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Connecting the dots of user experience
      The design of interactive systems


                February 2009

          ...
DECONSTRUCTING THE MACHINE: THE SYSTEM PARADIGM


Traditionally interaction design is centered on the
relation of a man wi...
Experience is a conversation




             Many locations
            Many situations
             Many channels
      ...
Experience is
what we can remember
what we learn
Experience is meaning




Source: Stephen P. Anderson
                   ...
CONTENT IS GETTING INDEPENDENT FROM THE MEDIA

According to the annual CENSIS* report about media
consumption in Italy in ...
Media are getting unspecialized




                                  6 
Media are getting unspecialized




local       mobile            local       online




                                 ...
Content is in the air




                        10 
Content is in the air
Experience: Music


                 Many sources
                 Many players
                 Many services
           ...
Example: the photo experience
Photography eco-system map
                  Web application
                                                         Mobi...
Photography eco-system map
                  Web application
                                                         Mobi...
Photography eco-system map
                  Web application
                                                           Mo...
Photography eco-system map
                  Web application
                                                         Mobi...
User scenarios



  a:                   +                       +
       T exports his
        om                   he re...
User scenarios



  a:          Di
                      + configurations
                     erent
                      ...
Photography Customer Journey

                          Main user actions / intentions
                              captu...
Connecting the dots - 1

                          Main user actions / intentions
                              capture   ...
Connecting the dots - 2

                          Main user actions / intentions
                              capture   ...
Connecting the dots - 3

                          Main user actions / intentions
                              capture   ...
Design considerations
Many entry points are possible
In the system there are many entry points where the user can initiate...
Connecting the dots
1.  For a positive and fulfilling user experience, the whole is
    more important than the parts.
    ...
Connecting the dots
1.  For a positive and fulfilling user experience, the whole is more important than the parts.
    More...
Connecting the dots
1.  For a positive and fulfilling user experience, the whole is more important than the parts.
    More...
Connecting the dots
1.  For a positive and fulfilling user experience, the whole is more important than the parts.
    More...
Connecting the dots
1.  For a positive and fulfilling user experience, the whole is more important than the parts.
    More...
Connecting the dots
1.  For a positive and fulfilling user experience, the whole is more important than the parts.
    More...
Grazie
Thank you
  Danke
  Merci
Connecting the Dots of the User Experience
Connecting the Dots of the User Experience
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Connecting the Dots of the User Experience

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Presentation for the IAAS 2009 in Forlì (Italy)

Published in: Technology, Business
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  • Funny thing - after seeing your great Next Service Design talk in Berlin I searched for your Slides over here, just to discover that I have your touchpoint/journey-matrix on slide 23 hanging on my office wall since 2010 - I had no idea where it came from until now :-)
    Designing for touchpoint connections, as you say, and abandoning the idea of control over linear single-platform user journeys is abolutely crucial in a multichannel-/device world. So inspiring to see others point this out in such a clear way.
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Connecting the Dots of the User Experience

  1. 1. Connecting the dots of user experience The design of interactive systems February 2009 Gianluca Brugnoli frogdesign
  2. 2. DECONSTRUCTING THE MACHINE: THE SYSTEM PARADIGM Traditionally interaction design is centered on the relation of a man with a machine or a service, where (usually) goals and sphere of action are well defined. What happen if the “machine” is broken down into a network made of services and distributed applications? What happen if interaction is no longer based on functional and clear goals, but becomes an open and borderless experience where the main goal is living the experience itself? 2 
  3. 3. Experience is a conversation Many locations Many situations Many channels One conversation 3 
  4. 4. Experience is what we can remember what we learn Experience is meaning Source: Stephen P. Anderson 4 
  5. 5. CONTENT IS GETTING INDEPENDENT FROM THE MEDIA According to the annual CENSIS* report about media consumption in Italy in 2005, teenage users don’t mind about the media used to enjoy contents (music and information). Contents are streams they freely catch where possible with any media available. Media are getting undi erentiated for the user experience. Context and user intentions makes the di erence. *CENSIS, from the 1964, is the main Italian social study and research public foundation. http://www.censis.it/ 5 
  6. 6. Media are getting unspecialized 6 
  7. 7. Media are getting unspecialized local mobile local online 7 
  8. 8. Content is in the air 10 
  9. 9. Content is in the air
  10. 10. Experience: Music Many sources Many players Many services One experience 12 
  11. 11. Example: the photo experience
  12. 12. Photography eco-system map Web application Mobile media player Photo sharing on the web Camera phone Mobile phone Desktop application Media center Digital camera Print Digital frame 14 
  13. 13. Photography eco-system map Web application Mobile media player Photo sharing on the web share Camera phone Mobile phone capture manage publish / view Desktop application Media center Digital camera Print Digital frame 15
  14. 14. Photography eco-system map Web application Mobile media player Photo sharing on the web public distribution Camera phone Mobile phone private distribution Desktop application Media center Digital camera Print Digital frame 16
  15. 15. Photography eco-system map Web application Mobile media player Photo sharing on the web outdoor Camera phone Mobile phone indoor outdoor Desktop application Media center living room Digital camera Print Digital frame 17
  16. 16. User scenarios a: + + T exports his om he retouches it and …and transfers the new photo on is laptop saves a new photo on a digital frame version… at home. b: + + T exports his om He uploads it on He show o the photo on is laptop Flickr adding few tags photo to a friend in a pub using mobile web 18
  17. 17. User scenarios a: Di + configurations erent + T exports his om Di erent interfaces transfers the new he retouches it and photo on is laptop saves a new …and photo on a digital frame version… at home. Di erent contexts Di erent interactions Di erent results b: + + T exports his om He uploads it on He show o the photo on is laptop Flickr adding few tags photo to a friend in a pub using mobile web 19
  18. 18. Photography Customer Journey Main user actions / intentions capture manage publish / view share Touchpoints Digital camera Mobile phone PC application Web site / application Portable mediaplayer Print media Home mediacenter / TV
  19. 19. Connecting the dots - 1 Main user actions / intentions capture manage publish / view share Touchpoints Digital camera 1 Mobile phone persona PC application 2 Web site / application 3 4 Portable mediaplayer Print media Home mediacenter / TV 21
  20. 20. Connecting the dots - 2 Main user actions / intentions capture manage publish / view share Touchpoints Digital camera Mobile phone 1 PC application persona Web site / application 2 Portable mediaplayer Print media 3 Home mediacenter / TV 22
  21. 21. Connecting the dots - 3 Main user actions / intentions capture manage publish / view share Touchpoints Digital camera on the move Mobile phone 5 PC application 4 Web site / application 3 1 persona Portable mediaplayer 2 home o ce Print media living room Home mediacenter / TV 23 
  22. 22. Design considerations Many entry points are possible In the system there are many entry points where the user can initiate the interaction, following context, situation and other needs and goals. There is no one best way Interaction and task flow doesn’t always follow one single optimal process, but is the combination of various partial and occasional actions accomplished by the user with di erent tools in di erent context. Design for connections In the system scenario, design is mainly focused on finding the connections with the whole network, than in creating closed and self- su cient systems, tools and services. Connections are social and cultural assets, other than technical. 24
  23. 23. Connecting the dots 1.  For a positive and fulfilling user experience, the whole is more important than the parts. Moreover, the intelligence of the platform is more important than the intelligence of the single device, which could be replaced or completed. 25
  24. 24. Connecting the dots 1.  For a positive and fulfilling user experience, the whole is more important than the parts. Moreover, the intelligence of the platform is more important than that of the single device, which could be replaced or completed. 2.  Results are not delivered by a single device. They are the arrival point of a fragmented and random interaction flow which goes through many devices and di erent situations. 26
  25. 25. Connecting the dots 1.  For a positive and fulfilling user experience, the whole is more important than the parts. Moreover, the intelligence of the platform is more important than that of the single device, which could be replaced or completed. 2.  Results are not delivered by a single device. They are the arrival point of a fragmented and random interaction flow which goes through many devices and di erent situations. 3.  The architecture of the system becomes a key design challenge. Before focusing on the capabilities and on the features of a single device, the design should start from the organization of the system, and from the possible relationships and connections between the parts which can be activated by the user action. 27 
  26. 26. Connecting the dots 1.  For a positive and fulfilling user experience, the whole is more important than the parts. Moreover, the intelligence of the platform is more important than that of the single device, which could be replaced or completed. 2.  Results are not delivered by a single device. They are the arrival point of a fragmented and random interaction flow which goes through many devices and di erent situations. 3.  The architecture of the system becomes a key design challenge. Before focusing on the capabilities and on the features of a single device, the design should start from the organization of the system, and from the possible relationships and connections between the parts which can be activated by the user action. 4.  Device’s features and use follow its role within the system, which changes continuously in a opportunistic and situated way following the di erent contexts and user situations. 28 
  27. 27. Connecting the dots 1.  For a positive and fulfilling user experience, the whole is more important than the parts. Moreover, the intelligence of the platform is more important than that of the single device, which could be replaced or completed. 2.  Results are not delivered by a single device. They are the arrival point of a fragmented and random interaction flow which goes through many devices and di erent situations. 3.  The architecture of the system becomes a key design challenge. Before focusing on the capabilities and on the features of a single device, the design should start from the organization of the system, and from the possible relationships and connections between the parts which can be activated by the user action. 4.  Device’s features and use follow its role within the system, which changes continuously in a opportunistic and situated way following the di erent contexts and user situations. 5.  Tasks and processes depend on the connections and on the parts combined by the user within the system. Primary and secondary features switch continuously following user interaction, also in a occasional and opportunistic way. 29
  28. 28. Connecting the dots 1.  For a positive and fulfilling user experience, the whole is more important than the parts. Moreover, the intelligence of the platform is more important than that of the single device, which could be replaced or completed. 2.  Results are not delivered by a single device. They are the arrival point of a fragmented and random interaction flow which goes through many devices and di erent situations. 3.  The architecture of the system becomes a key design challenge. Before focusing on the capabilities and on the features of a single device, the design should start from the organization of the system, and from the possible relationships and connections between the parts which can be activated by the user action. 4.  Device’s features and use follow its role within the system, which changes continuously in a opportunistic and situated way following the di erent contexts and user situations. 5.  Tasks and processes depend on the connections and on the parts combined by the user within the system. Primary and secondary features switch continuously following user interaction, also in a occasional and opportunistic way. 6.  Users are always in the center: they are the protagonist which freely and actively connect the dots, selecting and putting together the di erent pieces of the system. 30 
  29. 29. Grazie Thank you Danke Merci

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