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

0f6ccdd935ce93750fcc527764c7abfc?s=47 Andy Polaine
September 12, 2014

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

0f6ccdd935ce93750fcc527764c7abfc?s=128

Andy Polaine

September 12, 2014
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  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

  25. None
  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