Design for MeaningTHE FIRST STEP TOWARDS SUSTAINABLE ENGAGEMENT

With love from The @GreatnessStudio@AmsterdamUX #Design4Meaning

ART

HUMANITY

EMOTION

SCIENCE

TECHNOLOGY

INTELLECT

Our superpowers

come from here

HI, I’M BRIAN PAGÁN!

Work: The Greatness Studio, Philips Design

Write: brianpagan.netTweet: @brianpagan

The Greatness StudioWe provide UX Consulting for Teams and Mentoring for Professionals & Graduates.

www.thegreatness.studio

With love from

Design for sustainable

engagement is design for

healthy relationships.

MEANING

RHYTHM

PERSONALITY

ENDURANCE

SUSTAINABLE ENGAGEMENTLADDER OF

@brianpagan – Feb 2017

Any healthy relationship has four attributes.

Engaging products have them, too.

MEANING

RHYTHM

PERSONALITY

ENDURANCE

Enablers help us climb up each step.

SUSTAINABLE ENGAGEMENTLADDER OF

Path

os

Prin

ciple

s

Pro

totyp

es

Pro

cess

@brianpagan – Feb 2017

Climbing these steps makes a product or service more interesting, engaging, and effective over time.

MEANING

If our product isn’t

meaningfulfor people, no amount of "great

design" will make it successful.RHYTHM

PERSONALITY

ENDURANCE

Meaning

PathosWhat pains do people need to relieve?

What delights are people hunting for?

What’s holding people back?

What puts us in a position to help?

Process“Traditional” Design research

Lean startup

Immersion & Simulation

Character & Story Mapping

PrototypesExperience Flows

Concierge MVP

Role-playing Sessions

Scenario Videos

PrinciplesRespect people’s privacy and consent.

Consider the impact on research participants.

Stay critical at each stage: is this meaningful?

Consider any unintended consequences of success.

What value do we bring to the relationship?

With love from The @GreatnessStudio

PRINCIPLES GUIDE OUR DECISION MAKING

Respect people’s privacy and

consent.

Consider your impact on research

participants.

Stay critical at each stage: is this still meaningful?

Consider any unintended

consequences of success.

Here is today’s quest:

Warm up

Turn a persona into a Character.

Build a Story for your character.

Design a Validation Experiment.

Break out into teams.

Give team presentations (five minutes).

Craft a Prototype.

How do you feel right now?

Any questions?

Ok, let’s stand up! 5 minutes

www.thegreatness.studio

Characters give richer insights than personas.

But real Meaning lies in what people

feel and dream.

Personas are usually based on what people

say and do.

Design Empathy helps us feel with people.

“[The practitioner] makes a connection on an emotional level with the user by recalling his own feelings and resonating with the user’s experience.”

- Dr. Froukje Sleeswijk Visser

1. Discovery

2. Immersion

3. Connection

4. Detachment

Let’s feel with Jane

Thisexamplepersonaisfromwww.flightmedia.co

losing membersFears

Jane

What pains does Jane need to

relieve?

What delights is Jane hunting for?

What’s holding Jane back?

What puts us in a position to help?

These Pathos questions represent different perspectives on Meaning.

losing membersFears JaneWhat pains does Jane

need to relieve?

The 5 Why's Technique Why?

Why?

Why?

Why?

Why?

is one way we combine research with empathy to understand people's feelings and dreams.

losing membersFears JaneWhat pains does Jane

need to relieve?

Why?

Why?

Why?

Why?

Why? Her gym might close

She won’t earn money

She can’t support her kids

They’ll take her kids away

She failed as a mother (she feels)

losing membersFears JaneWhat pains does Jane

need to relieve?

Why?She failed as a mother (she feels)

So when Jane's actions and words are here,…

…her emotions are here

losing membersFears

Jane

What pains does Jane need to

relieve?

What delights is Jane hunting for?

What’s holding Jane back?

What puts us in a position to help?

We can apply that exercise to all of these perspectives.

Create a Character for Jane

ThisCharacterMapisfromwww.theodoravoutsa.com

What pains does Jane

need to relieve?

What delights is Jane hunting

for?

What’s holding Jane back?

What puts us in a position to

help?

10 minutes

But Jane’s character can’t act without a story.

So here’s the classic “Product as the Hero” story.

TheProduct-as-HeroStoryboardisbyChristinaWodtke atwww.eleganthack.com

Let’s write a story where we help Jane become the hero!

15 minutes

The Lean Startup methodology is one way to see if we're really giving people what they need.

(Eric Ries literally wrote the book on this.)Build

MeasureLearn

Test your LOFA’s!

PhotobyBetsyWeber

LOFA – Leap of faith assumption

If this isn’t true, your product cannot succeed.

An assumption is a hypothesis

waiting to be tested!

VideostillfromStrategyzer

VideostillfromStrategyzer

Design an experiment to test your hypothesis.

15 minutes

Let’s build something!

Experience Flow Landing Page

Role-playing Sessions Scenario Videos

Now comes the fun part…

Choose one to build in 30 minutes as a team.

Let’s build something!

Experience Flow Landing Page

Role-playing Sessions Scenario Videos

Now comes the fun part…

Try squarespace.com

Try goanimate.com

30 minutes

Meaning

PathosWhat pains do people need to relieve?

What delights are people hunting for?

What’s holding people back?

What puts us in a position to help?

Process“Traditional” Design research

Lean startup

Immersion & Simulation

Character & Story Mapping

PrototypesExperience Flows

Concierge MVP

Role-playing Sessions

Scenario Videos

PrinciplesRespect people’s privacy and consent.

Consider the impact on research participants.

Stay critical at each stage: is this meaningful?

Consider any unintended consequences of success.

What value do we bring to the relationship?

With love from The @GreatnessStudio

Don’t forget to hit up our next workshop!

Design for Personality

19 April

Thank you!Sign up to get notified when the book and online course come out.

d3e.co/meaning

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