Holistic experience design (HxD) for Nasdaq Proconf 2015

HOLISTIC EXPERIENCE DESIGN (BEING INDISPENSIBLE BY BEING COMPLETE)

H O L I S T I C E X P E R I E N C E D E S I G N

ME


EXPERIENCE ARCHITECT

@FRITZISM FRITZ DESIR



EXPERIENCE ARCHITECT



EXPERIENCE ARCHITECT INFORMATION ARCHITECT

INTERACTION DESIGNER

EXPERIENCE STRATEGIST



@FRITZISM


@FRITZISM

RAPP OrangeC:0 M:50 Y:100 K:0R:247 G:148 B:30

@FRITZISM INTERACTION DESIGN ASSOCIATION

www.ixda.org

@FRITZISM

@FRITZISM www.matewith.us


THIS TALK IS IN BETA


STRUCTURE


PHYSICAL

TWEET DIGITAL

SOCRATIC-AL


3 GOALS


INDISPENSABILITY


MAKE YOU INDISPENSABLE ASK MORE QUESTIONS

HELP YOU CHANGE THE WORLD


(in diagram form)

digital experiences crafted with meaning derived �from people, environment, technology, landscape

& = happy users stronger brands

informed by

+ +

INDISPENSABILITY




I KNOW YOU WON’T BELIEVE ME BUT THE HIGHEST FORM OF

EXCELLENCE IS TO QUESTION ONESELF AND OTHERS

— SOCRATES






Remember: at the end of the day, your job isn’t to get the requirements right — your job is to change the world.

— Jeff Patton




(Refine until it best achieves the above goals)


ABOUT THE WORDS


WHY HOLISTIC EXPERIENCE DESIGN?


WHY HOLISTIC EXPERIENCE DESIGN? CHARACTERIZED BY COMPREHENSION OF THE PARTS OF

SOMETHING AS INTIMATELY INTERCONNECTED AND EXPLICABLE ONLY BY REFERENCE TO THE WHOLE



FRICTION DELIGHT



MINIMIZE FRICTION

MAXIMIZE DELIGHT


HxD AS 2 FACETS


HxD

EXPERIENCE

BUSINESS

PEOPLE

TEAMS


HxD

CONTENT SERVICE

PRODUCT

TECHNOLOGY


WHY IT MATTERS

36

US MOBILE PHONE USERS WHO OWNED OR USED A SMARTPHONE THIS YEAR REACHED 74%, UP FROM

58% THE PREVIOUS YEAR.

*2014 COMSCORE

THERE HAVE BEEN OVER 500 MILLION IPHONES SOLD WORLDWIDE; 9/19/14 IPHONE 6 LAUNCHES WITH OVER 10 MILLION SOLD IN THE FIRST WEEKEND

*

AMERICANS SPENT 46.6% OF THEIR TOTAL INTERNET TIME WITH MOBILE APPS, COMPARED

TO ROUGHLY 45.1% SPENT ACCESSING THE INTERNET FROM A DESKTOP

*2014 COMSCORE


WHAT HOLISTIC EXPERIENCE DESIGN (HxD) CAN LOOK LIKE

39

http://www.cue.me

http://www.cue.me


CAN DESIGN-LED BRANDS OUTPERFORM?

Over the last 10 years design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary 228%

— Design Management Institute

DO WE NEED TO START THINKING BEYOND PRODUCT?

FOUNDED IN 2008, SOLD FOR $3.2 BILLION DOLLARS

FOUNDED IN 2008, VALUED AT $6 BILLION DOLLARS




SHIFTING OUR ROLE

OUR OPPORTUNITY

PEOPLE EXPERIENCE

PEOPLE

Brand X

BUSINESS TEAMS EXPERIENCE


IS THERE AN EVOLUTION NEEDED TO MATCH THE CURRENT STATE

OF THINGS?

???????????


PROCESS


PROCESS


PROCESS FRAMEWORKS


7P FRAMEWORK THE VALUE PROPOSITION


7 FRAMES FOR INQUIRY THE VALUE PROPOSITION


HxD

PURPOSE

PEOPLE

PERSPECTIVE

PRINCIPLES

PARTNERS

PERFORMANCE

POTENTIAL


PURPOSE

HOW CAN WE CONNECT TO PURPOSE (àGOALS) TO AID DESIGN?


PEOPLE

69

OF THE WORLD’S POPULATION LIVE IN CITIES TODAY; 75% WILL BY 2050

50%

70

WHAT WILL THEY NEED THAT THEY DON’T SEE?

71

HOW DO WE DESIGN MEANINGFUL VALUE?

72

WHAT ARE THE PAIN POINTS + JOY POINTS THAT WE CAN ALLIEVATE + ACCENTUATE?


PEOPLE ARE FUNDING EXPERIENCES BRANDS ARE

NOT MAKING

PEOPLE ARE FUNDING EXPERIENCES BRANDS ARE

NOT MAKING

74

$1,321,759,519 TOTAL DOLLARS PLEDGED TO KICKSTARTER PROJECTS


DESIGN RESEARCH

WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS


(GUERRILLA) DESIGN RESEARCH



(GUERRILLA) DESIGN RESEARCH



(GUERRILLA) DESIGN RESEARCH REMEMBER: YOU ARE SEEKING INSIGHTS



PERSPECTIVE

*HUBSPOT

86% OF PEOPLE SKIP TV COMMERCIALS *


44% OF DIRECT MAIL IS NEVER OPENED *

*2011, VOLTIER DIGITAL

AVERAGE RESPONSE RATE… 1%

HOW CAN WE THINK BEYOND CAMPAIGNS?


THINKING IN ROADMAPS


THE ASK SOLUTION


THE ASK SOLUTION

The way we very often view work


THE ASK SOLUTION (CAUSE-----


what's the real problem/opportunity?


THE ASK SOLUTION


(CAUSE----- ----ROADMAP)

what's the real problem/opportunity? the what now? what’s next? question


THE ASK SOLUTION

what's the real problem/opportunity?

(CAUSE----- ----ROADMAP)

the what now? what’s next? question

Adding these two frames of reference could expand the consideration points we design against


EXPERIENCE DESIGN RESEARCH & AUDITING

AT 4 LEVELS TO IDENTIFY OPPORTUNITY

TO IDENTIFY OPPORTUNITY AT 4 LEVELS & CRAFT

AN EXPERIENCE ROADMAP

EXPERIENCE ROADMAP

AT THE BEGINNING AT THE END

THE ROLE AN EXPERIENCE ROADMAP CAN PLAY

(PRODUCT, SERVICE, CONTENT + TECHNOLOGY) (PRODUCT, SERVICE, CONTENT

+ TECHNOLOGY)


PRINCIPLES

WHAT ARE THE PRINCIPLES GUIDING THIS DESIGN?




PARTNERS


“None of us is as smart as all of us.” – Ken Blanchard


PLANNING / STRATEGY

CREATIVE (ART + COPY)

SEARCH & SOCIAL TECHNOLOGY EXPERIENCE DESIGN

SILOS ON BUSINESS SIDE… …AND MORE SILOS ON THE DESIGN SIDE

MEASUREMENT & ANALYTICS

OPERATIONS MARKETING

SALES FINANCIAL

WHAT IF WE DESIGN TOGETHER?


EXPERIENCE DESIGN

MEASUREMENT & ANALYTICS

TECHNOLOGY

ADVOCATING AN X-SHAPED TEAM

PEOPLE(CONSUMES CONTENT, CO-CREATES

OTHER CONTENT EXPERIENCE)

CLIENT(BRAND EXPERT, PROVIDES

GOVERNANCE)

CONTENT STRATEGY(DEFINES REQUIREMENTS

PLANS CALENDARS, STRUCTURES GOVERNANCE)

SOLUTION MAKING SPACE

HOW CAN WE MOVE FASTER?



LEAN, EMBEDDED TEAMS SCALABLE, MAXIMIZING COLLABORATION + CO-LOCATION

TO DRIVE VALUE CREATION CONSIDER CO-MAKING WITH CLIENTS, PEOPLE

AND OTHERS…


POTENTIAL


PROBLEMS + OPPORTUNITY POTENTIAL =


PROBLEMS + OPPORTUNITY

WHAT PROBLEMS ARE YOU SOLVING?

WHAT OPPORTUNITIES ARE YOU FINDING?


PERFORMANCE WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

IS IT WORKING? HOW DO WE KNOW?

WHERE ARE WE ON THE ROADMAP?



HxD ARTIFACTS


EXPERIENCE BRIEFS



Addressing key inputs required to

create value-driven experiences for

brand and customer using data �

as the driver (work in progress)


STORYMAPS



TOUCHPOINT MAP



(MORE TARGETED DELIVERABLES)



PEOPLE

Brand X

BUSINESS TEAM EXPERIENCE

PEOPLE

Brand X

BUSINESS

BRIEFS

KPI DEFINITIONS

CRM DESIGN/OPTIMIZATION

ECOSYSTEM PLANNING

MARKETING PROGRAMS

(MARKETING) PRODUCT OPPORTUNITIES

SERVICE DESIGN OPPORTUNITIES

CO-DESIGN SESSIONS

TEAM

BRIEFING

IDEATION SESSIONS

AUDIENCE SIZING

EXPERIENCE

EXPERIENCE AUDITS

CONTENT STRATEGY

FEATURE DEFINITION & PRIORITIZATION

EXPERIENCE MAPPING BUSINESS CASE CREATION

BRAND DEFINITION

PROGRAM IDEAS

PERSONA CREATION

DECISION JOURNEY CREATION

PERSONA CREATION

DECISION JOURNEY CREATION

EXPERIENCE MAPPING

MENTAL MODEL DIAGRAMS

OWNER JOURNEY CREATION

TOUCHPOINT INVENTORY


3 PRINCIPLES TO MANAGE OURSELVES WITHIN HxD

COMMITMENT ACCOUNTABILITY

INTEGRITY


REMEMBER… WHAT WE’RE UP TO

CHANGE


DESIGNERS ARE THE ONLY ONES WHO CAN

…and we are ALL designers!

DESIGN HOLISTICALLY! (BE INDISPENSIBLE AND BE COMPLETE)

THANK YOU! @FRITZISM

@WEAREMATE

WWW.MATEWITH.US