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It's About the Journey
1. 1
PREPARED BY
ITâS ABOUT THE JOURNEY
@MARSINTHESTARS
September 10, 2016
Big Design Conference
Marli Mesibov, Director of Content Strategy
Mad*Pow
2. 2
âą Managing Director of
Content Strategy at
Mad*Pow
âą Managing Editor of UX Booth
âą Theater Major, Brandeis â
thatâs a long way from
speaking about design
Big Design | @marsinthestars
Who am I? Why am I here?
3. 3
Big Design | @marsinthestars
I took a journey to get here
_______
My journey
4. 4
Big Design | @marsinthestars
I took a journey to get here
Apply Acceptance Travel Arrive Speak
I researched
Big Design
conference,
and decided it
was a good fit
for my talk. I
applied using
the online
form.
I received an
email
accepting my
talk,
responded,
and began
looking up
flights to book.
I checked in
the day
before, then
took an Uber
to the airport,
flew to Texas,
and took a cab
to the hotel.
I checked into
the hotel,
went to my
room and
unpacked.
I checked into
the
conference,
and prepared
to speak with
you.
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Big Design | @marsinthestars
Letâs make this a mobile-first experience
Apply Acceptance Travel Arrive Speak
Create
responsive
submission
form,
accessible via
mobile phone.
Design email
to load easily,
with few
(small) images.
Allow check-in
via phone, and
hotel updates
in my email
designed for
mobile access.
Include a QR
code for
mobile hotel
check-in, and a
key via QR
code for my
hotel room.
Show
conference
badge on
phone screen.
Phone Phone Phone Phone Phone
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Big Design | @marsinthestars
Letâs make this a journey-first experience
Apply Acceptance Travel Arrive Speak
I researched
Big Design
conference,
and decided it
was a good fit
for my talk. I
applied using
the online
form.
I received an
email
accepting my
talk,
responded,
and began
looking up
flights to book.
I checked in
the day
before, then
took an Uber
to the airport,
flew to Texas,
and took a cab
to the hotel.
I checked into
the hotel,
went to my
room and
unpacked.
I checked into
the
conference,
and prepared
to speak with
you.
Computer Tablet Phone Phone In-person
8. 8
Big Design | @marsinthestars
Desktop thinking
Desktop Mobile
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Big Design | @marsinthestars
Mobile-first thinking
âMobile devices require software development
teams to focus on only the most important data and
actions in an application. There simply isnât room in a
320 by 480 pixel screen for extraneous, unnecessary
elements. You have to prioritize.â
âLuke Wroblewski, Mobile First (2009)
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Big Design | @marsinthestars
Mobile-first thinking
Mobile Desktop
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Big Design | @marsinthestars
Journey-first thinking
âIf Iâm browsing and adding to a cart on my
smartphone, I expect that same history and half-
filled shopping basket to be carried across to the
desktop site, and vice versa. Itâs the only way to
guarantee customer satisfaction, aid conversion, and
encourage return visits.â
- Christopher Ratcliff, More than 40% of Online
Adults are Multi-device Users (2014)
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Big Design | @marsinthestars
Journey-first thinking
The divide between online and IRL has dissolved. Our
experiences run across phone, laptop, tabletâŠ
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Big Design | @marsinthestars
The journey is the steps taken
18. 18
Big Design | @marsinthestars
The journey is the path of touch points
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Big Design | @marsinthestars
The journey is the user flow
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Big Design | @marsinthestars
The path
The journey is the path a person takes from the start
of the experience, through to the end of the
experience.
Along the way, they encounter touch points. Thatâs
what we can design.
23. 23
Big Design | @marsinthestars
5 steps of journey-first design
Action Goal Deliverable
Interview end-users Learn from the source Raw notes
Create personas Compile the details of
many people into a
representation
1-3 Personas
Map the user flow(s) Understand potential
scenarios and identify
touch points
Journey map
Connect the touch points
to channels
Learn how users
communicate at each
touch point
Ecosystem web
Design and content Build something A prototype
30. 30
Big Design | @marsinthestars
Convince your boss
âą Mapping the journey doesnât take significant extra time or
budget â it can be done in as little as 2 hours, and it
doesnât require screens to be designed for every option
âą It can be done with a team of one, or a huge group
âą Thinking about the multitude of possible devices helps
prepare for the future
âą Identifying touch points helps us create engaging content
31. 31
Big Design | @marsinthestars
Take into consideration
âą Have I designed for the most critical device?
âą What other devices might come into play here?
âą What is the context for this interaction? Where will my user
physically be?
âą Is my content dynamic or static?
âą What is the conversation between person and device?
32. 32
Big Design | @marsinthestars
How to get started
âą Donât wait for permission. Grab your sticky notes!
âą Talk it out: talk through the story of what the persona is
doing, where they are, and why.
âą Imagine the use-case scenario for every screen you design.
âą Read up on the Internet of Things.
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Big Design | @marsinthestars
Resources
âą Designing Multi-Device Experiences, by Michal Levin (book)
âą Adapting Ourselves to Adaptive Content, by Karen McGrane
(presentation)
âą Mobile First, by Luke Wrobelwski (book)
âą Designing Digital Strategies, by Sofia Hussain (article)
Who has heard of user flows or user journeys?
Who knows what they are? Who knows how to create them?
Starts when the audience member first hears about your org
Or when they first get to your site
Or when they first see your social media item
My journey from theater to film to software to UX â thatâs how I used to see user journeys. Big and overwhelming. But we can start more recently, my journey from Boston to Texas.
Letâs take a look at the steps I took to get from seeing that Big Design was accepting speakers, to speaking on this stage today.
âLens through which to viewâ as Dad says
How many of you are familiar with mobile-first? Since I was in different places each time I took one of these steps, we might assume I need a mobile-first approach.
But Iâm going to challenge you not to go mobile first. Letâs look at the context of each step, and identify the most likely piece of technology.
Recent sales meeting for a prospective healthcare client
Covered the fundamental approach of user-centered design
Agreed on leading with research and strategy
Head of their team suddenly asked âOh, you guys design mobile-first, right?â
Hereâs my challenge to you, today: we canât assume that the best design is going to be mobile-first.
We started mobile-first because moving from mobile to desktop is less likely to break things than moving from desktop to mobile.
Prioritizing what userâs need â and if you know anything about UX design, you know that we love talking about user needs.
Usability test when we saw ALL THE THINGS (and you click on none of them)
Look at the content breakdown: highest priority? User needs to see the headline, and an intro.
34% of people use the internet predominantly from their mobile phones â this is table stakes!!!!
Kano model: Table stakes, Incremental, Delighter
Responsive design! - which is still good, but itâs no longer a delighter. Itâs a table stakes.
This goes beyond responsive design.
Responsive experience? Connected experience.
Good design doesnât force users to pick up the device that we designers want them to pick up
TV in bedroom
Phone in bathroom
Tablet in kitchenâŠ
Internet of Things
Network of connected physical objects.
Sensors on our bodies
Adam checking his watch for emails
In the very near future, sensors might be embedded in your toilet bowl. They are connected to an IP enabled WiFi device (much like a Nest thermostat) on the back of the toilet. You might use batteries or it could be hardwired into the house wiring for power. It can connect to an app on your tablet, SmartPhone or laptop/desktop as part of your Personal Health Management System (PHMS) which may be set to relay certain data to your doctors office.
Pregnancy test
Bacterial infections
Hangovers (recommendations for cures)
Do not make journey maps just to make them! (Shahrzad) âDonât Make a Journey Map"
Where is someone going? What is the ecosystem or journey? WHAT are the things theyâre doing?
Turn to the person next to you and tell them all the times youâve checked a device today.
How do you get from A to B? You donât blink and appear. (I Dream of Genie)
What are the touch points â how do we communicate with them/how does ANYONE communicate with them? There may be options here â thatâs cool too.
Client in Texas, âhow granular do we get?â
Shahrzad said the workshop process is more important than the end product. So get as granular as you like, talk it out.
Whoâs responsible for each step? Now we start getting down into what we can/should do for each step.
In short:
Journey-first design
The process we follow at MadPow
Letâs put this into practice.
Talk to people. Ask them what they see their journey as being.
Ask about details
Push for the scenario: WHERE do things happen, and what else are they doing at that time? Are they prompted, or do they initiate?
Who here conducts user interviews? If you donât, thatâs ok â you can STILL weigh in on what gets asked.
Demographics, but more importantly, the goal, needs, and variables.
Step by step, what screen do they use when?
Focus, grounded scope (Shahrzad)
As I mentioned, there could be multiple options. This can be done as a workshop (journey mapping), like we do at MadPow with users or stakeholders.
We often find there are steps we canât control. STILL need to note them.
You can still start mobile-first
Also highlight what screens need non-mobile designs
Design for those first, if you know them, and think about the transition between screens
Hereâs how to get started
If you do nothing else, ask these 4 questions after designing a flow.