2. DAY I AGENDA
MORNING/ 9-12
Intro to Experience Design
UX Sprint - Research, Design and Execute.
LUNCH/ 12-13
AFTERNOON/ 13-16
Mapping Digital Media Experiences
Presentation, Reflections.
3. 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.
4. 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
20. 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.”
34. EXPERIENCE DESIGN (UX) IS A
FOUNDATIONAL DISCIPLINE FOR
UNDERSTANDING HOW ORGANIZATIONS
CREATING VALUE FOR PEOPLE.
#UX
35. 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.
36.
37. 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.
38. 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.
39. 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.
40. 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
41. 84% of companies expect to increase their focus on
customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report
42. 84% of companies expect to increase their focus on
customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report
43. 84% of companies expect to increase their focus on
customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report
71. 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
78. 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
91. 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
92. Four groups:
1. Entry
2. Engagement
3. Exit
4. Extension
Each group prepares an experience for:
max 3 minutes
One coordinator per group, Come to me to
receive instruction
99. Journey Mapping
Visually illustrates customers’
processes, needs, & perceptions
throughout their interaction and
relationship with an organization
100. Experience maps are used
to visualize the
experiences of people
when using a product or
service, evaluating each
individual interaction and
Journey mapping helps
designers shift perspective
to think like the user
101. When Can Journey Mapping
Be Used?
• Understanding & diagnosing experiences
• Designing experiences (redesign
existing, create new)
• Implementing (as blue prints)
• Communicating (align, train, orient)
102. 1. Select a specific user
2. Map the users step-by-step experience
3. Map touch points and important moments
4. Identify the biggest
challenges/opportunities to improving their
experience
5. Always check the assumptions you are making!
Journey Mapping
Steps:
116. 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
117. 1. Your user participates in your digital media
experience.
2. They fill in your map
3. 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:
118. Map 3 people’s experience of your own
digital media and experience 3 other
people’s digital media.
Total time: 30 min
126. DAY II AGENDA
MORNING/ 09-12
Experience Design - Going Deeper
UX Case - The Marine Museum
LUNCH/ 12-13
AFTERNOON/ 13-16
Journey Mapping, Insights
Presentations!
133. 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
144. 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.
149. Even the most seasoned researchers can't
always get people to articulate their unmet
needs. What to do?
150. How to understand people?
Research Methods:
- Ethnographic Research
- Interviews
151. Task: UX for a workflow management system that
supports information gathering and reporting.
Biggest challenge: ensuring its compatibility with
team dynamics.
152. “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….”
155. Be aware of:
1. Context.
2. Ethics.
3. Assumptions.
Ethnographic
Research
156. 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
158. 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.
160. 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.
Conducting
Interviews:
161. How to understand people?
Research Methods:
- Ethnographic Research
- Interviews
163. 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.
164. 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.
169. Time:
Lunch
13:00 - 13:45 Mapping + Insights
13:45 - 14:15 Creating Point of Departure
Break
14:30 - 15:00 Finishing Presentations
15:00 - 15:30 Presentation
C’est fini
170. Instructions:
1. Map the whole user journey in the 5E model
2. Including touch points, customer attitudes,
needs, problems and opportunities.
UX Mapping:
176. 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:
177. Time:
Lunch
13:00 - 13:45 Mapping + Insights
14:00 - 14:15 Creating Point of Departure
Break
14:30 - 15:00 Finishing Presentations
15:00 - 15:30 Presentation
C’est fini
178. Don’t think it is impossible
just because it has never
happened.
- Friar Tuck