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@kateo 

@koinsights

#ConveyUX
presented at ConveyUX, March 2017
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@kateo 

@koinsights

#ConveyUX
(photographcredit:FlickruserZol87)
twitter: 

@kateo 

@koinsights

#ConveyUX
planned 

center 

of town
my first 

childhood 

home
my second 

childhood 

h...
twitter: 

@kateo 

@koinsights

#ConveyUX
What is 

planned community?
twitter: 

@kateo 

@koinsights

#ConveyUX
What is home?
twitter: 

@kateo 

@koinsights

#ConveyUX
What does it mean to have
intentional experiences?
THERE CA N BE A GR EAT D EAL OF
INT EN TI ON BE HI N D OUR
E X PE RI E NC E OF P LACE
twitter: 

@kateo 

@koinsights

#ConveyUX
What we experience 

in our physical surroundings 

is increasingly shaped by d...
twitter: 

@kateo 

@koinsights

#ConveyUX
…but a sense of place also permeates 

digital experience.
twitter: 

@kateo 

@koinsights

#StrataHadoop
Metaphors
and Cognitive Associations
Metaphors We Live By 

— George Lakoff...
WE CA N START WI TH 

TH IS ME TAPHOR 

A BOUT PL ACE :
@
D IGITAL 

EX PER IENC E 

A S TRAV EL /
MOTION
• traffic 
• journey 
• mapping  

• path
• landing
• visit
http://www.theh...
MOVE ME N T
VS. STI LLN ES S
• metaphors of movement:
flow, journey
• metaphors of stillness:
bookmark, save
D IGI TAL
EX PER IENC E
A S PR IN TED
MAT TER
• pages
• bookmark
D IGI TAL
EX PER IENC E
A S A
BUI LDI NG
• entrances
• exits
• window
• information architecture
https://pixabay.com/en/bu...
WHAT AR E OTHER
CH AR ACTERISTICS 

OF BUILDINGS? 

WHAT MIG HT THEY 

SUGG EST A BOUT 

EXPERIEN CE?
• doors?
• stairs?
•...
WH ENEVER YOU ARE DES I GNING AN EXPERIENCE 

ONL IN E OR OFFLI NE, 

YOU AR E D ES I G NI NG EXPERIENCE 

FOR BOTH
“When ...
JUST ABOUT EVE RY WHE RE 

THE PHYSI CAL WORLD 

AND THE DI GITAL WORLD
CONVERGE , 

THE CONNECTIVE LAYER IS 

T HE DATA C...
twitter: 

@kateo 

@koinsights

#ConveyUX
Integrated Human Experience Design
offline and
online, all
contexts
together
no...
twitter: 

@kateo 

@koinsights

#ConveyUX
What does it
take to design
meaningful 

and integrated
experiences?
twitter: 

@kateo 

@koinsights

#StrataHadoop
Some of the key elements of
meaningful human experience design
• Integratio...
ME AN INGFUL H UMAN
E X PE RI E NCES


A RE INT EG RATE D
twitter: 

@kateo 

@koinsights

#ConveyUX
Carnival Cruises’s New Wearable 

Acts As A Digital Concierge For Guests
http:/...
ME AN INGFUL H UMAN
E X PE RI E NCES


A RE D IM EN SI ON AL
twitter: 

@kateo 

@koinsights

#ConveyUX
Snapchat Spectacles 

storefronts
twitter: 

@kateo 

@koinsights

#StrataHadoop
Dimensionality
• Meaningful experiences transcend
dimensions and appear lar...
twitter: 

@kateo 

@koinsights

#ConveyUX
Meaningful Human Experience Design:
Site Analysis Framework
site analysis for w...
twitter: 

@kateo 

@koinsights

#ConveyUX
Demonstrated the power 

of AR (enhancement) 

vs. VR (immersion)
Showed how a ...
ME AN INGFUL H UMAN
E X PE RI E NCES


BUIL D UPON RICH M ETAP H ORS
twitter: 

@kateo 

@koinsights

#StrataHadoop
Airbnb touching on meaning of place: 

“don’t go there; live there”
https:/...
twitter: 

@kateo 

@koinsights

#ConveyUX
ME TA PH OR METADATA
ME AN INGFUL H UMAN
E X PE RI E NCES


A RE INT EN TIO NA L A ND
P URPOS E FUL
twitter: 

@kateo 

@koinsights

#ConveyUX
strategic purpose 



purposeful strategy
twitter: 

@kateo 

@koinsights

#ConveyUX
Disney and magical experiences
ME AN INGFUL H UMAN
E X PE RI E NCES


D RAW UPON WHAT WE VALUE
twitter: 

@kateo 

@koinsights

#ConveyUX
ME AN INGFUL H UMAN
E X PE RI E NCES


A LIG N TH E INTE RE ST S OF ALL
PARTI ES
twitter: 

@kateo 

@koinsights

#StrataHadoop
Uber knows when your phone
is about to die.
And that you’re 

more likely t...
twitter: 

@kateo 

@koinsights

#ConveyUX
Analytics are people.



Relevance is a form of respect 

but so is discretion....
ME AN INGFUL H UMAN
E X PE RI E NCES



A RE A DA PTI VE
twitter: 

@kateo 

@koinsights

#ConveyUX
Pop-Up Shops and Technology
proximity tech: 

sensors & beacons to tailor the
e...
twitter: 

@kateo 

@koinsights

#ConveyUX
Marketing
Knowledge
Center.
at its best 

is a
“The aim of marketing 

is to kn...
twitter: 

@kateo 

@koinsights

#ConveyUX
let’s take some questions
twitter: 

@kateo 

@koinsights

#ConveyUX
thank you!
Twitter: 

@kateo
LinkedIn: 

/kateoneill
connect with me to continu...
strategies for 

more meaningful experiences
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Pixels and Place: An Integrated Approach to Online and Offline Human Experiences in Cities, Retail, Healthcare, Education, Museums, and Beyond

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Publié le

Presented at ConveyUX on March 2, 2017 in Seattle, WA

The metaphors we use online have always borrowed heavily from the offline world, but our online and offline worlds are now converging, and the biggest opportunities for innovative experiences will come from blending them intentionally.

We have existing metaphors online like “entrances and exits,” and “traffic,” and all sorts of other ideas borrowed from our offline environment. And often, as digital strategists, information architects, and user experience designers, we take those metaphors for granted rather than examining them and what they suggest about the metaphorical space the user or constituent is occupying.

But as technologies emerge and digital sophistication increases, we will have expanding opportunities to use metaphors that are still novel for digital, like proximity, where a user’s experience changes in response to his or her surroundings and nearby resources, or even sensory cues like temperature and other bodily metrics that may indicate meaningful response.

Place-makers in the physical world have long used sensory cues to establish certain associations for customers and visitors. In retail and tourism, these are common: think Whole Foods and their fine control of sensory cues that mean “freshness” in the produce department, or Disney theme parks and their masterful multi-sensory marketing. But now technologies like wearables and 3D printing are rich with possibilities for both physical place-makers as well as for the digital design of “place.”

In looking at this convergence, Kate O’Neill will also examine the meaning of place, and how our understanding of place relates to identity, culture, and intent, and how we can influence our audiences and shape their experiences more meaningfully.

Publié dans : Business
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Pixels and Place: An Integrated Approach to Online and Offline Human Experiences in Cities, Retail, Healthcare, Education, Museums, and Beyond

  1. 1. twitter: 
 @kateo 
 @koinsights
 #ConveyUX presented at ConveyUX, March 2017
  2. 2. twitter: 
 @kateo 
 @koinsights
 #ConveyUX (photographcredit:FlickruserZol87)
  3. 3. twitter: 
 @kateo 
 @koinsights
 #ConveyUX planned 
 center 
 of town my first 
 childhood 
 home my second 
 childhood 
 home
  4. 4. twitter: 
 @kateo 
 @koinsights
 #ConveyUX What is 
 planned community?
  5. 5. twitter: 
 @kateo 
 @koinsights
 #ConveyUX What is home?
  6. 6. twitter: 
 @kateo 
 @koinsights
 #ConveyUX What does it mean to have intentional experiences?
  7. 7. THERE CA N BE A GR EAT D EAL OF INT EN TI ON BE HI N D OUR E X PE RI E NC E OF P LACE
  8. 8. twitter: 
 @kateo 
 @koinsights
 #ConveyUX What we experience 
 in our physical surroundings 
 is increasingly shaped by digital data
  9. 9. twitter: 
 @kateo 
 @koinsights
 #ConveyUX …but a sense of place also permeates 
 digital experience.
  10. 10. twitter: 
 @kateo 
 @koinsights
 #StrataHadoop Metaphors and Cognitive Associations Metaphors We Live By 
 — George Lakoff and Mark Johnson “The essence of metaphor is understanding and experiencing one kind of thing in terms of another.” To prove it, let’s talk about
  11. 11. WE CA N START WI TH 
 TH IS ME TAPHOR 
 A BOUT PL ACE : @
  12. 12. D IGITAL 
 EX PER IENC E 
 A S TRAV EL / MOTION • traffic  • journey  • mapping  
 • path • landing • visit http://www.thehindu.com/news/cities/Coimbatore/work-begins-on-green-corridor-concept-for- mettupalayam-road/article4034204.ece http://www.analytics-ninja.com/blog/2010/08/ the-analytics-slice-and-dice-the-importance- of-segmentation-part-i-seo.html
  13. 13. MOVE ME N T VS. STI LLN ES S • metaphors of movement: flow, journey • metaphors of stillness: bookmark, save
  14. 14. D IGI TAL EX PER IENC E A S PR IN TED MAT TER • pages • bookmark
  15. 15. D IGI TAL EX PER IENC E A S A BUI LDI NG • entrances • exits • window • information architecture https://pixabay.com/en/building-the-dancing-house-prague-922531/ https://pixabay.com/en/users/LenaSevcikova-434436/
  16. 16. WHAT AR E OTHER CH AR ACTERISTICS 
 OF BUILDINGS? 
 WHAT MIG HT THEY 
 SUGG EST A BOUT 
 EXPERIEN CE? • doors? • stairs? • floors? • roof? • ceiling?
  17. 17. WH ENEVER YOU ARE DES I GNING AN EXPERIENCE 
 ONL IN E OR OFFLI NE, 
 YOU AR E D ES I G NI NG EXPERIENCE 
 FOR BOTH “When you tug at a single thing in the universe, 
 you find it's attached to everything else.”   
 — John Muir
  18. 18. JUST ABOUT EVE RY WHE RE 
 THE PHYSI CAL WORLD 
 AND THE DI GITAL WORLD CONVERGE , 
 THE CONNECTIVE LAYER IS 
 T HE DATA CAPTURED THROUGH 
 HUM AN EX PE RIENCE.
  19. 19. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Integrated Human Experience Design offline and online, all contexts together not just users, customers, patients, students, etc — but awareness of People across all their contexts intentional layer of interactions and transactions the adaptive execution of strategic intent to design meaningful experiences:
  20. 20. twitter: 
 @kateo 
 @koinsights
 #ConveyUX What does it take to design meaningful 
 and integrated experiences?
  21. 21. twitter: 
 @kateo 
 @koinsights
 #StrataHadoop Some of the key elements of meaningful human experience design • Integration • Dimensionality • Metaphors and Cognitive Associations • Intentionality / Purpose • Value and Emotional Load • Alignment • Adaptation and Iteration “All models are false 
 but some are useful.” 
 —  George E. P. Box
  22. 22. ME AN INGFUL H UMAN E X PE RI E NCES 
 A RE INT EG RATE D
  23. 23. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Carnival Cruises’s New Wearable 
 Acts As A Digital Concierge For Guests http://www.psfk.com/2017/01/carnival-cruisess-new-wearable-acts-as-digital-concierge-for-guests.html
  24. 24. ME AN INGFUL H UMAN E X PE RI E NCES 
 A RE D IM EN SI ON AL
  25. 25. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Snapchat Spectacles 
 storefronts
  26. 26. twitter: 
 @kateo 
 @koinsights
 #StrataHadoop Dimensionality • Meaningful experiences transcend dimensions and appear larger than life. • how does this experience weave into the larger tapestry of a person’s life
  27. 27. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Meaningful Human Experience Design: Site Analysis Framework site analysis for web/digital/integrated experience use like urban planning site analysis - cutaway layers revealing artifacts, wayfinding, and other content intended for each layer Each layer functions independently but they must not inhibit the effectiveness of one another’s function new customer layer repeat customer layer in-store customer layer support layer
  28. 28. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Demonstrated the power 
 of AR (enhancement) 
 vs. VR (immersion) Showed how a layer could be added to the experience of public spaces Clearly We Have to Talk About 
 Pokémon Go
  29. 29. ME AN INGFUL H UMAN E X PE RI E NCES 
 BUIL D UPON RICH M ETAP H ORS
  30. 30. twitter: 
 @kateo 
 @koinsights
 #StrataHadoop Airbnb touching on meaning of place: 
 “don’t go there; live there” https://www.youtube.com/watch?v=1AtjOKph7-k
  31. 31. twitter: 
 @kateo 
 @koinsights
 #ConveyUX
  32. 32. ME TA PH OR METADATA
  33. 33. ME AN INGFUL H UMAN E X PE RI E NCES 
 A RE INT EN TIO NA L A ND P URPOS E FUL
  34. 34. twitter: 
 @kateo 
 @koinsights
 #ConveyUX strategic purpose 
 
 purposeful strategy
  35. 35. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Disney and magical experiences
  36. 36. ME AN INGFUL H UMAN E X PE RI E NCES 
 D RAW UPON WHAT WE VALUE
  37. 37. twitter: 
 @kateo 
 @koinsights
 #ConveyUX
  38. 38. ME AN INGFUL H UMAN E X PE RI E NCES 
 A LIG N TH E INTE RE ST S OF ALL PARTI ES
  39. 39. twitter: 
 @kateo 
 @koinsights
 #StrataHadoop Uber knows when your phone is about to die. And that you’re 
 more likely to pay 
 “surge” fares 
 as a result. http://www.independent.co.uk/life-style/gadgets-and-tech/news/uber- knows-when-your-phone-is-about-to-run-out-of-battery-a7042416.html (They say they're not using the data, 
 but holy ethical burden, Batman.)
  40. 40. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Analytics are people.
 
 Relevance is a form of respect 
 but so is discretion. 
 Don’t be creepy or greedy.
  41. 41. ME AN INGFUL H UMAN E X PE RI E NCES
 
 A RE A DA PTI VE
  42. 42. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Pop-Up Shops and Technology proximity tech: 
 sensors & beacons to tailor the experience augmented tech: 
 offer extra through phones or viewers social media: 
 inform nearby people of opportunity “Careful. We don't want to learn from this.” 
 — Bill Watterson, Calvin and Hobbes
  43. 43. twitter: 
 @kateo 
 @koinsights
 #ConveyUX Marketing Knowledge Center. at its best 
 is a “The aim of marketing 
 is to know and understand 
 the customer so well 
 the product or service 
 fits him and sells itself.”
  44. 44. twitter: 
 @kateo 
 @koinsights
 #ConveyUX let’s take some questions
  45. 45. twitter: 
 @kateo 
 @koinsights
 #ConveyUX thank you! Twitter: 
 @kateo LinkedIn: 
 /kateoneill connect with me to continue 
 the conversation: Image credit: Robbie Quinn (http://robbiequinnphotography.com/) and to inquire about consulting: visit: koinsights.com/ kate@koinsights.com
  46. 46. strategies for 
 more meaningful experiences

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