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DAY I AGENDA
MORNING/ 9-12Intro to Experience Design
UX Sprint - Research, Design and Execute.
LUNCH/ 12-13
AFTERNOON/ 13-16Mapping Digital Media Experiences
Presentation, Reflections.
Intention: To learn powerful tools for designing and creating meaningful experiences. To get into the mindset of rapid prototyping. To learn through doing.
Desired Outcome: To have an embodied understanding of practical and powerful tools for creating experiences.
The Frames:
Workshop = Interaction
You will get out as much as you put in.
Your learning is the focus.
We learn through doing.
Practical stuff
YOU are an experience designer
Everything you design for others changes how they see the world
KAOSPILOTS
I design experience that build meaningful
relationships
I design experience that build meaningful
relationships
Who are you?
UX Sprint!
Instructions:
- build the tallest tower
- 3 sheets of paper
- you have 3 minutes
“What are you assuming?”
Always check your assumptions when designing
“What are you assuming?”
Always check your when designing
Why experience
design?
Happiness?
Experiences ≠
Things
Easterlin paradox:“...Over time, people's satisfaction with the things they bought went down, whereas their satisfaction with experiences they spent money on went up.”
An Integrated View
Big interconnected challenges. No single
solution.
All human actions are rooted in the way we
make meaning
How we make meaning, changes how we act.
To change how people act, we must design experiences that enables them to make
meaning in new ways.
Actions that reinforce how
you make meaning
Emotional/physiological
response to all experiences
How you make meaning
• file:///Users/user/Downloads/10865750_823679667710950_2758362813830531856_o.jpg
• file:///Users/user/Downloads/10865750_823679667710950_2758362813830531856_o.jpg
• file:///Users/user/Downloads/10865750_823679667710950_2758362813830531856_o.jpg
What is experience
design?
EXPERIENCE DESIGN (UX) IS A FOUNDATIONAL DISCIPLINE FOR UNDERSTANDING HOW ORGANIZATIONS CREATING VALUE FOR PEOPLE.
#UX
WHAT IS EXPERIENCE DESIGN?
EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS, SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.
WHAT IS EXPERIENCE DESIGN?
EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS, SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.
WHAT IS EXPERIENCE DESIGN?
EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS, SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.
EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS, SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.
59% of Americans would try a new brand or company for a better service experience.
American Express Survey, 2011
Growing Potential of #UX
84% of companies expect to increase their focus on customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report
84% of companies expect to increase their focus on customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report
84% of companies expect to increase their focus on customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report
84% of companies expect to increase their focus on customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report
Experience design
“…The key is an immersive experience, ones where attention can be total but largely passive.”- Daniel Goleman
How do you design an experience?
AreExperiences designable?
Its 1989. You are a famous and very expensive
experience design agency. You have a new promising client: Star Video.
Solve their challenge!
Instructions1. Achieve >99% adoption
2. No additional burden on the customer or store employee
3. Low cost, easy implementation
Advice for designers
Experience=Performance - expectation
1. Understand people
How to understand people?
- Ethnographic Research
- Interviews
- Immersion
Build Empathy, listen first and always check your
assumptions
2.Understand what is meaningful to people
Emotion A feeling distinguished from reasoning or knowledge
What is meaning?
15 Core Meanings
AccomplishmentBeautyCreationCommunityDutyEnlightenmentFreedom
JusticeOnenessRedemptionSecurityTruthValidationWonderHarmony
Meaning is the deepest connection that you can make with your audience/user/customer. Meaning is established between people, between people and objects, people and places, etc., and it is the deepest part of those invisible connections.
- Nathan Shedroff
Core Meaning
What physical Experience can trigger this core meaning?
UX Sprint!
Assemble your Team!
Challenge:How do you get someone who donates blood once to return?
Your Task:
Identify a touch point that can dramatically increase the amount blood donors that return. Can not cost anything. Must be simple to implement.
Time: 3 min
The 5E Experience Design Model
example
ResearchLearn about what is meaningful to forYour user– building empathy.
Excitement\
The way the person first becomes aware of and is attracted to the experience. What captures their
attention
Entry
Entering into the experience, crossing from one context to another
EngagementThe Activities that Hold the participant in the experience
The clear end of the experience
Exit
ExtensionAn object users can take with them to ‘extend’
the experience
Questions?
Are you ready to try it???
UX Sprint!
Timeline:
11:15 – 12:00 Research, Design and Building
LUNCH
13:00 – 13:15 Last touches building the experience
13:15 – 13:30 Experience Blitz!
13:30 – 13:45 Reflections
Four groups:1. Entry
2. Engagement3. Exit
4. Extension
Each group prepares an experience for: max 3 minutes
One coordinator per group, Come to me to receive instruction
ResearchLearn about what is meaningful to forYour user– building empathy.
LUNCH
12:00 - 13:00
Stage the experience!
Reflections
Break
How do measure the success of your experience?
Journey Mapping
Visually illustrates customers’processes, needs, & perceptionsthroughout their interaction andrelationship with an organization
Experience maps are used to visualize the experiences of people when using a product or service, evaluating each individual interaction and identifying improvements that can be made at each moment.
Journey mapping helps designers shift perspective to think like the user
When Can Journey Mapping Be Used?
• Understanding & diagnosing experiences• Designing experiences (redesign existing, create new)• Implementing (as blue prints)• Communicating (align, train, orient)
1. Select a specific user2. Map the users step-by-step experience3. Map touch points and important moments4. Identify the biggest
challenges/opportunities to improving their experience
5. Always check the assumptions you are making!
Journey Mapping Steps:
example
example
Bring up your favorite digital experience
Create an Experience Map:
Your experience map must include:- Time - Users important moments
Make sure you can use the same map for 3 people.
Time: 10 min
1. Your user participates in your digital media experience.
2. They fill in your map3. Have a conversation with the user to learn
more about their experience and most important moments
>> Always check the assumptions you are making!
UX Mapping Steps:
Map 3 people’s experience of your own digital media and experience 3 other people’s digital media.
Total time: 30 min
Break
Showcase!
Reflections
What have we learned today?
Core Meaning Model
5E Experience Model
Experience Journey Mapping
Experience DesignDay IIHyper Island, 2016
DAY II AGENDA
MORNING/ 09-12Experience Design - Going Deeper
UX Case - The Marine Museum
LUNCH/ 12-13
AFTERNOON/ 13-16Journey Mapping, Insights
Presentations!
Trust the Process
Can you just listen?
YOU are an experience designer
Everything you design for others changes how they see the world
#UX Going Deeper
What is Human Centered design?
Human-centered design is a creative approach to problem solving. It’s a process that starts with the people you’re designing for and ends with new solutions that are tailor made to suit their needs.
- Ideo
What do humans ‘need’?
What do humans ‘need’?What is the difference between what we need and what we buy?
Good Experience Design is Good Storytelling
All experiences are recalled as stories.
What we design ends up designing us
1. We design cars2. Cars create the need for roads
3. Roads redesign the earth
Break
Welcome to the Ritz
Assemble your Team!
Brief:Challenge:
The Ritz needs to increase the satisfaction of its customers, while still charging a premium prices. They need to reinvent their customer experince to be more fresh, and young, while
not scaring away old customers.
You task:
Create a ‘scene’ that you would suggest that each Ritz hotel uses when customers Check in. This scene can last maximum 2
minutes.
UX Case:The Marine Museum
#fullpower
Assemble your Team!
Marine Museum
User Experience Research
Even the most seasoned researchers can't always get people to articulate their unmet needs. What to do?
How to understand people?Research Methods:
- Ethnographic Research
- Interviews
Task: UX for a workflow management system that supports information gathering and reporting.
Biggest challenge: ensuring its compatibility with team dynamics.
“You don’t want to go in with a blinkered view that could exclude important contextual information. Sometimes you won’t know what’s important until after your research is complete….”
Ethnographic Research
Ethnographic Research
Ethnographic research involves observing target users in their natural, real-world setting, rather than in the artificial environment of a lab or focus group.
Be aware of:
1. Context.
2. Ethics.
3. Assumptions.
Ethnographic Research
Guidelines for 'observing':
1. Try to uncover what matters to the people you are observing.2. Draw. Drawing maps and sketch about body language, environment, and noise. 3. Reflect on your own actions and impact on what you are observing. 4. Look for discrepant cases. If most people seem to be doing an activity the same way, notice who does it differently. What seems to be going on here?5. Try different kinds of observation. Be a silent observer one time, and talk to people the next (if relevant).
Ethnographic Research
Immersion
Immersive Research
Immersive research techniques allow you to capture behaviours, emotions and cognitive perceptions of individuals in context at the moment where the individual experiences them.
ConductingInterviews:
Guidelines for interviewing:
1. Ask for permission and introduce the purpose of the questions.2. Use open-ended questions whenever possible.3. Ask for stories.4. Don't restrict yourself to your prepared questions. One of the best strategies to use is to probe an idea produced by your interviewee.
ConductingInterviews:
How to understand people?Research Methods:
- Ethnographic Research
- Interviews
Challenge:How can the Marine Museum improve its customer experience?
Your Task:
User Experience Research, and use the 5E model to make a step-by-step user journey, including touch points, customer attitudes, needs, problems and opportunities.
Deliverables:
1. An experience journey map of the attraction, entry, engagement, exit and extension.
2. Actionable insights and opportunities to improving customers experience for each phase, that can be delivered to the client digitally.
Time:
10:00 - 12:00 Researching Customer ExperienceLunch13:00 - 13:45 Mapping + Insights13:45 - 14:15 Creating Point of DepartureBreak14:30 - 15:00 Finishing Presentations15:00 - 15:30 Presentation
C’est fini
Enjoy! We meet in the lobby at 11:00
Lunch
Mapping Insights:
Time:
Lunch13:00 - 13:45 Mapping + Insights13:45 - 14:15 Creating Point of DepartureBreak14:30 - 15:00 Finishing Presentations15:00 - 15:30 Presentation
C’est fini
Instructions:
1. Map the whole user journey in the 5E model
2. Including touch points, customer attitudes, needs, problems and opportunities.
UX Mapping:
Visualization
VISUALIZE > ORGANIZE > PRIORITIZE > NAME
Generate insights
An insight is like a joke, if you have to explain it, it’s not that good.
MAKE A STATEMENT“There is a lack of engagement around the submarine”
MAKE A STATEMENT“People love hanging out in the cafe”
1. Where are the ‘hot’ and ‘cold’ spots in the museum experience?
2. In what way and where would the visitors like to interact more? Do they want to interact? Where in the museum experience are the best opportunities to create interaction?
3. How can we make the museum a natural place to hang out (for all ages)? How can people have a more relaxed and natural relationship to a museum visit? This museum is owned by the government – therefore by the people.
4. What attraction will get new visitors?
Brief:
Time:
Lunch13:00 - 13:45 Mapping + Insights14:00 - 14:15 Creating Point of DepartureBreak14:30 - 15:00 Finishing Presentations15:00 - 15:30 Presentation
C’est fini
Don’t think it is impossible just because it has never happened.
- Friar Tuck
Make ‘what if...’ statements
Attraction:What if the people heard about the Marine Museum via Instagram?
Engagement:What if they created a gamified exit?
Prepare your presentations!
Presentations!
