the importance of user experience design

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The importance of experience design Tedde van Gelderen

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Page 1: The importance of user experience design

The importance of experience designTedde van Gelderen

Page 2: The importance of user experience design

Hello, my name is Matt.

Page 3: The importance of user experience design

EXPERIENCES

EVENTS

SPATIAL ENVIRONMENT

Customers

Users

Clients

Products

Software

Services

Page 4: The importance of user experience design

EXPERIENCE• The holistic view on an audience interacting with

their surroundings• Tangible and intangible aspects of a product,

software, service or event

Page 5: The importance of user experience design

EXPERIENCECharacteristics– Triggers

• senses: smell, audio-visual, touch, taste, • cognitive processes: thought, awareness, observation

– Flow touch points, interactions and journeys– Time from seconds to decades– Participation passive, active, social aspect– Intensity from flash to immersion – Coverage products, services, environment– Emotion trust, comfort and aesthetics– Meaning symbolic, pragmatic, semantic

Page 6: The importance of user experience design

EXPERIENCES– User experience– Customer experience– Office experience– Game experience– Shopping experience– Driver experience– Client experience– …

Page 7: The importance of user experience design

Why would you think about Experience?

– It’s what your audience lives through in the end

– It’s what you deliver / give provide / create

?

Page 8: The importance of user experience design

You can see it as a Red Thread• Someone goes through an experience– Product – Service– Software– Space

Page 9: The importance of user experience design

WHY IS THIS IMPORTANT?What has changed and still is changing

• Expectations rise– Increasingly it is the end to end product & service

experience that creates customer loyalty, user & organisation efficiencies

– Excellent experiences empower humans

Page 10: The importance of user experience design

SO HOW DO YOU DO THIS?• Increase the level of insight: what are your

experience elements?– Identify each experience element– Uncover relative importance of each experience element

• Follow a rigorous process to understand and design the experience

• Apply appropriate metrics – To measure and track performance

Page 11: The importance of user experience design

Software

ORGANISATION INTERNAL PROCESS: 4 X 4

EXPERIENCE

BUSINESS HUMAN CONTENT TECH

SpaceProduct Service

Page 12: The importance of user experience design

STRATEGY RESEARCH DESIGN TEST

EthnographicField researchInterviews

PersonasScenariosEnvironmentDesign Brief

SketchIdeate

ModelsWireframesVisualsSpecs

SurveyFocus GroupInterviewsPanelOmnibus

KPIMetrics

MeasureLearn

VisionMarket

PlanRoadmap

Page 13: The importance of user experience design

EXTERNAL: THE EXPERIENCE LIFECYCLE

AWARE

EXPLORE

COMPARE

PURCHASE

OUT OF BOX

SETUP

OPERATE

MAINTAIN

UPGRADE

RECYCLE

Customer Experience

User Experience

Client ExperienceBr

and

Expe

rienc

e

Prod

uct E

xper

ienc

e

Serv

ice

Expe

rienc

e

ORG

AN

ISAT

ION AU

DIEN

CE

Page 14: The importance of user experience design

EXPERIENCE LIFECYCLE

AWARE

EXPLORE

COMPARE

PURCHASE

OUT OF BOX

SETUP

OPERATE

MAINTAIN

UPGRADE

RECYCLE

Learn, Involve

EXPERIENCE DESIGN

BUSI

NES

S

HUM

AN

CON

TEN

T

TECH

NO

LOGY

Software

EXPERIENCE

SpaceProductService

STRATEGY RESEARCH DESIGN TEST

Page 15: The importance of user experience design

• Four aspects: – Audience & organisation view– experience design & experience lifecycle

• Approach– See the details– Model the experiences– Take out the guess work – take control

• Informed design, de-risk design