My slides from UX Week 2014

1. DESIGNING MULTICHANNEL
SERVICES FOR LIVES
BEYOND THE SCREEN
UX Week 2014 - 12th September
!
Andy Polaine
andy@polaine.com | Twitter: @apolaine

2. Start with the people
Image source: Smithsonian's Cooper-Hewitt, National Design Museum

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. Web
ThirdParty™
Mobile
People
Products
Marketing
Print
Other Services
People A transitions
are crucial to the
experience
Services are ecosystems - every part affects the whole

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. How do the individual experiences join up to make a whole?
Image Sources: Andy Polaine. London/RoW: Stefan Kellner

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. Fake photo.
I made this up.
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.
Avoid demographic personas. Go for behaviours/actions instead.

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
ImageI smoaugrec eso: CurCc Lei:c wenwcwe. bdya mJonsyhouuaa Sumtoitchrr oenc tF.lciockmr

45. Define the tone of voice with the details

46. A BIT MORE
Look for opportunities to demonstrate empathy

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. Run pilot projects to bridge design, experience & business case
source: live|work

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