evolutive experience design, or the survival of the fittest
TRANSCRIPT
Evolutive experience design. Or the survival of the fittest.
hi, I’m Luca
a journey in HK
Why this experience
why was this experience so relevant for me?
Why it was so memorable?
And why they change my future expectation when I travel?
Today, a new level of expectation
technology pushing
competition
experience perception and expectations
new product service systems
evolutive effect
Experience and design
A person’s combination of perceptions, emotions, memories, responses and knowledge that result from an interaction, actual or expected, with a product, system or service.
Experience
expected lived remembered
Experience is an emotional flow
setting
remembered
Important elements
pain points
wow moments
peak end rule
memories
perceived avr.
The value of a great experience
adoption buy
engagement usage
loyalty value services
a method of problem solving to do or plan (something) with a specific purpose or intention in mind.
de•sign [dəzajn]
Brand & language design
Product design
JOIN THE LOOP
LOGIN
APPLICATION VALUE PROPOSITION
JOIN THE LOOP
PAIR A DEVICE
WALLET
ADD
DO YOU WANTTO PAY WITH
LOOP?
FOR YOURSECURITY WE NEED
TO VERIFY YOURIDENTITY
NOT NOW
YES
LET’S GO
YOU’LL NED A LOOP DEVICE
FULL NAME
PASSWORD
FOB
CHARGE CASE
BUY ONE
BILLING ADDRESS
SECURE YOURACCOUNT WITHA SECRET PIN
AUTOMATICLOGIN
ACTIVATIONTOKEN
ADDRESS
CITY
STATE
NUMBER
NAME
EXPIRE
3241 4242 1242 4212
LUCA MASCARO
10/17
1. BILLING ADDRESS2. SSN NUMBER
3. SSN VERIFY
SMS
PAIRINGFLOW
CONGRATS!YOU SYNCED
ALL YOUR DEVICES
NOW YOU AREIN THE LOOP
OPEN YOUR WALLET
SKIP THISENTER MANUALLY
WHY I NEED THE FOB?
DOWNLOAD CARDSFROM YOUR BANK
BANK NAME
BANK NAME
CARDDOWNLOAD
FLOW
CONGRATS!YOU ADDED3 CARDS TO
YOUR WALLET.
NOW YOU AREIN THE LOOP
OPEN YOUR WALLET
SKIP THIS
BANK NAME
ALL
CARD NAME
ADD THE FIRSTCARD TO YOUR
WALLET
ADD
ENTER MANUALLY
ADD
ADD
TAKE A PHOTO
DEBIT CARD
LOYALTY CARD
MEMBERSHIP
ID
CREDIT CARD
3241 4242 1242 4212LUCA MASCARO 10/17
CONFIRM
ADD ANOTHER ONE
NO DEVICE ATTACHED
YOUR CARDS
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
3241 4242 1242 4212LUCA MASCARO 10/17
3241 4242 1242 4212LUCA MASCARO 10/17
CVV
TEL
EXPIRE
652
(023) 323-421
10/17
TAP TO PAY
TAP TO PAY
ENABLE BALANCEAND REWARDS
FLOW
320$ LEFT
320$ LEFT 121 POINTS
CREATING THE ACCOUNTWith a full name, an email and a password a basic user is created. Loop now can promote products and services.
FEEL IN CONTROLWe want to tell to the user that he can trust LoopWallet, because he can secure it even before using it
EXPOSING THE ECOSYSTEMThe user now understands that Loop is an ecosystem of useful services and devices.
POPULATINGTHE WALLETThe connection with card providers let the user to immediately use the wallet.
CREATE THE NEEDThe wallet must be valuable by itself, but the interface should remember what is missing for the full experience.
EASY ACCESSDirectly from the list the user can access to the most important information of the card. If the user paired the card with his bank account, also the card balance is displayed.
HELP AND SELLWhy I need to use a Fob? Help the user could also be a good upselling point
01. WelcomeLoopPay Wallet Application
LoopWalletStrategic ScreenflowThis document cointains a strategic overview on how the LoopWallet application should work to effectively promote LoopPay brand values and products.
April 10th, 2014 02. Joining the Loop 04. Loop devices' first sight03. Retriving card data 05. Adopt the wallet 06. Use the wallet
SMART AND MAGICThe fob or image processing can autocomplete form fields and guess the type of the card.
The smartphoneis LoopReady?
Yes No
06. Use the wallet
Interaction design
Design & experience research
Service & system design
Strategic & business design
and processes
Design and Experience
meaningful useful simple
enjoyable
every interaction matter
The impact of design on the experience
sign print
symbols
lvl 1 Communication
brand product systems
lvl 2 Utility
service ecosystems information interaction
lvl 3 Touchpoint
business governement
process policy
lvl 4 Strategy
Design the Experience
Design for the Experience
curating the end to end experience
The competition of the fittest
Design and designers can face this new challenges
How we can design for continuously evolve experience?
experience centered design
design culture
We must create evolving products and services that arouse a great end-to-end experience that exceed people expectations over time.
The new goal
Experience first, over time
Focus first on what expected and perceived value we want arouse during the end-to-end experience more than trend, context or needs.
Philosophy
experience centered design
Experiences • expected • lived • remembered
understand
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define! Touchpoints
• products • services • systems
deliver!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define! Touchpoints
• products • services • systems
deliver!
incomplete imperfect impermanent
how to design products and services
robust scalable resilient
how to think products and services
the real big difference
understand and shape the whole experience
over time
continuously design
systems and services
evolve touchpoint
evolve touchpoint
new key moments, practices and tools in products and service design
Methods
Understand
Experience mapping
Understand
Field research
Design
Envisioning and scenarios
Management
Manage the end-to-end value for the user
Design
Rapid prototyping and experiments
Understand
Experience testing (validation)
Start think on what is the experience that people are living interacting with your products and services, and how to evolve exceeding their expectations over time.
This is a new perspective on design that you can integrate in your practice starting from today.
Thank you
@lucamascaro www.sketchin.ch