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Demystifying Design

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Demystifying Design


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About Cantina Cantina is a digital design and development agency based in Boston since 2007.


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Alec Francesconi Current: President at Cantina Previous: Isobar (Molecular), Edgewater Contact: alec@cantina.co


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Chris Lamothe Current: Director, Experience Design at Cantina Previous: Harvard Business School, Isobar (Molecular) Contact: chris@cantina.co


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WHY SO MYSTIFIED? image source: https://hdwallpapers.cat/


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2009 2011 2014


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What is Design?


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art? image source: http://acesweeklyblog.com/


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immeasurable? image source: http://wallbasehq.com


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MAGIC? image source: http://www.webdesignbooth.com


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lipstick? image source: http://visualsearch.tk


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the process of design


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Web Design Process 1998-2002


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+ image source: http://minecrafts.org https://www.youtube.com


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+ ( )x image source: http://steamcommunity.com


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image source: https://commons.wikimedia.org


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image source: http://galleryhip.com http://unapausaparalapublicidad.com


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image source: http://www.gloriouscolor.com


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UX Design Process 2002-2010


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+


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+ + image source: http://jennycham.co.uk


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+ ( )x +


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= + ( )x + image source: https://mikespennyforyourthoughts.wordpress.com


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+ (( )x = )x +


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image source: http://blogs.motortrend.com


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...later (if we’re lucky)


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+ (( )x = )x + x image source: http://reqtest.com


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there must be a better way


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design is art & science Source: A. Cliche


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Art Science Qualitative Quantitative Method: Intuition Validation: Eye of the beholder Credit: Teehan & Lax Method: Investigation Validation: Testing, Metrics


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design is where science and art break even


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Art Science Qualitative Quantitative Method: Intuition Validation: Eye of the beholder Method: Investigation Validation: Testing, Metrics Credit: Teehan & Lax Design


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design is art with objectives Credit: Diane Leeper


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Art Science Qualitative Quantitative Method: Intuition Validation: Eye of the beholder Method: Investigation Validation: Testing, Metrics Credit: Teehan & Lax Design


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scientific method


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Define a question or assumption Gather information and resources Form a hypothesis Test the hypothesis Analyze the data Interpret the data and draw conclusions Publish results Retest


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Define a question or assumption Gather information and resources Form a hypothesis Test the hypothesis Analyze the data Interpret the data and draw conclusions Publish results Retest


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“lean” methodology image source: http://100state.com


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Define a question or assumption “[Our service/product] was designed to achieve [these goals]. We have observed that the product/service isn’t meeting [these goals], which is causing [this adverse effect] to our business. How might we improve [service/product] so that our customers are more successful based on [these measurable criteria]? Source: Lean UX


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Form a hypothesis If ________________, then _____________.


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We believe that [doing this/building this feature/creating this experience] for [these people] will achieve [this outcome]. We will know this is true when we see [this market feedback, quantitative measure, or qualitative insight]. Form a hypothesis Source: Lean UX


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Test the hypothesis


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Interpret the data and draw conclusions


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UX Design Process Present


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+ (( )x = )x + = )x


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+ (( )x = )x + = )x X X X X X


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+ + Users! + image source: http://www.interaction-venice.com


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when are we done?


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some considerations


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There is only one (deliverable) This is sausage making Takes two to tango Talk with real people 5 is enough Always be testing Lose the Big Reveal Rigor required


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questions?


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