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ldquoVirgins Spaceships amp Hobnailed Bootsrdquo
Paul Dawson
Conchango
The IntroductionAlways a good place to start
Whatrsquos this all about
And how did that title
make it past the Microsoft
censors
But first who am I
Like we carehellip just get on with the darn presentation
I run user experience at Conchango
I donrsquot work for Microsoft
Irsquom a Creative
Doesnrsquot look it from that outfithellip
And a technologist
No way
Irsquove seen you on Rock Band
And my clients have to make money too
No s Sherlock
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The IntroductionAlways a good place to start
Whatrsquos this all about
And how did that title
make it past the Microsoft
censors
But first who am I
Like we carehellip just get on with the darn presentation
I run user experience at Conchango
I donrsquot work for Microsoft
Irsquom a Creative
Doesnrsquot look it from that outfithellip
And a technologist
No way
Irsquove seen you on Rock Band
And my clients have to make money too
No s Sherlock
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Whatrsquos this all about
And how did that title
make it past the Microsoft
censors
But first who am I
Like we carehellip just get on with the darn presentation
I run user experience at Conchango
I donrsquot work for Microsoft
Irsquom a Creative
Doesnrsquot look it from that outfithellip
And a technologist
No way
Irsquove seen you on Rock Band
And my clients have to make money too
No s Sherlock
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
But first who am I
Like we carehellip just get on with the darn presentation
I run user experience at Conchango
I donrsquot work for Microsoft
Irsquom a Creative
Doesnrsquot look it from that outfithellip
And a technologist
No way
Irsquove seen you on Rock Band
And my clients have to make money too
No s Sherlock
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
I run user experience at Conchango
I donrsquot work for Microsoft
Irsquom a Creative
Doesnrsquot look it from that outfithellip
And a technologist
No way
Irsquove seen you on Rock Band
And my clients have to make money too
No s Sherlock
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Irsquom a Creative
Doesnrsquot look it from that outfithellip
And a technologist
No way
Irsquove seen you on Rock Band
And my clients have to make money too
No s Sherlock
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
And a technologist
No way
Irsquove seen you on Rock Band
And my clients have to make money too
No s Sherlock
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
And my clients have to make money too
No s Sherlock
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Clients like these
Oh no here we go
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
We create the digital experiences people love
We do customer insight brand experience innovation design and buildhellip
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
wersquore rated industry leaders two years in a row
13
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
And in technology too
Microsoft Gold Certified Partners in 8 competencies
Members of the Silverlight 20 TAP
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
How did I do on the lsquocredsrsquo bit
Hmmm well letrsquos see how he does ndashIrsquoll tell you later
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)
Thanks Matt
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The point
If yoursquod designed that building would you ever have considered that scenario
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
What do you consider when you design for digital
The web A mobile phone A kiosk
The Mall The home The call center The pub next door
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
We call it lsquoTotal Experience Designrsquo
Yoursquove got to think wider
You simply donrsquot know what you donrsquot know
When you do this ndash interesting things start to happen
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
But what do we mean by experience
And why does it matter
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
First let me tell you why I love Virgins
ldquomore experience than our name suggestsrdquo
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Is it this guy
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Even these get a splashhellip
Meike van Schijndel - ldquokissesrdquo
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
But safety amp securityhellip
Itrsquos every airlinersquos Number 1 priority
You canrsquot mess with that
Experience canrsquot touch thathellip can it
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
thanks to Lysette Virgin Atlantic for trusting me with that DVD
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
And the point of all this
This is experience and it matters
Making an emotional connection is what counts
ldquoI just love itrdquo
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
To coin a phrase
ldquoBrilliant basics magic touchesrdquo
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
To coin a phrase
Brilliant basics = LoyaltyMagic touches = Experience
Loyalty + Experience = Advocacy
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
So how do you translate
Pepper pots and urinals to a digital experience
(do you see a toilet theme emerging here)
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Well letrsquos see how a new Virgin company did it
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
So what is my research methodology
Itrsquos simple
I follow the crowd
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Well yoursquod certainly get aircraft
Tagged lsquoVirgin Americarsquo on Flickr
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Theme number 2 Yoursquod certainly expect seats
Tagged lsquoVirgin Americarsquo on Flickr
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Theme Number 3 Food
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Would you expect something moody
Tagged lsquoVirgin Americarsquo on Flickr
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
You might even expectThe In-Flight Entertainment Controller
Tagged lsquoVirgin Americarsquo on Flickr
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
But how much would you expectFriends or their destination
Tagged lsquoVirgin Americarsquo on Flickr
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Would you expect Safety amp Security
Tagged lsquoVirgin Americarsquo on Flickr
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
And at last we go digital ldquoIFErdquo
InFlight Entertainment
Tagged lsquoVirgin Americarsquo on Flickr
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Hang on this is a Microsoft Conference
So to balance the picture
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
What do you think the tally was
0
10
20
30
40
50
60
70
80
Aircraft Food Seats Cabin Safety IFE People Service Google Maps
Linux Reboot
25
1117
2631
76
21
5 3
16
Number of smutty jokes about ldquoVirginsrdquo 4
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
5
10
15
20
25
30
35
40
45
50
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Virgin America
United Airlines
Alaskan
Continental
British Airways
0
10
20
30
40
50
60
70
80
Aircraft Food SeatsCabin
Safety IFEPeople
ServiceGoogle Maps
Linux Reboot
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
So thatrsquos onboard
What about online
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Getting off the ground
Online campaign
YouTube videos
Use public opinion to sway the FAA
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Brand Communications
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
On the web
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
So they get it
A very tight focus on who their customer is
Reinforce the brand through every interaction
Design team step outside their lsquoboundsrsquo
ldquoTotal Experience Designrdquo
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Letrsquos look at the tools we use every day
User-Centred DesignExperience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development amp testing (Agile)
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Personas and scenario analysis
You should know about personas by now
You canrsquot be user-centred without themhellip
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
More vital thoughhellip
Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
To illustrate
So let me show you another Conchangocustomer who gets experience
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The grandest store in the world
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
A Harrods persona
Representative
Realistic
Challenging
Represents business value
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
But how do we get to know her
Our persona documents are good but not that good
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Note on personas
Itrsquos not a document itrsquos a human being
So herersquos a neat trickhellip
Get to know them and hear their story all at the same timehellip
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The big meaty middle bitObligatory to keeping the audience in the room
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Experience Planning
And the Experience Architecture
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Tools amp Tips ndash Part 1
The Experience Architecture
Builds on the principles of user-centred design
Gives a framework to hang thinking around
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Why use it
Projects are hard
Balancing forward-thinking with getting something built
The dangers of setting too high an expectation versus not being innovative enough
It helps you prioritise on the lsquodanger zonesrsquo
It keeps everything focused on being user-centred and business justified
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
What is it
The Experience Architecture
We need something that is easy to agree on
Something everyone in the business lsquogetsrsquo
Something that everyone in the team buys into and sees the value in
And we donrsquot want to exclude them from participating in the design of ithellip
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
What is it
The Experience Architecture
It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points
It gets everyone thinking along the same lines
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
What it is and what it is not
It is
A framework for innovation
A planning tool
A communications tool
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
What it is and what it is not
It is not
A full blown design process
The answers
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Herersquos onehellip
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Letrsquos try onehellip
The only way to bring something to life is to try it
(tell show tell)
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
We need an example
Should it be retail finance com b2b b2c
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Therersquos nothing more tangible than outer space
So let me introduce you to
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Ok Paulhellip
remember this is the bit where you switch over to the other machine
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Surely this sells itself
Yes but
Early day pioneers vs five years time
Time amp Attention vs Cost
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
So what are we going to do
Itrsquos a pre-stage to full blown UCD
We need to know something about customer
We need lsquocharactersrsquo
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking
Letrsquos see what we did in two days
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
And before we get started
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The Virgin Galactic Glass Wall
by Paul Trond Matt amp Rupert
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
You need one of these
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
And some of these
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Copy-writers help a lot
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start Needs goals aspirations concerns
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Think challenges for you for customer
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Think challenges for you for customer
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start building a persona
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Make them challenging amp believable
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Work out what stories will help you
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start bringing in the detail ndash make them real
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Wersquore getting close to personas
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
With real names and stories
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Sometimes you get things wrong
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Letrsquos tell the stories
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Time to get emotional
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The highs
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The lows
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Begin to systematise
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Donrsquot be afraid to be pessimistic
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start layering on the touchpoints
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start layering on the touchpoints
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start layering on the touchpoints
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Touchpoints online and offline
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start sketching ndash to bring the important ones to life
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start sketching ndash to bring the important ones to life
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Now the ideas start to come out
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
What are the new touchpointsand how do they address our personas
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Before
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
What about afterwards
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
How do they interact with others
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
How do we put them back in the loop
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Start thinking about how it lsquofeelsrsquo
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Guess wersquore talking brand experience
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Not graphic design wersquore saying what it feels like
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Commercial ideas come out too
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Commercial ideas come out too
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
So where do you end up
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
You need one of these
TONY
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
You need one of these
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
How do you arrive at them
Itrsquos a process of lsquomaking sense of it allrsquo
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal
TONY
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
How do you use it
To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
How might this manifest itself digitally
OK so we said it wasnrsquot about executionhellip
But yoursquove got to show where these things lead havenrsquot you
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Stories lead to scenariosNow get in to the detail
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Things like this The Wall
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
TROND
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
But I say again
This is just us ndash you and me ndash thinking hypothetically
What will Virgin Galactic and their customers think Who knows
Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Back to earthBring it back to something we can all relate to
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Letrsquos see what this process has driven out
Abertis
Just a work in progress
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Letrsquos see what this process has driven out
OLI from Otto
and their lsquoLook Bookrsquo
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The ConclusionAlways a good place to end
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Experience planning is key
Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller UCD process
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Total Experience Design
Breaks down silos
Makes for the lsquobestrsquo customer experience
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Experience Architectures
Will help you drive projects forward
Keeps everyone on board
Get used over and over again
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
When your technology reaches kiosks mobile interactive walls and the web
Total Experience design helps make it work for the lsquopersonrsquo who has to experience it
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
For more
blogsconchangocompauldawson
wwwconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The Big Finish
Go out and create the digital experiences people love
But donrsquot stay in your boxhellip
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Because experience takes all forms
And the best hit as many sensory inputs as possible
And because we havenrsquot focused on the auditory todayhellip
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Come give us your business card
And wersquoll pick out a winner
4 free tickets to Stomp Here in Vegas tonight
Winners announced on MIX08 twittr feed
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
Thatrsquos it
blogsconchangocompauldawson
Twitter poleydee
Email pauldawsonconchangocom
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