ux in 2018 designing multi-device, multi-platform expreriences
TRANSCRIPT
UX in 2018Designing experiences for a multi-touchpoint, multi-device future
S o l M e s z
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
‘80s, ‘90s 2007, 2010 2011 2012 2014 20152013
PCs iPhone, iPad IoT, Wearables
Device landscape
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
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
More devices, more design decisions
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
Cross-device product experience framework
Context
User
ProductXD
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Cross-device product experience framework
Context
User
ProductXD
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Cross-device product experience framework
Solution
In defining the product, we define the design space
Problem Solution
Solution
In defining the product, we define the design space
Problem Solution
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
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
What are your product’s attributes?
What’s your design space?
P R O D U C T L AY E R
Context
ProductXD
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User
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…
… and we use them impulsively
… and we use them impulsively
I-want-to-buy: looking for help or assistance in the decision making process: checking availability, comparing prices, features
… 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
… 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
… 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
… 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
… 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
Sequential usage
Source:The New Multi-screen World
Moving from one device to another at different times to accomplish a task
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
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
Check-in Board In-flightResearch
Office Airport AirplaneHome
DE
VIC
EC
ON
TE
XT
Purchase
Airport
MO
MEN
T
Moments map
User
ProductXD
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Context
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
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
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
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)
Think outside the screen. Can you use sensors to simplify tasks and streamline experience?
C O N T E X T
User
ProductXD
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Context
The 3 Cs Model: a cross device experience
CONSISTENT CONTINUOUS COMPLEMENTARYSource: Michal Levin,
Designing Multi Device experiences
Consistent design
• The same experience with small variations for each device, is replicated across devices.
• We are ensuring availability.
Example: Reading a newspaper
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
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.
Consistent
The 3 Cs Model: a cross device experience
Complexity of design– +
Continuous Complementary
2.
3.
1.
2.
3.
1. The framework
Cross-device product experience framework
User
ProductXD
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Context
Cross-device product experience framework
1. The framework
2. Cross device Design manifesto
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
2. Cross device Design manifesto
3. Excitement
1. The framework
UX in 2018: a world of opportunities
There are many unknowns and hardly any proven best practices.
UX in 2018: a world of opportunities
There are many unknowns and hardly any proven best practices.More devices, more design opportunities.
UX in 2018: a world of opportunities
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
Gracias!UX in 2018Designing experiences for a multi-touchpoint, multi-device future
S o l M e s [email protected]