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Moving from task based to experience based design

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In an increasingly multi-channel world it's important to look at the entire end to end experience that a customer receives, not just to focus on individual customer tasks, interactions and touch points. This presentation covers how to move from a task based design mind-set to an experience based design mind-set, along with some key tools and techniques for designing true multi-channel experiences and for mapping out the complete end to end customer journey.

Published in: Design, Technology, Business

Moving from task based to experience based design

  1. 1. http://upload.wikimedia.org/wikipedia/commons/4/4e/Street_sign_for_Abbey_Road,_in_Westminster,_London,_England_IMG_1461.JPG MOVING FROM TASK BASED DESIGN TO EXPERIENCE BASED DESIGN Neil Turner
  2. 2. What is experience design? Researching experiences Designing great experiences Experience mapping exercise Encouraging experience design within your organisation Overview
  3. 3. UX lead at TUI
  4. 4. http://i.imgur.com/m7JyD.jpg And a UX Jedi
  5. 5. http://www.gonefishingpress.com/MOVIE-GONEFISHING/GFPix/GF019-GoneFishingClapperBoard.jpg
  6. 6. What do I mean by task based design?
  7. 7. A task http://www.singingthroughtherain.net/wp-content/uploads/2012/04/Puzzle-pieces.jpg
  8. 8. Some task based activities
  9. 9. What’s wrong with that?
  10. 10. http://www.singingthroughtherain.net/wp-content/uploads/2012/04/Puzzle-pieces.jpg Wood or just trees?
  11. 11. http://ipoem.files.wordpress.com/2013/03/snakesandladders.png Fragmented customer experience
  12. 12. Fragmented customer experience http://speakology101.com/welcome/wp-content/uploads/2012/05/task_analysis.jpg Is it the right task?
  13. 13. What do I mean by experience based design?
  14. 14. “In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design.” Steve Jobs
  15. 15. Play video
  16. 16. As designers we need to consider a lot of stuff
  17. 17. Why move to experience based Design?
  18. 18. "What makes people passionate, pure and simple, is great experiences. If they have great experience with your product (and) they have great experiences with your service, they’re going to be passionate about your brand." Jesse James Garrett
  19. 19. http://farm6.staticflickr.com/5310/5660821816_8450bd30c1_o.jpg Considers the bigger picture
  20. 20. http://www.channel4.com/play-win/media/images/Channel4/newconcept/peepshow/peep_show_s6_mark_jez_1.jpg And the customer’s perspective
  21. 21. Joins up the customer experience
  22. 22. http://www.bonbrand.com/blog/wp-content/uploads/2013/07/purchase-journey.jpg Designs for the entire customer journey
  23. 23. Identifies tasks to focus on
  24. 24. Any examples of great experience design?
  25. 25. http://www.ocado.com/theocadoway/front/common/images/oWay/planet_ocado_intro.jpg The Ocado way
  26. 26. Planning Shopping Delivery Eating
  27. 27. Recipes Lifestyle magazine Value proposition Planning – The Ocado way
  28. 28. Mobile apps Website Facebook login Offers section Favourites Shopping – The Ocado way
  29. 29. Colour coded bags Old bags collection Delivery window & information User friendly Receipt Delivery – The Ocado way
  30. 30. Best before dates on receipt FAQs Easy refunds Eating – The Ocado way
  31. 31. http://rgvisionmagazine.com/wp-content/uploads/2011/05/bored-aud.jpg Still paying attention?
  32. 32. http://www.gonefishingpress.com/MOVIE-GONEFISHING/GFPix/GF019-GoneFishingClapperBoard.jpg
  33. 33. “Supposing is good, but finding out is better" Mark Twain http://killadj.com/blog/wp-content/uploads/2013/06/Mark_Twain.jpg
  34. 34. “ASSUME makes an ASS out of U and ME” Old Chinese proverb (possibly)
  35. 35. How do you find out?
  36. 36. Qualitative research Quantitative research • Interviews • Observation • Focus groups • Surveys • Usability testing • Customer feedback • Diary study • Surveys • Analytics • Remote usability testing • Customer satisfaction • Market research
  37. 37. http://transientteams.files.wordpress.com/2012/05/ist2_5096042_diary.jpg What haveyou done? Lorem ipsum dolor sit amet,consectetur adipiscing elit.Vivamus vel urna hendrerit, eratvel, luctus nisi. Curabitur euornare nibh, a pellentesque nisi. Nullam semelit, ultrices non tempus sed, sagittis dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae posuere augue facilisis. Nunc arcu ipsum, lobortis sedjusto at, imperdiet pellentesque dolor. Aliquam eleifend. What haveyou been thinking? Seddignissim justo nulla, etbibendum odio sollicitudin a. Aeneannisl magna, rutrum quis congue at, consectetur eununc. Nulla ac sapien in massa ultrices laoreet.Etiam id dictum ligula, et mattis velit.Ut ac auctor lorem,sit amet pellentesquediam. Suspendisse diam lacus, tincidunt sedsemperquis, dapibus in odio. Quisque dignissim in tellus facilisis tempor. How have you been feeling? Lorem ipsum dolor sit amet,consectetur adipiscing elit.Vivamus vel urna hendrerit, aliquet eratvel, luctus nisi. Curabitur eu ornare nibh, a pellentesquenisi. Nullam semelit, ultrices non tempus sed,sagittis dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae posuere augue facilisis. Nunc arcu ipsum, lobortis sedjusto at, imperdiet pellentesque dolor. Aliquam eleifend. How have you used (product / sevice)? Seddignissim justo nulla, etbibendum odio sollicitudin a. Aenean nisl magna, rutrum quis congue at, consectetur eununc. Nulla ac sapien in massa ultrices laoreet.Etiam id dictum ligula, etmattis velit.Ut ac auctor lorem,sit amet pellentesquediam. Dear diary…
  38. 38. Email Blogging services Social media Survey tools Online diary tools Diary study tools
  39. 39. http://www.gonefishingpress.com/MOVIE-GONEFISHING/GFPix/GF019-GoneFishingClapperBoard.jpg
  40. 40. https://s3.amazonaws.com/static.lanyrd.net/cropped-profile-photos/a904386c14c72ea66cc0b115d5d9fcdacfafd254.jpeg It all starts with the data… “We have to arm ourselves with data, research and a clear understanding of our users so our decisions are not made out of fear but out of real, actionable information. It is our responsibility to have an ironclad rationale to support our design decisions." Debra Levin Gelman UX Designer
  41. 41. http://blog.thepertgroup.com/wp-content/uploads/2011/04/106448128.jpg Collate all your data
  42. 42. Diary study http://4.bp.blogspot.com/-D84Fs5t3Ydg/USQjZxxvUKI/AAAAAAAADOg/4Yocid1ZBCI/s1600/diary+copy.jpg Group and consolidate insights
  43. 43. What next?
  44. 44. http://www.geofutures.com/wp-uploads/2011/02/Pile_of_paper_reports.jpg Write a report?
  45. 45. No please, go on… http://twittercovers.net/wp-content/uploads/2012/10/bored_cat.jpg I find your report enthralling…
  46. 46. http://englishmum.com/wp-content/uploads/2011/11/Challenge-Anneka.jpg Challenge = 1. Establish a shared understanding of your users & their behaviour 2. Lay the ground work for a great user experience
  47. 47. http://twistedsifter.files.wordpress.com/2013/03/starbucks-fail-van-perfect-timing.jpg A picture is worth 1000 words
  48. 48. http://briankaldorf.files.wordpress.com/2011/01/campfire-ipad1.jpg A good story is worth 1,000,000 words
  49. 49. A little story from
  50. 50. Play video
  51. 51. http://images2.fanpop.com/image/photos/10600000/Eastenders-25-years-eastenders-10601171-1502-1127.jpg All stories need characters
  52. 52. http://hello.boagworld.com/wp-content/uploads/2010/11/personas1.png Characters = Personas
  53. 53. http://www.imediamonkey.com/wp-content/uploads/2012/09/eastenders_fireballstunt_2.jpg All stories need a storyline
  54. 54. Storyline = Customer experience map
  55. 55. At each stage of the user’s journey…
  56. 56. Provide more details for each stage
  57. 57. http://www.creativeeducation.co.uk/blog/wp-content/uploads/2011/05/School-Group-Work1.jpg Any questions?
  58. 58. http://www.creativeeducation.co.uk/blog/wp-content/uploads/2011/05/School-Group-Work1.jpg Time for a little group exercise…
  59. 59. http://i3.dailyrecord.co.uk/incoming/article1480191.ece/ALTERNATES/s2197/Car%20showroom-1480191 Create an experience map for choosing and buying a new car
  60. 60. What next?
  61. 61. There’s so much that could be improved… Where do I start?
  62. 62. http://terriblecopywriter.files.wordpress.com/2012/09/borat-thumbsup.png Gauge level of satisfaction at each step of the customer’s journey
  63. 63. http://www.colbenson.com/documents/11515/16797/frustrated.jpg?t=1364295299921 Gauge impact on the overall customer experience for each step
  64. 64. Level of satisfaction Impactonexperience Low High LowHigh Ripe for improvement Over investingCould improve Keep up the good work Step Moment of truth
  65. 65. http://canlloparot.files.wordpress.com/2013/04/10commandmentstop.jpg Define some guiding principles to help steer the customer’s experience
  66. 66. http://www.thegnomonworkshop.com/news/wp-content/uploads/2013/06/GoofyIdeaBulb.jpg For each step brainstorm ideas & opportunities for improving the customer’s experience
  67. 67. Outline what the new customer experience might look like
  68. 68. http://sd.keepcalm-o-matic.co.uk/i/keep-calm-and-prioritise-6.png Prioritise improvements
  69. 69. http://colinharman.com/portfolio/how-would-you-like-your-graphic-design/ Decide how much you want to spend HOW WOULD YOU LIKE YOUR GRAPHIC UX DESIGN? (YOU MAY PICK TWO)
  70. 70. https://d233eq3e3p3cv0.cloudfront.net/max/700/0*abkvA9uWhT37SR7F.jpeg And what you need to build to deliver the desired experience
  71. 71. Research Design Feedback Track & test to make sure the design stays on track
  72. 72. http://www.gonefishingpress.com/MOVIE-GONEFISHING/GFPix/GF019-GoneFishingClapperBoard.jpg
  73. 73. “for your company to compete in the current business and economic climate, you must create a design-centred culture - a ‘designing’ work environment that, in making design a part of everyone’s job, promotes the kind of creativity and innovation required to succeed." How to Create a Design-Centered Culture: Start With the 3Fs
  74. 74. http://static.sdu.dk/mediafiles//Images/Om_SDU/Institutter/Mci/SPIRE/Dacapo%20Meeting9.jpg Involve people in the design process (the more the merrier!)
  75. 75. http://www.loyaltylab.com/blog/wp-content/uploads/2013/02/Just-who-owns-the-customer.jpg Establish responsibility for the end to end customer experience
  76. 76. http://www.actioncoach.com/siteFiles/photos/articles/Measure_Your_Way_To_Success_By_Using_KPIs.jpg Establish KPIs, just make sure they’re the right ones
  77. 77. http://images5.fanpop.com/image/photos/27000000/the-holy-bible-the-bible-27076200-1101-795.jpg Agree and establish customer experience guidelines
  78. 78. http://4.bp.blogspot.com/-JQTS0tV8D7w/UQlHT5DpS7I/AAAAAAAAAbA/JmukjrOq6A4/s1600/group-hug.jpg Bring teams together (as much as possible)
  79. 79. http://bayintegratedmarketing.files.wordpress.com/2011/11/public_relations-2.jpg Communicate and share the customer experience
  80. 80. Showcase stuff
  81. 81. http://behance.vo.llnwd.net/profiles5/186383/projects/1208889/4091f5dbc983b49d889e025a51714030.jpg Be creative
  82. 82. http://www.gin-oclock.com/ What about creating a blog for your personas?
  83. 83. http://highpriestesskang.files.wordpress.com/2011/07/dsc00468.jpg Make this stuff easy to find
  84. 84. http://i.huffpost.com/gen/1099178/thumbs/o-POPE-FRANCIS-SERMONS-facebook.jpg Evangelise and spread the good word of the design gospel
  85. 85. http://i.huffpost.com/gen/1099178/thumbs/o-POPE-FRANCIS-SERMONS-facebook.jpg http://mappingexperiences.com/
  86. 86. slideshare.net/neiljamesturner uxforthemasses.com/presentations Psst… Want some slides?
  87. 87. Fin Thank you

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