Measuring Human Experiences
 

Measuring Human Experiences

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Measuring Human Experiences Beyond the Customer....

Measuring Human Experiences Beyond the Customer.

Alberto explores the way we can understand and measure the positive relation between people and products. We can look beyond linear performance metrics and analyse this relationship in terms of qualitative experiences. How do we measure the quality of the time spent with the products? Is the intensity of the experience adjusted to its goals? What triggers the experience? How do the interaction patterns affect the perception of the brand? What's the meaning of the experience, what is left when the user closes the computer?

By Alberto Barreiro (ex ITV, Yahoo!)

Presented at UserZoom UX Seminar, 11th July 2012

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Measuring Human Experiences Measuring Human Experiences Presentation Transcript

  • MEASURINGHUMANEXPERIENCES?Beyond The Customer@albertobarreiroEXPERIENCE MEASURING HUMAN EXPERIENCES
  • WHAT IS THERE TO BE MEASURED?Beyond the User > Beyond the Customer TECNOLOGY > FEATURES > EXPERIENCIES > MEANINGS MARKET MATURITYEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PROUCTS/ EXPERIENCES/ MEANINGSMeaningful Products:The MySpace hackHow people can jump overusability barriers when thepurpose is strong enoughEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PROUCTS/ EXPERIENCES/ MEANINGSMeaningful products:The unpredicted success of Instagram& The Rise of The DesignersBeyond tactics:How meaning is a key componentof a productDifferent meanings, differentproducts?EXPERIENCE MEASURING HUMAN EXPERIENCES
  • PROUCTS/ EXPERIENCES/ MEANINGSMeaningful products:The Evolution of TwitterHow people define products.The KPIs as moving targetsEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PROUCTS/ EXPERIENCES/ MEANINGSMeaningful products:Yes, I have to mention Steve JobsExperiences:Beyond featuresEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PROUCTS/ EXPERIENCES/ MEANINGSFOCUS ON PREFERABLE OUTCOMES (RobGirling)SELF RELIANCE LIFE LONG LEARNING TIMELESSNESSHAPPINESS CITIZEN ENGAGEMENT LIBERTYCROSS CULTURAL EMPATHYPROMOTING MASTERYSOCIAL INCLUSION DIGNITYAUTONOMY UNIVERSAL ACCESSHEALTH AND WELL BEINGEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PROUCTS/ EXPERIENCES/ MEANINGS THE PRODUCT IS THE EXPERIENCEEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PROUCTS/ EXPERIENCES/ MEANINGSTHE EXPERIENCE DIMENSSIONS:DURATIONINTENSITYBREADTHINTERACTIONTRIGGERSSIGNIFICANCEEXPERIENCE MEASURING HUMAN EXPERIENCES
  • ON MISSIONS AND VISIONS MISSION BEFORE VISIONEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PRODUCT ECOSYSTEMSThe ITV caseEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PRODUCT ECOSYSTEMSThe ITV caseEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PRODUCT ECOSYSTEMSThe ITV caseEXPERIENCE MEASURING HUMAN EXPERIENCES
  • PRODUCT ECOSYSTEMSThe ITV caseEXPERIENCE MEASURING HUMAN EXPERIENCES
  • MEASURING AGAINST MISSIONSThe ITV case Our mission is to BRING PEOPLE AND CONTENT TOGETHER by extending the ITV Experience in the online mediaEXPERIENCE MEASURING HUMAN EXPERIENCES
  • THE X METHOD THE ONLY WAY IS ESSEX How c a n w e e nha nc e a nd ma k e the mo s t o f DURATION INTENSITY TRIGGERS INTERACTION BREADTH MEANING engagement calls to action platforms T O W I E ’s e x p e r i e n c e f o r MISSION G e m m a . e v e r yw h e r e , a n y t im e ? How does the context of the experience How can we optimise user engagement How can we target the calls to action How can the audience interact with the show What are the platforms where the How the context affects the meaning of changes depending depending of the depending on the depending on the experience is the experience? on the user activities context of the user, content, context they are in? happening and how Private vs shared during the day? experience? platform and device - Mobile, tablet, Social they affect/define the experiences, mobile CONTEXT i.e: light (twitter) context. Media platforms? context of the and fragmented vs mild (FB) i.e. specific Twitter Public vs private experience? focused viewing? SENSITIVE strong (Website) “get the look” during interaction at home, at the office? the show How can the product How time sensitive What are the triggers What are the What platforms and How people relate to deal with the duration interfaces can before, during and differences between devices are more the content before, variables of the show? enhance the level of after the show that the interactions relevant before, during during and after the TIME How the product changes engagement of the user with the show? drives participation and engagement? before, during and after the show? and after the show? i.e Twitter during the show? Expectations, SENSITIVE before/during and show, website after Curiosity, Emotions after the show. How can we use How the use of social What are the right When and where can What are the most Are our social social strategies to set media can enhance calls to action we find social relevant social media strategies enhancing people expectations the intensity and depending on the interaction platforms for a the value of the before the show, to engagement of a social media platform opportunities: particular show and content experience?• I am a j u n i o r r e c r u i t m e n t SOCIAL allow user interaction show? and tools? commenting, likes, how does ?G cEo Ms Ml tA n t n u a and to keep the engagement after? sharing, tweeting I want to k n o w w h a t h a p p e n e d How can we tie show linearity with the digital products? Is the story being developed across different context in a Are the call to actions distributed across different context set Is the interaction patterns developed in a consistent way? Is there a sense of consistency and complementarity Is the message clear and consistent? t o K ir k way that builds up for complementarity? across the different SEAMLESS user engagement? platforms and devices? I like to w a t c h T O W I E I like to r e a d a b o u t c e l e b r i t y Does the product reflect the pace of the Is the engagement built around the Is the tone of voice and the nature of the Are we leveraging on the interaction Are we developing a proper sense of the Is on brand? Does it make sense? show? values of the show? calls to action aligned opportunities defined show brand across What are the values g o s s ip ITV-NESS with the show brand? by the show? the different platforms and devices? behind the experience: The brand is the experience.EXPERIENCE MEASURING HUMAN EXPERIENCES I really like d o i n g m y n a i l s
  • THE X METHOD EXPERIENCES: contents -brands - needs - tasks - tools INTERACTION How can our [PRODUCTS] DURATION INTENSITY TRIGGERS BREADTH MEANING MISSION engagement calls to action platforms help [NAME] to do [EXPER.] ? PRINCIPLE PEOPLE research insights observations PRINCIPLE PRINCIPLES business design PRINCIPLE services technology brand marketing PRINCIPLEEXPERIENCE MEASURING HUMAN EXPERIENCES
  • THE X METHODExample #In Context In 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?EXPERIENCE MEASURING HUMAN EXPERIENCES
  • THE X METHODExample CONTEXT / INTENSITY H o w c a n w e o p t i m i s e G e m m a ’s e n g a g e m e n t w it h T h e O n ly W a y is E s s e x d e p e n d in g o f t h e c o n t e x t o f t h e e x p e r ie n c e ? i.e: light (twitter following) mild (FB friendship) strong (Website commenting) during the show at home, reading the news at the office, checking for updates at the busEXPERIENCE MEASURING HUMAN EXPERIENCES
  • MEASURING EXPERIENCESExample CONTEXT / INTENSITY H o w c a n w e o p t i m i s e G e m m a ’s e n g a g e m e n t w i t h T h e O n ly W a y is E s s e x d e p e n d in g o f t h e c o n t e x t o f t h e e x p e r ie n c e ? light engagement (Twitter): Set KPIs and desirable outcomes: O p t im is a t io n o f T w it t e r c a ll t o a c t io n s : Click-through to site Number of retweets Direct commercial leads Number of followers O p t im is a t io n o f T w it t e r a c t iv it y : Number of followers Social Graph expanssion Brand exposureEXPERIENCE MEASURING HUMAN EXPERIENCES
  • CONCLUSSION: MEASURING HUMAN EXPERIENCESThe Cultural Cycle analogy Cultural Cycles: FOUNDATIONAL IDEAS "The Culture Cycle is the iterative recursive process whereby people create cultures to which they later adapt, and culture shape people so that they act in INSTITUTIONS ways that perpetuate the cultures. In other words, cultures and people make each other up” EVERYDAY Hazel Rose Markus and Alana Conner. PRACTISES & ARTIFACTS SELVESEXPERIENCE MEASURING HUMAN EXPERIENCES
  • CONCLUSSION: MEASURING HUMAN EXPERIENCESThe Cultural Cycle analogy Broken Cycles: VALUES MISSION 1- Business Driven PURPOSE PROCESSES Seduction is not enough & ORGANISATIONS PRODUCTS & SERVICES USER BUSINESS DRIVEN CUSTOMER PEOPLE/SOCIETYEXPERIENCE MEASURING HUMAN EXPERIENCES
  • CONCLUSSION: MEASURING HUMAN EXPERIENCESThe Cultural Cycle analogy B r o k e n C y c le s : VALUES MISSION 2 - T e c h n o lo g y PURPOSE D r iv e n PROCESSES & ORGANISATIONS U s a b ilit y is n o t e noug h PRODUCTS & SERVICES TECHNOLOGY USER DRIVEN CUSTOMER PEOPLE/SOCIETYEXPERIENCE MEASURING HUMAN EXPERIENCES
  • CONCLUSSION: MEASURING HUMAN EXPERIENCESThe Cultural Cycle analogy The Role of Design? VALUES MISSION PURPOSE Brands, Organisations, Products PROCESSES and People make each other up & ORGANISATIONS PRODUCTS & SERVICES USER CUSTOMER PEOPLE SOCIETYEXPERIENCE MEASURING HUMAN EXPERIENCES
  • CONCLUSSION: NEW METAPHORS FOR MEASUREMENT ARE NEEDED From linear optimisation: A B CEXPERIENCE MEASURING HUMAN EXPERIENCES
  • CONCLUSSION: NEW METAPHORS FOR MEASUREMENT ARE NEEDED To gravitational experiences (or something like that…) MISSIO NEXPERIENCE MEASURING HUMAN EXPERIENCES
  • CONCLUSSION: NEW METAPHORS FOR MEASUREMENT ARE NEEDEDEXPERIENCE MEASURING HUMAN EXPERIENCES
  • Thanks! @albertobarreiroEXPERIENCE MEASURING HUMAN EXPERIENCES Alberto Barreiro July 2012