mob x con - keynote 20120402 - reduced
DESCRIPTION
TRANSCRIPT
SPECIFICALLY WHAT I’LL BE SHARING TODAY ...
- Our journey to multi-device experience design- Case studies, with lessons learned and bruises
earned- Highlight a few challenges moving forward
BUT SERIOUSLY? JUST LOOK AROUND YOU
“As much as our lives have shaped mobile, mobile has shaped our lives”
Creating remarkable mobile experiences means understanding that true value only exists at the point of interaction where the service is produced and consumed at the same time.
IT’S ABOUT UNDERSTANDING THE SERIES OF INTERACTIONS THAT CONSTITUTE AN EXPERIENCE
“
”- Mobile Experience
HOW WE CREATE MEANINGFUL MOBILE STRATEGIES
- Understand “situation” not just context in design- Understand relationships between devices- Understand and design for end-to-end interactions
ONE CONTEXT OF USE, BUT EVOLVING SITUATION
The new UX communityThe web brought together graphic designers, information architects, usability engineersand marketing.
Design for socialSocial media and social network takes off. Designers forced to consider the social nature of the web and multi sided conversations.
The rise of service designCCD starting to be used more significantly to help craft end-to-end, multi-channel customer experiences.
Mobile web and appsThe launch of i-Phone revolutionised the use the web mobile and touch and gesture based interface.
The growth of PCThe advance in personal computing moved human computer interaction from an engineering discipline to the everyday realm.
Usability lab test
Remote usability testing
Contextual research
Strategic design thinking
Service design (end-to-end experience)
Key moments
Trends
1981-94 1995-99 2000-03 2004-05 2006-08 2009-10
1995 Term “User Experience” fir
st used at Apple Computers
1994 The first Austra
lian ISP – connect.com.au
1981 IBM Personal Computer released (In
tel CPU @4.77Mhz)
1999 Dot.com boom
1998 Launch of Google
2001 Dot.com burst
2002 Google AdWords relaunch
2004 Term Web 2.0 (re)surfaces
2008 Service Design gains momentum
2009 Push for Sustainable Design
CCD goes mainstreamAn increasing emphasis is placed on the importance of including the customers as both a source of information and a partner in creative design .
A SIMPLE GOOGLE INFOGRAPHICSHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS
Source: Stephen Cox, Westpac
The new UX communityThe web brought together graphic designers, information architects, usability engineersand marketing.
Design for socialSocial media and social network takes off. Designers forced to consider the social nature of the web and multi sided conversations.
The rise of service designCCD starting to be used more significantly to help craft end-to-end, multi-channel customer experiences.
Mobile web and appsThe launch of i-Phone revolutionised the use the web mobile and touch and gesture based interface.
The growth of PCThe advance in personal computing moved human computer interaction from an engineering discipline to the everyday realm.
Usability lab test
Remote usability testing
Contextual research
Strategic design thinking
Service design (end-to-end experience)
Key moments
Trends
1981-94 1995-99 2000-03 2004-05 2006-08 2009-10
1995 Term “User Experience” fir
st used at Apple Computers
1994 The first Austra
lian ISP – connect.com.au
1981 IBM Personal Computer released (In
tel CPU @4.77Mhz)
1999 Dot.com boom
1998 Launch of Google
2001 Dot.com burst
2002 Google AdWords relaunch
2004 Term Web 2.0 (re)surfaces
2008 Service Design gains momentum
2009 Push for Sustainable Design
CCD goes mainstreamAn increasing emphasis is placed on the importance of including the customers as both a source of information and a partner in creative design .
A SIMPLE GOOGLE INFOGRAPHICSHIFTS IN DESIGN FOCUS OVER THE PAST 30 YEARS
Source: Stephen Cox, Westpac
Design for socialSocial media and social network takes off. Designers forced to consider the social nature of the web and multi sided conversations.
The rise of service designCCD starting to be used more significantly to help craft end-to-end, multi-channel customer experiences.
Mobile web and appsThe launch of i-Phone revolutionised the use the web mobile and touch and gesture based interface.
Usability lab test
Remote usability testing
Contextual research
Strategic design thinking
Service design (end-to-end experience)
2000-03 2004-05 2006-08 2009-10
2001 Dot.com burst
2002 Google AdWords relaunch
2004 Term Web 2.0 (re)surfaces
2008 Service Design gains momentum
2009 Push for Sustainable Design
CCD goes mainstreamAn increasing emphasis is placed on the importance of including the customers as both a source of information and a partner in creative design .
FROM UI TO SERVICES, MOBILE TO MOBILITY
Source: Stephen Cox, Westpac
This is about seeing the forest through the trees - we don't yet know what supporting multiple devices means. We don't know what it takes to get there, what it looks like, what to support and how much it will cost. If we don't know that upfront we risk starting a project we can't complete or has no benefit.
RECENT CLIENT DEBRIEFING ONMOBILE STRATEGY
“
”- National Broadband Network
Identifies the set of activities from a user’s perspective that an organisation needs to undertake in order to deliver a series of consistent and meaningful interactions across devices, and whose design is true to each device, context and usage.
DEFINING MULTI-DEVICE EXPERIENCE STRATEGY ...
“
”
THIS IS SOMETHING WE CALL CONTINUOUS EXPERIENCES
- It’s situated- It’s distributed, yet coherent- It’s compensatory and complimentary- It’s familiar and conversational- It’s synchronised, and hopefully seamless- It’s respectful and personal
WHERE IT ALL BEGAN ... TELECOMS
8 MILLION CUSTOMERS350+ SUPPORTED DEVICES
PC, IPTV, TABLET, SMARTPHONES, FEATURE PHONES
WHAT’S A DESIGN FRAMEWORK
Term Articulates Definition Example
Vision Intent What we stand for. We treat our customers with respect ✓ Correct experience
Framework Strategy How we plan to get there. Customer-centered design ✓ Continuous experience (towards)
Principles Behaviour How we normally act Conform with user expectations (cultural)
✓ Consistent approach (focus)
Guidelines Conventions How context affects our actions.
Negative/Backward is left; Affirmative/Forward is right
✓ Coherent feel (examples)
Specifications Detail What we end up doing. Continue button to the right ✓ Consistent look
WHERE DO YOU START?
VISION
MOTIVATION
ACTIVITY
GOAL
TASK
ACTION
STRATEGY
PRODUCT
FEATURES
UI
USER PERSPECTIVE
BUSINESS PERSPECTIVE
Speed of changefast slow
EXAMPLE RESULT OF EXPERIENCE MAPPING
ResearchI want to ...
PurchaseI want to ...
Set-upI want to ...
UseI want to ...
ManageI want to ...
TroubleshootI want to ...
ExitI want to ...
Find what’s out there
Have my questions answered
Try something
out
Discover new stuff
Find something good for me
Compare things
Find something better than what
I have
Subscribe to something
Buy something one-off
Pay a bill
Gift something
Create a profile
Register for something
Authenticate
Personalise
Search for something
Browse through something
Select something
Read/watch/listen to/ look at something
Play with/learn something
Download something
Flag/ favourite/bookmark
something
Show/retrieve something
Monitor usage/cost
Monitor my usage/cost
Change settings/
preferences
Get something fixed
Get an answer
Understand something
Cancel something
Sign out
13Optus Experience language v1.0 Index
Find what’s out there
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
Channels
User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
Product shot to set expectations
MULTI-CHANNEL DESIGN FRAMEWORK
13Optus Experience language v1.0 Index
Find what’s out there
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
Channels
User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
Product shot to set expectations
MULTI-CHANNEL DESIGN FRAMEWORK
Find what’s out thereUser goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
13Optus Experience language v1.0 Index
Find what’s out there
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
Channels
User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
Product shot to set expectations
MULTI-CHANNEL DESIGN FRAMEWORK
13Optus Experience language v1.0 Index
Find what’s out there
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
Channels
User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
Product shot to set expectations
MULTI-CHANNEL DESIGN FRAMEWORK
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
13Optus Experience language v1.0 Index
Find what’s out there
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
Channels
User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
Product shot to set expectations
MULTI-CHANNEL DESIGN FRAMEWORK
13Optus Experience language v1.0 Index
Find what’s out there
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
Channels
User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
Product shot to set expectations
MULTI-CHANNEL DESIGN FRAMEWORK
Channels Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Find what’s out there
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
Channels
User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
• The website is designed to help the user complete their task: Get a web browser.
• The dominant feature on the page is the call to action to download Firefox.
• Next to it is a product shot to show people what the browser looks like.
• Below that is a tour and teasers of the major benefits of this web browser, with deeper information a click away.
Mozilla Firefox download page
Product shot to set expectations
Tour & benefits support the decision to download
Call to action is the most prominent feature
TV
TV is primarily a consumption medium and the controls are generally not designed for deep interaction, so the most relevant content should be as few clicks away as possible.
Example
MULTI-CHANNEL DESIGN FRAMEWORK
Find what’s out there
Don’t waste my time: Don’t confuse me with irrelevant options.���DO Ensure relevant content is dominant �� DON’T Make a user sift through unrelated offers, ads and information to get to content
The more options a user is presented with, the harder they will find it and the less likely they are to make a decision, so focus must be limited to core propositions, user needs & behaviours.
Primary Principle
Explanation
Channels
User goal Activity RESEARCH PURCHASE SET-UP USE MANAGE TROUBLESHOOT EXIT
Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Citysearch iPhone app
Primary destinations displayed front & centre
Related suggestions relevant to the users location are positioned prominently but clearly separated from primary destinations
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
• The website is designed to help the user complete their task: Get a web browser.
• The dominant feature on the page is the call to action to download Firefox.
• Next to it is a product shot to show people what the browser looks like.
• Below that is a tour and teasers of the major benefits of this web browser, with deeper information a click away.
Mozilla Firefox download page
Product shot to set expectations
Tour & benefits support the decision to download
Call to action is the most prominent feature
TV
TV is primarily a consumption medium and the controls are generally not designed for deep interaction, so the most relevant content should be as few clicks away as possible.
Example
MULTI-CHANNEL DESIGN FRAMEWORK
Channels Mobile
Especially in mobile, where screen space is limited and a user’s attention-span is short, the most relevant content must clearly dominate the page, without being drowned out by other elements.
ExampleAlthough Citysearch’s business model is advertising based, the homepage has been designed for context of use with a clear focus on providing direct access to search and nearby venues without interrupting the flow with advertising.
Online
Online is a multitasking environment in which users are easily distracted. Each web page needs a clear goal and method to fulfil that goal.
ExampleMozilla wants people to download and use the Firefox web browser. Google ‘Web Browser’ and the Firefox website will be one of the first results.
• The website is designed to help the user complete their task: Get a web browser.
• The dominant feature on the page is the call to action to download Firefox.
• Next to it is a product shot to show people what the browser looks like.
• Below that is a tour and teasers of the major benefits of this web browser, with deeper information a click away.
TV
TV is primarily a consumption medium and the controls are generally not designed for deep interaction, so the most relevant content should be as few clicks away as possible.
Example
WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS
REDACTEDUnfortunately we can’t distribute this image
WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS
REDACTEDUnfortunately we can’t distribute this image
WE MAPPED THE CUSTOMER JOURNEY, DELIGHTERS & DETRACTORS
- Travel motivations, perceptions, beliefs, and habits- Technology usage (general, travel)- Mobile phone behaviours (devices, usage patterns,
spend habits, data plans- Pain points and potential delighters (where we could
have an impact)- Opportunities for mobile intervention and augmentation
REDACTEDUnfortunately we can’t distribute this image
Mobile Competitor Analysis: Feature ComparisonFeature/Service Air Asia Air
CanadaAir
FranceAlitalia American Air British Air Cathay
PacificContinental Delta Emirates
(M)German Wings
Lufthansa Malaysian NZ Airways
Qantas (M)
Singapore Air
South West
Swiss Virgin (M)
Total Total (>=2)
Mobile boarding pass
Check flight status
Mobile check-in
2D/QR Code support (self-service scanning)
View reservations
Contact information
Show seat assignments
Check flight schedules
Change seat assignments
Customer service numbers (localised?)
Real-time flight status shown
T&Cs and Privacy Policy
Book flights
Frequent flyer point module
Loyalty club sign-up/login
Multiple boarding passes queued
Gate assignment shown
Manage my account/preferences
Additional flight information (aircraft, food, distance, etc.)FAQs
Notifications and messages
Delayed/Cancelled Flights re-booking/refund
Auto-login security feature
In-flight services (e.g. TV guides, vouchers)
Terminal maps / Airport info / Lounges
Contextual help and feedback
Customer feedback
Lost luggage
Favourites list / Save flight details
Upgrade flight (in-app/mobi) service
Parking services/reminders
Cancel flights/Change flights
Next flight itinerary shown (upon login)
Calendar sync and alerts
Email itinerary
Deals and offers
Staff profiles/Corporate information
Built-in games available / currency converters, etc.
Purchase additional luggage
Shown return flight (for current flight)
Location-based services (nearest airport, services, etc.)
Off-line caching of schedules
Book a car
Fare alerts
Flight labelling (tagging)
Wi-Fi password provision
Downloads (pictures, music, ringtones, etc)
Purchase insurance
Usage tutorial
TOTAL (>= 2)
TOTAL (= 3) (quality service to feature ratio)
2 2 1 2 2 2 1 3 2 2 3 1 2 2 2 ? 2 3 2 36 15
2 2 1 1 3 2 1 2 2 2 2 3 1 1 3 ? 1 3 0 32 11
2 1 2 1 2 1 1 2 2 2 2 3 2 1 2 ? 2 2 1 31 12
2 2 2 2 0 2 1 2 2 2 2 3 0 2 2 ? ? 2 2 30 14
1 1 2 1 3 1 1 1 2 2 1 2 2 1 2 ? 3 2 1 29 10
2 1 1 0 2 1 0 2 2 3 1 2 2 1 3 ? 2 1 2 28 10
2 2 2 ? 2 2 1 2 0 2 2 2 2 0 0 ? 2 2 2 27 13
2 1 2 1 2 1 1 1 1 2 1 2 2 1 3 ? 1 3 0 27 8
2 2 2 ? ? 2 1 2 0 2 2 2 2 0 0 ? 2 2 2 25 12
2 2 1 0 1 2 0 0 1 2 1 1 2 1 3 ? 2 2 2 25 9
? 2 0 1 3 1 1 2 2 1 ? 2 1 0 2 ? 2 2 0 22 9
1 1 1 0 2 1 0 0 0 3 0 1 1 1 3 1 1 2 2 21 6
2 1 1 0 1 0 0 2 0 2 2 2 1 0 0 ? 1 3 2 20 7
0 0 2 2 2 0 0 1 ? ? 1 2 2 1 3 ? 2 0 0 18 8
1 0 2 0 2 1 1 2 0 2 1 1 0 1 0 ? 2 1 0 17 6
2 1 0 2 3 1 0 2 ? 1 2 0 0 0 0 ? ? 3 0 17 6
? 1 0 0 3 0 1 1 1 1 1 0 0 0 3 ? 2 2 1 17 5
0 3 1 ? 2 1 0 1 0 2 0 1 2 0 1 ? 0 1 1 16 5
? 1 0 0 0 0 3 2 0 2 0 2 0 0 0 0 3 2 15 70 1 1 0 2 1 0 0 0 0 1 3 1 1 0 ? 0 1 2 14 4
0 3 1 0 2 0 0 3 1 ? 1 1 ? 0 0 ? 1 1 0 14 4
0 2 0 0 1 0 0 0 3 0 3 0 ? 0 0 2 0 0 11 5
0 1 2 2 2 0 1 0 0 0 0 0 0 0 0 ? 1 0 0 9 4
0 0 0 0 0 0 2 2 0 1 0 1 0 0 0 0 2 0 8 4
0 0 0 0 2 0 1 1 0 1 0 0 0 0 1 ? 0 0 2 8 3
1 1 1 0 1 0 0 0 1 1 0 0 0 0 2 0 0 0 8 2
0 1 0 0 0 0 0 1 0 0 0 2 1 0 0 0 2 0 7 3
0 0 0 1 2 0 0 0 0 0 0 0 3 0 0 0 0 1 7 3
0 0 0 0 0 2 0 0 0 0 0 2 2 0 0 0 0 0 6 4
0 0 ? 0 2 ? 0 2 0 0 ? 0 ? 0 0 ? 2 0 0 6 4
0 0 0 3 1 0 0 0 2 0 0 0 0 0 0 ? 0 0 0 6 3
0 0 0 0 0 0 0 0 0 0 3 0 ? 0 0 2 0 0 5 3
0 0 0 0 3 0 0 2 0 0 0 0 0 0 0 ? 0 0 0 5 3
0 3 0 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 5 3
? 0 1 0 2 0 0 0 0 0 0 2 0 0 0 ? 0 0 0 5 3
0 0 0 0 0 0 1 0 0 0 0 0 2 0 0 1 1 0 5 2
0 0 0 0 0 0 3 0 0 0 0 1 0 0 0 0 1 0 5 2
0 0 0 0 2 0 0 2 0 0 0 0 0 0 0 ? 0 0 0 4 3
2 2 ? ? ? ? ? 0 0 ? ? ? ? 0 0 ? ? ? ? 4 2
? 1 0 0 2 0 0 1 0 0 0 0 0 0 0 ? ? 0 0 4 2
1 1 0 0 1 0 0 1 0 0 0 0 0 0 0 ? 0 0 0 4 1
0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2
0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 0 3 2
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 3 2
? 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2
0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 ? 0 0 0 2 2
0 0 0 0 0 0 1 0 0 0 0 1 0 0 0 0 0 0 2 1
2 ? ? ? ? ? ? ? 0 ? ? ? ? 0 0 ? ? ? ? 2 1
0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0
13 14 9 6 24 8 3 17 9 15 10 17 13 2 13 0 16 17 11
0 5 0 1 6 0 2 2 1 2 3 4 1 0 7 0 2 6 0
Mobile site (M), Windows Phone 7 app (WP7). All other evaluations are for iPhone 3.5/43: Strong execution; 2: Variable execution; 1: Poor execution 0: Not available/; ?: Couldn’t test
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# POTENTIAL DELIGHTERS AND LIKELY FEATURE SATISFACTION
AREAS OF FOCUS
WE ANALYSED VALUED FEATURE USAGE ACROSS CONTEXTS
Last update: Monday, 27 June 2011 Mobile App Expert Review.numbers Page 3 of 4
Customer Journey: Feature MatrixFeature/Service Explore trip Planning for specific
tripBooking the flight Checking into
booked flightBoarding into checked-in
flightIn-flight (en-route) Arrival (at airport) Post-trip (exit port)
Compare flights across carriers
Receive low-fare/specials alerts
Explore travel destinations
Explore things to do at a travel destination
Receive recommendations
View my flight history
Save my regular flights
Save my flight preferences
Check flight schedules
Manage my account/preferences
Register for loyalty program
Check/update loyalty program
Check frequent flyer rewards
Save flight details (e.g. Favourites)
Check parking facilities
Find out more about the airline
Research hotels and locality
Research transport options at destinations
See friend’s travel itineraries
View my flights
Set seat preference during booking
View airline and flight policies
Book flights
Book and manage flights for multiple people
Review additional flight info (baggage, meals, entertainment, etc.)Receive itineraryChange schedule flight booking
Add flight schedule to personal calendars
Purchase additional luggage
Purchase additional insurance
Purchase carbon offset
Book a hotel
Book a car
Receive travel warnings
Flight check-in
Collect boarding pass
View airport contact information
Change seat assignment during check-in
Upgrade flight purchase
Request flight refund for cancelled or delayed flights
Receive help
Check flight status
Check terminal and gate allocation
Receive delay and cancel notifications
Receive gate change notifications
Receive plane change notifications
Re-book cancelled or delayed flights
Check terminal/lounge maps
Find airline customer service numbers
Provide feedback to airline
Receive lost luggage alerts and instructions
Track lost luggage
Locate friends at destinations
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
111
1
1
1
1
1
1
1
1
1
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GREATEST VALUE ACROSS THE CUSTOMER JOURNEY AND BY CUSTOMER TYPES
FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYS
DREAMING(ATTRACTION) / VALUE SEEKER- SELL ACCESSIBILITY
FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYS
DREAMING(ATTRACTION) / VALUE SEEKER- SELL ACCESSIBILITY
PLANNING/BOOKING(EXECUTION) / PRICE SWITCHER- PROMOTE LOWEST PRICE
FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYS
DREAMING(ATTRACTION) / VALUE SEEKER- SELL ACCESSIBILITY
PLANNING/BOOKING(EXECUTION) / PRICE SWITCHER- PROMOTE LOWEST PRICE
TRAVELLINGASSIST ME / (RETENTION)
- GROW THE CUSTOMER
FOREST THROUGH THE TREES:MAPPING DEVICE ROLES TO JOURNEYS
DREAMING(ATTRACTION) / VALUE SEEKER- SELL ACCESSIBILITY
PLANNING/BOOKING(EXECUTION) / PRICE SWITCHER- PROMOTE LOWEST PRICE
TRAVELLINGASSIST ME / (RETENTION)
- GROW THE CUSTOMER
LEARNTAILORALERTPROMOTE
BUILDPERSONALISE
REMINDASSISTSUGGESTAUGMENT
MOBILE DESIGNS (REDACTED - AGAIN ...)
State: Arrived at Destination
Landed
WELCOME TO MELBOURNEThank you for flying Jetstar.
Sydney to Tokyo (Narita)Wednesday 2 November 20116.10 AM
Boarding in 2hrs 40mins
Flight Status:On-time
TRANSIT: 6:30 AM - 10:50 AM (3hrs 50mins)
Depart10:50 AM
Arrive18:55 PM
Gold CoastInternational TerminalGate 7
Operator: Jetstar Asia
Tokyo(Narita)
Flight 2: JQ 11
»
State: Arrived at Transit Airport
Flight 1 Landed
WELCOME TO GOLD COASTThank you for flying Jetstar.
Transit InformationConnecting flight & Jetstar Lounge information
HelpLost baggage and Jetstar contact information...
My Flights
Transport InformationTransport options, travel advice and traffic news
Sydney to Melbourne - TullamarineFriday 28 October 20119.30 AM
Flight Status:Landed
Depart9:30 AM
Arrive10:45 AM
SydneyDomestic Terminal - T2Gate 23
Operator: Jetstar Airways
MelbourneTullamarineDomestic Terminal - T1Gate 6
JQ 502
Max 16cCloudy
Reservation Number: LGU3TM
Destination Guide MelbourneWhat to see, where to stay, where to eat...
Airport GuideCounter directions, maps, facilities and more...
© 2011 Jetstar Airways Pty Ltd ABN:33 069 720 243 Travel agent license No. VIC 32696 Qantas Group Airline
Did you know/Contextual Travel Tips area...
State: Arrived at Destination
Baggage in hall
HelpLost baggage and Jetstar contact information...
My Flights
Transport InformationTransport options, travel advice and traffic news
Sydney to Melbourne - TullamarineFriday 28 October 20119.30 AM
Flight Status:Baggage in hall
Depart9:30 AM
Arrive10:45 AM
SydneyDomestic Terminal - T2Gate 23
Operator: Jetstar Airways
MelbourneTullamarineDomestic Terminal - T1Gate 6
JQ 502
Reservation Number: LGU3TM
Destination Guide MelbourneWhat to see, where to stay, where to eat...
Airport GuideCounter directions, maps, facilities and more...
© 2011 Jetstar Airways Pty Ltd ABN:33 069 720 243 Travel agent license No. VIC 32696 Qantas Group Airline
Did you know/Contextual Travel Tips area...
BAGGAGE IN HALLPlease proceed to Carousel 5
Max 32cSunny
Reservation Number: LGU3TM
Destination Guide TokyoWhat to see, where to stay, where to eat...
Airport GuideCounter directions, maps, facilities and more...
© 2011 Jetstar Airways Pty Ltd ABN:33 069 720 243 Travel agent license No. VIC 32696 Qantas Group Airline
Did you know/Contextual Travel Tips area...
My Flights
Boarding Pass Information
HelpLost baggage and Jetstar contact information...
Checked Baggage Allowance: 15kg Checked Baggage Allowance: 15kg
Checked Baggage Allowance: 15kg
> 14 days > 48 hours < 3 hours
SOME PLATFORMS ARE JUST BETTER EQUIPPED TO DEAL WITH COMPLEXITY
Images: http://multiscreen-experience.com/
NOW WE WERE STARTING TO CREATECONTINUOUS EXPERIENCES
- It’s situated- It’s distributed, yet coherent- It’s compensatory and complimentary- It’s familiar and conversational- It’s synchronised, and hopefully seamless- It’s respectful and personal
BUT NOW WE COULD START TO DEMONSTRATE MULTI-DEVICE EXPERIENCE PRINCIPLES
Distributing features, yet remaining coherent
Images: http://multiscreen-experience.com/
BUT NOW WE COULD START TO DEMONSTRATE MULTI-DEVICE EXPERIENCE PRINCIPLES
Starting an activity with one device and finishing it with another (synchronisation/seamless interaction)
Images: Courtesy of Wolfram Nagel
BUT NOW WE COULD START TO DEMONSTRATE MULTI-DEVICE EXPERIENCE PRINCIPLES
Images: Courtesy of Wolfram Nagel
Understanding how device shifting changes context and desired behaviours
BUT NOW WE COULD START TO DEMONSTRATE MULTI-DEVICE EXPERIENCE PRINCIPLES
Images: Courtesy of Wolfram Nagel
Considering the overarching experience and the relationships between devices
GETTING INTO IT NOW ... 1FT, 2FT, 10FTMULTI-SCREEN (SOCIAL) IPTV
CONTINUOUS EXPERIENCES ACROSS DEVICES AND CONTEXTS
GETTING INTO IT NOW ... 1FT, 2FT, 10FTMULTI-SCREEN (SOCIAL) IPTV
CONTINUOUS EXPERIENCES ACROSS DEVICES AND CONTEXTS
- Context aware- Push/Pull multi-device synchronisation- Adaptive content and image- Responsive web design (and native apps)- Multi-device design language- Distributed feature set
SO, WE STARTED AGAIN WITH AN EXPERIENCE VISION
BUT THIS TIME IT WAS VISUAL
- Conceptual vision- Experience themes- Device-specific design principles- Multi-device communication framework (which
actually ended up being a blueprint for redesigning the middleware)
BUT WE ALSO CAME UP WITH SOME TECHNIQUESWE KNOW ABOUT SIT BACK, LEAN FORWARD, ETC.
Images: Courtesy of Wolfram Nagel
BUT WE ALSO CAME UP WITH SOME TECHNIQUESWE KNOW ABOUT SIT BACK, LEAN FORWARD, ETC.
Images: Courtesy of Wolfram Nagel
BUT WE ALSO CAME UP WITH SOME TECHNIQUESWE KNOW ABOUT SIT BACK, LEAN FORWARD, ETC.
Images: Courtesy of Wolfram Nagel
Time >Channel guide Channel guide Recordings & PVR On Demand Messages &
NotificationsDiscover & Engage Social networking
integrationRecommendations Remote control
Activity/Goal I want to setup my iPhone/iPad to work with my STB
Find out what's on TV Find out what's on TV Schedule a recording Schedule a recording View and Manage my recordings
Browse my recordings and play shows I am or have recorded
Buy a show to watch later
Play an on demand movie or show
Purchase VOD content Set up and receive notifications
Get more info about content
Share with my friends Get content recommended to me
Use my phone as tv remote
Context At home I'm out and about and want to check what's on
I’m at home on the couch in front of the TV
I'm out and about and want to remotely schedule a tv show to record
When I’m at home on the couch in front of the TV
I've got some time, I want to manage my recording space so I, browse my recordings and prioritise and edit them.
I’m at home and I'm browsing my recordings and have found something I want to watch so I just select and play it.
I've got some time to browse lists of on demand movies & shows
I’m in the home. I've found a movie on demand I want to watch, and can play it straight away. My mobile is my remote.
Rent movies and tv shows
I don't need to be in front of my TV to know about new shows, new vods or programs my friends like.
I really like watching Mad Men and wonder if there are any other shows like it that I can record or watch or rent. I'm also interested to know what else Jon Hamm has stared in.
When I'm watching tv I like to share links to shows to my friends and check out what they like.
I like to find content that I maybe wouldn't have found to watch recommended to me.
My phone is always with me even on the couch so I don't have to look for the remote
Users iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet iphone, tablet, PC iphone, tablet iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet, PC iphone, tablet
Conditions
Pairing with the STB will be one of the conditions for some of the social networking, Having FB profile or being a Twitter user will also be conditionInfluencers STB is setup and
activatedTime, channels, amount of tv content
Time, channels, amount of tv content
Find the right show, pvr space, recording conflicts
Accessing recording lists, updates
Ability to sort and display recordings relies on good meta,playback
Accuracy of listings, availability of extra content and meta data
Connection to the STB Clear pricing & time available for rent, billing and authentication, ease of use
Needs to be useful/helpful info and timely, obvious in the UI
Content sourcing, maintaining the content
Users desire to share with their friends, number of friends on this network (could be low)
Have to be relevant to individual, but tv is a shared screen
Latency, connection to STB
Issues TV guide provided by third party - not full program info, times can change, what about regional programming
TV guide provided by third party - not full program info, times can change, what about regional programming
Repeat shows, PVR space, recording conflicts, sufficient feedback about recordings
Disk space and equivalent recording time. What have I held onto longest, what's about ot record.
Getting enough metadata about shows to make meaningful lists.
Keeping meta data, creating db of movies and tv content (will get big), needs to be maintained and managed well
Latency of connection Integrating with external systems, purchasing failure
Differentiating useful messages from spam (do we let users turn notifications on and off)
Accessing and storing show info, creating related content
Use existing social networks & their tools e.g. FB & Twitter. Size of the social net, having content people want to share
Must be relevant to the individual or they are useless and annoying
Connection to the STB so remote works without latency
As a user, I want to
Find out what's on TV in my area / region
Find out what's on TV in my area / region
Select a single program and record it
Delete specific shows I've already recorded
Browse list of my recordings
Browse the VOD catalogue
Select a VOD title and play it on my TV
Be notified of what shows my friend's like
Find out more info about a movie or show
Connect to my social network (i.e. we're talking Facebook and Twitter)
See other movies or TV shows 'like' to the one I'm looking at
Use my phone/tablet as a remote control
Find out what's on now Find out what's on now Browse PPV on demand titles
Establish stories for connectig to STB
Receive notification when my rental is about to expire
Connect to my social network so I can publish liks of what I 'Like'
List of VOD or TV shows related by directed
Pair my device Find out what's on next Select and record an entire TV series
Prioritise my recordings Sort recordings by time, A-Z, genre
Browse VOD titles by studio/provider
Be notified when my show has been recorded
Find out who is in the cast and crew
like' a VOD title and have it publish to my FB profile
List of VOD or TV shows related by cast member
Pause, stop, play, rewind, adjust volume on my TV
Remove a paired device Find out what's on next What's on at a specific time
Be notified immediately if I can’t record a show
Protect certain recordings so they won't be deleted
Select a show from my recordings (including partial) and play it on the tv
Read a description of a movie or tv show & know it's classification
Be notified of a recording conflict or failure
Find other VOD shows the crew may be in that are available on Fetch TV
like' a tv show that's on tv (and have it publish to my FB profile)
List of VOD or TV shows related by genre and are popular (have high view count by Fetch TV users)
Record and stop
View all paired devices What's on at a specific time
Find out more info about a specific program
Be notified of recording conflicts
Filter recordings by show or series
Browse VOD titles by Movie or TV Shows
Receive reminders when a show is about to start
Find biographical info about each cast & crew member
Know the total number of 'Likes' for a VOD title, TV show or cast member
Find more movies or shows what I've liked
Channel up and down and channel zap
Discover my STB by name
Find out more info about a specific program
Find out what's on by channel
Show that there is a recording conflict
Sort my recordings by movies (recorded from tv) and tv shows
Know which titles are pay per view, subscription/free
Receive notification of download completion
Follow a VOD title, TV Show, or Crew Member
Find more movies or tv shows that are similar to programs I've watched or purchased
Go back, get info, get help screens
Authenticate my mobile device with a unique PIN
Find out what's on by channel
Give me an option to determine which shows to prioritise
Read advisory information about this show
Unfollow a VOD title, TV Show or Crew member
Find more movies or shows based on what I've recorded
General navigation features
Manage my PIN (create, remove, change)
Let me delete a scheduled recording
Rent an on demand title View list of what I am following
Get reccomended content that is new to Fetch TV
Skip forward/back in the program
Be told when my device is already paired to a different box
Be notified if I can’t record a show
See what’s recommended
Get updated info about what I'm following (Next episode on TV, or a title available in the VOD catalogue)
Get recommended content that is New Release
Use my mobile or tablet as keyboard entry for search
Block pairing See what’s popular As a Twitter user I would like to send a Tweet about a show to my Twitter profile
Receive simple mobile pairing instructions on my STB
Record a program Record a program I don’t want to miss a show if it starts early or late
Delete all my recordings Sort my recordings by series tag recordings
See what new content is available
View messages from my friends about shows they've shared with me
Read ratings & reviews about a particular movie or tv show
Send an email about a VOD or Show to my friends
Tell me which STB I am paired with
Browse the next seven days of TV Guide programming
Browse the next seven days of TV Guide programming
Sort scheduled recordings by date, A-Z, genre, Channel, series tag recordings
See which shows have been watched and which haven't
Search for a recording by it's title / keyword
Authorise my purchase and have it confirmed
View messages from Fetch about new or featured shows
Watch video clips and trailers from the movie or tv show
The email address to come from my contact list on my phone
Know if a show is scheduled to record
Know if a show is scheduled to record
See show info Know the download status of my purchase
View messages about system info e.g. upgrades, new features
Browse the official website, twitter site, facebook site or other websites related to the movie or tv show
Send an SMS message about a VOD or TV Show to my friend
[Remote Control] Find a program in the Guide that's On Now & play it on the tv
See if there are other shows in this series I have recorded
See the duration of a show
Receive notification when I'm about to run out of storage on my PVR
Find fun facts, trivia, photos, related to the movie or tv show
Have the mobile number for the SMS come from my contact list
Find out what's on tonight/prime time
Find out what's on tonight/prime time
Protect a scheduled recording
Receive notification of any purchase failure
Receive notifiction of recording failure
Find ratings aggregated and from a reliable source
Gift VOD PPV to my friends
Search by title or keyword to find specific program
Search by title or keyword to find specific program
Add lead/lag time to recording
See the duration of a show I've recorded
Receive notification of series tag failure to record
Find out how many episodes there are in a specific tv series
Send a message with the gifted content
Find out what's on My Channels
Find out what's on My Channels
Play the show from where I last stopped watching it
Sort my messages by All, From my friends, From Fetch, Notifications, Sent by me
Discover more info about an Application (Ratings & reviews, classification, studio)
Recommend things to others on Fetch TV
Record from My Channel listing
Record from My Channel listing
Go back to the start of a recording
Know when I will no longer be able to purchase this show
Know the number of new (unread) notifications I have received
Search for VOD titles Recommend things to others on my social networks
Filter channels based on classification
Filter channels based on classification
Know the number of new (unread) messages I have from my friends
Search the TV Guide Share what I like on my social networks
Set my preferences as to what channels I like
Set my preferences as to what channels I like
Prioritse a series recording
Notified of the number of new recordings and series tag receordings
Search my recordings Establish my social information
Show/hide channel selectionsShow/hide channel selections
View available episodes in a series
Notified of the number of download vods or purchased vods I have available
Find my friends using the service
Setup my channel listing from my phone
Setup my channel listing from my phone
Purchase an individual episode in a series
Know the number of messages I have sent to friends
Establish a Fetch TV profile
Have the total number of messages/notifications decrease once I've viewed that message or notification
Make a comments about a show I like or share (on Fetch TV)
Recommend VOD or TV Shows to my friends
View list of VOD or TV Shows that have been recommended or shared with meView a list of items my FB friends have 'liked'
AGAIN, WE BUILT UP THE USER JOURNEY
- Activities
- Contexts
- Users
- Conditions
- Devices
- Delighters
- Detractors
- Major stories
SYNCHRONISATION: CONTENT SYNDICATION
RecordPlaybackManage
- Real-time sync- Respect personal preferences- Cloud management- Local device management
(storage)
SO HERE’S AQUICK RECAP ...
- Multi-device frameworks are useful for mapping out a continuous experience before you design
- Through research, articulate the use of devices, and their relationships, across the customer journey
- Design multi-screen experiences (at a high level) at the same time across user stories
WE’RE STILL WORKING STUFF OUT, BUT BETTER TO GET INVOLVED WITH THESE CHALLENGES RATHER THAN JUST GO ALONG FOR THE RIDE
CONTACT ME
Dr Rod FarmerDirector, Research & StrategyMobile Experiencehttp://www.mobileexperience.com.au/
E: [email protected]: +61433131334T: @rodfarmerL: linkedin.com/in/rodfarmer