Presentation by invitation of CILT centre at University of Cape Town, South Africa. Moved to different location due to student protests. October 2015.

1. LX DESIGN:
MAPPING THE JOURNEY
JOYCE SEITZINGER
CAPE TOWN, OCTOBER 2015

2. WE HAVE SOME WICKED
PROBLEMS

3. MY EXPERIENCE

4. Aberdeen Research interpretation of Andrew’s CX hierarchy

5. WHAT IS EXPERIENCE
DESIGN?

7. The
world
is
complex,
and
so
too
must
be
the
ac6vi6es
that
we
perform.
But
that
doesn’t
mean
that
we
must
live
in
con6nual
frustra6on.
No.
The
whole
point
of
human-­‐
centered
design
is
to
tame
complexity,
to
turn
what
would
appear
to
be
a
complicated
tool
into
one
that
fits
the
task,
that
is
understandable,
usable,
enjoyable.
Don
Norman,
The
Design
of
Everyday
Things

8. WHAT IS AN EXPERIENCE?
It
is
crucial
to
view
experience
as
the
consequence
of
many
different
systems.
Experience
emerges
from
the
intertwined
works
of
percep6on,
ac6on,
mo6va6on,
emo6on
and
cogni6on
in
dialogue
with
the
world
(place,
6me,
people
and
objects).
Experience
Design:
Technology
for
all
the
right
reasons
Marc
Hassenzahl

9. USER EXPERIENCE DESIGN
…to
achieve
high-­‐quality
user
experience
in
a
company's
offerings
there
must
be
a
seamless
merging
of
the
services
of
mul6ple
disciplines.
The
first
requirement
for
an
exemplary
user
experience
is
to
meet
the
exact
needs
of
the
customer,
without
fuss
or
bother.
Don
Norman,
&
Jakob
Nielsen

10. INTERACTION DESIGN
In
design,
human–computer
interac6on,
and
soSware
development,
interac6on
design,
oSen
abbreviated
IxD,
is
defined
as
"the
prac6ce
of
designing
interac6ve
digital
products,
environments,
systems,
and
services."

11. SERVICE DESIGN
Service
design
is
the
inten6onal
and
thoughVul
design
of
internal
and
customer-­‐facing
ac6vi6es
needed
to
deliver
a
service.
Where
experience
design
concerns
itself
only
with
the
customer-­‐facing
aspects,
service
design
looks
also
at
the
experience
of
staff

12. EMPATHY FOR THE USER

13. METHODOLOGY

14. IS THERE POTENTIAL FOR
LEARNER EXPERIENCE DESIGN
OR #LXDESIGN?

15. DR. JESS KNOTT

16. CARD SORTING

17. USER OBSERVATION

18. CODING CONVERSATIONS

19. CODING CONVERSATIONS

20. PERSONAS

21. PERSONAS

22. EXAMPLES

23. From https://sustainableservice.wordpress.com
Keeping Graduates Green

24. Fromseedandsprout.com

25. FromUXLadyhttp://www.ux-lady.com/diy-experience-map/
#more-14

26. FromUXLadyhttp://www.ux-lady.com/diy-experience-map/
#more-14

27. WHEN DO YOU USE JOURNEY MAPPING?
• For
an
exis6ng
product,
object
or
service
• To
get
an
overview
of
all
the
elements
and
stakeholders
• To
map
all
the
touch
points
• To
iden6fy
emo6ons
associated
with
interac6ons
• To
iden6fy
pain
points

28. WHEN DO YOU USE JOURNEY MAPPING?
For
a
new
product,
object
or
service
to
be
designed,
developed
and
implemented:
• To
get
a
common
understanding
of
aspiring
experience
for
all
members
of
design
&
development
team
• To
iden6fy
touch
points
• To
iden6fy
channels
• To
iden6fy
priori6es
for
the
development

29. WHEN DO YOU USE JOURNEY MAPPING?
Instead
of
a
prototype
• When
a
prototype
is
too
expensive
to
build
• Have
something
to
shoot
at

30. WHY DO YOU USE JOURNEY MAPPING?
• To
map
all
the
bricks
in
your
bricolage
(even
those
beyond
your
control)
• To
step
away
from
your
medium
• To
facilitate
conversa6on
• To
facilitate
collabora6on

31. From Designing CX http://designingcx.com/2012/10/23/prototype-portable-journey-mapping-worksheet/

32. From
http://madebymany.com/blog/we-re-building-the-next-stage-of-picle

33. Pre Start Week
2-6
Week
7-10
Week
11-12
End &
post
LMS Wiki is
tricky to
participa
te in!
Conten
t
Early
access ☺
Teacher Picture &
intro video
☺
No
involvemen
t in review
!
Peers No
icebreaker
!

34. LEARNER JOURNEY MAPPING

35. OUR LEARNER JOURNEY MAP

38. ALLEVIATE PAIN POINTS

39. SMALL CHANGES ARE FINE:
MIKE WESCH’S SYLLABUS

40. EXPERIENCES ARE CO-
CREATED

41. CO-CREATED EXPERIENCES

42. COMMUNITIES
INFORMATION
STREAMS
PERSONAL HUB COLLECTIONS
PRESENCE CURATION

43. DESIGN IMPROVED CONNECTIONS

44. INSTITUTIONAL EXPERIENCE

45. COMMUNITY OF PRACTICE EXPERIENCE

46. MOOC EXPERIENCES

47. EVENT EXPERIENCES

48. DESIGNING FOR A
CONSTELLATION OF
EXPERIENCES

49. Image cc license @BryanMMathers http://bryanmmathers.com/

51. https://adventuresinbadging.wordpress.com/
AUSTRALIAN NATIONAL UNIVERSITY

52. Image cc license @bryanmathers

53. WHAT WILL IT TAKE TO ADOPT
LEARNER EXPERIENCE DESIGN
PRACTICES?

54. EXPANDED TOOLKITS

55. DIFFERENT WAYS OF
COLLABORATING

56. DIFFERENT WAYS OF
COLLABORATING

57. DIFFERENT WAYS OF
COLLABORATING

58. A COMMITMENT TO THE LEARNER
EXPERIENCE

59. EXPAND ON LX DESIGN RESEARCH

60. THINK OF OURSELVES AS
LEARNER EXPERIENCE DESIGNERS

61. www.lxdesign.co
@lxdesignco #lxdesign
Facebook.com/lxdesignco
Search: lxdesign

62. Joyce Seitzinger
@academictribe
www.academictribe.co
joyce@academictribe.co
BE A NODE IN MY NETWORK!