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A Talk on Experience Modelling

A talk on Experience modelling that I had with M.Des students of WUD

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Role of contextual Inquiry in
finding Design Ideas
Session 

by Nazim Iqbal
Experience matters
As designer, one of our believe need to be that people want products and services that
integrate neatly into their lives. By delivering user-centered strategies and solutions, we
help our products & organisations forge a sustainable link between the promise they
offer their customers and the experience people create for themselves.
New understanding for innovation
Experience Modelling extends our customer understanding by complementing traditional
research approaches. Viewing users from this dimension often leads to innovation through
relevant, meaningful and compelling solutions.
Histories
What users have done
Surveys and focus
groups
What users say
Segmentation
Who users are
Contextual Inquiry
Real world user
experiences
Users
Experience is surprisingly complex
User Experience modeling provides you with a framework for understanding your customers: who are they? what is most
important to them? what behaviors and perceptions shape their experiences of your products and services? what do you
need to do to better support, enhance or change that experience? what opportunities exist to provide your customers with
products and services that are more useful, more usable, and more easily adopted and used?
Experience Modeling projects are carefully constructed to answer your questions in a way that is systematic, actionable --
and fast. Our teams are trained in market and industry research, sociology, anthropology, and design. Working with you,
they can craft an approach that will address your business objectives, timeframe, and budget. Our projects usually combine
context, field-based and design research techniques.
context
research
field-based
research
design
research
identify cultural, social and demographic
contexts that are important to understanding the
everyday experience of your products, services,
applications or business
carried out in homes,
businesses, retail
environments and the street
Used to flesh out requirements and to ensure
designs are both useful and usable.
A range of techniques
visual stories 

beeper studies 

video diaries
guerilla research 

field observation

Contextual Inquiry
shadowing 

tours
video ethnography—

home, office & retail
StructuredSemi-StructuredExploratory
interviews
Experience modeling

in action
Experience modeling

in action
Ad

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A Talk on Experience Modelling

  • 1. Role of contextual Inquiry in finding Design Ideas Session 
 by Nazim Iqbal
  • 2. Experience matters As designer, one of our believe need to be that people want products and services that integrate neatly into their lives. By delivering user-centered strategies and solutions, we help our products & organisations forge a sustainable link between the promise they offer their customers and the experience people create for themselves.
  • 3. New understanding for innovation Experience Modelling extends our customer understanding by complementing traditional research approaches. Viewing users from this dimension often leads to innovation through relevant, meaningful and compelling solutions. Histories What users have done Surveys and focus groups What users say Segmentation Who users are Contextual Inquiry Real world user experiences Users
  • 4. Experience is surprisingly complex User Experience modeling provides you with a framework for understanding your customers: who are they? what is most important to them? what behaviors and perceptions shape their experiences of your products and services? what do you need to do to better support, enhance or change that experience? what opportunities exist to provide your customers with products and services that are more useful, more usable, and more easily adopted and used? Experience Modeling projects are carefully constructed to answer your questions in a way that is systematic, actionable -- and fast. Our teams are trained in market and industry research, sociology, anthropology, and design. Working with you, they can craft an approach that will address your business objectives, timeframe, and budget. Our projects usually combine context, field-based and design research techniques. context research field-based research design research identify cultural, social and demographic contexts that are important to understanding the everyday experience of your products, services, applications or business carried out in homes, businesses, retail environments and the street Used to flesh out requirements and to ensure designs are both useful and usable.
  • 5. A range of techniques visual stories 
 beeper studies 
 video diaries guerilla research 
 field observation
 Contextual Inquiry shadowing 
 tours video ethnography—
 home, office & retail StructuredSemi-StructuredExploratory interviews
  • 7. Experience modeling in action Creative Strategy Client Technology Who is this person? How does he think about his needs and wants? How could he achieve his goals? How can technology support him?
  • 8. Key deliverables of Experience Model • User Profiles • Segmentation Models • Process Models • Modes and Strategy Models • Opportunity Maps
  • 9. Key deliverables User Profiles Profiles provide an in-depth portrait of the individual participants in the study. They provide strong understanding of the activities, environments, interactions, objects and users who are or would be served by the client’s business. Profiles are useful to the creative team as they develop scenarios for concept development. Profiles can be used as a basis of idea generation sessions and can help focus a team on a user-centered concept or design solution.
  • 10. Segmentation models are also useful to creative teams as they design an information architecture that can support multiple entry points and modes of use for the different segments. Key deliverables Segmentation Models Based on behaviors and attitudes, segmentation models go beyond individual profiles to characterize the behavior of different groups within the target identified by the client. The differences between groups are based not only in their attitudes and aspirations but especially in their activities and routine behaviors. Segmentation models are used to better understand the needs of each group in a client’s target market, and to make strategic and tactical decisions about which segments to support and how best to do that.
  • 11. Build Query Select Source Access Source Interpret Information Need and Locate Source Doctor Edit, Store, Delete Sort & Filter Search Results Information Need Key deliverables Process Model Process Models describe in detail the high- and mid-level processes and tasks a participant or a segment usually uses to reach a certain goal or create a particular experience. Process models are usually highly collaborative models built by the Xmod and Creative teams. Process models can be used to inform or define information architecture, and are integral to the development of a user-centered site organization and task model.
  • 12. Key deliverables Modes and Strategies Models Modes and Strategies Models are used to extend a process model and define the different possible ways that any given user might approach a common task given different circumstances or situations of use. Modes are useful to strategists because they aid refinement of the value proposition to meet specific user behaviors and goals. Modes are useful to information architects because they help them to anticipate different entry points, content needs, and flow within a common process. Experience Models Lead to Strategy Recommendations
  • 13. Key deliverables Opportunity Maps An opportunity map is a matrix that allows the team to identify where the user experience could be enhanced. It provides a framework for prioritization and decision-making, given existing capabilities and long-term strategy.
  • 14. Think about needs Execute thoughts App UX Product UX Sol UX Measures Existing Order channels Forms perception & builds expectation Nokia P&G Ease of order Delivery time Experience Model The experience model is based on observations of different user and outlines the structure of the experience and the attending factors
  • 15. Key Use Cases Testing a Product Optimizing performance Designing a User Interface Enhancing Customer Experience Improving organisational Workflow Anticipating Customer Behavior Identify Unanticipated Use Cases Recognizing Product Flaws Discovering feature opportunities
  • 16. About Me I am a design partitioner & design leader. I collaborate with team and people to empower them with design thinking, realise their human potential and innovate in their space. Design & digital solutions for Academics & Design Trainings Post Graduate Diploma in Mass Communication
 Jadavpur University, Calcutta – Class of ‘98 Human computer Interaction Design & Evaluation (Residential) IIT Bombay, India – Class of ’05 Ergonomics & User Centered Design (Classroom) National Institute of Design, India – Class of ‘12 Designing the Mobile User Experience (Classroom) Human Factors International, India – Class of ‘14 
 Design Mentor https://www.linkedin.com/in/nazimiqbal/ nazim@hudestudio.com Nazim Iqbal
  • 17. Experience modelling Usage Requirements gathering Persona building & re-affirming Scenario validation Userflow identification Architecture shape Content Strategy
  • 18. Thanks! 
 
 Nazim Iqbal 
 nazim.iqbal@gmail.com HUDE Studio