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Morgan McKeagney, Director, iQ Content
Embedding experience:
Bridging the gap between design & reality
Bangalore,07/03/14
A (brief) history of
everything..
Back in the day / A physical universe
I need...
Place / Curated experiences
Pantheon / Inspire awe and submission
M·AGRIPPA·L·F·COS·TERTIUM·FECIT
Vitruvius / Three Design Principles (Father of UX)?
Utilitas
Firmitas
Venustas
Functionality:– the arrangement, quality
an...
Documenting design / Communication, understanding
Sketch
Peruzzi, 1500 Serlio, 1540 Palladio, 1570
Plan, section, elevation
Renaissance Men / Ying & Yang
+ =
Art & Science / The Great Divergence
Art...
Science...
1519 1959
Art & Science / Mind the gap
Art Science
Computers, screens, UX
OK Computer / A machine, by Babbage
Charles Babbage, (1791 – 1871)
English polymath: mathematician,
philosopher, inventor ...
Web 1.0: Tethered Computing / Where is the internet?
Screens & UIs / Humanising machines
PARC Alto, 1973
Apple LISA, 1983 Windows 1.0, 1985
Command Line
UX is born / We fix what’s broken
Design principles / Applied.
Above the line
campaigns
External
Search
External
banners
Home phone
& Broadband
VF bannersvo...
Common techniques / Sticky note epidemic
Cooper Flow
Fjord
iQContent
Method & Balkanisation / People’s Judean Front
UX Bubble? / Inflation of chatter, ego, costs
Source: Lanyard.com, 12th September 2011
Design & Execution / Mind the gap
Design Execution
Mobile: genie leaves bottle
Epiphany with a plumber / Brave New World
Jan
2010
March
2011
Mobile Explosion / 2010-2011 Liftoff
2044% increase in 15 months
Context & Place / Reconnection with the physical & social
Being several places at once
On different devices
Venustas
Impac...
Design complexity / Explosion in devices & screen sizes
Demand for speed & agility / Process shrinks
Week 1 Week 2
Research
Design
CodeIterate SHIP!
Test
What’s now / Physical, wearable, social
An explosion of experiences / All to be designed
Everything’s an interface / Nothing’s an interface
How the $%$ do you
wireframe that?
The Best UI / No UI?
UX = UI“No matter how
cool your interface
is, less of it would
be better.”
Alan Cooper, About Face Go...
Square Cash / 1-2-3
Good Night Lamp / Simplicity & Utility
Embedded Experiences
World has shifted / UX must adapt
A Dublin Allegory / Selling UX to the new software elite
Mobile universe / Design gap leads to crap outcomes
Design Execution
Crap
Outcomes
Closing the Gap / Experiences, not interfaces
Design & Execution
Embedded Experiences / Working design
2. Physical & social & digitalEmbedded UX =
3. Organisation, team structures
1. Hard...
Revenge of Renaissance Man / Genius of Experience
Hardware + Software
“Design is how it works”
+
Services
+
Physical Exper...
The Boutique Hotel / 1,000 small interactions
Service design / Ecosystems of experiences
Tire size tool
Discover
Search
Compare
Schedule
Purchase
Fullfill
Rate & Review
...
Multidisciplinary Teams / 1 + 1 = 11
+
+
Changing deliverables / Prototypes, not wireframes
Evolving our toolkit / End of the PSD?
Collaboration & Small Teams / The Secret Sauce
Research / Out of the lab, into the field.
Genevive Bell,
Intel’s Anthropologist
UX is a Ghetto / But the world’s our oyster
• Change: mobile, invisible interfaces, speed,
beyond screens to physical and ...
iQ Content Ltd, Clarendon House, 34-37 Clarendon Street, Dublin 2, Ireland. +353 (0)1 677 1140
Contact: Morgan McKeagney
E...
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Embedding Experience: Bridging the gap between design & reality

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The world is changing: it’s now crazily mobile, with an exploding number of devices and customer touch-points. This is a profound shift which puts a strain on our traditional design approaches. In this talk, Morgan argues that experiences, not interfaces, are the future. To remain relevant and useful, UX designers and organisations need to evolve. In particular, we need to stop obsessing about tools and methods, and concentrate instead on delivering truly embedded experiences.

Keynote presentation, delivered at the UX Masterclass, Bangalore, India, 7/3/2014

Published in: Design
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Embedding Experience: Bridging the gap between design & reality

  1. 1. Morgan McKeagney, Director, iQ Content Embedding experience: Bridging the gap between design & reality Bangalore,07/03/14
  2. 2. A (brief) history of everything..
  3. 3. Back in the day / A physical universe I need...
  4. 4. Place / Curated experiences
  5. 5. Pantheon / Inspire awe and submission M·AGRIPPA·L·F·COS·TERTIUM·FECIT
  6. 6. Vitruvius / Three Design Principles (Father of UX)? Utilitas Firmitas Venustas Functionality:– the arrangement, quality and interrelationship of spaces and how the building is designed to be useful to all. Build Quality: the engineering performance of the building, which includes structural stability and the integration, safety and robustness of the systems, finishes and fittings. Impact: the building’s ability to create a sense of place and have a positive effect on the local community and environment.
  7. 7. Documenting design / Communication, understanding Sketch Peruzzi, 1500 Serlio, 1540 Palladio, 1570 Plan, section, elevation
  8. 8. Renaissance Men / Ying & Yang + =
  9. 9. Art & Science / The Great Divergence Art... Science... 1519 1959
  10. 10. Art & Science / Mind the gap Art Science
  11. 11. Computers, screens, UX
  12. 12. OK Computer / A machine, by Babbage Charles Babbage, (1791 – 1871) English polymath: mathematician, philosopher, inventor and mechanical engineer.
  13. 13. Web 1.0: Tethered Computing / Where is the internet?
  14. 14. Screens & UIs / Humanising machines PARC Alto, 1973 Apple LISA, 1983 Windows 1.0, 1985 Command Line
  15. 15. UX is born / We fix what’s broken
  16. 16. Design principles / Applied. Above the line campaigns External Search External banners Home phone & Broadband VF bannersvodafone.ie Value message How much can you save Compare the packagages Product Gallery page Customised product gallery Product details Page Purchase Flow FAQ's Internet Switching Guide Why Switch How to Switch Can I switch What is broadband? How do I order VAH Wireless BB Explained DIscounted product gallery . Our Design Focus Persona's Goals Obstacles 62 Civil Servant B Eng - Trinity Unfamiliar with online No DSL connection Uses IE 6 Robert is coming up to retirement age. He's never been that tech savvy. He's used the internet it a bit in work and his browsing always starts with google. He's noticed that online items are being mentioned more and more among his friends and family and wants to be able to get the internet from home. He's also a little embarrassed to keep asking his daughter to book his flights for each holiday. He has an existing phone line with Eircom. He wants to choose a package that has everything included to get him up and running. He also wants to know how his internet connection is going to get "switched on" and what he might have to do during this process. Robert Get started using the internet Feel informed and confident about the technology Why would Robert buy online Convince Robert to switch from Eircom Have a Single "internet page" - explain internet on the go / at home / on phone Have big segmentation of the packages ( beginer / intermediate / expert) Clear explanation of what the package contains ( service + starter pack) Clear explanation of the switching process (allay fears) Refer to package speeds as capabilities I'd like to get started using the internet at home PP-Ugrade +X% Vodafone's Goals Win Robert's custom, grow market share Broadband Discoverer
  17. 17. Common techniques / Sticky note epidemic Cooper Flow Fjord iQContent
  18. 18. Method & Balkanisation / People’s Judean Front
  19. 19. UX Bubble? / Inflation of chatter, ego, costs Source: Lanyard.com, 12th September 2011
  20. 20. Design & Execution / Mind the gap Design Execution
  21. 21. Mobile: genie leaves bottle
  22. 22. Epiphany with a plumber / Brave New World
  23. 23. Jan 2010 March 2011 Mobile Explosion / 2010-2011 Liftoff 2044% increase in 15 months
  24. 24. Context & Place / Reconnection with the physical & social Being several places at once On different devices Venustas Impact: the building’s ability to create a sense of place and have a positive effect on the local community and environment.{ {
  25. 25. Design complexity / Explosion in devices & screen sizes
  26. 26. Demand for speed & agility / Process shrinks Week 1 Week 2 Research Design CodeIterate SHIP! Test
  27. 27. What’s now / Physical, wearable, social
  28. 28. An explosion of experiences / All to be designed
  29. 29. Everything’s an interface / Nothing’s an interface How the $%$ do you wireframe that?
  30. 30. The Best UI / No UI? UX = UI“No matter how cool your interface is, less of it would be better.” Alan Cooper, About Face Golden Krishnan, 2012 “The best UI is no UI”
  31. 31. Square Cash / 1-2-3
  32. 32. Good Night Lamp / Simplicity & Utility
  33. 33. Embedded Experiences
  34. 34. World has shifted / UX must adapt
  35. 35. A Dublin Allegory / Selling UX to the new software elite
  36. 36. Mobile universe / Design gap leads to crap outcomes Design Execution Crap Outcomes
  37. 37. Closing the Gap / Experiences, not interfaces Design & Execution
  38. 38. Embedded Experiences / Working design 2. Physical & social & digitalEmbedded UX = 3. Organisation, team structures 1. Hardware & software
  39. 39. Revenge of Renaissance Man / Genius of Experience Hardware + Software “Design is how it works” + Services + Physical Experiences
  40. 40. The Boutique Hotel / 1,000 small interactions
  41. 41. Service design / Ecosystems of experiences Tire size tool Discover Search Compare Schedule Purchase Fullfill Rate & Review Dealer ratings Ticketing & reminder SEO Affiliates (review sites) Search by 1.Car type/reg or 2. Tire size Crowdsourced statistics Expert & customer reviews Site assistant I just saved 15% with eCo Tires! Great mileage, good fuel efficiency 200 Volkswagen Passat drivers bought this tire!!! Recommendations for people like me Tire change alerts Excellent service, highly recommended Appointment scheduling Follow up survey SEM Retention & cross sell Live support from experts Dave – Family Protector Wants tires that will keep his children safe. Maria – Quality Seeker Wants a premium product and is prepared to pay for it. Personas Phone 02 2736 0004 Address AV L. MOMMAERTS, 10-12, BE 1140 BRUXELLES INTERPNEU-P BOONEN SPRL Garage details Fitting appointment: Mon 23rd June at 11:30am 165/60 R14 75T 4 x Goodyear Duragrip tires 4 tires @ !95.00 + Fitting: !20.00 + VAT @ 21%: !20.00 !484.00 Fitting reference number: 45678YTUK eCo Tires Phone 02 2736 0004 Address AV L. MOMMAERTS, 10-12, BE 1140 BRUXELLES INTERPNEU-P BOONEN SPRL Garage details 165/60 R14 75T 4 x Goodyear Duragrip tires Fitted on the 23rd June 2012 eCo Tires Fitted Tires Next tire change date 23rd May 2012 Reminders eCo Tires Sizes for your car model Tire Sizes P225/50R16 91S P225/50R16 91S P225/50R16 91S P225/50R16 91S or Input your Tire size eCo Tires Customer Experience Map Volkswagen 2009 Golf Vehicle make Year Model Show tires Social hotspots Digital touchpoints Analytics Measure and continuously improve Mon AM PM Tue Wed Thu Fri Select an available slot Select slot Phone 02 2736 0004 Address AV L. MOMMAERTS, 10-12, BE 1140 BRUXELLES INTERPNEU-P BOONEN SPRL Garage details Fitting appointment: Mon 23rd June at 11:30am 165/60 R14 75T 4 x Goodyear Duragrip tires 4 tires @ !95.00 + Fitting: !20.00 + VAT @ 21%: !20.00 !484.00 eCo Tires
  42. 42. Multidisciplinary Teams / 1 + 1 = 11 + +
  43. 43. Changing deliverables / Prototypes, not wireframes
  44. 44. Evolving our toolkit / End of the PSD?
  45. 45. Collaboration & Small Teams / The Secret Sauce
  46. 46. Research / Out of the lab, into the field. Genevive Bell, Intel’s Anthropologist
  47. 47. UX is a Ghetto / But the world’s our oyster • Change: mobile, invisible interfaces, speed, beyond screens to physical and social experiences • Great risk: profession at a crossroads • Great opportunity: ideally positioned to make sense of the physical, social, digital, experiential • BUT: we need to get back to our multidisciplinary renaissance roots - • Bridge the gap between design & execution: become makers and tinkerers 5
  48. 48. iQ Content Ltd, Clarendon House, 34-37 Clarendon Street, Dublin 2, Ireland. +353 (0)1 677 1140 Contact: Morgan McKeagney Email: morgan@iqcontent.com Tel: +353 87 629 3450 Twitter: morganmck Web: www.iqcontent.com Thanks for listening!

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