Archive — User-centred design

The return on investment of design-led changeDavid AyreFutureGov

How design can be used instead of traditional change management methods.

In the same way that design-led change isn’t just about hiring designers, it also shouldn’t be thought of as a specialist or localised resource (like a design team). Creativity and thinking about design as a state of mind is more a competence that should be part of the fabric of every 21st-century organisation.

My thinking on this has changed a lot over the years. In the past I might have thought that having a strong design team was the way forward. But that’s just creating another silo.

Now I see the real job as finding ways to empower the entire organisation to think like a designer, and help them make the right decisions for the right reasons.

Comment

Comparing service design and business designBen Holliday

Business design can be very different to service design if it’s focused on the wrong things. But Ben Holliday notes:

Service design is business design when we focus on and care about designing for both internal staff and external user experience together as front and back stage of how a service works.

All too often business design is narrowly self-serving. If it’s not focused on ultimately improving things for your users or customers, it will do damage in the long run.

Comment

The hunt for missing expectations

The hunt for missing expectations

Jared Spool tells the story of a bookkeeper who became frustrated using Google Sheets because it didn’t have a double underline function.

To keep [usability] testing simple and under control, we often define the outcomes we want. For example, in testing Google Spreadsheet, we might have a profit and loss statement we’d want participants to make. To make it clear what we were expecting, we might show the final report we’d like them to make.

Since we never thought about the importance of double underlines, our sample final report wouldn’t have them. Our participant, wanting to do what we’ve asked of her, would unlikely add double underlines in. Our bias is reflected in the test results and we won’t uncover the missing expectation.

He suggests interview-based task design as a way of finding these missing expectations. Start a session with an interview to discover these expectations. Then construct a usability test task based on that.

I recently ran hybrid interviews and usability tests. That was for expediency. I didn’t base tasks on what I’d found in the interview. But it’s good to know I wasn’t completely barking up the wrong tree. I plan to use this approach in future.

Comment

GDPR is the bible of customer-centricity

GDPR is the bible of customer-centricity

An enjoyable take on why marketing professionals should be loving GDPR.

Alongside accountability, transparency is the second pillar of GDPR. This is where marketers should get excited. After all, getting our message through should be what we do best.

Top trolling.

Comment

Make me think!

Make me think!

A provocative piece on “the problem with “user centered” design”.

Whenever we are about to substitute a laborious activity such as learning a language, cooking a meal, or tending to plants with a — deceptively — simple solution, we might always ask ourselves: Should the technology grow — or the person using it?

A good companion to the idea that “computers are setting us up for disaster”.

Comment