Post on 15-Apr-2017
ME & MY USER EXPERIENCE (UX) JOURNEY
THE NATURE OF EXPERIENCE
TRANSCENDING THE MATERIAL
“Experience is not about good industrial design, multi-touch, or fancy interfaces. It is about transcending the material. It is about creating an experience through a device.”
MARC HASSENZAHL
CHANGING NATURE OF LEARNING EXPERIENCES
CHANGING NATURE OF LEARNING EXPERIENCES
Transfor mational
Meaningful
Convenient
Usable
Reliable Functional
LX PYRAMID The Learner Experience Pyramid describes different levels at which learning resources, services, solutions and systems can be experienced by learners & staff. Based on CX Pyramid by Aberdeen Research after Mark Scibelli and Stephen Anderson.
FOCUS ON EXPERIENCES
FOCUS ON TASKS
Many traditional LMS & learning resource experiences
Transformational learning experiences
Has personal significance
Memorable experience worth sharing
Easy to use, works as expected
Used without difficulty
Is available & accurate
Works with inconvenience
WHAT IS EXPERIENCE DESIGN?
NEW JOBS: UX DESIGNERS
https://generalassemb.ly/blog/top-5-highest-paying-careers-tech/
USER EXPERIENCE DESIGN
…to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines.
The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.
DON NORMAN & JAKOB NIELSEN
www.uxisnotui.com
EXPERIENCE DESIGN
It is crucial to view experience as the consequence of many different systems.
Experience emerges from the intertwined works of perception, action, motivation, emotion and cognition in dialogue with the world (place, time, people and objects).
Experience Design: Technology for all the right reasons Marc Hassenzahl
The world is complex, and so too must be the activities that we perform. But that doesn’t mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.
DON NORMAN The Design of Everyday Things
HUMAN-CENTRED DESIGN
SERVICE DESIGN THINKING
Service design is the intentional and thoughtful design of internal and customer-facing activities needed to deliver a service. Where experience design concerns itself only with the customer-facing aspects, service design looks also at the experience of staff.
This Is Service Design Thinking
SERVICE DESIGN INFOGRAPHIC
http://www.sutherlandlabs.com/thoughts/top-tips-successful-customer-journey-mapping/
METHODOLOGY
EMPATHY FOR THE USER
EMPATHY FOR THE USER
“Feelings are integral to experiences (maybe even its core), inextricably intertwined with our action.”
MARC HASSENZAHL
EMPATHY FOR THE USER
“Empathy is a noun. A thing. It is an understanding you develop about another person. Empathizing is the use of that understanding – an action.”
INDI YOUNG
TRY IT: EMPATHY EXERCISE
• Two conversations
• Think about something exciting that is about to happen
DO WE NEED LEARNER EXPERIENCE DESIGN?
A DESIGN SCIENCE FOR EDUCATION
“Educational technologists needs to develop a set of principled working practices....that contribute to a design science for education.”
EILEEN SCANLON
TEACHING AS A DESIGN SCIENCE
Because technology is changing both what and how students learn we can only lead educational innovation by being clear about the principles of designing good teaching and learning and therefore what education needs from technology.
DIANA LAURILLARD
LX DESIGNERS
Dr. Jess Knott MSU @jlknott
Phil Denman SDSU
Dr. Amy Wilson Massey @acaciatech
Joyce Seitzinger Academic Tribe @catspyjamasnz
LX DESIGN IS PEDAGOGY AGNOSTIC
https://techknowtools.wordpress.com/2015/04/03/checklist-technology-learning/
ON THE CO-DESIGN OF EXPERIENCES
HELPFUL EXERCISE #1
NOUNS • Pomegranate • Pencil • Bread • Taxi • Ceiling • Cards • Bottle • Flower
VERBS • Fly • Run • Suggest • Type • Develop • Move • Play • Speak
HELPFUL EXERCISE #2
NOUNS • Screen • Glasses • Sweater • Paper • Candle • Book • Watch • Kitten
VERBS • Sing • Sit • Ask • Place • Write • Sleep • Jump • Cry
ON THE CO-CREATION OF EXPERIENCES
EXPERIENCES ARE CO-CREATED
A BOOK IS A GOOD EXAMPLE…
ELEANOR CATTON: ON PURPOSE
Reading is a creative act: it cannot happen automatically, and it cannot happen passively. Any piece of writing is therefore as intimately shaped by the reader’s imagination, their memories, their intelligence, their disposition and their state of mind, as by the writer’s.
ELEANOR CATTON
DESIGN FOR EXPERIENCE
Participatory design makes everyday people, such as users, an integral part of the design process, especially at the early front end.
Experience design has emerged recently as a new discipline in response to the new information and communication technologies. But I will argue that there is no such thing as experience design. Experiencing is in people and you can’t
design it for someone else. You can, however, design for experiencing.
http://www.maketools.com/articles-papers/NewDesignSpace_Sanders_01.pdf
LIZ SANDERS
DESIGN ACROSS THE GAPS
LECTURES
PERSONAL LEARNING NETWORK
TUTORIALS
LMS COURSE SITE
SUPPORT SERVICES
MOBILE APP PEER LEARNING
LABS WORK PLACEMENTS
LX DESIGN CAN HAPPEN AT ANY LEVEL/SCALE
SMALL CHANGES ARE FINE: MIKE WESCH’S SYLLABUS
LX PROCESS
DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY Learner & stakeholder interviews Learner observation Learning analytics Persona
CHALLENGE DEFINITION Workshops Affinity diagramming Scenario mapping How might we…? Challenge statements
RESEARCH Technology research Competitor analysis Service design blueprint
Learner & stakeholder driven design research
Gain insights and define challenges
Develop possible learning solutions through iteration
Improve and optimize final learner experience
TESTING Usability testing A/B testing User observations & interviews
General challenge
Specific challenge
Specific solution
PROTOTYPING Paper prototyping Journey mapping User testing Service design blueprint Information architecture
IMPLEMENT Feedback loops A/B testing Learning analytics
IDEA GENERATION Sketching Storyboarding Scenario mapping
DISCOVERY
DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY Learner & stakeholder interviews Learner observation Learning analytics Persona
CHALLENGE DEFINITION Workshops Affinity diagramming Scenario mapping How might we…? Challenge statements
RESEARCH Technology research Competitor analysis Service design blueprint
Learner & stakeholder driven design research
Gain insights and define challenges
Develop possible learning solutions through iteration
Improve and optimize final learner experience
TESTING Usability testing A/B testing User observations & interviews
General challenge
Specific challenge
Specific solution
PROTOTYPING Paper prototyping Journey mapping User testing Service design blueprint Information architecture
IMPLEMENT Feedback loops A/B testing Learning analytics
IDEA GENERATION Sketching Storyboarding Scenario mapping
USER RESEARCH IN ACTION
https://www.youtube.com/watch?v=szr0ezLyQHY
LEARNER OBSERVATION
CARD SORTING
CODING CONVERSATIONS
CODING CONVERSATIONS
USER INTERVIEWS
EMPATHY MAPPING
PERSONAS
PERSONAS
PERSONAS
RMIT CX TEAM - PERSONAS
WHY PERSONA? TO AVOID ZOMBIE PERSONA
• They thrive in obscurity • They’re not really
“alive” (to the project) and, at the same time, they’re hard to kill
• They don’t seem that dangerous, but they’ll eat the brains of your project team
DEFINING A CHALLENGE TO ADDRESS
DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY Learner & stakeholder interviews Learner observation Learning analytics Persona
CHALLENGE DEFINITION Workshops Affinity diagramming Scenario mapping How might we…? Challenge statements
RESEARCH Technology research Competitor analysis Service design blueprint
Learner & stakeholder driven design research
Gain insights and define challenges
Develop possible learning solutions through iteration
Improve and optimize final learner experience
TESTING Usability testing A/B testing User observations & interviews
General challenge
Specific challenge
Specific solution
PROTOTYPING Paper prototyping Journey mapping User testing Service design blueprint Information architecture
IMPLEMENT Feedback loops A/B testing Learning analytics
IDEA GENERATION Sketching Storyboarding Scenario mapping
AFFINITY DIAGRAMMING
PROBLEM STATEMENT
I am [persona name, 3 characteristics]. I am trying to [outcome/job/task], but [problem/barrier] because [root cause]. This makes me feel [emotion].
HOW MIGHT WE….?
From Stanford d.school
DEVELOP POTENTIAL SOLUTIONS
DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY Learner & stakeholder interviews Learner observation Learning analytics Persona
CHALLENGE DEFINITION Workshops Affinity diagramming Scenario mapping How might we…? Challenge statements
RESEARCH Technology research Competitor analysis Service design blueprint
Learner & stakeholder driven design research
Gain insights and define challenges
Develop possible learning solutions through iteration
Improve and optimize final learner experience
TESTING Usability testing A/B testing User observations & interviews
General challenge
Specific challenge
Specific solution
PROTOTYPING Paper prototyping Journey mapping User testing Service design blueprint Information architecture
IMPLEMENT Feedback loops A/B testing Learning analytics
IDEA GENERATION Sketching Storyboarding Scenario mapping
SKETCHING & STORYBOARDING
ON SKETCHING
“Your sketch is your first minimum viable product.”
CATHERINE HILLS
SCENARIO SKETCHING
IDEA SLAM
TRY IT: IDEA SLAM
• Individually: It is difficult for teachers to alert students to relevant news stories as they happen. How would you solve this?
• Take several sheets and fold them over. Use right side for title and description. Left side for your sketch.
• For a few minutes: Get as many of your ideas down as you can. 1 idea per sheet
• 3 mins: Share your ideas with your table
• 2 mins: Iterate on own and other’s idea. Sketch some more.
JOURNEY MAPPING
SIMILAR TECHNIQUES
• Journey mapping (emotional) • Scenario mapping (narrative) • Service Design Blueprint (channels)
From https://sustainableservice.wordpress.com
Keeping Graduates Green
JOURNEY MAPPING
From seed
andsp
rout.com
LEARNER JOURNEY MAPPING – GETTING STARTED
WHEN DO YOU USE JOURNEY MAPPING?
• For an existing product, object or service • To get an overview of all the elements
and stakeholders • To map all the touch points • To identify emotions associated with
interactions • To identify pain points
WHEN DO YOU USE JOURNEY MAPPING?
For a new product, object or service to be designed, developed and implemented: • To get a common understanding of aspiring
experience for all members of design & development team
• To identify touch points • To identify channels • To identify priorities for the development • To act as a prototype
WHY DO YOU USE JOURNEY MAPPING?
• To map all the bricks in your bricolage (even those beyond your control)
• To step away from your medium
• To design across the gaps
• To facilitate conversation
• To facilitate collaboration
MAP THE LEARNER PATH & TOUCH POINTS
MAP THE LEARNER PATH & TOUCH POINTS
JOIN IN. DESIGN AN
INTRODUCTION FORUM ACTIVITY
MAP THE PATHS & TOUCH POINTS OF OTHER STAKEHOLDERS & CHANNELS
MAP THE INTERACTION PHASES
IDENTIFY EMOTIONS
IDENTIFY OPPORTUNITIES & BARRIERS
From
http
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Pre Start Week 2-6
Week 7-10
Week 11-12
End & post
LMS Wiki is tricky to participate in!
Content
Early access ☺
Teacher Picture & intro video ☺
No involvement in review !
Peers No icebreaker !
Library Intro but use in wk 7 !
OUR VE EXPRESS LEARNER JOURNEY MAP
THE TEAM
• Joyce Seitzinger • Mark Smithers
Lecturers • Annette Cook • Nicola Hardy Digital Learning Team • Spiros Soulis • Angela Nicolettou • Eloise Acuna
USER RESEARCH IN INITIAL 3 HOUR MAPPING SESSION
FURTHER RESEARCH TO INFORM DIGITAL COLLABORATIVE MAP
FINAL LEARNER JOURNEY MAP
MAP DETAIL
ADDRESS THE PAIN POINTS: IMPROVED COMMUNICATION
CHANNELS
DELIVER SOLUTIONS
DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY Learner & stakeholder interviews Learner observation Learning analytics Persona
CHALLENGE DEFINITION Workshops Affinity diagramming Scenario mapping How might we…? Challenge statements
RESEARCH Technology research Competitor analysis Service design blueprint
Learner & stakeholder driven design research
Gain insights and define challenges
Develop possible learning solutions through iteration
Improve and optimize final learner experience
TESTING Usability testing A/B testing User observations & interviews
General challenge
Specific challenge
Specific solution
PROTOTYPING Paper prototyping Journey mapping User testing Service design blueprint Information architecture
IMPLEMENT Feedback loops A/B testing Learning analytics
IDEA GENERATION Sketching Storyboarding Scenario mapping
PROTOTYPING
ON PROTOTYPING
“If a picture is worth a 1000 words, a prototype is worth a 1000 meetings.”
TOM & DAVID KELLEY
CREATIVE PRACTICE RESEARCH
PROTOTYPING
• What is the minimum you can rapidly create?
• Get something in front of people • Get feedback • Create a new prototype
PROTOTYPING WIREFRAMES: HIGH FIDELITY
PROTOTYPING ON PAPER
TRY IT: PROTOTYPING ON PAPER
• Trace the outline of your phone on paper • Sketch an app for … ?
POP APP
ROI OF LX
US AS EXPERIENCE DESIGN ORGANISATIONS
EXPERIENCE DESIGNER TOOLKIT
EXPERIENCE DESIGNER IS NOT A DESIGNER
DIFFERENT WAYS OF COLLABORATING
GET PROJECT DESIGN TEAMS, BUT MIND CHICKENS AND PIGS
DIFFERENT WAYS OF COLLABORATING
DESIGN SPRINTS
DESIGN SPRINTS
MAYBE WE NEED LEARNING EXPERIENCE ARCHITECTS
http://www.lxdesign.co/2016/04/you-just-might-be-a-learning-experience-architect/
OR LEARNING EXPERIENCE LABS
GET A MINI LX DESIGN TOOLKIT
• Poster of LX Double Diamond • Handouts to get started on User Research:
User interviews, Empathy Maps and Persona
• Lean LX Cycle
http://tinyurl.com/vcd-lxtoolkit
STAY IN TOUCH
www.academictribe.co @catspyjamasnz @academictribe #lxdesign Facebook.com/academictribe Search: lxdesign joyce@academictribe.co