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People First: Human-Centered Innovation, Transformation & Iteration

M
matthewjdoty

This document summarizes a presentation about human-centered innovation, transformation, and iteration. The presentation examines how to apply human-centered design principles and techniques to envision future experiences for an audience, make organizational changes to deliver those experiences, and make rapid iterative progress through design and launches. It discusses defining problems worth solving, generating ideas and having mechanisms to evaluate them. It also covers identifying changes needed, critical behaviors to adopt those changes, and experiencing those behaviors. The presentation aims to bust myths that a human-centered approach takes too long or does not work with agile methods.

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PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 1. @uxpaMN | @matthewjdoty | @weareXDGO PEOPLE FIRSTHuman-Centered Innovation, Transformation & Iteration Matthew Doty Founder/Principal Consultant XD Go, LLC matthew@xdgo.io
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 2. @uxpaMN | @matthewjdoty | @weareXDGO GOALS FOR TODAY This presentation examines how to apply the principles and techniques of Human-Centered Design to: • Envision the experiences your audience will expect in the future and prioritize your investments. • Make the organizational and cultural changes necessary to deliver the caliber of experiences outlined by your vision • Make rapid, iterative, human-centered progress as you design and launch products, services, and technology.
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 3. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Envision the experiences your audience will expect in the future and prioritize your investments.
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 4. @uxpaMN | @matthewjdoty | @weareXDGO MY “FAVORITE” DEFINITION in·no·va·tion /ˌinəˈvāSH(ə)n/ noun the action or process of innovating
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 5. @uxpaMN | @matthewjdoty | @weareXDGO MY REAL FAVORITE The ability to create new and potentially valuable ideas. The process of transforming these ideas into viable reality. https://drkenhudson.com/best-way-define-innovation/Adapted from:
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 6. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Creating new ideas and transforming them into a viable reality in a way that puts the people we’re designing for at the center of attention throughout the entire process.
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 7. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Applying the principles and techniques of Human-Centered Design to the innovation process.
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 8. @uxpaMN | @matthewjdoty | @weareXDGO THAT ALL SOUNDS GOOD, BUT WHAT DOES THAT REALLY LOOK LIKE?
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 9. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Discover the audience and the context. • Understand the audience • Understand the business • Understand the external environment Envision the future. • Facilitate ideation • Synthesize and describe concepts • Craft a vision for the future experience • Create design concepts Evaluate and evolve. • Prioritize • Create testable models • Gather customer and stakeholder input • Explore viability • Refine Frame the problem and opportunity. • Describe the problem space • Identify opportunities
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 10. @uxpaMN | @matthewjdoty | @weareXDGO COMMON INNOVATION PITFALLS Adapted from: https://hbr.org/2015/06/the-6-most-common-innovation-mistakes-companies-make Expecting experiments without providing access to a well-stocked laboratory Pushing for answers without defining problems worth solving Urging risk-taking while punishing commercial failure Insisting on revolutionary breakthroughs without allocating A-team resources Demanding disruptive ideas, without dedicating (and protecting) time and people for the task Generating ideas without mechanisms to do something with them
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 11. @uxpaMN | @matthewjdoty | @weareXDGO KAREN
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 12. @uxpaMN | @matthewjdoty | @weareXDGO IDENTIFY 3-5 STRATEGIC GROWTH OPPORTUNITIES
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 13. @uxpaMN | @matthewjdoty | @weareXDGO
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 14. @uxpaMN | @matthewjdoty | @weareXDGO Insisting on revolutionary breakthroughs without allocating A-team resources
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 15. @uxpaMN | @matthewjdoty | @weareXDGO Insisting on revolutionary breakthroughs without allocating A-team resources Human-Centered Skill-Sets
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 16. @uxpaMN | @matthewjdoty | @weareXDGO Design Design Research Experience Strategy
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 17. @uxpaMN | @matthewjdoty | @weareXDGO Insisting on revolutionary breakthroughs without allocating A-team resources Human-Centered Skill-Sets Design Research Experience Strategy Design
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 18. @uxpaMN | @matthewjdoty | @weareXDGO Pushing for answers without defining problems worth solving
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 19. @uxpaMN | @matthewjdoty | @weareXDGO Pushing for answers without defining problems worth solving Human-Centered Problem Definition
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 20. @uxpaMN | @matthewjdoty | @weareXDGO Audience Ideation Audience Observation Secondary Research
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 21. @uxpaMN | @matthewjdoty | @weareXDGO Pushing for answers without defining problems worth solving Human-Centered Problem Definition Secondary Research Audience Observation Audience Ideation
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 22. @uxpaMN | @matthewjdoty | @weareXDGO Generated ideas without mechanisms to do something with them
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 23. @uxpaMN | @matthewjdoty | @weareXDGO Generated ideas without mechanisms to do something with them Human-Centered Mechanisms
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 24. @uxpaMN | @matthewjdoty | @weareXDGO Concepts Confidential Idea Backlog Concept Testing Prioritization Workshops
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 25. @uxpaMN | @matthewjdoty | @weareXDGO Generated ideas without mechanisms to do something with them Human-Centered Mechanisms Idea Backlog Concept Testing Prioritization Workshops
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 26. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Discover the audience and the context. • Understand the audience • Understand the business • Understand the external environment Envision the future. • Facilitate ideation • Synthesize and describe concepts • Craft a vision for the future experience • Create design concepts Evaluate and evolve. • Prioritize • Create testable models • Gather customer and stakeholder input • Explore viability • Refine Frame the problem and opportunity. • Describe the problem space • Identify opportunities
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 27. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED TRANSFORMATION Make the organizational and cultural changes necessary to deliver the caliber of experiences outlined by your vision
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 28. @uxpaMN | @matthewjdoty | @weareXDGO TRANSFORMATION = CHANGE
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 29. @uxpaMN | @matthewjdoty | @weareXDGO “Without change something sleeps inside us, and seldom awakens. The sleeper must awaken.” - Dune (Film) 1984
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 30. @uxpaMN | @matthewjdoty | @weareXDGO CHANGE IS HARD
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 31. @uxpaMN | @matthewjdoty | @weareXDGO REALLY HARD!
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 32. @uxpaMN | @matthewjdoty | @weareXDGO “Anyone who says differently is selling something.“ - The princess bride (Film) 1987
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 33. @uxpaMN | @matthewjdoty | @weareXDGO KEYS TO EFFECTIVE CHANGE 1. Identify what you want to change 2. Pinpoint critical behaviors 3. Experience critical behaviors
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 34. @uxpaMN | @matthewjdoty | @weareXDGO KEY # 1: IDENTIFY WHAT YOU WANT TO CHANGE
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 35. @uxpaMN | @matthewjdoty | @weareXDGO COMMON XD CHANGES INCLUDE… • Learning more about XD (e.g., awareness) • Learning how to do specific XD techniques • Hiring XD talent • Implementing human-centered thinking • Changing your culture or process to become more human-centered • Establishing an XD practice, team or department • Maturing your XD capabilities
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 36. @uxpaMN | @matthewjdoty | @weareXDGO KEY # 2: PINPOINT CRITICAL BEHAVIORS
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 37. @uxpaMN | @matthewjdoty | @weareXDGO CRITICAL BEHAVIORS ARE… • Small/Simple • High impact • Yield desired results
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 38. @uxpaMN | @matthewjdoty | @weareXDGO “SIMPLE” DOES NOT MEAN “EASY”
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 39. @uxpaMN | @matthewjdoty | @weareXDGO FOR EXAMPLE… The Critical behaviors for Establishing and XD Practice are… • Experience your audience • Make your thinking tangible • Take a collaborative stance • Practice “tactful persistence”
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 40. @uxpaMN | @matthewjdoty | @weareXDGO KEY # 3: EXPERIENCE CRITICAL BEHAVIORS
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 41. @uxpaMN | @matthewjdoty | @weareXDGO “There are 3 kinds of [people]. The one that learns by reading. The few who learn by observation. The rest of us have to pee on the electric fence for ourselves.” - Will Rogers
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 42. @uxpaMN | @matthewjdoty | @weareXDGO VICARIOUS EXPERIENCE When we observe someone doing something, we are more likely to do the same thing (especially if that person is like us and they get rewarded).
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 43. @uxpaMN | @matthewjdoty | @weareXDGO TWO FOUNDATIONAL QUESTIONS Can I do it? Is it worth it?
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 44. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION Make rapid, iterative, human-centered progress as you design and launch products, services, and technology.
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 45. @uxpaMN | @matthewjdoty | @weareXDGO LET’S DO SOME MYTH- BUSTING
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 46. @uxpaMN | @matthewjdoty | @weareXDGO MYTH: A human-centered approach takes too much time!
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 47. @uxpaMN | @matthewjdoty | @weareXDGO MYTH: A human-centered approach takes too much time! FACTS: • A human-centered approach can be flexibly adapted and applied to almost any situation, timeline, or budget. • A human-centered approach ends up saving time.
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 48. @uxpaMN | @matthewjdoty | @weareXDGO MYTH: A human-centered approach doesn’t work with agile.
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 49. @uxpaMN | @matthewjdoty | @weareXDGO MYTH: A human-centered approach doesn’t work with agile. FACTS: • A human-centered approach is the best way to “do agile” because it results in minimum products that are more likely to be genuinely viable.
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 50. @uxpaMN | @matthewjdoty | @weareXDGO THE AGILE MINDSET “When you face uncertainty, try something you think might work, get feedback, and adjust accordingly.” https://www.agilealliance.org/agile101/
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 51. @uxpaMN | @matthewjdoty | @weareXDGO AGAIN, THAT ALL SOUNDS GOOD, BUT WHAT DOES IT REALLY LOOK LIKE?
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 52. @uxpaMN | @matthewjdoty | @weareXDGO I’M SO GLAD YOU ASKED
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 53. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION ENVISION “A common understanding as to the scope of what you're trying to accomplish” http://agilemodeling.com/essays/initialRequirementsModeling.htm
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 54. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION ENVISION Experience Audits Stakeholder Interviews Primary Research Secondary Research Competitive Analysis Persona Definition Conceptual Diagrams
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 55. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION Sprint 0 Sprint 1 ENVISION Detailed Diagrams User Flows Prototypes Audience Feedback
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 56. @uxpaMN | @matthewjdoty | @weareXDGO Detailed Diagrams User Flows Prototypes Audience Feedback HUMAN-CENTERED ITERATION Sprint 0 Sprint 1 ENVISION Design QA Audience Feedback Consultation Sprint 1 Sprint 2
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 57. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION Sprint 0 Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint N Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint N ENVISION
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 58. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION Sprint 0 Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint N Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint N ENVISION
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 59. @uxpaMN | @matthewjdoty | @weareXDGO SOME THOUGHTS ON VIABILITY
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 60. @uxpaMN | @matthewjdoty | @weareXDGO VIABILITY “A product, service or technology cannot be considered minimally viable unless... • The people we're designing for are likely to want it and will use it • The people trying to make a living from it will likely see the results they hope for” https://www.xdgo.io/post/viability-the-missing-ingredient-in-most-mvps
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 61. @uxpaMN | @matthewjdoty | @weareXDGO CUSTOMER VIABILITY “The product must be considered by the customer to be minimally... • Desirable - Customers want the product (or they will in the future). • Useful - The product fills customer needs and helps them achieve something. • Usable - Customers can use the product easily, naturally, intuitively. • Valuable - The benefit of using the product outweighs the cost.” https://www.xdgo.io/post/viability-the-missing-ingredient-in-most-mvps
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 62. @uxpaMN | @matthewjdoty | @weareXDGO BUSINESS VIABILITY “The business must regard the product as minimally... • Feasible - It's possible for the business to do relatively easily/conveniently/successfully. • Sustainable - The business can regularly provide the product with reasonable consistency. • Scalable - The business can expand its ability to provide the product where it makes sense to do so. • Valuable - The benefit of providing the product outweighs the cost. https://www.xdgo.io/post/viability-the-missing-ingredient-in-most-mvps
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 63. @uxpaMN | @matthewjdoty | @weareXDGO WHEW! LET’S TALK!
PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 64. @uxpaMN | @matthewjdoty | @weareXDGO Matthew Doty Founder/Principal Consultant XD Go, LLC matthew@xdgo.io THANK YOU!

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People First: Human-Centered Innovation, Transformation & Iteration

  • 1. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 1. @uxpaMN | @matthewjdoty | @weareXDGO PEOPLE FIRSTHuman-Centered Innovation, Transformation & Iteration Matthew Doty Founder/Principal Consultant XD Go, LLC matthew@xdgo.io
  • 2. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 2. @uxpaMN | @matthewjdoty | @weareXDGO GOALS FOR TODAY This presentation examines how to apply the principles and techniques of Human-Centered Design to: • Envision the experiences your audience will expect in the future and prioritize your investments. • Make the organizational and cultural changes necessary to deliver the caliber of experiences outlined by your vision • Make rapid, iterative, human-centered progress as you design and launch products, services, and technology.
  • 3. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 3. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Envision the experiences your audience will expect in the future and prioritize your investments.
  • 4. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 4. @uxpaMN | @matthewjdoty | @weareXDGO MY “FAVORITE” DEFINITION in·no·va·tion /ˌinəˈvāSH(ə)n/ noun the action or process of innovating
  • 5. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 5. @uxpaMN | @matthewjdoty | @weareXDGO MY REAL FAVORITE The ability to create new and potentially valuable ideas. The process of transforming these ideas into viable reality. https://drkenhudson.com/best-way-define-innovation/Adapted from:
  • 6. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 6. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Creating new ideas and transforming them into a viable reality in a way that puts the people we’re designing for at the center of attention throughout the entire process.
  • 7. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 7. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Applying the principles and techniques of Human-Centered Design to the innovation process.
  • 8. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 8. @uxpaMN | @matthewjdoty | @weareXDGO THAT ALL SOUNDS GOOD, BUT WHAT DOES THAT REALLY LOOK LIKE?
  • 9. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 9. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Discover the audience and the context. • Understand the audience • Understand the business • Understand the external environment Envision the future. • Facilitate ideation • Synthesize and describe concepts • Craft a vision for the future experience • Create design concepts Evaluate and evolve. • Prioritize • Create testable models • Gather customer and stakeholder input • Explore viability • Refine Frame the problem and opportunity. • Describe the problem space • Identify opportunities
  • 10. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 10. @uxpaMN | @matthewjdoty | @weareXDGO COMMON INNOVATION PITFALLS Adapted from: https://hbr.org/2015/06/the-6-most-common-innovation-mistakes-companies-make Expecting experiments without providing access to a well-stocked laboratory Pushing for answers without defining problems worth solving Urging risk-taking while punishing commercial failure Insisting on revolutionary breakthroughs without allocating A-team resources Demanding disruptive ideas, without dedicating (and protecting) time and people for the task Generating ideas without mechanisms to do something with them
  • 11. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 11. @uxpaMN | @matthewjdoty | @weareXDGO KAREN
  • 12. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 12. @uxpaMN | @matthewjdoty | @weareXDGO IDENTIFY 3-5 STRATEGIC GROWTH OPPORTUNITIES
  • 13. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 13. @uxpaMN | @matthewjdoty | @weareXDGO
  • 14. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 14. @uxpaMN | @matthewjdoty | @weareXDGO Insisting on revolutionary breakthroughs without allocating A-team resources
  • 15. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 15. @uxpaMN | @matthewjdoty | @weareXDGO Insisting on revolutionary breakthroughs without allocating A-team resources Human-Centered Skill-Sets
  • 16. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 16. @uxpaMN | @matthewjdoty | @weareXDGO Design Design Research Experience Strategy
  • 17. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 17. @uxpaMN | @matthewjdoty | @weareXDGO Insisting on revolutionary breakthroughs without allocating A-team resources Human-Centered Skill-Sets Design Research Experience Strategy Design
  • 18. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 18. @uxpaMN | @matthewjdoty | @weareXDGO Pushing for answers without defining problems worth solving
  • 19. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 19. @uxpaMN | @matthewjdoty | @weareXDGO Pushing for answers without defining problems worth solving Human-Centered Problem Definition
  • 20. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 20. @uxpaMN | @matthewjdoty | @weareXDGO Audience Ideation Audience Observation Secondary Research
  • 21. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 21. @uxpaMN | @matthewjdoty | @weareXDGO Pushing for answers without defining problems worth solving Human-Centered Problem Definition Secondary Research Audience Observation Audience Ideation
  • 22. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 22. @uxpaMN | @matthewjdoty | @weareXDGO Generated ideas without mechanisms to do something with them
  • 23. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 23. @uxpaMN | @matthewjdoty | @weareXDGO Generated ideas without mechanisms to do something with them Human-Centered Mechanisms
  • 24. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 24. @uxpaMN | @matthewjdoty | @weareXDGO Concepts Confidential Idea Backlog Concept Testing Prioritization Workshops
  • 25. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 25. @uxpaMN | @matthewjdoty | @weareXDGO Generated ideas without mechanisms to do something with them Human-Centered Mechanisms Idea Backlog Concept Testing Prioritization Workshops
  • 26. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 26. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED INNOVATION Discover the audience and the context. • Understand the audience • Understand the business • Understand the external environment Envision the future. • Facilitate ideation • Synthesize and describe concepts • Craft a vision for the future experience • Create design concepts Evaluate and evolve. • Prioritize • Create testable models • Gather customer and stakeholder input • Explore viability • Refine Frame the problem and opportunity. • Describe the problem space • Identify opportunities
  • 27. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 27. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED TRANSFORMATION Make the organizational and cultural changes necessary to deliver the caliber of experiences outlined by your vision
  • 28. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 28. @uxpaMN | @matthewjdoty | @weareXDGO TRANSFORMATION = CHANGE
  • 29. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 29. @uxpaMN | @matthewjdoty | @weareXDGO “Without change something sleeps inside us, and seldom awakens. The sleeper must awaken.” - Dune (Film) 1984
  • 30. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 30. @uxpaMN | @matthewjdoty | @weareXDGO CHANGE IS HARD
  • 31. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 31. @uxpaMN | @matthewjdoty | @weareXDGO REALLY HARD!
  • 32. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 32. @uxpaMN | @matthewjdoty | @weareXDGO “Anyone who says differently is selling something.“ - The princess bride (Film) 1987
  • 33. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 33. @uxpaMN | @matthewjdoty | @weareXDGO KEYS TO EFFECTIVE CHANGE 1. Identify what you want to change 2. Pinpoint critical behaviors 3. Experience critical behaviors
  • 34. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 34. @uxpaMN | @matthewjdoty | @weareXDGO KEY # 1: IDENTIFY WHAT YOU WANT TO CHANGE
  • 35. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 35. @uxpaMN | @matthewjdoty | @weareXDGO COMMON XD CHANGES INCLUDE… • Learning more about XD (e.g., awareness) • Learning how to do specific XD techniques • Hiring XD talent • Implementing human-centered thinking • Changing your culture or process to become more human-centered • Establishing an XD practice, team or department • Maturing your XD capabilities
  • 36. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 36. @uxpaMN | @matthewjdoty | @weareXDGO KEY # 2: PINPOINT CRITICAL BEHAVIORS
  • 37. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 37. @uxpaMN | @matthewjdoty | @weareXDGO CRITICAL BEHAVIORS ARE… • Small/Simple • High impact • Yield desired results
  • 38. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 38. @uxpaMN | @matthewjdoty | @weareXDGO “SIMPLE” DOES NOT MEAN “EASY”
  • 39. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 39. @uxpaMN | @matthewjdoty | @weareXDGO FOR EXAMPLE… The Critical behaviors for Establishing and XD Practice are… • Experience your audience • Make your thinking tangible • Take a collaborative stance • Practice “tactful persistence”
  • 40. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 40. @uxpaMN | @matthewjdoty | @weareXDGO KEY # 3: EXPERIENCE CRITICAL BEHAVIORS
  • 41. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 41. @uxpaMN | @matthewjdoty | @weareXDGO “There are 3 kinds of [people]. The one that learns by reading. The few who learn by observation. The rest of us have to pee on the electric fence for ourselves.” - Will Rogers
  • 42. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 42. @uxpaMN | @matthewjdoty | @weareXDGO VICARIOUS EXPERIENCE When we observe someone doing something, we are more likely to do the same thing (especially if that person is like us and they get rewarded).
  • 43. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 43. @uxpaMN | @matthewjdoty | @weareXDGO TWO FOUNDATIONAL QUESTIONS Can I do it? Is it worth it?
  • 44. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 44. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION Make rapid, iterative, human-centered progress as you design and launch products, services, and technology.
  • 45. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 45. @uxpaMN | @matthewjdoty | @weareXDGO LET’S DO SOME MYTH- BUSTING
  • 46. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 46. @uxpaMN | @matthewjdoty | @weareXDGO MYTH: A human-centered approach takes too much time!
  • 47. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 47. @uxpaMN | @matthewjdoty | @weareXDGO MYTH: A human-centered approach takes too much time! FACTS: • A human-centered approach can be flexibly adapted and applied to almost any situation, timeline, or budget. • A human-centered approach ends up saving time.
  • 48. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 48. @uxpaMN | @matthewjdoty | @weareXDGO MYTH: A human-centered approach doesn’t work with agile.
  • 49. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 49. @uxpaMN | @matthewjdoty | @weareXDGO MYTH: A human-centered approach doesn’t work with agile. FACTS: • A human-centered approach is the best way to “do agile” because it results in minimum products that are more likely to be genuinely viable.
  • 50. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 50. @uxpaMN | @matthewjdoty | @weareXDGO THE AGILE MINDSET “When you face uncertainty, try something you think might work, get feedback, and adjust accordingly.” https://www.agilealliance.org/agile101/
  • 51. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 51. @uxpaMN | @matthewjdoty | @weareXDGO AGAIN, THAT ALL SOUNDS GOOD, BUT WHAT DOES IT REALLY LOOK LIKE?
  • 52. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 52. @uxpaMN | @matthewjdoty | @weareXDGO I’M SO GLAD YOU ASKED
  • 53. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 53. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION ENVISION “A common understanding as to the scope of what you're trying to accomplish” http://agilemodeling.com/essays/initialRequirementsModeling.htm
  • 54. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 54. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION ENVISION Experience Audits Stakeholder Interviews Primary Research Secondary Research Competitive Analysis Persona Definition Conceptual Diagrams
  • 55. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 55. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION Sprint 0 Sprint 1 ENVISION Detailed Diagrams User Flows Prototypes Audience Feedback
  • 56. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 56. @uxpaMN | @matthewjdoty | @weareXDGO Detailed Diagrams User Flows Prototypes Audience Feedback HUMAN-CENTERED ITERATION Sprint 0 Sprint 1 ENVISION Design QA Audience Feedback Consultation Sprint 1 Sprint 2
  • 57. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 57. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION Sprint 0 Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint N Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint N ENVISION
  • 58. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 58. @uxpaMN | @matthewjdoty | @weareXDGO HUMAN-CENTERED ITERATION Sprint 0 Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint N Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint N ENVISION
  • 59. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 59. @uxpaMN | @matthewjdoty | @weareXDGO SOME THOUGHTS ON VIABILITY
  • 60. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 60. @uxpaMN | @matthewjdoty | @weareXDGO VIABILITY “A product, service or technology cannot be considered minimally viable unless... • The people we're designing for are likely to want it and will use it • The people trying to make a living from it will likely see the results they hope for” https://www.xdgo.io/post/viability-the-missing-ingredient-in-most-mvps
  • 61. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 61. @uxpaMN | @matthewjdoty | @weareXDGO CUSTOMER VIABILITY “The product must be considered by the customer to be minimally... • Desirable - Customers want the product (or they will in the future). • Useful - The product fills customer needs and helps them achieve something. • Usable - Customers can use the product easily, naturally, intuitively. • Valuable - The benefit of using the product outweighs the cost.” https://www.xdgo.io/post/viability-the-missing-ingredient-in-most-mvps
  • 62. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 62. @uxpaMN | @matthewjdoty | @weareXDGO BUSINESS VIABILITY “The business must regard the product as minimally... • Feasible - It's possible for the business to do relatively easily/conveniently/successfully. • Sustainable - The business can regularly provide the product with reasonable consistency. • Scalable - The business can expand its ability to provide the product where it makes sense to do so. • Valuable - The benefit of providing the product outweighs the cost. https://www.xdgo.io/post/viability-the-missing-ingredient-in-most-mvps
  • 63. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 63. @uxpaMN | @matthewjdoty | @weareXDGO WHEW! LET’S TALK!
  • 64. PEOPLE FIRST: Human-Centered Innovation, Transformation & Iteration| © XD Go, LLC Confidential | p. 64. @uxpaMN | @matthewjdoty | @weareXDGO Matthew Doty Founder/Principal Consultant XD Go, LLC matthew@xdgo.io THANK YOU!