Framtidens ux research - erik markensten wud 2011

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This presentation is in swedish. In this presentation i look back to when we founded Antrop and the challenges we faced then. From there I look forward and talk about where I believe we in the UX-community should be heading in order to have a real impact on the design of products and services.

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Framtidens ux research - erik markensten wud 2011

  1. 1. Framtidens UX-research i designprocessen Presentation på WUD 2011 Erik Markensten1 Rapport 10/30/11
  2. 2. Förstudie DesignEffektmål Konceptutveckling Krav Behovsanalys Utvärdering
  3. 3. Projekt X Behov / Idé Förstudie DesignEffektmål Konceptutveckling Krav Behovsanalys Utvärdering Utveckling
  4. 4. Strategi Projekt X Projekt Y Projekt Z Behov / Idé Behov / Idé Behov / Idé Förstudie Förstudie Förstudie Design Design DesignEffektmål Effektmål Effektmål Konceptutveckling Konceptutveckling Konceptutveckling Krav Krav Krav Behovsanalys Behovsanalys Behovsanalys Utvärdering Utvärdering Utvärdering Utveckling Utveckling Utveckling Aktiv förvaltning
  5. 5. Strategi ? Projekt X Projekt Y Projekt Z Behov / Idé Behov / Idé Behov / Idé Förstudie Förstudie Förstudie Design Design DesignEffektmål Effektmål Effektmål Konceptutveckling Konceptutveckling Konceptutveckling Krav Krav Krav Behovsanalys Behovsanalys Behovsanalys Utvärdering Utvärdering Utvärdering Utveckling Utveckling Utveckling Aktiv förvaltning
  6. 6. Insikter är ett fundament T E K N I K D ES I G N K O N P T C E I N T E R S I K
  7. 7. Från insikt till lösning: boka tågbiljett på webben Han går till datorn och Logga in loggar in på siten Han väljer senaste resan Senaste och trycker på ”Köp igen” Robert vill besöka sin svärmor och Köp igen På väg till stationen bestämmer sig för kollar han att biljetten att köpa en biljett finns i hans app9
  8. 8. Vi jobbar oftast med en del av en process och med en viss kanal Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post tra Web Lindana: Mobileonal traveller Customer serviceSamal trav eller Kiosk Station Robertna:uter Train 10
  9. 9. Verkligheten är mer komplex än så… Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel Web Linda Persona: aveller Mobile Occasional tr Customer service Sam Person a:Profes sional travell Kiosk er Station Robert Persona: Commuter Train11
  10. 10. Persona: Occasional traveller Experience Map – Railroad Travel Travel time Comfort Linda Timetable Change of trains Price Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel Find cheap tickets Seat next to Find train track me is empty at train station in mobile app Seat number Campaign price booked seat Stations in mobile ticket Comfortable Lots of space Easy access to Conductor checks if I in entrance / exit form for compensation Close to the city Special offfer if delayed Easy to access Fast Easy to compare options Sleep / Read Conductor confirm / Relax No queues ticket is ok Conductor announces Collect bonus my track for change points aspects Helpful staff around of trains Find a place to sit Friendly conductor there to meet me Time-consuming to Fear of missing depature time. my stop I hope the ticket Realise there is no Hard to book seat next to dining carriage Will I be able friend unless booking at carrige nr 3? the same time Bumping in to to pick up my people on train bag in time? Timetable does Forgot my not suite me Bad connection for number to fill in form buy ticket login details phone calls for compensation Toilets Other passangers my phone number, disturbing e-mail etc. Will the train - Untidy, no soap depart in time? - No car number inside train, hard to find my seat No influence on Realize too late Too long Changed track I forgot to log in distance Repeated delays Potential chaos Fear of being late (popular trips / in confirmation step time period) Complicated to look up delays online my track Hard to hear messages from speakers train and the conductor Need to make changes in train is cancelled Bonus membershttp://blogg.antrop.se/?p=3605
  11. 11. Persona: Occasional traveller Experience Map – Railroad Travel Travel time Comfort Linda Timetable Change of trains Price Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel Find cheap tickets Seat next to Find train track me is empty at train station in mobile app Seat number Campaign price booked seat Stations in mobile ticket Comfortable Lots of space Easy access to Conductor checks if I in entrance / exit form for compensation Close to the city Special offfer if delayed Easy to access Fast Easy to compare options Sleep / Read Conductor confirm / Relax No queues ticket is ok Conductor announces Collect bonus my track for change points aspects Helpful staff around of trains Find a place to sit Friendly conductor there to meet me Time-consuming to Fear of missing depature time. my stop I hope the ticket Realise there is no Hard to book seat next to dining carriage Will I be able friend unless booking at carrige nr 3? the same time Bumping in to to pick up my people on train bag in time? Timetable does Forgot my not suite me Bad connection for number to fill in form buy ticket login details phone calls for compensation Toilets Other passangers my phone number, disturbing e-mail etc. Will the train - Untidy, no soap depart in time? - No car number inside train, hard to find my seat No influence on Realize too late Too long Changed track I forgot to log in distance Repeated delays Potential chaos Fear of being late (popular trips / in confirmation step time period) Complicated to look up delays online my track Hard to hear messages from speakers train and the conductor Need to make changes in train is cancelled Bonus membershttp://blogg.antrop.se/?p=3605
  12. 12. Persona: Occasional traveller Experience Map – Railroad Travel Travel time Comfort Linda Timetable Change of trains Price Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel Find cheap tickets Seat next to Find train track me is empty at train station in mobile app Seat number Campaign price booked seat Stations in mobile ticket Comfortable Lots of space Easy access to Conductor checks if I in entrance / exit form for compensation Close to the city Special offfer if delayed Easy to access Fast Easy to compare options Sleep / Read Conductor confirm / Relax No queues ticket is ok Conductor announces Collect bonus my track for change points aspects Helpful staff around of trains Find a place to sit Friendly conductor there to meet me Time-consuming to Fear of missing depature time. my stop I hope the ticket Realise there is no Hard to book seat next to dining carriage Will I be able friend unless booking at carrige nr 3? the same time Bumping in to to pick up my people on train bag in time? Timetable does Forgot my not suite me Bad connection for number to fill in form buy ticket login details phone calls for compensation Toilets Other passangers my phone number, disturbing e-mail etc. Will the train - Untidy, no soap depart in time? - No car number inside train, hard to find my seat No influence on Realize too late Too long Changed track I forgot to log in distance Repeated delays Potential chaos Fear of being late (popular trips / in confirmation step time period) Complicated to look up delays online my track Hard to hear messages from speakers train and the conductor Need to make changes in train is cancelled Bonus membershttp://blogg.antrop.se/?p=3605
  13. 13. Persona: Occasional traveller Experience Map – Railroad Travel Travel time Comfort Linda Timetable Change of trains Price Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel Find cheap tickets Seat next to Find train track me is empty at train station in mobile app Seat number Campaign price booked seat Stations in mobile ticket Comfortable Lots of space Easy access to Conductor checks if I in entrance / exit form for compensation Close to the city Special offfer if delayed Easy to access Fast Easy to compare options Sleep / Read Conductor confirm / Relax No queues ticket is ok Conductor announces Collect bonus my track for change points aspects Helpful staff around of trains Find a place to sit Friendly conductor there to meet me Time-consuming to Fear of missing depature time. my stop I hope the ticket Realise there is no Hard to book seat next to dining carriage Will I be able friend unless booking at carrige nr 3? the same time Bumping in to to pick up my people on train bag in time? Timetable does Forgot my not suite me Bad connection for number to fill in form buy ticket login details phone calls for compensation Toilets Other passangers my phone number, disturbing e-mail etc. Will the train - Untidy, no soap depart in time? - No car number inside train, hard to find my seat No influence on Realize too late Too long Changed track I forgot to log in distance Repeated delays Potential chaos Fear of being late (popular trips / in confirmation step time period) Complicated to look up delays online my track Hard to hear messages from speakers train and the conductor Need to make changes in train is cancelled Bonus membershttp://blogg.antrop.se/?p=3605
  14. 14. Frågan är var vi ska lägga våra resurser? Robert Sa m Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel a LindPersonas:Occasional travellerProfessional traveller WebCommuter Mobile Customer service Kiosk Station Train
  15. 15. Från systemdesign till upplevelsestrategi = Upplevelse- strategi ? Affär Etnografi Framtid Affär Framtid
  16. 16. Från systemdesign till upplevelsestrategi + += Upplevelse- strategi ?tnografi Etnografi Affär Etnografi Affär Framtid Framtid Affär Framtid
  17. 17. Från systemdesign till upplevelsestrategi + + = Upplevelse- strategiEtnografi Affär Framtid
  18. 18. Tack! Erik Markensten, AntropPhoto used with permissions from j.o.r.o: http://www.flickr.com/photos/j-o-r-o/4515282033/ Rapport 10/30/11

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