Patr iz ia Bert in iEuropean D i rec to r o f Research & Ins igh ts

@legov iewspat r i z i a .be r t i n i@w ip ro . com

What can par t i c ipa t i ve des ign do fo r you? And what can you do f o r pa r t i c ipa t i ve des ign?

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UX = Design?

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The design process

• Focus groups• Ethnography• Contextual inquiry• Task Analysis• Questionnaire• Interviews• Desk research

Explore & Understand

• Focus groups• Ethnography• Contextual inquiry• Questionnaire• Interviews

Formalise requirements

• Persona• Scenario• Heuristic analysis• Card sorting

Design

• Usability tests• Cognitive walk

through• Think Aloud• Focus groups• Questionnaire• Interviews• Heuristic analysis• Remote task

Validate

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Where is the user?

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Users are the experts in their own experience

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When was the last time your Client has spoken with their

customers?

© 2015 WIPRO LTD I WIPRODIGITAL.COM I CONFIDENTIAL 7The Man-in-the-Middle approach

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Most innovation fail because it is so hard to get inside the heads of potential customers, to know whether they will really take up what seems a promising product.

Leadbeater, 2008

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It is really hard to design products by focus groups. A lot of times people don’t know what they want until you show it to them. S. Jobs

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What can you do?

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Imagine…What if it were like

this?

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Markets are conversations

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If consumers are required merely to be either a lead tester of a product or an adaptor of a suite of pre-selected choices, it lacks a sense of real creativity.

Ind & Al 2012

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Participative design, or Co-creation is…

…A social, collaborative, and creative process to generate innovation and value, through the dialogue and participation of all actors to construct new win/win opportunities and experiences

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The participative approach

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We've got some ideas for you too: some new tools we need, some better service.

Stuff we'd be willing to pay for. Got a minute?

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Psychologist tend to see creativity as a mental process (but) creativity is as much a cultural and

social as it is a psychological event.M. Csikszentmihalyi

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What can you do?

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Add value to your work and to your clients by engaging the users!Be creative, and let all actors involved to be creative!Dare to change the existing paradigm.Bring more fun into UX!

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What will you get from Participative Design?

Save time (= save money) Stakeholders’ engagement More conversations and better

understanding More points of views Sound win-win requirements and needs Better results lead by broader insights

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