User Experience Architecture in a Cross-Channel World

USER
EXPERIENCE
ARCHITECTURE
IN A CROSS-
CHANNEL
WORLD

“User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

Introduction

One of the dirty secrets about cross-channel user
experience is that we've always worked cross-channel.
What's changed is how much—and how well—we can
impact the experience across these channels.

In this presentation, we’ll examine three guiding
principles for working cross-channel. With those
principles in mind, we’ll look at four tools you can use
to help guide and improve cross-channel user
experiences at your organization.


INTRODUCTION


Introduction

The Goal

Change how
you practice
design


Introduction

The Goal

Change how
you think about
design


Introduction

The Goal

Change how
you understand
design


Introduction

The Question

How do we create
better user
experiences
across channels?


Introduction

3 Principles

1. Open
2. Forward
3. Conservative


Introduction

5 Core Activities

1. Access
2. Create
3. View
4. Edit
5. Delete

Mind Game

What’s the coolest, most
awesome thing about
where you work?


Mind Game

Hi, I’m Austin Govella, an

Experience Design Manager

at Avanade where we’re

re-inventing how enterprises

collaborate.


Mind Game

Hi, I’m Austin name
your Govella, an

Experience Design Manager
your title

at company where we’re
Avanade

r e-inventing howawesome
the coolest, most enterprises

thing about where you work
abut about about elaborate.

Christina Wodtke, “Tell me a little about yourself”, eleganthack.com, 2012.


HOUSEKEEPING


Housekeeping

Get The Slides

Available on
SlideShare:
http://slideshare.net/austingovella/crosschannelux


Housekeeping

Questions

Save questions for
the end.
Better yet, grab a drink, lunch,
dinner, hallway conversation, walk,
coffee, email, with me afterward!


Housekeeping

Comments

Tweet the f#@k
out of this.
#CrossChannelUX


Housekeeping

Contact Me

ag@agux.co

@austingovella

www.thinkingandmaking.com


A MANIFESTO FOR
USER EXPERIENCE


Manifesto

Designers don’t design anything.
Organizations design everything.

Just as your best thinker improves
everything, that person who doesn’t
understand user experience creates a
drag on every product or service you
produce. To make better experiences,
you must make better organizations.
To improve your organization’s
design literacy, you have to improve
the design literacy of everyone in
the group.


Manifesto

Organizations face common barriers
to designing better experiences.

These barriers — value, focus, time,
memory, talent, process, and
improvement — represent the
distance between you and the
balanced teams your organization
needs to create better experiences.
These cultural barriers are codified
into your organization’s process,
hidden as assumptions in your team
member's minds, and reinforced in
your tools.


Manifesto

Don’t change what you do.
Change how you do it.

Don’t change your design activities.
Change how you work with your
team. Change how you work, so your
goal is always a better organization
instead of a better product. Change
how you accomplish the design, so
that you always improve your team’s
design literacy.


Manifesto

Change Now

“Don’t look for the next
opportunity.

The one you have in hand is
the opportunity.”

— Paul Arden


WHAT IS ‘USER
EXPERIENCE’?


What is User Experience?

The Elements Of
User Experience



o
Users



p
Interfaces



Interactions

o p



Systems

o p
o p
o p
o p



Design is a modeling discipline. The design process
creates models we use to validate predictions about a
system. Design validates what we expect against what
we perceive. We architect systems that engender
expectations and perceptions. Experience is the gap
between expectation and perception. We design this
gap. We design experience.


WHAT IS ‘CROSS
CHANNEL’?


What is Cross-Channel?

In traditional multichannel strategies, more than one
channel is used simultaneously and alternatively...

— Andrea Resmini & Luca Rosati, Pervasive Information Architecture,

Morgan Kaufman, 2011.



In cross-channel, a single service is spread across
multiple channels in such a way that it can be exper-
ienced as a whole (if ever) only by polling a number
of different environments and media.... If one of the
pieces is missing, you might miss some of the infor-
mation being transmitted along the process and that
may or may not be available through other channels.

— Andrea Resmini & Luca Rosati, Pervasive Information Architecture,

Morgan Kaufman, 2011.



Modern Narrative

Start End

Modernism is a tendency in contemporary culture... which rejects
subjective truth and the impossibility of a single, global narrative.



Postmodern
Narrative

Start End



In cross-channel, a single service is spread across
multiple channels in such a way that it can be used
simultaneously and alternatively.



So... What’s A Channel?
Good question.



The human evolutionary advantage is our ability to
communicate information across our network to create
shared information environments (culture).

Anything that allows us access to communicate
information is a channel. Everything is a channel.



The Question

How do we enable
better cross-
channel user
experiences?



The Question

How do we manage the gap
between expectations and
perceptions as our users
switch among ubiquitous
information environments?


3 Principles

3 Principles

1. Open
2. Forward
3. Conservative


OPEN
says me (the first principle)


Introduction
Open

First
Principle
Services that are
more open will be
easier to use
cross-channel.


Introduction
Open

Flickr Is Open

Add photos:
1. Web App
2. Mobile app
3. Email


Introduction
Open

IPhoto Is Closed

Add photos:
1. App
2. iPhone synch


Open

Access Is Often
Not Open
Security has an
easy job if there is
no risk (a story).


Open

“What sorts of features support their
attempts to ﬁgure out where they are,
which paths connect them to a given
destination, and how best to actually
go about getting there?”
Adam Greenfield, Everyware, New Riders, 2006.


Open


FORWARD
thinking (the second principle)


Introduction
Forward

Second
Principle
Services that are
more forward will
be easier to use
cross-channel.


Forward

“Designers create objects, products,
processes, symbols that anticipate the
future. However, these innovations
can also be metabolized on a broad
scale...”
Bruce Sterling, Shaping Things, MIT Press, 2005.


Introduction
Forward

Email Is
Everywhere
1. People/systems
can send email
2. People/systems
can receive email


Introduction
Forward

Faxes Aren’t

1. Fedex Office
2. Research online
services


Forward

Email Addresses
Live Forever
Anyone/thing can
email customer
service (a story).


CONSERVATIVE
it’s always right (the third principle)


Conservative
Introduction

Third
Principle
Services that are
more conservative
will be easier to
use cross-channel.


Conservative

Styleguides Are
Not Conservative

Birth 11 Styleguide


Conservative
Introduction

Names Are
Conservative
“Birth”


Conservative
Introduction

(Controlled)
Vocabularies


Conservative


Conservative
Introduction

Be The Best Lego


WHAT ARE THE
CHALLENGES?
people suck


Challenges

Brand used to be about control. Now, we know you have
no control over use. Brand is the user's experience with
the company.

Your tools can only frame the experience users have.


Agile

“...the designer is shaping culture,
changing behavior, and advancing his
set of values and priorities.”
Jon Kolko, Wicked Problems, AC4D, 2012.


Challenges

Cross-channel applies internally and externally:
everywho and everyhow. Who uses what interface to
interact with what channel when for what?

You can't impact everything, so you must prioritize.


Agile

“Everyone designs who devises
courses of action aimed at
changing existing situations into
preferred ones”
Herbert Simon, Sciences of the Artificial, 1969.


Forward

CRM

Channel
experiences need
to be managed
(a story).


LEGIBILITY


Legibility

The Question

How do we manage the gap
between expectations and
perceptions as our users
switch among ubiquitous
information environments?


Legibility

“What sorts of features support their
attempts to ﬁgure out where they are,
which paths connect them to a given
destination, and how best to actually
go about getting there?”
Adam Greenfield, Everyware, New Riders, 2006.


Introduction
Legibility

Hang the stars so people can navigate
to wherever it is their journeys may
take them.


Introduction

Thank You!


User Experience Architecture in a Cross-Channel World

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