SlideShare a Scribd company logo

Waterfalls are great to watch... Iterative Design Thinking

•
•
nois3
nois3

But when you work on digital products working with waterfall methodologies is way too risky. Worst: you start building something on wrong assumptions and it takes forever to deliver.Either you are a big enterprise or a small startup, building great mobile products “per sé” doesn’t make any sense. You’ll always need to build them for your people.I will be presenting you the set of methods we use in nois3:Iterative Design based on multidisciplinary teams working on Jams/Sprints is fantastic to Define, Prototype, and Repeat. Adding a flavor of Data Driven UX will be your game changer to Discover.

1 of 69
Download to read offline
+ WATERFALLS ARE GREAT
 TO WATCH… DIGITAL DESIGN THINKING.
+ WAIT, WHO ARE YOU? DIGITAL DESIGN THINKING.
Carlo Frinolli www.carlofrinolli.it • www.nois3.it @carl0s_ CEO + FOUNDER Experience Designer, Founder & CEO @ nois3, 
 I work, teach and live in Rome (Italy) – not necessarily in this order. ITERATIVE DESIGN
In case you were asking… yep I’m Italian, I can cook :P
We were saying… Waterfalls: great to watch.
ITERATIVE DESIGN Old but gold So typical though.
Double diamonds are clients’ best friends… Let’s try and clean some mess here. ITERATIVE DESIGN
ITERATIVE DESIGN The four phases… + 1 … Told ya 1. Discover 2. Explore & Define 3. Prototype 4. Test 5. Repeat
+ 1. DISCOVER DIGITAL DESIGN THINKING.
First off: “who’s gonna use it?”
Think of two customers. “ One of them could be Prince Charles and the other one Ozzy Osbourne. Both were born in 1948, male, raised in Great Britain, married, successful and wealthy. Furthermore, both of them have at least two children, like dogs and love the Alps… THIS IS SERVICE DESIGN THINKING. (VARIOUS AUTHORS) ITERATIVE DESIGN
ITERATIVE DESIGN
Where do we find them? Aren’t them all on a social network? ITERATIVE DESIGN
ITERATIVE DESIGN DIGITAL DESIGN THINKING. + We design responsive websites and digital strategies to connect organizations to their customers. ITERATIVE DESIGN You too might be tweeting… go on with #mobiletea!
Lots of people, including you, use social media continuously. They share moments, like contents, produce memories, profile themselves also unconsciously. Okay, someone could be in the grey zone… But that’s another story. Sharing is caring? There are zillions of data voluntarily created, they just wait to be interpreted and used. FOR INSTANCE… HOW MANY OF YOU HAVE TAKEN A LOOK TO GOOGLE MAPS HISTORY? :) ITERATIVE DESIGN
Reputation: you can either build it, or suffer from it. — Matteo Flora “ ITERATIVE DESIGN
What if we analyse online conversations to get inspired on behavioural patterns and hidden needs that are not really or badly addressed? Using different sources and intersecting different results. Customers & needs discovery Understanding the Zero Moment of Truth ITERATIVE DESIGN
ITERATIVE DESIGN
Monitoring platform, even powerful ones like Crimson Hexagon or Radian6 are not enough alone. On one hand people have different behaviours on different social networks, on the other because numbers don’t tell the story alone but they are a necessary starting point. Not only auto-magic HINT! Humans needed to analyse data :) ITERATIVE DESIGN
Some procedural steps ITERATIVE DESIGN
CONVERSATIONS REPORT DATA DRIVEN RESULTS & CONCLUSIONS ITERATIVE DESIGN Not only collecting conversations and cleaning up the messAnalysis of the CONVERSATIONS 1 Choose keywords: themes, topics or hashtags to monitorElaboration of a SEARCH HYPOTHESIS 0 Enriching results with human analysts Enhancement of DATA & REVISION 2 User INTERVIEWS 3 Creation of the PERSONAS 4 “CLASSIC” UX PROCESS
Ok, Google... I’m confused. Empty search form might make you uncomfortable. And if you’re looking for brand’s name, everything seems perfect. ITERATIVE DESIGN And the answer is 42.
Think as a user! Search Intentionally Start from query, not from branded keywords A user is not only a target. 
 S/he’s a person who doesn’t search for an abstract service, or by service name, but for concrete solutions 
 to her/his problem, precise informations. “ How? Where? How come I can’t...? ITERATIVE DESIGN
On Social Networks users deals directly with a brand mentioning handles, hashtag, products & services, links... Tells her/his issues, her/his needs, frustrations: her/his user-story. F*** Google, Ask Tweet ME! People look for a dialog, a direct relationship with a brand. ITERATIVE DESIGN
Search'em all. Data are everywhere. Nowadays there are search tools on most platforms: go monitor! ITERATIVE DESIGN
Create a usable dataset Documenting during the process helps the overall results Keyword, topics Sources analysed and monitored Tools used Timeframe of analysis Anomalies or other events that influence the collected data. (es. viral content, breaking news) ITERATIVE DESIGN
Defining insights Analysis and clustering of data is the most important part ITERATIVE DESIGN
Waterfalls are great to watch... Iterative Design Thinking
User interviews & ethnography Narrative interviews & user research ITERATIVE DESIGN Convincing to tell you about satisfying experiences, frustration or even just anecdotes about the need you’re exploring tells you more than a thousand of quantitative research, right Mr. Osbourne?
Heisenberg, my friend… Not Bryan Cranston, the other guy. ITERATIVE DESIGN The observer influences the experiment. Don’t pretend to be objective. You are human and people who you’re going to interview are human too.
+ 2. EXPLORE & DEFINE DIGITAL DESIGN THINKING.
UX is not only a love affair with users. It is a threesome. But don't be anxious, you will have toys ehm… tools to play with. Wait, who’s the missing stakeholder? Companies or clients who want you to build something for them ITERATIVE DESIGN
Build together with your clients, not for them Co-creating and collaborating is way smarter and effective ITERATIVE DESIGN
Digging in companies values is not easy. Companies are pretty used to giving you briefs or suggesting you the solution you should build for them. That’s wrong. Ask them the need. How do we do it? Discovery workshops Get the client around the table with you, and have her/him play ITERATIVE DESIGN
How do we dig to get meaningful informations? Playing serious game with all the possible players ITERATIVE DESIGN
Gamestorming never heard of it? ITERATIVE DESIGN
Cover story Through this game all participants could envision the most incredible success for their project, or product. In a nutshell you’ll discover what idea of success they might have. Let’s envision the most ambitious success ever ITERATIVE DESIGN
Pre-mortem Envisioning the reason why we failed is one of the best ways to underline weaknesses and to let them emerge on the surface. You will be then able to avoid them or to address them. Or simply to assess them. If they’re not superstitious ITERATIVE DESIGN
Value proposition canvas ITERATIVE DESIGN
Oh boy! I wanna do something, this stuff is so boring… ITERATIVE DESIGN
It’s time to explore and brainstorm about our app, or whatever digital product is, thinking of our users and their expected results or needs. It’s time to design for their needs. Design for their stories. But don’t design forever… Now what? We’ve discovered so much about our users and the company… ITERATIVE DESIGN
Waterfalls… no way: MVP way to go! ITERATIVE DESIGN
Everyone loves stories, even developers. © Kelly Mac Morris ITERATIVE DESIGN
ITERATIVE DESIGN As a <user> I want to do <action> in order to <benefit>“
Once you clearly understand on an abstract level what are the users’ needs and the company’s values that might match them, designing for people experience can be easier. But also test (on a human level :P) if your implementation works. And prioritise all the stories that deliver most of the solutions. User stories help designers too From great abstraction to small implementation details ITERATIVE DESIGN
Jam sessions! ITERATIVE DESIGN
Have you ever planned to cook some dishes without checking if all the ingredients are in place? Or if your local grocery have them all? Frustrating? This is not going to be developers’ problem. You’re the one that is not gonna eat. Cooking without ingredients HINT! Design Sprints or Co-Design Jams! ITERATIVE DESIGN
Designing solutions without your devs is crazy too. Hiding in your cubicle, getting a perfect Photoshop mockup while they’re not involve co-creating it… Well you might be lucky. And after all who uses Photoshop anymore!? Designing with no devs? Just like the dish issue… Let’s establish some rules.. ITERATIVE DESIGN
There are so many ways to address a need. You as designer can find some sexy ones, but sometimes the dev team will hate you. So badly. Involve them in a preliminary exploration of concept will save you time, and headaches. It’s time to explore ideas and concepts Broken down into stories and validate them against users’ stories. ITERATIVE DESIGN
Information Architecture - Card Sorting ITERATIVE DESIGN
Wireframing - exploring ideas together ITERATIVE DESIGN
+ 3. PROTOTYPE DIGITAL DESIGN THINKING.
Sketching and implementing the solution ITERATIVE DESIGN
Ok great. You have tons of different tools. And this really depends on your workflow. If you’re using Sketch, for example, Invisionapp or Marvelapp have plugins for it that helps you prototype better experiences. Now you have concepts to play with. We can start building and testing. ITERATIVE DESIGN
Ingredients! ITERATIVE DESIGN
Atomic design: style guides ITERATIVE DESIGN
Atomic design: Style tiles ITERATIVE DESIGN
ITERATIVE DESIGN Photoshop, what’s that? Sketch!
Marvelapp ITERATIVE DESIGN
An example ITERATIVE DESIGN
Our first try, dated back to 2014 ITERATIVE DESIGN
+ 4. TEST & REPEAT DIGITAL DESIGN THINKING.
Usability testing ITERATIVE DESIGN
Don’t imitate me! Don’t put it on slide 63 of your process! 
 Test something as soon as you can, even from paper prototypes. Have your Information Architecture tested, with tree testing, collect early feedback on wireframes, data and impressions. Power is nothing without control As soon as possible: testing testing testing ITERATIVE DESIGN
Remote user tracking ITERATIVE DESIGN
Are results as expected and users happy? Go on building next features or iterate on the present release. Or both. ITERATIVE DESIGN
This process might never end ITERATIVE DESIGN
Thanks for your attention. ITERATIVE DESIGN
I’m still Carlo Frinolli www.carlofrinolli.it • www.nois3.it @carl0s_ STILL CEO + FOUNDER Still an Experience Designer, Founder & CEO @ nois3, 
 I still work, teach and live in Rome (IT) – not necessarily in this order, nothing changed during this talk, I hope :D ITERATIVE DESIGN

More Related Content

Waterfalls are great to watch... Iterative Design Thinking

  • 1. + WATERFALLS ARE GREAT
 TO WATCH… DIGITAL DESIGN THINKING.
  • 2. + WAIT, WHO ARE YOU? DIGITAL DESIGN THINKING.
  • 3. Carlo Frinolli www.carlofrinolli.it • www.nois3.it @carl0s_ CEO + FOUNDER Experience Designer, Founder & CEO @ nois3, 
 I work, teach and live in Rome (Italy) – not necessarily in this order. ITERATIVE DESIGN
  • 4. In case you were asking… yep I’m Italian, I can cook :P
  • 5. We were saying… Waterfalls: great to watch.
  • 6. ITERATIVE DESIGN Old but gold So typical though.
  • 7. Double diamonds are clients’ best friends… Let’s try and clean some mess here. ITERATIVE DESIGN
  • 8. ITERATIVE DESIGN The four phases… + 1 … Told ya 1. Discover 2. Explore & Define 3. Prototype 4. Test 5. Repeat
  • 10. First off: “who’s gonna use it?”
  • 11. Think of two customers. “ One of them could be Prince Charles and the other one Ozzy Osbourne. Both were born in 1948, male, raised in Great Britain, married, successful and wealthy. Furthermore, both of them have at least two children, like dogs and love the Alps… THIS IS SERVICE DESIGN THINKING. (VARIOUS AUTHORS) ITERATIVE DESIGN
  • 13. Where do we find them? Aren’t them all on a social network? ITERATIVE DESIGN
  • 14. ITERATIVE DESIGN DIGITAL DESIGN THINKING. + We design responsive websites and digital strategies to connect organizations to their customers. ITERATIVE DESIGN You too might be tweeting… go on with #mobiletea!
  • 15. Lots of people, including you, use social media continuously. They share moments, like contents, produce memories, profile themselves also unconsciously. Okay, someone could be in the grey zone… But that’s another story. Sharing is caring? There are zillions of data voluntarily created, they just wait to be interpreted and used. FOR INSTANCE… HOW MANY OF YOU HAVE TAKEN A LOOK TO GOOGLE MAPS HISTORY? :) ITERATIVE DESIGN
  • 16. Reputation: you can either build it, or suffer from it. — Matteo Flora “ ITERATIVE DESIGN
  • 17. What if we analyse online conversations to get inspired on behavioural patterns and hidden needs that are not really or badly addressed? Using different sources and intersecting different results. Customers & needs discovery Understanding the Zero Moment of Truth ITERATIVE DESIGN
  • 19. Monitoring platform, even powerful ones like Crimson Hexagon or Radian6 are not enough alone. On one hand people have different behaviours on different social networks, on the other because numbers don’t tell the story alone but they are a necessary starting point. Not only auto-magic HINT! Humans needed to analyse data :) ITERATIVE DESIGN
  • 21. CONVERSATIONS REPORT DATA DRIVEN RESULTS & CONCLUSIONS ITERATIVE DESIGN Not only collecting conversations and cleaning up the messAnalysis of the CONVERSATIONS 1 Choose keywords: themes, topics or hashtags to monitorElaboration of a SEARCH HYPOTHESIS 0 Enriching results with human analysts Enhancement of DATA & REVISION 2 User INTERVIEWS 3 Creation of the PERSONAS 4 “CLASSIC” UX PROCESS
  • 22. Ok, Google... I’m confused. Empty search form might make you uncomfortable. And if you’re looking for brand’s name, everything seems perfect. ITERATIVE DESIGN And the answer is 42.
  • 23. Think as a user! Search Intentionally Start from query, not from branded keywords A user is not only a target. 
 S/he’s a person who doesn’t search for an abstract service, or by service name, but for concrete solutions 
 to her/his problem, precise informations. “ How? Where? How come I can’t...? ITERATIVE DESIGN
  • 24. On Social Networks users deals directly with a brand mentioning handles, hashtag, products & services, links... Tells her/his issues, her/his needs, frustrations: her/his user-story. F*** Google, Ask Tweet ME! People look for a dialog, a direct relationship with a brand. ITERATIVE DESIGN
  • 25. Search'em all. Data are everywhere. Nowadays there are search tools on most platforms: go monitor! ITERATIVE DESIGN
  • 26. Create a usable dataset Documenting during the process helps the overall results Keyword, topics Sources analysed and monitored Tools used Timeframe of analysis Anomalies or other events that influence the collected data. (es. viral content, breaking news) ITERATIVE DESIGN
  • 27. Defining insights Analysis and clustering of data is the most important part ITERATIVE DESIGN
  • 29. User interviews & ethnography Narrative interviews & user research ITERATIVE DESIGN Convincing to tell you about satisfying experiences, frustration or even just anecdotes about the need you’re exploring tells you more than a thousand of quantitative research, right Mr. Osbourne?
  • 30. Heisenberg, my friend… Not Bryan Cranston, the other guy. ITERATIVE DESIGN The observer influences the experiment. Don’t pretend to be objective. You are human and people who you’re going to interview are human too.
  • 31. + 2. EXPLORE & DEFINE DIGITAL DESIGN THINKING.
  • 32. UX is not only a love affair with users. It is a threesome. But don't be anxious, you will have toys ehm… tools to play with. Wait, who’s the missing stakeholder? Companies or clients who want you to build something for them ITERATIVE DESIGN
  • 33. Build together with your clients, not for them Co-creating and collaborating is way smarter and effective ITERATIVE DESIGN
  • 34. Digging in companies values is not easy. Companies are pretty used to giving you briefs or suggesting you the solution you should build for them. That’s wrong. Ask them the need. How do we do it? Discovery workshops Get the client around the table with you, and have her/him play ITERATIVE DESIGN
  • 35. How do we dig to get meaningful informations? Playing serious game with all the possible players ITERATIVE DESIGN
  • 36. Gamestorming never heard of it? ITERATIVE DESIGN
  • 37. Cover story Through this game all participants could envision the most incredible success for their project, or product. In a nutshell you’ll discover what idea of success they might have. Let’s envision the most ambitious success ever ITERATIVE DESIGN
  • 38. Pre-mortem Envisioning the reason why we failed is one of the best ways to underline weaknesses and to let them emerge on the surface. You will be then able to avoid them or to address them. Or simply to assess them. If they’re not superstitious ITERATIVE DESIGN
  • 40. Oh boy! I wanna do something, this stuff is so boring… ITERATIVE DESIGN
  • 41. It’s time to explore and brainstorm about our app, or whatever digital product is, thinking of our users and their expected results or needs. It’s time to design for their needs. Design for their stories. But don’t design forever… Now what? We’ve discovered so much about our users and the company… ITERATIVE DESIGN
  • 42. Waterfalls… no way: MVP way to go! ITERATIVE DESIGN
  • 43. Everyone loves stories, even developers. © Kelly Mac Morris ITERATIVE DESIGN
  • 44. ITERATIVE DESIGN As a <user> I want to do <action> in order to <benefit>“
  • 45. Once you clearly understand on an abstract level what are the users’ needs and the company’s values that might match them, designing for people experience can be easier. But also test (on a human level :P) if your implementation works. And prioritise all the stories that deliver most of the solutions. User stories help designers too From great abstraction to small implementation details ITERATIVE DESIGN
  • 47. Have you ever planned to cook some dishes without checking if all the ingredients are in place? Or if your local grocery have them all? Frustrating? This is not going to be developers’ problem. You’re the one that is not gonna eat. Cooking without ingredients HINT! Design Sprints or Co-Design Jams! ITERATIVE DESIGN
  • 48. Designing solutions without your devs is crazy too. Hiding in your cubicle, getting a perfect Photoshop mockup while they’re not involve co-creating it… Well you might be lucky. And after all who uses Photoshop anymore!? Designing with no devs? Just like the dish issue… Let’s establish some rules.. ITERATIVE DESIGN
  • 49. There are so many ways to address a need. You as designer can find some sexy ones, but sometimes the dev team will hate you. So badly. Involve them in a preliminary exploration of concept will save you time, and headaches. It’s time to explore ideas and concepts Broken down into stories and validate them against users’ stories. ITERATIVE DESIGN
  • 50. Information Architecture - Card Sorting ITERATIVE DESIGN
  • 51. Wireframing - exploring ideas together ITERATIVE DESIGN
  • 53. Sketching and implementing the solution ITERATIVE DESIGN
  • 54. Ok great. You have tons of different tools. And this really depends on your workflow. If you’re using Sketch, for example, Invisionapp or Marvelapp have plugins for it that helps you prototype better experiences. Now you have concepts to play with. We can start building and testing. ITERATIVE DESIGN
  • 56. Atomic design: style guides ITERATIVE DESIGN
  • 57. Atomic design: Style tiles ITERATIVE DESIGN
  • 61. Our first try, dated back to 2014 ITERATIVE DESIGN
  • 62. + 4. TEST & REPEAT DIGITAL DESIGN THINKING.
  • 64. Don’t imitate me! Don’t put it on slide 63 of your process! 
 Test something as soon as you can, even from paper prototypes. Have your Information Architecture tested, with tree testing, collect early feedback on wireframes, data and impressions. Power is nothing without control As soon as possible: testing testing testing ITERATIVE DESIGN
  • 66. Are results as expected and users happy? Go on building next features or iterate on the present release. Or both. ITERATIVE DESIGN
  • 67. This process might never end ITERATIVE DESIGN
  • 68. Thanks for your attention. ITERATIVE DESIGN
  • 69. I’m still Carlo Frinolli www.carlofrinolli.it • www.nois3.it @carl0s_ STILL CEO + FOUNDER Still an Experience Designer, Founder & CEO @ nois3, 
 I still work, teach and live in Rome (IT) – not necessarily in this order, nothing changed during this talk, I hope :D ITERATIVE DESIGN