cultivating digital mindfulness | simon norris
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Cultivating digital mindfulness
@simon_norris
amsterdamUX
@simon_norris
AN INTRODUCTION
Nomensa Simon Norris Who we work with• c. 100 people • 3 locations • Strategic UX Design agency
Bristol
London
Amsterdam
20+ years’ experience
Interests & expertise: • Art • Design • Science • Psychology
@simon_norris
Nomensa create groundbreaking experiences that make a measurable difference
to the way people use digital technology, live, work and play.
We call this Humanising Technology.
@simon_norris
Strive for perfection in everything you do. Take the best that exists, and make it better.
When it does not exist, design it.
Sir Henry Royce
The user experience delusion
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29062007
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29.06.2007
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Where is the store?
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Think Responsible NOT Responsive
Understanding the differences between goals and activities
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Goal Activity
GoalActivity
Activity
Activity
Activity
Goal
GoalGoal
TELIC PARATELIC
Digital excellence requires understanding
business models
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What?
Why? How?
Profit mechanism
Value chain
Value proposition
What do you offer to the customer?
Why does the business model generate profit?
How is the value proposition created?
Who is your target customer (segment)?
Who?
The total interaction is greater than the sum of
the parts
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MICRO MACRO
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Digital is everywhere and getting in to
everything
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Everybody experiences far more than [they] understand. Yet it is experience, rather than understanding, that influences behaviour.
Marshall McLuhan
THE HIERARCHY OF EXPERIENCE
Style
Content
Technology
Meaning
Believability
Fundamentals
PEAK EXPERIENCE
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ICEBERG MODEL OF MEANING
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Surface meaning
Deeper meaning
Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception
Emotional factor Surprise, Anger, Happiness, Fear, Love,
Acceptance, Expectation, Disgust, Sorrow
ICEBERG MODEL OF MEANING
@simon_norris
Surface meaning
Deeper meaning
Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception
Emotional factor Surprise, Anger, Happiness, Fear, Love,
Acceptance, Expectation, Disgust, Sorrow
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Chemistry and physics are branches of science that both study matter.
The difference between the two lies in their scope and approach.
Uncovering meaning supports both customer and business value, and therefore experience
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THE EXPERIENCE EQUATION
CX
Customer Experience (CX) is the total of all interactions, e.g. physical and digital.
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Blended Experience is where CX and UX overlap meaningfully, e.g. cross-channel
UXUser Experience (UX) is the total of all digital interactions, e.g. digital interfaces.
CX
THE EXPERIENCE EQUATION
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User Experience (UX) covers: • Websites; • Apps; • Social media
(e.g. twitter, instagram, Linkedin, Facebook, etc)
• Wearables (e.g. Apple Watch)
• IoT devices (e.g. Good Night Lamp)
• Sensors • Anything with a
Digital User Interface
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UX
CX
THE EXPERIENCE EQUATION
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Customer Experience (CX) covers: • The store/shop
(physical space) • Call/Contact centre • Paper (bills,
announcements, communications)
• Direct mail • Advertisements • Physical artefacts
(packaging) • People (human
communication and interactions)
UX
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CX
THE EXPERIENCE EQUATION
UX
Blended Experience covers: • Sensors • People and devices
(iPads, smart devices)
• Web address • Link to apps • Tags (GPS) • #hashtags
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Experiences are becoming increasingly blended. It’s imperative to consider the
broader picture.
Simon Norris
SEQUENTIAL CROSS-CHANNEL INTERACTION
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At work At home
0 24HOURS
Mo
tivat
ion
/ d
istr
actio
n
app
website
call
app
(UX)
(UX)
(CX)
(UX)
website(UX)
At work At home
SIMULTANEOUS CROSS-CHANNEL INTERACTION
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0 24HOURS
Mo
tivat
ion
/ d
istr
actio
n
app
website
(UX)
(UX)
in store / comparison (blended) (blended)
app(UX)
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We shape experience and thereafter our experiences shape us. This is why Experience is Everything.
Inspired by Marshall McLuhan
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Think bigger Be bold Be human
Thank you
Thank you
Humanising Technology
@simon_norris
UX Designer • Full Time position AMS • Design background • A research translator
UX Consultant • Full Time position AMS • Research / behaviour
background • A pattern / insight hunter
• Bristol Aquarium • 10th - 11th November
• British Museum • 17th - 19th October