Only Good Touching
Doing UX strategy and design
in a multi-touchpoint universe

Chris Risdon (@chrisrisdon), Paula Welling...
What is a touchpoint?
Just because you can
touch someone...
should you?
We don’t want to be this guy.
AGENDA
9:00-10:00
10:00-11:00
11:00-12:30
12:30-2:00
2:00-3:30
3:30-5:30

Touchpoint Fundamentals
Modeling & Mapping
Defini...
Hello.
Touchpoint Fundamentals
What is a touchpoint?
Touchpoint ≠ Channel
Channel:
A medium of interaction with customers
or users.
Touchpoint (UX version):
A point of interaction involving a
specific human need in a specific
time and space.
Touchpoints take place in channels but
are not ultimately defined by them.
Channel

Touchpoint

Web

Shopper needs to check out at end of a
purchase

Phone

Customer just moved and needs to
change ...
Once upon a time...
ElectroCo

“Trusted advice for an enjoyable life”
The in-store experience involved
many touchpoints and was, on the
whole, haphazard and uncoordinated.

Customer
visits

- ...
Inappropriate

Meaningless

“I don’t come to the store to
use the Internet.”

“Specs are nice but...what
does 1080p really...
Field Research
Insights

Thinking, feeling, and doing
The in-store experience is social and tactile. The core pieces are:

+
People

Prod...
Insights

Thinking, feeling, and doing
Insights

Mapping the needs and activities

Learning is social.

Trust is a relationship.

Customers and
associates are al...
Articulate experience concepts
Orchestrate the touchpoints in detail
Orchestrate the touchpoints in detail
Need 1

Need 2

Need 3
Tell a tangible story about the vision
Tell a tangible story about the vision
at
ncept story was wh
e co
to mention that th
I wanted
ere (since most are
eh
nated...
What makes a good
touchpoint experience?
Touchpoints should be orchestrated
What is each instrument doing; how
and when are they doing it.
Touchpoints should be:
Appropriate, relevant, meaningful,
and endearing
Appropriate (context + culture)
Appropriate (context + culture)
Suitable for a particular person or place or condition
In the context of morality, a sense...
Appropriate?
Appropriate
Appropriate?
Relevant (meeting needs/functional)
Relevant (meeting needs/functional)
Closely connected to or having precise and logical pertinence to the
matter at hand
In...
Relevant?
Relevant?

The Children’s ATM Bank
Relevant?

Progression Wake Up Clock

The Children’s ATM Bank
Relevant?

Progression Wake Up Clock

The Children’s ATM Bank
Upside-Down Tomato Garden
Relevant?

Progression Wake Pool Cue
The Laser Guided Up Clock

The Children’s ATM Bank
Upside-Down Tomato Garden
Relevant?

Progression Wake Pool Cue
The Laser Guided Up Clock

The Children’s ATM Bank
The MASHMELLOW SHOOTER
Upside-Down...
Relevant?

Progression Wake Pool Cue
The Remote Control Clock
The Laser Guided UpShark

The Children’s ATM Bank
The MASHME...
Relevant?

Progression Wake Pool Cue
The Remote Control Clock
The Laser Guided UpShark

The
The TheChildren’s ATM Garden
U...
Relevant?

Progression WakeDockCue
The Laser Stereo UpShark
Remote Control Clock
The iCarta Guided Pool

The
The TheChildr...
Relevant?

Progression WakeDockCue
The Laser Stereo UpShark
Remote Control Clock
The iCarta Guided Pool

The
Auto-Card ATM...
Meaningful (emotional importance)
Meaningful (emotional importance)
Having a serious, important, or useful quality or purpose
Having meaning in a symbolic s...
Meaningful

<boom> “I need to sign up for life insurance...” <boom>
Endearing (subtle, playful, delight)
Endearing (subtle, playful, delight)
Inspiring love or affection; attractive or lovable; making dear or precious
Endearing?
Endearing
Modeling and Mapping
Model:
v: Devise a representation of a phenomenon or
system, especially to assist calculations and
predictions
Model:
v: Devise a representation of a phenomenon or
system, especially to assist calculations and
predictions
System map for Skype
But people are a little more complicated
to predict than stars and systems.
It’s not just pieces and actions.
It’s not just pieces and actions.
You need to understand motivations.
Thinking, feeling, and doing.
System map for Skype
Lots of doing but very little thinking
and feeling.
System map for Skype
What else is missing in this experience
map?
Time.
Time.
Time.
At the most basic level, maps for multitouchpoint experiences need to
address:
• Thinking
• Feeling
• Doing
• Time
Experience Maps vs.
Service Blueprints
Inside-out
Inside-out
I describe how a service works.
I show the nature and characteristics of
interactions in enough detail for an o...
Rail Europe Experience Map

Outside-in

Guiding Principles

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Sho...
Our challenge
What happens when a foster kid ages out
of the foster care system?
So long and good luck.
Imagine being 18 and having no
one to help you with things like...
finding a place to live
• getting food
• finding a job
• ...
There are actually hundreds of resources
that could be available to these youth but
they have historically had terrible tr...
Hello, myfoco.
myfoco is an early stage social
startup that is creating a
platform to connect former
foster youth to the resources
that c...
Value proposition for youth:
Get help and resources to become a
successful, independent adult.
How it works:

Foster kids have varying sets of
needs when they leave the
system.
How it works:
where am i
going to sleep
tonight?

Foster kids have varying sets of
needs when they leave the
system.
How it works:
where am i
going to sleep
tonight?

i only have
enough food for this
week.

Foster kids have varying sets of...
How it works:
where am i
going to sleep
tonight?

how do i get into
college?

i only have
enough food for this
week.

Fost...
How it works:
where am i
going to sleep
tonight?

i only have
enough food for this
week.

how do i get into
college?

i th...
How it works:
emergency

short term

These needs can be straightforward and
immediate or long-term and complex.

long term
How it works:
emergency

short term

food

These needs can be straightforward and
immediate or long-term and complex.

lon...
How it works:
emergency

short term

food
housing

These needs can be straightforward and
immediate or long-term and compl...
How it works:
emergency

short term

food
housing
education

These needs can be straightforward and
immediate or long-term...
How it works:
emergency

short term

food
housing
education

There are lots of people who can help with
these needs in dif...
How it works:
emergency

short term

food
housing
education

i have food!

There are lots of people who can help with
thes...
How it works:
emergency

short term

food
housing
education

i have food!

i know about
housing resources!

There are lots...
How it works:
emergency

short term

long term

food
housing
education

i have food!

i know about
housing resources!

The...
How it works:
emergency
food
housing
education

short term

long term
How it works:
emergency

short term

long term

food
housing
education

Youth needs and actions:
Get answers
Get real reso...
How it works:
myfoco is building a social platform that can help
connect...
former foster kids
• relevant institutions and...
How it works:
myfoco is building a social platform that can help connect...
former foster kids
• relevant institutions and...
Mapping the youth journey
Orienting
Signed up by
an agency

See what it’s
all about

Hello!
username
password

Sign in for first
time

Set up profile,...
Connecting
myfoco
recommends
relevant
connections

Search for other
relevant
connections
Connect

Explore/review
suggested...
Questioning
Explore current
answers

Ask question

Ask:

username

Ask: username
Answers:

Ask: username
Answers:

Explore...
Questioning
Explore current
answers

Ask question

Ask:

username

Ask: username
Answers:

Ask: username
Answers:

Explore...
Planning & Progressing
Co-create goals
and plans with
volunteers

phone

online

myfoco suggests
connections to help with
...
Putting it into practice
Activity:
Volunteer Experience Mapping
Defining a user experience
platform
My first model for a user experience platform
The platform enables young people to engage
in a culture of collecting, train...
Engaging in a culture of collecting, training, & battling

handheld games

tv series

trading card game

comic books

movi...
Engaging in a culture of collecting, training, & battling

leveling up in training

tv series

trading card game

comic bo...
Engaging in a culture of collecting, training, & battling

leveling up in training

tv series

collecting and battling tog...
Engaging in a culture of collecting, training, & battling

leveling up in training

tv series

collecting and battling tog...
Engaging in a culture of collecting, training, & battling

leveling up in training

observing training techniques

collect...
Engaging in a culture of collecting, training, & battling

leveling up in training

observing training techniques

collect...
Engaging in a culture of collecting, training, & battling

leveling up in training

observing training techniques

collect...
A user experience platform is
a framework for making
an organization’s value proposition
actionable in people’s lives
over...
Existing organizations as UX platforms
Organization

is a UX platform for...

Square

transforming everyday transactions i...
A user experience platform is
a framework for making
an organization’s value proposition
actionable in people’s lives
over...
A user experience platform is
a framework for making
an organization’s value proposition
actionable in people’s lives
over...
The UX value proposition
Value propositions: old school
Value propositions: old school

1911: we are unique!
Value propositions: old school

1911: we are unique!
1921: we improve your prospects
Value propositions: old school

1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
Value propositions: old school

1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941:...
Value propositions: old school

1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941:...
Value propositions: old school

1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941:...
Value propositions: old school challenge
UX value propositions come from...
Understanding what people aspire to do, think and
feel
Reflecting on how the organizatio...
Creating a UX-based value proposition

__________________ need __________________.
Audience / Who

Insight / Why

________...
Flickr: UX-based value proposition
Digital photographers need to get their good
photos off their hard drive and to share th...
Southwest: UX-based value proposition
Travelers need simple and fun ways to fly wherever
it is that life takes you.
Southwe...
Zappos: UX-based value proposition
Online shoppers need the best selection of items
with the best possible service.
Zappos...
Putting it into practice
Activity:
Create a UX-based
value proposition
for myfoco volunteers
10 minutes
__________________ need __________________.
Audience / Who

Insight / Why

__________________ provides __________________....
Crafting a UX platform
A user experience platform is
a framework for making
an organization’s value proposition
actionable in people’s lives
over...
person

organization
value proposition
in action
person
organization
value proposition
in action
A UX touchpoint

to
uc

hp

oi
n

t

person
organization
value proposition
in action
person

organization value proposition in action
A series of UX touchpoints over time & place

person

organization value proposition in action
Implications for UX touchpoints over time & place
Being in touch with people at more points in their lives
influences peopl...
Alexa Andrzejewski
Planning for a UX platform: value proposition in action
Alexa Andrzejewski
Planning for a UX platform
Planning for a UX platform
Planning for a UX platform
lunteer
yfocoVo
m

nteerism
ime volu
re, anyt
anywhe

munities
heir com
ct with t
nd conne
tribute a
ys to con
eed wa
pert...
Putting it into practice
Activity:
Planning a UX platform for myfoco volunteers:
the value proposition in action
Putting touchpoints
to work
We now have our
experience concepts

Let’s turn them into
touchpoints
Let’s turn them into
appropriate, relevant, meaningful,
endearing touchpoints
Touchpoints as design
requirements
Features take an
inside-out approach.

res
tu

fea

fea

res
tu

s

products
and
systems

nce

tur
es

erie

exp
erie
nce
...
Touchpoints take
an outside-in approach.

in
ts
po
ch

oi
n

to
u

ts

nt
oi
hp

o
hp

uc

to

s

products
and
systems

ts...
Touchpoints better reflect
the importance of the interaction
to the person.
Touchpoints are better for
orchestrating the whole experience.
Touchpoints are
more context pliable
Channels, features, interaction patterns
Describe
Characterize
Measure
Does this touchpoint support the
value proposition?
Is this touchpoint appropriate, relevant,
meaningful, and engaging?
Ho...
Factor into the design
Multi-channel
Same need meet by different channels
Single-channel exclusive
Can only happen through...
Orchestrating touchpoints
Defining their characteristics
Exclusive

Continuing

Critical

Repair/Recovery

Enhancement

Req...
Repair/Recovery
Exclusive
Sequential

Required
Enhancement
When you have fleshed out
touchpoints, you can orchestrate
the whole journey.
Putting it into practice
Activity:
Touchpoint worksheet
Telling the story
Storytelling and prototyping are
different ways to demonstrate
your experience journey
The experience prototype allows designers to show
and test the solution through an active participation of
the users.
(200...
The experience prototype allows designers to show
and test the solution through an active
participation of the users.
(200...
We all use stories to communicate...and inspire.
Basing stories on fact will help you communicate your
own ideas effective...
We all use stories to communicate...and inspire.
Basing stories on fact will help you communicate your
own ideas effective...
Storytelling stands on it’s
own

Prototypes often requires
moderation, facilitation

2nd person

1st person

Storytelling ...
Telling the story should be based on
research, mapping, touchpoint framing
and testing.
Persona + Journey + Touchpoints
Illuminate the value proposition
Tell a persons journey in time and space
Shows a notional representation
Optimized for th...
ElectroCo
[example removed]
InsuroCo
[example removed]
Charmr
Putting it into practice
Activity:
UX storytelling
thank you for being part of this workshop!

San Francisco
Pier One, Bay 2
San Francisco, CA
94111

Austin
1300 Guadalupe S...
UX Week: Only Good Touching
UX Week: Only Good Touching
UX Week: Only Good Touching
UX Week: Only Good Touching
UX Week: Only Good Touching
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UX Week: Only Good Touching

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From the UX Week description:
Have you ever wanted to make an orchestrated, integrated, cross-product, multi-channel, location-sensitive, smart commerce, service designed product ecosystem for the masses? Yes?! Then this workshop is for you! Except that in this workshop, we will throw out the buzz words and provide a sensible framework for bringing products and services into both the glory and the minutia of people’s everyday lives. We will focus on the power and peril of a touchpoint. Just because you can touch someone, does that mean you should? We will explore how you can ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.

Published in: Economy & Finance, Technology

UX Week: Only Good Touching

  1. 1. Only Good Touching Doing UX strategy and design in a multi-touchpoint universe Chris Risdon (@chrisrisdon), Paula Wellings (@paulawellings), Todd Wilkens
  2. 2. What is a touchpoint?
  3. 3. Just because you can touch someone... should you?
  4. 4. We don’t want to be this guy.
  5. 5. AGENDA 9:00-10:00 10:00-11:00 11:00-12:30 12:30-2:00 2:00-3:30 3:30-5:30 Touchpoint Fundamentals Modeling & Mapping Defining a User Experience Platform Lunch Putting Touchpoints to Work Telling the story
  6. 6. Hello.
  7. 7. Touchpoint Fundamentals
  8. 8. What is a touchpoint?
  9. 9. Touchpoint ≠ Channel
  10. 10. Channel: A medium of interaction with customers or users.
  11. 11. Touchpoint (UX version): A point of interaction involving a specific human need in a specific time and space.
  12. 12. Touchpoints take place in channels but are not ultimately defined by them.
  13. 13. Channel Touchpoint Web Shopper needs to check out at end of a purchase Phone Customer just moved and needs to change address on file Print Middle-aged professional needs monthly update on 401k activity Service Patient in hospital needs vitals checked and medication administered every day
  14. 14. Once upon a time...
  15. 15. ElectroCo “Trusted advice for an enjoyable life”
  16. 16. The in-store experience involved many touchpoints and was, on the whole, haphazard and uncoordinated. Customer visits - Efforts regularly used up lots of resources with little obvious return. - Experiences neither built trust nor inspired participants. - Associates actively discouraged customers from using interactives. - Only “successful” project was internet kiosks but customers regularly complained, “I don’t come to the store to use the Internet.” Storre Sto e to see Products to talk with Associate to find information about
  17. 17. Inappropriate Meaningless “I don’t come to the store to use the Internet.” “Specs are nice but...what does 1080p really mean?” Irrelevant Not endearing “This isn’t really helping me learn any of the things I need to know.” “This feels pretty clunky.”
  18. 18. Field Research
  19. 19. Insights Thinking, feeling, and doing The in-store experience is social and tactile. The core pieces are: + People Products
  20. 20. Insights Thinking, feeling, and doing
  21. 21. Insights Mapping the needs and activities Learning is social. Trust is a relationship. Customers and associates are always learning from each other. Interaction between customers and employees is the basis for trust.
  22. 22. Articulate experience concepts
  23. 23. Orchestrate the touchpoints in detail
  24. 24. Orchestrate the touchpoints in detail Need 1 Need 2 Need 3
  25. 25. Tell a tangible story about the vision
  26. 26. Tell a tangible story about the vision at ncept story was wh e co to mention that th I wanted ere (since most are eh nated with everyon really reso Ultimately, I think ils). d in technical deta not mire ful (and brilliant) wer ry was the most po ent the design sto ain for your excell ag the study.  Thanks piece of work! r Electronics Retaile — Client at
  27. 27. What makes a good touchpoint experience?
  28. 28. Touchpoints should be orchestrated
  29. 29. What is each instrument doing; how and when are they doing it.
  30. 30. Touchpoints should be: Appropriate, relevant, meaningful, and endearing
  31. 31. Appropriate (context + culture)
  32. 32. Appropriate (context + culture) Suitable for a particular person or place or condition In the context of morality, a sense of behavioral conduct that differentiates intentions, decisions, and actions between those that are good (or right) and bad (or wrong).
  33. 33. Appropriate?
  34. 34. Appropriate
  35. 35. Appropriate?
  36. 36. Relevant (meeting needs/functional)
  37. 37. Relevant (meeting needs/functional) Closely connected to or having precise and logical pertinence to the matter at hand In information science and information retrieval, relevance denotes how well a retrieved document or set of documents meets the information need of the user.
  38. 38. Relevant?
  39. 39. Relevant? The Children’s ATM Bank
  40. 40. Relevant? Progression Wake Up Clock The Children’s ATM Bank
  41. 41. Relevant? Progression Wake Up Clock The Children’s ATM Bank Upside-Down Tomato Garden
  42. 42. Relevant? Progression Wake Pool Cue The Laser Guided Up Clock The Children’s ATM Bank Upside-Down Tomato Garden
  43. 43. Relevant? Progression Wake Pool Cue The Laser Guided Up Clock The Children’s ATM Bank The MASHMELLOW SHOOTER Upside-Down Tomato Garden
  44. 44. Relevant? Progression Wake Pool Cue The Remote Control Clock The Laser Guided UpShark The Children’s ATM Bank The MASHMELLOW SHOOTER Upside-Down Tomato Garden
  45. 45. Relevant? Progression Wake Pool Cue The Remote Control Clock The Laser Guided UpShark The The TheChildren’s ATM Garden Upside-Down Tomato Bank MASHMELLOW SHOOTER Automatic Golf Tee
  46. 46. Relevant? Progression WakeDockCue The Laser Stereo UpShark Remote Control Clock The iCarta Guided Pool The The TheChildren’s ATM Garden Upside-Down Tomato Bank MASHMELLOW SHOOTER Automatic Golf Tee
  47. 47. Relevant? Progression WakeDockCue The Laser Stereo UpShark Remote Control Clock The iCarta Guided Pool The Auto-Card ATM Bank The TheChildren’sManager Upside-Down Tomato Garden MASHMELLOW SHOOTER Automatic Golf Tee
  48. 48. Meaningful (emotional importance)
  49. 49. Meaningful (emotional importance) Having a serious, important, or useful quality or purpose Having meaning in a symbolic sense such as meaningful elements in a language or questions that are meaningful to students Communicating something that is not directly expressed such as meaningful glances
  50. 50. Meaningful <boom> “I need to sign up for life insurance...” <boom>
  51. 51. Endearing (subtle, playful, delight)
  52. 52. Endearing (subtle, playful, delight) Inspiring love or affection; attractive or lovable; making dear or precious
  53. 53. Endearing?
  54. 54. Endearing
  55. 55. Modeling and Mapping
  56. 56. Model: v: Devise a representation of a phenomenon or system, especially to assist calculations and predictions
  57. 57. Model: v: Devise a representation of a phenomenon or system, especially to assist calculations and predictions
  58. 58. System map for Skype
  59. 59. But people are a little more complicated to predict than stars and systems.
  60. 60. It’s not just pieces and actions.
  61. 61. It’s not just pieces and actions. You need to understand motivations.
  62. 62. Thinking, feeling, and doing.
  63. 63. System map for Skype
  64. 64. Lots of doing but very little thinking and feeling.
  65. 65. System map for Skype
  66. 66. What else is missing in this experience map?
  67. 67. Time.
  68. 68. Time.
  69. 69. Time.
  70. 70. At the most basic level, maps for multitouchpoint experiences need to address: • Thinking • Feeling • Doing • Time
  71. 71. Experience Maps vs. Service Blueprints
  72. 72. Inside-out
  73. 73. Inside-out I describe how a service works. I show the nature and characteristics of interactions in enough detail for an org to verify, implement, and maintain it.
  74. 74. Rail Europe Experience Map Outside-in Guiding Principles Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Print e-tickets at home Web FEELING Check ticket status Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs & Travel sites Share experience Activities, unexpected changes May call if difficulties occur Talk with friends Post Travel Live chat for questions DOING THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? web/ apps Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • Stressed that I’m about to leave the country • Website experience is easy and friendly! • Frustrated to not know sooner about which not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. the middle of the night. my friends. connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011
  75. 75. Our challenge
  76. 76. What happens when a foster kid ages out of the foster care system?
  77. 77. So long and good luck.
  78. 78. Imagine being 18 and having no one to help you with things like... finding a place to live • getting food • finding a job • going to college •
  79. 79. There are actually hundreds of resources that could be available to these youth but they have historically had terrible troubles getting connected to them.
  80. 80. Hello, myfoco.
  81. 81. myfoco is an early stage social startup that is creating a platform to connect former foster youth to the resources that can help them succeed. Chadwick Sapenter
  82. 82. Value proposition for youth: Get help and resources to become a successful, independent adult.
  83. 83. How it works: Foster kids have varying sets of needs when they leave the system.
  84. 84. How it works: where am i going to sleep tonight? Foster kids have varying sets of needs when they leave the system.
  85. 85. How it works: where am i going to sleep tonight? i only have enough food for this week. Foster kids have varying sets of needs when they leave the system.
  86. 86. How it works: where am i going to sleep tonight? how do i get into college? i only have enough food for this week. Foster kids have varying sets of needs when they leave the system.
  87. 87. How it works: where am i going to sleep tonight? i only have enough food for this week. how do i get into college? i think i have the flu. what do i do? Foster kids have varying sets of needs when they leave the system.
  88. 88. How it works: emergency short term These needs can be straightforward and immediate or long-term and complex. long term
  89. 89. How it works: emergency short term food These needs can be straightforward and immediate or long-term and complex. long term
  90. 90. How it works: emergency short term food housing These needs can be straightforward and immediate or long-term and complex. long term
  91. 91. How it works: emergency short term food housing education These needs can be straightforward and immediate or long-term and complex. long term
  92. 92. How it works: emergency short term food housing education There are lots of people who can help with these needs in different ways. long term
  93. 93. How it works: emergency short term food housing education i have food! There are lots of people who can help with these needs in different ways. long term
  94. 94. How it works: emergency short term food housing education i have food! i know about housing resources! There are lots of people who can help with these needs in different ways. long term
  95. 95. How it works: emergency short term long term food housing education i have food! i know about housing resources! There are lots of people who can help with these needs in different ways. i can help with college planning!
  96. 96. How it works: emergency food housing education short term long term
  97. 97. How it works: emergency short term long term food housing education Youth needs and actions: Get answers Get real resources Get advice Reliable support Build relationships Set goals Make plans Make progress
  98. 98. How it works: myfoco is building a social platform that can help connect... former foster kids • relevant institutions and social services • volunteers with knowledge, skills, and resources • biological and foster families •
  99. 99. How it works: myfoco is building a social platform that can help connect... former foster kids • relevant institutions and social services • volunteers with knowledge, skills, and resources • biological and foster families •
  100. 100. Mapping the youth journey
  101. 101. Orienting Signed up by an agency See what it’s all about Hello! username password Sign in for first time Set up profile, needs, goals, urgency
  102. 102. Connecting myfoco recommends relevant connections Search for other relevant connections Connect Explore/review suggested connections
  103. 103. Questioning Explore current answers Ask question Ask: username Ask: username Answers: Ask: username Answers: Explore additional answers Wait for more answers
  104. 104. Questioning Explore current answers Ask question Ask: username Ask: username Answers: Ask: username Answers: Explore additional answers Urgent question Wait for more answers phone phone Immediate answers
  105. 105. Planning & Progressing Co-create goals and plans with volunteers phone online myfoco suggests connections to help with the plan myfoco attaches rewards to some steps $ Choose a step and work to complete it Explore questions and answers for this step in-person Talk with friends Explore suggested connections Move on to next step in plan phone Way to go! Log accomplishment, get rewards and recognition $ Get help from volunteers ! in-person Accomplish the step Talk/coordinate with volunteers
  106. 106. Putting it into practice
  107. 107. Activity: Volunteer Experience Mapping
  108. 108. Defining a user experience platform
  109. 109. My first model for a user experience platform The platform enables young people to engage in a culture of collecting, training, and battling 649 fictional species. circa ~1998
  110. 110. Engaging in a culture of collecting, training, & battling handheld games tv series trading card game comic books movies console games
  111. 111. Engaging in a culture of collecting, training, & battling leveling up in training tv series trading card game comic books movies console games
  112. 112. Engaging in a culture of collecting, training, & battling leveling up in training tv series collecting and battling together comic books movies console games
  113. 113. Engaging in a culture of collecting, training, & battling leveling up in training tv series collecting and battling together comic books learning about new creatures console games
  114. 114. Engaging in a culture of collecting, training, & battling leveling up in training observing training techniques collecting and battling together comic books learning about new creatures console games
  115. 115. Engaging in a culture of collecting, training, & battling leveling up in training observing training techniques collecting and battling together reading folklore learning about new creatures console games
  116. 116. Engaging in a culture of collecting, training, & battling leveling up in training observing training techniques collecting and battling together reading folklore learning about new creatures battling with peers
  117. 117. A user experience platform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
  118. 118. Existing organizations as UX platforms Organization is a UX platform for... Square transforming everyday transactions into extraordinary experiences for both buyers and sellers Zipcar simple and responsible urban living AARP enhancing quality of life for all as we age Fitbit helping people lead healthier, more active lives Airbnb connecting people who have space to spare with those who are looking for a place to stay
  119. 119. A user experience platform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
  120. 120. A user experience platform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
  121. 121. The UX value proposition
  122. 122. Value propositions: old school
  123. 123. Value propositions: old school 1911: we are unique!
  124. 124. Value propositions: old school 1911: we are unique! 1921: we improve your prospects
  125. 125. Value propositions: old school 1911: we are unique! 1921: we improve your prospects 1931: we heighten your pleasure
  126. 126. Value propositions: old school 1911: we are unique! 1921: we improve your prospects 1931: we heighten your pleasure 1941: we make you appear smart
  127. 127. Value propositions: old school 1911: we are unique! 1921: we improve your prospects 1931: we heighten your pleasure 1941: we make you appear smart 1951: we make you appear worthy
  128. 128. Value propositions: old school 1911: we are unique! 1921: we improve your prospects 1931: we heighten your pleasure 1941: we make you appear smart 1951: we make you appear worthy 1961: we are good! good! good!
  129. 129. Value propositions: old school challenge
  130. 130. UX value propositions come from... Understanding what people aspire to do, think and feel Reflecting on how the organization can interact with people through touchpoints that are: • • • • appropriate relevant meaningful endearing
  131. 131. Creating a UX-based value proposition __________________ need __________________. Audience / Who Insight / Why __________________ provides __________________. Name of the Experience Solution & Differentiator / What & How
  132. 132. Flickr: UX-based value proposition Digital photographers need to get their good photos off their hard drive and to share their pictures with family, friends and the rest of the world. Flickr provides photo sharing, storage and search tools with community features and unique and fun ways to explore other people’s pictures.
  133. 133. Southwest: UX-based value proposition Travelers need simple and fun ways to fly wherever it is that life takes you. Southwest Airlines provides low fares to 70+ destinations nationwide and brings a sense of warmth, friendliness, individual pride, and Company Spirit to the travel experience.
  134. 134. Zappos: UX-based value proposition Online shoppers need the best selection of items with the best possible service. Zappos provides more than 3 million shoes, handbags, clothing items and accessories from over 1,136 brands with free shipping, free returns, free 365 day return policy and 24/7 customer service.
  135. 135. Putting it into practice
  136. 136. Activity: Create a UX-based value proposition for myfoco volunteers 10 minutes
  137. 137. __________________ need __________________. Audience / Who Insight / Why __________________ provides __________________. Name of the Experience Solution & Differentiator / What & How
  138. 138. Crafting a UX platform
  139. 139. A user experience platform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
  140. 140. person organization value proposition in action
  141. 141. person organization value proposition in action
  142. 142. A UX touchpoint to uc hp oi n t person organization value proposition in action
  143. 143. person organization value proposition in action
  144. 144. A series of UX touchpoints over time & place person organization value proposition in action
  145. 145. Implications for UX touchpoints over time & place Being in touch with people at more points in their lives influences people’s expectations for familiarity and presence. When organizations work to be perceived more like friends and family, people expect organizations to know them individually and understand what they need. Experience accumulates in people’s memories. Because of of the social web, touchpoints between an organization and a person are no longer private.
  146. 146. Alexa Andrzejewski
  147. 147. Planning for a UX platform: value proposition in action Alexa Andrzejewski
  148. 148. Planning for a UX platform
  149. 149. Planning for a UX platform
  150. 150. Planning for a UX platform
  151. 151. lunteer yfocoVo m nteerism ime volu re, anyt anywhe munities heir com ct with t nd conne tribute a ys to con eed wa pertise . nteers n volu ls and ex ork load Modern le or w their skil id schedu y to use uration. d to a rig pportunit ours in d being tie s to 2 h ith the o without 2 minute nteers w ging from ides volu tasks ran er prov olunte uth with myfocoV foster yo former 00 local start rt of 3,0 in suppo imple to s ETI uma n S H sks simple ta rs do Voluntee i me . ir downt e during th & finish t asks
  152. 152. Putting it into practice
  153. 153. Activity: Planning a UX platform for myfoco volunteers: the value proposition in action
  154. 154. Putting touchpoints to work
  155. 155. We now have our experience concepts Let’s turn them into touchpoints
  156. 156. Let’s turn them into appropriate, relevant, meaningful, endearing touchpoints
  157. 157. Touchpoints as design requirements
  158. 158. Features take an inside-out approach. res tu fea fea res tu s products and systems nce tur es erie exp erie nce s exp fea fea tur e s
  159. 159. Touchpoints take an outside-in approach. in ts po ch oi n to u ts nt oi hp o hp uc to s products and systems ts in uc hp to rie pe ex uc es nc rie pe nc es ex to
  160. 160. Touchpoints better reflect the importance of the interaction to the person.
  161. 161. Touchpoints are better for orchestrating the whole experience.
  162. 162. Touchpoints are more context pliable Channels, features, interaction patterns
  163. 163. Describe Characterize Measure
  164. 164. Does this touchpoint support the value proposition? Is this touchpoint appropriate, relevant, meaningful, and engaging? How is it connected to other touchpoints? Can we measure the success of this touchpoint?
  165. 165. Factor into the design Multi-channel Same need meet by different channels Single-channel exclusive Can only happen through one channel Cross-channel Need met spanning multiple channels
  166. 166. Orchestrating touchpoints Defining their characteristics Exclusive Continuing Critical Repair/Recovery Enhancement Required (by user) Sequential Frequent
  167. 167. Repair/Recovery
  168. 168. Exclusive
  169. 169. Sequential Required
  170. 170. Enhancement
  171. 171. When you have fleshed out touchpoints, you can orchestrate the whole journey.
  172. 172. Putting it into practice
  173. 173. Activity: Touchpoint worksheet
  174. 174. Telling the story
  175. 175. Storytelling and prototyping are different ways to demonstrate your experience journey
  176. 176. The experience prototype allows designers to show and test the solution through an active participation of the users. (2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on Designing Interactive Systems.
  177. 177. The experience prototype allows designers to show and test the solution through an active participation of the users. (2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on Designing Interactive Systems.
  178. 178. We all use stories to communicate...and inspire. Basing stories on fact will help you communicate your own ideas effectively. Tell your story well: you'll get buyin for the design and you'll have everyone on the same page. Whitney Quesenbery, Storytelling for User Experience
  179. 179. We all use stories to communicate...and inspire. Basing stories on fact will help you communicate your own ideas effectively. Tell your story well: you'll get buy-in for the design and you'll have everyone on the same page. Whitney Quesenbery, Storytelling for User Experience
  180. 180. Storytelling stands on it’s own Prototypes often requires moderation, facilitation 2nd person 1st person Storytelling describes a complete experience Prototypes tests parts of the experience Explanation Exploration
  181. 181. Telling the story should be based on research, mapping, touchpoint framing and testing. Persona + Journey + Touchpoints
  182. 182. Illuminate the value proposition Tell a persons journey in time and space Shows a notional representation Optimized for the audience Fidelity, medium, tone
  183. 183. ElectroCo [example removed]
  184. 184. InsuroCo [example removed]
  185. 185. Charmr
  186. 186. Putting it into practice
  187. 187. Activity: UX storytelling
  188. 188. thank you for being part of this workshop! San Francisco Pier One, Bay 2 San Francisco, CA 94111 Austin 1300 Guadalupe Street Suite 400 Austin, TX 78701 Amsterdam Adaptive Path BV Herengracht 182 1016 BR Amsterdam 415-495-8270 512-852-8013 +31 (0) 20 846 80 83

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