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Cultivating Digital Mindfulness | Simon Norris

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Simon Norris' recent presentation at AmsterdamUX.

User Experience (UX) is now established as a core discipline with the digital design process. Businesses get the value of UX... or so they say. Yet, UX still remains confusing, complex and is misunderstood. How can we determine where UX fits within the product design process? How can we cultivate product mindfulness?

In this talk Simon described how thinking more broadly and deeply about experience helps to cultivate product mindfulness.

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Cultivating Digital Mindfulness | Simon Norris

  1. 1. Cultivating digital mindfulness @simon_norris amsterdamUX
  2. 2. @simon_norris AN INTRODUCTION Nomensa Simon Norris Who we work with • c. 100 people • 3 locations • Strategic UX Design agency Bristol London Amsterdam 20+ years’ experience Interests & expertise: • Art • Design • Science • Psychology
  3. 3. @simon_norris Nomensa create groundbreaking experiences that make a measurable difference to the way people use digital technology, live, work and play. We call this Humanising Technology.
  4. 4. @simon_norris Strive for perfection in everything you do. Take the best that exists, and make it better. When it does not exist, design it. Sir Henry Royce
  5. 5. The user experience delusion @simon_norris
  6. 6. 29062007 @simon_norris
  7. 7. 29.06.2007 @simon_norris
  8. 8. @simon_norris Where is the store?
  9. 9. @simon_norris Think Responsible NOT Responsive
  10. 10. Understanding the differences between goals and activities @simon_norris
  11. 11. @simon_norris Goal Activity GoalActivity Activity Activity Activity Goal GoalGoal TELIC PARATELIC
  12. 12. Digital excellence requires understanding business models @simon_norris
  13. 13. What? Why? How? Profit mechanism Value 
 chain Value proposition What do you offer to the customer? Why does the business model generate profit? How is the value proposition created? Who is your target customer (segment)? Who?
  14. 14. The total interaction is greater than the sum of the parts @simon_norris
  15. 15. MICRO MACRO @simon_norris
  16. 16. Digital is everywhere and getting in to everything @simon_norris
  17. 17. @simon_norris
  18. 18. @simon_norris
  19. 19. @simon_norris Everybody experiences far more than [they] understand. Yet it is experience, rather than understanding, that influences behaviour. Marshall McLuhan
  20. 20. THE HIERARCHY OF EXPERIENCE Style Content Technology Meaning Believability Fundamentals PEAK EXPERIENCE @simon_norris
  21. 21. ICEBERG MODEL OF MEANING @simon_norris Surface meaning Deeper meaning Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception Emotional factor Surprise, Anger, Happiness, Fear, Love, Acceptance, Expectation, Disgust, Sorrow
  22. 22. ICEBERG MODEL OF MEANING @simon_norris Surface meaning Deeper meaning Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception Emotional factor Surprise, Anger, Happiness, Fear, Love, Acceptance, Expectation, Disgust, Sorrow
  23. 23. @simon_norris Chemistry and physics are branches of science that both study matter. The difference between the two lies in their scope and approach.
  24. 24. Uncovering meaning supports both customer and business value, and therefore experience @simon_norris
  25. 25. @simon_norris THE EXPERIENCE EQUATION CX Customer Experience (CX) is the total of all interactions, e.g. physical and digital. @simon_norris Blended Experience is where CX and UX overlap meaningfully, e.g. cross-channel UX User Experience (UX) is the total of all digital interactions, e.g. digital interfaces.
  26. 26. CX THE EXPERIENCE EQUATION @simon_norris User Experience (UX) covers: • Websites; • Apps; • Social media 
 (e.g. twitter, instagram, Linkedin, Facebook, etc) • Wearables 
 (e.g. Apple Watch) • IoT devices 
 (e.g. Good Night Lamp) • Sensors • Anything with a 
 Digital User Interface @simon_norris UX
  27. 27. CX THE EXPERIENCE EQUATION @simon_norris Customer Experience (CX) covers: • The store/shop (physical space) • Call/Contact centre • Paper (bills, announcements, communications) • Direct mail • Advertisements • Physical artefacts (packaging) • People (human communication and interactions) UX
  28. 28. @simon_norris CX THE EXPERIENCE EQUATION UX Blended 
 Experience covers: • Sensors • People and devices (iPads, smart devices) • Web address • Link to apps • Tags (GPS) • #hashtags
  29. 29. @simon_norris Experiences are becoming increasingly blended. It’s imperative to consider the broader picture. Simon Norris
  30. 30. SEQUENTIAL CROSS-CHANNEL INTERACTION @simon_norris At work At home 0 24HOURS Motivation/distraction app website call app (UX) (UX) (CX) (UX) website (UX)
  31. 31. At work At home SIMULTANEOUS CROSS-CHANNEL INTERACTION @simon_norris 0 24HOURS Motivation/distraction app website (UX) (UX) in store / comparison (blended) (blended) app (UX)
  32. 32. @simon_norris We shape experience and thereafter our experiences shape us. This is why Experience is Everything. Inspired by Marshall McLuhan
  33. 33. @simon_norris Think bigger Be bold Be human Thank you
  34. 34. Thank you Humanising Technology @simon_norris UX Designer • Full Time position AMS • Design background • A research translator UX Consultant • Full Time position AMS • Research / behaviour background • A pattern / insight hunter • Bristol Aquarium • 10th - 11th November • British Museum • 17th - 19th October

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