ux ukraine: the kings are dead

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The Kings are Dead. Long Live the Kings.

Dave Roth

VP, MISI XD

droth@misicompany.com

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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

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User Experience vs. Human Experience

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User Experience vs. Human Experience

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Advice to UXD pro presenting to CEO…

Don’t use the term “users”. He won’t know

what you’re talking about.

Use “employees”.

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My advice to you…

Stop thinking “user” and start thinking

people, customer, employee…human.

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Human Experience Design Requires Context

Template by: Mel Edwards . design strategist . service & information designer

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What is Context, really?

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“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

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“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

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1

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Infamous Slide 7, Bullet Point 4…

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Infamous Slide 7, Bullet Point 4…

User Experience Context…

Make portal features easier to

find and functions easier to use

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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.

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Infamous Slide 7, Bullet Point 4…

For nearly 70% of “users”…

Portal is usable & useless

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1

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33

45

Sales Rep Tablet PC Interface Design

drug

drug

Logo

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45

Sales Rep Tablet PC Interface Design

drug

drug

Logo

User Experience Context…

Branded content navigation easy,

scalable & supports conversation

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Sales Rep Tablet PC Interface Design

drug

drug

Logo

Human Experience Context…

Over 20% of docs ignored or

were agitated by presentation.

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1

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45

Sales Rep Tablet PC Interface Design

drug

drug

Logo

Human Experience Context…

60% gave courtesy glance or

asked “Do you need me to sign?”

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1

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45

Sales Rep Tablet PC Interface Design

drug

drug

Logo

For 80% of docs visited, use of

tool contributed to a less than

positive interaction.

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Why does Context matter, really?

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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.

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Backend System

1

System Success

Customer

3

Backend System

System Success

2

Customer Service:

“Nothing I can do.”

System Failure

Dot Com

4

System Failure

Context = All touch points in the experience

5

Account

Reactivation:

“Reapply and pay.”

Customer Service: “I

can’t help you.“

Lost Customer

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What can you do? Get Contextual.

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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

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Contextual

Interviews: Q&A the field –

know the rules

Experience the experience

Shadowing:field observation

– watch, listen

and document

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Map it Out: Simple is Okay

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The Kings are dead. Long Live the Kings.

User Content

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The Kings are dead. Long Live the Kings.

ContextHuman

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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…

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Questions?

Comments

Wild applause

Dave Roth

VP, MISI XD

droth@misicompany.com

732 362-2613