Thank you, oh boy Awwwards thank you for having me today. I’m very excited to be standing the middle amongst such like-minded creatives today, I want to share my my insights observations and thoughts around anticipated experience experiences For the last couple of years I dove in into the world of machine learning predictive user experiences and also looked at how users feel about their experience being automated How do they feel about you know privacy about? free will and stuff but first Yeah, let’s talk about my biggest passion and that is the UX of AI and I Think there are a lot of people here in the room who are who have like the same Interests and also are looking for new ways of creating Great seeming simulus and also meaningful experiences First I’m Yeah, I’d like to introduce myself a bit because I think a lot of you never heard of me I’m a product designer at Travel Bird traffic British the Dutch start up that focuses on Yeah inspiring traveling at aspiring holy days, and Yeah, and I’m also in hyper island alumni I’ve studied I’ve studied digital experience design at at unit at University of Hyper Island and today The biggest topic and the biggest problem. What started my research was choice and choice stems specifically from the noisy world we Are currently living in I mean we get all those notifications like messages We are just overloaded with all kinds of stimuli and our brains are simply not used to these information so They say that we have liked that we make 35,000 decisions a day Consciously and subconsciously now this number is quite old. I think it’s two three years Ago and there was a bit before the Select era. So I think it’s now hopeful hundred thousand-plus and A lot of people think you know choice choice is good. I mean choice is freedom If a user’s choice, he can do whatever you want But in the end we all know like this picture choice can be also very painful, right? I mean at the end of the day you are tired. You’ve done your job you’re going to work and you go through by the Grocery store store and then you end up and such it such a Nellie and then you’re like, okay let’s just grab a pizza and move so choice can also be painful and I’d like to mention About Barry Schwartz in this case. He wrote the paradox of choice it’s yeah, I would recommend a treat and he said choice can be painful because they can lead to paralysis and that is like Yeah the grocery store Scenario at which you have so many options that you like. Okay. I don’t know I the easiest option it can also lead to Anticipated regrets. So what if I pick that meal or pick that piece of bread and yeah in hindsight, I think okay, but maybe the other one was better and That ultimately leads to self blame so I think choice is overrated and I also think that with the current state of Technology and the current state of machine learning and and and AI We can predict and anticipate a lot if you think of those choices So that’s why anticipatory design is a really interesting design pattern in the field of predictive user Experiences because at this produce iron is all about design that’s one step ahead it’s firstly coined by aaron shapiro from you and I picked this up as a as a richer research topic Because I’m I’m just very excited about this and and just want to ideate more on it and create meaningful anticipatory experiences so if you look at the conceptual framework Anticipatory design moves basically around learning predicting and anticipating Sofia IOT devices Your environment surrounding learn from your patterns and machine learning Make sense of the data and we as UX designers create systems and services that that Really meaningful anticipate the next step for for the user So it’s all about from help me make decisions. What is currently the The status quo with apps for make decisions for me so it’s eliminating choice and if you look at examples of Anticipatory design because anticipatory design is is not new or something I mean design in general is anticipatory because we anticipate on Users needs, you know, we are problem solvers, but if you look at current examples, it’s mainly in software. So navigation click Spotify that anticipates on your music choice Tesla of course that isn’t patented and anticipate on the surroundings nest that that knows when you’re home and knows when you’re gone and Yeah set the right the temperature just on the right temperature and the right time and of course the Apple watch Which is also very handy. It keeps you simply in the loop. But there there’s just one game changer or game changers the smart personal assistants and the interesting fact is that Products like the like Google home for example get adapted more and more and we have like a generation of Swift shift at which we have more like Text a few people really. Yeah, like these products and really use them Google, recently also release some interesting data about this and as you can see is that products like these gets get a far more prominent place in their home and lives and I think that they will continue to grow a Trifle bird our goal is to deliver stress-free and hassle-free holidays Because if you are going in holiday Yeah, you want to be in a moment you want to you know? You’re already off like a really Busy life. So you want to just jump in a plane and don’t stress about anything and I can tell ya trips and holidays are stressful because when I arrived in Berlin Tegel can be quite quite stressful. I like to say and with with our design team and our Development team we try to map the whole the whole flow and the whole experience map and try to deliver the right information the right time because a lot of a Lot of stress comes from uncertainty and not knowing what’s not what’s up next and that’s a quite easy Step and a quite easy thing to anticipate on So for example the day before I mean, we all know the moment that you think I’ll shit I need to check in or what gates you. Yeah, what gate does my plane leaves or what time do I leave so We try to come up with like a notification system that brings you like in your your trip summary So you can easily you know Rita read the whole summary and see what’s up next and that will reduce the reduces stress Another thing is at the airport. I mean I’m from Amsterdam. So Shippo can be like one big maze well design maze i’ma say But but still yes like that uncertainty of of like the gate Information is my is my plane delayed or not, etc, etc So we try to anticipate that by also showing if you’re arrived at the hotel, we know your GPS location It pops up And you know, what’s up next and of course when you arrive So when you arrive at the next destination, especially if you’ve never visited you want to know, okay? What are the directions to my hotel? I’ll get a date How how can can I get there as fast and maybe you know we can of an uber drive to? Make that experience a bit better. It’s all focused on Removing the stress but also eliminating unnecessary decisions Then we have the hotel, so if you look at hotels were recommendations you have a lot of expectations and From our experience If you arrive at the accommodation and you see that it’s rubbish Then you want to get feedback or something and you want to be health and get help so We trigger like this notification if it yeah, oh So we triggered this notification if they arrived at the hotel so they can give immediately feedback to us I Hope it’s gonna work now Yeah, that’s gonna So so as you can see here we know also based on the GPS location that the person is in the hotel and they can immediately immediately give Like a star rating. So do you like the experience or do you don’t like the experience? Sorry for the Dutch, by the way? And and if it’s a bad experience, they can send their comments and we immediately call them back. So they feel at least hurt So that is a short Example of what what we try to do a trifle birth, but this is all Related and it’s all quite safe and My dream would be like a future without choice, I mean a future without a necessary choice and There was also the topic for my master’s research to Check in with industry leaders to check in with companies to check in with users how they feel about The seamless anticipated experience and I can assure now the findings and The ethical challenges because they’re quite some So what people like about it is that there are less decisions, right? So everything Everything is anticipated and you’re just, you know rolling it’s a seamless experience and that’s why you can focus on stuff on stuff you really like and stuff that really matter but the downside is that you have no privacy because in order to in order for us to anticipate your Experience we need to know everything of you I mean it’s not like 90% but you need to give like the hundred percent because otherwise we we we provide the the bad choices or Not not just right. So there’s there’s there’s intention out there then the experience bubble. So Eli Pariser talked about the field level at which you stay in your own online reality and a lot of people were worried about yeah, but what if you know systems anticipate my movement and suggest yeah actions and that I without me knowing it stay in the same loop without ever having having the opportunity to discover new things And then we have alien nation of human capabilities this Point came from the experts that I spoke with one was from Xerox PARC and he said There’s a danger in you know, putting everything into an algorithm or a system because then we forget maybe what the meaning true purposes behind the actions we did and we now automate so there’s also like there’s there’s always A purpose and a value in doing things and knowing why we do stuff Another important thing about the ethics is that There’s a lot of design ethics involved if you design anticipated Experiences and one of the things that is I think the most important change is how we set up creative teams So now it’s more in most companies. It’s like designers and engineers, but I think That we should Be more focused on the the new team building because machine learning is also a creative process in this regard. I Have six based based on the research. I did I have six design curat considerations for you and The first one is designed with purpose so what you also see, is that a lot of Design practices are around machine learning a based on you know, making machine smarter Building great features in search but sometimes we forget The real purpose problem solving so find a real focus on like a real human need and focus on and look at how you can augment that The user is always in control so some people like like me, I guess find it really nice and interesting to fu all they Automated and anticipated but a lot of people really value of being in control and I think one of the field one of the important things here is to have like and switch off button at which people can go on manual mode or something and Really? Stay in control of their own experience design against the experience purple so in this case I think the sense of discovery is the most important thing because if If everything is anticipated then everyone is predicting everything for you Then you lose your sense of curiosity. And I think that is one of the most important things that makes us fry for more and Then humanize experiences. So I show to you the Google home and One of the things that stand out to me is that they lack personality the monotone voices the bad jokes and And if you look for example at the movie her we’ve seen the movie her And he has if you’re not seeing it go see it And it’s it’s I think personality is more important in the future than amount of gigabytes when you found or how fast and pewter is the relationship with technology will change in a way that we really gonna care on our our defiles and I don’t know in what form but It will get more close so investing in a Personality or an identity that you can relate on is an interesting Consideration and then Hierarchy so imagine this you’re you are at home and you have a you have a nest and Your wife your wife wants the temperature on 20 degrees and you want 21 Who’s the superuser and who’s gonna? decide Next is quite safe because it’s only temperature but what if you have a more? a more immersive experience or more High-impact experience. It’s it’s interesting to think of but this should be a sort of hierarchy Bless you I think tossing coins wouldn’t be the option, but it’s interesting thing to think about and This is the last design colors consideration The best interface is no interface. So Still I hear a lot of people say oh, yeah Yeah, let’s let’s build an app and I mean I love apps, but but if you truly want to anticipate then I think your shoot and you want to focus on You know remove decisions then you also should remove the interface because if you open some interfaces, you’re like, holy shit what what what’s next, you know, so if If technology if my mobile phone knows everything for me, he shouldn’t offer me an interface He should offer me in question or in solution So after my research I Started anticipatory design calm. It’s like a sort of movement to to collect all kinds of insights and to also keep the conversation going because I think this is we are just At the beginning of this era and I think it can be the biggest bleep in UX to date and I want to ask you to also join the movement and And collaborate and share thoughts on this Because I think the conversation and the discussion within the design community is the most important thing Because there we get the best out of it. Thank you for your attention and have a nice day You

Joël van Bodegraven | Designing Anticipated User Experiences
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One thought on “Joël van Bodegraven | Designing Anticipated User Experiences

  • September 14, 2018 at 9:20 pm
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    Great!

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