UX in 4D

©brightspot strategy 2013 1

UX in 4D LeanUX NYC - 2013

©brightspot strategy 2013 2

Objective: The purpose of this workshop is to understand why digital and physical experiences should be designed together, learn the core tools to do UX in 4D, and review examples of innovative organizations that integrate the design of their spaces and services. Agenda:

introduction

3:00 – 3:15 Introduction & Shifts

3:15 – 3:30 Experience Drivers

3:30 – 4:05 Mapping opportunities

4:05 – 4:15 Break

4:15 – 5:00 Future personas & journey maps

5:00 – 5:15 Where to go from here

5:15 – 5:30 Q & A

©brightspot strategy 2013

about brightspot, briefly

3


brightspot experience

4

Brightspot and its leadership have the experience and expertise to help a range of organizations, including start-ups and Fortune 500 companies, top-tier colleges and universities, dynamic non-profits, and innovative cultural organizations, among other others.


brightspot facilitators

5

Elliot leads and founded brightspot. He is a strategist, facilitator, and sense-maker.

Solving space, operational, and organizational problems gets him up in the morning. Thinking about the future of work and learning keeps him up late.

Matthew is an experienced consultant and researcher with a passion for business strategy and social sciences. He believes that his ethnographic curiosity stems from his birthplace, Missouri, the “show me” state.

Ashley is a strategist and designer who employs a human-centered, collaborative approach to create better experiences, interactions and environments for people and organizations. Ashley plays softball in Central Park, doodles in her sketchbook, and thinks of ways to change the world.


UX in 4D

6


digital and physical are often designed separately*

7

Digital: Websites, apps, platforms (2D)

Physical: Spaces, stuff, artifacts (3D)

JetBlue Terminal JetBlue Mobile App

*even within companies that are focused on customer experience


but increasingly, digital and physical are blending

8

Information screens, online services, ticketing, etc. (2D)

Spaces, amenities, lounge, circulation, wayfinding (3D)

Digital Physical JetBlue Terminal


and they’re occurring over time…

9

JetBlue Terminal

Experience (4D)


shifts

10


people are changing

11

Shifts in demographics, culture, and relationships that impact experiences.

Mobility of user base

Diversity and visitorship

Generational differences

Long tails and niche preferences

Reaching the mass affluent Source: Center for the Future of Museums


people’s expectations are changing

12

Self-service

Access anytime, anywhere

Location awareness

Customization (by user)

Personalization (for user)



how people interact with institutions is changing

13

Feedback and participation

Crowd-funding

Crowd-sourcing

Networks and partnerships

Arts education changes



how people interact with each other is changing

14

Digitally-connected customers

Membership and community

Sharing spaces, stuff, and skills

Social experience of culture

Co-creation



experience drivers

15


experience drivers

16

How Digital relates to

Physical

Physical-only (purely physical experience)

Digital Gateway (use digital to gain access to physical)

Physical Computing (physical and digital interact)

Digital Overlay (digital information layer)

Digital-only (replacement for physical)

Level of engagement

Passive (viewing)

Active (interacting alone)

Interactive (interacting with others)

Creative (creating alone)

Co-creative (creating with others)


how digital relates to physical

Physical Digital Gateway Physical Computing Digital Overlay Digital

P D P

Museum Tour

D P

PD

D

D DD

Deutsche Bank, Friedrichstrasse

17



18

Wild @ Melbourne Museum Marriott GoBoard Seattle Public Library


P D P D P

PD

D

D DD



19

Eternal Gandhi Multimedia Museum MIT Glass Infrastructure


P D P D P

PD

D

D DD

Bally Results Center Interaction Wall



20

NGA Experience, AR application Paris Airport, Virtual Boarding Agent


P D P D P

PD

D

D DD



21

Google Art Project E-books


P D P D P

PD

D

D DD


level of engagement

22

Passive Active Interactive Creative Co-creative

Lufthansa First Class Lounge, Frankfurt


level of engagement

23


Cleveland Art Museum Eurasian Bank, Glass Touchscreen


level of engagement

24


ArtBabble by the IMA Lab Walgreens, Pharmacist Consultation


level of engagement

25


ArtLab+ at Hirshhorn Fayetteville P.L. Fab Lab


level of engagement

26


YouMedia at Chicago Public Libraries EdLab, National Postal Museum


mapping opportunities

27


mapping opportunities: museum scenario

28

Your Role Imagine you are representatives for the building expansion committee and your role is to reinvent the visitor experience in a way that thoughtfully considers the integration of physical and digital. You’ve just gone on a trip around the world to look at a range of serviced spaces (libraries, gyms, museums, airline lounges, etc) and now you must:

1.  Reflect on your experiences of museums and other spaces you’ve seen, map how activities fall currently.

2.  Identify opportunities for reinvention 3.  Create a plan for piloting these opportunities and developing a model for the new serviced

space.

Context A museum of Modern and contemporary art is in the early stages of planning a 200,000 square foot expansion. The board and senior leadership see the expansion as an opportunity to not only grow but also to transform the way visitors interact with art and each other. The primary donor for the expansion is growing impatient with the planning timeline and is demanding a concept design for the new space and service model in the next 4 months.

insidenewyork.com


mapping opportunities – activity instructions

29

For the next 45 minutes, let’s reflect on a recent trip to a museum and use the map below to identify opportunities for improving that experience.

!""#$%&'(%)*+,"

!!

! !

1.  Reflect on your experiences with museums and other activities you’ve seen

2.  Write those activities on a stickie and plot them on the opportunity map.

3.  After plotting the activities and experience identify areas of opportunity on the map

.

bought a ticket

bought a ticket at a kiosk

45min


mapping opportunities – activity instructions

30

For the next 40 minutes, let’s reflect on a recent trip to a museum and use the map below to identify opportunities for improving that experience.

!""#$%&'(%)*+," 4.  Brainstorm and document new activities or experiences that could fill in the opportunity spaces. You could also think of ways to modify existing activities/experiences.

5.  Use the same level of detail as the you did in step 2

see video of past visitor reactions to art

45min


mapping opportunities – museum scenario prompts

31

As we reflect on a recent trip to a museum, consider the following list of common activities within a museum visitor’s experience as prompts for what worked well, what could be improved and what might be missing.

This is not an exhaustive list, but rather simply a way to jumpstart the process.

Entice Enter Engage Exit Extend

Learn about an institution

Buy/Get a ticket Get informational materials

Share experience Feedback on visit

Learn about event/exhibition/program

Entry access credentialing

Get devices / equipment

Feedback on visit Connect with institution

Receive an offer Learn about what to see/do

Visit gallery exhibition

Get/receive souvenir

Connect with community

Plan a visit Get wayfinding assistance

Event / performance

Membership inquiry

Review visit / activities

Coordinate with others

Get informational materials

Participate in a program

Plan next stop Plan next visit


future personas

32


future personas

“WHY” — Why do people go to serviced spaces, like museums**? What motivates them?

Identity Motivation

Explorer Personal curiosity, experience something new

Samaritan Does something on someone else’s behalf

Achiever Looking to satisfy specific interests or goals

Experience Seeker Reputation / status of place or brand

Recharger Restoration, contemplation

Identifier Personal relation to subject / experience / brand

*Refer to John Falk’s Identity and the Museum Visitor. ** Refer to Wallace Rand Report on Cultural Participation

33

What might future “serviced space” customers or museum visitors look like? Six future personas have been created generalizing Falk’s museum visitor identities*, informed by our own experience designing serviced spaces.


future personas What might future customers or museum visitors look like?

Tom, the explorer: 4th grade teacher, 32 y.o. Looking for something new

Philip, the recharger: accountant, sports lover, 29 y.o. Looking to “un-plug”

Rick & Kate, experience seekers: overseas tourists, 23 y.o., creating visit story

Lynn, the achiever: medical anthropologist, 38 y.o., Attending event for emerging info

Eva, the identifier: 17 y.o. local high school student Taking a class on Chinese Art

The Smiths, samaritans: 38 y.o. parents with 5 & 7 y.o. Bringing kids to the museum

34


ideal experiences

35


ideal experiences

36

Using the personas, think about how someone might experience the museum offerings throughout the course of a visit.

Transition from thinking about activities and experiences individually…

…To thinking about them in relationship to each other in the context of a visit to the museum


45min

What: Activities, Spaces, Tech / Tools, People / Services 5 Es: Entice, Enter, Engage, Exit, Extend How: Alone or with others?

ideal experiences – activity instructions Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience

Time

Social Engagement

stages of an experience

entice enter engage exit extend

activity space technology

Experience Map

autonomous

shared

service


Time

Social Engagement




Experience Map

autonomous

shared

service

1.  Think about what set of activities your persona might engage in during their visit.

2.  Rewrite those activities on purple stickies and plot them on the experience map. • When? • Alone or with others?

learn about artist from “pocket curator” app

activity

45min ideal experiences – instructions Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience


Time

Social Engagement




Experience Map

autonomous

shared

service

2.  Using the space, tech / tools, and people post-its, fill in the details about their activity

studio iPad

docent

space tech/tool

person



Time

Social Engagement




Experience Map

autonomous

shared

service

3.  Draw a line connecting the activities to show the “journey”



getting started

41


Design the team and process

Understand the current state

Envision and Implement

Define skills / roles needed Observations Create Personas

Assemble a mixed team Interviews Develop Journey Maps

Set budget and schedule Surveys Locate Service point

Define assessment criteria Workshops Create Service Blueprints

Define feedback methods Immersion tactics Mock-up and Prototype

getting started How you can quickly get started, including steps you can take to begin evaluating, designing, and delivering integrated services in 4D

42


understand tiers of assessment – for current / future

Utilization Measuring how much a service is used, with usage as a proxy for value

Satisfaction Measuring how satisfied users and staff are with a service or aspects of it

Impact Measuring what the service enabled users to be able to do as a result

Examples: Logins, Gate counts, Item checkouts, Logging questions / tickets

Examples: Surveys (e.g.: LibQUAL+), interviews, observations, diaries

Examples: Value-added analysis, engagement

More valuable More difficult

There are tiers of assessment, with increasing value – but also the difficulty of data gathering / analysis – as you move up tiers.

43


create service blueprints Documenting how you wish to deliver a service/space, providing direction on front-line staff actions, behind-the-scenes staff, and support systems/infrastructure for each service channel. (Example: service blueprint for professional ed class)

44


digital and/or physical prototyping Creating environmental / visual (mock-up) and functional (prototype) representations of an envisioned space/service in order to get feedback, mitigate risk, and build momentum.

Prototyping service point Completed service point

mock-up with staff role play

mock-up with user role play

functional prototype

pilot project

Increasing fidelity

digital/physical prototype

45


references Useful references to consult as you get started.

Articles

•  NEA Report: Beyond Attendance http://www.arts.gov/research/2008-SPPA-BeyondAttendance.pdf

•  Demographic Transformation and the Future of Museums http://bit.ly/ZN8uxT

•  Pew Internet Generations Report (2010): http://bit.ly/ZdhjOf

•  The Diversity of Cultural Participation (Wallace Rand study): http://bit.ly/116yXDb

•  “Learning Space Service Design (Felix) in The Journal of Learning Spaces: http://bit.ly/LearningSpace_SD

•  “Everything is a Service” post (Gray): http://bit.ly/DG_everythingisservice

Tools

•  Reimagining the Museum Experience (Felix and Simeti): http://bit.ly/12Rvush

•  Learning Space Toolkit services section: http://learningspacetoolkit.org/services-and-support/

•  This is Service Design Thinking (Stickdorn and Schneider) http://issuu.com/bis_publishers/docs/this_is_service_design

•  Compendium of Tools and Resources: www.servicedesigntools.org

46


thank you! www.brightspotstrategy.com

@brightspotter

[email protected]

47

Date post:	27-Jan-2015
Category:	Design
Upload:	elliot-felix
View:	105 times
Download:	0 times