Pablo Sanchez is the director of user experience design with experience leading UX teams for companies like HP, Yahoo, Western Digital, and others. He discusses how the proliferation of mobile devices and cloud services has changed consumer habits and expectations, with people now demanding access to content and services anywhere, anytime across fragmented digital lives. However, building unified ecosystems that meet these expectations across organizations is challenging due to coordination costs. Sanchez argues the goal for experience designers is to design user-centered ecosystems of devices, objects, services, and platforms in a simple, delightful way.
Human: Thank you for the summary. Can you provide a 2 sentence summary as well?
2. Director of User Experience Design with extensive hands-on and
management background gained in fast-paced internet companies and
large corporations in Europe, USA and Asia.
PabloSanchez
Team Leader:
Builder of several UX teams
–comprising interaction
designers, researchers,
visual designers, content
strategists and front-end
developers– for companies
like HP, Yahoo!, Western
Digital, Santander,
monster.com.
MADRID, SPAIN
PRAGUE, CZECH REPUBLIC
BOSTON, MA
SINGAPORE
CALIFORNIA, USA
…and yes, I love coffee!
6. It seems like
the cloud
and the
proliferation
of mobile
devices have
profoundly
changed
consumer
habits and
expectations
7. Source: statista
Mobile internet access continues to become more and more common
across the globe. Ericsson predicts that the number of mobile internet
subscriptions via smartphone, tablet or any other device with a cellular
connection will grow to 6.4 billion by 2019.
We demand access to everything, everywhere, anytime.
Mobile
internet
subscriptions
will reach
6.4billion
in 2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
0.4
0.8
0.15
2.6
5.6
0.50
2b
4b
6b
8b
Smartphones Mobile PCs, tablets and mobile routers
Numberofmobileinternetsubscriptionsworldwide(inbillions)
8. In many categories, digital content is consumed almost exclusively on
mobile devices now. According to comScore, the majority of mobile
media usage is happening in apps, which for the first time accounted for
more than 50% of time spent with digital media
Primarily, We consume content on the go...
Source: statista + comScore
60% 70% 80% 90% 100%
Radio
Photo
Maps
Instant Messangers
Games
Telecommunications
Downloads
Entertainment / Music
Social Networking
Directories / Resources
Mobile Desktop
ShareoftimespentwithselectedcontentcategoriesintheU.S.inMay2014
Mobile is
taking over
digitalmedia
usage
9. Of Facebook's 1.07 billion mobile users, 399 million access Facebook
exclusively on mobile devices, representing an increase of more than
80% over last year's second quarter and of almost 20% compared to
the March quarter of 2014.
30% of
facebook
users are
mobile only
Smartphones play a key role in our (fragmented) digital lives
800
700
600
500
400
300
200
100
0
Q1 Q3 Q1 Q3 Q1Q2 Q2 Q2Q4 Q4
2012 2013 2014
Mobile-only Mobile & DesktopDesktop-only
671m
399m
247m
Facebook’smonthlyactiveusers,brokendownbytypeofaccess(inmillions)
Source: statista + Facebook
10. People spend more time looking at screens than ever
mobile web
+ apps
Internet
video
Time-shifted
TV
Game
console
Internet
via PC
Mobile
Video DVD or
Blu-Ray
Player
Live TV
07:04
03:47
02:09 01:46
01:43
00:26
-00:11 -00:34
Source: statista + Nielsen
ChangeinmonthlytimeAmericansspentwithscreenmediaQ12014vs.Q12013(hh:mm)
Smartphone usage has seen the biggest increase since last year's first
quarter, with people now spending 7 hours more per month using apps or
browsing on their mobile phones. On average, Americans still spent 160
hours a month watching traditional TV.
Total screen time:
270 hours
14 minutes
We live
surrounded by
devices that
constantly
demand our
attention…
11. Deviceshifting is
essential to our
multi-task habits.
Shopping online
doesn’t mean
“seated in front of
a computer”
anymore
We constantly sWitch between devices in our daily tasks ...
87%
Browsing the
Internet
Popular cross device activities:
67%
Shopping
Online
46%
Managing
Finances
43%
Planning a Trip
of people use multiple
screens sequentially90%
Source: Google / Ipsos / Sterling, 2012
a
12. 67%
Shopping
Online
… and that’s the
genesis of the
ecosystem of
devices around
each one of us
Not surprisingly, We expect our devices to be in sync With us ...
13. Interfaces must be dead simple so users can switch and multi-task
E.g. the iOS
inspired redesign
of Messages on
OS XYosemite let
users work
seamlessly across
phones and
computers
14. …so we can get
things done
independently of
our preferred
platform (iOS,
android, PC, Mac)
We also expect our devices to share information between them ...
15. So we never
experience the
heartbreaking loss
of personal data
We expect to migrate and backup our data effortlessly ...
or the frustration of being
locked into a platform
16. We expect our content to be protected across devices ...
because
privacy and
security
always come
first
28. A Better Ecosystem
The fact that the iPhone is tied to iTunes — both the software and the store — has
been a key part of its success. iCloud, along with its seamless backing up of
photos and other content, has taken it a step further.
Samsung's ecosystem is comparatively weak. The company has a jumble of
multiple digital storefronts (called "hubs"), its horribly named "AllShare" cloud-
storage system, plus some partnerships with third parties including Dropbox and
SugarSync. Compared to Apple's single-storefront, set-up-once system,
Samsung's is a mess.
Samsung would do itself a world a good if, with the Galaxy S IV, it would finally
offer a clear ecosystem. It should either cut away the partnerships and go all-in on
its own system, or just use Google's, which isn't perfect either but at least
Google Play is relatively consistent.
5 Ways the Samsung Galaxy Can Beat the iPhone
Pete Pachal
Pete Pachal is
Mashable’s Tech
Editor and has been at
the company since
2011. In this position,
he covers the
technology industry,
from self-driving cars
to self-destructing
smartphones.http://mashable.com/2013/02/26/samsung-galaxy-s4-vs-iphone/
ARTICLE EXCERPT
30. The ultimate challenge
for the neW
generation of user
experience designers
is not designing
isolated products...
North Star •
31. Our goal is to design
a user-centered
ecosystem of
32. Our goal is to design
a user-centered
ecosystem of
devices,
33. Our goal is to design
a user-centered
ecosystem of
devices,
objects
34. Our goal is to design
a user-centered
ecosystem of
devices,
objects
and services,
35. Our goal is to design
a user-centered
ecosystem of
devices,
objects
and services,
across platforms
36. Our goal is to design
a user-centered
ecosystem of
devices,
objects
and services,
across platforms
in a simple,
delightful,
and cohesive Way
37. The problem is that...
this noble pursuit typically
impacts entire organizationsmarketing
software engineering
design
product strategy
business units
internationalization & legal departments
hardware engineering
HP purchased WEB OS in 2010 to unify its myriad of devices. The plan never got implemented. The sheer size of the company (324,000 employees) added huge coordination costs.
40. …we can’t tell anymore what people are doing
Content Creation?
Jimmy Wales | CC by Renato Targa | http://goo.gl/RnK0xb
Communication? Media Consumption?
Today
Shopping?
41. …we knew what products to expect from a company
Beforethedigitalrevolution
48. content creation | storage | distribution
DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
Entertainment & Videogames
consumer electronics
AmazonEcosystem
49. content creation | storage | distribution
DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
Entertainment & Videogames
consumer electronics
Google Ecosystem
50. content creation | storage | distribution
DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
Entertainment & Videogames
consumer electronics
AppleEcosystem
B
51. SOFTWARE
ITUNES STORE
Buy
• Find media
• Buy media
• Buy games
• Subscribe to
podcasts
SOFTWARE
Manage
ITUNES
• Browse audio
• Play audio
• Rate audio
• Add audio
• Delete audio
• Make playlist
• Stream radio
• Burn CDs
Play
IPOD
HARDWARE
• Browse audio
• Play audio
• Rate audio
• Add audio
• Delete audio
• Make playlist
• Stream radio
• Burn CDs
ThedigitalecosystemBIGBANG
Diagram extracted from the book Subject to Change by Peter Merholz, Todd Wilkens & Brandon Schauer
53. expanding
Case study: brand experiences in the
universe
of中国
workshop conducted
with design students in
Wuxy, China in Nov 2o14
54. LEGOEcosystem
content creation | storage | distribution
DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
Entertainment & Videogames
physical products
55. Core Business
LegoToday
Lego produces roughly
36 billion plastic
elements annually.
New products launches
account for
approximately 60% of
the LEGO’s sales to
consumers:
• LEGO Star Wars™
• LEGO Marvel Super Heroes
• LEGO Legends of Chima
• LEGO The Simpsons,
etc.
Videogames LegolandStoresMovies
75. next time . . .
Physical Store
VIP points
successfully
added to
user’s
account!
76. Physical Store Amusement Park
VIP points
successfully
added to
user’s
account!
VIP points
could not be
added to
user’s
account.
User gets totally
disappointed
77. Physical Store Amusement Park
every unsuccessful
experience kills
an expectation
VIP points
successfully
added to
user’s
account
VIP points
could not be
added to
user’s
account.
User gets totally
disappointed
78. Physical Store Amusement Park
VIP points
successfully
added to
user’s
account
Online Store
User forgets about his/her
loyalty program
VIP points
could not be
added to
user’s
account.
User gets totally
disappointed
79. Physical Store Amusement Park
VIP points
successfully
added to
user’s
account
Online Store
and most importantly…
LEGO’s brand suffers.
VIP points
could not be
added to
user’s
account.
User gets totally
disappointed
81. Users don’t know the
intricacies of product design
I guess this app works
differently because it was
designed with Android
SDK version v3.6.1
No Way!
This toy feels differently
because it was requested by a
fan community, designed by a
subsidiary and manufactured
by an OEM in Malaysia
DesigningwithintheBrand
82. As designers our goal is to
promote a consistent
brand experience
across all touchpoints
it’s not consistency for consistency sake
DesigningwithintheBrand
83. DesigningwithintheBrand
As designers we can’t help asking ourselves
HoW COOL this interaction would be ?
Scanning a LEGO model into
an iPad app and playing with
it in 3D? COOL!
designer
84. What this interaction would
say about the brand
?
but the question that should follow is:
real customer
I got this for my 4 year old
son (…) I feel cheated.
WoW! that’s pretty bad
http://www.amazon.com/LEGO-Fusion-21205-Battle-Towers/dp/B00MGSJABY
DesigningwithintheBrand
85. The more complex the ecosystem becomes the more
careful We should manage any Brand expectations
DesigningwithintheBrand
http://www.lego.com/en-us/fusion/parents
z
OFFICIAL COMMUNICATION
86. LEGO lives by a set of
corporate ‘promises’
including the ‘Play
Promise’ that
measures its success
in creating a positive
customer experience
for the children that
play with its toys…
and a promise to the
parents of those
children that it will be a
safe and educational
experience.
to company’s shareholders
to society
to customers
to employees
DesigningwithintheBrand
87. LEGO lives by a set of
corporate ‘promises’
including the ‘Play
Promise’ that
measures its success
in creating a positive
customer experience
for the children that
play with its toys…
and a promise to the
parents of those
children that it will be a
safe and educational
experience.
to company’s shareholders
to society
to customers
to employees
Is this product stretching
the brand beyond its limits?
DesigningwithintheBrand
93. BrandArchitecture
Disney Logo always displayed in
the upper right corner
TV channels display the
distinctive WATCH mark
Only videogames display this kind
of eye-catching illustrations
99. Linear
Interactions
Cecelia Weckstrom, head
of the Lego Learning
Institute developed an
initiative to map
customer experiences
into a Customer Journey
map.
This example identifies
opportunities for
enhancing the customer
experience of a flight
from London to New York
City.
Source: Customer Experience Matters
102. Most of definitions of Service Design and
Interaction Design are interchangeable
“ServiceDesignisallaboutmaking
theserviceyoudeliveruseful,usable,
efficientanddesirable”
UKDesignCouncil
103. Most of definitions of Service Design and
Interaction Design are interchangeable
“ServiceDesignisallaboutmaking
theserviceyoudeliveruseful,usable,
efficientanddesirable”
UKDesignCouncil
InteractionDesign
106. tangible intangible >
product design service design
UI design
visual design
Industrial design
. . .
design of systems & processes
Cross-disciplinary practice (including design, marketing,
process engineering, etc) that results in the design of systems
and processes aimed at providing a holistic service to the user
– Copenhagen Institute of Interaction Design 2008
107. tangible intangible >
product design service design
design of systems & processes
?
UI design
visual design
Industrial design
. . .
120. Customer
Journey think of
each column
as a phase
or stage of
the journey
MANAGE
ITUNES STORE
• Find
media
• Buy media
• Buy
games
• Subscribe
to
podcasts
ITUNES
• Browse
audio
• Play audio
• Rate audio
• Add audio
• Delete
audio
• Make
playlist
• Stream
radio
• Burn CDs
IPOD
• Browse
audio
• Play audio
• Rate audio
• Add audio
• Delete
audio
• Make
playlist
• Stream
radio
• Burn CDs
PLAY BUY
136. Rewards
UserProfile
xbox SmartGlass
is by far the
best second-
screen app
available in all app
stores !
See which friends are online and what they’re
playing. See who’s on top in the leaderboard. Send
and receive messages to brag about your score or
challenge a friend.
147. Which are provided by
its public or private...
API is an abbreviation of
application program interface. It
defines a set of functionalities in
a very modular and reusable way.
Each block of code performs one
and only one function (such as
register a new Loyalty program or
delete an existing program)
APIs
148. API is an abbreviation of
application program interface. It
defines a set of functionalities in
a very modular and reusable way.
Each block of code performs one
and only one function (such as
register a new Loyalty program or
delete an existing program)
APIs
Loyalty cards in the cloud
The Wallet Objects API allows Google
Wallet users to access loyalty
programs from any device with
access to the cloud. Specifically, the
Loyalty API allows Google Wallet
users to add a loyalty program to
their digital wallet, use Ioyalty
information while making a
purchase, and track and redeem
awards.
HTTPS://DEVELOPERS.GOOGLE.COM/WALLET/OBJECTS/
149. API is an abbreviation of
application program interface. It
defines a set of functionalities in
a very modular and reusable way.
Each block of code performs one
and only one function (such as
register a new Loyalty program or
delete an existing program)
APIs
Loyalty cards in the cloud
The Wallet Objects API allows Google
Wallet users to access loyalty
programs from any device with
access to the cloud. Specifically, the
Loyalty API allows Google Wallet
users to add a loyalty program to
their digital wallet, use Ioyalty
information while making a
purchase, and track and redeem
awards.
HTTPS://DEVELOPERS.GOOGLE.COM/WALLET/OBJECTS/
Remember me? I want
to add my LEGO VIP
card to Google wallet
150. function AddUserToLoyaltyProgram()
User links to existing loyalty program from within Google Wallet app:
a. Wallet app posts JSON signup information to your specified web service URL specified in your
Discoverable (A feature of certain Wallet Object types, such as loyalty). There is a shared
secret password in this request's header.
b. If approved, you respond with JSON response containing the Loyalty Object representing
user's specific representation of Loyalty Class. If rejected, you respond with JSON response
containing rejection message.
function SavetoGoogleWallet()
Well, this is what
LEGO developers
should implement
HTTPS://DEVELOPERS.GOOGLE.COM/WALLET/OBJECTS/
151. APIs are the most
effective way to
create viral
ecosystems that
connect with millions
of users around the
globe.
Making things easy
for any developer
(inside and outside
your organization)
to create engaging
services and
scalable products is
the first step to
achieve sustainable
growth.
8
152. http://goo.gl/HtlkHE
Welcome to the future
Web Components usher in a new era
of web development based on
encapsulated and interoperable
custom elements that extend HTML
itself. Built atop these new
standards, Polymer makes it easier
and faster to create anything from a
button to a complete application
across desktop, mobile, and beyond.
9
154. There’s Good News for Designers
APIs give designers a much richer toolbox than they’ve ever had before. We can now
take advantage of capabilities on our devices, the wealth of knowledge stored in
databases, and pull together resources to provide a richer experience for our users (…)
Designers will need to make API education a regular part of their work activities.
Experimentation opportunities, like internal one-day hackathons or “20%-time” side
projects, give the designers and developers a way to try out and play with APIs to
extend interesting experience ideas (…)
APIs Are Designs Too
To make APIs work, they need a design. The method of designing an API isn’t that
different from any other user interface project, except the users are fellow developers
and designers. We’re seeing a branch of UX design emerging that deals with creating
easy to use and maintain APIs. They provide documentation, sandbox tools for testing
functions, example code, and simple maintenance models for getting the API integrated
and running quickly and effectively. It won’t be too long before our own organizations
need to ask what could we build as an API for our own stuff? As designers, we can play
a role in helping make our core competencies a integral part of other applications.
APIs: The Future Is Now
Jared M. Spool
Jared M. Spool
(1960-) is the founder
of User Interface
Engineering and a
leading expert on user
experience (UX)
design.
Originally published: Apr 04, 2013
http://www.uie.com/articles/api_future/
ARTICLE EXCERPT
156. Share SyncBackup Collaborate
one user one-to-many
one user
across multiple devices
many-to-many
across multiple devices
unidirectional unidirectional
across multiple devices
bidirectional
across multiple devices bidirectional
x multiple users x devices
peace of mind socialization device shifting collaboration
users
interaction
unique
perceived
benefit
there’s always a duplicate
‘unsharing' should be as easy as
sharing
My files are always up-to-date in
every device (no duplicates)
Mess can be reverted (accidental
deletes, concurrent iterations..)
users
expectations
157. W
“The prevalence of sequential
usage makes it imperative
that businesses enable
customers to save their
progress between devices.
Saved shopping carts,
signed-in experiences or the
ability to email progress to
oneself helps keep
consumers engaged,
regardless of device they
used”
Source: Think With Google
159. Disney Band has a RFID
chip that let users swipe
their bands to pay at
any register in Disney
World, access express
lines and unlock their
hotel room.
Sensors hidden in the
Be My Guest
restaurant can detect
customer presence from
up to 40 feet away.
RFID
173. BelkinWeMo
D-Link’s new Wi-Fi Smart Plug
(DSP-W215) now lets you
monitor and control your
home’s electronic devices from
anywhere using Dlink’s free app
for iOS and Android
smartphones or tablets. The
device offers a convenient way
to automate home and control
devices from the user’s
smartphones and tablets.
The Wi-Fi Smart Plug comes
with a built-in thermal sensor
that will automatically shut off
connected devices if they
overheat. The mydlink Wi-Fi
Smart Plug features a simple
one-button installation – users
press the WPS button on their
existing router and on the
Smart Plug, and then download
the mydlink Smart Plug mobile
app to start setup.