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Moving from task based to experience based design


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In an increasingly multi-channel world it's important to look at the entire end to end experience that a customer receives, not just to focus on individual customer tasks, interactions and touch …

In an increasingly multi-channel world it's important to look at the entire end to end experience that a customer receives, not just to focus on individual customer tasks, interactions and touch points. This presentation covers how to move from a task based design mind-set to an experience based design mind-set, along with some key tools and techniques for designing true multi-channel experiences and for mapping out the complete end to end customer journey.

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  • Will have opportunity to put some of this into practice
    Feel free to ask questions at any point – don’t want to do all the talking myself
  • UX lead at TUI UK & Ireland
    Part of TUI – Europe’s largest tour operator
    And one of the world's leading leisure travel companies operating in over 180 countries with more than 30 million customers
    Have a lot of different brands within the UK
  • Also clearly a Photoshop Jedi master…
  • Task just one piece of the UX design puzzle
    E.g. Experience of attending UX Cambridge
  • A lot of UX design is focused on tasks
    Spend a lot of time as a UX designer thinking about user tasks
  • Can be difficult to see the bigger picture
  • Can lead to a fragmented customer experience
    Tasks on their own are fine but don’t fit well together
  • Might not even be focussing on the right tasks
    Can often be a problem when you’re not able to look at the bigger picture
  • Or to put it another way design is concerned with pretty much everything
  • It’s not just about individual tasks, it’s about the overall experience
    The sum of experiences…
  • Helps you to consider the bigger picture before drilling into the detail
  • Helps to show things from the customer’s perspective
    Most organisations only see things through an organisational perspective
  • Helps to thinking about how the customer experience can be joined up
    How do we make the sum greater than the individual parts?
  • Helps to consider the entire journey, usually over many interactions and a long time period
  • Helps to identify the tasks to focus on to deliver the desired customer experience
  • I’ve been talking for a while so I want to make sure that you’re still paying attention
  • Or to put it another way…
  • Research, research and more research
    Have to get out from desk and collect data
    Good to get a mixture of qualitative and quantitative data
    Also look at previous and external research (e.g. market research)
    Most research still just captures a snapshot – ideally want to capture over a longer time frame
  • Diary study can be very effective
    Captures feedback over a longer time frame
    Allows to track and dig into multiple interactions
    After a time period (e.g. day, week) or after an interaction might ask participants to make a note of…
    What you ask will differ depending on what you want to capture
  • Usually best to get participants to send entries and then carry out indepth interview after the study
    Can dig into details and ensures you’re prepared for each interview
    Lots of tools – I’d generally recommend keeping it simple with email
  • Good design is built on good data
    Should always be able to back up the rationale for a design decision
  • Should hopefully have lots and lots of data to call upon
  • Good to carry out as a group
    Looking to find trends and give structure to the findings
    The process itself will also help to familiarise yourself with the research
  • Write a big fat research report?
  • As anyone that’s had to write one will know, research reports are typically painful to write, and even more painful to read
  • Hands up who remembers Challenge Anneka?
    For those that don’t remember the early 90s Anneka Rice used to ride around in a big lorry and dune buggy and be given a challenge, such as renovating a building with a ridiculously small time frame to do it – hard to wonder why the show isn’t still around!
    I remember one episode when she had to repaint Happisburgh lighthouse in Norfolk – near where I grew up, only for it to be repainted a few years later because they’d done such a bad job!
  • We all know that a picture is worth a thousand words
  • If a picture is worth a thousand words a good story is surely worth a million
  • I’ll show you how powerful a little story can be with an example from Google
  • As we all know, every story needs characters
  • For your characters you should be using your personas
    Hopefullly everyone here knows what personas are – they’re basically fictional characters based on fact
    We use personas quite a lot at TUI – we have 3 main personas for the Thomson and First Choice websites
    Personas can be used as design tool
    Personas can be used to communicate information about your users
  • So you’ve got your characters, now of course you need your storyline
  • At TUI we use personas for our characters and experience maps as our storylines
    These outline an end to end experience from a customer’s perspective – not the organisation’s
    This is an example that I co-created at TUI
    Shows customer’s experience from researching to returning from a holiday – the entire journey
    An invaluable tool for mapping out and communicating the customer’s journey from their perspective
    Breaks journey into stages
  • At each step outline
    Try to focus on what customers do, not necessarily how they do it
    Good to create experience map with those close to the research and then validate with stakeholders
    Might create one experience map for all customers or multiple if customer behaviour is very different (e.g. online vs high street)

  • Will often want to include more detail at each step to communicate research findings
    Doesn’t have to include all the detail – most important
    Want something self explanatory that people in org can use
  • 20-30 min exercise to create your own experience map
    Work in groups
  • Think about how you and friends and family go about choosing an buying a car
    What steps do you go through?
    What do you use? Where do you go? What do you do?
    Mapping out the current experience and will then look at ideas from improvement
    Don’t worry about mapping everything – see how far you get
  • So you’ve created some personas and experience maps to help outline what you found out
    What next?
  • It can be difficult to know where to start
    Usually lots of things that can clearly be improved
  • A great way to identify areas that will give the most bang for your buck
    Try to determine current satisfaction at each step e.g. feedback, quantitative data
    Can guess if you don’t have data, carry out group exercise with priority poker cards (1-5)
  • Try to determine how much impact this has on the overall experience
    Is it a potential show stopper? Is it a really key interaction?
    Once again can use priority poker cards to help structure this discussion
  • Map out the steps according to their level of satisfaction and overall impact
    High impact, low satisfaction = Ripe for improvement
    High impact, high satisfaction = Keep up the good work
    Low impact, low satisfaction = Could improve (but not essential)
    Low impact, high satisfaction = Over investing
    Shows the steps / areas to really focus on
    Also good to identify moments of truth
  • Need to look at how to improve the experience
    Can be useful to define some guiding design principles
    Help to keep the design on the straight and narrow
  • Some of the design principles used at TUI
  • Ways to improve things will generally naturally fall out of the research
    For each step and stage generate ideas for improving things
    Quantity, not necessarily quality
    Idea is to get lots of ideas, not necessarily worry about feasibility and whether any good
    Spend 10 minutes coming up with some ideas for improving your car buying experience
  • Next thing is to start refining ideas and starting to put together a future customer journey
    What will the customer’s future experience look like?
    Once again best outlined as a story…
    Can do this using storyboards, scenarios, experience maps, scenario maps etc…
    At this stage focus is on the what, not necessarily the how
  • Will want to prioritise improvements
    Will need to consider impact on customer experience, business value and feasibility
  • Of course it can be difficult balancing cost, time and quality
    Need to consider what is most important
    Quality of experience, speed to market, return on investement
  • Need to consider the minimum you need to build to deliver desired experience
    Don’t want to deliver so little that the overall desired experience will never be met
    A bit like lean’s minimum viable product
  • Like lean, will want to continually track and test the experience to ensure design is on track
    Good idea to define KPIs and feedback mechanisms for steps within your experience design
    How will you get feedback? How often?
  • Experience design will only really succeed if there is support for experience design within an organisation
    So how do you encourage experience design, and get buy-in for it?
  • Most important thing is to involve people in the design process (not just customers)
    Stakeholders from across the organisation
    Much easier to get buy-in if people feel committed to something
  • i.e. Who is to blame if the desired experience is not delivered….
    Can be difficult in large organisations like TUI - Often organisational silos
    Might have multiple stakeholders
    Need to try to get organisation thinking about overall customer journey
  • Can’t track and measure success of experience design without KPIs
    Not just analytics, can be any qualitative or quantitative research
    Important to have the right KPIs at each stage
    E.g. Repeat visits early on in the journey vs conversion
    Ideally benchmark against current experience design
  • Will want guidelines to help keep experience design consistent
    More than just brand – UX, design patterns, branding, design principles
    Nothing too restrictive – guidelines, not rules
    Wiki is a great place to keep and share these
    Good to co-create rather than impose
  • Joined up experience design difficult with disparate design teams
    Bring teams and designers together
    Ideally in same location
    Could have regular get togethers and show and tells
    Good idea to have someone overseeing high level designs (e.g. head of)
  • People won’t generally come to you seeking this stuff out (some might, but most won’t)
    So you have to get up from behind your desk and make people aware of the customer experience, both current and desired
    Need to build up shared understanding of users and their needs
  • Good idea to regularly showcase stuff
    E.g. personas, experience maps and insights about users
  • It’s also good to be creative
    For example, you could create persona playing cards that people can take into meetings and use
  • You could create a fictional blog from one or more of your personas
    Not something we’ve tried out in TUI yet
    Here’s the queen’s very own blog
  • It’s also important to make it easy for people within the organisation to find information about users and the experience design
    Usually this sort of information is scattered all over the place – certainly it is at TUI
    Could use Wiki, or Intranet, or even just shared drive
    Good idea to have one person (or persons) responsible for organisation and upkeep of this stuff
  • Of course it’s also important to continue to evangelise and drive home the message about this stuff
    Creating a culture and climate that supports experience design takes time
    It’s also a good idea to have a process in place for getting new people up to speed, something we’re looking to put into place in the TUI UX team
  • There are loads of online articles about experience design
    Can recommend Adaptive Path’s guide to experience mapping
    Will upload these slides to SlideShare (just search for title)
  • Transcript

    • 1.,_in_Westminster,_London,_England_IMG_1461.JPG MOVING FROM TASK BASED DESIGN TO EXPERIENCE BASED DESIGN Neil Turner
    • 2. What is experience design? Researching experiences Designing great experiences Experience mapping exercise Encouraging experience design within your organisation Overview
    • 3. UX lead at TUI
    • 4. And a UX Jedi
    • 5.
    • 6. What do I mean by task based design?
    • 7. A task
    • 8. Some task based activities
    • 9. What’s wrong with that?
    • 10. Wood or just trees?
    • 11. Fragmented customer experience
    • 12. Fragmented customer experience Is it the right task?
    • 13. What do I mean by experience based design?
    • 14. “In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design.” Steve Jobs
    • 15. Play video
    • 16. As designers we need to consider a lot of stuff
    • 17. Why move to experience based Design?
    • 18. "What makes people passionate, pure and simple, is great experiences. If they have great experience with your product (and) they have great experiences with your service, they’re going to be passionate about your brand." Jesse James Garrett
    • 19. Considers the bigger picture
    • 20. And the customer’s perspective
    • 21. Joins up the customer experience
    • 22. Designs for the entire customer journey
    • 23. Identifies tasks to focus on
    • 24. Any examples of great experience design?
    • 25. The Ocado way
    • 26. Planning Shopping Delivery Eating
    • 27. Recipes Lifestyle magazine Value proposition Planning – The Ocado way
    • 28. Mobile apps Website Facebook login Offers section Favourites Shopping – The Ocado way
    • 29. Colour coded bags Old bags collection Delivery window & information User friendly Receipt Delivery – The Ocado way
    • 30. Best before dates on receipt FAQs Easy refunds Eating – The Ocado way
    • 31. Still paying attention?
    • 32.
    • 33. “Supposing is good, but finding out is better" Mark Twain
    • 34. “ASSUME makes an ASS out of U and ME” Old Chinese proverb (possibly)
    • 35. How do you find out?
    • 36. Qualitative research Quantitative research • Interviews • Observation • Focus groups • Surveys • Usability testing • Customer feedback • Diary study • Surveys • Analytics • Remote usability testing • Customer satisfaction • Market research
    • 37. What haveyou done? Lorem ipsum dolor sit amet,consectetur adipiscing elit.Vivamus vel urna hendrerit, eratvel, luctus nisi. Curabitur euornare nibh, a pellentesque nisi. Nullam semelit, ultrices non tempus sed, sagittis dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae posuere augue facilisis. Nunc arcu ipsum, lobortis sedjusto at, imperdiet pellentesque dolor. Aliquam eleifend. What haveyou been thinking? Seddignissim justo nulla, etbibendum odio sollicitudin a. Aeneannisl magna, rutrum quis congue at, consectetur eununc. Nulla ac sapien in massa ultrices laoreet.Etiam id dictum ligula, et mattis velit.Ut ac auctor lorem,sit amet pellentesquediam. Suspendisse diam lacus, tincidunt sedsemperquis, dapibus in odio. Quisque dignissim in tellus facilisis tempor. How have you been feeling? Lorem ipsum dolor sit amet,consectetur adipiscing elit.Vivamus vel urna hendrerit, aliquet eratvel, luctus nisi. Curabitur eu ornare nibh, a pellentesquenisi. Nullam semelit, ultrices non tempus sed,sagittis dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae posuere augue facilisis. Nunc arcu ipsum, lobortis sedjusto at, imperdiet pellentesque dolor. Aliquam eleifend. How have you used (product / sevice)? Seddignissim justo nulla, etbibendum odio sollicitudin a. Aenean nisl magna, rutrum quis congue at, consectetur eununc. Nulla ac sapien in massa ultrices laoreet.Etiam id dictum ligula, etmattis velit.Ut ac auctor lorem,sit amet pellentesquediam. Dear diary…
    • 38. Email Blogging services Social media Survey tools Online diary tools Diary study tools
    • 39.
    • 40. It all starts with the data… “We have to arm ourselves with data, research and a clear understanding of our users so our decisions are not made out of fear but out of real, actionable information. It is our responsibility to have an ironclad rationale to support our design decisions." Debra Levin Gelman UX Designer
    • 41. Collate all your data
    • 42. Diary study Group and consolidate insights
    • 43. What next?
    • 44. Write a report?
    • 45. No please, go on… I find your report enthralling…
    • 46. Challenge = 1. Establish a shared understanding of your users & their behaviour 2. Lay the ground work for a great user experience
    • 47. A picture is worth 1000 words
    • 48. A good story is worth 1,000,000 words
    • 49. A little story from
    • 50. Play video
    • 51. All stories need characters
    • 52. Characters = Personas
    • 53. All stories need a storyline
    • 54. Storyline = Customer experience map
    • 55. At each stage of the user’s journey…
    • 56. Provide more details for each stage
    • 57. Any questions?
    • 58. Time for a little group exercise…
    • 59. Create an experience map for choosing and buying a new car
    • 60. What next?
    • 61. There’s so much that could be improved… Where do I start?
    • 62. Gauge level of satisfaction at each step of the customer’s journey
    • 63. Gauge impact on the overall customer experience for each step
    • 64. Level of satisfaction Impactonexperience Low High LowHigh Ripe for improvement Over investingCould improve Keep up the good work Step Moment of truth
    • 65. Define some guiding principles to help steer the customer’s experience
    • 66. For each step brainstorm ideas & opportunities for improving the customer’s experience
    • 67. Outline what the new customer experience might look like
    • 68. Prioritise improvements
    • 69. Decide how much you want to spend HOW WOULD YOU LIKE YOUR GRAPHIC UX DESIGN? (YOU MAY PICK TWO)
    • 70.*abkvA9uWhT37SR7F.jpeg And what you need to build to deliver the desired experience
    • 71. Research Design Feedback Track & test to make sure the design stays on track
    • 72.
    • 73. “for your company to compete in the current business and economic climate, you must create a design-centred culture - a ‘designing’ work environment that, in making design a part of everyone’s job, promotes the kind of creativity and innovation required to succeed." How to Create a Design-Centered Culture: Start With the 3Fs
    • 74. Involve people in the design process (the more the merrier!)
    • 75. Establish responsibility for the end to end customer experience
    • 76. Establish KPIs, just make sure they’re the right ones
    • 77. Agree and establish customer experience guidelines
    • 78. Bring teams together (as much as possible)
    • 79. Communicate and share the customer experience
    • 80. Showcase stuff
    • 81. Be creative
    • 82. What about creating a blog for your personas?
    • 83. Make this stuff easy to find
    • 84. Evangelise and spread the good word of the design gospel
    • 85.
    • 86. Psst… Want some slides?
    • 87. Fin Thank you