2. Convergence to users
Users don’t know what convergence is, they just want things to work in a convenient
and useful way.
Bridging: Uniting:
“The right parts of the service available on “The right services available
the right devices” together in one place”
3. Who is offering convergence?
There are many companies offering many services under a single brand
12. Why is this important?
Personas
Card sorting Eye-tracking Ethnography Diary studies Ethnography
Web testing Mobile testing Iterative usability Online surveys
Wireframing Usability workshops Personas Prototyping
30. Integrated definition
“IDEFØ is a method designed to model the decisions, actions, and activities of an
organization or system” (www.idef.com/idef0.html)
33. Who’s listening?
Mr Big is not in the room
Product
A • UX input
Product
B • UX input
Strategic Technical Product
decisions systems design
Product
C • UX input
Product
D • UX input
34. 3 steps to move forward
1 2 3
If you work for an organisiation that cannot always deliver the products and
experience that customers are expecting then you could have this problem
35. Step 1. Charity starts at home
1 2 3
Converge the user experience team
Facilitate knowledge sharing
Create a central UX information resource
Create a wiki
Work across programs not products
Capture every instance the user mental model breaks
Create a document to feedback upstream
Proactively deliver value beyond immediate project
36. Step 2. Converge product development
1 2 3
Recommend a program manager
Ensure program manager attends all debriefs
Liaise with the program manager
Recommend program level UX involvement
Involve service designers
Promote inter-working and knowledge sharing
Change reward mechanics
Provide collective pool for requirements
Provide back channel to senior management
37. Step 3. UX at a strategic level
1 2 3
Insights must reach decision makers earlier
Early product design prior to strategic and technical decisions
Products sketched out with key stakeholders
Converged experiences mapped out based on user expectations
UX program manager advises decision makers
UX program manager supports product teams
Holistic information gets to product UX team
Product UX findings converged upstream
User mental models understood early in process
Product marketing inline with mental models
39. UCD and service design
For “self service” applications “document exchange design” needs inputs for user
requirements and context of use.
Robert J. Glushko (2006), Information & Service Design program, UC Berkeley
40. UCD and service design
For “self service” applications “document exchange design” needs inputs for user
requirements and context of use.
ISO 13407
41. UX in converged service provider
• If you are a service provider
• If you are uniting several services under one brand
• If you want to develop new products for your customers that are successful
UX should be part of
your strategy
42. UX in converged service provider
“Generating shareholder
UX value on the road to full
Costs convergence correlates with
generating recognised
and effective value to the
targets customer”
Fixed-Mobile Convergence Alliance 2008
Strategy & technology
43. In the short term?
We know the user’s mental model
46. Convergence centred organisation
Convergence is a service. It
Marketing
needs to be designed.
Organisational
Technology
structure
Convergence
Product
Strategy
development
Remuneration UX