Ben Holiday - Camp Digital 2015

Camp Digital 2015@benholliday

Why design matters. How a design-led process delivers better digital services.



Science, industry, and design


Why design matters. It’s the difference between delivering services that meet user needs, and just delivering ‘digital’.


1, 2, 3, 7, 23. There isn’t a fixed set of steps you can follow when designing digital products or services.



A ‘parti’ is the central idea or concept of a building.


ica.org.uk

http://ica.org.uk



The hardest part is deciding what to do. We rely on a combination of good judgement and intuition when working with complex subjects.


Exposure hours. The number of hours each team member is exposed directly to real users interacting with

the team’s designs.Jared Spool

uie.com/articles/user_exposure_hours

http://www.uie.com/articles/user_exposure_hours/


User research front and center. We rely on experience and judgement knowing we won’t be right all the time, but this means we’re never just guessing.


A deeper understanding of users directly influences our

instinctive, and intuitive decision making.


Dealing with complexity. When a solution helps users navigate something inherently complex, we prevent our product becoming complicated.


freeagent.com

http://gov.uk/design-principles






Why design matters. The job of designers is to help our teams, and ultimately users, navigate complexity.



Living with context. Everything, everywhere moves.


“don’t forget how fast things change, how quickly people change what they do as they

conform and shape themselves from all that’s

around them”


Making design deliberate. Design needs to happen somewhere between ‘what we know’ and deciding ‘what we’re going to do’.


Doing it again ‘with feeling’. Emotion helps us to navigate complexity.


“emotion lets us feel our way through situations that are too complex to think through” - Marty Neumeier

“emotion lets us feel our way through situations that are

too complex to think through”


Designers learn to purposefully embrace intuitive or inferential leaps of logic, and to use sketching and drawing as a way of solving problems.


The importance of insights. Designers need something tangible and actionable to get hold of from each round of user research.


Insights should feel simple because they are simple.

They should also be provocative – this is what makes them actionable.


All design is hypothesis driven. The real question is if we articulate, agree, and write down assumptions or do this intuitively as individuals.


Because I think [this] is true I think that doing [this] will mean [this will happen].


Reckon Prediction Theory Guess / Best guess Assumption Punt Givens User statement


Each design is a proposed business solution – a hypothesis. Your goal is to validate the proposed solution as efficiently as possible by using customer feedback.


We believe [this statement is true]. We will know we're [right/wrong] when we see the following feedback from the market: [qualitative feedback] and/or [quantitive feedback] and/or [key performance indicator change].


Less process. More progress. The more you complicate your research and design process, the less likely you’ll end up with a simple intuitive product.


Try and visualise something better. Always question what already exists and how things work.


thank [email protected]

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