Everything Speaks - Designing Touchpoints for Everyday Experiences Jamie Good - Tuesday, June 16’2020 at CPSI Virtual
Why: ‘Everything Speaks’?
WHAT? SPRINT 2 SPRINT 4 HOW? TOUCHPOINT DESIGN TOUCHPOINT TOUCHPOINT TOUCHPOINT TOUCHPOINT TOUCHPOINT TOUCHPOINT SPRINT 1 SPRINT 3 Q&A + JOURNEY FRICTION NEXT
WHAT? HOW? Interaction & Discussion: Explore & Discover: - 4 x Sprints: - Polls - Content + Poll - Questions - Breakout Room + Presentation - Breakout Rooms - Reset/Return - Presentations - Q&A
Start with Empathy
Why this Experience?
‘POV’ statement = take the identified needs & potential insights and create an actionable problem statement “[User]... ...needs to... ...because….” [user’s need] [surprising insight] Who will What does your Why do they need to do this? participate in participant need to do? your designed experience? 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)
BEFORE DURING AFTER How do you build How do you encourage How do you prompt & anticipation ? & sustain participation ? encourage reflection ?
BEFORE DURING AFTER How did CPSI organizers How are CPSI How might CPSI build anticipation ? organizers encouraging organizers prompt & & sustaining encourage reflection ? participation ?
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 outcome
BEFORE DURING AFTER ● Spotting social media post ● Attending webinar session ● Filling out a survey ● Registering for conference ● Interacting with other ● Receiving thank you email ● Receiving confirmation attendees ● Receiving request to email ● Interacting with presenters become a member ● Downloading Zoom ● Asking questions of CPSI ● Telling friends about the ● Telling colleagues team experience ● Zoom not working properly ● Forgetting what you learned
TOUCHPOINTS + EMOTIONS POSITIVE NEGATIVE - Fun networking - Audio not working during a session Q: Which touchpoints have triggered positive Q: Which touchpoints have triggered negative emotions? 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 opposite 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?
THE CREATIVE PROBLEM-SOLVING (CPS) PROCESS CLARIFY IDEATE DEVELOP IMPLEMENT Identify challenge Generate ideas Develop solution Formulate plan
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 Backstage = the people and things that participants will interact with during a touchpoint participants won’t interact with but are needed to make the touchpoint happen - CPSI website - CPSI presenters - Sched platform developers - Zoom platform - Volunteers - Registration - Internet service providers - Presenters’ home or office
CPSI IMPROV SHOW A casual, fun and creative evening of 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)
Recommend
More recommend
