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What is the goal of HCD best practices?

marketing and sales

company brand

Where is your focus?10-20%

80-90%

Lia Hadley, Engineer, Trainer, Coach, Scrum Master

Improving your business processes and brand impact with Human Centered Design (HCD)

Lia Hadley, Engineer, Trainer, Coach, Scrum Master

How do our customers feel

about us?

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The goal of HCD is to create

a working culture that

encourages a diverse group

of people to build upon each

others’ ideas.

- David Kelly, IDEO

What is HCD?

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The goal of HCD best

practices is to improve the

quality of the user’s

interaction with and

perceptions of your product

and any related services.

You achieve this by

improving the usability,

access, and joy of

interaction (your company

brand).

What is the goal of HCD best practices?

marketing and sales

company brand

Where is your focus?

10-20%

80-90%

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Case study: doctor’s practice

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What did I appreciate

Centrally located

High quality of medical

care

High quality of diagnostic

equipment

The (digital) information

flow is good between

front desk and doctors

office

Case study: doctor’s practice

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What other patients said…

De-humanizing; you are

just a file number

Case study: doctor’s practice

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What other patients said…

De-humanizing; you are

just a file number

The doctors spend more

time looking at their

computers than at you

Case study: doctor’s practice

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What other patients said…

De-humanizing; you are

just a file number

The doctors spend more

time looking at their

computers than at you

Appointments are always

late (30-90 min)

Case study: doctor’s practice

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What other patients said…

De-humanizing; you are

just a file number

The doctors spend more

time looking at their

computers than at you

Appointments are always

late (30-90 min)

Always chaotic and

rushed

Case study: doctor’s practice

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What other patients said…

De-humanizing; you are

just a file number

The doctors spend more

time looking at their

computers than at you

Appointments are always

late (30-90 min)

Always chaotic and

rushed

Never a friendly smile

Case study: doctor’s practice

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HCD best practices

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HCD best practices

6-step HCD process

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HCD processes in the design

phase

1. determine stakeholders

How does HCD work?

stakeholders

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store trainees

foreign customers(local residents)

foreign distributors(tradeshows)

employees

foreign customers(tourists & visitors)

foreign customers(tradeshows)

Case study: optician store

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HCD processes in the design

phase

1. determine stakeholders

2. hold interviews

How does HCD work?

foreign customers

(local residents)

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expectations

past experience

short bio

needs

Stakeholder interviews: core data

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HCD processes in the design

phase

1. determine stakeholders

2. hold interviews

3. create profiles

How does HCD work?

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Isabella (project manager)

30 years old

Languages: Danish,

English

Works in the marketing

department for an

international shipping

company

Travels world-wide

approx. 2 weeks / month

Prefers wearing glasses

to contact lenses

Example of stakeholder

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HCD processes in the design

phase

1. determine stakeholders

2. hold interviews

3. create profiles

4. create problem scenarios

How does HCD work?

problem scenarios

How do they usually choose their optician?

What sort of glasses have they worn in the past?

How do they usually choose their new glasses?

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What sort of services do they need or expect?

Stakeholder interviews: problem scenarios

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Problem Scenario 1: needing to buy some new glasses

Isabella thinks she needs new glasses. In the past, she waited until she could

go home to Copenhagen to get new glasses. She has not been to the eye

doctors in 5 years. She has been wearing her old glasses even though she

has problem reading text on her computer.

Example of problem scenario

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HCD processes in the design

phase

5. establish claims:

determine advantages

and disadvantages in how

stakeholders currently

resolve problem scenarios

How does HCD work?

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Problem Claims to Scenario 1: getting new pair of glasses

+ She has been able to go to go to the same optician store her whole life and they

have all her information there on file.

+ She likes some of the Danish brands and her store in Copenhagen always has a

wide selection for her to choose from.

– She doesn’t speak German.

– It is difficult to get an appointment at the eye doctors to have an eye test.

– She needs to get some new glasses as quickly as possible because she is going

away in two-week’s time.

Example new features or changes

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HCD processes in the design

phase

5. establish claims:

determine advantages

and disadvantages in how

stakeholders currently

resolve problem scenarios

6. create a list of new

features or needed

changes to be introduced.

How does HCD work?

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Problem Claims to Scenario 1: getting new pair of glasses

+ She has been able to go to go to the same optician store her whole life and they

have all her information there on file.

+ She likes some of the Danish brands and her store in Copenhagen always has a

wide selection for her to choose from.

– She doesn’t speak German.

– It is difficult to get an appointment at the eye doctors to have an eye test.

– She needs to get some new glasses as quickly as possible because she is going

away in two-week’s time.

Example new features or changes

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Problem Claims to Scenario 1: getting new pair of glasses

+ She has been able to go to go to the same optician store her whole life and they

have all her information there on file.

+ She likes some of the Danish brands and her store in Copenhagen always has a

wide selection for her to choose from.

– She doesn’t speak German.

– It is difficult to get an appointment at the eye doctors to have an eye test.

– She needs to get some new glasses as quickly as possible because she is going

away in two-week’s time.

Example new features or changes

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Isabella (new glasses)

All employees speak

English

She can take an eye in

the store

There are Danish brands

in the store

If necessary, they can

ask for her customer

information from store

in Copenhagen

Only need 5 workdays to

get her glasses ready

Example new features or changes

blended-learning training program (podcasts and printed manual)

a guideline outlining information flow for

non-German speaking customers

trade show crash course

intercultural communications

workshops

business English training program

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Resulting changes and measures

HCD design phase

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HCD design workshop

list of stakeholders

problems scenarios

implement new features or needed

changes

interviews

user studies(profiles)

HCD summary