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USER                                                                                         EXPERIENCE                   ...
Introduction               One of the dirty secrets about cross-channel user               experience is that weve always ...
INTRODUCTION   “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
Introduction               The Goal               Change how               you practice               design              ...
Introduction               The Goal               Change how               you think about               design           ...
Introduction               The Goal               Change how               you understand               design            ...
Introduction               The Question               How do we create               better user               experiences...
Introduction               3 Principles               1. Open               2. Forward               3. Conservative      ...
Introduction               5 Core Activities               1.   Access               2.   Create               3.   View  ...
Mind Game   What’s the coolest, most    awesome thing about      where you work?            “User Experience Architecture ...
Mind Game            Hi, I’m Austin Govella, an            Experience Design Manager            at Avanade where we’re    ...
Mind Game            Hi, I’m Austin name                      your Govella, an            Experience Design Manager       ...
HOUSEKEEPING   “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
Housekeeping               Get The Slides               Available on               SlideShare:               http://slides...
Housekeeping               Questions               Save questions for               the end.               Better yet, gra...
Housekeeping               Comments               Tweet the f#@k               out of this.               #CrossChannelUX ...
Housekeeping               Contact Me               ag@agux.co               @austingovella               www.thinkingandm...
A MANIFESTO FORUSER EXPERIENCE    “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
Manifesto            Designers don’t design anything.            Organizations design everything.            Just as your ...
Manifesto            Organizations face common barriers            to designing better experiences.            These barri...
Manifesto            Don’t change what you do.            Change how you do it.            Don’t change your design activi...
Manifesto              Change Now“Don’t look for the nextopportunity.The one you have in hand isthe opportunity.”— Paul Ar...
WHAT IS ‘USEREXPERIENCE’?   “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
What is User Experience?                           The Elements Of                           User Experience              ...
What is User Experience?                           “User Experience Architecture in a Cross-Channel World” by Austin Govel...
What is User Experience?                                    o                                              Users          ...
What is User Experience?                                    p                             Interfaces                      ...
What is User Experience?                           Interactions                           o                               ...
What is User Experience?                                       Systems                                   o                ...
What is User Experience?                           Design is a modeling discipline. The design process                    ...
WHAT IS ‘CROSS  CHANNEL’?   “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
What is Cross-Channel?                         In traditional multichannel strategies, more than one                      ...
What is Cross-Channel?                         In cross-channel, a single service is spread across                        ...
What is Cross-Channel?                         In cross-channel, a single service is spread across                        ...
What is Cross-Channel?                         Modern Narrative                                         Start             ...
What is Cross-Channel?                         Postmodern                          Narrative                              ...
What is Cross-Channel?                         In cross-channel, a single service is spread across                        ...
What is Cross-Channel?            So... What’s A Channel?                                      Good question.             ...
What is Cross-Channel?                         The human evolutionary advantage is our ability to                         ...
What is Cross-Channel?                         The Question                         How do we enable                      ...
What is Cross-Channel?                         The Question                         How do we manage the gap              ...
3 Principles               3 Principles               1. Open               2. Forward               3. Conservative      ...
OPENsays me (the first principle)  “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
Introduction    Open               First               Principle               Services that are               more open w...
Introduction    Open               Flickr Is Open               Add photos:               1. Web App               2. Mobi...
Introduction    Open               IPhoto Is Closed               Add photos:               1. App               2. iPhone...
Open       Access Is Often       Not Open       Security has an       easy job if there is       no risk (a story).       ...
Open“What sorts of features support theirattempts to figure out where they are,which paths connect them to a givendestinati...
Open       “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
Open       “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
FORWARDthinking (the second principle)    “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5...
Introduction  Forward               Second               Principle               Services that are               more forw...
Forward                                                                  “Designers create objects, products,             ...
Introduction  Forward               Email Is               Everywhere               1. People/systems               can se...
Introduction  Forward               Faxes Aren’t               1. Fedex Office               2. Research online           ...
Forward          Email Addresses          Live Forever          Anyone/thing can          email customer          service ...
CONSERVATIVEit’s always right (the third principle)       “User Experience Architecture in a Cross-Channel World” by Austi...
ConservativeIntroduction               Third               Principle               Services that are               more co...
Conservative                            Styleguides Are                            Not Conservative               Birth 11...
ConservativeIntroduction               Names Are               Conservative               “Birth”                  “User E...
ConservativeIntroduction               (Controlled)               Vocabularies                  “User Experience Architect...
Conservative               “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
ConservativeIntroduction               Be The Best Lego                  “User Experience Architecture in a Cross-Channel ...
WHAT ARE THECHALLENGES?                     people suck  “User Experience Architecture in a Cross-Channel World” by Austin...
Challenges             Brand used to be about control. Now, we know you have             no control over use. Brand is the...
Agile                                                                   “...the designer is shaping culture,              ...
Challenges                Cross-channel applies internally and externally:                everywho and everyhow. Who uses ...
Agile                                                               “Everyone designs who devises                         ...
Forward          CRM          Channel          experiences need          to be managed          (a story).             “Us...
LEGIBILITY “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
Legibility             The Question             How do we manage the gap             between expectations and             ...
Legibility“What sorts of features support theirattempts to figure out where they are,which paths connect them to a givendes...
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
Introduction  Legibility                                                                                      Hang the sta...
Introduction               Thank You!               “User Experience Architecture in a Cross-Channel World” by Austin Gove...
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User Experience Architecture in a Cross-Channel World

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One of the dirty secrets about cross-channel user experience is that we've always worked cross-channel. What's changed is how much—and how well—we can impact the experience across these channels.

In this presentation, we’ll examine three guiding principles for working cross-channel. With those principles in mind, we’ll look at four tools you can use to help guide and improve cross-channel user experiences at your organization.

Transcript of "User Experience Architecture in a Cross-Channel World"

  1. 1. USER EXPERIENCE ARCHITECTURE IN A CROSS- CHANNEL WORLD“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  2. 2. Introduction One of the dirty secrets about cross-channel user experience is that weve always worked cross-channel. Whats changed is how much—and how well—we can impact the experience across these channels. In this presentation, we’ll examine three guiding principles for working cross-channel. With those principles in mind, we’ll look at four tools you can use to help guide and improve cross-channel user experiences at your organization. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  3. 3. INTRODUCTION “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  4. 4. Introduction The Goal Change how you practice design “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  5. 5. Introduction The Goal Change how you think about design “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  6. 6. Introduction The Goal Change how you understand design “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  7. 7. Introduction The Question How do we create better user experiences across channels? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  8. 8. Introduction 3 Principles 1. Open 2. Forward 3. Conservative “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  9. 9. Introduction 5 Core Activities 1. Access 2. Create 3. View 4. Edit 5. Delete “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  10. 10. Mind Game What’s the coolest, most awesome thing about where you work? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  11. 11. Mind Game Hi, I’m Austin Govella, an Experience Design Manager at Avanade where we’re re-inventing how enterprises collaborate. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  12. 12. Mind Game Hi, I’m Austin name your Govella, an Experience Design Manager your title at company where we’re Avanade r e-inventing howawesome the coolest, most enterprises thing about where you work abut about about elaborate. Christina Wodtke, “Tell me a little about yourself”, eleganthack.com, 2012. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  13. 13. HOUSEKEEPING “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  14. 14. Housekeeping Get The Slides Available on SlideShare: http://slideshare.net/austingovella/crosschannelux “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  15. 15. Housekeeping Questions Save questions for the end. Better yet, grab a drink, lunch, dinner, hallway conversation, walk, coffee, email, with me afterward! “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  16. 16. Housekeeping Comments Tweet the f#@k out of this. #CrossChannelUX “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  17. 17. Housekeeping Contact Me ag@agux.co @austingovella www.thinkingandmaking.com “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  18. 18. A MANIFESTO FORUSER EXPERIENCE “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  19. 19. Manifesto Designers don’t design anything. Organizations design everything. Just as your best thinker improves everything, that person who doesn’t understand user experience creates a drag on every product or service you produce. To make better experiences, you must make better organizations. To improve your organization’s design literacy, you have to improve the design literacy of everyone in the group. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  20. 20. Manifesto Organizations face common barriers to designing better experiences. These barriers — value, focus, time, memory, talent, process, and improvement — represent the distance between you and the balanced teams your organization needs to create better experiences. These cultural barriers are codified into your organization’s process, hidden as assumptions in your team members minds, and reinforced in your tools. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  21. 21. Manifesto Don’t change what you do. Change how you do it. Don’t change your design activities. Change how you work with your team. Change how you work, so your goal is always a better organization instead of a better product. Change how you accomplish the design, so that you always improve your team’s design literacy. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  22. 22. Manifesto Change Now“Don’t look for the nextopportunity.The one you have in hand isthe opportunity.”— Paul Arden “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  23. 23. WHAT IS ‘USEREXPERIENCE’? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  24. 24. What is User Experience? The Elements Of User Experience “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  25. 25. What is User Experience? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  26. 26. What is User Experience? o Users “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  27. 27. What is User Experience? p Interfaces “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  28. 28. What is User Experience? Interactions o p “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  29. 29. What is User Experience? Systems o p o p o p o p “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  30. 30. What is User Experience? Design is a modeling discipline. The design process creates models we use to validate predictions about a system. Design validates what we expect against what we perceive. We architect systems that engender expectations and perceptions. Experience is the gap between expectation and perception. We design this gap. We design experience. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  31. 31. WHAT IS ‘CROSS CHANNEL’? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  32. 32. What is Cross-Channel? In traditional multichannel strategies, more than one channel is used simultaneously and alternatively... — Andrea Resmini & Luca Rosati, Pervasive Information Architecture, Morgan Kaufman, 2011. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  33. 33. What is Cross-Channel? In cross-channel, a single service is spread across multiple channels in such a way that it can be exper- ienced as a whole (if ever) only by polling a number of different environments and media.... If one of the pieces is missing, you might miss some of the infor- mation being transmitted along the process and that may or may not be available through other channels. — Andrea Resmini & Luca Rosati, Pervasive Information Architecture, Morgan Kaufman, 2011. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  34. 34. What is Cross-Channel? In cross-channel, a single service is spread across multiple channels in such a way that it can be exper- ienced as a whole (if ever) only by polling a number of different environments and media.... If one of the pieces is missing, you might miss some of the infor- mation being transmitted along the process and that may or may not be available through other channels. — Andrea Resmini & Luca Rosati, Pervasive Information Architecture, Morgan Kaufman, 2011. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  35. 35. What is Cross-Channel? Modern Narrative Start End Modernism is a tendency in contemporary culture... which rejects subjective truth and the impossibility of a single, global narrative. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  36. 36. What is Cross-Channel? Postmodern Narrative Start End “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  37. 37. What is Cross-Channel? In cross-channel, a single service is spread across multiple channels in such a way that it can be used simultaneously and alternatively. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  38. 38. What is Cross-Channel? So... What’s A Channel? Good question. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  39. 39. What is Cross-Channel? The human evolutionary advantage is our ability to communicate information across our network to create shared information environments (culture). Anything that allows us access to communicate information is a channel. Everything is a channel. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  40. 40. What is Cross-Channel? The Question How do we enable better cross- channel user experiences? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  41. 41. What is Cross-Channel? The Question How do we manage the gap between expectations and perceptions as our users switch among ubiquitous information environments? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  42. 42. 3 Principles 3 Principles 1. Open 2. Forward 3. Conservative “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  43. 43. OPENsays me (the first principle) “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  44. 44. Introduction Open First Principle Services that are more open will be easier to use cross-channel. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  45. 45. Introduction Open Flickr Is Open Add photos: 1. Web App 2. Mobile app 3. Email “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  46. 46. Introduction Open IPhoto Is Closed Add photos: 1. App 2. iPhone synch “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  47. 47. Open Access Is Often Not Open Security has an easy job if there is no risk (a story). “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  48. 48. Open“What sorts of features support theirattempts to figure out where they are,which paths connect them to a givendestination, and how best to actuallygo about getting there?”Adam Greenfield, Everyware, New Riders, 2006. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  49. 49. Open “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  50. 50. Open “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  51. 51. FORWARDthinking (the second principle) “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  52. 52. Introduction Forward Second Principle Services that are more forward will be easier to use cross-channel. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  53. 53. Forward “Designers create objects, products, processes, symbols that anticipate the future. However, these innovations can also be metabolized on a broad scale...” Bruce Sterling, Shaping Things, MIT Press, 2005. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  54. 54. Introduction Forward Email Is Everywhere 1. People/systems can send email 2. People/systems can receive email “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  55. 55. Introduction Forward Faxes Aren’t 1. Fedex Office 2. Research online services “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  56. 56. Forward Email Addresses Live Forever Anyone/thing can email customer service (a story). “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  57. 57. CONSERVATIVEit’s always right (the third principle) “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  58. 58. ConservativeIntroduction Third Principle Services that are more conservative will be easier to use cross-channel. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  59. 59. Conservative Styleguides Are Not Conservative Birth 11 Styleguide “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  60. 60. ConservativeIntroduction Names Are Conservative “Birth” “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  61. 61. ConservativeIntroduction (Controlled) Vocabularies “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  62. 62. Conservative “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  63. 63. ConservativeIntroduction Be The Best Lego “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  64. 64. WHAT ARE THECHALLENGES? people suck “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  65. 65. Challenges Brand used to be about control. Now, we know you have no control over use. Brand is the users experience with the company. Your tools can only frame the experience users have. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  66. 66. Agile “...the designer is shaping culture, changing behavior, and advancing his set of values and priorities.” Jon Kolko, Wicked Problems, AC4D, 2012. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  67. 67. Challenges Cross-channel applies internally and externally: everywho and everyhow. Who uses what interface to interact with what channel when for what? You cant impact everything, so you must prioritize. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  68. 68. Agile “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones” Herbert Simon, Sciences of the Artificial, 1969. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  69. 69. Forward CRM Channel experiences need to be managed (a story). “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  70. 70. LEGIBILITY “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  71. 71. Legibility The Question How do we manage the gap between expectations and perceptions as our users switch among ubiquitous information environments? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  72. 72. Legibility“What sorts of features support theirattempts to figure out where they are,which paths connect them to a givendestination, and how best to actuallygo about getting there?”Adam Greenfield, Everyware, New Riders, 2006. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  73. 73. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  74. 74. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  75. 75. Introduction Legibility Hang the stars so people can navigate to wherever it is their journeys may take them. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
  76. 76. Introduction Thank You! “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013
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