Principles, Strategies, Tools for Design Thinking

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Whatwillyoulearn
Invest in building a great UX & measure its effectiveness
Principles, Strategies, Tools
• How to articulate the business value of investing in
building a great UX
• How to invest in an optimal rapid prototyping
strategy to build a minimal viable product (MVP)
• How to measure the effectiveness of UX
Ramesh Chandak

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HowtocontactRameshChandak(RC)
Become awesome in technology and design thinking
Blog – https://www.digitalgarage1.com
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rapid-prototyping-user-experience/

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1-Whatdoyoustandtoloseintheabsenceofgooddesign
2-Howdoyoudesignsomethingreallywell
3-Howdoyousolvethemostpressingproblemsforyourcustomers
4-Howdoesusercentereddesignprocesswork
5-Howtoimproveusabilitybyleveragingdesignbestpractices
6-Howrapidprototypinghelpssavetime,cost,effort
Table of Contents

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Whatdoyoustandtoloseintheabsenceofgooddesign

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Whatdoyoustandtoloseintheabsenceofgooddesign?
Bad design is more expensive
When designed badly, the products are unusable,
leading to great frustration and irritation
When designed well, the results are brilliant, pleasurable
products
Good design can deliver massive return on investment
(ROI)
Industrial design was the leverage of Steve Jobs’
strategy to turn Apple around in 1997
After the launch of iMac, Apple’s share price rose from
<$5 in 1997 to $12+ in 1998 to $35+ in 2000, a 600+% jump
in ~3 years

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Design-ledcompaniesoutperformedtheS&Pbyover228%forthreestraightyears
(2011-2013)
Bad design baffles, confuses, distracts, dissuades, frustrates
Many companies try to cut cost by finding ‘cheap’ way
to present information
First impression is the last impression
If that first impression isn’t favorable in the first 5
seconds, that potential sales is gone, and that prospect
moves on to your competitor
Companies focusing their time, energy, dollars on good
design reap major rewards

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BadDesignExample1
Bad design compromises safety
This is a local train station in a city in India
It’s so difficult for children, ladies, elderly to get on and
off from the train
Reduce the gap between platform and train

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BadDesignExample2
Bad design confuses
Sometimes, human beings make such obvious errors
that casual observers cannot believe they didn’t notice
the design flaws from the get-go

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BadDesignExample3
Bad design distracts
These dizzying steps may trip someone up at some point
Probably not a good design for insurance purpose

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GoodDesignExample1
Good design is invisible
An important aspect when going to a place, is to know
the time remaining to reach that destination
The app calculates the time remaining and based on the
mode of transport selected and traffic situation, it
predicts the Estimated Time of Arrival (ETA)
Make it simple
Make it inviting to look at

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GoodDesignExample2
Good design is simple
Too much of text gets boring
The graphical presentation of infographics is one of the
most sought after designs today
Make it simple
Make it fun to read

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HowdesignenabledApple’sturnaroundstoryin1997
A 600+% jump in share price in ~3 years
Aesthetics is leverage
The aesthetic-usability effect refers to users’ tendency to
perceive attractive products as more usable
People tend to believe that things that look better will work
better
Apple’s massive success in 1997 – a 600+% jump in share price in
~3 years - is an excellent example of the competitive advantage
of paying attention to aesthetics
The design that led to success was in styling and bordering the
iMac
All changes were to the external appearance on the front side
of the glass than internal look, feel or behavior
Apple did not redefine computing, it simply redefined how the
computer looked like

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IttookfourgenerationsofiPodbeforeittipped
The much larger ecosystem around iPod was key to its success
iPod was not the first product in its space
iPod was noticed because of its great design and high
usability
It took four generations of iPod before it tipped
The much larger ecosystem around iPod was key to its
success
Steve Jobs turned the Gillette model on its head

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Whathasmostvalue
Shift the question from ‘What can design do for me’ to ‘What do I stand to lose in the absence of good design’
• Customer resentment and complaints quantify bad
design
• Good design drives long-term user engagement often
resulting in sales and revenue
• Play the long game
• How do you drive innovation at your organization
• How do you evaluate bad versus good design

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Howdoyoudesignsomethingreallywell

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Todesignsomethingwell,youmustreallygrokaboutit–SteveJobs
Make technology easy to use
• Design is a funny word
• Some people think design means how it looks
• But, of course, if you dig deeper, it's how it works
• To design something well, you have to 'get it’
• You must really grok [understand] what it's all about

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UXdesignisUserExperiencedesign
The later in the process that a mistake is detected, the more expensive it is to fix
It’s all the ‘behind the scenes’ work that goes into
creating an app, site, software, service including -
• User research
• Design research
• Information architecture
• Industrial design
• Interaction design
• Experience design
• UI design
• Content strategy
• Rapid prototyping
• Rapid iteration
• Usability testing
• And more

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UIistheIQ(IntelligentQuotient)ofdesign,UXistheEQ(EmotionalQuotient)ofdesign
Design is concerned with how things work, how they are controlled, the nature of interaction between people and technology
• User Experience (UX) design is all the ‘behind the
scenes’ work that goes into creating an app, site,
software, service including -
• Industrial design is the professional service of
creating and developing concepts and
specifications that optimize the function, value
and appearance of products and systems for the
mutual benefit of both user and manufacturer
(Industrial Design Society of America’s site)
• Interaction design focuses on how people interact
with technology
• Experience design is the practice of designing
products, processes, services, events and
environments with a focus placed on the quality
and enjoyment of the total experience
• User Interface (UI) design is the visual or graphical
side of design

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UCD is a development methodology for creating innovative solutions working collaboratively with users
UserCenteredDesign(UCD)
Best Practices
Continuous Improvement
Usability
User Understanding
Innovation Design
Research Driven
Building the optimal solution, not just building it optimal

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User Centered Design arrives at solutions that are viable, feasible, desirable
DesignInnovationProcess
Feasibility
TECHNO-
LOGY
Model
BUSINESS
Usability, Desirability
HUMAN VALUES
DESIGN &
INTERACTIVITY
ORGANIZATION
BEHAVIOR
MANUFACTURING
Design
Innovation
Higher ROI

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Definitions
Usability is a quality indicator of the output delivered by User Centered Design process
Usability User Centered Design

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7principlesfromSteveKrug’sbook‘Don’tMakeMeThink’
Usability is a quality indicator of the output delivered by the UCD process
• Each page or screen be self-evident, so that just by
looking at it the average user can say ‘I get it’
• If something requires a large investment of time—or
looks like it will—it’s less likely to be used
• Get rid of half of the words on each page, then get rid
of half of what’s left
• As a user, you should never have to devote a
millisecond of thought to whether things are
clickable — or not
• No one reads the instructions
• Usually, time spent in reinventing the wheel amounts
to just that
• The only way to find out if it really works is to test it

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CostBenefitAnalysis
1:10:100 ratio

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Industry research shows >30% improvement in productivity, usage, satisfaction, loyalty, revenue
BusinessValueofGreatExperience
1
Industry
Research
Productivity
Usage
Satisfaction
2
Business
Effectiveness
ROI
NSAT / CPE
Brand
3
Cost
Reduction
Training &
Support
Development
Cost
Rework
4
Experience
Customer
Partner
Employee

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Whathasmostvalue
Usability is a big part of UX
• Computer shouldn’t be unusable
• Good design does not force the users to think
• Good design makes it easy for users to complete their
tasks
• How do you engage with your users
• How do you measure if the products and services
meet your users’ state and unstated needs

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Howdoyousolvethemostpressingproblemsforyourcustomers

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Howdoyousolvethemostpressingproblemsforyourcustomers
Creativity is a numbers game
Solve the right problem
Your product roadmap should be a sequence of the
most pressing customer problems you want to solve,
not a set of features you want to develop
The best way to #design a good solution is to have lots
of ideas
The more ideas you have, the greater your chances of
having one that's truly innovative and that solves the
most pressing problems for your customers

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Companiesthatfostercreativityenjoy1.5timesgreatermarketshare
50% of design-led companies report more loyal customers
Ideation is the creative process of generating,
developing, communicating new ideas
The best way to a good idea is to have lots of ideas
Albert Einstein wrote more than 300 academic papers
between 1901 and 1954, but it was the five works he
published in 1905 that went on to revolutionize physics
Design-led companies invest heavily in powerful
customer experiences

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Typesofideation
Create choices with ideation techniques. Finalize best idea based on user feedback, business goals, technology feasibility, etc.
Ideation Description
Kaizen Drive incremental improvements
on daily basis
Knowledge
Management
Enable data driven decision
making
Crowd Sourcing Engage with customers for their
inputs during ideation
Brainstorming Think outside the box

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Small,simple,incrementalimprovementsleadtostunningresults
An Etios, Etios Liva or Corolla rolls off the assembly line in Toyota's Plant 2 in Bidadi, Karnataka, India every 119 seconds
Prosperity is a great teacher, adversity is greater
The Japanese use Kaizen as a way of life, not just for
work
1% daily improvement starts compounding
Focus – Incremental improvements
Pros – Low risk of failure
Cons – Tend to generate ideas similar to existing ones
Case Study - Toyota

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KnowledgeManagementenablesdatadrivendecisionmaking
American Express leverages knowledge management to drive personalization & excellence in customer service and risk management
Focus – Create new ideas based on data and information
Pros – Scientific approach
Cons – Innovative ideas may not be generated
Case Study – American Express

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Crowdsourceideasandfeedbackfromcustomers,supplychainpartners,employees
Lego increased number of product ideas while improving customer engagement through effective crowd sourcing
Focus – Feedback from selected network of people
Pros – Numerous ideas from numerous people, fast!
Cons – Quality of ideas may not always be good
Case Study – Lego

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Brainstormingcangeneratemoreandinnovativeideas
Amazon brainstormed Amazon Echo using retrograde analysis, a form of strategic thinking
Focus – Solving a problem through spontaneous group discussion
Pros – More and innovative ideas may be generated
Cons – Outcome dependent on teamwork
Case Study – Amazon

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Whathasmostvalue
Leverage ideation techniques like kaizen, knowledge management, crowd sourcing, brainstorming to generate more and innovative ideas
Solve the right problem
Your product roadmap should be a sequence of the
most pressing customer problems you want to solve,
not a set of features you want to develop
Setting success metrics when defining the problem
keeps focus on solving the right problems
The best way to design a good solution is to have lots of
ideas

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Howdoesusercentereddesignprocesswork

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TheUserCenteredDesignProcess
Detail Design
User
Scenarios
Drive…
Project Kick Off Pre-Baseline Baseline Build
Plan Requirements Design Build
Ad hoc
User studies
Ad hoc
User studies
Formal
Usability
Studies
Formal
Usability
Studies
ITLC
Building confidence,
Failing early…when it’s cheaper

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Conductinterviews
Understand user goals, context in which users work, process users take to do a task, key challenges they face, what they wish the experience would be
Plan
1
Requirements
2
Design
3
Build
4
Stabilize
5 Deploy
6
Close
7

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CreatePersonas
Personas enable researchers to create a picture of whom they are designing for
Plan
1
Requirements
2
Design
3
Build
4
Stabilize
5 Deploy
6
Close
7

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CreateScenarios
Scenarios are a very powerful way of telling user stories in a descriptive or illustrative way
Plan
1
Requirements
2
Design
3
Build
4
Stabilize
5 Deploy
6
Close
7

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MapTaskflows
Taskflows depict the steps a user takes to complete an activity
Plan
1
Requirements
2
Design
3
Build
4
Stabilize
5 Deploy
6
Close
7

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MapInteraction
Show flow of screens with sketches and wireframes
Plan
1
Requirements
2
Design
3
Build
4
Stabilize
5 Deploy
6
Close
7

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ConductUsabilityStudy
Improve design by watching real customers interact with the prototypes
Plan
1
Requirements
2
Design
3
Build
4
Stabilize
5 Deploy
6
Close
7

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ConductUsabilityStudy
Improve design by watching real customers interact with the prototypes

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CreateFunctionalSpecification
Produce UI screens and descriptions for the functional specification
Plan
1
Requirements
2
Design
3
Build
4
Stabilize
5 Deploy
6
Close
7

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Whathasmostvalue
Compelling design is necessary for Microsoft to stay relevant and grow its market share in the enterprise
Halo 3 from Microsoft was the most successful
entertainment launch in history, selling $300 million in
the first week
The team that developed Halo 3 did so in a collaborative,
free-thinking environment, frequently employed user-
based prototyping
Microsoft has embraced design thinking, which includes
learning new behaviors and ways of thinking, validating
design ideas, collaborating across disciplines
How does design thinking work in your organization
How do you measure its effectiveness

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Howtoimproveusabilitybyleveragingdesignbestpractices

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Howtoimproveusabilitybyleveragingdesignbestpractices
Applying Pareto principle to user centered design, 80% of user satisfaction will come from 20% of the concepts or features
Keep it simple
Keep it intuitive
Keep it easy to use

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HowcriticalisUXforthesuccessofyourproject
The level of criticality of UX determines the amount of investment you should make
UX is usually important for UI driven apps and sites
Sometimes UX may not be directly important
Importance Attributes
4
• Major new UX platform or new to the world of UI
• Requires designing the full UX architecture
• User Experience is central to the business value of the project
• Many users use the UI frequently
• Successful use heavily impacts customer and partner
satisfaction and is critical to business
• The quality of design impacts the company brand
3
• Complex UI or difficult UI design problems
• Requires redesigning manor areas of existing UI
• User Experience is one of the major goals of the project
• User errors may result in critical data loss or other system
problems
• Successful usage impacts many customers and partners
directly or indirectly and is critical to the business operations
• The design impacts the experience of other company
products
2
• Solving major user pain points
• User Experience is part of the business case for the project,
but not a major one
• Many users but used infrequently or few users but used
frequently
1
• Incremental UI improvements
• UI is not central to the success of the project
• Few users or UI is used infrequently
• Project is useful but not vital tool for users

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TwoKeyRoles–UXResearcherandUXDesigner
Research fuels the design process

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ThinklikeaUXResearcher
User research implies a focus on users only. In contrast, UX research encourages a more strategic focus on what really matters - the user's experience.
Research is primarily a way of investigating and thinking
about a problem
Provide answers to most challenging questions in the
design of the product
Quantitative data simplifies complexity, qualitative data
articulates it

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Designisnotjustwhatitlooksandfeelslike. Designishowitworks–SteveJobs
UX Design is often concerned with architecting the blueprint of the system
Types of Designer UX Designer translates business & user requirements into design
UX Designer
UI Designer
Visual Designer
Animation Designer
Content Designer

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Whathasmostvalue
Compelling design is necessary for Microsoft to stay relevant and grow its market share in the enterprise
Institutionalized design thinking across 7 business units
at Microsoft Engineering India
Improved usability of Microsoft’s internal applications
by 20 – 50%
Pioneered breadth engagement on design thinking with
engineering undergraduates in India
How do you determine the level of criticality of UX for
your project
What design best practices do you leverage to improve
the usability of your applications

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Howrapidprototypinghelpssavetime,cost,effort

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Howrapidprototypinghelpssavetime,cost,effort
Fake it until you make it
Rapid prototyping is the ability to prototype user interactions rapidly, user test them, iterate based on feedback
Technique Cost Fidelity Level of interaction
DCAN (Don’t Create Anything
New)
Low N/A N/A
Sketches Low Low Low
Paper Prototype Low Low Medium
Storyboard / Wireframes Medium Low -Medium Medium
UI mockups Low -Medium Low - Medium Low
Partial code prototype Medium Medium Medium -High
Quick code prototype Medium Medium High
Video Demo Medium Medium Low
Quality code prototype High High High

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Don’tCreateAnythingNew(DCAN)
It’s rare you may choose not to create anything new
Why fix if it ain’t broken
Creating anything new requires time, cost, effort
However, change is imminent since technology is
advancing rapidly and users are demanding more for
less

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Sketchesarequickestandleastexpensive
There is always a way to express an idea appropriately within your means - Rauschenberg
• Scout major directions for user experience
• Compare drastically different choices early
• Limiting factor is your imagination

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Whatattributesdefinetheanatomyofasketch
Reading or interpreting the resulting representation creates new knowledge
• Quick
• Timely
• Inexpensive
• Disposable
• Plentiful
• Clear vocabulary
• Distinct gesture
• Minimal detail
• Appropriate degree of refinement
• Suggest and explore rather than confirm
• Ambiguity

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Sketchtoprototypeisacontinuum
Sketches dominate the early ideation stages. Prototypes are concerned at later stages.
• Front end of the process must be managed
differently than the back end
• Sketching allows to fail often and fail early at low
cost
• Prototypes are less disposable and take longer to
build

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Dynamicsofdesign
Detail Design
User
Scenarios
Drive…
Project Kick Off Pre-Baseline Baseline Build
Plan Requirements Design Build
Ad hoc
User studies
Ad hoc
User studies
Formal
Usability
Studies
Formal
Usability
Studies
ITLC
Building confidence,
Failing early…when it’s cheaper

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PaperPrototypeoffersinteractionforspecificscenario
• Paper prototype is built on top of sketches
• Fidelity is same as sketches
• Get early feedback on whether the interaction
effectively enables the scenario
Multiple layers of paper sketches can be put together by using sticky notes, paper clips, etc.

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UIMockupistheequivalentofsketchesindigitalformat
UI Mockup has higher fidelity than sketches
• User Interface (UI) is where human and computer
meet
• More expensive compared to sketches
• Higher learning curve to use tools

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PartialCodePrototype
Plug-in code through triggers and actions to enable extra interaction if required
• Create mostly UI mock-up, but sprinkle enough code
to make it interactive
• Choose tools that support reusable interactivity
behavior
• Choose tools that offer UI controls with sketchy look
and feel

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QuickCodePrototype
Many concepts need to be used by users for extended period of time to experience the value
• More expensive to create code prototype
• Makes sense to put learning into code after 2 or 3
iterations of paper prototype
• Switch to code if the amount of feedback from other
types starts to taper

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VideoDemo
Video can show the experience in 3-5 minutes
• Great way to get feedback at early stage
• Less demanding on time from user perspective

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QualityCodePrototype
It’s like the beta of a start-up product
• Most expensive
• Perform in-depth experiments
• Collect real usage data

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Whattoolscanyouuseforrapidprototyping
Take cost, time, effort into account when choosing rapid prototyping tools
• This list is only representative and not all inclusive
Technique Tools
DCAN (Don’t
Create
Anything
New)
Current Application Screens
Sketches White Paper, Pen, Pencil, Whiteboard, Markers
Paper
Prototype
White Paper and Markers
Storyboard /
Wireframes
PowerPoint, Visio, SketchFlow, Balsamiq, Flair Builder
UI mockups Photoshop, Visio
Partial code
prototype
SketchFlow
Quick code
prototype
SketchFlow, Expression Web
Quality code
prototype
SketchFlow, Expression Web
Video Demo Windows Media Encoder (with screen clips using any of
the other techniques)

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Howdotherapidprototypingtoolsstackup
Choose the tool that works best for your team based on these parameters
• This list is only representative and not all inclusive
Tool Power
Point
Visio Sketchflow Photoshop Flair Builder Balsamiq
Ease of use Super
easy
Easy Medium Medium Easy Easy
Learning
Curve
Super
easy
Medium Medium-
Hard
Medium Easy Super Easy
Cost Free Free Free Expensive Cheap Cheap
Ease of
Collaborati
on
Easy Medium Medium Medium Hard Easy
What to
use it for
Storyboa
rd /
Wirefram
es
UI
mockups
Partial code
prototypes
UI mockups Storyboard /
Wireframes
Storyboard
/
Wireframes

Principles, Strategies, Tools for Design Thinking

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Principles, Strategies, Tools for Design Thinking