Great inclusive design process: design with people, not for people – Gavin Holland – Nottingham Digital Summit

Posted on 21/06/2018 by Team Hallam

In our last talk of the day, we are joined by Gavin Holland, Design Manager from Capital One who will be discussing proven approaches to ensure your digital product development process balances input from both your customers and internal stakeholders.

Video: Gavin Holland – Great inclusive design process: design with people, not for people

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Gavin Holland – Great Inclusive Design Process – Design with people, not for people – Nottingham Digital Summit from Hallam

In today’s competitive digital industry, it has never been more crucial to ensure you streamline your digital product development processes for success – and the key lies in ensuring collaboration with your key business stakeholders.

Creating an inclusive design process

From a design and user experience perspective, it is (of course) crucial to create designs that your customers will want to engage with. In order to do so, you need to ensure you focus your efforts on combining design input both externally and internally.

Your internal validation stems from valuable information only your stakeholders will be able to provide. This can include people like…

  • Product Managers
  • Technical Programme Managers
  • Development teams
  • Legal/Compliance
  • Brand
  • Customer Experience/Customer Support

Your external validation lies in your customer input or stakeholders that have direct customer contact and insight!

Here are five design tools and processes Capital One uses when working collaboratively on design:

Product canvas tool

The above canvas maps out the flow of questions a successful collaborative session consists of. Which includes asking the important questions like:

  1. What is it and what are we trying to achieve?
  2. Who needs to be involved?
  3. Who are we targeting?
  4. Do we have any existing insights or research?
  5. What is the opportunity and what does success look like?
  6. What are our initial assumptions? (ie channel, timings and limitations)

It’s important to always get at least 4-5 people involved in this process. This will in turn allow you to ask the dumb and absurd questions at the very first moments of the design process – which is absolutely fine at this stage.

Develop customer user journeys

A lot of the time that is invested into creating great design often starts with an idea that already exists.

Flipping the coin from an internal perspective to a user’s perspective will often provide greater insight.

Here are questions you should be asking yourself internally during your design sessions that relate directly to your brand from a customer’s point of view:

Organise ideation workshops

It’s important to keep in mind that time is very precious. You need to ensure your collaborative sessions are as effective and efficient as possible!

A volume of ideas are created collaboratively, and developing a set hypothesis with your group prior to these workshops will get your creative juices flowing and unite your ideas under a common theme.

Collaborate with a diverse group

Make sure you include people who have direct customer contact, and of course, people you think may surprise you with interesting ideas and angles!

Provide an easy environment

As it’ll soon become apparent, some people in your company may have never been involved in a design process before – so it’s important to engage your internal stake holders in order to make them feel willing to collaborate.

This can include:

  • Getting people to do homework prior to ideation sessions
  • Generating an idea inventory
  • Crazy eight method (jotting down 8 ideas under time pressure)

Collect feedback and collaborate across locations

Using tools like Invision, users can comment, write and scribble down ideas collaboratively. This is great for companies that have offices based in two different locations!

Usability test reviewing

Finally, it’s important to test the usability of your designs with your stakeholders. It seems simple but its so crucial to take the time to book out a meeting room to walk through UX and designs created.

Key takeaways

  • Design with people, not for people
  • Involve your stakeholders as early as you can it will have huge benefits

Check out the other NottmDigital presentations

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Great inclusive design process: design with people, not for people – Gavin Holland – Nottingham Digital Summit

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