3. kate
lecturer | information systems school
science and engineering faculty | queensland university of technology
phd student | information systems school
science and engineering faculty | queensland university of technology
coordinates
@katiedavis | @katiedatwork
katedavis.info | k3.davis@qut.edu.au
4. carolyn
manager | technology innovation
information services | bond university
coordinates
@camcd | camcdona@bond.edu.au
5. zaana
associate lecturer | information systems school
science and engineering faculty | queensland university of technology
phd student | swinburne university
coordinates
@zaana | z.howard@qut.edu.au
zaanahoward.com
13. discovery
DEFINE YOUR AUDIENCE
map out the current users of an ILMS
who are they?
do the current challenges face everyone,
or just certain users?
08:00
14. discovery
DEVELOP A PERSONA
choose 1 audience to design for
it’s easier to design for *someone*,
so create a persona to represent the audience,
to guide you for the rest of the session
10:00
15. I
have
a
persona
image
Jamesut
in
here
–
at farmers'
to
p enjoys shopping James’ situation
just
need
to
wait
for
my
new
for the atmosphere and
markets laptop
to
Goals
• Stop eating out so much
be
set
up!
experience. • Eat more healthily to lose weight and support personal training
• Make veggies and salads (part of new diet) taste better
• Feel more connected to the place and community where he
What is getting in the way?
lives
• Limited cooking skills
• Reluctance to buy food that might go o
Frustrations and pain points
• Convenience of shopping at mainstream retailers
• Throwing out unused food
• Being too busy to have time to enjoy the markets
James • The chore of shopping at mainstream retailers
Keywords
Experience shopper How will James interact with masterchef, jamie oliver, tv, celebrity, recipes, community, experience,
place, cafe, relaxing
FlavourCrusader?
Age 32
Occupation Account manager Referrer Word of mouth
James’ story
Education Bachelor degree Introduction touchpoint Facebook page
Family status Single
Location North Fitzroy, VIC I'm a bit surprised, but I've really been getting into Masterchef and
Questions other cooking shows like Jamie Oliver's. I've just started on a health
Challenges Colour blind • What can I do with the food I have in the fridge? kick, signed up for a personal trainer and all that, and I'm really trying to
• Are there other markets I can go to? eat a lot better, and that means more vegetables. I don't really like
Online locations: Work, Cafes etc., Mobile • What's in season? (so I can get fresher options that last longer in
Computer type: Windows laptop, Samsung them though, so watching the show has helped expand my ideas about
the fridge) how I can cook them to make nicer meals.
touch phone
Connection type: ADSL2, 3G mobile Reasons to return
Internet usage: 2–3 hrs I noticed that they were really pushing seasonal and locally-grown
• Look up recipes based on ingredients veggies on the show, and heard from some friends about the local
• Finding out what's in season to know what's good to get when farmers' markets. Now that I've been there a few times, I'm really
Top ve bookmarked websites: at the supermarket
• Facebook • Internet banking starting to enjoy the atmosphere — it feels a bit like a weekly
• Tips on cooking techniques and unusual ingredients "pilgrimage", a real grounding experience. I get a chance to slow down
• SMH • Masterchef
• Work webmail and have a co ee and these great macarons that they sell there, and
ease into the weekend. It's cool that I've been bumping into people I
know there too — it's got a real community vibe which I've really
connected with.
Who in uences James? As a single guy living by myself I don't go through a lot of food,
Technophobe Wired
especially when I have a busy week and eat out a bit too much. I really
TV hate throwing out veggies that go o , and I've found that the ones I get
Mum from the markets last longer, which is great.
Mainstream retailers Famers' markets
James It's great to talk to the people at the market — I've picked up some
Mainstream great recipes there and learnt how to cook some things that I've never
retailers really come across before. I still nd I buy most of my stu from Coles
Beginner Expert Market or Woolworths, but it's a di erent thing really: I go to the markets
Friends producers because I really love it there — I like to make time for it — whereas
going to Coles is much more like a chore.
Flavour Crusader personas. Courtesy of Zumio: http://zum.io/about/projects/flavourcrusader/
17. Finding & recommendations for aligning OGT service touchpoints by Radar Station.
Courtesy Service Design Tools: http://www.servicedesigntools.org/sites/default/files/res_images/02.jpg
18. The Train Ride by 31 Volts. Courtesy Service Design Tools.
http://www.servicedesigntools.org/sites/default/files/res_images/CJM.png
19. one more…
http:/
/www.youtube.com/watch?
NR=1&feature=endscreen&v=rwjERqPAKnE
22. how
who what why?
BASED ON USER, NEED AND INSIGHT
10:00 d leadership 2011 define lecture. Courtesy Stanford d School:
https://dschool.stanford.edu/groups/dleadership/
23. example
How might a (who) delayed
mother of four (what) entertain
her kids without disrupting the
terminal so that (why) her bored
children don’t annoy the already
irritated fellow passengers?
d leadership 2011 define lecture. Courtesy Stanford d School:
https://dschool.stanford.edu/groups/dleadership/
25. d leadership 2011 ideate lecture. Courtesy Stanford d School:
https://dschool.stanford.edu/groups/dleadership/
26. ideation
BRAINSTORMING
brainstorm solutions to the problem
keep the problem statement
in the middle of the table
50 ideas 10 minutes
10:00
27. ideation
IDEA SELECTION
which ideas are most possible? most delightful?
which are you drawn to?
you each have 3 votes
– use them to select an idea to work with
10:00
29. hungry?
so is he
SCAN USING YOUR PHONE
TO DONATE A MEAL NOW
need2give.org
need2give.org
YOUR PHONE TO THANKYOU!
YOU HAVE JUST GIVEN A PERSON IN
E A MEAL NOW NEED A HOT MEAL
CLICK HERE TO SEE
WHAT OTHER PEOPLE LIKE YOU HAVE
DONATED AROUND THE CITY
need2give.org
need2give storyboard. Courtesy Stefanie di Russo http://twitter.com/stefdirusso
34. testing
TEST
2 people stay to guide testing
4 people move
10:00
35. testing
CAPTURE LEARNINGS
what did you learn about your prototype?
what did you learn from the other prototypes
that you could use in your own?
15:00
38. the pitch
WHAT ARE YOU TRYING TO ACHIEVE?
WHO IS YOUR AUDIENCE?
WHAT DO YOU WANT THEM TO DO?
10:00
Pitch structure. Courtesy Will Donovan http://www.willdonovan.com.au/
In gaining empathy for a person or understanding of one’s process through an experience, considering the details of that process can illuminate areas for potential insights. Creating a journey map is an excellent way to systematically think about the steps or milestones of a process. A journey map can be used for your own empathy work, or to communicate your findings to others.What are the main steps that they go through?How are they feeling at each point?Also consider:Who do they interact with?What slows them down?
a unique, concise reframing of the problem that is grounded in user needs & insights