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November 14, 20192 Comments

Cognitive Experience Design

Cognitive Experience Design reshapes the practice of design by uniting the disciplines human factors, ergonomics, industrial, information, interaction, interior design and architecture to use the internet of the things (connected devices) and artificial intelligence to invent systems, cities, services and products that reduce the time to make faster decisions and bolder breakthroughs.

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The evolution of #design in an intelligent, quantum computing era has begun. #CognitiveExperienceDesign is the practice of using #Ai technologies to reduce the human mental effort & time required to complete a task. via @jpenabickley

February 17, 2019No Comments

Design 2020

Design 2020

In 2019, we are all in a race to 2020.

Generation Z has arrived, and they expect intelligently designed brand experiences.  Gen Z’s 44 billion dollars of disposable income has triggered a tsunami of change as industry races towards 2020. In a recent C-suite study, 68 percent of C-suite executives expect their enterprise organizations to emphasize customer experience over products. During industry’s dance with disruption, Design has elevated itself at the new seat of power at the table and in the boardroom.

That seat comes with expectations that design will act as a conductor of a symphonic enterprise. Great design leaders share the same characteristics as conductors of an orchestra. Like Gustavo Dudamel  or Alondra de la Parra’s ability to seat an inclusive band of musicians who bring to life a euphoric cacophony of sound that heals and inspires the soul, design leaders, have the ability to conduct the enterprise like a symphony to deliver intelligent brand experiences that matter for customers and our world. From the momentous design trends composing change at the scale of the cosmos to minuets found in crafting design systems, I will lay the foundation for the future of design.

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Generation Z has arrived, and they expect intelligently designed brand experiences.  Gen Z’s 44 billion dollars of disposable income has triggered a tsunami of change as industry races towards 2020. By @jojobickley via @jpenabickley

November 1, 2006No Comments

ON: Reframing My Product Design Life Cycle

As important as it is to have people with the right skills and appropriate team structure to implement user-centered design, it is just as important to facilitate a good design process. An effective design process involves several phases: researching, designing, prototyping, testing, and iterating.

Designing for users presupposes that the product development team understands the users it is targeting. True understanding comes from extensive qualitative and quantitative research, which help the team identify market segments and user needs, behaviors, and attitudes.

A fundamental premise of bringing design into the development process is that design happens before programming begins. If the foundation is flawed, corrections can be difficult to make after coding begins. During the design phase, objectives and features are not only defined, but also who the target user is, what their goals are, what the context of use is, and what the task requirements are. As mentioned earlier, design tradeoffs are made based on the business case for the product, so it is important to establish the business goals upfront. During this phase it is important that the team consider the product in terms of goals, which are generally more descriptive than features.

As the product evolves from a conceptual framework and interaction model, it is important to create prototypes of the design. Prototypes not only help communicate the design, but also help the team visualize the design and understand task flow. They are also useful for gathering user feedback throughout the design process, whether they are storyboards or interactive mockups.

Low-fidelity prototypes may be created using pencil and paper or in Visio. Such prototypes are useful for visualizing and getting user feedback on task organization or conceptual ideas. Hi-fidelity prototypes are more operational and allow the team to get feedback on the mechanics of user interaction.

User testing during the design process offers many benefits. Feedback from user testing can provide input into the current design, future releases, and related products, and offer general lessons about usability that might be applicable across the entire network. It can also provide the development team insight into the user’s perceptions, satisfaction, questions, problems, and general use. More specific information about user research methods can be found in the next section.

Rarely is a product team going to nail down the best solution on the first try. Therefore, it is important to allow for time to iterate on the design so the team has an opportunity to modify the design based on user feedback. The more the design can be refined upfront before coding, the more time spent on development can be saved. Of course, additional lead time is needed for the design team to design, prototype, test, and iterate, so involving UED upfront and early is imperative to fostering user-centered design.

ON: Reframing My Product Design Life Cycle via @jpenabickley

November 1, 2006No Comments

Experience Planner/Designer In The Seat of Product Developer

Building the tool that online ad agency needs most has taken on new meaning for me. For months I have been gathering research that will lead to the formation of a set of agency products. I am developing my plans, product ideas and observing agencies business problems. I have defined the common agency process, developed personas and outlined the typical task analysis.   Now that I am ready to begin vetting out a new product specifications, I stepped back to answer the most important question of the day….

What is User-Centered Product Design?

User-centered design (UCD) is a method for designing ease of use into the total user experience with products. Key to this approach is the focus on understanding the users—their environment, their goals and tasks necessary to achieve these goals, their skills, and their abilities.

Throughout the development cycle, feedback and input from users is gathered to ensure that the design is based on real data, and not the product development team’s imagination about what users do.

Using this method enables the efficient design of effective interactive systems as UCD expedites and simplifies gathering user feedback and incorporates it into the design process.

Specifically, user-centered design means that product teams start by observing and working with its users. Throughout the design process, users judge whether the product meets their requirements by evaluating prototypes.

After a period of iterative evaluation and design, the technology is built to fit the mockups.

User-centered design is about describing the whole user experience, not just what the users see on the page. It is about relating user goals to application functions, as opposed to taking requirements from someone and turning out web pages.

The deliverable for user-centered design is a product that is useful, usable, and desirable to users, not just the final HTML, programming, or implementation.

Note that user-centered design is different from and complementary to market research. Market research strives to answer the question, “What product should be built?” Marketing knows what customers are asking for, what drives their behavior at the point of sale, what they will pay for, and what determines their purchasing habits.

User Experience, on the other hand, knows what customers or clients actually do, what makes a product simple or difficult, usable or not. Thus, User Experience is better suited to answer the question, “How should the product be designed?”

Marketing, User Experience, and Engineering offer a spectrum of perspectives in product development. Creating the right synergy between these functions so that a successful product is built is not an easy task.

Experience Planner/Designer In The Seat of Product Developer via @jpenabickley



Joanna routinely to speaks and keynotes at conferences, corporations, non-profits, educational and professional organizations. Her subject matter expertise is customized to meet the needs of each audience. 

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