Mob x con - keynote 20120402 - reduced

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Mob x con - keynote 20120402 - reduced

  1. 1. Text
  2. 2. @rodfarmer
  3. 3. YESTERDAY WITH GABRIEL WHITE ...
  4. 4. EVERYONE GOT MORE THAN THEY BARGAINED FOR
  5. 5. WE’RE GOING TO BE HEARING A LOT ABOUTDESIGNING FOR MULTIPLE DEVICES
  6. 6. HOPING TO MAKE A SMALL CONTRIBUTION
  7. 7. SPECIFICALLY WHAT I’LL BESHARING TODAY ... - Our journey to multi-device experience design - Case studies, with lessons learned and bruises earned - Highlight a few challenges moving forward
  8. 8. ABOUT MEMOBILE EXPERIENCE
  9. 9. WINTER IN SYDNEYNOT A BAD PLACE TO WORK
  10. 10. AND SLIGHTLY WARMER THAN TODAY
  11. 11. ME? MOBILE USER EXPERIENCE GUYFOR PAST 10 YEARS
  12. 12. MOBILE EXPERIENCE - SEEKING TORE-FRAME ‘MOBILE’ EXPERIENCE DESIGN
  13. 13. CONVINCING OTHERS THAT MOBILE MATTERSI COULD SHOW YOU SOME STATISTICS
  14. 14. BUT SERIOUSLY? JUST LOOK AROUND YOU
  15. 15. BUT SERIOUSLY? JUST LOOK AROUND YOU “As much as our lives have shaped mobile, mobile has shaped our lives”
  16. 16. MANY COULDN’T LIVE WITHOUT MOBILE
  17. 17. IT HAS REACHED NEW LEVELSOF SOCIAL INCLUSION
  18. 18. TO THE POINT WHERE WE NOW ASKWHAT IT MEANS TO BE MOBILE?
  19. 19. STATIONARY BUT IN TRANSIT?
  20. 20. PORTABLE BUT STATIONARY?
  21. 21. SMALL SCREEN AND ON THE MOVE?
  22. 22. SMALL SCREEN AND STATIONARY?
  23. 23. IS MOBILE JUST BEING PORTABLE?
  24. 24. AND IF SO, IS THIS MOBILE?
  25. 25. THE DEVICE IS JUST A LENS THROUGHTO AN EXPERIENCE
  26. 26. SO PERHAPS WE NEED TO REDEFINE WHAT WEMEAN BY MOBILE STRATEGY
  27. 27. MOBILE FIRST? CONTENT FIRST?WHAT SHOULD BE OUR FOCUS? FUTUREFRIEND.LY - love you guys
  28. 28. IT’S ABOUT UNDERSTANDING THE SERIES OFINTERACTIONS THAT CONSTITUTE AN EXPERIENCE “ Creating remarkable mobile experiences means understanding that true value only exists at the point of interaction where the service is produced and consumed at the same time. ” - Mobile Experience
  29. 29. HOW WE CREATE MEANINGFUL MOBILE STRATEGIESONE CONTEXT OF USE, BUTEVOLVING SITUATION
  30. 30. HOW WE CREATE MEANINGFUL MOBILE STRATEGIES - Understand “situation” not just context in design - Understand relationships between devices - Understand and design for end-to-end interactionsONE CONTEXT OF USE, BUTEVOLVING SITUATION
  31. 31. A SIMPLE GOOGLE INFOGRAPHIC SHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS z) s Mh u ter 4 .77 mp U@ Co P au ple el C m. Ap ( Int .co at ed ect used ntu m eas n on st me n rel – c ” f ir ch ces o sig ter SP ce aun rfa sm De pu n I erien rel )su ain nab le C om alia Exp gle rds (re ng i nal r ust r om Go o rst Wo .0 sig sta rso t A se bo of bu Ad b2 De Su Pe firs “U com ch com gle We ice hf or IB M T he Term D ot. L aun D ot. G oo Term Serv Pu s 81 94 95 99 98 01 02 04 08 09 19 19 19 19 19 20 20 20 20 20Key momentsTrends Usability lab test Remote usability testing Contextual research The growth of PC The new UX community CCD goes mainstream Design for social The rise of service design Mobile web and apps The advance in personal computing The web brought together graphic An increasing emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinking moved human computer interaction designers, information architects, on the importance of including the takes off. Designers forced to significantly to help craft revolutionised the use the web from an engineering discipline to the usability engineersand marketing. customers as both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture everyday realm. information and a partner in web and multi sided conversations. customer experiences. based interface. creative design . Service design (end-to-end experience) 1981-94 1995-99 2000-03 2004-05 2006-08 2009-10 Source: Stephen Cox, Westpac
  32. 32. A SIMPLE GOOGLE INFOGRAPHIC SHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS z) s Mh u ter 4 .77 mp U@ Co P au ple el C m. Ap ( Int .co at ed ect used ntu m eas n on st me n rel – c ” f ir ch ces o sig ter SP ce aun rfa sm De pu n I erien rel )su ain nab le C om alia Exp gle rds (re ng i nal r ust r om Go o rst Wo .0 sig sta rso t A se bo of bu Ad b2 De Su Pe firs “U com ch com gle We ice hf or IB M T he Term D ot. L aun D ot. G oo Term Serv Pu s 81 94 95 99 98 01 02 04 08 09 19 19 19 19 19 20 20 20 20 20Key momentsTrends Usability lab test Remote usability testing Contextual research The growth of PC The new UX community CCD goes mainstream Design for social The rise of service design Mobile web and apps The advance in personal computing The web brought together graphic An increasing emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinking moved human computer interaction designers, information architects, on the importance of including the takes off. Designers forced to significantly to help craft revolutionised the use the web from an engineering discipline to the usability engineersand marketing. customers as both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture everyday realm. information and a partner in web and multi sided conversations. customer experiences. based interface. creative design . Service design (end-to-end experience) 1981-94 1995-99 2000-03 2004-05 2006-08 2009-10 Source: Stephen Cox, Westpac
  33. 33. FROM UI TO SERVICES, MOBILE TO MOBILITY m e ntu n ch ace s om sig aun urf sm De rel )s gai n a ble ord s (re n ain rst dW 2.0 sig ust bu A b De rS om gle We ic e fo t.c oo m erv sh Do G Ter 8S 9P u 01 02 04 0 0 20 20 20 20 20 Usability lab test Remote usability testing Contextual research oes mainstream Design for social The rise of service design Mobile web and apps reasing emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinking importance of including the takes off. Designers forced to significantly to help craft revolutionised the use the webmers as both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture ation and a partner in web and multi sided conversations. customer experiences. based interface.ve design . Service design (end-to-end experience)000-03 2004-05 2006-08 2009-10 Source: Stephen Cox, Westpac
  34. 34. THIS IS HOW WE’LL DEAL WITH ALL THESE NEWDEVICES IN A PRINCIPLED, CONSISTENT AN ANDCOMPELLING WAY
  35. 35. REALLY, WE’RE WELL PAST MOBILE WEB VS APP DEBATES
  36. 36. THAT BUS LEFT LONG AGO ...
  37. 37. AND WE HAVE MUCH MORE INTERESTINGPROBLEMS TO SOLVE GREAT INITIATIVES LIKE FUTUREFRIEND.LY
  38. 38. THIS IS WHERE OUR CLIENTS FIND THEMSELVES TODAY:“WHERE THE HELL DO WE GO FROM HERE?”
  39. 39. THEY GET THE NEED FOR RESPONSIVE WEB DESIGN WITH SOME FANTASTIC TOOLS AT THEIR DISPOSAL
  40. 40. THEY UNDERSTAND THE BENEFITS OF HTML5
  41. 41. BUT PUTTING IT ALL TOGETHER IN A WAYTHAT MATTERS IS A LITTLE TRICKIER
  42. 42. RECENT CLIENT DEBRIEFING ONMOBILE STRATEGY “ This is about seeing the forest through the trees - we dont yet know what supporting multiple devices means. We dont know what it takes to get there, what it looks like, what to support and how much it will cost. If we dont know that upfront we risk starting a project we cant complete or has no benefit. ” - National Broadband Network
  43. 43. MORE THAN MOBILE, THIS IS ABOUTMULTI-DEVICE STRATEGY
  44. 44. DEFINING MULTI-DEVICE EXPERIENCESTRATEGY ... “ Identifies the set of activities from a user’s perspective that an organisation needs to undertake in order to deliver a series of consistent and meaningful interactions across devices, and whose design is true to each device, context and usage. ”
  45. 45. THIS IS SOMETHING WE CALLCONTINUOUS EXPERIENCES
  46. 46. THIS IS SOMETHING WE CALLCONTINUOUS EXPERIENCES- It’s situated- It’s distributed, yet coherent- It’s compensatory and complimentary- It’s familiar and conversational- It’s synchronised, and hopefully seamless- It’s respectful and personal
  47. 47. CASE STUDY: TELECOMSFRAMEWORKS
  48. 48. WHERE IT ALL BEGAN ... TELECOMS 8 MILLION CUSTOMERS 350+ SUPPORTED DEVICES PC, IPTV, TABLET, SMARTPHONES, FEATURE PHONES
  49. 49. CAN BE LIKE HERDING CATS
  50. 50. INSPIRATION?BBC GLOBAL EXPERIENCE LANGUAGE
  51. 51. WHAT’S A DESIGN FRAMEWORKTerm Articulates Definition ExampleVision Intent What we stand for. We treat our customers with respect ✓ Correct experienceFramework Strategy How we plan to get there. Customer-centered design ✓ Continuous experience (towards)Principles Behaviour How we normally act Conform with user expectations (cultural) ✓ Consistent approach (focus)Guidelines Conventions How context affects our actions. Negative/Backward is left; Affirmative/Forward is right ✓ Coherent feel (examples)Specifications Detail What we end up doing. Continue button to the right ✓ Consistent look
  52. 52. WHERE DO YOU START?USER PERSPECTIVE MOTIVATION ACTIVITY GOAL TASK ACTION fast Speed of change slow UI FEATURES PRODUCT STRATEGY VISIONBUSINESS PERSPECTIVE
  53. 53. MAPPING OUT A MULTI-DEVICE FRAMEWORK
  54. 54. EXAMPLE RESULT OF EXPERIENCE MAPPING Research Purchase Set-up Use Manage Troubleshoot Exit I want to ... I want to ... I want to ... I want to ... I want to ... I want to ... I want to ... Find Subscribe to Show/retrieve Get Cancel Create a profile Search for something what’s out there something something something fixed something Have my questions Buy Register for Browse through Monitor Get an Sign out answered something one-off something something usage/cost answer Try Select Monitor my Understand something Pay a bill Authenticate something usage/cost something out Change Discover Gift Read/watch/listen to/ Personalise settings/ new stuff something look at something preferences Find something Play with/learn good for me something Compare things Download something Find something Flag/ better than what favourite/bookmark I have something
  55. 55. MULTI-CHANNEL DESIGN FRAMEWORKOptus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  56. 56. MULTI-CHANNEL DESIGN FRAMEWORKOptus Experience language v1.0 Index 13 User User goal goal Find what’s out there Find what’s out there Activity Activity RESEARCH RESEARCH PURCHASE PURCHASE SET-UP SET-UP USE USE MANAGE MANAGE TROUBLESHOOT TROUBLESHOOT EXIT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  57. 57. MULTI-CHANNEL DESIGN FRAMEWORKOptus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  58. 58. MULTI-CHANNEL DESIGN FRAMEWORKOptus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Primary Principle Don’t waste mymy time: Don’t confuse me irrelevant options. Don’t waste time: Don’t confuse me with with irrelevant options. Ensure relevant content is dominant DO DO Ensure relevant content is dominant DON’TMake a user sift through unrelated offers, ads and information to get toto get to content DON’T Make a user sift through unrelated offers, ads and information content Explanation Explanation The more options a user is presented with, with, the harder they will find it less likely they are to The more options a user is presented the harder they will find it and the and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  59. 59. MULTI-CHANNEL DESIGN FRAMEWORKOptus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  60. 60. MULTI-CHANNEL DESIGN FRAMEWORKOptus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Channels Mobile Especially in mobile, where screen is limited and a and a Especially in mobile, where screen space space is limited user’sattention-span is short, the most relevantrelevant content user’s attention-span is short, the most content mustclearly dominate the page,page, without being out must clearly dominate the without being drowned drowned out Primary destinations Primary destinations displayed front & centre displayed front & centre by other elements. by other elements. Example Example Although Citysearch’s business model is advertising based, Although Citysearch’s business context of use with a based, the homepage has been designed for model is advertising Related suggestions relevant to the users location are positioned prominently but the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby Related suggestions relevant to the users clearly separated from primary destinations clear focus on providingthe flow with advertising. and nearby venues without interrupting direct access to search location are positioned prominently but Citysearch iPhone app clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  61. 61. User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options.MULTI-CHANNEL DESIGNads and information to get to content Ensure relevant content is dominant DO Make a user sift through unrelated offers, DON’TFRAMEWORK a user is presented with, the harder they will find it and the less likely they are to The more options Explanation make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to will be one of the first results. set expectations • The website is designed to help the user complete Call to action is the their task: Get a web browser. most prominent feature • The dominant feature on the page is the call to action to download Firefox. • Next to it is a product shot to show people what the browser looks like. • Below that is a tour and teasers of the major benefits of this web browser, with deeper information a click away. Tour & benefits support the decision to download Mozilla Firefox download page TV TV is primarily a consumption medium and the controls are generally not designed for deep interaction, so the most relevant content should be as few clicks away as possible.
  62. 62. User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Don’t waste myMobileDon’t confuse me with irrelevant options. Channels Primary Principle time:MULTI-CHANNEL DESIGNads and information to get to content Ensure relevant content is dominant DO Especially in mobile, where screen space is limited and a Make a user sift through unrelated offers, DON’TFRAMEWORK a user is presented with, the harder they will find it and the less likely they are to user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out The more options Explanation by other elements. make a decision, so focus must be limited to core propositions, user needs & behaviours. Example Although Citysearch’s business model is advertising based, Channels Mobile the homepage has been designed for context of use with a Especially in mobile, whereproviding direct access to search and nearby clear focus on screen space is limited and a user’s attention-span is short, the most relevantflow with advertising. venues without interrupting the content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s Online model is advertising based, business the homepage has been designed for context of use with a Related suggestions relevant to the users Online is a multitasking environment in which users are clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. a clear goal and easily distracted. Each web page needs method to fulfil that goal. Citysearch iPhone app Example Online Mozilla wants people to download and use the Firefox web Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and Firefox website browser. Google ‘Web Browser’ and the method to fulfil that goal. the first results. will be one of Example • The website is designed to help the user complete Mozilla wants people to download and use the Firefox web their task: Get a web browser. browser. Google ‘Web Browser’ and the Firefox website Product shot to will be one The dominant • of the first results. feature on the page is the call to action set expectations to download Firefox. • The website is designed to productuser complete people what the • Next to it is a help the shot to show Call to action is the their task:browser looks like. Get a web browser. most prominent feature • The dominant feature on the page is the call to action • Below that is a tour and teasers of the major benefits to download Firefox. • Next to it is athis web browser, with deeper information a click of product shot to show people what the away. browser looks like. • Below that is a tour and teasers of the major benefits of this web browser, with deeper information a click away. Tour & benefits support the decision to download Mozilla Firefox download page TV TV is primarily a consumption medium and the controls are TV generally not designed for deep interaction, so the most TV is primarily a consumption medium and the controls are generallyrelevant content should be as few clicks away as possible. not designed for deep interaction, so the most relevant content should be as few clicks away as possible. Example
  63. 63. CASE STUDY: AIRLINESSITUATEDNESS
  64. 64. MOBILE AND TRAVEL ARE A PERFECT COMBINATION
  65. 65. THEN WHY DO MOST MOBILE AIRLINE SERVICESIGNORE CONTEXT AND SITUATION?
  66. 66. AN OPPORTUNITY TO IMPROVE ...
  67. 67. RESEARCHING CONTEXT OF USE
  68. 68. WE FOLLOWED TRAVELLERS ACROSS AUSTRALIA
  69. 69. WE SHADOWED TRAVELLERS WITH MOBILES
  70. 70. AND THOSE WHO USED KIOSKS AND SERVICE DESKS
  71. 71. WE SHADOWED AIRPORT SERVICE MANAGERS
  72. 72. WATCHED HOW PEOPLE USED THEIR TIME BEFORE BOARDING
  73. 73. REACTED TO SCHEDULE CHANGES
  74. 74. AND LOOKED AT SERVICE STAFF AT EASE
  75. 75. AND UNDER STRESS DURING DISRUPTIONS
  76. 76. WE SAW HOW LACK OFTIMELY, PERSONALISED INFORMATION
  77. 77. CREATED FEAR AND SAW PEOPLE ‘CAMPING OUT’
  78. 78. AND HOW UNINFORMED PASSENGERSARRIVED AND ADDED TO THE CHAOS
  79. 79. AND WHEN ALL WAS SAID AND DONE,WE CONDUCTED AT HOME INTERVIEWS
  80. 80. THEN THERE WAS JAPAN ...
  81. 81. TWO MORE WEEKS RESEARCH GALAPAGOS PHONE USAGE
  82. 82. WHICH WASN’T ALL WORK :-)
  83. 83. WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS REDACTED Unfortunately we can’t distribute this image
  84. 84. WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS REDACTED Unfortunately we can’t distribute this image
  85. 85. WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS REDACTED Unfortunately we can’t distribute this image- Travel motivations, perceptions, beliefs, and habits- Technology usage (general, travel)- Mobile phone behaviours (devices, usage patterns, spend habits, data plans- Pain points and potential delighters (where we could have an impact)- Opportunities for mobile intervention and augmentation
  86. 86. MAPPING OUT A MULTI-DEVICE FRAMEWORK
  87. 87. WE ANALYSED VALUED FEATURE USAGE ACROSS CONTEXTS Mobile Competitor Analysis: Feature Comparison Mobile site (M), Windows Phone 7 app (WP7). All other evaluations are for iPhone 3.5/4 3: Strong execution; 2: Variable execution; 1: Poor execution 0: Not available/; ?: Couldn’t test Feature/Service Air Asia Air Air Alitalia American Air British Air Cathay Continental Delta Emirates German Lufthansa Malaysian NZ Qantas Singapore South Swiss Virgin Total Total Canada France Pacific (M) Wings Airways (M) Air West (M) (>=2) Mobile boarding pass 2 2 1 2 2 2 1 3 2 2 3 1 2 2 2 ? 2 3 2 36 15 Check flight status 2 2 1 1 3 2 1 2 2 2 2 3 1 1 3 ? 1 3 0 32 11 Mobile check-in 2 1 2 1 2 1 1 2 2 2 2 3 2 1 2 ? 2 2 1 31 12 2D/QR Code support (self-service scanning) 2 2 2 2 0 2 1 2 2 2 2 3 0 2 2 ? ? 2 2 30 14 View reservations 1 1 2 1 3 1 1 1 2 2 1 2 2 1 2 ? 3 2 1 29 10 Booking and Check-In Contact information 2 1 1 0 2 1 0 2 2 3 1 2 2 1 3 ? 2 1 2 28 10 Show seat assignments 2 2 2 ? 2 2 1 2 0 2 2 2 2 0 0 ? 2 2 2 27 13 Check flight schedules 2 1 2 1 2 1 1 1 1 2 1 2 2 1 3 ? 1 3 0 27 8 Change seat assignments 2 2 2 ? ? 2 1 2 0 2 2 2 2 0 0 ? 2 2 2 25 12 Customer service numbers (localised?) 2 2 1 0 1 2 0 0 1 2 1 1 2 1 3 ? 2 2 2 25 9 Real-time flight status shown ? 2 0 1 3 1 1 2 2 1 ? 2 1 0 2 ? 2 2 0 22 9 T&Cs and Privacy Policy 1 1 1 0 2 1 0 0 0 3 0 1 1 1 3 1 1 2 2 21 6 Book flights 2 1 1 0 1 0 0 2 0 2 2 2 1 0 0 ? 1 3 2 20 7 Frequent flyer point module 0 0 2 2 2 0 0 1 ? ? 1 2 2 1 3 ? 2 0 0 18 8 Loyalty club sign-up/login 1 0 2 0 2 1 1 2 0 2 1 1 0 1 0 ? 2 1 0 17 6 Multiple boarding passes queued 2 1 0 2 3 1 0 2 ? 1 2 0 0 0 0 ? ? 3 0 17 6 Gate assignment shown ? 1 0 0 3 0 1 1 1 1 1 0 0 0 3 ? 2 2 1 17 5 Manage my account/preferences 0 3 1 ? 2 1 0 1 0 2 0 1 2 0 1 ? 0 1 1 16 5 Additional flight information (aircraft, food, distance, etc.) ? 1 0 0 0 0 3 2 0 2 0 2 0 0 0 0 3 2 15 7 FAQs 0 1 1 0 2 1 0 0 0 0 1 3 1 1 0 ? 0 1 2 14 4 Notifications and messages 0 3 1 0 2 0 0 3 1 ? 1 1 ? 0 0 ? 1 1 0 14 4 Delayed/Cancelled Flights re-booking/refund 0 2 0 0 1 0 0 0 3 0 3 0 ? 0 0 2 0 0 11 5 Contextual Information & Services Auto-login security feature 0 1 2 2 2 0 1 0 0 0 0 0 0 0 0 ? 1 0 0 9 4 AREAS OF FOCUS In-flight services (e.g. TV guides, vouchers) 0 0 0 0 0 0 2 2 0 1 0 1 0 0 0 0 2 0 8 4 Terminal maps / Airport info / Lounges 0 0 0 0 2 0 1 1 0 1 0 0 0 0 1 ? 0 0 2 8 3 Contextual help and feedback 1 1 1 0 1 0 0 0 1 1 0 0 0 0 2 0 0 0 8 2 Customer feedback 0 1 0 0 0 0 0 1 0 0 0 2 1 0 0 0 2 0 7 3 Lost luggage 0 0 0 1 2 0 0 0 0 0 0 0 3 0 0 0 0 1 7 3 Favourites list / Save flight details 0 0 0 0 0 2 0 0 0 0 0 2 2 0 0 0 0 0 6 4 Upgrade flight (in-app/mobi) service 0 0 ? 0 2 ? 0 2 0 0 ? 0 ? 0 0 ? 2 0 0 6 4 Parking services/reminders 0 0 0 3 1 0 0 0 2 0 0 0 0 0 0 ? 0 0 0 6 3 Cancel flights/Change flights 0 0 0 0 0 0 0 0 0 0 3 0 ? 0 0 2 0 0 5 3 Next flight itinerary shown (upon login) 0 0 0 0 3 0 0 2 0 0 0 0 0 0 0 ? 0 0 0 5 3 Calendar sync and alerts 0 3 0 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 5 3 Email itinerary ? 0 1 0 2 0 0 0 0 0 0 2 0 0 0 ? 0 0 0 5 3 Deals and offers 0 0 0 0 0 0 1 0 0 0 0 0 2 0 0 1 1 0 5 2 Staff profiles/Corporate information 0 0 0 0 0 0 3 0 0 0 0 1 0 0 0 0 1 0 5 2 Built-in games available / currency converters, etc. 0 0 0 0 2 0 0 2 0 0 0 0 0 0 0 ? 0 0 0 4 3 Purchase additional luggage 2 2 ? ? ? ? ? 0 0 ? ? ? ? 0 0 ? ? ? ? 4 2 Shown return flight (for current flight) ? 1 0 0 2 0 0 1 0 0 0 0 0 0 0 ? ? 0 0 4 2 Location-based services (nearest airport, services, etc.) 1 1 0 0 1 0 0 1 0 0 0 0 0 0 0 ? 0 0 0 4 1 Off-line caching of schedules 0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2 Rest of the journey Book a car 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 0 3 2 Fare alerts 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 3 2 Flight labelling (tagging) ? 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2 Wi-Fi password provision 0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 ? 0 0 0 2 2 Downloads (pictures, music, ringtones, etc) 0 0 0 0 0 0 1 0 0 0 0 1 0 0 0 0 0 0 2 1 Purchase insurance 2 ? ? ? ? ? ? ? 0 ? ? ? ? 0 0 ? ? ? ? 2 1 Usage tutorial 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 TOTAL (>= 2) 13 14 9 6 24 8 3 17 9 15 10 17 13 2 13 0 16 17 11 TOTAL (= 3) (quality service to feature ratio) 0 5 0 1 6 0 2 2 1 2 3 4 1 0 7 0 2 6 0
  88. 88. GREATEST VALUE ACROSS THE CUSTOMER JOURNEY AND BY CUSTOMER TYPESCustomer Journey: Feature Matrix Feature/Service Explore trip Planning for specific Booking the flight Checking into Boarding into checked-in In-flight (en-route) Arrival (at airport) Post-trip (exit port) trip booked flight flightCompare flights across carriers 1Receive low-fare/specials alerts 1Explore travel destinations 1Explore things to do at a travel destination 1Receive recommendations 1View my flight history 1Save my regular flights 1Save my flight preferences 1Check flight schedules 1Manage my account/preferences 1Register for loyalty program 1Check/update loyalty program 1Check frequent flyer rewards 1Save flight details (e.g. Favourites) 1Check parking facilities 1Find out more about the airline 1Research hotels and locality 1Research transport options at destinations 1See friend’s travel itineraries 1View my flights 1Set seat preference during booking 1View airline and flight policies 1Book flights 1Book and manage flights for multiple people 1Review additional flight info (baggage, meals, entertainment, etc.) 1Receive itinerary 1Change schedule flight booking 1Add flight schedule to personal calendars 1Purchase additional luggage 1Purchase additional insurance 1Purchase carbon offset 1Book a hotel 1Book a car 1Receive travel warnings 1Flight check-in 1Collect boarding pass 1View airport contact information 1Change seat assignment during check-in 1Upgrade flight purchase 1Request flight refund for cancelled or delayed flights 1Receive help 1 1Check flight status 1Check terminal and gate allocation 1Receive delay and cancel notifications 1Receive gate change notifications 1Receive plane change notifications 1Re-book cancelled or delayed flights 1Check terminal/lounge maps 1Find airline customer service numbers 1Provide feedback to airline 1Receive lost luggage alerts and instructions 1Track lost luggage 1Locate friends at destinations 1
  89. 89. FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYS
  90. 90. FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYSDREAMING(ATTRACTION) / VALUE SEEKER- SELL ACCESSIBILITY
  91. 91. FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYSPLANNING/BOOKING(EXECUTION) / PRICE SWITCHER- PROMOTE LOWEST PRICE DREAMING (ATTRACTION) / VALUE SEEKER - SELL ACCESSIBILITY
  92. 92. FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYSPLANNING/BOOKING(EXECUTION) / PRICE SWITCHER- PROMOTE LOWEST PRICE DREAMING TRAVELLING (ATTRACTION) / VALUE SEEKER ASSIST ME / (RETENTION) - SELL ACCESSIBILITY - GROW THE CUSTOMER
  93. 93. FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYS BUILD PERSONALISEPLANNING/BOOKING(EXECUTION) / PRICE SWITCHER- PROMOTE LOWEST PRICE REMIND LEARN ASSIST TAILOR SUGGEST ALERT AUGMENT PROMOTE DREAMING TRAVELLING (ATTRACTION) / VALUE SEEKER ASSIST ME / (RETENTION) - SELL ACCESSIBILITY - GROW THE CUSTOMER

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