ux in 2018 designing multi-device, multi-platform expreriences
TRANSCRIPT
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UX in 2018Designing experiences for a multi-touchpoint, multi-device future
S o l M e s z
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About me
• 15+ years as a Product Manager
• Started working with Internet Products when we were still using dialup
• Manage Product Strategy for our clients @Kambrica
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‘80s, ‘90s 2007, 2010 2011 2012 2014 20152013
PCs iPhone, iPad IoT, Wearables
Device landscape
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By 2018…
50% of consumers in mature markets will be using smartphones or wearables for mobile payments.
75% of TV-style content will be watched through application-based services (Netflix, Hulu vs. cable TV).
Source: Gartner
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By 2020…
2.7% of things in the world will be connected. That’s about 7 connected devices per person. In the world. (50B devices, 7B world population)
Source: Cisco
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More devices, more design decisions
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THINK ECOSYSTEMTHINK OUTSIDE THE SCREENFocus on tasks and problems, not screens Shift from device-thinking to ecosystem-thinking
We need to change our design thinking
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Cross-device product experience framework
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Context
User
ProductXD
evic
e Ex
perie
nce
Cross-device product experience framework
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Context
User
ProductXD
evic
e Ex
perie
nce
Cross-device product experience framework
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Solution
In defining the product, we define the design space
Problem Solution
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Solution
In defining the product, we define the design space
Problem Solution
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Solution
In defining the product, we define the design space
K I O S K
J O U R N E Y P L A N N E R
A P P
B U S S T O P S
MONITORS
Problem Solution
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ASSISTIVE A U T O P I L O T
Solution
In defining the product, we define the design space
BLUETOOTH
K E Y L E S S R E M O T E
E N T RY
G P S
T R U N KS E N S O R
K I O S K
J O U R N E Y P L A N N E R
A P P
B U S S T O P S
MONITORS
Problem Solution
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What are your product’s attributes?
What’s your design space?
P R O D U C T L AY E R
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Context
ProductXD
evic
e Ex
perie
nce
User
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90% accomplish a single task
across multiple screens
Smartphones are the most
common starting place for online
activity
The average user has 2.9
devices
Source: The New Multi-screen World , CNME
We are multi-devicers…
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… and we use them impulsively
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… and we use them impulsively
I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features
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… and we use them impulsively
I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."
I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features
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… and we use them impulsively
I-want-to-go: local searches "what's the nearest..." "how do I get from here to there”
I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."
I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features
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… and we use them impulsively
I-want-to-go: local searches "what's the nearest..." "how do I get from here to there”
I-want-to-know: exploring, researching, looking for inspiration. “Birthday cake ideas”
I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."
I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features
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… and we use them impulsively
I-want-to-go: local searches "what's the nearest..." "how do I get from here to there”
I-want-to-know: exploring, researching, looking for inspiration. “Birthday cake ideas”
I-want-to-kill time: entertainment or distraction: watching videos, a movie, to read, browse the news
I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."
I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features
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… and we use them impulsively
I-want-to-go: local searches "what's the nearest..." "how do I get from here to there”
I-want-to-know: exploring, researching, looking for inspiration. “Birthday cake ideas”
I-want-to-kill time: entertainment or distraction: watching videos, a movie, to read, browse the news
I-want-to-be in touch: this is when we want to share things or check-in with people we care.
Source: Micromoments guide to winning shift to mobile
I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."
I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features
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Sequential usage
Source:The New Multi-screen World
Moving from one device to another at different times to accomplish a task
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Using more than one device at the same timefor a related activity
Using more than one device at the same timefor an unrelated activity
COMPLEMENTARYMULTI-TASKING
Simultaneous usageSource: The New Multi-screen World
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The consumer journey is fragmented into hundreds of micro-moments. We’ve gone from Sessions to Spurts.And the challenge is to make a seamless passage between devices, from one one micro-moment to the other.
U S E R L AY E R
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Check-in Board In-flightResearch
Office Airport AirplaneHome
DE
VIC
EC
ON
TE
XT
Purchase
Airport
MO
MEN
T
Moments map
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User
ProductXD
evic
e Ex
perie
nce
Context
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Mobile
• The phone is THE Personal Computer
• Not a substitute for PCs, a platform of their own: camera, GPS
• Used for micro tasks: quick look-ups, kill time, social interactions
• The starting point of most online activities (search, purchase, information lookup)
Source: The New Multi-screen World
• Used everywhere• Short bursts of time• Communicate and connect• Need info quickly and immediately
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PC
• Used for complex tasks (comparing products), creating content (creating videos), or when online security is a concern (payments)
• Are more powerful and provide physical ways to connect with other devices
• Easiest to operate because of keyboard and mouse
Source: The New Multi-screen World
• Office or home use• Used for long periods of time• Productive use, task-oriented• Serious, concentration attitude
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Tablet
• Used for leisure• Usually shared with others• To consume content (movies,
reading, email), read email, babysit• For doing simple tasks away from
the pc: email• More comfortable than phone for
certain tasks due to form factor
Source: The New Multi-screen World
• Primarily used at home• Unbound sense of time• Entertainment, browsing, nanny• Relaxed and leisurely approach
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IoT / Wearables
• Used anywhere, anytime • For information gathering (activity
tracking, location) • For transmitting information when
connected to other devices• Can replace screen devices• Can simplify or streamline tasks• Usually require a second device to
function or visualize information• Interaction based on NUI patterns
(Natural User Interaction)
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Think outside the screen. Can you use sensors to simplify tasks and streamline experience?
C O N T E X T
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User
ProductXD
evic
e Ex
perie
nce
Context
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The 3 Cs Model: a cross device experience
CONSISTENT CONTINUOUS COMPLEMENTARYSource: Michal Levin,
Designing Multi Device experiences
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Consistent design
• The same experience with small variations for each device, is replicated across devices.
• We are ensuring availability.
Example: Reading a newspaper
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Continuous
• In continuous design we’re passing the experience from one device to the other, allowing the user to pick up where they left off.
• We’re leveraging convenience and context.
Examples: Netflix, GoogleDocs
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Complementary
• We used different devices to complete one ultimate goal.
• The devices complement each other to create a bigger experience.
• This is the approach for IoT.
Example: using your iPhone as a remote control to show a keynote presentation using your Mac and displaying it on a big screen.
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Consistent
The 3 Cs Model: a cross device experience
Complexity of design– +
Continuous Complementary
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2.
3.
1.
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2.
3.
1. The framework
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Cross-device product experience framework
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User
ProductXD
evic
e Ex
perie
nce
Context
Cross-device product experience framework
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1. The framework
2. Cross device Design manifesto
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Tasks over screensEcosystem over deviceNatural interactions for streamlined experiencesMoments replace flow
M U LT I - D E V I C E D E S I G N M A N I F E S T O
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2. Cross device Design manifesto
3. Excitement
1. The framework
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UX in 2018: a world of opportunities
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There are many unknowns and hardly any proven best practices.
UX in 2018: a world of opportunities
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There are many unknowns and hardly any proven best practices.More devices, more design opportunities.
UX in 2018: a world of opportunities
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There are many unknowns and hardly any proven best practices.More devices, more design opportunities.Today we have 3 devices per person. Imagine what we could do with 7!
UX in 2018: a world of opportunities
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Gracias!UX in 2018Designing experiences for a multi-touchpoint, multi-device future
S o l M e s [email protected]