Informed Hypothesis MadLibs…
We believe [ a new experience ] will solve [ user need & organization’s issue/opportunity ] enabled by [ full solution: people + processes + technology ] resulting in [ new attitude / behavior / results ].
Applied to WebMD design challenge…
We believe [ guided health information seeking and collecting ] will solve [ a first-time information seeker’s need to steadily move from uncertainty to actionable insight ] enabled by [ WebMD’s mobile app ] resulting in [ feeling less overwhelmed and more invested in using WebMD ].
part of our current project is sell to our design and process to a client. after going through the process myself and watching my classmates presentations, i think this is my biggest takeaway:
it’s not about you, your process, or your design. it’s about them.
it’s natural to want to organize the presentation and information in a way that makes sense to you–but we should be organizing it in a way that makes sense to them. avoid designer-y jargon. avoid framing the narrative in terms of process and try framing it in terms of their budget and timeframe. have confidence in yourself as the design expert and make clear what you want from them as the experts in their business. presenting is like another exercise in designing an experience–we empathize with our users, let’s also empathize with our audience.
week 1, project 1, and presentation 1 complete at general assembly. woah. we were tasked with the following design challenge: in 3 days, create a paper prototype of a mobile application that solves a need for a classmate and explain how you got there.
i have been thinking about how we document and communicate our design process and results. the key takeaway after all the presentations? focus on communicating the key user experiences (not features) of your solution.
“the app has XYZ feature” sounds different than “using the app, the user can do ABC.” changes to our language and perspective not only keep our focus on the holistic user experience but can also help keep self-reflective design in check.
focus on the why rather than the what. people in marketing think about this too. i think samuel hulick said it in a memorable way: “are you listing the attributes of the flower or describing how awesome it is to throw fireballs?”