design process: theory and reality
TRANSCRIPT
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Design processTheory and reality
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What is the right design process to develop digital
products in startups?
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Exploring theory
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Design process framework
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
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Applying in reality
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Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
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Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
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Problem interviews: Vinted seller project
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Immersion: TRAFI Jakarta visit
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Behaviour analysis: TRAFI Jakarta case
Transport info Stop info Transport status Directions
1/2 of times
1/5 of times
1/4 of times 1/6.5
of times
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Empathise
Problem interview
Immersion
Behaviour analysis
Other qualitative feedback sources
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Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
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Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
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Idea boards
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Input workshops
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Ideate
Idea board
Input sessions
Informal ideation sessions
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Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
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Main principle
Visual fidelity
Feedback
Concept
Details
Low High
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Clickable prototypes
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Prototype
Low fidelity design
Clickable prototypes
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Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
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Usability studies: Vinted shopping navigation
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AB testing: TRAFI track screen
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Design sprint: Vinted editorial homepage
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Test
Usability studies
AB tests
Design sprint
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Theory vs Reality
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New product vs
Continious development
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Princples for continious development
• Develop design thought process
• Ensure access to qualitative insights
• Ensure access to quantitative insights
• Use your product
• Set user centric goals
• Foster low fidelity design culture
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Thank you!