“Virgins, Spaceships & Hobnailed Boots”


Paul Dawson
Conchango
The Introduction
Always a good place to start
What’s this all about?


And how did that title
make it past the Microsoft
censors?
But first, who am I?


Like we care… just get on with the
darn presentation.
I run user experience at Conchango


I don’t work for Microsoft
I’m a Creative


Doesn’t look it from that outfit…
And a technologist


No way!
I’ve seen you on Rock Band!
And my clients have to make money too


No s#!* Sherlock!
Clients like these:


Oh no, here we go!
Conchango?
Oh, I see, he’s doing the ‘creds’ bit – ok, well it
will be over in a minute...
We create the digital experiences
people love



We do customer insight, brand experience,
innovation, design and build…
we’re rated industry leaders two years in a row




13
And in technology too


Microsoft Gold Certified Partners in 8
competencies
Members of the Silverlight 2.0 TAP
How did I do on the ‘creds’ bit?


Hmmm, well let’s see how he does –
I’ll tell you later.
The gentle introduction to the concepts
Where is he going with this? Maybe I will Twittr
@John and get him over from that ...
© 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
© 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
© 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
© 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
Thanks Matt!




© 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
The point?


If you’d designed that building, would you
ever have considered that scenario?
What do you consider when you design
for digital?

The web? A mobile phone? A kiosk?
The Mall? The home? The call center? ...
We call it ‘Total Experience Design’


You’ve got to think wider
You simply don’t know, what you don’t know
When you do th...
But what do we mean by experience?


And why does it matter?
First let me tell you why I love Virgins




“more experience than our name suggests”
Is it this guy?
Even these get a splash…




                 Meike van Schijndel - “kisses”
But safety & security…


It’s every airline’s Number 1 priority
You can’t mess with that
Experience can’t touch that… can ...
thanks to Lysette @ Virgin Atlantic for
trusting me with that DVD!
And the point of all this?


This is experience and it matters!
Making an emotional connection is what counts

           ...
To coin a phrase


“Brilliant basics, magic touches”
To coin a phrase


   Brilliant basics = Loyalty
   Magic touches = Experience

   Loyalty + Experience = Advocacy
So how do you translate


Pepper pots and urinals to a digital experience?
(do you see a toilet theme emerging here?)
Well let’s see how a new
Virgin company did it
So what is my research methodology?

It’s simple...




                      I follow the crowd
Well, you’d certainly get aircraft


Tagged ‘Virgin America’ on Flickr
Theme number 2:
You’d certainly expect seats
Tagged ‘Virgin America’ on Flickr
Theme Number 3: Food


Tagged ‘Virgin America’ on Flickr
Would you expect something moody?


Tagged ‘Virgin America’ on Flickr
You might even expect:
The In-Flight Entertainment Controller
Tagged ‘Virgin America’ on Flickr
But how much would you expect:
Friends or their destination?
Tagged ‘Virgin America’ on Flickr
Would you expect: Safety & Security?


Tagged ‘Virgin America’ on Flickr
And at last, we go digital: “IFE”


InFlight Entertainment
Tagged ‘Virgin America’ on Flickr
Hang on, this is a Microsoft Conference!


So to balance the picture...
What do you think the tally was?
     Number of smutty jokes about “Virgins” : 4

                                        ...
50

45

40

35

 30

 25

 20

     15
                                                                                   ...
50

45

40

35

 30

 25

 20

     15
                                                                                   ...
50

45

40

35

 30

 25

 20

     15
                                                                                   ...
50

45

40

35

 30

 25

 20

     15
                                                                                   ...
80


70


60


 50


 40


 30

                                                                                          ...
So that’s onboard.


What about online?
Getting off the ground


Online campaign
YouTube videos
Use public opinion
  to sway the FAA
Brand Communications
On the web
So, they get it...


A very tight focus on who their customer is
Reinforce the brand through every
  interaction
Design te...
The ‘getting round to it’ bit
We’re still drawing you closer to the stuff you
do every day…
Let’s look at the tools we use every day:

User-Centred Design:
  Experience Architecture
  Detailed Personas
  Scenario A...
Personas and scenario analysis


You should know about personas by now
You can’t be user-centred without them…
More vital though…


Is that they are useful
So, immerse yourselves in them
Get to know them
Maybe even date them…
To illustrate


So let me show you another Conchango
customer who gets experience
The grandest
store in the world
A Harrods persona



                    Representative
                    Realistic
                    Challenging
    ...
But how do we get to know her?




                   Our persona
                    documents are good,
                ...
Note on personas

It’s not a document, it’s a human being!
So here’s a neat trick…
Get to know them, and hear their story ...
The big meaty middle bit
Obligatory to keeping the audience in the room
Experience Planning


And the Experience Architecture
Tools & Tips – Part 1

The Experience Architecture

Builds on the principles of user-centred design
Gives a framework to h...
Why use it?

Projects are hard!
  Balancing forward-thinking with getting
     something built
  The dangers of setting to...
What is it?

The Experience Architecture

   We need something that is easy to agree on
   Something everyone in the busin...
What is it?

The Experience Architecture

   It communicates ideas, not executions
   It helps formulate additional ideas
...
What it is, and what it is not


It is:
   A framework for innovation
   A planning tool
   A communications tool
What it is, and what it is not


It is not:
   A full blown design process
   The answers
Here’s one…
Let’s try one…


The only way to bring something
to life is to try it

(tell, show, tell!)
We need an example...


Should it be retail, finance, .com, b2b, b2c?
There’s nothing more tangible than
outer space!
So let me introduce you to...
Ok Paul…


remember, this is the bit where you switch
over to the other machine!
Surely this sells itself?


Yes, but...
   Early day pioneers vs. five years time
   Time & Attention vs. Cost
So what are we going to do?

It’s a pre-stage to full blown UCD
  We need to know something about customer
  We need ‘char...
And before we get started...


This is just us – you and me – thinking
  hypothetically...
What will Virgin Galactic and t...
The Virgin Galactic Glass Wall


by Paul, Trond, Matt & Rupert
You need one of these...
And some of these...
Copy-writers help... a lot.
Start: Needs, goals, aspirations, concerns
Think challenges, for you, for customer
Think challenges, for you, for customer
Start building a persona
Make them challenging & believable
Work out what stories will help you
Start bringing in the detail – make them real
We’re getting close to personas
With real names and stories
Sometimes you get things wrong...
Let’s tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Don’t be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching – to bring the important ones to life
Start sketching – to bring the important ones to life
Start sketching – to bring the important ones to life
Start sketching – to bring the important ones to life
Now the ideas start to come out...
What are the new touchpoints,
and how do they address our personas?
Before?
What about afterwards?
How do they interact with others?
How do we put them back in the loop?
Start thinking about how it ‘feels’
Guess we’re talking brand experience?
Not graphic design... we’re saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up?
You need one of these...




     TONY
You need one of these...
How do you arrive at them?
It’s a process of ‘making sense of it all’
Abstract out the principles
Systematise your thinkin...
How do you use it?


To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally?


OK, so we said it wasn’t about execution…
But you’ve got to show where these t...
Stories lead to scenarios
Now get in to the detail
Things like this: The Wall
TROND
But I say again...


This is just us – you and me – thinking
  hypothetically...
What will Virgin Galactic and their
  cus...
Back to earth
Bring it back to something we can all relate to!
Let’s see what this process has driven out




Abertis
Just a work in progress
Let’s see what this process has driven out




OLI, from Otto
and their ‘Look Book’
The Conclusion
Always a good place to end
Experience planning is key


Use Experience Architecture
Drive out your key personas
Then go on and validate them through ...
Total Experience Design


Breaks down silos
Makes for the ‘best’ customer experience
Experience Architectures


Will help you drive projects forward
Keeps everyone on board
Get used over, and over again
When your technology reaches kiosks,
mobile, interactive walls and the web....
Total Experience design helps make it work
...
For more...


blogs.conchango.com/pauldawson
www.conchango.com
The Big Finish


Go out and create the digital
experiences people love

But don’t stay in your box…
The “well, this is Vegas baby!” bit
A mandatory inclusion at MIX
Because experience takes all forms


And the best hit as many sensory inputs as possible
And because we haven’t focused on...
Come give us your business card


And we’ll pick out a winner
4 free tickets to Stomp! Here in Vegas tonight!
Winners anno...
That’s it!


blogs.conchango.com/pauldawson
Twitter: poleydee
Email:    paul.dawson@conchango.com
Virgins, Spaceships and Hob-nailed Boots!
Virgins, Spaceships and Hob-nailed Boots!
Virgins, Spaceships and Hob-nailed Boots!
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Virgins, Spaceships and Hob-nailed Boots!
Virgins, Spaceships and Hob-nailed Boots!
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Experience Design must go wider than simply 'the Web'-for any business. Using well known brands like Virgin and Harrods as case studies, you will learn how to create Experience Architectures that touch all customer interactions and how great offline customer experience can flow into digital media.

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Virgins, Spaceships and Hob-nailed Boots!

  1. 1. “Virgins, Spaceships & Hobnailed Boots” Paul Dawson Conchango
  2. 2. The Introduction Always a good place to start
  3. 3. What’s this all about? And how did that title make it past the Microsoft censors?
  4. 4. But first, who am I? Like we care… just get on with the darn presentation.
  5. 5. I run user experience at Conchango I don’t work for Microsoft
  6. 6. I’m a Creative Doesn’t look it from that outfit…
  7. 7. And a technologist No way! I’ve seen you on Rock Band!
  8. 8. And my clients have to make money too No s#!* Sherlock!
  9. 9. Clients like these: Oh no, here we go!
  10. 10. Conchango? Oh, I see, he’s doing the ‘creds’ bit – ok, well it will be over in a minute...
  11. 11. We create the digital experiences people love We do customer insight, brand experience, innovation, design and build…
  12. 12. we’re rated industry leaders two years in a row 13
  13. 13. And in technology too Microsoft Gold Certified Partners in 8 competencies Members of the Silverlight 2.0 TAP
  14. 14. How did I do on the ‘creds’ bit? Hmmm, well let’s see how he does – I’ll tell you later.
  15. 15. The gentle introduction to the concepts Where is he going with this? Maybe I will Twittr @John and get him over from that other session…
  16. 16. © 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
  17. 17. © 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
  18. 18. © 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
  19. 19. © 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
  20. 20. Thanks Matt! © 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)
  21. 21. The point? If you’d designed that building, would you ever have considered that scenario?
  22. 22. What do you consider when you design for digital? The web? A mobile phone? A kiosk? The Mall? The home? The call center? The pub next door?
  23. 23. We call it ‘Total Experience Design’ You’ve got to think wider You simply don’t know, what you don’t know When you do this – interesting things start to happen....
  24. 24. But what do we mean by experience? And why does it matter?
  25. 25. First let me tell you why I love Virgins “more experience than our name suggests”
  26. 26. Is it this guy?
  27. 27. Even these get a splash… Meike van Schijndel - “kisses”
  28. 28. But safety & security… It’s every airline’s Number 1 priority You can’t mess with that Experience can’t touch that… can it?
  29. 29. thanks to Lysette @ Virgin Atlantic for trusting me with that DVD!
  30. 30. And the point of all this? This is experience and it matters! Making an emotional connection is what counts “I just love it...”
  31. 31. To coin a phrase “Brilliant basics, magic touches”
  32. 32. To coin a phrase Brilliant basics = Loyalty Magic touches = Experience Loyalty + Experience = Advocacy
  33. 33. So how do you translate Pepper pots and urinals to a digital experience? (do you see a toilet theme emerging here?)
  34. 34. Well let’s see how a new Virgin company did it
  35. 35. So what is my research methodology? It’s simple... I follow the crowd
  36. 36. Well, you’d certainly get aircraft Tagged ‘Virgin America’ on Flickr
  37. 37. Theme number 2: You’d certainly expect seats Tagged ‘Virgin America’ on Flickr
  38. 38. Theme Number 3: Food Tagged ‘Virgin America’ on Flickr
  39. 39. Would you expect something moody? Tagged ‘Virgin America’ on Flickr
  40. 40. You might even expect: The In-Flight Entertainment Controller Tagged ‘Virgin America’ on Flickr
  41. 41. But how much would you expect: Friends or their destination? Tagged ‘Virgin America’ on Flickr
  42. 42. Would you expect: Safety & Security? Tagged ‘Virgin America’ on Flickr
  43. 43. And at last, we go digital: “IFE” InFlight Entertainment Tagged ‘Virgin America’ on Flickr
  44. 44. Hang on, this is a Microsoft Conference! So to balance the picture...
  45. 45. What do you think the tally was? Number of smutty jokes about “Virgins” : 4 76 80 70 60 50 40 31 26 25 30 21 17 16 20 11 5 3 10 0 Aircraft Food Seats Cabin Safety IFE People Service Google Linux Maps Reboot
  46. 46. 50 45 40 35 30 25 20 15 British Airways 10 Continental Alaskan 5 0 United Airlines Aircraft Food Seats Cabin Virgin America Safety IFE People Service Google Linux Maps Reboot
  47. 47. 50 45 40 35 30 25 20 15 British Airways 10 Continental Alaskan 5 0 United Airlines Aircraft Food Seats Cabin Virgin America Safety IFE People Service Google Linux Maps Reboot
  48. 48. 50 45 40 35 30 25 20 15 British Airways 10 Continental Alaskan 5 0 United Airlines Aircraft Food Seats Cabin Virgin America Safety IFE People Service Google Linux Maps Reboot
  49. 49. 50 45 40 35 30 25 20 15 British Airways 10 Continental Alaskan 5 0 United Airlines Aircraft Food Seats Cabin Virgin America Safety IFE People Service Google Linux Maps Reboot
  50. 50. 80 70 60 50 40 30 British Airways 20 Continental 10 Alaskan 0 United Airlines Aircraft Food Seats Cabin Virgin America Safety IFE People Service Google Linux Maps Reboot
  51. 51. So that’s onboard. What about online?
  52. 52. Getting off the ground Online campaign YouTube videos Use public opinion to sway the FAA
  53. 53. Brand Communications
  54. 54. On the web
  55. 55. So, they get it... A very tight focus on who their customer is Reinforce the brand through every interaction Design team step outside their ‘bounds’ “Total Experience Design”
  56. 56. The ‘getting round to it’ bit We’re still drawing you closer to the stuff you do every day…
  57. 57. Let’s look at the tools we use every day: User-Centred Design: Experience Architecture Detailed Personas Scenario Analysis (story telling) User Flows Information Architecture Interaction Design Prototyping Testing Iterative development & testing (Agile)
  58. 58. Personas and scenario analysis You should know about personas by now You can’t be user-centred without them…
  59. 59. More vital though… Is that they are useful So, immerse yourselves in them Get to know them Maybe even date them…
  60. 60. To illustrate So let me show you another Conchango customer who gets experience
  61. 61. The grandest store in the world
  62. 62. A Harrods persona Representative Realistic Challenging Represents business value
  63. 63. But how do we get to know her? Our persona documents are good, but not that good!
  64. 64. Note on personas It’s not a document, it’s a human being! So here’s a neat trick… Get to know them, and hear their story all at the same time…
  65. 65. The big meaty middle bit Obligatory to keeping the audience in the room
  66. 66. Experience Planning And the Experience Architecture
  67. 67. Tools & Tips – Part 1 The Experience Architecture Builds on the principles of user-centred design Gives a framework to hang thinking around
  68. 68. Why use it? Projects are hard! Balancing forward-thinking with getting something built The dangers of setting too high an expectation versus not being innovative enough It helps you prioritise on the ‘danger zones’ It keeps everything focused on being user- centred, and business justified
  69. 69. What is it? The Experience Architecture We need something that is easy to agree on Something everyone in the business ‘gets’ Something that everyone in the team buys into and sees the value in And we don’t want to exclude them from participating in the design of it…
  70. 70. What is it? The Experience Architecture It communicates ideas, not executions It helps formulate additional ideas It helps shape overall flow It defines entry and exit points It gets everyone thinking along the same lines
  71. 71. What it is, and what it is not It is: A framework for innovation A planning tool A communications tool
  72. 72. What it is, and what it is not It is not: A full blown design process The answers
  73. 73. Here’s one…
  74. 74. Let’s try one… The only way to bring something to life is to try it (tell, show, tell!)
  75. 75. We need an example... Should it be retail, finance, .com, b2b, b2c?
  76. 76. There’s nothing more tangible than outer space! So let me introduce you to...
  77. 77. Ok Paul… remember, this is the bit where you switch over to the other machine!
  78. 78. Surely this sells itself? Yes, but... Early day pioneers vs. five years time Time & Attention vs. Cost
  79. 79. So what are we going to do? It’s a pre-stage to full blown UCD We need to know something about customer We need ‘characters’ We need to tell their stories We need to think ahead 3-5 years We need to be creative and free-thinking Let’s see what we did in two days...
  80. 80. And before we get started... This is just us – you and me – thinking hypothetically... What will Virgin Galactic and their customers think? Who knows! Legalese: Nothing in this presentation represents a contractual promise or advertisement of services or products... It’s all just ideas baby!
  81. 81. The Virgin Galactic Glass Wall by Paul, Trond, Matt & Rupert
  82. 82. You need one of these...
  83. 83. And some of these...
  84. 84. Copy-writers help... a lot.
  85. 85. Start: Needs, goals, aspirations, concerns
  86. 86. Think challenges, for you, for customer
  87. 87. Think challenges, for you, for customer
  88. 88. Start building a persona
  89. 89. Make them challenging & believable
  90. 90. Work out what stories will help you
  91. 91. Start bringing in the detail – make them real
  92. 92. We’re getting close to personas
  93. 93. With real names and stories
  94. 94. Sometimes you get things wrong...
  95. 95. Let’s tell the stories
  96. 96. Time to get emotional
  97. 97. The highs
  98. 98. The lows
  99. 99. Begin to systematise
  100. 100. Don’t be afraid to be pessimistic
  101. 101. Start layering on the touchpoints
  102. 102. Start layering on the touchpoints
  103. 103. Start layering on the touchpoints
  104. 104. Touchpoints online and offline
  105. 105. Start sketching – to bring the important ones to life
  106. 106. Start sketching – to bring the important ones to life
  107. 107. Start sketching – to bring the important ones to life
  108. 108. Start sketching – to bring the important ones to life
  109. 109. Now the ideas start to come out...
  110. 110. What are the new touchpoints, and how do they address our personas?
  111. 111. Before?
  112. 112. What about afterwards?
  113. 113. How do they interact with others?
  114. 114. How do we put them back in the loop?
  115. 115. Start thinking about how it ‘feels’
  116. 116. Guess we’re talking brand experience?
  117. 117. Not graphic design... we’re saying what it feels like
  118. 118. Commercial ideas come out too
  119. 119. Commercial ideas come out too
  120. 120. So where do you end up?
  121. 121. You need one of these... TONY
  122. 122. You need one of these...
  123. 123. How do you arrive at them? It’s a process of ‘making sense of it all’ Abstract out the principles Systematise your thinking Have a single high-minded ideal TONY
  124. 124. How do you use it? To re-tell the story To help set scope To get the business to make decisions To bring personas to life
  125. 125. How might this manifest itself digitally? OK, so we said it wasn’t about execution… But you’ve got to show where these things lead haven’t you?!
  126. 126. Stories lead to scenarios Now get in to the detail
  127. 127. Things like this: The Wall
  128. 128. TROND
  129. 129. But I say again... This is just us – you and me – thinking hypothetically... What will Virgin Galactic and their customers think? Who knows! Legalese: Nothing in this presentation represents a contractual promise or advertisement of services or products... It’s all just ideas baby!
  130. 130. Back to earth Bring it back to something we can all relate to!
  131. 131. Let’s see what this process has driven out Abertis Just a work in progress
  132. 132. Let’s see what this process has driven out OLI, from Otto and their ‘Look Book’
  133. 133. The Conclusion Always a good place to end
  134. 134. Experience planning is key Use Experience Architecture Drive out your key personas Then go on and validate them through a fuller UCD process
  135. 135. Total Experience Design Breaks down silos Makes for the ‘best’ customer experience
  136. 136. Experience Architectures Will help you drive projects forward Keeps everyone on board Get used over, and over again
  137. 137. When your technology reaches kiosks, mobile, interactive walls and the web.... Total Experience design helps make it work for the ‘person’ who has to experience it
  138. 138. For more... blogs.conchango.com/pauldawson www.conchango.com
  139. 139. The Big Finish Go out and create the digital experiences people love But don’t stay in your box…
  140. 140. The “well, this is Vegas baby!” bit A mandatory inclusion at MIX
  141. 141. Because experience takes all forms And the best hit as many sensory inputs as possible And because we haven’t focused on the auditory today…
  142. 142. Come give us your business card And we’ll pick out a winner 4 free tickets to Stomp! Here in Vegas tonight! Winners announced on MIX08 twittr feed
  143. 143. That’s it! blogs.conchango.com/pauldawson Twitter: poleydee Email: paul.dawson@conchango.com

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