ITP / SED Day 1

— www.nordkapp.fi— @Nordkapp

Strategy & Experience Design

ITP 2011Aalto University School of Economics

Sami NiemeläCreative Director, Nordkapp

[email protected]@samin

01Tuesday, June 7, 2011

mailto:[email protected]

mailto:[email protected]

ABOUT ME/

Hello!

Tuesday, June 7, 2011

— Introductions— About SED— What is Design?— Case Studies

TODAY


/ABOUT ME

1996 TAMK

1998-2002 BA (Interactive Design) at TTVO

1998 IOM

1999-2002 Poko Rekords

97… 98 99 ’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10

2000-02 Alma Media

1997+ Freelance

2003 Luxus2004-05Nine Yards Design

2005-07 Nokia Design FI/UK

Nordkapp

’11 +

2004 - Lecturing Strategy and Experience Design at Aalto University Business School 2010

UX-LxLisbon

2011 Cognitive Cities Berlin

Current workPast work

StudiesTalks / Teaching

2011 PLAYFUL ’11 London


HELLO,WE ARE NORDKAPP.


Sensemaking

We make sense of your business challenges through design by finding the right questions.

Deliverables: Design thinking, system design, personas, strategic frameworks and business design.

OFFERING

Concept Design

We use human centric design to innovate meaningful and viable concepts that people will love to have and use.

Deliverables: Low-to-high fidelity concepts for products, services and platforms

Interface Design

We deliver visual design, interaction design and experience design for interfaces, services, interactive environments and physical objects.

Deliverables: Interfaces, graphics, prototypes and services for mobile, touch, web and urban informatics.


TITLE TEXTOUR TYPICAL DESIGN PROJECT


OUR DESIGN FRAMEWORK

I Analysis & Insight II Concept Design III Detailed Design IV Implementation


HELSINKI

http://www.ixda.org/


AboutSED


In three weeks, you will learn how to design real products and services for real people.

GOALS


RULES + HYGIENE


— Participation is mandatory.

RULES + HYGIENE


— Participation is mandatory. — Being here = passing the course

RULES + HYGIENE


— Participation is mandatory. — Being here = passing the course— ALL group and individual assignments are required to pass.

RULES + HYGIENE



—Start at 9

RULES + HYGIENE



—Start at 9— break at 11

RULES + HYGIENE



—Start at 9— break at 11 — finish 12:30-ish.

RULES + HYGIENE


Monday

Introduction

• You are here

Tuesday

Who are our customers? — Design deliverables— Personas

Thursday

What are we doing?

— Design Principles— Design Drivers

Friday

What’s the story we’re telling?

— Customer journey— Touchpoints— Scenarios

SCHEDULE WK 1


SCHEDULE WK2

Monday

Graphic Design

— Typography— Visual Design 101

Tuesday

Interaction Design

— Information Architecture— UX Flows

Thursday

Design Review + workshop— per project group

Friday

Detailed Design

— content TBA— per project group


SCHEDULE WK3

Monday

Design Review

Tuesday

Studio work:Iteration & Improvement

Thursday

Studio work:Iteration & Improvement

Friday

Final Presentation on Design


The basics; human centric design, design research, making strategy tangible…

WEEK 1


Getting more concrete; design as a craft, fleshing out the details…

WEEK 2


90% hands-on, tackling design challenges and having daily design reviews.

WEEK 3


(Probably) not what you’ve used to.


Modern design as it should be done. Studio work, hands-on iteration, co-creation, reviews, assignments, and so forth.


HOW?


— Think out loud

HOW?


— Think out loud— Post everything on the wall: on computer, it’s invisible

HOW?


— Think out loud— Post everything on the wall: on computer, it’s invisible— Try out things and fail

HOW?


— Think out loud— Post everything on the wall: on computer, it’s invisible— Try out things and fail— Have arguments of things

HOW?


— Think out loud— Post everything on the wall: on computer, it’s invisible— Try out things and fail— Have arguments of things— Challenge yourself and others

HOW?


— Think out loud— Post everything on the wall: on computer, it’s invisible— Try out things and fail— Have arguments of things— Challenge yourself and others— Don’t assume, prove

HOW?


— Think out loud— Post everything on the wall: on computer, it’s invisible— Try out things and fail— Have arguments of things— Challenge yourself and others— Don’t assume, prove— Have fun, enjoy what you do

HOW?


FURTHER READING

http://thisisservicedesignthinking.com

Preview @ issuu.com




http://issuu.com/jakoblies/docs/2212_tisdt_book_preview?viewMode=presentation

http://issuu.com/jakoblies/docs/2212_tisdt_book_preview?viewMode=presentation

How about you? What brought you here?


LECTURE

What is Design?


TITLE TEXTA TYPICAL DESIGN PROJECT


Cognitive Science

image credit http://www.flickr.com/photos/findingfaces/4956018364


http://www.flickr.com/photos/findingfaces/4956018364

http://www.flickr.com/photos/findingfaces/4956018364

Design Research


Apps,Products,Services,etc

shadow cities http://shadowcities.com


http://shadowcities.com

http://shadowcities.com

photo credit or URL here, strtch to leftcellphone coverage project Sha Hwang @ Stamen

Data


A Look Back


1995


1998


1999

screenshots http://www.flickr.com/photos/lanceosborne/


http://www.flickr.com/photos/lanceosborne/


2000

screenshots http://www.flickr.com/photos/lanceosborne/




2000


2002


2004


http://www.leoburnett.ca/FLASH/index.htm




2006


square http://squareup.com


2010


windows phone 7


responsive web design dConstruct 2020 / Clearleft UK


2010 End of Control


http://punchcut.com/perspectives/expanding-universe-toolset-managing-screen-resolutions


http

://pu

nchc

ut.c

om/p

ersp

ectiv

es/e

xpan

ding

-uni

vers

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olse

t-m

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ns




2011


Web = 99% typography


musiikkituottajat ry http://ifpi.fi


typekit http://www.typekit.com


Browseras Canvas

unfold http://www.unfold.no


nike better world http://www.nikebetteworld.com

http://www.nikebetteworld.com




“Post Digital __”


nappula Forum Virium / Helsingin Kaupunki


sitra / low2no project, jätkänsaari, helsinki http://www.low2no.org/


http://www.low2no.org

http://www.low2no.org

2012+


Title Text

spotify radio Jordi Parra, http://zenona.com/


mutewatch http://mutewatch.com


http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html


photo credit or URL here, strtch to left


w

ord

of

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br

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resp

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tim

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compa

tibility

stan

dard

complian

ce

WCAG-2 / section 508

compliance

colorscheme and contrast media use

graphic elements

placement

of elements

naming and

categorization

tone of voice

typography navigation

intuitiveness

structure

appropriate for

purpose

expected

information

no unexpected errors

conformity consistency

verifyability

satis

faction d

ifferen

tiatio

n

un

iquen

ess

content / presentation

separation

na

min

g

m

arke

ting

expected functionality

launch

implem

entation

graphic design

interaction design information architecture

content a

nd funct

iona

lity

use

r req

uire

men

ts

str

ategic foundation

phase

phase

phas

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phas

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production

development

conceptu

al

st

rate

gic

cust

omer

provider

experi

ence

user

VALUE

findability accessability desirability usability

cr

edib

ility

u

sefu

lnes

s


“What about XYZ?”


User Experience


“UX is an acronym for "user experience." It's a term used to describe the overall experience and satisfaction a user has when using a product or system.…[…] …UX is the sum of a series of interactions. ”

http://www.fatdux.com/blog/2009/01/10/a-definition-of-user-experience/

— Eric Reiss / FatDUX




1. user interface design2. a step in the process3. about technology4. just about usability5. just about the user6. expensive7. easy8. the role of one person or department9. a single discipline10. a choice

UX IS NOT

http://mashable.com/2009/01/09/user-experience-design/?cp=2




ServiceDesign


“Service design addresses the functionality and form of services from the perspective of clients. It aims to ensure that service interfaces are useful, usable, and desirable from the client’s point of view and effective, efficient, and distinctive from the supplier’s point of view”

—Birgit Mager, Köln University


http://kipworks.com/upmc_holisticbook.pdf




TOUCHPOINTS





http://www.servicedesigntools.org/repository




Interaction Design


“Interaction Design is the creation of a dialogue between a person and a product, service or system.”

—Jon Kolko in Thoughts on Interaction Design


—Bryan Zmijewski, ZURBhttp://www.zurb.com/article/135/is-will-and-should


http://www.zurb.com/article/135/is-will-and-should

http://www.zurb.com/article/135/is-will-and-should

—David Armano, Logic + Emotionhttp://darmano.typepad.com/logic_emotion/2006/04/interaction_des.html


http://darmano.typepad.com/logic_emotion/2006/04/interaction_des.html

http://darmano.typepad.com/logic_emotion/2006/04/interaction_des.html

Design Thinking


“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

—Tim Brown, IDEO


ideo Keep the Change, 2006


bruce nussbaum

“Design Thinking has given the design profession and society at large all the benefits it has to offer and is beginning to ossify and actually do harm.”

http://www.fastcodesign.com/1663558/beyond-design-thinking

—Bruce Nussbaum @ fastcodesign


Information Architecture, Content Strategy, Design Fiction, Sketching Transmedia, Prototyping, etc etc ad nauseum


CaseStudies


Säästöpankki Oman talouden tuokio

CASE


“The bank wants to stand out as more human, and closer to our customers. We’ve identified an opportunity in our private customer products — please help us to synthesize this and make it happen.”

BRIEF


RESEARCH AND ANALYSIS


PERSONAS


CONCEPT


Vuoden Huiput 2011 Hopeahuippu Palvelumuotoilussa

CONCEPT


— a clear increase in sales—Almost all the competitors have—copied the idea

— Silver in Best of year / Service Design!

RESULTS


SuomiTVTap the TV - TV concept for multitouch tablets

CASE


“What is the Future of TV, and how do is watching TV changing because of multitouch tablets?”

BRIEF


BENCHMARKING


CONTEXTUAL INQUIRY / INTERVIEWS


SYNTHESIS


CO-CREATION, PROTOTYPING


CONCEPT


UI SCENARIOS


INTERFACE VISUAL DESIGN


FINAL GRAPHICS


Q&A time!


The End.See you tomorrow!


ITP / SED Day 1

Education

Transcript of ITP / SED Day 1