UX in 4D

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Workshop at LeanUX NYC on how to do UX in 4D, bringing together physical/digital, spaces and services

Workshop at LeanUX NYC on how to do UX in 4D, bringing together physical/digital, spaces and services

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  • 1. UX in 4DLeanUX NYC - 2013 ©brightspot strategy 2013 1
  • 2. introductionObjective:The purpose of this workshop is to understand why digital and physical experiences shouldbe designed together, learn the core tools to do UX in 4D, and review examples ofinnovative organizations that integrate the design of their spaces and services.Agenda:3:00 – 3:15   Introduction & Shifts  3:15 – 3:30   Experience Drivers  3:30 – 4:05   Mapping opportunities  4:05 – 4:15   Break  4:15 – 5:00   Future personas & journey maps  5:00 – 5:15   Where to go from here  5:15 – 5:30   Q & A   ©brightspot strategy 2013 2
  • 3. about brightspot, briefly 3 ©brightspot strategy 2013
  • 4. brightspot experienceBrightspot and its leadership have the experience and expertise to help a range oforganizations, including start-ups and Fortune 500 companies, top-tier colleges anduniversities, dynamic non-profits, and innovative cultural organizations, among other others. ©brightspot strategy 2013 4
  • 5. brightspot facilitatorsElliot leads and founded Matthew is an experienced Ashley is a strategist andbrightspot. He is a strategist, consultant and researcher with a designer who employs a human-facilitator, and sense-maker. passion for business strategy centered, collaborative approach and social sciences. to create better experiences,Solving space, operational, and interactions and environmentsorganizational problems gets He believes that hishim up in the morning. Thinking ethnographic curiosity stems for people and organizations.about the future of work and from his birthplace, Missouri, Ashley plays softball in Centrallearning keeps him up late. the “show me” state. Park, doodles in her sketchbook, and thinks of ways to change the world. ©brightspot strategy 2013 5
  • 6. UX in 4D 6 ©brightspot strategy 2013
  • 7. digital and physical are often designed separately* JetBlue Mobile App JetBlue TerminalDigital: Physical:Websites, apps, platforms (2D) Spaces, stuff, artifacts (3D)*even within companies that are focused on customer experience ©brightspot strategy 2013 7
  • 8. but increasingly, digital and physical are blendingDigital JetBlue Terminal PhysicalInformation screens, online Spaces, amenities, lounge,services, ticketing, etc. (2D) circulation, wayfinding (3D) ©brightspot strategy 2013 8
  • 9. and they’re occurring over time… JetBlue Terminal Experience (4D) ©brightspot strategy 2013 9
  • 10. shifts 10 ©brightspot strategy 2013
  • 11. people are changingShifts in demographics, culture, and relationships that impact experiences.Mobility of user baseDiversity and visitorshipGenerational differencesLong tails and nichepreferencesReaching the mass affluent Source: Center for the Future of Museums 11 ©brightspot strategy 2013
  • 12. people’s expectations are changingShifts in demographics, culture, and relationships that impact experiences.Self-serviceAccess anytime, anywhereLocation awarenessCustomization (by user)Personalization (for user) 12 ©brightspot strategy 2013
  • 13. how people interact with institutions is changingShifts in demographics, culture, and relationships that impact experiences.Feedback and participationCrowd-fundingCrowd-sourcingNetworks and partnershipsArts education changes 13 ©brightspot strategy 2013
  • 14. how people interact with each other is changingShifts in demographics, culture, and relationships that impact experiences.Digitally-connectedcustomersMembership and communitySharing spaces, stuff, andskillsSocial experience of cultureCo-creation 14 ©brightspot strategy 2013
  • 15. experience drivers ©brightspot strategy 2013 15
  • 16. experience drivers Digital-only (replacement for physical) How Digital relates to Physical Digital Overlay (digital information layer) Physical Computing Level of engagement (physical and digital interact)Passive Active Interactive Creative Co-creative(viewing) (interacting alone) (interacting (creating alone) (creating with others) with others) Digital Gateway (use digital to gain access to physical) Physical-only (purely physical experience) ©brightspot strategy 2013 16
  • 17. how digital relates to physicalDeutsche Bank, Friedrichstrasse Museum Tour Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 17
  • 18. how digital relates to physicalSeattle Public Library Marriott GoBoard Wild @ Melbourne Museum Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 18
  • 19. how digital relates to physicalMIT Glass InfrastructureBally Results Center Interaction Wall Eternal Gandhi Multimedia Museum Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 19
  • 20. how digital relates to physicalParis Airport, Virtual Boarding Agent NGA Experience, AR application Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 20
  • 21. how digital relates to physicalE-books Google Art Project Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 21
  • 22. level of engagementLufthansa First Class Lounge, Frankfurt Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 22
  • 23. level of engagementEurasian Bank, Glass Touchscreen Cleveland Art Museum Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 23
  • 24. level of engagementWalgreens, Pharmacist Consultation ArtBabble by the IMA Lab Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 24
  • 25. level of engagementFayetteville P.L. Fab Lab ArtLab+ at Hirshhorn Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 25
  • 26. level of engagementYouMedia at Chicago Public Libraries EdLab, National Postal Museum Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 26
  • 27. mapping opportunities ©brightspot strategy 2013 27
  • 28. mapping opportunities: museum scenarioContextA museum of Modern and contemporary art is in the earlystages of planning a 200,000 square foot expansion. Theboard and senior leadership see the expansion as anopportunity to not only grow but also to transform theway visitors interact with art and each other.The primary donor for the expansion is growing impatientwith the planning timeline and is demanding a conceptdesign for the new space and service model in the next 4months. insidenewyork.comYour RoleImagine you are representatives for the building expansion committee and your role is to reinventthe visitor experience in a way that thoughtfully considers the integration of physical and digital.You’ve just gone on a trip around the world to look at a range of serviced spaces (libraries, gyms,museums, airline lounges, etc) and now you must:1.  Reflect on your experiences of museums and other spaces you’ve seen, map how activities fall currently.2.  Identify opportunities for reinvention3.  Create a plan for piloting these opportunities and developing a model for the new serviced space. 28 ©brightspot strategy 2013
  • 29. mapping opportunities – activity instructions 45minFor the next 45 minutes, let’s reflect on a recent trip to a museum and use the map belowto identify opportunities for improving that experience. !""#$%&(%)*+," 1.  Reflect on your experiences with museums and other activities you’ve seen ! 2.  Write those activities on a ! stickie and plot them on the opportunity map. 3.  After plotting the activities and experience identify areas of opportunity on the map ! ! . bought a bought a ticket ticket at a kiosk 29 ©brightspot strategy 2013
  • 30. mapping opportunities – activity instructions 45minFor the next 40 minutes, let’s reflect on a recent trip to a museum and use the map belowto identify opportunities for improving that experience. !""#$%&(%)*+," 4.  Brainstorm and document new activities or experiences that could fill in the opportunity spaces. You could also think of ways to modify existing activities/experiences. 5.  Use the same level of detail as the you did in step 2 see video of past visitor reactions to art 30 ©brightspot strategy 2013
  • 31. mapping opportunities – museum scenario promptsAs we reflect on a recent trip to a museum, consider the following list of common activitieswithin a museum visitor’s experience as prompts for what worked well, what could beimproved and what might be missing.This is not an exhaustive list, but rather simply a way to jumpstart the process. Entice Enter Engage Exit ExtendLearn about an Buy/Get a ticket Get informational Share experience Feedback on visitinstitution materialsLearn about event/ Entry access Get devices / Feedback on visit Connect withexhibition/program credentialing equipment institutionReceive an offer Learn about what Visit gallery Get/receive Connect with to see/do exhibition souvenir communityPlan a visit Get wayfinding Event / Membership Review visit / assistance performance inquiry activitiesCoordinate with Get informational Participate in a Plan next stop Plan next visitothers materials program 31 ©brightspot strategy 2013
  • 32. future personas ©brightspot strategy 2013 32
  • 33. future personasWhat might future “serviced space” customers or museum visitors look like?Six future personas have been created generalizing Falk’s museum visitor identities*,informed by our own experience designing serviced spaces.“WHY” — Why do people go to serviced spaces, like museums**? What motivates them? Identity Motivation Explorer Personal curiosity, experience something new Samaritan Does something on someone else’s behalf Achiever Looking to satisfy specific interests or goals Experience Seeker Reputation / status of place or brand Recharger Restoration, contemplation Identifier Personal relation to subject / experience / brand*Refer to John Falk’s Identity and the Museum Visitor.** Refer to Wallace Rand Report on Cultural Participation ©brightspot strategy 2013 33
  • 34. future personasWhat might future customers or museum visitors look like?Tom, the explorer: The Smiths, samaritans: Lynn, the achiever:4thgrade teacher, 32 y.o. 38 y.o. parents with 5 & 7 y.o. medical anthropologist, 38 y.o.,Looking for something new Bringing kids to the museum Attending event for emerging infoRick & Kate, experience Philip, the recharger: Eva, the identifier:seekers: overseas tourists, accountant, sports lover, 29 y.o. 17 y.o. local high school student23 y.o., creating visit story Looking to “un-plug” Taking a class on Chinese Art ©brightspot strategy 2013 34
  • 35. ideal experiences ©brightspot strategy 2013 35
  • 36. ideal experiencesUsing the personas, think about how someone might experience the museum offeringsthroughout the course of a visit. Transition from thinking about …To thinking about them in relationship activities and experiences individually… to each other in the context of a visit to the museum 36 ©brightspot strategy 2013
  • 37. ideal experiences – activity instructions 45minUsing your group’s activities and persona, think about how someone might experience themuseum offerings throughout the course of a visit and construct the ideal museumexperience What: Activities, Spaces, Experience  Map activity space technology service Tech / Tools, People / Services stages  of  an  experience entice enter engage exit extend 5 Es: Entice, Enter, shared Engage, Exit, Extend Social  Engagement How: Alone or with others? autonomous Time ©brightspot strategy 2013
  • 38. ideal experiences – instructions 45minUsing your group’s activities and persona, think about how someone might experience themuseum offerings throughout the course of a visit and construct the ideal museumexperience 1.  Think about what set of Experience  Map activity space technology service activities your persona might engage in during their visit. stages  of  an  experience entice enter engage exit extend shared 2.  Rewrite those activities on purple stickies and Social  Engagement plot them on the experience map. •  When? •  Alone or with others? autonomous learn about Time artist from “pocket curator” app activity ©brightspot strategy 2013
  • 39. ideal experiences – instructions 45minUsing your group’s activities and persona, think about how someone might experience themuseum offerings throughout the course of a visit and construct the ideal museumexperience Experience  Map 2.  Using the space, activity space technology service tech / tools, and people post-its, fill in the details about their stages  of  an  experience entice enter engage exit extend activity shared Social  Engagement studio iPad space tech/tool autonomous docent Time person ©brightspot strategy 2013
  • 40. ideal experiences – instructions 45minUsing your group’s activities and persona, think about how someone might experience themuseum offerings throughout the course of a visit and construct the ideal museumexperience Experience  Map 3.  Draw a line connecting activity space technology service the activities to show the “journey” stages  of  an  experience entice enter engage exit extend shared Social  Engagement autonomous Time ©brightspot strategy 2013
  • 41. getting started ©brightspot strategy 2013 41
  • 42. getting startedHow you can quickly get started, including steps you can take to begin evaluating,designing, and delivering integrated services in 4DDesign the team Understand the Envision andand process current state ImplementDefine skills / roles needed Observations Create PersonasAssemble a mixed team Interviews Develop Journey MapsSet budget and schedule Surveys Locate Service pointDefine assessment criteria Workshops Create Service BlueprintsDefine feedback methods Immersion tactics Mock-up and Prototype ©brightspot strategy 2013 42
  • 43. understand tiers of assessment – for current / future There are tiers of assessment, with increasing value – but also the difficulty of data gathering / analysis – as you move up tiers. More valuable More difficultUtilization Satisfaction ImpactMeasuring how much a Measuring how satisfied Measuring what theservice is used, with usage users and staff are with a service enabled users toas a proxy for value service or aspects of it be able to do as a resultExamples: Logins, Gate counts, Examples: Surveys (e.g.: Examples: Value-addedItem checkouts, Logging LibQUAL+), interviews, analysis, engagementquestions / tickets observations, diaries ©brightspot strategy 2013 43
  • 44. create service blueprintsDocumenting how you wish to deliver a service/space, providing direction on front-line staffactions, behind-the-scenes staff, and support systems/infrastructure for each servicechannel. (Example: service blueprint for professional ed class) ©brightspot strategy 2013 44
  • 45. digital and/or physical prototypingCreating environmental / visual (mock-up) and functional (prototype) representations ofan envisioned space/service in order to get feedback, mitigate risk, and build momentum.mock-up with mock-up with functional digital/physical pilotstaff role play user role play prototype prototype project Increasing fidelityPrototyping service point Completed service point ©brightspot strategy 2013 45
  • 46. referencesUseful references to consult as you get started.Articles Tools•  NEA Report: Beyond Attendance •  Reimagining the Museum Experience http://www.arts.gov/research/2008- (Felix and Simeti): SPPA-BeyondAttendance.pdf http://bit.ly/12Rvush•  Demographic Transformation and the •  Learning Space Toolkit services Future of Museums section: http://bit.ly/ZN8uxT http://learningspacetoolkit.org/ services-and-support/•  Pew Internet Generations Report (2010): http://bit.ly/ZdhjOf •  This is Service Design Thinking (Stickdorn and Schneider)•  The Diversity of Cultural Participation http://issuu.com/bis_publishers/docs/ (Wallace Rand study): this_is_service_design http://bit.ly/116yXDb •  Compendium of Tools and Resources:•  “Learning Space Service Design (Felix) www.servicedesigntools.org in The Journal of Learning Spaces: http://bit.ly/LearningSpace_SD•  “Everything is a Service” post (Gray): http://bit.ly/DG_everythingisservice ©brightspot strategy 2013 46
  • 47. thank you!www.brightspotstrategy.com@brightspotterinfospot@brightspotstrategy.com ©brightspot strategy 2013 47