Download - UX: User Experience
Interaction Design:
OVERVIEW!
The scope of this document is provide a quick overview about what Experience Design is meaning in a modern time and help to
understand capabilities, task and resources involved in any experience design project.
Interaction Design:
User Experience Design
UX / STAGE
DESCRIPTION!
User Experience Design (UXD) is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions. !An emerging discipline, experience design draws from many other disciplines including cognitive psychology and perceptual psychology, linguistics, cognitive science, architecture and environmental design, haptics, hazard analysis, product design, theatre, information design, information architecture, ethnography, brand strategy, interaction design, service design, storytelling, heuristics, technical communication, and design thinking.
USED FOR!
Products (digital or physical)
Services (digital or physical)
Event and living Environment
Interaction Design:
User Experience is not Customer Experience.
UX / STAGE
UX CXCOMMERCIAL
CONTEXTPRODUCT / SERVICE /
EVENT CONTEXT
Often is there a confuse understanding about the difference between User Experience and Customer Experience because both talk about the same Human (target) but for different environments. !The first one talk about the relation of an User with a product (or service) and the second one about the relation of a customer and a commercial context. !Both work with similar mechanisms, processes, delivery and expertise but are focused to solve different problems, overlapping and influence each other.
HUMAN
OVERLAPPING
Interaction Design:
Customer Experience Design
UX / STAGE
DESCRIPTION!
Customer Experience Design (CXD) is the practice of designing experience into the commercial environment through various touch-points a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.
USED FOR!
Eco-system (digital or physical)
Commercial Process (digital or physical)
Business model!
Interaction Design:
UX / STAGE
Brand Experience
Other Experience Design model
DESCRIPTION!
The brand experience work to define how a brand message, visual identity and language will be apply in different environment and experiential models.
USED FOR!
Customer Experience!
User Experience!!
Campaign Experience DESCRIPTION!
The Campaign experience work to define how the campaign message, visual identity and language will be apply in different environment and experiential models and for which segment and period of time.
USED FOR!
Customer Experience!
User Experience
Interaction Design:
UX / STAGE
User Experience design for digital
AREA OF OPERATION!
User Experience design operate in all over these areas: - Web Platform - Digital Consumer Products - Digital Ecosystems - Mobile - SmartTV - Engaging Mobile Games - Digital Community & Portals - SmartCar - Wearable Devices & their ecosystem touchpoint - SmartHome
Interaction Design:
UX / STAGE
Responsive Design & UXOVERVIEW!
When we talk of Responsive Design, is incorrect think about that limited to the Visual & UI, because Responsive Design is also apply to the entire User Experience in terms of UI, Content and Interaction Model. !The responsive approach is a key feature to improve the engagement of any product and platform and optimize costs, flexibility, time of maintenance and goals.
UX1 UX2 UX3
UX
NOT RESPONSIVE
RESPONSIVE
Interaction Design:
UX / STAGE
Responsive: Type of Responsive User ExperienceEQUAL UX!
The User Experience is the same all over different environments.
SEQUENTIAL UX!
The User Experience require the use of multiple environments to complete a specific journey.
COMPANION UX!
The User Experience is accessible only if used in companion with an other UX and environment.
IMPROVING UX!
The same User Experience get more power and functionality though environments permit this.
SIMULTANEOUS UX!
The User Experience of an environment interact with an other UX Environment simultaneous but still accessible indipendently.
Interaction Design:
UX / STAGE
Responsive: User Interface and Content
Not Responsive Content
Responsive Content
Not Responsive UI
Responsive UI
User Interface and the content impact in the Aesthetic and Functionals factors of the User Experience this is way are consider part of the User Experience Design.
Interaction Design:
Strategy
UX / ACTING
DesignINVISIBLE ELEMENTS AT THE CONSUMER EYES!
The strategy include all task, skill and resource can help to define the invisible things of an experience design process like persona, journey, strategy, user flow, engagement Strategy, interaction Strategy, Campaign Integration, Gamification Strategy, emphatic goal, functions definition, product strategy, industrialization strategy, technology strategy, user psychology, environment touch-points, content and IA,etc…
VISIBLE ELEMENTS AT THE CONSUMER EYES!
The design include all task, skill and resource can help to define the visible things of an experience design like User-interface, Visual Identity, Brand integration, Navigation, ergonomic, cognitive design, visual storytelling, adaptive and responsive design, Gamification model, Engagement model, Interaction model, design process, industrialization execution, etc…
Experience Design CapabilitiesThe experience design process is based on two principal capabilities: Strategy and Design.
Interaction Design:
Roles
UX / ACTORS
ResourcesSTRATEGY DIRECTOR!Who lead all the strategy expertise tasks, process and resources. !DESIGN DIRECTOR!Who lead all the Design expertise tasks, process and resources. !EXPERIENCE DIRECTOR!Who lead the experience design process and directors. (es: business owner, Product owner, Creative Director)
Roles and ResourcesRole and resource involved in an typical digital Experience Design project.
STRATEGIST!Who define market and users research, engagement strategy, product research and benchmarks, persona, ideal user journey, governance strategy and Ecosystem integration strategy !BUSINESS DESIGNER!Who define all the business integration and modeling strategy, business and hazard analysis !CONTENT DESIGNER!Who define the content strategy, the information architecture, the content responsive & adaptive model, photography message, iconography message, copy, editorial content.
VISUAL & UI DESIGNER!Visual designer with background of Interface technology, UI engineering, Navigation, visual storytelling, graphic and brand. !INTERACTION DESIGNER!Who define the user flow, interaction model, gamification, triggers, ecosystem integration, experience storytelling, wire framing, fast prototyping and journey modeling !TECHNOLOGIST!Who define technology, execution and implementation design and modeling. Explore emerging technology integration and develop high fidelity prototype.
OTHER RESOURCE!Other resource could be assigned based on the type of product specific knowledge are required in terms of strategy and design.
Interaction Design:
Strategy
UX / ACTORS
Design
Capabilities and tasksRole and resource involved in an typical digital Experience Design project.
Market & Consumers Insight
Research & Hazard Analysis
Engagement Strategy
Customer Experience Modeling
Media strategy
Marketing Investment Modeling & Measurement Strategy
Engagement Governance
Social Strategy
Brand Strategy
Content Strategy
Future Vision
Search & Business Analysis
Emerging Technologies
Product Modeling
Business Modeling
Interface Design
Interaction Modeling
Visual Design
Content Modeling & Design
Environment Modeling
Fast Prototyping & Usability testing
Customer Intent and Predictive
Design Research & Modeling
Engagement Platform Audits and assessments
Technology and Architecture Design
Planning
Interaction Design:
UX / TEAM & PROCESS
Team building and processPriorities, milestones and resources involved in an experience design a based on the type of final delivery required in addition to the type of experience (product, services, environment, etc…) Here below an common process approach:
ASSIGN A EXPERIENCE DIRECTOR!
Based of the business environment could be a the product owner (client), a product or service director business oriented, a creative director
ASSIGN A STRATEGY & A DESIGN DIRECTOR!
Based on the nature of the project (delivery).Both should be director with experience in the specific field.
RESOURCE REQUIRED!
The Strategy and Design director will define scoping and resource required.
DESIGN PROCESS DEFINED!
The Strategy & Design Director in accord with the experience Direct with define the design process task and milestone, including: Immersion, Insight, Research, Concept, Design, Prototyping.
BETA PROTOTYPING !
Final high fidelity prototype, test and improvements
EXECUTION !
based on the nature of the project
Interaction Design:
UX / COMMON UNDERSTANDING ERRORS
UX DESIGNER IS NOT A JOB/RESOURCE!The role of the UX Designer doesn’t exist in a moder business. The UX is the equal result of different expertise and disciplines and then of all the resource involved in the project.
!ART DIRECTORS ARE NOT VISUAL UI DESIGNER!An Art director have a different goals and background from a Visual UI Designer and they are not equal in terms of deliveries.
!WIREFRAME ARE NOT UX!Wireframe are part of the Information Architecture, Content Storytelling and interface design of the project. They represent only a portion of the User Experience design like a wheel is related with a car.
!
CREATIVE DIRECTOR IS NOT A DESIGN DIRECTOR!A Creative Director have Brand identity and Engagement or business strategy background in addition of a brand, campaign or business experience design process.
A Design Director have a visual & technology background in addition of an experience of design thinking and product design process.
COPYWRITER IS NOT A CONTENT DESIGNER!Copywriter are not Content Designer because they haven’t knowledge of IA, Interaction design, Digital Content framework and design system.