In an increasingly multi-channel world it's important to look at the entire end to end experience that a customer receives, not just to focus on individual customer tasks, interactions and touch points. This presentation covers how to move from a task based design mind-set to an experience based design mind-set, along with some key tools and techniques for designing true multi-channel experiences and for mapping out the complete end to end customer journey.
2. What is experience design?
Researching experiences
Designing great experiences
Experience mapping exercise
Encouraging experience design
within your organisation
Overview
14. “In most people's
vocabularies, design
means veneer. It's
interior decorating. It's
the fabric of the
curtains of the sofa.
But to me, nothing
could be further from
the meaning of
design.”
Steve Jobs
18. "What makes people
passionate, pure and
simple, is great
experiences. If they
have great experience
with your product (and)
they have great
experiences with your
service, they’re going to
be passionate about
your brand."
Jesse James Garrett
36. Qualitative research Quantitative research
• Interviews
• Observation
• Focus groups
• Surveys
• Usability testing
• Customer feedback
• Diary study
• Surveys
• Analytics
• Remote usability testing
• Customer satisfaction
• Market research
37. http://transientteams.files.wordpress.com/2012/05/ist2_5096042_diary.jpg
What haveyou done?
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augue facilisis. Nunc arcu ipsum, lobortis sedjusto at, imperdiet
pellentesque dolor. Aliquam eleifend.
What haveyou been thinking?
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auctor lorem,sit amet pellentesquediam. Suspendisse diam lacus,
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facilisis tempor.
How have you been feeling?
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a pellentesquenisi. Nullam semelit, ultrices non tempus sed,sagittis
dapibus nisl. Duis fringilla lacus quis libero ullamcorper, vitae
posuere augue facilisis. Nunc arcu ipsum, lobortis sedjusto at,
imperdiet pellentesque dolor. Aliquam eleifend.
How have you used (product / sevice)?
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velit.Ut ac auctor lorem,sit amet pellentesquediam.
Dear diary…
74. “for your company to compete in the
current business and economic climate,
you must create a design-centred culture
- a ‘designing’ work environment that,
in making design a part of everyone’s
job, promotes the kind of creativity and
innovation required to succeed."
How to Create a Design-Centered Culture: Start With the 3Fs
Will have opportunity to put some of this into practice
Feel free to ask questions at any point – don’t want to do all the talking myself
UX lead at TUI UK & Ireland
Part of TUI – Europe’s largest tour operator
And one of the world's leading leisure travel companies operating in over 180 countries with more than 30 million customers
Have a lot of different brands within the UK
Also clearly a Photoshop Jedi master…
Task just one piece of the UX design puzzle
E.g. Experience of attending UX Cambridge
A lot of UX design is focused on tasks
Spend a lot of time as a UX designer thinking about user tasks
Can be difficult to see the bigger picture
Can lead to a fragmented customer experience
Tasks on their own are fine but don’t fit well together
Might not even be focussing on the right tasks
Can often be a problem when you’re not able to look at the bigger picture
Or to put it another way design is concerned with pretty much everything
It’s not just about individual tasks, it’s about the overall experience
The sum of experiences…
Helps you to consider the bigger picture before drilling into the detail
Helps to show things from the customer’s perspective
Most organisations only see things through an organisational perspective
Helps to thinking about how the customer experience can be joined up
How do we make the sum greater than the individual parts?
Helps to consider the entire journey, usually over many interactions and a long time period
Helps to identify the tasks to focus on to deliver the desired customer experience
I’ve been talking for a while so I want to make sure that you’re still paying attention
Or to put it another way…
Research, research and more research
Have to get out from desk and collect data
Good to get a mixture of qualitative and quantitative data
Also look at previous and external research (e.g. market research)
Most research still just captures a snapshot – ideally want to capture over a longer time frame
Diary study can be very effective
Captures feedback over a longer time frame
Allows to track and dig into multiple interactions
After a time period (e.g. day, week) or after an interaction might ask participants to make a note of…
What you ask will differ depending on what you want to capture
Usually best to get participants to send entries and then carry out indepth interview after the study
Can dig into details and ensures you’re prepared for each interview
Lots of tools – I’d generally recommend keeping it simple with email
Good design is built on good data
Should always be able to back up the rationale for a design decision
Should hopefully have lots and lots of data to call upon
Good to carry out as a group
Looking to find trends and give structure to the findings
The process itself will also help to familiarise yourself with the research
Write a big fat research report?
As anyone that’s had to write one will know, research reports are typically painful to write, and even more painful to read
Hands up who remembers Challenge Anneka?
For those that don’t remember the early 90s Anneka Rice used to ride around in a big lorry and dune buggy and be given a challenge, such as renovating a building with a ridiculously small time frame to do it – hard to wonder why the show isn’t still around!
I remember one episode when she had to repaint Happisburgh lighthouse in Norfolk – near where I grew up, only for it to be repainted a few years later because they’d done such a bad job!
We all know that a picture is worth a thousand words
If a picture is worth a thousand words a good story is surely worth a million
I’ll show you how powerful a little story can be with an example from Google
As we all know, every story needs characters
For your characters you should be using your personas
Hopefullly everyone here knows what personas are – they’re basically fictional characters based on fact
We use personas quite a lot at TUI – we have 3 main personas for the Thomson and First Choice websites
Personas can be used as design tool
Personas can be used to communicate information about your users
So you’ve got your characters, now of course you need your storyline
At TUI we use personas for our characters and experience maps as our storylines
These outline an end to end experience from a customer’s perspective – not the organisation’s
This is an example that I co-created at TUI
Shows customer’s experience from researching to returning from a holiday – the entire journey
An invaluable tool for mapping out and communicating the customer’s journey from their perspective
Breaks journey into stages
At each step outline
Try to focus on what customers do, not necessarily how they do it
Good to create experience map with those close to the research and then validate with stakeholders
Might create one experience map for all customers or multiple if customer behaviour is very different (e.g. online vs high street)
Will often want to include more detail at each step to communicate research findings
Doesn’t have to include all the detail – most important
Want something self explanatory that people in org can use
20-30 min exercise to create your own experience map
Work in groups
Think about how you and friends and family go about choosing an buying a car
What steps do you go through?
What do you use? Where do you go? What do you do?
Mapping out the current experience and will then look at ideas from improvement
Don’t worry about mapping everything – see how far you get
So you’ve created some personas and experience maps to help outline what you found out
What next?
It can be difficult to know where to start
Usually lots of things that can clearly be improved
A great way to identify areas that will give the most bang for your buck
Try to determine current satisfaction at each step e.g. feedback, quantitative data
Can guess if you don’t have data, carry out group exercise with priority poker cards (1-5)
Try to determine how much impact this has on the overall experience
Is it a potential show stopper? Is it a really key interaction?
Once again can use priority poker cards to help structure this discussion
Map out the steps according to their level of satisfaction and overall impact
High impact, low satisfaction = Ripe for improvement
High impact, high satisfaction = Keep up the good work
Low impact, low satisfaction = Could improve (but not essential)
Low impact, high satisfaction = Over investing
Shows the steps / areas to really focus on
Also good to identify moments of truth
Need to look at how to improve the experience
Can be useful to define some guiding design principles
Help to keep the design on the straight and narrow
Some of the design principles used at TUI
Ways to improve things will generally naturally fall out of the research
For each step and stage generate ideas for improving things
Quantity, not necessarily quality
Idea is to get lots of ideas, not necessarily worry about feasibility and whether any good
Spend 10 minutes coming up with some ideas for improving your car buying experience
Next thing is to start refining ideas and starting to put together a future customer journey
What will the customer’s future experience look like?
Once again best outlined as a story…
Can do this using storyboards, scenarios, experience maps, scenario maps etc…
At this stage focus is on the what, not necessarily the how
Will want to prioritise improvements
Will need to consider impact on customer experience, business value and feasibility
Of course it can be difficult balancing cost, time and quality
Need to consider what is most important
Quality of experience, speed to market, return on investement
Need to consider the minimum you need to build to deliver desired experience
Don’t want to deliver so little that the overall desired experience will never be met
A bit like lean’s minimum viable product
Like lean, will want to continually track and test the experience to ensure design is on track
Good idea to define KPIs and feedback mechanisms for steps within your experience design
How will you get feedback? How often?
Experience design will only really succeed if there is support for experience design within an organisation
So how do you encourage experience design, and get buy-in for it?
Most important thing is to involve people in the design process (not just customers)
Stakeholders from across the organisation
Much easier to get buy-in if people feel committed to something
i.e. Who is to blame if the desired experience is not delivered….
Can be difficult in large organisations like TUI - Often organisational silos
Might have multiple stakeholders
Need to try to get organisation thinking about overall customer journey
Can’t track and measure success of experience design without KPIs
Not just analytics, can be any qualitative or quantitative research
Important to have the right KPIs at each stage
E.g. Repeat visits early on in the journey vs conversion
Ideally benchmark against current experience design
Will want guidelines to help keep experience design consistent
More than just brand – UX, design patterns, branding, design principles
Nothing too restrictive – guidelines, not rules
Wiki is a great place to keep and share these
Good to co-create rather than impose
Joined up experience design difficult with disparate design teams
Bring teams and designers together
Ideally in same location
Could have regular get togethers and show and tells
Good idea to have someone overseeing high level designs (e.g. head of)
People won’t generally come to you seeking this stuff out (some might, but most won’t)
So you have to get up from behind your desk and make people aware of the customer experience, both current and desired
Need to build up shared understanding of users and their needs
Good idea to regularly showcase stuff
E.g. personas, experience maps and insights about users
It’s also good to be creative
For example, you could create persona playing cards that people can take into meetings and use
You could create a fictional blog from one or more of your personas
Not something we’ve tried out in TUI yet
Here’s the queen’s very own blog
It’s also important to make it easy for people within the organisation to find information about users and the experience design
Usually this sort of information is scattered all over the place – certainly it is at TUI
Could use Wiki, or Intranet, or even just shared drive
Good idea to have one person (or persons) responsible for organisation and upkeep of this stuff
Of course it’s also important to continue to evangelise and drive home the message about this stuff
Creating a culture and climate that supports experience design takes time
It’s also a good idea to have a process in place for getting new people up to speed, something we’re looking to put into place in the TUI UX team
There are loads of online articles about experience design
Can recommend Adaptive Path’s guide to experience mapping
Will upload these slides to SlideShare (just search for title)