Designing Beyond The Device

DESIGNING BEYOND THE DEVICE Jod Kaftan, @jodspeed 23 Aug 2012Friday, August 24, 12

I WAS EXPECTING SOMETHING LIKE THISFriday, August 24, 12

NOT THISFriday, August 24, 12

I DREAMED OF LEAVING TOWNFriday, August 24, 12

OR CHANGING MY IDENTITY ALTOGETHERFriday, August 24, 12

IT STARTED GETTING WEIRDFriday, August 24, 12

Agenda Meaning Makes the Device Start With The Customer Journey Content vs. Tasks Go Beyond the ScreenFriday, August 24, 12

1. MEANING MAKES THE DEVICEFriday, August 24, 12

MEANING-ORIENTED DESIGN USER MAPS CONTENT MODELING,STORIES SKETCHING, BUILDING, TESTING 1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT & TASKS 3. EXPRESS SOLUTIONS TO FIND OPPORTUNITIES FOR CREATING MEANING TO EXPLORE MEANING TO ARTICULATE MEANINGFriday, August 24, 12

MEANING-ORIENTED DESIGN USER MAPS CONTENT MODELING,STORIES SKETCHING, BUILDING, TESTING 1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT & TASKS 3. EXPRESS SOLUTIONS TO FIND OPPORTUNITIES FOR CREATING MEANING TO EXPLORE MEANING TO ARTICULATE MEANING THE STATE OF THE WORLD WHAT IT COULD BE WHAT IT MUST BEFriday, August 24, 12

MEANING-ORIENTED DESIGN in

words,

DEVICE

mind USER MAPS CONTENT MODELING,STORIES SKETCHING, BUILDING, TESTING 1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT & TASKS 3. EXPRESS SOLUTIONS TO FIND OPPORTUNITIES FOR CREATING MEANING TO EXPLORE MEANING TO ARTICULATE MEANING THE STATE OF THE WORLD WHAT IT COULD BE WHAT IT MUST BEFriday, August 24, 12

DE.VICE (DIH.VAHYS) NOUN 1. A THING MADE FOR A PARTICULAR PURPOSE 2. TO AROUSE A DESIRED REACTIONFriday, August 24, 12

PUR.POSE (PUR.PUHS) NOUN 1. THE REASON FOR WHICH SOMETHING EXISTSFriday, August 24, 12

THEREFORE, EVERYTHING IS A DEVICEFriday, August 24, 12

A DEVICE EXISTS TO SERVE A NEEDFriday, August 24, 12

THE THING IS, NEEDS DON’T REALLY CHANGE —OUR EXPECTATIONS DOFriday, August 24, 12

another definition of a mental model: An expectation of how something works to serve a particular needFriday, August 24, 12

BUT, WE’RE NOT ALWAYS CONSCIOUS OF OUR NEEDSFriday, August 24, 12

TR AD IT IO NA LU CONSCIOUS NEEDS ME CD AN IN G OR IE NT ED MENTAL MODELS DE SI STABLE GN FLUID NO MENTAL MODELS UNCONSCIOUS NEEDSFriday, August 24, 12

ULTIMATELY, WE NEED TO TRANSFORM NEEDS INTO CULTURE CULTURE MEANING CONTEXT EXPECTATIONS NEEDSFriday, August 24, 12

MEANING SOLIDIFIES AS CULTUREFriday, August 24, 12

A RELENTLESS FOCUS ON CREATING MEANING TRANSCENDS THE CONSTRAINT OF THE DEVICEFriday, August 24, 12

BE THE CREATORS OF BE THE CREATORS OF CULTURAL PATTERNS, NOT SCREENS CULTURAL PATTERNS NOT SCREENSFriday, August 24, 12

2. START WITH THE CUSTOMER JOURNEYFriday, August 24, 12

MARKETING IS DEAD “BUYERS ARE NO LONGER PAYING ATTENTION. SEVERAL STUDIES HAVE CONFIRMED THAT IN THE ‘BUYERS DECISION JOURNEY,’ TRADITIONAL MARKETING COMMUNICATIONS JUST AREN’T RELEVANT. BUYERS ARE CHECKING OUT INFORMATION IN THEIR OWN WAY, OFTEN THROUGH SOURCES SUCH AS WORD-OF-MOUTH AND CUSTOMER REVIEWS” —HARVARD BUSINESS REVIEWFriday, August 24, 12

THE OLD WAY AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY LINEARFriday, August 24, 12

THE NEW WAY MAJORITY MINORITY LIFE UNCONSCIOUS SENSING + TRIGGERS ACTIVE EVALUATION WORD OF MOUTH CIRCULAR ACTIVE PURCHASE LOYALTY PASSIVE LOYALTYFriday, August 24, 12

HOW DO YOU MOVE TO ACTIVE LOYALTY? SERVE PEOPLE MORE MEANINGFULLYFriday, August 24, 12

A SIMPLE CJ MAPFriday, August 24, 12

A SIMPLE CJ MAP D ’OH!Friday, August 24, 12

Friday, August 24, 12

CONTEXTFriday, August 24, 12

CONTEXT need?Friday, August 24, 12

CONTEXT conscious? need?Friday, August 24, 12

CONTEXT conscious? need? unconscious?Friday, August 24, 12

KNOWING CONSCIOUS AND UNCONSCIOUS NEEDS IS NOT ENOUGHFriday, August 24, 12

THE KANO MODEL—3 NEED TYPES HIGH ONE- ATTRACTIVE DIMENSIONAL CUSTOMER SATISFACTION MUST BE LOW FULLY ABSENT CHARACTERISTIC IMPLEMENTED MUST BE CUSTOMER ASSUMES SOLUTIONS ARE FULLY IN PLACE. IF NOT THEY WILL BE UNHAPPY ONE-DIMENSIONAL CUSTOMER DESIRES SOLUTIONS BUT THEY DON’T EXPECT THEM TO BE FULLY IN PLACE ATTRACTIVE CUSTOMERS DO NOT EXPECT FEATURES BUT ARE HAPPY WHEN THEY’RE IN PLACE SOURCE: FORRESTERFriday, August 24, 12

MAKING MEANING ISN’T EASY GET INFERENCE FILTERS HOME FAST CLASSIFICATION INTERESTS FUTURE JUDGEMENT SENSING NEED MEANING BASIC RELEVANCE EXPECTATION EVALUATION RECOGNITION SUCCESS CONTEXT THREAT TRUST CRITERIA NEEDS * GOALS * VALUES * BELIEFS * MEMORYFriday, August 24, 12

MAKING MEANING ISN’T EASY what’s it got to do with me? Surprise or delight? Is this ethical? GET INFERENCE FILTERS HOME FAST CLASSIFICATION INTERESTS FUTURE JUDGEMENT SENSING NEED MEANING BASIC RELEVANCE EXPECTATION EVALUATION RECOGNITION what is it? CONTEXT SUCCESS THREAT TRUST Should I CRITERIA repeat this? where is it? is this dangerous? NEEDS * GOALS * VALUES * BELIEFS * MEMORYFriday, August 24, 12

Q: WHAT DESIGN SOLUTION WOULD MAKE “GET HOME FAST” THE MOST MEANINGFUL? GET HOME INFERENCE FILTERS FAST CLASSIFICATION INTERESTS FUTURE JUDGEMENT SENSING NEED MEANING BASIC RELEVANCE FORECAST EVALUATION RECOGNITION SUCCESS CONTEXT THREAT TRUST CRITERIA A: PASSING*THE TRUSTMEMORY NEEDS * GOALS VALUES * BELIEFS * FILTERFriday, August 24, 12

DO YOU NEED AN INTERMISSION?Friday, August 24, 12

MEANING-ORIENTED DESIGN USER MAPS CONTENT MODELING,STORIES SKETCHING, BUILDING, TESTING 1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT & TASKS 3. EXPRESS SOLUTIONS TO FIND OPPORTUNITIES TO EXPLORE MEANING TO ARTICULATE MEANING FOR CREATING MEANING THE STATE OF THE WORLD WHAT IT COULD BE WHAT IT MUST BEFriday, August 24, 12

3. CONTENT VS. TASKSFriday, August 24, 12

WHICH IS REALLY TO SAY...Friday, August 24, 12

WHICH IS REALLY TO SAY... GREAT LESS TASTE! FILLING!Friday, August 24, 12

LONG LIVE THE M.SITE! “Desktop computers and mobile devices are so different that the only way to offer a great user experience is to create two seperate designs” —Jacob Nielsen, Usability GuruFriday, August 24, 12

WE’RE SCREWED?Friday, August 24, 12

CONTENT FIRST TASKS FIRST “There is no mobile web. We should be platform-agnostic for content and platform-aware for “There is a case to be made for content to user experience.” —Stephen Hay not simply shift or hide, but to change altogether. For it to change based on certain “There’s a general agreement that the “mobile” contexts; based on use cases. Top tasks user is not to be triﬂed with; give them the dictate use cases, and use cases dictate content they want as quickly as possible ‘cause content.” they’re in a hurry. But the corollary does not hold true. Why do we think that the “desktop” “I believe there is a case to be made that user is more willing to put up with having top tasks are different when the user’s unnecessary crap thrown at them?” —Jeremy circumstances are different. The Keith circumstances in question arent the type of device the user has, but his location, his situation, and his need for certain “The future of adaptive content is having a information” —Christian Lustig clean base of structure to work with. [...] One well-structured ﬂexible reusable set of content that can be published to many “All websites have a very small set of killer places. This isn’t writing for one medium and tasks that really matter to the customer. Web shifting it to others. We need to write management is about perfecting the platform-agnostic content.” —Karen McGrane completion of these killer tasks—the 25:5 rule states that 5 percent of the content is read by 25% of the peoople.” —Gerry McGovern “Content out, not canvas in” —Mark BoultonFriday, August 24, 12

TASKS FIRST: INDIE YOUNGFriday, August 24, 12

TASKS FIRST: INDIE YOUNG what will be the most meaningful content?Friday, August 24, 12

CONTENT FIRST: NPR’S COPEFriday, August 24, 12

CONTENT FIRST: NPR’S COPE most meaningful content?Friday, August 24, 12

IT’S A QUESTION OF EMPHASIS PASSIVE ENGAGEMENT ACTIVE ENGAGEMENT CONTENT FIRST WHEN TASKS FIRST WHEN CREATING CONTENT- CREATING APPLICATION- CENTRIC EXPERIENCES CENTRIC EXPERIENCES —NOT, OF COURSE, AT —NOT, OF COURSE, AT THE EXPENSE OF ANALYZING THE EXPENSE OF TASKS ANALYZING CONTENTFriday, August 24, 12

NEITHER APPROACH WILL LIKELY DISRUPT INTERACTION PARADIGMS—THEY ARE TACTICAL BEST PRACTICESFriday, August 24, 12

MEANING FIRST PERCEPTION 4 TYPES OF ENGAGEMENT COGNITION EMOTION A MEANINGFUL DESIGN SOLUTION WILL FIND A WAY TO RESONATE THROUGH THE FOUR TYPES OF ENGAGEMENT ACTION SOURCE: JJGFriday, August 24, 12

MEANING FIRST Information Design PERCEPTION 4 TYPES OF ENGAGEMENT COGNITION EMOTION A MEANINGFUL DESIGN SOLUTION WILL FIND A WAY TO RESONATE THROUGH THE FOUR TYPES OF ENGAGEMENT ACTION Information Architecture SOURCE: JJGFriday, August 24, 12

MEANING FIRST Information Design Visual Design PERCEPTION Navigation Design 4 TYPES OF ENGAGEMENT COGNITION EMOTION A MEANINGFUL DESIGN SOLUTION WILL FIND A WAY TO RESONATE THROUGH THE FOUR TYPES OF ENGAGEMENT ACTION Information Architecture SOURCE: JJGFriday, August 24, 12

MEANING FIRST Information Design Visual Design PERCEPTION Navigation Design 4 TYPES OF ENGAGEMENT COGNITION EMOTION A MEANINGFUL DESIGN SOLUTION WILL FIND A WAY TO RESONATE THROUGH THE FOUR TYPES OF ENGAGEMENT Interface Design ACTION Information Architecture Interaction Design SOURCE: JJGFriday, August 24, 12

MEANING FIRST PERCEPTION 4 TYPES OF ENGAGEMENT The Final Frontier COGNITION EMOTION A MEANINGFUL DESIGN EMOTION SOLUTION WILL FIND A WAY TO RESONATE THROUGH THE FOUR TYPES OF ENGAGEMENT ACTION SOURCE: JJGFriday, August 24, 12

MEANING-ORIENTED DESIGN USER MAPS CONTENT MODELING,STORIES SKETCHING, BUILDING, TESTING 1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT & TASKS 3. EXPRESS SOLUTIONS TO FIND OPPORTUNITIES TO EXPLORE MEANING TO ARTICULATE MEANING FOR CREATING MEANINGFriday, August 24, 12

MEANING-ORIENTED DESIGN USER MAPS CONTENT MODELING,STORIES SKETCHING, BUILDING, TESTING 1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT & TASKS 3. EXPRESS SOLUTIONS TO FIND OPPORTUNITIES TO EXPLORE MEANING TO ARTICULATE MEANING FOR CREATING MEANING THE STATE OF THE WORLD WHAT IT COULD BE WHAT IT MUST BEFriday, August 24, 12

4. GO BEYOND THE SCREENFriday, August 24, 12

WHAT’S WRONG WITH THIS PICTURE? t uc prod industrial designers interaction designers PRODUCT MARKETINGFriday, August 24, 12

WHAT’S RIGHT WITH THIS PICTURE? t uc prod industrial designers industrial designers interaction designers interaction designers PRODUCT MARKETINGFriday, August 24, 12

WHAT’S WRONG WITH THIS PICTURE? http://bit.ly/O2uUj1Friday, August 24, 12

BRET VICTOR’S RANT “My problem is — this vision, from an interaction perspective, is not visionary. Its a timid increment from the status quo, and the status quo, from an interaction perspective, is actually rather terrible. I call this technology Pictures Under Glass. Pictures Under Glass sacriﬁce all the tactile richness of working with our hands, offering instead a hokey visual facade. Pictures Under Glass is an interaction paradigm of permanent numbness. Its a Novocaine drip to the wrist. It denies our hands what they do best. And yet, its the star player in every Vision Of The Future. And this is my plea — be inspired by the untapped potential of human capabilities. Dont just extrapolate yesterdays technology and then cram people into it.” —BRET VICTORFriday, August 24, 12

TONIGHT’S BATTLE CRY LESS MORE INPUTS FEEDBACKFriday, August 24, 12

Friday, August 24, 12

LET’S DO THIS!Friday, August 24, 12

THANKS... (MAY JOD BE WITH YOU)Friday, August 24, 12

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Designing Beyond The Device

by Ud on Aug 24, 2012

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