Simon Norris' recent presentation at AmsterdamUX. User Experience (UX) is now established as a core discipline with the digital design process. Businesses get the value of UX... or so they say. Yet, UX still remains confusing, complex and is misunderstood. How can we determine where UX fits within the product design process? How can we cultivate product mindfulness? In this talk Simon described how thinking more broadly and deeply about experience helps to cultivate product mindfulness.

1. Cultivating digital
mindfulness
@simon_norris
amsterdamUX

2. @simon_norris
AN INTRODUCTION
Nomensa Simon Norris Who we work with
• c. 100 people
• 3 locations
• Strategic UX Design agency
Bristol
London
Amsterdam
20+ years’
experience
Interests & expertise:
• Art
• Design
• Science
• Psychology

3. @simon_norris
Nomensa create groundbreaking experiences
that make a measurable difference
to the way people use digital technology,
live, work and play.
We call this Humanising Technology.

4. @simon_norris
Strive for perfection in everything you do.
Take the best that exists, and make it better.
When it does not exist, design it.
Sir Henry Royce

5. The user experience
delusion
@simon_norris

6. 29062007
@simon_norris

7. 29.06.2007
@simon_norris

8. @simon_norris
Where is the store?

9. @simon_norris
Think Responsible NOT Responsive

10. Understanding the
differences between
goals and activities
@simon_norris

11. @simon_norris
Goal Activity
GoalActivity
Activity
Activity
Activity
Goal
GoalGoal
TELIC PARATELIC

12. Digital excellence
requires understanding
business models
@simon_norris

13. What?
Why? How?
Profit
mechanism
Value
chain
Value
proposition
What do you offer to the customer?
Why does the business
model generate profit?
How is the value
proposition created?
Who is your target
customer (segment)?
Who?

14. The total interaction is
greater than the sum of
the parts
@simon_norris

15. MICRO MACRO
@simon_norris

16. Digital is everywhere
and getting in to
everything
@simon_norris

17. @simon_norris

18. @simon_norris

19. @simon_norris
Everybody experiences far more than [they]
understand. Yet it is experience, rather than
understanding, that influences behaviour.
Marshall McLuhan

20. THE HIERARCHY OF EXPERIENCE
Style
Content
Technology
Meaning
Believability
Fundamentals
PEAK EXPERIENCE
@simon_norris

21. ICEBERG MODEL OF MEANING
@simon_norris
Surface meaning
Deeper meaning
Cognitive factor
Thinking, Reasoning, Decision-making,
Logic, Recovery, Attention, Perception
Emotional factor
Surprise, Anger, Happiness, Fear, Love,
Acceptance, Expectation, Disgust, Sorrow

22. ICEBERG MODEL OF MEANING
@simon_norris
Surface meaning
Deeper meaning
Cognitive factor
Thinking, Reasoning, Decision-making,
Logic, Recovery, Attention, Perception
Emotional factor
Surprise, Anger, Happiness, Fear, Love,
Acceptance, Expectation, Disgust, Sorrow

23. @simon_norris
Chemistry and physics are branches
of science that both study matter.
The difference between the two lies in their
scope and approach.

24. Uncovering meaning
supports both customer
and business value, and
therefore experience
@simon_norris

25. @simon_norris
THE EXPERIENCE EQUATION
CX
Customer
Experience (CX)
is the total of all
interactions,
e.g. physical
and digital.
@simon_norris
Blended
Experience is
where CX and UX
overlap
meaningfully, e.g.
cross-channel
UX
User Experience
(UX) is the total of
all digital
interactions, e.g.
digital interfaces.

26. CX
THE EXPERIENCE EQUATION
@simon_norris
User Experience (UX) covers:
• Websites;
• Apps;
• Social media
(e.g. twitter, instagram,
Linkedin, Facebook, etc)
• Wearables
(e.g. Apple Watch)
• IoT devices
(e.g. Good Night Lamp)
• Sensors
• Anything with a
Digital User Interface
@simon_norris
UX

27. CX
THE EXPERIENCE EQUATION
@simon_norris
Customer Experience
(CX) covers:
• The store/shop
(physical space)
• Call/Contact centre
• Paper (bills,
announcements,
communications)
• Direct mail
• Advertisements
• Physical artefacts
(packaging)
• People (human
communication and
interactions)
UX

28. @simon_norris
CX
THE EXPERIENCE EQUATION
UX
Blended
Experience covers:
• Sensors
• People and devices
(iPads, smart
devices)
• Web address
• Link to apps
• Tags (GPS)
• #hashtags

29. @simon_norris
Experiences are becoming increasingly
blended. It’s imperative to consider the
broader picture.
Simon Norris

30. SEQUENTIAL
CROSS-CHANNEL INTERACTION
@simon_norris
At work At home
0 24HOURS
Motivation/distraction
app
website
call
app
(UX)
(UX)
(CX)
(UX)
website
(UX)

31. At work At home
SIMULTANEOUS
CROSS-CHANNEL INTERACTION
@simon_norris
0 24HOURS
Motivation/distraction
app
website
(UX)
(UX)
in store /
comparison
(blended)
(blended)
app
(UX)

32. @simon_norris
We shape experience and thereafter our experiences shape us.
This is why Experience is Everything.
Inspired by Marshall McLuhan

33. @simon_norris
Think bigger Be bold Be human
Thank you

34. Thank you
Humanising Technology
@simon_norris
UX Designer
• Full Time position AMS
• Design background
• A research translator
UX Consultant
• Full Time position AMS
• Research / behaviour
background
• A pattern / insight hunter
• Bristol Aquarium
• 10th - 11th November
• British Museum
• 17th - 19th October