the importance of user experience design

The importance of experience designTedde van Gelderen

Hello, my name is Matt.

EXPERIENCES

EVENTS

SPATIAL ENVIRONMENT

Customers

Users

Clients

Products

Software

Services

EXPERIENCE• The holistic view on an audience interacting with

their surroundings• Tangible and intangible aspects of a product,

software, service or event

EXPERIENCECharacteristics– Triggers

• senses: smell, audio-visual, touch, taste, • cognitive processes: thought, awareness, observation

– Flow touch points, interactions and journeys– Time from seconds to decades– Participation passive, active, social aspect– Intensity from flash to immersion – Coverage products, services, environment– Emotion trust, comfort and aesthetics– Meaning symbolic, pragmatic, semantic

EXPERIENCES– User experience– Customer experience– Office experience– Game experience– Shopping experience– Driver experience– Client experience– …

Why would you think about Experience?

– It’s what your audience lives through in the end

– It’s what you deliver / give provide / create

?

You can see it as a Red Thread• Someone goes through an experience– Product – Service– Software– Space

WHY IS THIS IMPORTANT?What has changed and still is changing

• Expectations rise– Increasingly it is the end to end product & service

experience that creates customer loyalty, user & organisation efficiencies

– Excellent experiences empower humans

SO HOW DO YOU DO THIS?• Increase the level of insight: what are your

experience elements?– Identify each experience element– Uncover relative importance of each experience element

• Follow a rigorous process to understand and design the experience

• Apply appropriate metrics – To measure and track performance

Software

ORGANISATION INTERNAL PROCESS: 4 X 4

EXPERIENCE

BUSINESS HUMAN CONTENT TECH

SpaceProduct Service

STRATEGY RESEARCH DESIGN TEST

EthnographicField researchInterviews

PersonasScenariosEnvironmentDesign Brief

SketchIdeate

ModelsWireframesVisualsSpecs

SurveyFocus GroupInterviewsPanelOmnibus

KPIMetrics

MeasureLearn

VisionMarket

PlanRoadmap

EXTERNAL: THE EXPERIENCE LIFECYCLE

AWARE

EXPLORE

COMPARE

PURCHASE

OUT OF BOX

SETUP

OPERATE

MAINTAIN

UPGRADE

RECYCLE

Customer Experience

User Experience

Client ExperienceBr

and

Expe

rienc

e

Prod

uct E

xper

ienc

e

Serv

ice

Expe

rienc

e

ORG

AN

ISAT

ION AU

DIEN

CE

EXPERIENCE LIFECYCLE

AWARE

EXPLORE

COMPARE

PURCHASE

OUT OF BOX

SETUP

OPERATE

MAINTAIN

UPGRADE

RECYCLE

Learn, Involve

EXPERIENCE DESIGN

BUSI

NES

S

HUM

AN

CON

TEN

T

TECH

NO

LOGY

Software

EXPERIENCE

SpaceProductService

STRATEGY RESEARCH DESIGN TEST

• Four aspects: – Audience & organisation view– experience design & experience lifecycle

• Approach– See the details– Model the experiences– Take out the guess work – take control

• Informed design, de-risk design

Questions?tedde@akendi.com