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User experience is everyone's responsibility


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Simon Norris presents User experience is everyone's responsibility at Interact London 2014

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User experience is everyone's responsibility

  1. 1. USER EXPERIENCE I S E V E R Y O N E ’ S RESPONSIBILITY Simon Norris Hi, I’m Simon from Nomensa. This is my presentation User experience is everyone’s responsibility from Interact London 2014. More and more organisations are realising the importance of user experience (UX) and the value it can leverage in delivering more engaging, personalised and meaningful interactions. However, many of the most successful companies do not place enough importance on UX and much more needs to be done. UX is not the responsibility of the online team or marketing department alone - it should be considered an organisational effort. The presentation will explore the thinking, governance and tools that can be used to culturally embed UX into an organisation. In a nutshell, learn how to create a 'Digital First' strategy and philosophy.
  2. 2. It’s not just the digital department, the whole world is becoming increasingly digital and organisations need to adopt a digital first philosophy. The products we use are part of our lives. We use them to find our way, to talk with our friends and family and to share our thoughts. Separating the product from the experience can be very difficult when the user experience has been well crafted. Simon Norris
  3. 3. The digital world can hard to separate from the physical world. If I ask the question “where is the store”?, is it out there on the high street or on my phone or is it in my head? It’s in all of these places and devices…and more yet to be designed and therefore realised. Experience is literally everything…and everywhere! Simon Norris
  4. 4. User experience can be deceivingly complex! If we take Google and type in ‘User Experience’ we get 110 million results - now that result is not simple, not by any measure. Yes the search is simple but the result well, I question the value of presenting such an unfathomable number as a good user experience!
  5. 5. The Iceberg Model of Meaning. At one end of the meaning continuum you have surface meaning and the other end the deeper meaning. As designer we are shaping the surface meaning, the code, visual patterns and composition. If we get that right we can influence the deeper meaning we experience. The surface meaning is the path to create more engaging and meaningful experiences. Simon Norris
  6. 6. The experiences we are designing or shaping to be more specific are becoming incredibly more sophisticated. How far can we take it? Let’s take a glimpse at a possible near future from Microsoft. Simon Norris
  7. 7. Experience, our actual day to day, moment to moment experience is composed of many moments of average, we could even say mundane.
  8. 8. Yet our experience can also be punctuated by the sublime.
  9. 9. Sometimes the sublime moments are obvious, however sometimes they can just strike - that’s what makes experience and trying to shape (design) it so very interesting. Doing email can be mundane yet it can also be sublime if the email is to learn you have a new job at Nomensa for example.
  10. 10. A heavyweight German philosopher with some interesting ideas we can apply to frame how we shape (design) user experience. We can often think or talk about user experience in very broad and almost vague ways. We need to be able to deconstruct user experience.
  11. 11. Two of Heidegger’s ideas are ‘Ready to hand’ and ‘Present at hand’. We can deconstruct experience even further by representing ‘Ready to hand’ and ‘Present at hand’ as poles on a continuum.
  12. 12. • Crossing thresholds • Testing the boundaries • Managing crises Moments of truth: require us to make an active choice, e.g. paying for something online which we may want the user to consider.
  13. 13. SIGNATURE MOMENTS Personality Difference Signature moments: the moments that allow you to show off your brand or a little interaction magic that allows you to stand out!
  14. 14. SIGNATURE MOMENTS DELIGHTFUL MOMENTS • Anticipating needs • Unexpected extras • Cool Factor Delightful moments: unexpected moments that add a little cool factor to your user experience.
  15. 15. SIGNATURE MOMENTS DELIGHTFUL MOMENTS INVISIBLE MOMENTS 1000’s of micro interactions Invisible moments: the flow of invisible (micro) interactions that happen when we use a product.
  16. 16. EXPERIENTIAL GESTALT Simon Norris All the moments described create the user experience. Yet, they are more than the sum of their parts and we should think of them as an Experiential Gestalt.
  17. 17. To understand user experience we have to think in terms of ‘the micro-macro’. Many individual Lego pieces are just a collection of Lego pieces. Simon Norris
  18. 18. However, the Lego pieces can be made into something more than the sum of their pieces. In this case a Lego model of the Sydney Opera House. Understanding the relationship between the micro-macro is understanding the importance of Experiential Gestalts.
  19. 19. MOUNTAIN Simon Norris User experience is not just that amazing moment or ‘view from the top of the mountain’. I call this the fallacy of the immediate - we are not just designing moments of the sublime - we also design average and mundane moments. The moments of the sublime have to punctuate and compliment the mundane moments so that we can craft a user experience that is meaningful and reflects our cognitive and emotional capabilities.
  20. 20. Every experience we feel is connected in the past. Experience is a journey. Simon Norris
  21. 21. The journey to the top of the mountain can be long and composed of many different journeys. Simon Norris
  22. 22. Simon Norris The journey to the top of the mountain may even start looking at the mountain range on a laptop.
  23. 23. To understand user experience we need to fly at the right height. If we fly too high we’ll miss all the detail and if we fly too low we’ll lose perspective. FLYING AT THE RIGHT HEIGHT Simon Norris
  24. 24. Experiences can be micro.
  25. 25. Experience can also be macro. To understand user experience we have to understand the elements and how those elements are composed.
  26. 26. Part of the Amazon river looks curvy from a certain perspective. Simon Norris
  27. 27. However, when we zoom out even further the river can look an arcing line even though it has many curves. Different perspectives can change what we think. Shaping (designing) user experience is no different. We need to fly at the right height to understand the relationship between the micro-macro elements. Simon Norris
  28. 28. OPS SALES MARKETING I.T. HR DIGITAL In the very beginning of the digital era ‘digital’ typically sat underneath IT or marketing.
  29. 29. As digital became more significant it became a ‘silo’ in its own right. DIGITAL OPS SALES MARKETING I.T. HR
  30. 30. DIGITAL In a digital first organisation digital runs through the whole organisation with every department having a say in how they apply digital. OPS SALES MARKETING I.T. HR
  31. 31. Simon Norris Buying a car is more than merely looking on a website. We may look on a website and we may visit a showroom as well. Yet the whole experience from website to factory and the finishing product (driving experience) is more than one type of experience. They are many experiences - we don’t even have language for this design-stuff yet it’s real - it’s why digital, UX and IA are hard or as I like to say complex, interesting and fun.
  32. 32. We have to understand all the moments and find meaningful patterns that links them together.
  33. 33. From user journeys (services) we need to join the dots to understand the journeys we want our customers to experience.
  34. 34. However, it is not enough to think in terms of user journeys or service design. We have to develop Ecological Thinking. Organisations are providing ecosystems. Here’s Apple’s.
  35. 35. Here’s Netflix. Ecological thinking is where we need to be headed as designers.
  36. 36. Ecological design recognises many journeys criss-crossing, so the idea of a start or a finish becomes less important and the user experience becomes The Thing and not just the journey or the service.
  37. 37. My colleague, Jon Fisher developed Meaning maps to helps us understand the interactions between channels within an ecology.
  38. 38. User experience is a journey that everyone takes whether they are users or employees. Everyone, has a part to play in the shaping of experience. In fact, in a digital first organisation everyone has a part to play. Simon Norris User experience is a journey that everyone takes whether they are users or employees. Everyone, has a part to play in the shaping of experience. In fact, in a digital first organisation everyone has a part to play.
  39. 39. EXPERIENTIAL GESTALT To recap we have to: - Think in terms of gestalts (see the bigger picture / be strategic) Join the dots (understand the many journeys customers/people can take) - Appreciate the micro-macro nature of experience/ behaviour /nature - Map meaning and interactions across channels, services, and devices These are the tools we need to use to become digital-first. To appreciate the role and importance of experience as a company activity. The designing of user experience requires everyone, and it more than just understanding the customer. That was stage 1. Digital First is the next stage, stage 2.
  40. 40. One of my hero’s Sir Henry Royce. “Strive for perfection in everything we do. Take the best that exists and make it better. When it doesn’t exist design it”.
  41. 41. THANK YOU