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Users, experience, and beyond
 

Users, experience, and beyond

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What is a ”user”? What is an ”experience”? How do these combine to build a brand, create loyalty, and heighten satisfaction? ...

What is a ”user”? What is an ”experience”? How do these combine to build a brand, create loyalty, and heighten satisfaction?

For several years, my company has used a simple model for defining, aligning, choreographing, measuring and enhancing UX by analysing a range of touchpoints across both online and offline experiences. Each of these touchpoints represents an interaction between the “user” and the “brand/company/service/whatever”. We have also defined an “ergonomics of need” which consists of five key points: Attitude, Expectation, Schedule, Environment, Origin. All of these points ultimately influence the importance and user perception of individual interactions and tasks.

Taken in its entirety: model, ergonomics, and measurement tools, our framework makes it easy to put something as abstract as “user experience” into more practical, quantifiable, hands-on terms.

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    Users, experience, and beyond Users, experience, and beyond Presentation Transcript

    • Users, experiences, and beyond Eric Reiss @elreiss UxPA Israel December 15, 2013 Tel Aviv, Israel
    • I would like to share: a model that helps us understand needs and responses a practical definition of user experience a tool to help identify, quantify, and prioritise key UX touchpoints
    • us·er noun 1: a person who makes use of a thing; someone who uses or employs something 2: a person who uses something or someone selfishly or unethically 3: a person who takes drugs
    • ex·per·i·ence noun 1: having been affected by or learned through observation or participation 2: the length of such participation
    • Eric’s 1st Law of UX: If a site does not solve your user’s problems, it will not solve your company’s either.
    • So, let’s start with the user
    • When would you use (simultaneously): An ergonomic seat designed for one person Optical lenses invented by Benjamin Franklin Alcoholic mixture invented by Dr. Iain Marshall Incandescent device invented by Thomas Edison Fabric made on a loom invented by JM Jacquard Rouge Royale (marble) Baskerville Light (typography) Domesticated mammal (This is often how our clients look at their content)
    • When would you use (in simpler terms): Armchair Bifocal eyeglasses Manhattan Cocktail Lightbulb Wool pullover Tabletop Book Cat (This is an easier way to look at content)
    • Lightbulb Eyeglasses Wool pullover Book Manhattan Cocktail Armchair Gus the Cat Marble tabletop
    • Sensory assistance Sensory assistance Warmth/comfort Education/information Chemical stimuli Convenience/comfort Companionship Convenience/comfort
    • Needs are always situational!
    • What are the needs of your users?
    • Historically, we looked at physical needs...
    • “Rys ergonomji czyli nauki o pracy,opartej na prawdach Poczerpniętych z Nauki Przyrody” “The Outline of Ergonomics, i.e. Science of Work, Based on the Truths Taken from the Natural Science” 1857 Henry Dreyfuss Wojciech Jastrzębowski
    • Henry Dreyfuss Alphonse Bertillon Wojciech Jastrzębowski
    • Henry Dreyfuss “Joe”
    • These measurements helped design everything in the photo (well, not Gus the Cat)
    • “Cognitive ergonomics” “Neuroergonomics” This is NOT just about improving well-being and system performance
    • Copyright could not be traced. Used for educational purposes only.
    • A thought... If ergonomics, anthropometrics, and human factors deal with physical requirements, is it possible to map similar requirements for cognitive functions?
    • The Ergonomics of Need “Moving from three dimensions to five”
    • Everything starts in neutral Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Relaxed Environment Stressful Personal Origin External Urgent
    • The ergonomics of need - AESEO Attitude a Expectation Schedule Environment Origin
    • Planning a personal vacation Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Relaxed Environment Stressful Personal Origin External Urgent
    • Need help with taxes Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Relaxed Environment Stressful Personal Origin External Urgent
    • Planning the boss’ vacation Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Relaxed Environment Stressful Personal Origin External Urgent
    • An introduction to experience design
    • ex·per·i·ence noun 1: having been affected by or learned through observation or participation 2: the length of such participation
    • Eric’s 2nd Law of UX: User experience is the sum of a series of interactions between people, devices, and events.
    • Eric’s 3rd Law of UX: There are three types of interaction: active, passive and secondary
    • Eric’s 4th Law of UX: UX design represents the conscious act of coordinating interactions, acknowledging interactions, and reducing negative interactions.
    • Three types of interaction: Active (things we control) Passive (things we don’t control) Secondary (things that have indirect influence)
    • Active interaction Photo courtesy of: musthavemenus.com
    • Active interaction Copyright could not be traced. Used for educational purposes only.
    • Passive interaction (partly) Photo courtesy of: johnmariani.com
    • Passive interaction Photo by Massimiliano Uccelletti, photonet.com
    • Secondary interaction Photo courtesy of: koit.radiotown.com
    • Secondary interaction Photo courtesy of: tomatolover.com
    • UX design combines all three activites Coordinating interactions that we can control Acknowledging interactions beyond our control Reducing negative interactions
    • Coordinating interactions Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au
    • Coordinating interactions Photo courtesy of: capetownwineblog.com
    • Coordinating interactions Photo courtesy of: Rootology under Wikipedia Commons License
    • Acknowledging interactions Photo courtesy of: TinyFarmBlog.com
    • Reducing negative interactions Photo courtesty of: kenlevine.blogspot.com
    • Reducing negative interactions Photo courtesy of: marchedimanche.typepad.com
    • Reducing negative interactions Photo courtesy of Andrew Sullivan
    • Mapping and evaluating
    • Mental model Source: boxesandarrows.com / Indie Young
    • Step 1: research Contextual enquiry Interviews Focus groups Surveys and feedback forms Personal observation
    • Step 2: prepare a scenario (X-log) Write down all possible touchpoints Use file cards or stickies Arrange them so they create a linear flow Tell the story to a colleague (without manus) This will show you where you need to fix the story
    • Step 3: write scenario (X-log) My family (my wife, myself, and our two kids) decided to go to the movies. We checked the internet and found the website for our local cinema complex after a quick search on Google. But we had to click three times to get to the program page and wait through a silly animated ad for a movie that hadn’t even been released yet. Worse still, we were forced to download a pdf to find out the specific movie names and playing times. And after all that, we couldn’t even order tickets online, much less purchase them, so we couldn’t avoid waiting in line when we arrived. You’d think a big four-screen complex would have a more sophisticated website. But we did find out what was showing, decided to see the latest Harry Potter movie, and piled into the car. Finding a parking place was easy. The theater has a big lot, which is important since driving to this particular theater is really our only option. Just as we were leaving the car, it really started to rain, but happily, the entrance wasn’t far away. There were three ticket windows open, so the lines were short. The girl behind the counter was noisily chewing gum and barely looked up during the entire transaction. In fact, she didn’t say a single word to me except to ask for the money. Wow, prices have really increased this past year. I was surprised at how expensive it was. The lobby was inviting and quite clean. We bought popcorn and soda at the concession and found our way to our particular auditorium. It was easy to spot the signs pointing the way. As we approached, we noticed overflowing trashcans with popcorn and other garbage from previous audiences. The seats were well-marked and easy to find. The seating was comfortable but there was old popcorn underfoot. The temperature in the room was pleasant, although all of the wet people made it get a little steamy. The sound was great and really enhanced the special effects, so we really enjoyed the movie. When we left, there was a nice usher, who opened the exits and wished us a pleasant evening as we went out. And it had stopped raining. A nice end to a nice family outing.
    • Step 4: scenario markup My family (my wife, myself, and our two kids) decided to go to the movies. We checked the internet 1 and found the website for our local cinema complex after a quick search on Google. But we had to click three times to get to the program page and wait through a silly animated ad for a movie that 2 3 hadn’t even been released yet. Worse still, we were forced to download a pdf to find out the specific 4 5 movie names and playing times. And after all that, we couldn’t even order tickets online, much less purchase them, so we couldn’t avoid waiting in line when we arrived. You’d think a big four-screen 5a complex would have a more sophisticated website. But we did find out what was showing, decided to see the latest Harry Potter movie, and piled into the car. Finding a parking place was easy.6 The theater has a big lot, which is important since driving to this 7 particular theater is really our only option. Just as we were leaving the car, it really started to rain, but 8 happily, the entrance wasn’t far away. 9 There were three ticket windows open, so the lines were short. The girl behind the counter was noisily 10 chewing gum and barely looked up during the entire transaction. In fact, she didn’t say a single word to me except to ask for the money. Wow, prices have really increased this past year. I was surprised at 11 12 how expensive it was. 13 The lobby was inviting and quite clean. We bought popcorn and soda 15 concession and found our at the 14 way to our particular auditorium. It was easy to spot the signs pointing the way. As we approached, we 16 17 noticed overflowing trashcans with popcorn and other garbage from previous audiences. 18 The seats were well-marked and easy to find.19 seating was comfortable but there was old popcorn The 20 underfoot.21 temperature in the room was pleasant,22 The although all of the wet people made it get a little steamy. The sound was great and really enhanced the special effects, so we really enjoyed the movie.25 23 24 who When we left, there was a nice usher, 25 opened the exits and wished us a pleasant evening as we went out. And it had stopped raining. A nice end to a nice family outing. 26 26a
    • Step 5: touchpoint identification 1. Find website on internet 2. Click three times to find relevant page on site 3. Reaction to irrelevant animation 4. Find schedule (download PDF) 5. Reaction to lack of purchasing options 5a. Opinion of website 6. Park car 7. Reaction to parking lot 8. Reaction to rain 9. Reaction to proximity of parking to entrance 10. Reaction to short line 11. Reaction to rude ticketseller 12. Buy tickets 13. Reaction to ticket prices 14. Reaction to lobby 15. Buy popcorn and soda 16. Find auditorium 17. React to overfilled trashcans 18. Find seats 19. Reaction to seats 20. Reaction to popcorn on floor 21. Reaction to temperature 22. Reaction to steaminess 23. Reaction to sound 24. Reaction to movie 25. Reaction to nice usher 26. Reaction to dry weather 26a. Opinion of evening Note that opinions are not really interactions, hence we have 5a and 26a.
    • Step 6: quantitative evaluation 1. 2. 3. Mark each individual interaction – the touchpoints Assign a value from 1 to 3 to each touchpoint in relation to its contribution to the overall experience Grade the experience on a scale from -3 to +3 +3 = fantastic +2 = good +1 = better than expected 0 = no effect on the ultimate user experience (interaction to be ignored?) -1 = poor -2 = awful -3 = mission critical 4. 5. Multiply the value by the grade to get a score (this is the really useful number) Note any events that are recurring, unique, or may be influenced by chronology (cause and effect relationships). Snapshot Re. to steaminess Value Grade Score Repeat Unique Chrono 1 -1 -1 ? Y Y
    • Step 6: quantitative evaluation
    • Step 6: some tips Do this with your clients It lets them participate actively It helps start a useful dialogue You can do this with a group, too It’s a good workshop task Try to remain neutral. Guide, don’t dictate. Refer back to the Ergonomics of Need if you are uncertain as to the Value rating to give something
    • Step 6a: quantitative evaluation Cleaning/climate Website Rude behaviour
    • Step 7: analysis Lack of online purchasing options is a key issue. Website has serious problems in general. Touchpoints 11, 15, and 25 suggest that additional emphasis should be placed on customer-service training for front-line personnel. Touchpoints 17 and 20 illustrate that cleaning is a problem. Touchpoints 22 revealed that the climate-control system was out of whack, which proved to be an easy repair.
    • Or the quick-and-dirty method...
    • So in summary… Understand the Ergonomics of Need for key scenarios Consider “user experience” as the sum of a series of interactions Write and chart a scenario to identify, quantify, and prioritise key interactions (touchpoints) Go out and make the world a better place
    • ‫שלום‬
    • Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com