Beyond "UX" – Creating Connected Experiences

CREATING

CONNECTED

EXPERIENCES

GRAEME BLACKWOOD – SAPIENTNITRO // @

GRAEMEBLACKWOOD

USER EXPERIENCEA PERSON'S PERCEPTIONS AND RESPONSES THAT RESULT FROM THE USE OR ANTICIPATED USE OF A PRODUCT, SYSTEM OR SERVICETHE INTERNATIONAL STANDARD ON ERGONOMICS OF HUMAN SYSTEM INTERACTION, ISO 9241-210

OR MORE CONCISELYTHE EMOTIONAL RESPONSE TO A GIVEN SITUATION

FAIR TO SAY THAT FOR MOST OF US,UX IS A DIGITAL-FOCUSED PRACTICE?

DO WE ONLY HAVE EMOTIONAL RESPONSES TO DIGITAL EVENTS?

MOST OF OUR STRONGEST EXPERIENCES ARE NON-DIGITAL EVENTS

LIKE WAITING IN A THREE-PERSON QUEUE

FOR 2 HOURS

OR WHEN YOUR NEW YEAR PRESENTS GET LOST FOR 6 MONTHS

OR WHEN PLANES ARE DELAYEDAND THE SUPPORT IS USELESSBRITISH AIRWAYS (PAUL BOAG) – HTTP://GOO.GL/RJMR6L

MOST OF US CAN TASTE, TOUCH, SMELL, HEAR AND SEE

YET AS UXERS WE RARELY DO MUCH MORE THAN TINKER WITH INTERFACES AND A/V

WE HAVE EXPERIENCES

OUTSIDE THE DIGITAL WORLD

SO OUR DESIGN THINKING MUST EXTENDTO THE

ANALOGUE WORLD

ARCHITECTURE,INTERIOR DESIGN,RETAIL, POINT OF SALE

PRODUCT DESIGN,ERGONOMICS AND MATERIALS

BRANDING,TYPOGRAPHY,ILLUSTRATION,SEMIOTICS

COPYWRITING,TONE OF VOICE

SPEED/WAITING TIMESAND STAFF ATTITUDE

CLUTTER/MESSIN PHYSICAL ENVIRONMENTS

EVEN METAPHYSICAL CONCEPTS LIKE HISTORY AND COLLECTIVE MEMORY

ALL OF THESE AFFECT

OUR EMOTIONAL RESPONSE IN A GIVEN SITUATION

OUR EXPERIENCES

WE MUST ACCEPT THAT DIGITAL IS ONLY PART OF THE PICTURE

UX DESIGNERS MUST BECOMEEXPERIENCE DESIGNERSIMAGE: STEPHEN ANDERSON – POETPAINTER.COM

THIS DOESN’T MEANTHAT WE MUST MASTER ALL PROFESSIONS!BUT WE MUST FAMILIARISE OURSELVES WITH THEM IF WE ARE TO BEGIN CONNECTING THEM

TIMEFOR SOME

EXAMPLES

ROYALS STUFF HERE2 000 000 OBJECTSEACH WITH A CREATOR, SUBJECT, COMMISSIONER AND ACQUIRERAND THE LOCATION OF EACH GEOCODED THROUGH TIME

INDOOR MAPS,OBJECTS NEAR YOU,BIRTHPLACES

NARRATIVE-BASED SEARCHSHOW ME PAINTINGSWHERE QUEEN VICTORIA IS THE SUBJECT AND PRINCE ALBERT IS THE CREATOR

EXPERIENCE DESIGN THINKING

TOUCHES EVERYTHING

WHY IS IKEA SO SUCCESSFUL?PRICE, GREAT PRODUCT DESIGN?NOT JUST THAT

IKEA GIVES PEOPLE A SENSE OF OWNERSHIP AND SUCCESSBUILDING YOUR OWN HOME IS INCREDIBLY REWARDING

IKEA GIVES PEOPLE A SENSE OF OWNERSHIP AND SUCCESSBUILDING YOUR OWN HOME IS INCREDIBLY REWARDING

AND THEY REDUCETHE RISK OF FRUSTRATIONPERFORATED BAGS, SIMPLE TOOLS, INSTRUCTIONS AND CONSTRUCTION HELP US EASILY FEEL LIKE MASTERS OF OUR OWN CREATIVITY AND ENVIRONMENT

INTERNALLY, THEY KEEP CREATIVITY HIGH BY CREDITING THEIR DESIGNERS PERSONALLYIF INDIVIDUALS ARE RESPECTED, THEY WILL LIFT THE ORGANISATION

THEIR STAFF ARE FRIENDLY AND HELPFUL

EVERY TOUCH POINT IS CONSIDERED AND REFINED WITH GREAT CAREFROM THE WEBSITE/CATALOGUE THROUGH TO IN-STORE, AND EVEN WHEN YOU’RE ON YOUR OWN BUILDING YOUR NEW FURNITURE – EVERYTHING HAS BEEN DESIGNED FOR THE BEST EXPERIENCE

EVERYONE IN AN ORGANISATION

IS RESPONSIBL

EFOR CUSTOMER

EXPERIENCE

TEACHAS UXERS, OUR JOB IS ALSO TO HELP OUR COLLEAGUES TO CARE ABOUT THIS.TO SEE THE BIGGER PICTURE.

BE PROACTIVEWE NEED TO UNDERSTAND ALL OUR TOUCH POINTS, NOT JUST DIGITAL

THIS MEANS GETTING TO KNOW COLLEAGUES FROM OTHER DISCIPLINES AND OFFICESEVERYONE HAS A VALUABLE PERSPECTIVE, ESPECIALLY CUSTOMER FACING STAFF (CALL-CENTERS, IN-STORE, ETC)

OR WALK INTO ONE OF OUR SHOPS TO BETTER UNDERSTAND THE IN-STORE EXPERIENCEMAYBE EVEN DO SOME SPONTANEOUS OBSERVATION TIME AND THEN DISCUSS WITH THE RETAIL STAFF

DISCUSS MOREREDUCE DELIVERABLES/HAND-OVERSAND SIT TOGETHER MOREEMPATHY AND MEANING ARE LOST IN HAND-OVERS. HAVE THE DEVELOPERS SIT-IN ON THE OBSERVATION SESSION!

KEEP IT SIMPLEENSURE THAT DELIVERABLES ARESIMPLE ENOUGH TO ACTUALLY GET USEDUX YOUR DELIVERABLES! PERSONAS / RESEARCH SHOULD BE UNDERSTANDABLE IN A FEW SECONDS BY ANYONE

MEASUREMEASURE EVERYTHING YOU CAN,AND START URGENTLY!YOU NEED BENCHMARKS TO BE ABLE TO JUDGE SUCCESS

THE MORE EVIDENCE WE HAVE,THE STRONGER OUR INFLUENCE ON SUCCESS

RECORDWRITE OR SKETCH THOUGHTS, REACTIONS, INSTINCTS, IDEAS BEFORE THEY ARE GONEWE NEED TO GET BETTER AT OBSERVING OURSELVES IF WE REALLY EXPECT TO UNDERSTAND OUR CUSTOMERS

EXPERIMENT AND PLAYYOU NEVER KNOW WHAT YOU MIGHT DISCOVER

THANK YOU!

QUESTIONS?TWITTER: @GRAEMEBLACKWOOD