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Design in business

  • Customer Experience, Design, Usability, UX Education, UX Magazine

No one has perfected design down to a tee and many organisations face challenges in how they design. This can often be frustrating. Aren’t we supposed to have this design thing sorted by now?

Article by Andy Thornton
IDEAS IN BRIEF
Design in business
  • Between 2005 and 2015 such organizations as the Design Management Institute (DMI) creating the Design Value Index (DVI), made an experiment in measuring how much value design creates for businesses by investing $10,000 dollars in design-centric companies.
  • Andy Thornton, a strategic design consultant and ex-Strategy Director at UK design studio Clearleft, suggests looking at 3 made-up companies with real problems:
    • The first organisation, Hooli has a problem with design efficiency – everything is done so fast, nobody has time to worry about whether or not they’re shipping things the customers want or need
    • Wayne Enterprises came across the problem of design profitability – nobody is interested in committing the budget unless they can quantify the returns.
    • Cyberdyne are facing the issue of design effectiveness – for them design is the aesthetic surface layer and nothing more.
  • There are 3 factors considered vital ingredients to the success of any product or service:
    • Feasibility – ways the company can make something happen
    • Viability – economic profit for the company
    • Desirability – users’ and customers’ needs
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Glimpses of War from a UX Designer in Irpin, Ukraine

  • Behavioral Science, Customer Experience, Design, Usability, UX Education, UX Magazine

War is the worst horror of all. Some flee, some fight, some stay. Read one UX designer’s story, a resident of a Ukrainian city, Irpin.

Article by Guido Baratta
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3 min read
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A case study: Uncover the user’s world with systems thinking

  • Behavioral Science, Customer Experience, Empathy, Usability, UX Education, UX Magazine

The power of secondary research series, II. Secondary research reveals the world in which our current or future users live. Without having a clear view on this system one can end up solving the wrong problems.

Article by Xenia Avezov
IDEAS IN BRIEF
A case study: Uncover the user’s world with systems thinking
  • Systems thinking can help scope a secondary research for both scale and depth using a health-tech case study.
  • If UX people don’t have a clear view in this system, they might end up with a shallow understanding of user challenges that can lead us to solving the wrong problems.
  • Xenia Avezov, User researcher & Insight Leader, gives a few examples of applying systems thinking to the case study:
    • System 1: The health care system
    • System 2: The patient’s system biology
  • It’s essential to be able to find the right product goal that depends not only on your knowledge of patients’ attitudes and behaviors but also on a clear view of the worlds that affect your users.
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6 min read
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Stop Being Customer-Centric

  • Behavioral Science, Customer Experience, Design, Usability, UX Education, UX Magazine

The massive success of companies like Apple has helped to propel designers into the boardroom. Today we have that seat, and we have a voice. Yet we are not using it properly.

Article by Sebastian Mueller
IDEAS IN BRIEF
Stop Being Customer-Centric
  • Designers used to have an honest ambition to make a meaningful difference in people’s lives but, sadly, design has taken a wrong turn.
  • The toolkit of Design Thinking seeks to find a union between:
    • Desirability – what customers want
    • Feasibility – what can be done with current technology
    • Viability – what adds value to the business
  • To design in this century means to be cognisant of all the problems, to have all the information, and to make deliberate choices in that context.
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What Can UX Designers Learn From The Uniquely Japanese Concept of Omotenashi?

  • Behavioral Science, Customer Experience, Design, Design Theory, Usability, UX Education, UX Magazine

Advocating empathetic design by anticipating user needs, taking pride in fulfilling them and sharing the knowledge

Article by Chris Kernaghan
IDEAS IN BRIEF
What Can UX Designers Learn From The Uniquely Japanese Concept of Omotenashi?
  • Japanese unique approach to creativity might be applied to understanding of design as a new way of thinking.
  • “Omotenashi” is about anticipating the needs of guests which may not be communicated in an obvious way.
  • UX Designers certainly aspire to the principles of “omotenashi” that can be applied to user-centered design and might even work in the context of an agile startup, or corporate behemoth.
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Designing For Sustainability — Why Is It So Hard?

  • Behavioral Science, Customer Experience, Usability, UX Education, UX Magazine

“The capitalist model is now so efficient, it’s eating away at the burning platform on which we all so delicately balance”

Article by Anton Schubert
IDEAS IN BRIEF
Designing For Sustainability — Why Is It So Hard?
  • It is not an easy matter be a sustainability designer because it goes against everything people have been taught as product/service designers and everything other people in business perceive the design role to be.
  • Anton Schubert, a sustainable Business Designer and Good Growth & Planet Centric Design Founder, categorised the main barriers on becoming a sustainable designer into 4 C’s:
    • Capitalism
    • Consumerism
    • Consumption
    • Corruption
  • The sustainability transition is a journey and design as a methodology and way of working is a great way to help people navigate.
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