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UCD14 Talk - Ben Fehnert - User Centered Design-Led Research Moving towards the Heart of Business...
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User centered design research - moving towards the heart of business decision making. UCD - 25th October 2014 Ben Fehnert
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Ben Fehnert - User Centered Design-Led Research Moving towards the Heart of Business Decision Making To date many organisations starting consumer projects invite design input and involve user-centred researchers and designers at some stage – some at the start, some sooner than later and some really late or beyond late. CHALLENGE AND ASK HARD QUESTIONS Ultimately, in utilising UCD, it is important to constantly challenge oneself and others by asking hard questions and continually enhancing and combining UCD knowledge and skills in order to foster innovation. Importantly, while user needs have to be put at the heart of any consumer offering, it is fundamental to first determine what the offering means in business terms. MAKE USE AND MINDFULLY MIX A WIDER RANGE OF METHODS TO ANSWER THESE QUESTIONS We have to be open to pick and mix a range of methods in order to answer these questions. For example, a standard interview method carried out in a lab will miss a lot of subtle multi-faceted socio-psychological factors that significantly affect users’ product/service interaction. Sadly, ethnographic methods, able to eliciting subtle behavioural patterns, are sometimes overlooked as too expensive and time-consuming to deploy. In addition, there are promising practices from more formal approaches such as risk and post-market surveillance that can add great benefit to both users and business agenda when applied to smaller agile projects. A focused and at times tough questioning approach of user and business needs, mindful selection and contextual application of design-led research methods to a cross-section of users and holistic team approach leads to generation of more intuitive approaches and solutions. In this talk, I will challenge some aspects of common practices and show – through the usage of project examples from telecoms and telehealth – how these approaches lead to better understanding of context, long-term use and a greater ability for design-research to drive broader decision making affecting the end user experience.
Transcript of UCD14 Talk - Ben Fehnert - User Centered Design-Led Research Moving towards the Heart of Business...
User centered design research - moving towards the heart of business decision making.
UCD - 25th October 2014Ben Fehnert
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1. Economic2. Heroic3. Ecological4. Religious5. Scientific
Organisational decisions
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1. Independence2. Free will3. Rationality4. Biases
Individuals decisions
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Design Research
DecisionsQuestions
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FinanceManagementDesign research
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Design Research
2014
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Can we do things better?
Can we do things differently?
Can we avoid mistakes?
Can we be more efficient?
No one really.
Designers maybe?
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Education Public ServiceHealthcare Mobile Tech Shared Spaces
1. User expectation 2. Unknowns 2. Formalisation 4. Business
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1. User expectation 2. Unknowns 33. Formalisation 4. Business
Start End
Research Development
Executives officially commit to a project
Designs are transferred to manufacturing
Design Review
Design Verification
Design and Development
Design Input
Design Output
Design Transfer
(Does DI = DO)
Design Validation
Image: FDA diagram interpretation by Eclipse Experience
1. User expectation 2. Unknowns 3. Formalisation 4. Business
+ better use of questions + wider range of methods
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Amazon • Pushing the boundaries of service experience, focusing on the end customer and using questioning to focus the business agenda.
Decisions
Questions
Answers
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Decisions
Questions
Answers
ReD associates: Bringing ethnographic research into decision making and serving clients that you would not typically associate these approaches.
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Decisions
Questions
Answers
Social Design: Looking to answer wide ranging societal needs with mixed methodology design research and challenge constraints in role and scope
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Decisions
Questions
Answers
Government Digital Services • Bringing the citizen into the process, asking challenging questions and bringing research and business pragmatism to bear
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SP+EE • A design-led research project to define the user experience of a Novartis telehealth service for the treatment of COPD
Decisions
Questions
Answers
Image: Eclipse Experience
Ben Fehnert www.eclipse-experience.com Twitter@eclipse_london
A centre for design research
