Great webinar this morning on What's Next in User Experience Design...

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Richard Fouts, Research VP
Julie Hopkins, Research Director
@gartner_inc
What’s Next in User
Experience Design?

4. 3
I was not rude to the customer.
I said “drop dead … please..”

5. Agenda
1. What is user experience
design (UXD)?
2. What are premium UXD
services?
3. What do next generation
digital experiences look like?
4. Who sells UX design
services?
Q&A

6. What is user experience design (UXD)?
Ethnography & Observation
UX design is the discipline of
observing customers at
excruciating detail - as actual
users of products and
services.
For example, P&G is famous
for following people around
their homes.

7. What do UX designers do?
Envision, Design, Implement
UX designers develop and use
customer personas to
emotionally connect with
customers.
They also examine customer
journeys and brand
relationships using both
quantitative and qualitative
inputs.

8. What are premium UXD services?
Fundamental to Compete
Premium UX design
services are offered from
providers that position
experience design as a
leading competitive
weapon.
Gartner defines services
from this class of provider
as premium, where digital
experience is a baseline
requirement to compete.

9. Today, UX services are more broadly based
Lessons Learned Trickle Down
Traditionally sold to mean
users in high-stakes
businesses: stock brokers,
bond traders, physicians, air
traffic controllers.
But today, lessons learned
from these high pressure
environments are flowing to
the ordinary consumer.

10. For example …
Impact of Current Generation
Online retailers, banks,
travel and hospitality sites
are big purchasers of
premium UX design
services, raising the bar for
all.
Soon, every user will be a
mean user as digital natives
who grew up digital bring
their expectations to the
office.

11. User experience is a boardroom topic
User Experience = Executive Priority
The public exposure of
experience failures (and wins)
makes UX a powerful
differentiator.
UXD services are higher
profile, investments are larger,
and executive attention toward
UX is finding its way to
boardroom agendas.

12. Looking forward
The Internet of Things
Next-generation UX design
will be characterized not by
desktops and mice …
… rather touchscreens,
gestures and inferences that
merge virtual and physical
experiences.

13. Looking forward
“Is my Buick a wearable?”
For example, today’s
Internet-enabled
automobile, equipped
with navigation, sensors
and two way commun-
ication with dealers…
…has people asking
questions such as …

14. Looking forward
Buyers Need ROI Evidence
And - business case
scenarios in this space
still emanate from
executives who already
"get it," and have budget
to fund it.
That is changing as more
ROI-driven marketing
buyers come on board.

15. Providers, services, and projects
14

16. What do these providers sell?
> Demand: strategic services
• Marketing Strategy
• Experience Strategy
• Experience Design
• Product and service design
• Customer insight
• Market research
• Ethnography
• Observational research
• Quantitative research and analysis

17. Let’s look at sample engagements…
• Audi (Razorfish)
• Telstra (Deloitte Digital)
• Australian Open (IBM Interactive)
• Intel (MRM Group)
• Dunkin Donuts (SapientNitro)
• SENGLED (Effective UI)
• U.S. Bank (TandemSeven)
• MIT Media Lab (Continuum)
• Delta Air Lines (AKQA)

18. 17
Razorfish is helping Audi redefine the future of car
buying by digitizing the showroom experience
Razorfish is the lead digital
agency for Audi and is
responsible for the concept and
design of a truly immersive,
highly interactive, and
emotionally engaging retail
environment where customers
control the showroom
experience.
The success of the Piccadilly
Circus showroom in downtown
London in 2012 led to the
opening of Audi City Beijing,
demonstrating how strategic
and creative excellence
culminate in a transformative
experience.

19. .
18
Deloitte Digital delivered a tablet optimized website for
Telstra, constructed with Drupal™

20. IBM Interactive Experience serves up an Ace Fan
Experience at The Championships, Wimbledon 2014.
19

21. .
20
MRM found ways to challenge IT professionals with
innovative gamification techniques

22. 21
Dunkin Donuts called on SapientNitro for its new
digital menu boards

23. 22
EffectiveUI is working with SENGLED to reinvent
the smart light bulb

24. 23
TandemSeven delivered a high-impact B2B portal for
U.S. Bank using UX360 dynamic digital personas

25. 24
Millions of children have no access to computers;
Continuum is addressing the challenge with MIT.
How do you create a inexpensive laptop robust enough for the extreme
environments where these children live?
Inspired by the challenge and a deep understanding of the end user, the
team created an award-winning prototype that was fun to use, consumes
very little power, and can take some abuse without breaking.

26. 25
The Fly Delta platform by AKQA takes stress out of travel
The travel experience is as much about what happens before you get on
the plane, as the journey itself.
Making Fly Delta work across all touchpoints and channels, and for all
levels of traveller, correlated to a jump in digital revenue and a lift in
rankings.

27. Recommendations
 Assess your internal capabilities for delivering the type
of digital experience that will leapfrog your competitors.
 Don't be seduced by the creative side alone if you
decide to pursue a partnership with a UX design firm.
 Understand that this space is highly fragmented and
packed with boutique firms that are new to the industry.
 Look for providers in this space with stories that began
a decade ago versus a year ago.

28. Recommended Reading
 Agenda Overview for Customer Experience, 2014
 What’s Next in UX Design?
 Market Guide: Providers of Premium UX Design
Services (pending)
 Advance Your Promotional Strategy to Compete on the
User Experience
 Top 10 Mistakes in Web and User Experience Design
Projects

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