This presentation is in swedish. In this presentation i look back to when we founded Antrop and the challenges we faced then. From there I look forward and talk about where I believe we in the UX-community should be heading in order to have a real impact on the design of products and services.

1. Framtidens UX-research i designprocessen
Presentation på WUD 2011
Erik Markensten
1 Rapport 10/30/11

4. Förstudie
Design
Effektmål
Konceptutveckling
Krav
Behovsanalys
Utvärdering

5. Projekt X
Behov / Idé
Förstudie
Design
Effektmål
Konceptutveckling
Krav
Behovsanalys
Utvärdering
Utveckling

6. Strategi
Projekt X Projekt Y Projekt Z
Behov / Idé Behov / Idé Behov / Idé
Förstudie Förstudie Förstudie
Design Design Design
Effektmål Effektmål Effektmål
Konceptutveckling Konceptutveckling Konceptutveckling
Krav Krav Krav
Behovsanalys Behovsanalys Behovsanalys
Utvärdering Utvärdering Utvärdering
Utveckling Utveckling Utveckling
Aktiv förvaltning

7. Strategi
?
Projekt X Projekt Y Projekt Z
Behov / Idé Behov / Idé Behov / Idé
Förstudie Förstudie Förstudie
Design Design Design
Effektmål Effektmål Effektmål
Konceptutveckling Konceptutveckling Konceptutveckling
Krav Krav Krav
Behovsanalys Behovsanalys Behovsanalys
Utvärdering Utvärdering Utvärdering
Utveckling Utveckling Utveckling
Aktiv förvaltning

8. Insikter är ett fundament
T E K N I K
D ES I G N
K O N P T
C E
I N T E R
S I K

9. Från insikt till lösning: boka tågbiljett på
webben
Han går till
datorn och
Logga in loggar in på siten
Han väljer senaste resan
Senaste och trycker på ”Köp igen”
Robert vill besöka
sin svärmor och Köp igen
På väg till stationen
bestämmer sig för kollar han att biljetten
att köpa en biljett finns i hans app
9

10. Vi jobbar oftast med en del av en process och
med en viss kanal
Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post tra
Web
Linda
na: Mobile
onal traveller
Customer
service
Sam
al trav
eller Kiosk
Station
Robert
na:
uter
Train
10

11. Verkligheten är mer komplex än så…
Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel
Web
Linda
Persona:
aveller
Mobile
Occasional tr
Customer
service
Sam
Person
a:
Profes
sional
travell Kiosk
er
Station
Robert
Persona:
Commuter Train
11

12. Persona:
Occasional traveller
Experience Map – Railroad Travel
Travel time Comfort
Linda Timetable
Change of trains
Price
Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel
Find cheap tickets Seat next to
Find train track
me is empty
at train station in mobile app Seat number
Campaign price booked seat
Stations in mobile ticket
Comfortable
Lots of space Easy access to
Conductor checks if I in entrance / exit form for compensation
Close to the city Special offfer
if delayed
Easy to access
Fast
Easy to compare options
Sleep / Read Conductor confirm
/ Relax No queues ticket is ok
Conductor announces
Collect bonus my track for change
points aspects
Helpful staff around of trains
Find a place to sit
Friendly conductor
there to meet me
Time-consuming to Fear of missing
depature time. my stop
I hope the ticket Realise there is no
Hard to book seat next to
dining carriage Will I be able
friend unless booking at carrige nr 3?
the same time Bumping in to to pick up my
people on train bag in time?
Timetable does Forgot my
not suite me Bad connection for number to fill in form
buy ticket login details
phone calls for compensation
Toilets
Other passangers my phone number,
disturbing e-mail etc. Will the train - Untidy, no soap
depart in time? - No car number inside
train, hard to find my seat
No influence on Realize too late
Too long Changed track
I forgot to log in
distance
Repeated delays
Potential chaos Fear of being late
(popular trips / in confirmation step
time period)
Complicated to look
up delays online
my track
Hard to hear
messages from
speakers
train and the conductor
Need to make changes in
train is cancelled
Bonus members
http://blogg.antrop.se/?p=3605

13. Persona:
Occasional traveller
Experience Map – Railroad Travel
Travel time Comfort
Linda Timetable
Change of trains
Price
Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel
Find cheap tickets Seat next to
Find train track
me is empty
at train station in mobile app Seat number
Campaign price booked seat
Stations in mobile ticket
Comfortable
Lots of space Easy access to
Conductor checks if I in entrance / exit form for compensation
Close to the city Special offfer
if delayed
Easy to access
Fast
Easy to compare options
Sleep / Read Conductor confirm
/ Relax No queues ticket is ok
Conductor announces
Collect bonus my track for change
points aspects
Helpful staff around of trains
Find a place to sit
Friendly conductor
there to meet me
Time-consuming to Fear of missing
depature time. my stop
I hope the ticket Realise there is no
Hard to book seat next to
dining carriage Will I be able
friend unless booking at carrige nr 3?
the same time Bumping in to to pick up my
people on train bag in time?
Timetable does Forgot my
not suite me Bad connection for number to fill in form
buy ticket login details
phone calls for compensation
Toilets
Other passangers my phone number,
disturbing e-mail etc. Will the train - Untidy, no soap
depart in time? - No car number inside
train, hard to find my seat
No influence on Realize too late
Too long Changed track
I forgot to log in
distance
Repeated delays
Potential chaos Fear of being late
(popular trips / in confirmation step
time period)
Complicated to look
up delays online
my track
Hard to hear
messages from
speakers
train and the conductor
Need to make changes in
train is cancelled
Bonus members
http://blogg.antrop.se/?p=3605

14. Persona:
Occasional traveller
Experience Map – Railroad Travel
Travel time Comfort
Linda Timetable
Change of trains
Price
Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel
Find cheap tickets Seat next to
Find train track
me is empty
at train station in mobile app Seat number
Campaign price booked seat
Stations in mobile ticket
Comfortable
Lots of space Easy access to
Conductor checks if I in entrance / exit form for compensation
Close to the city Special offfer
if delayed
Easy to access
Fast
Easy to compare options
Sleep / Read Conductor confirm
/ Relax No queues ticket is ok
Conductor announces
Collect bonus my track for change
points aspects
Helpful staff around of trains
Find a place to sit
Friendly conductor
there to meet me
Time-consuming to Fear of missing
depature time. my stop
I hope the ticket Realise there is no
Hard to book seat next to
dining carriage Will I be able
friend unless booking at carrige nr 3?
the same time Bumping in to to pick up my
people on train bag in time?
Timetable does Forgot my
not suite me Bad connection for number to fill in form
buy ticket login details
phone calls for compensation
Toilets
Other passangers my phone number,
disturbing e-mail etc. Will the train - Untidy, no soap
depart in time? - No car number inside
train, hard to find my seat
No influence on Realize too late
Too long Changed track
I forgot to log in
distance
Repeated delays
Potential chaos Fear of being late
(popular trips / in confirmation step
time period)
Complicated to look
up delays online
my track
Hard to hear
messages from
speakers
train and the conductor
Need to make changes in
train is cancelled
Bonus members
http://blogg.antrop.se/?p=3605

15. Persona:
Occasional traveller
Experience Map – Railroad Travel
Travel time Comfort
Linda Timetable
Change of trains
Price
Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel
Find cheap tickets Seat next to
Find train track
me is empty
at train station in mobile app Seat number
Campaign price booked seat
Stations in mobile ticket
Comfortable
Lots of space Easy access to
Conductor checks if I in entrance / exit form for compensation
Close to the city Special offfer
if delayed
Easy to access
Fast
Easy to compare options
Sleep / Read Conductor confirm
/ Relax No queues ticket is ok
Conductor announces
Collect bonus my track for change
points aspects
Helpful staff around of trains
Find a place to sit
Friendly conductor
there to meet me
Time-consuming to Fear of missing
depature time. my stop
I hope the ticket Realise there is no
Hard to book seat next to
dining carriage Will I be able
friend unless booking at carrige nr 3?
the same time Bumping in to to pick up my
people on train bag in time?
Timetable does Forgot my
not suite me Bad connection for number to fill in form
buy ticket login details
phone calls for compensation
Toilets
Other passangers my phone number,
disturbing e-mail etc. Will the train - Untidy, no soap
depart in time? - No car number inside
train, hard to find my seat
No influence on Realize too late
Too long Changed track
I forgot to log in
distance
Repeated delays
Potential chaos Fear of being late
(popular trips / in confirmation step
time period)
Complicated to look
up delays online
my track
Hard to hear
messages from
speakers
train and the conductor
Need to make changes in
train is cancelled
Bonus members
http://blogg.antrop.se/?p=3605

16. Frågan är var vi ska lägga våra resurser?
Robert Sa
m Impulse to travel by train Research Buy ticket At the station Boarding On train Arrival Post travel
a
Lind
Personas:
Occasional traveller
Professional traveller Web
Commuter
Mobile
Customer
service
Kiosk
Station
Train

17. Från systemdesign till upplevelsestrategi
= Upplevelse-
strategi ?
Affär Etnografi
Framtid Affär Framtid

18. Från systemdesign till upplevelsestrategi
+ += Upplevelse-
strategi ?
tnografi Etnografi Affär
Etnografi Affär Framtid Framtid
Affär Framtid

19. Från systemdesign till upplevelsestrategi
+ + = Upplevelse-
strategi
Etnografi Affär Framtid

20. Tack!
Erik Markensten, Antrop
Photo used with permissions from j.o.r.o: http://www.flickr.com/photos/j-o-r-o/4515282033/
Rapport 10/30/11