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Digital Transformation & Experience Design

The last five years have seen User Experience Design evolve as a discipline to keep pace with the proliferation of screens and connected devices in the hands of end-users. Contextual, behavioral research is required to understand the user journey.
by

Jonathan Lupo

on 9 February 2015

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Transcript of Digital Transformation & Experience Design

Visualizing the UX Journey
Omnichannel Experience Development
UX Designers have 2 objectives
Capture the HEART and MIND of the End-User
Part 1
Understanding Behavior
"REASON leads to conclusions while
EMOTION leads to actions."
Donald Brian Calne, OC FRSC - Neurologist
Document INTENT and
BEHAVIOR in Personas
Lab-based research doesn't capture "context-of-use".
Contextual inquiry does!
Key Attributes
Motivations
Tasks
T
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Great DESIGN creates emotional
bonds with BRANDS
It isn't just fluff!
Part 2
The User Journey Unveiled
The World has changed
in the last five years.
Content access needs to be ubiquitous.
Needs may differ, however, based on "context-of-use".
Context is where you are in
a cycle of engagement with a Brand
Support the needs of the end-user
throughout
phases of engagement with Brands...
{
{
An Omnichannel strategy leverages Digital to:
Thank You!
@userexperience
A Digital Omnichannel Roadmap
Part 3
Context is more than "where you are physically"
...across touchpoints
Develop tactics to support phases of your business lifecycle
social discovery
local discovery
personalization
SEO
scarcity deals
product comparisons
interactive demos
reward frequent purchases
reward engagement
gamify shopping
member benefits
optimize conversion from cart
increase average order value
employ best practices in cart
offer free shipping
reviews/ratings
1
2
3
4
Tactics
Tactics
Tactics
Tactics
Next, prioritize an "MVP" candidate by assessing value to business, end-user, and technical feasibility
To summarize, here's a model for contemporary UX Design:
1.
Conduct contextual, behavioral research to gain a deep understanding of the needs of the end-user.
2.
Dimensionalize the business in terms of it's engagement cycle with end-users, to understand needs at each phase.
3.
Conceptualize tactics to support needs at each phase of engagement, and across touchpoints.
4.
Prioritize an initial release according to value to business, value to end-user, and technical feasibility.
Digital Transformation &
Experience Design
Product Transformation
Music Industry Transformation =
Product to Service
Publishing Industry Transformation =
Physical to Digital Goods
Video Game Industry Transformation =
Game to App
TV Industry Transformation =
Linear to OnDemand. Everywhere.
Who Will Survive?
Survivors will have one thing in common.
Travel Industry Transformation =
Concierge to Automated Self-Service
Financial Services Industry Transformation =
The Mobile Revolution
Everything from products to services to transactions are now Digital.
Experience will be the Differentiator
A ubiquitous, omnichannel, ondemand service
Service Transformation
Who Will Survive?
Data and Personalization
Retail Giants = Healthcare Provider, Insurer and Supplier
Contextual Inquiry - "The Research Interview"
1. Recall recent tasks
2. Observe participants performing tasks on familiar machines
3. Document user tasks, motivations, and moments of frustration
US Time Spent on Mobile has Eclipsed Desktop
Full transcript