UX DESIGN IS A PHILOSOPHY The experience design comes from the concept of user-centered design introduced in 1988 by Donald A. Norman. The user-centered design tends to define the product or the service from expectations, needs (expressed or not) and capabilities of users instead of trying to force them to learn a usage and to change their behaviours for the product or the service.
WHERE DESIGN IS NOT ABOUT AESTHETICS « Most people make the mistake of thinking that design is what it looks like. That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works ». Steve Jobs, The New York Times, 2003
BUT A DESIGN OF AN EXPERIENCE FROM REAL NEEDS Because it is user-centric, even if the design is a creative and innovative discipline, it is first oriented problem solving for a specific target. And because the users change their behaviours and develop new needs, the design is an iterative thinking aiming to improve continuously the solution depending on the target evolution.
UX DESIGN IS ACTUALLY A PROCESSUS The UX design is a process of research, conception, creation, test and optimization. It’s useful : - before : to develop an idea from users needs (close to ethnography/insight research) - during : to design an interface, adapted to the target, that reaches the good objectives (content architecture, consumer journey, prototype) - after : to improve the experience depending on the habits of usage (eye-tracking, classic qualitative research)
A PROCESSUS BASED ON THE STUDY OF MENTAL MODELS “The deepest form of understanding another person is empathy…[which] involves a shift from…observing how you seem on the outside, to… imagining what it feels like to be you on the inside.” Difﬁcult Conversations, “Empathy is a Journey, Not a Destination”, Douglas Stone, Bruce Patton, and Sheila Heen, Harvard Negotiation Project.
BUT THE USER MENTAL MODELS ARE ALWAYS THOUGHT IN CONTEXT WHEN USING A PERSONAL COMPUTER A user paying close attention A familiar environment A private space A comfortable seat A stable keyboard A screen adapted for reading and multi-tasking A stable broadband An endless source of energy
BUT THE USER MENTAL MODELS ARE ALWAYS THOUGHT IN CONTEXT WHEN USING A MOBILE PHONE A lapse in concentration A public space A variable environment A small screen A specific keyboard and pointer A variable broadband A limited energy
UX DESIGN IS MAINLY USED TO CREATE WEB INTERFACES
UX DESIGN IS MAINLY USED TO CREATE WEB INTERFACES
BUT MORE THAN INTERFACES DESIGN, IT’S A SYSTEM DESIGN UX design makes a difference between : - the channel : the medium - the touchpoint : the interface - the terminal : the device - the interaction : the exchange And the circulation between these elements is also observed in a dynamic system. It allows to develop a holistic view of an activity : a systemic thinking centered on the user.
A SYSTEMIC THINKING THAT CAN BE APPLIED EVERYWHERE The channels and the touchpoints are not only digital in users lives and there is a constant alternation between IRL and digital objects, places, interfaces, actions. This is why UX is also useful outside digital interfaces to design queues, travellers flows, the reception at the post office, the circulation in a supermarket or a theme park.
UX DESIGN IS NOT SUPERFICIAL.IT GIVES/IMPROVES/ENHANCES :1/ PRODUCT/SERVICE SOLUTIONS2/ COMMUNICATION SOLUTIONS 3/ BUSINESS SOLUTIONS
PRODUCT/SER VICE SOLUTIONS
THE OBSERVATION : MOBILE PHONES SHIFT THE USAGES OF THE CAMERA.
THE ANSWER : NEW DESIGN PATTERNS AND FUNCTIONALITIES.
UX DESIGN ALLOWS TO TAKE ADVANTAGE OF EXISTING USAGES
UX DESIGN CAN PUT THE BRAND IN THE (REAL) DAILY LIVES
IT HELPS MACHINES TO SPEAK A HUMAN LANGUAGE
IT MAKES COMMUNICATION MORE PERSONAL
ANDIT ADDS SOME FUN TO THE EXPERIENCE
GAZE PLOTS – 5 S IT CAN HIGHLIGHT A MAJOR FAIL IN THE INTERFACE
GAZE PLOTS – 20 S
IT CAN GROW THE CONVERSION RATE
UX DESIGN ALLOWS TO REDUCE THE GAP BETWEEN THE DESIRE AND THE PURCHASE
THE PERSONA A persona is a fictive archetype who represents a target. A classic market segmentation describes demographics whereas personas group people around behaviours. Initially in interface design, the persona is created thanks to interviews only but we can also cross other sources and methodologies when you want to design experiences and understand global needs. Surveys Data tools Books & magazines Interviews & ethnographic methods
AN EXAMPLE : THE YOUNG LUXURY CONSUMER INJAPANHARUKA /TOKYO
Haruka, 29, editor in chief Personality and attitudes Born in the middle class, she was raised in a Japan stucked in a double movement : the idea(historically cultural) that people have to tend to conformity and that the middle class is the ideal model ; and at the same time an evolution of women status, mainly at work, that has disrupted the traditional roles and lead to more egoism and a deeper will to be different, to be fulfilled and to live for herself. Haruka is from a women generation who took confidence and who look for singular identities. Thanks to a strict education, she achieved a high social position and she now refuses her parents‟ model which is too conventional and lacks freedom (her father is absolutely devoted to his work and her mother is stucked at home). Single, TokyoBehaviours and ambitionsHaruka is still living at her parents‟ home, like all her friends. She gives a lot of energy to her job because her career is very important for herindependence. But she also wants to have free time to go out with friends and enjoy her life, she doesn‟t want to make sacrifices. The lastevents in Japan have reinforced her ecological conscience and her feeling that the future is too much unpredictable to plan her life with along-term vision. She lives fast and wants to earn enough money to do exactly what she desires. She doesn‟t fear to stand out, to create, toshake up, to invent something else.Consumption approachShe only earns $50 000 per year, but because she has no financial obligation, even a rent, she spends everything for her own pleasure.She‟s not attracted by too visible brands in the street or by the big logos like Vuitton. She likes to buy more secret brands and Japanese brands.She spends mostly in clothes, accessories and cosmetics. She‟s sophisticated, elegant and understated. She‟s a bit rebel in her life choices butfeminity is still very important. She‟s has a real idea of what beauty is, with harmony as a motto.
Haruka, 29, editor in chief Main touchpoints The first touchpoint with a luxury brand is most of the time the department store but Haruka is very sensitive to the experience in luxury brands shops : the design of the shop, the kindness of the staff and the services are the real luxury. Besides impulse buy, Haruka compares the brands and the prices of products on Internet. She travels a lot so she often buys abroad, even in duty free shops. Power and international consistency are keys to touch these young Japanese consumers. Single, TokyoPress and digitalThe press is less and less adapted to Haruka will to be differentfrom other girls, even if some magazines are still references foroccidental luxury. Digital is over-consumed by Haruka (80% of20 y.o and 30 y.o women use regularly social networks) andinfluences her a lot (long tail). Mobile and personalization 16% of young rich Japanese used their smartphone or tablet for their latest purchase of luxury product. To accompany Haruka and her friends until the purchase, luxury brands develop more and more personalization in services that answers their desire of being unique and limits cheaper purchases abroad.
Her cultural universe #sobriety #sophistication #rebellion #reinvention #matter The shamelessness of Marc Jacobs Anniversaire : chapel, delicatessen and Kanebo Sensai hype café Comme des garçons Bottega Veneta Washi Paper Kon-Katsu Bag
THE USER JOURNEYA USER JOURNEY TELLS THE STORY OF THE EVENTS AND ACTIONS WHEN A USER INTERACTSWITH A PRODUCT, A SERVICE, A BRAND IN ONE OR SEVERAL CHANNELS.
THE MC DONALDS RESTAURANT EXPERIENCE Relaxing moments for Enhance lunch parents Enjoyment experience = shared Autonomous activities good time from children Arrive / queue Settle Linger Exit Indifference Reduce departure stress Stimulate goodStress behaviour Distract kids Accompany decision process [source: Ideo Family Experience EMLT 2010]
THE CHILDREN GAMING EXPERIENCE AT HOME Enjoyment It’s not over yet ??? I haven’t Mum, can I play online finished my level ? Negociation Playtime Exit Feedback Indifference Mum, I’m trapped I have saved a princess with Luigi my brotherStress • Defining boundaries • • Smooth • Share online • Mediation process Creativity, autonomy disengagement activity between children & , skills parents • Dialog
THE INSURANCE CONSUMER JOURNEY A ROLE FOR DIGITAL The digital could allow in these « cold » areas to become a life partner, giving tools to enjoy life The digital is still a little used in vs only being useful to solve mobility and real-time to help Relief manage and solve unexpected problems. events. Need Research/Com Contract Monthly Monthly bills Event Solution identification parison signature billsIndifference The digital is not used by brands for its educational and simplifying side, this role is let to forums and comparison websites. Stress The digital can allow to anticipate the events and give clients the power to plan solutions to react as fast as possible.
A CONSUMER JOURNEY FOR A CAMPAIGN – CASE GATORADE WEB BANNERS “WHAT‟S YOUR FIGHT?” WEBSITE Provoking sportsmen Human coaching support online and get them to sign up BILLBOARDS + AMBIENT OUTDOOR Provoke involvement with “what’s your fight?” TVC Provoke involvement with “what‟s your fight?” PRINT Provoke involvement with“what’s your fight?” CITY ATTACK A 10K race opposing two cities where G Series will be launched IN STORE ACTIVATION REWARD PACK Getting equipped for the„fight‟with Gatorade Sampling of G Series in exclusivity INSPIRE ENCOURAGE REWARD
3.EXERCICE …AND THE USER EXPERIENCE IN A COMMERCIAL PERSPECTIVE
THE LV OBJECTIVES IN 2013 Increase value & Assume the ambitions of a exclusivity for Louis « market leader online » Vuitton "Nous avons décidé déchapper Estimated financial data : définitivement" à une "vulgarisation” (…). Quitte à ne "ne pas pousser les produits les plus demandés" (les articles monogrammés), qui « boosteraient » le chiffre daffaires. Nous privilégions le long terme, pour que, dans quinze ans, Louis Vuitton soit toujours la Digital store rank ww: #4 marque la plus enviée du monde Sources : Python, Omniture en maroquinerie » Le Monde 01.02.2013
THE LV ADN • Louis Vuitton is an “invitation au voyage” • The trunk is a promise of a journey • The Louis Vuitton trunk belongs to travellers and embodies their will to discover more.
THE LV TARGETS INFLUENCERS, JOURNALISTS, ANALYSTS, COMPETITORS LOUIS VUITTON INSIDERS LOUIS VUITTON BUYERS BADGE SEEKERS LOUIS VUITTON LOVERS • OUR TARGET/ ASIAN FEMALE CUSTOMERS
THE CONTENT ORGANISATION The NOW ART COLLECTIONS CREATION & CURATION (PRODUCT) NEWS COLLABORATION The DO / The SOUL PRODUCTS LEGEND KNOW HOW ICONS CRAFTSMANSHIP VALUES The KNOW
EXEMPLE OF SHORT PORTRAIT INSPIRATIO INSPIRATIO INSPIRATIO DESIRE DESIRE DESIRE N N N COMPETENCE LEGITIMACY COMPETENCE LEGITIMACY COMPETENCE LEGITIMACY LOUIS VUITTON BUYER LOUIS VUITTON LOVER LV BADGE SEEKER Pan Zhong KEY DEVICES Chiara Ferragni KEY DEVICES Kay Dole KEY DEVICES Chengdu, China Milan, Italy Arlington, USA 29 y.o. lawyer 25 y.o. Fashion blogger – a brand 21 y.o. Student and blogger. Pan is a young and ambitious by herself. Kay is found of luxury professional, especially successful – She is from now on a well known brands, especially Louis Vuitton she belongs to the 26% women who fashion blogger, showing a real and Chanel. He is always earn more money than her husband. veneration for LV. searching for the latest news and She bought a LV bag, as a sign of She owns some bags and content delivered by the brand in achievement, but feels a real jewels, but she usually go on order to feed his own blog and get attraction for more niche brands like LV.com to keep posted about the some new followers. KEY KEY KEY Bottega Veneta or Hermès. latest news and see the freshest He is interested by the TOUCHPOINT TOUCHPOINTS TOUCHPOINTS She wants to learn more about creations to get inspired – more products, the ads and anything LV, its legacy and quality – that S than to buy new items. said by Marc Jacobs. could convince her to buy more She definitely prefers to have the Each time he goes to New exclusive items. She generally looks real experience in store, as part of York, he visits the store in order to after this type of information on her the magic. + her own check his venue on FB, 4S and mobile. Key motivations: #news blog Twitter. Key motivations: #competence #creation #fashion&style #maison Key motivation : #elevation #differentiation #socialtoken, #recognition #newsfeed #fans
DEFINE – WITH THE HELP OF YOUR DOCUMENTSYOUR WORK • THE PROFILE OF A YOUNG CHINESE TARGET AS A « FIRST TIMER » (WHO IS GOING TO BUY A lv ITEM FOR THE FIRST TIME°, HIGHLIGHTING HER PROFILE, SITUATION AND MOTIVATIONS TOWARDS THE CATEGORY AND THE BRAND; • THE PROFILE OF A MIDDLE AGED CHINESE TARGET, ALREADY OWNING SOME LV GOODS. • THE DIFFERENCE BETWEEN THEIR TWO JOURNEYS ON THE DIGITAL PLATFORM: SELECT THEIR PREFERED DEVICE AND SELECT THE CATEGORIES, CONTENT THEY ARE GOING TO VISIT AND IF THEY ARE READY TO SHOP ONLINE OR ONLY IN A REAL SHOP.
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