cultivating digital mindfulness | simon norris
TRANSCRIPT
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Cultivating digital mindfulness
@simon_norris
amsterdamUX
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@simon_norris
AN INTRODUCTION
Nomensa Simon Norris Who we work with• c. 100 people • 3 locations • Strategic UX Design agency
Bristol
London
Amsterdam
20+ years’ experience
Interests & expertise: • Art • Design • Science • Psychology
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@simon_norris
Nomensa create groundbreaking experiences that make a measurable difference
to the way people use digital technology, live, work and play.
We call this Humanising Technology.
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@simon_norris
Strive for perfection in everything you do. Take the best that exists, and make it better.
When it does not exist, design it.
Sir Henry Royce
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The user experience delusion
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29062007
@simon_norris
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29.06.2007
@simon_norris
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Where is the store?
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Think Responsible NOT Responsive
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Understanding the differences between goals and activities
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Goal Activity
GoalActivity
Activity
Activity
Activity
Goal
GoalGoal
TELIC PARATELIC
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Digital excellence requires understanding
business models
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What?
Why? How?
Profit mechanism
Value chain
Value proposition
What do you offer to the customer?
Why does the business model generate profit?
How is the value proposition created?
Who is your target customer (segment)?
Who?
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The total interaction is greater than the sum of
the parts
@simon_norris
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MICRO MACRO
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Digital is everywhere and getting in to
everything
@simon_norris
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Everybody experiences far more than [they] understand. Yet it is experience, rather than understanding, that influences behaviour.
Marshall McLuhan
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THE HIERARCHY OF EXPERIENCE
Style
Content
Technology
Meaning
Believability
Fundamentals
PEAK EXPERIENCE
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ICEBERG MODEL OF MEANING
@simon_norris
Surface meaning
Deeper meaning
Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception
Emotional factor Surprise, Anger, Happiness, Fear, Love,
Acceptance, Expectation, Disgust, Sorrow
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ICEBERG MODEL OF MEANING
@simon_norris
Surface meaning
Deeper meaning
Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception
Emotional factor Surprise, Anger, Happiness, Fear, Love,
Acceptance, Expectation, Disgust, Sorrow
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@simon_norris
Chemistry and physics are branches of science that both study matter.
The difference between the two lies in their scope and approach.
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Uncovering meaning supports both customer and business value, and therefore experience
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THE EXPERIENCE EQUATION
CX
Customer Experience (CX) is the total of all interactions, e.g. physical and digital.
@simon_norris
Blended Experience is where CX and UX overlap meaningfully, e.g. cross-channel
UXUser Experience (UX) is the total of all digital interactions, e.g. digital interfaces.
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CX
THE EXPERIENCE EQUATION
@simon_norris
User Experience (UX) covers: • Websites; • Apps; • Social media
(e.g. twitter, instagram, Linkedin, Facebook, etc)
• Wearables (e.g. Apple Watch)
• IoT devices (e.g. Good Night Lamp)
• Sensors • Anything with a
Digital User Interface
@simon_norris
UX
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CX
THE EXPERIENCE EQUATION
@simon_norris
Customer Experience (CX) covers: • The store/shop
(physical space) • Call/Contact centre • Paper (bills,
announcements, communications)
• Direct mail • Advertisements • Physical artefacts
(packaging) • People (human
communication and interactions)
UX
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CX
THE EXPERIENCE EQUATION
UX
Blended Experience covers: • Sensors • People and devices
(iPads, smart devices)
• Web address • Link to apps • Tags (GPS) • #hashtags
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Experiences are becoming increasingly blended. It’s imperative to consider the
broader picture.
Simon Norris
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SEQUENTIAL CROSS-CHANNEL INTERACTION
@simon_norris
At work At home
0 24HOURS
Mo
tivat
ion
/ d
istr
actio
n
app
website
call
app
(UX)
(UX)
(CX)
(UX)
website(UX)
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At work At home
SIMULTANEOUS CROSS-CHANNEL INTERACTION
@simon_norris
0 24HOURS
Mo
tivat
ion
/ d
istr
actio
n
app
website
(UX)
(UX)
in store / comparison (blended) (blended)
app(UX)
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We shape experience and thereafter our experiences shape us. This is why Experience is Everything.
Inspired by Marshall McLuhan
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Think bigger Be bold Be human
Thank you
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Thank you
Humanising Technology
@simon_norris
UX Designer • Full Time position AMS • Design background • A research translator
UX Consultant • Full Time position AMS • Research / behaviour
background • A pattern / insight hunter
• Bristol Aquarium • 10th - 11th November
• British Museum • 17th - 19th October