Designing User Experiences presentation by Rose Figliano, Founder of RXF Lab and mentor at Yodlee Interactive Incubator. Learn more about our incubator mentors and experts at: http://interactive.yodlee.com/programs/yi-incubator/mentors-experts

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DESIGNING
THINKING!
Rose%Figliano,%Mentor%
February%2015%
Next%by%Yodlee%Interac=ve%%
Bootcamp%for%Financial%Technology%Startups%

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Why should you care about
designthinking for start-ups?!

3. Pre-emptive problem
solving approach!
HumanGcentered%approach%towards%solving%problems%and%unmasking%opportuni=es%that%
is%driven%by%crea=vity,%customer%empathy%and%itera=ve%learning.%
%
LOGIC%IMAGINATION%
INTUITION%
SYSTEMATIC%
REASONING%
SOLUTION%
FOCUSED%
ACTION%
ORIENTED%

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So you think your not
creative?!
“Creativity depends on what you believe you can do with the talents
and skills you already have.” Creative Confidence – Tom Kelly!

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DESIGN PROCESS!
Define%Empathize% Solve% Implement%
IDEA%
(Concept)%
Solu=on%
Scope% Hypothesize% Prototype%

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EMPATHIZE
Research and Analyze

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FRAMING QUESTIONS
Put guardrails around your research objective
Form a hypothize of what you think and feel about problem
Choose the appropriate methods
Have some open ended questions
Avoid ambiguous questions
Specific and actionable

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Bad Questions
What do people think about
gifts?
Good Questions
How do single adults decide
what gifts to buy?

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ETHNOGRAPHIC RESEARCH

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SYNTHESIZE YOUR FINDINGS
Articulate a few “needs” and few “insights”
Need are verbs
Insights are discoveries

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JOURNEY MAPPING

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USING THE RIGHT RESEARCH METHOD
Field Studies
Diary Studies
Surveys
Data mining
Analytics
Card sorting
Field Studies
Participatory Design
Paper Prototype
Usability Studies
Desirability Studies
Customer Emails
Usability Benchmarking
Online Assessments
Surveys
A/B Testing
Exploring/Inspire% Execute% Assess%

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DEFINE
Define%and%Scope%your%Understanding%

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PROBLEM SPACE
Group of friends decided to travel to
Bali
Need to book accomodations
Don’t know everyone’s preferences
Not sure what to see in Bali
Need to plan quickly
Feeling panicky
Photo%Source:%hZp://www.ciee.org/wat/%

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How%to%create%a%Customer%Journey%Map%

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SOLVE
Hypothesis%and%Experiments%

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DIVERGENT%BRAINSTORMING%
Source:%J%Knapp%GV%

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MIND%MAPPING%

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CRAZY%EIGHTS%
Source:%%GV%%

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STORYBOARDS%
Source:%%%fabiangarzon.com%%%%

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Idea=on%Methods/Design%Thinking%
Google%Ventures%Design%Sprints%

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Okay%So%Now%Roll%Up%
Your%Sleeves!%

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INTERACTION AND
VISUAL DESIGN

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goals%

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FUNDAMENTALS%

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TYPOGRAPHY%
Formality%%%%Character%%%Legibility/Contrast%
Appropriateness%
%
Flexibility%
%
Completeness%Alignment%

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IMPLEMENT
Build%and%Validate%

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PRODUCT%DESIGN%SPRINTS%
Collaborative
Nimble
Focused
Cohesive

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PROTOTYPING%

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