Post on 15-Aug-2015
DESIGNING EXPERIENCES FOR
EMERGENT SITUATIONS
CRISIS UX
BY COLIN EAGAN, M.S.
COLIN EAGANPLEASED TO MEET YOU.
EXPERIENCE DESIGNER | WASHINGTON, D.C.
@colineags #uxpa2015
e·mer·gent*ˈ
TODAY’S FOCUS
*
THAT COULD MEAN…
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VICIOUS CYCLE
YOU FREAK OUT
USERS FREAK OUT
TODAY WE WILL DISCUSS...
HOW TO COMMUNICATE DURING TROUBLED TIMES
HOW TO DESIGN FOR USERS YOU HAVE LET DOWN
UNDERSTANDING THE SOURCE OF USER FRUSTRATION
A USE CASE THAT WILL MAKE YOUR PROBLEMS SEEM VERY SMALL
Browsing the stacks at Holland House Library, London, day after a Luftwaffe air raid -- September, 1940
(Today’s Topic)
FOR UPS AND FEDEX, A PERFECT STORM WAS
BREWING.
DECEMBER 22, 2013.
THREE BIG PROBLEMS
Jump in package volume overwhelmed distribution centers.Photo Credit: NY Times
Photo Credit: NY TimesStorms grounded planes.
Photo Credit: NY TimesAnd stranded trucks…
“It’s like a game of chess where the pieces are planes and trucks.”Photo Credit: NY Times
Photo Credit: NY Times
Packages were delayed.
Last minute promises from retailers couldn’t possibly be fulfilled. Photo Credit: NY Times
COME CHRISTMAS MORNING…
-- Via NBC News
BACKLASH
SO WHAT DID THE COMPANIES DO?
THEY SUCKED IT UP.
BOTH COMPANIES SPENT THE NEXT YEAR MAKING SURE THIS DID NOT HAPPEN AGAIN. SPECIFICALLY, UPS:
• Improved Volume Forecasting • (Read: bringing the hammer down on retailers.)
• Improved Network capacity.• 50 new hub sorts increasing capacity by about 2.5 million
pieces per day. • Added more than 6,000 new package cars• 1,000 new LNG (liquefied natural gas) tractors • More than 11,000 trailers. • Expect to hire between 90,000 and 95,000 seasonal
employees to handle the extra volume. • Focused web improvements We’ll look at this
http://compass.ups.com/how-UPS-is-preparing-for-the-2014-holiday-season/
$500,000,000How much UPS spent in 2014 to avoid repeat.
Source: New York Times.
YOU, TOO, WILL HAVE YOUR OWN SNOWMAGEDON ONE DAY.
AND YOU WILL NEED TO STAY CALM.
HERE ARE SOME LESSONS LEARNED THE HARD WAY.
LESSON 1 // UX CRISIS MANAGEMENT
BE AS TRANSPARENT
Truth will set you free.
AS YOU POSSIBLY CAN
MANY USER PROBLEMS BEGAN WITH DISAPOINTMENT, BUT WERE COMPOUNDED BY UNCERTAINTITY
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NEW SITE-WIDE ALERTS AND UPDATE PAGE
LESSON: DON’T HIDE BEHIND CORPORATE SPEAK
• Destination scan • Held by Origin Location • Hold • In Transit • Consignee • Exception • Redirect • Guarantee
IMPROVED TRACKING DESIGN
WRITING FOR SENSITIVE SITUATIONS
http://alistapart.com/article/dont-poke-the-bear-creating-content-for-sensitive-situations
EXAMPLE: NOTIFYING CUSTOMER YOU
ARE CLOSING HIS / HER ACCOUNT
http://alistapart.com/article/dont-poke-the-bear-creating-content-for-sensitive-situations
NOT GREATDear valued customer, we have sent you three notices, and we have not received any payment from you since December 2012.
We have to take certain actions when customers fail to pay their bills.
We had to close your account because your balance is six months past due.
We understand that you depend on our service, but we can’t let balances go past six months due.
BETTER
Calmly and quickly get to the point
Use empathy to normalize the situation. Use specifics where possible
ANTI-PATTERN:
BAD ERROR MESSAGES,I.E. STRESSFUL CONDITIONS
MADE MUCH WORSE
ANYONE TRY WINDOWS 8?
YES. NO. WAIT…
ACTUALLY NOT AWFUL.
DEPENDING ON YOUR BRAND, HUMOR CAN HELP
LEARN FROM THE PROS
Source: Entrepreneur.com
1. Listen patiently.2. Show empathy.3. Lower the voice and slow
down speech.4. Imagine an audience.5. Be wrong to be right (agree
even if it’s irrational)6. Demonstrate emotional
control.7. Remember it’s not personal.8. Pretend it’s “a game.”
USEFUL TOOL: CONTENT MATRIX
LESSON 2 // UX CRISIS MANAGEMENT
CONSIDER LESS-THAN-
Get out of fantasy land.
IDEAL USER FLOWS
CUSTOMER JOURNEYS ARE OFTEN BIASED TOWARD THE “HAPPY PATH”
WHY ARE PEOPLE IN PERSONASALWAYS
SMILING?Seriously, have you noticed this?
Is this really your accounting team?.
Is this really your accounting team?.
Or is this your accounting team.
KEYWORD ANALYSIS: FIND “REAL LANGUAGE”
NEW HOLIDAY HELP CENTER
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LESSON 3 // UX CRISIS MANAGEMENT
WHATEVER YOU DO, PLEASE
What kind of UX person are you anyway.
DON’T BLAME YOUR USERS
THE TYLENOL MURDERS
Learn from:
THE TYLENOL MURDERS
DON’T BLAME YOUR USERS
VIA ENTREPENEUR.COM, MARCH 03, 2014
BETTER!
HELP USERS BE PROACTIVE NEXT TIME
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LESSON 4 // UX CRISIS MANAGEMENT
CONSIDER THE PSYCOLOGY
They don’t always think like you like to think they always think.
BEHIND STRESSFUL DECISIONS
UNDERSTAND HOW PAIN IS PROCESSED
EXPERIENCING SELF REMEMBERING SELF
THE TWO MINDS
What we think customers use What they actually use
AUTOMATIC MINDWhat we think customers use
REFLECTIVE MINDWhat they actually use
- Forrester Research. Design Enjoyable Experiences Now by John Dalton, July 10, 2012
“The experiencing self does not have a voice. The remembering self is sometimes wrong, but it is the one that keeps score and governs what we learn from living.”
“The ‘peak-end’ rule shows that a person’s memory of a painful experience can be reliably predicted by the average of the level of pain reported at the worst moment of the experience and the level of pain reported at the end. Remarkably, the research also shows that the duration of the pain had no effect on the individual’s evaluation of total pain.”
--Source: Daniel Kahneman, Thinking, Fast and Slow, Farrar, Straus, and Giroux, 2011, p. 381.
THE PEAK-END RULE
“IF YOU’VE EVER BEEN TO A MOVIE AND
ENJOYED 50 MINUTES OF BLISS ONLY
TO HAVE IT ALL RUINED BECAUSE A
BABY STARTED CRYING NEAR THE END,
THEN YOU’RE WELL AWARE OF THE FACT
THAT WE ARE SADDLED WITH TWO
CONFLICTING SELVES.”
“IT TAKES 20 YEARS TO BUILD A
REPUTATION AND FIVE MINUTES TO
RUIN IT. IF YOU THINK ABOUT THAT,
YOU’LL DO THINGS DIFFERENTLY.”
-WARREN BUFFETT
WHAT TO DO
Sensing that its parking arrangements might be damaging the overall client experience, health care provider Kaiser Permanente spent 30 days analyzing Twitter activity to gauge customer impressions. Sure enough, there was a significant displeasure.
They didn’t hate the healthcare experience, they simply hated the parking – and the parking lot was where the interaction always ended!
-- Via Jared Spool
-- Via Jared Spool
USAA ANTICIPATES USER STRESS
Via Forrester
CLICK ANALYSIS ON CUSTOMER SERIVCE
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NEW CUSTOMER SERVICE DESIGN
• Introduced new chat
feature
• Re-prioritized links
based on usage
• Added clarification for
users on when to use
• Prioritized “Self-Help”
links to web content
(hint: customer service
loves this)
DARKARTSAh shit.
OH CRAP WE REALLY SCREWED UP.
Remember the BP oilrig disaster?
DO YOU HAVE A “DARK SITE”?
DARK SITE CHARACTERISTICS
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FINALLY, PLEASE REMEMBER:
YOU WILL NEVER MAKE EVERYONE
HAPPY.
http://www.wsj.com/articles/ups-fedex-got-back-on-time-this-holiday-1419886180
Up 11%
GOING BACK TO OUR LITTLE STORY…
GREAT FOR CUSTOMERS!
“Peak plans were designed to provide high quality service for volume surges. The extra capacity was necessary to process the extreme spike in package volume on Cyber Monday and peak day, Dec. 22. However, demand was less than expected on other days. This resulted in a sub-optimized network during peak season, UPS said. A decline in productivity, increased contract carrier rates, as well as costs associated with overtime and training hours contributed to the excess cost.”
BAD FOR “SHAREHOLDERS.”
SCREW IT.
@colineags #uxpa2015
THANK YOUYOU ARE GREAT.
COLIN EAGAN, M.S. | WASHINGTON, D.C.
@colineags #uxpa2015