4. UX DESIGN IS A PHILOSOPHY
The experience design comes from the concept
of user-centered design introduced in 1988 by
Donald A. Norman.
The user-centered design tends to define the
product or the service from expectations, needs
(expressed or not) and capabilities of users
instead of trying to force them to learn a usage
and to change their behaviours for the product
or the service.
5. WHERE DESIGN IS NOT ABOUT AESTHETICS
« Most people make the mistake of
thinking that design is what it looks like.
That’s not what we think design is. It’s
not just what it looks like and feels like.
Design is how it works ».
Steve Jobs, The New York Times, 2003
6. BUT A DESIGN OF AN EXPERIENCE FROM REAL NEEDS
Because it is user-centric, even if the
design is a creative and innovative
discipline, it is first oriented problem
solving for a specific target.
And because the users change their
behaviours and develop new needs, the
design is an iterative thinking aiming to
improve continuously the solution
depending on the target evolution.
7. UX DESIGN IS ACTUALLY A PROCESSUS
The UX design is a process of
research, conception, creation, test and
optimization.
It’s useful :
- before : to develop an idea from users needs
(close to ethnography/insight research)
- during : to design an interface, adapted to the
target, that reaches the good objectives (content
architecture, consumer journey, prototype)
- after : to improve the experience depending on the
habits of usage (eye-tracking, classic qualitative
research)
8. A PROCESSUS BASED ON THE STUDY OF MENTAL MODELS
“The deepest form of understanding another
person is empathy…[which] involves a shift
from…observing how you seem on the
outside, to… imagining what it feels like to be
you on the inside.”
Difficult Conversations, “Empathy is a Journey, Not a
Destination”, Douglas Stone, Bruce Patton, and Sheila
Heen, Harvard Negotiation Project.
9. BUT THE USER MENTAL MODELS ARE ALWAYS THOUGHT IN CONTEXT
WHEN USING A PERSONAL COMPUTER
A user paying close attention
A familiar environment
A private space
A comfortable seat
A stable keyboard
A screen adapted for reading and multi-tasking
A stable broadband
An endless source of energy
10. BUT THE USER MENTAL MODELS ARE ALWAYS THOUGHT IN CONTEXT
WHEN USING A MOBILE PHONE
A lapse in concentration
A public space
A variable environment
A small screen
A specific keyboard and pointer
A variable broadband
A limited energy
11. UX DESIGN IS MAINLY USED TO CREATE WEB INTERFACES
12. UX DESIGN IS MAINLY USED TO CREATE WEB INTERFACES
13. BUT MORE THAN INTERFACES DESIGN, IT’S A SYSTEM DESIGN
UX design makes a difference between :
- the channel : the medium
- the touchpoint : the interface
- the terminal : the device
- the interaction : the exchange
And the circulation between these elements is also
observed in a dynamic system. It allows to develop a
holistic view of an activity : a systemic thinking
centered on the user.
14. A SYSTEMIC THINKING THAT CAN BE APPLIED EVERYWHERE
The channels and the touchpoints are not
only digital in users lives and there is a
constant alternation between IRL and
digital objects, places, interfaces, actions.
This is why UX is also useful outside digital
interfaces to design queues, travellers
flows, the reception at the post office, the
circulation in a supermarket or a theme
park.
15. UX DESIGN IS NOT SUPERFICIAL.
IT GIVES/IMPROVES/ENHANCES :
1/ PRODUCT/SERVICE SOLUTIONS
2/ COMMUNICATION SOLUTIONS
3/ BUSINESS SOLUTIONS
33. THE PERSONA
A persona is a fictive archetype who represents a target. A classic market segmentation
describes demographics whereas personas group people around behaviours.
Initially in interface design, the persona is created thanks to interviews only but we can also
cross other sources and methodologies when you want to design experiences and understand
global needs.
Surveys Data tools Books & magazines Interviews & ethnographic methods
34. AN EXAMPLE : THE YOUNG LUXURY CONSUMER IN
JAPAN
HARUKA /
TOKYO
35. Haruka, 29, editor in chief
Personality and attitudes
Born in the middle class, she was raised in a Japan stucked in a double movement : the
idea(historically cultural) that people have to tend to conformity and that the middle class is the ideal
model ; and at the same time an evolution of women status, mainly at work, that has disrupted the
traditional roles and lead to more egoism and a deeper will to be different, to be fulfilled and to live
for herself. Haruka is from a women generation who took confidence and who look for singular
identities. Thanks to a strict education, she achieved a high social position and she now refuses her
parents‟ model which is too conventional and lacks freedom (her father is absolutely devoted to his
work and her mother is stucked at home).
Single, Tokyo
Behaviours and ambitions
Haruka is still living at her parents‟ home, like all her friends. She gives a lot of energy to her job because her career is very important for her
independence. But she also wants to have free time to go out with friends and enjoy her life, she doesn‟t want to make sacrifices. The last
events in Japan have reinforced her ecological conscience and her feeling that the future is too much unpredictable to plan her life with a
long-term vision. She lives fast and wants to earn enough money to do exactly what she desires. She doesn‟t fear to stand out, to create, to
shake up, to invent something else.
Consumption approach
She only earns $50 000 per year, but because she has no financial obligation, even a rent, she spends everything for her own pleasure.
She‟s not attracted by too visible brands in the street or by the big logos like Vuitton. She likes to buy more secret brands and Japanese brands.
She spends mostly in clothes, accessories and cosmetics. She‟s sophisticated, elegant and understated. She‟s a bit rebel in her life choices but
feminity is still very important. She‟s has a real idea of what beauty is, with harmony as a motto.
36. Haruka, 29, editor in chief
Main touchpoints
The first touchpoint with a luxury brand is most of the time the department store but Haruka is very
sensitive to the experience in luxury brands shops : the design of the shop, the kindness of the staff
and the services are the real luxury. Besides impulse buy, Haruka compares the brands and the
prices of products on Internet. She travels a lot so she often buys abroad, even in duty free shops.
Power and international consistency are keys to touch these young Japanese consumers.
Single, Tokyo
Press and digital
The press is less and less adapted to Haruka will to be different
from other girls, even if some magazines are still references for
occidental luxury. Digital is over-consumed by Haruka (80% of
20 y.o and 30 y.o women use regularly social networks) and
influences her a lot (long tail).
Mobile and personalization
16% of young rich Japanese used their smartphone or tablet for their latest
purchase of luxury product. To accompany Haruka and her friends until the
purchase, luxury brands develop more and more personalization in services that
answers their desire of being unique and limits cheaper purchases abroad.
37. Her cultural universe #sobriety #sophistication #rebellion #reinvention #matter
The shamelessness of Marc
Jacobs
Anniversaire :
chapel, delicatessen and
Kanebo Sensai hype café Comme des garçons
Bottega Veneta Washi Paper
Kon-Katsu
Bag
38. THE USER JOURNEY
A USER JOURNEY TELLS THE STORY OF THE EVENTS AND ACTIONS WHEN A USER INTERACTS
WITH A PRODUCT, A SERVICE, A BRAND IN ONE OR SEVERAL CHANNELS.
39.
40.
41. THE MC DONALDS RESTAURANT EXPERIENCE
Relaxing moments for
Enhance lunch parents
Enjoyment experience = shared Autonomous activities
good time from children
Arrive / queue Settle Linger Exit
Indifference
Reduce departure
stress
Stimulate good
Stress
behaviour
Distract kids
Accompany decision
process
[source: Ideo Family Experience EMLT 2010]
42. THE CHILDREN GAMING EXPERIENCE AT HOME
Enjoyment
It’s not over yet ??? I haven’t
Mum, can I play online finished my level
?
Negociation Playtime Exit Feedback
Indifference
Mum, I’m trapped
I have saved a princess
with Luigi my brother
Stress
• Defining boundaries • • Smooth • Share online
• Mediation process Creativity, autonomy disengagement activity
between children & , skills
parents • Dialog
43. THE INSURANCE CONSUMER JOURNEY
A ROLE FOR DIGITAL
The digital could allow in these
« cold » areas to become a life
partner, giving tools to enjoy life The digital is still a little used in
vs only being useful to solve mobility and real-time to help
Relief manage and solve unexpected
problems.
events.
Need Research/Com Contract Monthly
Monthly bills Event Solution
identification parison signature bills
Indifference
The digital is not used by brands for its
educational and simplifying side, this role is
let to forums and comparison websites.
Stress The digital can allow to anticipate
the events and give clients the
power to plan solutions to react as
fast as possible.
44. A CONSUMER JOURNEY FOR A CAMPAIGN – CASE GATORADE
WEB BANNERS
“WHAT‟S YOUR FIGHT?” WEBSITE
Provoking sportsmen
Human coaching support online
and get them to sign up
BILLBOARDS + AMBIENT OUTDOOR
Provoke involvement with “what’s your fight?”
TVC
Provoke involvement with “what‟s your fight?”
PRINT
Provoke involvement with“what’s your fight?”
CITY ATTACK
A 10K race opposing two cities
where G Series will be launched
IN STORE ACTIVATION REWARD PACK
Getting equipped for the„fight‟with Gatorade Sampling of G Series in exclusivity
INSPIRE ENCOURAGE REWARD
45. 3.
EXERCICE
…AND THE USER EXPERIENCE IN A COMMERCIAL PERSPECTIVE
46. THE LV OBJECTIVES IN 2013
Increase value & Assume the ambitions of a
exclusivity for Louis « market leader online »
Vuitton
"Nous avons décidé d'échapper Estimated financial data :
définitivement" à une
"vulgarisation” (…). Quitte à ne
"ne pas pousser les produits les
plus demandés" (les articles
monogrammés), qui
« boosteraient » le chiffre
d'affaires. Nous privilégions le
long terme, pour que, dans quinze
ans, Louis Vuitton soit toujours la Digital store rank ww: #4
marque la plus enviée du monde Sources : Python, Omniture
en maroquinerie »
Le Monde 01.02.2013
47. THE LV ADN
• Louis Vuitton is an “invitation au voyage”
• The trunk is a promise of a journey
• The Louis Vuitton trunk belongs to travellers
and embodies their will to discover more.
48. THE LV TARGETS
INFLUENCERS, JOURNALISTS, ANALYSTS, COMPETITORS
LOUIS VUITTON
INSIDERS
LOUIS VUITTON
BUYERS
BADGE SEEKERS
LOUIS VUITTON
LOVERS
• OUR TARGET/ ASIAN FEMALE
CUSTOMERS
49. THE CONTENT ORGANISATION
The NOW
ART
COLLECTIONS
CREATION
&
CURATION
(PRODUCT) NEWS
COLLABORATION
The DO / The SOUL
PRODUCTS
LEGEND
KNOW HOW
ICONS
CRAFTSMANSHIP
VALUES
The KNOW
50. EXEMPLE OF SHORT PORTRAIT
INSPIRATIO INSPIRATIO INSPIRATIO
DESIRE DESIRE DESIRE
N N N
COMPETENCE LEGITIMACY COMPETENCE LEGITIMACY COMPETENCE LEGITIMACY
LOUIS VUITTON BUYER LOUIS VUITTON LOVER LV BADGE SEEKER
Pan Zhong KEY DEVICES Chiara Ferragni KEY DEVICES Kay Dole KEY DEVICES
Chengdu, China Milan, Italy Arlington, USA
29 y.o. lawyer 25 y.o. Fashion blogger – a brand 21 y.o. Student and blogger.
Pan is a young and ambitious by herself. Kay is found of luxury
professional, especially successful – She is from now on a well known brands, especially Louis Vuitton
she belongs to the 26% women who fashion blogger, showing a real and Chanel. He is always
earn more money than her husband. veneration for LV. searching for the latest news and
She bought a LV bag, as a sign of She owns some bags and content delivered by the brand in
achievement, but feels a real jewels, but she usually go on order to feed his own blog and get
attraction for more niche brands like LV.com to keep posted about the some new followers. KEY
KEY KEY
Bottega Veneta or Hermès. latest news and see the freshest He is interested by the
TOUCHPOINT TOUCHPOINTS TOUCHPOINTS
She wants to learn more about creations to get inspired – more products, the ads and anything
LV, its legacy and quality – that S than to buy new items. said by Marc Jacobs.
could convince her to buy more She definitely prefers to have the Each time he goes to New
exclusive items. She generally looks real experience in store, as part of York, he visits the store in order to
after this type of information on her the magic. + her own check his venue on FB, 4S and
mobile. Key motivations: #news blog Twitter.
Key motivations: #competence #creation #fashion&style #maison Key motivation :
#elevation #differentiation #socialtoken, #recognition
#newsfeed #fans
51. DEFINE – WITH THE HELP OF YOUR DOCUMENTS
YOUR WORK
• THE PROFILE OF A YOUNG CHINESE TARGET AS A « FIRST TIMER »
(WHO IS GOING TO BUY A lv ITEM FOR THE FIRST
TIME°, HIGHLIGHTING HER PROFILE, SITUATION AND MOTIVATIONS
TOWARDS THE CATEGORY AND THE BRAND;
• THE PROFILE OF A MIDDLE AGED CHINESE TARGET, ALREADY OWNING
SOME LV GOODS.
• THE DIFFERENCE BETWEEN THEIR TWO JOURNEYS ON THE DIGITAL
PLATFORM: SELECT THEIR PREFERED DEVICE AND SELECT THE
CATEGORIES, CONTENT THEY ARE GOING TO VISIT AND IF THEY ARE
READY TO SHOP ONLINE OR ONLY IN A REAL SHOP.
52. Ma petite fille vient de rentrer au CP. Elle a beaucoup de Parcours type
mal à lire… le médecin pense qu’elle est dyslexique. Je ne
sais pas quoi faire… Recherche «enfant dyslexie»
dans Google
Accède au dossier spécial
présent sur le site
Véronique / 39 ans / CSP+ / avocate
---------------------------------------------------------- Utilise le moteur de recherche
selon le profil enfant
Cherche des infos pratique sur la dyslexie pour aider son
enfant. Visualise la liste des
articles « filtrés »
Comportement Internet Indique son emplacement
géographique
Lieux : principalement chez elle.
Fréquence : Chaque soir, quand les enfants sont partis se Consulte la liste des
établissements spécialisés
coucher.
Durée de consultation : 1h par session Ajoute cette page dans
Expertise Internet : son espace personnel
Véronique a pris le réflexe de la consultation par Internet avant Se crée un
de se rendre dans un magasin… espace personnel
Accède au
Relation à l‟APEL forum « scolarité »
Véronique donne parfois de l‟aide pour la fête de l‟école, mais Poste un commentaire
ne s‟implique que très rarement dans l‟année en raison du pour demander des conseils
manque de temps.
Reçoit un mail dès
Cependant cela fait près de 3 ans qu‟elle souscrit à l‟APEL. Fonctions impactées : Contenus cible :
qu‟elle a une réponse
- Création d‟un compte - Forum
Elle ne prend pas le temps de lire le magazine Famille et
- Ajout d‟un article dans son espace personnel - Dossiers spéciaux Site d’information
Education, et préfère le donner à son mari. - liste des établissements
- Alerte mail et d’entraide
- Module cartographique « l‟APEL dans votre région »
- Moteur de recherche selon profil enfant
