framtidens ux research - erik markensten wud 2011
DESCRIPTION
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.TRANSCRIPT
10/30/11Rapport
Framtidens UX-research i designprocessenPresentation på WUD 2011Erik Markensten
1
Strategi
Aktiv förvaltning
Projekt X Projekt Y Projekt Z
Effektmål
Behovsanalys
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Krav
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Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
Utveckling
Förstudie
Strategi
Aktiv förvaltning
Projekt X Projekt Y Projekt Z
Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
Utveckling
Förstudie
Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
Utveckling
Förstudie
Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
Utveckling
Förstudie
Strategi
Aktiv förvaltning
Projekt X Projekt Y Projekt Z
Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
Utveckling
Förstudie
Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
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Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
Utveckling
Förstudie
Strategi
Aktiv förvaltning
Projekt X Projekt Y Projekt Z
Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
Utveckling
Förstudie
Effektmål
Behovsanalys
Konceptutveckling
Utvärdering
Design
Krav
Behov / Idé
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Förstudie
Effektmål
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Krav
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Förstudie?
K O N C E P T
D E S I G N
T E K N I K
S I K TI N E R
Insikter är ett fundament
Köp igen
Senaste
Logga in
Från insikt till lösning: boka tågbiljett på webben
Han går till datorn och loggar in på siten
Han väljer senaste resan och trycker på ”Köp igen”
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9
Robert vill besöka sin svärmor och bestämmer sig för att köpa en biljett
Vi jobbar oftast med en del av en process och med en viss kanal
LindaPersona:Occasional travelle
r
SamPersona:Professional traveller
RobertPersona:Commuter
Impulse to travel by train Research Buy ticket On train Post travelAt the station Boarding Arrival
Web
Mobile
Customerservice
Kiosk
Station
Train
10
Verkligheten är mer komplex än så…
11
LindaPersona:Occasional travelle
r
SamPersona:Professional traveller
RobertPersona:Commuter
Impulse to travel by train Research Buy ticket On train Post travelAt the station Boarding Arrival
Web
Mobile
Customerservice
Kiosk
Station
Train
Experience Map – Railroad Travel
Linda
Impulse to travel by train
Persona:Occasional traveller
Research Buy ticket On train Post travelAt the stationPrice
Timetable
Travel time
Change of trains
Comfort
Boarding Arrival
Close to the city
Comfortable
Fast
Special offfer
Other passangersdisturbing
Too long distance
No queuesSleep / Read / Relax
'RQ·W�KDYH�WR�WUDYHO�DORQH
Stations inPDQ\�YLOODJHV
(QYLURQPHQWDOaspects
Fear of being late
+DYH�WRbuy ticket
([SHQVLYH�WLFNHWV
+DYH�WR�FDUU\KHDY\�OXJJDJH
No influence onWUDYHO�FRQGLWLRQV
Potential chaos(popular trips /time period)
Find cheap tickets
Campaign price
0RELOH�WLFNHW�²�GRQ·W�KDYH�WR�FROOHFW�WLFNHW�at train station
Find train trackin mobile app Seat number
DYDLODEOH�LQmobile ticket
2YHUYLHZ�RI�FKRVHQ�WUDYHO�ZKHQ�SD\LQJ Find a place to sit
Easy to compare options
Easy to accessFXVWRPHU�VHUYLFHYLD�GHVN�DQG�7ZLWWHU
Conductor checks if IKDYH�WR�FKDQJH�WUDLQV�if delayed
Helpful staff aroundZKHQ�ERDUGLQJ
Friendly conductor
Conductor confirmticket is ok
Seat next tome is empty,�KDYH�Dbooked seat
Lots of spacein entrance / exitZKHQ�OHDYLQJ�WUDLQ
)LQG�IULHQG�ZKR�LVthere to meet me
Conductor announcesmy track for changeof trains
Easy access toform for compensation
.QRZ�P\�ULJKWVLI�,·P�GHOD\HG
Time-consuming to UHJLVWHU�IDYRULWH�WULSV
Timetable doesnot suite me
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6KRZV�XQUHDVRQDEOHWUDYHO�RSWLRQV
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Hard to hearmessages fromspeakers
Complicated to lookup delays online
,WLQDU\�LV�QRW�VKRZQ�in confirmation step
,Q�ZKLFK�GLUHFWLRQ�LV�carrige nr 3?
I hope the ticketLV�YDOLG
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Bumping in topeople on train
Realise there is no dining carriage
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Bad connection for phone calls
'RQ·W�NQRZ�QHZ�DUULYDO�WLPH
2Q�WKH�ZURQJtrain and the conductorGLGQ·W�QRWLFH
Toilets��/HDYH�OXJJDJH- Untidy, no soap- No car number inside train, hard to find my seat
/DWH�DUULYDO
Will I be ableto pick up mybag in time? +DYH�WR�ORRN�XS�WUDLQ
number to fill in formfor compensation
Bonus members
Collect bonus points
http://blogg.antrop.se/?p=3605
Experience Map – Railroad Travel
Linda
Impulse to travel by train
Persona:Occasional traveller
Research Buy ticket On train Post travelAt the stationPrice
Timetable
Travel time
Change of trains
Comfort
Boarding Arrival
Close to the city
Comfortable
Fast
Special offfer
Other passangersdisturbing
Too long distance
No queuesSleep / Read / Relax
'RQ·W�KDYH�WR�WUDYHO�DORQH
Stations inPDQ\�YLOODJHV
(QYLURQPHQWDOaspects
Fear of being late
+DYH�WRbuy ticket
([SHQVLYH�WLFNHWV
+DYH�WR�FDUU\KHDY\�OXJJDJH
No influence onWUDYHO�FRQGLWLRQV
Potential chaos(popular trips /time period)
Find cheap tickets
Campaign price
0RELOH�WLFNHW�²�GRQ·W�KDYH�WR�FROOHFW�WLFNHW�at train station
Find train trackin mobile app Seat number
DYDLODEOH�LQmobile ticket
2YHUYLHZ�RI�FKRVHQ�WUDYHO�ZKHQ�SD\LQJ Find a place to sit
Easy to compare options
Easy to accessFXVWRPHU�VHUYLFHYLD�GHVN�DQG�7ZLWWHU
Conductor checks if IKDYH�WR�FKDQJH�WUDLQV�if delayed
Helpful staff aroundZKHQ�ERDUGLQJ
Friendly conductor
Conductor confirmticket is ok
Seat next tome is empty,�KDYH�Dbooked seat
Lots of spacein entrance / exitZKHQ�OHDYLQJ�WUDLQ
)LQG�IULHQG�ZKR�LVthere to meet me
Conductor announcesmy track for changeof trains
Easy access toform for compensation
.QRZ�P\�ULJKWVLI�,·P�GHOD\HG
Time-consuming to UHJLVWHU�IDYRULWH�WULSV
Timetable doesnot suite me
+DYH�WR�ILOO�LQmy phone number,e-mail etc.HYHU\�WLPH
Hard to book seat next to friend unless booking at the same time
'RQ·W�UHPHPEHU�depature time.
Need to make changes in WKH�ODVW�VWHS���KDYH�WR�VWDUW�RYHU
6KRZV�XQUHDVRQDEOHWUDYHO�RSWLRQV
Realize too lateI forgot to log in
Forgot mylogin details
Hard to hearmessages fromspeakers
Complicated to lookup delays online
,WLQDU\�LV�QRW�VKRZQ�in confirmation step
,Q�ZKLFK�GLUHFWLRQ�LV�carrige nr 3?
I hope the ticketLV�YDOLG
Will the traindepart in time?
Changed track
Repeated delays
1R�LQIRUPDWLRQ�ZKHQ�train is cancelled
2WKHU�WUDLQ�DUULYHV�DWmy track
+DYH�WR�OHDYH�OXJJDJH�XQVXSHUYLVHG
1R�ZLIL��KDYH�WR�SD\
)HOORZ�SDVVDQJHU�ZLWK�ORXG�YRLFH
Bumping in topeople on train
Realise there is no dining carriage
Fear of missingmy stop
Bad connection for phone calls
'RQ·W�NQRZ�QHZ�DUULYDO�WLPH
2Q�WKH�ZURQJtrain and the conductorGLGQ·W�QRWLFH
Toilets��/HDYH�OXJJDJH- Untidy, no soap- No car number inside train, hard to find my seat
/DWH�DUULYDO
Will I be ableto pick up mybag in time? +DYH�WR�ORRN�XS�WUDLQ
number to fill in formfor compensation
Bonus members
Collect bonus points
http://blogg.antrop.se/?p=3605
Experience Map – Railroad Travel
Linda
Impulse to travel by train
Persona:Occasional traveller
Research Buy ticket On train Post travelAt the stationPrice
Timetable
Travel time
Change of trains
Comfort
Boarding Arrival
Close to the city
Comfortable
Fast
Special offfer
Other passangersdisturbing
Too long distance
No queuesSleep / Read / Relax
'RQ·W�KDYH�WR�WUDYHO�DORQH
Stations inPDQ\�YLOODJHV
(QYLURQPHQWDOaspects
Fear of being late
+DYH�WRbuy ticket
([SHQVLYH�WLFNHWV
+DYH�WR�FDUU\KHDY\�OXJJDJH
No influence onWUDYHO�FRQGLWLRQV
Potential chaos(popular trips /time period)
Find cheap tickets
Campaign price
0RELOH�WLFNHW�²�GRQ·W�KDYH�WR�FROOHFW�WLFNHW�at train station
Find train trackin mobile app Seat number
DYDLODEOH�LQmobile ticket
2YHUYLHZ�RI�FKRVHQ�WUDYHO�ZKHQ�SD\LQJ Find a place to sit
Easy to compare options
Easy to accessFXVWRPHU�VHUYLFHYLD�GHVN�DQG�7ZLWWHU
Conductor checks if IKDYH�WR�FKDQJH�WUDLQV�if delayed
Helpful staff aroundZKHQ�ERDUGLQJ
Friendly conductor
Conductor confirmticket is ok
Seat next tome is empty,�KDYH�Dbooked seat
Lots of spacein entrance / exitZKHQ�OHDYLQJ�WUDLQ
)LQG�IULHQG�ZKR�LVthere to meet me
Conductor announcesmy track for changeof trains
Easy access toform for compensation
.QRZ�P\�ULJKWVLI�,·P�GHOD\HG
Time-consuming to UHJLVWHU�IDYRULWH�WULSV
Timetable doesnot suite me
+DYH�WR�ILOO�LQmy phone number,e-mail etc.HYHU\�WLPH
Hard to book seat next to friend unless booking at the same time
'RQ·W�UHPHPEHU�depature time.
Need to make changes in WKH�ODVW�VWHS���KDYH�WR�VWDUW�RYHU
6KRZV�XQUHDVRQDEOHWUDYHO�RSWLRQV
Realize too lateI forgot to log in
Forgot mylogin details
Hard to hearmessages fromspeakers
Complicated to lookup delays online
,WLQDU\�LV�QRW�VKRZQ�in confirmation step
,Q�ZKLFK�GLUHFWLRQ�LV�carrige nr 3?
I hope the ticketLV�YDOLG
Will the traindepart in time?
Changed track
Repeated delays
1R�LQIRUPDWLRQ�ZKHQ�train is cancelled
2WKHU�WUDLQ�DUULYHV�DWmy track
+DYH�WR�OHDYH�OXJJDJH�XQVXSHUYLVHG
1R�ZLIL��KDYH�WR�SD\
)HOORZ�SDVVDQJHU�ZLWK�ORXG�YRLFH
Bumping in topeople on train
Realise there is no dining carriage
Fear of missingmy stop
Bad connection for phone calls
'RQ·W�NQRZ�QHZ�DUULYDO�WLPH
2Q�WKH�ZURQJtrain and the conductorGLGQ·W�QRWLFH
Toilets��/HDYH�OXJJDJH- Untidy, no soap- No car number inside train, hard to find my seat
/DWH�DUULYDO
Will I be ableto pick up mybag in time? +DYH�WR�ORRN�XS�WUDLQ
number to fill in formfor compensation
Bonus members
Collect bonus points
http://blogg.antrop.se/?p=3605
Experience Map – Railroad Travel
Linda
Impulse to travel by train
Persona:Occasional traveller
Research Buy ticket On train Post travelAt the stationPrice
Timetable
Travel time
Change of trains
Comfort
Boarding Arrival
Close to the city
Comfortable
Fast
Special offfer
Other passangersdisturbing
Too long distance
No queuesSleep / Read / Relax
'RQ·W�KDYH�WR�WUDYHO�DORQH
Stations inPDQ\�YLOODJHV
(QYLURQPHQWDOaspects
Fear of being late
+DYH�WRbuy ticket
([SHQVLYH�WLFNHWV
+DYH�WR�FDUU\KHDY\�OXJJDJH
No influence onWUDYHO�FRQGLWLRQV
Potential chaos(popular trips /time period)
Find cheap tickets
Campaign price
0RELOH�WLFNHW�²�GRQ·W�KDYH�WR�FROOHFW�WLFNHW�at train station
Find train trackin mobile app Seat number
DYDLODEOH�LQmobile ticket
2YHUYLHZ�RI�FKRVHQ�WUDYHO�ZKHQ�SD\LQJ Find a place to sit
Easy to compare options
Easy to accessFXVWRPHU�VHUYLFHYLD�GHVN�DQG�7ZLWWHU
Conductor checks if IKDYH�WR�FKDQJH�WUDLQV�if delayed
Helpful staff aroundZKHQ�ERDUGLQJ
Friendly conductor
Conductor confirmticket is ok
Seat next tome is empty,�KDYH�Dbooked seat
Lots of spacein entrance / exitZKHQ�OHDYLQJ�WUDLQ
)LQG�IULHQG�ZKR�LVthere to meet me
Conductor announcesmy track for changeof trains
Easy access toform for compensation
.QRZ�P\�ULJKWVLI�,·P�GHOD\HG
Time-consuming to UHJLVWHU�IDYRULWH�WULSV
Timetable doesnot suite me
+DYH�WR�ILOO�LQmy phone number,e-mail etc.HYHU\�WLPH
Hard to book seat next to friend unless booking at the same time
'RQ·W�UHPHPEHU�depature time.
Need to make changes in WKH�ODVW�VWHS���KDYH�WR�VWDUW�RYHU
6KRZV�XQUHDVRQDEOHWUDYHO�RSWLRQV
Realize too lateI forgot to log in
Forgot mylogin details
Hard to hearmessages fromspeakers
Complicated to lookup delays online
,WLQDU\�LV�QRW�VKRZQ�in confirmation step
,Q�ZKLFK�GLUHFWLRQ�LV�carrige nr 3?
I hope the ticketLV�YDOLG
Will the traindepart in time?
Changed track
Repeated delays
1R�LQIRUPDWLRQ�ZKHQ�train is cancelled
2WKHU�WUDLQ�DUULYHV�DWmy track
+DYH�WR�OHDYH�OXJJDJH�XQVXSHUYLVHG
1R�ZLIL��KDYH�WR�SD\
)HOORZ�SDVVDQJHU�ZLWK�ORXG�YRLFH
Bumping in topeople on train
Realise there is no dining carriage
Fear of missingmy stop
Bad connection for phone calls
'RQ·W�NQRZ�QHZ�DUULYDO�WLPH
2Q�WKH�ZURQJtrain and the conductorGLGQ·W�QRWLFH
Toilets��/HDYH�OXJJDJH- Untidy, no soap- No car number inside train, hard to find my seat
/DWH�DUULYDO
Will I be ableto pick up mybag in time? +DYH�WR�ORRN�XS�WUDLQ
number to fill in formfor compensation
Bonus members
Collect bonus points
http://blogg.antrop.se/?p=3605
Personas:Occasional travellerProfessional travellerCommuter
Impulse to travel by train Research Buy ticket On train Post travelAt the station Boarding Arrival
Web
Mobile
Customerservice
Kiosk
Station
Train
LindaRobert Sam
Frågan är var vi ska lägga våra resurser?
Från systemdesign till upplevelsestrategi
Etnografi Affär Framtid
Upplevelse-strategi=
Etnografi Affär Framtid
?
Från systemdesign till upplevelsestrategi
Etnografi Affär Framtid
Upplevelse-strategi=
Etnografi Affär Framtid
+ +
Etnografi Affär Framtid
?
Från systemdesign till upplevelsestrategi
Etnografi Affär Framtid
Upplevelse-strategi=
Etnografi Affär Framtid
+ +
Etnografi Affär Framtid
+
Etnografi Affär Framtid
10/30/11Rapport
20
Tack!
Erik Markensten, Antrop
Photo used with permissions from j.o.r.o: http://www.flickr.com/photos/j-o-r-o/4515282033/