dave roth - context is king

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The Kings are Dead. Long Live the Kings.

Dave RothVP, MISI XD droth@misicompany.com

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User Experience vs. Human Experience

Human Experience Design Requires Context

What is Context, really?

Why does Context matter, really?

What you can do

What I’m Going to Say

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User Experience vs. Human Experience

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Advice to UXD pro presenting to CEO…

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My advice to you…

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Human Experience Design Requires Context

Template by: Mel Edwards . design strategist . service & information designer

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Why is Context, really?

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“As enterprises better understand the interrelationship between roles, collaboration, content, and business processes, the need to provide information within the context of an information worker's daily activities will drive the implementation of Information Workplaces.”

03/2006 – Forrester on Context as King

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“Customer experience leaders... uniformly attributed their breakthroughs to moving away from a product innovation mindset toward a customer-centered approach to doing business.”

02/2010 – Forrester on CE

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Infamous Slide 7, Bullet Point 4…

User Experience Context…

Make portal features easier to find and functions easier to use

Human Experience Context…67% of the participants said the

portal provides no value.

For nearly 70% of “users”…

Portal is usable & useless

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Sales Rep Tablet PC Interface Design

User Experience Context…

Branded content navigation easy, scalable & supports conversation

Human Experience Context…

Over 20% of docs ignored or were agitated by presentation.

Human Experience Context…

60% gave courtesy glance or asked “Do you need me to sign?”

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Why does Context matter, really?

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Company Mission:We must act in the customer’s best interest… helpful, courteous and quick to follow up.

Employees closest to the customer should have ample resources and authority to be the best at serving customers.

We must exceed customers’ expectations and constantly make it easier for them to do business with us.

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Backend System

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System Success

Customer

3Backend System

System Success2

Customer Service: “Nothing I can do.”

System Failure

Dot Com

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System Failure

Context = All touch points in the experience

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Account Reactivation: “Reapply and pay.”

Customer Service: “I can’t help you.“

Lost Customer

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What can you do? Get Contextual.

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What is the challenge you’re addressing?

Why is this a challenge?

Who is facing the challenge and who is affected by it?

Where are they when they encounter the challenge?

How is the challenge currently being addressed?

Ask Questions: Get the whole story

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Contextual Interviews: Q&A the field – know the rules

Experience the experience

Shadowing: field observation – watch, listen and document

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Map it Out: Simple is Okay

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The Kings are dead. Long Live the Kings.

User ContentContextHuman

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Forrester : Context is Kinghttp://www.forrester.com/rb/Research/context_is_king_in_new_world_of/q/id/39035/t/2

Mel Edwards on Customer Experience Mappinghttp://desonance.wordpress.com/about/

Other Journey Mapping Resourceshttp://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/

Lots of links to topics like Contextual Inquiryhttp://www.d.umn.edu/itss/training/online/webdesign/testing.html#contextual

Some links…

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Dave RothVP, MISI XD droth@misicompany.com732 362-2613