Cultivating digital mindfulness

@simon_norris

amsterdamUX

@simon_norris

AN INTRODUCTION

Nomensa Simon Norris Who we work with• c. 100 people • 3 locations • Strategic UX Design agency

Bristol

London

Amsterdam

20+ years’ experience

Interests & expertise: • Art • Design • Science • Psychology

@simon_norris

Nomensa create groundbreaking experiences that make a measurable difference

to the way people use digital technology, live, work and play.

We call this Humanising Technology.

@simon_norris

Strive for perfection in everything you do. Take the best that exists, and make it better.

When it does not exist, design it.

Sir Henry Royce

The user experience delusion

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29062007

@simon_norris

29.06.2007

@simon_norris

@simon_norris

Where is the store?

@simon_norris

Think Responsible NOT Responsive

Understanding the differences between goals and activities

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@simon_norris

Goal Activity

GoalActivity

Activity

Activity

Activity

Goal

GoalGoal

TELIC PARATELIC

Digital excellence requires understanding

business models

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What?

Why? How?

Profit mechanism

Value chain

Value proposition

What do you offer to the customer?

Why does the business model generate profit?

How is the value proposition created?

Who is your target customer (segment)?

Who?

The total interaction is greater than the sum of

the parts

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MICRO MACRO

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Digital is everywhere and getting in to

everything

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@simon_norris

@simon_norris

@simon_norris

Everybody experiences far more than [they] understand. Yet it is experience, rather than understanding, that influences behaviour.

Marshall McLuhan

THE HIERARCHY OF EXPERIENCE

Style

Content

Technology

Meaning

Believability

Fundamentals

PEAK EXPERIENCE

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ICEBERG MODEL OF MEANING

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Surface meaning

Deeper meaning

Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception

Emotional factor Surprise, Anger, Happiness, Fear, Love,

Acceptance, Expectation, Disgust, Sorrow

ICEBERG MODEL OF MEANING

@simon_norris

Surface meaning

Deeper meaning

Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception

Emotional factor Surprise, Anger, Happiness, Fear, Love,

Acceptance, Expectation, Disgust, Sorrow

@simon_norris

Chemistry and physics are branches of science that both study matter.

The difference between the two lies in their scope and approach.

Uncovering meaning supports both customer and business value, and therefore experience

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@simon_norris

THE EXPERIENCE EQUATION

CX

Customer Experience (CX) is the total of all interactions, e.g. physical and digital.

@simon_norris

Blended Experience is where CX and UX overlap meaningfully, e.g. cross-channel

UXUser Experience (UX) is the total of all digital interactions, e.g. digital interfaces.

CX

THE EXPERIENCE EQUATION

@simon_norris

User Experience (UX) covers: • Websites; • Apps; • Social media

(e.g. twitter, instagram, Linkedin, Facebook, etc)

• Wearables (e.g. Apple Watch)

• IoT devices (e.g. Good Night Lamp)

• Sensors • Anything with a

Digital User Interface

@simon_norris

UX

CX

THE EXPERIENCE EQUATION

@simon_norris

Customer Experience (CX) covers: • The store/shop

(physical space) • Call/Contact centre • Paper (bills,

announcements, communications)

• Direct mail • Advertisements • Physical artefacts

(packaging) • People (human

communication and interactions)

UX

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CX

THE EXPERIENCE EQUATION

UX

Blended Experience covers: • Sensors • People and devices

(iPads, smart devices)

• Web address • Link to apps • Tags (GPS) • #hashtags

@simon_norris

Experiences are becoming increasingly blended. It’s imperative to consider the

broader picture.

Simon Norris

SEQUENTIAL CROSS-CHANNEL INTERACTION

@simon_norris

At work At home

0 24HOURS

Mo

tivat

ion

/ d

istr

actio

n

app

website

call

app

(UX)

(UX)

(CX)

(UX)

website(UX)

At work At home

SIMULTANEOUS CROSS-CHANNEL INTERACTION

@simon_norris

0 24HOURS

Mo

tivat

ion

/ d

istr

actio

n

app

website

(UX)

(UX)

in store / comparison (blended) (blended)

app(UX)

@simon_norris

We shape experience and thereafter our experiences shape us. This is why Experience is Everything.

Inspired by Marshall McLuhan

@simon_norris

Think bigger Be bold Be human

Thank you

Thank you

Humanising Technology

@simon_norris

UX Designer • Full Time position AMS • Design background • A research translator

UX Consultant • Full Time position AMS • Research / behaviour

background • A pattern / insight hunter

• Bristol Aquarium • 10th - 11th November

• British Museum • 17th - 19th October