Design Thinking Synthesize and combine new ideas to create the design Selected material from The UX Book, Hartson & Pyla S. Ludi/R. Kuehl p. 1
S. Ludi/R. Kuehl p. 2
Contextual Inquiry Raw data from interviews and observation Contextual Analysis (data interpretation) Work Activity Notes Contextual Analysis (data consolidation) Requirements Extraction Work Activity Affinity Diagram (WAAD) Requirements Document Design Informing Models (Work roles, flows, scenarios, task analysis, personas) Design S. Ludi/R. Kuehl p. 3
HCI Design Three design paradigms (patterns of thinking) Engineering design for HCI usability performance achieved through evaluation and iteration Human Information Processing (HIP) cognitive science based design model of human mind as information processor Design-Thinking consider emotional, experiential (phenomenological), social and cultural aspects for the UX S. Ludi/R. Kuehl p. 4
Example Car Design Engineering view features (cruise control), performance (fuel economy), human factors (airbags) HIP view optimal use of human senses (position of instruments, use of no look tactile cues) Design thinking view cool factor, joy of driving, life style considerations, pride of ownership S. Ludi/R. Kuehl p. 5
iphone Android S. Ludi/R. Kuehl p. 6
Design Thinking Creative and innovative UX design concept first Combination of art, craft, science, invention Followed by functional and interactive design Tools: Understanding emotions Persona Ideation Sketching Long term emotional impact Aesthetics and joy of use Social, cultural, and value oriented interaction How technology takes on presence in user s life May be market driven (think Apple) S. Ludi/R. Kuehl p. 7
Design Perspectives Ecological perspective System interaction with external environment How work gets done in context of system infrastructure Interaction perspective User task orientation Emotional perspective S. Ludi/R. Kuehl p. 8
Plutchik's Wheel of Emotions S. Ludi/R. Kuehl p. 9
Persuasive Design Perspective Will users be persuaded to use the system ( conversion )? Do they become emotionally involved? Do they trust the system? Will they make the desired decisions? To buy or donate To subscribe To re-visit, What are the informational/emotional trigger or tipping points that lead to conversion? Based on various psychological behavioral models Herzberg s theory of job satisfiers (e.g., advancement) and dissatisfiers (e.g., pay) Maslow s hierarchy of needs pyramid; physiological.self actualization S. Ludi/R. Kuehl p. 10
Personas - a Pretend User A specific (but imaginary) person in a specific work role; a personification Make design thinking more concrete User roles are too broad can t satisfy everyone Focus and satisfy one person Better understanding of motivations, experience, preferences, Minimize designer bias to design for their own needs S. Ludi/R. Kuehl p. 11
Do not design for the average user A cast of personas represent different clusters of goals and behaviors S. Ludi/R. Kuehl p. 12
Persona Characteristics Represent composite user archetypes Aggregate patterns of behavior gathered from many actual users A cast of personas to represent different behaviors and goals Should engage the empathy of stakeholders and designers toward the target user Using personas in design Pick one as primary and design for that one Adjust design as necessary to accommodate the others John, the Bridge Engineer Sharon, the Digital Arts Photographer S. Ludi/R. Kuehl p. 13
Constructing Personas Establish a persona hypothesis based on work roles Establish a set of relevant observed behavioral variables E.g., computer literacy, annual income Segment use across the behavioral variables Identify significant behavior patterns Clusters of users with similar behavior across multiple behavioral variables Combine one or more patterns into a persona role Synthesize persona description S. Ludi/R. Kuehl p. 14
Map Interview Subjects to Behavioral Variables Map users against each variable range that applies Relative placement is more important than precision Looking for clustering of multiple subjects on each variable axis Let s Go Shopping! Behavioral variable Service-oriented Price-oriented Patterns: User 1 & 4 User 3 User 3 User 2 User 1,4,5 Necessity Only Entertainment S. Ludi/R. Kuehl p. 15 User 1,4 User 2 User 5 User 3. [Cooper and Reimann]
Synthesize Persona Description Brief description, such as "the bargain-hunter" or "the impulse-buyer" Synthesize details from the data Describe use environment, typical workday (or other relevant time period), current solutions and frustrations, relevant relationships, etc. Stick to observed behaviors, avoid too much fiction Select an evocative name for the persona Add some demographic information: age, geographic location, relative income (if appropriate), job title S. Ludi/R. Kuehl p. 16
Example Persona S. Ludi/R. Kuehl p. 17
Ideation Collaborative group process for forming conceptual design ideas; i.e., applied design thinking Idea creation Idea critiquing review and judgment Brainstorming Team activity Stream-of-consciousness Generate as many ideas as possible Don t be critical of or constrain creativity Brainstorming sessions generate a lot of material that must be filtered and organized Categorize, sort, vote S. Ludi/R. Kuehl p. 18
Dissent An alternative to brainstorming Participants encouraged to criticize ideas Criticism surfaces problems that forces new thinking to respond Produces more productive and innovative ideas BLACK BOX THINKING: Why Most People Never Learn From Their Mistakes But Some Do by Matthew Syed S. Ludi/R. Kuehl p. 19
Semantic Networks Represent information the way your brain stores it: Concepts Associations Visually organize your thoughts through a combination of drawing and text Sketch diagrams to replace words and trigger easier memory recall Useful for grouping related items, building menu structures Use for note taking, planning, summarizing, exploring ideas S. Ludi/R. Kuehl p. 20
Examples of Semantic Networks Mind maps Words, ideas, tasks, or other items linked to and arranged around a central key word or idea Used to generate, visualize, structure, and classify ideas See http://www.mindjet.com Fishbone diagrams Cause and effect diagrams Categorize causes contributing to an effect or problem Primary and secondary causes S. Ludi/R. Kuehl p. 21
Mind Map Example S. Ludi/R. Kuehl p. 22
Categories Fishbone Diagram S. Ludi/R. Kuehl p. 23
Sketching Rapid creation of freehand drawings Expressing preliminary design ideas Focusing on concepts rather than details Reinforces design thinking, augments communication Explore and expand design ideas Sketches are not prototypes They are abstract, incomplete, not artistic, disposable, fast, annotated S. Ludi/R. Kuehl p. 24
S. Ludi/R. Kuehl p. 25 http://olliekhakwani.com/workshop-ux-sketching/
Overfitting In computer science, pursuing complex models not supported by detailed data By analogy, in UX design, starting out keep it simple, avoid complexity Don t over design in the beginning, iterate S. Ludi/R. Kuehl p. 26