Post on 27-Jan-2015
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Only Good TouchingDoing UX strategy and design in a multi-touchpoint universeChris Risdon (@chrisrisdon), Paula Wellings (@paulawellings), Todd Wilkens
What is a touchpoint?
Just because you can touch someone... should you?
We don’t want to be this guy.
AGENDA9:00-10:00 Touchpoint Fundamentals10:00-11:00 Modeling & Mapping11:00-12:30 Defining a User Experience Platform12:30-2:00 Lunch2:00-3:30 Putting Touchpoints to Work3:30-5:30 Telling the story
Hello.
Touchpoint Fundamentals
What is a touchpoint?
Touchpoint ≠ Channel
Channel:A medium of interaction with customers or users.
Touchpoint (UX version):A point of interaction involving a specific human need in a specific time and space.
Touchpoints take place in channels but are not ultimately defined by them.
Channel Touchpoint
Web Shopper needs to check out at end of a purchase
Phone Customer just moved and needs to change address on file
Print Middle-aged professional needs monthly update on 401k activity
Service Patient in hospital needs vitals checked and medication administered every day
Once upon a time...
“Trusted advice for an enjoyable life”
ElectroCo
The in-store experience involved many touchpoints and was, on the whole, haphazard and uncoordinated.
- Efforts regularly used up lots of resources with little obvious return.
- Experiences neither built trust nor inspired participants.
- Associates actively discouraged customers from using interactives.
- Only “successful” project was internet kiosks but customers regularly complained, “I don’t come to the store to use the Internet.”
Store
Customer
visits
Products
Associateto see
to find information about
Store to talk with
“I don’t come to the store to use the Internet.”
Inappropriate
Irrelevant
Meaningless
Not endearing“This isn’t really helping me learn any of the things I need to know.”
“Specs are nice but...what does 1080p really mean?”
“This feels pretty clunky.”
Field Research
Thinking, feeling, and doing
The in-store experience is social and tactile. The core pieces are:
ProductsPeople
+
Insights
InsightsThinking, feeling, and doing
Customers and associates are always learning from each other.
Learning is social. Trust is a relationship.
Interaction between customers and employees is the basis for trust.
Mapping the needs and activitiesInsights
Articulate experience concepts
Orchestrate the touchpoints in detail
Orchestrate the touchpoints in detail
Need 1 Need 2 Need 3
Tell a tangible story about the vision
Tell a tangible story about the vision
I wanted to mention that the concept story was what
really resonated with everyone here (since most are
not mired in technical details). Ultimately, I think
the design story was the most powerful (and brilliant)
piece of the study. Thanks again for your excellent
work!
— Client at Electronics Retailer
What makes a good touchpoint experience?
Touchpoints should be orchestrated
What is each instrument doing; how and when are they doing it.
Touchpoints should be:Appropriate, relevant, meaningful, and endearing
Appropriate (context + culture)
Appropriate (context + culture)Suitable for a particular person or place or condition
In the context of morality, a sense of behavioral conduct that differentiates intentions, decisions, and actions between those that are good (or right) and bad (or wrong).
Appropriate?
Appropriate
Appropriate?
Relevant (meeting needs/functional)
Relevant (meeting needs/functional)Closely connected to or having precise and logical pertinence to the matter at hand
In information science and information retrieval, relevance denotes how well a retrieved document or set of documents meets the information need of the user.
Relevant?
The Children’s ATM Bank
Relevant?
The Children’s ATM BankProgression Wake Up Clock
Relevant?
The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato Garden
Relevant?
The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue
Relevant?
The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTER
Relevant?
The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTERThe Remote Control Shark
Relevant?
The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTERThe Remote Control Shark The Automatic Golf Tee
Relevant?
The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTERThe Remote Control SharkiCarta Stereo Dock The Automatic Golf Tee
Relevant?
The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTERThe Remote Control SharkiCarta Stereo Dock The Automatic Golf TeeAuto-Card Manager
Relevant?
Meaningful (emotional importance)
Meaningful (emotional importance)Having a serious, important, or useful quality or purpose
Having meaning in a symbolic sense such as meaningful elements in a language or questions that are meaningful to students
Communicating something that is not directly expressed such as meaningful glances
Meaningful
<boom> “I need to sign up for life insurance...” <boom>
Endearing (subtle, playful, delight)
Endearing (subtle, playful, delight)Inspiring love or affection; attractive or lovable; making dear or precious
Endearing?
Endearing
Modeling and Mapping
Model:v: Devise a representation of a phenomenon or system, especially to assist calculations and predictions
Model:v: Devise a representation of a phenomenon or system, especially to assist calculations and predictions
System map for Skype
But people are a little more complicated to predict than stars and systems.
It’s not just pieces and actions.
It’s not just pieces and actions.
You need to understand motivations.
Thinking, feeling, and doing.
System map for Skype
Lots of doing but very little thinking and feeling.
System map for Skype
What else is missing in this experience map?
Time.
Time.
Time.
At the most basic level, maps for multi-touchpoint experiences need to address:•Thinking•Feeling•Doing•Time
Experience Maps vs. Service Blueprints
Inside-out
Inside-out
I describe how a service works.
I show the nature and characteristics of interactions in enough detail for an org to verify, implement, and maintain it.
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is so negative.
• Keeping track of all the different products is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Stakeholder interviewsCognitive walkthroughs
Customer Experience SurveyExisting Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a little more for first class.
• How much will my whole trip cost me? What are my trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?
• Rail Europe is not answering the phone. How else can I get my question answered?
• Do I have everything I need?• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are not more trains. What can we do now?
• Am I on the right train? If not, what next?• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.
• People are going to love these photos!• Next time, we will explore routes and availability
more carefully.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Outside-in
Our challenge
What happens when a foster kid ages out of the foster care system?
So long and good luck.
Imagine being 18 and having no one to help you with things like...
• finding a place to live• getting food• finding a job• going to college
There are actually hundreds of resources that could be available to these youth but they have historically had terrible troubles
getting connected to them.
Hello, myfoco.
myfoco is an early stage social startup that is creating a platform to connect former foster youth to the resources that can help them succeed.
Chadwick Sapenter
Get help and resources to become a successful, independent adult.
Value proposition for youth:
How it works:
Foster kids have varying sets of needs when they leave the system.
How it works:
Foster kids have varying sets of needs when they leave the system.
where am i going to sleep
tonight?
How it works:
Foster kids have varying sets of needs when they leave the system.
where am i going to sleep
tonight?
i only have enough food for this
week.
How it works:
Foster kids have varying sets of needs when they leave the system.
how do i get into college?
where am i going to sleep
tonight?
i only have enough food for this
week.
How it works:
Foster kids have varying sets of needs when they leave the system.
how do i get into college?
where am i going to sleep
tonight?
i think i have the flu. what do i do?i only have
enough food for this week.
How it works:
These needs can be straightforward and immediate or long-term and complex.
emergency short term long term
How it works:
These needs can be straightforward and immediate or long-term and complex.
food
emergency short term long term
How it works:
These needs can be straightforward and immediate or long-term and complex.
food
emergency short term long term
housing
How it works:
These needs can be straightforward and immediate or long-term and complex.
food
emergency short term long term
housing
education
How it works:
food
emergency short term long term
housing
education
There are lots of people who can help with these needs in different ways.
How it works:
food
emergency short term long term
housing
education
There are lots of people who can help with these needs in different ways.
i have food!
How it works:
food
emergency short term long term
housing
education
There are lots of people who can help with these needs in different ways.
i have food! i know about housing resources!
How it works:
food
emergency short term long term
housing
education
There are lots of people who can help with these needs in different ways.
i have food! i know about housing resources!
i can help with college planning!
How it works:
food
emergency short term long term
housing
education
How it works:
food
emergency short term long term
housing
education
Get answersGet real resources
Get adviceReliable supportBuild relationships
Set goalsMake plansMake progress
Youth needs and actions:
How it works:myfoco is building a social platform that can help connect...
• former foster kids• relevant institutions and social services• volunteers with knowledge, skills, and resources• biological and foster families
How it works:myfoco is building a social platform that can help connect...
• former foster kids• relevant institutions and social services• volunteers with knowledge, skills, and resources• biological and foster families
Mapping the youth journey
Signed up by an agency
Set up profile,needs, goals,
urgency
See what it’s all about
Sign in for first time
username
password
Hello!
Orienting
myfoco recommends
relevant connections
Explore/review suggested
connections
Connect
Search for other relevant
connections
Connecting
QuestioningAsk question Explore current
answers
Explore additional answers
usernameAsk:Answers:
usernameAsk:
usernameAsk:Answers:
Wait for more answers
QuestioningAsk question Explore current
answers
Explore additional answers
usernameAsk:Answers:
usernameAsk:
usernameAsk:Answers:
Wait for more answers
phone
Urgent question
phone
Immediate answers
Accomplish the step
Log accomplishment, get rewards and recognition
Talk with friendsMove on to next
step in plan
Co-create goals and plans with volunteers Explore questions
and answers for this step
Choose a step and work to complete it
!Get help from
volunteersTalk/coordinate with volunteers
myfoco attaches rewards to some stepsmyfoco suggests
connections to help with the plan
Explore suggested connections
$
$Way to go!
in-personphone online
phone
in-person
Planning & Progressing
Putting it into practice
Activity: Volunteer Experience Mapping
Defining a user experience platform
My first model for a user experience platform
The platform enables young people to engage in a culture of collecting, training, and battling 649 fictional species.
circa ~1998
Engaging in a culture of collecting, training, & battling
handheld games trading card gamemovies
tv series comic booksconsole games
leveling up in training
Engaging in a culture of collecting, training, & battling
trading card gamemovies
tv series comic booksconsole games
leveling up in training collecting and battling together
Engaging in a culture of collecting, training, & battling
movies
tv series comic booksconsole games
leveling up in training collecting and battling togetherlearning about new creatures
Engaging in a culture of collecting, training, & battling
tv series comic booksconsole games
leveling up in training collecting and battling together
observing training techniques
learning about new creatures
Engaging in a culture of collecting, training, & battling
comic booksconsole games
leveling up in training collecting and battling together
reading folkloreobserving training techniques
learning about new creatures
Engaging in a culture of collecting, training, & battling
console games
leveling up in training collecting and battling together
reading folklorebattling with peersobserving training techniques
learning about new creatures
Engaging in a culture of collecting, training, & battling
A user experience platform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
Existing organizations as UX platforms
Organization is a UX platform for...
Squaretransforming everyday transactions into
extraordinary experiences for both buyers and sellers
Zipcar simple and responsible urban living
AARP enhancing quality of life for all as we age
Fitbit helping people lead healthier, more active lives
Airbnb connecting people who have space to spare with those who are looking for a
place to stay
A user experience platform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.
A user experience platform is a framework for making an organization’s value proposition
actionable in people’s lives over time & place.
The UX value proposition
Value propositions: old school
1911: we are unique!
Value propositions: old school
1911: we are unique!
1921: we improve your prospects
Value propositions: old school
1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
Value propositions: old school
1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941: we make you appear smart
Value propositions: old school
1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941: we make you appear smart
Value propositions: old school
1951: we make you appear worthy
1911: we are unique!
1921: we improve your prospects
1931: we heighten your pleasure
1941: we make you appear smart
Value propositions: old school
1951: we make you appear worthy
1961: we are good! good! good!
Value propositions: old school challenge
UX value propositions come from...
Understanding what people aspire to do, think and feel
Reflecting on how the organization can interact with people through touchpoints that are:• appropriate• relevant• meaningful• endearing
Creating a UX-based value proposition
__________________ need __________________.
__________________ provides __________________.
Audience / Who Insight / Why
Name of the Experience Solution & Differentiator / What & How
Flickr: UX-based value propositionDigital photographers need to get their good photos off their hard drive and to share their pictures with family, friends and the rest of the world.
Flickr provides photo sharing, storage and search tools with community features and unique and fun ways to explore other people’s pictures.
Southwest: UX-based value propositionTravelers need simple and fun ways to fly wherever it is that life takes you.
Southwest Airlines provides low fares to 70+ destinations nationwide and brings a sense of warmth, friendliness, individual pride, and Company Spirit to the travel experience.
Zappos: UX-based value propositionOnline shoppers need the best selection of items with the best possible service.
Zappos provides more than 3 million shoes, handbags, clothing items and accessories from over 1,136 brands with free shipping, free returns, free 365 day return policy and 24/7 customer service.
Putting it into practice
Activity: Create a UX-based value proposition
for myfoco volunteers10 minutes
__________________ need __________________.
__________________ provides __________________.
Audience / Who Insight / Why
Name of the Experience Solution & Differentiator / What & How
Crafting a UX platform
A user experience platform is a framework for making an organization’s value propositionactionable in people’s lives over time & place.
person
organizationvalue proposition
in action
person
organizationvalue proposition
in action
person
organizationvalue proposition
in actionto
uchp
oint
A UX touchpoint
person
organization value proposition in action
person
organization value proposition in action
A series of UX touchpoints over time & place
Implications for UX touchpoints over time & place
Being in touch with people at more points in their lives influences people’s expectations for familiarity and presence.
When organizations work to be perceived more like friends and family, people expect organizations to know them individually and understand what they need.
Experience accumulates in people’s memories.
Because of of the social web, touchpoints between an organization and a person are no longer private.
Alexa Andrzejewski
Planning for a UX platform: value proposition in actionAlexa Andrzejewski
Planning for a UX platform
Planning for a UX platform
Planning for a UX platform
myfocoVolunteer anywhere, anytime volunteerism
Human SETI
Volunteers do simple tasks
during their downtime.
simple to start & finish tasks
Modern volunteers need ways to contribute and connect with their communities
without being tied to a rigid schedule or work load.
myfocoVolunteer provides volunteers with the opportunity to use their skills and expertise
in support of 3,000 local former foster youth with tasks ranging from 2 minutes to 2 hours in duration.
Putting it into practice
Activity: Planning a UX platform for myfoco volunteers:
the value proposition in action
Putting touchpoints to work
We now have our experience concepts
Let’s turn them into touchpoints
Let’s turn them into appropriate, relevant, meaningful,
endearing touchpoints
Touchpoints as design requirements
expe
rienc
esfeaturesfeatures
Features take an inside-out approach.
products and
systemsfeaturesfeatures
experiences
Touchpoints take an outside-in approach.
products and
systems
touch
point
stouchpoints
touchpointstouch
point
s
expe
rienc
esexperiences
Touchpoints better reflect the importance of the interaction
to the person.
Touchpoints are better for orchestrating the whole experience.
Touchpoints are more context pliable
Channels, features, interaction patterns
DescribeCharacterizeMeasure
Does this touchpoint support the value proposition?Is this touchpoint appropriate, relevant, meaningful, and engaging?How is it connected to other touchpoints?Can we measure the success of this touchpoint?
Factor into the designMulti-channelSame need meet by different channelsSingle-channel exclusiveCan only happen through one channelCross-channelNeed met spanning multiple channels
Exclusive Critical Enhancement Sequential
Orchestrating touchpointsDefining their characteristics
Continuing FrequentRepair/Recovery Required (by user)
Repair/Recovery
Exclusive
Sequential
Required
Enhancement
When you have fleshed out touchpoints, you can orchestrate
the whole journey.
Putting it into practice
Activity: Touchpoint worksheet
Telling the story
Storytelling and prototyping are different ways to demonstrate
your experience journey
The experience prototype allows designers to show and test the solution through an active participation of
the users.
(2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on Designing Interactive Systems.
The experience prototype allows designers to show and test the solution through an active
participation of the users.
(2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on Designing Interactive Systems.
We all use stories to communicate...and inspire. Basing stories on fact will help you communicate your own ideas effectively. Tell your story well: you'll get buy-in for the design and you'll have everyone on the same
page.
Whitney Quesenbery, Storytelling for User Experience
We all use stories to communicate...and inspire. Basing stories on fact will help you communicate your
own ideas effectively. Tell your story well: you'll get buy-in for the design and you'll have everyone
on the same page.
Whitney Quesenbery, Storytelling for User Experience
Prototypes often requires moderation, facilitation
Storytelling stands on it’s own
2nd person 1st person
Prototypes tests parts of the experience
Storytelling describes a complete experience
ExplorationExplanation
Telling the story should be based on research, mapping, touchpoint framing
and testing.
Persona + Journey + Touchpoints
Illuminate the value proposition
Tell a persons journey in time and space
Shows a notional representation
Optimized for the audience Fidelity, medium, tone
ElectroCo[example removed]
InsuroCo[example removed]
Charmr
Putting it into practice
Activity: UX storytelling
San FranciscoPier One, Bay 2San Francisco, CA94111
415-495-8270
Austin1300 Guadalupe StreetSuite 400Austin, TX 78701
512-852-8013
AmsterdamAdaptive Path BVHerengracht 1821016 BR Amsterdam
+31 (0) 20 846 80 83
thank you for being part of this workshop!