design strategy
TRANSCRIPT
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Workshop: Communicating your design visionby first defining a clear strategy
通过构建一个清楚的战略来创造您的设计概念 Liya Zheng 郑丽雅Prepared for User Friendly 2007
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一个最近的设计项目引发了我的一个问题：一个设计师怎样才能参与到企业的策划中去？
A recent project experience challenged me to ask this question: What are some methods we can develop to help us better participate in strategic business conversations?
Discover Synthesize VisualizeConceptualize
Discover Synthesize VisualizeConceptualize
Define Plan
In this workshop, we will explore how to strengthen our design work by doing good design strategy. The goal is to have fun and learn from each other.
在今天的工作坊时间 , 我想和大家分享我在增强设计能力方面的经验。 希望大家从中找到乐趣并且互相学习。
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In the Define & Discover phase, we first clarify & visualize business goals首先，我们要清楚公司的企业目标
Ambitious, big ideas
The current value
proposition works…
We need to own the competitive landscape
New technical landscape
CEO
CTO
VP Product
Interview stakeholders
VP Marketing
VP Sales VP Strategy
Customers love us now.
Worries about change…
Features!Functionality!
采访利益相关者
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Domain Research 研究产业的环境
Visualize business goals to clarify project goals 把商业目标型象化从而清楚地表达项目的目标
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Visualizing the revenue model to find untapped opportunities
形向化获取利润的模型，发掘潜在的机会
Revenue untapped
Revenue untapped
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20 minutes: Practice visualizing goals with DigiCorp in teams of 2.
One person play the client and the other do the mapping…
练习
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DigiPad Exercise High level business goals
Provide data service
Become # 1 digital
whiteboard provider
Add new customers in
existing markets
Increase revenue from
existing customers
Creative industry
Support the way users work better
Bring in new revenue stream
Go global (Asia, Europe)
Brand equity
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Then, turn insight from user research into opportunities
把用户研究变成商业机会
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“…deep customer understanding can produce continuous ‘wow’ moments… By diving deep into a customer’s life and closely observing their behaviors, you can wow your customer by addressing needs that they’d never be able to articulate.”
Indi Young. Rosenfeld Media. http://www.rosenfeldmedia.com
"The Long Wow.” - Brandon Schauer
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Do ethnographic research to gain insight了解用户的环境和需要
User research shows behavior patterns 用户研究变成行为模式
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Synthesize behavior patterns into accessible insights 把行为模式变成容易理解的信息
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Turn user insights into opportunities 对用户的深层理解变成机会
User Needs用户的需要
Our offering我们提供的工能 Pain points with us
對我们不滿意 Pain points in general 一般的不滿意
What do users need in order to achieve their goals?
How do we help with this need currently?
What frustrations do they have with this offering?
What’s the competition not doing? Is this need being met at all?
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Turning opportunities into a roadmap把机会变成产品计划
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20 minutes: Practice turning user needs into opportunities with DigiPad?
练习
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DigiPad Exercise User needs analysis
User Needs Our offering Pain points with us Pain points in general
Remote light brainstorm tool None No remote ability Clunky, lots of software, hardware to deal with, unnatural, uses windows tools makes brainstorming hard
Concept co-creation at a distance Marker on porcelain
Not digital, can’t iterate over time, can’t save work
have to connect to laptop or another software
Presentation and feedback capturing
None We don’t offer it OK but need to lug around a projector
Store and retrieve work wirelessly None Not connected USB or computer needed
Portability None We don’t offer a portable whiteboard
No competitor offer this
Have as much or little writing surface to work with
Fixed size mounted on wall
Run out of space No competitor offer this
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In the Concept phase, we articulate where business goals meet user goals by developing focus statements to communicate a clear product vision.
研究企业目标和用户目标相吻合的契机。 创造并运用” focus statement” 来表达您的设计理念。
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User need
Frustration
QualifierThe minimum that everyone does in this product category (i.e. Flickr’s qualifier is photo sharing, just like Picasa)
Differentiator what we do/have that no one else can claim (I.e. Flickr focuses on sharing the love for photography, explicitly)
用户的需要
用户不慢意的Qualifier
商业空间其它的产品都這個工能
Differentiator 我们的产品与其它的产品有什麼不同的呢？
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Focus statement structure
Exercise:20 minutes to pratice coming up with a focus statement for the DigiPad
练习
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DigiPad Example
Katy who needs to capture and share research and design ideas throughout her design process
Is frustrated the lack of flexible tools available to aid in her process.
Unlike other digital whiteboard providers who focus on collaboration between co-located teammates,
DigiCorp gives her a tool to brainstorm, record, and share her work, throughout her creative process, anywhere. The DigiPad is focuses on helping her with her remote collaboration needs on all levels of fidelity appropriate for each step in her process, focusing on creating a sense of presence for her remote collaborators which increases the level of engagement in her creative work.
User need
Frustration
Validator
What we do that competitors also do.
Differentiator
What we do/have that no one else can claim. That’s our focus?
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In the Visualize phase, we use focus statement to guide design work & to tell compelling stories along the way.
使用 focus statement 来帮助您创造和沟通设计方向
1. Identify scenarios that the user will experience using your product in context of their day.
2. Then break the scenario into logical steps and illustrated them.
3. Use value statement to test concepts.
4. When you present the design, first talk about the “value”, then about how it works.
Tell a compelling story
1. 描述用户将会怎样使用您的产品
2. 一步步的描述他们的用法 3. 用价值声明来测试设计。4. 当您给别人沟通您的设计想
法 , 首先谈论设计的“ 价值“ – 它对我们的公司有什么影响，怎么样帮助我们的顾客的需要
沟通产品设计
28Scott McCloud “Making Comics”. scottmccloud.com
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Storytelling is both verbal and visual.
However the execution, be specific.
Materials in these slides are removed to makes sure that any arguably confidentially information from the client is not presented publicly.
The techniques discussed in this slide can be derived from the worksheet given to you during the workshop.
30 minutes: Practice value based design brainstorming and sketching
练习
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Key takeaways
1. Upfront design strategy helps set you up to solve the right problems
2. Good user research helps you uncover opportunities to support client goals
3. Value-based design communication helps you get consensus, motivation and commitment.
Thanks and credit
Arti AcharyaDesign communicator, usability evangelist My teammate in this project and partner in crime
Anu Hiremaglur Analyst, master of all thingsAdvisor to our strategy work
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