Strategy & Experience Design Course Overview

01
Strategy & Experience Design

ITP 2011
Aalto University School of Economics

Sami Niemelä
Creative Director, Nordkapp

sami.niemela@gmail.com
@samin
— www.nordkapp.fi
— @Nordkapp

Tuesday, June 7, 2011

ABOUT ME/

Hello!


TODAY

— Introductions
— About SED
— What is Design?
— Case Studies


/ABOUT ME Current work Studies
Past work Talks / Teaching

… 97 98 99 ’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 +

2000-02 2005-07
Alma Media Nokia Design FI/UK

1999-2002 Poko Rekords 2003 Luxus Nordkapp
2004-05
Nine Yards Design
1997+ Freelance

1998-2002 2004 - Lecturing Strategy and
BA (Interactive Design) at TTVO Experience Design at Aalto 2011
1996 TAMK University Business School
2010 Cognitive
UX-Lx Cities Berlin
1998 IOM Lisbon
2011
PLAYFUL ’11
London

HELLO,
WE ARE
NORDKAPP.


OFFERING

Sensemaking Concept Design Interface Design
We make sense of your We use human centric design We deliver visual design,
business challenges through to innovate meaningful and interaction design and
design by finding the right viable concepts that people will experience design for
questions. love to have and use. interfaces, services, interactive
environments and physical
Deliverables: Design thinking, system design, Deliverables: Low-to-high fidelity concepts for
personas, strategic frameworks and business design. products, services and platforms objects.
Deliverables: Interfaces, graphics, prototypes and
services for mobile, touch, web and urban
informatics.


TITLE TEXT DESIGN PROJECT
OUR TYPICAL


OUR DESIGN FRAMEWORK

I Analysis & Insight II Concept Design III Detailed Design IV Implementation


HELSINKI

http://www.ixda.org/


About
SED

GOALS

In three weeks, you will learn
how to design real products
and services for real people.


RULES + HYGIENE


RULES + HYGIENE

— Participation is mandatory.


RULES + HYGIENE

— Being here = passing the course


RULES + HYGIENE

— ALL group and individual assignments are required to pass.


RULES + HYGIENE


—Start at 9


RULES + HYGIENE


—Start at 9
— break at 11


RULES + HYGIENE


—Start at 9
— break at 11
— finish 12:30-ish.


SCHEDULE WK 1

Monday Tuesday Thursday Friday

Introduction Who are our What are we What’s the
customers? doing? story we’re
telling?
• You are here — Design
deliverables
— Design Principles
— Design Drivers — Customer journey
— Personas — Touchpoints
— Scenarios


SCHEDULE WK2


Graphic Interaction Design Detailed
Design Design Review + Design
workshop
— Typography — Information
— Visual Design 101 Architecture — per project group — content TBA
— UX Flows — per project group


SCHEDULE WK3


Design Studio work: Studio work: Final
Review Iteration & Iteration & Presentation
Improvement Improvement on Design


WEEK 1

The basics; human centric design,
design research, making strategy
tangible…


WEEK 2

Getting more concrete; design as a
craft, fleshing out the details…


WEEK 3

90% hands-on, tackling design
challenges and having daily design
reviews.


(Probably) not what
you’ve used to.


Modern design as it should be
done. Studio work, hands-on
iteration, co-creation, reviews,
assignments, and so forth.


HOW?


HOW?

— Think out loud


HOW?

— Think out loud
— Post everything on the wall: on computer, it’s invisible


HOW?

— Think out loud
— Try out things and fail


HOW?

— Think out loud
— Have arguments of things


HOW?

— Think out loud
— Challenge yourself and others


HOW?

— Think out loud
— Don’t assume, prove


HOW?

— Think out loud
— Don’t assume, prove
— Have fun, enjoy what you do


FURTHER READING

http://thisisservicedesignthinking.com

Preview @ issuu.com


How about you? What brought you
here?


LECTURE

What is
Design?

TITLE TEXTDESIGN PROJECT
A TYPICAL


Cognitive
Science

image credit http://www.flickr.com/photos/findingfaces/4956018364


Design
Research


Apps,
Products,
Services,
etc

shadow cities http://shadowcities.com


Data

cellphone coveragecredit or URLHwang @ Stamen
photo project Sha here, strtch to left


A
Look
Back

1999
screenshots http://www.flickr.com/photos/lanceosborne/


2000
screenshots http://www.flickr.com/photos/lanceosborne/


http://www.leoburnett.ca/FLASH/index.htm


square http://squareup.com


windows phone 7


responsive web design dConstruct 2020 / Clearleft UK


End of
2010
Control

http://punchcut.com/perspectives/expanding-universe-toolset-managing-screen-resolutions


Web
= 99%
typography

musiikkituottajat ry http://ifpi.fi


typekit http://www.typekit.com


Browser
as Canvas
unfold http://www.unfold.no


http://www.nikebetteworld.com

nike better world http://www.nikebetteworld.com


“Post Digital __”


nappula Forum Virium / Helsingin Kaupunki


sitra / low2no project, jätkänsaari, helsinki http://www.low2no.org/


Title Text

spotify radio Jordi Parra, http://zenona.com/


mutewatch http://mutewatch.com


http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html


photo credit or URL here, strtch to left


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“What
about XYZ?”

User
Experience

“UX is an acronym for "user experience." It's a term
used to describe the overall experience and
satisfaction a user has when using a product or
system.…[…] …UX is the sum of a series of
interactions. ”

— Eric Reiss / FatDUX
http://www.fatdux.com/blog/2009/01/10/a-deﬁnition-of-user-experience/


UX IS NOT

1. user interface design
2. a step in the process
3. about technology
4. just about usability
5. just about the user
6. expensive
7. easy
8. the role of one person or department
9. a single discipline
10. a choice

http://mashable.com/2009/01/09/user-experience-design/?cp=2


Service
Design

“Service design addresses the functionality
and form of services from the perspective
of clients. It aims to ensure that service
interfaces are useful, usable, and desirable
from the client’s point of view and effective,
efficient, and distinctive from the supplier’s
point of view”
—Birgit Mager, Köln University


http://kipworks.com/upmc_holisticbook.pdf


TOUCHPOINTS

http://kipworks.com/upmc_holisticbook.pdf


http://www.servicedesigntools.org/repository


Interaction
Design

“Interaction Design is the
creation of a dialogue between
a person and a product, service
or system.”

—Jon Kolko in Thoughts on Interaction Design


—Bryan Zmijewski, ZURB
http://www.zurb.com/article/135/is-will-and-should


—David Armano, Logic + Emotion
http://darmano.typepad.com/logic_emotion/2006/04/interaction_des.html


Design
Thinking

“Design thinking is a human-centered
approach to innovation that draws from the
designer's toolkit to integrate the needs of
people, the possibilities of technology, and
the requirements for business success.”
—Tim Brown, IDEO


ideo Keep the Change, 2006


“Design Thinking has given the design
profession and society at large all the benefits
it has to offer and is beginning to ossify and
actually do harm.”

—Bruce Nussbaum @ fastcodesign
http://www.fastcodesign.com/1663558/beyond-design-thinking

bruce nussbaum


Information Architecture, Content
Strategy, Design Fiction, Sketching
Transmedia, Prototyping, etc etc ad
nauseum


Case
Studies

CASE

Säästöpankki
Oman talouden tuokio


BRIEF

“The bank wants to stand out as more
human, and closer to our customers. We’ve
identified an opportunity in our private
customer products — please help us to
synthesize this and make it happen.”


RESEARCH AND ANALYSIS


PERSONAS


CONCEPT


CONCEPT

Vuoden Huiput 2011 Hopeahuippu Palvelumuotoilussa


RESULTS

— a clear increase in sales
—Almost all the competitors have
—copied the idea

— Silver in Best of year / Service Design!


CASE

SuomiTV
Tap the TV - TV concept for
multitouch tablets


BRIEF

“What is the Future of TV, and how do is
watching TV changing because of multitouch
tablets?”


BENCHMARKING


CONTEXTUAL INQUIRY / INTERVIEWS


SYNTHESIS


CO-CREATION, PROTOTYPING


UI SCENARIOS


INTERFACE
VISUAL DESIGN


FINAL GRAPHICS


Q&A time!


The End.
See you tomorrow!


Strategy & Experience Design Course Overview

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