designing with everybody
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Designing with
EverybodyMatthias Langholz
@mattlangholz
ACE! Conference 2015
© 2015 SAP SE. All rights reserved
© 2015 SAP SE. All rights reserved
© 2015 SAP SE. All rights reserved
© 2015 SAP SE. All rights reserved
© 2015 SAP SE. All rights reserved
What is Design?
When is Design successful?
Who should take part in Design? How?
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“Design is a plan for arranging elements in such a way as best to accomplish a
particular purpose.”
Charles Eames
© 2015 SAP SE. All rights reserved
Design is a plan for arranging elements in such a way as best to accomplish a particular purpose
© 2015 SAP SE. All rights reserved
Idea and creation process
Design is a plan for arranging elements in such a way as best to accomplish a particular purpose
© 2015 SAP SE. All rights reserved
Idea and creation process
Design is a plan for arranging elements in such a way as best to accomplish a particular purpose
© 2015 SAP SE. All rights reserved
Idea and creation process
Holistic
Design is a plan for arranging elements in such a way as best to accomplish a particular purpose
© 2015 SAP SE. All rights reserved
Idea and creation process
Holistic
Design is a plan for arranging elements in such a way as best to accomplish a particular purpose
© 2015 SAP SE. All rights reserved
Idea and creation process
Holistic Meaning to people
Design is a plan for arranging elements in such a way as best to accomplish a particular purpose
© 2015 SAP SE. All rights reserved
When is Design successful?
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Viable
Successful Design
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Viable Feasible
Successful Design
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Viable Feasible
Desirable
Successful Design
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Viable Feasible
Design Innovation
Desirable
Successful Design
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© 2015 SAP SE. All rights reserved
Who should take part in Design?
User Customer Developer Designer
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Who should take part in Design?
User Customer Developer Designer
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The User
Matching the users’ needs is the key success factor
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The User
Matching the users’ needs is the key success factor
Users don’t know the solution to their problem
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The User
Matching the users’ needs is the key success factor
Users don’t know the solution to their problem
In order to design a solution you need to build up empathy for the users
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User research.© 2015 SAP SE. All rights reserved
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Interviews
User research
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Interviews
Observe users in their environment
User research
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© 2015 SAP SE. All rights reserved
Interviews
Observe users in their environment
Inspiration comes from unexpected insights
User research
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Validation.© 2015 SAP SE. All rights reserved
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Test your concept drafts with users
Validation
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Test your concept drafts with users
Start to test early, fail and learn
Validation
© 2015 SAP SE. All rights reserved
Test your concept drafts with users
Start to test early, fail and learn
“You are not like SAP.You are actually nice.”
Validation
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Who should take part in Design?
User Customer Developer Designer
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The Customer
They know the business context
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The Customer
They know the business context
You need their approval
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Discovery.© 2015 SAP SE. All rights reserved
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Persona
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User Journey Map
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Ideation.© 2015 SAP SE. All rights reserved
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Prototyping.© 2015 SAP SE. All rights reserved
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Challenges
Patience
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Challenges
Patience
They think they know the problem already
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Challenges
Patience
They think they know the problem already
Politics
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Who should take part in Design?
User DesignerCustomer Developer
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The Developer
They know what is feasible
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The Developer
They know what is feasible
They are anyhow making design decisions
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“A developer needs to be curious
and develop empathy for end users”
Hasso Plattner© 2015 SAP SE. All rights reserved
© 2015 SAP SE. All rights reserved© 2015 SAP SE. All rights reserved
© 2015 SAP SE. All rights reserved
Challenges
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Challenges
Cost
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Challenges
Cost
The mindset
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© 2015 SAP SE. All rights reserved
Who should take part in Design?
User Customer Developer Designer
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The DesignerHas to accept to share his field of responsibility
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The DesignerHas to accept to share his field of responsibility
Assures the focus on the user
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The DesignerHas to accept to share his field of responsibility
Assures the focus on the user
Guides the team through the design process
© 2015 SAP SE. All rights reserved
The DesignerHas to accept to share his field of responsibility
Assures the focus on the user
Guides the team through the design process
Practical design skills
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Everybody is taking part in design - and that’s it?
experience.sap.com/designservices@SAP_designs
matthias.langholz@sap.com@mattlangholz
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