Experience Design

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As presented to students of the MS in Communications Practice at Columbia University.

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Experience Design

  1. 1. EXPERIENCE DESIGNDEVELOPING & IMPLEMENTING IDEAS ¦ COLUMBIA UNIVERSITY NOVEMBER 19, 2012
  2. 2. 1. EXPERIENCE DESIGN2. ROLES AND DEPARTMENTS3. TOOLKIT OVERVIEW
  3. 3. EXPERIENCE DESIGN 3
  4. 4. EXPERIENCE DESIGNHELP SHAPE THE DEVELOPMENT OF END-TO-END BRANDED SERVICES, TOOLS,PLATFORMS AND INTERACTIONS BASED ON WHAT USERS UNDERSTAND ANDNEED AND IN ALIGNMENT WITH BUSINESS AND BRAND GOALS.
  5. 5. EXPERIENCE DESIGNERSFACILITATORS AND COMMUNICATORS. HELP SHAPE OUR PRODUCTALIGNING THE GOALS OF REAL PEOPLE WITH THOSE OF BRANDS ANDBUSINESSES TO PRODUCE EFFECTIVE, SATISFYING AND INSPIRINGEXPERIENCES.
  6. 6. FACILITATORS COMMUNICATORS HIGH-LEVEL USER FLOW | PHASE ONE OVERVIEW VERSION 1.0 REGISTRATION SCHEDULES EVENT Desktop/Mobile INVITES FRIENDS EARNS BADGE CHECKS IN AT EVENT ACTIVATES FILTER MAKES PLEDGE SHARES BADGE LIKES BRITA EARNS BADGE READS APP INTRO INVITES FRIENDS UNLOCKS COUPON RECEIVES FILTER NOTIFICATION EXPERIENCING CHECKS ENJOYING GETTING STARTED SCORE THE PERKS THE UTILITY EARNS BADGE EARNS BADGE EXPLORES WATCHES VIDEO HYDRATION TOOLS How Filters Work ACTIVATES FILTER WELCOME EMAIL Time-Based SETS Emails Begin UNLOCKS COUPON HYDRATION GOAL TRACKS PROGRESS Customer Engages Emails Based on No Activity Trigger-Based Behavioral Communications (Emails, mobile notifications, etc.)
  7. 7. DESIGN IS NOT ART
  8. 8. THEN NOWDESIGN: Source: Anthony Dunne, Royal College of Art via Paola Antonelli
  9. 9. THEN NOW PROBLEM FINDING ASKS QUESTIONS SERVICE SOCIETY CHANGE US CONSUMPTIONDESIGN: EDUCATION PROVOCATION Source: Anthony Dunne, Royal College of Art via Paola Antonelli
  10. 10. DESIGN IS APPLIED ART
  11. 11. ROLES AND DEPARTMENTS 11
  12. 12. HCIHUMAN-COMPUTER INTERACTION PEOPLE & COMPUTERS VISUAL DESIGN VD EXPERIENCE DESIGN (AT RAPP) ORCHESTRATE SEAMLESS INTEGRATION OF THESE AREAS, PLAYS SOME OF THESE ROLES XD ID INTERACTION DESIGN INTUITIVE UNDERSTANDING OF WHAT THINGS ARE FOR USER RESEARCH UR CS IA INFORMATION ARCHITECTURE INTUITIVE UNDERSTANDING OF WHERE THINGS LIVE CONTENT STRATEGY RIGHT CONTENT, RIGHT CONTEXT
  13. 13. THE CREATIVE DEPARTMENT EXPERIENCE PLANNING XD IA VD ID UR CSDISCIPLINE LEAD
  14. 14. EXPERIENCE DESIGNHELP SHAPE THE DEVELOPMENT OF END-TO-END BRANDED SERVICES, TOOLS,PLATFORMS AND INTERACTIONS BASED ON WHAT USERS UNDERSTAND ANDNEED AND IN ALIGNMENT WITH BUSINESS AND BRAND GOALS.
  15. 15. EXPERIENCE DESIGNERSFACILITATORS AND COMMUNICATORS. HELP SHAPE OUR PRODUCTALIGNING THE GOALS OF REAL PEOPLE WITH THOSE OF BRANDS ANDBUSINESSES TO PRODUCE EFFECTIVE, SATISFYING AND INSPIRINGEXPERIENCES.
  16. 16. TOOLKIT OVERVIEW 16
  17. 17. ATTRIBUTION &PROJECT SET-UP OPTIMIZATION 1 2 3 4 5
  18. 18. 1 2 3 4 5 DESIGN APPROACH CONTENT ANALYSIS PERSONAS WIREFRAMES SEARCH ANALYTICS CONCEPT MAPPING DIARY STUDIES CARD SORTING SITE MAPS USABILITY RESEARCH CONTENT MAPPING INTERVIEWS USER JOURNEY USER FLOWS PARTICIPATORY RESEARCHSTAKEHOLDER MAPS KANO ANALYSIS FEATURES MATRIX HEURISTIC EVALUATION KANO ANALYSISCOMPETITIVE TESTING MIND MAPS SCENARIOS PROTOTYPES FUNNEL DIAGRAMSSECONDARY RESEARCH FOCUS GROUPS USABILITY RESEARCH CONTEXTUAL OBSERVATION ILLUSTRATIVE
  19. 19. DESIGN PHILOSOPHYAS A STARTING POINT1. QUESTIONS ARE MORE IMPORTANT THAN ANSWERS2. EMBRACE COMPLEXITY3. PEOPLE AND SOCIETY FIRST4. DESIGN FOR CONTEXT, KNOW YOUR CHANNELS5. MAKE IT HONEST AND USEFUL6. LIVE 1-5 AND GREAT BUSINESS WILL FOLLOW
  20. 20. thank you @akaJuanSmith

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