by Ruth Sims
The digital world has brought us a great many benefits but also many drawbacks.
Our work lives have become far more flexible and dynamic, we can stay in constant touch with our friends and loved ones wherever they may be, and we have a platform for expressing our opinion and holding our leaders to account.
When we are unwell we can look up our symptoms online and there are a host of applications that help us stay fit and healthy.
On the other hand our ‘flexible’ work lives mean that many of us are constantly distracted and never off duty, many of our online friendships are shallow and meaningless, and the way people choose to express their opinions is often self-righteous, ignorant and aggressive.
Meanwhile, the ability to look up medical symptoms is turning us into hypochondriacs and if our body image isn’t perfect we are likely to be shamed by online trolls.
The digital world is a like a lens that has magnified humanity, exposing both the best and the worst in us, enhancing our capabilities and exposing our faults and vulnerabilities.
In this presentation we will look at how to make the digital world a happier place. Guidelines will be given for how to achieve this. These will focus both on the design of the digital world and also on how we use it. They will be illustrated with numerous case studies, stories and examples.
Through understanding the psychology of digital landscapes we can turn them into places where we can find happiness, meaning and an enhanced quality of life.
Ever wondered what makes some practitioners truly great? Is there something in how they are wired that sets them apart and amplifies their contributions on projects and within organizations?
Emma Chittenden and Bern Irizarry explore how recent advances in brain science and empathic competency may offer measurable ways to cultivate individuals and build teams that make a difference.
The two will share findings from their 2015 survey of more than 500 product and service makers. They will discuss the role of cognitive empathy as well as the immersive techniques that build new neural pathways and enhance the creation process.
Join our presenters and hear how a conversation about hiring for fit and predicting team success resulted in a journey to understand what really makes us tick.
by Bill Barham
A frictionless user experience is generally applauded as good design. Steve Krug championed the phrase and philosophy ‘Don’t make me think’ which has become a pillar for usability in web design. But as designers do we also have a duty to occasionally throw a spanner in the works, disrupt people's flow and force them to think?
Digital products simplify important aspects of our lives which often deserve thought and focus. This is having an effect on the people who use these products, often daily.
My talk will discuss the merits, where appropriate, of placing barriers within our designs which force users to engage and think about what it is they are actually doing. Be it ordering a pizza, walking from A to B or applying for a loan from the convenience of your smartphone.
by Joe Macleod
The talk builds on the issues around Closure Experiences. In previous talks I have outlined techniques and shown the broad subject matter. This talk aims to dig deeper into fundamentals of Closure Experiences. Firstly establishing the background of our Sociology around the subject through examples in theology, history and science. It then builds to investigates the area of psychology and how it helps design for improved Closure Experiences.
The social history of Closure
How did we lose Closure Experiences?
History shows 2 fundamental changes that have happened in the last 300 years that have established our modern approach to endings and responsibility.
1. The demise of Heaven as an aspiration after a hard life
2. The distancing of death, through the ascent of medicine
These issues have created a society of habitual consumers and reckless producers. That has dogged our ability at dealing with consumption and a meaningful reaction against its consequences. In short we have forgotten what it is like to end something.
The psychology of Closure
How do we regain that ability?
By tapping into the physiology of designing Closure Experiences and helping creators and consumers to understand the responsibility of endings.
The talk examples 3 psychological techniques that exhibit closure and form the foundation of regaining that capability.
The work of Marie Kondo and the powerful simplicity in saying ‘thank-you’ too establish self-reflection and responsibility.
The Peek-End rule by Barbara Fredrickson and Daniel Kahneman. That shows the inherent power in the moment an experience ends and how our brains capture memories that bias endings.
And finally the work of Helen Fuchs-Ebaugh on the phases of Role Exit, that shows the empowerment that an ending can bring to the individual and the subsequent new found responsibility.
The definition of design is shifting from being a noun to a verb. We see it moving away from arts and craft into a methodology of delivering value. Adapting to this shift, designers and changemakers are forming a new way of design thinking.
As designer, not only are we crafting products / services, but we are also learning to see a much bigger system with a deep connection to business factors. How can we influence businesses with design thinking in order to build a solid business platform that delivers meaningful products / services.
Systems thinking is an approach to problem solving. Businesses are an intricate ecosystem, from how the organisation is structured, to people, to commercial planning, to processes. As designers, we practice systems thinking everyday. How do we use this knowledge to craft a business? This, is business design.
In this session, we want to explore what business design means. How to use what we know, as designers, to build stronger businesses?
As we continue to adapt design methodologies and systems thinking to a business context, what other manifestations that will evolve? How can design thinking be leveraged in even the most straight-laced silos of a business such as Human Resources and Finance? How do we give design thinking the space it needs in the face of traditional business practice? And most importantly, how do we use our existing design thinking knowledge, to design businesses?
How does life online affect our identity and our personality? Who do we become when we interact with each other online? How do social media, digital tools, and online channels change us? And what does this mean for designers - and brands - as we develop new rules, new experiences, new customs and boundaries? As part of this talk, I’ll be drawing on my network and background to discuss some of the myths about life online that determine what we believe our customers really need.
Sofie Sandell is a speaker and author based in London. She writes for The Guardian, CMO (Adobe), and The London Business Journal. She has presented at TEDxUCL and TEDxWomen, and her work is featured in tier 1 press around the world. In 2013 she published her book first book on Digital Leadership, exploring leadership and creativity as a driving force for new ideas in the digital landscape. And on www.sofiesandell.com, Sofie runs a popular social media Q&A which raises some of the big questions about life in relation to social media.
Tea and Coffee is included in the conference ticket cost
‘Clients do not care about features, benefits or solutions. It is the outcome that matters. Does the outcome help achieve their goal?’
To win the freedom to be more deeply and sustainably user-centred, design processes also need to be business-centred. Proposed UX features and solutions need to clearly align and measurably deliver to the business objectives of our clients or senior leadership.
UX practitioners have become skilled in making these alignments – using a combination of user testing and A-B testing to maximise conversions, for example. Social media management has recently also taken more significant steps to identify, capture and improve ROI.
Accessibility, however, has lagged behind. Businesses, where they decide to invest in the accessibility of their products, generally do so to avoid complaints or lawsuits from disabled people, or on the instigation of a single passionate internal spokesperson, often with a specific personal understanding and focus.
This talk illustrates a different approach, using the business objectives behind creating or maintaining a digital product to cut through rigid accessibility conformance levels and work out which guidelines to focus on to maximise return on investment from inclusive design in that product. This approach creates deeper impacts than companies currently achieve when focussed on general compliance and risk prevention. Going beyond cost minimisation to avoid losing, we’ll show how accessibility can help companies win.
Operating well beyond guidelines and specific disabilities, we’ll use live examples from the audience to show how considering the needs and preferences of many varying impairments and situational access needs could help them to deliver their organisations’ business objectives.
Technology creates subtle shifts in human behaviour all the time. Some of these shifts are so small that they go unobserved and unremarked: it’s just the stuff that we see and do every day. We rarely stop to consider what these changes actually mean.
Focussing on these subtle shifts allows us to see the world from a fresh perspective and helps us understand underlying motivations and needs. Although this can often raise more questions than answers, it gives us a head start when we think about product or service experiences.
In this session we will share our learning from a year-long photo ethnography project, to observe and document these new behaviours. We will discuss the imagery we captured from all over the world, highlighting five emerging themes. We will also discuss the impact this project had for our experience design practice.
by Ofer Deshe
Good design is not a matter of figuring out what people are like. We are all unique. Our personality traits and their underlying cognitive mechanisms have an influence on our tastes, our interactions with our environment, the choices we make, our perceptions, reactions and likely behaviours. They contribute to shaping our subjective experiences.
The ‘average user’ doesn’t exist, and his cousin, the ‘elastic user’, is mostly an outcome of stakeholders’ imaginations and politics. So how do we design products and services that fit the expectations of real people?
As designers we often speak about designing for different user types, profiles or personae. Yet people who fit a category in one metric are also completely different to each other. Each customer, client or software user is a unique phenomenon. If each human being is totally unique, can we predict the likely subjective experiences, reactions and behaviours that our designs may trigger and evoke?
In this talk we will explore the latest psychological research regarding the dimensions of difference between individuals. We will discuss the development, stability, determinants and consistency of these differences. We will also review contemporary research into personality traits and their relations to cognitive information processing and learning models.
By the end of the talk you will understand the key underlying factors involved in describing, explaining and predicting differences in behaviours and their relevance to design.
by Mark Potter
The psychological phenomenon known as Situational Awareness is probably more readily associated with designing real-time, safety-critical systems such as cockpits or nuclear control rooms. However, consigning the learning and insight that research into Situational Awareness has given us to this narrow band of applications could represent a huge missed opportunity.
I will explore what good Situational Awareness looks like on an individual and team basis, how it can unlock the potential of data rich user experiences across all digital product development types and how we can use different techniques during user research, experience design and assessment to ensure that we can make the most of the information that the ‘internet of things’ and ‘big data’ will provide.
UX is not CX. Increasingly digital experiences are now best described as business critical – that is they are the primary touchpoint for customers throughout the entire customer journey from research to support in-life. The way we purchase cars has changed. Footfall in showrooms is down 52% and the customer is now fully in control and that means a real challenge when a customer enters the showroom – fully armed, often knowing more than the salespeople. Volkswagen has taken a new approach to how they design digital experiences with Blended Retailing. This formula of combining Bricks (And) Clicks (And) People is at the heart of their service design.
This case study looks at how we’ve gone about redefining the entire car buying and ownership experience by ensuring the three streams of Blended Retailing work together without the design process being a typical retail OR digital AND that people are the key to your delivery.
This talk aims to synthesise some of the lessons learned from 21 years of applied research in the area of new product development.
I promise that the talk will NOT focus on the minute of academic research. Instead I will share some salient and hopefully interesting aspects our group has learned from working closely with medical technology organisations such as Medtronic, Stryker, Boston Scientific, and the Mayo Clinic.
It will be engaging, visionary and inspiring and peppered with real world examples. I will show lots of pictures and very few numbers. There will be no graphs! The output of this talk is to explore new ideas, seek new connections and start a new conversation.
The content will emphasise the following
•The need for a user centred approach to innovation and designing patient focused solutions
•The importance of designing end to end solutions (or experiences) rather than isolated and fragmented components
•The importance of non-tangible value in a product
•Practical tools that focus on the person (e.g. who do I talk to? how do I determine users’ needs, wants, expectations?)
Practical tools that focus on the process (e.g. how do I build a journey map? how do I analyse and prioritise problems?)
How do we design for the older generation? This group is often ignored in the development of new products, despite many over 55s having ample money and time to invest in the latest technologies
Learn what you need to consider in your research and design process to create usable products for older users. We will look at some of the cognitive and physical changes associated with aging and consider how these impact on use of products and technologies.
Technology can also be a huge enabler for older users – we will also look at some products in market or development which are helping elders stay independent and healthy for longer.
We’ll demonstrate all this with some real life examples from user research and end on a great video.
by Jon Aird
There’s a lot of talk currently about virtual reality becoming big business. Facebook, Google, Sony and Samsung and others are investing in its potential future. It has many applications, from virtually attending gigs and sporting events, to playing more immersive games.
Some people think we can also reimagine film and television in virtual reality. I’ve produced an interactive horror experience that aims to give the viewer shared control over the delivery and consumption of the story. Last year it found an audience and went viral on YouTube. Now I am embarking on a bigger and better version.
But what happens when viewers become users? What’s the difference between a passive and an active viewer, and how does it affect visual, cinematic storytelling? I don’t have the answers, no one does, but I’d love to share with you my thinking so far.
Lunch is provide as part of the ticket price
Ten years ago one struggled to persuade people to do user research as part of product design ... today everyone does it. But are those conversations with customers and users authentic? Are they capable of building new knowledge and generating ideas?
Using stories from my own experience, as well as a few published case studies, this talk raises the question as to whether the increase in user and customer research has made it harder to hear an authentic voice. Increasingly one sees more and more conversations with customers and users that simply re-generates the knowledge that was already there. Although this can sometimes be surprisingly helpful, it is not the experience of research that was around 10-15 years ago.
In an attempt to regain authenticity in dialogue, I will present a set of principles and processes for the various phases of research activities, all derived from ten years or more of experience teaching product groups to go out and meet their users.
Providing a great experience is now a standard requirement for any successful digital product. Listening to the users, gathering data and analysing every interaction is the foundation of solid UX, but is there more to the story...? This talk will explore how brands have evolved to understand not only what people say they want, but more importantly what makes them feel good, what they actually remember, what they really value, and what makes them share this experience with the world. Using a variety of examples from old and new brands, current research and recent ideas we've explored at FutureLearn, I'll tell the story of why savvy brands no longer sell a product, but now sell an experience.
“Investigate what it would be like for a young vision impaired person, to travel London’s transport network in the near future.”
In this talk, I will share the story behind Wayfindr and how ustwo and the Royal London Society for Blind People worked together to design a service to help vision impaired people move through the London Underground independently. I will talk about the tools, techniques, methodologies we used over the course of this investigation – from concept through to validating the idea in a live pilot.
Video of the working product:
by Daryll Scott
On the receiving end of any communication is a human nervous system that responds emotionally first and logically as an after-thought.
The unconscious, emotional response is most influenced by:
oContext and expectation
oQualities of sensory experience
oAttribution of meaning
Daryll will provide blend stories from philosophy and contemporary psychology with live demonstrations of hard-wired human responses to different experiences.
The take-away is seven irrefutable principles of emotionally engaging design and a futuristic way of thinking about your audience.
Daryll Scott is an author and developer in the field of Neuro-Linguistic Programming, He has built and sold several businesses including a design agency and a leadership development agency.
by Tim Fendley
A decade ago a team of information designers sat down to think about an open wayfinding brief from an organisation representing the centre of London. Tim Fendley, the lead system designer, and his team proposed a new information system for the city based on user-focused principles.
The system was called Legible London.
The project faced many challenges including navigating London’s authorities, the people’s understanding of the city, and varying sign systems. Join Tim to find out how such a project came to be, from the design process and decisions behind the undertaking, to the challenges faced by London and many cities today.
How has digital technology and media influenced the creation of comics? Do the benefits of new models – production, distribution and design – compensate for any pollution of the form?
In what ways has the older, paper-based technology of comics influenced digital over the past 30 years?
What can digital learn in future from the narrative structures and visual storytelling mechanisms of comics?
In the discourse of the future of interaction design we often come across opinions that claim that the interface and their technology should be invisible. There have been significant achievements towards that direction recently.
I believe that humans are actually happier in the short term because their invisible products help them achieve their goals effortlessly.
However, as designers are we thinking of long-term impacts of these products in social interactions and human psychology?
In this talk I will present arguments for and against invisible interfaces and their components using recent examples. Finally, I will attempt to demonstrate how invisible interfaces could ‘appear’ in our near future.
When using a digital product, who (or what) are you interacting with? The device? The interface? The data? The content? It may seem like a simple question but the answer has a profound effect on how we design digital products.
Most of us are familiar with user-centered design principles. The dominant view of this approach is that you are interacting with the interface, or the computer (hence the term human-computer interaction). But I’d like to talk about a less known approach, which views the interface as a medium of communication, rather than a source.
What difference does this point of view make? I’ll attempt to answer this question using the classic communication and cognition theories, as well as practical examples, case studies, and insights from user testing. I’ll also explain the reasons behind some of the common flaws in our assumptions and design decisions we make.
by Ryan Hall
In the world of customer experience design the focus is always on the consumer. But never the Client. Yet the client is the the most important asset in any creative business.
In this talk we explore the principle of designing the optimism client experience and define the principles of what makes a positive experience tick and how you can go about improving it.
Tea and Coffee is included in the ticket price
The Dearth of Dogfood(ing)
Everyone uses off the shelf tools; it's the nature of things. I'm sure if we all had ,me, we'd build our own bespoke tools and applicaons.
In every agency where I've been lucky enough to manage and work alongside mul,disciplinary teams, I've always advocated the use of the processes we inflicted on our clients, in our own organisa,on, on our own projects. But oJen we were just too busy to Dogfood, and all you need to sabotage a Dogfooding program is for the applica,on of these processes to vary in levels of success.
In much the same way design agencies oJen get another shop in to manage a rebrand or a site reimagina,on, it's oJen the case that without skin in the game - whether financial or by way of reputa,on - we're some,mes a bit too weak-willed to follow through effec,vely with a regime of Dogfooding.
It's only now, over a year into running my own agency, that I've really started to Dogfood properly. And even at a smaller scale it's s,ll not as easy as it might sound. We're s,ll working on the proper adop,on and internal valida,on of the processes we sell, and s,ll trying to maintain a level of focus on the IP we've developed and trialled.
This talk focusses on my own warts-and-all Dogfooding history; documen,ng the successes and failures of this technique, providing several industry views on best prac,se, and some ideas on how to best secure company-wide adop,on.
Christmas Eve. The heating is on, your daughter is having a shower and you're nearly finished with hours of work in the kitchen. All of a sudden, the oven groans to a halt, your daughter shouts something unintelligible from the bathroom and you start to feel a Winter chill through your flat. Your gas and electricity have cut out for the third time in a week of bitterly cold temperatures and you're looking for any spare coins to load your energy card up again...
‘Finding Humanity in Energy Consumption Data’ is a story about how a strategist, client partner and UX designer at digital agency Friday set about understanding the complex data sources and requirements of energy providers. The talk focuses on how our team wrestled with conflicting data and tariff systems before stepping back and identifying basic human principles that would form the foundations of a SmartMeter prototype. It finishes with the lessons we learned in helping an energy provider’s digital team identify their data and customer experience gaps as they move into a SmartMeter world.
23rd–24th October 2015