ux in 2018 designing multi-device, multi-platform expreriences

UX in 2018Designing experiences for a multi-touchpoint, multi-device future

S o l M e s z

About me

• 15+ years as a Product Manager

• Started working with Internet Products when we were still using dialup

• Manage Product Strategy for our clients @Kambrica

‘80s, ‘90s 2007, 2010 2011 2012 2014 20152013

PCs iPhone, iPad IoT, Wearables

Device landscape

By 2018…

50% of consumers in mature markets will be using smartphones or wearables for mobile payments.

75% of TV-style content will be watched through application-based services (Netflix, Hulu vs. cable TV).

Source: Gartner

By 2020…

2.7% of things in the world will be connected. That’s about 7 connected devices per person. In the world. (50B devices, 7B world population)

Source: Cisco

More devices, more design decisions

THINK ECOSYSTEMTHINK OUTSIDE THE SCREENFocus on tasks and problems, not screens Shift from device-thinking to ecosystem-thinking

We need to change our design thinking

Cross-device product experience framework

Context

User

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Cross-device product experience framework

Context

User

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Cross-device product experience framework

Solution

In defining the product, we define the design space

Problem Solution

Solution

In defining the product, we define the design space

Problem Solution

Solution

In defining the product, we define the design space

K I O S K

J O U R N E Y P L A N N E R

A P P

B U S S T O P S

MONITORS

Problem Solution

ASSISTIVE A U T O P I L O T

Solution

In defining the product, we define the design space

BLUETOOTH

K E Y L E S S R E M O T E

E N T RY

G P S

T R U N KS E N S O R

K I O S K

J O U R N E Y P L A N N E R

A P P

B U S S T O P S

MONITORS

Problem Solution

What are your product’s attributes?

What’s your design space?

P R O D U C T L AY E R

Context

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User

90% accomplish a single task

across multiple screens 

Smartphones are the most

common starting place for online

activity

The average user has 2.9

devices

Source: The New Multi-screen World , CNME

We are multi-devicers…

… and we use them impulsively

… and we use them impulsively

I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features

… and we use them impulsively

I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."

I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features

… and we use them impulsively

I-want-to-go: local searches "what's the nearest..." "how do I get from here to there”

I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."

I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features

… and we use them impulsively

I-want-to-go: local searches "what's the nearest..." "how do I get from here to there”

I-want-to-know: exploring, researching, looking for inspiration. “Birthday cake ideas”

I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."

I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features

… and we use them impulsively

I-want-to-go: local searches "what's the nearest..." "how do I get from here to there”

I-want-to-know: exploring, researching, looking for inspiration. “Birthday cake ideas”

I-want-to-kill time: entertainment or distraction: watching videos, a movie, to read, browse the news

I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."

I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features

… and we use them impulsively

I-want-to-go: local searches "what's the nearest..." "how do I get from here to there”

I-want-to-know: exploring, researching, looking for inspiration. “Birthday cake ideas”

I-want-to-kill time: entertainment or distraction: watching videos, a movie, to read, browse the news

I-want-to-be in touch: this is when we want to share things or check-in with people we care.

Source: Micromoments guide to winning shift to mobile

I-want-to-do: we look for instructions on how to do something. "How do I make…”, "How do I fix..."

I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features

Sequential usage

Source:The New Multi-screen World

Moving from one device to another at different times to accomplish a task

Using more than one device at the same timefor a related activity

Using more than one device at the same timefor an unrelated activity

COMPLEMENTARYMULTI-TASKING

Simultaneous usageSource: The New Multi-screen World

The consumer journey is fragmented into hundreds of micro-moments. We’ve gone from Sessions to Spurts.And the challenge is to make a seamless passage between devices, from one one micro-moment to the other.

U S E R L AY E R

Check-in Board In-flightResearch

Office Airport AirplaneHome

DE

VIC

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ON

TE

XT

Purchase

Airport

MO

MEN

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Moments map

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Context

Mobile

• The phone is THE Personal Computer

• Not a substitute for PCs, a platform of their own: camera, GPS

• Used for micro tasks: quick look-ups, kill time, social interactions

• The starting point of most online activities (search, purchase, information lookup)

Source: The New Multi-screen World

• Used everywhere• Short bursts of time• Communicate and connect• Need info quickly and immediately

PC

• Used for complex tasks (comparing products), creating content (creating videos), or when online security is a concern (payments)

• Are more powerful and provide physical ways to connect with other devices

• Easiest to operate because of keyboard and mouse

Source: The New Multi-screen World

• Office or home use• Used for long periods of time• Productive use, task-oriented• Serious, concentration attitude

Tablet

• Used for leisure• Usually shared with others• To consume content (movies,

reading, email), read email, babysit• For doing simple tasks away from

the pc: email• More comfortable than phone for

certain tasks due to form factor

Source: The New Multi-screen World

• Primarily used at home• Unbound sense of time• Entertainment, browsing, nanny• Relaxed and leisurely approach

IoT / Wearables

• Used anywhere, anytime • For information gathering (activity

tracking, location) • For transmitting information when

connected to other devices• Can replace screen devices• Can simplify or streamline tasks• Usually require a second device to

function or visualize information• Interaction based on NUI patterns

(Natural User Interaction)

Think outside the screen. Can you use sensors to simplify tasks and streamline experience?

C O N T E X T

User

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Context

The 3 Cs Model: a cross device experience

CONSISTENT CONTINUOUS COMPLEMENTARYSource: Michal Levin,

Designing Multi Device experiences

Consistent design

• The same experience with small variations for each device, is replicated across devices.

• We are ensuring availability.

Example: Reading a newspaper

Continuous

• In continuous design we’re passing the experience from one device to the other, allowing the user to pick up where they left off.

• We’re leveraging convenience and context.

Examples: Netflix, GoogleDocs

Complementary

• We used different devices to complete one ultimate goal.

• The devices complement each other to create a bigger experience.

• This is the approach for IoT.

Example: using your iPhone as a remote control to show a keynote presentation using your Mac and displaying it on a big screen.

Consistent

The 3 Cs Model: a cross device experience

Complexity of design– +

Continuous Complementary

2.

3.

1.

2.

3.

1. The framework

Cross-device product experience framework

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Cross-device product experience framework

1. The framework

2. Cross device Design manifesto

Tasks over screensEcosystem over deviceNatural interactions for streamlined experiencesMoments replace flow

M U LT I - D E V I C E D E S I G N M A N I F E S T O

2. Cross device Design manifesto

3. Excitement

1. The framework

UX in 2018: a world of opportunities

There are many unknowns and hardly any proven best practices.

UX in 2018: a world of opportunities

There are many unknowns and hardly any proven best practices.More devices, more design opportunities.

UX in 2018: a world of opportunities

There are many unknowns and hardly any proven best practices.More devices, more design opportunities.Today we have 3 devices per person. Imagine what we could do with 7!

UX in 2018: a world of opportunities

Gracias!UX in 2018Designing experiences for a multi-touchpoint, multi-device future

S o l M e s zyo@solmesz.com