UX in 4D
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This document outlines an agenda for a workshop on designing user experiences (UX) across digital and physical spaces, or "UX in 4D". The workshop aims to understand why digital and physical experiences should be integrated, learn tools for UX design across dimensions, and review examples of innovative organizations that blend physical and digital experiences. The agenda includes introductions, discussions of experience drivers, opportunities mapping exercises, developing future personas and journey maps, and a Q&A. The document also provides background on the facilitators and their experience consulting with various organizations on experience design.
UX in 4D
- 1. UX in 4D LeanUX NYC - 2013 ©brightspot strategy 2013 1
- 2. introduction Objective: The purpose of this workshop is to understand why digital and physical experiences should be designed together, learn the core tools to do UX in 4D, and review examples of innovative organizations that integrate the design of their spaces and services. Agenda: 3:00 – 3:15 Introduction & Shifts 3:15 – 3:30 Experience Drivers 3:30 – 4:05 Mapping opportunities 4:05 – 4:15 Break 4:15 – 5:00 Future personas & journey maps 5:00 – 5:15 Where to go from here 5:15 – 5:30 Q & A ©brightspot strategy 2013 2
- 3. about brightspot, briefly 3 ©brightspot strategy 2013
- 4. brightspot experience Brightspot and its leadership have the experience and expertise to help a range of organizations, including start-ups and Fortune 500 companies, top-tier colleges and universities, dynamic non-profits, and innovative cultural organizations, among other others. ©brightspot strategy 2013 4
- 5. brightspot facilitators Elliot leads and founded Matthew is an experienced Ashley is a strategist and brightspot. He is a strategist, consultant and researcher with a designer who employs a human- facilitator, and sense-maker. passion for business strategy centered, collaborative approach and social sciences. to create better experiences, Solving space, operational, and interactions and environments organizational problems gets He believes that his him up in the morning. Thinking ethnographic curiosity stems for people and organizations. about the future of work and from his birthplace, Missouri, Ashley plays softball in Central learning keeps him up late. the “show me” state. Park, doodles in her sketchbook, and thinks of ways to change the world. ©brightspot strategy 2013 5
- 6. UX in 4D 6 ©brightspot strategy 2013
- 7. digital and physical are often designed separately* JetBlue Mobile App JetBlue Terminal Digital: Physical: Websites, apps, platforms (2D) Spaces, stuff, artifacts (3D) *even within companies that are focused on customer experience ©brightspot strategy 2013 7
- 8. but increasingly, digital and physical are blending Digital JetBlue Terminal Physical Information screens, online Spaces, amenities, lounge, services, ticketing, etc. (2D) circulation, wayfinding (3D) ©brightspot strategy 2013 8
- 9. and they’re occurring over time… JetBlue Terminal Experience (4D) ©brightspot strategy 2013 9
- 10. shifts 10 ©brightspot strategy 2013
- 11. people are changing Shifts in demographics, culture, and relationships that impact experiences. Mobility of user base Diversity and visitorship Generational differences Long tails and niche preferences Reaching the mass affluent Source: Center for the Future of Museums 11 ©brightspot strategy 2013
- 12. people’s expectations are changing Shifts in demographics, culture, and relationships that impact experiences. Self-service Access anytime, anywhere Location awareness Customization (by user) Personalization (for user) 12 ©brightspot strategy 2013
- 13. how people interact with institutions is changing Shifts in demographics, culture, and relationships that impact experiences. Feedback and participation Crowd-funding Crowd-sourcing Networks and partnerships Arts education changes 13 ©brightspot strategy 2013
- 14. how people interact with each other is changing Shifts in demographics, culture, and relationships that impact experiences. Digitally-connected customers Membership and community Sharing spaces, stuff, and skills Social experience of culture Co-creation 14 ©brightspot strategy 2013
- 15. experience drivers ©brightspot strategy 2013 15
- 16. experience drivers Digital-only (replacement for physical) How Digital relates to Physical Digital Overlay (digital information layer) Physical Computing Level of engagement (physical and digital interact) Passive Active Interactive Creative Co-creative (viewing) (interacting alone) (interacting (creating alone) (creating with others) with others) Digital Gateway (use digital to gain access to physical) Physical-only (purely physical experience) ©brightspot strategy 2013 16
- 17. how digital relates to physical Deutsche Bank, Friedrichstrasse Museum Tour Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 17
- 18. how digital relates to physical Seattle Public Library Marriott GoBoard Wild @ Melbourne Museum Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 18
- 19. how digital relates to physical MIT Glass Infrastructure Bally Results Center Interaction Wall Eternal Gandhi Multimedia Museum Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 19
- 20. how digital relates to physical Paris Airport, Virtual Boarding Agent NGA Experience, AR application Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 20
- 21. how digital relates to physical E-books Google Art Project Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 21
- 22. level of engagement Lufthansa First Class Lounge, Frankfurt Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 22
- 23. level of engagement Eurasian Bank, Glass Touchscreen Cleveland Art Museum Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 23
- 24. level of engagement Walgreens, Pharmacist Consultation ArtBabble by the IMA Lab Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 24
- 25. level of engagement Fayetteville P.L. Fab Lab ArtLab+ at Hirshhorn Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 25
- 26. level of engagement YouMedia at Chicago Public Libraries EdLab, National Postal Museum Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 26
- 27. mapping opportunities ©brightspot strategy 2013 27
- 28. mapping opportunities: museum scenario Context A museum of Modern and contemporary art is in the early stages of planning a 200,000 square foot expansion. The board and senior leadership see the expansion as an opportunity to not only grow but also to transform the way visitors interact with art and each other. The primary donor for the expansion is growing impatient with the planning timeline and is demanding a concept design for the new space and service model in the next 4 months. insidenewyork.com Your Role Imagine you are representatives for the building expansion committee and your role is to reinvent the visitor experience in a way that thoughtfully considers the integration of physical and digital. You’ve just gone on a trip around the world to look at a range of serviced spaces (libraries, gyms, museums, airline lounges, etc) and now you must: 1. Reflect on your experiences of museums and other spaces you’ve seen, map how activities fall currently. 2. Identify opportunities for reinvention 3. Create a plan for piloting these opportunities and developing a model for the new serviced space. 28 ©brightspot strategy 2013
- 29. mapping opportunities – activity instructions 45min For the next 45 minutes, let’s reflect on a recent trip to a museum and use the map below to identify opportunities for improving that experience. !""#$%&'(%)*+," 1. Reflect on your experiences with museums and other activities you’ve seen ! 2. Write those activities on a ! stickie and plot them on the opportunity map. 3. After plotting the activities and experience identify areas of opportunity on the map ! ! . bought a bought a ticket ticket at a kiosk 29 ©brightspot strategy 2013
- 30. mapping opportunities – activity instructions 45min For the next 40 minutes, let’s reflect on a recent trip to a museum and use the map below to identify opportunities for improving that experience. !""#$%&'(%)*+," 4. Brainstorm and document new activities or experiences that could fill in the opportunity spaces. You could also think of ways to modify existing activities/experiences. 5. Use the same level of detail as the you did in step 2 see video of past visitor reactions to art 30 ©brightspot strategy 2013
- 31. mapping opportunities – museum scenario prompts As we reflect on a recent trip to a museum, consider the following list of common activities within a museum visitor’s experience as prompts for what worked well, what could be improved and what might be missing. This is not an exhaustive list, but rather simply a way to jumpstart the process. Entice Enter Engage Exit Extend Learn about an Buy/Get a ticket Get informational Share experience Feedback on visit institution materials Learn about event/ Entry access Get devices / Feedback on visit Connect with exhibition/program credentialing equipment institution Receive an offer Learn about what Visit gallery Get/receive Connect with to see/do exhibition souvenir community Plan a visit Get wayfinding Event / Membership Review visit / assistance performance inquiry activities Coordinate with Get informational Participate in a Plan next stop Plan next visit others materials program 31 ©brightspot strategy 2013
- 32. future personas ©brightspot strategy 2013 32
- 33. future personas What might future “serviced space” customers or museum visitors look like? Six future personas have been created generalizing Falk’s museum visitor identities*, informed by our own experience designing serviced spaces. “WHY” — Why do people go to serviced spaces, like museums**? What motivates them? Identity Motivation Explorer Personal curiosity, experience something new Samaritan Does something on someone else’s behalf Achiever Looking to satisfy specific interests or goals Experience Seeker Reputation / status of place or brand Recharger Restoration, contemplation Identifier Personal relation to subject / experience / brand *Refer to John Falk’s Identity and the Museum Visitor. ** Refer to Wallace Rand Report on Cultural Participation ©brightspot strategy 2013 33
- 34. future personas What might future customers or museum visitors look like? Tom, the explorer: The Smiths, samaritans: Lynn, the achiever: 4thgrade teacher, 32 y.o. 38 y.o. parents with 5 & 7 y.o. medical anthropologist, 38 y.o., Looking for something new Bringing kids to the museum Attending event for emerging info Rick & Kate, experience Philip, the recharger: Eva, the identifier: seekers: overseas tourists, accountant, sports lover, 29 y.o. 17 y.o. local high school student 23 y.o., creating visit story Looking to “un-plug” Taking a class on Chinese Art ©brightspot strategy 2013 34
- 35. ideal experiences ©brightspot strategy 2013 35
- 36. ideal experiences Using the personas, think about how someone might experience the museum offerings throughout the course of a visit. Transition from thinking about …To thinking about them in relationship activities and experiences individually… to each other in the context of a visit to the museum 36 ©brightspot strategy 2013
- 37. ideal experiences – activity instructions 45min Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience What: Activities, Spaces, Experience Map activity space technology service Tech / Tools, People / Services stages of an experience entice enter engage exit extend 5 Es: Entice, Enter, shared Engage, Exit, Extend Social Engagement How: Alone or with others? autonomous Time ©brightspot strategy 2013
- 38. ideal experiences – instructions 45min Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience 1. Think about what set of Experience Map activity space technology service activities your persona might engage in during their visit. stages of an experience entice enter engage exit extend shared 2. Rewrite those activities on purple stickies and Social Engagement plot them on the experience map. • When? • Alone or with others? autonomous learn about Time artist from “pocket curator” app activity ©brightspot strategy 2013
- 39. ideal experiences – instructions 45min Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience Experience Map 2. Using the space, activity space technology service tech / tools, and people post-its, fill in the details about their stages of an experience entice enter engage exit extend activity shared Social Engagement studio iPad space tech/tool autonomous docent Time person ©brightspot strategy 2013
- 40. ideal experiences – instructions 45min Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience Experience Map 3. Draw a line connecting activity space technology service the activities to show the “journey” stages of an experience entice enter engage exit extend shared Social Engagement autonomous Time ©brightspot strategy 2013
- 41. getting started ©brightspot strategy 2013 41
- 42. getting started How you can quickly get started, including steps you can take to begin evaluating, designing, and delivering integrated services in 4D Design the team Understand the Envision and and process current state Implement Define skills / roles needed Observations Create Personas Assemble a mixed team Interviews Develop Journey Maps Set budget and schedule Surveys Locate Service point Define assessment criteria Workshops Create Service Blueprints Define feedback methods Immersion tactics Mock-up and Prototype ©brightspot strategy 2013 42
- 43. understand tiers of assessment – for current / future There are tiers of assessment, with increasing value – but also the difficulty of data gathering / analysis – as you move up tiers. More valuable More difficult Utilization Satisfaction Impact Measuring how much a Measuring how satisfied Measuring what the service is used, with usage users and staff are with a service enabled users to as a proxy for value service or aspects of it be able to do as a result Examples: Logins, Gate counts, Examples: Surveys (e.g.: Examples: Value-added Item checkouts, Logging LibQUAL+), interviews, analysis, engagement questions / tickets observations, diaries ©brightspot strategy 2013 43
- 44. create service blueprints Documenting how you wish to deliver a service/space, providing direction on front-line staff actions, behind-the-scenes staff, and support systems/infrastructure for each service channel. (Example: service blueprint for professional ed class) ©brightspot strategy 2013 44
- 45. digital and/or physical prototyping Creating environmental / visual (mock-up) and functional (prototype) representations of an envisioned space/service in order to get feedback, mitigate risk, and build momentum. mock-up with mock-up with functional digital/physical pilot staff role play user role play prototype prototype project Increasing fidelity Prototyping service point Completed service point ©brightspot strategy 2013 45
- 46. references Useful references to consult as you get started. Articles Tools • NEA Report: Beyond Attendance • Reimagining the Museum Experience http://www.arts.gov/research/2008- (Felix and Simeti): SPPA-BeyondAttendance.pdf http://bit.ly/12Rvush • Demographic Transformation and the • Learning Space Toolkit services Future of Museums section: http://bit.ly/ZN8uxT http://learningspacetoolkit.org/ services-and-support/ • Pew Internet Generations Report (2010): http://bit.ly/ZdhjOf • This is Service Design Thinking (Stickdorn and Schneider) • The Diversity of Cultural Participation http://issuu.com/bis_publishers/docs/ (Wallace Rand study): this_is_service_design http://bit.ly/116yXDb • Compendium of Tools and Resources: • “Learning Space Service Design (Felix) www.servicedesigntools.org in The Journal of Learning Spaces: http://bit.ly/LearningSpace_SD • “Everything is a Service” post (Gray): http://bit.ly/DG_everythingisservice ©brightspot strategy 2013 46
- 47. thank you! www.brightspotstrategy.com @brightspotter infospot@brightspotstrategy.com ©brightspot strategy 2013 47