ux week: only good touching

Only Good TouchingDoing UX strategy and design in a multi-touchpoint universeChris Risdon (@chrisrisdon), Paula Wellings (@paulawellings), Todd Wilkens

What is a touchpoint?

Just because you can touch someone... should you?

We don’t want to be this guy.

AGENDA9:00-10:00 Touchpoint Fundamentals10:00-11:00 Modeling & Mapping11:00-12:30 Defining a User Experience Platform12:30-2:00 Lunch2:00-3:30 Putting Touchpoints to Work3:30-5:30 Telling the story

Hello.

Touchpoint Fundamentals

What is a touchpoint?

Touchpoint ≠ Channel

Channel:A medium of interaction with customers or users.

Touchpoint (UX version):A point of interaction involving a specific human need in a specific time and space.

Touchpoints take place in channels but are not ultimately defined by them.

Channel Touchpoint

Web Shopper needs to check out at end of a purchase

Phone Customer just moved and needs to change address on file

Print Middle-aged professional needs monthly update on 401k activity

Service Patient in hospital needs vitals checked and medication administered every day

Once upon a time...

“Trusted advice for an enjoyable life”

ElectroCo

The in-store experience involved many touchpoints and was, on the whole, haphazard and uncoordinated.

- Efforts regularly used up lots of resources with little obvious return.

- Experiences neither built trust nor inspired participants.

- Associates actively discouraged customers from using interactives.

- Only “successful” project was internet kiosks but customers regularly complained, “I don’t come to the store to use the Internet.”

Customer

visits

Products

Associateto see

to find information about

Store to talk with

“I don’t come to the store to use the Internet.”

Inappropriate

Irrelevant

Meaningless

Not endearing“This isn’t really helping me learn any of the things I need to know.”

“Specs are nice but...what does 1080p really mean?”

“This feels pretty clunky.”

Field Research

Thinking, feeling, and doing

The in-store experience is social and tactile. The core pieces are:

ProductsPeople

Insights

InsightsThinking, feeling, and doing

Customers and associates are always learning from each other.

Learning is social. Trust is a relationship.

Interaction between customers and employees is the basis for trust.

Mapping the needs and activitiesInsights

Articulate experience concepts

Orchestrate the touchpoints in detail

Need 1 Need 2 Need 3

Tell a tangible story about the vision

I wanted to mention that the concept story was what

really resonated with everyone here (since most are

not mired in technical details). Ultimately, I think

the design story was the most powerful (and brilliant)

piece of the study. Thanks again for your excellent

— Client at Electronics Retailer

What makes a good touchpoint experience?

Touchpoints should be orchestrated

What is each instrument doing; how and when are they doing it.

Touchpoints should be:Appropriate, relevant, meaningful, and endearing

Appropriate (context + culture)

Appropriate (context + culture)Suitable for a particular person or place or condition

In the context of morality, a sense of behavioral conduct that differentiates intentions, decisions, and actions between those that are good (or right) and bad (or wrong).

Appropriate?

Appropriate

Appropriate?

Relevant (meeting needs/functional)

Relevant (meeting needs/functional)Closely connected to or having precise and logical pertinence to the matter at hand

In information science and information retrieval, relevance denotes how well a retrieved document or set of documents meets the information need of the user.

Relevant?

The Children’s ATM Bank

Relevant?

The Children’s ATM BankProgression Wake Up Clock

Relevant?

The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato Garden

Relevant?

The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue

Relevant?

The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTER

Relevant?

The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTERThe Remote Control Shark

Relevant?

The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTERThe Remote Control Shark The Automatic Golf Tee

Relevant?

The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTERThe Remote Control SharkiCarta Stereo Dock The Automatic Golf Tee

Relevant?

The Children’s ATM BankProgression Wake Up Clock Upside-Down Tomato GardenThe Laser Guided Pool Cue The MASHMELLOW SHOOTERThe Remote Control SharkiCarta Stereo Dock The Automatic Golf TeeAuto-Card Manager

Relevant?

Meaningful (emotional importance)

Meaningful (emotional importance)Having a serious, important, or useful quality or purpose

Having meaning in a symbolic sense such as meaningful elements in a language or questions that are meaningful to students

Communicating something that is not directly expressed such as meaningful glances

Meaningful

<boom> “I need to sign up for life insurance...” <boom>

Endearing (subtle, playful, delight)

Endearing (subtle, playful, delight)Inspiring love or affection; attractive or lovable; making dear or precious

Endearing?

Endearing

Modeling and Mapping

Model:v: Devise a representation of a phenomenon or system, especially to assist calculations and predictions

System map for Skype

But people are a little more complicated to predict than stars and systems.

It’s not just pieces and actions.

You need to understand motivations.

Thinking, feeling, and doing.

Lots of doing but very little thinking and feeling.

What else is missing in this experience map?

At the most basic level, maps for multi-touchpoint experiences need to address:•Thinking•Feeling•Doing•Time

Experience Maps vs. Service Blueprints

Inside-out

I describe how a service works.

I show the nature and characteristics of interactions in enough detail for an org to verify, implement, and maintain it.

Experience Map for Rail Europe | August 2011

STAGES

FEELING

Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

EXPERIENCE

Rail Europe Experience Map

Kayak, compare

airfare

Google searches

Research hotels

Talk with friends

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Paper tickets arrive in mail

• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.

• It’s hard to trust Trip Advisor. Everyone is so negative.

• Keeping track of all the different products is confusing.

• Am I sure this is the trip I want to take?

• Website experience is easy and friendly!• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.

• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.

• Frustrated that Rail Europe won’t ship tickets to Europe.

• Happy to receive my tickets in the mail!

• I am feeling vulnerable to be in an unknown place in the middle of the night.

• Stressed that the train won’t arrive on time for my connection.

• Meeting people who want to show us around is fun, serendipitous, and special.

• Excited to share my vacation story with my friends.

• A bit annoyed to be dealing with ticket refund issues when I just got home.

View maps

Arrange travel

Blogs & Travel sites

Plan with interactive map

Review fares

Select pass(es)

Enter trips Confirm itinerary

Delivery options

Payment options

Review & confirm

Map itinerary(finding pass)

Destination pages

May call if difficulties

E-ticket Print at Station

raileurope.com

Wait for paper tickets to arriveResearch destinations, routes and products

Live chat for questions

Activities, unexpected changes

Change plans

Check ticket status

Print e-tickets at home

web/apps

Look up timetables

Plan/confirm activities

Share photos

Share experience (reviews)

Request refunds

Follow-up on refunds for booking changes

Share experience

Buy additional tickets

Look up time tables

Stakeholder interviewsCognitive walkthroughs

Customer Experience SurveyExisting Rail Europe Documentation

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING

• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each

place for site seeing and activities?

• I want to get the best price, but I’m willing to pay a little more for first class.

• How much will my whole trip cost me? What are my trade-offs?

• Are there other activities I can add to my plan?

• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?

• Rail Europe is not answering the phone. How else can I get my question answered?

• Do I have everything I need?• Rail Europe website was easy and friendly, but

when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?

• I just figured we could grab a train but there are not more trains. What can we do now?

• Am I on the right train? If not, what next?• I want to make more travel plans. How do I

do that?

• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.

• People are going to love these photos!• Next time, we will explore routes and availability

more carefully.

Ongoing, non-linear

Linear process

Non-linear, but time based

Communicate a clear value proposition.

STAGE: Initial visit

Connect planning, shopping and booking on the web.

STAGES: Planning, Shopping, Booking

Arm customers with information for making decisions.

STAGES: Shopping, Booking

Improve the paper ticket experience.

STAGES: Post-Booking, Travel, Post-Travel

Make your customers into better, more savvy travelers.

STAGES: Global

Proactively help people deal with change.

STAGES: Post-Booking, Traveling

Support people in creating their own solutions.

STAGES: Global

Visualize the trip for planning and booking.

STAGES: Planning, Shopping

Enable people to plan over time.

STAGES: Planning, Shopping

Engage in social media with explicit purposes.

STAGES: Global

Communicate status clearly at all times.

STAGES: Post-Booking, Post Travel

Accommodate planning and booking in Europe too.

STAGE: Traveling

Aggregate shipping with a reasonable timeline.

STAGE: Booking

Help people get the help they need.

STAGES: Global

GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Enjoyability

Mail tickets for refund

Get stamp for refund

Outside-in

Our challenge

What happens when a foster kid ages out of the foster care system?

So long and good luck.

Imagine being 18 and having no one to help you with things like...

• finding a place to live• getting food• finding a job• going to college

There are actually hundreds of resources that could be available to these youth but they have historically had terrible troubles

getting connected to them.

Hello, myfoco.

myfoco is an early stage social startup that is creating a platform to connect former foster youth to the resources that can help them succeed.

Chadwick Sapenter

Get help and resources to become a successful, independent adult.

Value proposition for youth:

How it works:

Foster kids have varying sets of needs when they leave the system.

How it works:

where am i going to sleep

tonight?

How it works:

tonight?

i only have enough food for this

How it works:

how do i get into college?

tonight?

i only have enough food for this

How it works:

how do i get into college?

tonight?

i think i have the flu. what do i do?i only have

enough food for this week.

How it works:

These needs can be straightforward and immediate or long-term and complex.

emergency short term long term

How it works:

housing

How it works:

housing

education

How it works:

housing

education

There are lots of people who can help with these needs in different ways.

How it works:

housing

education

i have food!

How it works:

housing

education

i have food! i know about housing resources!

How it works:

housing

education

i have food! i know about housing resources!

i can help with college planning!

How it works:

housing

education

How it works:

housing

education

Get answersGet real resources

Get adviceReliable supportBuild relationships

Set goalsMake plansMake progress

Youth needs and actions:

How it works:myfoco is building a social platform that can help connect...

• former foster kids• relevant institutions and social services• volunteers with knowledge, skills, and resources• biological and foster families

How it works:myfoco is building a social platform that can help connect...

• former foster kids• relevant institutions and social services• volunteers with knowledge, skills, and resources• biological and foster families

Mapping the youth journey

Signed up by an agency

Set up profile,needs, goals,

urgency

See what it’s all about

Sign in for first time

username

password

Hello!

Orienting

myfoco recommends

relevant connections

Explore/review suggested

connections

Connect

Search for other relevant

connections

Connecting

QuestioningAsk question Explore current

answers

Explore additional answers

usernameAsk:Answers:

usernameAsk:

Wait for more answers

QuestioningAsk question Explore current

answers

Explore additional answers

usernameAsk:

Wait for more answers

Urgent question

Immediate answers

Accomplish the step

Log accomplishment, get rewards and recognition

Talk with friendsMove on to next

step in plan

Co-create goals and plans with volunteers Explore questions

and answers for this step

Choose a step and work to complete it

!Get help from

volunteersTalk/coordinate with volunteers

myfoco attaches rewards to some stepsmyfoco suggests

connections to help with the plan

Explore suggested connections

$Way to go!

in-personphone online

in-person

Planning & Progressing

Putting it into practice

Activity: Volunteer Experience Mapping

Defining a user experience platform

My first model for a user experience platform

The platform enables young people to engage in a culture of collecting, training, and battling 649 fictional species.

circa ~1998

Engaging in a culture of collecting, training, & battling

handheld games trading card gamemovies

tv series comic booksconsole games

leveling up in training

trading card gamemovies

leveling up in training collecting and battling together

movies

leveling up in training collecting and battling togetherlearning about new creatures

observing training techniques

learning about new creatures

comic booksconsole games

reading folkloreobserving training techniques

console games

reading folklorebattling with peersobserving training techniques

A user experience platform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.

Existing organizations as UX platforms

Organization is a UX platform for...

Squaretransforming everyday transactions into

extraordinary experiences for both buyers and sellers

Zipcar simple and responsible urban living

AARP enhancing quality of life for all as we age

Fitbit helping people lead healthier, more active lives

Airbnb connecting people who have space to spare with those who are looking for a

place to stay

A user experience platform is a framework for making an organization’s value proposition actionable in people’s lives over time & place.

A user experience platform is a framework for making an organization’s value proposition

actionable in people’s lives over time & place.

The UX value proposition

Value propositions: old school

1911: we are unique!

1921: we improve your prospects

1931: we heighten your pleasure

1941: we make you appear smart

1951: we make you appear worthy

1961: we are good! good! good!

Value propositions: old school challenge

UX value propositions come from...

Understanding what people aspire to do, think and feel

Reflecting on how the organization can interact with people through touchpoints that are:• appropriate• relevant• meaningful• endearing

Creating a UX-based value proposition

__________________ need __________________.

__________________ provides __________________.

Audience / Who Insight / Why

Name of the Experience Solution & Differentiator / What & How

Flickr: UX-based value propositionDigital photographers need to get their good photos off their hard drive and to share their pictures with family, friends and the rest of the world.

Flickr provides photo sharing, storage and search tools with community features and unique and fun ways to explore other people’s pictures.

Southwest: UX-based value propositionTravelers need simple and fun ways to fly wherever it is that life takes you.

Southwest Airlines provides low fares to 70+ destinations nationwide and brings a sense of warmth, friendliness, individual pride, and Company Spirit to the travel experience.

Zappos: UX-based value propositionOnline shoppers need the best selection of items with the best possible service.

Zappos provides more than 3 million shoes, handbags, clothing items and accessories from over 1,136 brands with free shipping, free returns, free 365 day return policy and 24/7 customer service.

Activity: Create a UX-based value proposition

for myfoco volunteers10 minutes

__________________ need __________________.

__________________ provides __________________.

Audience / Who Insight / Why

Name of the Experience Solution & Differentiator / What & How

Crafting a UX platform

A user experience platform is a framework for making an organization’s value propositionactionable in people’s lives over time & place.

person

organizationvalue proposition

in action

person

in action

person

in actionto

A UX touchpoint

person

organization value proposition in action

person

organization value proposition in action

A series of UX touchpoints over time & place

Implications for UX touchpoints over time & place

Being in touch with people at more points in their lives influences people’s expectations for familiarity and presence.

When organizations work to be perceived more like friends and family, people expect organizations to know them individually and understand what they need.

Experience accumulates in people’s memories.

Because of of the social web, touchpoints between an organization and a person are no longer private.

Alexa Andrzejewski

Planning for a UX platform: value proposition in actionAlexa Andrzejewski

Planning for a UX platform

myfocoVolunteer anywhere, anytime volunteerism

Human SETI

Volunteers do simple tasks

during their downtime.

simple to start & finish tasks

Modern volunteers need ways to contribute and connect with their communities

without being tied to a rigid schedule or work load.

myfocoVolunteer provides volunteers with the opportunity to use their skills and expertise

in support of 3,000 local former foster youth with tasks ranging from 2 minutes to 2 hours in duration.

Activity: Planning a UX platform for myfoco volunteers:

the value proposition in action

Putting touchpoints to work

We now have our experience concepts

Let’s turn them into touchpoints

Let’s turn them into appropriate, relevant, meaningful,

endearing touchpoints

Touchpoints as design requirements

esfeaturesfeatures

Features take an inside-out approach.

products and

systemsfeaturesfeatures

experiences

Touchpoints take an outside-in approach.

products and

systems

stouchpoints

touchpointstouch

esexperiences

Touchpoints better reflect the importance of the interaction

to the person.

Touchpoints are better for orchestrating the whole experience.

Touchpoints are more context pliable

Channels, features, interaction patterns

DescribeCharacterizeMeasure

Does this touchpoint support the value proposition?Is this touchpoint appropriate, relevant, meaningful, and engaging?How is it connected to other touchpoints?Can we measure the success of this touchpoint?

Factor into the designMulti-channelSame need meet by different channelsSingle-channel exclusiveCan only happen through one channelCross-channelNeed met spanning multiple channels

Exclusive Critical Enhancement Sequential

Orchestrating touchpointsDefining their characteristics

Continuing FrequentRepair/Recovery Required (by user)

Repair/Recovery

Exclusive

Sequential

Required

Enhancement

When you have fleshed out touchpoints, you can orchestrate

the whole journey.

Activity: Touchpoint worksheet

Telling the story

Storytelling and prototyping are different ways to demonstrate

your experience journey

The experience prototype allows designers to show and test the solution through an active participation of

the users.

(2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on Designing Interactive Systems.

The experience prototype allows designers to show and test the solution through an active

participation of the users.

(2000) Marion Buchenau, Jane Fulton Suri, Experience Prototyping, paper presented at the Symposium on Designing Interactive Systems.

We all use stories to communicate...and inspire. Basing stories on fact will help you communicate your own ideas effectively. Tell your story well: you'll get buy-in for the design and you'll have everyone on the same

Whitney Quesenbery, Storytelling for User Experience

We all use stories to communicate...and inspire. Basing stories on fact will help you communicate your

own ideas effectively. Tell your story well: you'll get buy-in for the design and you'll have everyone

on the same page.

Whitney Quesenbery, Storytelling for User Experience

Prototypes often requires moderation, facilitation

Storytelling stands on it’s own

2nd person 1st person

Prototypes tests parts of the experience

Storytelling describes a complete experience

ExplorationExplanation

Telling the story should be based on research, mapping, touchpoint framing

and testing.

Persona + Journey + Touchpoints

Illuminate the value proposition

Tell a persons journey in time and space

Shows a notional representation

Optimized for the audience Fidelity, medium, tone

ElectroCo[example removed]

InsuroCo[example removed]

Charmr

Activity: UX storytelling

San FranciscoPier One, Bay 2San Francisco, CA94111

415-495-8270

Austin1300 Guadalupe StreetSuite 400Austin, TX 78701

512-852-8013

AmsterdamAdaptive Path BVHerengracht 1821016 BR Amsterdam

+31 (0) 20 846 80 83

thank you for being part of this workshop!

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