user-centred design in social business
DESCRIPTION
User-centred design (UCD) is an approach for designing a system or set of systems that puts the capabilities and needs of users at the centre of the process. In this presentation we cover the benefits of applying UCD to the design of internal business or collaboration systems, how it can be used in practice within a social business project and leave you with three practical ideas for things you can start doing in your work to take advantage of it.TRANSCRIPT
Social Business Fundamentals 3User-Centred Design in Social Business
@Folletto
#sbf3
PsychologyTechnology
Design
HYBRID PROFESSIONAL
WHAT DOESUSER-CENTERED DESIGNMEAN?
Nielsen J.Discount Usability for the Web
Bad intranet design will cost $50-100 billion per year in lost employee productivity in 2001.
7
6 STEPS, ITERATING
Understand & specify the
context of use
Specify the user &
organizational requirements
Produce design
solutions
Evaluate design against
requirements
Identify need of user centered design
System meets specified functional, user & organizational requirements
USER CENTERED DESIGN: ISO 13407 (1999)
8
ITERATIVE & USER CENTEREDDESIGN & DEVELOPMENT PROCESS
Vision & Strategy
Information Architecture
UX & Interaction Design
Visual Design
Research & Workshops
System Architecture
System Integration
Launch & Adoption
Back/Front Development
Community Management
Strategic Data Systems Special Report: Design Business Impacts and ROI
UX investments made in the concept phase reduce product development cycles by 33-50%.
IBMCost Justifying Ease of Use: Complex Solutions are Problems
Those who skip ease of use in the design phase can end up spending 80% of their service costs on unforeseen user requirements down the road.
11
12
What is beautiful is usableTractinsky, Katz, Ikar (2000)
13
Useful is not enough.Functional is not enough.
Working is not enough.Usable is not enough.
14
Human.
15
Person Professional&
16
RESEARCH & DESIGNPHASE
DEVELOPMENTPHASE
DEPLOYMENTPHASE
Design alternatives
Cost of change
From Bias & Mayhew (1994), thanks to Serena Facchinetti
17
DevelopmentDesign
ResearchStrategy
CONTINUOUS AGILEOur phases aren’t strict, but blend and overlap naturally one in the other with a cross-disciplinary project team and iteratively improving the final result.
TOOL 1WHY
Attributed to Henry Ford
If I’d asked peoplewhat they wanted,they’d have askedfor a faster horse.
20
Why?
21
Why do you need a faster
horse?
22
Back to theNEEDS
23
24
Extrinsic vs Intrinsic Motivations
25
Extrinsic Intrinsic‣ Money reward‣ Prizes‣ Boosts repetitive tasks
‣ Peer appreciation‣ Passion‣ Boosts creativity
26Thanks to Serena Facchinetti
TOOL 2SHOW
@solarflare
Resistanceto Change
28
Which problems?
This is the solution to your problems.
29
Resistance to change Accept to changeMake the issue explicit
1 2 3
30
This is whybottom-up works.
31
32
Give a new thing, herald it as “mission critical”+ Don’t give time to use it
= Contradictory signal
33
It doesn’t matter if it’s useful, if it’s not accepted.
TOOL 3FEEDBACK
35
Feedback loop
36
SMALL INCREMENTAL STEPS
37
Playful design(Gamification)
Bruno Munari
To complicate is easy, to simplify is hard.To complicate, just add, everyone is able to complicate.Few are able to simplify.
39
Davide Casali HEAD OF DESIGN
40
Thank you.