Designing Multichannel Services for Lives Beyond the Screen - UX Week 2014

Transcript

1. DESIGNING MULTICHANNEL SERVICES FOR LIVES BEYOND THE SCREEN UX Week 2014 - 12th September ! Andy Polaine andy@polaine.com | Twitter: @apolaine
2. Image source: Smithsonian's Cooper-Hewitt, National Design Museum Start with the people
3. "Really everything I had done wasn’t very interesting or important. The thing that was really important was what was happening between me and the software on the screen.” Bill Moggridge on the GRiD Compass Computer Image source: Smithsonian's Cooper-Hewitt, National Design Museum
4. Great screen UX design doesn’t help much if it’s always different
5. Especially when this happens
6. Or this - home-brew UX Image Source: Rick Dolishny on Flickr
7. Services are not products
8. SERVICES ARE MULTICHANNEL a TIME-BASED
9. ThirdParty™ Mobile People Products Marketing Other Services Print Web Services are ecosystems - every part affects the whole People A transitions are crucial to the experience
10. Image source: Information Architects There is no shortage of channels
11. MIND THE GAPS
12. Service gaps – Lavrans flying to New York with his family
13. Website-Call Center Gap Website-System Error Gap Website-Call Center Gap Husband-Wife Expectation Gap Call Center Staff-Check-In Staff Gap Boarding Staff-Computer System Gap The human service element finally wins
14. Cracks can accumulate to form an experience crevasse Image source: http://www.summitpost.org/jeff-jumping-crevasse-dc-route-july-8-2006/207527
15. CRAFT A HUMAN EXPERIENCE, NOT A “USER” EXPERIENCE, ACROSS CHANNELS
16. Everything is a microinteraction
17. Some touchpoints are thought through and branded
18. Some touchpoints “just happen”
19. If you don’t design it, somebody else will Image source: http://www.flickr.com/photos/atoach/
20. If you don’t provide communication channels, somebody else will
21. If you don’t provide communication channels, somebody else will
22. Image Sources: Andy Polaine. London/RoW: Stefan Kellner How do the individual experiences join up to make a whole?
23. Where are the frustrations?
24. UNDERSTANDING PEOPLE,
    RELATIONSHIPS a UNDERLYING
    MOTIVATIONS
26. People are not trying to be a professional Amazon.com user
27. Find the underlying motivation and human experience Image source: Flickr user Jon Large
28. Interaction with backstage people, services & systems Image source: http://www.materialiste.com/culture/inside-amazon
29. Somewhere in an Amazon.com warehouse... Image: Lucasfilm Ltd
30. Third party services affect the experience too
31. SOME GUIDING PRINCIPLES
32. Design for needs, not wants
33. Understand the relationship, particularly trust
34. Avoid demographic personas. Go for behaviours/actions instead. Jane, 32, lawyer. Loves her BMW, reads the Financial Times, lives in Notting Hill, London. Has a boyfriend, but no children yet and wants to get ahead in her career first.. Likes the good things in life, needs information fast, is constantly connected on her iPhone and iPad. Watches Homeland in the evening with a bottle of Australian Cabernet Sauvignon. Fake photo. I made this up.
35. Design with people versus for people Image source: live|work
36. Be personal, human and authentic
37. Understand and stay on the customer’s preferred channel
38. Align service delivery with customer expectations
39. Look for unintended (non-)design. What is a “flat land toda”?
40. Look for unintended (non-)design. What is a “flat land toda”?
41. Fails are key touchpoints. Design them.
42. Say sorry - apologies matter to people Image source: michael_davies on Flickr
43. Actions speak louder than words…
44. …because small acts make a difference Image source: www.damnyouautocrrect.com Image source: CC Licence by Joshua Smith on Flickr
45. Define the tone of voice with the details
46. Look for opportunities to demonstrate empathy A BIT MORE
47. Look for opportunities to demonstrate empathy
48. Take care designing your touchpoints
49. But be aware of the context in which they will be experienced
50. Iterate prototypes and test the service in real life with real people
51. source: live|work Run pilot projects to bridge design, experience & business case
52. Remember people’s lives extend beyond the screen Image source: http://consumeconsume.com/post/13272453418
53. Life is messy and technology doesn’t always help Image source: www.damnyouautocrrect.com
54. THANK YOU! andy@polaine.com @apolaine www.polaine.com