Moving from task based to experience based design
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In an increasingly multi-channel world it's important to look at the entire end to end experience that a customer receives, not just to focus on individual customer tasks, interactions and touch points. This presentation covers how to move from a task based design mind-set to an experience based design mind-set, along with some key tools and techniques for designing true multi-channel experiences and for mapping out the complete end to end customer journey.
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Moving from task based to experience based design
- 1. http://upload.wikimedia.org/wikipedia/commons/4/4e/Street_sign_for_Abbey_Road,_in_Westminster,_London,_England_IMG_1461.JPG MOVING FROM TASK BASED DESIGN TO EXPERIENCE BASED DESIGN Neil Turner
- 2. What is experience design? Researching experiences Designing great experiences Experience mapping exercise Encouraging experience design within your organisation Overview
- 3. UX lead at TUI
- 6. What do I mean by task based design?
- 8. Some task based activities
- 10. http://www.singingthroughtherain.net/wp-content/uploads/2012/04/Puzzle-pieces.jpg Wood or just trees?
- 12. Fragmented customer experience http://speakology101.com/welcome/wp-content/uploads/2012/05/task_analysis.jpg Is it the right task?
- 13. What do I mean by experience based design?
- 14. “In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design.” Steve Jobs
- 15. Play video
- 16. As designers we need to consider a lot of stuff
- 17. Why move to experience based Design?
- 18. "What makes people passionate, pure and simple, is great experiences. If they have great experience with your product (and) they have great experiences with your service, they’re going to be passionate about your brand." Jesse James Garrett
- 20. http://www.channel4.com/play-win/media/images/Channel4/newconcept/peepshow/peep_show_s6_mark_jez_1.jpg And the customer’s perspective
- 21. Joins up the customer experience
- 22. http://www.bonbrand.com/blog/wp-content/uploads/2013/07/purchase-journey.jpg Designs for the entire customer journey
- 23. Identifies tasks to focus on
- 24. Any examples of great experience design?
- 26. Planning Shopping Delivery Eating
- 27. Recipes Lifestyle magazine Value proposition Planning – The Ocado way
- 28. Mobile apps Website Facebook login Offers section Favourites Shopping – The Ocado way
- 29. Colour coded bags Old bags collection Delivery window & information User friendly Receipt Delivery – The Ocado way
- 30. Best before dates on receipt FAQs Easy refunds Eating – The Ocado way
- 33. “Supposing is good, but finding out is better" Mark Twain http://killadj.com/blog/wp-content/uploads/2013/06/Mark_Twain.jpg
- 34. “ASSUME makes an ASS out of U and ME” Old Chinese proverb (possibly)
- 35. How do you find out?
- 36. Qualitative research Quantitative research • Interviews • Observation • Focus groups • Surveys • Usability testing • Customer feedback • Diary study • Surveys • Analytics • Remote usability testing • Customer satisfaction • Market research
- 37. http://transientteams.files.wordpress.com/2012/05/ist2_5096042_diary.jpg What haveyou done? Lorem ipsum dolor sit amet,consectetur adipiscing elit.Vivamus vel urna hendrerit, eratvel, luctus nisi. Curabitur euornare nibh, a pellentesque nisi. Nullam semelit, ultrices non tempus sed, sagittis dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae posuere augue facilisis. Nunc arcu ipsum, lobortis sedjusto at, imperdiet pellentesque dolor. Aliquam eleifend. What haveyou been thinking? Seddignissim justo nulla, etbibendum odio sollicitudin a. Aeneannisl magna, rutrum quis congue at, consectetur eununc. Nulla ac sapien in massa ultrices laoreet.Etiam id dictum ligula, et mattis velit.Ut ac auctor lorem,sit amet pellentesquediam. Suspendisse diam lacus, tincidunt sedsemperquis, dapibus in odio. Quisque dignissim in tellus facilisis tempor. How have you been feeling? Lorem ipsum dolor sit amet,consectetur adipiscing elit.Vivamus vel urna hendrerit, aliquet eratvel, luctus nisi. Curabitur eu ornare nibh, a pellentesquenisi. Nullam semelit, ultrices non tempus sed,sagittis dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae posuere augue facilisis. Nunc arcu ipsum, lobortis sedjusto at, imperdiet pellentesque dolor. Aliquam eleifend. How have you used (product / sevice)? Seddignissim justo nulla, etbibendum odio sollicitudin a. Aenean nisl magna, rutrum quis congue at, consectetur eununc. Nulla ac sapien in massa ultrices laoreet.Etiam id dictum ligula, etmattis velit.Ut ac auctor lorem,sit amet pellentesquediam. Dear diary…
- 38. Email Blogging services Social media Survey tools Online diary tools Diary study tools
- 40. https://s3.amazonaws.com/static.lanyrd.net/cropped-profile-photos/a904386c14c72ea66cc0b115d5d9fcdacfafd254.jpeg It all starts with the data… “We have to arm ourselves with data, research and a clear understanding of our users so our decisions are not made out of fear but out of real, actionable information. It is our responsibility to have an ironclad rationale to support our design decisions." Debra Levin Gelman UX Designer
- 42. Diary study http://4.bp.blogspot.com/-D84Fs5t3Ydg/USQjZxxvUKI/AAAAAAAADOg/4Yocid1ZBCI/s1600/diary+copy.jpg Group and consolidate insights
- 43. What next?
- 45. No please, go on… http://twittercovers.net/wp-content/uploads/2012/10/bored_cat.jpg I find your report enthralling…
- 46. http://englishmum.com/wp-content/uploads/2011/11/Challenge-Anneka.jpg Challenge = 1. Establish a shared understanding of your users & their behaviour 2. Lay the ground work for a great user experience
- 47. http://twistedsifter.files.wordpress.com/2013/03/starbucks-fail-van-perfect-timing.jpg A picture is worth 1000 words
- 48. http://briankaldorf.files.wordpress.com/2011/01/campfire-ipad1.jpg A good story is worth 1,000,000 words
- 49. A little story from
- 50. Play video
- 51. http://images2.fanpop.com/image/photos/10600000/Eastenders-25-years-eastenders-10601171-1502-1127.jpg All stories need characters
- 53. http://www.imediamonkey.com/wp-content/uploads/2012/09/eastenders_fireballstunt_2.jpg All stories need a storyline
- 54. Storyline = Customer experience map
- 55. At each stage of the user’s journey…
- 56. Provide more details for each stage
- 58. http://www.creativeeducation.co.uk/blog/wp-content/uploads/2011/05/School-Group-Work1.jpg Time for a little group exercise…
- 59. http://i3.dailyrecord.co.uk/incoming/article1480191.ece/ALTERNATES/s2197/Car%20showroom-1480191 Create an experience map for choosing and buying a new car
- 60. What next?
- 61. There’s so much that could be improved… Where do I start?
- 62. http://terriblecopywriter.files.wordpress.com/2012/09/borat-thumbsup.png Gauge level of satisfaction at each step of the customer’s journey
- 63. http://www.colbenson.com/documents/11515/16797/frustrated.jpg?t=1364295299921 Gauge impact on the overall customer experience for each step
- 64. Level of satisfaction Impactonexperience Low High LowHigh Ripe for improvement Over investingCould improve Keep up the good work Step Moment of truth
- 65. http://canlloparot.files.wordpress.com/2013/04/10commandmentstop.jpg Define some guiding principles to help steer the customer’s experience
- 67. http://www.thegnomonworkshop.com/news/wp-content/uploads/2013/06/GoofyIdeaBulb.jpg For each step brainstorm ideas & opportunities for improving the customer’s experience
- 68. Outline what the new customer experience might look like
- 70. http://colinharman.com/portfolio/how-would-you-like-your-graphic-design/ Decide how much you want to spend HOW WOULD YOU LIKE YOUR GRAPHIC UX DESIGN? (YOU MAY PICK TWO)
- 71. https://d233eq3e3p3cv0.cloudfront.net/max/700/0*abkvA9uWhT37SR7F.jpeg And what you need to build to deliver the desired experience
- 72. Research Design Feedback Track & test to make sure the design stays on track
- 74. “for your company to compete in the current business and economic climate, you must create a design-centred culture - a ‘designing’ work environment that, in making design a part of everyone’s job, promotes the kind of creativity and innovation required to succeed." How to Create a Design-Centered Culture: Start With the 3Fs
- 75. http://static.sdu.dk/mediafiles//Images/Om_SDU/Institutter/Mci/SPIRE/Dacapo%20Meeting9.jpg Involve people in the design process (the more the merrier!)
- 76. http://www.loyaltylab.com/blog/wp-content/uploads/2013/02/Just-who-owns-the-customer.jpg Establish responsibility for the end to end customer experience
- 77. http://www.actioncoach.com/siteFiles/photos/articles/Measure_Your_Way_To_Success_By_Using_KPIs.jpg Establish KPIs, just make sure they’re the right ones
- 78. http://images5.fanpop.com/image/photos/27000000/the-holy-bible-the-bible-27076200-1101-795.jpg Agree and establish customer experience guidelines
- 79. http://4.bp.blogspot.com/-JQTS0tV8D7w/UQlHT5DpS7I/AAAAAAAAAbA/JmukjrOq6A4/s1600/group-hug.jpg Bring teams together (as much as possible)
- 80. http://bayintegratedmarketing.files.wordpress.com/2011/11/public_relations-2.jpg Communicate and share the customer experience
- 81. Showcase stuff
- 83. http://www.gin-oclock.com/ What about creating a blog for your personas?
- 85. http://i.huffpost.com/gen/1099178/thumbs/o-POPE-FRANCIS-SERMONS-facebook.jpg Evangelise and spread the good word of the design gospel
- 88. Fin Thank you
Notas del editor
- Will have opportunity to put some of this into practice Feel free to ask questions at any point – don’t want to do all the talking myself
- UX lead at TUI UK & Ireland Part of TUI – Europe’s largest tour operator And one of the world's leading leisure travel companies operating in over 180 countries with more than 30 million customers Have a lot of different brands within the UK
- Also clearly a Photoshop Jedi master…
- Task just one piece of the UX design puzzle E.g. Experience of attending UX Cambridge
- A lot of UX design is focused on tasks Spend a lot of time as a UX designer thinking about user tasks
- Can be difficult to see the bigger picture
- Can lead to a fragmented customer experience Tasks on their own are fine but don’t fit well together
- Might not even be focussing on the right tasks Can often be a problem when you’re not able to look at the bigger picture
- Or to put it another way design is concerned with pretty much everything
- It’s not just about individual tasks, it’s about the overall experience The sum of experiences…
- Helps you to consider the bigger picture before drilling into the detail
- Helps to show things from the customer’s perspective Most organisations only see things through an organisational perspective
- Helps to thinking about how the customer experience can be joined up How do we make the sum greater than the individual parts?
- Helps to consider the entire journey, usually over many interactions and a long time period
- Helps to identify the tasks to focus on to deliver the desired customer experience
- I’ve been talking for a while so I want to make sure that you’re still paying attention
- Or to put it another way…
- Research, research and more research Have to get out from desk and collect data Good to get a mixture of qualitative and quantitative data Also look at previous and external research (e.g. market research) Most research still just captures a snapshot – ideally want to capture over a longer time frame
- Diary study can be very effective Captures feedback over a longer time frame Allows to track and dig into multiple interactions After a time period (e.g. day, week) or after an interaction might ask participants to make a note of… What you ask will differ depending on what you want to capture
- Usually best to get participants to send entries and then carry out indepth interview after the study Can dig into details and ensures you’re prepared for each interview Lots of tools – I’d generally recommend keeping it simple with email
- Good design is built on good data Should always be able to back up the rationale for a design decision
- Should hopefully have lots and lots of data to call upon
- Good to carry out as a group Looking to find trends and give structure to the findings The process itself will also help to familiarise yourself with the research
- Write a big fat research report?
- As anyone that’s had to write one will know, research reports are typically painful to write, and even more painful to read
- Hands up who remembers Challenge Anneka? For those that don’t remember the early 90s Anneka Rice used to ride around in a big lorry and dune buggy and be given a challenge, such as renovating a building with a ridiculously small time frame to do it – hard to wonder why the show isn’t still around! I remember one episode when she had to repaint Happisburgh lighthouse in Norfolk – near where I grew up, only for it to be repainted a few years later because they’d done such a bad job!
- We all know that a picture is worth a thousand words
- If a picture is worth a thousand words a good story is surely worth a million
- I’ll show you how powerful a little story can be with an example from Google
- As we all know, every story needs characters
- For your characters you should be using your personas Hopefullly everyone here knows what personas are – they’re basically fictional characters based on fact We use personas quite a lot at TUI – we have 3 main personas for the Thomson and First Choice websites Personas can be used as design tool Personas can be used to communicate information about your users
- So you’ve got your characters, now of course you need your storyline
- At TUI we use personas for our characters and experience maps as our storylines These outline an end to end experience from a customer’s perspective – not the organisation’s This is an example that I co-created at TUI Shows customer’s experience from researching to returning from a holiday – the entire journey An invaluable tool for mapping out and communicating the customer’s journey from their perspective Breaks journey into stages
- At each step outline Try to focus on what customers do, not necessarily how they do it Good to create experience map with those close to the research and then validate with stakeholders Might create one experience map for all customers or multiple if customer behaviour is very different (e.g. online vs high street)
- Will often want to include more detail at each step to communicate research findings Doesn’t have to include all the detail – most important Want something self explanatory that people in org can use
- 20-30 min exercise to create your own experience map Work in groups
- Think about how you and friends and family go about choosing an buying a car What steps do you go through? What do you use? Where do you go? What do you do? Mapping out the current experience and will then look at ideas from improvement Don’t worry about mapping everything – see how far you get
- So you’ve created some personas and experience maps to help outline what you found out What next?
- It can be difficult to know where to start Usually lots of things that can clearly be improved
- A great way to identify areas that will give the most bang for your buck Try to determine current satisfaction at each step e.g. feedback, quantitative data Can guess if you don’t have data, carry out group exercise with priority poker cards (1-5)
- Try to determine how much impact this has on the overall experience Is it a potential show stopper? Is it a really key interaction? Once again can use priority poker cards to help structure this discussion
- Map out the steps according to their level of satisfaction and overall impact High impact, low satisfaction = Ripe for improvement High impact, high satisfaction = Keep up the good work Low impact, low satisfaction = Could improve (but not essential) Low impact, high satisfaction = Over investing Shows the steps / areas to really focus on Also good to identify moments of truth
- Need to look at how to improve the experience Can be useful to define some guiding design principles Help to keep the design on the straight and narrow
- Some of the design principles used at TUI
- Ways to improve things will generally naturally fall out of the research For each step and stage generate ideas for improving things Quantity, not necessarily quality Idea is to get lots of ideas, not necessarily worry about feasibility and whether any good Spend 10 minutes coming up with some ideas for improving your car buying experience
- Next thing is to start refining ideas and starting to put together a future customer journey What will the customer’s future experience look like? Once again best outlined as a story… Can do this using storyboards, scenarios, experience maps, scenario maps etc… At this stage focus is on the what, not necessarily the how
- Will want to prioritise improvements Will need to consider impact on customer experience, business value and feasibility
- Of course it can be difficult balancing cost, time and quality Need to consider what is most important Quality of experience, speed to market, return on investement
- Need to consider the minimum you need to build to deliver desired experience Don’t want to deliver so little that the overall desired experience will never be met A bit like lean’s minimum viable product
- Like lean, will want to continually track and test the experience to ensure design is on track Good idea to define KPIs and feedback mechanisms for steps within your experience design How will you get feedback? How often?
- Experience design will only really succeed if there is support for experience design within an organisation So how do you encourage experience design, and get buy-in for it?
- Most important thing is to involve people in the design process (not just customers) Stakeholders from across the organisation Much easier to get buy-in if people feel committed to something
- i.e. Who is to blame if the desired experience is not delivered…. Can be difficult in large organisations like TUI - Often organisational silos Might have multiple stakeholders Need to try to get organisation thinking about overall customer journey
- Can’t track and measure success of experience design without KPIs Not just analytics, can be any qualitative or quantitative research Important to have the right KPIs at each stage E.g. Repeat visits early on in the journey vs conversion Ideally benchmark against current experience design
- Will want guidelines to help keep experience design consistent More than just brand – UX, design patterns, branding, design principles Nothing too restrictive – guidelines, not rules Wiki is a great place to keep and share these Good to co-create rather than impose
- Joined up experience design difficult with disparate design teams Bring teams and designers together Ideally in same location Could have regular get togethers and show and tells Good idea to have someone overseeing high level designs (e.g. head of)
- People won’t generally come to you seeking this stuff out (some might, but most won’t) So you have to get up from behind your desk and make people aware of the customer experience, both current and desired Need to build up shared understanding of users and their needs
- Good idea to regularly showcase stuff E.g. personas, experience maps and insights about users
- It’s also good to be creative For example, you could create persona playing cards that people can take into meetings and use
- You could create a fictional blog from one or more of your personas Not something we’ve tried out in TUI yet Here’s the queen’s very own blog
- It’s also important to make it easy for people within the organisation to find information about users and the experience design Usually this sort of information is scattered all over the place – certainly it is at TUI Could use Wiki, or Intranet, or even just shared drive Good idea to have one person (or persons) responsible for organisation and upkeep of this stuff
- Of course it’s also important to continue to evangelise and drive home the message about this stuff Creating a culture and climate that supports experience design takes time It’s also a good idea to have a process in place for getting new people up to speed, something we’re looking to put into place in the TUI UX team
- There are loads of online articles about experience design Can recommend Adaptive Path’s guide to experience mapping Will upload these slides to SlideShare (just search for title)