Everything Speaks - Designing Touchpoints for Everyday Experiences - - PowerPoint PPT Presentation

Everything Speaks -

Designing Touchpoints for Everyday Experiences

Jamie Good - Tuesday, June 16’2020 at CPSI Virtual

Why: ‘Everything Speaks’?

TOUCHPOINT

SPRINT 1 JOURNEY

TOUCHPOINT

WHAT? HOW?

TOUCHPOINT

SPRINT 2 TOUCHPOINT

TOUCHPOINT

SPRINT 4 DESIGN

TOUCHPOINT

Q&A + NEXT

TOUCHPOINT

SPRINT 3 FRICTION

WHAT? HOW?

Interaction & Discussion:

• Polls
• Questions
• Breakout Rooms
• Presentations

Explore & Discover:

• 4 x Sprints:
• Content + Poll
• Breakout Room + Presentation
• Reset/Return
• Q&A

Start with Empathy

Why this Experience?

‘POV’ statement = take the identified needs & potential

insights and create an actionable problem statement

...needs to... [user’s need]

What does your participant need to do?

“[User]...

Who will participate in your designed experience?

...because….” [surprising insight]

Why do they need to do this?

d.school

What’s the ‘POV’ for CPSI?

Write what you feel is a good POV for CPSI in the chat! Format = “[User] needs to [user’s need] because [surprising insight].”

Example POV for a Lady Gaga concert: “My fans need to feel special, entertained and loved by me at tonight’s concert because they are coming to be part of the Little Monsters’ community and feel like they belong.”

Poll #1

Q: If you are designing a virtual conference, which of the following must be considered part of the journey, and therefore ‘designed for optimal experience’?:

• Promotion + registration
• Registration + attending the virtual conference
• Attending the virtual conference
• Attending the virtual conference sessions + providing feedback
• Promotion + registration + attending + providing feedback + receiving follow-up emails

JOURNEY = the ‘whole experience’ a participant will have with the experience you have designed for them including before, during and after

• a participant’s interaction and relationship

with the designed experience ‘hopefully’ from beginning to end (and often beyond)

AFTER

How do you prompt & encourage reflection?

DURING

How do you encourage & sustain participation?

BEFORE

How do you build anticipation?

AFTER

How might CPSI

• rganizers prompt &

encourage reflection?

DURING

How are CPSI

• rganizers encouraging

& sustaining participation?

BEFORE

How did CPSI organizers build anticipation?

Sprint 1 - JOURNEY

• In your Breakout Room, discuss the ‘whole experience’ journey a participant takes in

your scenario in terms of before, during, after:

• What interactions build anticipation? Encourage and sustain participation?

Provide reflection?

• What might you add to the journey to build anticipation, encourage and sustain

participation and provide reflection?

• What might happen if one of the 3 steps of the journey is not intentionally designed?
• Choose one person to present your findings in 90 seconds.

Sprint 1 - JOURNEY

• One person to present your findings in 90 seconds:
• What parts of your journey might build anticipation,

encourage participation and provide reflection?

• What might your group like to add to the current

journey to improve the ‘whole experience’?

• What might happen if we don’t intentionally design

the experience?

Poll #2

Q: If a ‘touchpoint’ is any way a participant interacts with an experience - whether it be person-to-person, through a website, an app or any form of communication - which of the following touchpoints have been part of your CPSI experience so far?:

• Registering for the CPSI Virtual Conference
• Receiving a confirmation email
• Downloading Zoom
• Reading my session description
• Finding a spot to participate uninterrupted
• All of the Above

TOUCHPOINT = any way a participant interacts with an experience -, whether it be person-to-person, through a website, an app or any form of communication (Wikipedia) = represents a specific time and place during an experience in which a participant interacts with designed experience elements (Rossman & Duerden)

TOUCHPOINT

Consider:

• A touchpoint is a ‘microexperience’ within your designed

‘macroexperience’

• Your design is how you’ll sequence the touchpoints so

they lead participants on a journey to the desired

• utcome

AFTER

• Filling out a survey
• Receiving thank you email
• Receiving request to

become a member

• Telling friends about the

experience

• Forgetting what you

learned

DURING

• Attending webinar session
• Interacting with other

attendees

• Interacting with presenters
• Asking questions of CPSI

team

• Zoom not working properly

BEFORE

• Spotting social media post
• Registering for conference
• Receiving confirmation

email

• Downloading Zoom
• Telling colleagues

TOUCHPOINTS + EMOTIONS

POSITIVE

• Fun networking

Q: Which touchpoints have triggered positive emotions? NEGATIVE

• Audio not working during a session

Q: Which touchpoints have triggered negative emotions?

Sprint 2 - TOUCHPOINTS

• In your Breakout Room, discuss and list all the touchpoints

(interactions) involved in your assigned experience - before, during, after.

• Categorize the touchpoints according to positive or negative

emotional states.

• Choose one person to present your findings in 90 seconds.

Sprint 2 - TOUCHPOINTS

• One person to present your findings in 90 seconds:
• 1 negative touchpoint for each of the 3 segments of

your journey (before, during, after)

• 1 positive touchpoint for each of the 3 segments of your

journey

• What surprised you?

How might we ensure that the sequence of touchpoints in our designed experience will lead to our desired outcome?

Poll #3

Q: In Experience Design terms, if friction can be defined as interactions that inhibit participants from intuitively and painlessly achieving their goals within an experience, which of the following fit that definition when visiting a national park?:

• “We couldn’t find a parking spot!”
• “It was cloudy during our visit so my photos aren’t great.”
• “I didn’t find a trash can for my garbage I brought back from my hike.”
• “People on the trail were noisy and hogged the path!”
• “It took me more than 5 minutes to find opening hours on the website.”
• All of the above

FRICTION = interactions that inhibit participants from intuitively and painlessly achieving their goals within an experience (Victoria Young) = anything that prevents users from accomplishing their goals or getting things done. It’s the opposite of intuitive and effortless, the

• pposite of “Don’t make me think.” (Zoltan Kollin)

TAKING PUBLIC TRANSIT

Q: What might be examples of friction you experience when taking public transit?

‘GOOD’ FRICTION?

• Forcing a participant to slow down to prevent mistakes
• ‘Are you sure you want to delete this file?’
• Multi-step authentication
• 140 character limit on Twitter

Sprint 3 - FRICTION

• In your Breakout Room, discuss existing friction - interactions that

inhibit participants from intuitively and painlessly achieving their goals - in the before, during and after segments of your assigned experience:

• Which of the examples of friction you’ve listed would make you

‘exit’ the experience early and/or disengage?

• How might you insert ‘good’ friction into the experience, and for

what benefit?

• Choose one person to present your findings in 90 seconds.

Sprint 3 - FRICTION

• One person to present your findings in 90 seconds:
• What examples of friction exist in your group’s

‘macroexperience’?

• Which of these examples of friction would cause

disengagement?

• How might you insert ‘good’ friction into your experience?

CLARIFY

Identify challenge

IDEATE

Generate ideas

DEVELOP

Develop solution

IMPLEMENT

Formulate plan

THE CREATIVE PROBLEM-SOLVING (CPS) PROCESS

During which stage(s) of the CPS process - ideate, clarify, develop, implement - might we seek to identify and remove friction?

Poll #4

Q: When designing experiences, where do you feel most of the effort is usually focused?:

• the ‘before’ part of the journey
• the ‘during’ part of the journey
• the ‘after’ part of the journey

Consider: Frontstage & Backstage Contributors

Frontstage = the people and things that participants will interact with during a touchpoint

• CPSI website
• CPSI presenters
• Zoom platform
• Registration

Backstage = the people and things that participants won’t interact with but are needed to make the touchpoint happen

• Sched platform developers
• Volunteers
• Internet service providers
• Presenters’ home or office

CPSI IMPROV SHOW

A casual, fun and creative evening

• f performance and laughter for

CPSI attendees. “We believe laughter forges connections -- join us and get your giggle on!”

Sprint 4 - DESIGN

• In Breakout Rooms, design a CPSI Improv Show experience.
• Include before, during, after touchpoints in the journey.
• List frontstage and backstage contributors you might need.
• When you spot ‘bad’ friction and negative touchpoints, keep

track of them and how you solved for them.

• Consider: clarify (identify challenge), ideate (generate ideas),

develop (develop solution), implement (formulate plan)

Sprint 4 - DESIGN

• What’s happening before?
• What’s happening during?
• What’s happening after?
• Who’s needed frontstage? And backstage?
• What friction and negative touchpoints did you remove?

How might we apply what we’ve learned today?

Questions and Thanks!

hello@thejamiegood.com