user experience architecture in a cross-channel world

“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

USER EXPERIENCE ARCHITECTURE IN A CROSS-CHANNEL WORLD


http://www.slideshare.net/austingovella/crosschannelux


http://www.thinkingandmaking.com



Introduction

One of the dirty secrets about cross-channel user

experience is that we've always worked cross-channel.

What's changed is how much—and how well—we can

impact the experience across these channels.

In this presentation, we’ll examine three guiding

principles for working cross-channel. With those

principles in mind, we’ll look at four tools you can use

to help guide and improve cross-channel user

experiences at your organization.






INTRODUCTION






Introduction

The Goal

Change how you practice design






Introduction

The Goal

Change how you think about design






Introduction

The Goal

Change how you understand design






Introduction

The Question

How do we create better user experiences across channels?






Introduction

3 Principles

1. Open2. Forward3. Conservative






Introduction

5 Core Activities

1. Access2. Create3. View4. Edit5. Delete





Mind Game


What’s the coolest, most awesome thing about

where you work?





Mind Game


Hi, I’m Austin Govella, an

Experience Design Manager

at Avanade where we’re

re-inventing how enterprises

collaborate.





Mind Game


Hi, I’m Austin Govella, an

Experience Design Manager

at Avanade where we’re

r e-inventing how enterprises

abut about about elaborate.

your name

your title

company

the coolest, most awesome

thing about where you work

Christina Wodtke, “Tell me a little about yourself”, eleganthack.com, 2012.





http://www.eleganthack.com/how-to-introduce-yourself/

http://www.eleganthack.com/how-to-introduce-yourself/

http://www.eleganthack.com/

http://www.eleganthack.com/


HOUSEKEEPING






Housekeeping

Get The Slides

Available on SlideShare:http://slideshare.net/austingovella/crosschannelux








Housekeeping

Questions

Save questions for the end.Better yet, grab a drink, lunch, dinner, hallway conversation, walk, coffee, email, with me afterward!






Housekeeping

Comments

Tweet the f#@k out of this.#CrossChannelUX






Housekeeping

Contact Me

[email protected]

@austingovella

www.thinkingandmaking.com





mailto:[email protected]

mailto:[email protected]

http://twitter.com/austingovella

http://twitter.com/austingovella




A MANIFESTO FOR USER EXPERIENCE






Manifesto

Designers don’t design anything. Organizations design everything.

Just as your best thinker improves everything, that person who doesn’t understand user experience creates a drag on every product or service you produce. To make better experiences, you must make better organizations. To improve your organization’s design literacy, you have to improve the design literacy of everyone in the group.






Manifesto

Organizations face common barriers to designing better experiences.

These barriers — value, focus, time, memory, talent, process, and improvement — represent the distance between you and the balanced teams your organization needs to create better experiences. These cultural barriers are codified into your organization’s process, hidden as assumptions in your team member's minds, and reinforced in your tools.






Manifesto

Don’t change what you do. Change how you do it.

Don’t change your design activities. Change how you work with your team. Change how you work, so your goal is always a better organization instead of a better product. Change how you accomplish the design, so that you always improve your team’s design literacy.






Manifesto

“Don’t look for the next opportunity.

The one you have in hand is the opportunity.”

— Paul Arden

Change Now






WHAT IS ‘USER EXPERIENCE’?






The Elements Of User Experience

What is User Experience?





http://www.jjg.net/elements/

http://www.jjg.net/elements/







http://www.amazon.com/gp/product/0735712026/ref=as_li_ss_tl?ie=UTF8&camp=1789&creative=390957&creativeASIN=0735712026&linkCode=as2&tag=thinkingandma-20



Users

oWhat is User Experience?






Interfaces

pWhat is User Experience?






Interactions

o p







Systems

o p

o po p

o p







Design is a modeling discipline. The design process

creates models we use to validate predictions about a

system. Design validates what we expect against what

we perceive. We architect systems that engender

expectations and perceptions. Experience is the gap

between expectation and perception. We design this

gap. We design experience.







WHAT IS ‘CROSS CHANNEL’?






What is Cross-Channel?

In traditional multichannel strategies, more than one

channel is used simultaneously and alternatively...

— Andrea Resmini & Luca Rosati, Pervasive Information Architecture,

Morgan Kaufman, 2011.








In cross-channel, a single service is spread across

multiple channels in such a way that it can be exper-

ienced as a whole (if ever) only by polling a number

of different environments and media.... If one of the

pieces is missing, you might miss some of the infor-

mation being transmitted along the process and that

may or may not be available through other channels.

— Andrea Resmini & Luca Rosati, Pervasive Information Architecture,

Morgan Kaufman, 2011.









Modern Narrative

Modernism is a tendency in contemporary culture... which rejects subjective truth and the impossibility of a single, global narrative.


Start End






Postmodern Narrative


Start End






In cross-channel, a single service is spread across

multiple channels in such a way that it can be used

simultaneously and alternatively.







Good question.So... What’s A Channel?







The human evolutionary advantage is our ability to

communicate information across our network to create

shared information environments (culture).

Anything that allows us access to communicate

information is a channel. Everything is a channel.







The Question

How do we enable better cross-channel user experiences?







The Question

How do we manage the gap between expectations and perceptions as our users switch among ubiquitous information environments?







3 Principles

3 Principles

1. Open2. Forward3. Conservative






OPENsays me (the first principle)






Introduction

First Principle

Services that are more open will be easier to use cross-channel.

Open






Introduction

Flickr Is Open

Add photos:1. Web App2. Mobile app3. Email

Open






Introduction

IPhoto Is Closed

Add photos:1. App2. iPhone synch

Open






Access Is Often Not Open

Security has an easy job if there is no risk (a story).

Open






“What sorts of features support their attempts to figure out where they are, which paths connect them to a given destination, and how best to actually go about getting there?” Adam Greenfield, Everyware, New Riders, 2006.

Open








Open


FORWARDthinking (the second principle)






Introduction

Second Principle

Services that are more forward will be easier to use cross-channel.

Forward






“Designers create objects, products, processes, symbols that anticipate the future. However, these innovations can also be metabolized on a broad scale...” Bruce Sterling, Shaping Things, MIT Press, 2005.

Forward








Introduction

Email Is Everywhere

1. People/systems can send email2. People/systems can receive email

Forward






Introduction

Faxes Aren’t

1. Fedex Office2. Research online services

Forward






Email Addresses Live Forever

Anyone/thing can email customer service (a story).

Forward






CONSERVATIVEit’s always right (the third principle)






Introduction

Third Principle

Services that are more conservative will be easier to use cross-channel.

Conservative






Styleguides Are Not Conservative

Birth 11 Styleguide

Conservative





http://birth2011.blogspot.com/2010/11/birth-2011-style-guide.html






Introduction

Names Are Conservative

“Birth”

Conservative






Introduction

(Controlled) Vocabularies

Conservative






Conservative






Introduction

Be The Best Lego

Conservative






people suck

WHAT ARE THE CHALLENGES?






Challenges

Brand used to be about control. Now, we know you have no control over use. Brand is the user's experience with the company.

Your tools can only frame the experience users have.






Agile

“...the designer is shaping culture, changing behavior, and advancing his set of values and priorities.” Jon Kolko, Wicked Problems, AC4D, 2012.








Cross-channel applies internally and externally: everywho and everyhow. Who uses what interface to interact with what channel when for what?

You can't impact everything, so you must prioritize.

Challenges






Agile

“Everyone designs who devises courses of action aimed at changing existing situations into preferred ones” Herbert Simon, Sciences of the Artificial, 1969.








CRM

Channel experiences need to be managed (a story).

Forward






LEGIBILITY






Legibility

The Question

How do we manage the gap between expectations and perceptions as our users switch among ubiquitous information environments?






“What sorts of features support their attempts to figure out where they are, which paths connect them to a given destination, and how best to actually go about getting there?” Adam Greenfield, Everyware, New Riders, 2006.

Legibility








IntroductionLegibility

Hang the stars so people can navigate to wherever it is their journeys may take them.


Introduction

Thank You!





user experience architecture in a cross-channel world

Documents

andrea resmini

user experience

pervasive

experience

ubiquitous

im austin

user experience

channel user