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A lack of UX purpose (and what we can do about it)

Rian van der Merwe
February 12, 2012

A lack of UX purpose (and what we can do about it)

Slides from my talk at World IA Day in Johannesburg. I discuss what I see as a big gap in some current UX work, and the role of Information Architecture to bridge this gap.

Rian van der Merwe

February 12, 2012
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  1. Customer Journey Maps
    F r o m c t o o r d e r w i t h
    hos
    a

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  2. Some thoughts on IA

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  3. I'm an information architect.
    I map paths and places across
    physical, digital, and cognitive
    spaces.
    - Peter Morville

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  4. Seeing
    a way of

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  5. Navigation
    Information
    organization
    Information
    relationship
    IA
    strategy
    IA
    research
    IA
    management

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  6. Huge
    opportunity
    old
    no ego
    foundation

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  7. It’s a great time to be
    YOU

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  8. UX: the missing element

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  9. I write out a definition of the problem and a
    statement of the purpose which I wish the
    campaign to achieve.
    Then I go no further until the statement and its
    principles have been accepted by the client.
    David Ogilvy

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  10. I write out a definition of the problem and a
    statement of the purpose which I wish the
    lack of
    n. the reason for which
    something is done or created

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  11. IA to the
    rescue

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  12. Customer Journey Maps

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  13. Customer journey maps are documents that
    visually illustrate an individual customer’s
    needs
    1
    the series of interactions that are
    necessary to fulfill those needs
    2
    the resulting emotional states
    throughout the process
    3

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  14. Why?
    common understanding of
    needs strategy goals
    excellent prioritisation tool
    a guiding light for design

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  15. Why?
    common understanding of
    needs strategy goals
    excellent prioritisation tool
    a guiding light for design
    PURPOSE

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  16. Lens. Journey model.
    Quantitative insights.
    Takeaways.
    The Adaptive Path way
    Qualitative
    insights.

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  17. Guiding
    principles

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  18. What does
    it mean?

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  19. Experience Map for Rail Europe | August 2011
    STAGES
    DOING
    FEELING
    Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
    People choose rail travel because it is
    convenient, easy, and flexible.
    Rail booking is only one part of people’s larger
    travel process.
    People build their travel plans over time. People value service that is respectful, effective
    and personable.
    EXPERIENCE
    Rail Europe Experience Map
    Kayak,
    compare
    airfare
    Google
    searches
    Research
    hotels
    Talk with
    friends
    Relevance of Rail Europe
    Enjoyability
    Helpfulness of Rail Europe
    Paper tickets
    arrive in mail
    • I’m excited to go to Europe!
    • Will I be able to see everything I can?
    • What if I can’t afford this?
    • I don’t want to make the wrong choice.
    • It’s hard to trust Trip Advisor. Everyone is
    so negative.
    • Keeping track of all the different products
    is confusing.
    • Am I sure this is the trip I want to take?
    • Website experience is easy and friendly!
    • Frustrated to not know sooner about which
    tickets are eTickets and which are paper tickets.
    Not sure my tickets will arrive in time.
    • Stressed that I’m about to leave the country
    and Rail Europe won’t answer the phone.
    • Frustrated that Rail Europe won’t ship tickets
    to Europe.
    • Happy to receive my tickets in the mail!
    • I am feeling vulnerable to be in an unknown place in
    the middle of the night.
    • Stressed that the train won’t arrive on time for my
    connection.
    • Meeting people who want to show us around is fun,
    serendipitous, and special.
    • Excited to share my vacation story with
    my friends.
    • A bit annoyed to be dealing with ticket refund
    issues when I just got home.
    View
    maps
    Arrange
    travel
    Blogs &
    Travel sites
    Plan with
    interactive map
    Review fares
    Select pass(es)
    Enter trips Confirm
    itinerary
    Delivery
    options
    Payment
    options
    Review &
    confirm
    Map itinerary
    (finding pass)
    Destination
    pages
    May call if
    difficulties
    occur
    E-ticket Print
    at Station
    Web
    raileurope.com
    Wait for paper tickets to arrive
    Research destinations, routes and products
    Live chat for
    questions
    Activities, unexpected changes
    Change
    plans
    Check ticket
    status
    Print e-tickets
    at home
    web/
    apps
    Look up
    timetables
    Plan/
    confirm
    activities
    Web
    Share
    photos
    Share
    experience
    (reviews)
    Request
    refunds
    Follow-up on refunds for booking changes
    Share experience
    Buy additional
    tickets
    Look up
    time tables
    Stakeholder interviews
    Cognitive walkthroughs
    Customer Experience Survey
    Existing Rail Europe Documentation
    Opportunities
    Guiding Principles
    Customer Journey
    Information
    sources
    RAIL EUROPE
    THINKING
    • What is the easiest way to get around Europe?
    • Where do I want to go?
    • How much time should I/we spend in each
    place for site seeing and activities?
    • I want to get the best price, but I’m willing to pay a
    little more for first class.
    • How much will my whole trip cost me? What are my
    trade-offs?
    • Are there other activities I can add to my plan?
    • Do I have all the tickets, passes and reservations
    I need in this booking so I don’t pay more
    shipping?
    • Rail Europe is not answering the phone. How
    else can I get my question answered?
    • Do I have everything I need?
    • Rail Europe website was easy and friendly, but
    when an issue came up, I couldn’t get help.
    • What will I do if my tickets don’t arrive in time?
    • I just figured we could grab a train but there are
    not more trains. What can we do now?
    • Am I on the right train? If not, what next?
    • I want to make more travel plans. How do I
    do that?
    • Trying to return ticket I was not able to use. Not
    sure if I’ll get a refund or not.
    • People are going to love these photos!
    • Next time, we will explore routes and availability
    more carefully.
    Ongoing,
    non-linear
    Linear
    process
    Non-linear, but
    time based
    Communicate a clear value
    proposition.
    STAGE: Initial visit
    Connect planning, shopping and
    booking on the web.
    STAGES: Planning, Shopping, Booking
    Arm customers with information
    for making decisions.
    STAGES: Shopping, Booking
    Improve the paper ticket
    experience.
    STAGES: Post-Booking, Travel, Post-Travel
    Make your customers into better,
    more savvy travelers.
    STAGES: Global
    Proactively help people deal
    with change.
    STAGES: Post-Booking, Traveling
    Support people in creating their
    own solutions.
    STAGES: Global
    Visualize the trip for planning
    and booking.
    STAGES: Planning, Shopping
    Enable people to plan over time.
    STAGES: Planning, Shopping
    Engage in social media with
    explicit purposes.
    STAGES: Global
    Communicate status clearly at
    all times.
    STAGES: Post-Booking, Post Travel
    Accommodate planning and
    booking in Europe too.
    STAGE: Traveling
    Aggregate shipping with a
    reasonable timeline.
    STAGE: Booking
    Help people get the help they
    need.
    STAGES: Global
    GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
    Relevance of Rail Europe
    Enjoyability
    Helpfulness of Rail Europe
    Relevance of Rail Europe
    Enjoyability
    Helpfulness of Rail Europe
    Relevance of Rail Europe
    Enjoyability
    Helpfulness of Rail Europe
    Relevance of Rail Europe
    Enjoyability
    Helpfulness of Rail Europe
    Relevance of Rail Europe
    Enjoyability
    Helpfulness of Rail Europe
    Mail tickets
    for refund
    Get stamp
    for refund

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  20. Customer Experience Map - Baby Site
    Guiding principles
    Shopping for kid stuff is only a small
    (and often annoying) part of the
    parenting experience
    People often don't know what they
    should buy, so they look for guidance
    on everything from nappies to books
    People want to feel like they're doing
    the right thing for their kids, so they
    look for affirmation
    Need realization
    Research and
    comparison shopping
    Purchase Post-purchase Re-purchase
    Customer journey
    Stages
    Doing
    Thinking
    Feeling
    Opportunities
    Catalysts
    We're out of nappies!
    We need a new story!
    We're having a baby!
    Ask friends for
    recommendations
    Browse physical
    baby stores
    Search/browse online
    (Google, Baby sites, Blogs,
    Retailers)
    Read reviews, look
    at ratings
    Register or log in
    Add items to cart
    Edit profile
    Checkout
    Wait for items to arrive
    Check order status
    Build profile
    Receive package
    Use products
    Edit recurring
    purchases
    Recurring purchase?
    Receive notifications
    of shipments
    Receive recommendations
    and editorial content
    What size and quantity nappies
    do I need?
    What else should I get while I'm
    shopping?
    When will I have time to go out
    and get stuff?
    I wish I didn't leave this until the
    last minute.
    I'm so overwhelmed, I wish
    someone would help me.
    I wish there weren't so many
    choices available to me.
    Where can I get the best value
    for money?
    What is the best product for my
    needs?
    Is there a place I can buy this
    online?
    I hope I don't overpay.
    I hope I don't buy the wrong
    thing.
    How do I know who to trust with
    these ratings?
    Do I have everything I need?
    Can I pay using my preferred
    method?
    I hope the web site isn't difficult
    to use.
    I hope I can trust this site.
    I hope I get my stuff in time.
    What is my order number if I
    need to get updates?
    How will the site use any
    additional information I give?
    When will my order arrive?
    I hope my stuff don't break
    during transit.
    I hope they don't mess up my
    order somehow.
    Do I need any of these items on
    a recurring basis?
    What items in this email will I
    need to order soon?
    I hope they don't market me to
    death.
    It would be really nice if they can
    help me remember when to buy
    the things I need.
    We want to take the stress out of
    parenting by being trusted shopping
    guides
    Need realization
    Research and
    Purchase Post-purchase Re-purchase

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  21. The kalahari.com example

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  22. A product in peril
    No UX discipline
    No proper prioritisation
    A mandate to improve

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  23. Mandatory Fun!

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  24. A product in order
    Introduce UX thinking
    Initial prioritisation
    Immediate action

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  25. flexible strategic
    product roadmap

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  26. PURPOSE
    a real infographic
    a common understanding
    a foundation for excellent UX

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  27. @rianvdm
    www.elezea.com
    IA FTW

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  28. Sources:
    http://www.lettersofnote.com/2012/01/i-am-lousy-copywriter.html
    http://semanticstudios.com/publications/semantics/000647.php
    http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-
    designers-personal-journey.php
    http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map
    http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html
    http://www.flickr.com/photos/trufflepig/3999007092/sizes/l/in/photostream/

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