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MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI
The Kings are Dead. Long Live the Kings.
Dave RothVP, MISI XD [email protected]
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
User Experience vs. Human Experience
Human Experience Design Requires Context
What is Context, really?
Why does Context matter, really?
What you can do
What I’m Going to Say
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
User Experience vs. Human Experience
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Advice to UXD pro presenting to CEO…
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
My advice to you…
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Human Experience Design Requires Context
Template by: Mel Edwards . design strategist . service & information designer
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Why is Context, really?
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
“As enterprises better understand the interrelationship between roles, collaboration, content, and business processes, the need to provide information within the context of an information worker's daily activities will drive the implementation of Information Workplaces.”
03/2006 – Forrester on Context as King
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
“Customer experience leaders... uniformly attributed their breakthroughs to moving away from a product innovation mindset toward a customer-centered approach to doing business.”
02/2010 – Forrester on CE
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
1
2
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Infamous Slide 7, Bullet Point 4…
User Experience Context…
Make portal features easier to find and functions easier to use
Human Experience Context…67% of the participants said the
portal provides no value.
For nearly 70% of “users”…
Portal is usable & useless
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
1
2
33
45
Sales Rep Tablet PC Interface Design
User Experience Context…
Branded content navigation easy, scalable & supports conversation
Human Experience Context…
Over 20% of docs ignored or were agitated by presentation.
Human Experience Context…
60% gave courtesy glance or asked “Do you need me to sign?”
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Why does Context matter, really?
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Company Mission:We must act in the customer’s best interest… helpful, courteous and quick to follow up.
Employees closest to the customer should have ample resources and authority to be the best at serving customers.
We must exceed customers’ expectations and constantly make it easier for them to do business with us.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Backend System
1
System Success
Customer
3Backend System
System Success2
Customer Service: “Nothing I can do.”
System Failure
Dot Com
4
System Failure
Context = All touch points in the experience
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Account Reactivation: “Reapply and pay.”
Customer Service: “I can’t help you.“
Lost Customer
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
What can you do? Get Contextual.
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
What is the challenge you’re addressing?
Why is this a challenge?
Who is facing the challenge and who is affected by it?
Where are they when they encounter the challenge?
How is the challenge currently being addressed?
Ask Questions: Get the whole story
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Contextual Interviews: Q&A the field – know the rules
Experience the experience
Shadowing: field observation – watch, listen and document
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Map it Out: Simple is Okay
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
The Kings are dead. Long Live the Kings.
User ContentContextHuman
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Forrester : Context is Kinghttp://www.forrester.com/rb/Research/context_is_king_in_new_world_of/q/id/39035/t/2
Mel Edwards on Customer Experience Mappinghttp://desonance.wordpress.com/about/
Other Journey Mapping Resourceshttp://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/
Lots of links to topics like Contextual Inquiryhttp://www.d.umn.edu/itss/training/online/webdesign/testing.html#contextual
Some links…
MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design Disclosure range: MISI & Intended Audience
Dave RothVP, MISI XD [email protected] 362-2613
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