Developing Human Centered UX Strategy
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Transcript of Developing Human Centered UX Strategy
Developinghuman-centeredUXstrategyUXSouthAfrica,Johannesburg2016
Source:benny-brainfunkys.blogspot.com
Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
Part1.Featuresaren’texperiences(orstrategy)
Tome,it’slikeareturntothe1990’swhenallourconversationswereabouthowtobuildstuff.
Andwe’dbeenmakingsuchprogresswithaskingwhy,andforwhom…
Makingfeaturesworkisausabilitything.
Making features work is a usability thing
Buteventhen,howfardowetakethis?
JOINING INFORMATIONSEEKING
CONTENT SEEKING
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MONITORING TRANSACTING NETWORKING ADVOCATING
PRODUCT ADDING
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RELATIONSHIP MANAGEMENT
COMMS MANAGEMENT
ACCOUNT MANAGEMENT LEAVING
Organisingfeaturescanbepowerfulandeffective.
CONSUMER UPTAKE THROUGH THE LIFECYCLE
POWER USER & ADVOCATE
EXPLORATION&EXTENDED
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TRIAL & REPEAT
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1.
2.
3.
3. & 4.
1.Firsttimeuser2.Trialandrepeatuse3.Exploration&extendeduse4.Poweruser&advocate
Thisisallgood.Wearemovingbeyondfeaturestoexperience.
We’restartingtolookat:
• thespacesbetweenfeatures• andthekindsofconnectionsthatexistbetweenfeatures• andthesystemsinwhichtheyoperate(thoseinternaland
externaltotheserviceprovider)
Buthowdowestarttounpackwhatexperienceis?
The human condition
The irrational (Alan Greenspan)
Emotion (Hassenzahl)
Agoodplacetostart?
Becomeverysensitivetoyourrelationshiptothings.
Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
DAY-TO-DAY FRIENDS
WEEKEND FRIENDS
TWICE-A-YEAR FRIENDS
BIANNUAL FRIENDS
Source:https://za.pinterest.com/pin/340584790548475120/
Source:https://za.pinterest.com/pin/340584790548475120;www.fintellix.com;blogs.forrester.com
Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
IDEO’s model for human-centered design
Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
ExperienceDesign,amongstotherissues,isconcernedwiththedesignofgoal-directedaction.
UnlikeUsabilityDesign,whichsharesthisconcernbutaimstosupportpeople’suseoftechnology,ExperienceDesignfocusesonthedegreeandcharacteroftheemotionalengagementthatusersfeelduringtheirjourneytowardstheirgoals.
Youcan’tdesignexperiences!!!
Youcan’tdesignexperiences!!!Experiencesarejust...had.
Well,yesandno.Althoughexperiencesaresubjectivetheycanstillbecurated.
Marc Hassenzahl’s Hierarchical Model of Goals (WWH Model)
Feelinglikeyouarethecauseofyourownactionsratherthanfeelingthatexternalforcesorpressurearethecauseofyouraction
Feelingthatyouareverycapableandeffectiveinyouractionsratherthanfeelingincompetentorineffective
Feelingthatyouhaveregularintimatecontactwithpeoplewhocareaboutyouratherthanfeelinglonelyanduncaredfor
Feelingthatyouaredevelopingyourbestpotentialsandmakinglifemeaningfulratherthanfeelingstagnantandthatlifedoesnothavemuchmeaning
Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
Strategyis‘…ahighlevelplantoachieveoneormoregoalsunderconditionsofuncertainty’
Theseconditionsofuncertaintycanrangefrom,bywayofexample,contextualfactorssuchastechnology,society,environment,politics,economicsandculture,tomarketfactors(suchasthecompetitorlandscape),totheinternaldynamicsoforganizations,etc.
Afurthercharacteristicofstrategyisthatitoperatesoveralong-termandthussustainabilityisakeyfactorintheassessmentofstrategyforitseffectivenessinexecution.
Itcouldthereforbearguedthattheskillinstrategydevelopmentisthecreationofaplanthatissustainableunderconditionsofuncertainty.
RichardRumeltprovideswhathereferstoasthe‘kernel’ofstrategy,ageneric‘underlyingstructure’toanygoodstrategy.Thekernelisdescribedasfollows:
1. Adiagnosisthatdefinesorexplainsthenatureofthechallenge;
2. Aguidingpolicyfordealingwiththechallenge;and
3. Coherentactionsdesignedtocarryouttheguidingpolicy.
Strategydevelopment,intheabsenceofahuman-centricapproach,doesnothoweveralwaysplacethesameemphasisontheuserorcustomerasHCD.
Where,forexample,businessstrategy’sobjectiveisthesustainabilityofthebusiness,human-centereddesignstrategy’sobjectiveliesinimprovingthehumancondition.
Thetwoarenothowevermutuallyexclusive.
Infact,itisthemergingoftheseconcernsthathasresultedindesign’scontemporarypositioningasatoolfororganizationalandbusinessdevelopment.
Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
Value-in-useandtheco-creationofvalue(conceptsfromtheServiceDominantLogicofMarketing)
1. Theconceptualizationofvalue-in-userequiresadeepunderstandingoftheuser/customer,theircontextofuseandthebroaderfactorsatplayinthelivesofpeople(suchassociety,politics,themarketplace,economics,culture,etc.)
2. Byvirtueoftheco-creationofvaluethecustomerandbusinessarealwaysinsomekindofrelationshipand
3. Itisadesignactivitytoensurethatthenaildeliversonthepromiseofthebusinesstoanswertheneedofbeautifyingmyhome.
Implicitinthepointsjustmadeistheideathatrelationshipmodels,whenappropriatelyapplied,canassistinconceptualizingandcommunicatingthestrategicpivotbetweenunderstandingwhatusersandcustomersneed(incontext)anddesigningthesolution.
Relationshipmodelsembodytheguidingpolicyandorientatethecoherentactionsrequiredfromstrategyinahuman-centeredmanner.
Relationshipmodelsensurethatpsychologicalmotivationsbecomethedesignsolutions’reasonforbeingandtheyorientateexperienceasstrategy.
Thankyou.
www.firma-design.com@firma_JHB
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