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

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

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Page 1: 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

Page 2: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 3: UX in 2018 Designing Multi-device, multi-platform expreriences

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

PCs iPhone, iPad IoT, Wearables

Device landscape

Page 4: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 5: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 6: UX in 2018 Designing Multi-device, multi-platform expreriences

More devices, more design decisions

Page 7: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 8: UX in 2018 Designing Multi-device, multi-platform expreriences

Cross-device product experience framework

Page 9: UX in 2018 Designing Multi-device, multi-platform expreriences

Context

User

ProductXD

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Cross-device product experience framework

Page 10: UX in 2018 Designing Multi-device, multi-platform expreriences

Context

User

ProductXD

evic

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perie

nce

Cross-device product experience framework

Page 11: UX in 2018 Designing Multi-device, multi-platform expreriences

Solution

In defining the product, we define the design space

Problem Solution

Page 12: UX in 2018 Designing Multi-device, multi-platform expreriences

Solution

In defining the product, we define the design space

Problem Solution

Page 13: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 14: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 15: UX in 2018 Designing Multi-device, multi-platform expreriences

What are your product’s attributes?

What’s your design space?

P R O D U C T L AY E R

Page 16: UX in 2018 Designing Multi-device, multi-platform expreriences

Context

ProductXD

evic

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User

Page 17: UX in 2018 Designing Multi-device, multi-platform expreriences

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…

Page 18: UX in 2018 Designing Multi-device, multi-platform expreriences

… and we use them impulsively

Page 19: UX in 2018 Designing Multi-device, multi-platform expreriences

… and we use them impulsively

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

Page 20: UX in 2018 Designing Multi-device, multi-platform expreriences

… 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

Page 21: UX in 2018 Designing Multi-device, multi-platform expreriences

… 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

Page 22: UX in 2018 Designing Multi-device, multi-platform expreriences

… 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

Page 23: UX in 2018 Designing Multi-device, multi-platform expreriences

… 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

Page 24: UX in 2018 Designing Multi-device, multi-platform expreriences

… 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

Page 25: UX in 2018 Designing Multi-device, multi-platform expreriences

Sequential usage

Source:The New Multi-screen World

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

Page 26: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 27: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 28: UX in 2018 Designing Multi-device, multi-platform expreriences

Check-in Board In-flightResearch

Office Airport AirplaneHome

DE

VIC

EC

ON

TE

XT

Purchase

Airport

MO

MEN

T

Moments map

Page 29: UX in 2018 Designing Multi-device, multi-platform expreriences

User

ProductXD

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Context

Page 30: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 31: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 32: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 33: UX in 2018 Designing Multi-device, multi-platform expreriences

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)

Page 34: UX in 2018 Designing Multi-device, multi-platform expreriences

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

C O N T E X T

Page 35: UX in 2018 Designing Multi-device, multi-platform expreriences

User

ProductXD

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Context

Page 36: UX in 2018 Designing Multi-device, multi-platform expreriences

The 3 Cs Model: a cross device experience

CONSISTENT CONTINUOUS COMPLEMENTARYSource: Michal Levin,

Designing Multi Device experiences

Page 37: UX in 2018 Designing Multi-device, multi-platform expreriences

Consistent design

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

• We are ensuring availability.

Example: Reading a newspaper

Page 38: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 39: UX in 2018 Designing Multi-device, multi-platform expreriences

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.

Page 40: UX in 2018 Designing Multi-device, multi-platform expreriences

Consistent

The 3 Cs Model: a cross device experience

Complexity of design– +

Continuous Complementary

Page 41: UX in 2018 Designing Multi-device, multi-platform expreriences

2.

3.

1.

Page 42: UX in 2018 Designing Multi-device, multi-platform expreriences

2.

3.

1. The framework

Page 43: UX in 2018 Designing Multi-device, multi-platform expreriences

Cross-device product experience framework

Page 44: UX in 2018 Designing Multi-device, multi-platform expreriences

User

ProductXD

evic

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nce

Context

Cross-device product experience framework

Page 45: UX in 2018 Designing Multi-device, multi-platform expreriences

1. The framework

2. Cross device Design manifesto

Page 46: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 47: UX in 2018 Designing Multi-device, multi-platform expreriences

2. Cross device Design manifesto

3. Excitement

1. The framework

Page 48: UX in 2018 Designing Multi-device, multi-platform expreriences

UX in 2018: a world of opportunities

Page 49: UX in 2018 Designing Multi-device, multi-platform expreriences

There are many unknowns and hardly any proven best practices.

UX in 2018: a world of opportunities

Page 50: UX in 2018 Designing Multi-device, multi-platform expreriences

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

UX in 2018: a world of opportunities

Page 51: UX in 2018 Designing Multi-device, multi-platform expreriences

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

Page 52: UX in 2018 Designing Multi-device, multi-platform expreriences

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

S o l M e s [email protected]