Virgins, Spaceships and Hob-nailed Boots!

“Virgins, Spaceships & Hobnailed Boots”

Paul Dawson
Conchango

The Introduction
Always a good place to start

What’s this all about?

And how did that title
make it past the Microsoft
censors?

But first, who am I?

Like we care… just get on with the
darn presentation.

I run user experience at Conchango

I don’t work for Microsoft

I’m a Creative

Doesn’t look it from that outfit…

And a technologist

No way!
I’ve seen you on Rock Band!

And my clients have to make money too

No s#!* Sherlock!

Clients like these:

Oh no, here we go!

Conchango?
Oh, I see, he’s doing the ‘creds’ bit – ok, well it
will be over in a minute...

We create the digital experiences
people love

We do customer insight, brand experience,
innovation, design and build…

we’re rated industry leaders two years in a row

13

And in technology too

Microsoft Gold Certified Partners in 8
competencies
Members of the Silverlight 2.0 TAP

How did I do on the ‘creds’ bit?

Hmmm, well let’s see how he does –
I’ll tell you later.

The gentle introduction to the concepts
Where is he going with this? Maybe I will Twittr
@John and get him over from that other session…

Thanks Matt!

© 3D graphics by Matt Ratcliffe, Conchango (with apologies to Douglas Adams)

The point?

If you’d designed that building, would you
ever have considered that scenario?

What do you consider when you design
for digital?

The web? A mobile phone? A kiosk?
The Mall? The home? The call center? The
pub next door?

We call it ‘Total Experience Design’

You’ve got to think wider
You simply don’t know, what you don’t know
When you do this – interesting things start to
happen....

But what do we mean by experience?

And why does it matter?

First let me tell you why I love Virgins

“more experience than our name suggests”

Even these get a splash…

Meike van Schijndel - “kisses”

But safety & security…

It’s every airline’s Number 1 priority
You can’t mess with that
Experience can’t touch that… can it?

thanks to Lysette @ Virgin Atlantic for
trusting me with that DVD!

And the point of all this?

This is experience and it matters!
Making an emotional connection is what counts

“I just love it...”

To coin a phrase

“Brilliant basics, magic touches”

To coin a phrase

Brilliant basics = Loyalty
Magic touches = Experience

Loyalty + Experience = Advocacy

So how do you translate

Pepper pots and urinals to a digital experience?
(do you see a toilet theme emerging here?)

Well let’s see how a new
Virgin company did it

So what is my research methodology?

It’s simple...

I follow the crowd

Well, you’d certainly get aircraft

Tagged ‘Virgin America’ on Flickr

Theme number 2:
You’d certainly expect seats

Theme Number 3: Food


Would you expect something moody?


You might even expect:
The In-Flight Entertainment Controller

But how much would you expect:
Friends or their destination?

Would you expect: Safety & Security?


And at last, we go digital: “IFE”

InFlight Entertainment

Hang on, this is a Microsoft Conference!

So to balance the picture...

What do you think the tally was?
Number of smutty jokes about “Virgins” : 4

76
80

70

60

50

40
31
26
25
30
21
17 16
20
11
5 3
10

0

Aircraft Food Seats Cabin Safety IFE People Service Google Linux
Maps Reboot

50

45

40

35

30

25

20

15
British Airways
10 Continental
Alaskan
5

0 United Airlines
Aircraft Food
Seats
Cabin Virgin America
Safety IFE
People
Service
Google
Linux
Maps
Reboot

80

70

60

50

40

30

British Airways
20
Continental
10 Alaskan

0 United Airlines
Aircraft Food
Seats
Cabin Virgin America
Safety IFE
People
Service
Google
Linux
Maps
Reboot

So that’s onboard.

What about online?

Getting off the ground

Online campaign
YouTube videos
Use public opinion
to sway the FAA

So, they get it...

A very tight focus on who their customer is
Reinforce the brand through every
interaction
Design team step outside their ‘bounds’
“Total Experience Design”

The ‘getting round to it’ bit
We’re still drawing you closer to the stuff you
do every day…

Let’s look at the tools we use every day:

User-Centred Design:
Experience Architecture
Detailed Personas
Scenario Analysis (story telling)
User Flows
Information Architecture
Interaction Design
Prototyping
Testing
Iterative development & testing (Agile)

Personas and scenario analysis

You should know about personas by now
You can’t be user-centred without them…

More vital though…

Is that they are useful
So, immerse yourselves in them
Get to know them
Maybe even date them…

To illustrate

So let me show you another Conchango
customer who gets experience

The grandest
store in the world

A Harrods persona

Representative
Realistic
Challenging
Represents business value

But how do we get to know her?

Our persona
documents are good,
but not that good!

Note on personas

It’s not a document, it’s a human being!
So here’s a neat trick…
Get to know them, and hear their story all at
the same time…

The big meaty middle bit
Obligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools & Tips – Part 1

The Experience Architecture

Builds on the principles of user-centred design
Gives a framework to hang thinking around

Why use it?

Projects are hard!
Balancing forward-thinking with getting
something built
The dangers of setting too high an expectation
versus not being innovative enough
It helps you prioritise on the ‘danger zones’
It keeps everything focused on being user-
centred, and business justified

What is it?


We need something that is easy to agree on
Something everyone in the business ‘gets’
Something that everyone in the team buys into
and sees the value in
And we don’t want to exclude them from
participating in the design of it…

What is it?


It communicates ideas, not executions
It helps formulate additional ideas
It helps shape overall flow
It defines entry and exit points

It gets everyone thinking along the same lines

What it is, and what it is not

It is:
A framework for innovation
A planning tool
A communications tool

What it is, and what it is not

It is not:
A full blown design process
The answers

Let’s try one…

The only way to bring something
to life is to try it

(tell, show, tell!)

We need an example...

Should it be retail, finance, .com, b2b, b2c?

There’s nothing more tangible than
outer space!
So let me introduce you to...

Ok Paul…

remember, this is the bit where you switch
over to the other machine!

Surely this sells itself?

Yes, but...
Early day pioneers vs. five years time
Time & Attention vs. Cost

So what are we going to do?

It’s a pre-stage to full blown UCD
We need to know something about customer
We need ‘characters’
We need to tell their stories
We need to think ahead 3-5 years
We need to be creative and free-thinking

Let’s see what we did in two days...

And before we get started...

This is just us – you and me – thinking
hypothetically...
What will Virgin Galactic and their
customers think? Who knows!

Legalese: Nothing in this presentation represents a contractual
promise or advertisement of services or products... It’s all just
ideas baby!

The Virgin Galactic Glass Wall

by Paul, Trond, Matt & Rupert

Start: Needs, goals, aspirations, concerns

Think challenges, for you, for customer

Make them challenging & believable

Work out what stories will help you

Start bringing in the detail – make them real

We’re getting close to personas

Sometimes you get things wrong...

Don’t be afraid to be pessimistic

Start layering on the touchpoints

Touchpoints online and offline

Start sketching – to bring the important ones to life

Now the ideas start to come out...

What are the new touchpoints,
and how do they address our personas?

How do they interact with others?

How do we put them back in the loop?

Start thinking about how it ‘feels’

Guess we’re talking brand experience?

Not graphic design... we’re saying what it feels like

You need one of these...

TONY

How do you arrive at them?
It’s a process of ‘making sense of it all’
Abstract out the principles
Systematise your thinking
Have a single high-minded ideal

TONY

How do you use it?

To re-tell the story
To help set scope
To get the business to make decisions
To bring personas to life

How might this manifest itself digitally?

OK, so we said it wasn’t about execution…
But you’ve got to show where these things
lead haven’t you?!

Stories lead to scenarios
Now get in to the detail

But I say again...

This is just us – you and me – thinking
hypothetically...
What will Virgin Galactic and their
customers think? Who knows!

Legalese: Nothing in this presentation represents a contractual
promise or advertisement of services or products... It’s all just
ideas baby!

Back to earth
Bring it back to something we can all relate to!

Let’s see what this process has driven out

Abertis
Just a work in progress

Let’s see what this process has driven out

OLI, from Otto
and their ‘Look Book’

The Conclusion
Always a good place to end

Experience planning is key

Use Experience Architecture
Drive out your key personas
Then go on and validate them through a fuller
UCD process

Total Experience Design

Breaks down silos
Makes for the ‘best’ customer experience

Experience Architectures

Will help you drive projects forward
Keeps everyone on board
Get used over, and over again

When your technology reaches kiosks,
mobile, interactive walls and the web....
Total Experience design helps make it work
for the ‘person’ who has to experience it

For more...

blogs.conchango.com/pauldawson
www.conchango.com

The Big Finish

Go out and create the digital
experiences people love

But don’t stay in your box…

The “well, this is Vegas baby!” bit
A mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible
And because we haven’t focused on the auditory
today…

Come give us your business card

And we’ll pick out a winner
4 free tickets to Stomp! Here in Vegas tonight!
Winners announced on MIX08 twittr feed

That’s it!

blogs.conchango.com/pauldawson
Twitter: poleydee
Email: paul.dawson@conchango.com

Virgins, Spaceships and Hob-nailed Boots!

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Virgins, Spaceships and Hob-nailed Boots!