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LX DESIGN:
EMPLOYING EMPATHY TO
DELIVER EXPERIENCE
JOYCE SEITZINGER
ANZMLEARN SYMPOSIUM NOV 2015
…THIS MORNING
TRANSCENDING MATERIAL
“Experience is not about good industrial
design, multi-touch, or fancy interfaces. It
is about trans...
Aberdeen Research after Mark Scibelli and Stephen Anderson
MY EXPERIENCE
WHAT IS EXPERIENCE
DESIGN?
WHAT IS AN EXPERIENCE?
It	
  is	
  crucial	
  to	
  view	
  experience	
  as	
  the	
  consequence	
  of	
  
many	
  differ...
The	
  world	
  is	
  complex,	
  and	
  so	
  too	
  must	
  be	
  the	
  ac=vi=es	
  that	
  
we	
  perform.	
  But	
  t...
USER EXPERIENCE DESIGN
…to	
  achieve	
  high-­‐quality	
  user	
  experience	
  in	
  a	
  company's	
  
offerings	
  ther...
INTERACTION DESIGN
In	
  design,	
  human–computer	
  interac=on,	
  and	
  soRware	
  
development,	
  interac=on	
  desi...
SERVICE DESIGN
Service	
  design	
  is	
  the	
  inten=onal	
  and	
  thoughUul	
  design	
  
of	
  internal	
  and	
  cus...
METHODOLOGY
EMPATHY FOR THE USER
EMPATHY FOR THE USER
“Feelings are integral to experiences
(maybe even its core), inextricably
intertwined with our action...
EMPATHY FOR THE USER
“Empathy is a noun. A thing. It is an
understanding you develop about
another person. Empathizing is ...
EXPLORING LEARNER
EXPERIENCE DESIGN
#LXDESIGN
DR. JESS KNOTT - MSU
CARD SORTING
USER OBSERVATION
CODING CONVERSATIONS
CODING CONVERSATIONS
PERSONAS
PERSONAS
JOURNEY MAPPING
From https://sustainableservice.wordpress.com
Keeping Graduates Green
Fromseedandsprout.com
LEARNER JOURNEY MAPPING –
GETTING STARTED
MAP THE LEARNER PATH & TOUCH
POINTS
MAP THE PATHS & TOUCH POINTS OF
OTHER STAKEHOLDERS & CHANNELS
MAP THE INTERACTION PHASES
IDENTIFY EMOTIONS
IDENTIFY OPPORTUNITIES & BARRIERS
WHEN DO YOU USE JOURNEY MAPPING?
•  For	
  an	
  exis=ng	
  product,	
  object	
  or	
  service	
  
•  To	
  get	
  an	
  ...
WHEN DO YOU USE JOURNEY MAPPING?
For	
  a	
  new	
  product,	
  object	
  or	
  service	
  to	
  be	
  
designed,	
  devel...
WHEN DO YOU USE JOURNEY MAPPING?
Instead	
  of	
  a	
  prototype	
  
•  When	
  a	
  prototype	
  is	
  too	
  expensive	
...
WHY DO YOU USE JOURNEY MAPPING?
•  To	
  map	
  all	
  the	
  bricks	
  in	
  your	
  bricolage	
  (even	
  
those	
  beyo...
From Designing CX http://designingcx.com/2012/10/23/prototype-portable-journey-mapping-worksheet/
From
http://madebymany.com/blog/we-re-building-the-next-stage-of-picle
Pre Start Week
2-6
Week
7-10
Week
11-12
End &
post
LMS Wiki is
tricky to
participa
te in!
Conten
t
Early
access ☺
Teacher ...
OUR VE EXPRESS LEARNER
JOURNEY MAP
THE TEAM
•  Joyce	
  Seitzinger	
  
•  Mark	
  Smithers	
  
Lecturers	
  
•  AnneZe	
  Cook	
  
•  Nicola	
  Hardy	
  
Dig...
USER RESEARCH IN INITIAL
3 HOUR MAPPING SESSION
FURTHER RESEARCH TO INFORM
DIGITAL COLLABORATIVE MAP
FINAL LEARNER JOURNEY MAP
MAP DETAIL
ADDRESS THE PAIN POINTS:
IMPROVED COMMUNICATION
CHANNELS
SMALL CHANGES ARE FINE:
MIKE WESCH’S SYLLABUS
EXPERIENCES ARE CO-
CREATED
CO-CREATED EXPERIENCES
COMMUNITIES
INFORMATION
STREAMS
PERSONAL HUB COLLECTIONS
PRESENCE CURATION
EXPERIENCES ARE CO-
CREATED
DESIGN ACROSS THE GAPS
LECTURES
PERSONAL
LEARNING
NETWORK
TUTORIALS
LMS
COURSE
SITE
SUPPORT
SERVICES
MOBILE APP
DESIGNING FOR A
CONSTELLATION OF
EXPERIENCES
Image cc license @BryanMMathers http://bryanmmathers.com/
https://adventuresinbadging.wordpress.com/
AUSTRALIAN NATIONAL UNIVERSITY
Image cc license @bryanmathers
EXPERIENCE DESIGN IS
PEDAGOGY AGNOSTIC
https://techknowtools.wordpress.com/2015/04/03/checklist-technology-learning/
HOW CAN WE IMPLEMENT
MORE EXPERIENCE DESIGN IN
LEARNING?
EXPAND OUR TOOLKITS
DIFFERENT WAYS OF
COLLABORATING
DIFFERENT WAYS OF
COLLABORATING
DIFFERENT WAYS OF
COLLABORATING
A COMMITMENT TO THE LEARNER
EXPERIENCE
EXPAND ON LX DESIGN RESEARCH
THINK OF OURSELVES AS
LEARNER EXPERIENCE DESIGNERS
www.lxdesign.co
@lxdesignco #lxdesign
Facebook.com/lxdesignco
Search: lxdesign	
  
Joyce Seitzinger
@academictribe
www.academictribe.co
joyce@academictribe.co
BE A NODE IN OUR NETWORK!
#anzmlearn Learner Experience Design: Employing empathy to deliver experience
#anzmlearn Learner Experience Design: Employing empathy to deliver experience
#anzmlearn Learner Experience Design: Employing empathy to deliver experience
#anzmlearn Learner Experience Design: Employing empathy to deliver experience
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#anzmlearn Learner Experience Design: Employing empathy to deliver experience

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Keynote at the ANZMlearn Symposium, 24 November 2015 at Swinburne University. Key question: How can we use experience design techniques focused on empathy for the learner, in our educational designs?

Published in: Education

#anzmlearn Learner Experience Design: Employing empathy to deliver experience

  1. 1. LX DESIGN: EMPLOYING EMPATHY TO DELIVER EXPERIENCE JOYCE SEITZINGER ANZMLEARN SYMPOSIUM NOV 2015
  2. 2. …THIS MORNING
  3. 3. TRANSCENDING MATERIAL “Experience is not about good industrial design, multi-touch, or fancy interfaces. It is about transcending the material. It is about creating an experience through a device.”
  4. 4. Aberdeen Research after Mark Scibelli and Stephen Anderson
  5. 5. MY EXPERIENCE
  6. 6. WHAT IS EXPERIENCE DESIGN?
  7. 7. WHAT IS AN EXPERIENCE? It  is  crucial  to  view  experience  as  the  consequence  of   many  different  systems.   Experience  emerges  from  the  intertwined  works  of   percep=on,  ac=on,  mo=va=on,  emo=on  and  cogni=on  in   dialogue  with  the  world  (place,  =me,  people  and   objects).   Experience  Design:  Technology  for  all  the  right  reasons   Marc  Hassenzahl  
  8. 8. The  world  is  complex,  and  so  too  must  be  the  ac=vi=es  that   we  perform.  But  that  doesn’t  mean  that  we  must  live  in   con2nual  frustra2on.  No.  The  whole  point  of  human-­‐ centered  design  is  to  tame  complexity,  to  turn  what  would   appear  to  be  a  complicated  tool  into  one  that  fits  the  task,   that  is  understandable,  usable,  enjoyable.   Don  Norman,     The  Design  of  Everyday  Things   HUMAN-CENTRED DESIGN
  9. 9. USER EXPERIENCE DESIGN …to  achieve  high-­‐quality  user  experience  in  a  company's   offerings  there  must  be  a  seamless  merging  of  the  services  of   mul=ple  disciplines.   The  first  requirement  for  an  exemplary  user  experience  is  to   meet  the  exact  needs  of  the  customer,  without  fuss  or   bother.     Don  Norman,  &  Jakob  Nielsen  
  10. 10. INTERACTION DESIGN In  design,  human–computer  interac=on,  and  soRware   development,  interac=on  design,  oRen  abbreviated  IxD,  is   defined  as  "the  prac=ce  of  designing  interac=ve  digital   products,  environments,  systems,  and  services."    
  11. 11. SERVICE DESIGN Service  design  is  the  inten=onal  and  thoughUul  design   of  internal  and  customer-­‐facing  ac=vi=es  needed  to   deliver  a  service.  Where  experience  design  concerns   itself  only  with  the  customer-­‐facing  aspects,  service   design  looks  also  at  the  experience  of  staff    
  12. 12. METHODOLOGY
  13. 13. EMPATHY FOR THE USER
  14. 14. EMPATHY FOR THE USER “Feelings are integral to experiences (maybe even its core), inextricably intertwined with our action.” Marc Hassenzahl
  15. 15. EMPATHY FOR THE USER “Empathy is a noun. A thing. It is an understanding you develop about another person. Empathizing is the use of that understanding – an action.” Indi Young
  16. 16. EXPLORING LEARNER EXPERIENCE DESIGN #LXDESIGN
  17. 17. DR. JESS KNOTT - MSU
  18. 18. CARD SORTING
  19. 19. USER OBSERVATION
  20. 20. CODING CONVERSATIONS
  21. 21. CODING CONVERSATIONS
  22. 22. PERSONAS
  23. 23. PERSONAS
  24. 24. JOURNEY MAPPING
  25. 25. From https://sustainableservice.wordpress.com Keeping Graduates Green
  26. 26. Fromseedandsprout.com
  27. 27. LEARNER JOURNEY MAPPING – GETTING STARTED
  28. 28. MAP THE LEARNER PATH & TOUCH POINTS
  29. 29. MAP THE PATHS & TOUCH POINTS OF OTHER STAKEHOLDERS & CHANNELS
  30. 30. MAP THE INTERACTION PHASES
  31. 31. IDENTIFY EMOTIONS
  32. 32. IDENTIFY OPPORTUNITIES & BARRIERS
  33. 33. WHEN DO YOU USE JOURNEY MAPPING? •  For  an  exis=ng  product,  object  or  service   •  To  get  an  overview  of  all  the  elements  and   stakeholders   •  To  map  all  the  touch  points   •  To  iden=fy  emo=ons  associated  with   interac=ons   •  To  iden=fy  pain  points  
  34. 34. WHEN DO YOU USE JOURNEY MAPPING? For  a  new  product,  object  or  service  to  be   designed,  developed  and  implemented:   •  To  get  a  common  understanding  of  aspiring   experience  for  all  members  of  design  &   development  team   •  To  iden=fy  touch  points   •  To  iden=fy  channels   •  To  iden=fy  priori=es  for  the  development  
  35. 35. WHEN DO YOU USE JOURNEY MAPPING? Instead  of  a  prototype   •  When  a  prototype  is  too  expensive  to  build   •  Have  something  to  shoot  at  
  36. 36. WHY DO YOU USE JOURNEY MAPPING? •  To  map  all  the  bricks  in  your  bricolage  (even   those  beyond  your  control)   •  To  step  away  from  your  medium   •  To  design  across  the  gaps   •  To  facilitate  conversa=on   •  To  facilitate  collabora=on  
  37. 37. From Designing CX http://designingcx.com/2012/10/23/prototype-portable-journey-mapping-worksheet/
  38. 38. From http://madebymany.com/blog/we-re-building-the-next-stage-of-picle
  39. 39. Pre Start Week 2-6 Week 7-10 Week 11-12 End & post LMS Wiki is tricky to participa te in! Conten t Early access ☺ Teacher Picture & intro video ☺ No involvemen t in review ! Peers No icebreaker !
  40. 40. OUR VE EXPRESS LEARNER JOURNEY MAP
  41. 41. THE TEAM •  Joyce  Seitzinger   •  Mark  Smithers   Lecturers   •  AnneZe  Cook   •  Nicola  Hardy   Digital  Learning  Team   •  Spiros  Soulis   •  Angela  NicoleZou   •  Eloise  Acuna    
  42. 42. USER RESEARCH IN INITIAL 3 HOUR MAPPING SESSION
  43. 43. FURTHER RESEARCH TO INFORM DIGITAL COLLABORATIVE MAP
  44. 44. FINAL LEARNER JOURNEY MAP
  45. 45. MAP DETAIL
  46. 46. ADDRESS THE PAIN POINTS: IMPROVED COMMUNICATION CHANNELS
  47. 47. SMALL CHANGES ARE FINE: MIKE WESCH’S SYLLABUS
  48. 48. EXPERIENCES ARE CO- CREATED
  49. 49. CO-CREATED EXPERIENCES
  50. 50. COMMUNITIES INFORMATION STREAMS PERSONAL HUB COLLECTIONS PRESENCE CURATION
  51. 51. EXPERIENCES ARE CO- CREATED
  52. 52. DESIGN ACROSS THE GAPS LECTURES PERSONAL LEARNING NETWORK TUTORIALS LMS COURSE SITE SUPPORT SERVICES MOBILE APP
  53. 53. DESIGNING FOR A CONSTELLATION OF EXPERIENCES
  54. 54. Image cc license @BryanMMathers http://bryanmmathers.com/
  55. 55. https://adventuresinbadging.wordpress.com/ AUSTRALIAN NATIONAL UNIVERSITY
  56. 56. Image cc license @bryanmathers
  57. 57. EXPERIENCE DESIGN IS PEDAGOGY AGNOSTIC
  58. 58. https://techknowtools.wordpress.com/2015/04/03/checklist-technology-learning/
  59. 59. HOW CAN WE IMPLEMENT MORE EXPERIENCE DESIGN IN LEARNING?
  60. 60. EXPAND OUR TOOLKITS
  61. 61. DIFFERENT WAYS OF COLLABORATING
  62. 62. DIFFERENT WAYS OF COLLABORATING
  63. 63. DIFFERENT WAYS OF COLLABORATING
  64. 64. A COMMITMENT TO THE LEARNER EXPERIENCE
  65. 65. EXPAND ON LX DESIGN RESEARCH
  66. 66. THINK OF OURSELVES AS LEARNER EXPERIENCE DESIGNERS
  67. 67. www.lxdesign.co @lxdesignco #lxdesign Facebook.com/lxdesignco Search: lxdesign  
  68. 68. Joyce Seitzinger @academictribe www.academictribe.co joyce@academictribe.co BE A NODE IN OUR NETWORK!

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