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The light on the face - Alberto Barreiro
 

The light on the face - Alberto Barreiro

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    The light on the face - Alberto Barreiro The light on the face - Alberto Barreiro Presentation Transcript

    • UX Innovation The Light on the FaceEXPERIENCEThe Light on the FaceWhy do they call it love when they mean UXAlberto Barreiro April 2013
    • Conceptual economy is a term describing the contribution of creativity, innovation, and design skills to economic competitiveness, especially in theglobal context. Source: Wikipedia / Daniel PinkTHE CONTEXTTECHNOLOGY > FEATURES > EXPERIENCIES > MEANINGSMARKET MATURITY
    • UX Innovation The Light on the Face1. THE SPACE OF DESIGNTHE PRODUCTIS THEEXPERIENCE
    • UX Innovation The Light on the Face1. THE SPACE OF DESIGNTHE PRODUCTIS THE EXPERIENCE:DURATIONINTENSITYBREADTHINTERACTIONTRIGGERSSIGNIFICANCE
    • UX Innovation The Light on the Face2. THE EYE OF THE BEHOLDEREXPERIENCESAREOPEN ANDSUBJECTIVE(in summary: HUMAN)
    • UX Innovation The Light on the Face3. THE MEANING OF LOVEEXPERIENCESAREMEANINGFUL
    • UX Innovation The Light on the Face3. THE MEANING OF LOVEFOCUS ON PREFERABLE OUTCOMES (Rob Girling)SELF RELIANCE LIFE LONG LEARNING TIMELESSNESSHAPPINESS CITIZEN ENGAGEMENT LIBERTYCROSS CULTURAL EMPATHYPROMOTING MASTERYSOCIAL INCLUSION DIGNITYAUTONOMY UNIVERSAL ACCESSHEALTH AND WELL BEING
    • UX Innovation The Light on the Face4. MISSIONS AND VISIONSVisions emerge from thedesign process to supporta mission
    • UX Innovation The Light on the FaceMISSION BEFORE VISION4. MISSIONS AND VISIONS
    • UX Innovation The Light on the FaceDesign is about settingthe conditions for thingsto happen: products,business, innovations,experiencesThe Miller-Urey Experiment5. INNOVATION JUST HAPPENS
    • UX Innovation The Light on the FaceDESIGNSTAGESto re-act the experience,not for users but for actors5. INNOVATION JUST HAPPENS
    • UX Innovation The Light on the FaceDESIGNSTAGESto re-act the experience,not for users but for actors5. INNOVATION JUST HAPPENS
    • UX Innovation The Light on the Face“CREATIVITYIS JUSTCONNECTINGTHINGS”Steve Jobs6. THE CREATIVE ACT
    • UX Innovation The Light on the FaceDESIGNREQUIRESEXPOSUREAND CONFLICT7. AWAY FROM THE LAB
    • UX Innovation The Light on the FaceDESIGNREQUIRESEXPOSUREAND CONFLICT7. AWAY FROM THE LAB
    • UX Innovation The Light on the Face1. THE PRODUCT IS THE EXPERIENCE2. EXPERIENCES ARE SUBJECTIVE AND OPEN3. DESIGN FOR MEANING4. MISSIONS BEFORE VISIONS5. DESIGN STAGES6. CREATIVITY IS JUST CONNECTING THINGS7. DESIGN REQUIRES CONFLICT
    • UX Innovation The Light on the Face1. THE PRODUCT IS THE EXPERIENCE2. EXPERIENCES ARE SUBJECTIVE AND OPEN3. DESIGN FOR MEANING4. MISSIONS BEFORE VISIONS5. DESIGN STAGES6. CREATIVITY IS JUST CONNECTING THINGS7. DESIGN REQUIRES CONFLICT
    • UX Innovation The Light on the FaceMeaningArtLovIdeaDesigDesirFunctionSciencSex0. THE REALM OF DESIGN
    • UX Innovation The Light on the FaceDESIGNAS ATROJANHORSE
    • UX Innovation The Light on the FaceCASE STUDY 1: WEBJAM DNADesigning for Social Media: the designer as a gardener“Let it be”Lennon & Maccartney
    • UX Innovation The Light on the FaceCASE STUDY 1: WEBJAM DNADefinitions, Narratives and ActivationsLABSIDeAACTIVATEFEASIBILITYDESIRABILITYVIABILITYFACTORYBUSINESSACTMEASURECREATELISTENWebjam as a co-creation toolDesing Thinking model applied to Social Mediadesign & developmentNote: Webjam’s updated platform can now befound on: www.hatchplatform.com
    • UX Innovation The Light on the FaceCASE STUDY 1: WEBJAM DNACo creation - co design - co developmentFACTORYLABSIDeAACTIVATEENGAGEDCOMMUNITYBUSINESSCONCEPTPACKAGEPROPOSALCONTRACTDEFINEDSOLUTIONLAUNCHDEFINE ACTIVATENARRATEBUNCH OFPEOPLE
    • UX Innovation The Light on the FaceCASE STUDY 2: ITV XDesigning for TV: the designer as a surferOrder from Chaos
    • UX Innovation The Light on the FaceEXPERIENCEIts more fun to be a piratethan to join the navySteve Jobs
    • UX Innovation The Light on the FaceExperience
    • UX Innovation The Light on the FaceCASE STUDY 2: ITV XThe Product Development ProcessInteraction patternsConcept validationMoodboardsBranding briefsCreative proposalsDesign directionProduct conceptsCommercial assetsEditorial assetsQA validationProduct validationBrand validationVisual assetsProduct front endCommercial planningEditorial strategyDesign validationInteraction specificationsBranding guidelinesVisual directionWireframesConcept validationUser flows/storyboardsProduct requirementsTechnical requirementsVisual explorationsEditorial requirementsBranding requirementsQA scopeVisual DesignFront End DevelopmentUser testingOngoing QARelease planningObservationsInsightsContent and editorial strategyBusiness objectivesUserprofilingTechnology frameworkConcept Design Build ReleaseDELIVERABLESTASKS & INPUTSDIVERGENCECONVERGENCE
    • UX Innovation The Light on the FaceCASE STUDY 2: ITV XSo, do you find a mission yet?Our mission is toBRING PEOPLE AND CONTENT TOGETHERby extendingthe ITV Experiencein the online media
    • UX Innovation The Light on the FaceGEMMAHow can we enhance and make themost of TOWIE’s experience forGemma. everywhere, anytime?THE ONLY WAY IS ESSEXCASE STUDY 2: THE X METHODMISSIONDURATION INTENSITYengagementTRIGGERScalls to actionINTERACTION BREADTHplatformsMEANINGCONTEXTSENSITIVEHow does the contextof the experiencechanges dependingon the user activitiesduring the day?How can we optimiseuser engagementdepending of thecontext of theexperience?i.e: light (twitter)mild (FB)strong (Website)at home, at theoffice?How can we targetthe calls to actiondepending on theuser, content,platform and devicecontext.i.e. specific Twitter“get the look” duringthe showHow can theaudience interact withthe show dependingon the context theyare in?- Mobile, tablet,Social Mediaplatforms? Public vsprivate interactionWhat are theplatforms where theexperience ishappening and howthey affect/define thecontext of theexperience?How the contextaffects the meaningof the experience?Private vs sharedexperiences, mobileand fragmented vsfocused viewing?TIMESENSITIVEHow can the productdeal with the durationvariables of theshow?How the productchanges before/during and after theshow.How time sensitiveinterfaces canenhance the level ofengagement of theuser with the show?What are the triggersbefore, during andafter the show thatdrives participationand engagement?What are thedifferences betweenthe interactionsbefore, during andafter the show?What platforms anddevices are morerelevant before,during and after theshow?i.e Twitter during theshow, website afterHow people relate tothe content before,during and after theshow?Expectations,Curiosity, EmotionsSOCIALHow can we usesocial strategies toset peopleexpectations beforethe show, to allowuser interaction andto keep theengagement after?How the use of socialmedia can enhancethe intensity andengagement of ashow?What are the rightcalls to actiondepending on thesocial media platformand tools?When and where canwe find socialinteractionopportunities:commenting, likes,sharing, tweetingWhat are the mostrelevant social mediaplatforms for aparticular show andhow does ?Are our socialstrategies enhancingthe value of thecontent experience?SEAMLESSHow can we tie showlinearity with thedigital products?Is the story beingdeveloped acrossdifferent context in away that builds upuser engagement?Are the call to actionsdistributed acrossdifferent context setfor complementarity?Is the interactionpatterns developed ina consistent way?Is there a sense ofconsistency andcomplementarityacross the differentplatforms anddevices?Is the message clearand consistent?ITV-NESSDoes the productreflect the pace of theshow?Is the engagementbuilt around thevalues of the show?Is the tone of voiceand the nature of thecalls to action alignedwith the show brand?Are we leveraging onthe interactionopportunities definedby the show?Are we developing aproper sense of theshow brand acrossthe different platformsand devices?Is on brand?Does it make sense?What are the valuesbehind theexperience: Thebrand is theexperience.• I am a junior recruitment consultantI want to know what happened to KirkI like to watch TOWIEI like to read about celebrity gossipI really like doing my nails
    • UX Innovation The Light on the FaceCASE STUDY 2: THE X METHODExampleCONTEXT / INTENSITYHow can we optimise Gemma’s engagementwith The Only Way is Essex depending of thecontext of the experience?i.e: light (twitter following)mild (FB friendship)strong (Website commenting)during the show at home, reading the news at theoffice, checking for updates at the bus
    • UX Innovation The Light on the FaceCASE STUDY 2: THE X METHODExample#In ContextIn Context timing / Duration:How does the content experience changes based on user activity and behaviors throughout the day?Contextual Engagement:How do we optimise the intensity of user engagement based on where they are, who they are with and how theyre feeling?Contextual Calls to Action:How do we initiate calls to action tha are dependent of the user changing context?i.e. mobile (on the go) notifications.Contextual Interactions:How many ways the audience can interact with the show depending on the context? i.e. at work (quizzes with colleagues). at home(tablet second screen companion), in the screen with the family.Is it a shared or private activity?In Context Platforms:Which platforms should the experience be on to fit the need of a changing context?Does the experience need to be multiplatform? when and how?Contextual Meaning:How context affects the meaning of the experience? Is it private or shared?Is it in one sitting or fragmented?
    • UX Innovation The Light on the FaceEXPERIENCES: contents -brands - needs - tasks - toolsCASE STUDY 2: THE X METHODMISSIONDURATION INTENSITYengagementTRIGGERScalls to actionINTERACTION BREADTHplatformsMEANINGPRINCIPLEPRINCIPLEPRINCIPLEPRINCIPLEPRODUCTdrivers:businessdesignservicestechnologybrandmarketingPEOPLEresearchinsightsobservationsHow can our [PRODUCTS]help [NAME] to do [EXPER.] ?
    • UX Innovation The Light on the FaceDESIGN AS A TROJAN HORSEDesign: entrepreneurship, creativity, strategy and innovation?What does the business “say” they need?- Disruptive Innovation- Differentiation- New standards of quality- Customer centric strategies and products- Creativity- Holistic approaches (Brand, Business, Products)- Efficiency- Knowledge- Focus on value and meaning?THE ROLE OFDESIGNWhat the Designer has to offer?- Bottom-up innovation based on real user needs- Unique and ‘authentic’ solutions- Obsession for product quality- User centric methodologies- Familiarity with creative processes- Cross-disciplinary mindset- Expertise on Frameworks & Systems- Experimental Insights- IntegrityDesign is becoming a key strategic driver for businesses.We have to look beyond the technical realm of the discipline(defined by the skill-set) in order to place Design in theposition in which it can develop and produce real value.
    • UX Innovation The Light on the FaceDESIGN AS A TROJAN HORSEDesign: entrepreneurship, creativity, strategy and innovation?What does the business must offer?- Access to core business variables- Openness- Allow strategic influence- People centric values- Flexibility- Transversality and Cross-disciplinary- Exposure- Incentives and Recognition?THE ROLE OFDESIGNWhat does the Designer needs?- To gather deep knowledge of the business- To be part of every conversation- To produce and sell ideas- To represent the user/customer/people- Space to play- To become a facilitator and a leader- Constructive conflict- To add valueThe role of Design leadership has to be defined by acombination of hard work (delivery) and strategic andorganisational ‘land grabbing’.In most business this is presented in the shape of an conflict.But this is a conversation that we cannot avoid.
    • UX Innovation The Light on the FaceDESIGN AS A TROJAN HORSEThe Cultural Cycle analogy Cultural Cycles:"The Culture Cycle is the iterative recursiveprocess whereby people create cultures to whichthey later adapt, and culture shape people sothat they act in ways that perpetuate thecultures.In other words, cultures and people make eachother up”Hazel Rose Markus and Alana Conner.SELVESEVERYDAYPRACTISES& ARTIFACTSINSTITUTIONSFOUNDATIONALIDEAS
    • UX Innovation The Light on the FaceDESIGN AS A TROJAN HORSEThe Cultural Cycle analogyCorporate Cycles:There’s a simple analogy to make between theCultural Cycles and the Corporate ones and itsrelation with its customers and society ingeneral.The key value of the concept is to help usunderstand the bi-directional interdependencyamong the parts, instead of the top downclassical reductionistic approach.Customers create organisations the same waythe companies create product for consumption.From this point of view, the underlying “cultural”framework (Values, Mission, Purpose) surfacesas a critical aspect, as it defines the meaning ofthis relationships.USERCUSTOMERPEOPLE/SOCIETYPRODUCTS& SERVICESPROCESSES& ORGANISATIONSVALUESMISSIONPURPOSE
    • UX Innovation The Light on the FaceDESIGN AS A TROJAN HORSEThe Cultural Cycle analogyUSERCUSTOMERPEOPLE/SOCIETYPRODUCTS& SERVICESPROCESSES& ORGANISATIONSVALUESMISSIONPURPOSECORPORATE DRIVENBroken Cycles:1- Business DrivenSeduction is not enough
    • UX Innovation The Light on the FaceDESIGN AS A TROJAN HORSEThe Cultural Cycle analogyUSERCUSTOMERPEOPLE/SOCIETYPRODUCTS& SERVICESPROCESSES& ORGANISATIONSVALUESMISSIONPURPOSEBroken Cycles:2- Technology DrivenUsability is not enoughTECHNOLOGY DRIVEN
    • UX Innovation The Light on the FaceDESIGN AS A TROJAN HORSEThe Cultural Cycle analogyThe Role of Design?Brands, Organisations, Productsand People make each other upUSERCUSTOMERPEOPLE/SOCIETYPRODUCTS& SERVICESPROCESSES& ORGANISATIONSVALUESMISSIONPURPOSE
    • UX Innovation The Light on the FaceThanksAlberto Barreiro April 2013