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User-centered design versus Design thinking

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Delivered at UXSofia 2013: http://www.uxsofia.com/. Co-presented with with https://twitter.com/iiivanova.

Design thinking brings together methods from engineering and design with ideas from the arts, tools from the social sciences, and insights from the business world. User-centered design is a process for designing interactive systems that balances the needs of users with the needs of the business.

Design thinking is about inspiration and ideation in a non-conventional environment that leads to innovation. It focuses on:
- Human values (desirability & usability): create something that fits your users’ needs;
- Technology (feasibility): otherwise it is just science fiction;
- Business (viability): we want to earn money with it.

User-centered design is about shaping the product around user abilities, needs, desires, and skills, instead of forcing users to adapt to the product by changing their behavior. It focuses on:
- Explicit understanding of users,
- Involving users in design and development,
- Driving design by user-centered evaluation,
- Iterative process,
- Holistic view of the user experience,
- Multidisciplinary design team.

Can design thinking lead us to a user-centered result? Ina and Jimmy will try to show how design thinking fits into the overall concept of user-centeredness.

Publicada em: Design, Tecnologia, Negócios
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User-centered design versus Design thinking

  1. 1. Design thinkingversusUser-centered design
  2. 2. compare Design Thinking to User-centeredDesignsee whether they differ and how they look alikegive you something practical to take homeour goal today
  3. 3. who’s talking?Dimiter Simov –JimmyusabilityprofessionalUX mentor andtrainerfounder of the 1stBG usabilityconsultancylikes to raiseusabilityawarenessbelieves that IT canbe usableIna IvanovasoftwaredeveloperDesign Thinkingcoachinspiration seekerlikes to find newways to do her jobbetterbelieves that youhave to love whatyou do
  4. 4. WHAT IS UCD?
  5. 5. … designUser-centered… Usage-centered…Activity-centered… Human-centered…Empathic … User-driven …Usage-driven … Task-based …Contextual … Participatory …Cooperative … …
  6. 6. DAGUPDesignApproachGuaranteeingUsableProducts
  7. 7. HOW DO WE KNOW SOMEONE ISFOLLOWING A DAGUP?
  8. 8. sticky notes
  9. 9. whiteboards
  10. 10. sketches
  11. 11. personas
  12. 12. canvases
  13. 13. ux “stuff”
  14. 14. job titles
  15. 15. trendyness
  16. 16. SOME COMMON FEATURES THATACTUALLY MATTERnow seriously
  17. 17. user focusresearch and data collection based on userinterviews and observations, usually contextual
  18. 18. analysisresults-based identification ofproblems, patterns, and processes as well asopportunities
  19. 19. designiterative cycle of prototyping-reviewing-testing
  20. 20. user involvementusers participate as consultants, testers,reviewers, co-designers
  21. 21. trained designerspeople building UIs and interactions trained inhuman factors and human-computer interaction
  22. 22. the essencealternative to feature-driven approaches ofdeveloping products (services, sites, apps…)deliver useful and usable products that fit theintended use and usersshape the product around users, not force usersto adapt to the product
  23. 23. does Design Thinkingbelong to the DAGUPfamily?
  24. 24. TESCO: RE-FRAMING THE SHOPPINGEXPERIENCE
  25. 25. TESCO’s solution
  26. 26. KAISER PERMANENTE: RE-DESIGNTHE HEALTHCARE
  27. 27. healthcare
  28. 28. Kaiser Permanente’s patient room
  29. 29. IDEO: TOOTHBRUSH FOR KIDS
  30. 30. IDEO’s design
  31. 31. THE COMMON SUCCESSFUL PRODUCTS
  32. 32. what is a successful product?BusinessTechnologyPeopleInnovation
  33. 33. “Design thinking is a human-centeredapproach to innovation that draws fromthe designers toolkit to integrate theneeds of people, the possibilities oftechnology, and the requirements forbusiness success.”Tim Brown, president and CEO of IDEO
  34. 34. THE RIGHT COMBINATION
  35. 35. a way of thinking?
  36. 36. T-shaped people
  37. 37. creative space
  38. 38. iterative processUNDERSTANDOBSERVEDEFINEPOINT-OF-VIEWPROTOTYPETESTIDEATE
  39. 39. DESIGN THINKING STEPS
  40. 40. understand
  41. 41. observe
  42. 42. define a point of view
  43. 43. ideate
  44. 44. prototype
  45. 45. test
  46. 46. is DT a DAGUP?user focused research and data collection:contextual interviews and observationsresults-based identification ofproblems, patterns, processes, andopportunitiesiterative design through prototyping-reviewing-testingusers involved asconsultants, testers, reviewers, co-designersdesigners trained in human factors andhuman-computer interaction
  47. 47. WE ARE FAMILYDT is a DAGUPhttp://www.youtube.com/watch?v=TNAQ8LLptUo
  48. 48. our DAGUPTestTestTest
  49. 49. take home1. get out of the office, your users are not there2. once a month watch people use your product3. get a UX mindset4. find your own DAGUPuser focus | results-based analysisiterative design | user involvementtrained designers
  50. 50. YOU ARE WELCOME

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