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Experince Design Seminar // Hyper Island

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A two day workshop on designing meaningful experience and Hyper Island.

Publicada em: Design
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Experince Design Seminar // Hyper Island

  1. 1. Experience Design Seminar Hyper Island, 2016 Andy Sontag @sontagideology andy@bespokecph.com
  2. 2. DAY I AGENDA MORNING/ 9-12 Intro to Experience Design UX Sprint - Research, Design and Execute. LUNCH/ 12-13 AFTERNOON/ 13-16 Mapping Digital Media Experiences Presentation, Reflections.
  3. 3. Intention: To learn powerful tools for designing and creating meaningful experiences. To get into the mindset of rapid prototyping. To learn through doing. Desired Outcome: To have an embodied understanding of practical and powerful tools for creating experiences.
  4. 4. The Frames: Workshop = Interaction You will get out as much as you put in. Your learning is the focus. We learn through doing. Practical stuff
  5. 5. YOU are an experience designer
  6. 6. Everything you design for others changes how they see the world
  7. 7. KAOSPILOTS
  8. 8. I design experience that build meaningful relationships
  9. 9. I design experience that build meaningful relationships
  10. 10. Who are you?
  11. 11. UX Sprint!
  12. 12. Instructions: - build the tallest tower - 3 sheets of paper - you have 3 minutes
  13. 13. “What are you assuming?” Always check your assumptions when designing
  14. 14. “What are you assuming?” Always check your when designing
  15. 15. Why experience design?
  16. 16. Happiness?
  17. 17. Experiences ≠ Things
  18. 18. Easterlin paradox: “...Over time, people's satisfaction with the things they bought went down, whereas their satisfaction with experiences they spent money on went up.”
  19. 19. An Integrated View
  20. 20. Big interconnected challenges. No single solution.
  21. 21. All human actions are rooted in the way we make meaning
  22. 22. How we make meaning, changes how we act.
  23. 23. To change how people act, we must design experiences that enables them to make meaning in new ways.
  24. 24. Actions that reinforce how you make meaning Emotional/ physiological response to all experiences How you make meaning
  25. 25. • file: ///Users/user/Downloads/10865750_8236796 67710950_2758362813830531856_o.jpg
  26. 26. • file: ///Users/user/Downloads/10865750_8236796 67710950_2758362813830531856_o.jpg
  27. 27. • file: ///Users/user/Downloads/10865750_8236796 67710950_2758362813830531856_o.jpg
  28. 28. What is experience design?
  29. 29. EXPERIENCE DESIGN (UX) IS A FOUNDATIONAL DISCIPLINE FOR UNDERSTANDING HOW ORGANIZATIONS CREATING VALUE FOR PEOPLE. #UX
  30. 30. WHAT IS EXPERIENCE DESIGN? EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS, SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.
  31. 31. WHAT IS EXPERIENCE DESIGN? EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS, SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.
  32. 32. WHAT IS EXPERIENCE DESIGN? EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS, SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.
  33. 33. EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS, SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.
  34. 34. 59% of Americans would try a new brand or company for a better service experience. American Express Survey, 2011 Growing Potential of #UX 84% of companies expect to increase their focus on customer experience measurement and metrics. econsultancy, 2015 User Experience Survey Report
  35. 35. 84% of companies expect to increase their focus on customer experience measurement and metrics. econsultancy, 2015 User Experience Survey Report
  36. 36. 84% of companies expect to increase their focus on customer experience measurement and metrics. econsultancy, 2015 User Experience Survey Report
  37. 37. 84% of companies expect to increase their focus on customer experience measurement and metrics. econsultancy, 2015 User Experience Survey Report
  38. 38. Experience design
  39. 39. “…The key is an immersive experience, ones where attention can be total but largely passive.” - Daniel Goleman
  40. 40. How do you design an experience?
  41. 41. Are Experiences designable?
  42. 42. Its 1989. You are a famous and very expensive experience design agency. You have a new promising client: Star Video. Solve their challenge!
  43. 43. Instructions 1. Achieve >99% adoption 2. No additional burden on the customer or store employee 3. Low cost, easy implementation
  44. 44. Advice for designers
  45. 45. Experience= Performance - expectation
  46. 46. 1. Understand people
  47. 47. How to understand people? - Ethnographic Research - Interviews - Immersion
  48. 48. Build Empathy, listen first and always check your assumptions
  49. 49. 2.Understand what is meaningful to people
  50. 50. Emotion A feeling distinguished from reasoning or knowledge
  51. 51. What is meaning?
  52. 52. 15 Core Meanings Accomplishment Beauty Creation Community Duty Enlightenment Freedom Justice Oneness Redemption Security Truth Validation Wonder Harmony
  53. 53. Meaning is the deepest connection that you can make with your audience/user/customer. Meaning is established between people, between people and objects, people and places, etc., and it is the deepest part of those invisible connections. - Nathan Shedroff
  54. 54. Core Meaning What physical Experience can trigger this core meaning?
  55. 55. UX Sprint!
  56. 56. Assemble your Team!
  57. 57. Challenge: How do you get someone who donates blood once to return? Your Task: Identify a touch point that can dramatically increase the amount blood donors that return. Can not cost anything. Must be simple to implement. Time: 3 min
  58. 58. The 5E Experience Design Model
  59. 59. example
  60. 60. Research Learn about what is meaningful to for Your user– building empathy.
  61. 61. Excitement The way the person first becomes aware of and is attracted to the experience. What captures their attention
  62. 62. Entry Entering into the experience, crossing from one context to another
  63. 63. Engagement The Activities that Hold the participant in the experience
  64. 64. The clear end of the experience Exit
  65. 65. Extension An object users can take with them to ‘extend’ the experience
  66. 66. Questions?
  67. 67. Are you ready to try it???
  68. 68. UX Sprint!
  69. 69. Timeline: 11:15 – 12:00 Research, Design and Building LUNCH 13:00 – 13:15 Last touches building the experience 13:15 – 13:30 Experience Blitz! 13:30 – 13:45 Reflections
  70. 70. Four groups: 1. Entry 2. Engagement 3. Exit 4. Extension Each group prepares an experience for: max 3 minutes One coordinator per group, Come to me to receive instruction
  71. 71. Research Learn about what is meaningful to for Your user– building empathy.
  72. 72. LUNCH 12:00 - 13:00
  73. 73. Stage the experience!
  74. 74. Reflections
  75. 75. Break
  76. 76. How do measure the success of your experience?
  77. 77. Journey Mapping Visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization
  78. 78. Experience maps are used to visualize the experiences of people when using a product or service, evaluating each individual interaction and Journey mapping helps designers shift perspective to think like the user
  79. 79. When Can Journey Mapping Be Used? • Understanding & diagnosing experiences • Designing experiences (redesign existing, create new) • Implementing (as blue prints) • Communicating (align, train, orient)
  80. 80. 1. Select a specific user 2. Map the users step-by-step experience 3. Map touch points and important moments 4. Identify the biggest challenges/opportunities to improving their experience 5. Always check the assumptions you are making! Journey Mapping Steps:
  81. 81. example
  82. 82. example
  83. 83. Bring up your favorite digital experience
  84. 84. Create an Experience Map: Your experience map must include: - Time - Users important moments Make sure you can use the same map for 3 people. Time: 10 min
  85. 85. 1. Your user participates in your digital media experience. 2. They fill in your map 3. Have a conversation with the user to learn more about their experience and most important moments >> Always check the assumptions you are making! UX Mapping Steps:
  86. 86. Map 3 people’s experience of your own digital media and experience 3 other people’s digital media. Total time: 30 min
  87. 87. Break
  88. 88. Showcase!
  89. 89. Reflections
  90. 90. What have we learned today? Core Meaning Model 5E Experience Model Experience Journey Mapping
  91. 91. THANK YOU! Andy sontag andy@bespokecph.com 45 5290 0787
  92. 92. Experience Design Day II Hyper Island, 2016
  93. 93. DAY II AGENDA MORNING/ 09-12 Experience Design - Going Deeper UX Case - The Marine Museum LUNCH/ 12-13 AFTERNOON/ 13-16 Journey Mapping, Insights Presentations!
  94. 94. Trust the Process
  95. 95. Can you just listen?
  96. 96. YOU are an experience designer
  97. 97. Everything you design for others changes how they see the world
  98. 98. #UX Going Deeper
  99. 99. What is Human Centered design?
  100. 100. Human-centered design is a creative approach to problem solving. It’s a process that starts with the people you’re designing for and ends with new solutions that are tailor made to suit their needs. - Ideo
  101. 101. What do humans ‘need’?
  102. 102. What do humans ‘need’? What is the difference between what we need and what we buy?
  103. 103. Good Experience Design is Good Storytelling
  104. 104. All experiences are recalled as stories.
  105. 105. What we design ends up designing us
  106. 106. 1. We design cars 2. Cars create the need for roads 3. Roads redesign the earth
  107. 107. Break
  108. 108. Welcome to the Ritz
  109. 109. Assemble your Team!
  110. 110. Brief: Challenge: The Ritz needs to increase the satisfaction of its customers, while still charging a premium prices. They need to reinvent their customer experince to be more fresh, and young, while not scaring away old customers. You task: Create a ‘scene’ that you would suggest that each Ritz hotel uses when customers Check in. This scene can last maximum 2 minutes.
  111. 111. UX Case: The Marine Museum #fullpower
  112. 112. Assemble your Team!
  113. 113. Marine Museum
  114. 114. User Experience Research
  115. 115. Even the most seasoned researchers can't always get people to articulate their unmet needs. What to do?
  116. 116. How to understand people? Research Methods: - Ethnographic Research - Interviews
  117. 117. Task: UX for a workflow management system that supports information gathering and reporting. Biggest challenge: ensuring its compatibility with team dynamics.
  118. 118. “You don’t want to go in with a blinkered view that could exclude important contextual information. Sometimes you won’t know what’s important until after your research is complete….”
  119. 119. Ethnographic Research
  120. 120. Ethnographic Research Ethnographic research involves observing target users in their natural, real-world setting, rather than in the artificial environment of a lab or focus group.
  121. 121. Be aware of: 1. Context. 2. Ethics. 3. Assumptions. Ethnographic Research
  122. 122. Guidelines for 'observing': 1. Try to uncover what matters to the people you are observing. 2. Draw. Drawing maps and sketch about body language, environment, and noise. 3. Reflect on your own actions and impact on what you are observing. 4. Look for discrepant cases. If most people seem to be doing an activity the same way, notice who does it differently. What seems to be going on here? 5. Try different kinds of observation. Be a silent observer one time, and talk to people the next (if relevant). Ethnographic Research
  123. 123. Immersion
  124. 124. Immersive Research Immersive research techniques allow you to capture behaviours, emotions and cognitive perceptions of individuals in context at the moment where the individual experiences them.
  125. 125. Conducting Interviews:
  126. 126. Guidelines for interviewing: 1. Ask for permission and introduce the purpose of the questions. 2. Use open-ended questions whenever possible. 3. Ask for stories. 4. Don't restrict yourself to your prepared questions. One of the best strategies to use is to probe an idea produced by your interviewee. Conducting Interviews:
  127. 127. How to understand people? Research Methods: - Ethnographic Research - Interviews
  128. 128. Challenge: How can the Marine Museum improve its customer experience?
  129. 129. Your Task: User Experience Research, and use the 5E model to make a step-by-step user journey, including touch points, customer attitudes, needs, problems and opportunities.
  130. 130. Deliverables: 1. An experience journey map of the attraction, entry, engagement, exit and extension. 2. Actionable insights and opportunities to improving customers experience for each phase, that can be delivered to the client digitally.
  131. 131. Time: 10:00 - 12:00 Researching Customer Experience Lunch 13:00 - 13:45 Mapping + Insights 13:45 - 14:15 Creating Point of Departure Break 14:30 - 15:00 Finishing Presentations 15:00 - 15:30 Presentation C’est fini
  132. 132. Enjoy! We meet in the lobby at 11:00
  133. 133. Lunch
  134. 134. Mapping Insights:
  135. 135. Time: Lunch 13:00 - 13:45 Mapping + Insights 13:45 - 14:15 Creating Point of Departure Break 14:30 - 15:00 Finishing Presentations 15:00 - 15:30 Presentation C’est fini
  136. 136. Instructions: 1. Map the whole user journey in the 5E model 2. Including touch points, customer attitudes, needs, problems and opportunities. UX Mapping:
  137. 137. Visualization VISUALIZE > ORGANIZE > PRIORITIZE > NAME
  138. 138. Generate insights
  139. 139. An insight is like a joke, if you have to explain it, it’s not that good.
  140. 140. MAKE A STATEMENT “There is a lack of engagement around the submarine”
  141. 141. MAKE A STATEMENT “People love hanging out in the cafe”
  142. 142. 1. Where are the ‘hot’ and ‘cold’ spots in the museum experience? 2. In what way and where would the visitors like to interact more? Do they want to interact? Where in the museum experience are the best opportunities to create interaction? 3. How can we make the museum a natural place to hang out (for all ages)? How can people have a more relaxed and natural relationship to a museum visit? This museum is owned by the government – therefore by the people. 4. What attraction will get new visitors? Brief:
  143. 143. Time: Lunch 13:00 - 13:45 Mapping + Insights 14:00 - 14:15 Creating Point of Departure Break 14:30 - 15:00 Finishing Presentations 15:00 - 15:30 Presentation C’est fini
  144. 144. Don’t think it is impossible just because it has never happened. - Friar Tuck
  145. 145. Make ‘what if...’ statements
  146. 146. Attraction: What if the people heard about the Marine Museum via Instagram?
  147. 147. Engagement: What if they created a gamified exit?
  148. 148. Prepare your presentations!
  149. 149. Presentations!
  150. 150. Thank you!!! andy@bespokecph.com

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