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UX Week: Only Good Touching
The document discusses touchpoints in user experience (UX) strategy and design, emphasizing the distinction between touchpoints and channels, and outlining principles for effective touchpoint design. It highlights the importance of understanding customer needs, the social aspect of experiences, and the orchestration of touchpoints to create meaningful interactions. Additionally, it introduces the concept of myfoco, a platform aimed at helping former foster youth connect with resources for their needs.
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Similar to UX Week: Only Good Touching
UX Week: Only Good Touching
- 1. Only Good Touching DoingUX strategy and design in a multi-touchpoint universe Chris Risdon (@chrisrisdon), Paula Wellings (@paulawellings), Todd Wilkens
- 2. What is atouchpoint?
- 3. Just because youcan touch someone... should you?
- 4. We don’t wantto be this guy.
- 5. AGENDA 9:00-10:00 10:00-11:00 11:00-12:30 12:30-2:00 2:00-3:30 3:30-5:30 Touchpoint Fundamentals Modeling &Mapping Defining a User Experience Platform Lunch Putting Touchpoints to Work Telling the story
- 6.
- 7.
- 8. What is atouchpoint?
- 9.
- 10. Channel: A medium ofinteraction with customers or users.
- 11. Touchpoint (UX version): Apoint of interaction involving a specific human need in a specific time and space.
- 12. Touchpoints take placein channels but are not ultimately defined by them.
- 13. Channel Touchpoint Web Shopper needs tocheck out at end of a purchase Phone Customer just moved and needs to change address on file Print Middle-aged professional needs monthly update on 401k activity Service Patient in hospital needs vitals checked and medication administered every day
- 14. Once upon atime...
- 15. ElectroCo “Trusted advice foran enjoyable life”
- 16. The in-store experienceinvolved many touchpoints and was, on the whole, haphazard and uncoordinated. Customer visits - Efforts regularly used up lots of resources with little obvious return. - Experiences neither built trust nor inspired participants. - Associates actively discouraged customers from using interactives. - Only “successful” project was internet kiosks but customers regularly complained, “I don’t come to the store to use the Internet.” Storre Sto e to see Products to talk with Associate to find information about
- 17. Inappropriate Meaningless “I don’t cometo the store to use the Internet.” “Specs are nice but...what does 1080p really mean?” Irrelevant Not endearing “This isn’t really helping me learn any of the things I need to know.” “This feels pretty clunky.”
- 18.
- 19. Insights Thinking, feeling, anddoing The in-store experience is social and tactile. The core pieces are: + People Products
- 20.
- 21. Insights Mapping the needsand activities Learning is social. Trust is a relationship. Customers and associates are always learning from each other. Interaction between customers and employees is the basis for trust.
- 22.
- 24. Orchestrate the touchpointsin detail
- 25. Orchestrate the touchpointsin detail Need 1 Need 2 Need 3
- 26. Tell a tangiblestory about the vision
- 27. Tell a tangiblestory about the vision at ncept story was wh e co to mention that th I wanted ere (since most are eh nated with everyon really reso Ultimately, I think ils). d in technical deta not mire ful (and brilliant) wer ry was the most po ent the design sto ain for your excell ag the study. Thanks piece of work! r Electronics Retaile — Client at
- 28. What makes agood touchpoint experience?
- 29. Touchpoints should beorchestrated
- 31. What is eachinstrument doing; how and when are they doing it.
- 32. Touchpoints should be: Appropriate,relevant, meaningful, and endearing
- 33. Appropriate (context +culture)
- 34. Appropriate (context +culture) Suitable for a particular person or place or condition In the context of morality, a sense of behavioral conduct that differentiates intentions, decisions, and actions between those that are good (or right) and bad (or wrong).
- 35.
- 36.
- 37.
- 38.
- 39. Relevant (meeting needs/functional) Closelyconnected to or having precise and logical pertinence to the matter at hand In information science and information retrieval, relevance denotes how well a retrieved document or set of documents meets the information need of the user.
- 40.
- 41.
- 42. Relevant? Progression Wake UpClock The Children’s ATM Bank
- 43. Relevant? Progression Wake UpClock The Children’s ATM Bank Upside-Down Tomato Garden
- 44. Relevant? Progression Wake PoolCue The Laser Guided Up Clock The Children’s ATM Bank Upside-Down Tomato Garden
- 45. Relevant? Progression Wake PoolCue The Laser Guided Up Clock The Children’s ATM Bank The MASHMELLOW SHOOTER Upside-Down Tomato Garden
- 46. Relevant? Progression Wake PoolCue The Remote Control Clock The Laser Guided UpShark The Children’s ATM Bank The MASHMELLOW SHOOTER Upside-Down Tomato Garden
- 47. Relevant? Progression Wake PoolCue The Remote Control Clock The Laser Guided UpShark The The TheChildren’s ATM Garden Upside-Down Tomato Bank MASHMELLOW SHOOTER Automatic Golf Tee
- 48. Relevant? Progression WakeDockCue The LaserStereo UpShark Remote Control Clock The iCarta Guided Pool The The TheChildren’s ATM Garden Upside-Down Tomato Bank MASHMELLOW SHOOTER Automatic Golf Tee
- 49. Relevant? Progression WakeDockCue The LaserStereo UpShark Remote Control Clock The iCarta Guided Pool The Auto-Card ATM Bank The TheChildren’sManager Upside-Down Tomato Garden MASHMELLOW SHOOTER Automatic Golf Tee
- 50.
- 51. Meaningful (emotional importance) Havinga serious, important, or useful quality or purpose Having meaning in a symbolic sense such as meaningful elements in a language or questions that are meaningful to students Communicating something that is not directly expressed such as meaningful glances
- 52. Meaningful <boom> “I needto sign up for life insurance...” <boom>
- 53. Endearing (subtle, playful,delight)
- 54. Endearing (subtle, playful,delight) Inspiring love or affection; attractive or lovable; making dear or precious
- 55.
- 56.
- 57.
- 58. Model: v: Devise arepresentation of a phenomenon or system, especially to assist calculations and predictions
- 59. Model: v: Devise arepresentation of a phenomenon or system, especially to assist calculations and predictions
- 62. System map forSkype
- 63. But people area little more complicated to predict than stars and systems.
- 64. It’s not justpieces and actions.
- 65. It’s not justpieces and actions. You need to understand motivations.
- 66. Thinking, feeling, anddoing.
- 67. System map forSkype
- 68. Lots of doingbut very little thinking and feeling.
- 69. System map forSkype
- 70. What else ismissing in this experience map?
- 71.
- 72.
- 73.
- 74. At the mostbasic level, maps for multitouchpoint experiences need to address: • Thinking • Feeling • Doing • Time
- 75. Experience Maps vs. ServiceBlueprints
- 76.
- 77. Inside-out I describe howa service works. I show the nature and characteristics of interactions in enough detail for an org to verify, implement, and maintain it.
- 78. Rail Europe ExperienceMap Outside-in Guiding Principles Customer Journey STAGES Research & Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Review fares Select pass(es) Confirm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review & confirm Change plans Map itinerary (finding pass) Print e-tickets at home Web FEELING Check ticket status Google searches • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs & Travel sites Share experience Activities, unexpected changes May call if difficulties occur Talk with friends Post Travel Live chat for questions DOING THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking • Do I have everything I need? • Rail Europe website was easy and friendly, but • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? web/ apps Arrange travel Plan/ confirm activities Request refunds • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • Stressed that I’m about to leave the country • Website experience is easy and friendly! • Frustrated to not know sooner about which not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Stressed that the train won’t arrive on time for my • A bit annoyed to be dealing with ticket refund and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. the middle of the night. my friends. connection. • Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011
- 79.
- 80. What happens whena foster kid ages out of the foster care system?
- 81. So long andgood luck.
- 82. Imagine being 18and having no one to help you with things like... finding a place to live • getting food • finding a job • going to college •
- 83. There are actuallyhundreds of resources that could be available to these youth but they have historically had terrible troubles getting connected to them.
- 84.
- 85. myfoco is anearly stage social startup that is creating a platform to connect former foster youth to the resources that can help them succeed. Chadwick Sapenter
- 86. Value proposition foryouth: Get help and resources to become a successful, independent adult.
- 87. How it works: Fosterkids have varying sets of needs when they leave the system.
- 88. How it works: wheream i going to sleep tonight? Foster kids have varying sets of needs when they leave the system.
- 89. How it works: wheream i going to sleep tonight? i only have enough food for this week. Foster kids have varying sets of needs when they leave the system.
- 90. How it works: wheream i going to sleep tonight? how do i get into college? i only have enough food for this week. Foster kids have varying sets of needs when they leave the system.
- 91. How it works: wheream i going to sleep tonight? i only have enough food for this week. how do i get into college? i think i have the flu. what do i do? Foster kids have varying sets of needs when they leave the system.
- 92. How it works: emergency shortterm These needs can be straightforward and immediate or long-term and complex. long term
- 93. How it works: emergency shortterm food These needs can be straightforward and immediate or long-term and complex. long term
- 94. How it works: emergency shortterm food housing These needs can be straightforward and immediate or long-term and complex. long term
- 95. How it works: emergency shortterm food housing education These needs can be straightforward and immediate or long-term and complex. long term
- 96. How it works: emergency shortterm food housing education There are lots of people who can help with these needs in different ways. long term
- 97. How it works: emergency shortterm food housing education i have food! There are lots of people who can help with these needs in different ways. long term
- 98. How it works: emergency shortterm food housing education i have food! i know about housing resources! There are lots of people who can help with these needs in different ways. long term
- 99. How it works: emergency shortterm long term food housing education i have food! i know about housing resources! There are lots of people who can help with these needs in different ways. i can help with college planning!
- 100. How it works: emergency food housing education shortterm long term
- 101. How it works: emergency shortterm long term food housing education Youth needs and actions: Get answers Get real resources Get advice Reliable support Build relationships Set goals Make plans Make progress
- 102. How it works: myfocois building a social platform that can help connect... former foster kids • relevant institutions and social services • volunteers with knowledge, skills, and resources • biological and foster families •
- 103. How it works: myfocois building a social platform that can help connect... former foster kids • relevant institutions and social services • volunteers with knowledge, skills, and resources • biological and foster families •
- 104. Mapping the youthjourney
- 105. Orienting Signed up by anagency See what it’s all about Hello! username password Sign in for first time Set up profile, needs, goals, urgency
- 106.
- 107. Questioning Explore current answers Ask question Ask: username Ask:username Answers: Ask: username Answers: Explore additional answers Wait for more answers
- 108. Questioning Explore current answers Ask question Ask: username Ask:username Answers: Ask: username Answers: Explore additional answers Urgent question Wait for more answers phone phone Immediate answers
- 109. Planning & Progressing Co-creategoals and plans with volunteers phone online myfoco suggests connections to help with the plan myfoco attaches rewards to some steps $ Choose a step and work to complete it Explore questions and answers for this step in-person Talk with friends Explore suggested connections Move on to next step in plan phone Way to go! Log accomplishment, get rewards and recognition $ Get help from volunteers ! in-person Accomplish the step Talk/coordinate with volunteers
- 110. Putting it intopractice
- 111.
- 112. Defining a userexperience platform
- 113. My first modelfor a user experience platform The platform enables young people to engage in a culture of collecting, training, and battling 649 fictional species. circa ~1998
- 114. Engaging in aculture of collecting, training, & battling handheld games tv series trading card game comic books movies console games
- 115. Engaging in aculture of collecting, training, & battling leveling up in training tv series trading card game comic books movies console games
- 116. Engaging in aculture of collecting, training, & battling leveling up in training tv series collecting and battling together comic books movies console games
- 117. Engaging in aculture of collecting, training, & battling leveling up in training tv series collecting and battling together comic books learning about new creatures console games
- 118. Engaging in aculture of collecting, training, & battling leveling up in training observing training techniques collecting and battling together comic books learning about new creatures console games
- 119. Engaging in aculture of collecting, training, & battling leveling up in training observing training techniques collecting and battling together reading folklore learning about new creatures console games
- 120. Engaging in aculture of collecting, training, & battling leveling up in training observing training techniques collecting and battling together reading folklore learning about new creatures battling with peers
- 121. A user experienceplatform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
- 122. Existing organizations asUX platforms Organization is a UX platform for... Square transforming everyday transactions into extraordinary experiences for both buyers and sellers Zipcar simple and responsible urban living AARP enhancing quality of life for all as we age Fitbit helping people lead healthier, more active lives Airbnb connecting people who have space to spare with those who are looking for a place to stay
- 123. A user experienceplatform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
- 124. A user experienceplatform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
- 125. The UX valueproposition
- 126. Value propositions: oldschool
- 127. Value propositions: oldschool 1911: we are unique!
- 128. Value propositions: oldschool 1911: we are unique! 1921: we improve your prospects
- 129. Value propositions: oldschool 1911: we are unique! 1921: we improve your prospects 1931: we heighten your pleasure
- 130. Value propositions: oldschool 1911: we are unique! 1921: we improve your prospects 1931: we heighten your pleasure 1941: we make you appear smart
- 131. Value propositions: oldschool 1911: we are unique! 1921: we improve your prospects 1931: we heighten your pleasure 1941: we make you appear smart 1951: we make you appear worthy
- 132. Value propositions: oldschool 1911: we are unique! 1921: we improve your prospects 1931: we heighten your pleasure 1941: we make you appear smart 1951: we make you appear worthy 1961: we are good! good! good!
- 133. Value propositions: oldschool challenge
- 134. UX value propositionscome from... Understanding what people aspire to do, think and feel Reflecting on how the organization can interact with people through touchpoints that are: • • • • appropriate relevant meaningful endearing
- 135. Creating a UX-basedvalue proposition __________________ need __________________. Audience / Who Insight / Why __________________ provides __________________. Name of the Experience Solution & Differentiator / What & How
- 136. Flickr: UX-based valueproposition Digital photographers need to get their good photos off their hard drive and to share their pictures with family, friends and the rest of the world. Flickr provides photo sharing, storage and search tools with community features and unique and fun ways to explore other people’s pictures.
- 137. Southwest: UX-based valueproposition Travelers need simple and fun ways to fly wherever it is that life takes you. Southwest Airlines provides low fares to 70+ destinations nationwide and brings a sense of warmth, friendliness, individual pride, and Company Spirit to the travel experience.
- 138. Zappos: UX-based valueproposition Online shoppers need the best selection of items with the best possible service. Zappos provides more than 3 million shoes, handbags, clothing items and accessories from over 1,136 brands with free shipping, free returns, free 365 day return policy and 24/7 customer service.
- 139. Putting it intopractice
- 140. Activity: Create a UX-based valueproposition for myfoco volunteers 10 minutes
- 141. __________________ need __________________. Audience/ Who Insight / Why __________________ provides __________________. Name of the Experience Solution & Differentiator / What & How
- 142. Crafting a UXplatform
- 143. A user experienceplatform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
- 144.
- 145.
- 146. A UX touchpoint to uc hp oi n t person organization valueproposition in action
- 147.
- 148. A series ofUX touchpoints over time & place person organization value proposition in action
- 150. Implications for UXtouchpoints over time & place Being in touch with people at more points in their lives influences people’s expectations for familiarity and presence. When organizations work to be perceived more like friends and family, people expect organizations to know them individually and understand what they need. Experience accumulates in people’s memories. Because of of the social web, touchpoints between an organization and a person are no longer private.
- 151.
- 152. Planning for aUX platform: value proposition in action Alexa Andrzejewski
- 153. Planning for aUX platform
- 154. Planning for aUX platform
- 155. Planning for aUX platform
- 156. lunteer yfocoVo m nteerism ime volu re, anyt anywhe munities heircom ct with t nd conne tribute a ys to con eed wa pertise . nteers n volu ls and ex ork load Modern le or w their skil id schedu y to use uration. d to a rig pportunit ours in d being tie s to 2 h ith the o without 2 minute nteers w ging from ides volu tasks ran er prov olunte uth with myfocoV foster yo former 00 local start rt of 3,0 in suppo imple to s ETI uma n S H sks simple ta rs do Voluntee i me . ir downt e during th & finish t asks
- 157. Putting it intopractice
- 158. Activity: Planning a UXplatform for myfoco volunteers: the value proposition in action
- 159.
- 160. We now haveour experience concepts Let’s turn them into touchpoints
- 161. Let’s turn theminto appropriate, relevant, meaningful, endearing touchpoints
- 162.
- 163. Features take an inside-outapproach. res tu fea fea res tu s products and systems nce tur es erie exp erie nce s exp fea fea tur e s
- 164. Touchpoints take an outside-inapproach. in ts po ch oi n to u ts nt oi hp o hp uc to s products and systems ts in uc hp to rie pe ex uc es nc rie pe nc es ex to
- 165. Touchpoints better reflect theimportance of the interaction to the person.
- 166. Touchpoints are betterfor orchestrating the whole experience.
- 167. Touchpoints are more contextpliable Channels, features, interaction patterns
- 168.
- 169. Does this touchpointsupport the value proposition? Is this touchpoint appropriate, relevant, meaningful, and engaging? How is it connected to other touchpoints? Can we measure the success of this touchpoint?
- 170. Factor into thedesign Multi-channel Same need meet by different channels Single-channel exclusive Can only happen through one channel Cross-channel Need met spanning multiple channels
- 171. Orchestrating touchpoints Defining theircharacteristics Exclusive Continuing Critical Repair/Recovery Enhancement Required (by user) Sequential Frequent
- 172.
- 173.
- 174.
- 175.
- 176. When you havefleshed out touchpoints, you can orchestrate the whole journey.
- 177. Putting it intopractice
- 178.
- 179.
- 180. Storytelling and prototypingare different ways to demonstrate your experience journey
- 181. The experience prototypeallows designers to show and test the solution through an active participation of the users. (2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on Designing Interactive Systems.
- 182. The experience prototypeallows designers to show and test the solution through an active participation of the users. (2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on Designing Interactive Systems.
- 183. We all usestories to communicate...and inspire. Basing stories on fact will help you communicate your own ideas effectively. Tell your story well: you'll get buyin for the design and you'll have everyone on the same page. Whitney Quesenbery, Storytelling for User Experience
- 184. We all usestories to communicate...and inspire. Basing stories on fact will help you communicate your own ideas effectively. Tell your story well: you'll get buy-in for the design and you'll have everyone on the same page. Whitney Quesenbery, Storytelling for User Experience
- 185. Storytelling stands onit’s own Prototypes often requires moderation, facilitation 2nd person 1st person Storytelling describes a complete experience Prototypes tests parts of the experience Explanation Exploration
- 186. Telling the storyshould be based on research, mapping, touchpoint framing and testing. Persona + Journey + Touchpoints
- 187. Illuminate the valueproposition Tell a persons journey in time and space Shows a notional representation Optimized for the audience Fidelity, medium, tone
- 188.
- 189.
- 190.
- 191. Putting it intopractice
- 192.
- 193. thank you forbeing part of this workshop! San Francisco Pier One, Bay 2 San Francisco, CA 94111 Austin 1300 Guadalupe Street Suite 400 Austin, TX 78701 Amsterdam Adaptive Path BV Herengracht 182 1016 BR Amsterdam 415-495-8270 512-852-8013 +31 (0) 20 846 80 83