What is a ”user”? What is an ”experience”? How do these combine to build a brand, create loyalty, and heighten satisfaction? For several years, my company has used a simple model for defining, aligning, choreographing, measuring and enhancing UX by analysing a range of touchpoints across both online and offline experiences. Each of these touchpoints represents an interaction between the “user” and the “brand/company/service/whatever”. We have also defined an “ergonomics of need” which consists of five key points: Attitude, Expectation, Schedule, Environment, Origin. All of these points ultimately influence the importance and user perception of individual interactions and tasks. Taken in its entirety: model, ergonomics, and measurement tools, our framework makes it easy to put something as abstract as “user experience” into more practical, quantifiable, hands-on terms.

1. Users, experiences, and beyond
Eric Reiss
@elreiss
UxPA Israel
December 15, 2013
Tel Aviv, Israel

2. I would like to share:
a model that helps us understand needs and
responses
a practical definition of user experience
a tool to help identify, quantify, and prioritise key
UX touchpoints

3. us·er
noun
1: a person who makes use of a thing;
someone who uses or employs something
2: a person who uses something or
someone selfishly or unethically
3: a person who takes drugs

4. ex·per·i·ence
noun
1: having been affected by or learned
through observation or participation
2: the length of such participation

5. Eric’s 1st Law of UX:
If a site does not solve your
user’s problems, it will not
solve your company’s either.

6. So, let’s start with the user

7. When would you use (simultaneously):
An ergonomic seat designed for one person
Optical lenses invented by Benjamin Franklin
Alcoholic mixture invented by Dr. Iain Marshall
Incandescent device invented by Thomas Edison
Fabric made on a loom invented by JM Jacquard
Rouge Royale (marble)
Baskerville Light (typography)
Domesticated mammal
(This is often how our clients look at their content)

8. When would you use (in simpler terms):
Armchair
Bifocal eyeglasses
Manhattan Cocktail
Lightbulb
Wool pullover
Tabletop
Book
Cat
(This is an easier way to look at content)

10. Lightbulb
Eyeglasses
Wool pullover
Book
Manhattan Cocktail
Armchair
Gus the Cat
Marble tabletop

11. Sensory assistance
Sensory assistance
Warmth/comfort
Education/information
Chemical stimuli
Convenience/comfort
Companionship
Convenience/comfort

12. Needs are always situational!

13. What are the needs of your users?

14. Historically, we looked at physical needs...

15. “Rys ergonomji czyli nauki o
pracy,opartej na prawdach
Poczerpniętych z Nauki Przyrody”
“The Outline of Ergonomics,
i.e. Science of Work,
Based on the Truths
Taken from the Natural Science”
1857
Henry Dreyfuss
Wojciech Jastrzębowski

16. Henry Dreyfuss
Alphonse Bertillon
Wojciech Jastrzębowski

17. Henry Dreyfuss
“Joe”

18. These measurements helped
design everything in the photo
(well, not Gus the Cat)

19. “Cognitive ergonomics”
“Neuroergonomics”
This is NOT just about improving well-being and system performance

20. Copyright could not be traced. Used for educational purposes only.

21. A thought...
If ergonomics, anthropometrics,
and human factors deal with
physical requirements, is it
possible to map similar
requirements for cognitive
functions?

22. The Ergonomics of Need
“Moving from three dimensions to five”

23. Everything starts in neutral
Positive
Attitude
Negative
Positive
Expectation
Negative
Leisurely
Schedule
Relaxed
Environment
Stressful
Personal
Origin
External
Urgent

24. The ergonomics of need - AESEO
Attitude
a
Expectation
Schedule
Environment
Origin

25. Planning a personal vacation
Positive
Attitude
Negative
Positive
Expectation
Negative
Leisurely
Schedule
Relaxed
Environment
Stressful
Personal
Origin
External
Urgent

26. Need help with taxes
Positive
Attitude
Negative
Positive
Expectation
Negative
Leisurely
Schedule
Relaxed
Environment
Stressful
Personal
Origin
External
Urgent

27. Planning the boss’ vacation
Positive
Attitude
Negative
Positive
Expectation
Negative
Leisurely
Schedule
Relaxed
Environment
Stressful
Personal
Origin
External
Urgent

28. An introduction to experience design

29. ex·per·i·ence
noun
1: having been affected by or learned
through observation or participation
2: the length of such participation

30. Eric’s 2nd Law of UX:
User experience is the sum of
a series of interactions between
people, devices, and events.

31. Eric’s 3rd Law of UX:
There are three types of interaction:
active, passive and secondary

32. Eric’s 4th Law of UX:
UX design represents the conscious
act of coordinating interactions,
acknowledging interactions, and
reducing negative interactions.

33. Three types of interaction:
Active (things we control)
Passive (things we don’t control)
Secondary (things that have indirect influence)

34. Active interaction
Photo courtesy of: musthavemenus.com

35. Active interaction
Copyright could not be traced. Used for educational purposes only.

36. Passive interaction (partly)
Photo courtesy of: johnmariani.com

37. Passive interaction
Photo by Massimiliano Uccelletti, photonet.com

38. Secondary interaction
Photo courtesy of: koit.radiotown.com

39. Secondary interaction
Photo courtesy of: tomatolover.com

40. UX design combines all three activites
Coordinating interactions that we can control
Acknowledging interactions beyond our control
Reducing negative interactions

41. Coordinating interactions
Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au

42. Coordinating interactions
Photo courtesy of: capetownwineblog.com

43. Coordinating interactions
Photo courtesy of: Rootology under Wikipedia Commons License

44. Acknowledging interactions
Photo courtesy of: TinyFarmBlog.com

45. Reducing negative interactions
Photo courtesty of: kenlevine.blogspot.com

46. Reducing negative interactions
Photo courtesy of: marchedimanche.typepad.com

47. Reducing negative interactions
Photo courtesy of Andrew Sullivan

48. Mapping and evaluating

49. Mental model
Source: boxesandarrows.com / Indie Young

50. Step 1: research
Contextual enquiry
Interviews
Focus groups
Surveys and feedback forms
Personal observation

51. Step 2: prepare a scenario (X-log)
Write down all possible touchpoints
Use file cards or stickies
Arrange them so they create a linear flow
Tell the story to a colleague (without manus)
This will show you where you need to fix the story

52. Step 3: write scenario (X-log)
My family (my wife, myself, and our two kids) decided to go to the movies. We checked the internet
and found the website for our local cinema complex after a quick search on Google. But we had to
click three times to get to the program page and wait through a silly animated ad for a movie that
hadn’t even been released yet. Worse still, we were forced to download a pdf to find out the specific
movie names and playing times. And after all that, we couldn’t even order tickets online, much less
purchase them, so we couldn’t avoid waiting in line when we arrived. You’d think a big four-screen
complex would have a more sophisticated website. But we did find out what was showing, decided to
see the latest Harry Potter movie, and piled into the car.
Finding a parking place was easy. The theater has a big lot, which is important since driving to this
particular theater is really our only option. Just as we were leaving the car, it really started to rain, but
happily, the entrance wasn’t far away.
There were three ticket windows open, so the lines were short. The girl behind the counter was noisily
chewing gum and barely looked up during the entire transaction. In fact, she didn’t say a single word to
me except to ask for the money. Wow, prices have really increased this past year. I was surprised at
how expensive it was.
The lobby was inviting and quite clean. We bought popcorn and soda at the concession and found our
way to our particular auditorium. It was easy to spot the signs pointing the way. As we approached, we
noticed overflowing trashcans with popcorn and other garbage from previous audiences.
The seats were well-marked and easy to find. The seating was comfortable but there was old popcorn
underfoot. The temperature in the room was pleasant, although all of the wet people made it get a little
steamy. The sound was great and really enhanced the special effects, so we really enjoyed the movie.
When we left, there was a nice usher, who opened the exits and wished us a pleasant evening as we
went out. And it had stopped raining. A nice end to a nice family outing.

53. Step 4: scenario markup
My family (my wife, myself, and our two kids) decided to go to the movies. We checked the internet 1
and found the website for our local cinema complex after a quick search on Google. But we had to
click three times to get to the program page and wait through a silly animated ad for a movie that
2
3
hadn’t even been released yet. Worse still, we were forced to download a pdf to find out the specific
4
5
movie names and playing times. And after all that, we couldn’t even order tickets online, much less
purchase them, so we couldn’t avoid waiting in line when we arrived. You’d think a big four-screen
5a
complex would have a more sophisticated website. But we did find out what was showing, decided to
see the latest Harry Potter movie, and piled into the car.
Finding a parking place was easy.6
The theater has a big lot, which is important since driving to this
7
particular theater is really our only option. Just as we were leaving the car, it really started to rain, but
8
happily, the entrance wasn’t far away. 9
There were three ticket windows open, so the lines were short. The girl behind the counter was noisily
10
chewing gum and barely looked up during the entire transaction. In fact, she didn’t say a single word to
me except to ask for the money. Wow, prices have really increased this past year. I was surprised at
11 12
how expensive it was.
13
The lobby was inviting and quite clean. We bought popcorn and soda 15 concession and found our
at the
14
way to our particular auditorium. It was easy to spot the signs pointing the way. As we approached, we
16
17
noticed overflowing trashcans with popcorn and other garbage from previous audiences.
18
The seats were well-marked and easy to find.19 seating was comfortable but there was old popcorn
The
20
underfoot.21 temperature in the room was pleasant,22
The
although all of the wet people made it get a little
steamy. The sound was great and really enhanced the special effects, so we really enjoyed the movie.25
23
24 who
When we left, there was a nice usher, 25 opened the exits and wished us a pleasant evening as we
went out. And it had stopped raining. A nice end to a nice family outing.
26
26a

54. Step 5: touchpoint identification
1. Find website on internet
2. Click three times to find relevant page on site
3. Reaction to irrelevant animation
4. Find schedule (download PDF)
5. Reaction to lack of purchasing options
5a. Opinion of website
6. Park car
7. Reaction to parking lot
8. Reaction to rain
9. Reaction to proximity of parking to entrance
10. Reaction to short line
11. Reaction to rude ticketseller
12. Buy tickets
13. Reaction to ticket prices
14. Reaction to lobby
15. Buy popcorn and soda
16. Find auditorium
17. React to overfilled trashcans
18. Find seats
19. Reaction to seats
20. Reaction to popcorn on floor
21. Reaction to temperature
22. Reaction to steaminess
23. Reaction to sound
24. Reaction to movie
25. Reaction to nice usher
26. Reaction to dry weather
26a. Opinion of evening
Note that opinions are not really interactions, hence we have 5a and 26a.

55. Step 6: quantitative evaluation
1.
2.
3.
Mark each individual interaction – the touchpoints
Assign a value from 1 to 3 to each touchpoint in relation to its contribution to
the overall experience
Grade the experience on a scale from -3 to +3
+3 = fantastic
+2 = good
+1 = better than expected
0 = no effect on the ultimate user experience (interaction to be ignored?)
-1 = poor
-2 = awful
-3 = mission critical
4.
5.
Multiply the value by the grade to get a score (this is the really useful
number)
Note any events that are recurring, unique, or may be influenced by
chronology (cause and effect relationships).
Snapshot
Re. to steaminess
Value
Grade
Score
Repeat
Unique
Chrono
1
-1
-1
?
Y
Y

56. Step 6: quantitative evaluation

57. Step 6: some tips
Do this with your clients
It lets them participate actively
It helps start a useful dialogue
You can do this with a group, too
It’s a good workshop task
Try to remain neutral. Guide, don’t dictate.
Refer back to the Ergonomics of Need if you
are uncertain as to the Value rating to give
something

58. Step 6a: quantitative evaluation
Cleaning/climate
Website
Rude behaviour

59. Step 7: analysis
Lack of online purchasing options is a key issue.
Website has serious problems in general.
Touchpoints 11, 15, and 25 suggest that additional
emphasis should be placed on customer-service
training for front-line personnel.
Touchpoints 17 and 20 illustrate that cleaning is a
problem.
Touchpoints 22 revealed that the climate-control system
was out of whack, which proved to be an easy repair.

60. Or the quick-and-dirty method...

62. So in summary…
Understand the Ergonomics of Need for key
scenarios
Consider “user experience” as the sum of a
series of interactions
Write and chart a scenario to identify, quantify,
and prioritise key interactions (touchpoints)
Go out and make the world a better place

63. ‫שלום‬

64. Eric Reiss can (usually) be found at:
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
info@fatdux.com
www.fatdux.com