pixels and place: an integrated approach to online and offline human experiences in cities, retail,...

twitter: @kateo @koinsights #ConveyUX

presented at ConveyUX, March 2017


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planned center

of town

my first childhood

home

my second childhood

home


What is planned community?


What is home?


What does it mean to have intentional experiences?

T H E R E C A N B E A G R E AT D E A L O F I N T E N T I O N B E H I N D O U R E X P E R I E N C E O F P L A C E


What we experience in our physical surroundings

is increasingly shaped by digital data


…but a sense of place also permeates digital experience.

twitter: @kateo @koinsights #StrataHadoop

Metaphors and Cognitive Associations

Metaphors We Live By — George Lakoff and Mark Johnson

“The essence of metaphor is understanding and experiencing one kind of thing in terms of another.”

To prove it, let’s talk about

W E C A N S TA R T W I T H T H I S M E TA P H O R A B O U T P L A C E :

@

D I G I TA L E X P E R I E N C E A S T R AV E L / M OT I O N

• traffic

• journey

• mapping

• path

• landing

• visit

http://www.thehindu.com/news/cities/Coimbatore/work-begins-on-green-corridor-concept-for-mettupalayam-road/article4034204.ece

http://www.analytics-ninja.com/blog/2010/08/the-analytics-slice-and-dice-the-importance-of-segmentation-part-i-seo.html

http://www.thehindu.com/news/cities/Coimbatore/work-begins-on-green-corridor-concept-for-mettupalayam-road/article4034204.ece

http://www.analytics-ninja.com/blog/2010/08/the-analytics-slice-and-dice-the-importance-of-segmentation-part-i-seo.html

M O V E M E N T V S . S T I L L N E S S

• metaphors of movement: flow, journey

• metaphors of stillness: bookmark, save

D I G I TA L E X P E R I E N C E A S P R I N T E D M AT T E R

• pages

• bookmark

D I G I TA L E X P E R I E N C E A S A B U I L D I N G

• entrances

• exits

• window

• information architecture

https://pixabay.com/en/building-the-dancing-house-prague-922531/https://pixabay.com/en/users/LenaSevcikova-434436/

W H AT A R E OT H E R C H A R A C T E R I S T I C S O F B U I L D I N G S ? W H AT M I G H T T H E Y S U G G E S T A B O U T E X P E R I E N C E ?

• doors?

• stairs?

• floors?

• roof?

• ceiling?

W H E N E V E R Y O U A R E D E S I G N I N G A N E X P E R I E N C E O N L I N E O R O F F L I N E ,

Y O U A R E D E S I G N I N G E X P E R I E N C E F O R B OT H

“When you tug at a single thing in the universe, you find it's attached to everything else.”

— John Muir

J U S T A B O U T E V E R Y W H E R E T H E P H Y S I C A L W O R L D

A N D T H E D I G I TA L W O R L D C O N V E R G E ,

T H E C O N N E C T I V E L AY E R I S T H E D ATA C A P T U R E D T H R O U G H

H U M A N E X P E R I E N C E .


Integrated Human Experience Designoffline and online, all contexts together

not just users, customers, patients, students, etc — but awareness of People

across all their contexts

intentional layer of

interactions and

transactions

the adaptive execution of

strategic intent

to design meaningful experiences:


What does it take to design

meaningful and integrated experiences?


Some of the key elements of meaningful human experience design

• Integration

• Dimensionality

• Metaphors and Cognitive Associations

• Intentionality / Purpose

• Value and Emotional Load

• Alignment

• Adaptation and Iteration

“All models are false but some are useful.” — George E. P. Box

M E A N I N G F U L H U M A N E X P E R I E N C E S

A R E I N T E G R AT E D


Carnival Cruises’s New Wearable Acts As A Digital Concierge For Guests

http://www.psfk.com/2017/01/carnival-cruisess-new-wearable-acts-as-digital-concierge-for-guests.html

http://www.psfk.com/2017/01/carnival-cruisess-new-wearable-acts-as-digital-concierge-for-guests.html


A R E D I M E N S I O N A L


Snapchat Spectacles storefronts


Dimensionality • Meaningful experiences transcend

dimensions and appear larger than life.

• how does this experience weave into the larger tapestry of a person’s life


Meaningful Human Experience Design: Site Analysis Framework

site analysis for web/digital/integrated experience use like urban planning site analysis - cutaway layers revealing artifacts, wayfinding, and other content intended for each layer

Each layer functions independently but they must not inhibit the effectiveness of one another’s function

new customer layer

repeat customer layer

in-store customer layer

support layer


Demonstrated the power of AR (enhancement)

vs. VR (immersion)

Showed how a layer could be added to the experience of

public spaces

Clearly We Have to Talk About Pokémon Go


B U I L D U P O N R I C H M E TA P H O R S


Airbnb touching on meaning of place: “don’t go there; live there”

https://www.youtube.com/watch?v=1AtjOKph7-k

M E TA P H O R M E TA D ATA


A R E I N T E N T I O N A L A N D

P U R P O S E F U L


strategic purpose

purposeful strategy


Disney and magical experiences


D R A W U P O N W H AT W E VA L U E


A L I G N T H E I N T E R E S T S O F A L L

PA R T I E S


Uber knows when your phone is about to die.

And that you’re more likely to pay “surge” fares as a result.

http://www.independent.co.uk/life-style/gadgets-and-tech/news/uber-knows-when-your-phone-is-about-to-run-out-of-battery-a7042416.html

(They say they're not using the data, but holy ethical burden, Batman.)

http://www.independent.co.uk/life-style/gadgets-and-tech/news/uber-knows-when-your-phone-is-about-to-run-out-of-battery-a7042416.html


Analytics are people.

Relevance is a form of respect but so is discretion.

Don’t be creepy or greedy.


A R E A D A P T I V E


Pop-Up Shops and Technology

proximity tech: sensors & beacons to tailor the experience

augmented tech: offer extra through phones or viewers

social media: inform nearby people of opportunity

“Careful. We don't want to learn from this.” — Bill Watterson, Calvin and Hobbes


Marketing

Knowledge Center.

at its best is a

“The aim of marketing is to know and understand

the customer so well the product or service

fits him and sells itself.”


let’s take some questions


thank you!

Twitter: @kateo

LinkedIn: /kateoneill

connect with me to continue the conversation:

Image credit: Robbie Quinn (http://robbiequinnphotography.com/)

and to inquire about consulting:

visit: koinsights.com/

[email protected]

http://robbiequinnphotography.com/

http://koinsights.com/

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strategies for more meaningful experiences

pixels and place: an integrated approach to online and offline human experiences in cities, retail,...

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