A talk on Experience modelling that I had with M.Des students of WUD

1. Role of contextual Inquiry in
finding Design Ideas
Session
by Nazim Iqbal

2. Experience matters
As designer, one of our believe need to be that people want products and services that
integrate neatly into their lives. By delivering user-centered strategies and solutions, we
help our products & organisations forge a sustainable link between the promise they
offer their customers and the experience people create for themselves.

3. New understanding for innovation
Experience Modelling extends our customer understanding by complementing traditional
research approaches. Viewing users from this dimension often leads to innovation through
relevant, meaningful and compelling solutions.
Histories
What users have done
Surveys and focus
groups
What users say
Segmentation
Who users are
Contextual Inquiry
Real world user
experiences
Users

4. Experience is surprisingly complex
User Experience modeling provides you with a framework for understanding your customers: who are they? what is most
important to them? what behaviors and perceptions shape their experiences of your products and services? what do you
need to do to better support, enhance or change that experience? what opportunities exist to provide your customers with
products and services that are more useful, more usable, and more easily adopted and used?
Experience Modeling projects are carefully constructed to answer your questions in a way that is systematic, actionable --
and fast. Our teams are trained in market and industry research, sociology, anthropology, and design. Working with you,
they can craft an approach that will address your business objectives, timeframe, and budget. Our projects usually combine
context, field-based and design research techniques.
context
research
field-based
research
design
research
identify cultural, social and demographic
contexts that are important to understanding the
everyday experience of your products, services,
applications or business
carried out in homes,
businesses, retail
environments and the street
Used to flesh out requirements and to ensure
designs are both useful and usable.

5. A range of techniques
visual stories
beeper studies
video diaries
guerilla research
field observation
Contextual Inquiry
shadowing
tours
video ethnography—
home, office & retail
StructuredSemi-StructuredExploratory
interviews

6. Experience modeling
in action
Experience modeling
in action

7. Experience modeling in action
Creative
Strategy
Client
Technology
Who is this person?
How does he think about his
needs and wants?
How could he achieve his
goals?
How can technology
support him?

8. Key deliverables of Experience Model
• User Profiles
• Segmentation Models
• Process Models
• Modes and Strategy Models
• Opportunity Maps

9. Key deliverables
User Profiles
Profiles provide an in-depth portrait of the individual
participants in the study. They provide strong
understanding of the activities, environments,
interactions, objects and users who are or would be
served by the client’s business.
Profiles are useful to the creative team as they develop
scenarios for concept development. Profiles can be used
as a basis of idea generation sessions and can help focus
a team on a user-centered concept or design solution.

10. Segmentation models are also useful to
creative teams as they design an information
architecture that can support multiple entry
points and modes of use for the different
segments.
Key deliverables
Segmentation Models
Based on behaviors and attitudes, segmentation models go beyond individual profiles to characterize
the behavior of different groups within the target identified by the client. The differences between
groups are based not only in their attitudes and aspirations but especially in their activities and
routine behaviors.
Segmentation models are used to better understand the needs of each group in a client’s target
market, and to make strategic and tactical decisions about which segments to support and how best
to do that.

11. Build
Query
Select
Source
Access
Source
Interpret Information Need and Locate Source
Doctor
Edit, Store,
Delete Sort &
Filter
Search
Results
Information Need
Key deliverables
Process Model
Process Models describe in detail the high- and mid-level processes and tasks a participant or a
segment usually uses to reach a certain goal or create a particular experience.
Process models are usually highly collaborative models built by the Xmod and Creative teams.
Process models can be used to inform or define information architecture, and are integral to the
development of a user-centered site organization and task model.

12. Key deliverables
Modes and Strategies Models
Modes and Strategies Models are used to extend a process model and define the different possible
ways that any given user might approach a common task given different circumstances or situations
of use.
Modes are useful to strategists because they aid refinement of the value proposition to meet
specific user behaviors and goals. Modes are useful to information architects because they help
them to anticipate different entry points, content needs, and flow within a common process.
Experience Models Lead to Strategy Recommendations

13. Key deliverables
Opportunity Maps
An opportunity map is a matrix that allows the team to identify where the user experience could be
enhanced. It provides a framework for prioritization and decision-making, given existing capabilities and
long-term strategy.

14. Think about
needs
Execute
thoughts
App UX
Product UX
Sol UX
Measures
Existing
Order channels
Forms
perception
& builds
expectation
Nokia
P&G
Ease of order
Delivery time
Experience Model
The experience model is based on observations of different user and outlines the structure
of the experience and the attending factors

15. Key Use Cases
Testing a Product
Optimizing performance
Designing a User Interface
Enhancing Customer Experience
Improving organisational Workflow
Anticipating Customer Behavior
Identify Unanticipated Use Cases
Recognizing Product Flaws
Discovering feature opportunities

16. About Me
I am a design partitioner & design leader. I collaborate with team
and people to empower them with design thinking, realise their
human potential and innovate in their space.
Design & digital solutions for
Academics & Design Trainings
Post Graduate Diploma in Mass Communication
Jadavpur University, Calcutta – Class of ‘98
Human computer Interaction Design & Evaluation (Residential)
IIT Bombay, India – Class of ’05
Ergonomics & User Centered Design (Classroom)
National Institute of Design, India – Class of ‘12
Designing the Mobile User Experience (Classroom)
Human Factors International, India – Class of ‘14
Design Mentor
https://www.linkedin.com/in/nazimiqbal/
nazim@hudestudio.com
Nazim Iqbal

17. Experience modelling Usage
Requirements gathering
Persona building & re-affirming
Scenario validation
Userflow identification
Architecture shape
Content Strategy

18. Thanks!
Nazim Iqbal
nazim.iqbal@gmail.com
HUDE Studio