DESIGN THINKING

CONTEXT OF USER INTERFACE DESIGN

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We are able to create designs that

other people with similar needs to
our target drivers also find satisfying.

The same holds true for the design

of digital products and software.
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If you try to design an automobile that pleases every possible driver, you
end up with a car with every possible feature, but that pleases nobody.

Software today is too often designed to please too many users - resulting
in low user satisfaction
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ROLE OF DESIGN NEEDS TO CHANGE !!

A. Design as product definition

Design provides true product definition, based on goals of users, needs of business, and constraints of
technology.

B. Designers as researchers

• Researchers perform research, and designers perform design

• More recently, user research has expanded to include qualitative, ethnographic data. Without including
designers in the research process - connection between research data and design solutions remains
tenuous.
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• focus on task
• Qualitative • Synthesize, • Context The first is a set of
• focus on task coherence, using key
data - differentiate, and scenario that general interaction
coherence, using key path (walkthrough)
Behaviour patterns prioritize personas, starts with a design principles
path (walkthrough) and validation
attitudes, • Exploring different “day in the life” that provide
and validation scenarios focused on
aptitudes, goals, types of goals and of the persona guidance in
scenarios focused on storyboarding paths.
and motivations mapping personas using the determining
storyboarding paths.
• Personas product appropriate system
• detailed
behaviour in a
• detailed documentation of the
variety of contexts.
documentation of the design, a form and
design, a form and behavior specification
behavior specification
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GOAL ORIENTED APPROACH
Some goal-oriented questions to consider:
• Goals — What makes a good day? A bad day?
• Opportunity — What activities currently waste your time?
• Priorities — What is most important to you?
• Information — What helps you make decisions?

System-oriented questions :
• Function — What are the most common things you do with the product?
• Frequency — What parts of the product do you use most?
• Preference — What are your favorite aspects of the product? What drives you crazy?
• Failure — How do you work around problems?
• Expertise — What shortcuts do you employ?

For business products, workflow-oriented questions can be helpful:

• Process — What did you do when you first came in today? And after that?
• Occurrence and recurrence — How often do you do this? What things do you do weekly or monthly, but not every day?
• Exception — What constitutes a typical day? What would be an unusual event?

Attitude-oriented questions:
• Aspiration — What do you see yourself doing five years from now?
• Avoidance — What would you prefer not to do? What do you procrastinate on?
• Motivation — What do you enjoy most about your job (or lifestyle)? What do you always tackle first?
Goals, not features, are the key to product success
Developers and marketers often use the language of features and functions to discuss products?

List of features is certainly one way to express a product’s value to potential customers - provide limited
insight into how human beings can be effective and happy while using technology.

Reducing a product’s definition to a list of features and functions ignores the real opportunity.

Features - patchwork of nifty technological innovations structured around a marketing requirements

Organization of the development team with too little attention paid to the overall user experience.

Focus on Goals

The Goal-Directed process -

• Makes collaboration with developers and businesspeople easier

• Ensures that the design in question isn’t guesswork, the whim of a creative mind