Presented at ConveyUX on March 2, 2017 in Seattle, WA The metaphors we use online have always borrowed heavily from the offline world, but our online and offline worlds are now converging, and the biggest opportunities for innovative experiences will come from blending them intentionally. We have existing metaphors online like “entrances and exits,” and “traffic,” and all sorts of other ideas borrowed from our offline environment. And often, as digital strategists, information architects, and user experience designers, we take those metaphors for granted rather than examining them and what they suggest about the metaphorical space the user or constituent is occupying. But as technologies emerge and digital sophistication increases, we will have expanding opportunities to use metaphors that are still novel for digital, like proximity, where a user’s experience changes in response to his or her surroundings and nearby resources, or even sensory cues like temperature and other bodily metrics that may indicate meaningful response. Place-makers in the physical world have long used sensory cues to establish certain associations for customers and visitors. In retail and tourism, these are common: think Whole Foods and their fine control of sensory cues that mean “freshness” in the produce department, or Disney theme parks and their masterful multi-sensory marketing. But now technologies like wearables and 3D printing are rich with possibilities for both physical place-makers as well as for the digital design of “place.” In looking at this convergence, Kate O’Neill will also examine the meaning of place, and how our understanding of place relates to identity, culture, and intent, and how we can influence our audiences and shape their experiences more meaningfully.

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presented at ConveyUX, March 2017

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(photographcredit:FlickruserZol87)

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planned
center
of town
my first
childhood
home
my second
childhood
home

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What is
planned community?

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What is home?

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What does it mean to have
intentional experiences?

7. THERE CA N BE A GR EAT D EAL OF
INT EN TI ON BE HI N D OUR
E X PE RI E NC E OF P LACE

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What we experience
in our physical surroundings
is increasingly shaped by digital data

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…but a sense of place also permeates
digital experience.

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Metaphors
and Cognitive Associations
Metaphors We Live By
— George Lakoff and Mark Johnson
“The essence of metaphor
is understanding and
experiencing one kind of
thing in terms of another.”
To prove it, let’s talk about

11. WE CA N START WI TH
TH IS ME TAPHOR
A BOUT PL ACE :
@

12. D IGITAL
EX PER IENC E
A S TRAV EL /
MOTION
• traffic
• journey
• mapping
• path
• landing
• visit
http://www.thehindu.com/news/cities/Coimbatore/work-begins-on-green-corridor-concept-for-
mettupalayam-road/article4034204.ece
http://www.analytics-ninja.com/blog/2010/08/
the-analytics-slice-and-dice-the-importance-
of-segmentation-part-i-seo.html

13. MOVE ME N T
VS. STI LLN ES S
• metaphors of movement:
flow, journey
• metaphors of stillness:
bookmark, save

14. D IGI TAL
EX PER IENC E
A S PR IN TED
MAT TER
• pages
• bookmark

15. D IGI TAL
EX PER IENC E
A S A
BUI LDI NG
• entrances
• exits
• window
• information architecture
https://pixabay.com/en/building-the-dancing-house-prague-922531/
https://pixabay.com/en/users/LenaSevcikova-434436/

16. WHAT AR E OTHER
CH AR ACTERISTICS
OF BUILDINGS?
WHAT MIG HT THEY
SUGG EST A BOUT
EXPERIEN CE?
• doors?
• stairs?
• floors?
• roof?
• ceiling?

17. WH ENEVER YOU ARE DES I GNING AN EXPERIENCE
ONL IN E OR OFFLI NE,
YOU AR E D ES I G NI NG EXPERIENCE
FOR BOTH
“When you tug at a single thing in the universe,
you find it's attached to everything else.”
— John Muir

18. JUST ABOUT EVE RY WHE RE
THE PHYSI CAL WORLD
AND THE DI GITAL WORLD
CONVERGE ,
THE CONNECTIVE LAYER IS
T HE DATA CAPTURED THROUGH
HUM AN EX PE RIENCE.

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Integrated Human Experience Design
offline and
online, all
contexts
together
not just users,
customers, patients,
students, etc — but
awareness of People
across all their
contexts
intentional
layer of
interactions
and
transactions
the adaptive
execution of
strategic
intent
to design meaningful experiences:

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What does it
take to design
meaningful
and integrated
experiences?

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Some of the key elements of
meaningful human experience design
• Integration
• Dimensionality
• Metaphors and Cognitive Associations
• Intentionality / Purpose
• Value and Emotional Load
• Alignment
• Adaptation and Iteration
“All models are false
but some are useful.”
— George E. P. Box

22. ME AN INGFUL H UMAN
E X PE RI E NCES
A RE INT EG RATE D

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Carnival Cruises’s New Wearable
Acts As A Digital Concierge For Guests
http://www.psfk.com/2017/01/carnival-cruisess-new-wearable-acts-as-digital-concierge-for-guests.html

24. ME AN INGFUL H UMAN
E X PE RI E NCES
A RE D IM EN SI ON AL

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Snapchat Spectacles
storefronts

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Dimensionality
• Meaningful experiences transcend
dimensions and appear larger than life.
• how does this experience weave into the
larger tapestry of a person’s life

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Meaningful Human Experience Design:
Site Analysis Framework
site analysis for web/digital/integrated
experience use
like urban planning site analysis - cutaway
layers revealing artifacts, wayfinding, and
other content intended for each layer
Each layer functions independently but they
must not inhibit the effectiveness of one
another’s function
new customer layer
repeat customer layer
in-store customer layer
support layer

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Demonstrated the power
of AR (enhancement)
vs. VR (immersion)
Showed how a layer could be
added to the experience of
public spaces
Clearly We Have to Talk About
Pokémon Go

29. ME AN INGFUL H UMAN
E X PE RI E NCES
BUIL D UPON RICH M ETAP H ORS

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Airbnb touching on meaning of place:
“don’t go there; live there”
https://www.youtube.com/watch?v=1AtjOKph7-k

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32. ME TA PH OR METADATA

33. ME AN INGFUL H UMAN
E X PE RI E NCES
A RE INT EN TIO NA L A ND
P URPOS E FUL

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strategic purpose
purposeful strategy

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Disney and magical experiences

36. ME AN INGFUL H UMAN
E X PE RI E NCES
D RAW UPON WHAT WE VALUE

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38. ME AN INGFUL H UMAN
E X PE RI E NCES
A LIG N TH E INTE RE ST S OF ALL
PARTI ES

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Uber knows when your phone
is about to die.
And that you’re
more likely to pay
“surge” fares
as a result.
http://www.independent.co.uk/life-style/gadgets-and-tech/news/uber-
knows-when-your-phone-is-about-to-run-out-of-battery-a7042416.html
(They say they're not using the data,
but holy ethical burden, Batman.)

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Analytics are people.
Relevance is a form of respect
but so is discretion.
Don’t be creepy or greedy.

41. ME AN INGFUL H UMAN
E X PE RI E NCES
A RE A DA PTI VE

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Pop-Up Shops and Technology
proximity tech:
sensors & beacons to tailor the
experience
augmented tech:
offer extra through phones or viewers
social media:
inform nearby people of opportunity
“Careful. We don't want to learn from this.”
— Bill Watterson, Calvin and Hobbes

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Marketing
Knowledge
Center.
at its best
is a
“The aim of marketing
is to know and understand
the customer so well
the product or service
fits him and sells itself.”

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let’s take some questions

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thank you!
Twitter:
@kateo
LinkedIn:
/kateoneill
connect with me to continue
the conversation:
Image credit: Robbie Quinn (http://robbiequinnphotography.com/)
and to inquire about consulting:
visit: koinsights.com/
kate@koinsights.com

46. strategies for
more meaningful experiences