Designing Beyond The Device

DESIGNING
BEYOND
THE DEVICE
Jod Kaftan, @jodspeed 23 Aug 2012
Friday, August 24, 12

I WAS EXPECTING
SOMETHING LIKE THIS

NOT THIS

I DREAMED OF LEAVING TOWN


OR CHANGING
MY IDENTITY
ALTOGETHER


IT
STARTED
GETTING
WEIRD


Agenda
Meaning Makes the Device
Start With The Customer Journey
Content vs. Tasks
Go Beyond the Screen


1. MEANING MAKES THE DEVICE


MEANING-ORIENTED DESIGN

USER MAPS CONTENT MODELING,STORIES SKETCHING, BUILDING, TESTING

1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT & TASKS 3. EXPRESS SOLUTIONS

TO FIND OPPORTUNITIES
FOR CREATING MEANING TO EXPLORE MEANING TO ARTICULATE MEANING




1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT & TASKS 3. EXPRESS SOLUTIONS


THE STATE OF THE WORLD WHAT IT COULD BE WHAT IT MUST BE


in

mind


1. CUSTOMER JOURNEY 2. STRUCTURE CONTENT TASKS 3. EXPRESS SOLUTIONS




DE.VICE (DIH.VAHYS)
NOUN
1. A THING MADE FOR A PARTICULAR PURPOSE
2. TO AROUSE A DESIRED REACTION


PUR.POSE (PUR.PUHS)
NOUN
1. THE REASON FOR WHICH SOMETHING EXISTS


THEREFORE, EVERYTHING IS A DEVICE

A DEVICE EXISTS TO SERVE A NEED

THE THING IS,
NEEDS DON’T
REALLY CHANGE
—OUR
EXPECTATIONS
DO

another definition of a
mental model: An
expectation of how
something works to
serve a particular need


BUT, WE’RE
NOT
ALWAYS
CONSCIOUS
OF OUR
NEEDS

TR
AD
IT
IO
NA
LU CONSCIOUS NEEDS
ME CD
AN
IN
G
OR
IE
NT
ED MENTAL MODELS
DE
SI
STABLE
GN

FLUID

NO MENTAL MODELS

UNCONSCIOUS NEEDS


ULTIMATELY, WE NEED TO TRANSFORM NEEDS INTO CULTURE

CULTURE

MEANING CONTEXT
EXPECTATIONS

NEEDS


MEANING SOLIDIFIES AS CULTURE


A RELENTLESS FOCUS
ON CREATING MEANING
TRANSCENDS THE
CONSTRAINT OF THE
DEVICE

BE THE CREATORS OF
BE THE CREATORS OF CULTURAL PATTERNS, NOT
SCREENS

CULTURAL PATTERNS
NOT SCREENS


2. START WITH THE CUSTOMER JOURNEY


MARKETING IS DEAD
“BUYERS ARE NO LONGER PAYING ATTENTION. SEVERAL
STUDIES HAVE CONFIRMED THAT IN THE ‘BUYERS
DECISION JOURNEY,’ TRADITIONAL MARKETING
COMMUNICATIONS JUST AREN’T RELEVANT. BUYERS ARE
CHECKING OUT INFORMATION IN THEIR OWN WAY, OFTEN
THROUGH SOURCES SUCH AS WORD-OF-MOUTH AND
CUSTOMER REVIEWS” —HARVARD BUSINESS REVIEW


THE OLD WAY
AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY

LINEAR


THE NEW WAY MAJORITY MINORITY

LIFE
UNCONSCIOUS
SENSING + TRIGGERS ACTIVE
EVALUATION

WORD
OF
MOUTH

CIRCULAR
ACTIVE
PURCHASE LOYALTY

PASSIVE
LOYALTY


HOW DO YOU MOVE TO
ACTIVE LOYALTY?

SERVE PEOPLE MORE
MEANINGFULLY

A SIMPLE CJ MAP


A SIMPLE CJ MAP
D ’OH!


CONTEXT


CONTEXT

need?


CONTEXT

conscious?

need?


CONTEXT

conscious?

need?

unconscious?


KNOWING CONSCIOUS
AND UNCONSCIOUS
NEEDS IS NOT ENOUGH


THE KANO MODEL—3 NEED TYPES
HIGH
ONE-
ATTRACTIVE
DIMENSIONAL

CUSTOMER
SATISFACTION

MUST
BE

LOW

FULLY
ABSENT CHARACTERISTIC
IMPLEMENTED

MUST BE CUSTOMER ASSUMES SOLUTIONS ARE FULLY IN PLACE. IF NOT THEY WILL BE UNHAPPY

ONE-DIMENSIONAL CUSTOMER DESIRES SOLUTIONS BUT THEY DON’T EXPECT THEM TO BE FULLY IN PLACE

ATTRACTIVE
CUSTOMERS DO NOT EXPECT FEATURES BUT ARE HAPPY WHEN THEY’RE IN PLACE
SOURCE: FORRESTER

MAKING MEANING ISN’T EASY
GET
INFERENCE FILTERS
HOME
FAST
CLASSIFICATION INTERESTS FUTURE JUDGEMENT
SENSING NEED MEANING

BASIC
RELEVANCE EXPECTATION EVALUATION
RECOGNITION

SUCCESS
CONTEXT THREAT TRUST
CRITERIA

NEEDS * GOALS * VALUES * BELIEFS * MEMORY


MAKING MEANING ISN’T EASY what’s it got to do
with me?
Surprise or
delight? Is this
ethical?
GET
INFERENCE FILTERS
HOME
FAST

BASIC
RELEVANCE EXPECTATION EVALUATION
RECOGNITION

what is it?

CONTEXT
SUCCESS
THREAT TRUST
Should I
CRITERIA
repeat this?

where is
it?
is this
dangerous?
NEEDS * GOALS * VALUES * BELIEFS * MEMORY


Q: WHAT DESIGN SOLUTION WOULD MAKE
“GET HOME FAST” THE MOST MEANINGFUL?
GET
HOME
INFERENCE FILTERS

FAST

BASIC
RELEVANCE FORECAST EVALUATION
RECOGNITION

SUCCESS
CONTEXT THREAT TRUST
CRITERIA

A: PASSING*THE TRUSTMEMORY
NEEDS * GOALS VALUES * BELIEFS * FILTER


DO YOU NEED AN INTERMISSION?





TO FIND OPPORTUNITIES TO EXPLORE MEANING TO ARTICULATE MEANING
FOR CREATING MEANING



3. CONTENT VS. TASKS


WHICH IS REALLY TO SAY...


WHICH IS REALLY TO SAY...
GREAT LESS
TASTE! FILLING!


LONG LIVE THE M.SITE!
“Desktop computers and mobile devices are so different that
the only way to offer a great user experience is to create two
seperate designs”
—Jacob Nielsen, Usability Guru


WE’RE SCREWED?


CONTENT FIRST TASKS FIRST
“There is no mobile web. We should be
platform-agnostic for content and platform-aware for “There is a case to be made for content to
user experience.” —Stephen Hay not simply shift or hide, but to change
altogether. For it to change based on certain
“There’s a general agreement that the “mobile” contexts; based on use cases. Top tasks
user is not to be triﬂed with; give them the dictate use cases, and use cases dictate
content they want as quickly as possible ‘cause content.”
they’re in a hurry. But the corollary does not
hold true. Why do we think that the “desktop” “I believe there is a case to be made that
user is more willing to put up with having top tasks are different when the user’s
unnecessary crap thrown at them?” —Jeremy circumstances are different. The
Keith circumstances in question aren't the type
of device the user has, but his location, his
situation, and his need for certain
“The future of adaptive content is having a information” —Christian Lustig
clean base of structure to work with. [...] One
well-structured ﬂexible reusable set of
content that can be published to many “All websites have a very small set of killer
places. This isn’t writing for one medium and tasks that really matter to the customer. Web
shifting it to others. We need to write management is about perfecting the
platform-agnostic content.” —Karen McGrane completion of these killer tasks—the 25:5 rule
states that 5 percent of the content is read by
25% of the peoople.” —Gerry McGovern
“Content out, not canvas in” —Mark Boulton


TASKS FIRST: INDIE YOUNG


TASKS FIRST: INDIE YOUNG
what will be the most
meaningful content?


CONTENT FIRST: NPR’S COPE


CONTENT FIRST: NPR’S COPE

most meaningful
content?


IT’S A QUESTION OF EMPHASIS
PASSIVE ENGAGEMENT ACTIVE ENGAGEMENT

CONTENT FIRST WHEN TASKS FIRST WHEN
CREATING CONTENT- CREATING APPLICATION-
CENTRIC EXPERIENCES CENTRIC EXPERIENCES
—NOT, OF COURSE, AT —NOT, OF COURSE, AT
THE EXPENSE OF ANALYZING THE EXPENSE OF
TASKS ANALYZING CONTENT


NEITHER APPROACH
WILL LIKELY DISRUPT
INTERACTION
PARADIGMS—THEY ARE
TACTICAL BEST
PRACTICES

MEANING FIRST
PERCEPTION

4 TYPES OF ENGAGEMENT

COGNITION

EMOTION
A MEANINGFUL DESIGN
SOLUTION WILL FIND A
WAY TO RESONATE
THROUGH THE FOUR
TYPES OF ENGAGEMENT

ACTION

SOURCE: JJG


MEANING FIRST
Information Design

PERCEPTION


COGNITION

EMOTION
A MEANINGFUL DESIGN
WAY TO RESONATE
THROUGH THE FOUR
TYPES OF ENGAGEMENT

ACTION
Information Architecture

SOURCE: JJG


MEANING FIRST
Information Design
Visual Design
PERCEPTION
Navigation Design


COGNITION

EMOTION
A MEANINGFUL DESIGN
WAY TO RESONATE
THROUGH THE FOUR
TYPES OF ENGAGEMENT

ACTION

SOURCE: JJG


MEANING FIRST
Information Design
Visual Design
PERCEPTION
Navigation Design


COGNITION

EMOTION
A MEANINGFUL DESIGN
WAY TO RESONATE
THROUGH THE FOUR
TYPES OF ENGAGEMENT

Interface Design

ACTION
Interaction Design
SOURCE: JJG


MEANING FIRST
PERCEPTION

The Final Frontier

COGNITION

EMOTION
A MEANINGFUL DESIGN

EMOTION
WAY TO RESONATE
THROUGH THE FOUR
TYPES OF ENGAGEMENT

ACTION

SOURCE: JJG





TO FIND OPPORTUNITIES TO EXPLORE MEANING TO ARTICULATE MEANING
FOR CREATING MEANING


4. GO BEYOND THE SCREEN


Designing Beyond The Device

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