embedding experience: bridging the gap between design & reality
DESCRIPTION
The world is changing: it’s now crazily mobile, with an exploding number of devices and customer touch-points. This is a profound shift which puts a strain on our traditional design approaches. In this talk, Morgan argues that experiences, not interfaces, are the future. To remain relevant and useful, UX designers and organisations need to evolve. In particular, we need to stop obsessing about tools and methods, and concentrate instead on delivering truly embedded experiences. Keynote presentation, delivered at the UX Masterclass, Bangalore, India, 7/3/2014TRANSCRIPT
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Morgan McKeagney, Director, iQ Content
Embedding experience: Bridging the gap between design & reality
Bangalore,07/03/14
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A (brief) history of everything..
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Back in the day / A physical universe
I need...
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Place / Curated experiences
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Pantheon / Inspire awe and submission
M·AGRIPPA·L·F·COS·TERTIUM·FECIT
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Vitruvius / Three Design Principles (Father of UX)?
Utilitas
Firmitas
Venustas
Functionality:– the arrangement, quality and interrelationship of spaces and how the building is designed to be useful to all.
Build Quality: the engineering performance of the building, which includes structural stability and the integration, safety and robustness of the systems, finishes and fittings.
Impact: the building’s ability to create a sense of place and have a positive effect on the local community and environment.
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Documenting design / Communication, understanding
Sketch
Peruzzi, 1500 Serlio, 1540 Palladio, 1570
Plan, section, elevation
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Renaissance Men / Ying & Yang
+ =
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Art & Science / The Great Divergence
Art...
Science...
1519 1959
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Art & Science / Mind the gap
Art Science
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Computers, screens, UX
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OK Computer / A machine, by Babbage
Charles Babbage, (1791 – 1871) English polymath: mathematician, philosopher, inventor and mechanical engineer.
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Web 1.0: Tethered Computing / Where is the internet?
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Screens & UIs / Humanising machines
PARC Alto, 1973
Apple LISA, 1983 Windows 1.0, 1985
Command Line
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UX is born / We fix what’s broken
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Design principles / Applied.
Above the line campaigns
External Search
External banners
Home phone & Broadband
VF bannersvodafone.ie
Value message
How much can you save
Compare the packagages
Product Gallery page
Customised product gallery
Product details Page
Purchase Flow
FAQ's
Internet
Switching Guide
WhySwitch
How to Switch
Can I switch
What is broadband?
How do I order VAH
Wireless BB Explained
DIscounted product gallery
.
Our Design Focus
Persona's Goals
Obstacles
62
Civil Servant
B Eng - Trinity
Unfamiliar with online
No DSL connection
Uses IE 6
Robert is coming up to retirement age. He's never been that tech savvy.
He's used the internet it a bit in work and his browsing always starts with
google.
He's noticed that online items are being mentioned more and more among
his friends and family and wants to be able to get the internet from home.
He's also a little embarrassed to keep asking his daughter to book his
flights for each holiday.
He has an existing phone line with Eircom.
He wants to choose a package that has everything included to get him up
and running. He also wants to know how his internet connection is going to
get "switched on" and what he might have to do during this process.
Robert
Get started using the internet
Feel informed and confident about the
technology
Why would Robert buy online
Convince Robert to switch from Eircom
Have a Single "internet page" - explain
internet on the go / at home / on phone
Have big segmentation of the packages
( beginer / intermediate / expert)
Clear explanation of what the package
contains ( service + starter pack)
Clear explanation of the switching process
(allay fears)
Refer to package speeds as capabilities
I'd like to get started using the internet at home
PP-Ugrade+X%
Vodafone's Goals
Win Robert's custom, grow market share
Broadband Discoverer
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Common techniques / Sticky note epidemic
Cooper Flow
Fjord
iQContent
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Method & Balkanisation / People’s Judean Front
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UX Bubble? / Inflation of chatter, ego, costs
Source: Lanyard.com, 12th September 2011
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Design & Execution / Mind the gap
Design Execution
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Mobile: genie leaves bottle
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Epiphany with a plumber / Brave New World
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Jan 2010
March 2011
Mobile Explosion / 2010-2011 Liftoff
2044% increase in 15 months
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Context & Place / Reconnection with the physical & social
Being several places at onceOn different devices
VenustasImpact: the building’s ability to create a sense of place and have a positive effect on the local community and environment.{ {
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Design complexity / Explosion in devices & screen sizes
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Demand for speed & agility / Process shrinks
Week 1 Week 2
Research
Design
CodeIterate SHIP!
Test
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What’s now / Physical, wearable, social
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An explosion of experiences / All to be designed
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Everything’s an interface / Nothing’s an interface
How the $%$ do you wireframe that?
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The Best UI / No UI?
UX = UI“No matter how cool your interface is, less of it would
be better.”Alan Cooper, About Face Golden Krishnan, 2012
“The best UI is no UI”
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Square Cash / 1-2-3
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Good Night Lamp / Simplicity & Utility
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Embedded Experiences
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World has shifted / UX must adapt
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A Dublin Allegory / Selling UX to the new software elite
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Mobile universe / Design gap leads to crap outcomes
Design Execution
Crap Outcomes
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Closing the Gap / Experiences, not interfaces
Design & Execution
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Embedded Experiences / Working design
2. Physical & social & digitalEmbedded UX =3. Organisation, team structures
1. Hardware & software
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Revenge of Renaissance Man / Genius of Experience
Hardware + Software
“Design is how it works”
+ Services
+
Physical Experiences
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The Boutique Hotel / 1,000 small interactions
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Service design / Ecosystems of experiences
Tire size tool
Discover
Search
Compare
Schedule
Purchase
Fullfill
Rate & Review
Dealer ratings
Ticketing & reminder
SEO
Affiliates (review sites)
Search by 1.Car type/reg or 2. Tire size
Crowdsourced statistics
Expert & customer reviews
Site assistant
I just saved 15% with eCo Tires!
Great mileage, good fuel efficiency
200 Volkswagen Passat drivers bought this tire!!!
Recommendations for people like me
Tire change alerts
Excellent service, highly recommended
Appointment scheduling
Follow up survey
SEM
Retention & cross sell
Live support from experts
Dave – Family ProtectorWants tires that will keep his children safe.
Maria – Quality SeekerWants a premium product and is prepared to pay for it.
Personas
Phone 02 2736 0004
Address
AV L. MOMMAERTS, 10-12,
BE 1140 BRUXELLES
INTERPNEU-P BOONEN SPRL
Garage details
Fitting appointment:
Mon 23rd June at 11:30am
165/60 R14 75T
4 x Goodyear Duragrip tires
4 tires @ !95.00 + Fitting: !20.00
+ VAT @ 21%: !20.00
!484.00
Fitting reference number:
45678YTUKeCo
Tires
Phone 02 2736 0004
Address
AV L. MOMMAERTS, 10-12,
BE 1140 BRUXELLES
INTERPNEU-P BOONEN SPRL
Garage details
165/60 R14 75T
4 x Goodyear Duragrip tires
Fitted on the 23rd June 2012
eCo
Tires
Fitted Tires
Next tire change date
23rd May 2012
Reminders
eCo
Tires
Sizes for your car model
Tire Sizes
P225/50R16 91S
P225/50R16 91S
P225/50R16 91S
P225/50R16 91S
or
Input your Tire size
eCo Tires Customer Experience MapVolkswagen 2009 Golf
Vehicle make Year Model
Show tires
Social hotspots
Digital touchpoints
Analytics
Measure and continuously improve
Mon
AM
PM
Tue Wed Thu Fri
Select an available slot
Select slot
Phone 02 2736 0004
Address
AV L. MOMMAERTS, 10-12,
BE 1140 BRUXELLES
INTERPNEU-P BOONEN SPRL
Garage details
Fitting appointment:
Mon 23rd June at 11:30am
165/60 R14 75T
4 x Goodyear Duragrip tires
4 tires @ !95.00 + Fitting: !20.00
+ VAT @ 21%: !20.00
!484.00
eCo
Tires
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Multidisciplinary Teams / 1 + 1 = 11
+
+
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Changing deliverables / Prototypes, not wireframes
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Evolving our toolkit / End of the PSD?
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Collaboration & Small Teams / The Secret Sauce
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Research / Out of the lab, into the field.
Genevive Bell,Intel’s Anthropologist
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UX is a Ghetto / But the world’s our oyster
• Change: mobile, invisible interfaces, speed, beyond screens to physical and social experiences
• Great risk: profession at a crossroads• Great opportunity: ideally positioned to make
sense of the physical, social, digital, experiential• BUT: we need to get back to our multidisciplinary
renaissance roots - • Bridge the gap between design & execution:
become makers and tinkerers
5
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iQ Content Ltd, Clarendon House, 34-37 Clarendon Street, Dublin 2, Ireland. +353 (0)1 677 1140
Contact: Morgan McKeagney
Email: [email protected]
Tel: +353 87 629 3450
Twitter: morganmck
Web: www.iqcontent.com
Thanks for listening!