User eXperience Track:  Digging gold: How to discover  what your users really want?            (Sharing lessons learnedfro...
M y Te a c h e r s    &      Recommended LinksJohn Seymour      - http://www.jsnlp.co.uk/Michael L. Hall   - http://www.ne...
• Topic 1:  – UX and Coaching: Anything in common?• Topic 2:  – How we, and our users, construct Subjective    Experience?...
Topic 1:UX and Coaching:           Anything in common?                                 4
• UX is about an interaction between an product or service   perceived and evaluated by the user’s body-mind:    – Aspect ...
Sample model of the user usability : Peter Movilles User Experience Honeycomb*                 http://www.flickr.com/photo...
• UX is also a market differentiator and source of  sustainable competitive advantage, with clear potential  to turn your ...
Coaching Session Graphics: J. Malecki                                        8
• COACHING - process of helping others to  perform at the peak of their abilities to achieve  intended outcomes through di...
User Experience (UX) Session Graphics: J. Malecki                                                    10
• USER EXPERIENCE: the process of helping  others to perform at the peak of their  abilities to achieve intended outcomes ...
Coaching                                  User ExperienceThe process of helping another person     The process of helping ...
Topic 2:How do we, and our users,construct Subjective Experience?The Map, the Territory, and theGap (Emotions).           ...
Theories                                     Descriptions                                   Interpretations        Causes ...
Theories                                     Descriptions                                   Interpretations          Cause...
Graphics: J. Malecki                       16
1 User selects the exposure program (portrait,                                                         1.                 ...
Graphics: J. Malecki                       18
3       2                4                                  1             5                                               ...
Filters &                                                        2 Modifiers                                              ...
DELETIONSGENERALISATIONS  DISTORTIONS                  •    The Map (our model of the world) is not the Territory (so call...
The Map                                            The Experience of the TerritoryConcept: L. Michael Hall, PhD, THE MATRI...
• UX is about an interaction between an product or service   perceived and evaluated by the user’s body-mind:    – Aspect ...
Quiz:        What is this?Photo 1: http://www.linuxjournal.com/article/3368 Photo 2: http://www.dualshockers.com/wp-conten...
Topic 3:Intentional use of language:Introduction to discoveringuser’s real problems and needs                             ...
Input                  SYSTEM                          Output                         Feedback Data•     Feedback refers t...
•     TOTE model was developed by George                                                                    Miller (7±2)an...
EP                                    PO                                                                               V...
TEST                                                                                                         Valence      ...
WELL-FORMED OUTCOME                                                       •     Outcome versus Problem Frame              ...
WELL-FORMED OUTCOME•   The Outcome must be stated in the positive    terms, which means it states what the person    wants...
Surface structure: experience modelled using language, concepts, symbols   Deep structure: experience recorded using VAKOG...
Surface structure: experience modelled using language, concepts, symbols                                                  ...
• Discovering positive outcome/sensory evidence   – “What it is that you want?”   – If negative response:        • “What w...
• Other helpful patterns• So called I don’t know cases    – If you do not know, what the answer would be should you have i...
• Other helpful patterns•   “Memory indexing and pointers”     –   Using user’s quotes to retrieve and to check for memory...
•   Meta Model reverses the                       •         Milton Model puts person in    process of going from Deep    S...
This presentation was inspired by the following sources…                                                           38
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Who is the Customer? What is Experience? Indispensable Insights to empower your CX/UX efficiency

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Are you involved in creating technical aspects of User Experience? Do you design Customer Journeys, refine the Touch Points, Interfaces, and orchestrate “Moments of Truth” for the maximum impact? How good you are in convincing your clients, that it is the quality of their Customer’s Experience, and nothing more that makes or breaks the success of your projects? Would you want to bring yourself you up to speed on Applied Psychology to understand how to pace and lead User’s Experience so that their perceptions are closer to the reality you are creating for them?

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  • Remind about Kalina Janevska
  • Remind about Kalina Janevska
  • Emotional DesignLiving with Complexity
  • Memories are not just “in the mind” we also think about the muscle memory, all this which the user will do unconsciously based on his/her previous experience
  • Remind about Kalina Janevska
  • Who is the Customer? What is Experience? Indispensable Insights to empower your CX/UX efficiency

    1. 1. User eXperience Track: Digging gold: How to discover what your users really want? (Sharing lessons learnedfrom practicing Management and Life Coaching) Jurek Malecki 20 November, 2012 Version 1.07
    2. 2. M y Te a c h e r s & Recommended LinksJohn Seymour - http://www.jsnlp.co.uk/Michael L. Hall - http://www.neurosemantics.com/Judith DeLozier - http://www.nlpu.com/NewDesign/NLPU.htmlTad James - http://www.nlpcoaching.com/index.html http://www.jsnlp.co.uk/wp-content/uploads/2010/06/john2.jpg http://www.ppdlearning.co.uk/team/affiliated-trainers/judith-delozier 2 http://www.self-actualizing.org/images/michael-home.png
    3. 3. • Topic 1: – UX and Coaching: Anything in common?• Topic 2: – How we, and our users, construct Subjective Experience? The Map, Territory, and the Gap (Emotions).• Topic 3: – Intentional use of language: Introduction to discovering user’s real problems and needs 3
    4. 4. Topic 1:UX and Coaching: Anything in common? 4
    5. 5. • UX is about an interaction between an product or service perceived and evaluated by the user’s body-mind: – Aspect 1: sensory stimulation designed to generate specific emotions, measured against user’s expectations across all interactions with service or application – Aspect 2: meeting user’s usability ** expectations through elegant, efficient and attractively offered experience http://creationwiki.org/Sensory_system; 5
    6. 6. Sample model of the user usability : Peter Movilles User Experience Honeycomb* http://www.flickr.com/photos/morville/4274260576/in/set-72157623208480316/ http://www.uxbooth.com/articles/8-must-see-ux-diagrams/ http://semanticstudios.com/publications/semantics/000029.php 6
    7. 7. • UX is also a market differentiator and source of sustainable competitive advantage, with clear potential to turn your users into your advocates• Achieving sustainable competitive advantage through UX (i.e. the one which is difficult to copy) calls for multidisciplinary approach that combines industrial design, cognitive science, psychology, art, marketing, etc. http://creationwiki.org/Sensory_system; http://www.communication-impact.ca/images/differentiation.jpg 7
    8. 8. Coaching Session Graphics: J. Malecki 8
    9. 9. • COACHING - process of helping others to perform at the peak of their abilities to achieve intended outcomes through discovery and utilisation of internal resources – Involves discovering and expanding person’s strengths, helping overcoming internal resistance and approaching what had seemed to be the problem from a new perspective – Uses approaches such as well-formed outcomes, modelling exceptional performance, and producing step-by-step strategies for achieving better outcomes – It is not about “fixing clients” but rather expanding their cognitive and behavioural options (including the maps of what they believe is possible), so that his/her real needs can be both discovered and satisfied – It may or may not require discovering and dealing with the “root cause of the problem blocking the outcome” * 9
    10. 10. User Experience (UX) Session Graphics: J. Malecki 10
    11. 11. • USER EXPERIENCE: the process of helping others to perform at the peak of their abilities to achieve intended outcomes using specific product or service• Similarly to coaching UX designer has to : – Discover user’s actual outcome or need – Navigate the map of the user’s problem or need expressed as his/her requirements (e.g. specific version of the usability “honeycomb”)• Challenge: – Real needs reside at a deep structure level of the user’s mind and you need to know how to go beyond the so called surface structure**• Suggestion: – The wealth of experience with intentional usage of language by therapy and coaching (to explore deep structure to discover client’s real problems and needs) may be of real interest to you**Compare works of Noam Chomsky 11
    12. 12. Coaching User ExperienceThe process of helping another person The process of helping another personto perform at the peak of his or her to perform at the peak of his or herabilities and to achieve intended abilities and to achieve intendedoutcomes through mobilisation of outcomes through the use of yourinternal resources products and servicesInvolves discovering and expanding person’s strengths, helping overcominginternal resistance and approaching what had seemed to be the problem from anew perspective, and most importantly, discovering the real need, which may beheld consciously or not, and providing a relevant solutionSuccess measured and verified by the real life application test. 12
    13. 13. Topic 2:How do we, and our users,construct Subjective Experience?The Map, the Territory, and theGap (Emotions). 13
    14. 14. Theories Descriptions Interpretations Causes Experience Meaning Sensory Input• What is Experience? – Experience refers to the process of sensing, feeling and perceiving the world around us and our inner reactions to this world – Our experiences are made up of information from the external environment that we take in through our eyes, ears, skin, nose and mouth, as well as the associated memories, fantasies, sensations and emotions that emerge from inside of us – The on-going experience of something may be contrasted with “theories” or “descriptions” made about the experience (meta-experience, or experience reflecting upon itself e.g. being mad about being angry) www.nlpuniversitypress.com 14
    15. 15. Theories Descriptions Interpretations Causes Experience Meaning Sensory Input• We usually differentiate between: – Primary experience • Relates to the information we actually receive and perceive through our senses (VAKOG(T) – visual, auditory, kinaesthetic, olfactory, gustatory, time) • Is a function of direct perception of the “territory” around us – Secondary experience • Relates to verbal and symbolic “maps” we create to represent and organize our primary experience. • Is derived from our “mental maps,” i.e. descriptions and interpretations about primary perceptions and are subject to significant filtering and modifications www.nlpuniversitypress.com 15
    16. 16. Graphics: J. Malecki 16
    17. 17. 1 User selects the exposure program (portrait, 1. landscape, …) based on his/her expectation 1 towards the character of the photo 2 The camera measures light, distance, etc. 2. 2 3 The camera adjusts its “senses” by 3. 3 configuring exposure time and sensitivity to 5 4 pattern-match 4 The camera captures the scene, “shedding 4. its own light” if deems it necessary 5 The data representing the shot is processed 5. and storedThe quality of the photo and resulting user experience depends on:• Accuracy of the sensor’s exposure analysis (distance, light) [i.e. What is there?]• Efficiency of the Exposure Configuration Library Pattern-Match [i.e. Did I experience it?]• Quality if the interpretation and processing the data [i.e. Can I render it?] Graphics: J. Malecki 17
    18. 18. Graphics: J. Malecki 18
    19. 19. 3 2 4 1 5 3 1 2 4 5Donald A. Norman, “Toward a Theory of Memory and Attention,” Psychological Review 75 (1968); quoted by Daniel Goleman in Vital Lies, SimpleTruths; A psychology of self-deception, BLOOMSBURY, 1997; page 64, an actual scan of the referenced page is shown. 19
    20. 20. Filters & 2 Modifiers DELETIONS GENERALISATIONS DISTORTIONS Computation and Integration Values3 of the Internal Representation of the Event Beliefs Past Memories Event 4 1 Imagined or Real Future Memories Meta Programmes Language Patterns Awareness of the Event 4 Mind-Body State (including Emotions) 5 Response / Behaviour Graphics: J. Malecki Standard NLP Communication Model (see the works of Tad James ) 20
    21. 21. DELETIONSGENERALISATIONS DISTORTIONS • The Map (our model of the world) is not the Territory (so called objective Reality) • Explore and understand the map to appreciate the behaviour • Expand the map to change the behaviour and to satisfy the need • Drive emotions by managing the map/territory gap Graphics: J. Malecki; tube map: http://www.bbc.co.uk/london/travel/downloads/tube_map.html 21
    22. 22. The Map The Experience of the TerritoryConcept: L. Michael Hall, PhD, THE MATRIX MODEL, Neuro-Semantics Publications Graphics: J. Malecki 22
    23. 23. • UX is about an interaction between an product or service perceived and evaluated by the user’s body-mind: – Aspect 1: sensory stimulation designed to generate specific emotions, measured against user’s expectations across all interactions with service or application – Aspect 2: meeting user’s usability ** expectations through elegant, efficient and attractively offered experience http://creationwiki.org/Sensory_system; 23
    24. 24. Quiz: What is this?Photo 1: http://www.linuxjournal.com/article/3368 Photo 2: http://www.dualshockers.com/wp-content/uploads/2011/07/Ace_Combat_Assault_Horizon_063.jpg Photo 3: http://cdn.gamerant.com/wp-content/uploads/Ace-Combat-Assault-Horizon-Su-35-3.jpg 24
    25. 25. Topic 3:Intentional use of language:Introduction to discoveringuser’s real problems and needs 25
    26. 26. Input SYSTEM Output Feedback Data• Feedback refers to the process in which part of the output of a machine, process or system is fed back – that is, returned – as input in order to guide or regulate its behaviour. The considered part of the output information is called “feedback data”• When the feedback signal reinforces a trend of the system, it is called to be “positive” and when it opposes a trend of the system it is called “negative.”• Positive feedback is necessary for the parts of the system to grow or multiply. Negative feedback is employed to balance or stabilize parts of the system.• Think of emotions as feedback data that could be used to feedback (i.e. input) to affect user’s behaviour (i.e. output) www.nlpuniversitypress.com 26
    27. 27. • TOTE model was developed by George Miller (7±2)and Karl Pribram and presented as a description of the fundamental feedback loop at the basis of all mental TEST process and behaviour. Fixed Future Goal • Maintains that mental strategies areInput Exit organized around goal oriented feedback Sensory evidence for T. Achievement E. loop. Of the Goal • The model assumes that all mental and behavioural programs revolve around having a fixed goal and a variable means to achieve it. O. T. • How does it work? – We set goals in our minds (consciously OPERATE or not) and develop a TEST for when these goals have been met. Flexibility of Means – If a particular goal is not achieved, we to Accomplish Goals OPERATE to change something or do something to get closer to our goal. – When our Test criteria have been satisfied we then EXIT on to the next step** www.nlpuniversitypress.com **see Vroom’s model 27
    28. 28. EP PO Valence Expectancy Expectancy Effort Performance Outcomes• E>P expectancy: user’s assessment of the probability that his/her efforts will lead to the required performance level.• P>O expectancy: user’s assessment of the probability that his/her successful performance will lead to certain outcomes.• Valence: the value user assigns to achieving the outcome• Vrooms expectancy theory works on user’s perceptions and beliefs about the specific probabilities/expectancies rather than “objective facts” www.nlpuniversitypress.com 28
    29. 29. TEST Valence Fixed Future GoalInput Sensory evidence for Exit T. Achievement E. Of the Goal O. T. EP PO OPERATE Expectancy Expectancy Flexibility of Means to Accomplish Goals Effort Performance Outcomes • Combined TOTE/Vroom model of the dynamics of the user/application interaction loop • Your 1st job is to clearly define user’s Future Goal / Valence (what they really want) • Your 2nd job is to create the application that will provide fexibile means to accomplish the Goal within the boundaries of the user’s motivation loop www.nlpuniversitypress.com 29
    30. 30. WELL-FORMED OUTCOME • Outcome versus Problem Frame TEST Outcome Problem Fixed Future Goal What do you want? What is wrong?Input Sensory evidence for Exit T. Achievement E. How can you get it? Why it is a problem? Of the Goal What resources you do What caused it? you have and need? Whose fault it is? Brain can represent the Brain cannot represent O. T. positive outcome directly the outcome by negation- (“freedom to relax”) of-the-problem (“give up smoking”) OPERATE • Why “SMART” is not enough Flexibility of Means – Sensory evidence/representation is required to Accomplish Goals – Positive outcome required to work neurologically – There are no negative Attractors – Subconscious mind ignores NO, NOT (logical rather than sensory operators) www.nlpuniversitypress.com 30
    31. 31. WELL-FORMED OUTCOME• The Outcome must be stated in the positive terms, which means it states what the person wants as opposed to what the person does not want.• The Outcome must be initiated and maintained by the person desiring it (“own part”)• The achievement of the Outcome is testable by sensory experience (“evidence”)• The Outcome is appropriately contextual and ecologically sound www.nlpuniversitypress.com 31
    32. 32. Surface structure: experience modelled using language, concepts, symbols Deep structure: experience recorded using VAKOG rep systems Graphics: J. Malecki 32
    33. 33. Surface structure: experience modelled using language, concepts, symbols User’s Language: The Model of Experience Models of Language: Meta & Milton User’s Experience: Coded through VAKOGDeep structure: experience recorded using VAKOG rep systems Graphics: J. Malecki 33
    34. 34. • Discovering positive outcome/sensory evidence – “What it is that you want?” – If negative response: • “What would be better?” • “What you would like instead?” – “How do you know you will have/achieve the outcome?” – “What would you see, feel, and hear?” – “Why it is important to you?” – “What does it give you?” – “How does it feel when you see/hear/sense it?” – “What type [….] it is?” [Clean Language Approaches] Graphics: J. Malecki 34
    35. 35. • Other helpful patterns• So called I don’t know cases – If you do not know, what the answer would be should you have it? – If you do not know, who would? What Don Norman or Peter Moville would say? What the person who knows would say? – Should you know, what the answer would be? – If you cast your mind into the future and the perfect application shows up right in front of you, what do you see and feel?• Prototyping by using imagery (active imagination) – Should it be like […alternative sensory description of the evidence…], would it still work? – Could you represent this [problem, need] as a symbol, what it would be? – So, seeing this symbol, what does it represent, what it is all about? Graphics: J. Malecki 35
    36. 36. • Other helpful patterns• “Memory indexing and pointers” – Using user’s quotes to retrieve and to check for memory pattern-matches [e.g. handling complaints]• As a coach you have to: – Be mindfully present – Pay attention to your intention to see the requirement from the user deep structure perspective – Be aware of your own maps and avoid mind-reading (the user is the only master of his own perception) – Maintaining clean second position – Using clean language to navigate user’s deep structure Graphics: J. Malecki 36
    37. 37. • Meta Model reverses the • Milton Model puts person in process of going from Deep Structure to Surface Structure the learning trance which facilitates “filling the spaces”• It de-abstracts the process by and free indexing or internal taking the person back to experience searching of memory to find new best pattern or• Recovers material deleted, generalized, and distorted by integration of patterns rather the surface level language than a specific detail Graphics: J. Malecki 37
    38. 38. This presentation was inspired by the following sources… 38

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