beyond the interface to the interaction

Beyond the Interface to the Interaction

David RothVP MISI Experience Design (XD)

October 6, 2011

WarningHumanistRomantic Optimist

XD Pragmatist

An idea that is so 300 BCE…

Purpose of philosophical study…• A happier life• More pleasure, less sadness (stress)

Epicurus 341 BCE – 270 BCE

An idea that is so 300 BCE…

Epicurus 341 BCE – 270 BCE

Error lies in the hasty interposition of opinion without waiting for corroboration of further sense evidence. *

* As attributed by Wikipedia

Beyond the interface...

Beyond the interface...to the interaction

Human-Computer Interaction (HCI) vs.

Human interaction (Hi)

An idea that is so 2011…

“Human-centered design as a paradigm shift takes the term ‘human centered’ to mean more than simply ‘considering the user’ in technology development. Rather it places our understanding of people, their concerns, and their activities at the forefront in the design of new technology.” Prof. Liam Bannon – Reimaging HCI: Toward a

More Human-Centered Perspective, Interactions magazine © 2011

www.xdtruths.com

Immutable Truth of Experience Design #4

www.xdtruths.com

Maslow’s Hierarchy of Human Needs

Love/Belonging

PhysiologicalSafety

EsteemSelf-actualization

Roth’s Hierarchy of “User” Demands

Usable

Meet my basic expectations.

Roth’s Hierarchy of “User” Demands

UsableUseful

Make it do this.

Roth’s Hierarchy of “User” Demands

Customizable

UsableUseful

Make it do this, but let me tweak it to my taste.

Roth’s Hierarchy of “User” Demands

Customizable

UsableUseful

Personal

Make it do this, but the way I do it.

Roth’s Hierarchy of “User” Demands

Customizable

UsableUseful

PersonalUbiquitous

Make it do this the way I do it, when I do it, where I

do it and on my device.

What does it mean for experience designers?

www.xdtruths.com

Immutable Truth of Experience Design #5

No interaction stands alone…

Backend System

Customer

Customer Service: “Nothing I can do.”

Dot Com

Account Activation: “Nothing I can do.”

Customer

No Interaction

Interaction

To a customer, people & technology are experienced synonymously.

Initial Contact

Schedule Appointment

Prep for Customer Visit

Customer Visit

Diagnose & Service Car

Billing Procedures

Customer Pickup & Billing

Post-Service CRM

Calls Dealer

CallsCustomer

RoutesCalls

GeneratesReminder

ChoosesDate/Time

CoordinatesScheduling/

Updates System

CoordinatesDetails

Pulls Info From/Updates

System

DropsOff Car

Updates System

Picks UpCar

CoordinatesPick-up/Billing

Coordinates Post-Service

CRM

CoordinatesBilling

Print MaterialsFor Customer

Print BillingInfo

Print FinalInvoice

Connect to theSales Department

Beyond interaction design to service design…

Experience as service: many points, modes and means of interaction.

Get Human…understand WHO you are designing for

Get out of the lab and into the field.

Get Human…understand the CONTEXT you’re designing within

Not just scenarios, tell stories.

Get Human…CO-CREATE with your audience

Tap into the wisdom of your crowd.

Regarding the customer experience…

• Know Who: Get out of the lab

• Get Contextual: Stories, not just scenarios

• Co-Create: Be crowd smart

• So what’s missing?

Immutable Truth of Experience Design #6

www.xdtruths.com

An idea that is so 2006…

As enterprises better understand the interrelationship between roles, collaboration, content, and business processes, the need to provide information within the context of an information worker's daily activities will drive the implementation of Information Workplaces.

Forrester Research - Context Is King In The New World Of Work © 2006

Employees Are Customer Experience Pros’ Best Weapon

Forrester Research Report:Customer Experience (1/28/2011)

The benefits include:

• Discovering emerging customer issues more quickly

• Generating improvement ideas more easily

• Building strong links between the quality of the employees’ and the customers’ experiences

Knowing WHO your audience is still applies

Get out of the lab and into the workplace.

CO-CREATION still applies

Collaborators become advocates.Project Goals…• Rapid adoption• Greater efficiency• Fewer errors• Employee satisfaction• ???

Understanding the CONTEXT still applies

Take employee experience design to SEA level.

Strategic Experience Alignment (SEASM)All people-systems-processes aligned to provide the experiences employees and customers must have for a company to meet its strategic business objectives.

SEA is an indicator of an organization’s CX/EX maturity

Lots of maturity models emerging…discipline maturing

CEMM - Peppers and Rogers Group

Regarding the employee experience…

• Know Who: Get into the workplace

• Co-Create: And make advocates

• Get Contextual: Take experience design to SEA level

The Age of Experience

The customer experience is the next competitive battleground.

Jerry Gregoire, CIO Dell Computer

“HP now has two large customer enterprises – one for consumers and one for business customers. Each has a president and reporting directly to that president is a vice-president responsible for the total customer experience.”

S. Smith & J. Wheeler, © 2002

In closing…

“Perhaps the issue is no longer simply about reimagining HCI – it’s about reimagining, and then acting out, a better world.”

Prof. Liam Bannon – Reimaging HCI: Toward a More Human-Centered Perspective, Interactions magazine © 2011

Thank youСпасибо за внимание

David RothHumanist, Romantic, Optimist

droth@misicompany.comlinkedin.com/in/drroth