Beyond the Interface to the Interaction David Roth

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Percival Bennett
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1 Beyond the Interface to the Interaction David Roth VP MISI Experience Design (XD) October 6, 2011

2 Warning Humanist Romantic Optimist XD Pragmatist

3 An idea that is so 300 BCE Purpose of philosophical study A happier life More pleasure, less sadness (stress) Epicurus 341 BCE 270 BCE

4 An idea that is so 300 BCE Error lies in the hasty interposition of opinion without waiting for corroboration of further sense evidence. * * As attributed by Wikipedia Epicurus 341 BCE 270 BCE

5 Beyond the interface...

6 Beyond the interface... to the interaction Human-Computer Interaction (HCI) vs. Human interaction (Hi)

7 An idea that is so 2011 Human-centered design as a paradigm shift takes the term human centered to mean more than simply considering the user in technology development. Rather it places our understanding of people, their concerns, and their activities at the forefront in the design of new technology. Prof. Liam Bannon Reimaging HCI: Toward a More Human-Centered Perspective, Interactions magazine 2011

Rather it places our understanding of people, their concerns, and their activities at the forefront

9 Immutable Truth of Experience Design #4

10 Maslow s Hierarchy of Human Needs Self-actualization Esteem Love/Belonging Safety Physiological

11 Roth s Hierarchy of User Demands Meet my basic expectations. Usable

12 Roth s Hierarchy of User Demands Make it do this. Useful Usable

13 Roth s Hierarchy of User Demands Customizable Useful Usable Make it do this, but let me tweak it to my taste.

14 Roth s Hierarchy of User Demands Make it do this, but the way I do it. Personal Customizable Useful Usable

15 Roth s Hierarchy of User Demands Ubiquitous Make it do this the way I do it, when I do it, where I do it and on my device. Personal Customizable Useful Usable

16 What does it mean for experience designers?

17 Immutable Truth of Experience Design #5

18 No interaction stands alone Interaction Customer Service: Nothing I can do. No Interaction To a customer, people & technology are experienced synonymously. Customer Backend System Customer Dot Com Account Activation: Nothing I can do.

19 Beyond interaction design to service design Initial Contact Schedule Appointment Prep for Customer Visit Customer Visit Diagnose & Service Car Billing Procedures Customer Pickup & Billing Post- Service CRM Calls Dealer Chooses Date/Time Drops Off Car Picks Up Car Experience as service: many points, Pulls Info Coordinates Coordinates Coordinates Coordinates From/Updates Coordinates modes Pick-up/ Calls Scheduling/ and Post-Service Details means of interaction. Updates System Billing Billing CRM Customer Updates System System Generates Reminder Routes Calls Print Materials For Customer Print Billing Info Print Final Invoice Connect to the Sales Department

Coordinates Coordinates Coordinates From/Updates Coordinates modes Pick-up/ Calls Scheduling/ and Post-Service Details means of interaction.

20 Get Human understand WHO you are designing for Get out of the lab and into the field.

21 Get Human understand the CONTEXT you re designing within Not just scenarios, tell stories.

22 Get Human CO-CREATE with your audience Tap into the wisdom of your crowd.

23 Regarding the customer experience Know Who: Get out of the lab Get Contextual: Stories, not just scenarios Co-Create: Be crowd smart So what s missing?

24 Immutable Truth of Experience Design #6

25 An idea that is so 2006 As enterprises better understand the interrelationship between roles, collaboration, content, and business processes, the need to provide information within the context of an information worker's daily activities will drive the implementation of Information Workplaces. Forrester Research - Context Is King In The New World Of Work 2006

26 Employees Are Customer Experience Pros Best Weapon The benefits include: Discovering emerging customer issues more quickly Generating improvement ideas more easily Building strong links between the quality of the employees and the customers experiences Forrester Research Report: Customer Experience (1/28/2011)

27 Knowing WHO your audience is still applies Get out of the lab and into the workplace.

28 CO-CREATION still applies Collaborators become advocates. Project Goals Rapid adoption Greater efficiency Fewer errors Employee satisfaction???

29 Understanding the CONTEXT still applies Take employee experience design to SEA level. Strategic Experience Alignment (SEA SM ) All people-systems-processes aligned to provide the experiences employees and customers must have for a company to meet its strategic business objectives.

30 SEA is an indicator of an organization s CX/EX maturity

31 Lots of maturity models emerging discipline maturing CEMM - Peppers and Rogers Group

32 Regarding the employee experience Know Who: Get into the workplace Co-Create: And make advocates Get Contextual: Take experience design to SEA level

33 The Age of Experience The customer experience is the next competitive battleground. Jerry Gregoire, CIO Dell Computer HP now has two large customer enterprises one for consumers and one for business customers. Each has a president and reporting directly to that president is a vice-president responsible for the total customer experience. S. Smith & J. Wheeler, 2002

34 In closing Perhaps the issue is no longer simply about reimagining HCI it s about reimagining, and then acting out, a better world. Prof. Liam Bannon Reimaging HCI: Toward a More Human-Centered Perspective, Interactions magazine 2011

35 Thank you Спасибо за внимание David Roth Humanist, Romantic, Optimist linkedin.com/in/drroth

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