The document discusses the differences between consistency and coherency in user experience design. It focuses on the challenges of designing for touch-based experiences across multiple platforms and countries. While consistency is important for building brand loyalty, the author argues that user experience design for touch prioritizes problem solving and being context sensitive over strict consistency. The author shares their process for collaborative design that captures an essence while allowing for flexibility across platforms.

1. CONSISTENCY VS. COHERENCY
Designing for Touch, in a world of choices
Chetana Deorah
Principal User-Experience Designer, Mobile
Betfair San Francisco

2. • FRAMING THE CONTEXT
• DESIGNING USER EXPERIENCES FOR TOUCH:
BETFAIR IPAD & ANDROID / SF OFFICE
HMM.. HOW?
• CONSISTENCY IS…
UE Summit. May 2012. THE WHAT Consistency is…not the same. Designing for Touch.1

3. UE Summit. May 2012. THE WHAT Consistency is…not the same. Designing for Touch.2

4. WHAT DOES CONSISTENCY MEAN TO YOU?
UE Summit. May 2012. THE WHAT Consistency is…not the same. Designing for Touch.3

5. 4

6. WHY THE BUZZWORD.
UE Summit. May 2012. THE WHY Consistency is…not the same. Designing for Touch.5

7. WHY THE BUZZWORD.
6 UE Summit. May 2012. THE WHY Consistency is…not the same. Designing for Touch.

8. WHY THE BUZZWORD.
UE Summit. May 2012. THE WHY Consistency is…not the same. Designing for Touch.7
• …we are now creating experiences across multi-media and
need to be consistent

9. WHY THE BUZZWORD.
UE Summit. May 2012. THE WHY Consistency is…not the same. Designing for Touch.8
• …we are now creating experiences across multi-media and
need to be consistent
• …we are a global company and therefore need to be
consistent

10. WHY THE BUZZWORD.
UE Summit. May 2012. THE WHY Consistency is…not the same. Designing for Touch.9
• …we are now creating experiences across multi-media and
need to be consistent
• …we are a global company and therefore need to be
consistent
• “…when I hear the word summit…look n feel that is
consistent and localized”

11. WHY THE BUZZWORD.
UE Summit. May 2012. THE WHY Consistency is…not the same. Designing for Touch.10
• …we are now creating experiences across multi-media and
need to be consistent
• …we are a global company and therefore need to be
consistent
• “…when I hear the word summit…look n feel that is
consistent and localized”
• while being an asset, can easily become a liability ;-)

12. WHY THE BUZZWORD.
UE Summit. May 2012. THE WHY Consistency is…not the same. Designing for Touch.11
In today’s world…

13. OUR CHALLENGE AT BETFAIR: CONTEXT
UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.12

14. OUR CHALLENGE AT BETFAIR: COMPLEX
UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.13

15. OUR CHALLENGE AT BETFAIR: COUNTRIES/
CULTURES
UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.14

16. DESIGNING USER EXPERIENCES FOR TOUCH
The Products + The People + The Process

17. FROM ANZA TO BEALE TO CASTRO
UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.16

18. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.17

19. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.18

20. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.19

21. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.20

22. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.21
IPAD INTERACTION DESIGN CORE ASSETS

23. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.22
IPAD (IOS) VISUAL DESIGN CORE ASSETS

24. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.23
FROM AMARETTO TO BOURBON

25. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.24

26. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.25
MARKET VIEW ON ANDROID (AMARETTO)

27. UE Summit. May 2012. THE WHAT & WHY Consistency is…not the same. Designing for Touch.26
ANDROID INTERACTION DESIGN

28. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.27
ANDROID VISUAL DESIGN CORE ASSETS

29. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.28
CREATING “D”/ UX EXPERIENCES
PEOPLE/ TEAM
PROCESS/ TOOLS & COLLABORATION
PRACTICE/ CONSISTENCY IN OUR WAYS!

30. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.29
THE PEOPLE: THE TEAM

31. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.30
THE PROCESS: DESIGN DECISIONS

32. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.31
THE PROCESS: DESIGN DECISIONS

33. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.32
THE PROCESS: DESIGN DECISIONS

34. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.33
THE PROCESS: DESIGN DECISIONS

35. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.34
THE PROCESS: DESIGN DECISIONS

36. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.35
THE PROCESS: TOOLS & COLLABORATION

37. UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.36
THE PROCESS: TOOLS & COLLABORATION

38. CONSISTENCY IS NOT THE SAME.

39. 38
CONSISTENCY…
IS BEST ADDRESSED BY BRAND
BUILDS LOYALTY
IS ACHIEVED OVER TIME
IS A SET OF RULES
IS ABOUT REPETITION
UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.

40. 39
USER EXPERIENCE DESIGN FOR TOUCH
IS PROBLEM SOLVING
IS CONTEXT SENSITIVE
CAPTURES AN ESSENCE OF THE WHOLE [GUIDROZ]
IS FUNCTIONAL, LOGICAL, INTUITIVE
IS TANGIBLE
IS TASK-ORIENTED
UE Summit. May 2012. THE HOW Consistency is…not the same. Designing for Touch.

41. UX DESIGN: CONTEXT. CONCEPTS &
CONSISTENCY
UE Summit. May 2012. Consistency is…not the same. Designing for Touch.40
http://precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/
COHERENCY

42. OUT THERE UX DESIGNS: EVERNOTE
UE Summit. May 2012. Consistency is…not the same. Designing for Touch.41

43. OUT THERE UX DESIGNS: MINT
UE Summit. May 2012. Consistency is…not the same. Designing for Touch.42

44. OUT THERE UX DESIGNS: SPOTIFY
UE Summit. May 2012. Consistency is…not the same. Designing for Touch.43

45. THANK YOU
chetana.deorah@betfair.com
Principal User-Experience Designer, Mobile
Betfair San Francisco