Designing is not about pushing pixels or creating the aesthetic outer layer of a product. It is about creating innovative solutions for defined problems. Successful designs provide a solution to all different facets of a problem and are a result of numerous elaborate choices. Making the right choices is not easy for designers in a world of rapid social and technological change. Therefore they need to team up with others that can support with their diverse knowledge and experience: Developers, business specialists, customer representatives, and users. The design process needs to be opened up to non-designers. This talk has been given on ACE! Conference 2015 in Kraków. (aceconf.com)

1. Designing
with
Everybody
Matthias Langholz
@mattlangholz
ACE! Conference 2015

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What is Design?
When is Design successful?
Who should take part in Design? How?

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“Design is a plan for
arranging elements in such a
way as best to accomplish a
particular purpose.”
Charles Eames

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Design is a plan for arranging elements in such a
way as best to accomplish a particular purpose

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Idea and
creation process
Design is a plan for arranging elements in such a
way as best to accomplish a particular purpose

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Idea and
creation process
Design is a plan for arranging elements in such a
way as best to accomplish a particular purpose

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Idea and
creation process
Holistic
Design is a plan for arranging elements in such a
way as best to accomplish a particular purpose

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Idea and
creation process
Holistic
Design is a plan for arranging elements in such a way
as best to accomplish a particular purpose

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Idea and
creation process
Holistic Meaning to people
Design is a plan for arranging elements in such a way
as best to accomplish a particular purpose

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When is Design successful?

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Viable
Successful Design

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Viable Feasible
Successful Design

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Viable Feasible
Desirable
Successful Design

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Viable Feasible
Design
Innovation
Desirable
Successful Design

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Who should take part in Design?
User Customer Developer Designer

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Who should take part in Design?
User Customer Developer Designer

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The User
Matching the users’ needs is
the key success factor

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The User
Matching the users’ needs is
the key success factor
Users don’t know the
solution to their problem

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The User
Matching the users’ needs is
the key success factor
Users don’t know the
solution to their problem
In order to design a
solution you need to build up
empathy for the users

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User research.
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Interviews
User research

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Interviews
Observe users in
their environment
User research

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Interviews
Observe users in
their environment
Inspiration comes from
unexpected insights
User research

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Validation.
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Test your concept
drafts with users
Validation

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Test your concept
drafts with users
Start to test early,
fail and learn
Validation

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Test your concept
drafts with users
Start to test early,
fail and learn
“You are not like SAP.
You are actually nice.”
Validation

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Who should take part in Design?
User Customer Developer Designer

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The Customer
They know the
business context

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The Customer
They know the
business context
You need their
approval

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Discovery.
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Persona

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User Journey Map

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Ideation.
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Prototyping.
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Challenges
Patience

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Challenges
Patience
They think they know
the problem already

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Challenges
Patience
They think they know
the problem already
Politics

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Who should take part in Design?
User DesignerCustomer Developer

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The Developer
They know
what is feasible

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The Developer
They know
what is feasible
They are anyhow making
design decisions

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“A developer
needs to be curious
and develop empathy
for end users”
Hasso Plattner© 2015 SAP SE. All rights reserved

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Challenges

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Challenges
Cost

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Challenges
Cost
The mindset
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Who should take part in Design?
User Customer Developer Designer

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The Designer
Has to accept to share his
field of responsibility

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The Designer
Has to accept to share his
field of responsibility
Assures the focus
on the user

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The Designer
Has to accept to share his
field of responsibility
Assures the focus
on the user
Guides the team through the
design process

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The Designer
Has to accept to share his
field of responsibility
Assures the focus
on the user
Guides the team through the
design process
Practical design skills

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Everybody is taking part in design -
and that’s it?

59. experience.sap.com/designservices
@SAP_designs
matthias.langholz@sap.com
@mattlangholz