Designing for the customer experience

Designing for the customer experience• Enhancing the learner journey through

the use of mobile apps

Designing for the user experience• Enhancing the learner journey through

the use of mobile apps

In this presentation we are going to consider;• The CONTEXT for including an app to

enhance the user experience (UX)• How to PLAN the brief for

commissioning an app development project

• How to PROMOTE heritage values beyond the visit experience

Context: Who are the targets users?

18-35 year olds

Context: App versus mobile/responsive website

• Both are designed for use on a smartphone

• Both are updatable• Both are resource

rich virtual environments

Similarites

Context: App versus mobile/responsive website

• An app does not require a wifi connection

• An app is faster and can use smartphone native capabilities

• An app can be used to gather valuable customer experience data

Differences

Context: Development costs

Context: Smartphone usage: Apps V Web

Context: Mobile usage. Smartphone V Tablet viewing

Context: Some examples of apps for Heritage

…another one

… and another one

… and another one

Actually, that’s enough context

Planning: The three ‘P’s• PROBLEM – how can a collection

of artifacts and/or values be communicated to an audience?

• PEOPLE – who are the target user audience and how do they communicate with the world

• PROJECT – how can a chosen mode of communication be used to enhance the user experience (UX)?

Not counting the one in Planning

Planning: Storytelling – combining logic with emotion

We hear statistics but we feel stories

Planning: Storytelling

What are your narrative threads?

(UX)

Narrative Visuals

InformationEn

gage

EnlightenExplain

Planning: The storming of the brain

Grouping content into themes or narratives

The mapping of the mind?

Planning: The storming of the brain

Functional grouping to navigate content

A personal journey through a

collection?

Planning: The storming of the brain

A set of themed journeys

I remember how I built

this museum?

Planning: Wireframing

Professional development

Planning: Wireframing

Interacting with exhibits

… almost done

To infinity and beyond….

Promote:

Datamining

Promote:

Datamining

• Data analysis enables the owner to model, test, and classify user behaviour

• Predictive forecasting enables the owner to make improvements based on user behaivior

Promote: Extending the user experience

Consistent continuing compelling experiences

Promote: Extending the user experience

Datamining

• Push notifications let your application notify a user of new messages or events even when the user is not actively using your application.

Promote: Extending the user experience

predictive

• Push notifications 

“We noticed you are back again. Would you like to see what’s new?”

Planning: Testing Fundamentals

• Does this app give me value?

• What about the usability factor? Is it easy to use?

• Is it appealing to the eyes and pleasant to use?