Microsoft Kinect and Molehill

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EffectiveUI's Leonard's Souza presented on "Microsoft Kinect and Molehill" at 360 Flex Denver 2011.

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Presented at Engagement & Experience Expo 2014 by: • Gina Bhawalkar, assistant vice president of user experience and accessibility at Scottrade • Lys Maitland, senior user experience designer at EffectiveUI By nature, Scottrade, Inc., a leading investing services firm clearly focused on numbers, had ample data and information on its clients from a UX and marketing research standpoint. As the company worked to enhance its strategic vision for client experience and add new services and solutions, company leaders knew they needed to not only bring all of their customer research together, but also fill in some gaps to gain a deeper understanding and get a full picture of its audience – both current clients and potential clients they are looking to attract. Working in close collaboration with user experience agency EffectiveUI, Scottrade embarked on a comprehensive ethnographic study, interviewing 36 people in their own environments to uncover what trading and investing meant to their lives overall, how Scottrade fits into this, the tools they use, where they need guidance or help and how they feel along the way. Scottrade came away with a better understanding of its clients and what they needed beyond what the company’s segmentation models provided. Scottrade is now actively working to turn what they learned into action and tailoring its tools around its audiences. This session will provide the following tips to customer experience professionals who also want to really know their customers: • How to start the process of embarking on a large research project, including how to make sure stakeholders are on board • How to combine ethnographic research with quantitative research for the best understanding • How to bring participant stories from the research to life for team members who were not involved in the interviews • How to effectively socialize personas and journey maps throughout an organization • Using personas and journey maps to drive actual business decisions and initiatives • Taking the next step in monitoring and addressing the customer pain points uncovered in the journey mapping process

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Presented at the British 2014 HCI conference by Brian O’Keefe, lead experience architect This presentation explores the role of Blending Theory as a framework to aid in design decisions while deploying mobile experiences for heritage storytelling. Blending Theory provides a structured way of thinking about how digital and physical spaces can be brought together to create new experiences in blended spaces. In this presentation, we describe the development of an app that aims to enhance the visitor experience to a heritage destination in New York State. We show how the blended spaces framework was used to guide the development of the app and provide evaluation data that highlights the effective UX that resulted. Heritage stories and augmented digital characters are used to guide a visitor from one point of interest to another, providing an engaging user experience.

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