mob x con - keynote 20120402 - reduced

@rodfarmer

YESTERDAY WITH GABRIEL WHITE ...

EVERYONE GOT MORE THAN THEY BARGAINED FOR

WE’RE GOING TO BE HEARING A LOT ABOUT DESIGNING FOR MULTIPLE DEVICES

HOPING TO MAKE A SMALL CONTRIBUTION

SPECIFICALLY WHAT I’LL BE SHARING TODAY ...

- Our journey to multi-device experience design- Case studies, with lessons learned and bruises

earned- Highlight a few challenges moving forward

ABOUT MEMOBILE EXPERIENCE

WINTER IN SYDNEYNOT A BAD PLACE TO WORK

AND SLIGHTLY WARMER THAN TODAY

ME? MOBILE USER EXPERIENCE GUY FOR PAST 10 YEARS

MOBILE EXPERIENCE - SEEKING TO RE-FRAME ‘MOBILE’ EXPERIENCE DESIGN

CONVINCING OTHERS THAT MOBILE MATTERSI COULD SHOW YOU SOME STATISTICS

BUT SERIOUSLY? JUST LOOK AROUND YOU

BUT SERIOUSLY? JUST LOOK AROUND YOU

“As much as our lives have shaped mobile, mobile has shaped our lives”

MANY COULDN’T LIVE WITHOUT MOBILE

IT HAS REACHED NEW LEVELS OF SOCIAL INCLUSION

TO THE POINT WHERE WE NOW ASK WHAT IT MEANS TO BE MOBILE?

STATIONARY BUT IN TRANSIT?

PORTABLE BUT STATIONARY?

SMALL SCREEN AND ON THE MOVE?

SMALL SCREEN AND STATIONARY?

IS MOBILE JUST BEING PORTABLE?

AND IF SO, IS THIS MOBILE?

THE DEVICE IS JUST A LENS THROUGH TO AN EXPERIENCE

SO PERHAPS WE NEED TO REDEFINE WHAT WE MEAN BY MOBILE STRATEGY

MOBILE FIRST? CONTENT FIRST?WHAT SHOULD BE OUR FOCUS?

FUTUREFRIEND.LY - love you guys

Creating remarkable mobile experiences means understanding that true value only exists at the point of interaction where the service is produced and consumed at the same time.

IT’S ABOUT UNDERSTANDING THE SERIES OF INTERACTIONS THAT CONSTITUTE AN EXPERIENCE

“

”- Mobile Experience

HOW WE CREATE MEANINGFUL MOBILE STRATEGIES

ONE CONTEXT OF USE, BUT EVOLVING SITUATION

HOW WE CREATE MEANINGFUL MOBILE STRATEGIES

- Understand “situation” not just context in design- Understand relationships between devices- Understand and design for end-to-end interactions

ONE CONTEXT OF USE, BUT EVOLVING SITUATION

The new UX communityThe web brought together graphic designers, information architects, usability engineersand marketing.

Design for socialSocial media and social network takes off. Designers forced to consider the social nature of the web and multi sided conversations.

The rise of service designCCD starting to be used more significantly to help craft end-to-end, multi-channel customer experiences.

Mobile web and appsThe launch of i-Phone revolutionised the use the web mobile and touch and gesture based interface.

The growth of PCThe advance in personal computing moved human computer interaction from an engineering discipline to the everyday realm.

Usability lab test

Remote usability testing

Contextual research

Strategic design thinking

Service design (end-to-end experience)

Key moments

Trends

1981-94 1995-99 2000-03 2004-05 2006-08 2009-10

1995 Term “User Experience” fir

st used at Apple Computers

1994 The first Austra

lian ISP – connect.com.au

1981 IBM Personal Computer released (In

tel CPU @4.77Mhz)

1999 Dot.com boom

1998 Launch of Google

2001 Dot.com burst

2002 Google AdWords relaunch

2004 Term Web 2.0 (re)surfaces

2008 Service Design gains momentum

2009 Push for Sustainable Design

CCD goes mainstreamAn increasing emphasis is placed on the importance of including the customers as both a source of information and a partner in creative design .

A SIMPLE GOOGLE INFOGRAPHICSHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS

Source: Stephen Cox, Westpac

Design for socialSocial media and social network takes off. Designers forced to consider the social nature of the web and multi sided conversations.

The rise of service designCCD starting to be used more significantly to help craft end-to-end, multi-channel customer experiences.

Mobile web and appsThe launch of i-Phone revolutionised the use the web mobile and touch and gesture based interface.

Usability lab test

Remote usability testing

Contextual research

Strategic design thinking

Service design (end-to-end experience)

2000-03 2004-05 2006-08 2009-10

2001 Dot.com burst

2002 Google AdWords relaunch

2004 Term Web 2.0 (re)surfaces

2008 Service Design gains momentum

2009 Push for Sustainable Design

CCD goes mainstreamAn increasing emphasis is placed on the importance of including the customers as both a source of information and a partner in creative design .

FROM UI TO SERVICES, MOBILE TO MOBILITY

Source: Stephen Cox, Westpac

THIS IS HOW WE’LL DEAL WITH ALL THESE NEW DEVICES IN A PRINCIPLED, CONSISTENT AN AND COMPELLING WAY

REALLY, WE’RE WELL PAST MOBILE WEB VS APP DEBATES

THAT BUS LEFT LONG AGO ...

AND WE HAVE MUCH MORE INTERESTING PROBLEMS TO SOLVE

GREAT INITIATIVES LIKE FUTUREFRIEND.LY

THIS IS WHERE OUR CLIENTS FIND THEMSELVES TODAY:“WHERE THE HELL DO WE GO FROM HERE?”

THEY GET THE NEED FOR RESPONSIVE WEB DESIGN

WITH SOME FANTASTIC TOOLS AT THEIR DISPOSAL

THEY UNDERSTAND THE BENEFITS OF HTML5

BUT PUTTING IT ALL TOGETHER IN A WAY THAT MATTERS IS A LITTLE TRICKIER

This is about seeing the forest through the trees - we don't yet know what supporting multiple devices means. We don't know what it takes to get there, what it looks like, what to support and how much it will cost. If we don't know that upfront we risk starting a project we can't complete or has no benefit.

RECENT CLIENT DEBRIEFING ONMOBILE STRATEGY

“

”- National Broadband Network

MORE THAN MOBILE, THIS IS ABOUTMULTI-DEVICE STRATEGY

Identifies the set of activities from a user’s perspective that an organisation needs to undertake in order to deliver a series of consistent and meaningful interactions across devices, and whose design is true to each device, context and usage.

DEFINING MULTI-DEVICE EXPERIENCE STRATEGY ...

“

”

THIS IS SOMETHING WE CALL CONTINUOUS EXPERIENCES

THIS IS SOMETHING WE CALL CONTINUOUS EXPERIENCES

- It’s situated- It’s distributed, yet coherent- It’s compensatory and complimentary- It’s familiar and conversational- It’s synchronised, and hopefully seamless- It’s respectful and personal

CASE STUDY: TELECOMSFRAMEWORKS

WHERE IT ALL BEGAN ... TELECOMS

8 MILLION CUSTOMERS350+ SUPPORTED DEVICES

PC, IPTV, TABLET, SMARTPHONES, FEATURE PHONES

CAN BE LIKE HERDING CATS

INSPIRATION? BBC GLOBAL EXPERIENCE LANGUAGE

WHAT’S A DESIGN FRAMEWORK

Term Articulates Definition Example

Vision Intent What we stand for. We treat our customers with respect ✓ Correct experience

Framework Strategy How we plan to get there. Customer-centered design ✓ Continuous experience (towards)

Principles Behaviour How we normally act Conform with user expectations (cultural)

✓ Consistent approach (focus)

Guidelines Conventions How context affects our actions.

Negative/Backward is left; Affirmative/Forward is right

✓ Coherent feel (examples)

Specifications Detail What we end up doing. Continue button to the right ✓ Consistent look

WHERE DO YOU START?

VISION

MOTIVATION

ACTIVITY

GOAL

TASK

ACTION

STRATEGY

PRODUCT

FEATURES

UI

USER PERSPECTIVE

BUSINESS PERSPECTIVE

Speed of changefast slow

MAPPING OUT A MULTI-DEVICE FRAMEWORK

EXAMPLE RESULT OF EXPERIENCE MAPPING

ResearchI want to ...

PurchaseI want to ...

Set-upI want to ...

UseI want to ...

ManageI want to ...

TroubleshootI want to ...

ExitI want to ...

Find what’s out there

Have my questions answered

Try something

out

Discover new stuff

Find something good for me

Compare things

Find something better than what

I have

Subscribe to something

Buy something one-off

Pay a bill

Gift something

Create a profile

Register for something

Authenticate

Personalise

Search for something

Browse through something

Select something

Read/watch/listen to/ look at something

Play with/learn something

Download something

Flag/ favourite/bookmark

something

Show/retrieve something

Monitor usage/cost

Monitor my usage/cost

Change settings/

preferences

Get something fixed

Get an answer

Understand something

Cancel something

Sign out

13Optus Experience language v1.0 Index


Don’t waste my time: Don’t confuse me with irrelevant options.��DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content

The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.

Primary Principle

Explanation

Channels

User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT

Mobile

Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.

ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.

Citysearch iPhone app

Primary destinations displayed front & centre

Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations

Online

Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.

ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.

Product shot to set expectations

MULTI-CHANNEL DESIGN FRAMEWORK





Primary Principle

Explanation

Channels


Mobile






Online





Find what’s out thereUser goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT





Primary Principle

Explanation

Channels


Mobile






Online









Primary Principle

Explanation

Channels


Mobile






Online







Primary Principle

Explanation





Primary Principle

Explanation

Channels


Mobile






Online









Primary Principle

Explanation

Channels


Mobile






Online





Channels Mobile









Primary Principle

Explanation

Channels


Mobile






Online



• The website is designed to help the user complete their task: Get a web browser.

• The dominant feature on the page is the call to action to download Firefox.

• Next to it is a product shot to show people what the browser looks like.

• Below that is a tour and teasers of the major benefits of this web browser, with deeper information a click away.

Mozilla Firefox download page


Tour & benefits support the decision to download

Call to action is the most prominent feature

TV

TV is primarily a consumption medium and the controls are generally not designed for deep interaction, so the most relevant content should be as few clicks away as possible.

Example





Primary Principle

Explanation

Channels


Mobile






Online







Mozilla Firefox download page


Tour & benefits support the decision to download

Call to action is the most prominent feature

TV


Example


Channels Mobile



Online







TV


Example

CASE STUDY: AIRLINESSITUATEDNESS

MOBILE AND TRAVEL ARE A PERFECT COMBINATION

THEN WHY DO MOST MOBILE AIRLINE SERVICES IGNORE CONTEXT AND SITUATION?

AN OPPORTUNITY TO IMPROVE ...

RESEARCHING CONTEXT OF USE

WE FOLLOWED TRAVELLERS ACROSS AUSTRALIA

WE SHADOWED TRAVELLERS WITH MOBILES

AND THOSE WHO USED KIOSKS AND SERVICE DESKS

WE SHADOWED AIRPORT SERVICE MANAGERS

WATCHED HOW PEOPLE USED THEIR TIME BEFORE BOARDING

REACTED TO SCHEDULE CHANGES

AND LOOKED AT SERVICE STAFF AT EASE

AND UNDER STRESS DURING DISRUPTIONS

WE SAW HOW LACK OF TIMELY, PERSONALISED INFORMATION

CREATED FEAR AND SAW PEOPLE ‘CAMPING OUT’

AND HOW UNINFORMED PASSENGERS ARRIVED AND ADDED TO THE CHAOS

AND WHEN ALL WAS SAID AND DONE, WE CONDUCTED AT HOME INTERVIEWS

THEN THERE WAS JAPAN ...

TWO MORE WEEKS RESEARCH GALAPAGOS PHONE USAGE

WHICH WASN’T ALL WORK :-)

WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS

REDACTEDUnfortunately we can’t distribute this image

WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS

- Travel motivations, perceptions, beliefs, and habits- Technology usage (general, travel)- Mobile phone behaviours (devices, usage patterns,

spend habits, data plans- Pain points and potential delighters (where we could

have an impact)- Opportunities for mobile intervention and augmentation

REDACTEDUnfortunately we can’t distribute this image

MAPPING OUT A MULTI-DEVICE FRAMEWORK

Mobile Competitor Analysis: Feature ComparisonFeature/Service Air Asia Air

CanadaAir

FranceAlitalia American Air British Air Cathay

PacificContinental Delta Emirates

(M)German Wings

Lufthansa Malaysian NZ Airways

Qantas (M)

Singapore Air

South West

Swiss Virgin (M)

Total Total (>=2)

Mobile boarding pass

Check flight status

Mobile check-in

2D/QR Code support (self-service scanning)

View reservations

Contact information

Show seat assignments

Check flight schedules

Change seat assignments

Customer service numbers (localised?)

Real-time flight status shown

T&Cs and Privacy Policy

Book flights

Frequent flyer point module

Loyalty club sign-up/login

Multiple boarding passes queued

Gate assignment shown

Manage my account/preferences

Additional flight information (aircraft, food, distance, etc.)FAQs

Notifications and messages

Delayed/Cancelled Flights re-booking/refund

Auto-login security feature

In-flight services (e.g. TV guides, vouchers)

Terminal maps / Airport info / Lounges

Contextual help and feedback

Customer feedback

Lost luggage

Favourites list / Save flight details

Upgrade flight (in-app/mobi) service

Parking services/reminders

Cancel flights/Change flights

Next flight itinerary shown (upon login)

Calendar sync and alerts

Email itinerary

Deals and offers

Staff profiles/Corporate information

Built-in games available / currency converters, etc.

Purchase additional luggage

Shown return flight (for current flight)

Location-based services (nearest airport, services, etc.)

Off-line caching of schedules

Book a car

Fare alerts

Flight labelling (tagging)

Wi-Fi password provision

Downloads (pictures, music, ringtones, etc)

Purchase insurance

Usage tutorial

TOTAL (>= 2)

TOTAL (= 3) (quality service to feature ratio)

2 2 1 2 2 2 1 3 2 2 3 1 2 2 2 ? 2 3 2 36 15

2 2 1 1 3 2 1 2 2 2 2 3 1 1 3 ? 1 3 0 32 11

2 1 2 1 2 1 1 2 2 2 2 3 2 1 2 ? 2 2 1 31 12

2 2 2 2 0 2 1 2 2 2 2 3 0 2 2 ? ? 2 2 30 14

1 1 2 1 3 1 1 1 2 2 1 2 2 1 2 ? 3 2 1 29 10

2 1 1 0 2 1 0 2 2 3 1 2 2 1 3 ? 2 1 2 28 10

2 2 2 ? 2 2 1 2 0 2 2 2 2 0 0 ? 2 2 2 27 13

2 1 2 1 2 1 1 1 1 2 1 2 2 1 3 ? 1 3 0 27 8

2 2 2 ? ? 2 1 2 0 2 2 2 2 0 0 ? 2 2 2 25 12

2 2 1 0 1 2 0 0 1 2 1 1 2 1 3 ? 2 2 2 25 9

? 2 0 1 3 1 1 2 2 1 ? 2 1 0 2 ? 2 2 0 22 9

1 1 1 0 2 1 0 0 0 3 0 1 1 1 3 1 1 2 2 21 6

2 1 1 0 1 0 0 2 0 2 2 2 1 0 0 ? 1 3 2 20 7

0 0 2 2 2 0 0 1 ? ? 1 2 2 1 3 ? 2 0 0 18 8

1 0 2 0 2 1 1 2 0 2 1 1 0 1 0 ? 2 1 0 17 6

2 1 0 2 3 1 0 2 ? 1 2 0 0 0 0 ? ? 3 0 17 6

? 1 0 0 3 0 1 1 1 1 1 0 0 0 3 ? 2 2 1 17 5

0 3 1 ? 2 1 0 1 0 2 0 1 2 0 1 ? 0 1 1 16 5

? 1 0 0 0 0 3 2 0 2 0 2 0 0 0 0 3 2 15 70 1 1 0 2 1 0 0 0 0 1 3 1 1 0 ? 0 1 2 14 4

0 3 1 0 2 0 0 3 1 ? 1 1 ? 0 0 ? 1 1 0 14 4

0 2 0 0 1 0 0 0 3 0 3 0 ? 0 0 2 0 0 11 5

0 1 2 2 2 0 1 0 0 0 0 0 0 0 0 ? 1 0 0 9 4

0 0 0 0 0 0 2 2 0 1 0 1 0 0 0 0 2 0 8 4

0 0 0 0 2 0 1 1 0 1 0 0 0 0 1 ? 0 0 2 8 3

1 1 1 0 1 0 0 0 1 1 0 0 0 0 2 0 0 0 8 2

0 1 0 0 0 0 0 1 0 0 0 2 1 0 0 0 2 0 7 3

0 0 0 1 2 0 0 0 0 0 0 0 3 0 0 0 0 1 7 3

0 0 0 0 0 2 0 0 0 0 0 2 2 0 0 0 0 0 6 4

0 0 ? 0 2 ? 0 2 0 0 ? 0 ? 0 0 ? 2 0 0 6 4

0 0 0 3 1 0 0 0 2 0 0 0 0 0 0 ? 0 0 0 6 3

0 0 0 0 0 0 0 0 0 0 3 0 ? 0 0 2 0 0 5 3

0 0 0 0 3 0 0 2 0 0 0 0 0 0 0 ? 0 0 0 5 3

0 3 0 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 5 3

? 0 1 0 2 0 0 0 0 0 0 2 0 0 0 ? 0 0 0 5 3

0 0 0 0 0 0 1 0 0 0 0 0 2 0 0 1 1 0 5 2

0 0 0 0 0 0 3 0 0 0 0 1 0 0 0 0 1 0 5 2

0 0 0 0 2 0 0 2 0 0 0 0 0 0 0 ? 0 0 0 4 3

2 2 ? ? ? ? ? 0 0 ? ? ? ? 0 0 ? ? ? ? 4 2

? 1 0 0 2 0 0 1 0 0 0 0 0 0 0 ? ? 0 0 4 2

1 1 0 0 1 0 0 1 0 0 0 0 0 0 0 ? 0 0 0 4 1

0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2

0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 0 3 2

0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 3 2

? 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2

0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 ? 0 0 0 2 2

0 0 0 0 0 0 1 0 0 0 0 1 0 0 0 0 0 0 2 1

2 ? ? ? ? ? ? ? 0 ? ? ? ? 0 0 ? ? ? ? 2 1

0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0

13 14 9 6 24 8 3 17 9 15 10 17 13 2 13 0 16 17 11

0 5 0 1 6 0 2 2 1 2 3 4 1 0 7 0 2 6 0

Mobile site (M), Windows Phone 7 app (WP7). All other evaluations are for iPhone 3.5/43: Strong execution; 2: Variable execution; 1: Poor execution 0: Not available/; ?: Couldn’t test

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# POTENTIAL DELIGHTERS AND LIKELY FEATURE SATISFACTION

AREAS OF FOCUS

WE ANALYSED VALUED FEATURE USAGE ACROSS CONTEXTS

Last update: Monday, 27 June 2011 Mobile App Expert Review.numbers Page 3 of 4

Customer Journey: Feature MatrixFeature/Service Explore trip Planning for specific

tripBooking the flight Checking into

booked flightBoarding into checked-in

flightIn-flight (en-route) Arrival (at airport) Post-trip (exit port)

Compare flights across carriers

Receive low-fare/specials alerts

Explore travel destinations

Explore things to do at a travel destination

Receive recommendations

View my flight history

Save my regular flights

Save my flight preferences

Check flight schedules

Manage my account/preferences

Register for loyalty program

Check/update loyalty program

Check frequent flyer rewards

Save flight details (e.g. Favourites)

Check parking facilities

Find out more about the airline

Research hotels and locality

Research transport options at destinations

See friend’s travel itineraries

View my flights

Set seat preference during booking

View airline and flight policies

Book flights

Book and manage flights for multiple people

Review additional flight info (baggage, meals, entertainment, etc.)Receive itineraryChange schedule flight booking

Add flight schedule to personal calendars

Purchase additional luggage

Purchase additional insurance

Purchase carbon offset

Book a hotel

Book a car

Receive travel warnings

Flight check-in

Collect boarding pass

View airport contact information

Change seat assignment during check-in

Upgrade flight purchase

Request flight refund for cancelled or delayed flights

Receive help

Check flight status

Check terminal and gate allocation

Receive delay and cancel notifications

Receive gate change notifications

Receive plane change notifications

Re-book cancelled or delayed flights

Check terminal/lounge maps

Find airline customer service numbers

Provide feedback to airline

Receive lost luggage alerts and instructions

Track lost luggage

Locate friends at destinations

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

111

1

1

1

1

1

1

1

1

1

1

1

1

1

1 1

1

1

1

1

1

1

1

1

1

1

1

1

GREATEST VALUE ACROSS THE CUSTOMER JOURNEY AND BY CUSTOMER TYPES

FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYS


DREAMING(ATTRACTION) / VALUE SEEKER- SELL ACCESSIBILITY



PLANNING/BOOKING(EXECUTION) / PRICE SWITCHER- PROMOTE LOWEST PRICE




TRAVELLINGASSIST ME / (RETENTION)

- GROW THE CUSTOMER




TRAVELLINGASSIST ME / (RETENTION)

- GROW THE CUSTOMER

LEARNTAILORALERTPROMOTE

BUILDPERSONALISE

REMINDASSISTSUGGESTAUGMENT

MOBILE DESIGNS (REDACTED - AGAIN ...)

State: Arrived at Destination

Landed

WELCOME TO MELBOURNEThank you for flying Jetstar.

Sydney to Tokyo (Narita)Wednesday 2 November 20116.10 AM

Boarding in 2hrs 40mins

Flight Status:On-time

TRANSIT: 6:30 AM - 10:50 AM (3hrs 50mins)

Depart10:50 AM

Arrive18:55 PM

Gold CoastInternational TerminalGate 7

Operator: Jetstar Asia

Tokyo(Narita)

Flight 2: JQ 11

»

State: Arrived at Transit Airport

Flight 1 Landed

WELCOME TO GOLD COASTThank you for flying Jetstar.

Transit InformationConnecting flight & Jetstar Lounge information

HelpLost baggage and Jetstar contact information...

My Flights

Transport InformationTransport options, travel advice and traffic news

Sydney to Melbourne - TullamarineFriday 28 October 20119.30 AM

Flight Status:Landed

Depart9:30 AM

Arrive10:45 AM

SydneyDomestic Terminal - T2Gate 23

Operator: Jetstar Airways

MelbourneTullamarineDomestic Terminal - T1Gate 6

JQ 502

Max 16cCloudy

Reservation Number: LGU3TM

Destination Guide MelbourneWhat to see, where to stay, where to eat...

Airport GuideCounter directions, maps, facilities and more...

© 2011 Jetstar Airways Pty Ltd ABN:33 069 720 243 Travel agent license No. VIC 32696 Qantas Group Airline

Did you know/Contextual Travel Tips area...

State: Arrived at Destination

Baggage in hall


My Flights

Transport InformationTransport options, travel advice and traffic news

Sydney to Melbourne - TullamarineFriday 28 October 20119.30 AM

Flight Status:Baggage in hall

Depart9:30 AM

Arrive10:45 AM

SydneyDomestic Terminal - T2Gate 23

Operator: Jetstar Airways

MelbourneTullamarineDomestic Terminal - T1Gate 6

JQ 502


Destination Guide MelbourneWhat to see, where to stay, where to eat...




BAGGAGE IN HALLPlease proceed to Carousel 5

Max 32cSunny


Destination Guide TokyoWhat to see, where to stay, where to eat...




My Flights

Boarding Pass Information


Checked Baggage Allowance: 15kg Checked Baggage Allowance: 15kg

Checked Baggage Allowance: 15kg

> 14 days > 48 hours < 3 hours

SOME PLATFORMS ARE JUST BETTER EQUIPPED TO DEAL WITH COMPLEXITY

Images: http://multiscreen-experience.com/

NOW WE WERE STARTING TO CREATECONTINUOUS EXPERIENCES

NOW WE WERE STARTING TO CREATECONTINUOUS EXPERIENCES

- It’s situated- It’s distributed, yet coherent- It’s compensatory and complimentary- It’s familiar and conversational- It’s synchronised, and hopefully seamless- It’s respectful and personal

BUT NOW WE COULD START TO DEMONSTRATE MULTI-DEVICE EXPERIENCE PRINCIPLES

Distributing features, yet remaining coherent

Images: http://multiscreen-experience.com/


Starting an activity with one device and finishing it with another (synchronisation/seamless interaction)

Images: Courtesy of Wolfram Nagel



Understanding how device shifting changes context and desired behaviours



Considering the overarching experience and the relationships between devices

CASE STUDY: SOCIAL TVDESIGNING FOR CONTINUITY

GETTING INTO IT NOW ... 1FT, 2FT, 10FTMULTI-SCREEN (SOCIAL) IPTV

CONTINUOUS EXPERIENCES ACROSS DEVICES AND CONTEXTS

GETTING INTO IT NOW ... 1FT, 2FT, 10FTMULTI-SCREEN (SOCIAL) IPTV

CONTINUOUS EXPERIENCES ACROSS DEVICES AND CONTEXTS

- Context aware- Push/Pull multi-device synchronisation- Adaptive content and image- Responsive web design (and native apps)- Multi-device design language- Distributed feature set

SO, WE STARTED AGAIN WITH AN EXPERIENCE VISION

BUT THIS TIME IT WAS VISUAL

SO, WE STARTED AGAIN WITH AN EXPERIENCE VISION

BUT THIS TIME IT WAS VISUAL

- Conceptual vision- Experience themes- Device-specific design principles- Multi-device communication framework (which

actually ended up being a blueprint for redesigning the middleware)

WE CONDUCTED CONTEXTUAL RESEARCH IN PUBLIC SETTINGS LIKE ON THE TRAINS

IN PRIVATE HOME SETTINGS

AND IN SHARED SOCIAL SPACES

BUT WE ALSO CAME UP WITH SOME TECHNIQUESWE KNOW ABOUT SIT BACK, LEAN FORWARD, ETC.


BUT CONVERSATION HAS “POSITIONS” AS WELL:PRIVATE / PUBLIC / SHARED INFORMATION SPACES

NARRATIVE DESIGN CAN HELP YOU DETERMINE HOW TO TELL STORIES WITH DEVICES

Time >Channel guide Channel guide Recordings & PVR On Demand Messages &

NotificationsDiscover & Engage Social networking

integrationRecommendations Remote control

Activity/Goal I want to setup my iPhone/iPad to work with my STB

Find out what's on TV Find out what's on TV Schedule a recording Schedule a recording View and Manage my recordings

Browse my recordings and play shows I am or have recorded

Buy a show to watch later

Play an on demand movie or show

Purchase VOD content Set up and receive notifications

Get more info about content

Share with my friends Get content recommended to me

Use my phone as tv remote

Context At home I'm out and about and want to check what's on

I’m at home on the couch in front of the TV

I'm out and about and want to remotely schedule a tv show to record

When I’m at home on the couch in front of the TV

I've got some time, I want to manage my recording space so I, browse my recordings and prioritise and edit them.

I’m at home and I'm browsing my recordings and have found something I want to watch so I just select and play it.

I've got some time to browse lists of on demand movies & shows

I’m in the home. I've found a movie on demand I want to watch, and can play it straight away. My mobile is my remote.

Rent movies and tv shows

I don't need to be in front of my TV to know about new shows, new vods or programs my friends like.

I really like watching Mad Men and wonder if there are any other shows like it that I can record or watch or rent. I'm also interested to know what else Jon Hamm has stared in.

When I'm watching tv I like to share links to shows to my friends and check out what they like.

I like to find content that I maybe wouldn't have found to watch recommended to me.

My phone is always with me even on the couch so I don't have to look for the remote

Users iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet iphone, tablet, PC iphone, tablet iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet

Conditions

Pairing with the STB will be one of the conditions for some of the social networking, Having FB profile or being a Twitter user will also be conditionInfluencers STB is setup and

activatedTime, channels, amount of tv content

Time, channels, amount of tv content

Find the right show, pvr space, recording conflicts

Accessing recording lists, updates

Ability to sort and display recordings relies on good meta,playback

Accuracy of listings, availability of extra content and meta data

Connection to the STB Clear pricing & time available for rent, billing and authentication, ease of use

Needs to be useful/helpful info and timely, obvious in the UI

Content sourcing, maintaining the content

Users desire to share with their friends, number of friends on this network (could be low)

Have to be relevant to individual, but tv is a shared screen

Latency, connection to STB

Issues TV guide provided by third party - not full program info, times can change, what about regional programming

TV guide provided by third party - not full program info, times can change, what about regional programming

Repeat shows, PVR space, recording conflicts, sufficient feedback about recordings

Disk space and equivalent recording time. What have I held onto longest, what's about ot record.

Getting enough metadata about shows to make meaningful lists.

Keeping meta data, creating db of movies and tv content (will get big), needs to be maintained and managed well

Latency of connection Integrating with external systems, purchasing failure

Differentiating useful messages from spam (do we let users turn notifications on and off)

Accessing and storing show info, creating related content

Use existing social networks & their tools e.g. FB & Twitter. Size of the social net, having content people want to share

Must be relevant to the individual or they are useless and annoying

Connection to the STB so remote works without latency

As a user, I want to

Find out what's on TV in my area / region

Find out what's on TV in my area / region

Select a single program and record it

Delete specific shows I've already recorded

Browse list of my recordings

Browse the VOD catalogue

Select a VOD title and play it on my TV

Be notified of what shows my friend's like

Find out more info about a movie or show

Connect to my social network (i.e. we're talking Facebook and Twitter)

See other movies or TV shows 'like' to the one I'm looking at

Use my phone/tablet as a remote control

Find out what's on now Find out what's on now Browse PPV on demand titles

Establish stories for connectig to STB

Receive notification when my rental is about to expire

Connect to my social network so I can publish liks of what I 'Like'

List of VOD or TV shows related by directed

Pair my device Find out what's on next Select and record an entire TV series

Prioritise my recordings Sort recordings by time, A-Z, genre

Browse VOD titles by studio/provider

Be notified when my show has been recorded

Find out who is in the cast and crew

like' a VOD title and have it publish to my FB profile

List of VOD or TV shows related by cast member

Pause, stop, play, rewind, adjust volume on my TV

Remove a paired device Find out what's on next What's on at a specific time

Be notified immediately if I can’t record a show

Protect certain recordings so they won't be deleted

Select a show from my recordings (including partial) and play it on the tv

Read a description of a movie or tv show & know it's classification

Be notified of a recording conflict or failure

Find other VOD shows the crew may be in that are available on Fetch TV

like' a tv show that's on tv (and have it publish to my FB profile)

List of VOD or TV shows related by genre and are popular (have high view count by Fetch TV users)

Record and stop

View all paired devices What's on at a specific time

Find out more info about a specific program

Be notified of recording conflicts

Filter recordings by show or series

Browse VOD titles by Movie or TV Shows

Receive reminders when a show is about to start

Find biographical info about each cast & crew member

Know the total number of 'Likes' for a VOD title, TV show or cast member

Find more movies or shows what I've liked

Channel up and down and channel zap

Discover my STB by name

Find out more info about a specific program

Find out what's on by channel

Show that there is a recording conflict

Sort my recordings by movies (recorded from tv) and tv shows

Know which titles are pay per view, subscription/free

Receive notification of download completion

Follow a VOD title, TV Show, or Crew Member

Find more movies or tv shows that are similar to programs I've watched or purchased

Go back, get info, get help screens

Authenticate my mobile device with a unique PIN

Find out what's on by channel

Give me an option to determine which shows to prioritise

Read advisory information about this show

Unfollow a VOD title, TV Show or Crew member

Find more movies or shows based on what I've recorded

General navigation features

Manage my PIN (create, remove, change)

Let me delete a scheduled recording

Rent an on demand title View list of what I am following

Get reccomended content that is new to Fetch TV

Skip forward/back in the program

Be told when my device is already paired to a different box

Be notified if I can’t record a show

See what’s recommended

Get updated info about what I'm following (Next episode on TV, or a title available in the VOD catalogue)

Get recommended content that is New Release

Use my mobile or tablet as keyboard entry for search

Block pairing See what’s popular As a Twitter user I would like to send a Tweet about a show to my Twitter profile

Receive simple mobile pairing instructions on my STB

Record a program Record a program I don’t want to miss a show if it starts early or late

Delete all my recordings Sort my recordings by series tag recordings

See what new content is available

View messages from my friends about shows they've shared with me

Read ratings & reviews about a particular movie or tv show

Send an email about a VOD or Show to my friends

Tell me which STB I am paired with

Browse the next seven days of TV Guide programming

Browse the next seven days of TV Guide programming

Sort scheduled recordings by date, A-Z, genre, Channel, series tag recordings

See which shows have been watched and which haven't

Search for a recording by it's title / keyword

Authorise my purchase and have it confirmed

View messages from Fetch about new or featured shows

Watch video clips and trailers from the movie or tv show

The email address to come from my contact list on my phone

Know if a show is scheduled to record

Know if a show is scheduled to record

See show info Know the download status of my purchase

View messages about system info e.g. upgrades, new features

Browse the official website, twitter site, facebook site or other websites related to the movie or tv show

Send an SMS message about a VOD or TV Show to my friend

[Remote Control] Find a program in the Guide that's On Now & play it on the tv

See if there are other shows in this series I have recorded

See the duration of a show

Receive notification when I'm about to run out of storage on my PVR

Find fun facts, trivia, photos, related to the movie or tv show

Have the mobile number for the SMS come from my contact list

Find out what's on tonight/prime time

Find out what's on tonight/prime time

Protect a scheduled recording

Receive notification of any purchase failure

Receive notifiction of recording failure

Find ratings aggregated and from a reliable source

Gift VOD PPV to my friends

Search by title or keyword to find specific program

Search by title or keyword to find specific program

Add lead/lag time to recording

See the duration of a show I've recorded

Receive notification of series tag failure to record

Find out how many episodes there are in a specific tv series

Send a message with the gifted content

Find out what's on My Channels

Find out what's on My Channels

Play the show from where I last stopped watching it

Sort my messages by All, From my friends, From Fetch, Notifications, Sent by me

Discover more info about an Application (Ratings & reviews, classification, studio)

Recommend things to others on Fetch TV

Record from My Channel listing

Record from My Channel listing

Go back to the start of a recording

Know when I will no longer be able to purchase this show

Know the number of new (unread) notifications I have received

Search for VOD titles Recommend things to others on my social networks

Filter channels based on classification

Filter channels based on classification

Know the number of new (unread) messages I have from my friends

Search the TV Guide Share what I like on my social networks

Set my preferences as to what channels I like

Set my preferences as to what channels I like

Prioritse a series recording

Notified of the number of new recordings and series tag receordings

Search my recordings Establish my social information

Show/hide channel selectionsShow/hide channel selections

View available episodes in a series

Notified of the number of download vods or purchased vods I have available

Find my friends using the service

Setup my channel listing from my phone

Setup my channel listing from my phone

Purchase an individual episode in a series

Know the number of messages I have sent to friends

Establish a Fetch TV profile

Have the total number of messages/notifications decrease once I've viewed that message or notification

Make a comments about a show I like or share (on Fetch TV)

Recommend VOD or TV Shows to my friends

View list of VOD or TV Shows that have been recommended or shared with meView a list of items my FB friends have 'liked'

AGAIN, WE BUILT UP THE USER JOURNEY

- Activities

- Contexts

- Users

- Conditions

- Devices

- Delighters

- Detractors

- Major stories

DESIGN STARTS IN EARNEST:EVERYTHING STARTS OF WITH A SKETCH

WALL WALK STORIES WITH CONCEPTS ON EACH DEVICE

STORY WALL

IPAD CONCEPTS

SMARTPHONE CONCEPTS

DOING JUST ENOUGH TO UNDERSTAND AND COMMUNICATE TO OTHERS

CONTINUOUS EXPERIENCE CHALLENGES MET (AND OVERCOME?)

FAMILIARITY: UNIVERSAL DESIGN LANGUAGE

COMPLEMENTARITY: DEVICE INPUTS

SYNCHRONISATION: CONTENT SYNDICATION

RecordPlaybackManage

- Real-time sync- Respect personal preferences- Cloud management- Local device management

(storage)

DISTRIBUTION: CONTENT ADAPTION

CONTEXTUAL & PERSONAL

SO HERE WE ARE TODAY? STILL WORKING THINGS OUT BUT STARTING TO LIVE THESE MODELS

SO HERE’S AQUICK RECAP ...

- Multi-device frameworks are useful for mapping out a continuous experience before you design

- Through research, articulate the use of devices, and their relationships, across the customer journey

- Design multi-screen experiences (at a high level) at the same time across user stories

IT’S AN EXCITING TIME TO BE WORKING IN MOBILE

WE’RE STILL WORKING STUFF OUT, BUT BETTER TO GET INVOLVED WITH THESE CHALLENGES RATHER THAN JUST GO ALONG FOR THE RIDE

CONTACT ME

CONTACT ME

Dr Rod FarmerDirector, Research & StrategyMobile Experiencehttp://www.mobileexperience.com.au/

E: [email protected]: +61433131334T: @rodfarmerL: linkedin.com/in/rodfarmer