1. From requirements to design
Conceptual design
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2. Preece, Rogers & Sharp Conceptual design Physical design
Understand & analyse the problem space
Using a range of frameworks, theories etc, formulate the conceptual model;
Interface metaphors
Interaction types
Alternative design insights
Expand the conceptual model
Product functions
Product function relationships
Available information
Physical design
Using scenarios
Using prototypes
Card based
Prototyping physical design
Lets unpack this process in more detail

3. Understanding the problem space
What do you want to create?
What are your assumptions?
Will it achieve what you hope it
will?

4. A framework for analysing the problem space
When designing for a new user experience how will the proposed design extend or change current ways of doing things?
support people in their activities
Will it really help them?
Are there problems with an existing product or user experience?
Why do you think there are problems?
How you think your proposed ideas might be useful?

5. An example
What were the assumptions made by cell phone companies when developing WAP services?
Was it a solution looking for a problem?

6. Assumptions: realistic or wish-list?
People want to be kept informed of up-to-date news wherever they are - reasonable
People want to interact with information on the move – reasonable
People are happy using a very small display and using an extremely restricted interface - not reasonable
People will be happy doing things on a cell phone that they normally do on their PCs (e.g. surf the web, read , shop, bet, play video games) - reasonable only for a very select bunch of users

7. From problem space to design space
Having a good understanding of the problem space can help inform the design space
e.g. what kind of interface, behavior, functionality to provide
But before deciding upon these it is important to develop a conceptual model
Design space
Problem space
conceptual model

8. Conceptual model
Need to first think about how the system will appear to users (i.e. how they will understand it)
A conceptual model is a high level description of:
“the proposed system in terms of a set of integrated ideas and concepts about what it should do, behave and look like, that will be understandable by the users in the manner intended”

9. formulating a conceptual model
What will the users be doing when carrying out their tasks?
How will the system support these?
What kind of interface metaphor, if any, will be appropriate?
What kinds of interaction modes and styles to use?
Always keep in mind when making design decisions how the user will understand the underlying conceptual model

10. An example
What do you think were the main assumptions made by developers of online photo sharing and management applications, like Flickr?

11. Assumptions and claims
Able to capitalize on the hugely successful phenomenon of blogging
Just as people like to blog so will they want to share with the rest of the world their photo collections and get comments back
People like to share their photos with the rest of the world
A claim
From Flickr’s website (2005): “is almost certainly the best online photo management and sharing application in the world”

12. Guiding principles
Keep an open mind – never forget the users and their context
Discuss ideas with other stakeholders
Use low-fidelity prototypes for rapid feedback
Iterate, iterate,iterate

13. Conceptual models
Transform user requirements/needs into a conceptual model
Conceptual model: “a description of the proposed system in terms of a set of integrated ideas and concepts about what it should do, behave and look like, that will be understandable by the users in the manner intended”
Don’t move to a solution too quickly. Iterate, iterate, iterate
Consider alternatives: prototyping helps

14. Initial conceptual design:
Which interface metaphors would be suitable to help users understand the product?
Which interaction types would best support the users’ activities?
Do different interface types suggest alternative design insights or options?
There is no one way of developing the initial design – it is always contextual.

15. Interface metaphors?
Interface metaphors combine familiar knowledge with new knowledge in a way that will help the user understand the product.
Erickson - Three steps for choosing a good metaphor:
understand functionality – what will the system do,
identify potential problem areas; what parts of the system are likely to most problematic for your users
(choose a metaphor to support this)
generate metaphors –
look in the users descriptions of tasks for ideas
look at current metaphors being used

16. Interface metaphors? Evaluate metaphors:
How much structure does it provide?
A good metaphor will require structure and preferably familiar structure.
How much is relevant to the problem?
Users can sometimes underestimate how much of a metaphor they understand.
Is it easy to represent?
A good metaphor will be associated with particular visual and audio elements as well as words.
Will the audience understand it?
How extensible is it?
Does it have extra aspects that my be useful later on?

17. Another way of thinking about conceptual models
Process vs product oriented
Products or process must be clearly identified
A set of presentation rules must be designed
Design a set of rules for how windows will be used
Identify how major information and functionality will be divided across displays
Define and design major navigational pathways
Document alternative conceptual design models in sketches and explanatory notes

18. Consider interaction types
Which interaction type?
How the user invokes actions
Instructing, conversing, manipulating or exploring
Depend on application domain and product being developed
Most conceptual models will include a combination of interaction types – different parts of an interaction will need different types

19. Consider interface types
To help think outside the box consider:
Do different interface types provide insight?
WIMP, shareable, mobile, etc
Its important not to be unduly influenced by a predetermined interface type.
Consider all types – no matter how bizarre.

20. Expanding the conceptual model
What functions will the product perform?
What will the product do and what will the human do (task allocation)?
How are the functions related to each other?
Sequential or parallel?
Categorisations, e.g. all actions related to telephone memory storage
What information needs to be available?
What data is required to perform the task?
How is this data to be transformed by the system?

21. Using scenarios in conceptual design
Express proposed or imagined situations
Used throughout design in various ways
scripts for user evaluation of prototypes
concrete examples of tasks
as a means of co-operation across professional boundaries
Plus and minus scenarios to explore extreme cases

22. Generate storyboard from scenario

23. Generate card-based prototype from use case

24. Summary Conceptual design (the first step of design)
Consider interaction types and interface types to prompt creativity
Storyboards can be generated from scenarios
Card-based prototypes can be generated from use cases
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