An highly iterative lecture/workshop to demonstrate the value of user-centred design and learn how to apply it without investing too much energy or time - recommended for start-ups (iHub, Nairobi 2015)

1. DRIVE
SUCCESSFUL
INNOVATION WITH
USER FRIENDLY
USER CENTERED
DESIGN
iHUB EVENT | AUGUST 21 2015

2. 2
N I C E T O M E E T YO U ! M I L A N
S A N F R A N C I S C O Nairobi
August 2015 | iHUB

3. 3
N I C E T O M E E T YO U !
August 2015 | iHUB
#frogsInNairobi

4. WE ARE FROG
INTRODUCTION

5. 5
We bring together a unique combination of creativity, collaboration
and business planning to deliver breakthrough products and services
to the market. We are more than 600 strategists, researchers,
designers, and technologists who consult and partner with clients
across industries and geographies.
We help organizations increase their value and expand their offerings
through a user-centered design process
FROG IS A GLOBAL
PRODUCT STRATEGY
AND DESIGN FIRM
W E A R E F R O G
August 2015 | iHUB

6. 6August 2015 | iHUB

7. 7August 2015 | iHUB
August 2015 | iHUB

8. R E A C H
August 2015 | iHUB
Amsterdam London New York Shanghai
Austin Milan San Francisco Singapore
Boston Munich Seattle

9. WHAT DOES
USER CENTERED
DESIGN MEAN?
August 2015 | iHUB
W H AT W E D O

10. August 2015 | iHUB
W H Y I S I T R E L E VA N T ?
PUT THE PEOPLE YOU
SERVE AT THE CENTER
OF YOUR DESIGN
PROCESS TO COME UP
WITH NEW ANSWERS TO
DIFFICULT PROBLEMS

11. “Developing a deep, empathic
understanding of users’
unarticulated needs can challenge
industry assumptions and push
innovation beyond producing the
same thing, only better.”
— HARVARD BUSINESS REVIEW, 1997
11
August 2015 | iHUB
W H Y I S I T R E L E VA N T ?

12. PRODUCT
SERVICE
EXPERIENCE
INTERACTION
SYSTEM
PROCESS
From the design of a
product to the design of
an experience or a system,
the growing complexity
designers deal with has
raised the need to identify
new methods and tools.
August 2015 | iHUB
W H Y I S I T R E L E VA N T ?

13. UNDERSTAND
the user SYNTHESIZE
research insights
ENGAGE
multiple stakeholders
GENERATE
and evaluate ideas
PRIORITISE
ideas & decisions
VISUALIZE
opportunities
PROTOTYPE
stimuli & solutions
August 2015 | iHUB
H O W T O D O I T ?

14. U N I C E F B A C K PA C K P L U S C A S E S T U DY
August 2015 | iHUB

15. August 2015 | iHUB
C O N T E X T

16. August 2015 | iHUB
A SYSTEMIC SOLUTION
TO ACTIVATE AND EMPOWER
COMMUNITY
HEALTH WORKERS
TO SAVE MORE LIVES.
C H A L L E N G E

17. August 2015 | iHUB
USER CENTERED DESIGN
IMMERSIVE RESEARCH
P R O C E S S

18. CONTEXTUAL IMMERSION
visit villages and healthcare providers
PARTICIPATORY DESIGN
building the ideal toolkit and container
SHADOWING
community health workers daily activities
Before CHWs, having
medicines to treat
malaria available right
in the village was a
daydream.
CHW SUPERVISOR
The main challenge is
sensitising people to look
for health services to
timely treat their
illnesses.
CHW
August 2015 | iHUB

19. August 2015 | iHUB
IMMERSIVE RESEARCH
MULTI-PARTNER COLLABORATION
AND PARTICIPATORY DESIGN
August 2015 | iHUB
P R O C E S S

20. SIGNATURE EXPERIENCES
envision the key service features
CUSTOMER JOURNEY MAPPING
understand pain points and opportunities
ROUGH PROTOTYPING
imagine how the solution could be
ROLE PLAYING
simulate future scenarios
A DAY IN THE FIELD
immersion
NEW YORK
Alignment WS
KAMPALA
Ideation WS
NEW YORK
Strategy WS
August 2015 | iHUB

21. INDIVIDUALCOMMUNITY
ASSESS
& TREAT
EDUCATE
RESPECT
TRUST
SUPERVISOR HEALTH CENTER DISTRICT
SUPPLIES
REPORT
COACH
SUPPORT
REPORT
REPORT
INSTRUCT
SUPPLIER
TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING
CHW
DIAGNOSTICS TOOLS ENABLERSCOMMODITIES
ASSESS TREAT EDUCATE REPORT
R E S U LT S
August 2015 | iHUB

22. R E S U LT S
August 2015 | iHUB

23. August 2015 | iHUB
R E S U LT S

24. T O D AY ’ S C H A L L E N G E
August 2015 | iHUB
WHAT IS USER FRIENDLY
USER CENTERED DESIGN?
August 2015 | iHUB

25. 25
FA C I L I TAT O R S
Robi Venetia
August 2015 | iHUB
Abigael Sharon Ariel

26. T O D AY ’ S C H A L L E N G E
August 2015 | iHUB

27. T O D AY ’ S C H A L L E N G E
August 2015 | iHUB

28. T O D AY ’ S C H A L L E N G E
WHAT MIGHT
BE THE BEST
SOLUTION FOR
YOUR LAPTOP TO
SURVIVE MUGGING
IN KILIMANI?
August 2015 | iHUB

29. S T E P O 1
UNDERSTAND
THE USER
August 2015 | iHUB

30. S T E P O 1 / U N D E R S TA N D T H E U S E R
August 2015 | iHUB
OUR SOFT SKILLS
CURIOSITY
PATTERN IDENTIFICATION
AFFINITY FOR COLLABORATION
LISTENING
TENACITY
FLEXIBILITY
QUICK DECISION MAKING
EMPATHY
DISCRETION
METICULOUSNESS
BEING A BIT OF A HUSTLER
WE RELY ON USER
RESEARCH TO
UNDERSTAND
USERS’ MET AND
UNMET NEEDS,
MOTIVATIONS
AND BEHAVIOURS.

31. S T E P O 1 / U N D E R S TA N D T H E U S E R
August 2015 | iHUB
TIPS
BE IN THE NATURAL CONTEXT
ALWAYS LISTEN MORE THAN YOU SPEAK
AVOID LEADING AND YES/NO QUESTIONS
SAY “CAN YOU PLEASE SHOW ME?” OR
“TELL ME ABOUT THE TIME WHEN…”
ASK WHY! (FIVE TIMES)
RULES
BUILD A RELATIONSHIP
REMAIN OPEN MINDED
CONSIDER BODY LANGUAGE
SHAPE THE DIALOGUE
LISTEN. OBSERVE.

32. S T E P O 1 / U N D E R S TA N D T H E U S E R
August 2015 | iHUB
DISCUSSION GUIDE
FARMER
INTERVIEWER
NOTEs+PHOTOS TAKER

33. S T E P O 1 / U N D E R S TA N D T H E U S E R
August 2015 | iHUB
INTERVIEW THE
PERSON SEATED
NEXT TO YOU
T H I N K O F W H AT Q U E S T I O N S T O A S K F I R S T,
W R I T E T H E M D O W N O N YO U R N O T E B O O K .
T H E N S TA R T T H E I N T E R V I E W !
10 + 10 MINUTES

34. S T E P O 2
August 2015 | iHUB
SYNTHESIZE
RESEARCH INSIGHTS

35. S T E P O 2 / S Y N T H E S I Z E R E S E A R C H I N S I G H T S
August 2015 | iHUB
WE USE DESIGN
FRAMEWORKS TO
SYNTHESISE
INFORMATION AND
IDENTIFY THE RIGHT
OPPORTUNITIES IN A
LANDSCAPE OF DATA.
VISUAL TOOLS
USER ARCHETYPES
ECOSYSTEM MAP
CUSTOMER JOURNEY
OPPORTUNITY MAP
DAY IN THE LIFE
EXPERIENCE BLUEPRINT
August 2015 | iHUB

36. S T E P O 2 / S Y N T H E S I Z E R E S E A R C H I N S I G H T S
August 2015 | iHUB
RULES
ORGANIZE NOTES
ANALYZE THE ‘WHYS’
LOOK FOR PATTERNS
MAKE MEANING
CREATE A FRAMEWORK
TIPS
COMBINE ‘OBSERVATION’ WITH ‘THE
WHYS’ TO FIND INSIGHTS
TRANSLATE CHAOS INTO SIMPLICITY
KEEP IT ACCURATE AND AUTHENTIC
TELL A MEANINGFUL STORY

37. S T E P O 2 / S Y N T H E S I Z E R E S E A R C H I N S I G H T S
August 2015 | iHUB
DISCUSSION GUIDE
FARMER
INTERVIEWER
NOTEs+PHOTOS TAKERDISCUSSION GUIDE
INTERVIEWER
DISCUSSION GUIDE
INTERVIEWER
DISCUSSION GUIDE
INTERVIEWER
NOTEs+PHOTOS TAKER
NEEDS
EXPERIENCE
QUOTE
DAY-IN-THE-LIFE

38. S T E P O 2 / S Y N T H E S I Z E R E S E A R C H I N S I G H T S
August 2015 | iHUB
DESCRIBE
USER’S NEEDS,
BEHAVIOUR &
OPPORTUNITIES
10 MINUTES
G I V E A T I T L E T O YO U R U S E R ;
W R I T E D O W N T H E M O S T R E P R E S E N TAT I V E Q U O T E ;
D E S C R I B E W H AT H E / S H E D O E S ;
L I S T H I S / H E R N E E D S ;
N O T E D O W N T H E K E Y I N S I G H T YO U C O L L E C T E D !
WHO?
DAY IN THE LIFE
Add a sketch Add a title
Add a quote
01
KEY ACTIVITIES KEY NEEDS02
03
Morning Night
KEY INSIGHTKEY OPPORTUNITY
TITLE
USER ARCHETYPE
QUOTE

39. S T E P O 3
August 2015 | iHUB
IDEATE &
PROTOTYPE

40. S T E P O 3 / I D E AT E A N D P R O T O T Y P E
August 2015 | iHUB
WE CREATE
PROTOTYPES TO
MAKE OUR IDEAS
TANGIBLE AND
EASIER TO
COMMUNICATE AND
EVOLVE.

41. S T E P O 3 / I D E AT E A N D P R O T O T Y P E
August 2015 | iHUB
RULES
VISUALIZE THE SOLUTION
TRACE THE SOLUTION BACK
TO RESEARCH INSIGHTS
FAIL FAST, BREAK THINGS
PLAY
TIPS
FOCUS ON A KEY OPPORTUNITY
CONSIDER HOW THE USER WILL ENGAGE
LEVERAGE TRENDS OUTSIDE THE
INDUSTRY FOR INSPIRATION
CONSIDER THE FIDELITY
FOR LOW FIDELITY, USE EVERYDAY MATERIALS. FOR
HIGHER FIDELITY, CONSIDER 3D PRINTING (PHYSICAL),
PROTO.IO, FLINTO, INVISION (UI), SKETCHUP
(ENVIRONMENTS), MICRO TRIALS (SERVICE)

42. S T E P O 3 / I D E AT E A N D P R O T O T Y P E
August 2015 | iHUB

43. S T E P O 3 / I D E AT E A N D P R O T O T Y P E
August 2015 | iHUB
10 MINUTES
SKETCH AND/OR
PROTOTYPE A
POSSIBLE SOLUTION
R E F L E C T O N T H E M A I N O P P O R T U N I T Y YO U H I G H L I G H T E D ;
I M A G I N E A S O L U T I O N T H AT C O U L D A D D R E S S T H AT O P P O R T U N I T Y;
Q U I C K LY S K E T C H YO U R I D E A ;
( I F YO U H AV E T I M E ) C R E AT E A P R O T O T Y P E

44. S T E P O 4
August 2015 | iHUB
TEST AND
REFINE

45. WE BRING
PROTOTYPES IN
THE FIELD TO
QUICKLY COLLECT
USER FEEDBACK
AND REFINE THE
DESIGN.
S T E P O 4 / T E S T A N D R E F I N E
August 2015 | iHUB

46. S T E P O 4 / T E S T A N D R E F I N E
August 2015 | iHUB
RULES
LET USERS REACT
OBSERVE
LISTEN
PROBE FOR THE WHYS
TIPS
AVOID JUSTIFYING YOUR SOLUTION
DO NOT BE PRESSURED TO INCORPORATE
ALL FEEDBACK
DO NOT IGNORE THE FEEDBACK
REFINE THE THINKING, NOT THE
SUPERFICIAL
KEEP ITERATING

47. August 2015 | iHUB
S T E P O 4 / T E S T A N D R E F I N E

48. S T E P O 4 / T E S T A N D R E F I N E
August 2015 | iHUB
5 + 5 MINUTES
COLLECT FEEDBACK
BY MAKING THE
USER PLAY WITH
YOUR CONCEPT
S H O W T H E P R O T O T Y P E T O T H E U S E R YO U D E S I G N E D F O R ;
C A R E F U L LY L I S T E N T O H I S C O M M E N T S ;
R E M E M B E R T O A S K W H Y T O D E E P E N T H E R E A S O N S B E H I N D ;
U P D AT E YO U R P R O T O T Y P E ( I F P O S S I B L E ) .

49. S H A R E
August 2015 | iHUB
SHOW US YOUR
PROTOTYPES
#frogsInNairobi

50. S H A R E
August 2015 | iHUB
#frogsInNairobi
WHAT IS USER FRIENDLY
USER CENTERED DESIGN?

51. W H AT I S U S E R F R I E N D LY U S E R C E N T E R E D D E S I G N ?
FREQUENT AND FAST ITERATIONS
WITH TARGET USERS
LOW-FIDELITY CONCEPTS THAT ALLOW
FOR HYPOTHESES VALIDATION
EASY WAYS TO INTEGRATE FEEDBACK
INTO THE SOLUTION
HIGHER VALUE FOR THE USER
August 2015 | iHUB

52. W H AT I S U S E R F R I E N D LY U S E R C E N T E R E D D E S I G N ?
August 2015 | iHUB
Q&A

53. August 2015 | iHUB