Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A Cognitive Approach to Ecosystem Design

1,540 views

Published on

UX Poland
Warsaw (Poland), April 24 2015

Until recently, design models for online products considered only the computer or mobile phone as a standalone platform. In our increasingly connected world, people own multiple kind devices and are already using them together, switching between them, in order to accomplish a single goal.



These devices relate to one another in a variety of ways, and together can form powerful ensembles that can better assist people in achieving their goals. This is a new scenario where designers need to start looking at multiple devices as part of a bigger ecosystem, rather than treating them as single entities.



In this session we’ll see how in this ecosystem, devices can relate to one another in a variety of ways, and how in this scenario, the context can play a fundamental role in every user experience session.

Published in: Technology
  • Be the first to comment

A Cognitive Approach to Ecosystem Design

  1. 1. ux poland 2015www.andreapicchi.it - @andreapicchi
  2. 2. Andrea Picchi Mobile & Wearable Designer Former Head of Mobile & Wearable UX at Ryanair Cognitive Psychology University of Padova Computer Science University of Pisa ux poland 2015
  3. 3. Why Design Landscape What Ecosystem Design How Team Work ux poland 2015www.andreapicchi.it - @andreapicchi
  4. 4. ux poland 2015www.andreapicchi.it - @andreapicchi
  5. 5. 3 billion users internet users in the world ux poland 2015www.andreapicchi.it - @andreapicchi
  6. 6. Content Discovery ux poland 2015www.andreapicchi.it - @andreapicchi
  7. 7. 0% 25% 50% 75% 100% Adult 18-24 Men 25-49 Women 25-49 Adult 50+ 2% 11%7% 15% 62% 80% 78%67% 36% 9% 15%18% PC Only PC + Mobile Mobile Only Multi-Screen Users by Demographic ux poland 2015www.andreapicchi.it - @andreapicchi
  8. 8. 80% 90% 100% 110% 120% 130% 140% 00:00 - 07:00 07:00 - 10:00 10:00 - 15:00 17:00 - 20:00 20:00 - 00:00 Desktop Smartphone Tablet % Device Transactions by Device and Time of Day +40% +28% ux poland 2015www.andreapicchi.it - @andreapicchi
  9. 9. Ecosystem a network of inter-actions ux poland 2015www.andreapicchi.it - @andreapicchi
  10. 10. 3Cs Framework consistent, continuos, complementary ux poland 2015www.andreapicchi.it - @andreapicchi
  11. 11. Consistent Design same content and design replicated across devices ux poland 2015www.andreapicchi.it - @andreapicchi
  12. 12. ux poland 2015www.andreapicchi.it - @andreapicchi
  13. 13. Consistent Functionality core features or minimum viable experience ux poland 2015www.andreapicchi.it - @andreapicchi
  14. 14. Consistent IA information structure, organisation, and terminology ux poland 2015www.andreapicchi.it - @andreapicchi
  15. 15. Consistent Look & Feel common visual language or brand visual identity ux poland 2015www.andreapicchi.it - @andreapicchi
  16. 16. Responsive Design most common implementation of consistent design ux poland 2015www.andreapicchi.it - @andreapicchi
  17. 17. Search Spotify ux poland 2015www.andreapicchi.it - @andreapicchi
  18. 18. Continuos Design end-to-end user experience distributed across multiple devices ux poland 2015www.andreapicchi.it - @andreapicchi
  19. 19. ux poland 2015www.andreapicchi.it - @andreapicchi
  20. 20. Single Activity Flow same activity flows between devices ux poland 2015www.andreapicchi.it - @andreapicchi
  21. 21. AirPlay Kindle ux poland 2015www.andreapicchi.it - @andreapicchi
  22. 22. Sequenced Activity Flow sequence of different activities that lead to the end goal ux poland 2015www.andreapicchi.it - @andreapicchi
  23. 23. AirB&B Eventbrite ux poland 2015www.andreapicchi.it - @andreapicchi
  24. 24. Multiple Sessions activity may involve different devices Shifting Context activity may involve different environments Subtask activity may involve different activities ux poland 2015www.andreapicchi.it - @andreapicchi
  25. 25. Complementary Design devices work together as a group enriching the full experience ux poland 2015www.andreapicchi.it - @andreapicchi
  26. 26. ux poland 2015www.andreapicchi.it - @andreapicchi
  27. 27. Multi Device Experience full experience involves interaction with at least two devices ux poland 2015www.andreapicchi.it - @andreapicchi
  28. 28. Collaboration Different devices work together to construct the whole experience Control experience takes place on a particular device with other devices as support ux poland 2015www.andreapicchi.it - @andreapicchi
  29. 29. Must Have devices are an integral part of the experience Nice to Have device that can enrich the experience ux poland 2015www.andreapicchi.it - @andreapicchi
  30. 30. Playstation 4 XBOX One ux poland 2015www.andreapicchi.it - @andreapicchi
  31. 31. Context-Specific Design emphasise and leverage each channel’s unique strengths ux poland 2015www.andreapicchi.it - @andreapicchi
  32. 32. ux poland 2015www.andreapicchi.it - @andreapicchi
  33. 33. Consistent Design on desktop and tablet Complementary Design on smartwatch Continuos Design across the entire user journey ux poland 2015www.andreapicchi.it - @andreapicchi
  34. 34. Airline ux poland 2015www.andreapicchi.it - @andreapicchi
  35. 35. ux poland 2015www.andreapicchi.it - @andreapicchi
  36. 36. user contextdesign ux poland 2015www.andreapicchi.it - @andreapicchi
  37. 37. user contextdesign variable variableconstant ux poland 2015www.andreapicchi.it - @andreapicchi
  38. 38. www.andreapicchi.it - @andreapicchi
  39. 39. user design 2. perception 3. interaction 1. stimulus ux poland 2015www.andreapicchi.it - @andreapicchi
  40. 40. ux poland 2015www.andreapicchi.it - @andreapicchi
  41. 41. Cognitive Resource ability to process and respond to informations ux poland 2015www.andreapicchi.it - @andreapicchi
  42. 42. Cognitive Resource attention, perception, … , memory ux poland 2015www.andreapicchi.it - @andreapicchi
  43. 43. Limited Resources discrete (finite) resources vs continuous (infinite) world ux poland 2015www.andreapicchi.it - @andreapicchi
  44. 44. t Working Set allocated resources ux poland 2015www.andreapicchi.it - @andreapicchi
  45. 45. ux poland 2015www.andreapicchi.it - @andreapicchi
  46. 46. Resources Available allocated resources - context requirement ux poland 2015www.andreapicchi.it - @andreapicchi
  47. 47. t Working Set total resources allocated resources context requirement ux poland 2015www.andreapicchi.it - @andreapicchi
  48. 48. t Working Set ux poland 2015www.andreapicchi.it - @andreapicchi
  49. 49. Cognitive Overload resource required > resource available task requirement + context requirement ux poland 2015www.andreapicchi.it - @andreapicchi
  50. 50. discovery booking pre-flight flight main device need 1 need n need 1 need n need 1 need n need 1 need n user needs medium high medium mediumtask profile low low high mediumcontext profile ux poland 2015www.andreapicchi.it - @andreapicchi
  51. 51. ux poland 2015www.andreapicchi.it - @andreapicchi
  52. 52. UX Research + UX-UI Design user contextdesign UX ResearchUX-UI Design ux poland 2015www.andreapicchi.it - @andreapicchi
  53. 53. Team Desktop & Tablet Team Mobile & Wearable PRODUCT OWNER GROUP MEMBER GROUP LEADER TEAM MEMBER ux poland 2015www.andreapicchi.it - @andreapicchi
  54. 54. Team Desktop & Tablet Team Mobile & Wearable Team PRODUCT OWNER GROUP MEMBER GROUP LEADER TEAM MEMBER ux poland 2015www.andreapicchi.it - @andreapicchi
  55. 55. Team Desktop & Tablet Team Mobile & Wearable Group PRODUCT OWNER GROUP MEMBER GROUP LEADER TEAM MEMBER ux poland 2015www.andreapicchi.it - @andreapicchi
  56. 56. Thank You Do you have any questions? ux poland 2015www.andreapicchi.it - @andreapicchi
  57. 57. Andrea Picchi Mobile & Wearable Designer Former Head of Mobile & Wearable UX at Ryanair /andreapicchi www.linkedin.com @andreapicchi www.twitter.com ux poland 2015

×