UXSG2014 Workshop (Day 1) - Understanding what people want workshop (cxpartners)

Hello!

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@richardcaddick #taskmodel

A bit of background

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Find out the steps people go through and the decisions they need to make…

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…then stick to those patterns in the design!

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So why care?

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Increased customer

satisfactionIncreased

$$$More

effective products

= +

Warm up activity

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Your morning routine.

From the alarm going off through to leaving the house.

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When finished, the shaving program included 55 steps; 55 separate behaviors that this learner needs to acquire, in a specific order, before we can consider shaving “mastered.”http://zachikkanda.com/2012/04/12/the-complexity-of-simple-tasks/

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There’s a goal

There are phases

Decisions that need to be made

There are activities

Requirements

Pain points

Wait a minute!

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If the user has a shortlist of cities then they will repeat the search several times for each city.

Users maybe thrown back into research mode if they don't like what they see or if another suggestion is made. Often this can be a suggestion by a friend or family member.

Decision Which city?

Dates?

Idea of price?

Specific needs

How far away?

Which departure airport?

ConfirmationPayment

Price

Hotel

Room

Location

Flight

Specifics

Photos

Search for hotels in cityBrowse

Idea"Let's get away!"

Initial investigations"Where shall we go?"

Unless the couple have already decided exactly where they are going they will look for inspiration online and offline and through talking with friends and family.

Detailed investigations"This looks good"

Once a search has been performed a user will evaluate the different options available. These are linked and each item effects the overall package they select.

Decision made"That looks amazing!"

Decide on a place"Let's look here"

!The current payment options are not clear and the pricing not transparent. Users abandon the process even after making the decision to book. Ensure a full and clear payment breakdown.

Each user has specific requirements that must be fulfilled at this stage (even though they don't yet know where they are going) and confirmed when booking. We heard:

"The hotel must have a pool""Must have spa treatments"

"Must be near an excellent restaurant"

Goal: To find the perfect romantic city break

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Today’s brief

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Research Analysis Task model Design

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Research: Let’s share some stories

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Indi Young’s tips for conducting interviews

Behaviours and philosophies, not product preferences

Open questions only

No words of your own

Follow the conversation

Not about tools

Immediate experience

Other ways to research

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Break time :-)

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Analysis: Making sense of the research

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There’s a goal (book the best flight, find the right dress, complete my weekly shop)

There are phases (trigger, research, purchase…)

Decisions that need to be made (what colour?)

There are activities (check flight times with my wife)

Requirements (general e.g. flight times, specific e.g. must be red)

Pain points (ouch!)

The three behaviours

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If the user has a shortlist of cities then they will repeat the search several times for each city.

Users maybe thrown back into research mode if they don't like what they see or if another suggestion is made. Often this can be a suggestion by a friend or family member.

Decision Which city?

Dates?

Idea of price?

Specific needs

How far away?

Which departure airport?

ConfirmationPayment

Price

Hotel

Room

Location

Flight

Specifics

Photos

Search for hotels in cityBrowse

Idea"Let's get away!"

Initial investigations"Where shall we go?"

Unless the couple have already decided exactly where they are going they will look for inspiration online and offline and through talking with friends and family.

Detailed investigations"This looks good"

Once a search has been performed a user will evaluate the different options available. These are linked and each item effects the overall package they select.

Decision made"That looks amazing!"

Decide on a place"Let's look here"

!The current payment options are not clear and the pricing not transparent. Users abandon the process even after making the decision to book. Ensure a full and clear payment breakdown.

Each user has specific requirements that must be fulfilled at this stage (even though they don't yet know where they are going) and confirmed when booking. We heard:

"The hotel must have a pool""Must have spa treatments"

"Must be near an excellent restaurant"

Goal: To find the perfect romantic city break

Some examples

Bristol18 January 2006 Two users

Manchester 10 January 2006 Call centre team 16, 17 January 2006 Six users

Brighton13 December 2006 Internal stakeholders

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Decision to go on a cruise

Budget

Research

Enquiries

Cabins

Booking

Newspapers Online

Travel agents

Brochure Call centre

Friends and family

Most already have dates in mind

Users respond to the first price they

see e.g. offer in paper

What they do How they do it

§ All in package, get there and are looked after

§ Accurate costs (excluding / including drinks, tipping

§ Fly from Manchester (or other local airport)

§ Seven nights if not tried before

§ Range of destination requirements §From open to suggestions to specific locations

§ Cabin details / facilities / outside window

§ Entertainment

§ Choice of restaurants

§ Kids clubs and activities

§ Is it too Butlin’s like?

§ Do you feel sea sick?

Cruise requirements and questions prior to booking

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§ How do the trips work?

§ Informal dress

§ What to take

§ Gym

§ Relaxation / comfort

§ Interesting people

§ Laundry facilities

§ Access questions

§ Smoking / non-smoking on board

§ World cup / football

§ Internet access

§ Pool towels provided

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Customer calls call centre checking for availability having got a price off the Internet. They had the wrong price because they didn’t include fuel

supplement costs. The call centre operator reads out the itinerary from the brochure. The customer checks the itinerary in their brochure which they got from the travel agent. The customer tells the call centre they’d get an email on the same subject

Customer calls call centre checking for availability having got a price off the Internet. They had the wrong price because they didn’t include fuel

supplement costs. The call centre operator reads out the itinerary from the brochure. The customer checks the itinerary in their brochure which they got from the travel agent. The customer tells the call centre they’d get an email on the same subject

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Booking often requires a phone call in order to tailor travel requirements

Pre-registraion: In order to feel ready to pay for pre-registration, users need to know what is included in a package.

Idea Research BookA trigger combines with a set of suitability criteria to generate the idea that travelling to an event is possible. The idea leads to the research phase.

The research phase begins by checking the event schedule to start thinking about a rough itinerary for the trip. It's at this point that match dates and locations become important and enable consideration of non-sports activities, such as visiting friends and family or cultural excursions.

Flexible travel arrangements are important, particularly for long haul packages. e.g. I'd like to incorporate a cruise in Hong Kong, or I'd like to stop over in California and Fiji.

Gullivers: Booking a package for a sports event

I want to go and visit people and maybe NZ in my own time.

I said I'd do the Hong Kong 7s that I've been talking about for 30 years.“

We watched the Ryder Cup on TV. You think, I could go there next time.“The Queen Mary was going to be in Hong Kong. All of a sudden I wasn't just taking the wife to 3 days of rugby, but there was something else to do for her.

“

The first thing I choose is the event, then the games I want to see, then the details.“I didn't know Hong Kong, so I wanted someone to sort it for me.“ “

I wouldn't pay £100 at the moment - there's not enough details about the tour dates or the packages to do that.“

I'd pre-registered my interest. It's reassuring, so if some things are in short supply I'll get first crack at it. From a marketing POV you feel a bit special.

“

We'd both retired and wanted to do a one off trip. I was chatting to my neighbour and we decided we'd all go together.“

“

“

Cycle of sporting events

+Trigger

Budget

Destination

Timing

Other travellers

Distance

Package or self-organise?

Flexibility

Credibility as sports specialist

Trusted recommen-

dation

Used previously

Price and value

Match schedule

Choose matches

Match dates and locations

Plan non-sporting activities

Duration

Flights

Flexibility

Accommo-dation

Inclusions

Matches

Price

Itinerary

Evaluate suitability Check details

Choose matches& plan itinerary

Choose package

Choose operator

Book or Pre-register

I'd like to know which airport the flights are flying from.

I met friends and could do things with them if I wanted rather than be constrained by an itinerary.

“

“

They're not a specialist travel company. They might not know that the tickets are important.

“

I wanted to know: dates, duration, fully escorted (or otherwise), where we'll go, tests, accommodation, breakfast, guaranteed match tickets, cost for a twin/double room.

“

The Las Vegas 7s is shorter haul than Hong Kong. It's a week long so I can take that time off.“

I really need the schedule to plan this out.

I'd be looking to see if there were any destinations I particularly wanted to visit.

You could walk to the ground from the hotel, it was the rugby hotel, you got the atmosphere.

“

If I want to see my nephew in Perth, I'd have to go out early, or perhaps he can come to us.

“

I rang them because I wanted them to organise my flights back. But if they couldn't do it, I would have organised my own flights.“

2 Nov 2012, Neil Schwarz & Jesmond Allen, cxpartners.co.uk

Flexibility

Guaranteed tickets

Inclusions

Security e.g. ATOL

Getting from A to B

Convenience

Hand picked

accommo-dation

Destination knowledge

Cost and valuePersonal

guide

Group travel/

community

Hassle / responsi-bility free

Flight details

Accommo-dation details

Extras and upgrades

Final price e.g. single

supplement

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Creating the task model

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If the user has a shortlist of cities then they will repeat the search several times for each city.

Users maybe thrown back into research mode if they don't like what they see or if another suggestion is made. Often this can be a suggestion by a friend or family member.

DecisionWhich city?

Dates?

Idea of price?

Specific needs

How far away?

Which departure airport?

ConfirmationPayment

Price

Hotel

Room

Location

Flight

Specifics

Photos

Search for hotels in city

Browse

Idea"Let's get away!"

Initial investigations"Where shall we go?"

Unless the couple have already decided exactly where they

are going they will look for inspiration online and offline and

through talking with friends and family.

Detailed investigations"This looks good"

Once a search has been performed a user will evaluate

the different options available. These are linked and

each item effects the overall package they select.

Decision made"That looks amazing!"Decide on a place

"Let's look here"

!The current payment options are not clear and the pricing not transparent. Users abandon the process even after making the decision to book. Ensure a full and clear payment breakdown.

Each user has specific requirements that

must be fulfilled at this stage (even though

they don't yet know where they are going) and confirmed when booking. We heard:

"The hotel must have a pool""Must have spa treatments"

"Must be near an excellent restaurant"

Goal: To find the perfect romantic city break

5. FlowShow how people move through the process. Allow for exploration and iteration.

Task model cheat sheet

1. GoalThe thing that people are trying to do.

2. PhasesThe broad stages that people go through to complete a goal.

3. BehavioursThe patterns of behaviour people use to make a decision. See A, B, C below.

4. TasksThe individual elements that a user has to know or do to facilitate a decision.

6. BarriersIdentify any pain points.

The three behaviours

A. Complex evaluation

A complex evaluation recognises that people need to move freely between often unrelated variables until they reach a decision.

In this example it's about deciding where out of all the options they want to get away to.

B. Controlled evaluation

In a controlled evaluation people move between known variables in order to make a decision. The interaction should allow people to alter each variable and see the effect on the outcome.

Here it's about putting together the final package and price.

C. Direct connection

In a direct connection people expect to be able to move from one step to the next without deviation.

In this case it's about moving seamlessly through the payment and confirmation process.

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7. Content requirementsThe general and specific content needs that people have around each task.

A

B

C

www.cxpartners.co.uk @richardcaddick #taskmodel

The anatomy of a task model

Communicating The User Experience - www.cxpartners.co.uk/ux-resources

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Applying the task model to design

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Booking often requires a phone call in order to tailor travel requirements

Pre-registraion: In order to feel ready to pay for pre-registration, users need to know what is included in a package.

Idea Research BookA trigger combines with a set of suitability criteria to generate the idea that travelling to an event is possible. The idea leads to the research phase.

The research phase begins by checking the event schedule to start thinking about a rough itinerary for the trip. It's at this point that match dates and locations become important and enable consideration of non-sports activities, such as visiting friends and family or cultural excursions.

Flexible travel arrangements are important, particularly for long haul packages. e.g. I'd like to incorporate a cruise in Hong Kong, or I'd like to stop over in California and Fiji.

Gullivers: Booking a package for a sports event

I want to go and visit people and maybe NZ in my own time.

I said I'd do the Hong Kong 7s that I've been talking about for 30 years.“

We watched the Ryder Cup on TV. You think, I could go there next time.“The Queen Mary was going to be in Hong Kong. All of a sudden I wasn't just taking the wife to 3 days of rugby, but there was something else to do for her.

“

The first thing I choose is the event, then the games I want to see, then the details.“I didn't know Hong Kong, so I wanted someone to sort it for me.“ “

I wouldn't pay £100 at the moment - there's not enough details about the tour dates or the packages to do that.“

I'd pre-registered my interest. It's reassuring, so if some things are in short supply I'll get first crack at it. From a marketing POV you feel a bit special.

“

We'd both retired and wanted to do a one off trip. I was chatting to my neighbour and we decided we'd all go together.“

“

“

Cycle of sporting events

+Trigger

Budget

Destination

Timing

Other travellers

Distance

Package or self-organise?

Flexibility

Credibility as sports specialist

Trusted recommen-

dation

Used previously

Price and value

Match schedule

Choose matches

Match dates and locations

Plan non-sporting activities

Duration

Flights

Flexibility

Accommo-dation

Inclusions

Matches

Price

Itinerary

Evaluate suitability Check details

Choose matches& plan itinerary

Choose package

Choose operator

Book or Pre-register

I'd like to know which airport the flights are flying from.

I met friends and could do things with them if I wanted rather than be constrained by an itinerary.

“

“

They're not a specialist travel company. They might not know that the tickets are important.

“

I wanted to know: dates, duration, fully escorted (or otherwise), where we'll go, tests, accommodation, breakfast, guaranteed match tickets, cost for a twin/double room.

“

The Las Vegas 7s is shorter haul than Hong Kong. It's a week long so I can take that time off.“

I really need the schedule to plan this out.

I'd be looking to see if there were any destinations I particularly wanted to visit.

You could walk to the ground from the hotel, it was the rugby hotel, you got the atmosphere.

“

If I want to see my nephew in Perth, I'd have to go out early, or perhaps he can come to us.

“

I rang them because I wanted them to organise my flights back. But if they couldn't do it, I would have organised my own flights.“

2 Nov 2012, Neil Schwarz & Jesmond Allen, cxpartners.co.uk

Flexibility

Guaranteed tickets

Inclusions

Security e.g. ATOL

Getting from A to B

Convenience

Hand picked

accommo-dation

Destination knowledge

Cost and valuePersonal

guide

Group travel/

community

Hassle / responsi-bility free

Flight details

Accommo-dation details

Extras and upgrades

Final price e.g. single

supplement

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7 Event: Lions tour

Events Search Gullivers GoHospitalitySports UK & European travel for agents

Login Contact us 01684 878682

British & Irish Lions tour of Australia 2013 1 June to 6 July 2013

Match highlights View full match schedule

22 JUNE

1st Test Australia v British & Irish LionsSuncorp Stadium, Brisbane

2nd Test Australia v British & Irish LionsEtihad Stadium, Melbourne

3rd Test Australia v British & Irish LionsANZ Stadium, Sydney

29 JUNE

6JULY

1 JUNE

British & Irish Lions v Barbarian F.C.Hong Kong Stadium, Hong Kong

View full match schedule

Our favourite Lions packages View all 28 Lions packages

Watch the 1st & 2nd Lions Tests from £4,98013 day packages including flights and accommodation

Watch the opening Test in Brisbane and the crucial middle Test in Melbourne, with a variety of touring options along the way.

Share

Personalise your packageOur friendly and experienced Lions team are happy to help, whatever you'd like to do: • Explore more of Australia• Stay with friends• Arrange a stop over• Flight and accommodation upgrades

Call us now to speak to our Lions team 01684 878211

Tailor-made travelIf you would prefer to travel independently, rather than on one of our fully escorted tours, we can put together a completely bespoke package for you.

More about Tailor-made travel

--FOOTER--

4:3 4:3

4:3

Saturday 22 June

1st Test Australia v British & Irish LionsSuncorp Stadium, Brisbane

2nd Test Australia v British & Irish LionsEtihad Stadium, Melbourne

3rd Test Australia v British & Irish LionsANZ Stadium, Sydney

Saturday 29 June

Saturday 6 July

Saturday 1 June

British & Irish Lions v Barbarian F.C.Hong Kong Stadium, Hong Kong

View full match schedule

ANZ Stadium, SydneyAustralia v British and Irish Lions3rd Test6 July 2013, Kick-off 2pm

• Guaranteed tickets to 1st and 2nd Tests• 3 nights in Brisbane• 3 nights in Cairns with Barrier Reef trip• 3 nights in Melbourne

13 day 'Kookaburra Yellow' tour

from £4,980 View details

All our packages include guaranteed match tickets, all flights, hand-picked accommodation and a rugby specialist tour manager

• Guaranteed tickets to 2nd and 3rd Tests• Superior accommodation• 3 nights in Melbourne• Sightseeing tour including Ayers Rock• 5 nights in Sydney

15 day 'Possum Purple' tour

from £6,299 View details

• Guaranteed tickets to all 10 Lions matches• Matches in Hong Kong, Perth, Sunshine Coast, Newcastle, Sydney, Canberra, Brisbane & Melbourne• Palm Cove reef trip, Blue Mountains trip

41 day 'Epic' tour

from £12,999 View details

More Lions packages View all 28 Lions packages

View 3 packages

Watch the 2nd & 3rd Lions Tests from £4,62512-18 day packages including flights and accommodation

Watch the crucial middle Test in Melbourne and the final test in Sydney, with a variety of touring options along the way. View 7 packages

Watch all three Lions Tests from £6,19919-41 day packages including flights and accommodation

Don't miss a test! There's plenty of time to explore Australia between the matches. Options to catch all of the build up matches or to stay in deluxe accommodation. View 16 packages

Hong Kong weekenders from £1,8496 day packages including flights and deluxe accommodation

A little closer to home, for the first time ever, see the Barbarians v Lions in Hong Kong, the Far East's cultural melting pot. View 2 packages

Guaranteed match ticketsfor all games

Relax and enjoy the Gullivers experience

Personal touch throughoutThere's always a tour manager on hand to help and advise. Test their specialist rugby knowledge or ask for local highlights.

Join the rugby in-crowdStay in the 'rugby' hotels with our ex-player hosts. Enjoy the craic at the Gullivers Big Pub.

The holiday of a lifetimeWant to upgrade your flights or add a tour or stopover? No problem, just give us a call on0000 000 0000

We're rugby travel expertsOrganising rugby travel for over 40 years, this is our 10th Lions tour. Don't just take our word for it - we took over 3,000 supporters to South Africa in 2009.Read more reviews

❝

❝

A superb three weeks, worth every penny - 11 out of 10!T & L Gawley, British & Irish Lions Tour South Africa 2009

The trip to South Africa was amazing. We were very impressed with Gullivers, everything was organised very well… it couldn't have been better.R & P Roddison, British & Irish Lions Tour South Africa 2009

Gallery

Lions Tour to SA 2009 Gullivers Big Pub, Lions Tour to SA 2009

ANZ Stadium, Sydney Ethiad Stadium, Melbourne

Travel in style with our deluxe packages from £5,86013-27 day packages including flights and superior, deluxe, or platinum accommodation

Want those extra luxuries? Choose a deluxe package.

View 15 packages

Upcoming eventsLas Vegas Sevens 2013February 2013

England tour of India 2012 to 2013November 2012 to January 2012

Ashes series 2013-4, AustraliaNovember 2013 to February 2014

View full event calendar »

View 18 Lions packages that include this match

On click:

Download our Lions 2013 tour brochure (523kb)Request a brochure by post

Lions 2013 brochure

3

3. Some guidance for displaying packages as packages become unavailable or sold out:a. The number of packages displayed in the "View 3 packages" link indicates the number of available packages (excluding those that have sold out).b. As the number of available packages for a product group drops to one remaining package, the "View 1 package" link navigates to the Product Detail page rather than the Product Group page.c. As all available packages for a product group have sold out, the product group is removed.d. When fewer than 6 packages in total remain available for the event, switch to "Only a few packages left" template.e. NB: packages that are sold out will continue to be displayed on the product group page

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Notes1. Carousel imagery should include:- Event photography- Benefits of group travel- Destination photography- Official status badges

2. Event schedule highlights

Mouse over: Match background and pin on map changes colour

Saturday 22 June

1st Test Australia v British & Irish LionsSuncorp Stadium, Brisbane

2nd Test Australia v British & Irish LionsEtihad Stadium, Melbourne

3rd Test Australia v British & Irish LionsANZ Stadium, Sydney

Saturday 29 June

Saturday 6 July

Saturday 1 June

British & Irish Lions v Barbarian F.C.Hong Kong Stadium, Hong Kong

View full match schedule

2

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Design your own

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Parting shots

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Task analysis

Chance of success

Time

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$$$

Thank you!

If the user has a shortlist of cities then they will repeat the search several times for each city.

Users maybe thrown back into research mode if they don't like what they see or if another suggestion is made. Often this can be a suggestion by a friend or family member.

DecisionWhich city?

Dates?

Idea of price?

Specific needs

How far away?

Which departure airport?

ConfirmationPayment

Price

Hotel

Room

Location

Flight

Specifics

Photos

Search for hotels in city

Browse

Idea"Let's get away!"

Initial investigations"Where shall we go?"

Unless the couple have already decided exactly where they

are going they will look for inspiration online and offline and

through talking with friends and family.

Detailed investigations"This looks good"

Once a search has been performed a user will evaluate

the different options available. These are linked and

each item effects the overall package they select.

Decision made"That looks amazing!"Decide on a place

"Let's look here"

!The current payment options are not clear and the pricing not transparent. Users abandon the process even after making the decision to book. Ensure a full and clear payment breakdown.

Each user has specific requirements that

must be fulfilled at this stage (even though

they don't yet know where they are going) and confirmed when booking. We heard:

"The hotel must have a pool""Must have spa treatments"

"Must be near an excellent restaurant"

Goal: To find the perfect romantic city break

5. FlowShow how people move through the process. Allow for exploration and iteration.

Task model cheat sheet

1. GoalThe thing that people are trying to do.

2. PhasesThe broad stages that people go through to complete a goal.

3. BehavioursThe patterns of behaviour people use to make a decision. See A, B, C below.

4. TasksThe individual elements that a user has to know or do to facilitate a decision.

6. BarriersIdentify any pain points.

The three behaviours

A. Complex evaluation

A complex evaluation recognises that people need to move freely between often unrelated variables until they reach a decision.

In this example it's about deciding where out of all the options they want to get away to.

B. Controlled evaluation

In a controlled evaluation people move between known variables in order to make a decision. The interaction should allow people to alter each variable and see the effect on the outcome.

Here it's about putting together the final package and price.

C. Direct connection

In a direct connection people expect to be able to move from one step to the next without deviation.

In this case it's about moving seamlessly through the payment and confirmation process.

1

2

3

4

6

5

7

7. Content requirementsThe general and specific content needs that people have around each task.

A

B

C

www.cxpartners.co.uk @richardcaddick #taskmodel

The anatomy of a task model

Communicating The User Experience - www.cxpartners.co.uk/ux-resources