LectureinINF5120:Anintroductiontousability,userexperience,services,andtheVISUALlanguage

RagnhildHalvorsrud29.Feb2016

VISUALVISUAL

Content• Introductiontousabilityanduser/customer/service experience• Thechallengesofprovidingqualityexperiences• Introductiontoservices

– Whatisaservice?– Servicedesignandcustomerjourneys

• VISUALbackgroundandbasicterms• Diagramsandexamples• Challengesinresearchingthecustomerexperience

VISUALVISUAL

Whatisanexperience?

• Cogitoergosum(Descartes)– "Ithink,thereforeIam"– WastranslatedfromFrenchtoLatin

• Moreprecisetranslation:Ihaveanexperience,therefore Iam

• Fromaneurobiologist'spointofview,havinganexperience istheimmediateconsequenceofbeingconscious

VISUALVISUAL

Perspectiveson"experience"

Customerexperience:Thecustomer’sexperiencewithacompany’s products,services,peopleandprocesses.

Usability("thebasics")

Userexperience("morethanthebasics")

Customerexperience("brand,relationship,money")

Userexperience:Aperson’s perceptionsandresponsesthatresultfromtheuseand/oranticipateduseofaproduct,systemorservice

Usability:EffectivenessEfficiencySatisfaction

Serviceexperience("thelong-termperspective")

Serviceexperience:Theend-to-endexperienceofaserviceprocess.

Complexity

VISUALVISUAL

Usability– simpledefinition

“Usabilityreallyjustmeansmakingsurethatsomethingworkswell:thatapersonofaverageabilityandexperiencecanusethethingforitsintendedpurposewithoutgettinghopelessly frustrated”.

SteveKrug:"Don'tmakemethink"(2005)

VISUALVISUAL

Usability– formaldefinition“Theextenttowhichaproductcanbeusedbyspecifieduserstoachievespecifiedgoalswitheffectiveness, efficiency,andsatisfactioninaspecifiedcontextofuse”(ISO9241-11).

Notethateffectivenessandefficiencyareobjectivefigures,whilesatisfactionisahighlysubjectivefactor.

Mostimportant:• Thereisauser• Theuserisdoingsomethingwithaproduct,systemetc• Theuserhasacertaingoal• Theuserhasacertaingoalinacertaincontext.

Thisimplies thatbeforegivingameaningfulmeasureofusability,oneneedstoaddresswhoaretheusers,whatdotheywanttodo,andinwhichcontextaretheproducttobeused.

VISUALVISUAL

U

Moredefinitions

VISUALVISUAL

Howtomeasureaproduct'susability?Example:eatingutensils

Usabilityiseffectiveness,efficiency,andsatisfaction

ExamplefromDagSvanæs,NTNU

VISUALVISUAL

Userandcontext• Whoaretheusersoftheproduct?• Whatdotheywanttodo?• Whereandinwhatcontextistheproductused?

ExamplefromDagSvanæs,NTNU

VISUALVISUAL

Matchingusers,goalsandcontext

ExamplefromDagSvanæs,NTNU

OK ? no

? OK no

no ? OK

VISUALVISUAL

Usability– thedevilisinthedetails

11

Source:Christian,Dillman andSmyth:“InstructingWebandtelephonerespondentstoreportdateanswersinaformatdesiredbythesurveyor”WashingtonStateUniversity,2007

Success rate (%)

VISUALVISUAL

UsabilitymethodsThreemainapproaches• Expert-based testing

– Heuristicreview:rule-based– Cognitivewalk-through:task-based– Consistency inspection– Guidelines review(e.g.WCAG)

• User-based testing– "usability-testing"(withrealusers)

• Automatedtesting

VISUALVISUAL

UserExperience(UX)andCustomerExperience(CX)

• "Aperson’sperceptionsandresponsesthatresultfromtheuseand/oranticipateduseofaproduct,systemorservice"(ISO9241-11).

• TherearedivergingviewsontheinterpretationandscopeofUX

• However,thereseemstobeagreementonthefollowing– Anexperience issubjective– Anexperience isdynamic– Anexperience iscontextdependent

• Customerexperience(CX)isoftenusedbutseldomdefined. InprinciplethesameasUX.

VISUALVISUAL

Thechallengesofprovidingqualityexperiences

VISUALVISUAL

Customersatisfactionandstockprices

Happy customers do correlate with increased revenue

Fornell, C.,Mithas, S.,Morgeson III,F.V.,& Krishnan, M.S.(2006). Customer satisfactionand stock prices: High returns, lowrisk.Journal ofMarketing, 70(1), 3-14.

Topcompanies,AmericanCustomerSatisfactionIndex

VISUALVISUAL

Themessageisclear..

• WelcometotheExperience Economy(1998)– B.JosephPineII,JamesH.Gilmore

• UnderstandingCustomerExperience (2007)– ChristopherMeyer,AndreSchwager

• TheTruthAboutCustomerExperience (2013)– AlexRawson,EwanDuncan,ConorJones

..butitremainsaglobalchallengeacrossallindustries

Paradigm:FromMomentstoJourneys

Highsatisfactioninindividualinteractions

However,a50%dropinjourneyexperience

Stone,D.,&Devine,J.(2013).FromMomentstoJourneys:AParadigmShiftinCustomerExperienceExcellency.McKinsey&CompanyConsumerandShopperinsights.

Customer Journeys are better predictors of value than touchpoints. • Willingness to recommend • Retention rate• Churn prediction

VISUALVISUAL

Fromtouchpointstojourneys• Companiesexcelinindividual

interactionswithcustomers,butfailtopayattentiontothecustomerjourney

• Companiesneedsto– identifykeyjourneys– engagetheentireorganizationin

redesigningthejourney• Thisrequires shiftingfromsiloed to

cross-functionalapproachesand• changingfromatouchpointtoa

journeyorientation

"Therewardishighercustomerandemployeesatisfaction,increasedrevenue,andlowercosts"

"Shiftingorganizationalprocesses,culture,andmind-setstoajourneyorientationisstrategicandtransformational"

VISUALVISUAL

Thebarrier

Everyorganizationhassilosthatarebasedon• functions(finance,marketingandsales, forexample)• channels(web,callcenter andretail)• otherdepartmentalororganizationalscheme

Widelyrecognizedasoneofthebiggestbarrierswhenitcomestodeliveringaconsistentend-to-endcustomerexperience

VISUALVISUAL

Services

VISUALVISUAL

What isaservice?

• Theservicesectorisdominatingtheworld'seconomy• Agrowingrecognitionoftheservicesector

• Problem:thereisadiverseunderstandingofwhatconstitutesaservice, andscopingofthetermservice itselfhasbeenmuchdebatedovertheyears.

• Consensus:– aservicehasaprocessnature– itconcerns"exchangeofvalue"

VISUALVISUAL

Understandingservices throughthegoods-services continuum

Serviceorganizations

Goods– "athing" Service– "anact"

MudieandPirrie (2006)

Serviceispartoftheoffer Serviceistheoffer

VISUALVISUAL

Characterizingaservice• TheIHIPframework

– I:Servicesareintangible– H:Servicesarecharacterizedbyheterogeneity– I:Servicesareco-producedwithcustomers(inseparability)– P:Servicesareperishable

• TheIHIPframeworkhasbeencriticizedbyEdvardsson etal.(2005):– seeserviceasaperspectiveonvaluecreation(ratherthanacategoryof

marketofferings),wherethefocusisonvalue-in-usethroughthelensofthecustomer.

VISUALVISUAL

"Aunifiedservicetheory"

Source/Supplier

Productionprocess

User/Customer

input outputtraditionaloperationmodel

Supplier Productionprocess Customerinput output

unifiedservicetheory

Customersarebothsuppliersofinputandconsumersofoutputs

Sampson(2010)

Servicesareproductionprocesseswhereineachcustomersuppliesoneormoreinputcomponentsforthatcustomer'sunitofproduction

VISUALVISUAL

ServicedesignEarlyyears(80's):- introducedbyresearcherinservicemarketing- usedtodenoteaphaseintheservicedevelopmentprocess- gainedmomentumwhenthedesigndisciplineshowedinterest

init

Thenlater:- prettymuch"everything"

- businessmodels- sustainability- evenimprovingpeopleslife(!)

- Stickdorn's bookonServiceDesign:havingnodefinitionisgood

Problem:Servicedesignerscan'tagreeonwhatitis- "bringingdesignperspectivestothedesignofservices"- Changenameto"DesignofService"?

Wikimanifesto:ServiceDesignaimstocreateservicesthatareUseful,Useable,Desirable,Efficient&Effective.

BirgitMager (2011)ServiceDesignaimstoensurethatserviceinterfacesareuseful,usable,anddesirablefromtheclient'spointofviewandeffective,efficientanddistinctivefromthesupplier'spointofview

VISUALVISUAL

ThefieldofServiceDesignServiceDesignarticlesarebyfardominatedbyhospitalityservices"bringingpleasureandmemorableexperiences"

hotelstayrestaurantvisitcoffeebaramusementparks

Experiences seemstostartfrom"neutral"to"optimal",andseldomencompass"boring"orinherentlynon-positiveexperience.

MinistryofJustice,BritishColumbia

"Weareinthebusinessofdesigningservicesthatpeopleprefertoavoid"

VISUALVISUAL

servicedesignservicemanagementservicemarketingserviceresearchservicemarketingmanagementservicemarketingresearchoperationmanagementmarketingresearchserviceengineeringservicescience

..userexperienceuser-centred design

aclearprocessperspective

theuserexperienceissubjective,dynamicanddependonthecontext

VISUALVISUAL

Customerjourneys• Customerjourneyisametaphorfor"walkinginthecustomershoes"• Commondenominator

– Alwaysthecustomer'sperspective– Atimedimension– Dividedintosteps

VISUALVISUAL

Whatdoweactuallydowhenwetravel?

Check-in Lounge Gate In-

flightBaggage

Claim

“Moments of Truth” by Jan Carlzon (1989)29

VISUALVISUAL

Whatdoweactuallydowhenwetravel?

30

Servicemoments

Bookcheck-insecurity boarding on-board

Koivisto,M.(2009).Frameworksforstructuringservicesandcustomer experiences.InS.Miettinen&M.Koivisto (Eds.),DesigningServiceswith InnovativeMethods (pp.136-149).Helsinki:Univeresity of ArtandDesign,Helsinki

VISUALVISUAL

OtherCJMresources

31

• Originatedinconsultancypractice• Goodfor"wake-up-calls"andforengagingemployees

• NoclearconnectiontoUXandusabilitypractice

• Basedon"anticipatedexperience"

VISUALVISUAL

Whatisatouchpoint?

• Thetermismostoftenusedasanevent– instanceofdirectcontacteitherwiththeproductorserviceitselforwith

representationsofitbythecompanyorsomethirdpartyMeyerandSchwager (1987)"UnderstandingCustomerExperience"–Harward BusinessReview

– instanceofcommunicationbetweenacustomerandaserviceproviderHalvorsrudandKvale(2014)submittedmanuscript

• Butalsoasacommunicationchannel– sometimesusedinterchangeablywithservicedeliverychannel

• Widerinterpretations,comprisingtangibleobjectsandperceptions– Touchpointsaredividedintochannels,objects,processesandpeople.

Koivisto,M(2009),"Frameworksforstructuringservicesandcustomerexperiences"inDesigningServiceswithInnovativeMethods

• Synonyms– serviceencounter– episodes– incidents– interactionpoint– momentoftruth– contactpoint– service touchpoint

VISUALVISUAL

VISUALbackgroundandbasicterms

AbouttheprojectVISUAL• VISUALgoal

– developavisuallanguagefordocumentationandanalysisofservices– servingasa"bridge"fromaserviceconcepttoservicespecification

• VISUAL"products"– terminologyandnotationtospecifyservices– methods,tools,prototypes

• AboutVISUAL– Innovationproject(BIA)runninguntilJune2016– partners:Halogen,FINN.no,DIPS,Hafslund,SINTEF,UniversityofLinköping– Themaincomponentsofthevisuallanguagehavebeenmadepublicly

available,seewww.visualproject.org

VISUALVISUAL

TheVISUALlanguage• VISUALisadomainspecificlanguageformodellingandvisualizingaserviceprocess

• VISUALdiffersfromotherdiagrammaticlanguagesintwoprincipalways– Itmodelstheserviceprocessfromthecustomer'spointofview– Itaimsatbeingintuitiveforallusers,anddoesnotrequireatechnicalbackground

• VISUALisimplacablytargetingthepartofaserviceprocessthatcanbeencounteredbythecustomer(orend-user,consumer,citizen)

• VISUALbuildsontheconceptofcustomerjourneysandtouchpoints.Ingeneral,thetermcustomerjourneyisusedbothasametaphorandasamethodintheservicedesigndomain.

• VISUALaimsatbeinganinstrumentforaprecisedescriptionandmodellingofaserviceprocess.Itprovidesaconceptualframework,terminology,andavisualnotation.

• VISUALisparticularlytargetingserviceprocessesthatare– technology-driven,standardized,andrepeatedinhighvolumes– serviceprocessesextendingovertime,beingmediatedbydifferentcommunicationchannels

• Thelanguageislessappropriateformodellingin-sessionsequencesofinteractionwithasystem,e.g.completingawebform

35

VISUALVISUAL

Targetgroup

• ThecoreofVISUALtargetsawideusergroup,inprinciple"everyone"inaservicecompany

• TheadvancedandanalyticfeaturesofVISUALtargetsserviceowners,businessdevelopers,analysts,andtechnologists

• TheVISUALlanguageaddressesinteractionsbetweenacustomerandoneormoreserviceproviders.Itdescribesserviceprocessesbothinitshypotheticalstate,andasitisexperiencedinarealcontext.

• VISUALtargetsonlythepartofaservicethatisencounteredbythecustomerorend-user.

• TheserviceprocessesdescribedbyVISUALmayinvolvemorethanonecustomer/user,andalsomorethanoneserviceprovider.

• VISUALshouldappealtopeopleworkingwithservicedeliveryorserviceinnovation,independentontheirroleandbackground

VISUALVISUAL

Thestatesofaservice

TheVISUALlanguagedistinguishestwostatesofaservice:Thehypothetical,plannedservice(theory),andthereal-timeexecutionofaservice(reality).

37

Theory:theplannedservicedelivery• asintendedbytheserviceprovider• canbedescribedandmodelled• maybranchintosub-journeys,

accordingtochoicesorconditions

Reality:theactualservicedelivery• italwaysresultsinanindividual

experience• theexperienceissubjective,context

dependent,andchangesovertime• theexecutionofaservicemaydeviate

fromtheplan

Plannedjourney Actualjourney

"Servicesexistintwodifferentstatesofbeing.."LynnShostack (1982).Howtodesignaservice.Eur.J.Marketing16,49-63.

VISUALVISUAL

Whatisacustomerjourney?

Asamethod,customerjourneymappingispracticedinvariousways,butthereareafewcommonfactorsacrossallapproaches:1. Thejourneyisbasedonthecustomer'spointofview2. Thejourneyhasatimedimension- oraprocessnature3. Thejourneyisdividedintosteps

Exampleofahospitalityservice:Goingtothecinematowatchamovie.Theserviceprocesscompriseorderingandpayingtheticket,retrievingtheticket,andseveralproceduresatthemovietheatre.

Exampleofahealthservice:Havingaknee surgery.Theserviceprocesstypicallycompriseavisittothegeneralpractitioner,anMRimagingservice,visittoaspecialist,andfinallythesurgery.The customerhasarelationtomorethanoneserviceproviderduringacustomerjourney.

AboutcustomerjourneysThetermcustomerjourneyisgenerallyusedasmetaphorfortakingacustomer's(orauser,consumer,citizen)perspective.

Customerjourneysorcustomerjourneymappingalsodenoteamethod inservicedesign.Themethodisusedtoexpress aservice user'sexperience.

Althoughthemethodiscommonlyusedintheserviceindustry,itlacksatheoreticalfoundationandaformalization.

Acustomerjourneyisoftendividedinto"before", "during"and"after" theservice.Sometimes,thebordersbetweenthese phasescanbehardtodefine.

TheCustomerJourneyModellingLanguage(CJML)isadomainspecificlanguageformodellingandvisualizingaserviceprocess.

CustomerjourneyAcustomerjourneyisdefinedasasequenceorconstellationoftouchpointsinvolvedforacustomertoachieveaspecificgoaloradesiredoutcome.Thestartandendofthejourneymustbeseen incontextwiththepurposeoftheanalysis

Customer

VISUALVISUAL

Whoareinvolvedinacustomerjourney?

Example:Inthecinemacase, thisisthecinemacompany.Iftheyhaveoutsourcedtheonlineticketingsystem,asubcontractorisalsodirectlyinvolved.

Example:Thiscouldbethenewspaperthatmadethecustomerawareofthefilm,orafriendwhorecommendedthefilm.

DirectlyinvolvedactorsTheactorsontheleftsidearedirectlyinvolvedindeliveringtheservicetothecustomer.Theyareresponsiblefor(partsof)thecustomer'sjourney.

ExternalactorsTheactorsontherightsidemayinfluencethecustomer'sjourney,althoughtheyarenotresponsibleforanypartoftheservicedelivery.

Serviceprovider

Sub-contractor

Friend

Newspaper

Customer

Customerjourneysinvolveacomplexcombinationsofproducts(tangibles),services(deeds), spaces andinformation.

Thecustomeroftensee thesetofserviceprovidersas"oneentity,"anddoesnotdistinguish(orcare)abouttheirinterrelation.

VISUALVISUAL

Touchpoints– the"atoms"ofthejourneyTouchpointAcustomerjourneyismodelledassequences ofstepsandeventsthatwerefer toastouchpoints.Atouchpointisthe"atom"ofacustomerjourney.

Asub-classoftouchpointsrepresentinstancesofcommunicationorinteraction betweenthecustomerandtheotheractors.These stepsarecalledcommunicationpoints,andareassociatedwithasender,areceiver,andacommunicationchannel.

Communicationpointsareassociatedwith• asender• areceiver• acommunication

channel

InCJMLtherearedifferenttypesoftouchpoints:• communicationpoint• action

Thiswillbeexplainedinthefollowingslides.

Sub-contractor

Friend

Newspaper

CustomerServiceprovider

VISUALVISUAL

Touchpoints

Thecustomersends ane-mailtotheserviceprovider

Touchpointsthatinvolvecommunicationorinteractionarereferredtoascommunicationpoints.Theymakeupthebackboneoftheserviceprocess,andhasseveralimportantattributesthatarecodifiedinthevisualnotation.

Boththedirectionofthecommunication,andthecommunicationchannelitselfaremadevisuallydistinct.Forexample,thetouchpointsthatareinitiatedbythecustomerhasadifferentcolorcomparedtotheonesinitiatedbytheserviceprovider.

Theserviceprovidersendsane-mailtothecustomer

Sub-contractor

Friend

Newspaper

CustomerServiceprovider

VISUALVISUAL

TouchpointtypologyDirectlyinvolvedactorsTheactorsontheleftsidearedirectlyinvolvedindeliveringtheservicetothecustomer.Theyareresponsiblefor(partsof)thecustomer'sjourney.

ExternalactorsTheactorsontherightsidemayinfluencethecustomer'sjourney,althoughtheyarenotresponsibleforanypartoftheservicedelivery.

Communicationwithserviceprovider.Partoftheplannedjourney.

Action Externalaction

Communicationwithexternalactor(notinvolvedinserviceprovisioning)

Lisa grabsashopping cart

Lisawritesashopping list

Communicationpoint External communicationpoint

Actioninvolvingtheservicesystem.

Actionnotinvolvingtheservicesystem.

TOUCHPOINT INVOLVINGTHESERVICE SYSTEM

TOUCHPOINTOUTSIDETHESERVICE SYSTEM

DirectcommunicationStepsinvolvinga"sender"anda"receiver" inthecontextofthecustomer'sjourney.

Acommunicationchannelisalwaysinvolved.

NocommunicationStepswithoutcommunicationarecalledactions.Theymayormaynotinvolveinteractionwiththeservicesystem.

Thesearethetouchpointsthatcanbecontrolled(tosomeextent)bytheserviceprovider.

VISUALVISUAL

Diagramsandexamples

43

VISUALVISUAL

Sequentialdiagram:forvisualizingplannedandactualcustomerjourneyswithfewactorsinvolved

OverviewofVISUALdiagrams

Deviationdiagram:forvisualizingactualcustomerjourneys

Swimlane diagram:forvisualizingplannedandactualcustomerjourneyswithmanyactorsinvolved

Customerjourneydiagram Swimlane diagram

44

TherearetwomaindiagramtypesinVISUALfordescribingservicedelivery:

VISUALVISUAL

Customerjourney• Acustomerjourneyismodelledasasequenceoftouchpointsinvolvedforacustomerto

achieveaspecificgoal.

• Thescopeofacustomerjourneyshouldbedefinedinrelationtothepurposeofthejourneymapping– Whatisthestartofthecustomerjourney?– Whatistheendofthecustomerjourney?

Communicationpointsareinstancesofcommunicationorinteractionbetweenacustomerandaserviceprovider

Actionsarenon-communicativeeventsoractivitiesconductedbyacustomerorserviceprovideraspartofacustomerjourney

45

VISUALVISUAL

Communicationpoint– basics• Communicationpointsarerepresentedascircles• Thecircle'sboundarystylecarriesinformationabout

– theactor initiatingthetouchpoint– thestatusofthetouchpoint

• Thesymbolareacarryinformationaboutthechannelcarryingthecommunicationpoint,orthedevicebeingused

• Thesymbolsareintroducedinseparateslides

Communicationpointboundary

symbolarea

46

serviceprovider customer

completed missingonlyusedfor

actualjourneys

failingonlyusedfor

actualjourneys

Actor

Status

otheractor

Thecolouroftheboundaryindicatestheactorinitiatingthecommunicationpoint• green:serviceprovider• orange:customer• purple:otheractor

Theboundarystyleindicatesthestatusofthecommunicationpoint• solidboundary:completed• dashedboundary:missing• crossedtouchpoint:failing

serviceprovidersendsane-mailtocustomer

customerfailstoretrieveticket

Examples

VISUALVISUAL

Sequentialdiagramexampleplanned journey

• Plannedcustomerjourneyconsistingofasequence ofcommunicationpointsinchronologicalorder.

47

Note:Thisexamplejourneyisusedasanillustrationthroughoutthissection.Itrepresentsasimplifiedversionoftheserviceprocessforgoingtothemovies.

VISUALVISUAL

Deviationdiagram– description

• Touchpointsareshownintwodifferentlayers.Seedescriptions ininfigure.

48

Expectedelements

Deviations

E1

M1

E2 E3

F1

A1

Alltheexpectedelementsareshownintheupperlevel

Allthedeviations(ad-hoc,missingandfailingtouchpoints)areshowninthelowerlevel

Missingandfailingcommunicationpointsthatarepartoftheplannedjourneyappearasgrey"ghost"symbolsintheupperlevel

Missingandfailingcommunicationpointsthatarepartoftheplannedjourneyappearinthelower"deviations"levelshowingstatusandinitiator

Whenadeviationfollowsasadirectconsequenceofanad-hoc,missing,orfailingelement,itisdisplayedverticallybelowthetouchpointitoriginatedfrom(asshowninthisvisualization)

Whenandeviationtouchpointfollowsanad-hoc,missing,orfailingtouchpoint,butisnotdirectlyconnectedtotheprevioustouchpoint,itisdisplayedhorizontallybesidethistouchpoint

VISUALVISUAL

Challenges

VISUALVISUAL

PitfallsinresearchingUX/CX• Pitfall1:Uncleartermsandlackofdefinitions• Pitfall2:Unclearboundariesbetweenhypotheticalandrealexperiences• Pitfall3:Challengesinmeasuringthecustomerexperience• Pitfall4:Loosingtrackoftheuniquenessofexperiences• Pitfall5:Overlookingtimeandcontext

VISUALVISUAL

Pitfall1:Uncleartermsandlackofdefinitions• Thephenomenon"experience" iscomplex• Conceptualizationof"experience" varygreatlyacrossandwithin

academicdisciplines• “Theterm‘customerexperience’hasbeensowidelyused,and

abused,thatapotentiallyimportantconstructisindangerofbeingdismissedbecauseoftheambiguousmannerinwhichithasbeenapplied.”

• Thecircumplexmodel– Valence(low– highpleasure)– Arousal(low– highactivation)

Palmer,A."Customerexperience management:acriticalreviewofanemergingidea."(2010)

Russell,J.A."ACircumplexModelofAffect"(1980)

VISUALVISUAL

Pitfall2:Hypotheticalvsrealexperiences

Importanttodistinguish"intended"or"target"experiencefromactualexperience.

VISUALVISUAL

Pitfall3:ChallengesinmeasuringCX

Anexperience isoftencomplextoaddress.

VISUALVISUAL

Pitfall4:Loosingtrackoftheuniquenessofexperiences

Anexperience isuniqueforeachindividual.

VISUALVISUAL

Pitfall5:Overlookingtimeandcontext

Experiencechangesovertimeforanindividual.

VISUALVISUAL

Moreinformationcanbefoundhere:www.visualproject.org