The conceptual design services I offer is the fast track from ideas to solution. With the help of design workshops, paper sketches and concept specifications I turn visions into a tangible solution. When the initial phase of identifying target groups and stating the over all requirements is done the actual software is to be designed. This needs to be done both from a technical perspective and an interface perspective. According to my experience the best results is created when these aspect are focused on simultaneously. By letting technicians and designers work side by side in this design process a lot of time and effort can be saved. I recommend that the clients are closely involved throughout the process. This gives the clients the opportunity to contribute their expertise and make rapid decisions. In order for this to happen, the design process needs to be done in a way that everyone can follow, even if they lack experience with IT-products. This is why i worked out this method for conceptual development.
Paper sketches
A conceptual story board for a search function on a e-commerce site. When the user types a search word the systen dynamically offers suggestions for products that the user might be looking for.
I have outlined effective way of using hand drawn paper sketches as a tool for conceptual interface design. The basic idea is to use pen and paper to visualize each screen or logical view in a system while discussing it. It is obviously that it is much easier to understand what somebody says if he or she draws a picture while talking, especially in complex matters like technical solutions. Hand drawn sketches are considerably faster to work with than any design application in a computer and it is easy and risk free to put one aside if you like to try another idea. The sketches are not only used for communication and inspiration. They can also be used as the foundation for the technical specification. By adding more details and presenting the functionality as storyboards even the most complex layout and interaction can be conveyed.
Design workshops
I have found that the most effective way to develop the fundamental parts of an interactive solution and illustrate how they all are connected is by conducting design workshops. By gartering all major stake holders from the client as well as the development team a feasible solution outlined instantly. The discussion focuses on the user experience all concerns can be taken into account. My role in such a workshop is to moderate the discussion and add my experience in interface design and usability.
User scenarios and specification
In order to understand how the pages fit together I define usage scenarios. Such a scenario is a story about how a user interact with the system to complete a task or fill a goal step by step. Each step is ilustrated by sketches and storyboards. The scenario and each containing page is then specified in text, explaining in a straight forward language how the page should work. Using these tools you can describe even the most complex solution in a way anyone can understand. This method is much faster than traditional requirement handling. It prevents the development team from getting stuck in details and help them to keep track of the bigger picture.
We at Box Experience’s wanted to improve our web site. Our web agency called in interaction designer and usability expert Mårten Angner to conduct an eye tracking study on our site. The study fully confirmed our suspicions about usability problems and provided valuable insight into how our customer’s think. Mårten presented clear directions on how to take our site to the next level. Almost like a how-to-guide, created exclusively for us!
I was asked to join the team at Merajobb, the collective job site for three of Sweden’s largest newspapers, to completely redesign their site. My role was to lead, analyze user needs, create a site concept and make sure no greatness was lost in the process. The team, consisting of the developers at HR north, designer Jonas Björkman from The Art of job and I completed the project in record speed. 
Cloud Nine is one of Sweden’s largest independent provider of web solutions. The company has been around since 1999 and apparently they know how the web works. It was therefore quite the honor to be asked to hold a seminar about my sketching techniques in regards on how to not to rush to finished designs before knowing if the functions are as optimal as they can be. The Creative Director Martin Bystedt was quite happy with the seminar and has found use of the technique in the work:
We at NetRelations can absolutely recommend Mårten’s course in sketching technique. This intensive seminar has made an immediate impact on all our staff. Our drawing skills improved instantly and with it came a new and more inspiring approach to both the way we discuss internally to how we communicate with our clients. Almost like creativity-in-a-box!
In an Eye tracking study I conducted for Ginza, users had a hard time getting through the payment process. I was asked to completely redesign the complete check out process. The final solution when published reduced the customer care issues drastically and resulted in an 18% increase in invoice payments, and an over all increase of the payment conversion rate by almost 2%.
Rebtel, the exciting international telecom operator, asked me to make a full scale usage test using eye tracking on their public web site, sign up, and their customer self service area. The eye tracking test immediately brought some totally unexpected errors in the service to Rebtel’s attention as well as provided a solid ground for the strategic design and development decisions in the future.
Ginza is one of Sweden’s foremost media mail-order and e-commerce companies. As a part of the effort to improve their user experience, I was asked to conduct an Eye tracking study on their current site. Although the results were somewhat shocking to Ginza, they were very pleased that their weak points could be addressed immediately. In this post I explain more about how the test was conducted and will also share with you some of the results.
It is now exactly one year since I created the first conceptual sketches for this site. This seemingly simple project was one of the most challenging projects I have ever completed. The site really forced me to use all the methods I have normally use in my projects for clients and have consumed an unbelievable amount of effort to make it perfect in every respect. Here is the story of how it was created.
We at Creuna decided to ask Mårten to give his sketching technique workshop for our design team consisting of both Graphic designers and Interaction designers. What we did not anticipate was exactly how profound effect this little two hour workshop had on our daily design practices!
I was asked by Holiday Autos to help them improve their the web based ordering system for rental cars. I worked closely with the internal development team evaluating the existing solution, and designing a new one. The end result turned out to be a great success when tested on users. The time needed to complete the order was reduced to as little as one third.