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Crisis UX: Designing Experiences for Emergent Situations - Colin Eagan

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As organizations increasingly look to digital as a primary means of communication, users have come to depend on sites and apps for information in both the good times and the bad. Communicating exceptions or problems to your users–whether a service disruption, weather event, cancellation, or anything else out of the ordinary – is now a critical use case for many online experiences. What is more, recent research shows that a painful experience for a user can have a disproportionately high impact on his or her perception of the entire brand, making it all the more critical to ensure you are doing everything possible to alleviate pain in stressful times. In this talk, we’ll look at case studies from two international Fortune 50 companies who went from hoping for the best to designing for the worst.

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Crisis UX: Designing Experiences for Emergent Situations - Colin Eagan

  1. 1. DESIGNING EXPERIENCES FOR EMERGENT SITUATIONS CRISIS UX BY COLIN EAGAN, M.S.
  2. 2. COLIN EAGAN PLEASED TO MEET YOU. EXPERIENCE DESIGNER | WASHINGTON, D.C. @colineags #uxpa2015
  3. 3. e·mer·gent*ˈ TODAY’S FOCUS *
  4. 4. THAT COULD MEAN… • • • • • • • •
  5. 5. VICIOUS CYCLE YOU FREAK OUT USERS FREAK OUT
  6. 6. TODAY WE WILL DISCUSS... HOW TO COMMUNICATE DURING TROUBLED TIMES HOW TO DESIGN FOR USERS YOU HAVE LET DOWN UNDERSTANDING THE SOURCE OF USER FRUSTRATION A USE CASE THAT WILL MAKE YOUR PROBLEMS SEEM VERY SMALL
  7. 7. Browsing the stacks at Holland House Library, London, day after a Luftwaffe air raid -- September, 1940 (Today’s Topic)
  8. 8. FOR UPS AND FEDEX, A PERFECT STORM WAS BREWING. DECEMBER 22, 2013.
  9. 9. THREE BIG PROBLEMS
  10. 10. Jump in package volume overwhelmed distribution centers. Photo Credit: NY Times
  11. 11. Photo Credit: NY Times Storms grounded planes.
  12. 12. Photo Credit: NY Times And stranded trucks…
  13. 13. “It’s like a game of chess where the pieces are planes and trucks.” Photo Credit: NY Times
  14. 14. Photo Credit: NY Times Packages were delayed.
  15. 15. Last minute promises from retailers couldn’t possibly be fulfilled. Photo Credit: NY Times
  16. 16. COME CHRISTMAS MORNING…
  17. 17. -- Via NBC News BACKLASH
  18. 18. SO WHAT DID THE COMPANIES DO?
  19. 19. THEY SUCKED IT UP.
  20. 20. BOTH COMPANIES SPENT THE NEXT YEAR MAKING SURE THIS DID NOT HAPPEN AGAIN. SPECIFICALLY, UPS: • Improved Volume Forecasting • (Read: bringing the hammer down on retailers.) • Improved Network capacity. • 50 new hub sorts increasing capacity by about 2.5 million pieces per day. • Added more than 6,000 new package cars • 1,000 new LNG (liquefied natural gas) tractors • More than 11,000 trailers. • Expect to hire between 90,000 and 95,000 seasonal employees to handle the extra volume. • Focused web improvements  We’ll look at this http://compass.ups.com/how-UPS-is-preparing-for-the-2014-holiday-season/
  21. 21. $500,000,000 How much UPS spent in 2014 to avoid repeat. Source: New York Times.
  22. 22. YOU, TOO, WILL HAVE YOUR OWN SNOWMAGEDON ONE DAY. AND YOU WILL NEED TO STAY CALM. HERE ARE SOME LESSONS LEARNED THE HARD WAY.
  23. 23. LESSON 1 // UX CRISIS MANAGEMENT BE AS TRANSPARENT Truth will set you free. AS YOU POSSIBLY CAN
  24. 24. MANY USER PROBLEMS BEGAN WITH DISAPOINTMENT, BUT WERE COMPOUNDED BY UNCERTAINTITY • • • • • • •
  25. 25. NEW SITE-WIDE ALERTS AND UPDATE PAGE
  26. 26. LESSON: DON’T HIDE BEHIND CORPORATE SPEAK • Destination scan • Held by Origin Location • Hold • In Transit • Consignee • Exception • Redirect • Guarantee
  27. 27. IMPROVED TRACKING DESIGN
  28. 28. WRITING FOR SENSITIVE SITUATIONS http://alistapart.com/article/dont-poke-the-bear-creating-content-for-sensitive-situations
  29. 29. EXAMPLE: NOTIFYING CUSTOMER YOU ARE CLOSING HIS / HER ACCOUNT http://alistapart.com/article/dont-poke-the-bear-creating-content-for-sensitive-situations NOT GREAT Dear valued customer, we have sent you three notices, and we have not received any payment from you since December 2012. We have to take certain actions when customers fail to pay their bills. We had to close your account because your balance is six months past due. We understand that you depend on our service, but we can’t let balances go past six months due. BETTER Calmly and quickly get to the point Use empathy to normalize the situation. Use specifics where possible
  30. 30. ANTI-PATTERN: BAD ERROR MESSAGES, I.E. STRESSFUL CONDITIONS MADE MUCH WORSE
  31. 31. ANYONE TRY WINDOWS 8?
  32. 32. YES. NO. WAIT…
  33. 33. ACTUALLY NOT AWFUL.
  34. 34. DEPENDING ON YOUR BRAND, HUMOR CAN HELP
  35. 35. LEARN FROM THE PROS Source: Entrepreneur.com 1. Listen patiently. 2. Show empathy. 3. Lower the voice and slow down speech. 4. Imagine an audience. 5. Be wrong to be right (agree even if it’s irrational) 6. Demonstrate emotional control. 7. Remember it’s not personal. 8. Pretend it’s “a game.”
  36. 36. USEFUL TOOL: CONTENT MATRIX
  37. 37. LESSON 2 // UX CRISIS MANAGEMENT CONSIDER LESS-THAN- Get out of fantasy land. IDEAL USER FLOWS
  38. 38. CUSTOMER JOURNEYS ARE OFTEN BIASED TOWARD THE “HAPPY PATH”
  39. 39. WHY ARE PEOPLE IN PERSONAS ALWAYS SMILING? Seriously, have you noticed this?
  40. 40. Is this really your accounting team? .
  41. 41. Is this really your accounting team?.
  42. 42. Or is this your accounting team.
  43. 43. KEYWORD ANALYSIS: FIND “REAL LANGUAGE”
  44. 44. NEW HOLIDAY HELP CENTER • • •
  45. 45. LESSON 3 // UX CRISIS MANAGEMENT WHATEVER YOU DO, PLEASE What kind of UX person are you anyway. DON’T BLAME YOUR USERS
  46. 46. THE TYLENOL MURDERS Learn from:
  47. 47. THE TYLENOL MURDERS
  48. 48. DON’T BLAME YOUR USERS VIA ENTREPENEUR.COM, MARCH 03, 2014
  49. 49. VIA ENTREPENEUR.COM, MARCH 03, 2014
  50. 50. BETTER!
  51. 51. HELP USERS BE PROACTIVE NEXT TIME • • •
  52. 52. LESSON 4 // UX CRISIS MANAGEMENT CONSIDER THE PSYCOLOGY They don’t always think like you like to think they always think. BEHIND STRESSFUL DECISIONS
  53. 53. UNDERSTAND HOW PAIN IS PROCESSED
  54. 54. EXPERIENCING SELF REMEMBERING SELF THE TWO MINDS What we think customers use What they actually use
  55. 55. AUTOMATIC MIND What we think customers use REFLECTIVE MIND What they actually use - Forrester Research. Design Enjoyable Experiences Now by John Dalton, July 10, 2012
  56. 56. “The experiencing self does not have a voice. The remembering self is sometimes wrong, but it is the one that keeps score and governs what we learn from living.” “The ‘peak-end’ rule shows that a person’s memory of a painful experience can be reliably predicted by the average of the level of pain reported at the worst moment of the experience and the level of pain reported at the end. Remarkably, the research also shows that the duration of the pain had no effect on the individual’s evaluation of total pain.” --Source: Daniel Kahneman, Thinking, Fast and Slow, Farrar, Straus, and Giroux, 2011, p. 381. THE PEAK-END RULE
  57. 57. “IF YOU’VE EVER BEEN TO A MOVIE AND ENJOYED 50 MINUTES OF BLISS ONLY TO HAVE IT ALL RUINED BECAUSE A BABY STARTED CRYING NEAR THE END, THEN YOU’RE WELL AWARE OF THE FACT THAT WE ARE SADDLED WITH TWO CONFLICTING SELVES.”
  58. 58. “IT TAKES 20 YEARS TO BUILD A REPUTATION AND FIVE MINUTES TO RUIN IT. IF YOU THINK ABOUT THAT, YOU’LL DO THINGS DIFFERENTLY.” -WARREN BUFFETT
  59. 59. WHAT TO DO Sensing that its parking arrangements might be damaging the overall client experience, health care provider Kaiser Permanente spent 30 days analyzing Twitter activity to gauge customer impressions. Sure enough, there was a significant displeasure. They didn’t hate the healthcare experience, they simply hated the parking – and the parking lot was where the interaction always ended!
  60. 60. -- Via Jared Spool
  61. 61. -- Via Jared Spool
  62. 62. USAA ANTICIPATES USER STRESS Via Forrester
  63. 63. CLICK ANALYSIS ON CUSTOMER SERIVCE • •
  64. 64. NEW CUSTOMER SERVICE DESIGN • Introduced new chat feature • Re-prioritized links based on usage • Added clarification for users on when to use • Prioritized “Self-Help” links to web content (hint: customer service loves this)
  65. 65. DARKARTSAh shit. OH CRAP WE REALLY SCREWED UP.
  66. 66. Remember the BP oilrig disaster?
  67. 67. DO YOU HAVE A “DARK SITE”?
  68. 68. DARK SITE CHARACTERISTICS • • • • •
  69. 69. FINALLY, PLEASE REMEMBER: YOU WILL NEVER MAKE EVERYONE HAPPY.
  70. 70. http://www.wsj.com/articles/ups-fedex-got-back-on-time-this-holiday-1419886180 Up 11% GOING BACK TO OUR LITTLE STORY…
  71. 71. GREAT FOR CUSTOMERS!
  72. 72. “Peak plans were designed to provide high quality service for volume surges. The extra capacity was necessary to process the extreme spike in package volume on Cyber Monday and peak day, Dec. 22. However, demand was less than expected on other days. This resulted in a sub-optimized network during peak season, UPS said. A decline in productivity, increased contract carrier rates, as well as costs associated with overtime and training hours contributed to the excess cost.” BAD FOR “SHAREHOLDERS.”
  73. 73. SCREW IT.
  74. 74. @colineags #uxpa2015
  75. 75. THANK YOU YOU ARE GREAT. COLIN EAGAN, M.S. | WASHINGTON, D.C. @colineags #uxpa2015

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