"experience design" entries

Designing a brand story is not optional

Brand storytelling is your unique chance to be persuasive and make the case for your product.

Editor’s note: this is an excerpt from our recent book Lean Branding ; it is part of a free curated collection of chapters from the O’Reilly Design library. Download a free copy of the Experience Design ebook here.

Throughout this chapter, we will look at the six essential parts of a lean brand story: positioning, promise, personas, personality, product, and pricing.

I’ve never met someone who did not aspire to be something more. Even Homer Simpson, with his absolute lack of will and ultimate disregard for the future, at times aspired to be a better husband, a fitter couch potato, a less miserable son to his old man. I’ve heard 5-year-olds state with absolute certainty that they will be president. Someone is sweating his head off right now at some ridiculously expensive gym because he aspires to be fitter. As you read this, someone is pulling an all-nighter studying to earn class valedictorian status — or maybe even reading this book to up her brand game (in which case, I highly appreciate it!). I’m pretty sure someone is daydreaming to the sound of Bruno Mars’s “Billionaire.” Someone (perhaps you) aspires to build a successful product that customers open their wallets and hearts for. If that is indeed you, please hold on to this thought: aspirations.

Behind every great brand is a promise that fulfills its customers’ aspirations. We are in the business of taking customers from A to B, where A is who they are today and B is who they want to be tomorrow. Consider the products you love — sports attire, note-taking apps, electronic devices, chocolate ice cream, this book — and how they’ve made you feel closer to whom you want to be.

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Interaction and industrial design team up to serve the IoT

Martin Charlier on design teams, responsibility, and service.

Industrial designers and interaction designers are joining forces to create the best services for Internet of Things (IoT). I sat down with Martin Charlier, a design strategist with a unique distinction of having both interaction and industrial design experience to talk about how the IoT is changing the design landscape, including team dynamics, responsible design, and value-driven design. Charlier is the co-author of the forthcoming Designing Connected Products and a contributor to Designing for Emerging Technologies. For a free download of sample chapters from Designing Connected Products click here.

Team dynamics

Charlier discusses the key ingredients for teams working on a product together and how to achieve a unified vision:

“I think every field needs to know a little bit about others, just a basic understanding of the other side. In some of the most interesting projects I’ve seen, the team was made up of somebody with an industrial design background, somebody doing more technology and somebody doing more interaction and user experience.

“The key, though, to some of the projects I’ve seen was that they started to work together as one team before splitting up into their respective domain areas so that there was a joined vision. I think that’s the most important thing: to come up with a joined vision. I think that’s where interaction design and industrial design, for example, need to think of either sides of the coin.”

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Today’s designers are solving business problems

Tom Greever talks about the evolution of experience design and the challenges — and opportunities — facing designers today.

It’s no secret that design is playing a more prominent role within many organizations. Designers are becoming fundamentally linked to the development and success of products and services versus their more historical role polishing the appearance of those products and services. I recently sat down with Tom Greever, UX Director at Bitovi, to talk about the evolution of UX design, challenges that design professionals face today, and some of the keys to the success of the modern UX designer. Greever describes the evolution:

“Traditionally, the only problem we were trying to solve was to make something look better. It was a problem of just aesthetics, but now our designs have to solve for things like ease of use, or conversion, or user engagement. We’re solving business problems. We’re helping businesses achieve their goals through design, and if we can’t do that, then our designs aren’t any good. We’re not creating the right experience. They’re not providing value.”

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The intersection of data and design is equal parts art and science

Data-informed design is a framework to hone understanding of customer behavior and align teams with larger business goals.

Editor’s note: this is an excerpt from our forthcoming book Designing with Data; it is part of a free curated collection of chapters from the O’Reilly Design library — download a free copy of the Experience Design ebook here.

The phrase “data driven” has long been part of buzzword-bingo card sets. It’s been heard in the halls of the web analytics conference eMetrics for more than a decade, with countless sessions aimed at teaching audience members how to turn their organizations into data-driven businesses.

When spoken of in a positive light, the phrase data driven conjures visions of organizations with endless streams of silver-bullet reports — you know the ones: they’re generally entitled something to the effect of “This Chart Will Help Us Fix Everything” and show how a surprise change can lead to a quadrillion increase in revenue along with world peace.

When spoken of in a negative light, the term is thrown around as a descriptor of Orwellian organizations with panopticon-level data collection methods, with management imprisoned by relentless reporting, leaving no room for real innovation.

Evan Williams, founder of Blogger, Twitter, and Medium, made an apt comment about being data driven:

I see this mentality that I think is common, especially in Silicon Valley with engineer-driven start-ups who think they can test their way to success. They don’t acknowledge the dip. And with really hard problems, you don’t see market success right away. You have to be willing to go through the dark forest and believe that there’s something down there worth fighting the dragons for, because if you don’t, you’ll never do anything good. I think it’s kind of problematic how data-driven some companies are today, as crazy as that sounds.”

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The future of design: stay one step ahead of the algorithm

Future-proof yourself by ensuring the kind of work you do cannot be easily replicated by an algorithm.

Editor’s note: this post originally published on Medium; it is re-published here with permission.

Server_porn_Paul_Hammond_Flickr

It’s foolhardy to predict more than a few years into the future. Much unforeseen can happen between then and now. That being said, in 30 years, give or take 10 years, the discipline of design as it’s practiced today will be over. This isn’t anything new for design — it’s practiced very differently now than it was 30 years ago, or 30 years before that, and so on, stretching back decades, perhaps centuries. This also won’t be unique for design, as many fields of work will be utterly transformed in 30 years’ time. These changes will be drastic, and design will never be the same afterward.

The canary in the coal mine is Autodesk’s Project Dreamcatcher. Introduced by CEO Carl Bass at this year’s Solid conference, Dreamcatcher appears to work like this: industrial designers put together inspiration in the form of exemplars and combine them with requirements and constraints, then feed them all into Dreamcatcher. An algorithm then processes this information and spits out many possible designs. Designers can either start over with new or tweaked criteria, or continue by selecting a design to refine. It’s no stretch of the imagination to see this being done for digital objects as well. In fact, it might well be an easier task for digital design than for physical objects. Read more…

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Designing the enchanted future

David Rose on the IoT’s impact on our relationship with technology.

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I recently sat down with David Rose, entrepreneur, instructor, and researcher at MIT Media Lab, and author of Enchanted Objects. Rose refers to everyday objects with embedded sensors and cloud connectivity as “enchanted objects.” These objects tap into one of our basic desires, which Rose identifies as omniscience, telepathy, safekeeping, immortality, teleportation, expression. (He created a poster identifying some of the Internet of Things (IoT) devices organized by the human desire each addresses.) While there is plenty of experimentation taking place in this space, the products that will thrive will add value to our lives by tapping into one or more of these desires.

When looking at technology and its implications, Rose starts by focusing on user needs. Read more…

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Holistic experience design: the O’Reilly Radar Podcast

Mary Treseler talks about O'Reilly's new design investigation, and Trina Chiasson talks about typography and visualization.

Editor’s note: you can subscribe to the O’Reilly Radar Podcast through iTunes, SoundCloud, or directly through our podcast’s RSS feed.

In this week’s Radar Podcast episode, I talk with Mary Treseler, director of strategic content at O’Reilly, about our new investigation into experience design and how it’s shaping our future. Treseler notes a couple of key factors driving the investigation:

“What I’m seeing here and what I’ve been watching is the focus move from technology to design. Experience design or interaction design has always been around, but there are a couple of factors that are really pushing it into the spotlight. One being that we’re seeing more widespread support of design as a corporate asset, as something that could be a competitive advantage to businesses. The other is the Internet of Things, looking at the convergence of the digital and physical worlds, and what that means for designers and how they can impact the future.”

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Great user experience + clear value proposition = value innovation

"Blue ocean" products change the way people think; value innovation requires changing the rules of the game.

Editor’s note: this is an excerpt from our forthcoming book UX Strategy; it is part of a free curated collection of chapters from the O’Reilly Design library — download a free copy of the Experience Design ebook here.

Value! Value! Value!

The word seems to be used everywhere. It’s found in almost all traditional and contemporary business books since the 1970s. In Management: Tasks, Responsibilities, Practices, Peter Drucker talks about how customer values shift over time. He gives an example of how a teenage girl will buy a shoe for its fashion, but when she becomes a working mother, she will probably buy a shoe for its comfort and price. In 1984, Michael Lanning first coined the term “value proposition” to explain how a firm proposes to deliver a valuable customer experience. That same year, Michael Porter defined the term “value chain” as the chain of activities that a firm in a specific industry performs in order to deliver a valuable product.

All these perspectives on value are important, but let’s fast-forward to 2004 when Robert S. Kaplan discussed how intangible assets like computer software were the ultimate source of “value creation.” He said, “Strategy is based on a differentiated customer value proposition. Satisfying customers is the source of sustainable value creation.” Read more…

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The complexity of the IoT requires experience design solutions

Claire Rowland on interoperability, networks, and latency.

The Internet of Things (IoT) is challenging designers to rethink their craft. I recently sat down with Claire Rowland, independent designer and author of the forthcoming book Designing Connected Products to talk about the changing design landscape.

During our interview, Rowland brought up three points that resonated with me.

Interoperability and the Internet of Things

This is an IoT issue that affects everyone — engineers, designers, and consumers alike. Rowland recalled a fitting quote she’d once heard to describe the standards landscape: “Standards are like toothbrushes, everyone knows you need one, but nobody wants to use anybody else’s.”

Designers, like everyone else involved with the Internet of Things, will need equal amounts of patience and agility as the standards issue works itself out. Read more…

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How is UX for IoT different?

Even if you are familiar with embedded device and networking tech, you might not have considered the way it shapes UX.

Editor’s note: this is an excerpt from our forthcoming book Designing Connected Products; it is part of a free curated collection of chapters from the O’Reilly Design library — download a free copy of the Experience Design ebook here.

Designing for IoT comes with a bunch of challenges that will be new to designers accustomed to pure digital services. How tricky these challenges prove will depend on:

  • The maturity of the technology you’re working with
  • The context of use or expectations your users have of the system
  • The complexity of your service (e.g. how many devices the user has to interact with).

Below is a summary of the key differences between UX for IoT and UX for digital services. Some of these are a direct result of the technology of embedded devices and networking. But even if you are already familiar with embedded device and networking technology, you might not have considered the way it shapes the UX. Read more…

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