Make Me Whole: Cost-effective Guerilla UX to Unify Experience
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World Usability Day 2010: With an ever-growing number communication devices and channels, it’s challenging to focus on an appropriate and relevant customer experience – especially with tight project budgets & timelines. With so much input, you can be as overwhelmed as your users. This discussion offers creative tactics for unifying experience in our fragmented world without breaking the bank. Instantaneous, multi-device communications are shifting expectations and necessitating new approaches. Thus we must envision innovative ways to design great experiences with real people in real-world contexts through adaptive “guerilla” UX practices such as audience ethnography, contextual field research, co-design and mobile device testing.
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Make Me Whole: Cost-effective Guerilla UX to Unify Experience
- 1. Make Me Whole :: Cost-Effective Ways to Unify Experience presented 11/11/10 at World Usability Day, Memphis
- 2. #WUD
- 3. Lokion is a boutique interactive agency. The depth of our services in strategy, design and technology outweighs our size, as do our clients and partners. passion :: purpose :: practicality
- 5. and who are YOU?
- 6. checking / posting to Facebook / Twitter talking on mobile phone watching VOD / TiVo / Hulu / YouTube online at work & home listening to music – car, work, home, travel, entertainment reading online reviews /reviewing products general internet search / research /recreational shopping absorbing online content /entertainment SMS / chat online on smartphone eCommerce /mCommerce watching TV / going to see movies using smartphone apps Wii / Playstation / video games /online gaming professional multi-taskers with many faces
- 7. • 82% of Americans own a BlackBerry, iPhone or other “smart” cellular device • Two-thirds of American adults sleep with cell phones on or next to their beds • 90% of Americans ages 18 to 29 sleep with them on or next to their beds our lives are changing
- 11. We are surrounded by strangers Out of sight is out of mind Design good experience requires empathy Empathy requires intimacy Intimacy requires proximity We may not always like what we learn But who amongst us is allergic to money? designing for reality, not mythology
- 12. Toolbox :: By any means necessary 12
- 13. Thinkfactory Lokion's unique multi-disciplinary approach for creating new ways to use digital (and other) media to build relationships between you and your audience. Thinkfactory is an idea workshop, a brainstorm on steroids. You emerge with fresh new ideas, ready to deploy - within a set amount of time and for a set price. Sudden. Messy. Chaotic. Causes flooding and sometimes irreversible change. There’s a reason they call it a brainstorm.
- 14. “It never ceases to amaze me how you always come up with new approaches to engage and how much new information we get out of this process every time.” – Tammy Pilgreen, VP of Operational Strategy, Varsity Spirit Corp.
- 15. • Audience ethnography • Contextual field studies • Co-design • Mobile device usability testing To name only a few…. a bit of “guerilla” UX
- 20. 10% Creator 35% Socialite 10% Self-promoter 10% Connector 35% Spectator
- 23. 23
- 26. Co-design
- 29. crowdsourcing
- 30. Mobile device usability testing
- 32. Size matters. Lighting matters. It’s all in the angle. Any testing is better than no testing. mobile testing tips
- 34. Real people’s lives are changing. Good design requires empathy. We need to understand contexts and orbits… …by any means necessary. Keep it light, tight and right. make me whole
Notas do Editor
- In celebration of our theme for the day, we encourage you to communicate. Please do NOT turn off your phones! Please do Tweet in support of this World Usability Day event. Use the hash tag so we can follow the conversation.http://www.worldusabilityday.org/http://twitter.com/search#search?q=%23WUD
- Shiloh Barnat, Director of Strategy and User ExperienceEmail: sbarnat@lokion.comLinkedIn: http://www.linkedin.com/pub/shiloh-barnat/7/99b/703 Twitter: sbarnat
- We control our interactions, deciding which aspects of ourselves we want to reveal along the way. We invent our own projected personas throughFacebook profiles, IM avatars, comments, posts and Tweets. These are as much a part of our identity as age, race, gender, ethnicity or profession.
- Ok. Fess up! How many of take your phones to bed with you? You’re not alone. I know I do…. Our relationship with technology is intimate. The lines between our “virtual” lives and our “real” lives grows thinner every day. Our devices have become like intimate extensions of our brain and our lives. As Martial McCluen put it, “We make our tools, and they make us.”(Pew Internet & American Life Project, "Cellphones and American Adults”)
- Remember when your fingers did the walking this way to get information?... Our digits are still beckoning the information… and page turning is still involved… but now the information comes to us. We ARE the pins on the map, the center that orients our geolocation…. Yes, the world really DOES revolve around ME!Seriously…. This brave new world is evolving exponentially faster filling our lives with new devices, new ways of communicating, interacting and conducting our business. We are all learning how to filter, control, distill and gather near what is most relevant arranged to fit our personal preferences so we can get on with our lives.
- We all vary our personalities and behaviors according to contexts and circumstances revealing parts of ourselves as we negotiate shifting boundaries between inner dialogue, expression, action and social influence. It is no longer enough, if it ever was, to gather data about our audiences -- demographic, technographic,socialgraphic -- to make informed decisions. Though these are a fabulous starting point, but all the numbers in the world will not paint a real picture of the real people in their real lives using the interactive elements we are designing together. It’s just more complex than that.(http://www.briansolis.com/2010/03/behaviorgraphics-humanize-the-social-web/)
- We’ve moved through a tsunami flooding our lives with omnipresent instantaneous digital access. The speed of this shift has created an atmosphere of panic, a tyranny of the urgent, as we juggle shifting possibilities….It is out job as usability professionals to create delightfully frictionless efficiency by removing clutter and increasing focus.Which is why it is more important than ever to counteract free & abundant with relevant & convenient.BUT HOW?
- We are surrounded by strangers. Real people use the digital creations we touch every day. Real people? Yes, real people. Strange as it may seem, that’s an incredibly hard thing for many involved in digital communications to understand….Out of sight is out of mind, right? We don’t see these ‘people,’ so in essence they don’t exist….That is why projects fail. If the stuff we create doesn’t work for real people, what’s the point?...To design for real people, we have to get to know them.And we may not always like what we learn. Sometimes learning is painful.
- “Wow! This is the first time we’ve all been in the same room and had such an honest discussion.” (ThinkFactory client participants)
- Want more: http://nform.ca/tradingcards/http://www.ideo.com/by-ideo/method-cards
- Ethnography borrows from theatre and cultural anthropology the idea of getting to know people by spending time with them, walking in their shoes and using their language and artifacts.“Walk a Mile in My Shoes” by Elvis Presleyhttp://www.youtube.com/watch?v=rmkNCpfgQzI&feature=fvw
- Personas – like ethnographic portraits -- bring people to life by identify motivations, expectations and goals responsible for driving behavior. Personas are archetypal users that represent the needs of larger groups of real users. Although personas are fictitious, they are based on real knowledge of real people. They act as 'muses' and help guide decisions about functionality and design…. Arranging personas along story paths, grouped in tribes or spheres of influence, or along a continuum accentuating their differences can be quite revealing.
- Role playing allows us to vicariously explore stereotypes and areas of experience that are not available in our real lives. And role playing ideal vs. worst case scenario can result in lots of creative solutions that might not have otherwise emerged.
- Persona spectrum boards can be useful in facilitating dialog where consensus is lacking.
- But alas, ourpersonalities are multi-faceted and shift throughout the day. So, our ethnographic portraits need to embrace this complexity.
- Personas need more than names and demographics. We must understand their stories and their orbits.
- Adapting field research methods from anthropology, psychology, and sociology, we can learn even more about people and design more usable products by observing and talking with folks in their own native environments to understand their natural behavior and the context of their activities. Sometimes you just have to BE there to understand the journey folks are on. What people say (ex: report in a diary study) vs. what they actually DO is often very different. Unobtrusiveness is critical to avoid guinea pig syndrome. Listen more than you talk. Don’t forget to gather artifacts. A picture speaks volumes. Always get permission for use of images, videos or verbatims.
- None of our lives happen in one channel. Financial transactions hop channels every day. How many of you bank on your phone? What if you transferred funds on your phone, then later went to an ATM to take out cash but it had a completely different UI and didn’t recognize yourtransfer? In our work with this large regional bank, we observed customer experiences across channels, auditing them for usability, quality, consistency and crossover. First Tennessee continues to work with us through ongoing strategy, user experience design and usability testing engagements to implement our recommendations to optimize customer experiences across channels and provide them with consistent quality at every touch-point.
- Once the largest independent mobile carrier in the country, we observed customer interactions in a broad cross-section of retail locations throughout Cellular South’s regions to better understand group decision-making processes and customer service needs. We also sat in their call center really getting to know their account service struggles. Inalignment with certain stereotypes, we found that men were much less likely than women to ask for “help” or instruction. Women expect personal service. Men prefer self-service. This translated well into customized online account service features in their ecommerce implementation.
- Lokion has been working with Viking Range for 10 out of 10 years. We manage all of their interactive endeavors. Last year when we set about to redesign the kiosks that their dealers use to configure and manage customer orders, the first thing we did was get to know their dealers and distributors. We established a panel who collaborated with us on designs throughout the project. And we visited retail locations to see the old kiosks in action first-hand. Observing this heavily mediated sales process directly lead to a much more usable, focused, brand-appropriate (and soon to be mobile) visualization device interface for Viking Range showrooms.
- Design WITH rather than FOR your audiences. Co-design brings purpose and perspective increasing the quality of the design by actively involving the real people affected by what’s being designed to help ensure that what’s being designed meets their needs and is truly usable. (http://en.wikipedia.org/wiki/Co-Design) Also known as “participatory design” or “collaborative design,” this method is becoming less optional than it used to be as the level of social engagement increases and people expect to be heard and included.
- In a recent ThinkFactory with Varsity Apparel, we asked their sales reps to show us what their ideal digital sales tool would look like. They came up with some great ideas that really fit their process in ways that we could not have dreamed up without their collaboration.
- Sometimes the craziest ideas are the best!
- But you don’t have to get your stakeholders all in the same room to create collaboratively with them. Widespread social media usage can serve as the world’s largest focus group and is being used for product development with great success. As part of our ongoing work with Viking Range, we guided their social media strategy through years of monitoring into a culture of engagement. Now that they’ve built up healthy fan-base of eager enthusiasts, we can tap into that stream for co-creation. For example, last month Viking asked their Facebook followers what they’d like to have in a Viking mobile app. Watch for their ideas to hit the AppStore soon!http://www.buzzwatch.com/
- Speaking of less optional…. As we get to know the real people we’re designing for and understand the multi-device channel-hopping that is a part of pretty much all of our lives at this point, it becomes essential that we test our designs through the relevant devices. This is where the rubber hits the road, right? Can real people use it… when and how it’s convenient for them.
- Recording usability test sessions on a mobile device requires a little bit of extra equipment, but it’s worth the effort.
- Here’s a bit of what we’ve learned so far….
- And here’s what the output looks like….Then you pull it into Morea Analyzer to get a collective picture of the usability scores, time-on-task, etc….. Perhaps comparing these across devices or with the standard Web version to complete a holistic picture of potential usage.
- Any questions?