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Design |
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UX RESEARCH & DESIGN AS A STRATEGIC ENGINE FOR INNOVATION
EMERGING EXPERIENCESDesign for Complexity and Change
Collective / Social
Products
Product Ecosystems
Service Ecosystems
Emerging Experiences
Com
plex
ity &
Spe
ed o
f Cha
nge
Product & Device-Centric
Shared Media
Digital Convergence
Service Platforms
Networked Communities
IMPACT OF TECHNOLOGYChallenges
Adaptation to continuous accelerated changeFostering a culture of innovationDiscovering opportunities to provide meaningful experiences
READING DRIVING BUYING LEARNING
Hard to predict or prescribe how people will perceive, use and adopt new products or services. Evolving digital lifestyles.
IMPACT OF TECHNOLOGYEvolving Users, Consumers, Customers
UX RESEARCH AND DESIGNEngine of Innovation
UX RESEARCHUX DESIGN
Products Product Ecosystems Service Ecosystems
Product & Device-Centric
Shared Media
Digital Convergence
Service Platforms
Networked Communities
(Experience) Design = Innovation
UX RESEARCH AND DESIGNUnderstanding Human Behavior
FUNCTIONALITYTECHNOLOGY
AESTHETICSINTERFACECONTEXT
WHAT?Product/ServiceDesign
HOW?Interaction Design
WHY?USER
Culture / Values / Needs / Motivation / Behaviors
EXPERIENCE = STRATEGY
Opportunities for innovation based on continuous evolution of people’s needs, perceptions, behaviors, values and lifesyles.
Question established models / value what is essential
RESEARCH AND EXPERIENCE DESIGNEmphasis on Human Narratives
39 Confidential | January 15, 2010 BLUEBERRY: FUTURE TV USER EXPERIENCE STRATEGY - U.S. MARKET 2011
On-The-Go TV + Social Networking Live Event
1 2 3 4 5TV Browsing Customization
Key Pairings: Multi-Platform UX
Media State Sync
PROJECT EXAMPLES
Products
Product & Device-Centric
Shared Media
Digital Convergence
Service Platforms
Networked Communities
Collective / Social
Com
plex
ity &
Spe
ed o
f Cha
nge
Emerging Experiences
92 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
View Camera
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PANORAMA
VOICE TAG
LIGHTS +
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CAPTURE
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VIDEO
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CAPTURE
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CAPTURE
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CAPTURE
Shooting Mode Action Navigation On-Screen Input ShootFeature Navigation
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Page Layout by UX Context: Extended Capturing (1)
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
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CAPTURE
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1
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jPushShootingModebutton(Mode)>kPulloutmainnavigationbarfromtheleft&selectCapture(Action)>lSelectLongstillfromthefeaturelist(Feature)>mDrawonthescreentomarktheareatounfreeze(On-screenInput)>nShoot
Peer Camera: The Party Goer
43 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Peercameras charge wirelesslythroughinduction.
Cassiegetsreadytogooutwhileherpeercamerascharge.
Avisual indicationofthecamera’schargingstatusisgivenwithmultiplecolorsoflight.
Whenallofthecamerasareglowinggreen,shegrabsthemandheadstotheparty.
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Service Ecosystems
Product Ecosystems
User Experience Strategyfor Washing Machines in the U.S.
FIELD RESEARCH
Ethnography / Home Environment
Lifestyle / Habits / Workflows
U.S. Regional Segments
LAUNDRY PROCESS: USER JOURNEY
upstairs
basement
upstairs
basement6. add clothes waiting time 7. move clothes to dryer or line
whites darksbaby clothes
upstairs
1. main user (Annette) move clothes to basement
2. sort clothes 3. open water 4. set to super pull to start machine
5. add detergent directly
upstairs
8. main user (Annette) move clothes upstairs to foldwaiting time
What is the User Thinking? What’s on WM
Control Panels?
USER EXPERIENCE DESIGN STRATEGY
INNOVATION
MASTER SLAVE
LEGACY
PARTNERSHIP
Funtional Insights
Emotional Insights
WORKSHOP CO-CREATION
Personalize Clothing Treatment Duration
USERS’ MENTAL MODEL
CONTROL PANEL DESIGN
Front LoadTop Load
-
+
Garment
Color LoadSize
Wash RinseSoilLevel
Drain
Save
Options
Delay Start
Prewash74Rinse DrainWashPrewashDelay Start Estimated
Min Left
EstimatedTotal Min
Deep Steam
TM
My Cycle 1
TMEnergySave
TMSilverCare
Rugged
Delicates
BeddingDenim
Whites
Towels
My Cycle 2
My Cycle 0
Treatment Duration
WashTemp
RinseTemp
Spin
User pushes the button on the knob to begin configurationVariations and options with adjustable levels and buttons (LEDs)
CONTROL PANEL DESIGNFront Loader Design 1
TOP FRONT
Wash Rinse Drain55% completed
Estimated minutes left: You saved:
5.43% water saved compared to regular top loaders
The amount of electricity you saved this time can save 200 trees21min
CONTROL PANEL DESIGNFront Loader Design 2
TOP FRONT
Touch screen with access to extra data to the user: user tutorials, alerts and smartphone connectivity.
MOCK-UP USABILITY TESTING
8 Confi dential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US
Task Summary
12 Confi dential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US
Usability Analysis
12 Confi dential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US
Usability Analysis
48 Confi dential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US
Usability AnalysisUI - IA
Strongly disagree
Disagree
Somewhat disagree
Neutral
Somewhat agree
Agree
Strongly agree
Groupings that are less clear to the user.
0
2
4
6
8
10
12
25%
8%
8%
33%
33%
33%
42%
42%
50%
17%
17%
17%
17% 17%
17% 17%17%
17%17%
25%
25% 25%
25%25%
8%8%
8%8%
8%8%8%8% 8%
8%8%
8% 8%
8%
8%
8%
0
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25%
8%
8%
33%
33%
33%
42%
42%
50%
17%
17%
17%
17% 17%
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17%17%
25%
25% 25%
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8%8%
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8%
0
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42%
50%
17%
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17% 17%
17% 17%17%
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25%
25% 25%
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2
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10
12
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8%
8%
33%
33%
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42%
42%
50%
17%
17%
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17% 17%
17% 17%17%
17%17%
25%
25% 25%
25%25%
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8%8%8%8% 8%
8%8%
8% 8%
8%
8%
8%
Smart Cycles
GarmentCycles
TreatmentCycles
DurationCycles
JogCycles
MyCycles
ColorCycles
UX RESEARCH AND DESIGNStrategic Engine for Innovation
WHY?USER
Culture / Values / Needs / Motivation / Behaviors
EXPERIENCE = STRATEGY
Redefined product UIRefined target segmentation (US)New marketing strategy for product lineClear product roadmap
Learning from Participatory CulturesNew Imaging Experiences
24 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Expectation of seamless integration of all imaging modes (from planning to capture to sharing)
Screen legibility and ergonomics, not technology, become limiting factors.
Market Research: Big Trends
“Capture everything, select later” replaces “snapping the decisive frame”
1900-1990
1990-2005
2005-2015
INTEND ADJUST CHECKPREPARE PROCESSSHOOT DISPLAY“MANAGE”
The megapixel (and more broadly, the image quality) race is reaching an asymptote
smar
tpho
necompact c
ameraDSLR
Traditional settings and controls are shifting to post-processing (expo-sure, depth of field)
Expectation of “Everything, Any-time, Anywhere” personal media.
Point & Shoot Smartphones Compact (Mirrorless)
Industry Challenge
Users
• Immediate / Connected Use of images • Smartphone as Camera• Apps for Capturing, Management, Sharing and Emotional Effects• Context Narrative and added Information to enhance images
• Maximize Image Quality• Manipulate Camera to capture the perfect image.• Performance First for detailed control of image results
FUTURE OF IMAGING
Pro_Am
Smart Snappers
UNDERSTANDING PHOTOGRAPHERS
138 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
MARCH
GPS
MyTouch PhoneRarely
35mmOften
Point and Shoot
Never, Broken
DSLRDaily
SLRDaily
2 Lenses
Flash Accessory
Flip VideoOccasionally
Interviewee: Christian Patallo PRO-AM• Owns compact point and shoot, DSLR, Smart phone with
camera/video capability, Camcorder • Unemployed/job searching, applying to photo school• 18 years old• Makes $ 0-25K per year• Lives in Ozone Park, Queens, NY• 3 live in his household• Camera bought 1 to 2 yr ago• Cost $800+• Brands are Canon, Nikon, MyTouch Phone• Uses camera daily• Plans to take photos and videos every month• Somewhat familiar with camera specs• Makes manual adjustments• Reads photo mags/blogs• Participates in photo communities• Uses social networks/services – Flickr, Tumblr• Goes out 2-4 nights per week• Enjoys trying new web services• Image quality is more important than who he shares it with
Portability
SharingControl
Editing Price
138 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
MARCH
GPS
MyTouch PhoneRarely
35mmOften
Point and Shoot
Never, Broken
DSLRDaily
SLRDaily
2 Lenses
Flash Accessory
Flip VideoOccasionally
Interviewee: Christian Patallo PRO-AM• Owns compact point and shoot, DSLR, Smart phone with
camera/video capability, Camcorder • Unemployed/job searching, applying to photo school• 18 years old• Makes $ 0-25K per year• Lives in Ozone Park, Queens, NY• 3 live in his household• Camera bought 1 to 2 yr ago• Cost $800+• Brands are Canon, Nikon, MyTouch Phone• Uses camera daily• Plans to take photos and videos every month• Somewhat familiar with camera specs• Makes manual adjustments• Reads photo mags/blogs• Participates in photo communities• Uses social networks/services – Flickr, Tumblr• Goes out 2-4 nights per week• Enjoys trying new web services• Image quality is more important than who he shares it with
Portability
SharingControl
Editing Price
Equipment / Camera Brands
Photo-Taking Habits / Usage Patterns
User Lifestyle & Preferences
“I always try to make everything look as tasty as possible. I always like to bump vibrancy up a little bit, and especially in moody photos. I usually stage the dish. But I wish the camera wasn’t so bulky, I do not want to be the weird girl with the big camera.”
PARTICIPANTS OF IMAGING CULTURES
Capturing Process / Editing Sharing
Peer Cam App
+360
1
360 +
360+
+
+
+
Thenextdayagroupfromthepartygoestobrunch,thesyncphotosfrompeercamstophonesbyplacinginbluetoothrange.Theyadmirethecandidandunexpectedshotsandtradefavorites.
Peer Camera: The Party Goer
startupscreen
sharedcameraroll
sharedfriendfeed
47 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Discreetecamerasallowforcasual unplanned photography.Witheasy,wireless sharingeveryonegetsthephotostheylikebest.
Peer Camera: Table Courtesy
51 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Duringdessert,CassiewantstotakeaphotoforFoodspotting.Shenoticesherfriendsfeedingeachothersomedroolworthycheesecake.Notwantingtodistractthem,shesqueezesthepeercamthathasbeenpinnedtohershirtandsnapsaphoto.
Withitsunobtrusive size,thepeercamcapturestruly candid shots.Asdiscreeteasanaccessory,thecamallowsforfaster capturing.
Peer Camera: The Party Goer
43 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Peercameras charge wirelesslythroughinduction.
Cassiegetsreadytogooutwhileherpeercamerascharge.
Avisual indicationofthecamera’schargingstatusisgivenwithmultiplecolorsoflight.
Whenallofthecamerasareglowinggreen,shegrabsthemandheadstotheparty.
Peer Camera: The Party Goer
44 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Light and easy to use,thecamerasclipeffortlesslytoclothingandaccessories.Withnoscreenonthepeercam,thereisno pressuretogettheperfectframingortoviewitinstantly.
Cassiearrivesatthepartyandhandsacamtoeachofherbestfriends.Theyall“squeeze”for3secondstoturnonthecams.Cassieclipshercamtohershirt.
Ubiquitous CameraDistributed ImagingDiscrete & Spontaneous CaptureShared ExperiencesSync with MobileImage-SourcingSocial Storytelling
IMAGING EXPERIENCES
1. High Volume Image-Sourcing
2. Spontaneous Capture
1
2
HOTSPOTS
WIKI
YELP
MY JOURNEY
FLICKR
EXPLORE
MIMIC FLICKR IAN PHOTOS!Big Ben642 photos taken in this area
HOTSPOTS
WIKI
YELP
MY JOURNEY
FLICKR
EXPLORE
67 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
The Eager Traveler
View Camera
Imagesarepulledfromonlinephotosourcesandaggregatedtoreveal other people’s photostakenatthisparticularlocation.
Thecameraacts as a guideforinspirationandforrecreatingchosenphotosonthespot.
WhileframingthephotooftheBigBen,hegotasuddennotiontolookatsomeinterestingphotographstakenatthesamelocationbyothervisitors.Thecameraoffershimaconnectiontopicturesfromtheselectedphotoservices.
Hehashisfriendsmoveintotheframewhereindicated.
Heseessomegoodanglestotakeagreatshot.Healsoseessomefunnyimageshewantstomimic.HeselectsonebytouchingitandisofferedtheoptiontoMimic.
92 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
View Camera
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
6
CAPTURE
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
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CAPTURE
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
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CAPTURE
SIX ROLLS
LONG STILL
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PANORAMA
VOICE TAG
LIGHTS +
LS
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CAPTURE
Shooting Mode Action Navigation On-Screen Input ShootFeature Navigation
4
1
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4 51 2 3
Page Layout by UX Context: Extended Capturing (1)
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
6
CAPTURE
2
3
1
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jPushShootingModebutton(Mode)>kPulloutmainnavigationbarfromtheleft&selectCapture(Action)>lSelectLongstillfromthefeaturelist(Feature)>mDrawonthescreentomarktheareatounfreeze(On-screenInput)>nShoot
Enhanced EditingEditing close to camptionEmotional MotivatorsDirect ConnectivityMetadata for SharingReal-Time Feedback
IMAGING EXPERIENCES
1. Creative Assistant 2. Live Networking
1
2
UX RESEARCH AND DESIGNStrategic Engine for Innovation
WHY?USER
Culture / Values / Needs / Motivation / Behaviors
EXPERIENCE = STRATEGY
Redefined imaging experience Developed new product platform conceptsDigital service strategy integrated to productNew business model / revenue stream
The New Face of BankingRedefining Service Narratives
Future Banking UXCO-CREATING EXPERIENCES
A 2-Day workshop with industry experts, UX Designers and architects.
1. Map of current multi-channel infrastructure
2. Identified change in User Values (access to service)
3. Ideation of new business models and design conepts: focus on Banking Space + Tech.
Modules Unique Layout Service Sequence
Focus less on transactions and more on the set of social needs that can be uniquely addressed in a face-to-face setting: problem solving, advice and education on investment, loan and insurance instruments, new account sales, etc.
Optimizing the customer journey
Balancing presentation, conversation, and service
Memorable brand experiences
Local sensibilities
Immersive journeys
Interchangeable components for cost-effective implementation
Engaging all the senses
THE POST-TRANSACTIONAL BRANCH
INTERACTION TYPES
Self Service
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pqua
NBG
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lays
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Japa
nJy
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Greeter Interactive Lounge Teller AdvisingSelf Service Greeter Interactive Lounge Teller Advising
THE POST-TRANSACTIONAL BRANCH
Opportunity Areas
• Reinvent spatial typologies for service delivery
• Support “Assisted Self-Learning”
• Pursue hybridization with other programmatic typologies
Integrating furniture, digital interface, and service components, these modules are the basic unit of customer experience in the branch.
A lounge to peruse a diverse collection of ‘periodicals’
Self-Service Portal Library Lounge Computing Bar Greeter Stand
Semi-private workstations with personalized advisory tools
A casual space for knowledge sharing among customers & advisors
A hub for welcoming engagement and journey personalization
INTERACTION MODULES
A casual, self-directed experience
Access to financial services on diverse digital workstations
Greeter hub personalizes customer journey
Transition to self-guided workstations or collaborative spaces
The service narrative is the glue that connects multiple experience modules and reinforces the overarching theme of the branch across each step of the customer journey.
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SERVICE TYPOLOGIES
SELF-SERVICE BRANCH GREETER BRANCH
A Sustainable ModelHOLISTIC VISION
DiscoverBank Branch
Financial Advisor
ATM Waiting
ATM
Customer
Teller
Greeter
Learn?Extend
Home
On-the-Go
Smartphone
iPad
PC
Purchase$Transact
Surface Computer
Interactive Screen
Virtual Agent
3
?
?
?
?
$
DiscoverClick from advertising or promotion to soft sales and education site.
Learn MoreInteractive tutorials and virtual advisory sessions
Fast ATMGetting the most out of automation, including most routine transactions
Mobile SearchLocating an ATM. Location-based promotions
Greet and WaitiPads are offered in waiting areas, preloaded with fun, interactive financial walk-throughs
TransactLow-counter teller interactions are kept to a minimum
P2P SharingDialogue with other customers takes place in semi-privateconference areas
ConsultationPrivate rooms with surface computers put financial advisors on the customer’s side
ContinuationEasier ways for customers to follow through online.
UX RESEARCH AND DESIGNStrategic Engine for Innovation
WHY?USER
Culture / Values / Needs / Motivation / Behaviors
EXPERIENCE = STRATEGY
Broad stakeholder strategyMulti-scale, mult-touch point experienceProduct, service and environment designTechnology as enabler