UX Ukraine: The Kings are Dead
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Transcript of UX Ukraine: The Kings are Dead
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI
The Kings are Dead. Long Live the Kings.
Dave Roth
VP, MISI XD
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
User Experience vs. Human Experience
Human Experience Design Requires Context
What is Context, really?
Why does Context matter, really?
What you can do
What I’m Going to Say
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
User Experience vs. Human Experience
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
User Experience vs. Human Experience
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Advice to UXD pro presenting to CEO…
Don’t use the term “users”. He won’t know
what you’re talking about.
Use “employees”.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
My advice to you…
Stop thinking “user” and start thinking
people, customer, employee…human.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Human Experience Design Requires Context
Template by: Mel Edwards . design strategist . service & information designer
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
What is Context, really?
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
“As enterprises better understand the
interrelationship between roles,
collaboration, content, and business
processes, the need to provide information
within the context of an information worker's
daily activities will drive the implementation
of Information Workplaces.”
03/2006 – Forrester on Context as King
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
“Customer experience leaders... uniformly
attributed their breakthroughs to moving
away from a product innovation mindset
toward a customer-centered approach to
doing business.”
02/2010 – Forrester on CE
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
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Infamous Slide 7, Bullet Point 4…
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
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Infamous Slide 7, Bullet Point 4…
User Experience Context…
Make portal features easier to
find and functions easier to use
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
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Infamous Slide 7, Bullet Point 4…
User Experience Context…
Make portal features easier to
find and functions easier to use
Human Experience Context…
67% of the participants said the
portal provides no value.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
1
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Infamous Slide 7, Bullet Point 4…
For nearly 70% of “users”…
Portal is usable & useless
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
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Sales Rep Tablet PC Interface Design
drug
drug
Logo
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
1
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33
45
Sales Rep Tablet PC Interface Design
drug
drug
Logo
User Experience Context…
Branded content navigation easy,
scalable & supports conversation
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
1
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33
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Sales Rep Tablet PC Interface Design
drug
drug
Logo
Human Experience Context…
Over 20% of docs ignored or
were agitated by presentation.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
1
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33
45
Sales Rep Tablet PC Interface Design
drug
drug
Logo
Human Experience Context…
60% gave courtesy glance or
asked “Do you need me to sign?”
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
1
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33
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Sales Rep Tablet PC Interface Design
drug
drug
Logo
For 80% of docs visited, use of
tool contributed to a less than
positive interaction.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Why does Context matter, really?
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Company Mission:
We must act in the customer’s best interest…
helpful, courteous and quick to follow up.
Employees closest to the customer should have
ample resources and authority to be the best at
serving customers.
We must exceed customers’ expectations and
constantly make it easier for them to do business
with us.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Backend System
1
System Success
Customer
3
Backend System
System Success
2
Customer Service:
“Nothing I can do.”
System Failure
Dot Com
4
System Failure
Context = All touch points in the experience
5
Account
Reactivation:
“Reapply and pay.”
Customer Service: “I
can’t help you.“
Lost Customer
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
What can you do? Get Contextual.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
What is the challenge you’re addressing?
Why is this a challenge?
Who is facing the challenge and who is affected by it?
Where are they when they encounter the challenge?
How is the challenge currently being addressed?
Ask Questions: Get the whole story
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Contextual
Interviews: Q&A the field –
know the rules
Experience the experience
Shadowing:field observation
– watch, listen
and document
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Map it Out: Simple is Okay
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
The Kings are dead. Long Live the Kings.
User Content
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
The Kings are dead. Long Live the Kings.
ContextHuman
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Forrester : Context is Kinghttp://www.forrester.com/rb/Research/context_is_king_in_new_world_of/q/id/39035/t/2
Mel Edwards on Customer Experience Mappinghttp://desonance.wordpress.com/about/
Other Journey Mapping Resourceshttp://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/
Lots of links to topics like Contextual Inquiryhttp://www.d.umn.edu/itss/training/online/webdesign/testing.html#contextual
Some links…
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design
Disclosure range: MISI & Intended Audience
Questions?
Comments
Wild applause
Dave Roth
VP, MISI XD
732 362-2613