4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 1/10MODULE 3.1User Centred Design and theProduct Development ProcessIntroduction:A deep understanding of who will be using your product coupled with whatyour product is (from ideation all the way to launching the product inmarket) will maximise your chances of success in the market place. Beingable to identify the process your customer will go through will help to shapeyour product and understanding exactly who will use it.User Centred DesignThe Interaction Design Foundation (n.d.) deÕnes user centred design as aniterative design process in which the focus is on the users and their needs ineach phase of the design process. They go on to say that user centreddesign demands that a mixture of investigative (e.g., surveys and interviews)and generative (e.g., brainstorming) methods are used to develop a deepunderstanding of user needs (The Interaction Design Foundation, n.d.).By far, one of the best examples of user centric design is the reintroductionof gestures by Apple. In the evolution of mobile devices, we went fromkeyboards, to touch screens, and now on to gestures.The following are the general phases of the User Centred Design processwhich can be seen in the diagram below:4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 2/10Specify the context of use: Identify the people who will use theproduct, what they will use it for, and under what conditions they willuse it.Specify requirements: Identify any business requirements or usergoals that must be met for the product to be successful.Create design solutions: This part of the process may be done instages, building from a rough concept to a complete design.Evaluate designs: Evaluation ideally through usability testing withactual users is as integral as quality testing is to good softwaredevelopment.Diagram adapted from: usability.gov. (2018). User-Centered Design Basics.Retrieved from https://www.usability.gov/what-and-why/user-centereddesign.htmlBeneÕts of User Centred Design and User ExperienceWhat really diàerentiates user centred design from more traditionalmodels? It is the inclusion of a user feedback loop, which informs eachphase of the project. This feedback loop is established using a range of4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 3/10techniques, which are implemented by user experience designers (Magain,2017).Thoughtworks author Marc McNeill (2018), identiÕes the followingadvantages of incorporating a user centred design:Better understanding of the problem; measuring the product by itsability to enable users to accomplish their goals.Allows rapid testing and validation of story concepts; storyboarding tosupport the development process reduces the need for product orsoftware development re-work.Provides a clear, sociable visual representation of the project vision;this makes it simple and clear to communicate to stakeholders.Engaging the end user as a customer; when this is done early, it canensure that both the business and user goals are successfullydeveloped.Improves basis for estimation; Visualisation helps identify howfunctionality can best be developed for maximum performance withminimum development eàort.Customer Journey MapsA customer journey map tells the story of the customers experience: frominitial contact, through the process of engagement and into a long-termrelationship. It may focus on a particular part of the story or give anoverview of the entire experience.A customer journey map will always identify the key interactions that thecustomer has with an organisation. It also includes feelings, motivations andpotentially questions a customer may have at each touchpoint. It is avisualisation of the process a person will go through to achieve a goal and ishelpful when trying to understand customer needs and pain points (andhow to address them!)Customer journey mapping combines two powerful instruments:storytelling and visualisation.4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 4/10Nielsen Norman Group author Kate Kaplan (2016), identiÕed three keyzones in the Customer Journey Map as can be seen in the diagram below.Diagram adapted from: Kaplan, K. (2016) When and How to create customerJourney maps. Nielsen Norman Group. Retrieved fromhttps://www.nngroup.com/articles/customer-journey-mapping/Their description of the zones is as follows:Zone A: The lens provides constraints for the map by assigning (1) apersona (who) and (2) the scenario to be examined (what).Zone B: The heart of the map is the visualised experience, usuallyaligned across (3) chunkable phases of the journey. The (4) actions, (5)thoughts, and (6) emotional experience of the user has throughoutthe journey can be supplemented with quotes or videos fromresearch.Zone C: The output should vary based on the business goal the mapsupports, but it could describe the insights and pain pointsdiscovered, and the (7) opportunities to focus on going forward, aswell as (8) internal ownership.Product Development Process4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 5/10User centred design and the customer journey maps can support youduring the product development process. New product development is aprocess of taking a product or service from conception to market(NIBUSINESS INFO.Co.UK, n.d.). The process sets out the stages that newproducts typically go through, beginning with the idea and conceptgeneration, and ending with the products launch. Occasionally, some of thestages may overlap.Below is an image of a traditional product development process, which hasbeen adapted from (SlideModel.com, n.d.). It covers the Õve key stages ofproduct development and some of the key deliverables, which wouldgenerally be required at each stage.Adapted from: SlideModel.com. (n.d.). 6855-01 traditional-productdevelopment-process-powerpoint-2. Retrieved fromhttps://slidemodel.com/templates/traditional-product-developmentprocess-for-powerpoint/6855-01-traditional-product-development-processpowerpoint-2/Marketing Insider author, Maximillian Claessens (2016) explains the Õvestages/ phases as the following:Phase 1: Opportunity IdentiÕcation and Selection: The identiÕedopportunities are researched, evaluated, validated and ranked. In thisstage, a potential opportunity is selected. It is here that customerinvolvement and discussions begin. It is now that we need to4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/bla
ckboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 6/10understand how the customer wants the existing problem to besolved. Based on that, new product concepts are collected which Õtthe opportunity.Phase 2: Research: Here we assess the market for our selectedopportunity to ensure that there is a full understanding of the marketand how the product will Õt in to it.Phase 3: Concept/Project Evaluation: In the third of the 5 phases ofthe new products process, the new product concepts from stage 2 areevaluated on technical, marketing and Õnancial criteria.Phase 4: Development: This is where development of the productbegins. This includes designing of prototypes, testing and validationof prototypes, and the designing of the production process for thebest prototype. For product and market testing, production can slowlybe scaled. This phase combines both technical and marketing tasks.Phase 5: Launch: In the Õnal phase of the process, the product iscommercialised. Full-scale distribution and sales can commence.In this weeks material, we have covered a number of items, which shouldstart to bring your idea to life! The resources and learning activities will alsohelp you to further develop your thinking and research for your idea, whichyou will cover in Assessments 2 and 3.References:Interaction Design Foundation. (n.d.). User Centered Design.Retrieved from https://www.interactiondesign.org/literature/topics/user-centered-designusability.gov. (2018). User-Centered Design Basics. Retrieved fromhttps://www.usability.gov/what-and-why/user-centered-design.htmlKaplan, K. (2016). When and How to create Customer Journey Maps.Retrieved from https://www.nngroup.com/articles/customer-journeymapping/NIBUSINESS INFO.Co.UK. (n.d.) Research and development ideas, newproducts and services. Retrieved fromhttps://www.nibusinessinfo.co.uk/content/product-developmentprocess4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 7/104 hoursClaessens, M. (2016). 5 Phases of the new products process Steps todevelop new products. Retrieved from https://marketinginsider.eu/phases-of-the-new-products-process/Essential Resources:usability. (2018). User-Centered Design Process Map.Retrieved from https://www.usability.gov/how-to-andtools/resources/ucd-map.htmlFollowing on from reading this article, consider what would be somerequirements you would consider if you were going to develop awebsite for your product.Flaherty, K. (2016).Customer Journeys and OmnichannelUser Experience. NN/g Nielsen Norman Group. Retrievedfrom https://www.nngroup.com/articles/customer-journeysomnichannel/?lm=customer-journey-mapping&pt=articleThis article discusses the concept of omnichannel user experience toaddress the whole customer journey. Once you have read this articleconsider how you an omnichannel experience could support yourinnovation idea.4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 8/10UX Mastery. (2014). How to Create a Customer Journey Map.YouTube. Retrieved from https://www.youtube.com/watch?time_continue=19&v=mSxpVRo3BLgNine key steps to creating a customer journey map. Review these andthink about whether you have enough information to create one ofthese for your innovation. What is missing? Do you need to draw onother frameworks, which we have reviewed to help you gather moreinformation? For example, the Value Proposition Canvas which helpsyou identify customer pains?Edspira. (2013). The Product Development Process.YouTube. Retrieved from https://www.youtube.com/watch?v=L1-HhinfwYQWatch the YouTube which explains the Product Development Processin detail. Consider what the relationship between this process is toCustomer Journey Maps.Rosenbaum, M., Otalora, M., Ramirez, G. (n.d.). How tocreate a Customer Journey Map. Publisher not listed,This resource provides an overview of how to create aJourney map and the reasons we use them.Learning Activities:Learning activities are not part of summative/graded assessment; however,they are designed to prepare you for incremental graded assessment andexpand your learning. These activities encourage a community learningexperience between peers, and provide opportunities for facilitators to oàerformative feedback, throughout a module, to the student cohort. Studentsshould spend 1-2 hours per module on learning activities.4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 9/102 hoursLearning Activity 3.1: User Experience Mapping:Read the following article called UX Mapping MethodsCompared. In the article, you are introduced to four (4) types ofcommonly used mapping methods and when to use each.Gibbons, S. (2017). UX Mapping Methods Compared: A CheatSheet. Retrieved from https://www.nngroup.com/articles/uxmapping-cheat-sheet/?lm=customer-journeymapping&pt=articleIn the module 3 discussion forum you are required to:1. Chose a map to use for your innovation idea for Assessment 2and 3.2. Justify which map you have selected by answering the questionsusing the three-step approach framework; and3. Develop a map for your innovation idea for Assessment 2 and 3.To participate in the Discussion Forum, click here to scroll to thebottom of this page then click on the Module 3 DiscussionForum link.Learning Activity 3.2: ScrumScrums are a great way to collaborate and generate ideas.Please access your scrum group link in the main navigation menu andcomplete the following activity.Return to your scrum group from module 1.For your module 1 scrum activity, you discussed what innovation andcreativity meant to your group and identiÕed 4 key elements to4/15/2021 Laureate International Universitieshttps://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_100594_1&content_id=_9717559_1&mode=reset 10/10successful innovation. You also generated some ideas for productsand services that would bring about social change in your community.For your module 3 scrum, you are required to select, as a group, oneof the ideas for a product or service generated in module 1 and delvedeeper. Using what you have learnt in module 3.1 start to generate amap for your product or service development.Learning Activity 3.3: Personal ReÖective JournalPlease go to the ReÖective Journal link in the mainnavigation menu and complete the activities in the journal instructionsfor Module 3.1This journal is for your own personal learning. It is conÕdential andwill not be available to anyone except you. Your journal will be animportant resource for preparing your submissions for assessments.Now that you have reviewed the material for Module, 3.1; In what waydo you think that the Customer Journey Mapping and User Experiencecan better support you in the Product Development Process?