uxpa uk: making of meaning: ux, empathetic design and learning by doing, alex barclay
TRANSCRIPT
Artist: Berndnaut Smilde
Founder, the XDs collective+XD lead, Accenture Interactive
The art of
strategy:
UX design and
the making of
meaning
My favourite quote…
‘A good question is better than the most brilliant answer.’
Louis Kahn, architect
So I’ve a few questions for you…
Do you want to learn something interesting?
Meet specialists from different disciplines?
Be part of an ‘A Team’ that learns by doing?
Make more meaningful experiences for users?
Would doing the above make you happier?
If you answered ‘Hell yes!’ to any of those questions you’d fit right in with the XDs.
Not for profit do tank200+ membersInter-disciplinarySpecialistDesign-based process
Collaborators in Berlin, NY, San Fran, Sydney
My second favourite quote…
‘For the things we have to learn before we can do them, we have to do them.’
Aristotle
We make meaning.
We use a UX based design process create more meaning (and more happiness) for XD participants and end users
But why take a design-led approach?
Because UX design is evolutionary strategy in action
Because using UX design as strategy creates a lean,
mean, value creation machine.
Because it’s better at coping with wicked or very
complex problems.
Alex Barclay’s Guide to Why UX Design Strategy is Best…
UX design as an evolutionary strategy…
Prescriptive schools Descriptive schools
Entrepreneurial SchoolCognitive School
Cultural SchoolLearning School
Cultural School
Power SchoolConfiguration School - Mintzberg
Design School – AnsoffPositioning School - Porter
Planning School
The 2 strategy ‘schools’ (with 10 sub-schools)
Strategy is a messy business… it evolves
For me we are homo faber -makers.
Strategy is a making process - a pattern of
behaviour where actions are repeated and ideas and their expression emerge
over time.
Like species of flora and fauna, humans and
businesses learn and adapt.
Take out:UX Design is strategy as an evolutionary
process - a pattern of behaviour based on making, learning and adaptation.
Coping with wicked problems…
Exploring loyalty
What if we could re-imagine what a loyalty scheme is?
What if we could create something
different and powerful for the
Peckham Refreshment Rooms?
What would it look and feel like?
What would a success look like?
Are we asking the right questions?
Understand – taking time over brief creation
Understand – Video interviews
Understand – User stories
Understand – Psychological insights
EmilyPublishing Assistant, 25 years old, edge rider/ taste maker
Dr. Dre Beats, Major Lazer, Grado, Koss
MTV, South Park
Social online gamer + Playstation
Nike, Pringles, Coca Cola, Monster Energy
"I like taking risks"
Festivals, friends, party-mindedNon-conformist, uses music to feel free
Vybz-Cartel, A-Tak, Jon Gooch
Attitude
Brands
Habits
Lifestyle
Artists
Spotify, Soundcloud
Socially-orientated, likes to share
Super social
Deliver – concepts
Deliver –prototyping workshop
Deliver – proof of concept
The skinny:
UX design = evolutionary strategy =
Insight creation and opportunity identification =
Delivery of meaningful experiences = Behaviour change =
Value creation.
Coming back to the first set of questions I asked you about learning by doing etc…
The making of meaning – April 29th
29th April, 6.30 PM
