The second day of lectures from Aalto University School of Economics’ ITP summer programme’s Strategy and Experience. https://itp.hse.fi/ Contents: Empathic design, personas, design research and methods.

1. 02
Strategy & Experience Design
ITP 2011
Aalto University School of Economics
Sami Niemelä
Creative Director, Nordkapp
sami.niemela@gmail.com
@samin
Tuesday, June 7, 2011

2. Tuesday, June 7, 2011

3. The
Larger
Context(s)
graph Ville Tikka / wevolve.us
Tuesday, June 7, 2011

4. The Challenge: Peoples' behavior and their
values changes slower than technology
Tuesday, June 7, 2011

5. Being
Human
Centric?
Tuesday, June 7, 2011

6. Empathy
http://www.openideo.com/open/maternal-health/inspiration/empathy-belly-/
Tuesday, June 7, 2011

7. “What it’s like?”
Tuesday, June 7, 2011

8. HCD: GOALS
1 — Understanding of people’s needs
2— Empathy towards people’s daily lives
3— Integrate the insights to design work.
Tuesday, June 7, 2011

9. HCD: METHODOLOGIES
Qualitative Research
Tuesday, June 7, 2011

10. analysis & insight
qualitative interviews
Group 1 Group 2 Group 2
Group 3 Group 3 Group 1
Group 2 Group 1 Group 3
Tuesday, June 7, 2011

11. analysis & insight
observation
c) Creative Commons:http://www flickr.com/photos/freakapotimus/517212429/
Tuesday, June 7, 2011

12. HCD: METHODOLOGIES
Design Synthesis
Tuesday, June 7, 2011

13. analysis & insight
workshopping
Tuesday, June 7, 2011

14. analysis & insight
service opportunities
potential!
potential!
Tuesday, June 7, 2011

15. analysis & insight
roadmap
Service A 1.0
Integrated with
Loose integration with components of B
Mobile web Service 2.0
- fully integrated service
- platform wide functions
- dedicated clients
Service B 1.0 Service B 1.5
Current version Integrated with components of A
Simple channels
Unlimited space
Tuesday, June 7, 2011

16. analysis & insight
design drivers
Tuesday, June 7, 2011

17. HCD: RESULTS
Products and services that are
meaningful, answer to concrete
needs and discover new business
potential.
Tuesday, June 7, 2011

18. HCD: RESULTS
Insights, ideas, innovation, validated
scenarios and use cases, process
visualisations, personas, principles,
roadmaps…
Tuesday, June 7, 2011

19. concept design
sketching
Tuesday, June 7, 2011

20. analysis & insight
personas
(c) Creative Commons: http://www.flickr.com/photos/balladist/3020664097/
c) Creative Commons: http://www.flickr.com/photos/lululemonathletica/3483807909/
c) Creative Commons:http://www flickr.com/photos/freakapotimus/517212429/
Tuesday, June 7, 2011

21. Loophole from
the device through
concept design filters, apps &
information architecture
aggregations
“Launchpad” (Home screen)
Same for all personas, simple & effective place to collect
individual applications/modules.
All extra information uch as notifications are overlayed
on top of the ui.
+ People
Amplified mapping
+ Places Device looks & overlays information
on top of maps and real surroundings from camera
+ Talk
Timeline
Vertical & horizontal timeline for different “views”, such as time, people,
communications, location....
TIME ›
Tuesday, June 7, 2011

22. concept design
ui flows
Tuesday, June 7, 2011

23. concept design
frameworks
Maailma
Kaikki muut, avoin jako.
maailma
Kontaktit
Kaikki omat kontaktit. Kaverin kaverit mutta ei kaverin kaverin kaveri?
kontaktit
Ystävät
Isompi ryhmä ihmisiä, voi olla esimerkiksi kontaktiryhmä “luokkakaverit”
Perhe
ystävät
Sisältö jaettu rajatulle ryhmälle. Jokainen jäsen pitää hyväksyä erikseen.
Minä
Minä = absoluuttinen turva. Oletus kaikelle sisällölle jollei käyttäjä
perhe
nimenomaan toisin määrää.
minä
Tuesday, June 7, 2011

24. concept design
frameworks
Agile / Design
Suunnittelu- ja kehitysmalli
Strategia
Planning
Sprint Planning
Features
UX
DESIGN MODE: Looking in / out Synthesis
Workshop Workshop Stories
Haasteet Rajoitteet
Tavoitteet Suunta
Mahdollisuudet
Development
Konsepti Lyhyet tarinat Täsmälliset tarinat
Sprint Sprint Sprint
Tuesday, June 7, 2011

25. Asking
the right
questions.
Tuesday, June 7, 2011

26. WHO, WHAT, HOW AND WHY?
“Instead of designing a bridge,
find a way to cross a body of water”
Tuesday, June 7, 2011

27. WHO, WHAT, HOW AND WHY?
The world is full of good
answers—it’s your job to ask
the right questions.
Tuesday, June 7, 2011

28. Users
Tuesday, June 7, 2011

29. USERS
1. You are not your user.
2. Users are not your clients.
Tuesday, June 7, 2011

30. USERS
Who the user is, depends on the
context you operate in.
Tuesday, June 7, 2011

31. Personas
Tuesday, June 7, 2011

32. WHAT?
a persona = an archetype
of a user/client, representing a
larger group.
Tuesday, June 7, 2011

33. WHY?
— Gives context
— Removes designing for self
— Gives focus
— Act as a reminder
— Frees to ideate
Tuesday, June 7, 2011

34. Extending
Personas
Tuesday, June 7, 2011

35. First, the Persona level:
Motivations, Expectations,
Perception, Abilities, Flow
and Culture?
Tuesday, June 7, 2011

36. TOURIST / VISITOR
Aiko Ono, 40.
“I love the things I find here”
Aiko is a Japanese tourist who fell in love with Finland after
seeing the film Lokki five years ago. She visited Helsinki for
the first time right after the film, and has been back every
year ever since.
Key Moments: planning in advance online, marking spots to futher inspection,
logging in w/ PIN, looking places from US, printing an RFID map.
Tuesday, June 7, 2011

37. TOURIST / VISITOR
UX DRIVERS
Sense of familiarity, same experience carrying on through di erent screens
UI METAPHORS
The city is an adventure, show me what I could fall in love with!
MOTIVATIONS
Exploration, remembering, serendipity
EXPECTATIONS
Things work and give me means to experience more
PERCEPTIONS
“I feel almost semi-local”,
ABILITIES
Tech-savvy but prefers to use a paper map when on the move, familiar with
travel guides, good navigation intuition.
FLOW
Search and refine,, wonder around, find things through getting lost.
CULTURE
Interested and aware, open to new experiences, impatient-no time to waste!
Tuesday, June 7, 2011

38. Motivations;
what drives her/him?
e.g. ”I just want to be fit and look good in the mirror”
Tuesday, June 7, 2011

39. Expectations;
what’s in it for her, subconsciously,
consciously and socially
e.g. “I expect things just work, I have
no time to fix broken s*it”
Tuesday, June 7, 2011

40. Perception;
how does she perceive the situation
and context
e.g. “every day is an adventure for me”
Tuesday, June 7, 2011

41. Abilities;
what is she capable of, and
what are her hopes and fears?
e.g. she learned to knit when she was 8
Tuesday, June 7, 2011

42. Flow;
how does the moment flow to her?
e.g. careful steps vs “just doing it”
Tuesday, June 7, 2011

43. Culture;
what is her next bigger context?
e.g. “I am doing this because I’m a perfectionist”
Tuesday, June 7, 2011

44. First, the Persona level:
Motivations, Expectations,
Perception, Abilities, Flow
and Culture?
Tuesday, June 7, 2011

45. Rules
Tuesday, June 7, 2011

46. 1. Defer judgment
2. Encourage wild ideas
3. Build on the ideas of others
4. Stay focused on the topic
5. One conversation at a time
6. Be visual
7. Go for quantity
Tuesday, June 7, 2011

47. Motivations, Expectations,
Perception, Abilities, Flow
and Culture
90
MINUTES
Tuesday, June 7, 2011

48. Grouping: find commonalities and
patterns and group them. Duplicate
notes if needed.
Tuesday, June 7, 2011

49. Patterns are commonalities and
terms that overlap
e.g. “ease of use”
Tuesday, June 7, 2011

50. Groups can be things like
“product ideas” “challenges” and so
,
forth.
Tuesday, June 7, 2011

51. Grouping: find commonalities and
patterns and group them. Duplicate
notes if needed.
45
MINUTES
Tuesday, June 7, 2011

52. Write up your extended personas
into a visual form on A4 each.
THU
WHERE?
sami.niemela@gmail.com
w/ title “GROUPNAME Persona ”
HOMEWORK print out a copy for thursday, hang it on the wall.
Tuesday, June 7, 2011

53. Q&A time!
Tuesday, June 7, 2011

54. The End.
See you on Thursday!
Tuesday, June 7, 2011