Designing Multichannel Services for Lives Beyond the Screen - UX Week 2014
1. DESIGNING MULTICHANNEL
SERVICES FOR LIVES
BEYOND THE SCREEN
UX Week 2014 - 12th September
!
Andy Polaine
andy@polaine.com | Twitter: @apolaine
2. Start with the people
Image source: Smithsonian's Cooper-Hewitt, National Design Museum
3. "Really everything I had done wasn’t very interesting or
important. The thing that was really important was what
was happening between me and the software on the screen.”
Bill Moggridge on the GRiD Compass Computer
Image source: Smithsonian's Cooper-Hewitt, National Design Museum
4. Great screen UX design doesn’t help much if it’s always different
9. Web
ThirdParty™
Mobile
People
Products
Marketing
Print
Other Services
People A transitions
are crucial to the
experience
Services are ecosystems - every part affects the whole
12. Service gaps – Lavrans flying to New York with his family
13. Website-Call Center Gap
Website-System Error Gap
Website-Call Center Gap
Husband-Wife Expectation Gap
Call Center Staff-Check-In Staff Gap
Boarding Staff-Computer System Gap
The human service element finally wins
14. Cracks can accumulate to form an experience crevasse
Image source: http://www.summitpost.org/jeff-jumping-crevasse-dc-route-july-8-2006/207527
15. CRAFT A HUMAN
EXPERIENCE, NOT A
“USER” EXPERIENCE,
ACROSS CHANNELS
34. Fake photo.
I made this up.
Jane, 32, lawyer. Loves her BMW, reads the Financial Times, lives in Notting
Hill, London. Has a boyfriend, but no children yet and wants to get ahead in
her career first.. Likes the good things in life, needs information fast, is
constantly connected on her iPhone and iPad. Watches Homeland in the
evening with a bottle of Australian Cabernet Sauvignon.
Avoid demographic personas. Go for behaviours/actions instead.