The document discusses user experience (UX) and argues that UX designers should take a broader view of experience design beyond just digital interfaces. It notes that people have emotional responses and experiences through many aspects of their lives, not just digital ones. It encourages UX designers to learn about other fields like product design, architecture and branding to better connect all the touchpoints that shape customer experiences. The document provides examples of how companies like Ikea design experiences through both digital and real-world elements. It concludes by offering suggestions for UX designers to improve their practice through observation, collaboration, measurement and experimentation.

2. USER EXPERIENCE
A PERSON'S PERCEPTIONS AND RESPONSES
THAT RESULT FROM THE USE OR ANTICIPATED
USE OF A PRODUCT, SYSTEM OR SERVICE
THE INTERNATIONAL STANDARD ON ERGONOMICS OF HUMAN SYSTEM INTERACTION, ISO 9241-210

3. OR MORE CONCISELY
THE EMOTIONAL RESPONSE TO A GIVEN
SITUATION

4. FAIR TO SAY THAT FOR MOST OF US,
UX IS A DIGITAL-FOCUSED PRACTICE?

5. DO WE ONLY HAVE EMOTIONAL
RESPONSES TO DIGITAL EVENTS?

6. MOST OF OUR STRONGEST EXPERIENCES
ARE NON-DIGITAL EVENTS

8. LIKE WAITING IN A THREE-PERSON QUEUE
FOR 2 HOURS

10. OR WHEN YOUR NEW YEAR PRESENTS
GET LOST FOR 6 MONTHS

11. OR WHEN PLANES ARE DELAYED
AND THE SUPPORT IS USELESS
BRITISH AIRWAYS (PAUL BOAG) – HTTP://GOO.GL/RJMR6L

12. MOST OF US CAN
TASTE, TOUCH, SMELL,
HEAR AND SEE

13. YET AS UXERS WE RARELY DO
MUCH MORE THAN TINKER
WITH INTERFACES AND A/V

14. WE HAVE EXPERIENCES
OUTSIDE THE DIGITAL WORLD

15. SO OUR DESIGN THINKING MUST EXTEND
TO THE ANALOGUE WORLD

16. ARCHITECTURE,
INTERIOR DESIGN,
RETAIL, POINT OF SALE

17. PRODUCT DESIGN,
ERGONOMICS AND MATERIALS

18. BRANDING,
TYPOGRAPHY,
ILLUSTRATION,
SEMIOTICS

19. COPYWRITING,
TONE OF VOICE

20. SPEED/WAITING TIMES
AND STAFF ATTITUDE

21. CLUTTER/MESS
IN PHYSICAL ENVIRONMENTS

22. EVEN METAPHYSICAL CONCEPTS LIKE
HISTORY AND COLLECTIVE MEMORY

23. ALL OF THESE AFFECT
OUR EMOTIONAL RESPONSE IN A GIVEN SITUATION
OUR EXPERIENCES

24. WE MUST ACCEPT THAT
DIGITAL IS ONLY PART OF THE PICTURE

25. UX DESIGNERS MUST BECOME
EXPERIENCE DESIGNERS
IMAGE: STEPHEN ANDERSON – POETPAINTER.COM

26. THIS DOESN’T MEAN
THAT WE MUST MASTER ALL PROFESSIONS!
BUT WE MUST FAMILIARISE OURSELVES WITH THEM
IF WE ARE TO BEGIN CONNECTING THEM

27. TIME
FOR SOME
EXAMPLES

29. R2O 0YA0L0S S0T0UF0F HOEBREJECTS
EACH WITH A CREATOR, SUBJECT, COMMISSIONER AND ACQUIRER
AND THE LOCATION OF EACH GEOCODED THROUGH TIME

30. INDOOR MAPS,
OBJECTS NEAR YOU,
BIRTHPLACES

31. NARRATIVE-BASED SEARCH
SHOW ME PAINTINGS
WHERE QUEEN VICTORIA IS THE SUBJECT
AND PRINCE ALBERT IS THE CREATOR

32. EXPERIENCE DESIGN THINKING
TOUCHES EVERYTHING

33. WHY IS IKEA SO SUCCESSFUL?
PRICE, GREAT PRODUCT DESIGN?
NOT JUST THAT

34. IKEA GIVES PEOPLE A SENSE OF
OWNERSHIP AND SUCCESS
BUILDING YOUR OWN HOME IS INCREDIBLY REWARDING

35. IKEA GIVES PEOPLE A SENSE OF
OWNERSHIP AND SUCCESS
BUILDING YOUR OWN HOME IS INCREDIBLY REWARDING

36. AND THEY REDUCE
THE RISK OF FRUSTRATION
PERFORATED BAGS, SIMPLE TOOLS, INSTRUCTIONS AND CONSTRUCTION HELP US EASILY FEEL LIKE
MASTERS OF OUR OWN CREATIVITY AND ENVIRONMENT

38. INTERNALLY, THEY KEEP CREATIVITY HIGH BY
CREDITING THEIR DESIGNERS PERSONALLY
IF INDIVIDUALS ARE RESPECTED, THEY WILL LIFT THE ORGANISATION

40. THEIR STAFF ARE
FRIENDLY AND HELPFUL

41. EVERY TOUCH POINT IS CONSIDERED
AND REFINED WITH GREAT CARE
FROM THE WEBSITE/CATALOGUE THROUGH TO IN-STORE, AND EVEN WHEN YOU’RE ON YOUR OWN
BUILDING YOUR NEW FURNITURE – EVERYTHING HAS BEEN DESIGNED FOR THE BEST EXPERIENCE

42. EVERYONE IN AN ORGANISATION
IS RESPONSIBLE
FOR CUSTOMER EXPERIENCE

43. TEACH
AS UXERS, OUR JOB IS ALSO TO HELP OUR
COLLEAGUES TO CARE ABOUT THIS.
TO SEE THE BIGGER PICTURE.

45. BE PROACTIVE
WE NEED TO UNDERSTAND ALL OUR TOUCH
POINTS, NOT JUST DIGITAL

46. THIS MEANS GETTING TO KNOW COLLEAGUES
FROM OTHER DISCIPLINES AND OFFICES
EVERYONE HAS A VALUABLE PERSPECTIVE, ESPECIALLY CUSTOMER FACING STAFF (CALL-CENTERS, IN-STORE, ETC)

48. OR WALK INTO ONE OF OUR SHOPS TO BETTER
UNDERSTAND THE IN-STORE EXPERIENCE
MAYBE EVEN DO SOME SPONTANEOUS OBSERVATION TIME AND THEN DISCUSS WITH THE RETAIL STAFF

49. DISCUSS MORE
REDUCE DELIVERABLES/HAND-OVERS
AND SIT TOGETHER MORE
EMPATHY AND MEANING ARE LOST IN HAND-OVERS. HAVE THE DEVELOPERS SIT-IN ON THE OBSERVATION SESSION!

50. KEEP IT SIMPLE
ENSURE THAT DELIVERABLES ARE
SIMPLE ENOUGH TO ACTUALLY GET USED
UX YOUR DELIVERABLES! PERSONAS / RESEARCH SHOULD BE UNDERSTANDABLE IN A FEW SECONDS BY ANYONE

52. MEASURE
MEASURE EVERYTHING YOU CAN,
AND START URGENTLY!
YOU NEED BENCHMARKS TO BE ABLE TO JUDGE SUCCESS

54. THE MORE EVIDENCE WE HAVE,
THE STRONGER OUR INFLUENCE ON SUCCESS

55. RECORD
WRITE OR SKETCH THOUGHTS, REACTIONS,
INSTINCTS, IDEAS BEFORE THEY ARE GONE
WE NEED TO GET BETTER AT OBSERVING OURSELVES IF WE REALLY EXPECT TO UNDERSTAND OUR CUSTOMERS

57. EXPERIMENT AND PLAY
YOU NEVER KNOW WHAT YOU MIGHT DISCOVER

59. THANK YOU!

60. QUESTIONS?
TWITTER: @GRAEMEBLACKWOOD