Add an eventThe Web and Beyond 2012 schedule
Tuesday 25th September 2012
Wednesday 26th September 2012
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Get Lucky: How to put planned serendipity to work for you and your business
by Lane Becker
The world of work has changed. To keep pace with the rapidly shifting needs and expectations of the market - and stay relevant and competitive - we need to find ways to encourage and reward ongoing innovation inside our organizations. But embracing change as part of the regular process of doing business can be challenging for organizations that have learned to rely on routine and process to ensure consistent, reliable growth.
In their New York Times bestseller "Get Lucky," authors and entrepreneurs Thor Muller and Lane Becker explore the qualities and business practices of Twitter, Instagram, Pixar, 3M, Google and other high-performing companies. In this keynote, Lane will share the secret formula behind the success of the world's most successful organizations: "planned serendipity."
Unleash your inner startup! Learn how to drive continuous innovation and stay ahead of the competition by mastering the eight skills of "planned serendipity."
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An online service for an offline audience
Olery develops easy-to-use tools for monitoring online reputation in the hospitality industry. By monitoring what’s being said on social media and online hotel reviews, including real-time feedback from guests, we provide actionable insights in a timesaving manner. In this highly competitive market, our products are often cited for their simplicity and effectiveness.
The main challenge in this kind of business lies in the fact that a development team – without any background in the hospitality industry – must design products for a sector that works with people and not computers. Our clients don’t want yet another software package, but rather, actionable insights that can be readily put into practice. How does one develop such a design process?
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Apple: How do you beat pen and paper?
by Bas Bijpost
Mobile is intense, intimate and always within reach: the medium of choice to get hold of loyal customers and keep them. With the launch of Appie on the iPhone in 2009, Albert Heijn once again underscored its role as pioneer and innovator. Appie transformed your everyday grocery list on paper into something more than just its digital version. It was reinvented as an experience that made shopping fun, inspiring, and easy. Since then, Appie has seen continuous functional upgrades, and has now become one of the most popular free apps in the Netherlands.
This presentation will reveal the design process behind the creation of a relevant and fun application that is regularly used by hundreds of thousands of people, many of whom became real fans along the way. The main ingredients of this success story: the Agile methodology, elements of Lean UX, solicited and unsolicited user feedback, and every so often, a huge pile of pizzas.
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Embrace uncertainty: building a UX process for an Agile world
Think about a product or feature you worked on and launched recently at your organization. Now think about the process the team followed to define and build that product. How well did the team understand user goals and define business objectives? How often did they test their ideas with real users? How did they reconcile technology constraints, design principles, and business requirements? How long did it take to get from kick-off to launch? Did the team produce an outcome they are proud of?
Our user experience team asked ourselves these same questions and did not always like the answers. If your team also skips steps (or follows the right steps only part of the time), there’s a good chance your process is undefined or underpowered. This presentation outlines a successful strategy our team used to craft a disciplined UX process. Attendees will learn how to evaluate the current state of their UX practices and how to plot a faster course to better value and quality.
As a medium-sized SaaS company with an Agile startup culture, we were learning through trial and error the value of iterative, faster-paced product development processes. Despite strong skills, a good toolbox, and the best intentions, the final products we were helping to produce sometimes failed to meet our expectations for quality. Card sorting with each designer revealed process gaps, helped identify patterns around thought processes and design steps, and highlighted dependencies across teams. Drawing inspiration from each other (and from the Lean Startup and LeanUX communities), the UX team redefined our practice and tailored an approach better aligned with our teams, company culture and business goals. The result is a cohesive, flexible UX process that produces better results faster. Our organization is unique. So is your UX practice. If your organization is not practicing Agile now, it will be. The presenters will show you how to examine your current UX process and how to build a stronger foundation for an Agile future.
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Failing fast for quick wins - The lean UX quick start
It’s not just lean startups that need to make snap decisions, iterate quickly and adapt... companies in crisis, businesses looking to excel and basic product improvement can all benefit from Lean UX.
So how do you start?
This is not a definitive guide but a quick start to help you fail fast and iterate quickly. I will show you how to “Write the test first” and set out your hypothesis to align check it with your brand. From there I will show you how to wireframe your logic and build it rough and ready. We then consider how to evaluate your hypothesis, what tools you can use and if it works we refine our idea and move it forward. Finally, I outline the importance of never being afraid to scrap anything which doesn’t work.
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Service design and the ideal client: a needle in a haystack
When we founded 31Volts back in 2007 and introduced Service Design in the Netherlands, it was hard to tell who would become our actual clients. Six years later, after having worked with companies like KLM, Nationale Nederlanden and Dorel Europe, we’re seeing the emergence of a very interesting pattern. Clients who take the step towards service design are still a minority, but the ones who do seem to share some key characteristics in common. Theirs is the kind of business that moves against the tide of an economic crisis. They are the kind of people who believe it pays off to invest in user centred & design driven innovation.
In this presentation, I will share our learnings from both very successful and less successful projects over the past years. What is it that makes one client appreciate from day one the strategic value of service design, while the other keeps on doubting? Based on concrete examples from our daily practice, I will outline the different types of clients and their impact on the success of a project. After this talk, designers in the audience will be able to recognize the key characteristics of a client that increase the chance for a service design project to succeed. As for (potential) clients in the audience, this talk will serve as a mirror to better understand how to get optimal results from a service design project.
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The Value of Service Design for Customers and Organisations
Erik Roscam Abbing, founder of Zilver Innovation and teacher at TU Delft, will share his experiences on initiating service design projects for enterprises such as Virgin, DSM, Océ/Canon, Philips, Essent, DeltaLloyd and the Etam group. His presentation will focus on the potential value of service design for both customer and organisation.
Communicating clearly the value proposition of service design, and showing how to make it measurable and manageable, will gain support from both the management and workforce. Based on research from TU Delft and his own practical experience, Erik will illustrate how you can modify your approach to diverse organisational challenges, and successfully implement service design by choosing the right language, goals, commitment, results and metrics.
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Customer journeys: looking beyond the Internet
by Martin Groen
The Customer Journey analysis gives insights on how consumers experience processes. Customer processes that run across multiple channels must be well designed and aligned with each other. There are two crucial questions to ask in this case:
- To what extent do consumers become happy with what the organisation has designed for them?
- To what extent is the organisation itself able to achieve its goals through the designed process?
In this session you will see examples of what happens when customer and organisational goals don’t match. You’ll also find out more about the back-stories and get some ideas on what you yourself could do in such situations.
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Networked collaborations in international UX research
by GekeVanDijk
Service innovation is inspiring a growing demand in exploratory research on the habits, preferences and needs of consumers in various countries, markets and culture. Large international corporations and organisations are increasingly expressing interest in learning more from their customers, and feeding back these insights into their innovation strategies. This brings the challenge of maintaining the right balance between establishing insights that are valid on an international scale, and remaining open and sensitive to local differences.
A contemporary way to conduct this kind of international innovation research is to collaborate with local partners who possess a good understanding of the international scope and strategic interests of international clients, and are also firmly rooted in local culture and language. There are many online tools available that make such collaboration possible. It is relatively easy to operate as a network of independent parties sharing a wealth of materials, ideas and experience. However, using such tools does not necessarily guarantee effective and successful collaboration. It requires a serious investment in developing shared routines, building mutual trust, and being liberal towards one another. Equally important is the development of a shared methodology that enables smooth and efficient teamwork despite tight timelines and budgets.
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Remote unmoderated user testing, do's & dont's
The User Centred Design process is all about interacting with end users. Testing and evaluating ideas, designs and implementations with end users right from the start and on an ongoing basis, provides the necessary insights to spot possible problems early in the process, and thus address it in a timely manner. Traditionally, user testing is done in a live (lab) setting where users are observed and questioned during the test. Websites and web applications are often used by an international audience, which makes running live (lab) testing difficult or unrealistic. Using online test tools to run user tests makes it possible to gather information from a large and international audience. Choosing the right combination of methods and tools will make it possible to gather both quantitative and qualitative results needed to create a good user experience.
This presentation will demonstrate different methods and tools that can be used to gather both quantitative and qualitative via remote unmoderated testing. Based on different case studies we will give insight in the dos and don’ts of remote unmoderated testing. Our own experiences will be complemented with more general best practices for conducting remote unmoderated user testing.
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Service blueprints as an indispensable step towards successful digital services
Organizations and companies that wish to give their customers self-service experience have to deal with multiple types of customer interactions (e.g., orientating, informing, buying, using) that should be facilitated via multiple touch points on different channels (e.g. web, mobile, social, email, print, call center, desk, product, etc.). Many touchpoints are also dependent on information and transactions with an often extended system landscape that involves multiple stakeholders. Service blueprints detail the interaction between actions of customers, touch points, processes and systems required.
This presentation will discuss how service blueprints can provide a common framework for designers, developers, product managers, content creators, and other actors responsible for the realisation of a (new) digital service.
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Tablets and the age of comfortable computing
Since their introduction in 2010, tablets have taken the mobile industry by storm, with sales expected to reach 120 million in 2012 alone. Whether novelty or need, tablets are clearly a big and growing part of the mobile device landscape that won’t be going away any time soon. Which begs the question: Now that these shiny new gadgets are finding their way into the world, how are people actually using them? In this talk, Rachel Hinman will share findings from her year-long study of tablet usage as well as provide design implications for designing tablet experiences. She will cover:
- Comfortable Computing: How users are seeking experiences that provide a sense of comfort and connection through tablet devices and how designers can better support these needs.
- Mutual Reconfiguration: The impact environments and social contexts have on tablet usage and how to account for the dynamic nature of the mobile context when designing tablet experiences.
- New Forms of Creation: Collage, curate and animate. How tablet devices are redefining what it means to create in the digital world.
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Tablets and the age of comfortable computing
Since their introduction in 2010, tablets have taken the mobile industry by storm, with sales expected to reach 120 million in 2012 alone. Whether novelty or need, tablets are clearly a big and growing part of the mobile device landscape that won’t be going away any time soon. Which begs the question: Now that these shiny new gadgets are finding their way into the world, how are people actually using them? In this talk, Rachel Hinman will share findings from her year-long study of tablet usage as well as provide design implications for designing tablet experiences. She will cover:
- Comfortable Computing: How users are seeking experiences that provide a sense of comfort and connection through tablet devices and how designers can better support these needs.
- Mutual Reconfiguration: The impact environments and social contexts have on tablet usage and how to account for the dynamic nature of the mobile context when designing tablet experiences.
- New Forms of Creation: Collage, curate and animate. How tablet devices are redefining what it means to create in the digital world.
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Designing intriguing interactions: beyond usability and aesthetics
Technology has moved from the work domain into the leisure, home, and family context, and this UX-field is rapidly developing. In this light, principles such as usability and aesthetics of interaction are essential, but they are not sufficient to help designers in developing products and applications that deliver a truly intriguing user experience.
Why does Wordfeud engage thousands, while some other applications don't? Why is Flipboard so fascinating? Understanding why some interactions are intriguing, while other's are not, is crucial for being able to design such experiences. Intriguing interactions keep users engaged longer, they stimulate them to explore and develop themselves, and it will help companies to communicate a message in a way that it sticks.
The framework presented in this talk will start where theories such as Funology and Flow have stopped, and it will be highly valuable particularly for the UX-fields of gaming, education, and e-commerce. From interaction theory, and from examples in well known fine-art pieces - which have intrigued spectators for ages - a conceptual view on interactions was developed, which will help designers to understand intrigue, and develop intriguing interactive experiences.
Examples in art demonstrate almost forgotten principles in interaction design - ambiguity, serendipity, and surprise - and they help to understand how intriguing interactions can be shaped in interaction design. In this talk I argue that by using those principles, and thus carefully not always aiming to provide the user with exactly what he/she expects, designers can create experiences that are more intriguing than ever. I will close the talk by translating these principles into some examples and guidelines that explain how to do this.
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Hi TV, I think we need to talk
by Dean Janssen
We have been talking about the battle for the living room for what seems like ages now. Content and cable providers, TV set manufacturers and disruptors like Google, Apple and ample startups are now looking at the overnight success of mobile and tablets as proof that reshaping TV as we know it can only be the next logical step. The jury is still out on how we will actually interact with our favorite content and future TV devices (‘Remotes! Touch! Voice! Gestures!’), but make no mistake about it: we’re on the verge of something big and everybody wants in.
In this session Dean will show both UX practitioners and content providers how to not lose their heads in the current interactive TV landscape, focusing on the real innovation and opportunities and bypassing broken interaction and distribution models in a market that’s far from settled and arguably hasn't even properly started yet.
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Tablets and kids: creative opportunities with apps empowering young chiildren
by Wouter
Young children use tablets in ways they do not use mobile phones and computers. We find evidence in developmental theories that touch interfaces and larger screens afford better usability, while tablets’ social nature keeps them accessible to children. Because of that, they have become powerful consumers of digital content.
An increasing number of apps is made for them, but the digital world has far to go in its child-centric offering. App stores have yet to explicitly support searching for children’s apps, and some apps are well-intentioned but misguided in their experience designs.
Interaction styles that begin in gaming often transition into the computing mainstream. This trend will continue, and it gives us one more reason to work with children in a digital environment.
How to proceed? Apps like PizzaBot, a game designed by 12-year-old Harry Moran that briefly ousted Angry Birds from the bestseller spot in the Mac App Store, show that we underestimate kids to our peril. This talk discusses different ways to involve children in the design process, not only as informative users, but also as designers and decision-makers.
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"Siri, did I leave the oven on?" - designing for connected homes
The idea of the connected home has been around for 40 years or more, but has never taken off as a mass market proposition. But this is changing. Mainstream retailers are starting to bring out connected home hardware and services to help consumers understand and control their energy use and heating, secure their homes, know who's in and out, be alerted to any emergencies and generally feel reassured that everything's OK at home. It will soon be normal to turn lights and appliances on and off from your smartphone, and set your burglar alarm over the web.
UX is key to turning interesting niche technologies into mass market successes. But the home is a challenging environment: it’s often a shared space inhabited by different people with different needs and goals, and it’s our refuge from the world: the last place any of us want to feel overwhelmed by technology.
In this talk, I'll cover:
- what connected home technologies can do, and why this space holds so many opportunities
- why no-one has got connected home design right (yet), and how experience design is key to creating commercially successful services in this area
- practical lessons learnt from doing rapid UX concept design of connected home in a startup environment
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Get Agile - UberScrum voor UX, design & development
Lean UX requires teamwork, and lots of it. One of the hardest parts of doing Lean UX in a multidisciplinary environment is, well, staying alive. Scrumming in one room with a product owner, UX- and visual designers, editors, and front- and back-end developers, is challenging to say the least. We have respectfully come to call this form of scrum ÜberScrum.
In this talk, Pieter Jongerius will share his best-kept scrumming secrets with everyone (preferably with some experience in scrumming so we can skip the basics). What tools, what deliverables and what rhythms should you use to actually succeed in designing & developing at the same time? What are known pitfalls and key success factors?
Fabrique has been using scrum since 2009. Some 60 team members have scrummed well over 30,000 hours for clients such as Albert Heijn, 9292 and Supertrash.
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People & Process
by Peter Boersma and Birgit Geiberger
People in the field of user experience are taught that empathy for the end-user is the holy grail. We believe that, by studying your fellow project team members and identifying their needs, you can develop another type of empathy, one that may prove to be more important for business success.
We will explain the concept of communication styles, help you identify your own style and that of co-workers. By walking you through the extended user experience design process and introducing stereotypes of the people you will meet on the way, we will show you how to adapt your style to others, to ensure you will be heard during the process.
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Searching for successful approaches in the Lean-UX practice
by Taco Ekkel
With the arrival of Lean UX, product organizations have learned to embrace constant change. This has turned the long desired cooperation between business, design, and development into reality.
But the practice can be unruly. If design deliverables are thrown out the window, what takes its place? If change becomes real-tie, how do you maintain consistency in vision and direction, and how do you give space to the core activity of design: the exploration of possible futures?
These and other related questions will be explored based on interviews with designers and makers of products and services, from whom we sought out experiences and successful approaches.
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UX to customer experience and back again
Customer Experience (CX) is on the rise, and increasingly, user experience professionals are being tasked to solve CX problems on behalf of marketing, strategy, sales, operations and senior executives. This is good news, but it still takes much effort for both sides to work seamlessly and effectively. As UX practitioners, how can we be more effective in helping businesses realise their customer experience goals?
In this talk, I'll explain why and how UX practitioners need to work alongside CX well if our hope is to impact change within organisations and ultimately to our users and customers; All this while not losing sight of what's core to our craft. Ultimately, we need to be better at translating UX to CX, and back again.
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10 years of Dutch internet companies
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Designing embedded media experiences
by Koen van Turnhout, Sander Leer and emiel
During the last decades connected computers have been embedded in objects that we use every day. Most of these products lack a screen, keyboard or mice, which forces us to rethink the way we design interactions. This idea, originally coined as ‘Ubigitous Computing’, has later been relabeled to amongst others ‘Ambient Intelligence’, ‘The Internet of Things’ and ‘Everyware’. No matter how you label it: in the near future the web will be woven tightly in our everyday lives. Rather than framing this development as ‘the internet of things’ we believe it is best thought of as ‘embedded media’.
In the past couple of years we have explored this idea of embedded media in a range of student projects with external clients. For example: we explored smartphone controlled home appliances and outdoor eating with Philips Design, we explored home cooking with Siza Zorggroep, we investigated interactive clothing with the People of the Labyrinths and we looked at festival and theme park experiences with Muse.
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This is the moment for content
by Bas Evers
Customer Experience (CX) and User Experience (UX) are becoming central approaches in modern businesses. This is a positive development where everyone benefits — from businesses to customers and designers alike. But if organizations are really getting obsessed with their customers, they should be obsessing over useful content. I believe CX and UX internally still have bigger fish to fry when it comes to content design. As Jeffrey Zeldman so eloquently put it, "design in the absence of content is not design, it's decoration."
My plea: let's use the business attention for CX and UX to really put content in the spotlight — certainly in the business domain, but equally important, within CX and UX as well. During the breaks at The Web and Beyond, I'd like to discuss with participants what role content plays in their UX practice and what I can do, as a content enthusiast, to help all design disciplines work together on even footing during the conceptualization of new ideas for the web. The result: a content-first approach to web design.
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Transactive memory and distributed knowledge: implications and opportunities to make digital experiences more memorable
by markzeh
The digital revolution, mobile computing and internet have revolutionized transaction speed and connected people and companies in ways that were previously impossible. The promise of this revolution has been to allow broader and deeper creation and sharing of human knowledge, producing synergies of unprecedented impact. Unfortunately, this has been only-partially realized: Conversations have certainly broadened, a shared global language has emerged, and time-zone defying, cross-cultural collaborations are now not even interesting anymore. The real promise has yet to emerge, though. Excitement around current activities in “Big Data” mining, broadening access to digital communication, and social media’s maturation into a “real business” have masked the fact that there are still vast differences between human information architectures and machine information architectures. In this presentation, I’ll give an overview of individual and group memory processes in humans, then talk about where they don’t align with current structures of organizing and delivering digital information. Finally, I’ll talk about the implications of this mismatch, in designing digital products and experiences that connect more-deeply with people.
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When colleagues evolve into UX experts
by Miranda de Groot and Sander de Groot
User Experience has undergone a real evolution at B2B publisher, Reed Business (part of Reed Elsevier). In the last three years, we have focused on evangelising our colleagues on user experience, so much so that in the process, they have been transformed into customer needs experts themselves. With good preparation and proper guidance, they are able to conduct UX-research and interviews, which in turn, increasingly evokes greater commitment from our customers. This has enhanced our ability to make successful and customer-oreinted business decisions.
Our presentation will focus, in particular, on the Customer Experience Program that we developed for one of our traget groups. We will share the methods used, including mapping of internal and external customer experience, creating a customer journey map, and implementing action plans. After 20 minutes, you will have an example of a concrete program, plus tips on how to implement this program in your organization.
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Make It So: Apologizing for bad sci-fi UI
Interfaces in sci-fi serve a primarily narrative purpose. They're there to help tell the story of how a character disables the tractor beam, or hacks into the corporate database, or diagnoses the alien infection. But what would happen if we tried to build these same interfaces for the real world? Some would fare just fine. Most would need a little redesign. A few appear to be just plain stupid or broken. They couldn't work they way they appear to. That is, until you use the technique of apologetics to discover that in fact far from being stupid, they're brilliant.
Join Chris Noessel, co-author of the book Make It So: Interface Lessons from Sci-Fi (Rosenfeld Media, 2012) as he discusses this critical technique, shows how it works across several sci-fi interfaces, and challenges the audience to apologize for some "bad" sci-fi interfaces.
The Web and Beyond 2012
Netherlands Netherlands, Amsterdam
25th–26th September 2012
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