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PREPARED FOR AGENDA

- Empathy

- Barriers to Empathy

- Get Out of Your Head in 3-Steps

- Case Study: Life Time Fitness

- Key Principles: An In-House Perspective

COMMON LANGUAGE

User Experience UX

Usable

Findable

Credible

Enjoyable

Valuable

Desirable

Useful

Beautiful

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User Centered Design

Design

Define

Discover

Develop

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Interaction Design IXD

Research

Copywriting

Creative Design

User Modeling

Front-EndDevelopment

Information Architecture

Strategy

ContentDevelopment

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Empathyem● pa●thy

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Noun:

The capacity to recognize feelings that are being experienced by another.

http://dictionary.reference.com/browse/empathy

EXAMPLES

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http://www.startribune.com/world/170533526.html

If we get it, then why don’t we do it?

BARRIERS

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Elephant Illustration © Jason Hunt  http://www.naturalchild.org/jason

PersonalBias

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“Religious” Debates

© 2006 Steve Krug. Used with permission of the author.

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http://www.youtube.com/watch?v=Wac3aGn5twc

Design-by Committee

15http://www.flickr.com/photos/dplanet/94441587/

Ivory Tower Design

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Elastic User

THE SOLUTION?

GET OUTOF YOUR OWN HEAD.

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http://www.flickr.com/photos/justinhoch/4998133254/

http://www.flickr.com/photos/modenadude/3655997137/

http://www.flickr.com/photos/atempletonphoto/3332105386

http://www.flickr.com/photos/shankbone/4573217643/

http://www.flickr.com/photos/scottchene/7046992619

FOR EXAMPLE, TAKE THESE GENTLEMEN ...

THE METHOD

“A technique in which actors try to replicate the emotional conditions under which a character operates, in an effort to create a life-like, realistic performance.”

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http://psychology.wikia.com/wiki/Method_acting

“A technique in which actors try to replicate the emotional conditions under which a character operates, in an effort to create a life-like, realistic performance.”

“A technique in which designers try to understand the conditions under which a user operates, in an effort to create useful, and enjoyable experiences.”

THE UX METHOD

STEP 1.

EXPERIENCE YOUR AUDIENCE

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Talk to Them!

Observe Them

Get Feedback

STEP 2.

MAKE IT TANGIBLE

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Strategy Decks

Guiding Principles

User Profiles

Personas

Findings & Recommendations

STEP 3.

KEEP IT ALIVE

PHYSIOLOGICAL

SAFETY

SOCIAL

ESTEEM

SELF ACTUALIZATION

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Maslow's Hierarchy of Needs

Adapted from http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs

Care

Feed

Protect

Reproduce

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PHYSIOLOGICAL

SAFETY

SOCIAL

ESTEEM

SELF ACTUALIZATION

PHYSIOLOGICAL

SAFETY

SOCIAL

ESTEEM

SELF ACTUALIZATION

Adapted from http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs

CASE STUDY: LIFE TIME FITNESS

THE CHALLENGE

NEW PHILOSOPHY – for how Life Time approaches the interactive space.

NEW PROCESS – for identifying, prioritizing, designing and building interactive technology.

NEW PLATFORM – for deploying and maintaining customer-facing interactive technologies.

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WHAT WE’VE DONE SO FAR

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Contextual Interviews

STEP 1. EXPERIENCE YOUR AUDIENCE

STEP 2. MAKE IT TANGIBLE

STEP 3. KEEP IT ALIVE

Dallas/Ft. Worth

Minneapolis

Washington D.C.

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STEP 1. EXPERIENCE YOUR AUDIENCE

STEP 2. MAKE IT TANGIBLE

STEP 3. KEEP IT ALIVE

Baseline Survey

“Just let me get to the schedules”

“Scheduling court time—hard to find”

“Lots of steps to get to the group fitness schedules”

69%Report current execution of basic features keeps them

from using the site

38%Didn’t know that you

could make reservations

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STEP 1. EXPERIENCE YOUR AUDIENCE

STEP 2. MAKE IT TANGIBLE

STEP 3. KEEP IT ALIVE

Interactive Strategy

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STEP 1. EXPERIENCE YOUR AUDIENCE

STEP 2. MAKE IT TANGIBLE

STEP 3. KEEP IT ALIVE

Persona Creation

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STEP 1. EXPERIENCE YOUR AUDIENCE

STEP 2. MAKE IT TANGIBLE

STEP 3. KEEP IT ALIVE

Card Sorting

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STEP 1. EXPERIENCE YOUR AUDIENCE

STEP 2. MAKE IT TANGIBLE

STEP 3. KEEP IT ALIVE

Tree Testing

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STEP 1. EXPERIENCE YOUR AUDIENCE

STEP 2. MAKE IT TANGIBLE

STEP 3. KEEP IT ALIVE

User Testing

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STEP 1. EXPERIENCE YOUR AUDIENCE

STEP 2. MAKE IT TANGIBLE

STEP 3. KEEP IT ALIVE

Persona Usage

KEY PRINCIPLES: AN IN-HOUSE PERSPECTIVE

PRACTICE TACTFUL PERSISTENCE

Choose the higher ground.

Understand your organization.

Add value.

Take every opportunity.

Steadily educate.

IT TAKES TIME

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COLLABORATE

COLLABORATEDiscover >> Design >>

USEREXPERIENCE

CREATIVE

CollaborationCurve

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NEVER LOSE SIGHT

NEVER LOSE SIGHT

HAVE A VISION!

Meet the organization where they are and take them to the next level.

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LET’S TALK

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RECOMMENDED READING

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http://www.flickr.com/photos/andram/4503810981/

http://www.flickr.com/photos/audihertz/4643575271/

http://www.flickr.com/photos/b-p/2512675068/

http://www.flickr.com/photos/nateone/3259989456/

http://www.flickr.com/photos/33498942@N04/5760828730/

http://www.flickr.com/photos/himenohogosha/4381717692/