1. Experience Design
designing the invisible
101

2. Overview
1. the Problems
2. the Philosophy
3. the Practice
Overview
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2

3. The Problems
The Problems
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3

4. $
$
$ $ $
customers
BRAND
brand
agency
disciplines
The Problems
|
4

5. 3 relationships
$
$
$ $ $
customers
BRAND
brand
agency
disciplines
and conflicts
The Problems
|
5

6. $
$
$
$
$
BRAND
We are bombarded
with over 5,000
pieces of commercial
information a day
The Problems
|
6

7. $
5,000+
per day
$
$
$
$
BRAND
This creates a lot of
noise, clutter and
irrelevance that
customers have to
sift through
The Problems
|
7

8. $
5,000+
per day
$
$
$
$
BRAND
noise
causing distrust, fatigue
and apathy in
customers
The Problems
|
8

9. $
5,000+
per day
$
$
$
$
BRAND
noise
distrust
The average customer now
goes through 10.7 different
touchpoints before making
a purchase decision.
The Problems
|
9

10. $
5,000+
per day
$
$
$
$
BRAND
noise
distrust
10.7
we need to reliably
and delightfully
steward customers
through the noise.
The Problems
|
10

11. $
$
$
$
$
BRAND
T.A.W.
$
Agencies and
brands want to
create and sell big
amazing things
The Problems
|
11

12. $
T.A.W.
$
creating big
ideas
$
$
$
$
BRAND
!
This requires communicating
meaningfully, cohesively and
effectively
The Problems
|
12

13. $
$
$
$
$
BRAND
$
!
creating big
ideas
communication
T.A.W.
A
B
?
and now considering
new and evolving
forms of interactive
behavior, technology
and social media
The Problems
|
13

14. $
$
$
$
$
BRAND
$
!
creating big
ideas
communication
T.A.W.
A
B
?
interaction
we need new maps and
new tools to effectively
build quality relationships
with our customers
The Problems
|
14

15. $
$
$
$
$
BRAND
$
!
creating big
ideas
communication
T.A.W.
A
B
?
interaction
map + tools
we need new ways
to understand, sell,
and execute large
interactive and
integrated work.
The Problems
|
15

16. $
$
$
$
$
BRAND
There are many different
roles and purposes in our
internal teams
The Problems
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16

17. $
different
purposes
$
$
$
$
BRAND
is there anyone
there to serve as an
ambassador for the
end customer and
their needs?
The Problems
|
17

18. $
different
purposes
$
$
$
$
BRAND
ambassadorship?
is there anyone responsible for the overall structure, flow and functionality
of the products we create?
The Problems
|
18

19. $
$
$
$
$
BRAND
!
different
purposes
ambassadorship?
architecture?
?
who’s responsible for creating shared understanding
between the creative teams,
developers, buyers, users
and stakeholders?
The Problems
|
19

20. $
$
$
$
$
BRAND
!
different
purposes
ambassadorship?
architecture?
?
translation?
we need more empathy,
systemic thinking and
creative collaboration
throughout our rich
interactive and integrated
projects.
The Problems
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20

21. All together now...
With more empathy, systemic thinking and
creative collaboration throughout our rich
interactive and integrated projects...
we’ll be able to better think-through,
understand, sell, and execute work that...
reliably and delightfully stewards customers
through the plethora of noise, clutter and
irrelevance.
The Problems
|
21

22. The Goal
With more empathy, systemic thinking and
creative collaboration throughout our rich
interactive and integrated projects...
+
we’ll be able to better think-through,
understand, sell, and execute work that...
+
reliably and delightfully stewards customers
through the plethora of noise, clutter and
irrelevance in the marketplace.
eXperience
XD
Design
The Problems
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22

23. The Philosophy
The Philosophy
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23

24. Art
+
Design
Psychology
+
Anthropology
XD
Technology
+
Development
Business
+
Marketing
The Philosophy
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24

25. Interactivity
Storytelling
Heuristics
IA
Game Theory
Product Design
Perceptual/Cognitive Psychology
Logic
Ethnography
Culture & Tech Trends
Holistic Design
Design Trends
XD
The Philosophy
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25

26. The customer
is the company
XD
The Philosophy
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26

27. Experience design is
not about designing
‘things’, but behavior
XD
The Philosophy
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27

28. Empathy
Systems
Thinking
Creative
Collaboration
XD
The Philosophy
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28

29. think of us as
an ARCHITECT
with a
customer’s heart
The Philosophy
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29

30. analyze & define
digital habits
user needs
customer goals design trends
usability standards
priorities
relationships
hierarchy
flow navigation
incentive guidance
focus
functionality
controls
DESIGN
an ARCHITECT
with a
customer’s heart
structure
systems
logic
The Philosophy
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30

31. an ARCHITECT
with a
customer’s heart
structure
systems
logic
The Philosophy
|
31

32. an ARCHITECT
with a
customer’s heart
structure
systems
logic
blueprints
schematics
frameworks
The Philosophy
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32

33. The Practice
The Practice
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33

34. XD
The Practice
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34

35. research
define
design
evaluate
strategy
creative
production
XD
The Practice
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35

36. research
Design / Tech / Usability trends
Auditing / Ecosystem mapping
Task & Pathway analysis
Affinity Mapping
define
strategy
Ideation & Concept modeling
Ecosystem / Customer journeys
Storyboarding
Persona / Scenarios / Use cases
Interaction rules & mechanics
design
IA / Interface design
Wireframes / Schematics
User flows
Site maps
evaluate
Rapid prototyping
Usability heuristics
User-testing
Design evaluation
creative
production
XD
The Practice
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36

37. Auditing
BROADCAST
TV
The brand spokesperson,
broadcasting how Ruby Tuesday
is new and different.
Visuals of food, highlighting
promotions and special offers
incentivize people to consider
Ruby Tuesday.
Does not articulate differentation value.
Provide a deeper core brand
idea. Tie-in a social CTA/callout. Issue a challenge to see
why RT is different. Connect
to social.
DIGITAL
RubyTuesday.com
The digital hub that highlights
current promotions and is meant
to change perceptions of RT.
Consistently updated content
highlighting promotions and
special offers.
Lack of core idea.
Lack of 2-way conversation.
Special story overload.
RubyTuesdayfeature.com
Clear and focused.
Doesn’t fit with .com.
Fails to lead the customer.
Create smoother transitions and
clear purposes from external
drivers. Content hierarchy on
.com should be clear.
SOCIAL
Facebook
The customer experience monitor where Ruby Tuesday followers should engage and explore
how Ruby Tuesday is different
from everyone else.
800K followers.
Followers just ask for coupons.
Infrequent brand posts or
interactions.
YouTube
Cultivate content and reasons
to re-engage.
Two videos, no interactions.
EMAIL
So Connected/Promotions
The outreach reminder to members to hear what’s happening &
receive coupons.
High quality imagery & content
High frequency of emails.
Too many competing CTAs.
More targeted emails, e.g.,
new Facebook promotion
email, Refer a Friend for So
Connected, request feedback
on FB. Connect to social media to build relationships.
Localize email content for local
Ruby Tuesday promotions.
PRINT/OOH
PRINT/OOH
The guidebook providing enticing food imagery and incentives
to visit the restaurant.
Imagery.
Coupons & deals.
Too many secondary CTAs.
Deadend .
Create smooth transitions
to social, mobile, and digital
properties. Use mobile texting
to let people opt-in to loyalty
or So Connected programs.
Allow people to vote for their
favorite dishes to come back
to RT menu, favorite offerings
from Seafood Festival, etc.)
MOBILE
m.RubyTuesday.com
The Ruby Tuesday locator.
EVENTS
Guest Appreciation Nights
The prize giver rewards customers
with a “Customer Appreciation
CTAs are prioritized: first find a Night” cocktail party.
RT location .
Customers feel special.
No awareness drivers.
They stay to dine.
Underutilized.
Deadend.
Missed opportunity to continued
engagement with customers.
Deadend.
Mix utility with surprise and
delight. Deeper engagements
to promote core values and
Deeper engagement and continuity of engagement.
continuity.
Share an awesome experience
with friends (send out a survey
afterwards, send rewards to
share with a friend, post to social
media channels).
Deeper engagements change
perceptions, build loyalty.
Be more visible; ask for
feedback, polls, etc. Crosspromote.
The Practice
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37

38. Design / Usability Heuristics
Match
Match mental models.
Complexity
Aesthetics
Minimize perceived complexity.
Strive for appropriate and minimal aesthetics.
Consistency
Errors
Use consistent form, words, and actions.
Prevent errors and provide graceful recovery.
Feedback
Place
Give feedback about actions and status.
Provide a sense of place.
Language
Constraints
Use clear and concise language.
Account for user & environmental constraints.
Anticipate
Anticipate needs.
The Practice
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38

39. Ecosystem Maps
DEEPER
BRAND CONTENT
-DIGITAL MEDIA-
Subway.com
My
Subway
Card
Subway
Kids
Online
Ordering
GENERAL
AWARENESS
-TRADITIONAL MEDIA-
Email
BRAND
CONVERSATION
-SOCIAL MEDIA-
Mobile
site
LOYALTY
CARD
In
Restaurant
Partners &
Sponsorship
POP
Sandwich
Artists
Events
PRODUCT TRIAL
-EXPERIENTIAL-
The Practice
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39

40. Defining Experience Opportunities
The Practice
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40

41. Customer Journeys (high-level)
2. INFORM
hmmm...
what’s the best
choice for what
I want?
Users are provided reliable
reasoning to trust in what
Meijer offers.
+Quick look
+Product Details
+Comparison
I wonder what
great thing
Meijer will do
next...
1. INSPIRE
4. RE-INSPIRE
+Rich, product-lifestyle imagery
+Enticing language
+Relevant recommendations
+Confirmation messaging
+Personalized email
+Unexpected perks
Users are emotionally compelled
to engage and find product
solutions via Meijer.com.
Users feel good about Meijer
and can continuously rely on
what they provide.
...not really
sure what to
buy...
$
3. TRANSACT
Users can successfully
collect and purchase
desired products.
+Special offers
+Wishlist
+Shopping cart
I’ve made my
choice and I’m
ready to buy.
The Practice
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41

42. User Journeys (detail-level)
I’m accountable & feel
supported.
GM Example Achievements
GM Example Encouragements
I’m ready to get back
on track. How can I get
motivated again?
This helps me work out,
but what about eating
healthy?
I get distracted
easily. How can I stay
focused?
USER’S THOUGHTS & FEELINGS
I need help staying
motivated so I can
reach my goals.
You’ve taken your 1st step to
better health!
Take a few minutes to set up
your profile & goals so Goalmate can get to know you.
PHASES OF JOURNEY
INSPIRE
Great dedication!
You’re getting smarter about
staying healthy!
Take a look at our sample
schedules to get started
for week 1.
You’ve become a contributor
to your goal group!
Not sure about choosing
a Goalmate yet? Use our
Coach to get started.
EMPOWER
PHASE STRATEGIES
Users are compelled to engage
with the Goalmate tool.
Users discover how Goalmate sets them
up for continued success.
Tools of Inspiration:
Gold’s Gym Challenge - hard launch
New member onboarding
Integration with CRM
Tour de Cure
It’s Almost time for:
- beach season
- NY’s resolutions
- the holiday bulge battle
Incentives/Rewards
Fame/Recognition
USER’S ACTION WITH FEATURES
Account creation: Facebook login and an
email address & unique password.
Users should feel that GG understands everyone
has good intentions about reaching their goals,
but could use a helping hand. The incentive to use
Goalmate is that people will be able to create a plan,
receive consistent motivation and accountability
from a real person. The use of the tool for 1-on-1
and group accountability is as good as the people
who are involved and engaged. GG is the facilitator
and will provide expert advice and experience.
User’s Lifestyle, Goals and Tasks
1. Lifestyle
- Life stages
- Gym member? GG?
- Set up Schedule (wk 1)
2. Set Goals
- General overall
- Select subgoal
- Create your own subgoal
3. Resources
- Invite Goalmate (random, search or via FB)
- Select Goalmate (by gender, gym membership preferences)
- Get Health tips
Goalmate will not limit accounts to any one social media
platform. Encourage early & often on the first small
accomplishments like bookmarking the Goalmate tool,
setting up a profile, goals and a schedule. Provide suggestions for both goals , a workout schedule and allow
user to set up a workout schedule for the 1st week and
repeat it as needed.
Your comment was voted
up!
INFORM
Users are provided with relevant
resources that help them reach
their goals.
Dashboard
Explore Goal Group
-Discussions / Sharing
-Vote up Answers/Shares
-PT expertise (podcasts, posts)
Goalmate
-Conversations, schedules, checkins
GG Content
-Workout builder, BMI calculator, etc
-Nutrition info
-Suggestions according to User’s goals
-Suggestions for goal group
The dashboard is a resource with easy access
for the user to view their goal group discussions,
shared items, recommended resources targeted
to their goal group and individual goals and profile
by GG, Goalmate conversations, alerts and email
options and their personal profile.
It’s beautiful weather in
Chicago-why not take a brisk
walk outside?
Ready for a more structured
challenge? Sign up for a seesion with a local PT today!
Don’t forget to check out
your Goalmates progress &
send props!
You’ve checked out
Goalmate for more than
30 days. Get a free GG
class on us!
If you need help with
your goals, visit your goal
group / contact us.
MOTIVATE
RE-INSPIRE
Users are consistently encouraged with resources and information that is personalized to their
lifestyle and goals.
Goalmate reaches out to users to
compel them to continue to engage
or re-engage if they have been
inactive.
Goalmate
-Icebreakers/Suggestions
-Conversation schedule/Cry for Help
-Props for task completion
Tool
-Alerts/Reminders to workout
-Scheduled Encouragement
-Localized “ads” for nearby GG classes, offer/promotions
-key word search for resources
Sharing
-broadcast achievements & successes to goal group,
social media outlets; receive props in goal group
Provide Goalmate introduction and help starting conversations and
aids to build a relationship between Goalmates (e.g. icebreakers,
suggestions for interactions like sending each other reminders or
checking in and giving props for tasks completed). Bring in localized
offers from GGs - promotions for Personal Training, special classes or
nutritionist visits. Offer an option to get new exercise ideas and localize those ideas: e.g. “It might rain this week, head into your GG for a
yoga class” or “There’s a new bike trail nearby - why not try it out?”.
Goals
Prompt to review Goals, modify, prompt
new goals for events like Tour de Cure, etc.
Goalmate
Prompt to reassess Goalmate.
Updated GG Content, new suggestions
in tool & email
Based on profile, localized offer for free
Personal Training or Nutritionist session/
other reward.
Check in after 30, 60, 90, 120 days of account
signup or a time of inactivity. Offer rewards and
special, limited time offers for those with 10
achievements or more and help in the form of GG
contacts for those who are struggling. Update
GG content and poll the users via goal groups or
Facebook pages for new features.
The Practice
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42

43. Personas + Scenarios
The Practice
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43

44. Ideation + Design Thinking
The Practice
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44

45. UX Strategy + Role Definition
Nationwide.com
The Nation Hub
Facebook
PRIMARY PURPOSE:
Serve as the digital product information and commerce engine for new customers and returning
members.
PRIMARY PURPOSE:
The Nation serves as a community page on
Nationwide.com for the purpose of connecting,
empowering and engaging members through
member-focused content. Non-members can
view it to see the value and difference a memberdriven alternative offers.
PRIMARY PURPOSE:
Serve as the social lens to the nation’s members;
activating and channelling the passion points of
members (and their things worthy of protection).
ROLE IN CAMPAIGN:
It houses the Nation Hub, allows users to research product details and get a quote.
USER VALUE:
The central area for starting, continuing, and
expanding one’s relationship with Nationwide
services.
MAIN FUNCTIONS:
-Insurance, investment, & banking info
-Specific product options
-Get a quote / Member sign-up
-Account Access
-Contains the Hub community
MAIN DRIVERS:
(Via the Hub) TV, Print, Radio, OOH, Events,
Digital Media, Nationwide.com content, , Twitter,
Email, Social Outreach, Nationwide Reps.
ROLE IN CAMPAIGN:
Creates a constructive reason for members to
engage with Nationwide through a tangible representation of membership.
USER VALUE:
Provides a trusted resource of information for
members to ask, learn about, and share, specifically focusing on how to better protect themselves (from members who can truly relate).
MAIN FUNCTIONS:
-Ask the Nation; member-sourcing Q&As
-Poll solicitation for products/services
-Documentary videos of member stories
-Customer reviews and opinion sharing
-Volunteer opportunities
-Disaster alerts and prevention tips
-Drivers to deeper .com content
ROLE IN CAMPAIGN:
Ignite conversation and interactions that spark
social participation, driving new users and returning members to the Hub.
USER VALUE:
A relief area for expressing user’s bottled-up
need to share what’s worth protecting for them
(through storytelling tools and conversation).
MAIN FUNCTIONS:
-Conversation / Wall posts
-Storytelling
-Sharing member passions
-Connecting members and potential
members with common passions
MAIN DRIVERS:
The Nation Hub (on Nationwide.com), Nationwide.com, Facebook Ads, Twitter, Email, Social
Outreach, Nationwide Reps.
MAIN DRIVERS:
TV, Print, Radio, OOH, Events, Digital Media, Nationwide.com content, Facebook, Twitter, Email,
Social Outreach, Nationwide Reps.
The Practice
|
45

46. Interaction/Game Mechanics
+
+
+
0
00
,
10
s
pt
25
,
0
00
s
pt
50
,0
00
s
pt
Level 4
+ Free shipping on all GNC products
+ 20% off all purchases
+ Considered a ‘Certified Expert’
+ Online admin rights
(for creating / sharing content)
Level 3
+ Free shipping on orders over $50
+ 10% off all purchases
+ Wellness concierge hotline
+ Monthly raffle
Level 2
+ Special offers / coupons
+ Free product testing
+ Affiliate access / discounts
+ Bonus site features / content
Level 1
+ Personalization features
+ Profile set-up
+ Monthly discount
+ Custom / curated content
The Practice
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46

47. User Flows
Landing Page
Explanation
Video
Sign in
Unique email &
password
new
user
Bookmark
Add to home
screen
Facebook
Connect
returning
(w/o Goalmate)
returning
(with Goalmate)
Dashboard
Choose
Lifestyle
Choose Goal
Group
Your Profile
Set/Enter Specific Goal
Your Lifestyle (Change)
Your Goal Group (Change)
Your Goalmate (Get New)
Your Schedule (Manage)
Settings: Alerts, etc. (Change)
Achievements (Completed Goals)
Schedule Wizard (how-to)
Set Schedule
Schedule Maker
/Manager
Schedule alerts
Notification sent
to initial user
Goalmate Finder
Search/Select
Goalmate
GG.com
Facebook
Twitter
YouTube
Invite a
Goalmate
Recipient accepts
invite and signs up
Notification sent
to initial user
GoalMate
Converstaions (via site, text, email)
Notifications / Alerts
Contextual Content Links to GG
content
Goal Group
GG Content
current
future (CMS?)
user shared content
content sharing between users (e.g.
send article to Goalmate)
content commenting, voting
3rd party content (tools, podcasts,
etc)
Goal Discussion Boards
Ask a question
Forum
Props on good answers
Vote down for group moderation
Contextual Ads / Events
local events (classes, challenges)
special offers (local if available)
Send Invite
Notification sent
to selected goalmate
Email
SMS
Facebook
Goalmate
Accepts
The Practice
|
47

48. Wireframes
Nationwide
http://www.nationwide.com/thenation
The Nation
Welcome to the Nation
1.
The “News and Story” section for Join
the Nation showcasing a combination
of full-width video, image and text
content, including the :60 JTN Anthem,
Member Stories Documentaries,
Disaster Alerts and Member Volunteer
Opportunities.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Vivamus nec massa est,
in mattis eros. Fusce cursus gravida
nibh.
TOP RESULTS
Default / Not Logged-in State:
-Visitors can view the top questions and
Reviews but cannot respond or post.
-Visitors can explore top rated “most
helpful” questions and the top member
answers by category or by the instant
search bar. They can also explore product reviews by the nation below.
Member / Logged-in State:
-Members can ask a question by submitting via the “Ask a Question | Find an
Answer” form field attached to the bottom
of the browser window.
-Members can vote for the most helpful
questions and answers.
-Only Members can answer and contribute questions.
GET A QUOTE
3.
Prompts for ‘Log in to Nationwide‘
and ‘Get a Quote’ are active only
for visitors not logged in.
WATCH VIDEO
Ask the Nation
2.
The “Ask the Nation” section of Join the
Nation is the area for asking/answering
questions as well as exploring customer
reviews.
LOG IN TO NATIONWIDE
807
MOST RECENT
SEARCH THE NATION
ABOUT THE NATION
4.
Infographic representations of
facts relevant to Nationwide and
the Nation will be featured for
users to click through. Logged
in members will recieve more
relevent data.
Filter by:
What is Nationwide doing?
TOP ANSWER
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus nec massa est, in mattis
eros. Fusce cursus gravida nibh. In non sapien ligula, vel dignissim augue. Nam sagittis
orci sit amet lectus commodo posuere. consequat augue nec tincidunt. et seamper velit.
523
Question #2
415
Question #3
MORE QUESTIONS
40% of the people in your
neighborhood own motorcycles
ANOTHER
IDEAS OF THE NATION
This is a an idea submitted
by members and vetted by
Nationwide.
THE NATION REVIEWS
ASK A QUESTION | FIND AN ANSWER
CONTRIBUTE YOUR IDEA
5.
Several Nationwide-curated ideas
for the Hub community from
members. The “Contribute Your
Idea” submission area and voting
functionality are active for logged
in members.
SUBMIT
Nationwide Member? Login to Vote or Submit Your Own Idea
The Practice
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48

49. Interface Design (for multiple devices/platforms)
The Practice
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49

50. Functional Specs
The Practice
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50

51. Prototyping Testing
Prototype
Test
Evaluate
The Practice
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51

52. The benefit?
+Addressing and weaving in key customer needs
and goals from kick-off through execution.
+More shared understanding and clarity between
clients and disciplines.
+Simplicity of distilling complex systems and creative
challenges into their most essential elements.
+Partnership and leadership in ideation, design and
execution of our interactive and integrated work.
+Guidance and validation of interactive execution.
+More intuitive, useful, and desirable experiences
for our customers.
Summary
|
52