UX strategy innovation

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Technology is evolving at an accelerated pace and the opportunities to create new products and services present challenges for both established organizations and emerging entrepreneurs alike. The role of UX research and design goes beyond developing simple, beautiful and user-friendly interfaces and has become and essential component of how organizations understand and design for their future success.

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UX strategy innovation

  1. 1. UX RESEARCH & DESIGN AS A STRATEGIC ENGINE FOR INNOVATION
  2. 2. EMERGING EXPERIENCES Design for Complexity and Change Collective / Social Products Product Ecosystems Service Ecosystems Emerging Experiences Complexity&SpeedofChange Product & Device-Centric Shared Media Digital Convergence Service Platforms Networked Communities
  3. 3. IMPACT OF TECHNOLOGY Challenges Adaptation to continuous accelerated change Fostering a culture of innovation Discovering opportunities to provide meaningful experiences READING DRIVING BUYING LEARNING
  4. 4. Hard to predict or prescribe how people will perceive, use and adopt new products or services. Evolving digital lifestyles. IMPACT OF TECHNOLOGY Evolving Users, Consumers, Customers
  5. 5. UX RESEARCH AND DESIGN Engine of Innovation UX RESEARCH UX DESIGN Products Product Ecosystems Service Ecosystems Product & Device-Centric Shared Media Digital Convergence Service Platforms Networked Communities (Experience) Design = Innovation
  6. 6. UX RESEARCH AND DESIGN Understanding Human Behavior FUNCTIONALITY TECHNOLOGY AESTHETICS INTERFACE CONTEXT WHAT? Product/Service Design HOW? Interaction Design WHY? USER Culture / Values / Needs / Motivation / Behaviors EXPERIENCE = STRATEGY
  7. 7. Opportunities for innovation based on continuous evolution of people’s needs, perceptions, behaviors, values and lifesyles. Question established models / value what is essential RESEARCH AND EXPERIENCE DESIGN Emphasis on Human Narratives 39 Confidential | January 15, 2010 BLUEBERRY: FUTURE TV USER EXPERIENCE STRATEGY - U.S. MARKET 2011 On-The-Go TV + Social Networking Live Event 1 2 3 4 5 TV Browsing Customization Key Pairings: Multi-Platform UX Media State Sync
  8. 8. PROJECT EXAMPLES Products Product & Device-Centric Shared Media Digital Convergence Service Platforms Networked Communities Collective / Social Complexity&SpeedofChange Emerging Experiences Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE Shooting Mode Action Navigation On-Screen Input ShootFeature Navigation 4 52 3 SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE 2 3 1 5 4 Peer Camera: The Party Goer 43 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report Peer cameras charge wirelessly through induction. Cassie gets ready to go out while her peer cameras charge. A visual indication of the camera’s charging status is given with multiple colors of light. When all of the cameras are glowing green, she grabs them and heads to the party. 1 32 4 5 7 6 Service Ecosystems Product Ecosystems
  9. 9. User Experience Strategy for Washing Machines in the U.S.
  10. 10. FIELD RESEARCH Ethnography / Home Environment Lifestyle / Habits / Workflows U.S. Regional Segments
  11. 11. LAUNDRY PROCESS: USER JOURNEY upstairs basement upstairs basement6. add clothes waiting time 7. move clothes to dryer or line whites darksbaby clothes upstairs 1. main user (Annette) move clothes to basement 2. sort clothes 3. open water 4. set to super pull to start machine 5. add detergent directly upstairs 8. main user (Annette) move clothes upstairs to foldwaiting time
  12. 12. What is the User Thinking? What’s on WM Control Panels? USER EXPERIENCE DESIGN STRATEGY INNOVATION MASTER SLAVE LEGACY PARTNERSHIP Funtional Insights Emotional Insights
  13. 13. WORKSHOP CO-CREATION Personalize Clothing Treatment Duration USERS’ MENTAL MODEL
  14. 14. CONTROL PANEL DESIGN Front LoadTop Load
  15. 15. - + Garment Color Load Size Wash RinseSoil Level Drain Save Options Delay Start Prewash 74Rinse DrainWashPrewashDelay Start Estimated Min Left Estimated Total Min Deep Steam TM My Cycle 1 TM Energy Save TM Silver Care Rugged Delicates Bedding Denim Whites Towels My Cycle 2 My Cycle 0 Treatment Duration Wash Temp Rinse Temp Spin User pushes the button on the knob to begin configuration Variations and options with adjustable levels and buttons (LEDs) CONTROL PANEL DESIGN Front Loader Design 1 TOP FRONT
  16. 16. Wash Rinse Drain 55% completed Estimated minutes left: You saved: 5.43% water saved compared to regular top loaders The amount of electricity you saved this time can save 200 trees21min CONTROL PANEL DESIGN Front Loader Design 2 TOP FRONT Touch screen with access to extra data to the user: user tutorials, alerts and smartphone connectivity.
  17. 17. MOCK-UP USABILITY TESTING 8 Confidential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US Task Summary 12 Confidential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US Usability Analysis 12 Confidential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US Usability Analysis Usability Analysis UI - IA Strongly disagree Disagree Somewhat agree Groupings that are less clear to the user. 0 2 4 6 8 10 12 25% 8% 8% 33% 33% 33% 42% 42% 50% 17% 17% 17% 17% 17% 17% 17% 17% 17% 17% 25% 25% 25% 25% 25% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 0 2 4 6 8 10 12 25% 8% 8% 33% 33% 33% 42% 42% 50% 17% 17% 17% 17% 17% 17% 17% 17% 17% 17% 25% 25% 25% 25% 25% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 0 2 4 6 8 10 12 25% 8% 8% 33% 33% 33% 42% 42% 50% 17% 17% 17% 17% 17% 17% 17% 17% 17% 17% 25% 25% 25% 25% 25% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 0 2 4 6 8 10 12 25% 8% 8% 33% 33% 33% 42% 42% 50% 17% 17% 17% 17% 17% 17% 17% 17% 17% 17% 25% 25% 25% 25% 25% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% 8% Smart Cycles Garment Cycles Treatment Cycles Duration Cycles Jog Cycles My Cycles Color Cycles
  18. 18. UX RESEARCH AND DESIGN Strategic Engine for Innovation WHY? USER Culture / Values / Needs / Motivation / Behaviors EXPERIENCE = STRATEGY Redefined product UI Refined target segmentation (US) New marketing strategy for product line Clear product roadmap
  19. 19. Learning from Participatory Cultures New Imaging Experiences
  20. 20. 24 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report Expectation of seamless integration of all imaging modes (from planning to capture to sharing) Screen legibility and ergonomics, not technology, become limiting factors. “Capture everything, select later” replaces “snapping the decisive frame” 1900-1990 1990-2005 2005-2015 INTEND ADJUST CHECKPREPARE PROCESSSHOOT DISPLAY“MANAGE” The megapixel (and more broadly, the image quality) race is reaching an asymptote sm artpho Traditional settings and controls are shifting to post-processing (expo- sure, depth of field) Expectation of “Everything, Any- time, Anywhere” personal media. Point & Shoot Smartphones Compact (Mirrorless) Industry Challenge Users • Immediate / Connected Use of images • Smartphone as Camera • Apps for Capturing, Management, Sharing and Emotional Effects • Context Narrative and added Information to enhance images • Maximize Image Quality • Manipulate Camera to capture the perfect image. • Performance First for detailed control of image results FUTURE OF IMAGING Pro_Am Smart Snappers
  21. 21. UNDERSTANDING PHOTOGRAPHERS 138 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report MARCH GPS MyTouch Phone Rarely 35mm Often Point and Shoot Never, Broken DSLR Daily SLR Daily 2 Lenses Flash Accessory Flip Video Occasionally Interviewee: Christian Patallo PRO-AM • Owns compact point and shoot, DSLR, Smart phone with camera/video capability, Camcorder • Unemployed/job searching, applying to photo school • 18 years old • Makes $ 0-25K per year • Lives in Ozone Park, Queens, NY • 3 live in his household • Camera bought 1 to 2 yr ago • Cost $800+ • Brands are Canon, Nikon, MyTouch Phone • Uses camera daily • Plans to take photos and videos every month • Somewhat familiar with camera specs • Makes manual adjustments • Reads photo mags/blogs • Participates in photo communities • Uses social networks/services – Flickr, Tumblr • Goes out 2-4 nights per week • Enjoys trying new web services • Image quality is more important than who he shares it with Portability SharingControl Editing Price 138 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report MARCH GPS MyTouch Phone Rarely 35mm Often Point and Shoot Never, Broken DSLR Daily SLR Daily 2 Lenses Flash Accessory Flip Video Occasionally Interviewee: Christian Patallo PRO-AM • Owns compact point and shoot, DSLR, Smart phone with camera/video capability, Camcorder • Unemployed/job searching, applying to photo school • 18 years old • Makes $ 0-25K per year • Lives in Ozone Park, Queens, NY • 3 live in his household • Camera bought 1 to 2 yr ago • Cost $800+ • Brands are Canon, Nikon, MyTouch Phone • Uses camera daily • Plans to take photos and videos every month • Somewhat familiar with camera specs • Makes manual adjustments • Reads photo mags/blogs • Participates in photo communities • Uses social networks/services – Flickr, Tumblr • Goes out 2-4 nights per week • Enjoys trying new web services • Image quality is more important than who he shares it with Portability SharingControl Editing Price Equipment / Camera Brands Photo-Taking Habits / Usage Patterns User Lifestyle Preferences
  22. 22. “I always try to make everything look as tasty as possible. I always like to bump vibrancy up a little bit, and especially in moody photos. I usually stage the dish. But I wish the camera wasn’t so bulky, I do not want to be the weird girl with the big camera.” PARTICIPANTS OF IMAGING CULTURES Capturing Process / Editing Sharing
  23. 23. Peer Cam App + 360 1 360 + 360 + + + + arty goes to brunch, to phones by placing e the candid and orites. a: The Party Goer start up screen shared camera roll shared friend feed Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report al unplanned ss sharing everyone Peer Camera: Table Courtesy 51 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report During dessert, Cassie wants to take a photo for Foodspotting. She notices her friends feeding each other some drool worthy cheesecake. Not wanting to distract them, she squeezes the peer cam that has been pinned to her shirt and snaps a photo. With its unobtrusive size, the peer cam captures truly candid shots. As discreete as an accessory, the cam allows for faster capturing. eer Camera: The Party Goer Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report Peer cameras charge wirelessly through induction. Cassie gets ready to go out while her peer cameras charge. A visual indication of the camera’s charging status is given with multiple colors of light. When all of the cameras are glowing green, she grabs them and heads to the party. Peer Camera: The Party Goer 44 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report Light and easy to use, the cameras clip effortlessly to clothing and accessories. With no screen on the peer cam, there is no pressure to get the perfect framing or to view it instantly. Cassie arrives at the party and hands a cam to each of her best friends. They all “squeeze” for 3 seconds to turn on the cams. Cassie clips her cam to her shirt. Ubiquitous Camera Distributed Imaging Discrete Spontaneous Capture Shared Experiences Sync with Mobile Image-Sourcing Social Storytelling IMAGING EXPERIENCES 1. High Volume Image-Sourcing 2. Spontaneous Capture 1 2
  24. 24. HOTSPOTS WIKI YELP FACEBOOK MY JOURNEY FLICKR EXPLORE MIMIC FLICKR IAN PHOTOS! Big Ben 642 photos taken in this area HOTSPOTS WIKI YELP FACEBOOK MY JOURNEY FLICKR EXPLORE 67 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report The Eager Traveler View Camera Images are pulled from online photo sources and aggregated to reveal other people’s photos taken at this particular location. The camera acts as a guide for inspiration and for recreating chosen photos on the spot. While framing the photo of the Big Ben, he got a sudden notion to look at some interesting photographs taken at the same location by other visitors. The camera offers him a connection to pictures from the selected photo services. He has his friends move into the frame where indicated. He sees some good angles to take a great shot. He also sees some funny images he wants to mimic. He selects one by touching it and is offered the option to Mimic. 2 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report View Camera SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE Shooting Mode Action Navigation On-Screen Input ShootFeature Navigation 4 3 4 51 2 3 Layout by UX Context: Extended Capturing (1) SIX ROLLS LONG STILL VIDEO PANORAMA VOICE TAG LIGHTS + LS 6 CAPTURE 2 3 1 5 4 sh Shooting Mode button (Mode) k Pull out main navigation bar from the left select Capture (Action) l Select till from the feature list (Feature) m Draw on the screen to mark the area to unfreeze (On-screen Input) n Shoot Enhanced Editing Editing close to camption Emotional Motivators Direct Connectivity Metadata for Sharing Real-Time Feedback IMAGING EXPERIENCES 1. Creative Assistant 2. Live Networking 1 2
  25. 25. UX RESEARCH AND DESIGN Strategic Engine for Innovation WHY? USER Culture / Values / Needs / Motivation / Behaviors EXPERIENCE = STRATEGY Redefined imaging experience Developed new product platform concepts Digital service strategy integrated to product New business model / revenue stream
  26. 26. The New Face of Banking Redefining Service Narratives
  27. 27. Future Banking UX CO-CREATING EXPERIENCES A 2-Day workshop with industry experts, UX Designers and architects. 1. Map of current multi-channel infrastructure 2. Identified change in User Values (access to service) 3. Ideation of new business models and design conepts: focus on Banking Space + Tech.
  28. 28. Modules Unique Layout Service Sequence Focus less on transactions and more on the set of social needs that can be uniquely addressed in a face-to-face setting: problem solving, advice and education on investment, loan and insurance instruments, new account sales, etc. Optimizing the customer journey Balancing presentation, conversation, and service Memorable brand experiences Local sensibilities Immersive journeys Interchangeable components for cost-effective implementation Engaging all the senses THE POST-TRANSACTIONAL BRANCH
  29. 29. INTERACTION TYPES Self Service UmpquaNBGBarclaysCitiJapanJyske Greeter Interactive Lounge Teller Advising Self Service Greeter Interactive Lounge Teller Advising
  30. 30. THE POST-TRANSACTIONAL BRANCH Opportunity Areas • Reinvent spatial typologies for service delivery • Support “Assisted Self-Learning” • Pursue hybridization with other programmatic typologies
  31. 31. Integrating furniture, digital interface, and service components, these modules are the basic unit of customer experience in the branch. A lounge to peruse a diverse collection of ‘periodicals’ Self-Service Portal Library Lounge Computing Bar Greeter Stand Semi-private workstations with personalized advisory tools A casual space for knowledge sharing among customers advisors A hub for welcoming engagement and journey personalization INTERACTION MODULES
  32. 32. A casual, self-directed experience Access to financial services on diverse digital workstations Greeter hub personalizes customer journey Transition to self-guided workstations or collaborative spaces The service narrative is the glue that connects multiple experience modules and reinforces the overarching theme of the branch across each step of the customer journey. 1 2 3 4 5 7 6 1 2 3 4 5 7 8 6 SERVICE TYPOLOGIES SELF-SERVICE BRANCH GREETER BRANCH
  33. 33. A Sustainable Model HOLISTIC VISION DiscoverBank Branch ATM Waiting ATM Teller Greeter Learn ?Home Smartphone iPad PC Purchase$ Transact Interactive Screen Virtual Agent 3 ? ? ? ? $ Discover Click from advertising or promotion to soft sales and education site. Learn More Interactive tutorials and virtual advisory sessions Fast ATM Getting the most out of automation, including most routine transactions Mobile Search Locating an ATM. Location-based promotions Greet and Wait iPads are offered in waiting areas, preloaded with fun, interactive financial walk-throughs Transact Low-counter teller interactions are kept to a minimum P2P Sharing Dialogue with other customers takes place in semi-private conference areas Consultation Private rooms with surface computers put financial advisors on the customer’s side Continuation Easier ways for customers to follow through online.
  34. 34. UX RESEARCH AND DESIGN Strategic Engine for Innovation WHY? USER Culture / Values / Needs / Motivation / Behaviors EXPERIENCE = STRATEGY Broad stakeholder strategy Multi-scale, mult-touch point experience Product, service and environment design Technology as enabler
  35. 35. THANK YOU ccardenas@thememedesign.com

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