Exploring the cadence of great experiences

Today’s digital experiences are splintered between devices, channels, contexts and need-states along a customer journey. These experiences are not fluid and continuous however. They are discrete events that unfold over time and happen with a certain cadence and intensity. This talk is about how to deliver experiences in the right cadence across the right channels and devices.

by Michelle Berryman at UX Australia

Transcript

1. 1 Exploring the cadence of great experiences. MICHELLE BERRYMAN, FIDSA WWW.THINKINC.COM #UXAustralia @thinkinc @MicBerryman
2. 2 You’re hard at work. Cadence #UXAustralia ✓ DESIGNING COOL THINGS ✓ THINKING ABOUT USERS ✓ SOLVING REAL PROBLEMS ✓ BUILDING MEANING ✓ INFERRING CONTEXT ✓ CONTEMPLATING THE MULTITUDE OF DEVICES AND PLATFORMS AVAILABLE TO USERS TODAY
3. 3 Cadence But what about time? #UXAustralia And how it unfolds for users? Are you thinking about it when you are designing?
4. 4 Our sense of the world is inextricably linked to time. Cadence #UXAustralia
5. 5 Cadence Time is invisible. #UXAustralia But it’s so natural. And important. And nobody ever talks about it.
6. Understanding Designing Using 6 Cadence #UXAustralia
7. 7 Understanding Cadence #UXAustralia Understanding cadence
8. 8 For the purpose of this presentation, we will not be talking about My Little Pony, Princess Cadence or her husband, Shining Armor. ! Sorry, bronies. ! ! UMMMM, NO . . . Cadence #UXAustralia Understanding
9. 9 We will be talking about cadence as it relates to rhythmic patterns of events and how things are experienced in the world. ! ! CADENCE DEFINED Cadence #UXAustralia Understanding
10. The cadence of experiences consist of 3 things: 10 DURATION INTENSITY REPETITION C exp + + Cadence #UXAustralia = Understanding
11. 11 We define experiences through the following principles which we apply across our work: ! • People have experiences. • People seek pleasurable and rewarding experiences. • Experiences change people. • Experiences are discrete. • Experiences unfold over time. • Experiences are memorable. • The magic of the experience is in the nuance. • Prior experiences set the context for new experiences. • Experiences balance emotional attributes with functional/measurable attributes. OUR DEFINITION OF EXPERIENCE INTENSITY Cadence #UXAustralia Understanding DURATION
12. 12 DURATION INTENSITY A B C It can be helpful to name each session type as you create your devices, apps and services. Cadence #UXAustralia Understanding OUR DEFINITION OF EXPERIENCE We define experiences through the following principles which we apply across our work: ! • People have experiences. • People seek pleasurable and rewarding experiences. • Experiences change people. • Experiences are discrete. • Experiences unfold over time. • Experiences are memorable. • The magic of the experience is in the nuance. • Prior experiences set the context for new experiences. • Experiences balance emotional attributes with functional/measurable attributes.
13. 13 ! SUB-SECONDS Layers of cadence Cadence #UXAustralia Understanding
14. 14 ! SECONDS SUB-SECONDS Layers of cadence Cadence #UXAustralia Understanding
15. 15 ! ! MINUTES SECONDS SUB-SECONDS Layers of cadence Cadence #UXAustralia Understanding
16. 16 ! DAYS MINUTES SECONDS SUB-SECONDS Layers of cadence Cadence #UXAustralia Understanding
17. 17 ! WEEKS DAYS MINUTES SECONDS SUB-SECONDS Layers of cadence Cadence #UXAustralia Understanding
18. 18 ! MONTHS WEEKS DAYS MINUTES SECONDS SUB-SECONDS Layers of cadence Cadence #UXAustralia Understanding
19. 19 YEARS MONTHS WEEKS DAYS MINUTES SECONDS SUB-SECONDS Layers of cadence Cadence #UXAustralia Understanding
20. 20 Layers of cadence ! MENU ANIMATION Cadence #UXAustralia Understanding
21. 21 Layers of cadence ! AN INTERACTION MENU ANIMATION Cadence #UXAustralia Understanding
22. 22 Layers of cadence ! A SESSION AN INTERACTION MENU ANIMATION Cadence #UXAustralia Understanding
23. 23 Layers of cadence USAGE A SESSION AN INTERACTION MENU ANIMATION Cadence #UXAustralia Understanding
24. 24 Layers of cadence ! ROUTINE(S) USAGE A SESSION AN INTERACTION MENU ANIMATION Cadence #UXAustralia Understanding
25. 25 Layers of cadence BEGINNER-TO-EXPERT ROUTINE(S) USAGE A SESSION AN INTERACTION MENU ANIMATION Cadence #UXAustralia Understanding
26. 26 Layers of cadence A PART OF LIFE BEGINNER-TO-EXPERT ROUTINE(S) USAGE A SESSION AN INTERACTION MENU ANIMATION Cadence #UXAustralia Understanding
27. 27 Modeling the cadence Cadence #UXAustralia Understanding
28. 28 Modeling the cadence Cadence #UXAustralia Understanding
29. 29 Modeling the cadence Cadence #UXAustralia Understanding
30. 30 Modeling the cadence Cadence #UXAustralia Understanding
31. 31 Cadence #UXAustralia Understanding SMS
32. 32 How do you design cadences? Designing Cadence #UXAustralia
33. 33 Start your cadence design at the core. Designing Cadence #UXAustralia YEARS MONTHS WEEKS DAYS MINUTES SECONDS SUB-SECONDS A PART OF LIFE BEGINNER-TO-EXPERT ROUTINE(S) USAGE A SESSION AN INTERACTION MENU ANIMATION
34. 34 KNOW YOUR USERS Designing Cadence #UXAustralia No, really. We all talk about this and our hearts are in the right place . . . ! Press hard for the time and budget to do first person research. ! • Observational and contextual research • In-depth interviews • Define target markets and segments • Craft useful personas - and then use them! • Study, understand and visualize the customer journey. • Identify the brand touch points and opportunity spaces
35. 35 Designing Cadence #UXAustralia Identity influences cadence DAUGHTER, WIFE, FRIEND, THINKER, DESIGNER, SOUTHERNER, ARMY BRAT, TRAVELER, SOCCER PLAYER, CYCLIST, RUNNER, COLLECTOR, PHOTOGRAPHER,
 MAKER, DESIGN NERD, DOER, FOODIE, BLOGGER, ROCKINFREAKAPOTOMUS, SKETCH NOTER, BEACH LOVER, DREAMER, FASHION CHALLENGED,
36. 36 TIME OF DAY
 MATTERS Designing Cadence #UXAustralia Source: Pure360 Open rate landscape: best & worst times to send emails. 
 2013 data. 12 10+ 6 PM 6 AM Automotive Education Green / Energy Hotels Leisure Retail Finance Travel No matter the platform, finding the right time of day can be the difference between success and failure. ! Think about the daily life of your users and use that to tap into their existing routines. Then use data to confirm hypotheses. ! Personalize the time of day: eBags tracked when customers opened email from them. Then they sent followup emails right around the same time. This increased click through rates by 20% and conversion rates by 65%. 3
37. 37 We mold clay into a pot, but it is the emptiness inside that makes the vessel useful. Designing Cadence #UXAustralia TAO TE CHING BY LAO-TZU
38. 38 DESIGN THE WHOLE SYSTEM Designing Cadence #UXAustralia Move beyond the core cadence to cover all aspects of the service. Service channels as well as service epochs need to be designed and crafted. ! Some service epochs: • First use experience • 30 days out, 90 days out, . . . • Ramp up - reward use of key features • Status / ambient awareness • Borrowing screens (or multiple screens) to accomplish tasks • Errors • Upgrading and end-of-life • Messages & Alerts
39. 39 How ‘chatty’ can your system be? Designing Cadence #UXAustralia
40. 40 Messages & Alerts Designing Cadence #UXAustralia Your app/site/device/experience is one of many in your user’s life. You are competing with everything else.
41. 41 Daily interaction generally requires a substantial set of content. Designing Cadence #UXAustralia
42. 42 Find a way to deliver ‘just enough’. ! Use re-engagement strategies. Designing Cadence #UXAustralia
43. 43 Don’t be annoying. Designing Cadence #UXAustralia
44. 44 Using cadence. Using Cadence #UXAustralia
45. 45 Sometimes cadence is predictable. Using Cadence #UXAustralia HOURLY DAILY MULTIPLE TIMES PER DAY WEEKLY MONTHLY QUARTERLY SEMI-ANNUALLY ANNUALLY BIANNUALLY
46. 46 Cadence can be used to modify behavior. Using Cadence #UXAustralia
47. 47 The cadence of changing cadence. (whoa. meta.) Using Cadence #UXAustralia
48. 48 Design the moments. ! Know when the next moment will be. Remember… #UXAustralia
49. Thank you. 49 With special shout-outs to . . . Zach Pousman Will du Pont Chris Wilson Chesley Lowe Kristen Strawinsky Theresa Bremer Alison McKenna !
50. 50 @thinkinc @MicBerryman Give us a follow. Thank you.