Technology is evolving at an accelerated pace and the opportunities to create new products and services present challenges for both established organizations and emerging entrepreneurs alike. The role of UX research and design goes beyond developing simple, beautiful and user-friendly interfaces and has become and essential component of how organizations understand and design for their future success.
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1. UX RESEARCH & DESIGN AS A
STRATEGIC ENGINE FOR INNOVATION
2. EMERGING EXPERIENCES
Design for Complexity and Change
Collective / Social
Products
Product
Ecosystems
Service
Ecosystems
Emerging
Experiences
Complexity&SpeedofChange
Product &
Device-Centric
Shared
Media
Digital
Convergence
Service
Platforms
Networked
Communities
3. IMPACT OF TECHNOLOGY
Challenges
Adaptation to continuous accelerated change
Fostering a culture of innovation
Discovering opportunities to provide meaningful experiences
READING DRIVING BUYING LEARNING
4. Hard to predict or prescribe how people will perceive, use and adopt
new products or services. Evolving digital lifestyles.
IMPACT OF TECHNOLOGY
Evolving Users, Consumers, Customers
5. UX RESEARCH AND DESIGN
Engine of Innovation
UX RESEARCH
UX DESIGN
Products Product Ecosystems Service Ecosystems
Product &
Device-Centric
Shared
Media
Digital
Convergence
Service
Platforms
Networked
Communities
(Experience) Design = Innovation
6. UX RESEARCH AND DESIGN
Understanding Human Behavior
FUNCTIONALITY
TECHNOLOGY
AESTHETICS
INTERFACE
CONTEXT
WHAT?
Product/Service
Design
HOW?
Interaction
Design
WHY?
USER
Culture / Values / Needs /
Motivation / Behaviors
EXPERIENCE = STRATEGY
7. Opportunities for innovation based on continuous evolution of people’s needs, perceptions,
behaviors, values and lifesyles.
Question established models / value what is essential
RESEARCH AND EXPERIENCE DESIGN
Emphasis on Human Narratives
39 Confidential | January 15, 2010 BLUEBERRY: FUTURE TV USER EXPERIENCE STRATEGY - U.S. MARKET 2011
On-The-Go TV + Social Networking Live Event
1 2 3 4 5
TV Browsing Customization
Key Pairings: Multi-Platform UX
Media State Sync
8. PROJECT EXAMPLES
Products
Product &
Device-Centric
Shared
Media
Digital
Convergence
Service
Platforms
Networked
Communities
Collective / Social
Complexity&SpeedofChange
Emerging
Experiences
Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
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VOICE TAG
LIGHTS +
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CAPTURE
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CAPTURE
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Shooting Mode Action Navigation On-Screen Input ShootFeature Navigation 4 52 3
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CAPTURE
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Peer Camera: The Party Goer
43 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Peer cameras charge wirelessly through induction.
Cassie gets ready to go out while her peer cameras
charge.
A visual indication of the camera’s charging status is given with
multiple colors of light.
When all of the cameras are glowing green, she grabs them and
heads to the party.
1 32 4 5
7
6
Service
Ecosystems
Product
Ecosystems
11. LAUNDRY PROCESS: USER JOURNEY
upstairs
basement
upstairs
basement6. add clothes waiting time 7. move clothes to dryer or line
whites darksbaby
clothes
upstairs
1. main user (Annette)
move clothes to basement
2. sort clothes 3. open water 4. set to super
pull to start machine
5. add detergent
directly
upstairs
8. main user (Annette)
move clothes upstairs to foldwaiting time
12. What is the User
Thinking?
What’s on WM
Control Panels?
USER EXPERIENCE DESIGN STRATEGY
INNOVATION
MASTER SLAVE
LEGACY
PARTNERSHIP
Funtional
Insights
Emotional
Insights
15. -
+
Garment
Color Load
Size
Wash RinseSoil
Level
Drain
Save
Options
Delay Start
Prewash
74Rinse DrainWashPrewashDelay Start Estimated
Min Left
Estimated
Total Min
Deep
Steam
TM
My Cycle 1
TM
Energy
Save
TM
Silver
Care
Rugged
Delicates
Bedding
Denim
Whites
Towels
My
Cycle 2
My
Cycle 0
Treatment Duration
Wash
Temp
Rinse
Temp
Spin
User pushes the button on the knob to begin configuration
Variations and options with adjustable levels and buttons (LEDs)
CONTROL PANEL DESIGN
Front Loader Design 1
TOP FRONT
16. Wash Rinse Drain
55% completed
Estimated minutes left: You saved:
5.43% water saved compared
to regular top loaders
The amount of electricity
you saved this time can
save 200 trees21min
CONTROL PANEL DESIGN
Front Loader Design 2
TOP FRONT
Touch screen with access to extra data to the user: user tutorials, alerts and
smartphone connectivity.
20. 24 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Expectation of seamless integration
of all imaging modes (from planning to
capture to sharing)
Screen legibility and ergonomics, not
technology, become limiting factors.
“Capture everything, select later”
replaces “snapping the decisive
frame”
1900-1990
1990-2005
2005-2015
INTEND ADJUST CHECKPREPARE PROCESSSHOOT DISPLAY“MANAGE”
The megapixel (and more broadly, the image
quality) race is reaching an asymptote
sm
artpho
Traditional settings and controls are
shifting to post-processing (expo-
sure, depth of field)
Expectation of “Everything, Any-
time, Anywhere” personal media.
Point & Shoot Smartphones Compact (Mirrorless)
Industry Challenge
Users
• Immediate / Connected Use of images
• Smartphone as Camera
• Apps for Capturing, Management, Sharing and Emotional Effects
• Context Narrative and added Information to enhance images
• Maximize Image Quality
• Manipulate Camera to capture the perfect image.
• Performance First for detailed control of image results
FUTURE OF IMAGING
Pro_Am
Smart Snappers
21. UNDERSTANDING PHOTOGRAPHERS
138 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
MARCH
GPS
MyTouch
Phone
Rarely
35mm
Often
Point and
Shoot
Never, Broken
DSLR
Daily
SLR
Daily
2 Lenses
Flash
Accessory
Flip Video
Occasionally
Interviewee: Christian Patallo PRO-AM
• Owns compact point and shoot, DSLR, Smart phone with
camera/video capability, Camcorder
• Unemployed/job searching, applying to photo school
• 18 years old
• Makes $ 0-25K per year
• Lives in Ozone Park, Queens, NY
• 3 live in his household
• Camera bought 1 to 2 yr ago
• Cost $800+
• Brands are Canon, Nikon, MyTouch Phone
• Uses camera daily
• Plans to take photos and videos every month
• Somewhat familiar with camera specs
• Makes manual adjustments
• Reads photo mags/blogs
• Participates in photo communities
• Uses social networks/services – Flickr, Tumblr
• Goes out 2-4 nights per week
• Enjoys trying new web services
• Image quality is more important than who he shares it with
Portability
SharingControl
Editing Price
138 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
MARCH
GPS
MyTouch
Phone
Rarely
35mm
Often
Point and
Shoot
Never, Broken
DSLR
Daily
SLR
Daily
2 Lenses
Flash
Accessory
Flip Video
Occasionally
Interviewee: Christian Patallo PRO-AM
• Owns compact point and shoot, DSLR, Smart phone with
camera/video capability, Camcorder
• Unemployed/job searching, applying to photo school
• 18 years old
• Makes $ 0-25K per year
• Lives in Ozone Park, Queens, NY
• 3 live in his household
• Camera bought 1 to 2 yr ago
• Cost $800+
• Brands are Canon, Nikon, MyTouch Phone
• Uses camera daily
• Plans to take photos and videos every month
• Somewhat familiar with camera specs
• Makes manual adjustments
• Reads photo mags/blogs
• Participates in photo communities
• Uses social networks/services – Flickr, Tumblr
• Goes out 2-4 nights per week
• Enjoys trying new web services
• Image quality is more important than who he shares it with
Portability
SharingControl
Editing Price
Equipment / Camera Brands
Photo-Taking Habits / Usage Patterns
User Lifestyle Preferences
22. “I always try to make everything look as tasty as possible. I always like to bump
vibrancy up a little bit, and especially in moody photos. I usually stage the dish.
But I wish the camera wasn’t so bulky, I do not want to be the weird girl with
the big camera.”
PARTICIPANTS OF IMAGING CULTURES
Capturing Process / Editing Sharing
23. Peer Cam App
+
360
1
360 +
360
+
+
+
+
arty goes to brunch,
to phones by placing
e the candid and
orites.
a: The Party Goer
start up screen
shared camera roll
shared friend feed
Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
al unplanned
ss sharing everyone
Peer Camera: Table Courtesy
51 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
During dessert, Cassie wants to take a photo for Foodspotting. She notices her friends feeding each
other some drool worthy cheesecake. Not wanting to distract them, she squeezes the peer cam that
has been pinned to her shirt and snaps a photo.
With its unobtrusive size, the peer cam captures truly candid shots. As discreete as
an accessory, the cam allows for faster capturing.
eer Camera: The Party Goer
Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Peer cameras charge wirelessly through induction.
Cassie gets ready to go out while her peer cameras
charge.
A visual indication of the camera’s charging status is given with
multiple colors of light.
When all of the cameras are glowing green, she grabs them and
heads to the party.
Peer Camera: The Party Goer
44 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
Light and easy to use, the cameras clip
effortlessly to clothing and accessories. With no
screen on the peer cam, there is no pressure to
get the perfect framing or to view it instantly.
Cassie arrives at the party and hands a cam to each of her best friends. They all “squeeze” for 3 seconds to turn on the
cams. Cassie clips her cam to her shirt.
Ubiquitous Camera
Distributed Imaging
Discrete Spontaneous Capture
Shared Experiences
Sync with Mobile
Image-Sourcing
Social Storytelling
IMAGING EXPERIENCES
1. High Volume Image-Sourcing
2. Spontaneous Capture
1
2
24. HOTSPOTS
WIKI
YELP
FACEBOOK
MY JOURNEY
FLICKR
EXPLORE
MIMIC FLICKR IAN PHOTOS!
Big Ben
642 photos taken in this area
HOTSPOTS
WIKI
YELP
FACEBOOK
MY JOURNEY
FLICKR
EXPLORE
67 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
The Eager Traveler
View Camera
Images are pulled from online photo sources and aggregated to reveal
other people’s photos taken at this particular location.
The camera acts as a guide for inspiration and for
recreating chosen photos on the spot.
While framing the photo of the Big Ben, he got a sudden notion to look at some
interesting photographs taken at the same location by other visitors. The camera
offers him a connection to pictures from the selected photo services.
He has his friends move into the frame where indicated.
He sees some good angles to take a great shot. He also
sees some funny images he wants to mimic. He selects
one by touching it and is offered the option to Mimic.
2 Confidential | May 18, 2011 Envisioning Next Digital Imaging : Final Report
View Camera
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
6
CAPTURE
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
6
CAPTURE
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
6
CAPTURE
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
6
CAPTURE
Shooting Mode Action Navigation On-Screen Input ShootFeature Navigation
4
3
4 51 2 3
Layout by UX Context: Extended Capturing (1)
SIX ROLLS
LONG STILL
VIDEO
PANORAMA
VOICE TAG
LIGHTS +
LS
6
CAPTURE
2
3
1
5
4
sh Shooting Mode button (Mode) k Pull out main navigation bar from the left select Capture (Action) l Select
till from the feature list (Feature) m Draw on the screen to mark the area to unfreeze (On-screen Input) n Shoot
Enhanced Editing
Editing close to camption
Emotional Motivators
Direct Connectivity
Metadata for Sharing
Real-Time Feedback
IMAGING EXPERIENCES
1. Creative Assistant 2. Live Networking
1
2
25. UX RESEARCH AND DESIGN
Strategic Engine for Innovation
WHY?
USER
Culture / Values / Needs /
Motivation / Behaviors
EXPERIENCE = STRATEGY
Redefined imaging experience
Developed new product platform concepts
Digital service strategy integrated to product
New business model / revenue stream
26. The New Face of Banking
Redefining Service Narratives
27. Future Banking UX
CO-CREATING EXPERIENCES
A 2-Day workshop with industry experts, UX Designers and architects.
1. Map of current multi-channel infrastructure
2. Identified change in User Values (access to service)
3. Ideation of new business models and design conepts: focus on Banking Space + Tech.
28. Modules Unique Layout Service Sequence
Focus less on transactions and more on the set of social needs that can be uniquely addressed
in a face-to-face setting: problem solving, advice and education on investment, loan and insurance
instruments, new account sales, etc.
Optimizing the customer journey
Balancing presentation,
conversation, and service
Memorable brand experiences
Local sensibilities
Immersive journeys
Interchangeable components for
cost-effective implementation
Engaging all the senses
THE POST-TRANSACTIONAL BRANCH
30. THE POST-TRANSACTIONAL BRANCH
Opportunity Areas
• Reinvent spatial typologies for service delivery
• Support “Assisted Self-Learning”
• Pursue hybridization with other programmatic typologies
31. Integrating furniture, digital interface, and service components, these modules are the basic unit
of customer experience in the branch.
A lounge to peruse a
diverse collection of
‘periodicals’
Self-Service Portal Library Lounge Computing Bar Greeter Stand
Semi-private workstations
with personalized
advisory tools
A casual space for
knowledge sharing
among customers
advisors
A hub for welcoming
engagement and
journey personalization
INTERACTION MODULES
32. A casual, self-directed experience
Access to financial services on diverse digital workstations
Greeter hub personalizes customer journey
Transition to self-guided workstations or collaborative spaces
The service narrative is the glue that connects multiple experience modules and reinforces the
overarching theme of the branch across each step of the customer journey.
1
2
3
4
5 7
6
1
2
3
4
5
7 8
6
SERVICE TYPOLOGIES
SELF-SERVICE BRANCH GREETER BRANCH
33. A Sustainable Model
HOLISTIC VISION
DiscoverBank Branch
ATM Waiting
ATM
Teller
Greeter
Learn
?Home
Smartphone
iPad
PC
Purchase$
Transact
Interactive Screen
Virtual Agent
3
?
?
?
?
$
Discover
Click from advertising or
promotion to soft sales
and education site.
Learn More
Interactive tutorials and
virtual advisory sessions
Fast ATM
Getting the most out of
automation, including most
routine transactions
Mobile Search
Locating an ATM.
Location-based promotions
Greet and Wait
iPads are offered in waiting areas,
preloaded with fun, interactive
financial walk-throughs
Transact
Low-counter
teller interactions
are kept to a
minimum
P2P Sharing
Dialogue with
other customers
takes place in
semi-private
conference areas
Consultation
Private rooms with
surface computers
put financial
advisors on the
customer’s side
Continuation
Easier ways for
customers to follow
through online.
34. UX RESEARCH AND DESIGN
Strategic Engine for Innovation
WHY?
USER
Culture / Values / Needs /
Motivation / Behaviors
EXPERIENCE = STRATEGY
Broad stakeholder strategy
Multi-scale, mult-touch point experience
Product, service and environment design
Technology as enabler