And after all who uses Photoshop anymore!? Designing with no devs? Just like the dish issue… Let’s establish some rules.. ITERATIVE DESIGN
  • 49. There are so many ways to address a need. You as designer can find some sexy ones, but sometimes the dev team will hate you. So badly. Involve them in a preliminary exploration of concept will save you time, and headaches. It’s time to explore ideas and concepts Broken down into stories and validate them against users’ stories. ITERATIVE DESIGN
  • 50. Information Architecture - Card Sorting ITERATIVE DESIGN
  • 51. Wireframing - exploring ideas together ITERATIVE DESIGN
  • 53. Sketching and implementing the solution ITERATIVE DESIGN
  • 54. Ok great. You have tons of different tools. And this really depends on your workflow. If you’re using Sketch, for example, Invisionapp or Marvelapp have plugins for it that helps you prototype better experiences. Now you have concepts to play with. We can start building and testing. ITERATIVE DESIGN
  • 56. Atomic design: style guides ITERATIVE DESIGN
  • 57. Atomic design: Style tiles ITERATIVE DESIGN
  • 61. Our first try, dated back to 2014 ITERATIVE DESIGN
  • 62. + 4. TEST & REPEAT DIGITAL DESIGN THINKING.
  • 64. Don’t imitate me! Don’t put it on slide 63 of your process! 
 Test something as soon as you can, even from paper prototypes. Have your Information Architecture tested, with tree testing, collect early feedback on wireframes, data and impressions. Power is nothing without control As soon as possible: testing testing testing ITERATIVE DESIGN
  • 66. Are results as expected and users happy? Go on building next features or iterate on the present release. Or both. ITERATIVE DESIGN
  • 67. This process might never end ITERATIVE DESIGN
  • 68. Thanks for your attention. ITERATIVE DESIGN
  • 69. I’m still Carlo Frinolli www.carlofrinolli.it • www.nois3.it @carl0s_ STILL CEO + FOUNDER Still an Experience Designer, Founder & CEO @ nois3, 
 I still work, teach and live in Rome (IT) – not necessarily in this order, nothing changed during this talk, I hope :D ITERATIVE DESIGN