EXPERIENCE DESIGNDEVELOPING & IMPLEMENTING IDEAS | COLUMBIA UNIVERSITY

N O V E M B E R 1 9 , 2 0 1 2

1. EXPERIENCE DESIGN2. ROLES AND DEPARTMENTS3. TOOLKIT OVERVIEW

EXPERIENCE DESIGN

3

HELP SHAPE THE DEVELOPMENT OF END-TO-END BRANDED SERVICES, TOOLS,

PLATFORMS AND INTERACTIONS BASED ON WHAT USERS UNDERSTAND AND

NEED AND IN ALIGNMENT WITH BUSINESS AND BRAND GOALS.

EXPERIENCE DESIGN

FACILITATORS AND COMMUNICATORS. HELP SHAPE OUR PRODUCT

ALIGNING THE GOALS OF REAL PEOPLE WITH THOSE OF BRANDS AND

BUSINESSES TO PRODUCE EFFECTIVE, SATISFYING AND INSPIRING

EXPERIENCES.

EXPERIENCE DESIGNERS

FACILITATORS COMMUNICATORS

HIGH-LEVEL USER FLOW | PHASE ONE OVERVIEWVERSION 1.0

REGISTRATIONDesktop/Mobile

Time-Based Emails Begin

ACTIVATES FILTER

Trigger-Based Behavioral Communications (Emails, mobile notifications, etc.)

READS APP INTRO

CHECKS SCORE

Emails Based on No Activity

How Filters Work

EXPERIENCING THE PERKS

ENJOYING THE UTILITY

GETTING STARTED

MAKES PLEDGELIKES BRITAINVITES FRIENDS

UNLOCKS COUPON

WELCOME EMAIL

WATCHES VIDEO

EARNS BADGE

EARNS BADGE

ACTIVATES FILTER

UNLOCKS COUPON

CHECKS IN AT EVENT

EARNS BADGE

SHARES BADGE

RECEIVES FILTER

NOTIFICATION

SETS HYDRATION GOAL TRACKS

PROGRESS

EARNS BADGE

EXPLORES HYDRATION TOOLS

SCHEDULES EVENTINVITES FRIENDS

Customer Engages

DESIGN IS NOT ART

Source: Anthony Dunne, Royal College of Art via Paola Antonelli

THEN NOW

DESIGN:

Source: Anthony Dunne, Royal College of Art via Paola Antonelli

THEN NOW

DESIGN:

PROBLEM FINDINGASKS QUESTIONSSERVICE SOCIETYCHANGE USCONSUMPTIONEDUCATIONPROVOCATION

DESIGN IS APPLIED ART

ROLES AND DEPARTMENTS

11

XD

HCI

IA

ID

CS

UR

VD

HUMAN-COMPUTER INTERACTIONPEOPLE & COMPUTERS

USER RESEARCH

CONTENT STRATEGYRIGHT CONTENT, RIGHT CONTEXT

INFORMATION ARCHITECTUREINTUITIVE UNDERSTANDING OF WHERE THINGS LIVE

INTERACTION DESIGNINTUITIVE UNDERSTANDING OF WHAT THINGS ARE FOR

VISUAL DESIGN

EXPERIENCE DESIGN(AT RAPP)

ORCHESTRATE SEAMLESS INTEGRATION OF THESE AREAS, PLAYS SOME OF THESE ROLES

XD IA ID CSURVD

THE CREATIVE DEPARTMENT EXPERIENCE PLANNING

DISCIPLINE LEAD

HELP SHAPE THE DEVELOPMENT OF END-TO-END BRANDED SERVICES, TOOLS,

PLATFORMS AND INTERACTIONS BASED ON WHAT USERS UNDERSTAND AND

NEED AND IN ALIGNMENT WITH BUSINESS AND BRAND GOALS.

EXPERIENCE DESIGN

FACILITATORS AND COMMUNICATORS. HELP SHAPE OUR PRODUCT

ALIGNING THE GOALS OF REAL PEOPLE WITH THOSE OF BRANDS AND

BUSINESSES TO PRODUCE EFFECTIVE, SATISFYING AND INSPIRING

EXPERIENCES.

EXPERIENCE DESIGNERS

TOOLKIT OVERVIEW

16

1 2 3 4 5

PROJECT SET-UP ATTRIBUTION & OPTIMIZATION

1 2 3 4 5DESIGN APPROACH

CONCEPT MAPPING

CONTENT MAPPING

STAKEHOLDER MAPS

COMPETITIVE TESTING

SECONDARY RESEARCH

CONTENT ANALYSIS

DIARY STUDIES

INTERVIEWS

KANO ANALYSIS

MIND MAPS

FOCUS GROUPS

CONTEXTUAL OBSERVATION

PERSONAS

CARD SORTING

USER JOURNEY

FEATURES MATRIX

SCENARIOS

WIREFRAMES

SITE MAPS

USER FLOWS

HEURISTIC EVALUATION

PROTOTYPES

USABILITY RESEARCH

SEARCH ANALYTICS

USABILITY RESEARCH

PARTICIPATORY RESEARCH

KANO ANALYSIS

FUNNEL DIAGRAMS

ILLUSTRATIVE

DESIGN PHILOSOPHY AS A STARTING POINT1. QUESTIONS ARE MORE IMPORTANT THAN ANSWERS

2. EMBRACE COMPLEXITY

3. PEOPLE AND SOCIETY FIRST

4. DESIGN FOR CONTEXT, KNOW YOUR CHANNELS

5. MAKE IT HONEST AND USEFUL

6. LIVE 1-5 AND GREAT BUSINESS WILL FOLLOW

thank you@akaJuanSmith