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Page 1: Ux strategy innovation

UX RESEARCH & DESIGN AS A STRATEGIC ENGINE FOR INNOVATION

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EMERGING EXPERIENCESDesign for Complexity and Change

Collective / Social

Products

Product Ecosystems

Service Ecosystems

Emerging Experiences

Com

plex

ity &

Spe

ed o

f Cha

nge

Product & Device-Centric

Shared Media

Digital Convergence

Service Platforms

Networked Communities

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IMPACT OF TECHNOLOGYChallenges

Adaptation to continuous accelerated changeFostering a culture of innovationDiscovering opportunities to provide meaningful experiences

READING DRIVING BUYING LEARNING

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Hard to predict or prescribe how people will perceive, use and adopt new products or services. Evolving digital lifestyles.

IMPACT OF TECHNOLOGYEvolving Users, Consumers, Customers

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UX RESEARCH AND DESIGNEngine of Innovation

UX RESEARCHUX DESIGN

Products Product Ecosystems Service Ecosystems

Product & Device-Centric

Shared Media

Digital Convergence

Service Platforms

Networked Communities

(Experience) Design = Innovation

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UX RESEARCH AND DESIGNUnderstanding Human Behavior

FUNCTIONALITYTECHNOLOGY

AESTHETICSINTERFACECONTEXT

WHAT?Product/ServiceDesign

HOW?Interaction Design

WHY?USER

Culture / Values / Needs / Motivation / Behaviors

EXPERIENCE = STRATEGY

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Opportunities for innovation based on continuous evolution of people’s needs, perceptions, behaviors, values and lifesyles.

Question established models / value what is essential

RESEARCH AND EXPERIENCE DESIGNEmphasis on Human Narratives

39 Confidential | January 15, 2010 BLUEBERRY: FUTURE TV USER EXPERIENCE STRATEGY - U.S. MARKET 2011

On-The-Go TV + Social Networking Live Event

1 2 3 4 5TV Browsing Customization

Key Pairings: Multi-Platform UX

Media State Sync

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PROJECT EXAMPLES

Products

Product & Device-Centric

Shared Media

Digital Convergence

Service Platforms

Networked Communities

Collective / Social

Com

plex

ity &

Spe

ed o

f Cha

nge

Emerging Experiences

92 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

View Camera

SIX ROLLS

LONG STILL

VIDEO

PANORAMA

VOICE TAG

LIGHTS +

LS

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CAPTURE

SIX ROLLS

LONG STILL

VIDEO

PANORAMA

VOICE TAG

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CAPTURE

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VIDEO

PANORAMA

VOICE TAG

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CAPTURE

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PANORAMA

VOICE TAG

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CAPTURE

Shooting Mode Action Navigation On-Screen Input ShootFeature Navigation

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Page Layout by UX Context: Extended Capturing (1)

SIX ROLLS

LONG STILL

VIDEO

PANORAMA

VOICE TAG

LIGHTS +

LS

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CAPTURE

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jPushShootingModebutton(Mode)>kPulloutmainnavigationbarfromtheleft&selectCapture(Action)>lSelectLongstillfromthefeaturelist(Feature)>mDrawonthescreentomarktheareatounfreeze(On-screenInput)>nShoot

Peer Camera: The Party Goer

43 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

Peercameras charge wirelesslythroughinduction.

Cassiegetsreadytogooutwhileherpeercamerascharge.

Avisual indicationofthecamera’schargingstatusisgivenwithmultiplecolorsoflight.

Whenallofthecamerasareglowinggreen,shegrabsthemandheadstotheparty.

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Service Ecosystems

Product Ecosystems

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User Experience Strategyfor Washing Machines in the U.S.

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FIELD RESEARCH

Ethnography / Home Environment

Lifestyle / Habits / Workflows

U.S. Regional Segments

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LAUNDRY PROCESS: USER JOURNEY

upstairs

basement

upstairs

basement6. add clothes waiting time 7. move clothes to dryer or line

whites darksbaby clothes

upstairs

1. main user (Annette) move clothes to basement

2. sort clothes 3. open water 4. set to super pull to start machine

5. add detergent directly

upstairs

8. main user (Annette) move clothes upstairs to foldwaiting time

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What is the User Thinking? What’s on WM

Control Panels?

USER EXPERIENCE DESIGN STRATEGY

INNOVATION

MASTER SLAVE

LEGACY

PARTNERSHIP

Funtional Insights

Emotional Insights

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WORKSHOP CO-CREATION

Personalize Clothing Treatment Duration

USERS’ MENTAL MODEL

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CONTROL PANEL DESIGN

Front LoadTop Load

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-

+

Garment

Color LoadSize

Wash RinseSoilLevel

Drain

Save

Options

Delay Start

Prewash74Rinse DrainWashPrewashDelay Start Estimated

Min Left

EstimatedTotal Min

Deep Steam

TM

My Cycle 1

TMEnergySave

TMSilverCare

Rugged

Delicates

BeddingDenim

Whites

Towels

My Cycle 2

My Cycle 0

Treatment Duration

WashTemp

RinseTemp

Spin

User pushes the button on the knob to begin configurationVariations and options with adjustable levels and buttons (LEDs)

CONTROL PANEL DESIGNFront Loader Design 1

TOP FRONT

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Wash Rinse Drain55% completed

Estimated minutes left: You saved:

5.43% water saved compared to regular top loaders

The amount of electricity you saved this time can save 200 trees21min

CONTROL PANEL DESIGNFront Loader Design 2

TOP FRONT

Touch screen with access to extra data to the user: user tutorials, alerts and smartphone connectivity.

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MOCK-UP USABILITY TESTING

8 Confi dential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US

Task Summary

12 Confi dential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US

Usability Analysis

12 Confi dential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US

Usability Analysis

48 Confi dential | December 3, 2010 Cyclon 2 Project: Usability Testing for Washing Machines in the US

Usability AnalysisUI - IA

Strongly disagree

Disagree

Somewhat disagree

Neutral

Somewhat agree

Agree

Strongly agree

Groupings that are less clear to the user.

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50%

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Smart Cycles

GarmentCycles

TreatmentCycles

DurationCycles

JogCycles

MyCycles

ColorCycles

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UX RESEARCH AND DESIGNStrategic Engine for Innovation

WHY?USER

Culture / Values / Needs / Motivation / Behaviors

EXPERIENCE = STRATEGY

Redefined product UIRefined target segmentation (US)New marketing strategy for product lineClear product roadmap

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Learning from Participatory CulturesNew Imaging Experiences

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24 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

Expectation of seamless integration of all imaging modes (from planning to capture to sharing)

Screen legibility and ergonomics, not technology, become limiting factors.

Market Research: Big Trends

“Capture everything, select later” replaces “snapping the decisive frame”

1900-1990

1990-2005

2005-2015

INTEND ADJUST CHECKPREPARE PROCESSSHOOT DISPLAY“MANAGE”

The megapixel (and more broadly, the image quality) race is reaching an asymptote

smar

tpho

necompact c

ameraDSLR

Traditional settings and controls are shifting to post-processing (expo-sure, depth of field)

Expectation of “Everything, Any-time, Anywhere” personal media.

Point & Shoot Smartphones Compact (Mirrorless)

Industry Challenge

Users

• Immediate / Connected Use of images • Smartphone as Camera• Apps for Capturing, Management, Sharing and Emotional Effects• Context Narrative and added Information to enhance images

• Maximize Image Quality• Manipulate Camera to capture the perfect image.• Performance First for detailed control of image results

FUTURE OF IMAGING

Pro_Am

Smart Snappers

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UNDERSTANDING PHOTOGRAPHERS

138 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

MARCH

GPS

MyTouch PhoneRarely

35mmOften

Point and Shoot

Never, Broken

DSLRDaily

SLRDaily

2 Lenses

Flash Accessory

Flip VideoOccasionally

Interviewee: Christian Patallo PRO-AM• Owns compact point and shoot, DSLR, Smart phone with

camera/video capability, Camcorder • Unemployed/job searching, applying to photo school• 18 years old• Makes $ 0-25K per year• Lives in Ozone Park, Queens, NY• 3 live in his household• Camera bought 1 to 2 yr ago• Cost $800+• Brands are Canon, Nikon, MyTouch Phone• Uses camera daily• Plans to take photos and videos every month• Somewhat familiar with camera specs• Makes manual adjustments• Reads photo mags/blogs• Participates in photo communities• Uses social networks/services – Flickr, Tumblr• Goes out 2-4 nights per week• Enjoys trying new web services• Image quality is more important than who he shares it with

Portability

SharingControl

Editing Price

138 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

MARCH

GPS

MyTouch PhoneRarely

35mmOften

Point and Shoot

Never, Broken

DSLRDaily

SLRDaily

2 Lenses

Flash Accessory

Flip VideoOccasionally

Interviewee: Christian Patallo PRO-AM• Owns compact point and shoot, DSLR, Smart phone with

camera/video capability, Camcorder • Unemployed/job searching, applying to photo school• 18 years old• Makes $ 0-25K per year• Lives in Ozone Park, Queens, NY• 3 live in his household• Camera bought 1 to 2 yr ago• Cost $800+• Brands are Canon, Nikon, MyTouch Phone• Uses camera daily• Plans to take photos and videos every month• Somewhat familiar with camera specs• Makes manual adjustments• Reads photo mags/blogs• Participates in photo communities• Uses social networks/services – Flickr, Tumblr• Goes out 2-4 nights per week• Enjoys trying new web services• Image quality is more important than who he shares it with

Portability

SharingControl

Editing Price

Equipment / Camera Brands

Photo-Taking Habits / Usage Patterns

User Lifestyle & Preferences

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“I always try to make everything look as tasty as possible. I always like to bump vibrancy up a little bit, and especially in moody photos. I usually stage the dish. But I wish the camera wasn’t so bulky, I do not want to be the weird girl with the big camera.”

PARTICIPANTS OF IMAGING CULTURES

Capturing Process / Editing Sharing

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Peer Cam App

+360

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360+

+

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+

Thenextdayagroupfromthepartygoestobrunch,thesyncphotosfrompeercamstophonesbyplacinginbluetoothrange.Theyadmirethecandidandunexpectedshotsandtradefavorites.

Peer Camera: The Party Goer

startupscreen

sharedcameraroll

sharedfriendfeed

47 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

Discreetecamerasallowforcasual unplanned photography.Witheasy,wireless sharingeveryonegetsthephotostheylikebest.

Peer Camera: Table Courtesy

51 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

Duringdessert,CassiewantstotakeaphotoforFoodspotting.Shenoticesherfriendsfeedingeachothersomedroolworthycheesecake.Notwantingtodistractthem,shesqueezesthepeercamthathasbeenpinnedtohershirtandsnapsaphoto.

Withitsunobtrusive size,thepeercamcapturestruly candid shots.Asdiscreeteasanaccessory,thecamallowsforfaster capturing.

Peer Camera: The Party Goer

43 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

Peercameras charge wirelesslythroughinduction.

Cassiegetsreadytogooutwhileherpeercamerascharge.

Avisual indicationofthecamera’schargingstatusisgivenwithmultiplecolorsoflight.

Whenallofthecamerasareglowinggreen,shegrabsthemandheadstotheparty.

Peer Camera: The Party Goer

44 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

Light and easy to use,thecamerasclipeffortlesslytoclothingandaccessories.Withnoscreenonthepeercam,thereisno pressuretogettheperfectframingortoviewitinstantly.

Cassiearrivesatthepartyandhandsacamtoeachofherbestfriends.Theyall“squeeze”for3secondstoturnonthecams.Cassieclipshercamtohershirt.

Ubiquitous CameraDistributed ImagingDiscrete & Spontaneous CaptureShared ExperiencesSync with MobileImage-SourcingSocial Storytelling

IMAGING EXPERIENCES

1. High Volume Image-Sourcing

2. Spontaneous Capture

1

2

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HOTSPOTS

WIKI

YELP

FACEBOOK

MY JOURNEY

FLICKR

EXPLORE

MIMIC FLICKR IAN PHOTOS!Big Ben642 photos taken in this area

HOTSPOTS

WIKI

YELP

FACEBOOK

MY JOURNEY

FLICKR

EXPLORE

67 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

The Eager Traveler

View Camera

Imagesarepulledfromonlinephotosourcesandaggregatedtoreveal other people’s photostakenatthisparticularlocation.

Thecameraacts as a guideforinspirationandforrecreatingchosenphotosonthespot.

WhileframingthephotooftheBigBen,hegotasuddennotiontolookatsomeinterestingphotographstakenatthesamelocationbyothervisitors.Thecameraoffershimaconnectiontopicturesfromtheselectedphotoservices.

Hehashisfriendsmoveintotheframewhereindicated.

Heseessomegoodanglestotakeagreatshot.Healsoseessomefunnyimageshewantstomimic.HeselectsonebytouchingitandisofferedtheoptiontoMimic.

92 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report

View Camera

SIX ROLLS

LONG STILL

VIDEO

PANORAMA

VOICE TAG

LIGHTS +

LS

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CAPTURE

SIX ROLLS

LONG STILL

VIDEO

PANORAMA

VOICE TAG

LIGHTS +

LS

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CAPTURE

SIX ROLLS

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VIDEO

PANORAMA

VOICE TAG

LIGHTS +

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CAPTURE

SIX ROLLS

LONG STILL

VIDEO

PANORAMA

VOICE TAG

LIGHTS +

LS

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CAPTURE

Shooting Mode Action Navigation On-Screen Input ShootFeature Navigation

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1

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Page Layout by UX Context: Extended Capturing (1)

SIX ROLLS

LONG STILL

VIDEO

PANORAMA

VOICE TAG

LIGHTS +

LS

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CAPTURE

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jPushShootingModebutton(Mode)>kPulloutmainnavigationbarfromtheleft&selectCapture(Action)>lSelectLongstillfromthefeaturelist(Feature)>mDrawonthescreentomarktheareatounfreeze(On-screenInput)>nShoot

Enhanced EditingEditing close to camptionEmotional MotivatorsDirect ConnectivityMetadata for SharingReal-Time Feedback

IMAGING EXPERIENCES

1. Creative Assistant 2. Live Networking

1

2

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UX RESEARCH AND DESIGNStrategic Engine for Innovation

WHY?USER

Culture / Values / Needs / Motivation / Behaviors

EXPERIENCE = STRATEGY

Redefined imaging experience Developed new product platform conceptsDigital service strategy integrated to productNew business model / revenue stream

Page 26: Ux strategy innovation

The New Face of BankingRedefining Service Narratives

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Future Banking UXCO-CREATING EXPERIENCES

A 2-Day workshop with industry experts, UX Designers and architects.

1. Map of current multi-channel infrastructure

2. Identified change in User Values (access to service)

3. Ideation of new business models and design conepts: focus on Banking Space + Tech.

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Modules Unique Layout Service Sequence

Focus less on transactions and more on the set of social needs that can be uniquely addressed in a face-to-face setting: problem solving, advice and education on investment, loan and insurance instruments, new account sales, etc.

Optimizing the customer journey

Balancing presentation, conversation, and service

Memorable brand experiences

Local sensibilities

Immersive journeys

Interchangeable components for cost-effective implementation

Engaging all the senses

THE POST-TRANSACTIONAL BRANCH

Page 29: Ux strategy innovation

INTERACTION TYPES

Self Service

Um

pqua

NBG

Barc

lays

Citi

Japa

nJy

ske

Greeter Interactive Lounge Teller AdvisingSelf Service Greeter Interactive Lounge Teller Advising

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THE POST-TRANSACTIONAL BRANCH

Opportunity Areas

• Reinvent spatial typologies for service delivery

• Support “Assisted Self-Learning”

• Pursue hybridization with other programmatic typologies

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Integrating furniture, digital interface, and service components, these modules are the basic unit of customer experience in the branch.

A lounge to peruse a diverse collection of ‘periodicals’

Self-Service Portal Library Lounge Computing Bar Greeter Stand

Semi-private workstations with personalized advisory tools

A casual space for knowledge sharing among customers & advisors

A hub for welcoming engagement and journey personalization

INTERACTION MODULES

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A casual, self-directed experience

Access to financial services on diverse digital workstations

Greeter hub personalizes customer journey

Transition to self-guided workstations or collaborative spaces

The service narrative is the glue that connects multiple experience modules and reinforces the overarching theme of the branch across each step of the customer journey.

1234

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SERVICE TYPOLOGIES

SELF-SERVICE BRANCH GREETER BRANCH

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A Sustainable ModelHOLISTIC VISION

DiscoverBank Branch

Financial Advisor

ATM Waiting

ATM

Customer

Teller

Greeter

Learn?Extend

Home

On-the-Go

Smartphone

iPad

PC

Purchase$Transact

Surface Computer

Interactive Screen

Virtual Agent

3

?

?

?

?

$

DiscoverClick from advertising or promotion to soft sales and education site.

Learn MoreInteractive tutorials and virtual advisory sessions

Fast ATMGetting the most out of automation, including most routine transactions

Mobile SearchLocating an ATM. Location-based promotions

Greet and WaitiPads are offered in waiting areas, preloaded with fun, interactive financial walk-throughs

TransactLow-counter teller interactions are kept to a minimum

P2P SharingDialogue with other customers takes place in semi-privateconference areas

ConsultationPrivate rooms with surface computers put financial advisors on the customer’s side

ContinuationEasier ways for customers to follow through online.

Page 34: Ux strategy innovation

UX RESEARCH AND DESIGNStrategic Engine for Innovation

WHY?USER

Culture / Values / Needs / Motivation / Behaviors

EXPERIENCE = STRATEGY

Broad stakeholder strategyMulti-scale, mult-touch point experienceProduct, service and environment designTechnology as enabler

Page 35: Ux strategy innovation

THANK YOU

[email protected]