Kick ass digital experiences

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I created this for educating internal teams on what to look out for when creating digital experiences.

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Kick ass digital experiences

  1. 1. AGENDAKnow What Your User WantsHow The Brain Processes an ExperienceFixing a Broken Experience
  2. 2. KNOW WHATYOUR USERSWANT
  3. 3. 3D TELEVISION – THE BUZZ“2010 marks the beginning of the 3D home video era.”– HD GuruThe amount of 3D televisions expected to ship in 2014 is 90million.– PC MagThe 3D TV adoption rate will be near 50% by 2014. [Oct. 2010]– Wired83% of the revenue from the release of Avatar was from the 3Dtheater release.– CNN
  4. 4. 3D TELEVISION – THE FACTSOn 3D “slightly on the wane again”.– Nintendo President Satoru IwataWhen it came to 3-D this year(at CES), all you heard from Sonywas crickets. [Jan 2013]– Mercury NewsSamsung “overstocked with 3DTV models requiring the older, nowless popular “active” 3D glasses that require batteries.”– Paid ContentSixty eight percent of punters(consumers), he adds, think 3D isjust “nice to have”.– The Register
  5. 5. 3D TELEVISION – THE REASON“many people just recently upgraded to HDTVs (40 million werebought in the U.S. between 2007-2009) and will not shell outthousands on a 3D set”– Forrester ResearchThe 3D experience is only good for a handful of viewingexperiences.– Paid ContentMany consumers purchase the 3D function by default, whenreplacing old TVs with mid- to high-end models, which often have3D capability as a standard.– TVB Europe“uncomfortable, unattractive 3D glasses, which have also beencited in studies as barriers to consumer adoption.”– Wired
  6. 6. WHAT HAPPENED?A product was made for a market that wasn’t there. Or at least a very limited one.Companies were creating technologies because their competitors were.There wasn’t a wealth of content created for the technology.
  7. 7. WHAT’S THIS GOT TO DO WITHDIGITAL?When we create digital platforms, applications, communities and interactions, we arecreating a new product for a market place. We are not limiting what we’re building toattempt to connect emotionally with our consumers on their commute to work or happyhour with friends.By knowing our users we can get an idea of what it is they are really looking for, notjust providing them the information our brands want to give them.
  8. 8. TAKING A LESSON FROM 3D TVS3D TVsA product was made for a marketthat wasn’t there. Or at least avery limited one.Companies were creatingtechnologies because theircompetitors were.There wasn’t a wealth of contentcreated for the technology.Digital CreationsWe’re creating content andinteractions for our smallest usergroups, when our main users arestill missing excitement.Our competitors are doing it so weneed to create something similar,even if our users are notinterested in it.We don’t want to create a platformthat houses content if there is nocontent to be housed.
  9. 9. LET’S NOT MAKE 3D TVS BECAUSETHEY’RE “COOL”.LET’S MAKE 3D TVS BECAUSETHEY’RE NEEDED AND WANTED BYOUR USERS.
  10. 10. HOW THEBRAINPROCESSES ANEXPERIENCE
  11. 11. LEVERAGING EMOTIONIn order to achieve our goals the site should be usable and function in the way ourusers expect it. Donald Norman is a professor in cognitive science and usabilityfound that design affects how people experience products in three ways.VISCERALBEHAVIORAL REFLECTIVEHOW THE BRAIN PROCESSES AN EXPERIENCE
  12. 12. VISCERAL – BELLY RUBS ARE GOODWe’re prewired for certain experiences. Our immediatefeelings provide us with a judgment if an experience willbe good or bad. Such as belly rubs, which are GOOD.When creating digital experiences it’s important for usersto automatically have positive feelings towards yourexperience.One thing we CAN learn from competitors are theconstants that our users would be interacting with for agood experience. Leverage the training our competitorshave pushed on their own users for success to achievesuccess in our experiences.Things like a site map or bread crumb trail navigationcould be key to a successful user experience.
  13. 13. BEHAVIORAL – THIS IS THE BEST BELLYRUB EVEROnce we’re interacting with an experience more judgmentis passed on that experience based on our currentfindings. This comes into play when users interact withthe functions of our digital experiences, how accessible isthe navigation, how fast are carousel messagesdisplayed, is the navigation intuitive and does it answermy questions.When creating a digital experience it should answer ausers questions or alleviate issues they came to resolveby interacting with it.We could develop an application that has a multi-tieredsorting archive with self analysis for any client, butwould a user at a trade show want to get thatinformation from an interface or a representativeat the booth. Maybe a simple application to setup a meeting with a representative is what’sactually required.
  14. 14. REFLECTIVE – YOUR BELLY RUB WASNTAS GOOD AS CHARLIE’S BELLY RUB.The final step comes into play after impact andinteraction. Once we’ve had a chance to experiencesomething we digest that information and begin tocompare and contrast it with other life experiences.Sometimes what we first thought was a great experiencebecomes an OK experience in comparison to pastevents.We want to ensure our users leave experiences with apositive attitude towards what we’ve created for them. Bybuilding experiences that are already out there orjust because a competitor has it we leave a lot moreroom for reflective processing that could have negativeassociation with the experiences we create.Remember the 3D TV.
  15. 15. LET’S BE THE BEST BELLY RUBBERS ONTHE MARKET.ENSURE ALL YOUR EXPERIENCES HAVEPOSITIVE ASSOCIATIONS BEFOREAND AFTER USERS INTERACT WITHTHEM.
  16. 16. FIXING ABROKENEXPERIENCE
  17. 17. WHAT’S THAT GIRL? AN EXPERIENCE ISSTUCK AT THE BOTTOM OF A WELL?!Sometimes we don’t get to create newexperiences. All we’re able to do is heighten orattempt to fix a broken one. Fortunately for us,and the experience, hope remains and we can fixit. It just takes a little damage assessment anduser understanding to bring it back up from thedepths and back into the light.
  18. 18. GIVE A DOG A (BIG) BONEThe more boneswe give the userthe more needswe fulfill. Butsometimes wecan’t afford tobuy a big pile ofbones right away,so we have tostart with onebone until wehave a big pile ofbones that fulfillour users needs.MORE TAIL WAGS (user center)AMOUNTOFCHEWING(effort)VISUAL CONSISTENCY& SIMPLIFICATIONBEHAVIORALCONSISTENCYBEHAVIOROPTIMIZATIONUNIFIED EXPERIENCESTRATEGYUX CULTURESource: Stefan Klocek, Smashing Magazine link
  19. 19. VISUAL CONSISTENCY &SIMPLIFICATIONThe lowest amount of effort is to start at the foundation of the experience. This initialstep is like trying house break your pup, every time he successfully lifts leg on a tree wegive him a bone. Every time we ignore him and his needs he gives us our own treat onthe kitchen floor… only we don’t like the “treat”.We can start by taking a look at the information architecture, fonts,layouts, colors and styles. This may all be low hanging fruit butonce they’re out of the way it requires us to reach further to getmore fruit.1 TAIL WAG
  20. 20. BEHAVIORAL CONSISTENCYNow that we have a structural foundation we can begin to work on some individualitems that can become an every day nuisance. We need to train our pup to stopbegging at the table. When we sit down to eat, he awaits till we’re done and knows he’srewarded with a bone at the end of the meal.We can also guide our users expectations by leveraging the new design and patternsystems from the previous step to bring up to date any tools or widgets. Our goal hereis to ensure current experiences work as they are intended to work without anybugs or unexpected outcomes.2 TAIL WAGS
  21. 21. BEHAVIORAL OPTIMIZATIONBy now our pup is pretty attached to us. Every time we leave his sight he howls andcries for us, and maybe gnaws on the occasional oak coffee table. So we enhance theback yard with a play pen to help keep him entertained while we’re away, and if he’s agood boy when we get back he gets another bone.This is like taking a look at current products and features against what our users wantsand needs are. Are we giving them everything they need when they’re not directlyconnecting with us? If not lets innovate and optimize current offerings to keep themhappy.3 TAIL WAGS
  22. 22. UNIFIED EXPERIENCE STRATEGYOur pup has so many skills and talents he’s learned for individual every day tasks.What happens if we take the patience he’s learned from being house broken andwaiting for food after a meal as well as his athletic talents from playing in the pen andmerge them? We get a dog who has the ability to learn better skills like a back flip orfetching beer form the fridge. Lets make sure to reward him with another bone for thatcold one.When you have all the core elements of a digital experience working well, you can unifythem under one experience. Allowing our users to movesmoothly and effortlessly from one experience to anothergathering as much information and resource as needed toaccomplish their end goal. This is where we finally start tosee the light towards are kick ass digital experiences.4 TAIL WAGS
  23. 23. UX CULTUREOdds are our dog is now the coolest and most well trained on the block. There isn’t aneighbor that’s afraid of approaching him or letting their kid near by. But if we everdecide to neglect or stop rewarding our dog with bones we’ll learn quickly that he’salways willing to bite the hand that feeds him.This is the point where we have to be more proactive in our approach of creating digitalexperiences. It’s also the time when we have the most opportunity to create kick assdigital experiences. Because at this point it’s about solving issues nobody else can.Supported with great content we know they need and use.5 TAIL WAGS
  24. 24. LET’S CREATE A PILE OF BONES FOROUR USERS.MAKE SURE WE HAVE A GREATFOUNDATION SO WE CAN SUPPORTOR KICK ASS DIGITAL EXPERIENCES.

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