towards continuous experiences
Post on 11-Nov-2014
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CONVERGED MOBILE EXPERIENCESThoughts on the future of Mobile Information Architecture and Interaction Design
Continuous
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Rod FarmerDirector, Research & Strategy@rodfarmer
Oliver WeidlichDirector, Design & Innovation@oliverw
Brought!to!you!by!the!Guys!at
Our discussion today
•Update on Mobile IA
•The convergence myth
•The importance of continuity
•Continuous mobile experiences
Mobile IA Update:
What’s new in the world of mobile IA
83% of respondents used their mobile phone for a purpose other than voice and SMS (texting), compared to 77%
last year.
Aust. Mobile Phone Lifestyle Index 2010 www.aimia.com.au/ampli
Aust. Mobile Phone Lifestyle Index 2010 www.aimia.com.au/ampli
Surfacing Content
Fresh content at the top level for quick reference
Surfacing Content
Provide insight into what information is changing
App Switching
Simpler Approach for easier access to a broader market?
App Switching
Little windows of content to switch between
App Switching
Cards of content to switch between, showcases relevant content
Engagement vs Clarity
What compromises to the clarity of the IA are worth the engagement
New Approaches to Mobile IA
What compromises to the clarity of the IA are worth the engagement
Mobile Complexity
Bigger screen = more rope to hang yourself
Skip the 1st level IA?
Gestures can accelerate us through UI
Search as a Faster Method
Use the mobile capabilities to acquire content cues for search
Physical Ways to Change IA
The portable nature of mobile allows other methods of interaction
Information Visualisation
Can we make IA easier through richer UIs
Myth:
Mobile convergence
What is Convergence?
Well, there are different perspectives
Technology view
Behaviourist view
Social interaction view
Examples - Some pitfalls
•Technology :: Digital TV/Mobile TV/IPTV
•Behaviourist :: Optus Web and Mobile
•Social :: Twitter
So I can’t help feeling we’re getting this...
The desire for a one-stop design rendered “appropriately” for other devices....
What happened to empathy in design?
Most convergence conversations forget about real people, behaviour, needs and context
Forget convergence:
Design for situations, not features
Not everything fits in the same box. Frame and understand the design problem
Mobile interaction is situational
Interaction between people, place and platforms lies at the very heart of mobile
Create meaningful connections
A sense of belonging, respect, loyalty and place over time and context
Seek value in interaction
Value is created at the point where the service is both consumed and produced
Too often we forget about context
Our environment shapes our perception, needs and behaviours
Mobile interaction mostly opportunistic
Handful of minutes, handful of sites, not planned, just-in-time
Convergence: Flawed concept or interpretation?
A bit of both
It’s about the relationships between things.
We seek greater meaning in connected, not converged experiences
IA: From cognitive to social construct
Socio Technical
Service-Oriented
Activity-Centred
UCD
Properties of social systems
Non-linear and non-deterministicInformation flow and interaction cannot be modelled either linearly or discretely. The inputs to the system do not necessarily equate to the outputs of the system, and at no time can be certain of all systems states.
Q0 QF linear
Q0 QF
prob(X)
prob(Y)
prob(...)
prob(...)
prob(...)
prob(...) non-linear
Properties of social systems
Incomplete and inaccessible knowledgeActors in the system do not possess complete or accessible knowledge of the entire system. Actors have limited perception of their environment, and hence always model their knowledge based on directly observed and assumed (sometimes culturally) behaviour.
Strong emergence
Properties of social systems
Non-reductionistIt is impossible to reduce a complex system to it’s constituent parts. New systems qualities (information, structures/rules, behaviours) are created as a result of interaction between layers in the systems. These qualities are irreducible to specific systems layer qualities. This implies emergence ....
Layer A :: properties {a1, a2, ..., an}
Layer B :: properties {b1, b2, ..., bn}
Layer C :: properties {c1, c2, ..., cn}
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weak emergence
A Change:
The importance of continuity
We fashion our world based on Continuity
Forget “It’s OK to fail” ... we are always wrong
Fallibilism in Information Architecture
Making sense of noise
Biological arguments
Looking at the bigger picture
•Focus on continuity: Flow, Touch points, Journeys
•Need to describe the relationships between channels, devices and user stories
•Need to model the intra AND inter-action experiences
•Create different channel ‘lens’ to content structure and hierarchy
EnterAnticipate Engage ReflectExit
Enri
ched
Exp
erie
nce
Po
ach
ed E
xper
ien
ce
Touchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car
1.a Discussing with team the local places to grab a coffee.
1.b Decid-ing to go to Starbucks and work on de-sign reports.
1.c Hoping to find a close parking spot.
1.d Hoping Starbucks is not overly crowded and will have avail-able seating.
2.a Notice that there are a couple of people in line.
2.b Notice the narrow, con-fined layout.
2.c Enjoy the aroma of roasted coffee and mixed sweet, robust smells.
2.d The light-ing is pleasant, not overly bright and not too dim.
2.e The music seems ethnic, extended vocals, soft in style, volume too load and but my taste.
1.e Consider-ing alternative places just in case..
3.a The wait-ing line occu-pies the main traffic way.
3.b The menus across the counter are hard to read while in line.
baseline
3.c The line moves slow, people who just ordered are still in the same area. Becomes crowded.
3.d The order-ing process seems too slow. Inconsis-tent structure of service.
4.a The Barista acknowledges me with a smile.
4.b I can see the menu bet-ter now, but I feel rushed to order a drink.
4.c I feel forced to make a quick beverage se-lection. I play it safe by having what I always get.
4.d The baris-ta confirms my selection and asks my name to write on the cup.
4.e He writes down my name and some code on the cup and hands it off to another barista who will make it when he is finished with other orders.
2.f The room climate seems intentionally cold.
5.a The barista tells me the total and I pay with my credit card. He asks me if I want my receipt, I decline.
5.b My inter-action ends with him say-ing thank you. He doesn’t use my name.
5.c Now I move to the left of where i paid. Once again I feel crowded and out of place. People are walking by me. There isn’t a designated waiting ,sitting area.
5.d As I stand, the drinker maker shouts finished orders and places them on a drink stand. He screams Grande Chai.
5.e Confu-sion. Is this my drink? Why did he not call out my name or name and drink? I pick up the drink and see that it has Eric writ-ten on it.
6.a Grab my drink and look for a place to sit.
6.b I need, most im-portantly, an outlet and a workspace.
6.c I notice that there are only a few locations in the seating ar-eas that have outlets. This is discouraging.
6.d Most places are occupied. No outlets are available.
6.e The work-spaces seem small and impractical. Most are just have a small round wooden table with two wooden chairs.
6.f I find an empty reclined cushioned armchair. Next to it is a small wooden table shared by another person sitting in the other arm chair.
6.g The chair is comfortable and I continue to sit in it.
7.a The cub is hot, steaming, but withstand-ing in my hand.
7.b Smells roasty and sweet.
7.c First sip is too hot, but flavorful. I’m happy with the taste and my choice.
7.d The continued sips remain satisfying.
8.a I place my drink on the table next me and place my bag on the floor.
8.b I remove my computer and accesso-ries and now am shifting my coffee to find room for all of my things on this little cof-fee table.
8.c The table is too low to work from there, so I place my laptop in my lap. My drink remains on the table, my bag on the floor.
8.d I’m feel-ing crowded. I have no room to use my wire-less mouse. I now use the surface of the arm chair as my mouse pad. Not very effective.
8.e The crowd talking doesn’t bother me after awhile, but the music is way too loud and beginning to become a distraction.
8.f I enjoy the free wireless and the unlim-ited use. The signal strength is adequate.
8.g The music is really both-ering me. I put my head-phones on and play my mp3 songs.
8.h The bat-tery use on my computer is a concern now. I will begin looking for another table to work at.
8.i The air conditioning seems inten-tion. It’s cold outside and cold inside. I slip my jacket on.
8.j I continually finding myself people watch-ing while I work. There are interesting people here, so I’m not too bothered. I never like feel-ing alone. any
9.a The barista walks by me and makes an announce-ment to the tore that it will be closing shorty -10 pm.
9.b I would like to continue to work. I feel 10pm closing time is much too early, especially in a college town.
9.c I stand up and walk around until I find a hidden trash can to throw my cup into.
10.a I pack my things up and head out the door.
10.b The re-maining staff tell me to have a good night.
11.a I head to my car and wish that I could have stayed longer to work. I know that once I get home, I will be in the wrong mind state to continue working.
11.b The cof-fee was very good, but I was disap-pointed in the environment. Distracting music, small workspace, lack of power outlets.
Date: 3/22/10Eric - Repeat CustomerPurpose: To work/drink coffee
Ambience
Aroma
Audible Sensations
Second guessing
Worrying
Cold, draftySlightly crowded
Greeting
Unwilling to try something new, risk
Feeling rushed
Lack of personal spaceUnstructured
Fake
Factory line
Quick, convenient
Impersonal
Polite
FeedbackConfusingInconsistent
Loud
Lack of seatingLack of outlets
Not large work spaces
Sofa chair is comfortable
Uncomfortable wooden chairs
Tasty drink
Flavorable
Appropriate temperature
Not large work spaces
Furniture not ideal for computer work
Crowd conversation noise
Loud musicDistractingRepeating, not my taste
Blasting air conditioning
Free Wi-Fi
People watching
Closing time
Good byes
Annoyed about closing time
Good drink
Annoyed about where I sat
Back hurts
Starbucks Experience Map
A few examples
Story-driven customer journey maps
A few examples
Task-based emotion mapping
A few examples
Process-driven customer journeys
A few examples
Service/system blueprinting
We tend to overlook the environment
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No discussion of ecosystem or channels
Relationship to mobile?
Simply focusing on product IA and mobile UI can’t be what it’s about anymore
Types of:
Continuous mobile experiences
Unified Continuous Experiences
Evernote
Multi-targeted Continuous Experiences
Instapaper
Distributed Continuous Experiences
WEB APP
MW
PC
SMS
Our approach:
Just the basics
High-level approach: Create a communicable vision
• Business requirements workshop
• Cross-channel concept workshop (journeys, touchpoints)
• User Research+Market/Materials Analysis
• Experience Theming
• User Story Mapping
• Storyboarding
• Content audit and classification. Map against channel themes and journeys
• Concept sketches for primary channels - walkthrough across interfaces
“Stay connected, safe and in-control with <service name was here>”
Experience Theme and Attributes
Trusted. Transparent. Just-in-time. Reliable. Open. Integrated
Visioning
Create a leading Portal?
Data revenueCampaigns for off-deck products
Editorialise mobile web
Promote high data usage apps, e.g. Yahoo
Repeat usage
Traffic view
Promote high-daily usage products
Self-care
Social networking Updates
Fast
Takes me to my preferred tab/place
Reliability
Ease of navigationConsistent footers
Consistent home navigation
Consistent designs
Penetration
Event-based products
Australian Idol
Tennis
World Cup
Mobile TV
Retail/Point of Sale
Packs/Bundles
Great experience
Easy to useAccess basic content super easy
Straight to most important content
Device customisation
Onboarding/Welcome messaging approach
Help accessible on Portal, not website
Sharing, Recommending, EndorsingEmail
Favourites
Vote
Relevance
Personalise (preferences) Usage based
Most relevant content, not everything Just essentials
Location recognition
"It knows me"
Most important features up front
Device aware
Pre/Post paid aware
Roaming/Non-Roaming
ProfilingAdaption
Marcomms
Content revenue
Content teasers
Cross-promotionMusic download, has tones/ringtone download
Content bundles
Apps
Sales/Special deals
Event-based
Time-based
Token-based
Loyalty rewardsPoints
Credit-backs
Contracted packs
Subscriptions
Asset icons
Clear pricingGlobal
Product based
Increase perception of value
Quality of designVisuals
UX
Service integration
FreshRotation
Just-in-time
Tone of voice
Brand perception
Friendlier than Telstra
Easier to get in contactClick to cal
More supportMobile Help
FAQ
TransparencyCRM microblog
Handset tutorialsTether?
Innovation
Content creation
Mass personalisation
Flickr
Contacts
Messaging
Voice messaging
Interactive and responsive PortalWeb 2.0
"Not a mobile design"
Personalisation Portal like m.netvibes.com
User Story Mapping
User Story Map // Key User and Design Goals
File: User Story Map - Project Play.numbers! ! ! ! ! ! ! ! ! ! Page 1! ! ! ! ! ! ! ! ! ! ! ! ! Wednesday, 6 October 2010
Activity/Goal: Find what’s on TV Authenticate valid metro user Sign-up/upgrade/cancel for the service
Schedule a recording Play shows that I am recording or have recorded
Manage my recordings Set flags for TV shows Recommend TV shows Share with my friends Set and receive notifications
Scenario/Context: Web: Sitting a PC with time to browse large amounts of TV information and promotionsiPhone: Out and about - need to get to most time critical information asap
Web: Sitting a PC with access to Optus account informationiPhone: Unlikely to have access to records. Out and about
Users: Web and iPhone Web and iPhone Web and iPhone
Influencers: Quickly see what’s on now. 1-click record. What’s available to me. Browse by different time increments. Search for specific shows. What’s recommended/popular. Show descriptions.
Service address?Authenticate once. Know Optus credentials. Service/Account billing? Promotion of relevant content. Fresh. Simple. Easy to locate on Optus
1-click simplicity. Sufficient capacity. Value for money. Ability to experience service before paying (30 day).
Pain points: No show descriptions. (iPhone) large amounts of TV info (channels/shows). Not VOD. Schedules may change. Regions and timezones.
Don’t know Optus credentials. Billing information. Address matching.
Simplicity. How do we define a service/account? Billing accounts? Costs. Storage. Expiry. Subscription period. Overage (paid). Zero rating. Service guarantee (remittance). T&Cs. Ease of upgrade/downgrade. Clarity on rolling subscription (part thereof?). Optus customers only
Sufficient recording time? Max channels to record? Time management. Unable to record from past. Record repeats?
User Stories Find a specific show I want to authenticate with geo-location (determine in Sydney)
I want to purchase some storage
I want to record a single show
I want to start playing a show that I have just started recording
I want to delete specific shows I have recorded
I want to set a reminder alert for a show
I want to see shows that are similar to the ones I have recorded or favourited
I want to tell my friends that the TV show is about to start
I want to receive reminders when my show is about to start
What’s on Now/Next I want to remember my authentication and credentials
I want to see plan details I want to record a recurring show (series - mini-series, etc.)
I want to play a show that has finished recording
I want to delete all shows I have recorded
I want to set a reminder alert for a series (recurring eps)
I want to see shows that others are recording
I want to tell my friends about this app I want to receive reminders when my show is about to expire
What’s on at a specific time I want to authenticate only once I want to try the service before I buy
I want to edit a scheduled recording
I want to flag how much I have watched so that I can continue watching the rest on a different device/time
I want to prioritise which shows get recorded
I want to remove reminders (single and recurring)
I want to receive editorial recommendations
I want to recommend this show to my friends
I want to receive alerts when I’m about to run out of storage
What’s on at a specific block of time
I want to confirm my home address (account vs actual information)
I want to upgrade to larger plan when needed (e..g run out of storage)
I want to remove/delete a scheduled recording
I want to be able to specify if and when a show is removed after I have watched it
I want to see the show description I want to set a show/series as a favourite
I want to indicate whether I like a show - so that others receive the recommendation
I want to send a link to my friends so they can download this app
I want to receive reminders when a favourite is about to begin
What’s on specific day I want to be able to (forcibly) re-authenticate so I can update my location
I want to be told which plan is best based on my usage
I want to record a specific time period
I want to specify the streaming quality of the video
I want to see which shows I have already watched
I want to remove shows/series from my favourites
I want to hear about important/new shows (editorial)
I want to send a reminder email to my friends
I want to receive alerts when I’m out of storage
What’s on a specific channel I want to downgrade when I need to
I want to record a show at different levels of quality (short vs long-play // storage)
I want to pause, stop, rewind, fastforward a show
I want to be able to sort/browse my saved shows (date, show, watched, duration, ..)
I want the ability to autorecord things in my favourites
I want to rate a TV show I want to comment on a show or series
Discover things I’d like (usage based recommendations)
I want to cancel when I need to
I want to autorecord shows that are in my Favourites
I want to watch a video in full screen I want to rate/comment on my recording
I want to share my favourites with my friends
I want to see real-time feed of comments about a show
I want to receive alerts when an autorecord has begun
Find out about a show I want to keep my stored content when I upgrade
I want to record without ads
I want to adjust the volume I want to see when my recording expires
I want to post details about shows (in my favourites) to Facebook etc.
I want to integrate my comments with Facebook and Twitter (social networks...)
I want to receive alerts when my recording fails (and why)
Genre based TV Guide (discover by type of show)
I want to be told when I need to purchase a plan
I want to set priorities for what shows can be overwritten or must be kept
I want to see captioning for the show I want to schedule a deletion I want to receive alerts for all critical product outages
I want to filter channels from the TV guide
I want to temporarily suspend my service for a month
I want to stop a recording and delete it in progress
I want to start watching the show again from the start
I want to undelete a show I have deleted in that session
I want to receive confirmation when my account is upgraded/downgraded/cancelled/suspended/barred
I want to filter channels by classification
I want to purchase storage above and beyond my plan
I want to be alerted if I don’t have enough space to record
I want to flag specific time(s) during a video (highlight)
I want to be alerted if I am about to delete a show
I want to receive notifications about popular/editorial recommendations
Filter by language (ESL) I want to manage my subscriptions alongside all my other Optus subscriptions
I want to know how much time/capacity this recording will take
I want to be able to jump to a specific time during a video
I want to receive notifications when new functionality/features becomes available
I want to see how much storage I have left
I want to be able to record multiple shows at the same time
I want to watch the video in place in Portrait mode
I want to receive notifications about shows/series I might be interested in based on my usage (recordings and favourites)
I want to see my usage history
I want to see the duration of the video (current and total)
I want to be able to scrub forward in the video timeline
I want to step forward at specific increments (e.g. 5 mins chapter marks) [Mobile Web]
I want to step forward specific frames in a show
Experience Theme: Take your (personal) TV with you on the go and never miss your favourite shows.
Before // Jason is out with his mates at the pub on a Thursday night. He remembersthat his favourite show is on TV and that he’s going to miss it. He gets home laterthat evening and asks his partner about the episode and what happened.He waits another 2 days to be able to watch it on catch-up TV, but then forgetsas he’s too busy.
After // Jason is out with his mates at the pub on a Thursday night. He remembersthat his favourite show is on TV and that he’s going to miss it. He pulls out his mobile phone and accesses his Optus TV & Video app. He goes to his favouritesand selects record. He sets a reminder so that he receives an update when the show can be watched at home or on his mobile. He sends an SMS to his partner and tells her they can watch it together on the PC when he gets home.
1
2
3
4
Must have
Should have
Nice to have
Some day
Future // TBD
Assumed linear sequence of goals
Channel // PCTime to plan and manage. An enhanced and personalised viewing experience.Discovery of new and related TV content. An integrated experience (social networking, related news, etc.). Recommendations and rating.
Channel // MobileUsage based recommendations. Recording. Viewing schedules and receivingnotifications. Freeing me up for other things. Watch back. Basic management (delete).Subscription upgrade/downgrade. Authentication.
Concepting
Rod FarmerDirector, Research and StrategyE: rodf@mobileexperience.com.auT: @rodfarmer
Oliver WeidlichDirector, Design and InnovationE: oliverw@mobileexperience.com.auT: @oliverw
Mobile Experience
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