The art of designing for moments.

Building expriences and designing for Moments,
Building expriences and designing for Moments,

Finding the ‘just right’ experience

We all know the story of Goldilocks and the three bears: the little girl wants to find the perfect porridge. Not too hot, not too cold, but juuust right.

If Goldilocks was a business and the porridge an experience, you end up with the question: how can businesses find the just right experience for their customers?

According to a recent Accenture study, 77% of customers feel a brand earns their loyalty if it takes immediate action when they are unhappy.

Conversely, the same study found that after a bad experience, 38% of customers gave a portion of their wallet to a different business, and another 39% stopped doing business with the brand. …


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Just make it simple they say.

We’ve all been there. Someone says “We need to make this easier” or “We need to make this simpler”. Sounds easy enough but what does making it simpler really mean? How do you know your working towards a simpler experience?

Lets take a look at Hicks Law, which is a system that says the more choices you present your users with, the longer it will take them to reach a decisions. Its really about the relationship between the number of stimuli and a users reaction time to any given task. …


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Applying service design to align, design, orchestrate, and scale your digital transformation.

Digital transformation often falls victim to the technology trap and points us to focus on…Human Transformation.

Transforming your business digitally means permanently modifying your business’ DNA by embracing tech-enabled change. It requires new mindsets and behaviors. Without these “inner” shifts, the “external” implementation of new structures, systems, processes or technology do not produce their intended ROI.

The implications of such an organizational shift reframe any discussion on digital transformation to point us to focus on the humans (employees and customers) at the epicenter of transformational change.

Humans, and their experience as recipients and activators of change

From the C-suite to line employees and far-reaching stakeholders, the experience of people is a critical element of transformation success, and inadvertently, it is often the element most likely to be overlooked or de-prioritized. …


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This is the place where Service Design, Agile, and Lean meet, where research and insight through co-creation meet rapid software development and systems efficiency initiatives. This means working with the people who will deliver the service experience over time — they will also have their behavior changed and will need to play a central role in this approach. This means more than just prototyping a mobile App, the need to prototype the people, the processes involved and the operating/organizational model that will be critical in the delivery of the product and service that is being designed. …


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Making Journey Maps actionable.

Customer Journey Mapping has become the iconic thing to do for Customer Centric Business Transformation efforts (CX). Businesses needed a way to align the organization around the customer and identify the pain points they were experiencing. It’s a great first step in understanding how a customer’s interact with a product or service. The problem is customer journey maps didn’t help with what to do when those pain points were discovered. It left business no knowing what to do after creating customer journey maps. All too often they were left rolled up in the corner collecting dusts after they were completed. …


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A working Service Design Blueprint

Seeing the big picture.

To envision the evolution of the any experience you need to think of your organization as a net of interconnected touchpoints: Clients and employees, technology, products, processes and operations, your business model… all these “relationships” formulate who you are as an organization.

Service Design focuses on the careful orchestration of all touch points across journeys by designing around human needs instead of the organization’s view of the world.

Approaching such change through the silo of a business function leads to a single focus on one area, i.e. customer experience, without a holistic understanding of connections, dependencies and purpose.

Service Design is an approach to visualize and break down complex interactions and dependencies across the organization. Breaking out of traditional “lanes” and silos, to examine how an organization actually “gets work done”. It breaks down and looks at the interactions and touch points, including the frontstage activities that impact the clients directly, and the backstage activities that clients do not see. …


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A Disney Experience Diary Study

I made the trip with the family to Disney World not long ago, this being our third trip we had the journey down, but this time would be a bit different. This time we would be using the popular Disney Magic Bands. With several articles talking about how “Frictionless” the Magic bands made Disney, I decided to pay close attention to the whole Disney experience and document how frictionless it really all is.

Planning the trip
My wonderful wife is a planning master so she did most of the planning and setting up reservations for the trip. She completed most of the planning using mostly the web on her MacBook, then she moved to the Disney Experience iPhone app. The big time-consuming process was reservations is was a bit challenging and tedious, planning 8 days of lunches and dinners for 5, but in the end, it was well worth it. …


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In today’s world, privacy and security is a major concern with customers, the experience design of new technologies like Facial Recognition and AI will be even more challenging. Customer expectations are changing and as they interact with other similar technologies and services they’ll expect them to react similarly and if they don’t they’ll see it as a poor experience. The use of ambient-driven experiences, like facial recognition cameras and listening devices will become more and more common not only in the home but also in business locations.

If the customer is giving up some sort of privacy then they need to receive value in exchange. …


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Living in the Atlanta area I have a bit of a commute. While that time can be a drain, I’ve filled it with a plethora of podcasts. Here’s my UX and Design list.

I’ve listened to this list of podcasts for the past year and I’ve come to enjoy the commute and I’ve gained a ton of knowledge because of them.

Thank you to all the podcast creators you’ve all made my past year much more enjoyable.


When conversations are layered in shades of grey, how do we create effective conversational experiences?

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Photo by Luca Bravo.

Real life is messy, it causes the way we engage with experiences to change from moment to moment. To evolve things like voice, chat and AI from a siloed world of experimentation to a widely adopted convention that delivers measurable value to users and businesses, conversational experiences have to do more than playback canned responses. They have to enhance our ability to think, perceive and make decisions. To do that, the interfaces — visible and not — will need the ability to understand and respond to the full spectrum of emotions.

Conversational experiences are enabling a more natural way to engage with digital services than point-and-click or swipe-and-tap. Although in the nascent stages, they will drive user’s expectation for a personal and authentic engagement with your brand beyond the mechanical, data-rich but dry self-service interfaces seen today. To make these conversational engagements feel more human — feel more like a collaborator helping us — they need to be augmented with a scaffolding of Emotional Architecture. …

About

Joe Johnston

Creative Director and co-head of studio @ymedialabs

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