Measuring Human Experiences

MEASURING
HUMAN
EXPERIENCES?
Beyond The Customer

@albertobarreiro
EXPERIENCE MEASURING HUMAN EXPERIENCES

WHAT IS THERE TO BE MEASURED?
Beyond the User > Beyond the Customer

TECNOLOGY > FEATURES > EXPERIENCIES > MEANINGS
MARKET MATURITY


PROUCTS/ EXPERIENCES/ MEANINGS
Meaningful Products:
The MySpace hack

How people can jump over
usability barriers when the
purpose is strong enough


Meaningful products:
The unpredicted success of Instagram
& The Rise of The Designers

Beyond tactics:
How meaning is a key component
of a product

Different meanings, different
products?


The Evolution of Twitter

How people define products.
The KPIs as moving targets


Yes, I have to mention Steve Jobs

Experiences:
Beyond features



FOCUS ON PREFERABLE OUTCOMES (Rob
Girling)

SELF RELIANCE LIFE LONG LEARNING TIMELESSNESS
HAPPINESS CITIZEN ENGAGEMENT LIBERTY
CROSS CULTURAL EMPATHY
PROMOTING MASTERY
SOCIAL INCLUSION DIGNITY
AUTONOMY UNIVERSAL ACCESS
HEALTH AND WELL BEING



THE PRODUCT
IS
THE EXPERIENCE



THE EXPERIENCE DIMENSSIONS:

DURATION
INTENSITY
BREADTH
INTERACTION
TRIGGERS
SIGNIFICANCE


ON MISSIONS AND VISIONS

MISSION BEFORE VISION


PRODUCT ECOSYSTEMS
The ITV case


MEASURING AGAINST MISSIONS
The ITV case

Our mission is to

BRING PEOPLE AND CONTENT TOGETHER

by extending
the ITV Experience
in the online media


THE X METHOD
THE ONLY WAY IS ESSEX
How c a n w e e nha nc e
a nd ma k e the mo s t o f DURATION INTENSITY TRIGGERS INTERACTION BREADTH MEANING
engagement calls to action platforms
T O W I E ’s e x p e r i e n c e f o r MISSION
G e m m a . e v e r yw h e r e ,
a n y t im e ? How does the context
of the experience
How can we optimise
user engagement
How can we target
the calls to action
How can the audience
interact with the show
What are the
platforms where the
How the context
affects the meaning of
changes depending depending of the depending on the depending on the experience is the experience?
on the user activities context of the user, content, context they are in? happening and how Private vs shared
during the day? experience? platform and device - Mobile, tablet, Social they affect/define the experiences, mobile
CONTEXT i.e: light (twitter) context. Media platforms? context of the and fragmented vs
mild (FB) i.e. specific Twitter Public vs private experience? focused viewing?
SENSITIVE strong (Website) “get the look” during interaction
at home, at the office? the show

How can the product How time sensitive What are the triggers What are the What platforms and How people relate to
deal with the duration interfaces can before, during and differences between devices are more the content before,
variables of the show? enhance the level of after the show that the interactions relevant before, during during and after the
TIME How the product
changes
engagement of the
user with the show?
drives participation
and engagement?
before, during and
after the show?
and after the show?
i.e Twitter during the
show?
Expectations,
SENSITIVE before/during and show, website after Curiosity, Emotions
after the show.

How can we use How the use of social What are the right When and where can What are the most Are our social
social strategies to set media can enhance calls to action we find social relevant social media strategies enhancing
people expectations the intensity and depending on the interaction platforms for a the value of the
before the show, to engagement of a social media platform opportunities: particular show and content experience?
• I am a j u n i o r r e c r u i t m e n t SOCIAL allow user interaction show? and tools? commenting, likes, how does ?

G cEo Ms Ml tA n t
n u a
and to keep the
engagement after?
sharing, tweeting

I want to k n o w w h a t h a p p e n e d How can we tie show
linearity with the
digital products?
Is the story being
developed across
different context in a
Are the call to actions
distributed across
different context set
Is the interaction
patterns developed in
a consistent way?
Is there a sense of
consistency and
complementarity
Is the message clear
and consistent?

t o K ir k
way that builds up for complementarity? across the different
SEAMLESS user engagement? platforms and
devices?

I like to w a t c h T O W I E
I like to r e a d a b o u t c e l e b r i t y Does the product
reflect the pace of the
Is the engagement
built around the
Is the tone of voice
and the nature of the
Are we leveraging on
the interaction
Are we developing a
proper sense of the
Is on brand?
Does it make sense?
show? values of the show? calls to action aligned opportunities defined show brand across What are the values

g o s s ip ITV-NESS
with the show brand? by the show? the different platforms
and devices?
behind the
experience: The brand
is the experience.
I really like d o i n g m y n a i l s

THE X METHOD
EXPERIENCES: contents -brands - needs - tasks - tools

INTERACTION
How can our [PRODUCTS] DURATION INTENSITY TRIGGERS BREADTH MEANING
MISSION engagement calls to action platforms
help [NAME] to do [EXPER.] ?

PRINCIPLE
PEOPLE
research
insights
observations PRINCIPLE
PRINCIPLES
business
design
PRINCIPLE
services
technology
brand
marketing PRINCIPLE


THE X METHOD
Example
#In Context
In Context timing / Duration:
How does the content experience changes based on user activity and behaviors throughout
the day?

Contextual Engagement:
How do we optimise the intensity of user engagement based on where they are, who they are
with and how they're feeling?

Contextual Calls to Action:
How do we initiate calls to action tha are dependent of the user changing context?
i.e. mobile (on the go) notifications.

Contextual Interactions:
How many ways the audience can interact with the show depending on the context? i.e. at
work (quizzes with colleagues). at home (tablet second screen companion), in the screen with
the family.
Is it a shared or private activity?

In Context Platforms:
Which platforms should the experience be on to fit the need of a changing context?
Does the experience need to be multiplatform? when and how?

Contextual Meaning:
How context affects the meaning of the experience? Is it private or shared?
Is it in one sitting or fragmented?


THE X METHOD
Example

CONTEXT / INTENSITY

H o w c a n w e o p t i m i s e G e m m a ’s
e n g a g e m e n t w it h T h e O n ly W a y
is E s s e x d e p e n d in g o f t h e
c o n t e x t o f t h e e x p e r ie n c e ?

i.e: light (twitter following)
mild (FB friendship)
strong (Website commenting)
during the show at home, reading the news at the
office, checking for updates at the bus


MEASURING EXPERIENCES
Example

CONTEXT / INTENSITY

H o w c a n w e o p t i m i s e G e m m a ’s e n g a g e m e n t w i t h
T h e O n ly W a y is E s s e x d e p e n d in g o f t h e c o n t e x t
o f t h e e x p e r ie n c e ?

light engagement (Twitter): Set KPIs and desirable outcomes:

O p t im is a t io n o f T w it t e r c a ll t o a c t io n s :
Click-through to site
Number of retweets
Direct commercial leads
Number of followers

O p t im is a t io n o f T w it t e r a c t iv it y :
Number of followers
Social Graph expanssion
Brand exposure


CONCLUSSION: MEASURING HUMAN EXPERIENCES
The Cultural Cycle analogy

Cultural Cycles:
FOUNDATIONAL
IDEAS "The Culture Cycle is the iterative recursive process
whereby people create cultures to which they later
adapt, and culture shape people so that they act in
INSTITUTIONS ways that perpetuate the cultures.
In other words, cultures and people make each other
up”
EVERYDAY Hazel Rose Markus and Alana Conner.
PRACTISES
& ARTIFACTS

SELVES



Broken Cycles:
VALUES
MISSION 1- Business Driven
PURPOSE

PROCESSES Seduction is not enough
& ORGANISATIONS

PRODUCTS
& SERVICES

USER
BUSINESS DRIVEN
CUSTOMER
PEOPLE/SOCIETY



B r o k e n C y c le s :
VALUES
MISSION 2 - T e c h n o lo g y
PURPOSE D r iv e n
PROCESSES
& ORGANISATIONS U s a b ilit y is n o t
e noug h
PRODUCTS
& SERVICES

TECHNOLOGY USER
DRIVEN CUSTOMER
PEOPLE/SOCIETY



The Role of Design?
VALUES
MISSION
PURPOSE Brands, Organisations, Products
PROCESSES and People make each other up
& ORGANISATIONS

PRODUCTS
& SERVICES

USER
CUSTOMER
PEOPLE
SOCIETY


CONCLUSSION: NEW METAPHORS FOR MEASUREMENT ARE NEEDED

From linear optimisation:

A B C



To gravitational experiences (or something like that…)

MISSIO
N


Thanks!

@albertobarreiro

EXPERIENCE MEASURING HUMAN EXPERIENCES Alberto Barreiro July 2012

Measuring Human Experiences

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