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What’s Next in User Experience Design?

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I was not rude to the customer.

I said “drop dead … please..”

Agenda

1. What is user experience

design (UXD)?

2. What are premium UXD services?

3. What do next generation digital experiences look like?

4. Who sells UX design services?

Q&A

What is user experience design (UXD)?

Ethnography & Observation

UX design is the discipline of observing customers at excruciating detail - as actual users of products and services.

For example, P&G is famous for following people around their homes.

What do UX designers do?

Envision, Design, Implement

UX designers develop and use customer personas to emotionally connect with customers.

They also examine customer journeys and brand relationships using both quantitative and qualitative inputs.

What are premium UXD services?

Fundamental to Compete

Premium UX design services are offered from providers that position experience design as a leading competitive weapon.

Gartner defines services from this class of provider as premium, where digital experience is a baseline requirement to compete.

Today, UX services are more broadly based

Lessons Learned Trickle Down

Traditionally sold to mean users in high-stakes businesses: stock brokers, bond traders, physicians, air traffic controllers.

But today, lessons learned from these high pressure environments are flowing to the ordinary consumer.

For example …

Impact of Current Generation

Online retailers, banks, travel and hospitality sites are big purchasers of premium UX design services, raising the bar for all.

Soon, every user will be a mean user as digital natives who grew up digital bring their expectations to the office.

User experience is a boardroom topic

User Experience = Executive Priority

The public exposure of experience failures (and wins) makes UX a powerful differentiator.

UXD services are higher profile, investments are larger, and executive attention toward UX is finding its way to boardroom agendas.

Looking forward

The Internet of Things

Next-generation UX design will be characterized not by desktops and mice …

… rather touchscreens, gestures and inferences that merge virtual and physical experiences.

Looking forward

“Is my Buick a wearable?”

For example, today’s Internet-enabled automobile, equipped with navigation, sensors and two way commun-ication with dealers…

…has people asking questions such as …

Looking forward

Buyers Need ROI Evidence

And - business case scenarios in this space still emanate from executives who already "get it," and have budget to fund it.

That is changing as more ROI-driven marketing buyers come on board.

Providers, services, and projects

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What do these providers sell?

> Demand: strategic services

• Marketing Strategy

• Experience Strategy

• Experience Design

• Product and service design

• Customer insight

• Market research

• Ethnography

• Observational research

• Quantitative research and analysis

Let’s look at sample engagements…

• Audi (Razorfish)

• Telstra (Deloitte Digital)

• Australian Open (IBM Interactive)

• Intel (MRM Group)

• Dunkin Donuts (SapientNitro)

• SENGLED (Effective UI)

• U.S. Bank (TandemSeven)

• MIT Media Lab (Continuum)

• Delta Air Lines (AKQA)

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Razorfish is helping Audi redefine the future of car buying by digitizing the showroom experience

Razorfish is the lead digital agency for Audi and is responsible for the concept and design of a truly immersive, highly interactive, and emotionally engaging retail environment where customers control the showroom experience.

The success of the Piccadilly Circus showroom in downtown London in 2012 led to the opening of Audi City Beijing, demonstrating how strategic and creative excellence culminate in a transformative experience.

.

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Deloitte Digital delivered a tablet optimized website for Telstra, constructed with Drupal™

IBM Interactive Experience serves up an Ace Fan Experience at The Championships, Wimbledon 2014.

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MRM found ways to challenge IT professionals with innovative gamification techniques

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Dunkin Donuts called on SapientNitro for its new digital menu boards

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EffectiveUI is working with SENGLED to reinvent the smart light bulb

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TandemSeven delivered a high-impact B2B portal for U.S. Bank using UX360 dynamic digital personas

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Millions of children have no access to computers; Continuum is addressing the challenge with MIT.

How do you create a inexpensive laptop robust enough for the extreme environments where these children live?

Inspired by the challenge and a deep understanding of the end user, the team created an award-winning prototype that was fun to use, consumes

very little power, and can take some abuse without breaking.

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The Fly Delta platform by AKQA takes stress out of travel

The travel experience is as much about what happens before you get on the plane, as the journey itself.

Making Fly Delta work across all touchpoints and channels, and for all levels of traveller, correlated to a jump in digital revenue and a lift in rankings.

Recommendations

Assess your internal capabilities for delivering the type of digital experience that will leapfrog your competitors.

Don't be seduced by the creative side alone if you decide to pursue a partnership with a UX design firm.

Understand that this space is highly fragmented and packed with boutique firms that are new to the industry.

Look for providers in this space with stories that began a decade ago versus a year ago.

Recommended Reading

Agenda Overview for Customer Experience, 2014

What’s Next in UX Design?

Market Guide: Providers of Premium UX Design Services (pending)

Advance Your Promotional Strategy to Compete on the User Experience

Top 10 Mistakes in Web and User Experience Design Projects

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