developing human centered ux strategy
TRANSCRIPT
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Developinghuman-centeredUXstrategyUXSouthAfrica,Johannesburg2016
Source:benny-brainfunkys.blogspot.com
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Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
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Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
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Part1.Featuresaren’texperiences(orstrategy)
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Tome,it’slikeareturntothe1990’swhenallourconversationswereabouthowtobuildstuff.
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Andwe’dbeenmakingsuchprogresswithaskingwhy,andforwhom…
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Makingfeaturesworkisausabilitything.
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Making features work is a usability thing
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Buteventhen,howfardowetakethis?
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JOINING INFORMATIONSEEKING
CONTENT SEEKING
ADVICE SEEKING
MONITORING TRANSACTING NETWORKING ADVOCATING
PRODUCT ADDING
FEEDING BACK
SHARING / DELEGATING
CHANNEL MANAGEMENT
RELATIONSHIP MANAGEMENT
COMMS MANAGEMENT
ACCOUNT MANAGEMENT LEAVING
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Organisingfeaturescanbepowerfulandeffective.
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CONSUMER UPTAKE THROUGH THE LIFECYCLE
POWER USER & ADVOCATE
EXPLORATION&EXTENDED
USE
TRIAL & REPEAT
FIRST TIME USER
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Self service baggage check in
Self service check in
Review miles
Respond to Voyager
specials
Redeem Miles
Join Voyager
Unmanaged business
Manage my booking(partial)
Manage my booking(Full)
Online check in
Voyager(upgrade )
Voyager(awards)
Dynamic packaging
E-ticket
Advocacy
Miles for friends
AT THE AIRPORT
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Thisisallgood.Wearemovingbeyondfeaturestoexperience.
We’restartingtolookat:
• thespacesbetweenfeatures• andthekindsofconnectionsthatexistbetweenfeatures• andthesystemsinwhichtheyoperate(thoseinternaland
externaltotheserviceprovider)
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Buthowdowestarttounpackwhatexperienceis?
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The human condition
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The irrational (Alan Greenspan)
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Emotion (Hassenzahl)
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Agoodplacetostart?
Becomeverysensitivetoyourrelationshiptothings.
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Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
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DAY-TO-DAY FRIENDS
WEEKEND FRIENDS
TWICE-A-YEAR FRIENDS
BIANNUAL FRIENDS
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Source:https://za.pinterest.com/pin/340584790548475120/
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Source:https://za.pinterest.com/pin/340584790548475120;www.fintellix.com;blogs.forrester.com
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Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
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Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
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IDEO’s model for human-centered design
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Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
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ExperienceDesign,amongstotherissues,isconcernedwiththedesignofgoal-directedaction.
UnlikeUsabilityDesign,whichsharesthisconcernbutaimstosupportpeople’suseoftechnology,ExperienceDesignfocusesonthedegreeandcharacteroftheemotionalengagementthatusersfeelduringtheirjourneytowardstheirgoals.
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Youcan’tdesignexperiences!!!
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Youcan’tdesignexperiences!!!Experiencesarejust...had.
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Well,yesandno.Althoughexperiencesaresubjectivetheycanstillbecurated.
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Marc Hassenzahl’s Hierarchical Model of Goals (WWH Model)
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Feelinglikeyouarethecauseofyourownactionsratherthanfeelingthatexternalforcesorpressurearethecauseofyouraction
Feelingthatyouareverycapableandeffectiveinyouractionsratherthanfeelingincompetentorineffective
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Feelingthatyouhaveregularintimatecontactwithpeoplewhocareaboutyouratherthanfeelinglonelyanduncaredfor
Feelingthatyouaredevelopingyourbestpotentialsandmakinglifemeaningfulratherthanfeelingstagnantandthatlifedoesnothavemuchmeaning
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Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
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Strategyis‘…ahighlevelplantoachieveoneormoregoalsunderconditionsofuncertainty’
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Theseconditionsofuncertaintycanrangefrom,bywayofexample,contextualfactorssuchastechnology,society,environment,politics,economicsandculture,tomarketfactors(suchasthecompetitorlandscape),totheinternaldynamicsoforganizations,etc.
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Afurthercharacteristicofstrategyisthatitoperatesoveralong-termandthussustainabilityisakeyfactorintheassessmentofstrategyforitseffectivenessinexecution.
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Itcouldthereforbearguedthattheskillinstrategydevelopmentisthecreationofaplanthatissustainableunderconditionsofuncertainty.
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RichardRumeltprovideswhathereferstoasthe‘kernel’ofstrategy,ageneric‘underlyingstructure’toanygoodstrategy.Thekernelisdescribedasfollows:
1. Adiagnosisthatdefinesorexplainsthenatureofthechallenge;
2. Aguidingpolicyfordealingwiththechallenge;and
3. Coherentactionsdesignedtocarryouttheguidingpolicy.
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Strategydevelopment,intheabsenceofahuman-centricapproach,doesnothoweveralwaysplacethesameemphasisontheuserorcustomerasHCD.
Where,forexample,businessstrategy’sobjectiveisthesustainabilityofthebusiness,human-centereddesignstrategy’sobjectiveliesinimprovingthehumancondition.
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Thetwoarenothowevermutuallyexclusive.
Infact,itisthemergingoftheseconcernsthathasresultedindesign’scontemporarypositioningasatoolfororganizationalandbusinessdevelopment.
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Part1.Featuresaren’texperiences
Part2.Relationships
Part3.Aframeworkforhuman-centeredstrategy
• Human-centereddesign
• Experiencedesign
• Strategy
• Theframework
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Value-in-useandtheco-creationofvalue(conceptsfromtheServiceDominantLogicofMarketing)
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1. Theconceptualizationofvalue-in-userequiresadeepunderstandingoftheuser/customer,theircontextofuseandthebroaderfactorsatplayinthelivesofpeople(suchassociety,politics,themarketplace,economics,culture,etc.)
2. Byvirtueoftheco-creationofvaluethecustomerandbusinessarealwaysinsomekindofrelationshipand
3. Itisadesignactivitytoensurethatthenaildeliversonthepromiseofthebusinesstoanswertheneedofbeautifyingmyhome.
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Implicitinthepointsjustmadeistheideathatrelationshipmodels,whenappropriatelyapplied,canassistinconceptualizingandcommunicatingthestrategicpivotbetweenunderstandingwhatusersandcustomersneed(incontext)anddesigningthesolution.
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Relationshipmodelsembodytheguidingpolicyandorientatethecoherentactionsrequiredfromstrategyinahuman-centeredmanner.
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Relationshipmodelsensurethatpsychologicalmotivationsbecomethedesignsolutions’reasonforbeingandtheyorientateexperienceasstrategy.
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