An APM webinar, organised by the Northern Ireland Branch on 20 October 2020 and presented by Stephen Shaw from Big Motive.

1. Stephen Shaw, Design Director
Design in crisis
October 20, 2020

2. ➔ We create digital
products and services
➔ We help teams big and
small to innovate
➔ We prototype and
test everything
Designing with not for people
At Big Motive, human-centred design
underpins every challenge we take on.
We believe in radical collaboration because
we’ve found that designing with people
leads to belief, acceleration and impact.
Blending data analysis with deep customer
insight, we work to create hyper-relevant
experiences that inspire engagement,
change and growth.

3. We work with a broad spectrum of clients – multinational brands and businesses, high potential
startups and government teams dedicated to the transformation of public services.
Our Clients

4. ‘Human-centred’ Design

5. The only important thing
about design is how it
relates to people.
Victor Papanek

6. Design is far too important
to be left to designers.
Tim Brown

7. Source: ‘Design for Europe’: Richard Buchanan Bas Leurs and Isobel Roberts from Nesta
INFORMATION
Logos, signs,
communication
PRODUCTS
Tools, furniture
INTERACTIONS
Services
SYSTEMS
Businesses,
ecosystems
COMPLEXITY
+
ARTEFACTS EXPERIENCES TRANSFORMATIONS
LOW
Discrete
problems
HIGH
Holistic / networked
problems
4 orders of design

8. Source: ‘Design for Europe’: Richard Buchananm Bas Leurs and Isobel Roberts from Nesta
INFORMATION
Logos, signs,
communication
PRODUCTS
Tools, furniture
INTERACTIONS
Services
SYSTEMS
Businesses,
ecosystems
COMPLEXITY
+
ARTEFACTS EXPERIENCES TRANSFORMATIONS
LOW
Discrete
problems
HIGH
Holistic / networked
problems
4 orders of design
UX

11. Testing assumptions
What happens next?

15. March 2020
We were engaged by Health & Social Care in
Northern Ireland to design services and products
for the emergency response to COVID-19

16. BBC Pandemic
We collaborated with BBC and
Cambridge University to create the
televised citizen science experiment,
Pandemic. We created a mobile
application designed to share and
simulate the effects of a nationwide
Flu-pandemic. The application
formed the centre of the similarly
named BBC4 documentary.
# Data Analytics
# User Experience
# Design Research
# User Testing
# Development
CASE STUDY

18. UNPRECEDENTED!

19. 19

20. 20

21. 21

25. 25

26. 26

27. What did we learn?

28. Too much and never enough
Design in crisis

30. UNPRECEDENTED!

32. Lean UX, Designing Great Products with Agile Teams
Jeff Gothelf & Josh Seiden
Inspired by Lean Startup
and Agile Development,
it’s the practice of
bringing the true nature
of a product to light
faster in a collaborative,
cross- functional way
Work to bring a shared
understanding of the
customer, their needs,
proposed solutions, and
definition of success
Prioritize learning
over delivery to
build evidence
for decisions

33. BUILD
TEST
RELEASE
DISCOVERY
SPRINT 1
DELIVERY
SPRINT 1
DISCOVERY
SPRINT 2
DISCOVERY
SPRINT 3
DELIVERY
SPRINT 2
DELIVERY
SPRINT 3
BUILD
TEST
RELEASE
BUILD
TEST
RELEASE
USER STORIES USER STORIES USER STORIES
U
N
D
ERSTAN
D
EXPLO
RE
M
AKE
EVALU
ATE
U
N
D
ERSTAN
D
EXPLO
RE
M
AKE
EVALU
ATE
U
N
D
ERSTAN
D
EXPLO
RE
M
AKE
EVALU
ATE
DISCOVERY
TRACK
DELIVERY
TRACK
BACKLOG

35. Research for leverage
Design in crisis

36. Group 1
11-12 Year olds – Mid-tier socioeconomic class
(SEC)
Group 2
15-17 Year olds – Mid-tier SEC
Group 3
11-12 Year olds – Lower-tier SEC
Group 4
15-17 Year olds – Lower-tier SEC
Group 5
13-14 Year olds – Mid-tier SEC
Group 6
13-14 Year olds – Lower-tier SEC
We conducted six small group
qualitative interviews with 24
young people aged 11-17 from
across NI.
Groups included a representative cross-section of locations
(Belfast, L’Derry, Omagh, Newry), socioeconomic class, religion,
gender, ethnicity and learning abilities.
Interviews were 60 minutes long, with four participants per group
to ensure an informal discussion where the young people felt safe
to open up and express their opinions.
The sessions included visual stimulus from the existing StopCOVID
NI app, as well as best practice examples from other categories, to
get to a deeper level of insight on the ideal user experience and
design elements for this age range.

37. “So obviously I don’t want
anyone to know I got corona,
but where can I see who
might have given it to me?”

38. ➔ Make it clear that the app is
private and not tracking
information
➔ Review the order of ‘explainer’
content
➔ Clarify that Bluetooth won’t
drain the battery
➔ Signal “what to expect next”
➔ Ensure all copy is bite-sized
➔ Distinguish the difference
between the app and manual
contact tracing
➔ “Learn more” should be more
prominent
➔ Make technical content less
prominent
Round 2 | Summary of Recommendations

40. Channel collaboration
Design in crisis

41. Design
+ Development
+ Testing
Management
+ Design
+ Development
+ Testing
Mgmt <> Design
Mgmt <> Development
Mgmt <> Testing

49. Stack value
Design in crisis

50. 50

51. 51
We developed a dedicated website to accompany the
COVIDCare symptom checker app ensuring the widest
possible reach for public health information.

52. StopCOVID update with new content,
features and functionality for 11-15 year
old users

53. Open source
Design in crisis

56. Don’t over-specify
Design in crisis

57. MoSCoW
must-have, should-have, could-have, won’t have now

59. 1st in UK Symptom checker app
1st in UK Proximity app
1st in world Proximity app for 11+

60. 600,000+ app downloads
180,000+ symptom checks
8,000+ fewer calls to GPs
Figures correct 15 October 2020

61. VISIT bigmotive.com
READ bigmotive.com/blog
FOLLOW @big_motive
Thank you.