the value of design - bob medcalf, op101 experience design value of design.pdf · the end of your...
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The value of designBob Medcalf, Op101 Experience Design
NZRS Conference 14 November 2013
Source: http://vimeo.com/73619059
Source: UK Design Council (2004), “The impact of design on stock market performance – An analysis of UK quoted companies 1994-2003
Source: /www.flickr.com/photos/stephelliott/6742878513/
Design is about people
Business Designer Customer
Understand the customer
Research
?
Define
Source: UX Success: Socialising Personas
Source: Adaptive Path: Guide to Experience Mapping
Define
Allow ideas to live and die.
Ideate
Build prototypes.
logo
Test. Early and often.
Prototype
Source: TVNZ One News Report
Test
“Design thinking”
Guide customer behaviour
Credit: Sarah Decker Designs
The halo effect
Source: hedgeho.com
Social proof
Social norms
Source: SustainableJill.com
Likability
Source: www.pregnancynutrition.co.nz/
Decoys
Source: Dan Ariely “Predictably Irrational”
16%
0%
84%
Decoys
Credit: Dan Ariely: Predictably Irrational
16%
0%
84%
68%
32%
Anchoring
Status quo bias
Power of defaults
Source: Science 21 November 2003
Source: Guardian.co.uk 4 Nov 2013
Source: ryanair.com
Create a design culture
Source: Adaptive Path: “Guide to Experience Mapping”
