In a multi-device world where people start a task in one device and finish it on another, creating an effective and seemingless experience across devices is key not just for the user, but for business results. This talk covers the 4 dimensions that you need to get right in order to design a successful multi-screen experience, and shows you how to apply them using a real world example.

1. UX in 2018
Designing experiences for
a multi-touchpoint, multi-device future
S o l M e s z

2. About me
• 15+ years as a Product Manager
• Started working with Internet
Products when we were still using
dialup
• Manage Product Strategy for our
clients @Kambrica

3. ‘80s, ‘90s 2007, 2010 2011 2012 2014 20152013
PCs iPhone, iPad IoT, Wearables
Device landscape

4. By 2018…
50% of consumers in mature
markets will be using
smartphones or wearables for
mobile payments.
75% of TV-style content will
be watched through
application-based services
(Netflix, Hulu vs. cable TV).
Source: Gartner

5. By 2020…
2.7% of things in the
world will be connected.
That’s about 7 connected
devices per person. In the
world.
(50B devices, 7B world population)
Source: Cisco

6. More devices, more design decisions

7. THINK ECOSYSTEMTHINK OUTSIDE THE SCREEN
Focus on tasks and problems, not screens Shift from device-thinking to ecosystem-thinking
We need to change our design thinking

8. Cross-device product
experience framework

9. Context
User
Product
XDeviceExperience
Cross-device product
experience framework

10. Context
User
Product
XDeviceExperience
Cross-device product
experience framework

11. Solution
In defining the product, we define the design space
Problem Solution

12. Solution
In defining the product, we define the design space
Problem Solution

13. Solution
In defining the product, we define the design space
K I O S K
J O U R N E Y
P L A N N E R
A P P
B U S
S TO P S
MONITORS
Problem Solution

14. ASSISTIVE
A U TO
P I L O T
Solution
In defining the product, we define the design space
BLUETOOTH
K E Y L E S S
R E M O T E
E N T RY
G P S
T R U N K
S E N S O R
K I O S K
J O U R N E Y
P L A N N E R
A P P
B U S
S TO P S
MONITORS
Problem Solution

15. What are your product’s
attributes?
What’s your design space?
P R O D U C T L AY E R

16. Context
Product
XDeviceExperience
User

17. 90% accomplish
a single task
across multiple
screens
Smartphones
are the most
common starting
place for online
activity
The average
user has 2.9
devices
Source: The New Multi-
screen World , CNME
We are multi-devicers…

18. … and we use them impulsively

19. … and we use them impulsively
I-want-to-buy: looking for
help or assistance in the
decision making process:
checking availability,
comparing prices, features

20. … and we use them impulsively
I-want-to-do: we look
for instructions on how
to do something. "How
do I make…”, "How do I
fix..."
I-want-to-buy: looking for
help or assistance in the
decision making process:
checking availability,
comparing prices, features

21. … and we use them impulsively
I-want-to-go: local
searches "what's the
nearest..." "how do I get
from here to there”
I-want-to-do: we look
for instructions on how
to do something. "How
do I make…”, "How do I
fix..."
I-want-to-buy: looking for
help or assistance in the
decision making process:
checking availability,
comparing prices, features

22. … and we use them impulsively
I-want-to-go: local
searches "what's the
nearest..." "how do I get
from here to there”
I-want-to-know:
exploring, researching,
looking for inspiration.
“Birthday cake ideas”
I-want-to-do: we look
for instructions on how
to do something. "How
do I make…”, "How do I
fix..."
I-want-to-buy: looking for
help or assistance in the
decision making process:
checking availability,
comparing prices, features

23. … and we use them impulsively
I-want-to-go: local
searches "what's the
nearest..." "how do I get
from here to there”
I-want-to-know:
exploring, researching,
looking for inspiration.
“Birthday cake ideas”
I-want-to-kill time:
entertainment or
distraction: watching
videos, a movie, to
read, browse the news
I-want-to-do: we look
for instructions on how
to do something. "How
do I make…”, "How do I
fix..."
I-want-to-buy: looking for
help or assistance in the
decision making process:
checking availability,
comparing prices, features

24. … and we use them impulsively
I-want-to-go: local
searches "what's the
nearest..." "how do I get
from here to there”
I-want-to-know:
exploring, researching,
looking for inspiration.
“Birthday cake ideas”
I-want-to-kill time:
entertainment or
distraction: watching
videos, a movie, to
read, browse the news
I-want-to-be in touch:
this is when we want to
share things or check-in
with people we care.
Source: Micromoments guide to winning shift to mobile
I-want-to-do: we look
for instructions on how
to do something. "How
do I make…”, "How do I
fix..."
I-want-to-buy: looking for
help or assistance in the
decision making process:
checking availability,
comparing prices, features

25. Sequential usage
Source:
The New Multi-screen World
Moving from one device to another at different times to accomplish a task

26. Using more than one device at the same time
for a related activity
Using more than one device at the same time
for an unrelated activity
COMPLEMENTARYMULTI-TASKING
Simultaneous usage
Source: The New Multi-screen World

27. The consumer journey is fragmented
into hundreds of micro-moments.
We’ve gone from Sessions to
Spurts.
And the challenge is to make a
seamless passage between
devices, from one one micro-
moment to the other.
U S E R L AY E R

28. Check-in Board In-flightResearch
Office Airport AirplaneHome
DEVICECONTEXT
Purchase
Airport
MOMENT
Moments map

29. User
Product
XDeviceExperience
Context

30. Mobile
• The phone is THE Personal
Computer
• Not a substitute for PCs, a platform
of their own: camera, GPS
• Used for micro tasks: quick look-
ups, kill time, social interactions
• The starting point of most online
activities (search, purchase,
information lookup)
Source: The New Multi-screen World
• Used everywhere
• Short bursts of time
• Communicate and connect
• Need info quickly and immediately

31. PC
• Used for complex tasks (comparing
products), creating content
(creating videos), or when online
security is a concern (payments)
• Are more powerful and provide
physical ways to connect with other
devices
• Easiest to operate because of
keyboard and mouse
Source: The New Multi-screen World
• Office or home use
• Used for long periods of time
• Productive use, task-oriented
• Serious, concentration attitude

32. Tablet
• Used for leisure
• Usually shared with others
• To consume content (movies,
reading, email), read email, babysit
• For doing simple tasks away from
the pc: email
• More comfortable than phone for
certain tasks due to form factor
Source: The New Multi-screen World
• Primarily used at home
• Unbound sense of time
• Entertainment, browsing, nanny
• Relaxed and leisurely approach

33. IoT / Wearables
• Used anywhere, anytime
• For information gathering (activity
tracking, location)
• For transmitting information when
connected to other devices
• Can replace screen devices
• Can simplify or streamline tasks
• Usually require a second device to
function or visualize information
• Interaction based on NUI patterns
(Natural User Interaction)

34. Think outside the screen.
Can you use sensors to simplify
tasks and streamline experience?
C O N T E X T

35. User
Product
XDeviceExperience
Context

36. The 3 Cs Model: a cross device experience
CONSISTENT CONTINUOUS COMPLEMENTARY
Source: Michal Levin,
Designing Multi Device experiences

37. Consistent design
• The same experience with small
variations for each device, is
replicated across devices.
• We are ensuring availability.
Example: Reading a newspaper

38. Continuous
• In continuous design we’re passing
the experience from one device to
the other, allowing the user to pick up
where they left off.
• We’re leveraging convenience and
context.
Examples: Netflix, GoogleDocs

39. Complementary
• We used different devices to
complete one ultimate goal.
• The devices complement each other
to create a bigger experience.
• This is the approach for IoT.
Example: using your iPhone as a remote
control to show a keynote presentation using
your Mac and displaying it on a big screen.

40. Consistent
The 3 Cs Model: a cross device experience
Complexity of design– +
Continuous Complementary

41. 2.
3.
1.

42. 2.
3.
1. The framework

43. Cross-device product
experience framework

44. User
Product
XDeviceExperience
Context
Cross-device product
experience framework

45. 1. The framework
2. Cross device
Design manifesto

46. Tasks over screens
Ecosystem over device
Natural interactions for
streamlined experiences
Moments replace flow
M U LT I - D E V I C E D E S I G N M A N I F E S T O

47. 2. Cross device
Design manifesto
3. Excitement
1. The framework

48. UX in 2018: a world of opportunities

49. There are many unknowns and hardly
any proven best practices.
UX in 2018: a world of opportunities

50. There are many unknowns and hardly
any proven best practices.
More devices, more design
opportunities.
UX in 2018: a world of opportunities

51. There are many unknowns and hardly
any proven best practices.
More devices, more design
opportunities.
Today we have 3 devices per person.
Imagine what we could do with 7!
UX in 2018: a world of opportunities

52. Gracias!
UX in 2018
Designing experiences for
a multi-touchpoint, multi-device future
S o l M e s z
yo@solmesz.com