Experience is Everything; Everything is Experience | Simon Norris
Post on 21-Jan-2017
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EXPERIENCE IS EVERYTHING: EVERYTHING IS EXPERIENCE
@simon_norris
@simon_norris
AN INTRODUCTION
Nomensa Simon Norris Who we work with• c. 100 people • 3 locations • Strategic UX Design agency
Bristol
London
Amsterdam
20+ years’ experience
Interests & expertise: • Art • Design • Science • Psychology
@simon_norris
Nomensa create groundbreaking experiences that make a measurable difference
to the way people use digital technology, live, work and play.
We call this Humanising Technology.
@simon_norris
@simon_norris
@simon_norris
Everybody experiences far more than [they] understand. Yet it is experience, rather than understanding, that influences behaviour.
Marshall McLuhan
THE HIERARCHY OF EXPERIENCE
Style
Content
Technology
Meaning
Believability
Fundamentals
PEAK EXPERIENCE
@simon_norris
ICEBERG MODEL OF MEANING
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Surface meaning
Deeper meaning
Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception
Emotional factor Surprise, Anger, Happiness, Fear, Love,
Acceptance, Expectation, Disgust, Sorrow
@simon_norris
WHAT IS CUSTOMER EXPERIENCE?
How customers perceive their interactions with your company
Harley Manning
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@simon_norris
WHAT IS USER EXPERIENCE?
How customers perceive their interactions with a company's digital products and service.
Simon Norris
@simon_norris
@simon_norris
experience /ɪkˈspɪərɪəns/ noun
WHAT IS EXPERIENCE?
a particular incident, feeling, etc, that a person has undergone: an experience to remember
@simon_norris
@simon_norris
Chemistry and physics are branches of science that both study matter.
The difference between the two lies in their scope and approach.
@simon_norris
THE EXPERIENCE EQUATION
CX
Customer Experience (CX) is the total of all interactions, e.g. physical and digital.
@simon_norris
Blended Experience is where CX and UX overlap meaningfully, e.g. cross-channel
UXUser Experience (UX) is the total of all digital interactions, e.g. digital interfaces.
CX
THE EXPERIENCE EQUATION
@simon_norris
User Experience (UX) covers: • Websites; • Apps; • Social media
(e.g. twitter, instagram, Linkedin, Facebook, etc)
• Wearables (e.g. Apple Watch)
• IoT devices (e.g. Good Night Lamp)
• Sensors • Anything with a
Digital User Interface
@simon_norris
UX
CX
THE EXPERIENCE EQUATION
@simon_norris
Customer Experience (CX) covers: • The store/shop
(physical space) • Call/Contact centre • Paper (bills,
announcements, communications)
• Direct mail • Advertisements • Physical artefacts
(packaging) • People (human
communication and interactions)
UX
@simon_norris
CX
THE EXPERIENCE EQUATION
UX
Blended Experience covers: • Sensors • People and devices
(iPads, smart devices)
• Web address • Link to apps • Tags (GPS) • #hashtags
@simon_norris
Experiences are becoming increasingly blended. It’s imperative to consider the
broader picture.
Simon Norris
SEQUENTIAL CROSS-CHANNEL INTERACTION
@simon_norris
At work At home
0 24HOURS
Mo
tivat
ion
/ d
istr
actio
n
app
website
call
app
(UX)
(UX)
(CX)
(UX)
website(UX)
At work At home
SIMULTANEOUS CROSS-CHANNEL INTERACTION
@simon_norris
0 24HOURS
Mo
tivat
ion
/ d
istr
actio
n
app
website
(UX)
(UX)
in store / comparison (blended) (blended)
app(UX)
TOUCH POINTS - CURRENT
In store
Website
Blended Experience
User ExperienceCustomer
Experience
Call centre
Online help
AR and VR
@simon_norris
x x
xLess More None
Emphasis:
TOUCH POINTS - DIGITAL FIRST
In store
Website
Blended Experience
User ExperienceCustomer
Experience
Call centre
Online help
AR and VR
@simon_norrisx
Less More None
Emphasis:
@simon_norris
INVERSION
2 31
Inversion
@simon_norris
Extended (Emerging) Anthropological space
Virtual space
Anthropological space
Physical spaceExtending (Emerging) Anthropological space
@simon_norris
We shape experience and thereafter our experiences shape us. This is why Experience is Everything.
Inspired by Marshall McLuhan
TAKE AWAYS
@simon_norris
• Be able to identify CX, UX and blended experiences.
• Meaning making. • Work out & validate
the surface factors.
• Develop digital strategies and data strategies.
• Focus on Cross-Channel (blended experience).
• Humanise.
THANK YOU
HUMANISING TECHNOLOGY
@simon_norris
Digital FirstDownload our FREE White Paper on the Humanising Technology blog
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