social experience design (sxd) - design council (london) 11/2011
DESCRIPTION
Here's a presentation I gave at a breakfast seminar at the Design Council in London, November 2011 about some key design principles that need to be considered when designing for the new, social, customer.TRANSCRIPT
The people formerly
known as
consumers friends
Followers
Fans
participants
In memory of…
Interaction before transaction
Logo
TOV
Packaging
Style guides
Uniforms
Shopfitting
Channel control
Colour palette Art Direction
brandPOS DR
TV
PR
www
outdoor
IVR & CC
press
Copy
Design for sharing
Design for conversation
Design for participation
Design for speed…but maintain quality
Design now…for today
Design for location
Some principles
Design for responsiveness
Design for sharing
{First Direct Talking Point}
Design for conversation
{First Direct Talking Point}
Design for conversation
Talk isn’t cheap – it’s priceless for customers with a problem.
Here…Virgin helps customers with a problem buying a ticket…
Design for participation…
rate
revie
w
colla
bora
te
cura
te
co-c
reat
e
mod
erat
e
low highengagement
like
Design for participation…
Design for participation…
Design for speed…
2011
2006Info updated every
30mins
Info needs to be updated every
10minsResearch conducted by we are london for TfL November 2011
User expectations of traffic disruption info 2006-2011
Design for speed…
Leading high-end fashion ecommerce now delivers the same day
“ ”…maintain quality
Design for responsiveness…
Mobiile phones
Tablets
Noteboooks
Laptops
Desktops
Internet TV
Design for responsiveness…
Design for location…
Design now, for today…
Change is business as usual
Customer Proposition
incremental changes
More agile responses to customer feedback
More frequent iterations
public beta
permanent beta
Realign don’t redesign