UX design as a cross functional, agile collaboration
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Emi is a UX designer and social science researcher with over 10 years of experience across design, marketing, communications, and tech industries. She enjoys exploring the intersection of design and psychology and applying design thinking strategies and practices. Emi's background includes an MSc in Social Psychology and she currently serves as UX and Design Thinking Lead at MetLife Japan.
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UX design as a cross functional, agile collaboration
- 1. Emi is a UX Designer, Design Thinking facilitator and Social Science researcher with over 10 years' experience across UX design, marketing & communications and tech industries. As a hybrid of a researcher and a designer, Emi enjoys exploring the intersection between design and psychology, and extrapolates DX strategy and UX design practices from that. Emi Kwon MSc in Social Psychology UX & Design Thinking Lead @MetLife Japan aimeeyek@gmail.com Design Thinking at Work UX Design as a cross-functional, Agile collaboration
- 2. Hm…What’s wrong about the way we work??
- 4. a human-centered approach to innovation—anchored in understanding customer’s needs, rapid prototyping, and generating creative ideas—that will transform the way you develop products, services, processes, and organizations. Empathize Define Prototype Ideate Test Understand what your customers need Construct Point of View based on the needs identified Build the solutions into visible/ tangle representations Test the prototype Come up with creative solutions It’s very simple math if the process and resources are aligned with expectations, and if our expectations are aligned with our users and customers, the results can also be stunning. To do that, we can use a consistent, scalable process that is called DesignThinking. Design Thinking is a creative problem solving process that focuses on understanding the needs of customers/ users, rapid testing and iterating, and bringing out the best capabilities cross-functionally. Why Design Thinking? User-centric design
- 5. Information-enriched solutions that engage customers in a seamless, personalized experience User-centric design It’s all about bringing out User-Centric Design
- 6. Who does it? Design Who does it? Innovative solutions that engage users in a seamless, personalized experience User-centric design Development Business
- 7. Feasibility Desirability Viability Who does it? Design Development Business Innovative solutions that engage users in a seamless, personalized experience User-centric design
- 8. Feasibility Desirability Viability Who does it? Design Development Business Innovative solutions that engage users in a seamless, personalized experience UX User-centric design
- 9. UX audit UX auditreport Persona User journey map I Empathy map Persona II User journey map II Content mapping Persona III User journey map III UX/UI evaluation report Build hypotheses Design Sprint Design prototype Heuristics evaluation Phase 2 Phase 5 Phase 1 Phase 4 Phase 3 Empathize Define Ideate Prototype Test Release 1 Continuous Kaizen User test & Interview II Iteration Iteration Heuristics report Wireframe Usage data analysis Design mockups UX/UI styleguide Usage analysis Recruitment of users Collection &analysis of usage data Recruitment of users User research design What do we actually do? Build hypotheses Recruitment of users User interview I Product concept & vision
- 10. UX audit UX auditreport Persona User journey map I Empathy map Persona II User journey map II Content mapping Persona III User journey map III UX/UI evaluation report Build hypotheses Design Sprint Design prototype Build hypotheses Recruitment of users Heuristics evaluation Phase 2 Phase 5 Phase 1 Phase 4 Phase 3 Empathize Define Ideate Prototype Test Release 1 Continuous Kaizen User test & Interview II Iteration Iteration User interview I Heuristics report Wireframe Usage data analysis Design mockups UX/UI styleguide Usage analysis Recruitment of users Collection &analysis of usage data Recruitment of users User research design Biz UX DevOps Who? Product concept & vision
- 11. UX audit UX auditreport Persona User journey map I Empathy map Persona II User journey map II Content mapping Persona III User journey map III UX/UI evaluation report Build hypotheses Design Sprint Design prototype Build hypotheses Recruitment of users Heuristics evaluation Phase 2 Phase 5 Phase 1 Phase 4 Phase 3 Empathize Define Ideate Prototype Test Release 1 Continuous Kaizen User test & Interview II Iteration Iteration User interview I Heuristics report Wireframe Usage data analysis Design mockups UX/UI styleguide Usage analysis Recruitment of users Collection &analysis of usage data Recruitment of users User research design Biz UX DevOps Who? UX Product concept & vision
- 12. Empathize Ideate Prototype Test Define
- 13. UX audit UX
- 15. Empathize Define Ideate Prototype Test
- 16. Design Sprint UX
- 19. Biz Action Plan & 開発 • テスト質問表の作成 • UXデザイン作成 • 被験者の募集 • 被験者とのハーサル • 文字起こし • データの受け渡し • データ分析 • レポート作成 • UX提案 • テスト実施 User interview UX
- 20. Empathize Define Ideate Prototype Test
- 22. Styleguide UX
- 23. Empathize Define Ideate Prototype Test Continuous kaizen
- 24. Design A Design B Design B Design B B 早い視線の 移動がみられる Eye-tracking 視線プロット& 完結までの所要時間 往復移動や停留の ポイントが 多くみられる 安定的なペースで 移動する 視線プロット 非常に移動が遅い 視線プロット 30 60 90 120 (秒) 0 UX & Design Thinking Team 全体内容の再確認 理解度スコア 40% 理解度スコア 40% 理解度スコア 70% 理解度スコア 70% 理解度の 全体平均スコアは 変化なし A/B所要時間 75% → Aは 往復移動停留が 多い Bは 安定的な視線移動 A/B文字数 25% → 24 A B 読みたい気持ちが湧いてこない “ “ オンライン請求、やってみたいと思う “ “ UX
- 25. Release!! UX
- 26. UX audit Build hypotheses Design Sprint Design prototype Build hypotheses Recruitment of users Heuristics evaluation Phase 2 Phase 5 Phase 1 Phase 4 Phase 3 Empathize Define Ideate Prototype Test Release 1 Continuous Kaizen User test & Interview II Iteration Iteration User interview I Usage analysis Recruitment of users Collection &analysis of usage data Recruitment of users User research design Continuous Kaizen
- 28. UX audit UX auditreport Persona User journey map I Empathy map Persona II User journey map II Content mapping Persona III User journey map III UX/UI evaluation report Build hypotheses Design Sprint Design prototype Build hypotheses Recruitment of users Heuristics evaluation Phase 2 Phase 5 Phase 1 Phase 4 Phase 3 Empathize Define Ideate Prototype Test Release 1 Continuous Kaizen User test & Interview II Iteration Iteration User interview I Heuristics report Wireframe Usage data analysis Design mockups UX/UI styleguide Usage analysis Recruitment of users Collection &analysis of usage data Recruitment of users User research design Biz UX DevOps Who? UX
- 29. Feasibility Desirability Viability Who does it? Design Development Business User-centric design UX
- 30. UX Design as a cross-functional, Agile collaboration User-centric design Empathize Define Ideate Prototype Test You and I!! You and I!! You and I!! UX You a
- 31. UX Design as a cross-functional, Agile collaboration User-centric design Empathize Define Ideate Prototype Test Thank you Design Thinking!! Thank you Design Thinking!! Thank you Design Thinking!! UX Thank you Design Thinking!! Thank you Design Thinking!!