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UX Russia 2011 presentation on emphasizing the human in human-centric interaction design.
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Beyond the Interface to the Interaction
David RothVP MISI Experience Design (XD)
October 6, 2011
WarningHumanistRomantic Optimist
XD Pragmatist
An idea that is so 300 BCE…
Purpose of philosophical study…• A happier life• More pleasure, less sadness (stress)
Epicurus 341 BCE – 270 BCE
An idea that is so 300 BCE…
Epicurus 341 BCE – 270 BCE
Error lies in the hasty interposition of opinion without waiting for corroboration of further sense evidence. *
* As attributed by Wikipedia
Beyond the interface...
Beyond the interface...to the interaction
Human-Computer Interaction (HCI) vs.
Human interaction (Hi)
An idea that is so 2011…
“Human-centered design as a paradigm shift takes the term ‘human centered’ to mean more than simply ‘considering the user’ in technology development. Rather it places our understanding of people, their concerns, and their activities at the forefront in the design of new technology.” Prof. Liam Bannon – Reimaging HCI: Toward a
More Human-Centered Perspective, Interactions magazine © 2011
www.xdtruths.com
Immutable Truth of Experience Design #4
www.xdtruths.com
Maslow’s Hierarchy of Human Needs
Love/Belonging
PhysiologicalSafety
EsteemSelf-actualization
Roth’s Hierarchy of “User” Demands
Usable
Meet my basic expectations.
Roth’s Hierarchy of “User” Demands
UsableUseful
Make it do this.
Roth’s Hierarchy of “User” Demands
Customizable
UsableUseful
Make it do this, but let me tweak it to my taste.
Roth’s Hierarchy of “User” Demands
Customizable
UsableUseful
Personal
Make it do this, but the way I do it.
Roth’s Hierarchy of “User” Demands
Customizable
UsableUseful
PersonalUbiquitous
Make it do this the way I do it, when I do it, where I
do it and on my device.
What does it mean for experience designers?
www.xdtruths.com
Immutable Truth of Experience Design #5
No interaction stands alone…
Backend System
Customer
Customer Service: “Nothing I can do.”
Dot Com
Account Activation: “Nothing I can do.”
Customer
No Interaction
Interaction
To a customer, people & technology are experienced synonymously.
Initial Contact
Schedule Appointment
Prep for Customer Visit
Customer Visit
Diagnose & Service Car
Billing Procedures
Customer Pickup & Billing
Post-Service CRM
Calls Dealer
CallsCustomer
RoutesCalls
GeneratesReminder
ChoosesDate/Time
CoordinatesScheduling/
Updates System
CoordinatesDetails
Pulls Info From/Updates
System
DropsOff Car
Updates System
Picks UpCar
CoordinatesPick-up/Billing
Coordinates Post-Service
CRM
CoordinatesBilling
Print MaterialsFor Customer
Print BillingInfo
Print FinalInvoice
Connect to theSales Department
Beyond interaction design to service design…
Experience as service: many points, modes and means of interaction.
Get Human…understand WHO you are designing for
Get out of the lab and into the field.
Get Human…understand the CONTEXT you’re designing within
Not just scenarios, tell stories.
Get Human…CO-CREATE with your audience
Tap into the wisdom of your crowd.
Regarding the customer experience…
• Know Who: Get out of the lab
• Get Contextual: Stories, not just scenarios
• Co-Create: Be crowd smart
• So what’s missing?
Immutable Truth of Experience Design #6
www.xdtruths.com
An idea that is so 2006…
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.
Forrester Research - Context Is King In The New World Of Work © 2006
Employees Are Customer Experience Pros’ Best Weapon
Forrester Research Report:Customer Experience (1/28/2011)
The benefits include:
• Discovering emerging customer issues more quickly
• Generating improvement ideas more easily
• Building strong links between the quality of the employees’ and the customers’ experiences
Knowing WHO your audience is still applies
Get out of the lab and into the workplace.
CO-CREATION still applies
Collaborators become advocates.Project Goals…• Rapid adoption• Greater efficiency• Fewer errors• Employee satisfaction• ???
Understanding the CONTEXT still applies
Take employee experience design to SEA level.
Strategic Experience Alignment (SEASM)All people-systems-processes aligned to provide the experiences employees and customers must have for a company to meet its strategic business objectives.
SEA is an indicator of an organization’s CX/EX maturity
Lots of maturity models emerging…discipline maturing
CEMM - Peppers and Rogers Group
Regarding the employee experience…
• Know Who: Get into the workplace
• Co-Create: And make advocates
• Get Contextual: Take experience design to SEA level
The Age of Experience
The customer experience is the next competitive battleground.
Jerry Gregoire, CIO Dell Computer
“HP now has two large customer enterprises – one for consumers and one for business customers. Each has a president and reporting directly to that president is a vice-president responsible for the total customer experience.”
S. Smith & J. Wheeler, © 2002
In closing…
“Perhaps the issue is no longer simply about reimagining HCI – it’s about reimagining, and then acting out, a better world.”
Prof. Liam Bannon – Reimaging HCI: Toward a More Human-Centered Perspective, Interactions magazine © 2011
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