UX

A referential book such as a handbook or manual.

Author: Mirco Pasqualini, January 2015

Interaction Design:

OVERVIEW!

The scope of this document is provide a quick overview about what Experience Design is meaning in a modern time and help to

understand capabilities, task and resources involved in any experience design project.

Interaction Design:

StageUnderstanding in which environment we talk about User Experience

Interaction Design:

User Experience Design

UX / STAGE

DESCRIPTION!

User Experience Design (UXD) is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions. !An emerging discipline, experience design draws from many other disciplines including cognitive psychology and perceptual psychology, linguistics, cognitive science, architecture and environmental design, haptics, hazard analysis, product design, theatre, information design, information architecture, ethnography, brand strategy, interaction design, service design, storytelling, heuristics, technical communication, and design thinking.

USED FOR!

Products (digital or physical)

Services (digital or physical)

Event and living Environment

Interaction Design:

User Experience is not Customer Experience.

UX / STAGE

UX CXCOMMERCIAL

CONTEXTPRODUCT / SERVICE /

EVENT CONTEXT

Often is there a confuse understanding about the difference between User Experience and Customer Experience because both talk about the same Human (target) but for different environments. !The first one talk about the relation of an User with a product (or service) and the second one about the relation of a customer and a commercial context. !Both work with similar mechanisms, processes, delivery and expertise but are focused to solve different problems, overlapping and influence each other.

HUMAN

OVERLAPPING

Interaction Design:

Customer Experience Design

UX / STAGE

DESCRIPTION!

Customer Experience Design (CXD) is the practice of designing experience into the commercial environment through various touch-points a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.

USED FOR!

Eco-system (digital or physical)

Commercial Process (digital or physical)

Business model!

Interaction Design:

UX / STAGE

Brand Experience

Other Experience Design model

DESCRIPTION!

The brand experience work to define how a brand message, visual identity and language will be apply in different environment and experiential models.

USED FOR!

Customer Experience!

User Experience!!

Campaign Experience DESCRIPTION!

The Campaign experience work to define how the campaign message, visual identity and language will be apply in different environment and experiential models and for which segment and period of time.

USED FOR!

Customer Experience!

User Experience

Interaction Design:

UX / STAGE

User Experience design for digital

AREA OF OPERATION!

User Experience design operate in all over these areas: - Web Platform - Digital Consumer Products - Digital Ecosystems - Mobile - SmartTV - Engaging Mobile Games - Digital Community & Portals - SmartCar - Wearable Devices & their ecosystem touchpoint - SmartHome

Interaction Design:

UX / STAGE

Responsive Design & UXOVERVIEW!

When we talk of Responsive Design, is incorrect think about that limited to the Visual & UI, because Responsive Design is also apply to the entire User Experience in terms of UI, Content and Interaction Model. !The responsive approach is a key feature to improve the engagement of any product and platform and optimize costs, flexibility, time of maintenance and goals.

UX1 UX2 UX3

UX

NOT RESPONSIVE

RESPONSIVE

Interaction Design:

UX / STAGE

Responsive: Type of Responsive User ExperienceEQUAL UX!

The User Experience is the same all over different environments.

SEQUENTIAL UX!

The User Experience require the use of multiple environments to complete a specific journey.

COMPANION UX!

The User Experience is accessible only if used in companion with an other UX and environment.

IMPROVING UX!

The same User Experience get more power and functionality though environments permit this.

SIMULTANEOUS UX!

The User Experience of an environment interact with an other UX Environment simultaneous but still accessible indipendently.

Interaction Design:

UX / STAGE

Responsive: User Interface and Content

Not Responsive Content

Responsive Content

Not Responsive UI

Responsive UI

User Interface and the content impact in the Aesthetic and Functionals factors of the User Experience this is way are consider part of the User Experience Design.

Interaction Design:

ActingWhat we see on the Stage of User Experience Design

Interaction Design:

Strategy

UX / ACTING

DesignINVISIBLE ELEMENTS AT THE CONSUMER EYES!

The strategy include all task, skill and resource can help to define the invisible things of an experience design process like persona, journey, strategy, user flow, engagement Strategy, interaction Strategy, Campaign Integration, Gamification Strategy, emphatic goal, functions definition, product strategy, industrialization strategy, technology strategy, user psychology, environment touch-points, content and IA,etc…

VISIBLE ELEMENTS AT THE CONSUMER EYES!

The design include all task, skill and resource can help to define the visible things of an experience design like User-interface, Visual Identity, Brand integration, Navigation, ergonomic, cognitive design, visual storytelling, adaptive and responsive design, Gamification model, Engagement model, Interaction model, design process, industrialization execution, etc…

Experience Design CapabilitiesThe experience design process is based on two principal capabilities: Strategy and Design.

Interaction Design:

ActorsRole, skills and expertise required

Interaction Design:

Roles

UX / ACTORS

ResourcesSTRATEGY DIRECTOR!Who lead all the strategy expertise tasks, process and resources. !DESIGN DIRECTOR!Who lead all the Design expertise tasks, process and resources. !EXPERIENCE DIRECTOR!Who lead the experience design process and directors. (es: business owner, Product owner, Creative Director)

Roles and ResourcesRole and resource involved in an typical digital Experience Design project.

STRATEGIST!Who define market and users research, engagement strategy, product research and benchmarks, persona, ideal user journey, governance strategy and Ecosystem integration strategy !BUSINESS DESIGNER!Who define all the business integration and modeling strategy, business and hazard analysis !CONTENT DESIGNER!Who define the content strategy, the information architecture, the content responsive & adaptive model, photography message, iconography message, copy, editorial content.

VISUAL & UI DESIGNER!Visual designer with background of Interface technology, UI engineering, Navigation, visual storytelling, graphic and brand. !INTERACTION DESIGNER!Who define the user flow, interaction model, gamification, triggers, ecosystem integration, experience storytelling, wire framing, fast prototyping and journey modeling !TECHNOLOGIST!Who define technology, execution and implementation design and modeling. Explore emerging technology integration and develop high fidelity prototype.

OTHER RESOURCE!Other resource could be assigned based on the type of product specific knowledge are required in terms of strategy and design.

Interaction Design:

Strategy

UX / ACTORS

Design

Capabilities and tasksRole and resource involved in an typical digital Experience Design project.

Market & Consumers Insight

Research & Hazard Analysis

Engagement Strategy

Customer Experience Modeling

Media strategy

Marketing Investment Modeling & Measurement Strategy

Engagement Governance

Social Strategy

Brand Strategy

Content Strategy

Future Vision

Search & Business Analysis

Emerging Technologies

Product Modeling

Business Modeling

Interface Design

Interaction Modeling

Visual Design

Content Modeling & Design

Environment Modeling

Fast Prototyping & Usability testing

Customer Intent and Predictive

Design Research & Modeling

Engagement Platform Audits and assessments

Technology and Architecture Design

Planning

Interaction Design:

Team & ProcessPriorities and pragmatism

Interaction Design:

UX / TEAM & PROCESS

Team building and processPriorities, milestones and resources involved in an experience design a based on the type of final delivery required in addition to the type of experience (product, services, environment, etc…) Here below an common process approach:

ASSIGN A EXPERIENCE DIRECTOR!

Based of the business environment could be a the product owner (client), a product or service director business oriented, a creative director

ASSIGN A STRATEGY & A DESIGN DIRECTOR!

Based on the nature of the project (delivery).Both should be director with experience in the specific field.

RESOURCE REQUIRED!

The Strategy and Design director will define scoping and resource required.

DESIGN PROCESS DEFINED!

The Strategy & Design Director in accord with the experience Direct with define the design process task and milestone, including: Immersion, Insight, Research, Concept, Design, Prototyping.

BETA PROTOTYPING !

Final high fidelity prototype, test and improvements

EXECUTION !

based on the nature of the project

Interaction Design:

Common Understanding Errors

Interaction Design:

UX / COMMON UNDERSTANDING ERRORS

UX DESIGNER IS NOT A JOB/RESOURCE!The role of the UX Designer doesn’t exist in a moder business. The UX is the equal result of different expertise and disciplines and then of all the resource involved in the project.

!ART DIRECTORS ARE NOT VISUAL UI DESIGNER!An Art director have a different goals and background from a Visual UI Designer and they are not equal in terms of deliveries.

!WIREFRAME ARE NOT UX!Wireframe are part of the Information Architecture, Content Storytelling and interface design of the project. They represent only a portion of the User Experience design like a wheel is related with a car.

!

CREATIVE DIRECTOR IS NOT A DESIGN DIRECTOR!A Creative Director have Brand identity and Engagement or business strategy background in addition of a brand, campaign or business experience design process.

A Design Director have a visual & technology background in addition of an experience of design thinking and product design process.

COPYWRITER IS NOT A CONTENT DESIGNER!Copywriter are not Content Designer because they haven’t knowledge of IA, Interaction design, Digital Content framework and design system.

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Thank you.

Author: Mirco Pasqualini, January 2015