UX Innovation The Light on the Face
EXPERIENCE
The Light on the FaceWhy do they call it love when they mean UX
Alberto Barreiro April 2013
Conceptual economy is a term describing the contribution of creativity, innovation, and design skills to economic competitiveness, especially in the global context. Source: Wikipedia / Daniel Pink
THE CONTEXT
TECHNOLOGY > FEATURES > EXPERIENCIES > MEANINGSMARKET MATURITY
UX Innovation The Light on the Face
1. THE SPACE OF DESIGN
THE PRODUCTIS THE EXPERIENCE
UX Innovation The Light on the Face
1. THE SPACE OF DESIGNTHE PRODUCTIS THE EXPERIENCE:
DURATIONINTENSITYBREADTHINTERACTIONTRIGGERSSIGNIFICANCE
UX Innovation The Light on the Face
2. THE EYE OF THE BEHOLDER
EXPERIENCESARE OPEN AND SUBJECTIVE(in summary: HUMAN)
UX Innovation The Light on the Face
3. THE MEANING OF LOVE
EXPERIENCES AREMEANINGFUL
UX Innovation The Light on the Face
3. THE MEANING OF LOVE
FOCUS ON PREFERABLE OUTCOMES (Rob Girling) SELF RELIANCE LIFE LONG LEARNING TIMELESSNESS
HAPPINESS CITIZEN ENGAGEMENT LIBERTY
CROSS CULTURAL EMPATHY
PROMOTING MASTERY
SOCIAL INCLUSION DIGNITY
AUTONOMY UNIVERSAL ACCESS
HEALTH AND WELL BEING
UX Innovation The Light on the Face
4. MISSIONS AND VISIONS
Visions emerge from the design process to support a mission
UX Innovation The Light on the Face
MISSION BEFORE VISION
4. MISSIONS AND VISIONS
UX Innovation The Light on the Face
Design is about setting the conditions for things to happen: products, business, innovations, experiences
The Miller-Urey Experiment
5. INNOVATION JUST HAPPENS
UX Innovation The Light on the Face
DESIGN STAGESto re-act the experience, not for users but for actors
5. INNOVATION JUST HAPPENS
UX Innovation The Light on the Face
DESIGN STAGESto re-act the experience, not for users but for actors
5. INNOVATION JUST HAPPENS
UX Innovation The Light on the Face
“CREATIVITY IS JUST CONNECTING THINGS”Steve Jobs
6. THE CREATIVE ACT
UX Innovation The Light on the Face
DESIGN REQUIRES EXPOSURE AND CONFLICT
7. AWAY FROM THE LAB
UX Innovation The Light on the Face
DESIGN REQUIRES EXPOSURE AND CONFLICT
7. AWAY FROM THE LAB
UX Innovation The Light on the Face
1. THE PRODUCT IS THE EXPERIENCE
2. EXPERIENCES ARE SUBJECTIVE AND OPEN
3. DESIGN FOR MEANING
4. MISSIONS BEFORE VISIONS
5. DESIGN STAGES
6. CREATIVITY IS JUST CONNECTING THINGS
7. DESIGN REQUIRES CONFLICT
UX Innovation The Light on the Face
1. THE PRODUCT IS THE EXPERIENCE
2. EXPERIENCES ARE SUBJECTIVE AND OPEN
3. DESIGN FOR MEANING
4. MISSIONS BEFORE VISIONS
5. DESIGN STAGES
6. CREATIVITY IS JUST CONNECTING THINGS
7. DESIGN REQUIRES CONFLICT
UX Innovation The Light on the Face
Meaning
Art
Lov
Idea
Desig
Desir
Function
Scienc
Sex
0. THE REALM OF DESIGN
UX Innovation The Light on the Face
DESIGNAS ATROJANHORSE
UX Innovation The Light on the Face
CASE STUDY 1: WEBJAM DNADesigning for Social Media: the designer as a gardener
“Let it be”Lennon & Maccartney
UX Innovation The Light on the Face
CASE STUDY 1: WEBJAM DNADefinitions, Narratives and Activations
LABS
IDeA
A
CTIVATE
FEASIBILITY
DESIRABILITY
VIABILITY
FACTORY
BUSINESS
ACT
MEASURE
CREATE
LISTEN
Webjam as a co-creation tool
Desing Thinking model applied to Social Media design & development
Note: Webjam’s updated platform can now be found on: www.hatchplatform.com
UX Innovation The Light on the Face
CASE STUDY 1: WEBJAM DNACo creation - co design - co development
FACTORY
L
ABS
I
DeA
A
CTI
VA
TE
ENGAGED COMMUNITY
BUSINESS
CONCEPTPACKAGE
PROPOSALCONTRACT
DEFINED SOLUTION
LAUNCH
DEFINE ACTIVATE
NARRATE
BUNCH OFPEOPLE
UX Innovation The Light on the Face
CASE STUDY 2: ITV XDesigning for TV: the designer as a surfer
Order from Chaos
UX Innovation The Light on the Face
EXPERIENCE
It's more fun to be a pirate than to join the navySteve Jobs
UX Innovation The Light on the Face
Experience
UX Innovation The Light on the Face
CASE STUDY 2: ITV XThe Product Development Process
Intera
ction p
attern
s
Concept valid
ation
Moodboard
s
Brandin
g briefs
Creative p
roposa
ls
Design d
irect
ion
Product concep
ts
Commercial ass
ets
Editoria
l asse
ts
QA validatio
n
Product validatio
n
Brand validatio
nVisual assets
Product front e
nd
Commercial pla
nning
Editoria
l str
ategy
Design validatio
n
Interaction specificatio
ns
Branding guidelin
es
Visual dire
ction
Wirefra
mes
Concept valid
ation
Use
r flo
ws/storyboards
Product r
equirements
Tech
nical require
ments
Visual e
xplorations
Editoria
l requirements
Branding re
quirements
QA sc
ope
Visual D
esign
Front E
nd Development
User t
esting
Ongoing QA
Release planning
Obse
rvatio
ns
Insights
Con
tent a
nd editorial strategy
Busi
ness o
bjectives
Use
rpro
filin
g
Tech
nology fr
amework
Concept Design Build Release
DELIVERABLES
TASKS & INPUTS
DIV
ER
GE
NC
E
CONVERG EN CE
UX Innovation The Light on the Face
CASE STUDY 2: ITV XSo, do you find a mission yet?
Our mission is to
BRING PEOPLE AND CONTENT TOGETHER
by extendingthe ITV Experience in the online media
UX Innovation The Light on the Face
GEMMA
How can we enhance and make the most of TOWIE’s experience for Gemma. everywhere, anytime?
THE ONLY WAY IS ESSEXCASE STUDY 2: THE X METHOD
MISSIONDURATION INTENSITY
engagementTRIGGERS
calls to actionINTERACTION BREADTH
platformsMEANING
CONTEXTSENSITIVE
How does the context of the experience changes depending on the user activities during the day?
How can we optimise user engagement depending of the context of the experience?i.e: light (twitter)mild (FB)strong (Website)at home, at the office?
How can we target the calls to action depending on the user, content, platform and device context.i.e. specific Twitter “get the look” during the show
How can the audience interact with the show depending on the context they are in?- Mobile, tablet, Social Media platforms? Public vs private interaction
What are the platforms where the experience is happening and how they affect/define the context of the experience?
How the context affects the meaning of the experience? Private vs shared experiences, mobile and fragmented vs focused viewing?
TIMESENSITIVE
How can the product deal with the duration variables of the show?How the product changes before/during and after the show.
How time sensitive interfaces can enhance the level of engagement of the user with the show?
What are the triggers before, during and after the show that drives participation and engagement?
What are the differences between the interactions before, during and after the show?
What platforms and devices are more relevant before, during and after the show?i.e Twitter during the show, website after
How people relate to the content before, during and after the show?Expectations, Curiosity, Emotions
SOCIAL
How can we use social strategies to set people expectations before the show, to allow user interaction and to keep the engagement after?
How the use of social media can enhance the intensity and engagement of a show?
What are the right calls to action depending on the social media platform and tools?
When and where can we find social interaction opportunities: commenting, likes, sharing, tweeting
What are the most relevant social media platforms for a particular show and how does ?
Are our social strategies enhancing the value of the content experience?
SEAMLESS
How can we tie show linearity with the digital products?
Is the story being developed across different context in a way that builds up user engagement?
Are the call to actions distributed across different context set for complementarity?
Is the interaction patterns developed in a consistent way?
Is there a sense of consistency and complementarity across the different platforms and devices?
Is the message clear and consistent?
ITV-NESS
Does the product reflect the pace of the show?
Is the engagement built around the values of the show?
Is the tone of voice and the nature of the calls to action aligned with the show brand?
Are we leveraging on the interaction opportunities defined by the show?
Are we developing a proper sense of the show brand across the different platforms and devices?
Is on brand?Does it make sense?What are the values behind the experience: The brand is the experience.
• I am a junior recruitment consultantI want to know what happened to KirkI like to watch TOWIEI like to read about celebrity gossipI really like doing my nails
UX Innovation The Light on the Face
CASE STUDY 2: THE X METHODExample
CONTEXT / INTENSITY
How can we optimise Gemma’s engagement with The Only Way is Essex depending of the context of the experience?
i.e: light (twitter following)mild (FB friendship)strong (Website commenting)during the show at home, reading the news at the office, checking for updates at the bus
UX Innovation The Light on the Face
CASE STUDY 2: THE X METHODExample#In Context
In Context timing / Duration: How does the content experience changes based on user activity and behaviors throughout the day?
Contextual Engagement: How do we optimise the intensity of user engagement based on where they are, who they are with and how they're feeling?
Contextual Calls to Action:How do we initiate calls to action tha are dependent of the user changing context? i.e. mobile (on the go) notifications.
Contextual Interactions:How many ways the audience can interact with the show depending on the context? i.e. at work (quizzes with colleagues). at home (tablet second screen companion), in the screen with the family.Is it a shared or private activity?
In Context Platforms:Which platforms should the experience be on to fit the need of a changing context?Does the experience need to be multiplatform? when and how?
Contextual Meaning:How context affects the meaning of the experience? Is it private or shared? Is it in one sitting or fragmented?
UX Innovation The Light on the Face
EXPERIENCES: contents -brands - needs - tasks - toolsCASE STUDY 2: THE X METHOD
MISSIONDURATION INTENSITY
engagementTRIGGERS
calls to actionINTERACTION BREADTH
platformsMEANING
PRINCIPLE
PRINCIPLE
PRINCIPLE
PRINCIPLE
PRODUCT drivers:businessdesignservicestechnologybrandmarketing
PEOPLE researchinsightsobservations
How can our [PRODUCTS] help [NAME] to do [EXPER.] ?
UX Innovation The Light on the Face
DESIGN AS A TROJAN HORSEDesign: entrepreneurship, creativity, strategy and innovation?
What does the business “say” they need?
- Disruptive Innovation
- Differentiation
- New standards of quality
- Customer centric strategies and products
- Creativity
- Holistic approaches (Brand, Business, Products)
- Efficiency
- Knowledge
- Focus on value and meaning
?THE ROLE OFDESIGN
What the Designer has to offer?
- Bottom-up innovation based on real user needs
- Unique and ‘authentic’ solutions
- Obsession for product quality
- User centric methodologies
- Familiarity with creative processes
- Cross-disciplinary mindset
- Expertise on Frameworks & Systems
- Experimental Insights
- Integrity
Design is becoming a key strategic driver for businesses.
We have to look beyond the technical realm of the discipline (defined by the skill-set) in order to place Design in the position in which it can develop and produce real value.
UX Innovation The Light on the Face
DESIGN AS A TROJAN HORSEDesign: entrepreneurship, creativity, strategy and innovation?
What does the business must offer?
- Access to core business variables
- Openness
- Allow strategic influence
- People centric values
- Flexibility
- Transversality and Cross-disciplinary
- Exposure
- Incentives and Recognition
?THE ROLE OFDESIGN
What does the Designer needs?
- To gather deep knowledge of the business
- To be part of every conversation
- To produce and sell ideas
- To represent the user/customer/people
- Space to play
- To become a facilitator and a leader
- Constructive conflict
- To add value
The role of Design leadership has to be defined by a combination of hard work (delivery) and strategic and organisational ‘land grabbing’.In most business this is presented in the shape of an conflict.But this is a conversation that we cannot avoid.
UX Innovation The Light on the Face
DESIGN AS A TROJAN HORSEThe Cultural Cycle analogy Cultural Cycles:
"The Culture Cycle is the iterative recursive process whereby people create cultures to which they later adapt, and culture shape people so that they act in ways that perpetuate the cultures.In other words, cultures and people make each other up”Hazel Rose Markus and Alana Conner.
SELVES
EVERYDAYPRACTISES& ARTIFACTS
INSTITUTIONS
FOUNDATIONALIDEAS
UX Innovation The Light on the Face
DESIGN AS A TROJAN HORSEThe Cultural Cycle analogy
Corporate Cycles:There’s a simple analogy to make between the Cultural Cycles and the Corporate ones and its relation with its customers and society in general.
The key value of the concept is to help us understand the bi-directional interdependency among the parts, instead of the top down classical reductionistic approach.
Customers create organisations the same way the companies create product for consumption.
From this point of view, the underlying “cultural” framework (Values, Mission, Purpose) surfaces as a critical aspect, as it defines the meaning of this relationships.USER
CUSTOMERPEOPLE/SOCIETY
PRODUCTS& SERVICES
PROCESSES & ORGANISATIONS
VALUESMISSIONPURPOSE
UX Innovation The Light on the Face
DESIGN AS A TROJAN HORSEThe Cultural Cycle analogy
USERCUSTOMERPEOPLE/SOCIETY
PRODUCTS& SERVICES
PROCESSES & ORGANISATIONS
VALUESMISSIONPURPOSE
CORPORATE DRIVEN
Broken Cycles:
1- Business Driven
Seduction is not enough
UX Innovation The Light on the Face
DESIGN AS A TROJAN HORSEThe Cultural Cycle analogy
USERCUSTOMERPEOPLE/SOCIETY
PRODUCTS& SERVICES
PROCESSES & ORGANISATIONS
VALUESMISSIONPURPOSE
Broken Cycles:
2- Technology Driven
Usability is not enoughTECHNOLOGY DRIVEN
UX Innovation The Light on the Face
DESIGN AS A TROJAN HORSEThe Cultural Cycle analogy
The Role of Design?
Brands, Organisations, Products and People make each other up
USERCUSTOMERPEOPLE/SOCIETY
PRODUCTS& SERVICES
PROCESSES & ORGANISATIONS
VALUESMISSIONPURPOSE
UX Innovation The Light on the Face
Thanks
Alberto Barreiro April 2013