Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Dave Roth - Context is king

Related Books

Free with a 30 day trial from Scribd

See all
  • Login to see the comments

Dave Roth - Context is king

  1. 1. The Kings are Dead. Long Live the Kings. Dave Roth VP, MISI XD [email_address]
  2. 2. <ul><li>User Experience vs. Human Experience </li></ul><ul><li>Human Experience Design Requires Context </li></ul><ul><li>What is Context, really? </li></ul><ul><li>Why does Context matter, really? </li></ul><ul><li>What you can do </li></ul>What I’m Going to Say
  3. 3. User Experience vs. Human Experience
  4. 4. Advice to UXD pro presenting to CEO…
  5. 5. My advice to you…
  6. 6. Human Experience Design Requires Context Template by: Mel Edwards . design strategist . service & information designer
  7. 7. Why is Context, really?
  8. 8. <ul><li>“ As enterprises better understand the interrelationship between roles, collaboration, content, and business processes, the need to provide information within the context of an information worker's daily activities will drive the implementation of Information Workplaces.” </li></ul>03/2006 – Forrester on Context as King
  9. 9. <ul><li>“ Customer experience leaders... uniformly attributed their breakthroughs to moving away from a product innovation mindset toward a customer-centered approach to doing business.” </li></ul>02/2010 – Forrester on CE
  10. 10. Infamous Slide 7, Bullet Point 4… <ul><li>Human Experience Context… </li></ul><ul><li>67% of the participants said the portal provides no value . </li></ul>User Experience Context… Make portal features easier to find and functions easier to use For nearly 70% of “users”… Portal is usable & useless
  11. 11. Sales Rep Tablet PC Interface Design User Experience Context… Branded content navigation easy, scalable & supports conversation Human Experience Context… Over 20% of docs ignored or were agitated by presentation. Human Experience Context… 60% gave courtesy glance or asked “Do you need me to sign?” 1 2 3 3 4 5
  12. 12. Why does Context matter, really?
  13. 13. Company Mission: We must act in the customer’s best interest … helpful, courteous and quick to follow up. Employees closest to the customer should have ample resources and authority to be the best at serving customers. We must exceed customers’ expectations and constantly make it easier for them to do business with us.
  14. 14. Context = All touch points in the experience Customer Backend System 1 System Success 3 Backend System System Success 2 Customer Service: “Nothing I can do.” System Failure Dot Com 4 System Failure 5 Account Reactivation: “Reapply and pay.” Customer Service: “I can’t help you .“ Lost Customer
  15. 15. What can you do? Get Contextual.
  16. 16. <ul><li>What is the challenge you’re addressing? </li></ul><ul><li>Why is this a challenge? </li></ul><ul><li>Who is facing the challenge and who is affected by it? </li></ul><ul><li>Where are they when they encounter the challenge? </li></ul><ul><li>How is the challenge currently being addressed? </li></ul>Ask Questions: Get the whole story
  17. 17. <ul><li>Contextual Interviews: Q&A the field – know the rules </li></ul>Experience the experience <ul><li>Shadowing: field observation – watch, listen and document </li></ul>
  18. 18. Map it Out: Simple is Okay
  19. 19. The Kings are dead. Long Live the Kings. User Content Context Human
  20. 20. <ul><li>Forrester : Context is King </li></ul><ul><li> </li></ul><ul><li>Mel Edwards on Customer Experience Mapping </li></ul><ul><li> </li></ul><ul><li>Other Journey Mapping Resources </li></ul><ul><li> </li></ul><ul><li>Lots of links to topics like Contextual Inquiry </li></ul><ul><li> </li></ul>Some links…
  21. 21. Dave Roth VP, MISI XD [email_address] 732 362-2613