measuring human experiences

EXPERIENCE MEASURING HUMAN EXPERIENCES

MEASURINGHUMANEXPERIENCES?Beyond The Customer

@albertobarreiro


WHAT IS THERE TO BE MEASURED?Beyond the User > Beyond the Customer

TECNOLOGY > FEATURES > EXPERIENCIES > MEANINGS

MARKET MATURITY


PROUCTS/EXPERIENCES/MEANINGSMeaningful Products: The MySpace hack

How people can jump over usability barriers when the purpose is strong enough


PROUCTS/EXPERIENCES/MEANINGSMeaningful products:The unpredicted success of Instagram& The Rise of The Designers

Beyond tactics:How meaning is a key component of a product

Different meanings, different products?


PROUCTS/EXPERIENCES/MEANINGSMeaningful products:The Evolution of Twitter

How people define products. The KPIs as moving targets


PROUCTS/EXPERIENCES/MEANINGSMeaningful products:Yes, I have to mention Steve Jobs

Experiences:Beyond features


FOCUS ON PREFERABLE OUTCOMES (Rob Girling)

SELF RELIANCE LIFE LONG LEARNING TIMELESSNESS HAPPINESS CITIZEN ENGAGEMENT LIBERTY CROSS CULTURAL EMPATHYPROMOTING MASTERY SOCIAL INCLUSION DIGNITY AUTONOMY UNIVERSAL ACCESS HEALTH AND WELL BEING

PROUCTS/EXPERIENCES/MEANINGS


THE PRODUCTIS

THE EXPERIENCE



THE EXPERIENCE DIMENSSIONS:

DURATIONINTENSITYBREADTHINTERACTIONTRIGGERSSIGNIFICANCE



MISSION BEFORE VISION

ON MISSIONS AND VISIONS


PRODUCT ECOSYSTEMSThe ITV case


MEASURING AGAINST MISSIONSThe ITV case

Our mission is to

BRING PEOPLE AND CONTENT TOGETHER

by extendingthe ITV Experience in the online media


GEMMA

How can we enhance and make the most of TOWIE’s

experience for Gemma. everywhere, anytime?

THE ONLY WAY IS ESSEXTHE X METHOD

MISSION

DURATION INTENSITYengagement

TRIGGERScalls to action

INTERACTION

BREADTHplatforms

MEANING

CONTEXTSENSITIVE

How does the context of the experience changes depending on the user activities during the day?

How can we optimise user engagement depending of the context of the experience?i.e: light (twitter)mild (FB)strong (Website)at home, at the office?

How can we target the calls to action depending on the user, content, platform and device context.i.e. specific Twitter “get the look” during the show

How can the audience interact with the show depending on the context they are in?- Mobile, tablet, Social Media platforms? Public vs private interaction

What are the platforms where the experience is happening and how they affect/define the context of the experience?

How the context affects the meaning of the experience? Private vs shared experiences, mobile and fragmented vs focused viewing?

TIMESENSITIVE

How can the product deal with the duration variables of the show?How the product changes before/during and after the show.

How time sensitive interfaces can enhance the level of engagement of the user with the show?

What are the triggers before, during and after the show that drives participation and engagement?

What are the differences between the interactions before, during and after the show?

What platforms and devices are more relevant before, during and after the show?i.e Twitter during the show, website after

How people relate to the content before, during and after the show?Expectations, Curiosity, Emotions

SOCIAL

How can we use social strategies to set people expectations before the show, to allow user interaction and to keep the engagement after?

How the use of social media can enhance the intensity and engagement of a show?

What are the right calls to action depending on the social media platform and tools?

When and where can we find social interaction opportunities: commenting, likes, sharing, tweeting

What are the most relevant social media platforms for a particular show and how does ?

Are our social strategies enhancing the value of the content experience?

SEAMLESS

How can we tie show linearity with the digital products?

Is the story being developed across different context in a way that builds up user engagement?

Are the call to actions distributed across different context set for complementarity?

Is the interaction patterns developed in a consistent way?

Is there a sense of consistency and complementarity across the different platforms and devices?

Is the message clear and consistent?

ITV-NESS

Does the product reflect the pace of the show?

Is the engagement built around the values of the show?

Is the tone of voice and the nature of the calls to action aligned with the show brand?

Are we leveraging on the interaction opportunities defined by the show?

Are we developing a proper sense of the show brand across the different platforms and devices?

Is on brand?Does it make sense?What are the values behind the experience: The brand is the experience.

• I am a junior recruitment consultantI want to know what happened to KirkI like to watch TOWIEI like to read about celebrity gossipI really like doing my nails

• I am a junior recruitment consultantI want to know what happened to KirkI like to watch TOWIEI like to read about celebrity gossipI really like doing my nails


EXPERIENCES: contents -brands - needs - tasks - tools

THE X METHOD

MISSION

DURATION INTENSITYengagement

TRIGGERScalls to action

INTERACTION

BREADTHplatforms

MEANING

PRINCIPLE

PRINCIPLE

PRINCIPLE

PRINCIPLE

PRINCIPLESbusinessdesignservicestechnologybrandmarketing

PEOPLE researchinsightsobservations

How can our [PRODUCTS] help [NAME] to do [EXPER.] ?


THE X METHODExample

#In ContextIn Context timing / Duration: How does the content experience changes based on user activity and behaviors throughout the day?

Contextual Engagement: How do we optimise the intensity of user engagement based on where they are, who they are with and how they're feeling?

Contextual Calls to Action:How do we initiate calls to action tha are dependent of the user changing context? i.e. mobile (on the go) notifications.

Contextual Interactions:How many ways the audience can interact with the show depending on the context? i.e. at work (quizzes with colleagues). at home (tablet second screen companion), in the screen with the family.Is it a shared or private activity?

In Context Platforms:Which platforms should the experience be on to fit the need of a changing context?Does the experience need to be multiplatform? when and how?

Contextual Meaning:How context affects the meaning of the experience? Is it private or shared? Is it in one sitting or fragmented?


THE X METHODExample

CONTEXT / INTENSITY

How can we optimise Gemma’s engagement with The Only Way is Essex depending of the context of the experience?

i.e: light (twitter following)mild (FB friendship)strong (Website commenting)during the show at home, reading the news at the office, checking for updates at the bus


MEASURING EXPERIENCESExample

CONTEXT / INTENSITY

How can we optimise Gemma’s engagement with The Only Way is Essex depending of the context of the experience?

light engagement (Twitter): Set KPIs and desirable outcomes:

Optimisation of Twitter call to actions: Click-through to siteNumber of retweetsDirect commercial leadsNumber of followers

Optimisation of Twitter activity:Number of followersSocial Graph expanssionBrand exposure


CONCLUSSION: MEASURING HUMAN EXPERIENCESThe Cultural Cycle analogy

Cultural Cycles:

"The Culture Cycle is the iterative recursive process whereby people create cultures to which they later adapt, and culture shape people so that they act in ways that perpetuate the cultures.In other words, cultures and people make each other up”Hazel Rose Markus and Alana Conner.

SELVES

EVERYDAYPRACTISES& ARTIFACTS

INSTITUTIONS

FOUNDATIONALIDEAS


PRODUCTS& SERVICES

PROCESSES & ORGANISATIONS

VALUESMISSIONPURPOSE

BUSINESS DRIVEN

Broken Cycles:

1- Business Driven

Seduction is not enough

USERCUSTOMERPEOPLE/SOCIETY



USERCUSTOMERPEOPLE/SOCIETY

PRODUCTS& SERVICES



Broken Cycles:

2- Technology Driven

Usability is not enough

TECHNOLOGY DRIVEN



The Role of Design?

Brands, Organisations, Products and People make each other up

USERCUSTOMERPEOPLESOCIETY

PRODUCTS& SERVICES





From linear optimisation:

CONCLUSSION: NEW METAPHORS FOR MEASUREMENT ARE NEEDED

A B C


To gravitational experiences (or something like that…)


MISSION


Thanks!

@albertobarreiro

Alberto Barreiro July 2012

measuring human experiences

Education

e v e r yw h e r e

itv experience

n w e e nha nc ea nd

n y t im e

missionsthe itv case

user engagement

action platformst o

visions mission