experience is everything; everything is experience | simon norris

EXPERIENCE IS EVERYTHING: EVERYTHING IS EXPERIENCE

@simon_norris

@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

@simon_norris

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

@simon_norris

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

@simon_norris

WHAT IS CUSTOMER EXPERIENCE?

How customers perceive their interactions with your company

Harley Manning

@simon_norris

@simon_norris

WHAT IS USER EXPERIENCE?

How customers perceive their interactions with a company's digital products and service.

Simon Norris

@simon_norris

@simon_norris

experience /ɪkˈspɪərɪəns/ noun

WHAT IS EXPERIENCE?

a particular incident, feeling, etc, that a person has undergone: an experience to remember

@simon_norris

@simon_norris

Chemistry and physics are branches of science that both study matter.

The difference between the two lies in their scope and approach.

@simon_norris

THE EXPERIENCE EQUATION

CX

Customer Experience (CX) is the total of all interactions, e.g. physical and digital.

@simon_norris

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


@simon_norris

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

@simon_norris

UX

CX


@simon_norris

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

@simon_norris

CX


UX

Blended Experience covers: • Sensors • People and devices

(iPads, smart devices)

• Web address • Link to apps • Tags (GPS) • #hashtags

@simon_norris

Experiences are becoming increasingly blended. It’s imperative to consider the

broader picture.

Simon Norris

SEQUENTIAL CROSS-CHANNEL INTERACTION

@simon_norris

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

@simon_norris

0 24HOURS

Mo

tivat

ion

/ d

istr

actio

n

app

website

(UX)

(UX)

in store / comparison (blended) (blended)

app(UX)

TOUCH POINTS - CURRENT

In store

Website

Blended Experience

User ExperienceCustomer

Experience

Call centre

Online help

AR and VR

@simon_norris

x x

xLess More None

Emphasis:

TOUCH POINTS - DIGITAL FIRST

In store

Website

Blended Experience

User ExperienceCustomer

Experience

Call centre

Online help

AR and VR

@simon_norrisx

Less More None

Emphasis:

@simon_norris

INVERSION

2 31

Inversion

@simon_norris

Extended (Emerging) Anthropological space

Virtual space

Anthropological space

Physical spaceExtending (Emerging) Anthropological space

@simon_norris

We shape experience and thereafter our experiences shape us. This is why Experience is Everything.

Inspired by Marshall McLuhan

TAKE AWAYS

@simon_norris

• Be able to identify CX, UX and blended experiences.

• Meaning making. • Work out & validate

the surface factors.

• Develop digital strategies and data strategies.

• Focus on Cross-Channel (blended experience).

• Humanise.

THANK YOU

HUMANISING TECHNOLOGY

@simon_norris

Digital FirstDownload our FREE White Paper on the Humanising Technology blog