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@rodfarmer
YESTERDAY WITH GABRIEL WHITE ...
EVERYONE GOT MORE THAN THEY BARGAINED FOR
WE’RE GOING TO BE HEARING A LOT ABOUT
DESIGNING FOR MULTIPLE DEVICES
HOPING TO MAKE A SMALL CONTRIBUTION
SPECIFICALLY WHAT I’LL BE
SHARING TODAY ...




                   - Our journey to multi-device experience design
                   - Case studies, with lessons learned and bruises
                       earned
                   -   Highlight a few challenges moving forward
ABOUT ME
MOBILE EXPERIENCE
WINTER IN SYDNEY
NOT A BAD PLACE TO WORK
AND SLIGHTLY WARMER THAN TODAY
ME? MOBILE USER EXPERIENCE GUY
FOR PAST 10 YEARS
MOBILE EXPERIENCE - SEEKING TO
RE-FRAME ‘MOBILE’ EXPERIENCE DESIGN
CONVINCING OTHERS THAT MOBILE MATTERS
I COULD SHOW YOU SOME STATISTICS
BUT SERIOUSLY? JUST LOOK AROUND YOU
BUT SERIOUSLY? JUST LOOK AROUND YOU

    “As much as our lives have
    shaped mobile, mobile has shaped our lives”
MANY COULDN’T LIVE WITHOUT MOBILE
IT HAS REACHED NEW LEVELS
OF SOCIAL INCLUSION
TO THE POINT WHERE WE NOW ASK
WHAT IT MEANS TO BE MOBILE?
STATIONARY BUT IN TRANSIT?
PORTABLE BUT STATIONARY?
SMALL SCREEN AND ON THE MOVE?
SMALL SCREEN AND STATIONARY?
IS MOBILE JUST BEING PORTABLE?
AND IF SO, IS THIS MOBILE?
THE DEVICE IS JUST A LENS THROUGH
TO AN EXPERIENCE
SO PERHAPS WE NEED TO REDEFINE WHAT WE
MEAN BY MOBILE STRATEGY
MOBILE FIRST? CONTENT FIRST?
WHAT SHOULD BE OUR FOCUS?




                               FUTUREFRIEND.LY - love you guys
IT’S ABOUT UNDERSTANDING THE SERIES OF
INTERACTIONS THAT CONSTITUTE AN EXPERIENCE




              “   Creating remarkable mobile
                  experiences means understanding
                  that true value only exists at the
                  point of interaction where the
                  service is produced and consumed
                  at the same time.
                                                            ”
                                             - Mobile Experience
HOW WE CREATE MEANINGFUL MOBILE STRATEGIES




ONE CONTEXT OF USE, BUT
EVOLVING SITUATION
HOW WE CREATE MEANINGFUL MOBILE STRATEGIES

 -   Understand “situation” not just context in design
 -   Understand relationships between devices
 -   Understand and design for end-to-end interactions




ONE CONTEXT OF USE, BUT
EVOLVING SITUATION
A SIMPLE GOOGLE INFOGRAPHIC
 SHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS


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                                                                         4 .77               mp
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                                            ter                SP ce                                                                                                      aun                          rfa                                                                      sm                               De
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                                 nal
                                                      r
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                           Pe              firs “U                                          com                  ch                        com           gle                          We                                                                    ice                           hf
                                                                                                                                                                                                                                                                                            or
                      IB M             T he Term                                      D ot.                 L aun                    D ot.           G oo                        Term                                                                  Serv                         Pu
                                                                                                                                                                                                                                                                                      s
                   81              94 95                                           99                    98                       01             02                          04                                                                   08                           09
                19              19 19                                           19                    19                       20             20                          20                                                                    20                        20




Key moments


Trends
                                                                                                                                                                                                                                                                                                                             Usability lab test
                                                                                                                                                                                                                                                                                                                             Remote usability testing

                                                                                                                                                                                                                                                                                                                             Contextual research

              The growth of PC                                        The new UX community                          CCD goes mainstream                                Design for social                         The rise of service design                Mobile web and apps
              The advance in personal computing                       The web brought together graphic              An increasing emphasis is placed                   Social media and social network           CCD starting to be used more              The launch of i-Phone                                             Strategic design thinking
              moved human computer interaction                        designers, information architects,            on the importance of including the                 takes off. Designers forced to            significantly to help craft               revolutionised the use the web
              from an engineering discipline to the                   usability engineersand marketing.             customers as both a source of                      consider the social nature of the         end-to-end, multi-channel                 mobile and touch and gesture
              everyday realm.                                                                                       information and a partner in                       web and multi sided conversations.        customer experiences.                     based interface.
                                                                                                                    creative design .                                                                                                                                                                                        Service design
                                                                                                                                                                                                                                                                                                                             (end-to-end experience)


              1981-94                                                 1995-99                                       2000-03                                            2004-05                                   2006-08                                   2009-10




                                                                                                                                                                                                                                                 Source: Stephen Cox, Westpac
A SIMPLE GOOGLE INFOGRAPHIC
 SHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS


                                                                                z)                     s
                                                                              Mh                u  ter
                                                                         4 .77               mp
                                                                      U@                   Co
                                                                   P              au      ple
                                                               el C             m. Ap
                                                        (   Int              .co at
                                                     ed                  ect used                                                                                                                                                                                                           ntu
                                                                                                                                                                                                                                                                                                  m
                                                  eas                  n
                                                                     on st                                                                                                                                                                                                                me                             n
                                                 rel              – c ” f ir                                                                                                  ch                           ces                                                                     o                               sig
                                            ter                SP ce                                                                                                      aun                          rfa                                                                      sm                               De
                                          pu                n I erien                                                                                                 rel                          )su                                                                      ain                         nab
                                                                                                                                                                                                                                                                                                            le
                                     C om               alia Exp                                                           gle                                    rds                          (re                                                                        ng                           i
                                 nal
                                                      r
                                                   ust r                                           om                  Go
                                                                                                                          o                       rst           Wo                          .0                                                                      sig                            sta
                             rso               t A se                                           bo                  of                         bu            Ad                          b2                                                                       De                             Su
                           Pe              firs “U                                          com                  ch                        com           gle                          We                                                                    ice                           hf
                                                                                                                                                                                                                                                                                            or
                      IB M             T he Term                                      D ot.                 L aun                    D ot.           G oo                        Term                                                                  Serv                         Pu
                                                                                                                                                                                                                                                                                      s
                   81              94 95                                           99                    98                       01             02                          04                                                                   08                           09
                19              19 19                                           19                    19                       20             20                          20                                                                    20                        20




Key moments


Trends
                                                                                                                                                                                                                                                                                                                             Usability lab test
                                                                                                                                                                                                                                                                                                                             Remote usability testing

                                                                                                                                                                                                                                                                                                                             Contextual research

              The growth of PC                                        The new UX community                          CCD goes mainstream                                Design for social                         The rise of service design                Mobile web and apps
              The advance in personal computing                       The web brought together graphic              An increasing emphasis is placed                   Social media and social network           CCD starting to be used more              The launch of i-Phone                                             Strategic design thinking
              moved human computer interaction                        designers, information architects,            on the importance of including the                 takes off. Designers forced to            significantly to help craft               revolutionised the use the web
              from an engineering discipline to the                   usability engineersand marketing.             customers as both a source of                      consider the social nature of the         end-to-end, multi-channel                 mobile and touch and gesture
              everyday realm.                                                                                       information and a partner in                       web and multi sided conversations.        customer experiences.                     based interface.
                                                                                                                    creative design .                                                                                                                                                                                        Service design
                                                                                                                                                                                                                                                                                                                             (end-to-end experience)


              1981-94                                                 1995-99                                       2000-03                                            2004-05                                   2006-08                                   2009-10




                                                                                                                                                                                                                                                 Source: Stephen Cox, Westpac
FROM UI TO SERVICES, MOBILE TO MOBILITY

                                                                                                                                                                                     m
                                                                                                                                                                            e  ntu                          n
                                                    ch                                ace
                                                                                          s                                                                              om                              sig
                                                 aun                               urf                                                                              sm                              De
                                           rel                                  )s                                                                           gai
                                                                                                                                                                n                             a ble
                                   ord
                                       s                                     (re                                                                         n                              ain
                   rst           dW                                    2.0                                                                           sig                             ust
                 bu             A                                  b                                                                              De                               rS
              om            gle                                  We                                                                        ic   e                             fo
           t.c            oo                                 m                                                                          erv                              sh
         Do           G                                  Ter                                                                          8S                          9P
                                                                                                                                                                     u
      01           02                               04                                                                            0                           0
    20          20                               20                                                                          20                          20




                                                                                                                                                                                                                Usability lab test
                                                                                                                                                                                                                Remote usability testing

                                                                                                                                                                                                                Contextual research

 oes mainstream                        Design for social                                      The rise of service design                Mobile web and apps
 reasing emphasis is placed            Social media and social network                        CCD starting to be used more              The launch of i-Phone                                                   Strategic design thinking
  importance of including the          takes off. Designers forced to                         significantly to help craft               revolutionised the use the web
mers as both a source of               consider the social nature of the                      end-to-end, multi-channel                 mobile and touch and gesture
 ation and a partner in                web and multi sided conversations.                     customer experiences.                     based interface.
ve design .                                                                                                                                                                                                     Service design
                                                                                                                                                                                                                (end-to-end experience)


000-03                                 2004-05                                                2006-08                                   2009-10                                        Source: Stephen Cox, Westpac
THIS IS HOW WE’LL DEAL WITH ALL THESE NEW
DEVICES IN A PRINCIPLED, CONSISTENT AN AND
COMPELLING WAY
REALLY, WE’RE WELL PAST MOBILE WEB VS APP DEBATES
THAT BUS LEFT LONG AGO ...
AND WE HAVE MUCH MORE INTERESTING
PROBLEMS TO SOLVE




                                    GREAT INITIATIVES LIKE
                                       FUTUREFRIEND.LY
THIS IS WHERE OUR CLIENTS FIND THEMSELVES TODAY:
“WHERE THE HELL DO WE GO FROM HERE?”
THEY GET THE NEED FOR RESPONSIVE WEB DESIGN




                                WITH SOME FANTASTIC TOOLS
                                         AT THEIR DISPOSAL
THEY UNDERSTAND THE BENEFITS OF HTML5
BUT PUTTING IT ALL TOGETHER IN A WAY
THAT MATTERS IS A LITTLE TRICKIER
RECENT CLIENT DEBRIEFING ON
MOBILE STRATEGY



             “   This is about seeing the forest through
                 the trees - we don't yet know what
                 supporting multiple devices means. We
                 don't know what it takes to get there,
                 what it looks like, what to support and
                 how much it will cost. If we don't know
                 that upfront we risk starting a project we
                 can't complete or has no benefit.
                                                               ”
                                        - National Broadband Network
MORE THAN MOBILE, THIS IS ABOUT
MULTI-DEVICE STRATEGY
DEFINING MULTI-DEVICE EXPERIENCE
STRATEGY ...




              “   Identifies the set of activities from a
                  user’s perspective that an organisation
                  needs to undertake in order to deliver a
                  series of consistent and meaningful
                  interactions across devices, and
                  whose design is true to each device,
                  context and usage.
                                      ”
THIS IS SOMETHING WE CALL
CONTINUOUS EXPERIENCES
THIS IS SOMETHING WE CALL
CONTINUOUS EXPERIENCES

-   It’s situated
-   It’s distributed, yet coherent
-   It’s compensatory and complimentary
-   It’s familiar and conversational
-   It’s synchronised, and hopefully seamless
-   It’s respectful and personal
CASE STUDY: TELECOMS
FRAMEWORKS
WHERE IT ALL BEGAN ... TELECOMS




                                        8 MILLION CUSTOMERS
                                     350+ SUPPORTED DEVICES
              PC, IPTV, TABLET, SMARTPHONES, FEATURE PHONES
CAN BE LIKE HERDING CATS
INSPIRATION?
BBC GLOBAL EXPERIENCE LANGUAGE
WHAT’S A DESIGN FRAMEWORK




Term            Articulates   Definition                  Example


Vision          Intent        What we stand for.
                                                          We treat our customers with
                                                          respect                          ✓ Correct experience
Framework       Strategy      How we plan to get there.   Customer-centered design         ✓ Continuous experience
                                                                                              (towards)

Principles      Behaviour     How we normally act
                                                          Conform with user expectations
                                                          (cultural)
                                                                                           ✓ Consistent approach
                                                                                              (focus)

Guidelines      Conventions
                              How context affects our
                              actions.
                                                          Negative/Backward is left;
                                                          Affirmative/Forward is right
                                                                                           ✓ Coherent feel
                                                                                              (examples)

Specifications   Detail        What we end up doing.       Continue button to the right     ✓ Consistent look
WHERE DO YOU START?



USER PERSPECTIVE
                       MOTIVATION
                        ACTIVITY
                         GOAL
                          TASK

                         ACTION
                                    fast   Speed of change   slow
                           UI

                        FEATURES

                        PRODUCT
                       STRATEGY
                         VISION
BUSINESS PERSPECTIVE
MAPPING OUT A MULTI-DEVICE FRAMEWORK
EXAMPLE RESULT OF EXPERIENCE MAPPING
     Research             Purchase            Set-up                 Use                Manage         Troubleshoot        Exit
    I want to ...        I want to ...      I want to ...         I want to ...       I want to ...     I want to ...   I want to ...



       Find            Subscribe to                                                 Show/retrieve          Get            Cancel
                                         Create a profile   Search for something
  what’s out there      something                                                    something        something fixed   something



 Have my questions         Buy            Register for        Browse through          Monitor             Get an
                                                                                                                         Sign out
     answered        something one-off    something             something            usage/cost           answer


       Try
                                                                   Select            Monitor my         Understand
    something            Pay a bill       Authenticate
                                                                 something           usage/cost         something
       out


                                                                                      Change
     Discover              Gift                             Read/watch/listen to/
                                          Personalise                                settings/
     new stuff          something                             look at something
                                                                                    preferences


  Find something                                               Play with/learn
    good for me                                                  something



  Compare things                                            Download something



  Find something                                                   Flag/
  better than what                                          favourite/bookmark
       I have                                                   something
MULTI-CHANNEL DESIGN
   FRAMEWORK
Optus Experience language v1.0                                                                                                                                                               Index                  13


                   User goal
                                Find what’s out there                                         Activity        RESEARCH   PURCHASE             SET-UP               USE            MANAGE   TROUBLESHOOT      EXIT




            Primary Principle
                                Don’t waste my time: Don’t confuse me with irrelevant options.
                                  DO   Ensure relevant content is dominant
                                  DON’T Make a user sift through unrelated offers, ads and information to get to content

                 Explanation    The more options a user is presented with, the harder they will find it and the less likely they are to
                                make a decision, so focus must be limited to core propositions, user needs & behaviours.


                    Channels              Mobile
                                Especially in mobile, where screen space is limited and a
                                user’s attention-span is short, the most relevant content
                                must clearly dominate the page, without being drowned out                                       Primary destinations
                                                                                                                                displayed front & centre
                                by other elements.

                                Example
                                Although Citysearch’s business model is advertising based,
                                the homepage has been designed for context of use with a                                            Related suggestions relevant to the users
                                clear focus on providing direct access to search and nearby                                         location are positioned prominently but
                                                                                                                                    clearly separated from primary destinations
                                venues without interrupting the flow with advertising.
                                                                                              Citysearch iPhone app



                                          Online
                                Online is a multitasking environment in which users are
                                easily distracted. Each web page needs a clear goal and
                                method to fulfil that goal.

                                Example
                                Mozilla wants people to download and use the Firefox web
                                browser. Google ‘Web Browser’ and the Firefox website                                                                                                      Product shot to
MULTI-CHANNEL DESIGN
   FRAMEWORK
Optus Experience language v1.0                                                                                                                                                                          Index                   13


                   User User goal
                        goal
                                    Find what’s out there
                                      Find what’s out there                                         Activity
                                                                                                  Activity        RESEARCH
                                                                                                                RESEARCH         PURCHASE
                                                                                                                             PURCHASE                SET-UP
                                                                                                                                                SET-UP             USE     USE     MANAGE MANAGE      TROUBLESHOOT
                                                                                                                                                                                              TROUBLESHOOT     EXIT      EXIT




            Primary Principle
                                    Don’t waste my time: Don’t confuse me with irrelevant options.
                                      DO   Ensure relevant content is dominant
                                      DON’T Make a user sift through unrelated offers, ads and information to get to content

                 Explanation        The more options a user is presented with, the harder they will find it and the less likely they are to
                                    make a decision, so focus must be limited to core propositions, user needs & behaviours.


                    Channels                  Mobile
                                    Especially in mobile, where screen space is limited and a
                                    user’s attention-span is short, the most relevant content
                                    must clearly dominate the page, without being drowned out                                           Primary destinations
                                                                                                                                        displayed front & centre
                                    by other elements.

                                    Example
                                    Although Citysearch’s business model is advertising based,
                                    the homepage has been designed for context of use with a                                                Related suggestions relevant to the users
                                    clear focus on providing direct access to search and nearby                                             location are positioned prominently but
                                                                                                                                            clearly separated from primary destinations
                                    venues without interrupting the flow with advertising.
                                                                                                   Citysearch iPhone app



                                              Online
                                    Online is a multitasking environment in which users are
                                    easily distracted. Each web page needs a clear goal and
                                    method to fulfil that goal.

                                    Example
                                    Mozilla wants people to download and use the Firefox web
                                    browser. Google ‘Web Browser’ and the Firefox website                                                                                                              Product shot to
MULTI-CHANNEL DESIGN
   FRAMEWORK
Optus Experience language v1.0                                                                                                                                                               Index                  13


                   User goal
                                Find what’s out there                                         Activity        RESEARCH   PURCHASE             SET-UP               USE            MANAGE   TROUBLESHOOT      EXIT




            Primary Principle
                                Don’t waste my time: Don’t confuse me with irrelevant options.
                                  DO   Ensure relevant content is dominant
                                  DON’T Make a user sift through unrelated offers, ads and information to get to content

                 Explanation    The more options a user is presented with, the harder they will find it and the less likely they are to
                                make a decision, so focus must be limited to core propositions, user needs & behaviours.


                    Channels              Mobile
                                Especially in mobile, where screen space is limited and a
                                user’s attention-span is short, the most relevant content
                                must clearly dominate the page, without being drowned out                                       Primary destinations
                                                                                                                                displayed front & centre
                                by other elements.

                                Example
                                Although Citysearch’s business model is advertising based,
                                the homepage has been designed for context of use with a                                            Related suggestions relevant to the users
                                clear focus on providing direct access to search and nearby                                         location are positioned prominently but
                                                                                                                                    clearly separated from primary destinations
                                venues without interrupting the flow with advertising.
                                                                                              Citysearch iPhone app



                                          Online
                                Online is a multitasking environment in which users are
                                easily distracted. Each web page needs a clear goal and
                                method to fulfil that goal.

                                Example
                                Mozilla wants people to download and use the Firefox web
                                browser. Google ‘Web Browser’ and the Firefox website                                                                                                      Product shot to
MULTI-CHANNEL DESIGN
   FRAMEWORK
Optus Experience language v1.0                                                                                                                                                                Index                  13


                   User goal
                                 Find what’s out there                                         Activity        RESEARCH   PURCHASE             SET-UP               USE            MANAGE   TROUBLESHOOT      EXIT




             Primary Principle
            Primary Principle
                                 Don’t waste mymy time: Don’t confuse me irrelevant options.
                                  Don’t waste time: Don’t confuse me with with irrelevant options.
                                       Ensure relevant content is dominant
                                   DO DO Ensure relevant content is dominant
                                   DON’TMake a user sift through unrelated offers, ads and information to get toto get to content
                                     DON’T Make a user sift through unrelated offers, ads and information content
                 Explanation
                  Explanation    The more options a user is presented with, with, the harder they will find it less likely they are to
                                   The more options a user is presented the harder they will find it and the and the less likely they are to
                                 make a decision, so focus must be limited to core propositions, user needs & behaviours.
                                   make a decision, so focus must be limited to core propositions, user needs & behaviours.

                   Channels                Mobile
                                 Especially in mobile, where screen space is limited and a
                                 user’s attention-span is short, the most relevant content
                                 must clearly dominate the page, without being drowned out                                       Primary destinations
                                                                                                                                 displayed front & centre
                                 by other elements.

                                 Example
                                 Although Citysearch’s business model is advertising based,
                                 the homepage has been designed for context of use with a                                            Related suggestions relevant to the users
                                 clear focus on providing direct access to search and nearby                                         location are positioned prominently but
                                                                                                                                     clearly separated from primary destinations
                                 venues without interrupting the flow with advertising.
                                                                                               Citysearch iPhone app



                                           Online
                                 Online is a multitasking environment in which users are
                                 easily distracted. Each web page needs a clear goal and
                                 method to fulfil that goal.

                                 Example
                                 Mozilla wants people to download and use the Firefox web
                                 browser. Google ‘Web Browser’ and the Firefox website                                                                                                      Product shot to
MULTI-CHANNEL DESIGN
   FRAMEWORK
Optus Experience language v1.0                                                                                                                                                               Index                  13


                   User goal
                                Find what’s out there                                         Activity        RESEARCH   PURCHASE             SET-UP               USE            MANAGE   TROUBLESHOOT      EXIT




            Primary Principle
                                Don’t waste my time: Don’t confuse me with irrelevant options.
                                  DO   Ensure relevant content is dominant
                                  DON’T Make a user sift through unrelated offers, ads and information to get to content

                 Explanation    The more options a user is presented with, the harder they will find it and the less likely they are to
                                make a decision, so focus must be limited to core propositions, user needs & behaviours.


                    Channels              Mobile
                                Especially in mobile, where screen space is limited and a
                                user’s attention-span is short, the most relevant content
                                must clearly dominate the page, without being drowned out                                       Primary destinations
                                                                                                                                displayed front & centre
                                by other elements.

                                Example
                                Although Citysearch’s business model is advertising based,
                                the homepage has been designed for context of use with a                                            Related suggestions relevant to the users
                                clear focus on providing direct access to search and nearby                                         location are positioned prominently but
                                                                                                                                    clearly separated from primary destinations
                                venues without interrupting the flow with advertising.
                                                                                              Citysearch iPhone app



                                          Online
                                Online is a multitasking environment in which users are
                                easily distracted. Each web page needs a clear goal and
                                method to fulfil that goal.

                                Example
                                Mozilla wants people to download and use the Firefox web
                                browser. Google ‘Web Browser’ and the Firefox website                                                                                                      Product shot to
MULTI-CHANNEL DESIGN
   FRAMEWORK
Optus Experience language v1.0                                                                                                                                                                       Index                  13


                   User goal
                                Find what’s out there                                           Activity      RESEARCH       PURCHASE            SET-UP             USE             MANAGE        TROUBLESHOOT       EXIT




            Primary Principle
                                Don’t waste my time: Don’t confuse me with irrelevant options.
                                   DO   Ensure relevant content is dominant
                                   DON’T Make a user sift through unrelated offers, ads and information to get to content

                 Explanation    The more options a user is presented with, the harder they will find it and the less likely they are to
                                make a decision, so focus must be limited to core propositions, user needs & behaviours.

                Channels                    Mobile
                    Channels              Mobile
                                Especially in mobile, where screen is limited and a and a
                                Especially in mobile, where screen space space is limited
                                user’sattention-span is short, the most relevantrelevant content
                                user’s attention-span is short, the most content
                                mustclearly dominate the page,page, without being out
                                must clearly dominate the without being drowned drowned out                                         Primary destinations       Primary destinations
                                                                                                                                    displayed front & centre   displayed front & centre
                                by other elements.
                                by other elements.

                                Example
                                Example
                                 Although Citysearch’s business model is advertising based,
                                Although Citysearch’s business context of use with a based,
                                 the homepage has been designed for model is advertising                                                Related suggestions relevant to the users
                                                                                                                                        location are positioned prominently but
                                the homepage has been designed for context of use with a
                                 clear focus on providing direct access to search and nearby                                                                       Related suggestions relevant to the users
                                                                                                                                        clearly separated from primary destinations
                                clear focus on providingthe flow with advertising. and nearby
                                 venues without interrupting direct access to search                                                                           location are positioned prominently but
                                                                                             Citysearch iPhone app                                             clearly separated from primary destinations
                                venues without interrupting the flow with advertising.
                                                                                                            Citysearch iPhone app
                                           Online
                                Online is a multitasking environment in which users are
                                easily distracted. Each web page needs a clear goal and
                                method to fulfil that goal.

                                Example
                                Mozilla wants people to download and use the Firefox web
                                browser. Google ‘Web Browser’ and the Firefox website                                                                                                              Product shot to
User goal
                         Find what’s out there                                         Activity        RESEARCH        PURCHASE             SET-UP               USE            MANAGE   TROUBLESHOOT         EXIT




     Primary Principle
                         Don’t waste my time: Don’t confuse me with irrelevant options.
MULTI-CHANNEL DESIGNads and information to get to content
            Ensure relevant content is dominant
                           DO

             Make a user sift through unrelated offers,
                           DON’T


FRAMEWORK a user is presented with, the harder they will find it and the less likely they are to
       The more options
          Explanation
                         make a decision, so focus must be limited to core propositions, user needs & behaviours.


             Channels              Mobile
                         Especially in mobile, where screen space is limited and a
                         user’s attention-span is short, the most relevant content
                         must clearly dominate the page, without being drowned out                                            Primary destinations
                                                                                                                              displayed front & centre
                         by other elements.

                         Example
                         Although Citysearch’s business model is advertising based,
                         the homepage has been designed for context of use with a                                                 Related suggestions relevant to the users
                         clear focus on providing direct access to search and nearby                                              location are positioned prominently but
                                                                                                                                  clearly separated from primary destinations
                         venues without interrupting the flow with advertising.
                                                                                       Citysearch iPhone app



                                   Online
                         Online is a multitasking environment in which users are
                         easily distracted. Each web page needs a clear goal and
                         method to fulfil that goal.

                         Example
                         Mozilla wants people to download and use the Firefox web
                         browser. Google ‘Web Browser’ and the Firefox website                                                                                                           Product shot to
                         will be one of the first results.                                                                                                                               set expectations

                         • The website is designed to help the user complete
                                                                                                                                                                                         Call to action is the
                           their task: Get a web browser.                                                                                                                                most prominent feature
                         • The dominant feature on the page is the call to action
                           to download Firefox.
                         • Next to it is a product shot to show people what the
                           browser looks like.
                         • Below that is a tour and teasers of the major benefits
                           of this web browser, with deeper information a click
                           away.                                                                                                                                                         Tour & benefits support
                                                                                                                                                                                         the decision to download
                                                                                       Mozilla Firefox download page



                                   TV
                         TV is primarily a consumption medium and the controls are
                         generally not designed for deep interaction, so the most
                         relevant content should be as few clicks away as possible.
User goal
                        Find what’s out there                                        Activity        RESEARCH        PURCHASE             SET-UP               USE            MANAGE   TROUBLESHOOT         EXIT




                        Don’t waste myMobileDon’t confuse me with irrelevant options.
                     Channels
     Primary Principle
                                       time:
MULTI-CHANNEL DESIGNads and information to get to content
            Ensure relevant content is dominant
                           DO
              Especially in mobile, where screen space is limited and a
             Make a user sift through unrelated offers,
                           DON’T


FRAMEWORK a user is presented with, the harder they will find it and the less likely they are to
              user’s attention-span is short, the most relevant content
              must clearly dominate the page, without being drowned out
       The more options
          Explanation
                               by other elements.
                        make a decision, so focus must be limited to core propositions, user needs & behaviours.
                                  Example
                                  Although Citysearch’s business model is advertising based,
            Channels               Mobile
                                  the homepage has been designed for context of use with a
                        Especially in mobile, whereproviding direct access to search and nearby
                                  clear focus on screen space is limited and a
                        user’s attention-span is short, the most relevantflow with advertising.
                                  venues without interrupting the content
                        must clearly dominate the page, without being drowned out                                           Primary destinations
                                                                                                                            displayed front & centre
                        by other elements.

                        Example
                        Although Citysearch’s Online model is advertising based,
                                               business
                        the homepage has been designed for context of use with a                                                Related suggestions relevant to the users
                                  Online is a multitasking environment in which users are
                        clear focus on providing direct access to search and nearby                                             location are positioned prominently but
                                                                                                                                clearly separated from primary destinations
                        venues without interrupting the flow with advertising. a clear goal and
                                  easily distracted. Each web page needs
                                   method to fulfil that goal.                       Citysearch iPhone app


                                  Example
                                   Online
                                  Mozilla wants people to download and use the Firefox web
                        Online is a multitasking environment in which users are
                        easily distracted. Each web page needs a clear goal and Firefox website
                                  browser. Google ‘Web Browser’ and the
                        method to fulfil that goal. the first results.
                                  will be one of

                        Example • The website is designed to help the user complete
                        Mozilla wants people to download and use the Firefox web
                                       their task: Get a web browser.
                        browser. Google ‘Web Browser’ and the Firefox website                                                                                                          Product shot to
                        will be one The dominant
                                  • of the first results. feature on the page is the call to action                                                                                    set expectations
                                       to download Firefox.
                        • The website is designed to productuser complete people what the
                                • Next to it is a help the shot to show                                                                                                                Call to action is the
                          their task:browser looks like.
                                       Get a web browser.                                                                                                                              most prominent feature
                        • The dominant feature on the page is the call to action
                                • Below that is a tour and teasers of the major benefits
                          to download Firefox.
                        • Next to it is athis web browser, with deeper information a click
                                      of product shot to show people what the
                                      away.
                          browser looks like.
                        • Below that is a tour and teasers of the major benefits
                          of this web browser, with deeper information a click
                          away.                                                                                                                                                        Tour & benefits support
                                                                                                                                                                                       the decision to download
                                                                                     Mozilla Firefox download page
                                             TV
                                  TV is primarily a consumption medium and the controls are
                                   TV
                                  generally not designed for deep interaction, so the most
                        TV is primarily a consumption medium and the controls are
                        generallyrelevant content should be as few clicks away as possible.
                                  not designed for deep interaction, so the most
                        relevant content should be as few clicks away as possible.
                                   Example
CASE STUDY: AIRLINES
SITUATEDNESS
MOBILE AND TRAVEL ARE A PERFECT COMBINATION
THEN WHY DO MOST MOBILE AIRLINE SERVICES
IGNORE CONTEXT AND SITUATION?
AN OPPORTUNITY TO IMPROVE ...
RESEARCHING CONTEXT OF USE
WE FOLLOWED TRAVELLERS ACROSS AUSTRALIA
WE SHADOWED TRAVELLERS WITH MOBILES
AND THOSE WHO USED KIOSKS AND SERVICE DESKS
WE SHADOWED AIRPORT SERVICE MANAGERS
WATCHED HOW PEOPLE USED THEIR TIME BEFORE BOARDING
REACTED TO SCHEDULE CHANGES
AND LOOKED AT SERVICE STAFF AT EASE
AND UNDER STRESS DURING DISRUPTIONS
WE SAW HOW LACK OF
TIMELY, PERSONALISED INFORMATION
CREATED FEAR AND SAW PEOPLE ‘CAMPING OUT’
AND HOW UNINFORMED PASSENGERS
ARRIVED AND ADDED TO THE CHAOS
AND WHEN ALL WAS SAID AND DONE,
WE CONDUCTED AT HOME INTERVIEWS
THEN THERE WAS JAPAN ...
TWO MORE WEEKS RESEARCH
 GALAPAGOS PHONE USAGE
WHICH WASN’T ALL WORK :-)
WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS




                  REDACTED
          Unfortunately we can’t distribute this image
WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS




                  REDACTED
          Unfortunately we can’t distribute this image
WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS




                              REDACTED
                   Unfortunately we can’t distribute this image




-   Travel motivations, perceptions, beliefs, and habits
-   Technology usage (general, travel)
-   Mobile phone behaviours (devices, usage patterns,
    spend habits, data plans
-   Pain points and potential delighters (where we could
    have an impact)
-   Opportunities for mobile intervention and augmentation
MAPPING OUT A MULTI-DEVICE FRAMEWORK
WE ANALYSED VALUED FEATURE USAGE ACROSS CONTEXTS
 Mobile Competitor Analysis: Feature Comparison
                                                                                                                                                                                                                                                      Mobile site (M), Windows Phone 7 app (WP7). All other evaluations are for iPhone 3.5/4
                                                                                                                                                                                                                                                      3: Strong execution; 2: Variable execution; 1: Poor execution 0: Not available/; ?: Couldn’t test




                                                                 Feature/Service                         Air Asia     Air      Air    Alitalia   American Air   British Air   Cathay    Continental   Delta   Emirates   German   Lufthansa   Malaysian       NZ          Qantas         Singapore        South        Swiss        Virgin       Total     Total
                                                                                                                    Canada   France                                           Pacific                           (M)       Wings                            Airways         (M)              Air           West                       (M)                  (>=2)

                                        Mobile boarding pass                                                2         2        1         2            2             2           1           3          2         2         3         1           2             2              2                ?              2           3            2           36      15
                                        Check flight status                                                 2         2        1         1            3             2           1           2          2         2         2         3           1             1              3                ?              1           3            0           32      11
                                        Mobile check-in                                                     2         1        2         1            2             1           1           2          2         2         2         3           2             1              2                ?              2           2            1           31      12
                                        2D/QR Code support (self-service scanning)                          2         2        2         2            0             2           1           2          2         2         2         3           0             2              2                ?              ?           2            2           30      14
                                        View reservations                                                   1         1        2         1            3             1           1           1          2         2         1         2           2             1              2                ?              3           2            1           29      10
      Booking and Check-In




                                        Contact information                                                 2         1        1         0            2             1           0           2          2         3         1         2           2             1              3                ?              2           1            2           28      10
                                        Show seat assignments                                               2         2        2         ?            2             2           1           2          0         2         2         2           2             0              0                ?              2           2            2           27      13
                                        Check flight schedules                                              2         1        2         1            2             1           1           1          1         2         1         2           2             1              3                ?              1           3            0           27       8
                                        Change seat assignments                                             2         2        2         ?            ?             2           1           2          0         2         2         2           2             0              0                ?              2           2            2           25      12
                                        Customer service numbers (localised?)                               2         2        1         0            1             2           0           0          1         2         1         1           2             1              3                ?              2           2            2           25       9
                                        Real-time flight status shown                                       ?         2        0         1            3             1           1           2          2         1         ?         2           1             0              2                ?              2           2            0           22       9
                                        T&Cs and Privacy Policy                                             1         1        1         0            2             1           0           0          0         3         0         1           1             1              3                1              1           2            2           21       6
                                        Book flights                                                        2         1        1         0            1             0           0           2          0         2         2         2           1             0              0                ?              1           3            2           20       7
                                        Frequent flyer point module                                         0         0        2         2            2             0           0           1          ?         ?         1         2           2             1              3                ?              2           0            0           18       8
                                        Loyalty club sign-up/login                                          1         0        2         0            2             1           1           2          0         2         1         1           0             1              0                ?              2           1            0           17       6
                                        Multiple boarding passes queued                                     2         1        0         2            3             1           0           2          ?         1         2         0           0             0              0                ?              ?           3            0           17       6
                                        Gate assignment shown                                               ?         1        0         0            3             0           1           1          1         1         1         0           0             0              3                ?              2           2            1           17       5
                                        Manage my account/preferences                                       0         3        1         ?            2             1           0           1          0         2         0         1           2             0              1                ?              0           1            1           16       5
                                        Additional flight information (aircraft, food, distance, etc.)      ?         1        0         0            0             0           3           2          0         2         0         2           0             0              0                               0           3            2           15       7
                                        FAQs                                                                0         1        1         0            2             1           0           0          0         0         1         3           1             1              0                ?              0           1            2           14       4
                                        Notifications and messages                                          0         3        1         0            2             0           0           3          1         ?         1         1            ?            0              0                ?              1           1            0           14       4
                                        Delayed/Cancelled Flights re-booking/refund                         0         2        0         0            1             0           0           0          3         0         3         0            ?            0              0                               2           0            0           11       5
    Contextual Information & Services




                                        Auto-login security feature                                         0         1        2         2            2             0           1           0          0         0         0         0           0             0              0                ?              1           0            0            9       4




                                                                                                                                                                                                                                                                                                                                                                   AREAS OF FOCUS
                                        In-flight services (e.g. TV guides, vouchers)                       0         0        0         0            0             0           2           2          0         1         0         1           0             0              0                               0           2            0            8       4
                                        Terminal maps / Airport info / Lounges                              0         0        0         0            2             0           1           1          0         1         0         0           0             0              1                ?              0           0            2            8       3
                                        Contextual help and feedback                                        1         1        1         0            1             0           0           0          1         1         0         0           0             0              2                               0           0            0            8       2
                                        Customer feedback                                                   0         1        0         0            0             0           0           1          0         0         0         2           1             0              0                               0           2            0            7       3
                                        Lost luggage                                                        0         0        0         1            2             0           0           0          0         0         0         0           3             0              0                               0           0            1            7       3
                                        Favourites list / Save flight details                               0         0        0         0            0             2           0           0          0         0         0         2           2             0              0                               0           0            0            6       4
                                        Upgrade flight (in-app/mobi) service                                0         0        ?         0            2             ?           0           2          0         0         ?         0            ?            0              0                ?              2           0            0            6       4
                                        Parking services/reminders                                          0         0        0         3            1             0           0           0          2         0         0         0           0             0              0                ?              0           0            0            6       3
                                        Cancel flights/Change flights                                       0         0        0         0            0             0           0           0          0         0         3         0            ?            0              0                               2           0            0            5       3
                                        Next flight itinerary shown (upon login)                            0         0        0         0            3             0           0           2          0         0         0         0           0             0              0                ?              0           0            0            5       3
                                        Calendar sync and alerts                                            0         3        0         0            0             0           0           0          0         0         0         2           0             0              0                               0           0            0            5       3
                                        Email itinerary                                                     ?         0        1         0            2             0           0           0          0         0         0         2           0             0              0                ?              0           0            0            5       3
                                        Deals and offers                                                    0         0        0         0            0             0           1           0          0         0         0         0           2             0              0                               1           1            0            5       2
                                        Staff profiles/Corporate information                                0         0        0         0            0             0           3           0          0         0         0         1           0             0              0                               0           1            0            5       2
                                        Built-in games available / currency converters, etc.                0         0        0         0            2             0           0           2          0         0         0         0           0             0              0                ?              0           0            0            4       3
                                        Purchase additional luggage                                         2         2        ?         ?            ?             ?           ?           0          0         ?         ?         ?            ?            0              0                ?              ?           ?            ?            4       2
                                        Shown return flight (for current flight)                            ?         1        0         0            2             0           0           1          0         0         0         0           0             0              0                ?              ?           0            0            4       2
                                        Location-based services (nearest airport, services, etc.)           1         1        0         0            1             0           0           1          0         0         0         0           0             0              0                ?              0           0            0            4       1
                                        Off-line caching of schedules                                       0         3        0         0            0             0           0           0          0         0         0         0           0             0              0                               0           0            0            3       2
   Rest of the journey




                                        Book a car                                                          0         1        0         0            0             0           0           0          0         0         0         0           0             0              0                               2           0            0            3       2
                                        Fare alerts                                                         0         0        0         0            0             0           0           0          0         0         0         0           0             0              0                               3           0            0            3       2
                                        Flight labelling (tagging)                                          ?         3        0         0            0             0           0           0          0         0         0         0           0             0              0                               0           0            0            3       2
                                        Wi-Fi password provision                                            0         0        0         0            0             2           0           0          0         0         0         0           0             0              0                ?              0           0            0            2       2
                                        Downloads (pictures, music, ringtones, etc)                         0         0        0         0            0             0           1           0          0         0         0         1           0             0              0                               0           0            0            2       1
                                        Purchase insurance                                                  2         ?        ?         ?            ?             ?           ?           ?          0         ?         ?         ?            ?            0              0                ?              ?           ?            ?            2       1
                                        Usage tutorial                                                      0         0        0         1            0             0           0           0          0         0         0         0           0             0              0                               0           0            0            1       0
                                        TOTAL (>= 2)                                                       13         14       9         6           24             8           3           17         9        15         10        17          13            2              13              0              16           17          11
                                        TOTAL (= 3) (quality service to feature ratio)                      0         5        0         1            6             0           2           2          1         2         3         4           1             0              7               0              2            6            0
GREATEST VALUE ACROSS THE CUSTOMER
 JOURNEY AND BY CUSTOMER TYPES
Customer Journey: Feature Matrix
                            Feature/Service                           Explore trip   Planning for specific   Booking the flight   Checking into   Boarding into checked-in   In-flight (en-route)   Arrival (at airport)   Post-trip (exit port)
                                                                                             trip                                 booked flight            flight
Compare flights across carriers                                            1
Receive low-fare/specials alerts                                           1
Explore travel destinations                                                1
Explore things to do at a travel destination                               1
Receive recommendations                                                    1
View my flight history                                                                        1
Save my regular flights                                                                       1
Save my flight preferences                                                                    1
Check flight schedules                                                                        1
Manage my account/preferences                                                                 1
Register for loyalty program                                                                  1
Check/update loyalty program                                                                  1
Check frequent flyer rewards                                                                  1
Save flight details (e.g. Favourites)                                                         1
Check parking facilities                                                                      1
Find out more about the airline                                                               1
Research hotels and locality                                                                  1
Research transport options at destinations                                                    1
See friend’s travel itineraries                                                               1
View my flights                                                                                                      1
Set seat preference during booking                                                                                   1
View airline and flight policies                                                                                     1
Book flights                                                                                                         1
Book and manage flights for multiple people                                                                          1
Review additional flight info (baggage, meals, entertainment, etc.)                                                  1
Receive itinerary                                                                                                    1
Change schedule flight booking                                                                                       1
Add flight schedule to personal calendars                                                                            1
Purchase additional luggage                                                                                          1
Purchase additional insurance                                                                                        1
Purchase carbon offset                                                                                               1
Book a hotel                                                                                                         1
Book a car                                                                                                           1
Receive travel warnings                                                                                              1
Flight check-in                                                                                                                        1
Collect boarding pass                                                                                                                  1
View airport contact information                                                                                                       1
Change seat assignment during check-in                                                                                                 1
Upgrade flight purchase                                                                                                                1
Request flight refund for cancelled or delayed flights                                                                                 1
Receive help                                                                                                                                                 1                                               1
Check flight status                                                                                                                                          1
Check terminal and gate allocation                                                                                                                           1
Receive delay and cancel notifications                                                                                                                       1
Receive gate change notifications                                                                                                                            1
Receive plane change notifications                                                                                                                           1
Re-book cancelled or delayed flights                                                                                                                         1
Check terminal/lounge maps                                                                                                                                   1
Find airline customer service numbers                                                                                                                                                                        1
Provide feedback to airline                                                                                                                                                                                  1
Receive lost luggage alerts and instructions                                                                                                                                                                 1
Track lost luggage                                                                                                                                                                                           1
Locate friends at destinations                                                                                                                                                                               1
FOREST THROUGH THE TREES:
MAPPING DEVICE ROLES TO JOURNEYS
FOREST THROUGH THE TREES:
MAPPING DEVICE ROLES TO JOURNEYS




DREAMING
(ATTRACTION) / VALUE SEEKER
- SELL ACCESSIBILITY
FOREST THROUGH THE TREES:
MAPPING DEVICE ROLES TO JOURNEYS




PLANNING/BOOKING
(EXECUTION) / PRICE SWITCHER
- PROMOTE LOWEST PRICE




 DREAMING
 (ATTRACTION) / VALUE SEEKER
 - SELL ACCESSIBILITY
FOREST THROUGH THE TREES:
MAPPING DEVICE ROLES TO JOURNEYS




PLANNING/BOOKING
(EXECUTION) / PRICE SWITCHER
- PROMOTE LOWEST PRICE




 DREAMING                                    TRAVELLING
 (ATTRACTION) / VALUE SEEKER       ASSIST ME / (RETENTION)
 - SELL ACCESSIBILITY               - GROW THE CUSTOMER
FOREST THROUGH THE TREES:
MAPPING DEVICE ROLES TO JOURNEYS



                                   BUILD
                                   PERSONALISE
PLANNING/BOOKING
(EXECUTION) / PRICE SWITCHER
- PROMOTE LOWEST PRICE




                                        REMIND
             LEARN                      ASSIST
             TAILOR                     SUGGEST
             ALERT                      AUGMENT
             PROMOTE




 DREAMING                                        TRAVELLING
 (ATTRACTION) / VALUE SEEKER         ASSIST ME / (RETENTION)
 - SELL ACCESSIBILITY                 - GROW THE CUSTOMER
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced
Mob x con - keynote 20120402 - reduced

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Mob x con - keynote 20120402 - reduced

  • 2.
  • 5. EVERYONE GOT MORE THAN THEY BARGAINED FOR
  • 6. WE’RE GOING TO BE HEARING A LOT ABOUT DESIGNING FOR MULTIPLE DEVICES
  • 7. HOPING TO MAKE A SMALL CONTRIBUTION
  • 8. SPECIFICALLY WHAT I’LL BE SHARING TODAY ... - Our journey to multi-device experience design - Case studies, with lessons learned and bruises earned - Highlight a few challenges moving forward
  • 10. WINTER IN SYDNEY NOT A BAD PLACE TO WORK
  • 11. AND SLIGHTLY WARMER THAN TODAY
  • 12. ME? MOBILE USER EXPERIENCE GUY FOR PAST 10 YEARS
  • 13. MOBILE EXPERIENCE - SEEKING TO RE-FRAME ‘MOBILE’ EXPERIENCE DESIGN
  • 14. CONVINCING OTHERS THAT MOBILE MATTERS I COULD SHOW YOU SOME STATISTICS
  • 15. BUT SERIOUSLY? JUST LOOK AROUND YOU
  • 16. BUT SERIOUSLY? JUST LOOK AROUND YOU “As much as our lives have shaped mobile, mobile has shaped our lives”
  • 17. MANY COULDN’T LIVE WITHOUT MOBILE
  • 18. IT HAS REACHED NEW LEVELS OF SOCIAL INCLUSION
  • 19. TO THE POINT WHERE WE NOW ASK WHAT IT MEANS TO BE MOBILE?
  • 20. STATIONARY BUT IN TRANSIT?
  • 22. SMALL SCREEN AND ON THE MOVE?
  • 23. SMALL SCREEN AND STATIONARY?
  • 24. IS MOBILE JUST BEING PORTABLE?
  • 25. AND IF SO, IS THIS MOBILE?
  • 26. THE DEVICE IS JUST A LENS THROUGH TO AN EXPERIENCE
  • 27. SO PERHAPS WE NEED TO REDEFINE WHAT WE MEAN BY MOBILE STRATEGY
  • 28. MOBILE FIRST? CONTENT FIRST? WHAT SHOULD BE OUR FOCUS? FUTUREFRIEND.LY - love you guys
  • 29. IT’S ABOUT UNDERSTANDING THE SERIES OF INTERACTIONS THAT CONSTITUTE AN EXPERIENCE “ Creating remarkable mobile experiences means understanding that true value only exists at the point of interaction where the service is produced and consumed at the same time. ” - Mobile Experience
  • 30. HOW WE CREATE MEANINGFUL MOBILE STRATEGIES ONE CONTEXT OF USE, BUT EVOLVING SITUATION
  • 31. HOW WE CREATE MEANINGFUL MOBILE STRATEGIES - Understand “situation” not just context in design - Understand relationships between devices - Understand and design for end-to-end interactions ONE CONTEXT OF USE, BUT EVOLVING SITUATION
  • 32. A SIMPLE GOOGLE INFOGRAPHIC SHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS z) s Mh u ter 4 .77 mp U@ Co P au ple el C m. Ap ( Int .co at ed ect used ntu m eas n on st me n rel – c ” f ir ch ces o sig ter SP ce aun rfa sm De pu n I erien rel )su ain nab le C om alia Exp gle rds (re ng i nal r ust r om Go o rst Wo .0 sig sta rso t A se bo of bu Ad b2 De Su Pe firs “U com ch com gle We ice hf or IB M T he Term D ot. L aun D ot. G oo Term Serv Pu s 81 94 95 99 98 01 02 04 08 09 19 19 19 19 19 20 20 20 20 20 Key moments Trends Usability lab test Remote usability testing Contextual research The growth of PC The new UX community CCD goes mainstream Design for social The rise of service design Mobile web and apps The advance in personal computing The web brought together graphic An increasing emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinking moved human computer interaction designers, information architects, on the importance of including the takes off. Designers forced to significantly to help craft revolutionised the use the web from an engineering discipline to the usability engineersand marketing. customers as both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture everyday realm. information and a partner in web and multi sided conversations. customer experiences. based interface. creative design . Service design (end-to-end experience) 1981-94 1995-99 2000-03 2004-05 2006-08 2009-10 Source: Stephen Cox, Westpac
  • 33. A SIMPLE GOOGLE INFOGRAPHIC SHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS z) s Mh u ter 4 .77 mp U@ Co P au ple el C m. Ap ( Int .co at ed ect used ntu m eas n on st me n rel – c ” f ir ch ces o sig ter SP ce aun rfa sm De pu n I erien rel )su ain nab le C om alia Exp gle rds (re ng i nal r ust r om Go o rst Wo .0 sig sta rso t A se bo of bu Ad b2 De Su Pe firs “U com ch com gle We ice hf or IB M T he Term D ot. L aun D ot. G oo Term Serv Pu s 81 94 95 99 98 01 02 04 08 09 19 19 19 19 19 20 20 20 20 20 Key moments Trends Usability lab test Remote usability testing Contextual research The growth of PC The new UX community CCD goes mainstream Design for social The rise of service design Mobile web and apps The advance in personal computing The web brought together graphic An increasing emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinking moved human computer interaction designers, information architects, on the importance of including the takes off. Designers forced to significantly to help craft revolutionised the use the web from an engineering discipline to the usability engineersand marketing. customers as both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture everyday realm. information and a partner in web and multi sided conversations. customer experiences. based interface. creative design . Service design (end-to-end experience) 1981-94 1995-99 2000-03 2004-05 2006-08 2009-10 Source: Stephen Cox, Westpac
  • 34. FROM UI TO SERVICES, MOBILE TO MOBILITY m e ntu n ch ace s om sig aun urf sm De rel )s gai n a ble ord s (re n ain rst dW 2.0 sig ust bu A b De rS om gle We ic e fo t.c oo m erv sh Do G Ter 8S 9P u 01 02 04 0 0 20 20 20 20 20 Usability lab test Remote usability testing Contextual research oes mainstream Design for social The rise of service design Mobile web and apps reasing emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinking importance of including the takes off. Designers forced to significantly to help craft revolutionised the use the web mers as both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture ation and a partner in web and multi sided conversations. customer experiences. based interface. ve design . Service design (end-to-end experience) 000-03 2004-05 2006-08 2009-10 Source: Stephen Cox, Westpac
  • 35. THIS IS HOW WE’LL DEAL WITH ALL THESE NEW DEVICES IN A PRINCIPLED, CONSISTENT AN AND COMPELLING WAY
  • 36. REALLY, WE’RE WELL PAST MOBILE WEB VS APP DEBATES
  • 37. THAT BUS LEFT LONG AGO ...
  • 38. AND WE HAVE MUCH MORE INTERESTING PROBLEMS TO SOLVE GREAT INITIATIVES LIKE FUTUREFRIEND.LY
  • 39. THIS IS WHERE OUR CLIENTS FIND THEMSELVES TODAY: “WHERE THE HELL DO WE GO FROM HERE?”
  • 40. THEY GET THE NEED FOR RESPONSIVE WEB DESIGN WITH SOME FANTASTIC TOOLS AT THEIR DISPOSAL
  • 41. THEY UNDERSTAND THE BENEFITS OF HTML5
  • 42. BUT PUTTING IT ALL TOGETHER IN A WAY THAT MATTERS IS A LITTLE TRICKIER
  • 43. RECENT CLIENT DEBRIEFING ON MOBILE STRATEGY “ This is about seeing the forest through the trees - we don't yet know what supporting multiple devices means. We don't know what it takes to get there, what it looks like, what to support and how much it will cost. If we don't know that upfront we risk starting a project we can't complete or has no benefit. ” - National Broadband Network
  • 44. MORE THAN MOBILE, THIS IS ABOUT MULTI-DEVICE STRATEGY
  • 45. DEFINING MULTI-DEVICE EXPERIENCE STRATEGY ... “ Identifies the set of activities from a user’s perspective that an organisation needs to undertake in order to deliver a series of consistent and meaningful interactions across devices, and whose design is true to each device, context and usage. ”
  • 46. THIS IS SOMETHING WE CALL CONTINUOUS EXPERIENCES
  • 47. THIS IS SOMETHING WE CALL CONTINUOUS EXPERIENCES - It’s situated - It’s distributed, yet coherent - It’s compensatory and complimentary - It’s familiar and conversational - It’s synchronised, and hopefully seamless - It’s respectful and personal
  • 49. WHERE IT ALL BEGAN ... TELECOMS 8 MILLION CUSTOMERS 350+ SUPPORTED DEVICES PC, IPTV, TABLET, SMARTPHONES, FEATURE PHONES
  • 50. CAN BE LIKE HERDING CATS
  • 52. WHAT’S A DESIGN FRAMEWORK Term Articulates Definition Example Vision Intent What we stand for. We treat our customers with respect ✓ Correct experience Framework Strategy How we plan to get there. Customer-centered design ✓ Continuous experience (towards) Principles Behaviour How we normally act Conform with user expectations (cultural) ✓ Consistent approach (focus) Guidelines Conventions How context affects our actions. Negative/Backward is left; Affirmative/Forward is right ✓ Coherent feel (examples) Specifications Detail What we end up doing. Continue button to the right ✓ Consistent look
  • 53. WHERE DO YOU START? USER PERSPECTIVE MOTIVATION ACTIVITY GOAL TASK ACTION fast Speed of change slow UI FEATURES PRODUCT STRATEGY VISION BUSINESS PERSPECTIVE
  • 54. MAPPING OUT A MULTI-DEVICE FRAMEWORK
  • 55. EXAMPLE RESULT OF EXPERIENCE MAPPING Research Purchase Set-up Use Manage Troubleshoot Exit I want to ... I want to ... I want to ... I want to ... I want to ... I want to ... I want to ... Find Subscribe to Show/retrieve Get Cancel Create a profile Search for something what’s out there something something something fixed something Have my questions Buy Register for Browse through Monitor Get an Sign out answered something one-off something something usage/cost answer Try Select Monitor my Understand something Pay a bill Authenticate something usage/cost something out Change Discover Gift Read/watch/listen to/ Personalise settings/ new stuff something look at something preferences Find something Play with/learn good for me something Compare things Download something Find something Flag/ better than what favourite/bookmark I have something
  • 56. MULTI-CHANNEL DESIGN FRAMEWORK Optus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  • 57. MULTI-CHANNEL DESIGN FRAMEWORK Optus Experience language v1.0 Index 13 User User goal goal Find what’s out there Find what’s out there Activity Activity RESEARCH RESEARCH PURCHASE PURCHASE SET-UP SET-UP USE USE MANAGE MANAGE TROUBLESHOOT TROUBLESHOOT EXIT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  • 58. MULTI-CHANNEL DESIGN FRAMEWORK Optus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  • 59. MULTI-CHANNEL DESIGN FRAMEWORK Optus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Primary Principle Don’t waste mymy time: Don’t confuse me irrelevant options. Don’t waste time: Don’t confuse me with with irrelevant options. Ensure relevant content is dominant DO DO Ensure relevant content is dominant DON’TMake a user sift through unrelated offers, ads and information to get toto get to content DON’T Make a user sift through unrelated offers, ads and information content Explanation Explanation The more options a user is presented with, with, the harder they will find it less likely they are to The more options a user is presented the harder they will find it and the and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  • 60. MULTI-CHANNEL DESIGN FRAMEWORK Optus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  • 61. MULTI-CHANNEL DESIGN FRAMEWORK Optus Experience language v1.0 Index 13 User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. DO Ensure relevant content is dominant DON’T Make a user sift through unrelated offers, ads and information to get to content Explanation The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Channels Mobile Especially in mobile, where screen is limited and a and a Especially in mobile, where screen space space is limited user’sattention-span is short, the most relevantrelevant content user’s attention-span is short, the most content mustclearly dominate the page,page, without being out must clearly dominate the without being drowned drowned out Primary destinations Primary destinations displayed front & centre displayed front & centre by other elements. by other elements. Example Example Although Citysearch’s business model is advertising based, Although Citysearch’s business context of use with a based, the homepage has been designed for model is advertising Related suggestions relevant to the users location are positioned prominently but the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby Related suggestions relevant to the users clearly separated from primary destinations clear focus on providingthe flow with advertising. and nearby venues without interrupting direct access to search location are positioned prominently but Citysearch iPhone app clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to
  • 62. User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Primary Principle Don’t waste my time: Don’t confuse me with irrelevant options. MULTI-CHANNEL DESIGNads and information to get to content Ensure relevant content is dominant DO Make a user sift through unrelated offers, DON’T FRAMEWORK a user is presented with, the harder they will find it and the less likely they are to The more options Explanation make a decision, so focus must be limited to core propositions, user needs & behaviours. Channels Mobile Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s business model is advertising based, the homepage has been designed for context of use with a Related suggestions relevant to the users clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. Citysearch iPhone app Online Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal. Example Mozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website Product shot to will be one of the first results. set expectations • The website is designed to help the user complete Call to action is the their task: Get a web browser. most prominent feature • The dominant feature on the page is the call to action to download Firefox. • Next to it is a product shot to show people what the browser looks like. • Below that is a tour and teasers of the major benefits of this web browser, with deeper information a click away. Tour & benefits support the decision to download Mozilla Firefox download page TV TV is primarily a consumption medium and the controls are generally not designed for deep interaction, so the most relevant content should be as few clicks away as possible.
  • 63. User goal Find what’s out there Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT Don’t waste myMobileDon’t confuse me with irrelevant options. Channels Primary Principle time: MULTI-CHANNEL DESIGNads and information to get to content Ensure relevant content is dominant DO Especially in mobile, where screen space is limited and a Make a user sift through unrelated offers, DON’T FRAMEWORK a user is presented with, the harder they will find it and the less likely they are to user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out The more options Explanation by other elements. make a decision, so focus must be limited to core propositions, user needs & behaviours. Example Although Citysearch’s business model is advertising based, Channels Mobile the homepage has been designed for context of use with a Especially in mobile, whereproviding direct access to search and nearby clear focus on screen space is limited and a user’s attention-span is short, the most relevantflow with advertising. venues without interrupting the content must clearly dominate the page, without being drowned out Primary destinations displayed front & centre by other elements. Example Although Citysearch’s Online model is advertising based, business the homepage has been designed for context of use with a Related suggestions relevant to the users Online is a multitasking environment in which users are clear focus on providing direct access to search and nearby location are positioned prominently but clearly separated from primary destinations venues without interrupting the flow with advertising. a clear goal and easily distracted. Each web page needs method to fulfil that goal. Citysearch iPhone app Example Online Mozilla wants people to download and use the Firefox web Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and Firefox website browser. Google ‘Web Browser’ and the method to fulfil that goal. the first results. will be one of Example • The website is designed to help the user complete Mozilla wants people to download and use the Firefox web their task: Get a web browser. browser. Google ‘Web Browser’ and the Firefox website Product shot to will be one The dominant • of the first results. feature on the page is the call to action set expectations to download Firefox. • The website is designed to productuser complete people what the • Next to it is a help the shot to show Call to action is the their task:browser looks like. Get a web browser. most prominent feature • The dominant feature on the page is the call to action • Below that is a tour and teasers of the major benefits to download Firefox. • Next to it is athis web browser, with deeper information a click of product shot to show people what the away. browser looks like. • Below that is a tour and teasers of the major benefits of this web browser, with deeper information a click away. Tour & benefits support the decision to download Mozilla Firefox download page TV TV is primarily a consumption medium and the controls are TV generally not designed for deep interaction, so the most TV is primarily a consumption medium and the controls are generallyrelevant content should be as few clicks away as possible. not designed for deep interaction, so the most relevant content should be as few clicks away as possible. Example
  • 65. MOBILE AND TRAVEL ARE A PERFECT COMBINATION
  • 66. THEN WHY DO MOST MOBILE AIRLINE SERVICES IGNORE CONTEXT AND SITUATION?
  • 67. AN OPPORTUNITY TO IMPROVE ...
  • 69. WE FOLLOWED TRAVELLERS ACROSS AUSTRALIA
  • 70. WE SHADOWED TRAVELLERS WITH MOBILES
  • 71. AND THOSE WHO USED KIOSKS AND SERVICE DESKS
  • 72. WE SHADOWED AIRPORT SERVICE MANAGERS
  • 73. WATCHED HOW PEOPLE USED THEIR TIME BEFORE BOARDING
  • 75. AND LOOKED AT SERVICE STAFF AT EASE
  • 76. AND UNDER STRESS DURING DISRUPTIONS
  • 77. WE SAW HOW LACK OF TIMELY, PERSONALISED INFORMATION
  • 78. CREATED FEAR AND SAW PEOPLE ‘CAMPING OUT’
  • 79. AND HOW UNINFORMED PASSENGERS ARRIVED AND ADDED TO THE CHAOS
  • 80. AND WHEN ALL WAS SAID AND DONE, WE CONDUCTED AT HOME INTERVIEWS
  • 81. THEN THERE WAS JAPAN ...
  • 82. TWO MORE WEEKS RESEARCH GALAPAGOS PHONE USAGE
  • 83. WHICH WASN’T ALL WORK :-)
  • 84. WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS REDACTED Unfortunately we can’t distribute this image
  • 85. WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS REDACTED Unfortunately we can’t distribute this image
  • 86. WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS REDACTED Unfortunately we can’t distribute this image - Travel motivations, perceptions, beliefs, and habits - Technology usage (general, travel) - Mobile phone behaviours (devices, usage patterns, spend habits, data plans - Pain points and potential delighters (where we could have an impact) - Opportunities for mobile intervention and augmentation
  • 87. MAPPING OUT A MULTI-DEVICE FRAMEWORK
  • 88. WE ANALYSED VALUED FEATURE USAGE ACROSS CONTEXTS Mobile Competitor Analysis: Feature Comparison Mobile site (M), Windows Phone 7 app (WP7). All other evaluations are for iPhone 3.5/4 3: Strong execution; 2: Variable execution; 1: Poor execution 0: Not available/; ?: Couldn’t test Feature/Service Air Asia Air Air Alitalia American Air British Air Cathay Continental Delta Emirates German Lufthansa Malaysian NZ Qantas Singapore South Swiss Virgin Total Total Canada France Pacific (M) Wings Airways (M) Air West (M) (>=2) Mobile boarding pass 2 2 1 2 2 2 1 3 2 2 3 1 2 2 2 ? 2 3 2 36 15 Check flight status 2 2 1 1 3 2 1 2 2 2 2 3 1 1 3 ? 1 3 0 32 11 Mobile check-in 2 1 2 1 2 1 1 2 2 2 2 3 2 1 2 ? 2 2 1 31 12 2D/QR Code support (self-service scanning) 2 2 2 2 0 2 1 2 2 2 2 3 0 2 2 ? ? 2 2 30 14 View reservations 1 1 2 1 3 1 1 1 2 2 1 2 2 1 2 ? 3 2 1 29 10 Booking and Check-In Contact information 2 1 1 0 2 1 0 2 2 3 1 2 2 1 3 ? 2 1 2 28 10 Show seat assignments 2 2 2 ? 2 2 1 2 0 2 2 2 2 0 0 ? 2 2 2 27 13 Check flight schedules 2 1 2 1 2 1 1 1 1 2 1 2 2 1 3 ? 1 3 0 27 8 Change seat assignments 2 2 2 ? ? 2 1 2 0 2 2 2 2 0 0 ? 2 2 2 25 12 Customer service numbers (localised?) 2 2 1 0 1 2 0 0 1 2 1 1 2 1 3 ? 2 2 2 25 9 Real-time flight status shown ? 2 0 1 3 1 1 2 2 1 ? 2 1 0 2 ? 2 2 0 22 9 T&Cs and Privacy Policy 1 1 1 0 2 1 0 0 0 3 0 1 1 1 3 1 1 2 2 21 6 Book flights 2 1 1 0 1 0 0 2 0 2 2 2 1 0 0 ? 1 3 2 20 7 Frequent flyer point module 0 0 2 2 2 0 0 1 ? ? 1 2 2 1 3 ? 2 0 0 18 8 Loyalty club sign-up/login 1 0 2 0 2 1 1 2 0 2 1 1 0 1 0 ? 2 1 0 17 6 Multiple boarding passes queued 2 1 0 2 3 1 0 2 ? 1 2 0 0 0 0 ? ? 3 0 17 6 Gate assignment shown ? 1 0 0 3 0 1 1 1 1 1 0 0 0 3 ? 2 2 1 17 5 Manage my account/preferences 0 3 1 ? 2 1 0 1 0 2 0 1 2 0 1 ? 0 1 1 16 5 Additional flight information (aircraft, food, distance, etc.) ? 1 0 0 0 0 3 2 0 2 0 2 0 0 0 0 3 2 15 7 FAQs 0 1 1 0 2 1 0 0 0 0 1 3 1 1 0 ? 0 1 2 14 4 Notifications and messages 0 3 1 0 2 0 0 3 1 ? 1 1 ? 0 0 ? 1 1 0 14 4 Delayed/Cancelled Flights re-booking/refund 0 2 0 0 1 0 0 0 3 0 3 0 ? 0 0 2 0 0 11 5 Contextual Information & Services Auto-login security feature 0 1 2 2 2 0 1 0 0 0 0 0 0 0 0 ? 1 0 0 9 4 AREAS OF FOCUS In-flight services (e.g. TV guides, vouchers) 0 0 0 0 0 0 2 2 0 1 0 1 0 0 0 0 2 0 8 4 Terminal maps / Airport info / Lounges 0 0 0 0 2 0 1 1 0 1 0 0 0 0 1 ? 0 0 2 8 3 Contextual help and feedback 1 1 1 0 1 0 0 0 1 1 0 0 0 0 2 0 0 0 8 2 Customer feedback 0 1 0 0 0 0 0 1 0 0 0 2 1 0 0 0 2 0 7 3 Lost luggage 0 0 0 1 2 0 0 0 0 0 0 0 3 0 0 0 0 1 7 3 Favourites list / Save flight details 0 0 0 0 0 2 0 0 0 0 0 2 2 0 0 0 0 0 6 4 Upgrade flight (in-app/mobi) service 0 0 ? 0 2 ? 0 2 0 0 ? 0 ? 0 0 ? 2 0 0 6 4 Parking services/reminders 0 0 0 3 1 0 0 0 2 0 0 0 0 0 0 ? 0 0 0 6 3 Cancel flights/Change flights 0 0 0 0 0 0 0 0 0 0 3 0 ? 0 0 2 0 0 5 3 Next flight itinerary shown (upon login) 0 0 0 0 3 0 0 2 0 0 0 0 0 0 0 ? 0 0 0 5 3 Calendar sync and alerts 0 3 0 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 5 3 Email itinerary ? 0 1 0 2 0 0 0 0 0 0 2 0 0 0 ? 0 0 0 5 3 Deals and offers 0 0 0 0 0 0 1 0 0 0 0 0 2 0 0 1 1 0 5 2 Staff profiles/Corporate information 0 0 0 0 0 0 3 0 0 0 0 1 0 0 0 0 1 0 5 2 Built-in games available / currency converters, etc. 0 0 0 0 2 0 0 2 0 0 0 0 0 0 0 ? 0 0 0 4 3 Purchase additional luggage 2 2 ? ? ? ? ? 0 0 ? ? ? ? 0 0 ? ? ? ? 4 2 Shown return flight (for current flight) ? 1 0 0 2 0 0 1 0 0 0 0 0 0 0 ? ? 0 0 4 2 Location-based services (nearest airport, services, etc.) 1 1 0 0 1 0 0 1 0 0 0 0 0 0 0 ? 0 0 0 4 1 Off-line caching of schedules 0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2 Rest of the journey Book a car 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 0 3 2 Fare alerts 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 3 2 Flight labelling (tagging) ? 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2 Wi-Fi password provision 0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 ? 0 0 0 2 2 Downloads (pictures, music, ringtones, etc) 0 0 0 0 0 0 1 0 0 0 0 1 0 0 0 0 0 0 2 1 Purchase insurance 2 ? ? ? ? ? ? ? 0 ? ? ? ? 0 0 ? ? ? ? 2 1 Usage tutorial 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 TOTAL (>= 2) 13 14 9 6 24 8 3 17 9 15 10 17 13 2 13 0 16 17 11 TOTAL (= 3) (quality service to feature ratio) 0 5 0 1 6 0 2 2 1 2 3 4 1 0 7 0 2 6 0
  • 89. GREATEST VALUE ACROSS THE CUSTOMER JOURNEY AND BY CUSTOMER TYPES Customer Journey: Feature Matrix Feature/Service Explore trip Planning for specific Booking the flight Checking into Boarding into checked-in In-flight (en-route) Arrival (at airport) Post-trip (exit port) trip booked flight flight Compare flights across carriers 1 Receive low-fare/specials alerts 1 Explore travel destinations 1 Explore things to do at a travel destination 1 Receive recommendations 1 View my flight history 1 Save my regular flights 1 Save my flight preferences 1 Check flight schedules 1 Manage my account/preferences 1 Register for loyalty program 1 Check/update loyalty program 1 Check frequent flyer rewards 1 Save flight details (e.g. Favourites) 1 Check parking facilities 1 Find out more about the airline 1 Research hotels and locality 1 Research transport options at destinations 1 See friend’s travel itineraries 1 View my flights 1 Set seat preference during booking 1 View airline and flight policies 1 Book flights 1 Book and manage flights for multiple people 1 Review additional flight info (baggage, meals, entertainment, etc.) 1 Receive itinerary 1 Change schedule flight booking 1 Add flight schedule to personal calendars 1 Purchase additional luggage 1 Purchase additional insurance 1 Purchase carbon offset 1 Book a hotel 1 Book a car 1 Receive travel warnings 1 Flight check-in 1 Collect boarding pass 1 View airport contact information 1 Change seat assignment during check-in 1 Upgrade flight purchase 1 Request flight refund for cancelled or delayed flights 1 Receive help 1 1 Check flight status 1 Check terminal and gate allocation 1 Receive delay and cancel notifications 1 Receive gate change notifications 1 Receive plane change notifications 1 Re-book cancelled or delayed flights 1 Check terminal/lounge maps 1 Find airline customer service numbers 1 Provide feedback to airline 1 Receive lost luggage alerts and instructions 1 Track lost luggage 1 Locate friends at destinations 1
  • 90. FOREST THROUGH THE TREES: MAPPING DEVICE ROLES TO JOURNEYS
  • 91. FOREST THROUGH THE TREES: MAPPING DEVICE ROLES TO JOURNEYS DREAMING (ATTRACTION) / VALUE SEEKER - SELL ACCESSIBILITY
  • 92. FOREST THROUGH THE TREES: MAPPING DEVICE ROLES TO JOURNEYS PLANNING/BOOKING (EXECUTION) / PRICE SWITCHER - PROMOTE LOWEST PRICE DREAMING (ATTRACTION) / VALUE SEEKER - SELL ACCESSIBILITY
  • 93. FOREST THROUGH THE TREES: MAPPING DEVICE ROLES TO JOURNEYS PLANNING/BOOKING (EXECUTION) / PRICE SWITCHER - PROMOTE LOWEST PRICE DREAMING TRAVELLING (ATTRACTION) / VALUE SEEKER ASSIST ME / (RETENTION) - SELL ACCESSIBILITY - GROW THE CUSTOMER
  • 94. FOREST THROUGH THE TREES: MAPPING DEVICE ROLES TO JOURNEYS BUILD PERSONALISE PLANNING/BOOKING (EXECUTION) / PRICE SWITCHER - PROMOTE LOWEST PRICE REMIND LEARN ASSIST TAILOR SUGGEST ALERT AUGMENT PROMOTE DREAMING TRAVELLING (ATTRACTION) / VALUE SEEKER ASSIST ME / (RETENTION) - SELL ACCESSIBILITY - GROW THE CUSTOMER