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UX in 4D
LeanUX NYC - 2013




      ©brightspot strategy 2013   1
introduction

Objective:
The purpose of this workshop is to understand why digital and physical experiences should
be designed together, learn the core tools to do UX in 4D, and review examples of
innovative organizations that integrate the design of their spaces and services.

Agenda:

3:00 – 3:15	
       Introduction & Shifts	
  

3:15 – 3:30	
       Experience Drivers	
  

3:30 – 4:05	
       Mapping opportunities	
  

4:05 – 4:15	
       Break	
  

4:15 – 5:00	
       Future personas & journey maps	
  

5:00 – 5:15	
       Where to go from here 	
  

5:15 – 5:30	
       Q & A 	
  




                  ©brightspot strategy 2013                                            2
about brightspot, briefly




                                     3
         ©brightspot strategy 2013
brightspot experience
Brightspot and its leadership have the experience and expertise to help a range of
organizations, including start-ups and Fortune 500 companies, top-tier colleges and
universities, dynamic non-profits, and innovative cultural organizations, among other others.




             ©brightspot strategy 2013                                                   4
brightspot facilitators




Elliot leads and founded                    Matthew is an experienced          Ashley is a strategist and
brightspot. He is a strategist,             consultant and researcher with a   designer who employs a human-
facilitator, and sense-maker.               passion for business strategy      centered, collaborative approach
                                            and social sciences.               to create better experiences,
Solving space, operational, and
                                                                               interactions and environments
organizational problems gets                He believes that his
him up in the morning. Thinking             ethnographic curiosity stems       for people and organizations.
about the future of work and                from his birthplace, Missouri,     Ashley plays softball in Central
learning keeps him up late.                 the “show me” state.               Park, doodles in her sketchbook,
                                                                               and thinks of ways to change
                                                                               the world.




                ©brightspot strategy 2013                                                                  5
UX in 4D




                                       6
           ©brightspot strategy 2013
digital and physical are often designed separately*




                                 JetBlue Mobile App                                 JetBlue Terminal


Digital:                                                  Physical:
Websites, apps, platforms (2D)                            Spaces, stuff, artifacts (3D)

*even within companies that are focused on customer experience


                ©brightspot strategy 2013                                                         7
but increasingly, digital and physical are blending




Digital                                  JetBlue Terminal   Physical

Information screens, online              Spaces, amenities, lounge,
services, ticketing, etc. (2D)           circulation, wayfinding (3D)



             ©brightspot strategy 2013                              8
and they’re occurring over time…




                                                      JetBlue Terminal


                                    Experience (4D)




        ©brightspot strategy 2013                                        9
shifts




                                     10
         ©brightspot strategy 2013
people are changing
Shifts in demographics, culture, and relationships that impact experiences.




Mobility of user base


Diversity and visitorship


Generational differences

Long tails and niche
preferences

Reaching the mass affluent
                                           Source: Center for the Future of Museums




                                                                                      11
               ©brightspot strategy 2013
people’s expectations are changing
Shifts in demographics, culture, and relationships that impact experiences.




Self-service


Access anytime, anywhere


Location awareness


Customization (by user)


Personalization (for user)




                                                                              12
               ©brightspot strategy 2013
how people interact with institutions is changing
Shifts in demographics, culture, and relationships that impact experiences.




Feedback and participation


Crowd-funding


Crowd-sourcing


Networks and partnerships


Arts education changes




                                                                              13
               ©brightspot strategy 2013
how people interact with each other is changing
Shifts in demographics, culture, and relationships that impact experiences.




Digitally-connected
customers

Membership and community

Sharing spaces, stuff, and
skills

Social experience of culture


Co-creation




                                                                              14
               ©brightspot strategy 2013
experience drivers




        ©brightspot strategy 2013   15
experience drivers
                                                      Digital-only
                                                      (replacement for physical)
                                        How Digital
                                         relates to
                                          Physical
                                                      Digital Overlay
                                                      (digital information layer)




                                                      Physical Computing
 Level of engagement                                  (physical and digital interact)

Passive           Active                       Interactive            Creative                   Co-creative
(viewing)         (interacting alone)          (interacting           (creating alone)           (creating
                                               with others)                                      with others)

                                                      Digital Gateway
                                                      (use digital to gain access to physical)




                                                      Physical-only
                                                      (purely physical experience)


            ©brightspot strategy 2013                                                                     16
how digital relates to physical




Deutsche Bank, Friedrichstrasse                          Museum Tour



       Physical             Digital Gateway          Physical Computing   Digital Overlay   Digital

                                                                             D       D
           P                      D        P             D       P           D
                                                                                 P
                                                                                     D
                                                                                              D


                         ©brightspot strategy 2013                                              17
how digital relates to physical




Seattle Public Library                               Marriott GoBoard               Wild @ Melbourne Museum



       Physical             Digital Gateway                   Physical Computing   Digital Overlay            Digital

                                                                                       D       D
           P                     D         P                        D    P             D
                                                                                           P
                                                                                               D
                                                                                                                D


                         ©brightspot strategy 2013                                                                18
how digital relates to physical




MIT Glass Infrastructure
Bally Results Center Interaction Wall                    Eternal Gandhi Multimedia Museum



       Physical              Digital Gateway         Physical Computing           Digital Overlay   Digital

                                                                                       D        D
           P                     D         P             D       P                     D
                                                                                            P
                                                                                                D
                                                                                                      D


                         ©brightspot strategy 2013                                                      19
how digital relates to physical




Paris Airport, Virtual Boarding Agent                 NGA Experience, AR application



       Physical              Digital Gateway             Physical Computing            Digital Overlay   Digital

                                                                                          D       D
           P                      D         P                   D       P                 D
                                                                                              P
                                                                                                  D
                                                                                                           D


                          ©brightspot strategy 2013                                                          20
how digital relates to physical




E-books                                      Google Art Project



      Physical      Digital Gateway                    Physical Computing   Digital Overlay   Digital

                                                                               D       D
          P              D         P                          D   P            D
                                                                                   P
                                                                                       D
                                                                                                D


                 ©brightspot strategy 2013                                                        21
level of engagement




Lufthansa First Class Lounge, Frankfurt




      Passive                       Active           Interactive   Creative   Co-creative




                         ©brightspot strategy 2013                                    22
level of engagement




Eurasian Bank, Glass Touchscreen                   Cleveland Art Museum




     Passive                       Active              Interactive        Creative   Co-creative




                       ©brightspot strategy 2013                                             23
level of engagement




Walgreens, Pharmacist Consultation                 ArtBabble by the IMA Lab




     Passive                      Active               Interactive            Creative   Co-creative




                       ©brightspot strategy 2013                                                 24
level of engagement




Fayetteville P.L. Fab Lab                               ArtLab+ at Hirshhorn




      Passive                          Active                Interactive       Creative   Co-creative




                            ©brightspot strategy 2013                                             25
level of engagement




YouMedia at Chicago Public Libraries                    EdLab, National Postal Museum




      Passive                      Active           Interactive                 Creative   Co-creative




                        ©brightspot strategy 2013                                                  26
mapping opportunities




        ©brightspot strategy 2013   27
mapping opportunities: museum scenario

Context
A museum of Modern and contemporary art is in the early
stages of planning a 200,000 square foot expansion. The
board and senior leadership see the expansion as an
opportunity to not only grow but also to transform the
way visitors interact with art and each other.
The primary donor for the expansion is growing impatient
with the planning timeline and is demanding a concept
design for the new space and service model in the next 4
months.
                                                            insidenewyork.com

Your Role
Imagine you are representatives for the building expansion committee and your role is to reinvent
the visitor experience in a way that thoughtfully considers the integration of physical and digital.
You’ve just gone on a trip around the world to look at a range of serviced spaces (libraries, gyms,
museums, airline lounges, etc) and now you must:

1.  Reflect on your experiences of museums and other spaces you’ve seen, map how activities fall
    currently.
2.  Identify opportunities for reinvention
3.  Create a plan for piloting these opportunities and developing a model for the new serviced
    space.


                                                                                                   28
               ©brightspot strategy 2013
mapping opportunities – activity instructions                                         45min
For the next 45 minutes, let’s reflect on a recent trip to a museum and use the map below
to identify opportunities for improving that experience.



  !""#$%&'(%)*+,"                                 1.  Reflect on your experiences
                                                      with museums and other
                                                      activities you’ve seen

            !                                     2.  Write those activities on a
                                            !         stickie and plot them on the
                                                      opportunity map.

                                                  3.  After plotting the activities and
                                                      experience identify areas of
                                                      opportunity on the map
                   !                        !
                                                      .

                                                          bought a      bought a
                                                          ticket        ticket at a
                                                                        kiosk


                                                                                            29
                ©brightspot strategy 2013
mapping opportunities – activity instructions                                         45min
For the next 40 minutes, let’s reflect on a recent trip to a museum and use the map below
to identify opportunities for improving that experience.



  !""#$%&'(%)*+,"                                 4.  Brainstorm and document new
                                                      activities or experiences that
                                                      could fill in the opportunity
                                                      spaces. You could also think of
                                                      ways to modify existing
                                                      activities/experiences.

                                                  5.  Use the same level of detail as
                                                      the you did in step 2




                                                       see video of
                                                       past visitor
                                                       reactions to
                                                       art



                                                                                            30
              ©brightspot strategy 2013
mapping opportunities – museum scenario prompts
As we reflect on a recent trip to a museum, consider the following list of common activities
within a museum visitor’s experience as prompts for what worked well, what could be
improved and what might be missing.

This is not an exhaustive list, but rather simply a way to jumpstart the process.



      Entice                     Enter              Engage               Exit               Extend

Learn about an           Buy/Get a ticket      Get informational   Share experience    Feedback on visit
institution                                    materials

Learn about event/       Entry access          Get devices /       Feedback on visit   Connect with
exhibition/program       credentialing         equipment                               institution

Receive an offer         Learn about what      Visit gallery       Get/receive         Connect with
                         to see/do             exhibition          souvenir            community

Plan a visit             Get wayfinding        Event /             Membership          Review visit /
                         assistance            performance         inquiry             activities

Coordinate with          Get informational     Participate in a    Plan next stop      Plan next visit
others                   materials             program




                                                                                                           31
                   ©brightspot strategy 2013
future personas




        ©brightspot strategy 2013   32
future personas
What might future “serviced space” customers or museum visitors look like?
Six future personas have been created generalizing Falk’s museum visitor identities*,
informed by our own experience designing serviced spaces.


“WHY” — Why do people go to serviced spaces, like museums**? What motivates them?

 Identity                                   Motivation

 Explorer                                   Personal curiosity, experience something new

 Samaritan                                  Does something on someone else’s behalf


 Achiever                                   Looking to satisfy specific interests or goals

 Experience Seeker                          Reputation / status of place or brand

 Recharger                                  Restoration, contemplation


 Identifier                                 Personal relation to subject / experience / brand


*Refer to John Falk’s Identity and the Museum Visitor.
** Refer to Wallace Rand Report on Cultural Participation

                ©brightspot strategy 2013                                                       33
future personas
What might future customers or museum visitors look like?




Tom, the explorer:                             The Smiths, samaritans:           Lynn, the achiever:
4thgrade teacher, 32 y.o.                      38 y.o. parents with 5 & 7 y.o.   medical anthropologist, 38 y.o.,
Looking for something new                      Bringing kids to the museum       Attending event for emerging info




Rick & Kate, experience                    Philip, the recharger:                Eva, the identifier:
seekers: overseas tourists,                accountant, sports lover, 29 y.o.     17 y.o. local high school student
23 y.o., creating visit story              Looking to “un-plug”                  Taking a class on Chinese Art


                   ©brightspot strategy 2013                                                                         34
ideal experiences




        ©brightspot strategy 2013   35
ideal experiences
Using the personas, think about how someone might experience the museum offerings
throughout the course of a visit.




 Transition from thinking about                …To thinking about them in relationship
 activities and experiences individually…      to each other in the context of a visit to
                                               the museum




                                                                                            36
              ©brightspot strategy 2013
ideal experiences – activity instructions                                                                                                                 45min
Using your group’s activities and persona, think about how someone might experience the
museum offerings throughout the course of a visit and construct the ideal museum
experience




                                                                                                                                        What: Activities, Spaces,
   Experience  Map
                                                                                             activity   space   technology    service
                                                                                                                                        Tech / Tools, People /
                                                                                                                                        Services
                                                                stages  of  an  experience


                                     entice   enter                    engage                           exit         extend

                                                                                                                                        5 Es: Entice, Enter,
                        shared




                                                                                                                                        Engage, Exit, Extend
   Social  Engagement




                                                                                                                                        How: Alone or with others?
                        autonomous




                                                                       Time




                                              ©brightspot strategy 2013
ideal experiences – instructions                                                                                                                            45min
Using your group’s activities and persona, think about how someone might experience the
museum offerings throughout the course of a visit and construct the ideal museum
experience




                                                                                                                                        1.  Think about what set of
   Experience  Map
                                                                                             activity   space   technology    service       activities your persona
                                                                                                                                            might engage in during
                                                                                                                                            their visit.
                                                                stages  of  an  experience


                                     entice   enter                    engage                           exit         extend
                        shared




                                                                                                                                        2.  Rewrite those activities
                                                                                                                                            on purple stickies and
   Social  Engagement




                                                                                                                                            plot them on the
                                                                                                                                            experience map.
                                                                                                                                           •  When?
                                                                                                                                           •  Alone or with others?
                        autonomous




                                                                                                                                             learn about
                                                                       Time                                                                  artist from
                                                                                                                                             “pocket
                                                                                                                                             curator” app
                                                                                                                                            activity
                                              ©brightspot strategy 2013
ideal experiences – instructions                                                                                                                            45min
Using your group’s activities and persona, think about how someone might experience the
museum offerings throughout the course of a visit and construct the ideal museum
experience




   Experience  Map
                                                                                                                                        2.  Using the space,
                                                                                             activity   space   technology    service       tech / tools, and
                                                                                                                                            people post-its, fill in
                                                                                                                                            the details about their
                                                                stages  of  an  experience


                                     entice   enter                    engage                           exit         extend


                                                                                                                                            activity
                        shared
   Social  Engagement




                                                                                                                                              studio        iPad

                                                                                                                                            space        tech/tool
                        autonomous




                                                                                                                                              docent
                                                                       Time




                                                                                                                                            person



                                              ©brightspot strategy 2013
ideal experiences – instructions                                                                                                                          45min
Using your group’s activities and persona, think about how someone might experience the
museum offerings throughout the course of a visit and construct the ideal museum
experience




   Experience  Map
                                                                                                                                        3.  Draw a line connecting
                                                                                             activity   space   technology    service       the activities to show
                                                                                                                                            the “journey”
                                                                stages  of  an  experience


                                     entice   enter                    engage                           exit         extend
                        shared
   Social  Engagement
                        autonomous




                                                                       Time




                                              ©brightspot strategy 2013
getting started




        ©brightspot strategy 2013   41
getting started
How you can quickly get started, including steps you can take to begin evaluating,
designing, and delivering integrated services in 4D




Design the team                          Understand the      Envision and
and process                              current state       Implement

Define skills / roles needed             Observations        Create Personas

Assemble a mixed team                    Interviews          Develop Journey Maps

Set budget and schedule                  Surveys             Locate Service point

Define assessment criteria               Workshops           Create Service Blueprints

Define feedback methods                  Immersion tactics   Mock-up and Prototype

             ©brightspot strategy 2013                                                   42
understand tiers of assessment – for current / future
 There are tiers of assessment, with increasing value – but also the difficulty of data
 gathering / analysis – as you move up tiers.
                                                                                        More valuable
                                                                                        More difficult

Utilization                                Satisfaction                 Impact
Measuring how much a                       Measuring how satisfied      Measuring what the
service is used, with usage                users and staff are with a   service enabled users to
as a proxy for value                       service or aspects of it     be able to do as a result




Examples: Logins, Gate counts,              Examples: Surveys (e.g.:     Examples: Value-added
Item checkouts, Logging                     LibQUAL+), interviews,       analysis, engagement
questions / tickets                         observations, diaries


               ©brightspot strategy 2013                                                            43
create service blueprints
Documenting how you wish to deliver a service/space, providing direction on front-line staff
actions, behind-the-scenes staff, and support systems/infrastructure for each service
channel. (Example: service blueprint for professional ed class)




             ©brightspot strategy 2013                                                    44
digital and/or physical prototyping
Creating environmental / visual (mock-up) and functional (prototype) representations of
an envisioned space/service in order to get feedback, mitigate risk, and build momentum.


mock-up with           mock-up with      functional     digital/physical        pilot
staff role play        user role play    prototype         prototype           project

                                                                             Increasing
                                                                             fidelity




Prototyping service point                      Completed service point

             ©brightspot strategy 2013                                                   45
references
Useful references to consult as you get started.

Articles                                           Tools

•    NEA Report: Beyond Attendance                 •    Reimagining the Museum Experience
     http://www.arts.gov/research/2008-                 (Felix and Simeti):
     SPPA-BeyondAttendance.pdf                          http://bit.ly/12Rvush

•    Demographic Transformation and the            •    Learning Space Toolkit services
     Future of Museums                                  section:
     http://bit.ly/ZN8uxT                               http://learningspacetoolkit.org/
                                                        services-and-support/
•    Pew Internet Generations Report
     (2010): http://bit.ly/ZdhjOf                  •    This is Service Design Thinking
                                                        (Stickdorn and Schneider)
•    The Diversity of Cultural Participation            http://issuu.com/bis_publishers/docs/
     (Wallace Rand study):                              this_is_service_design
     http://bit.ly/116yXDb
                                                   •    Compendium of Tools and Resources:
•    “Learning Space Service Design (Felix)             www.servicedesigntools.org
     in The Journal of Learning Spaces:
     http://bit.ly/LearningSpace_SD

•    “Everything is a Service” post (Gray):
     http://bit.ly/DG_everythingisservice


               ©brightspot strategy 2013                                                        46
thank you!

www.brightspotstrategy.com
@brightspotter
infospot@brightspotstrategy.com




         ©brightspot strategy 2013   47

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UX in 4D

  • 1. UX in 4D LeanUX NYC - 2013 ©brightspot strategy 2013 1
  • 2. introduction Objective: The purpose of this workshop is to understand why digital and physical experiences should be designed together, learn the core tools to do UX in 4D, and review examples of innovative organizations that integrate the design of their spaces and services. Agenda: 3:00 – 3:15   Introduction & Shifts   3:15 – 3:30   Experience Drivers   3:30 – 4:05   Mapping opportunities   4:05 – 4:15   Break   4:15 – 5:00   Future personas & journey maps   5:00 – 5:15   Where to go from here   5:15 – 5:30   Q & A   ©brightspot strategy 2013 2
  • 3. about brightspot, briefly 3 ©brightspot strategy 2013
  • 4. brightspot experience Brightspot and its leadership have the experience and expertise to help a range of organizations, including start-ups and Fortune 500 companies, top-tier colleges and universities, dynamic non-profits, and innovative cultural organizations, among other others. ©brightspot strategy 2013 4
  • 5. brightspot facilitators Elliot leads and founded Matthew is an experienced Ashley is a strategist and brightspot. He is a strategist, consultant and researcher with a designer who employs a human- facilitator, and sense-maker. passion for business strategy centered, collaborative approach and social sciences. to create better experiences, Solving space, operational, and interactions and environments organizational problems gets He believes that his him up in the morning. Thinking ethnographic curiosity stems for people and organizations. about the future of work and from his birthplace, Missouri, Ashley plays softball in Central learning keeps him up late. the “show me” state. Park, doodles in her sketchbook, and thinks of ways to change the world. ©brightspot strategy 2013 5
  • 6. UX in 4D 6 ©brightspot strategy 2013
  • 7. digital and physical are often designed separately* JetBlue Mobile App JetBlue Terminal Digital: Physical: Websites, apps, platforms (2D) Spaces, stuff, artifacts (3D) *even within companies that are focused on customer experience ©brightspot strategy 2013 7
  • 8. but increasingly, digital and physical are blending Digital JetBlue Terminal Physical Information screens, online Spaces, amenities, lounge, services, ticketing, etc. (2D) circulation, wayfinding (3D) ©brightspot strategy 2013 8
  • 9. and they’re occurring over time… JetBlue Terminal Experience (4D) ©brightspot strategy 2013 9
  • 10. shifts 10 ©brightspot strategy 2013
  • 11. people are changing Shifts in demographics, culture, and relationships that impact experiences. Mobility of user base Diversity and visitorship Generational differences Long tails and niche preferences Reaching the mass affluent Source: Center for the Future of Museums 11 ©brightspot strategy 2013
  • 12. people’s expectations are changing Shifts in demographics, culture, and relationships that impact experiences. Self-service Access anytime, anywhere Location awareness Customization (by user) Personalization (for user) 12 ©brightspot strategy 2013
  • 13. how people interact with institutions is changing Shifts in demographics, culture, and relationships that impact experiences. Feedback and participation Crowd-funding Crowd-sourcing Networks and partnerships Arts education changes 13 ©brightspot strategy 2013
  • 14. how people interact with each other is changing Shifts in demographics, culture, and relationships that impact experiences. Digitally-connected customers Membership and community Sharing spaces, stuff, and skills Social experience of culture Co-creation 14 ©brightspot strategy 2013
  • 15. experience drivers ©brightspot strategy 2013 15
  • 16. experience drivers Digital-only (replacement for physical) How Digital relates to Physical Digital Overlay (digital information layer) Physical Computing Level of engagement (physical and digital interact) Passive Active Interactive Creative Co-creative (viewing) (interacting alone) (interacting (creating alone) (creating with others) with others) Digital Gateway (use digital to gain access to physical) Physical-only (purely physical experience) ©brightspot strategy 2013 16
  • 17. how digital relates to physical Deutsche Bank, Friedrichstrasse Museum Tour Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 17
  • 18. how digital relates to physical Seattle Public Library Marriott GoBoard Wild @ Melbourne Museum Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 18
  • 19. how digital relates to physical MIT Glass Infrastructure Bally Results Center Interaction Wall Eternal Gandhi Multimedia Museum Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 19
  • 20. how digital relates to physical Paris Airport, Virtual Boarding Agent NGA Experience, AR application Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 20
  • 21. how digital relates to physical E-books Google Art Project Physical Digital Gateway Physical Computing Digital Overlay Digital D D P D P D P D P D D ©brightspot strategy 2013 21
  • 22. level of engagement Lufthansa First Class Lounge, Frankfurt Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 22
  • 23. level of engagement Eurasian Bank, Glass Touchscreen Cleveland Art Museum Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 23
  • 24. level of engagement Walgreens, Pharmacist Consultation ArtBabble by the IMA Lab Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 24
  • 25. level of engagement Fayetteville P.L. Fab Lab ArtLab+ at Hirshhorn Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 25
  • 26. level of engagement YouMedia at Chicago Public Libraries EdLab, National Postal Museum Passive Active Interactive Creative Co-creative ©brightspot strategy 2013 26
  • 27. mapping opportunities ©brightspot strategy 2013 27
  • 28. mapping opportunities: museum scenario Context A museum of Modern and contemporary art is in the early stages of planning a 200,000 square foot expansion. The board and senior leadership see the expansion as an opportunity to not only grow but also to transform the way visitors interact with art and each other. The primary donor for the expansion is growing impatient with the planning timeline and is demanding a concept design for the new space and service model in the next 4 months. insidenewyork.com Your Role Imagine you are representatives for the building expansion committee and your role is to reinvent the visitor experience in a way that thoughtfully considers the integration of physical and digital. You’ve just gone on a trip around the world to look at a range of serviced spaces (libraries, gyms, museums, airline lounges, etc) and now you must: 1.  Reflect on your experiences of museums and other spaces you’ve seen, map how activities fall currently. 2.  Identify opportunities for reinvention 3.  Create a plan for piloting these opportunities and developing a model for the new serviced space. 28 ©brightspot strategy 2013
  • 29. mapping opportunities – activity instructions 45min For the next 45 minutes, let’s reflect on a recent trip to a museum and use the map below to identify opportunities for improving that experience. !""#$%&'(%)*+," 1.  Reflect on your experiences with museums and other activities you’ve seen ! 2.  Write those activities on a ! stickie and plot them on the opportunity map. 3.  After plotting the activities and experience identify areas of opportunity on the map ! ! . bought a bought a ticket ticket at a kiosk 29 ©brightspot strategy 2013
  • 30. mapping opportunities – activity instructions 45min For the next 40 minutes, let’s reflect on a recent trip to a museum and use the map below to identify opportunities for improving that experience. !""#$%&'(%)*+," 4.  Brainstorm and document new activities or experiences that could fill in the opportunity spaces. You could also think of ways to modify existing activities/experiences. 5.  Use the same level of detail as the you did in step 2 see video of past visitor reactions to art 30 ©brightspot strategy 2013
  • 31. mapping opportunities – museum scenario prompts As we reflect on a recent trip to a museum, consider the following list of common activities within a museum visitor’s experience as prompts for what worked well, what could be improved and what might be missing. This is not an exhaustive list, but rather simply a way to jumpstart the process. Entice Enter Engage Exit Extend Learn about an Buy/Get a ticket Get informational Share experience Feedback on visit institution materials Learn about event/ Entry access Get devices / Feedback on visit Connect with exhibition/program credentialing equipment institution Receive an offer Learn about what Visit gallery Get/receive Connect with to see/do exhibition souvenir community Plan a visit Get wayfinding Event / Membership Review visit / assistance performance inquiry activities Coordinate with Get informational Participate in a Plan next stop Plan next visit others materials program 31 ©brightspot strategy 2013
  • 32. future personas ©brightspot strategy 2013 32
  • 33. future personas What might future “serviced space” customers or museum visitors look like? Six future personas have been created generalizing Falk’s museum visitor identities*, informed by our own experience designing serviced spaces. “WHY” — Why do people go to serviced spaces, like museums**? What motivates them? Identity Motivation Explorer Personal curiosity, experience something new Samaritan Does something on someone else’s behalf Achiever Looking to satisfy specific interests or goals Experience Seeker Reputation / status of place or brand Recharger Restoration, contemplation Identifier Personal relation to subject / experience / brand *Refer to John Falk’s Identity and the Museum Visitor. ** Refer to Wallace Rand Report on Cultural Participation ©brightspot strategy 2013 33
  • 34. future personas What might future customers or museum visitors look like? Tom, the explorer: The Smiths, samaritans: Lynn, the achiever: 4thgrade teacher, 32 y.o. 38 y.o. parents with 5 & 7 y.o. medical anthropologist, 38 y.o., Looking for something new Bringing kids to the museum Attending event for emerging info Rick & Kate, experience Philip, the recharger: Eva, the identifier: seekers: overseas tourists, accountant, sports lover, 29 y.o. 17 y.o. local high school student 23 y.o., creating visit story Looking to “un-plug” Taking a class on Chinese Art ©brightspot strategy 2013 34
  • 35. ideal experiences ©brightspot strategy 2013 35
  • 36. ideal experiences Using the personas, think about how someone might experience the museum offerings throughout the course of a visit. Transition from thinking about …To thinking about them in relationship activities and experiences individually… to each other in the context of a visit to the museum 36 ©brightspot strategy 2013
  • 37. ideal experiences – activity instructions 45min Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience What: Activities, Spaces, Experience  Map activity space technology service Tech / Tools, People / Services stages  of  an  experience entice enter engage exit extend 5 Es: Entice, Enter, shared Engage, Exit, Extend Social  Engagement How: Alone or with others? autonomous Time ©brightspot strategy 2013
  • 38. ideal experiences – instructions 45min Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience 1.  Think about what set of Experience  Map activity space technology service activities your persona might engage in during their visit. stages  of  an  experience entice enter engage exit extend shared 2.  Rewrite those activities on purple stickies and Social  Engagement plot them on the experience map. •  When? •  Alone or with others? autonomous learn about Time artist from “pocket curator” app activity ©brightspot strategy 2013
  • 39. ideal experiences – instructions 45min Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience Experience  Map 2.  Using the space, activity space technology service tech / tools, and people post-its, fill in the details about their stages  of  an  experience entice enter engage exit extend activity shared Social  Engagement studio iPad space tech/tool autonomous docent Time person ©brightspot strategy 2013
  • 40. ideal experiences – instructions 45min Using your group’s activities and persona, think about how someone might experience the museum offerings throughout the course of a visit and construct the ideal museum experience Experience  Map 3.  Draw a line connecting activity space technology service the activities to show the “journey” stages  of  an  experience entice enter engage exit extend shared Social  Engagement autonomous Time ©brightspot strategy 2013
  • 41. getting started ©brightspot strategy 2013 41
  • 42. getting started How you can quickly get started, including steps you can take to begin evaluating, designing, and delivering integrated services in 4D Design the team Understand the Envision and and process current state Implement Define skills / roles needed Observations Create Personas Assemble a mixed team Interviews Develop Journey Maps Set budget and schedule Surveys Locate Service point Define assessment criteria Workshops Create Service Blueprints Define feedback methods Immersion tactics Mock-up and Prototype ©brightspot strategy 2013 42
  • 43. understand tiers of assessment – for current / future There are tiers of assessment, with increasing value – but also the difficulty of data gathering / analysis – as you move up tiers. More valuable More difficult Utilization Satisfaction Impact Measuring how much a Measuring how satisfied Measuring what the service is used, with usage users and staff are with a service enabled users to as a proxy for value service or aspects of it be able to do as a result Examples: Logins, Gate counts, Examples: Surveys (e.g.: Examples: Value-added Item checkouts, Logging LibQUAL+), interviews, analysis, engagement questions / tickets observations, diaries ©brightspot strategy 2013 43
  • 44. create service blueprints Documenting how you wish to deliver a service/space, providing direction on front-line staff actions, behind-the-scenes staff, and support systems/infrastructure for each service channel. (Example: service blueprint for professional ed class) ©brightspot strategy 2013 44
  • 45. digital and/or physical prototyping Creating environmental / visual (mock-up) and functional (prototype) representations of an envisioned space/service in order to get feedback, mitigate risk, and build momentum. mock-up with mock-up with functional digital/physical pilot staff role play user role play prototype prototype project Increasing fidelity Prototyping service point Completed service point ©brightspot strategy 2013 45
  • 46. references Useful references to consult as you get started. Articles Tools •  NEA Report: Beyond Attendance •  Reimagining the Museum Experience http://www.arts.gov/research/2008- (Felix and Simeti): SPPA-BeyondAttendance.pdf http://bit.ly/12Rvush •  Demographic Transformation and the •  Learning Space Toolkit services Future of Museums section: http://bit.ly/ZN8uxT http://learningspacetoolkit.org/ services-and-support/ •  Pew Internet Generations Report (2010): http://bit.ly/ZdhjOf •  This is Service Design Thinking (Stickdorn and Schneider) •  The Diversity of Cultural Participation http://issuu.com/bis_publishers/docs/ (Wallace Rand study): this_is_service_design http://bit.ly/116yXDb •  Compendium of Tools and Resources: •  “Learning Space Service Design (Felix) www.servicedesigntools.org in The Journal of Learning Spaces: http://bit.ly/LearningSpace_SD •  “Everything is a Service” post (Gray): http://bit.ly/DG_everythingisservice ©brightspot strategy 2013 46