moving from task based to experience based design
DESCRIPTION
In an increasingly multi-channel world it's important to look at the entire end to end experience that a customer receives, not just to focus on individual customer tasks, interactions and touch points. This presentation covers how to move from a task based design mind-set to an experience based design mind-set, along with some key tools and techniques for designing true multi-channel experiences and for mapping out the complete end to end customer journey.TRANSCRIPT
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http://upload.wikimedia.org/wikipedia/commons/4/4e/Street_sign_for_Abbey_Road,_in_Westminster,_London,_England_IMG_1461.JPG
MOVING FROM TASK BASED DESIGN TO EXPERIENCE BASED DESIGN
Neil Turner
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What is experience design?
Researching experiences
Designing great experiences
Experience mapping exercise
Encouraging experience design within your organisation
Overview
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UX lead at TUI
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http://i.imgur.com/m7JyD.jpg
And a UX Jedi
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http://www.gonefishingpress.com/MOVIE-GONEFISHING/GFPix/GF019-GoneFishingClapperBoard.jpg
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What do I mean by task based design?
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A task
http://www.singingthroughtherain.net/wp-content/uploads/2012/04/Puzzle-pieces.jpg
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Some task based activities
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What’s wrong with that?
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http://www.singingthroughtherain.net/wp-content/uploads/2012/04/Puzzle-pieces.jpg Wood or just trees?
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http://ipoem.files.wordpress.com/2013/03/snakesandladders.png
Fragmented customer experience
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Fragmented customer experiencehttp://speakology101.com/welcome/wp-content/uploads/2012/05/task_analysis.jpg
Is it the right task?
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What do I mean by experience based
design?
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“In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design.”
Steve Jobs
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As designers we need to consider a lot of stuff
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Why move to experience based
Design?
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"What makes people passionate, pure and simple, is great experiences. If they have great experience with your product (and) they have great experiences with your service, they’re going to be passionate about your brand."
Jesse James Garrett
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http://farm6.staticflickr.com/5310/5660821816_8450bd30c1_o.jpg
Considers the bigger picture
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http://www.channel4.com/play-win/media/images/Channel4/newconcept/peepshow/peep_show_s6_mark_jez_1.jpg
And the customer’s perspective
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Joins up the customer experience
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http://www.bonbrand.com/blog/wp-content/uploads/2013/07/purchase-journey.jpg
Designs for the entire customer journey
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Identifies tasks to focus on
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Any examples of great experience design?
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http://www.ocado.com/theocadoway/front/common/images/oWay/planet_ocado_intro.jpg
The Ocado way
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Planning Shopping Delivery Eating
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RecipesLifestyle magazine
Value proposition
Planning – The Ocado way
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Mobile appsWebsite
Facebook login Offers section
Favourites
Shopping – The Ocado way
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Colour coded bags
Old bags collection
Delivery window & information
User friendly Receipt
Delivery – The Ocado way
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Best before dates on receipt
FAQs
Easy refunds
Eating – The Ocado way
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http://rgvisionmagazine.com/wp-content/uploads/2011/05/bored-aud.jpg
Still paying attention?
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http://www.gonefishingpress.com/MOVIE-GONEFISHING/GFPix/GF019-GoneFishingClapperBoard.jpg
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“Supposing is good, but finding out is better"
Mark Twain
http://killadj.com/blog/wp-content/uploads/2013/06/Mark_Twain.jpg
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“ASSUME makes an ASS out of U and ME”
Old Chinese proverb (possibly)
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How do you find out?
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Qualitative research Quantitative research
• Interviews• Observation• Focus groups• Surveys• Usability testing• Customer feedback• Diary study
• Surveys• Analytics• Remote usability testing• Customer satisfaction• Market research
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http://transientteams.files.wordpress.com/2012/05/ist2_5096042_diary.jpg
What have you done?Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus vel urna hendrerit, erat vel, luctus nisi. Curabitur eu ornare nibh, a pellentesque nisi. Nullam sem elit, ultrices non tempus sed, sagittis dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae posuere augue facilisis. Nunc arcu ipsum, lobortis sed justo at, imperdiet pellentesque dolor. Aliquam eleifend.
What have you been thinking?Sed dignissim justo nulla, et bibendum odio sollicitudin a. Aenean nisl magna, rutrum quis congue at, consectetur eu nunc. Nulla ac sapien in massa ultrices laoreet. Etiam id dictum ligula, et mattis velit. Ut ac auctor lorem, sit amet pellentesque diam. Suspendisse diam lacus, tincidunt sed semper quis, dapibus in odio. Quisque dignissim in tellus facilisis tempor.
How have you been feeling?Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus vel urna hendrerit, aliquet erat vel, luctus nisi. Curabitur eu ornare nibh, a pellentesque nisi. Nullam sem elit, ultrices non tempus sed, sagittis dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae posuere augue facilisis. Nunc arcu ipsum, lobortis sed justo at, imperdiet pellentesque dolor. Aliquam eleifend.
How have you used (product / sevice)?Sed dignissim justo nulla, et bibendum odio sollicitudin a. Aenean nisl magna, rutrum quis congue at, consectetur eu nunc. Nulla ac sapien in massa ultrices laoreet. Etiam id dictum ligula, et mattis velit. Ut ac auctor lorem, sit amet pellentesque diam.
Dear diary…
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EmailBlogging services
Social media
Survey tools
Online diary tools
Diary study tools
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http://www.gonefishingpress.com/MOVIE-GONEFISHING/GFPix/GF019-GoneFishingClapperBoard.jpg
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https://s3.amazonaws.com/static.lanyrd.net/cropped-profile-photos/a904386c14c72ea66cc0b115d5d9fcdacfafd254.jpeg
It all starts with the data…
“We have to arm ourselves with data, research and a clear understanding of our users so our decisions are not made out of fear but out of real, actionable information. It is our responsibility to have an ironclad rationale to support our design decisions."
Debra Levin GelmanUX Designer
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http://blog.thepertgroup.com/wp-content/uploads/2011/04/106448128.jpg
Collate all your data
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Diary study
http://4.bp.blogspot.com/-D84Fs5t3Ydg/USQjZxxvUKI/AAAAAAAADOg/4Yocid1ZBCI/s1600/diary+copy.jpg
Group and consolidate insights
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What next?
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http://www.geofutures.com/wp-uploads/2011/02/Pile_of_paper_reports.jpg
Write a report?
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No please, go on…
http://twittercovers.net/wp-content/uploads/2012/10/bored_cat.jpg
I find your report enthralling…
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http://englishmum.com/wp-content/uploads/2011/11/Challenge-Anneka.jpg
Challenge = 1. Establish a shared understanding of your users & their behaviour 2. Lay the ground work for a great user experience
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http://twistedsifter.files.wordpress.com/2013/03/starbucks-fail-van-perfect-timing.jpg
A picture is worth 1000 words
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http://briankaldorf.files.wordpress.com/2011/01/campfire-ipad1.jpg
A good story is worth 1,000,000 words
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A little story from
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http://images2.fanpop.com/image/photos/10600000/Eastenders-25-years-eastenders-10601171-1502-1127.jpg
All stories need characters
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http://hello.boagworld.com/wp-content/uploads/2010/11/personas1.png
Characters = Personas
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http://www.imediamonkey.com/wp-content/uploads/2012/09/eastenders_fireballstunt_2.jpg
All stories need a storyline
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Storyline = Customer experience map
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At each stage of the user’s journey…
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Provide more details for each stage
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http://www.creativeeducation.co.uk/blog/wp-content/uploads/2011/05/School-Group-Work1.jpg
Any questions?
?
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http://www.creativeeducation.co.uk/blog/wp-content/uploads/2011/05/School-Group-Work1.jpg
Time for a little group exercise…
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http://i3.dailyrecord.co.uk/incoming/article1480191.ece/ALTERNATES/s2197/Car%20showroom-1480191
Create an experience map for choosing and buying a new car
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What next?
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There’s so much that could be improved… Where do I start?
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http://terriblecopywriter.files.wordpress.com/2012/09/borat-thumbsup.png
Gauge level of satisfaction at each step of the customer’s journey
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http://www.colbenson.com/documents/11515/16797/frustrated.jpg?t=1364295299921
Gauge impact on the overall customer experience for each step
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Level of satisfaction
Impa
ct o
n ex
perie
nce
Low High
Low
High
Ripe for improvement
Over investingCould improve
Keep up the good work
Step Moment of truth
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http://canlloparot.files.wordpress.com/2013/04/10commandmentstop.jpg
Define some guiding principles to help steer the customer’s experience
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http://www.thegnomonworkshop.com/news/wp-content/uploads/2013/06/GoofyIdeaBulb.jpg
For each step brainstorm ideas & opportunities for improving the customer’s experience
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Outline what the new customer experience might look like
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http://sd.keepcalm-o-matic.co.uk/i/keep-calm-and-prioritise-6.png
Prioritise improvements
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http://colinharman.com/portfolio/how-would-you-like-your-graphic-design/
Decide how much you want to spend
HOW WOULD YOU LIKE YOUR GRAPHIC UX DESIGN?
(YOU MAY PICK TWO)
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https://d233eq3e3p3cv0.cloudfront.net/max/700/0*abkvA9uWhT37SR7F.jpeg
And what you need to build to deliver the desired experience
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Research
Design
Feedback
Track & test to make sure the design stays on track
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http://www.gonefishingpress.com/MOVIE-GONEFISHING/GFPix/GF019-GoneFishingClapperBoard.jpg
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“for your company to compete in the current business and economic climate, you must create a design-centred culture - a ‘designing’ work environment that, in making design a part of everyone’s job, promotes the kind of creativity and innovation required to succeed."
How to Create a Design-Centered Culture: Start With the 3Fs
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http://static.sdu.dk/mediafiles//Images/Om_SDU/Institutter/Mci/SPIRE/Dacapo%20Meeting9.jpg
Involve people in the design process (the more the merrier!)
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http://www.loyaltylab.com/blog/wp-content/uploads/2013/02/Just-who-owns-the-customer.jpg
Establish responsibility for the end to end customer experience
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http://www.actioncoach.com/siteFiles/photos/articles/Measure_Your_Way_To_Success_By_Using_KPIs.jpg
Establish KPIs, just make sure they’re the right ones
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http://images5.fanpop.com/image/photos/27000000/the-holy-bible-the-bible-27076200-1101-795.jpg
Agree and establish customer experience guidelines
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http://4.bp.blogspot.com/-JQTS0tV8D7w/UQlHT5DpS7I/AAAAAAAAAbA/JmukjrOq6A4/s1600/group-hug.jpg
Bring teams together (as much as possible)
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http://bayintegratedmarketing.files.wordpress.com/2011/11/public_relations-2.jpg
Communicate and share the customer experience
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Showcase stuff
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http://behance.vo.llnwd.net/profiles5/186383/projects/1208889/4091f5dbc983b49d889e025a51714030.jpg Be creative
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http://www.gin-oclock.com/
What about creating a blog for your personas?
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http://highpriestesskang.files.wordpress.com/2011/07/dsc00468.jpg
Make this stuff easy to find
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http://i.huffpost.com/gen/1099178/thumbs/o-POPE-FRANCIS-SERMONS-facebook.jpg Evangelise and spread the good word of the design gospel
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http://i.huffpost.com/gen/1099178/thumbs/o-POPE-FRANCIS-SERMONS-facebook.jpg
http://mappingexperiences.com/
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slideshare.net/neiljamesturner
uxforthemasses.com/presentations
Psst… Want some
slides?
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FinThank you