Experience Design

designing the invisible

101

Overview | 2

Overview

1. the Problems

2. the Philosophy

3. the Practice

The Problems | 3

The Problems

The Problems | 4

$$$ $ $

customers brand agency disciplinesBRAND

The Problems | 5

customers agency disciplines

and conflicts

3 relationships

$$$ $ $

brandBRAND

The Problems | 6

BRAND$$$ $ $

We are bombarded with over 5,000

pieces of commercial information a day

The Problems | 7

$$$ $ $

5,000+per day

This creates a lot of noise, clutter and irrelevance that

customers have to sift through

BRAND

The Problems | 8

$$$ $ $

5,000+per day

noise causing dis-trust, fatigue

and apathy in customers

BRAND

The Problems | 9

$$$ $ $

5,000+per day

noise distrust

BRAND

The average customer now goes through 10.7 different touchpoints before making

a purchase decision.

The Problems | 10

$$$ $ $

5,000+per day

noise distrust

we need to reliably and delightfully steward customers through the noise.

BRAND

10.7

The Problems | 11

$$$ $ $

T.A.W.$

Agencies and brands want to

create and sell big amazing things

BRAND

The Problems | 12

$$$ $ $

!creating big

ideasThis requires communicating meaningfully, cohesively and

effectively

BRAND

T.A.W.$

The Problems | 13

$$$ $ $

?!A B

communication and now considering new and evolving forms of interactive

behavior, technology and social media

BRAND

T.A.W.$

creating big ideas

The Problems | 14

$$$ $ $

?!A B

interaction we need new maps and new tools to effectively

build quality relationships with our customers

BRAND

communication

T.A.W.$

creating big ideas

The Problems | 15

$$$ $ $

?!A B

we need new ways to understand, sell, and execute largeinteractive and integrated work.

interaction map + tools

BRAND

communication

T.A.W.$

creating big ideas

The Problems | 16

BRAND$$$ $ $

There are many different roles and purposes in our

internal teams

The Problems | 17

BRAND$$$ $ $

differentpurposes

is there anyone there to serve as an ambassador for the end customer and

their needs?

The Problems | 18

BRAND$$$ $ $

differentpurposes

ambassadorship? is there anyone respon-sible for the overall struc-

ture, flow and functionality of the products we create?

The Problems | 19

BRAND$$$ $ $

differentpurposes

ambassadorship? architecture? who’s responsible for creat-ing shared understanding

between the creative teams, developers, buyers, users

and stakeholders?

?!

The Problems | 20

BRAND$$$ $ $

differentpurposes

ambassadorship? architecture? translation?

we need more empathy, systemic thinking and creative collaboration throughout our rich interactive and integrated projects.

?!

The Problems | 21

All together now...

With more empathy, systemic thinking and creative collaboration throughout our rich interactive and integrated projects...

we’ll be able to better think-through, understand, sell, and execute work that...

reliably and delightfully stewards customers through the plethora of noise, clutter and irrelevance.

The Problems | 22

The Goal

With more empathy, systemic thinking and creative collaboration throughout our rich interactive and integrated projects...

+

+we’ll be able to better think-through, understand, sell, and execute work that...

reliably and delightfully stewards customers through the plethora of noise, clutter and irrelevance in the marketplace.

eXperience DesignXD

The Philosophy | 23

The Philosophy

The Philosophy | 24

Art+

Design

Business+

Marketing

Technology+

Development

Psychology+

AnthropologyXD

The Philosophy | 25

Interactivity

Culture & Tech Trends

Holistic Design

Heuristics

Game Theory

Product Design

Design Trends

IA

Logic

Storytelling

EthnographyPerceptual/Cognitive Psychology

XD

The Philosophy | 26

The customer is the company

XD

The Philosophy | 27

Experience design is not about designing

‘things’, but behavior

XD

The Philosophy | 28

XD

Empathy

SystemsThinking

CreativeCollaboration

The Philosophy | 29

an ARCHITECTwith a

customer’s heart

think of us as

The Philosophy | 30

structuresystemslogic

an ARCHITECTwith a

customer’s heart

hierarchy

design trendsrelationships

controlsincentive

flowfunctionality

focus

navigationguidance

priorities

analyze & define

user needs

usability standardscustomer goalsdigital habits

DESIGN

The Philosophy | 31

an ARCHITECTwith a

customer’s heart

structuresystemslogic

The Philosophy | 32

structuresystemslogic

blueprintsschematicsframeworks

an ARCHITECTwith a

customer’s heart

The Practice | 33

The Practice

The Practice | 34

XD

The Practice | 35

XD

research

evaluate

define

design

strategy

creative

production

The Practice | 36

XD

researchDesign / Tech / Usability trendsAuditing / Ecosystem mappingTask & Pathway analysisAffinity Mapping

Ideation & Concept modelingEcosystem / Customer journeysStoryboardingPersona / Scenarios / Use casesInteraction rules & mechanics

Rapid prototypingUsability heuristics User-testingDesign evaluation

IA / Interface designWireframes / SchematicsUser flows Site maps

define

design

evaluate

strategy

creative

production

The Practice | 37

Auditing

TV The brand spokesperson, broadcasting how Ruby Tuesday is new and different.

Visuals of food, highlighting promotions and special offers incentivize people to consider Ruby Tuesday.

Does not articulate differenta-tion value.

Provide a deeper core brand idea. Tie-in a social CTA/call-out. Issue a challenge to see why RT is different. Connect to social.

RubyTuesday.comThe digital hub that highlights current promotions and is meant to change perceptions of RT.

Consistently updated content highlighting promotions and special offers.

Lack of core idea. Lack of 2-way conversation.Special story overload.

RubyTuesdayfeature.com

Clear and focused.

Doesn’t fit with .com. Fails to lead the customer.

Create smoother transitions and clear purposes from external drivers. Content hierarchy on .com should be clear.

FacebookThe customer experience moni-tor where Ruby Tuesday follow-ers should engage and explore how Ruby Tuesday is different from everyone else.

800K followers.

Followers just ask for cou-pons.Infrequent brand posts or interactions.

YouTube

Cultivate content and reasons to re-engage.

Two videos, no interactions.

Deeper engagements change perceptions, build loyalty.

Be more visible; ask for feedback, polls, etc. Cross-promote.

So Connected/PromotionsThe outreach reminder to mem-bers to hear what’s happening & receive coupons.

High quality imagery & content

High frequency of emails.Too many competing CTAs.

More targeted emails, e.g., new Facebook promotion email, Refer a Friend for So Connected, request feedback on FB. Connect to social me-dia to build relationships.

Localize email content for local Ruby Tuesday promotions.

PRINT/OOHThe guidebook providing entic-ing food imagery and incentives to visit the restaurant.

Imagery.Coupons & deals.

Too many secondary CTAs.Deadend .

Create smooth transitions to social, mobile, and digital properties. Use mobile texting to let people opt-in to loyalty or So Connected programs. Allow people to vote for their favorite dishes to come back to RT menu, favorite offerings from Seafood Festival, etc.)

m.RubyTuesday.comThe Ruby Tuesday locator.

CTAs are prioritized: first find a RT location .

No awareness drivers.Underutilized.Deadend.

Mix utility with surprise and delight. Deeper engagements to promote core values and continuity.

Guest Appreciation NightsThe prize giver rewards customers with a “Customer Appreciation Night” cocktail party.

Customers feel special.They stay to dine.

Missed opportunity to continued engagement with customers. Deadend.

Deeper engagement and continu-ity of engagement.

Share an awesome experience with friends (send out a survey afterwards, send rewards to share with a friend, post to social media channels).

BROADCAST DIGITAL SOCIAL EMAIL PRINT/OOH MOBILE EVENTS

The Practice | 38

Design / Usability Heuristics

Match

Anticipate

Complexity

ConstraintsLanguage

Aesthetics

Feedback

Errors Consistency

Place

Match mental models.

Anticipate needs.

Minimize perceived complexity.

Account for user & environmental constraints.Use clear and concise language.

Strive for appropriate and minimal aesthetics.

Give feedback about actions and status.

Use consistent form, words, and actions.

Provide a sense of place.

Prevent errors and provide graceful recovery.

The Practice | 39

Ecosystem Maps

LOYALTY CARD

Subway.com

Mobilesite

Subway Kids

MySubway

Card

SandwichArtists

POP

-TRADITIONAL MEDIA- -SOCIAL MEDIA-

-DIGITAL MEDIA-

-EXPERIENTIAL-

GENERAL AWARENESS

BRAND CONVERSATION

DEEPER BRAND CONTENT

PRODUCT TRIAL

InRestaurant

EventsPartners &Sponsorship

OnlineOrdering Email

The Practice | 40

Defining Experience Opportunities

The Practice | 41

Customer Journeys (high-level)

RE-INSPIREUsers feel good about Meijer and can continuously rely on what they provide.

Users are emotionally compelled to engage and find product solutions via Meijer.com.

...not really sure what to

buy...

hmmm... what’s the best choice for what

I want?

I wonder what great thing

Meijer will do next...

I’ve made my choice and I’m ready to buy.

+Rich, product-lifestyle imagery+Enticing language+Relevant recommendations

+Confirmation messaging+Personalized email+Unexpected perks

+Quick look+Product Details+Comparison

+Special offers+Wishlist+Shopping cart

INSPIRE1. 4.

2.

3.

INFORM

TRANSACT

Users are provided reliable reasoning to trust in what Meijer offers.

Users can successfully collect and purchase

desired products.

$

The Practice | 42

User Journeys (detail-level)

Users are compelled to engage with the Goalmate tool.

Tools of Inspiration:Gold’s Gym Challenge - hard launchNew member onboardingIntegration with CRMTour de CureIt’s Almost time for:

- beach season- NY’s resolutions- the holiday bulge battle

Incentives/RewardsFame/Recognition

Users should feel that GG understands everyone has good intentions about reaching their goals, but could use a helping hand. The incentive to use Goalmate is that people will be able to create a plan, receive consistent motivation and accountability from a real person. The use of the tool for 1-on-1 and group accountability is as good as the people who are involved and engaged. GG is the facilitator and will provide expert advice and experience.

Goalmate will not limit accounts to any one social media platform. Encourage early & often on the first small accomplishments like bookmarking the Goalmate tool, setting up a profile, goals and a schedule. Provide sug-gestions for both goals , a workout schedule and allow user to set up a workout schedule for the 1st week and repeat it as needed.

The dashboard is a resource with easy access for the user to view their goal group discussions, shared items, recommended resources targeted to their goal group and individual goals and profile by GG, Goalmate conversations, alerts and email options and their personal profile.

Provide Goalmate introduction and help starting conversations and aids to build a relationship between Goalmates (e.g. icebreakers, suggestions for interactions like sending each other reminders or checking in and giving props for tasks completed). Bring in localized offers from GGs - promotions for Personal Training, special classes or nutritionist visits. Offer an option to get new exercise ideas and local-ize those ideas: e.g. “It might rain this week, head into your GG for a yoga class” or “There’s a new bike trail nearby - why not try it out?”.

Check in after 30, 60, 90, 120 days of account signup or a time of inactivity. Offer rewards and special, limited time offers for those with 10 achievements or more and help in the form of GG contacts for those who are struggling. Update GG content and poll the users via goal groups or Facebook pages for new features.

USER’S ACTION WITH FEATURES

PHASE STRATEGIES

USER’S THOUGHTS & FEELINGS

Users discover how Goalmate sets them up for continued success.

Account creation: Facebook login and an email address & unique password.

User’s Lifestyle, Goals and Tasks1. Lifestyle

- Life stages- Gym member? GG?- Set up Schedule (wk 1)

2. Set Goals- General overall- Select subgoal- Create your own subgoal

3. Resources- Invite Goalmate (random, search or via FB)- Select Goalmate (by gender, gym member-ship preferences)- Get Health tips

Users are provided with relevant resources that help them reach their goals.

DashboardExplore Goal Group

-Discussions / Sharing-Vote up Answers/Shares-PT expertise (podcasts, posts)

Goalmate-Conversations, schedules, checkins

GG Content-Workout builder, BMI calculator, etc-Nutrition info-Suggestions according to User’s goals-Suggestions for goal group

Users are consistently encouraged with resourc-es and information that is personalized to their lifestyle and goals.

Goalmate-Icebreakers/Suggestions-Conversation schedule/Cry for Help-Props for task completion

Tool-Alerts/Reminders to workout-Scheduled Encouragement-Localized “ads” for nearby GG classes, offer/promo-tions-key word search for resources

Sharing-broadcast achievements & successes to goal group, social media outlets; receive props in goal group

Goalmate reaches out to users to compel them to continue to engage or re-engage if they have been inactive.

GoalsPrompt to review Goals, modify, prompt new goals for events like Tour de Cure, etc.

GoalmatePrompt to reassess Goalmate.Updated GG Content, new suggestions in tool & emailBased on profile, localized offer for free Personal Training or Nutritionist session/other reward.

You’re getting smarter about staying healthy!

You’ve become a contributor to your goal group!

Your comment was voted up!

INSPIRE EMPOWER INFORM MOTIVATE RE-INSPIRE

I need help staying motivated so I can

reach my goals.

I get distracted easily. How can I stay

focused?

This helps me work out, but what about eating

healthy?

You’ve taken your 1st step to better health!

Take a few minutes to set up your profile & goals so Goal-mate can get to know you.

You’ve checked out Goalmate for more than 30 days. Get a free GG class on us!

If you need help with your goals, visit your goal group / contact us.

Great dedication!

Take a look at our sample schedules to get started for week 1.

Not sure about choosing a Goalmate yet? Use our Coach to get started.

GM Example Achievements

GM Example Encouragements

PHASES OF JOURNEY

It’s beautiful weather in Chicago-why not take a brisk walk outside?

Ready for a more structured challenge? Sign up for a see-sion with a local PT today!

Don’t forget to check out your Goalmates progress & send props!

I’m ready to get back on track. How can I get

motivated again?

I’m accountable & feel supported.

The Practice | 43

Personas + Scenarios

The Practice | 44

Ideation + Design Thinking

The Practice | 45

UX Strategy + Role Definition

PRIMARY PURPOSE: Serve as the digital product information and com-merce engine for new customers and returning members.

ROLE IN CAMPAIGN:It houses the Nation Hub, allows users to re-search product details and get a quote.

USER VALUE:The central area for starting, continuing, and expanding one’s relationship with Nationwide services.

MAIN FUNCTIONS:-Insurance, investment, & banking info-Specific product options-Get a quote / Member sign-up-Account Access-Contains the Hub community

MAIN DRIVERS:(Via the Hub) TV, Print, Radio, OOH, Events, Digital Media, Nationwide.com content, , Twitter, Email, Social Outreach, Nationwide Reps.

Nationwide.com

PRIMARY PURPOSE: The Nation serves as a community page on Nationwide.com for the purpose of connecting, empowering and engaging members through member-focused content. Non-members can view it to see the value and difference a member-driven alternative offers.

ROLE IN CAMPAIGN:Creates a constructive reason for members to engage with Nationwide through a tangible repre-sentation of membership.

USER VALUE:Provides a trusted resource of information for members to ask, learn about, and share, specifi-cally focusing on how to better protect them-selves (from members who can truly relate).

MAIN FUNCTIONS:-Ask the Nation; member-sourcing Q&As-Poll solicitation for products/services-Documentary videos of member stories-Customer reviews and opinion sharing-Volunteer opportunities-Disaster alerts and prevention tips-Drivers to deeper .com content

MAIN DRIVERS:TV, Print, Radio, OOH, Events, Digital Media, Na-tionwide.com content, Facebook, Twitter, Email, Social Outreach, Nationwide Reps.

The Nation Hub

PRIMARY PURPOSE: Serve as the social lens to the nation’s members; activating and channelling the passion points of members (and their things worthy of protection).

ROLE IN CAMPAIGN:Ignite conversation and interactions that spark social participation, driving new users and return-ing members to the Hub.

USER VALUE:A relief area for expressing user’s bottled-up need to share what’s worth protecting for them (through storytelling tools and conversation).

MAIN FUNCTIONS:-Conversation / Wall posts-Storytelling-Sharing member passions-Connecting members and potential members with common passions

MAIN DRIVERS: The Nation Hub (on Nationwide.com), Nation-wide.com, Facebook Ads, Twitter, Email, Social Outreach, Nationwide Reps.

Facebook

The Practice | 46

Interaction/Game Mechanics

Level 1+ Personalization features+ Profile set-up+ Monthly discount+ Custom / curated content

Level 2+ Special offers / coupons+ Free product testing+ Affiliate access / discounts+ Bonus site features / content

+ 10,000 pts

+ 25,000 pts

+ 50,000 pts

Level 3+ Free shipping on orders over $50+ 10% off all purchases+ Wellness concierge hotline+ Monthly raffle

Level 4+ Free shipping on all GNC products+ 20% off all purchases+ Considered a ‘Certified Expert’+ Online admin rights (for creating / sharing content)

The Practice | 47

User Flows

GG.com

Email

Facebook

Recipient acceptsinvite and signs up

Notification sentto initial user

SMS

Twitter

Facebook

YouTube

Landing Page

FacebookConnect

Unique email & password

Choose Lifestyle

Choose Goal Group

Set Schedule

Send Invite

Set/Enter Spe-cific Goal

Goalmate Finder

Add to home screen

Dashboard

Goal GroupGoalMateYour Profile

Explanation Video

Your Lifestyle (Change)Your Goal Group (Change)Your Goalmate (Get New)Your Schedule (Manage)Settings: Alerts, etc. (Change)Achievements (Completed Goals)

GG Contentcurrentfuture (CMS?)user shared contentcontent sharing between users (e.g. send article to Goalmate)content commenting, voting3rd party content (tools, podcasts, etc)

Goal Discussion BoardsAsk a questionForumProps on good answersVote down for group moderation

Contextual Ads / Eventslocal events (classes, challenges)special offers (local if available)

Converstaions (via site, text, email)Notifications / AlertsContextual Content Links to GG content

Search/SelectGoalmate

Invite a Goalmate

Sign in

new user

returning(w/o Goalmate)

returning(with Goalmate)

Bookmark

Notification sentto initial user

Notification sentto selected goalmate

GoalmateAccepts

Schedule Wiz-ard (how-to)

Schedule Maker /Manager

Schedule alerts

The Practice | 48

The Nation

http://www.nationwide.com/thenation

Nationwide

Ask the Nation

THE NATION REVIEWS

What is Nationwide doing?

Question #2

Question #3

807

523

415

TOP ANSWER

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This is a an idea submitted by members and vetted by Nationwide.

Nationwide Member? Login to Vote or Submit Your Own Idea

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus nec massa est, in mattis eros. Fusce cursus gravida nibh.

Filter by:TOP RESULTS

IDEAS OF THE NATION

ABOUT THE NATION

MOST RECENT

MORE QUESTIONS

WATCH VIDEO

ANOTHER

LOG IN TO NATIONWIDE

GET A QUOTE

ASK A QUESTION | FIND AN ANSWER

40% of the people in your neighborhood own motorcycles

CONTRIBUTE YOUR IDEA SUBMIT

SEARCH THE NATION

The “News and Story” section for Join the Nation showcasing a combination of full-width video, image and text content, including the :60 JTN Anthem, Member Stories Documentaries, Disaster Alerts and Member Volunteer Opportunities.

The “Ask the Nation” section of Join the Nation is the area for asking/answering questions as well as exploring customer reviews.

Default / Not Logged-in State:-Visitors can view the top questions and Reviews but cannot respond or post. -Visitors can explore top rated “most helpful” questions and the top member answers by category or by the instant search bar. They can also explore prod-uct reviews by the nation below.

Member / Logged-in State:-Members can ask a question by submit-ting via the “Ask a Question | Find an Answer” form field attached to the bottom of the browser window.-Members can vote for the most helpful questions and answers.-Only Members can answer and contrib-ute questions.

1.

2.

Several Nationwide-curated ideas for the Hub community from

members. The “Contribute Your Idea” submission area and voting functionality are active for logged

in members.

5.

Prompts for ‘Log in to Nationwide‘ and ‘Get a Quote’ are active only

for visitors not logged in.

Infographic representations of facts relevant to Nationwide and

the Nation will be featured for users to click through. Logged in members will recieve more

relevent data.

3.

4.

Welcome to the Nation

Wireframes

The Practice | 49

Interface Design (for multiple devices/platforms)

The Practice | 50

Functional Specs

The Practice | 51

Prototyping & Testing

Prototype

Test

Evaluate

Summary | 52

The benefit?

+More shared understanding and clarity between clients and disciplines.

+Addressing and weaving in key customer needs and goals from kick-off through execution.

+Simplicity of distilling complex systems and creative challenges into their most essential elements.

+Partnership and leadership in ideation, design and execution of our interactive and integrated work.

+More intuitive, useful, and desirable experiences for our customers.

+Guidance and validation of interactive execution.