twitter: @kateo @koinsights #ConveyUX
presented at ConveyUX, March 2017
twitter: @kateo @koinsights #ConveyUX
(pho
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planned center
of town
my first childhood
home
my second childhood
home
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What is planned community?
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What is home?
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What does it mean to have intentional experiences?
T H E R E C A N B E A G R E AT D E A L O F I N T E N T I O N B E H I N D O U R E X P E R I E N C E O F P L A C E
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What we experience in our physical surroundings
is increasingly shaped by digital data
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…but a sense of place also permeates digital experience.
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Metaphors and Cognitive Associations
Metaphors We Live By — George Lakoff and Mark Johnson
“The essence of metaphor is understanding and experiencing one kind of thing in terms of another.”
To prove it, let’s talk about
W E C A N S TA R T W I T H T H I S M E TA P H O R A B O U T P L A C E :
@
D I G I TA L E X P E R I E N C E A S T R AV E L / M OT I O N
• traffic
• journey
• mapping
• path
• landing
• visit
http://www.thehindu.com/news/cities/Coimbatore/work-begins-on-green-corridor-concept-for-mettupalayam-road/article4034204.ece
http://www.analytics-ninja.com/blog/2010/08/the-analytics-slice-and-dice-the-importance-of-segmentation-part-i-seo.html
M O V E M E N T V S . S T I L L N E S S
• metaphors of movement: flow, journey
• metaphors of stillness: bookmark, save
D I G I TA L E X P E R I E N C E A S P R I N T E D M AT T E R
• pages
• bookmark
D I G I TA L E X P E R I E N C E A S A B U I L D I N G
• entrances
• exits
• window
• information architecture
https://pixabay.com/en/building-the-dancing-house-prague-922531/https://pixabay.com/en/users/LenaSevcikova-434436/
W H AT A R E OT H E R C H A R A C T E R I S T I C S O F B U I L D I N G S ? W H AT M I G H T T H E Y S U G G E S T A B O U T E X P E R I E N C E ?
• doors?
• stairs?
• floors?
• roof?
• ceiling?
W H E N E V E R Y O U A R E D E S I G N I N G A N E X P E R I E N C E O N L I N E O R O F F L I N E ,
Y O U A R E D E S I G N I N G E X P E R I E N C E F O R B OT H
“When you tug at a single thing in the universe, you find it's attached to everything else.”
— John Muir
J U S T A B O U T E V E R Y W H E R E T H E P H Y S I C A L W O R L D
A N D T H E D I G I TA L W O R L D C O N V E R G E ,
T H E C O N N E C T I V E L AY E R I S T H E D ATA C A P T U R E D T H R O U G H
H U M A N E X P E R I E N C E .
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Integrated Human Experience Designoffline and online, all contexts together
not just users, customers, patients, students, etc — but awareness of People
across all their contexts
intentional layer of
interactions and
transactions
the adaptive execution of
strategic intent
to design meaningful experiences:
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What does it take to design
meaningful and integrated experiences?
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Some of the key elements of meaningful human experience design
• Integration
• Dimensionality
• Metaphors and Cognitive Associations
• Intentionality / Purpose
• Value and Emotional Load
• Alignment
• Adaptation and Iteration
“All models are false but some are useful.” — George E. P. Box
M E A N I N G F U L H U M A N E X P E R I E N C E S
A R E I N T E G R AT E D
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Carnival Cruises’s New Wearable Acts As A Digital Concierge For Guests
http://www.psfk.com/2017/01/carnival-cruisess-new-wearable-acts-as-digital-concierge-for-guests.html
M E A N I N G F U L H U M A N E X P E R I E N C E S
A R E D I M E N S I O N A L
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Snapchat Spectacles storefronts
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Dimensionality • Meaningful experiences transcend
dimensions and appear larger than life.
• how does this experience weave into the larger tapestry of a person’s life
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Meaningful Human Experience Design: Site Analysis Framework
site analysis for web/digital/integrated experience use like urban planning site analysis - cutaway layers revealing artifacts, wayfinding, and other content intended for each layer
Each layer functions independently but they must not inhibit the effectiveness of one another’s function
new customer layer
repeat customer layer
in-store customer layer
support layer
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Demonstrated the power of AR (enhancement)
vs. VR (immersion)
Showed how a layer could be added to the experience of
public spaces
Clearly We Have to Talk About Pokémon Go
M E A N I N G F U L H U M A N E X P E R I E N C E S
B U I L D U P O N R I C H M E TA P H O R S
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Airbnb touching on meaning of place: “don’t go there; live there”
https://www.youtube.com/watch?v=1AtjOKph7-k
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M E TA P H O R M E TA D ATA
M E A N I N G F U L H U M A N E X P E R I E N C E S
A R E I N T E N T I O N A L A N D
P U R P O S E F U L
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strategic purpose
purposeful strategy
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Disney and magical experiences
M E A N I N G F U L H U M A N E X P E R I E N C E S
D R A W U P O N W H AT W E VA L U E
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M E A N I N G F U L H U M A N E X P E R I E N C E S
A L I G N T H E I N T E R E S T S O F A L L
PA R T I E S
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Uber knows when your phone is about to die.
And that you’re more likely to pay “surge” fares as a result.
http://www.independent.co.uk/life-style/gadgets-and-tech/news/uber-knows-when-your-phone-is-about-to-run-out-of-battery-a7042416.html
(They say they're not using the data, but holy ethical burden, Batman.)
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Analytics are people.
Relevance is a form of respect but so is discretion.
Don’t be creepy or greedy.
M E A N I N G F U L H U M A N E X P E R I E N C E S
A R E A D A P T I V E
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Pop-Up Shops and Technology
proximity tech: sensors & beacons to tailor the experience
augmented tech: offer extra through phones or viewers
social media: inform nearby people of opportunity
“Careful. We don't want to learn from this.” — Bill Watterson, Calvin and Hobbes
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Marketing
Knowledge Center.
at its best is a
“The aim of marketing is to know and understand
the customer so well the product or service
fits him and sells itself.”
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let’s take some questions
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thank you!
Twitter: @kateo
LinkedIn: /kateoneill
connect with me to continue the conversation:
Image credit: Robbie Quinn (http://robbiequinnphotography.com/)
and to inquire about consulting:
visit: koinsights.com/
strategies for more meaningful experiences