Up 80 % of startups & projects fail. One of the top reasons for it is ignoring the users, leading to offerings that miss to meet an actual need or providing a bad user experience – at best. This talk sheds a light on human-centered design and methods to apply that mindset to solve real peoples' problems in meaningful ways. #HumanCenteredDesign, #HCD, #UserCenteredDesign, #UCD, #DesignThinking, #DesignSprint, #JobsToBeDone, #JTBD, #UserExperience, #UX, #MinimumViableProduct, #MVP

1. UNITED NATIONS WFP
JULY 23, 2019
@BENNOLOEWENBERG
DELIVERING VALUE USING
HUMAN-CENTERED DESIGN

2. Graphics: freepik (modified)
what is the relation of
medicine & soft drinks ?

3. Photo: ColaLife
piggybacking a delivery system
to reach remote patients

4. Graphics: freepik
what is the relation of
books & laundromats ?

5. Photo: Annabelle Timsit
turning boring waiting time
into engaging reading classes

6. Photo: @BennoLoewenberg
HUMAN-CENTERED DESIGN

7. Design
Sprint
Graphic: Francesca Simonds (modified)

8. Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified)
Mindset

9. @BennoLoewenbergPhoto: @BennoLoewenberg
turning trash into service

10. Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified)
Mindset
Application

11. Photo: Ana Domp
Where is the
emergency room ?
(»Urgencias«)

12. @BennoLoewenbergPhoto: @BennoLoewenberg
Taking care of
crucial details
helps improving
the experience

13. USER PERSPECTIVE
Source: Seth Godin
1. What is this ?
2. Do I trust you ?
3. What are you offering me ?
and if it passed the ›moment of truth‹ positively:
4. How do I get it ?

14. Graphic: @BennoLoewenberg
OFFERING CONTEXTUSERSOLUTION UX
Value &
interactions
Context & Focus

15. @BennoLoewenbergSource: Sam Weller
Bloated feature sets
render things unusable

16. @BennoLoewenbergSource: CultOfMac
Refocus on basic needs
& actual usage context

17. »TO TEST IF YOUR PRODUCT IS NEEDED,
STUDY THE JOB THAT IT DOES«
Source: Des Traynor

18. VAGUE ASSUMPTIONS
“I’ve experienced this problem, so others must also”
“We’ve already got funding, so it must be a good idea”
“We’re almost ready to launch so it’s a bit late to go back
to research”
Source: Dyhana Scarano

19. POSSIBLE QUESTIONS
¿ What is the overall goal related to a certain problem
a person is trying to achieve ?
¿ Is that problem worth solving ?
¿ How do people solve this problem today ?
¿ How might we solve this problem for the user
and how much of the overall goal ?
Source: Tony Ulwick

20. Graphic Henrik Kniberg

21. Source: Laurence McCahill
just functional
(MVP misunderstood)
perceived as valuable,
therefore viable

22. »TO DESIGN SIMPLY
YOU NEED TO UNDERSTAND DEEPLY«
Source: unknown

23. Photo: @BennoLoewenbergGraphic: Francesca Simonds (modified)
Mindset
Application
Process
Design Thinking
Design Sprint

24. UNDERSTAND IDEATEDEFINE PROTOTYPE VALIDATE
Graphic: @BennoLoewenberg
Design Thinking/Sprint:
Structured Method

25. @BennoLoewenbergSource: Design Singapore Council – Design for Ageing Gracefully

26. @BennoLoewenberg
OBSERVE, IDEATE & TEST
Photo: @BennoLoewenberg (prototyping an elevator cabin)

27. @BennoLoewenberg
OBSERVE, IDEATE & TEST
Photo: @BennoLoewenberg

28. @BennoLoewenberg
VALUEPROPOSITIONCANVAS
Strategyzer Source: WFP Innovation

29. @BennoLoewenberg
PERSONACANVAS
designabetterbusiness.com Source: WFP Innovation

30. @BennoLoewenberg
USER NEEDS
What are the basic needs at
this moment?
USERJOURNEY
KEY MOMENT
Snapshot picture of this moment
SATISFACTION
How satisfied is the user at this
moment?
Source: WFP Innovation

31. Photo: @BennoLoewenberg
NO GUESSWORK !

32. THE USER PERSPECTIVE COUNTS
“Talk to your users –
build and test for actual users and for real context of use”
( friends and family are not your users )
@BennoLoewenberg

33. @BennoLoewenbergSource: Huggies

34. DON’T LOVE THE SOLUTION
“Success is not delivering a feature;
success is learning how to solve the customers problem”
“Don’t [try to] find customers for your product,
find a product for your customers.”
Sources: Mark Cook & Seth Godin

35. @BennoLoewenbergPhoto: @BennoLoewenberg
Negligible detail ?

36. DETAILS MAKE OR BREAK IT
“The details are not the details. They make the design.”
“Good design makes a product understandable
and is thorough down to the last detail”
Source: Charles Eames & Dieter Rams

37. @BennoLoewenbergPhoto: @BennoLoewenberg
slippery when wet (or soapy)

38. EDGE CASES ARE THE NORM
“Real users often struggle with ‘simple’ details;
your solution must cover those scenarios
or it will fail for them most of the time”
@BennoLoewenberg

39. @BennoLoewenbergPhoto: @BennoLoewenberg
server outage of secondary system
breaks complete service

40. @BennoLoewenbergPhoto: @BennoLoewenberg
high customer emergence
and a waaay to slooow process

41. @BennoLoewenbergPhoto: @BennoLoewenberg
old system with
complicated UI

42. @BennoLoewenbergPhoto: @BennoLoewenberg
highly complex search & content strings
to be typed over & over again by trained power users

43. @BennoLoewenbergPhoto: @BennoLoewenberg
even older system
causing even more work

44. @BennoLoewenbergPhoto: @BennoLoewenberg

45. @BennoLoewenbergPhoto: @BennoLoewenberg

46. @BennoLoewenbergPhotos: @BennoLoewenberg

47. @BennoLoewenbergPhotos: @BennoLoewenberg

48. @BennoLoewenbergPhotos: @BennoLoewenberg

49. @BennoLoewenbergPhotos: @BennoLoewenberg
many complicated steps
to process just one customer case

50. @BennoLoewenbergPhoto: @BennoLoewenberg
huge customer emergence
insufficiantly processed

51. @BennoLoewenbergPhoto: @BennoLoewenberg
highly manual & laborious tasks
in an otherwise digital work flow

52. @BennoLoewenbergPhoto: @BennoLoewenberg
exhausted customers & employees
stuck with hardly any progress

53. »IN REALITY THE HAPPY PATH
DOES NOT EXIST«
@BennoLoewenberg
things go wrong all the time,
your solution must handle this!

54. @BennoLoewenbergPhoto: @BennoLoewenberg
Design primes
user expectations
on how things work

55. @BennoLoewenbergPhoto: @BennoLoewenberg
Useful details
at the right spot
are valuable service

56. »KNOW YOUR USERS TO BE ABLE
TO DELIVER ACTUAL VALUE«
@BennoLoewenberg

57. @BENNOLOEWENBERG
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