Keynote at the ANZMlearn Symposium, 24 November 2015 at Swinburne University. Key question: How can we use experience design techniques focused on empathy for the learner, in our educational designs?

1. LX DESIGN:
EMPLOYING EMPATHY TO
DELIVER EXPERIENCE
JOYCE SEITZINGER
ANZMLEARN SYMPOSIUM NOV 2015

2. …THIS MORNING

4. TRANSCENDING MATERIAL
“Experience is not about good industrial
design, multi-touch, or fancy interfaces. It
is about transcending the material. It is
about creating an experience through a
device.”

5. Aberdeen Research after Mark Scibelli and Stephen Anderson

6. MY EXPERIENCE

7. WHAT IS EXPERIENCE
DESIGN?

9. WHAT IS AN EXPERIENCE?
It
is
crucial
to
view
experience
as
the
consequence
of
many
different
systems.
Experience
emerges
from
the
intertwined
works
of
percep=on,
ac=on,
mo=va=on,
emo=on
and
cogni=on
in
dialogue
with
the
world
(place,
=me,
people
and
objects).
Experience
Design:
Technology
for
all
the
right
reasons
Marc
Hassenzahl

10. The
world
is
complex,
and
so
too
must
be
the
ac=vi=es
that
we
perform.
But
that
doesn’t
mean
that
we
must
live
in
con2nual
frustra2on.
No.
The
whole
point
of
human-­‐
centered
design
is
to
tame
complexity,
to
turn
what
would
appear
to
be
a
complicated
tool
into
one
that
fits
the
task,
that
is
understandable,
usable,
enjoyable.
Don
Norman,
The
Design
of
Everyday
Things
HUMAN-CENTRED DESIGN

11. USER EXPERIENCE DESIGN
…to
achieve
high-­‐quality
user
experience
in
a
company's
offerings
there
must
be
a
seamless
merging
of
the
services
of
mul=ple
disciplines.
The
first
requirement
for
an
exemplary
user
experience
is
to
meet
the
exact
needs
of
the
customer,
without
fuss
or
bother.
Don
Norman,
&
Jakob
Nielsen

12. INTERACTION DESIGN
In
design,
human–computer
interac=on,
and
soRware
development,
interac=on
design,
oRen
abbreviated
IxD,
is
defined
as
"the
prac=ce
of
designing
interac=ve
digital
products,
environments,
systems,
and
services."

13. SERVICE DESIGN
Service
design
is
the
inten=onal
and
thoughUul
design
of
internal
and
customer-­‐facing
ac=vi=es
needed
to
deliver
a
service.
Where
experience
design
concerns
itself
only
with
the
customer-­‐facing
aspects,
service
design
looks
also
at
the
experience
of
staff

14. METHODOLOGY

15. EMPATHY FOR THE USER

16. EMPATHY FOR THE USER
“Feelings are integral to experiences
(maybe even its core), inextricably
intertwined with our action.”
Marc Hassenzahl

17. EMPATHY FOR THE USER
“Empathy is a noun. A thing. It is an
understanding you develop about
another person. Empathizing is the use
of that understanding – an action.”
Indi Young

18. EXPLORING LEARNER
EXPERIENCE DESIGN
#LXDESIGN

19. DR. JESS KNOTT - MSU

20. CARD SORTING

21. USER OBSERVATION

22. CODING CONVERSATIONS

23. CODING CONVERSATIONS

24. PERSONAS

25. PERSONAS

26. JOURNEY MAPPING

27. From https://sustainableservice.wordpress.com
Keeping Graduates Green

28. Fromseedandsprout.com

29. LEARNER JOURNEY MAPPING –
GETTING STARTED

30. MAP THE LEARNER PATH & TOUCH
POINTS

31. MAP THE PATHS & TOUCH POINTS OF
OTHER STAKEHOLDERS & CHANNELS

32. MAP THE INTERACTION PHASES

33. IDENTIFY EMOTIONS

34. IDENTIFY OPPORTUNITIES & BARRIERS

35. WHEN DO YOU USE JOURNEY MAPPING?
• For
an
exis=ng
product,
object
or
service
• To
get
an
overview
of
all
the
elements
and
stakeholders
• To
map
all
the
touch
points
• To
iden=fy
emo=ons
associated
with
interac=ons
• To
iden=fy
pain
points

36. WHEN DO YOU USE JOURNEY MAPPING?
For
a
new
product,
object
or
service
to
be
designed,
developed
and
implemented:
• To
get
a
common
understanding
of
aspiring
experience
for
all
members
of
design
&
development
team
• To
iden=fy
touch
points
• To
iden=fy
channels
• To
iden=fy
priori=es
for
the
development

37. WHEN DO YOU USE JOURNEY MAPPING?
Instead
of
a
prototype
• When
a
prototype
is
too
expensive
to
build
• Have
something
to
shoot
at

38. WHY DO YOU USE JOURNEY MAPPING?
• To
map
all
the
bricks
in
your
bricolage
(even
those
beyond
your
control)
• To
step
away
from
your
medium
• To
design
across
the
gaps
• To
facilitate
conversa=on
• To
facilitate
collabora=on

39. From Designing CX http://designingcx.com/2012/10/23/prototype-portable-journey-mapping-worksheet/

40. From
http://madebymany.com/blog/we-re-building-the-next-stage-of-picle

41. Pre Start Week
2-6
Week
7-10
Week
11-12
End &
post
LMS Wiki is
tricky to
participa
te in!
Conten
t
Early
access ☺
Teacher Picture &
intro video
☺
No
involvemen
t in review
!
Peers No
icebreaker
!

42. OUR VE EXPRESS LEARNER
JOURNEY MAP

43. THE TEAM
• Joyce
Seitzinger
• Mark
Smithers
Lecturers
• AnneZe
Cook
• Nicola
Hardy
Digital
Learning
Team
• Spiros
Soulis
• Angela
NicoleZou
• Eloise
Acuna

44. USER RESEARCH IN INITIAL
3 HOUR MAPPING SESSION

45. FURTHER RESEARCH TO INFORM
DIGITAL COLLABORATIVE MAP

46. FINAL LEARNER JOURNEY MAP

47. MAP DETAIL

49. ADDRESS THE PAIN POINTS:
IMPROVED COMMUNICATION
CHANNELS

50. SMALL CHANGES ARE FINE:
MIKE WESCH’S SYLLABUS

51. EXPERIENCES ARE CO-
CREATED

52. CO-CREATED EXPERIENCES

53. COMMUNITIES
INFORMATION
STREAMS
PERSONAL HUB COLLECTIONS
PRESENCE CURATION

54. EXPERIENCES ARE CO-
CREATED

55. DESIGN ACROSS THE GAPS
LECTURES
PERSONAL
LEARNING
NETWORK
TUTORIALS
LMS
COURSE
SITE
SUPPORT
SERVICES
MOBILE APP

56. DESIGNING FOR A
CONSTELLATION OF
EXPERIENCES

57. Image cc license @BryanMMathers http://bryanmmathers.com/

59. https://adventuresinbadging.wordpress.com/
AUSTRALIAN NATIONAL UNIVERSITY

60. Image cc license @bryanmathers

61. EXPERIENCE DESIGN IS
PEDAGOGY AGNOSTIC

62. https://techknowtools.wordpress.com/2015/04/03/checklist-technology-learning/

63. HOW CAN WE IMPLEMENT
MORE EXPERIENCE DESIGN IN
LEARNING?

64. EXPAND OUR TOOLKITS

65. DIFFERENT WAYS OF
COLLABORATING

66. DIFFERENT WAYS OF
COLLABORATING

67. DIFFERENT WAYS OF
COLLABORATING

68. A COMMITMENT TO THE LEARNER
EXPERIENCE

69. EXPAND ON LX DESIGN RESEARCH

70. THINK OF OURSELVES AS
LEARNER EXPERIENCE DESIGNERS

71. www.lxdesign.co
@lxdesignco #lxdesign
Facebook.com/lxdesignco
Search: lxdesign

72. Joyce Seitzinger
@academictribe
www.academictribe.co
joyce@academictribe.co
BE A NODE IN OUR NETWORK!