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Digital Experiences and the Mobile Customer31:58 with Tammie Helm
We're a constantly connected people. Our users are dependent on their mobile devices and their expectations for excellent experiences are getting greater and greater. In this session, we'll take a look at the modern day customer, considerations we must remember when designing mobile experiences, and how the latest technologies can help us deliver. We'll also take a broad look at experiences - the good, the bad, and the crazy.
Hi everyone. 0:01 Like my, counterpart, Maya here who is up next, uh,this is our 0:05 first time in front of a real, audience, that, we don't already know. 0:10 So I hope you'll bear with me if I get a little nervous or tongue-tied. 0:15 [LAUGH] so I'm talking about digital experiences in the mobile consumer. 0:19 And probably you seen the Starbucks app. 0:24 Who here has used the Starbucks app? 0:27 Yeah, so many people. 0:30 I know it's an old one, but for me it's 0:31 personally kinda the, the best example of a mobile experience. 0:34 For me my office is smack in the middle of a Starbucks 0:41 and a local coffee shop and I tend to like local coffee. 0:44 Coffee is a lot better. 0:47 And then Starbucks you know, it's always so comfortable and convenient in 0:49 a Starbucks and so there's always a decision like which way to go. 0:53 And you know, be in the, in the technology business, I thought 0:57 I'd try out the Starbucks app, just to kinda check it out. 1:00 And it turns out there is all kinds of really cool features. 1:02 Like you can pay with your app. 1:05 I never miss my free soy. 1:07 I don't need to I never miss my free drink rewards. 1:10 It even works at the airport targets or at 1:14 the airport Starbucks and the Target Starbucks and all that. 1:16 And, and essentially, this app makes my life really convenient. 1:19 So, it's converted me over to becoming a loyal Starbucks user. 1:22 For me, it makes my life easier. 1:27 I have a feeling about how it helps my 1:29 life, which is an emotional connection and therefore, loyalty. 1:32 That's why I feel like Starbucks is a great example of that. 1:37 Now, where you could argue Starbucks is about features. 1:40 Consider Airbnb. 1:44 So for a couple years Airbnb users could star properties as their favorites. 1:46 Save them to a list. 1:51 And the UX team there felt like they were going to kinda 1:53 tweak and play with some things in order to affect, customer engagement. 1:57 And so, they made a simple change of changing the star to a heart. 2:01 And, to their surprise, customer engagement soared 2:07 by a whopping 30% which is pretty huge. 2:10 And as they were kinda looking into that. 2:15 They they, they realized the star is 2:17 really more utilitarian and functional and generic. 2:18 Where the heart, by contrast, is aspirational and it, it, it's emotive. 2:22 And in fact, they were so inspired by 2:27 their results, that they created a little promotional video. 2:30 Which I'm going to try to run here [LAUGH] in my fun, technical setup. 2:34 [MUSIC] 2:43 [MUSIC] 2:52 [MUSIC] 2:58 So I think that's just a cute example of how they were able to, 3:48 because they saw such an emotive response out of just that small graphical change. 3:52 They created that video to really kinda capitalize on it and inspire more people. 3:57 And then, sometimes mobile experiences can also be 4:02 designed to an, to extend an existing emotional experience. 4:04 So if you live near a Krispy Kreme 4:08 you're probably familiar with the whole hot light, right? 4:09 [LAUGH] You drive by, the hot light's on, 4:13 you're like, wow, hot light, donuts, hot donuts. 4:15 But that, that's an impulsive decision, so it really requires a 4:19 customer to be driving by to see the hot light on. 4:22 So the folks at Krispy Kreme said, hm, how do 4:25 we leverage that and get more people to come buy doughnuts. 4:28 And so they created a Hot Light app. 4:32 And, in fact, there's a series of apps from the 4:34 iPhone you can have a desktop app and all that. 4:36 And you can designate your location and you'll get a little 4:38 notification when the hot light's on to your nearest Krispy Kreme. 4:42 Pretty simple and straight forward, but with that 4:47 they saw 6.8% increase in same store sales. 4:50 And so, you know, what's the commonality here? 4:55 Well each of these are examples of ways that design 4:56 contributed to a cause greater than simply doing something cool. 5:01 [COUGH] and what they've done is, is achieve human connection. 5:04 So, so convenience aspiration leveraging impulse. 5:08 And so effective digital experiences are those that actually create, an emotion. 5:14 And human connection is so important. 5:20 It really makes the difference between a functional 5:22 app and, and something that's that creates loyalty. 5:24 So I, I work for a company called Universal Minds. 5:29 And we design and develop custom applications, 5:31 web-based applications, mobile applications, kiosks, in-car dashboards. 5:35 Essentially anything behind the screen. 5:40 And in my role at Universal Minds, I am not a designer, I run client engagement. 5:43 Which is really the, the connection between sales and then operations. 5:48 Where we actually build things for our clients. 5:53 And my background is in marketing. 5:56 And in my, I've actually been in marketing almost 20 years now. 5:59 And in my role at Universal Minds, 6:03 working with clients, and seeing what we're developing. 6:04 And working with our user experience designers. 6:07 I've really come to learn that the, 6:10 the difference between graphic design and experience design. 6:12 Is really the difference between pushing pixels and creating human connection. 6:17 And so, you know, when it comes to digital experiences, everybody knows 6:22 that, you know, the, the goal is to really try create loyalty. 6:25 Well, what is loyalty? 6:29 This is a dictionary definition of loyalty. 6:32 It's a feeling of attitude and devoted attachment or affection. 6:34 So, so data and functionality of your application, 6:39 the things that it does are very important. 6:42 But design is actually where you have the power to increase an emotional response. 6:45 So therefore, it's good design that can create a human connection. 6:50 And lots of marketers know this I mean, design's going pretty mainstream nowadays. 6:55 I think everybody has seen you know, Michael Graves at Target. 6:59 And even Martha Stewart used her, used to sell her wares at Kmart. 7:03 And I don't know if you've seen the new Pier 1 campaigns. 7:07 I wan, I wanna show you one of my favorites. 7:11 It's really quite quick, but I think it makes a good point. 7:12 >> [NOISE] Woo-woo woo hoo hoo. 7:17 [SOUND] Ooh, you gonna Tweet that? 7:26 [MUSIC] 7:30 >> Find what speaks to you at Pier 1 Imports. 7:31 >> So, I mean that's a quick one, but 7:37 the message there is that design really creates emotion. 7:39 You notice they used the words you know, find what speaks to you. 7:41 And so what I want to talk about today is 7:45 how to design mobile experiences that actually speak to your customers. 7:48 And I'm not a designer, so I'm not going to show you design techniques. 7:52 But I'm going to let you know some of the kinda stuff that we do at Universal Mind. 7:55 That you might be able to adapt to your practices. 7:59 And how you can shift from a tactical 8:03 approach to design to creating a true digital experience. 8:05 So what I'm going to cover today are 8:09 number one the expectations of todays mobile consumer. 8:11 Number two, how to discover the sweet spot of designing for experience. 8:15 And then number three, how to uncover 8:20 user needs that help you create that connection. 8:22 So you know, customer expectations these days have changed dramatically 8:25 in all industries since the adoption of the smartphone and tablet. 8:30 We all know this. 8:34 You guys probably all carry a smartphone. 8:35 I don't think it takes a lot of thought to 8:37 realize how drastically our expectations of, as consumers have changed. 8:39 We want to do business wherever and whenever we want, 8:45 on our terms, our time frame, and whatever device we choose. 8:49 Because of those expectations, a bad experience can also 8:54 create a pretty strong negative reaction or negative emotion. 8:57 So you know, for example I have a personal story. 9:02 It's you know, like 9 o'clock at night. 9:04 I'm juggling trying to put my kids to bed and I have a flight the 9:06 next day that I really need to change something has come up for work, and so. 9:10 It's on a to be unnamed airline. 9:15 I don't wanna bash anybody. 9:17 But so, I wanted to do it on my app and I pull up the app. 9:18 They have an app. 9:20 And I'm trying to change my flight and I can't do it. 9:21 So I have to wait till I put the kids to bed. 9:24 And then I go online on their website, on their 9:27 online application, and turns out I can't do it there either. 9:30 And so essentially, I had to get on the phone 9:34 and wait on hold to make just a simple change. 9:35 Which is really a functional database change. 9:39 So I mean, I just want to you know move my little self from 9:42 one flight to another and it should 9:46 be something that's pretty functionally easy to do. 9:47 So you know, clearly they have operational 9:51 problems that extend well beyond the application. 9:53 But because that the, they demonstrated that they 9:57 don't understand who I am as a customer. 10:01 They don't understand my expectations and lifestyle, I, 10:03 essentially, have vowed to never fly them again. 10:07 They demonstrated they're out of touch with the lifestyle of their customers. 10:12 And I, you know, frankly I wonder how many customers they lose each week as a result. 10:16 So on top of customer expectations, 10:21 technology changes dramatically, really almost monthly. 10:23 Universal Minds started our business building 10:28 flash applications about ten years ago. 10:30 And it's just been recently since the app store really 10:33 took hold, 2008-2009 and then iPads went mainstream in 2010. 10:37 Our business had to change completely to adjust 10:42 to all the technical expectations required by our clients. 10:45 So, just in the past four years, Universal Mind 10:50 has expanded our expertise to accommodate lots of different technologies. 10:53 I mean, iOS, Android, HTML 5 all of the flavors and 10:58 iterations of Android, all of the flavors and iterations of tablets. 11:03 All the related frameworks and languages. 11:07 Each of these offers their own unique considerations and trade offs for design. 11:11 [SOUND] [LAUGH]. 11:15 My notes are really messed up cuz of this thing. 11:19 And in fact things have gotten 11:24 really, really complex, from a technical standpoint. 11:27 But also things have changed really quickly. 11:31 So the possibilities of what technology can do for us now have 11:33 done things like even created new lines of business out of existing companies. 11:37 Like FedEx. 11:42 This is a project Universal Mind did for FedEx. 11:43 And essentially, this device over here is something FedEx developed. 11:46 And this device has ever single type of meter you can imagine in a little thing. 11:52 So, GPS, accelerometer, a gyroscope, all the 11:57 stuff that's in your, in your cellphone. 12:01 And more, light sensitivity, temperature readings, things like that. 12:04 And what you do is you drop that into the box 12:08 of a high value shipment, like an organ transplant or fine art. 12:11 And it's constantly generating all this data. 12:15 And then, Universal Mind, we build a dashboard that works 12:18 on a, you know, browser as well as an iPhone. 12:21 That gathers and captures all that data, creates a visualization 12:25 of where that high value shipment is physically on the map. 12:28 And it lets you know, the box has been opened, the 12:31 temperature has been compromised, it's turned upside down, and that's dangerous. 12:34 And then you can set alerts, and all kinds of stuff. 12:40 So, this was so groundbreaking that FedEx actually designed 12:42 a whole new line of business out of it. 12:46 Which they called SenseAware. 12:47 Also technology now is allowing companies with traditional brick 12:49 and motor retail presence to better serve their customers. 12:54 By you know, integrating the engagement between 12:58 mobile and their brick and mortar stores. 13:01 For so, for example, both Home Depot and Lowe's have now en enabled customers. 13:05 To inside their stores with contextual web experiences. 13:10 So they can provide information on where a particular item is inside of a store. 13:14 And now we're even looking at design 13:22 considerations for technologies like Bluetooth LE Beacons. 13:23 I don't know if you've heard about these but it's pretty 13:28 cool it, it, they allow increased engagement at a micro location level. 13:31 So beyond GPS it's much more fine tuned then that. 13:36 Allowing very deep interactions things 13:40 like personalized promotions by departments. 13:43 You can imagine walking tours in a Museum things like that. 13:47 I'm going to show you a quick video of the beacons too. 13:50 Because I think this is pretty fascinating. 13:55 >> The phones we carry around are pretty smart but they could be a lot smarter. 14:01 For example, they can connect to a server in another part of the world. 14:05 But they have no idea that you are in a kitchen, 14:09 in a conference room or shopping at your favorite retail store. 14:11 They lack microlocation context. 14:14 But now, that's changed, with estimote beacons. 14:16 They use new, Bluetooth Smart technology, supported by all major 14:19 mobile platforms, including the recently announced iOS 7 with iBeacons. 14:23 Put anywhere in the physical world, they broadcast context and 14:28 location to all compatible phones and smart devices in range. 14:31 Phones can now automatically pick up the signal 14:34 and trigger contextual actions designed by business owners. 14:37 Customers can enjoy a seamless experience with 14:40 more information about the products that interest them. 14:42 Photos, videos, reviews, personalized pricing, and even social updates. 14:45 As they browse through the store their phones 14:50 will transition from one item to the next. 14:52 Based on their proximity to the displays, enhancing 14:54 the shopping experience every step of the way. 14:57 Also, business owners can now benefit from 15:00 quantitative location data, on visits and customer feedback. 15:02 Better for business and a better experience for shoppers. 15:06 Smart retail solutions by Estimote. 15:09 Pre-order now at estimote.com. 15:11 [MUSIC] 15:14 >> So if you think about all the customer expectations that we're seeing these days. 15:17 And now, all the complex technology capabilities and, and 15:22 possibilities, as a designer, your job has gotten freaking hard. 15:27 I don't know [LAUGH] how you guys do it. 15:33 And, and just to kinda give you some more 15:35 pressure Here's some serious evidence of the impact of design. 15:37 So look at some of these stats. 15:42 Ooh, and my graphics really are not good on this screen. 15:44 Nearly half of mobile users have ditched a 15:49 brand completely because of a poor mobile experience. 15:51 68% of users give up completely because they think you don't care about them. 15:55 And I read a report recently of a staggering 16:02 97% mobile cart abandonment rate due solely to usability issues. 16:05 Even among multi-million dollar commerce sites like Walmart. 16:10 This is a pretty big deal, you guys have a lot of responsibility as designers. 16:14 So how do you keep users engaged and how do 16:19 you design an experience that actually creates loyalty, which is connection. 16:23 This is a quote, I'll give you a minute 16:30 to read it from one of the co-founders of Airbnb. 16:31 And I've highlighted some words that are again really feeling words. 16:34 To me what sums this up is that design isn't 16:40 really just about how something looks, but how it works. 16:43 And so US designers have to find a way to see past the surface level of things. 16:48 So how do you that? 16:55 I mean, we'll have our target audiences, we wrote our personas. 16:56 and, and, in fact, I'll give you an example. 17:01 I heard about a recent project where the 17:03 objective was to build an iPad application for truckers. 17:06 So the idea was they could use their iPad and scan the codes on 17:10 each of the boxes as they loaded them and unloaded them out of the trucks. 17:13 And the target audience was defined, the personas were 17:18 created, the app was built, the exec were happy. 17:21 But as soon as it was launched 17:25 into the field there was immediate negative feedback. 17:26 And the fact is the truckers as they were trying to use it and scan something. 17:29 They scan a box and then they have to move that box. 17:34 And then what do they do with their iPad. 17:38 It doesn't fit in their pocket. 17:41 What they really needed was a form factor that allowed 17:42 for convenience as they were trying to do their job. 17:44 And so now then the company has had to go back and scramble 17:48 to tr, to try to port the software from iPads to the iPhone. 17:51 Not only wasting the time and the money, but also missing 17:54 out on the opportunities that they could have taken advantage of. 17:58 In order to design directly for the iPhone. 18:01 So, you know, we found that the greatest obstacle 18:04 to discovery is not ignorance, but the illusion of knowledge. 18:07 So, designing soley based on the opinions 18:12 [SOUND] of your company, or your marketing department. 18:14 And I'm in marketing, [LAUGH], so I can say that. 18:17 Just making decisions based on your marketing department or your boss. 18:19 Instead of the actual customer is really only a random guess. 18:23 It doesn't really allow you for the 18:28 insights you need in order to create connection. 18:29 So, at Universal Mind, what we design 18:34 and build, web and mobile applications every day. 18:36 And where we've been the most successful is when we have the 18:38 opportunity to truly dig in and understand the context of the customer. 18:40 So how do you do that? 18:47 Well, the sweet spot of experience design is here. 18:48 So, you need to of course understand the company objectives and 18:52 the business needs, but you also need to understand the customer context. 18:55 And then your job, as designers is to bridge that 19:00 gap between, what the customer wants and what they get. 19:03 And you need to understand their context in order to 19:08 do that and if you don't, all you're doing is guessing. 19:11 So the, the point is here that I'm trying to 19:14 make is it's not just the existence of an app. 19:16 Hey we have an app That creates connection with the 19:18 customer, but it really is how you affect their lives. 19:21 And the only way you can do that is 19:24 to address a need versus just creating a product. 19:25 So how do you better understand the customer that you're designing 19:30 for, how do you do, how do you understand their needs? 19:33 Well we do at, at Universal Mind, we do full-on user 19:36 need studies, where we try to, for most of our projects. 19:40 A user need study is where you go in and do research with real users, you get out 19:43 into the field, to observe and record, analyze and compile. 19:48 You're essentially walking in their shoes. 19:54 You go where they go. 19:56 You have a really solid understanding and talk to them about how they do their jobs. 19:57 And it's important to understand that this is different from user research. 20:03 This is not to test a design or validate a hypothesis. 20:07 But instead the purpose here is to identify the customer context. 20:12 The user needs and the, essentially the pre-problem statement. 20:16 So you don't wanna bias your research by going 20:20 in and pre-defining the problem, which is what typically happens. 20:22 Lots of companies will go in and create a solution that they think meets a need. 20:27 But what you wanna do instead is identify the need. 20:31 And then work towards the solution and sometimes multiple solutions. 20:35 And a good example of that is, you know, music. 20:39 I mean, you know, not that long ago music was records, big vinyl records. 20:42 And carrying those around to locations, to events, 20:48 to your friend's house is a pretty big problem. 20:52 And so you could say, well, the problem 20:55 is, people, you know, have, wanna carry around records. 20:56 And so let's make the discs smaller. 21:01 Let's make smaller discs, and that'll solve the problem. 21:03 Well, the fact is, if you really understand 21:05 the user need, The user need isn't about 21:07 carrying around smaller discs, it's about wanting to 21:10 transport your music in the most convenient way possible. 21:13 So, if from that need, all kinds of solutions start 21:16 to come up and we've seen that happen over time. 21:20 CDs and then MP3 players and now music in the cloud. 21:23 So, yeah, the point is here obviously, 21:29 identifying customer needs are really where its at. 21:31 Disney, of course, is well known 21:36 for understanding and creating visceral experiences. 21:38 They're about to launch a service called My Magic Plus. 21:41 And essentially this encompasses a website, a 21:44 mobile application and a digital wrist band. 21:47 That acts as room keys, a credit card 21:50 while you're at their parks, park tickets, photo passes. 21:53 the, the personalized wrist band even allows 21:58 the characters to address your kids by name. 22:00 And you can book ride times, dinner reservations, character meetings, even 22:04 spots to watch the fireworks up to two months in advance. 22:08 And then you can use your mobile app while you're in the park to adjust them on fly. 22:11 But the need here is, to help, vacations 22:15 make the most out of their theme park experience. 22:18 And reduce the waste of time figuring out where to go next, and how to wait in line. 22:21 No doubt Disney spent a number of months in the field testing and experimenting. 22:26 And asking questions about what their customers 22:30 would like, to see a better experience. 22:33 Also we, you know, we have a client called 22:38 GFS Gordon Food Systems, and they're a national food distributor. 22:41 You might have heard of them here on the east coast. 22:45 Where I am based out of, Denver, we're more familiar with a company called Sysco. 22:48 But essentially GFS asked us to come in and build 22:53 a, an iPad based ordering system for their sales people. 22:57 And their sales people are going into all kinds of different food retailers. 23:03 From restaurants, you know, big restaurants, franchise chains, mom and pop 23:07 shops even to schools and hospitals and that type of thing. 23:11 And so, you might be thinking that, what the sales 23:16 people really wanted to do or what the objective was. 23:20 Was to make it as quick, and possible for sales people to get in and out. 23:22 And take as many orders as possible and be more efficient, take more orders. 23:27 Well, in fact, what GFS found when we went out, and did 23:31 the field base user research was that a lot of their customers. 23:35 The reason that they chooses GFS over the 23:39 competitors is that GFS has this culture internally. 23:42 And the company still family owned, and has been around for decades. 23:47 They have a culture of high touch customers experience with their customers. 23:50 And so, the customers were happy to have a more efficient ordering system. 23:56 But they didn't really want to reduce the time that the sales person was in there. 24:00 Because they liked that personal connection and they felt that something 24:05 that GFS did, which added value over and above GFS's competitors. 24:09 Was the sales people were there adding value, helping suggest menu items, 24:15 helping making the most efficient use of their inventory, and things like that. 24:19 So, technology, we learned, wasn't in that case, not 24:23 about being more efficient and getting sales people in and 24:27 out But being more efficient so the salesperson could spend 24:30 more one on time, human interaction time with the customers. 24:33 And that's something we wouldn't have uncovered if we weren't into the field. 24:38 So I'm sure your thinking all this sounds cool and 24:43 all let's all go out and do field based research. 24:46 But really how do you come up with the resources 24:49 for that you don't always have the ability or time. 24:52 To hire a bunch of people internally to do the research. 24:55 To hire a firm like Universal Mind to do that for you, but 24:58 the fact is that even in individual designers can do your own research. 25:02 For example we had a guy that was a user experience designer. 25:07 That was designing, was tasked to design 25:11 a yearbook application for high school students. 25:14 And the company had defined that the primary audience was teenage girls and 25:17 so the spec was to design a user interface that was very girly. 25:23 Soft colors, pastels, traditional scrap booking type of theme. 25:28 And the designer, in fact, said, he wasn't, kinda 25:34 to himself, he's not sure this was exactly right. 25:39 Are we sure that this is the right thing? 25:41 And he took it upon himself to design an alternate design. 25:42 A more Adobe Pro you know, traditional masculine business looking interface. 25:47 And then went in and did some of his own gorilla testing. 25:54 He grabbed a bunch of teenage girls and just that 25:57 happened to be friends of the family, and tested it. 26:00 And the Adobe Pro like interface won handily. 26:03 And so he was able to then go back to our client and present both options. 26:07 Where the client didn't really wanna pay for doing the user research in 26:11 the past, but one, on pres, on being presented that type of information. 26:14 They were actually grateful to see the contrast and to understand the difference. 26:18 And also then save that money over a, a, the save the money 26:24 and the, and the lost loyalty in releasing an application that may have bombed. 26:30 Sorry. 26:38 My notes are going flash, change. 26:38 So even if your company doesn't have the resources to 26:42 do a full-on user you know, field-based user research study. 26:44 I think you can still, besides doing your own 26:49 guerrilla research which is certainly the next best option. 26:51 At the minimum, take some time to think 26:55 through some general areas where you can walk through. 26:57 You know, walk through the experience and then choosing your customer. 27:01 So what does a typical day look like for them? 27:05 So what are their urgencies? 27:08 Do they have any scheduling issues they have to look, to work around? 27:09 Are there repetitive activities that they do on a daily basis? 27:13 What are the hours for those repetitive activities, what are the hours they work? 27:18 Are there any known events, things that happen regularly? 27:22 With whom do they interact with? 27:28 It could be associates internally. 27:30 It could be external customers, peers, influencers, legal department regulators. 27:32 What are their data needs? 27:40 Collaboration, maybe paper reports digital output, maybe dashboards. 27:41 And where does all this take place. 27:50 Are they out in the field in a truck? 27:52 Are they at a restaurant? 27:56 In fact one story, another story we have that same client 27:58 of ours GFS, there often at, in their stores doing inventory. 28:01 We discovered through the field research, that a lot of 28:08 times, even if they have a, really cool iPad application. 28:11 They go into these big steel boxes, with these big 28:15 open walk in refrigerators, where there is no internet connectivity. 28:18 And so there having to do these things where they print out their order forms. 28:23 Leave them outside. 28:26 Go in the refrigerator, do their stuff. 28:28 Shout back at somebody else whose writing down the order. 28:31 Where a simple fix would have been to just 28:35 make sure that the application works functionally and well offline. 28:37 And we wouldn't again, wouldn't have known that if we hadn't of 28:41 done some research to understand how they were actually using this and where. 28:43 Another thing, what behaviors are present? 28:49 What are their attitudes walking in to, using your solution? 28:52 What choices do they have to make on a daily basis? 28:57 What, what really frustrates them? 28:59 And what's great? 29:02 What's already working for them? 29:03 And what skills and abilities does this person have? 29:06 Are they innate skills, are there, are there learned skills, 29:10 is there educati, is it education based, is it experiential. 29:14 And you can start to see how robust and complex, 29:17 that understanding the customer can really turn out to be. 29:21 And of course, all this can be customized much more 29:24 based on the business objectives and the industry and so on. 29:27 But the point is it's, it's really access to end users that gives you that depth. 29:30 That can move you as a researcher from subjectivity toward objectivity. 29:35 And it's that depth that can help you validate your design. 29:41 Because as you understand your customers better, 29:46 understand their expectations, but also their context. 29:49 That enables you, I, I mean I can guarantee you will absolutely 29:54 provide some kind of insight, that will help you adjust your design. 29:58 in, in a way that will speak to your customer, therefore creating connection. 30:03 So if you're a designer, what do you do with all this [LAUGH] information? 30:09 Look, you guys are the designers. 30:13 I'm, I'm not a design expert, but, but I wanna 30:15 acknowledge that designers see things that other people don't see. 30:18 You guys see things in unique ways. 30:22 You have natural talents, and you can learn new skills over time. 30:24 I mean you're at conferences like this. 30:29 And in fact, my colleague Joe Johnston is speaking 30:30 in the session after this, in the other room. 30:33 About how to design, how to factor in, context, in contextual design. 30:36 So everything I've told you here today is not rocket science. 30:43 It's, but it is fundamental. 30:46 And it can be very impactful. 30:48 And so what I hope you're walking out the door with today is 30:51 the motivation to do, to learn as much as possible about your customers. 30:54 So if you strive to walk out in the world in their 30:59 shoes, understand their context, their attitudes, 31:02 their opinions for using your solution. 31:05 You're gonna learn a lot more about them. 31:09 But if you don't do that, you're really just limiting the 31:11 possibilities of what you create no matter how talented you are. 31:13 So I liken it to you know, creating trying 31:18 to create a color masterpiece with black and white crayons. 31:21 You're quite limited. 31:24 So each of you has the access and the 31:26 ability to get past the surface level of things. 31:30 And when you're able to take that insight and that 31:34 empathy, and combine it with your talents and skills and expertise. 31:37 You can have the power to create a human connection. 31:42 That people are not only wanting, but expecting in today's digital world. 31:46 That's it. 31:50 [SOUND] 31:54
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