From the team at Big Studio: www.thebig-studio.com

References:

Learn more about Customer-Centered Design:- Contextual Design: Defining Customer-Centered Systems -(by Hugh Beyer and Karen Holtzblatt)

- Design of Sites, The: Patterns, Principles, and Processes for Crafting a Customer-Centered Web Experience (by By Douglas K. van Duyne, James A. Landay, Jason I. Hong)

- Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation (by Tim Brown)

http://designfestival.com/5-principles-of-user-centered-interface-design | http://www.versionone.com/state_of_agile_development_survey/11 http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/http://www.uxmatters.com/mt/archives/2012/07/is-ux-strategy-fundamentally-incompatible-with-agile-or-lean-ux.phphttp://www.customerthink.com | www.slideshare.net/farreaching/user-centered-design-101 | IEEE report : why UX fails http://goo.gl/wmTtz | http://www.webreference.com/authoring/design/customer_centered/index.html | http://www.loudamplifiermarketing.com

LEAN UX

AGILE

WATERFALL

Customer-Centered DesignOverviewof

- Products that solve real customer problems- Products that customers want to use- Products that customers want to talk about!

CCDBenefits

Customer-Centered Design Process

Customer-Centered Design Checklist

CCD driven Technology driven - Component focused- System driven use cases- Success based on functional features- System performance is a premium

Ethnographic observationsCustomer interviewsAnalysis of customer findings

Concept ideationRapid prototypingConcept validation by the customer

“You’ve gotta start with the customer experience and work back to the technology”

- Steve Jobs. WWDC 1997

Agile allows customer-centered design to have an impact within each sprint but more at a component or feature level. Concept pivots can be challenging.

Lite documentation

Limited designtime

Solution basediterations

Team collaboration

Smaller teams

Changingscope

Customer-CenteredDesign in an Agile

Process

CONCEPT

DESIGN

DEVELOPMENT

TEST

CCD

CCD

CCD

CCD

Requirement

Design

Development

Testing & Validation

Deployment & Maintenance

Customer-Centered Design in a Waterfall process

Waterfall’s linear approach makes the beginning of the product design life cycle the best place for customer-centered design to have an impact. Using it at the end of the process is possible but can be costly.

Fixed-scope

Fixed-price

Clear vision

Customer-Centered Design in a Lean UX process

CONCEPT

PROTOTYPE

VALIDATEINTERNALLY

TESTEXTERNALLY

ITERATION

LEARNUSER

BEHAVIOR

CCD

CCD

CCD

CCD

Lean UX can use customer-centered design throughout all phases of the project lifecycle to validate product value, market fit and the customer experience.

How can Customer-Centered Design fit into Agile, Waterfall and Lean UX?

The cost of not usingCustomer-Centered Design

ITERATION

CCD

CCD

84%

86%

$83Billion lost annuallymore expensive to correct a problem after release                  

due to poor customer experiences online (US)

of developers using agile believe it allows

them to manage changing priorities

15%

42%

of fail points can be fixed with the addition of customercentered design into a waterfall process

of online projects areunderfunded and undermanned when it comes to UX

of consumers will pay more for a better experience

100 x

VSV - Customer needs focused- Real-world use cases- Success based on customer values- Customer engagement is a premium

vs solving in the design phase

Refine and make adjustments

Observe and empathize with customers needs Collect data

Design a prototype based on observations

Infographic