UX London presented by Clearleft

13th15th April 2011 Cumberland Hotel, London

Communicating Behavioural Insights

Steve Baty

Communicating behaviour and including motivation, attitudes, triggers, physical and mental contexts is difficult. However, visual representations in the form of storyboards, comics, customer journeys—can provide a means for the whole team (design and management) to engage with the research data. Most people don’t get exposure to the way other people work, so the sharing aspect of this practical session will provide participants with a unique opportunity.

Communicating behaviour in its current state; your future (desired/designed) state; and your transitional state; provides a clear articulation of your strategy. That clear articulation with which everyone can easily engage and absorb is very often lacking. Also lacking is an understanding of what details to include, and what to leave out.

This workshop will look at how to communicate behavioural insights to influence the design process and as a integral artefact for the communication of the final experience.

The workshop will showcase different visual approaches that will enable participants to communicate such things as:

  • The contrast of current behaviour with future behaviour
  • Customer mindsets at any touchpoint
  • Customer, business and context implications at any touchpoint and between
  • Impact of experience within a journey (first-time versus return)

The workshop will begin by showcasing actual work of experience designers, looking at photographic, visual and textual journeys as examples. We will then explore how to move from insights to visuals, with the emphasis being on storyboarding and sketching, that can then move into a higher fidelity visual presentation if need be. Participants will then take the same insights and create sketch-level visual representations of them, allowing the teams to compare and contrast processes and output at the end.

About The Speaker

Steve Baty

Steve Baty, principal at Meld Studios, has over 14 years experience as a design and strategy practitioner. Steve is well-known in the area of experience strategy and design, contributing to public discourse on these topics through articles and conferences.

Steve serves as Vice President of the Interaction Design Association; is a regular contributor to UXMatters.com; serves as an editor and contributor to Johnny Holland, and is the founder of UX Book Club—a world-wide initiative bringing together user experience practitioners in over 80 locations to read, connect and discuss books on user experience design. Steve is co-Chair of UX Australia—Australia’s leading conference for User Experience practitioners; and Chair of Interaction 12—the annual conference of the IxDA for 2012.

Steve holds post-graduate degrees in electronic commerce (M.Ec) and business administration (MBA) from the Macquarie Graduate School of Management; and a bachelor’s degree in Mathematics (Physical Mathematics & Applied Statistics) from UTS.

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