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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com !1
https://allenthewriter.blog/2018/12/07/new-dawn-on-the-horizon
Designing Beyond Screens
Samantha Starmer

March 14, 2019
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WHO AM I?
!2
Currently VP Design at Capital
One
Previously Ralph Lauren, Razorfish,
REI, Microsoft, Amazon
Digital transformation across
Product, IA, UX, Design, Tech,
Content, Marketing, etc
Global Speaking, Teaching
Passionate about designing GREAT
human experiences, regardless of
screen or device; online or offline.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WHO ARE YOU?
http://www.flickr.com/photos/n_corboy/4921290518
Your name
Where you live
Your job/role/company/type of design
The topic you could talk about for 20 minutes without preparation
!3
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
(LOOSE) AGENDA
!4
9:00-9:15am
9:15-10:15am
10:15-10:45am
10:45-11:00am
11:00-12:30pm
12:30-1:30pm
1:30-2:30pm
2:30-3:30pm
3:30-3:45pm
3:45-4:45pm
4:45-5:00pm
Overview & Introductions
Designing Beyond Screens - What & Why
Designing Beyond Screens - Principles
Break
Exercise 1 - Designing Strategies
Lunch
Exercise 2 - Designing Stories
Exercise 3 - Designing Connections
Break
Exercise 4 - Designing Lives
Final Questions & Wrap Up

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
THREE SCHEDULED BREAKS
http://www.flickr.com/photos/johnmcnab/4298812324
!5
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
BUT ANYTIME…
http://www.flickr.com/photos/baggis/4701908515
!6
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
INPUT AND IDEAS ENCOURAGED
https://pbs.twimg.com/media/Cgg0oCvUkAI98ly.jpg
!7
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ACTIVITIES AND DISCUSSION
https://pbs.twimg.com/media/Cgg0oCvUkAI98ly.jpg
!8

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
https://pbs.twimg.com/media/Cgg0oCvUkAI98ly.jpg
!9
Speak, share and grow. We each have different
and valuable experiences and expertise. We can
all learn from each other.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WHY THIS WORKSHOP?
!10
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WHEN I SAW THIS, IT ALL CHANGED
!11
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DIGITAL AND PHYSICAL HAVE COLLIDED
!12
https://www.forbes.com/sites/insights-intelai/2018/07/17/software-for-hardware-how-artificial-intelligence-is-helping-lowes-customers/, https://www.fool.com/investing/2018/01/16/wal-mart-is-testing-an-ai-powered-robot.aspx, http://www.cataliahealth.com/how-it-works, http://www.bernie.ai, http://www.neimanmarcus.com/NM/SnapFindShop , https://www.springwise.com, https://www.youtube.com/watch?v=X7DgHdR-Wys,
https://www.adweek.com/brand-marketing/how-the-new-era-of-marketing-is-shepherded-in-as-digital-and-ooh-collide/
“The singularity could be a moment where two phenomena collide in such a way as to create a new category with
infinite possibilities. The impending moment when out of home media merges with the online world will signify an
“out of home singularity,” and a new category of the internet may be born.”

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
IT’S GONE WAY BEYOND SCREENS
!13
http://wallpapercave.com/wp/W3gW73i.jpg, http://www.old-computers.com/museum/photos/sirius_victor-s1_1.jpg, http://masterherald.com/wp-content/uploads/2015/03/apple-macbook.jpg, https://www.wired.com/images_blogs/gadgetlab/2014/01/20140124-GOOGLE-GLASS-FRAMES-0018.jpg, http://opticsgamer.com/virtual-reality-gaming-future, https://stratechery.com/2016/snapchat-spectacles-and-the-future-of-wearables/
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
SENSOR DRIVEN SHOPPING
Image: https://www.theverge.com/2018/10/23/18010022/amazon-go-cashier-less-store-san-francisco-location-opens, Text: https://www.forbes.com/sites/christopherwalton/2018/07/06/amazon-go-means-goodbye-status-quo
“Amazon Go is quite simply awesome. It is a welcomed consumer experience, and, more importantly, it may just be
the first step on the path to a new American retail experience that is no longer just the stuff of science fiction movies”
!14
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ARTIFICIAL VISION DEVICES
https://pharmaphorum.com/news/artificial-vision-device-significantly-improves-vision-legally-blind/
“The Orcam My Eye clips onto the arm of a pair of glasses and uses a miniature camera to process what it sees
through a bone-conduction earpiece…the devices then reads out the text or describing the objects stored in
its memory, such as credit cards or banknotes.”
!15
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ROBOT DELIVERIES
!16
Image & Text: https://www.wired.com/story/a-plea-for-ai-that-serves-humanity-instead-of-replacing-it, https://www.newsadvance.com/news/local/robot-makes-deliveries-to-guests-at-lynchburg-hotel/article_844ce984-1028-55bf-937a-d2dd395de699.html, https://www.newsweek.com/self-driving-robot-deliveries-london-starship-technologies-driverless-435414
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
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!18
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
“We rely on touch — or “haptic” — information continuously, in ways we don’t even consciously recognize…
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starmer@gmail.com
WEARABLE AUDIO
https://www.cnet.com/reviews/bose-frames-review
!20
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DIGITAL TOILET PAPER
!21
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“Before entering restrooms in the park, visitors must now stare into a computer mounted on the wall for three
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ROBOT CO-WORKERS
!22
Image & Text: https://www.wired.com/story/a-plea-for-ai-that-serves-humanity-instead-of-replacing-it
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
FACIAL RECOGNITION SURVEILLANCE
!23
Image: https://www.nytimes.com/2018/07/08/business/china-surveillance-technology.html, Text: https://www.newyorker.com/magazine/2018/05/14/how-frightened-should-we-be-of-ai
“…facial-recognition technology underpins China’s ‘sharp eyes’ program, which collects surveillance footage from
some fifty-five cities…By 2020, the system will render a score for each of its 1.4 billion citizens, based on their
observed behavior, down to how carefully they cross the street.”
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ROBOT HEALTHCARE
!24
Text: https://www.pwc.com/gx/en/industries/healthcare/publications/ai-robotics-new-health/transforming-healthcare.html, Image: https://www.ictandhealth.com/news/robots-and-ai-will-not-replace-doctors-anytime-soon
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is enabling review and translation of mammograms 30 times faster with 99% accuracy, reducing the need for
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ROBOTS EVERYWHERE!
!25
https://www.pcmag.com/feature/365869/the-best-of-ces-2019/15
“It is part telepresence robot that lets family members bug you to take your pills, part biometric sensor that tracks
your blood pressure and heart rate, and part robot friend to ward off loneliness.”
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
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!26
https://player.vimeo.com/video/4304573
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
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!27
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WHY, WHEN EVERYONE IS TALKING ABOUT DESIGN?
!28

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGN THINKING IS EVERYWHERE
!29
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGN THINKING IS EVERYWHERE
!30
Examples and images from: https://www.digitalsurgeons.com/thoughts/design-thinking/5-big-organizations-that-win-with-design-thinking/
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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WILL STICKIES RULE THE WORLD?!?
!31
https://www.wsj.com/articles/new-york-citys-post-election-subway-therapy-sticky-notes-to-be-preserved-1481968802
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
IS DESIGN BEING CO-OPTED?
!32
http://enterprisearchitects.com/enterprise-design-fad-or-wicked-opportunity/

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
HOW CAN WE KEEP UP BE THE LEADERS?
!33
https://uxdesign.cc/design-beyond-screens-an-interview-with-the-author-dan-saffer-855e936a977d
“As designers, when we start to move away from designing for clicks, taps, and screens –the ones we’ve been staring
at for years– we enter a new domain that might be unfamiliar to us. Now let me ask you: are we really prepared?”
Dan Saffer
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WE NEED TO BUILD THE TABLE
!34
https://medium.com/microsoft-design/the-future-of-experience-design-beyond-the-screen-6e1e9f0362f4
“Don’t just take a seat at the table. Build it. Re-imagine what it means for design to have an influence and build the
prototype for new ways of working and connecting to people. As our capabilities grow in the modern age of design
tools, we need to use those skills to foster innovation in pace with technology.” 
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WE NEED TO BREAK PAST DESIGNING FOR SCREENS
!35
https://spacomputers.com/
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
SOME EXAMPLES
!36
1. DESIGNING INTERACTIONS
2. DESIGNING EXPERIENCES
3. DESIGNING STRATEGIES
4. DESIGNING JOBS
5. DESIGNING ORGANIZATIONS
6. DESIGNING STORIES
7. DESIGNING PROCESSES
8. DESIGNING JOURNEYS
9. DESIGNING WORK SPACES
10. DESIGNING SERVICES
11. DESIGNING CONNECTIONS
12. DESIGNING LIVES

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This document discusses the need for websites and applications to be designed in a "future-friendly" way to accommodate unpredictable technological changes and new devices. It notes that the distinction between mobile and desktop is blurring as screens and usages vary widely. Responsive design is presented as an approach that can build sites optimized for all screen sizes through fluid layouts and flexible images. The document emphasizes making content worthwhile and relevant for users across contexts and devices.

user experienceadidolet's do digital
Beyond progressive-enhancement
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This document discusses emerging technologies and how they are blurring the lines between the digital and physical worlds. It explores concepts like smart connected objects, Internet of Things, and how the web can better integrate with native apps and experiences. The document advocates for a more seamless experience where the web enhances and complements other technologies instead of trying to replace them.

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Digital Fabrication Studio 0.3 3D Printing
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The document discusses various 3D printing technologies such as fused deposition modeling, stereolithography, selective laser sintering, and laminated object manufacturing. It provides examples of how 3D printing is used for fashion, shoes, characters, media, optics, and items from video games. Open source 3D printers like RepRap are also covered. The document contains over 50 references to external sources.

3d printingfablabfabbing
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
MORE?
!37
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TODAY’S EXAMPLES
!38
1. DESIGNING INTERACTIONS
2. DESIGNING EXPERIENCES
3. DESIGNING STRATEGIES
4. DESIGNING JOBS
5. DESIGNING ORGANIZATIONS
6. DESIGNING STORIES
7. DESIGNING PROCESSES
8. DESIGNING JOURNEYS
9. DESIGNING WORK SPACES
10. DESIGNING SERVICES
11. DESIGNING CONNECTIONS
12. DESIGNING LIVES
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
NOW WHAT?
!39
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
8 PRINCIPLES
!40
1. DOCUMENT THE PRESENT
2. MAP THE FUTURE
3. BUILD THE BIG PICTURE
4. DRIVE FOR INTEGRATION
5. USE YOUR TOOLBOX
6. INVOLVE OTHERS
7. STAY FLEXIBLE
8. BE COURAGEOUS

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The document discusses many emerging technologies that are transforming the world in an exponential manner, including artificial intelligence, 3D printing, robotics, space exploration, biotechnology, virtual and augmented reality, drones, renewable energy, autonomous vehicles, and more. It notes that the pace of change is accelerating and that within a few decades many of these technologies will be radically advanced and integrated into our lives and societies in ways that are difficult to predict today. The goal is to help people understand and leverage these emerging waves of technological change.

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The Soul in The Machine - Developing for Humans
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The document discusses how developers have become disconnected from users as technology has advanced. It argues that developers should focus on building interfaces that are simple, human-centered, and empower users rather than just improving tools. Machine learning and AI can be used to build helpful interfaces, but developers must focus on the human experience and inclusive design. The talk aims to inspire developers to use their skills to improve people's lives rather than just profit or automation.

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The Landscape of Exponential Change - Exploring the Technologies that are Tra...
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The document provides an overview of emerging technologies that are transforming the world in an exponential manner. It discusses life expansion and extension technologies like anti-aging treatments and growing replacement organs. It also covers artificial intelligence, human intelligence enhancement, 3D printing, robotics, space exploration, gene editing, virtual and augmented reality, drones, renewable energy, autonomous vehicles and more. The document emphasizes that the pace of change is accelerating and that embracing new technologies is key to success in the future.

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
1. DOCUMENT THE PRESENT - Notice the world around you
!41
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
1. DOCUMENT THE PRESENT - What works…
!42
The same gifts highlighted in
all channels
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
1. DOCUMENT THE PRESENT - What doesn’t
!43
Where is the Everyday
Collection???
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
2. MAP THE FUTURE - Get specific about the destination
!44
https://m2.ikea.com/us/en/stores/frisco/

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Progressive Web Apps aim to bring the benefits of native mobile apps to the web. They use newer web capabilities like app manifests and service workers to deliver app-like experiences through the browser. App manifests allow web apps to be installed on home screens and launched full screen like native apps. Service workers enable features like offline access and push notifications. Early adopters are seeing increased user engagement through Progressive Web Apps, with metrics like conversions and time spent improving. While browser support is still evolving, Progressive Web Apps provide a promising approach for delivering high-quality mobile experiences through the web.

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Designing Customer Centered AI experiences - Dialogkonferansen 2018
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This presentation discusses why artificial intelligence (AI) needs to be designed from a customer centered point of view, and provides three pillars to use as a foundation for how to do so.

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Preparing for Distributed Commerce
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Preparing for Distributed Commerce

Presentation for Seamless Retail Middle East 2017. Focuses on how to create and execute exceptional retail customer experiences that maximize revenue, increase exposure, and drive consumer satisfaction.

retailinnovtiondesign thinking
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
2. MAP THE FUTURE - Align on the vision
!45
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
2. MAP THE FUTURE - Touchpoints, services and channels
!46
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com !47
3. BUILD THE BIG PICTURE
http://www.doubledippingblog.com/home/2015/9/new-york-by-air
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com !48
3. BUILD THE BIG PICTURE – Go beyond digital

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Samantha Starmer is a former VP of Global Digital Experiences who is now passionate about creating great customer experiences across channels. She discusses how retail is being disrupted by new technologies like chatbots, voice shopping, augmented reality, and concept stores without staff. However, the physical store is not dead and remains important for discovery and experiences. Store 4.0 requires focusing on five pillars: starting with the customer, staying integrated across channels, breaking out of silos, using technology wisely, and focusing on the customer experience.

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Designing Omnichannel Experiences - eTail West 2013
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Presentation for eTail West 2013. Includes 6 key omnichannel attributes and 6 ways to start designing for omnichannel today.

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Designing for Holistic Cross Channel Experiences
Designing for Holistic Cross Channel ExperiencesDesigning for Holistic Cross Channel Experiences
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UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.

service designomnichanneluser experience
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
3. BUILD THE BIG PICTURE – Develop holistic journeys
Work from Allan Kempson for REI & Ralph Lauren
!49
Work from Allan Kempson for REI & Ralph Lauren
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
https://www.dailymail.co.uk/news/article-3971060/Teenage-artist-makes-incredible-domino-sculptures-knocks-down.html
4. DRIVE FOR INTEGRATION
!50
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
4. DRIVE FOR INTEGRATION - Find shared goals
!51
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
http://cdn.pymnts.com/wp-content/uploads/2016/07/retail-warehouse.jpg, http://www.flickr.com/photos/vitorcastillo/2994723741, http://www.davidhazy.com/design/experience/images/citi_warroom.jpg
http://media-cache-ec0.pinimg.com/originals/3d/d6/b0/3dd6b0f1890a986aa1fb6dcaefcfaa2d.jpg, http://www.davidhazy.com/design/experience/images/citi_warroom.jpg,
4. DRIVE FOR INTEGRATION – Are all of these connected?
!52

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The Future of Experience Design - MIMA 2012
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The document discusses the future of experience design and the concept of omnichannel experiences. Omnichannel experiences integrate digital and physical touchpoints to provide seamless, interconnected experiences for customers anytime and anywhere. The future of experience design lies in creating holistic experiences across all channels that understand customer context and needs. Omnichannel experiences enhance the physical with digital and move customers through a brand's spaces and services effortlessly.

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Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
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This document discusses designing seamless customer experiences across digital and physical channels. It tells a story of a car accident victim's frustrating experience trying to get their car repaired due to a lack of integration between their insurance company's digital and physical systems. The document argues that as the physical and digital worlds collide, organizations must design holistic, interactive experiences that satisfy customers' information needs whenever, however, and wherever they engage with a brand. It encourages attendees to open their eyes to opportunities to improve customer experiences through better organization of information.

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IA Summit Cross Channel Workshop
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IA Summit Cross Channel Workshop

The document describes the need for designing cross-channel experiences that are consistent, convenient, connected, contextual, and span different touchpoints and times. It discusses examples of both good and bad cross-channel experiences, and outlines five principles for designing holistic experiences. Tools mentioned for mapping cross-channel experiences include stakeholder interviews, field research, touchpoint matrices, service inventories, and experience maps. The overall message is that users interact with brands through many different channels, so the design must consider the entire experience across all touchpoints.

user experience designservice designcustomer experience
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
5. USE YOUR TOOLBOX
https://www.emz2.com/sales-skills/essential-tools-to-have-in-your-sales-toolbox/
!53
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
5. USE YOUR TOOLBOX - Discovery Tools
https://www.statusdigital.co.uk/blog/5-reasons-digital-ecosystem-maps-result-in-digital-marketing-success
!54
8. Affinity Mapping
9. Service Blueprint
10. Journey Maps
11. Analytics (Usage, Customer
Satisfaction, Conversion, etc)
12. Ecosystem Maps
13. Stakeholder Maps
1. Value Network Maps
2. Customer Research
3. Employee Research
4. Environment Research
5. Service Inventory
6. Touchpoint Inventory
7. Touchpoint Matrix
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
5. USE YOUR TOOLBOX - Ideation Tools
http://www.theantarcticbookofcookingandcleaning.com/huddle-penguin-cam-and-reindeer-cam.html
!55
1. Bodystorming
2. Role Plays
3. 10 plus 10, Crazy Eights, 6-8-5
4. Design the Box
5. Business Origami
6. Future-State Journey Mapping
7. Business Model Canvas
8. Challenge Cards
9. Investigative Rehearsal
10. Rapid Prototyping
11. Service Diorama
12. Wizard of Oz
13. Innovation Generator
14. Futurecasting
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
5. USE YOUR TOOLBOX - Resources
!56

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Beyond Digital - IAS Workshop 2011
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The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.

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Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
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The document provides guidance on designing holistic experiences by outlining strategies across four areas: expanding your mind, creating a vision, building a path, and just doing it. It suggests expanding one's mind by breaking out of silos, making new friends outside one's usual circles, getting outside of one's comfort zone, and finding comfort in discomfort. It recommends creating a vision by understanding the big picture, following a clear goal, storytelling to excite others, and leading change. It advises building a path by listening holistically, understanding executives' goals, managing stakeholders, and removing obstacles. Finally, it suggests just doing it by not waiting for permission, trying new things, using metrics, and starting small.

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Structuring your Presentation - Cranky Talk 2011
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Samantha Starmer provides a framework for structuring presentations with 4 key principles: 1) Start with yourself by identifying your goal and style. 2) Learn the environment by understanding the audience and constraints. 3) Build the structure by freeing your mind and keeping the narrative. 4) Leave time to adjust through rehearsal and ensuring your main point is clear. She emphasizes remembering the one key thing you want the audience to take away and practicing well in advance of the presentation date.

uxpresentingdesign
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
6. INVOLVE OTHERS
!57
https://www.sparkvisionnow.com/10-reasons-to-have-a-team-huddle-at-your-next-event/
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
6. INVOLVE OTHERS – Work outside your area
!58
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
6. INVOLVE OTHERS – Try Co-Creation SOME EXAMPLES:

LEGO
Starbucks
IKEA
DHL
Netflix
Made.com
Manchester City FC
DEWALT
Microsoft
!59
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
7. STAY FLEXIBLE
!60
https://yogistyle.files.wordpress.com/2011/03/old_man_yoga_3.jpg, ,https://tirisulayoga.com/wp-content/uploads/2015/05/old-lady-doing-yoga-at-bus-stop_01.jpg

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The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time. The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions. Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews

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Get a Seat at the Strategy Table - WebVisions 2011
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To get a seat at the strategy table, one must understand the organization's strategic goals and objectives, know how decisions are made, and think about long term changes. It is important to build relationships with allies, know potential opponents, and have important conversations before proposing new ideas. One should pick their battles wisely, help others' goals, and offer solutions, preferably with proposed solutions or already implemented solutions. It is also important to learn how executives communicate, listen more than speaking, and become comfortable discussing strategy with executives.

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Create Successful Cross Channel Experiences - IA Summit 2011
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The document discusses the importance of designing cross-channel experiences that are convenient, consistent, connected, contextual, and span time. It provides 5 principles and 5 methods for holistic experience design across digital and physical touchpoints. The principles are to think of services, share resources openly, gain diverse perspectives, address discomfort, and focus on user needs over solutions. Methods include documenting journeys, mapping experiences, understanding backend systems, storytelling, and cross-training teams. Tools involve using experience maps, getting different perspectives, telling stories, and cross-training teams in other disciplines. The talk encourages designing for the holistic experience rather than any single channel.

iacross-channelcustomer experience
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
7. STAY FLEXIBLE - Lo Fidelity work is great for this
!61
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
7. STAY FLEXIBLE – Don’t Stress about Roles
https://www.theodysseyonline.com/my-issues-with-sung-english-translations-in-oper
!62
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
7. STAY FLEXIBLE – Be okay with changing priorities
!63
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
7. STAY FLEXIBLE – Be okay with changing priorities
!64

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Presentation on designing for cross channel holistic customer experiences for Web 2.0 Expo, San Francisco

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Designing Cross Channel Experiences - MX 2011
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Designing Cross Channel Experiences - MX 2011

The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web. The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.

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Holistic Customer Experience - MX 2010
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Samantha Starmer discusses designing for a holistic customer experience across channels. She recommends starting by using metrics to understand customer journeys, mapping experiences, and listening holistically across channels like call centers, social media, and stores. Designing for a holistic experience means coordinating brand and information consistency and optimizing each channel's capabilities. It requires leaving one's comfort zone, collaborating cross-functionally, and letting go of control so the entire organization can focus on improving the customer experience.

service designuser experiencecustomer experience
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
8. BE COURAGEOUS
https://www.culturalweekly.com/scarecrow-tin-man-cowardly-lion/
!65
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
8. BE COURAGEOUS - Create a failure resume/portfolio
https://chrisguillebeau.com/the-resume-of-failures/
!66
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
8. BE COURAGEOUS - Do it before you know how
https://www.youtube.com/watch?v=lR0lkLoFRjk
!67
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
BREAK!
http://www.flickr.com/photos/johnmcnab/4298812324
!68

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This document discusses how quantitative analytics can help drive information architecture (IA) decisions. It provides examples of the types of metrics that can be measured, such as traffic to different sections of a website, and how these metrics can be used to understand user behavior and improve the user experience. Quantitative data is presented as complementing, not replacing, qualitative research methods. The document advocates starting analytics efforts by clearly defining business questions and goals in order to focus measurement efforts and ensure the collected data will provide actionable insights.

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Holistic Information Architecture - Oz IA 2010
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1) Holistic information architecture is about designing integrated experiences across channels, platforms, and the digital and physical worlds. 2) Information, not technology, should be the foundation to connect experiences as users transition between different touchpoints. 3) An effective information architecture provides consistent and predictable pathways of information to tie together a user's experience holistically as they engage with a brand through various channels over time.

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Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Ple...
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The document discusses the need for experience designers to design holistic experiences that span both digital and physical channels, as well as multiple platforms. It notes that traditional boundaries are blurring as technology becomes ubiquitous and information can be accessed anywhere. The author advocates designing for the "space between" interactions by focusing on consistency of information and user journeys across channels to create a seamless overall experience. Experience design must look beyond individual websites or apps to consider all points of customer contact.

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WARM UP*
!69
*Warm up idea from Smashing Magazine, Image: https://www.pdedancesupplies.com/collections/leg-warmers
1. In your table group, spend 5 minutes
finding 2 things that you all have in
common. (IA, UX or design cannot be
one of them!)
2. These two things put together are now
your group name.
3. Staying in your group, spend 5 minutes
determining how you might act out
your team name. 

4. We will go around the room and you
will act out your team name while the
rest of the room tries to guess your
team name.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
HERE WE GO!
!70
1. DESIGNING INTERACTIONS
2. DESIGNING EXPERIENCES
3. DESIGNING STRATEGIES
4. DESIGNING JOBS
5. DESIGNING ORGANIZATIONS
6. DESIGNING STORIES
7. DESIGNING PROCESSES
8. DESIGNING JOURNEYS
9. DESIGNING WORK SPACES
10. DESIGNING SERVICES
11. DESIGNING CONNECTIONS
12. DESIGNING LIVES
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING STRATEGIES
!71
http://www.scottishhistory.com/articles/independence/csys/dissertation/maps/bburn2.jpg
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING STRATEGIES
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https://www.merriam-webster.com/dictionary/strategy
?

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING STRATEGIES
!73
http://johnnyholland.org/2009/06/what-is-an-experience-strategy/
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING STRATEGIES
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https://www.adaptivepath.com/guides/experience-strategy/
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
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starmer@gmail.com
1. DEFINE DIFFERENT STAKEHOLDERS & OBJECTIVES
!78
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
2. DEFINE EXPERIENCE PILLARS
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Glasgow University degree CertificateGlasgow University degree Certificate
Glasgow University degree Certificate

原版一模一样【微信:741003700 】【(glasgow毕业证书)英国格拉斯哥大学毕业证成绩单】【微信:741003700 】学位证,留信学历认证(真实可查,永久存档)原件一模一样纸张工艺/offer、在读证明、外壳等材料/诚信可靠,可直接看成品样本,帮您解决无法毕业带来的各种难题!外壳,原版制作,诚信可靠,可直接看成品样本。行业标杆!精益求精,诚心合作,真诚制作!多年品质 ,按需精细制作,24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题,包您满意。 本公司拥有海外各大学样板无数,能完美还原。 1:1完美还原海外各大学毕业材料上的工艺:水印,阴影底纹,钢印LOGO烫金烫银,LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】 一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等! 二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证(教育部存档!教育部留服网站永久可查) 四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况: ◇在校期间,因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力,希望尽快拿到; ◇不清楚认证流程以及材料该如何准备; ◇回国时间很长,忘记办理; ◇回国马上就要找工作,办给用人单位看; ◇企事业单位必须要求办理��� ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金 留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内,将在公安局网内查询个人身份证信息后,同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料,供国家高端企业选择人才 办理(glasgow毕业证书)英国格拉斯哥大学毕业证【微信:741003700 】外观非常简单,由纸质材料制成,上面印有校徽、校名、毕业生姓名、专业等信息。 办理(glasgow毕业证书)英国格拉斯哥大学毕业证【微信:741003700 】格式相对统一,各专业都有相应的模板。通常包括以下部分: 校徽:象征着学校的荣誉和传承。 校名:学校英文全称 授予学位:本部分将注明获得的具体学位名称。 毕业生姓名:这是最重要的信息之一,标志着该证书是由特定人员获得的。 颁发日期:这是毕业正式生效的时间,也代表着毕业生学业的结束。 其他信息:根据不同的专业和学位,可能会有一些特定的信息或章节。 办理(glasgow毕业证书)英国格拉斯哥大学毕业证【微信:741003700 】价值很高,需要妥善保管。一般来说,应放置在安全、干燥、防潮的地方,避免长时间暴露在阳光下。如需使用,最好使用复印件而不是原件,以免丢失。 综上所述,办理(glasgow毕业证书)英国格拉斯哥大学毕业证【微信:741003700 】是证明身份和学历的高价值文件。外观简单庄重,格式统一,包括重要的个人信息和发布日期。对持有人来说,妥善保管是非常重要的。

(glasgow毕业证书)英国格拉斯哥大学毕业证
AI in UX AI in UX - Exploring the Future of Design by FoF Nuremberg.pdf
AI in UX AI in UX - Exploring the Future of Design by FoF Nuremberg.pdfAI in UX AI in UX - Exploring the Future of Design by FoF Nuremberg.pdf
AI in UX AI in UX - Exploring the Future of Design by FoF Nuremberg.pdf

04.07.2024 slide deck for a virtual event

ux
2024_summer_my_dream_from_gnjpuser_20240708
2024_summer_my_dream_from_gnjpuser_202407082024_summer_my_dream_from_gnjpuser_20240708
2024_summer_my_dream_from_gnjpuser_20240708

はがき

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TIE IT ALL TOGETHER
!81
http://www.thewestologist.com/ideas/ancient-problem-solving-tip
1. Define different stakeholders & objectives
2. Define experience pillars - should be based on research where
possible
3. Create a connected framework. Tips:
• Try to connect the stakeholder objectives to the experience pillars. Note any
areas of misalignment
• Think through aspects of the business objectives that could relate to a
positive outcome for consumers/customers (e.g. increased sales may mean
more exciting products that customers want to buy)
4. Your framework can be used to ensure new priorities or projects fit
within and meet business objectives and map to experience pillars
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 1
!82
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
YOUR SCENARIO - NURSING HOME
!83
http://www.woodlandcountrymanor.net/
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
YOUR SCENARIO - WHY?
!84
“By 2030, all baby boomers will be older than age 65. This will expand the size of the older population so
that 1 in every 5 residents will be retirement age…The aging of baby boomers means that within just a
couple decades, older people are projected to outnumber children for the first time in U.S. history.”
Text:: https://www.census.gov/newsroom/press-releases/2018/cb18-41-population-projections.html , Image: https://www.aarp.org/caregiving/financial-legal/info-2018/nursing-home-evictions-fd.html

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
IT BECAME MY SCENARIO
!85
Text:: https://www.census.gov/newsroom/press-releases/2018/cb18-41-population-projections.html , Image: https://www.aarp.org/caregiving/financial-legal/info-2018/nursing-home-evictions-fd.html
From the owner of a nursing home: “I’ll never forget the feeling as long as I live…
Oh my God, there’s my mother, this old woman, in a wheelchair, lifeless. Look what
my own nursing home did to my own mother in a matter of days.”
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
IT COULD BECOME ANYONE’S SCENARIO
!86
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
SCENARIO OVERVIEW
!87
http://www.woodlandcountrymanor.net/
1. Nursing Home Description
2. Stakeholders: Nursing Home, Nurse Practitioner, Resident, Payer
3. Stakeholder Objectives
4. Environmental Factors
5. Experience Opportunities
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
NURSING HOME DESCRIPTION
!88
https://www.aplaceformom.com/planning-and-advice/senior-housing-101/senior-housing-types
Residents in a nursing home require around the clock care and monitoring. They typically live with more complex
health care conditions that require the assistance of a skilled nurse or a physical or speech therapist. ... By
contrast, residents in an assisted living community generally require custodial care.

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
STAKEHOLDERS
!89
The nursing home
The nurse practitioner (and other nursing home staff)
The resident
The ‘payer’
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TOP FIVE NURSING HOME OBJECTIVES*
*These are straw man business objectives extrapolated from some true nursing home objectives
!90
1. Increase reimbursements by 10%
2. Increase occupancy by 8%
3. Reduce operating costs by 15%
4. Reduce staff turnover by 20%
5. Increase payer satisfaction by 10%
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TOP FIVE NURSE PRACTITIONER OBJECTIVES*
*General job objectives from a nurse practitioner perspective
!91
1. Code diagnoses to high degree of
specificity and accuracy
2. Coordinate care with nurses, doctors,
specialists and support staff
3. Proactive communication with families
regarding goals of care (e.g. DNR?)
4. Communicate with families regarding
changes in condition
5. Treating acute changes in condition
rapidly and correctly (requires medical
information like labs, specialist staff, etc)
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TOP FIVE RESIDENT OBJECTIVES*
*General job objectives from a nurse practitioner perspective
!92
1. Get some rest and sleep
2. Survive the days
3. Feel better
4. Be comfortable
5. Get home

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TOP FIVE PAYER OBJECTIVES*
*These were my general objectives
!93
1. Feel confident that patient is
comfortable, safe and getting
the best care possible
2. Be able to afford care
3. Know when to visit, what to
bring, etc.
4. Learn protocols and where they
are flexible
5. Understand next steps
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ENVIRONMENTAL FACTORS
!94
https://www.informedesign.org/_news/sep_v05r-p.pdf, https://theintercept.com/2017/05/04/house-gop-just-voted-to-slash-medicaid-which-pays-for-60-percent-of-people-in-nursing-homes/
“The basic, sterile, amenity-poor, one-size-fits-all model, the sparseness of individual spaces, and the large institutional
nature of shared spaces remained largely unchanged. Besides cost considerations, regulatory constraints that
emphasize infection control and smooth delivery of care to very sick people are often blamed for consigning older
people to living in an institution.”
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ENVIRONMENTAL FACTORS
!95
1. Nursing homes usually have 100-500 residents, often in a shared room. (sometimes up to 4)
2. A large nursing station is situated on each floor
3. Hospital-like lighting controls and fixtures are affixed to the walls behind each resident’s bed.
4. Residents often share bathing and shower areas.
5. There are large dining and activity spaces.
6. Meal times are set and generally residents are strongly encouraged to attend and sit at a group table.
7. Meal choice is generally limited - e.g. one type of sandwich, one casserole dish, canned fruit or vegetables.
8. Commercial kitchens, laundries, and other areas are off-limits to residents.
9. Residents at a fall or flight risk often wear loud alarms or have them attached to their chairs or beds.
10. Residents may get grooming help, generally only basic.
11. Televisions are often loud and have limited stations.
12. Most residents have daily expectations for occupational, physical or other rehabilitative therapy
13. Residents may not have the choice to participate in daily activities such as bible study, sing alongs or bingo.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXPERIENCE OPPORTUNITIES - MEALS
!96
mage: https://www.aarp.org/caregiving/financial-legal/info-2018/nursing-home-evictions-fd.html , https://imgur.com/gallery/XyMGw, https://hollywoodhillsrehab.com/facility.shtml, , https://www.alamy.com/a-senior-female-receives-assistance-by-being-served-food-and-meals-image2952954.html
Dislike food
Not enough food
Too much food
Not enough choice with food
Difficult to use utensils
Have to eat alone
Have to eat with others
Have to eat on a defined schedule

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXPERIENCE OPPORTUNITIES - SCHEDULE
!97
https://phelpshospital.org/clinical-services/physical-occupational-therapy/, https://www.fairviewrehab.com/portfolio-items/physical-therapy/, http://tlccentre.ie/sing-along-with-the-don-director-of-nursing/, http://tlccentre.ie/sing-along-with-the-don-director-of-nursing
OT/PT is very early or late
Not interested in activities
Forced to attend activities
Activities against my beliefs
Schedule conflicts with visits
Want more one on one time
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXPERIENCE OPPORTUNITIES - VISITS
!98
http://greenvaleps.vic.edu.au/student-voice-nursing-home-visit/, https://www.theonion.com/family-cuts-nursing-home-visit-short-so-grandmother-can-1819578142, https://www.therebelution.com/blog/2013/12/christmas-project-simple-gifts-for-nursing-home-residents/, https://www.godvine.com/preschoolers-visit-elderly-people-at-nursing-home-11546.html
Speaking/hearing may be difficult
Need things (e.g. lotion, clothing, photos)
Not in the mood for visitors
Want more visitors
Visitors may want to bring gifts, but don’t
know what to bring
Visitor seating may be limited/uncomfortable
Shared room is loud (Television, roommate)
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXPERIENCE OPPORTUNITIES - ENTERTAINMENT
!99
https://www.pinterest.com/pin/126241595774820090/,, https://www.bioedge.org/bioethics/ontario-doctors-back-out-of-euthanasia/12213,, https://www.washingtonpost.com/national/health-science/loneliness-can-damage-health-triggering-inflammation-and-neurological-changes/2017/12/15/e7211b84-df61-11e7-8679-a9728984779c_story.html?noredirect=on&utm_term=.f558a9282a70, , https://www.sciencedaily.com/releases/2008/02/080225213636.htm
Entertainment options not a preference
Not enough stimulation
Too much stimulation
Reduced mental/physical capacity
Depression - lack of interest in things
Lack of home amenities (e.g. books, Netflix)
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXPERIENCE OPPORTUNITIES
!100
MEALS SCHEDULE
VISITS ENTERTAINMENTVISITS

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 1: INSTRUCTIONS - Part 1
!101
~15 minutes
BY YOURSELF:
1. Consider the scenario
2. Review the stakeholder objectives
3. Review the environmental factors
4. Review the experience opportunities
5. Note themes that can become
experience pillars
~5 minutes
IN YOUR GROUP:
1. Discuss your observations
2. Develop and draw 3-6 resident
centered experience pillars
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
INSTRUCTIONS - Part 2
!102
BY YOURSELF:
1. Review the stakeholder objectives
again.
2. First, look for any conflicts between
them and write down these conflicts.
3. Next, look for any aligned
connections between the stakeholder
objectives and write down these
connections.
~10 minutes
IN YOUR GROUP:
1. Discuss the conflicts you wrote down.
Highlight 3-5 conflicts you agree on.
2. Discuss the connections you wrote
down. Highlight 3-5 connections you
agree on.
3. Write down these conflicts and
connections.
~10 minutes
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
INSTRUCTIONS - Part 3
!103
~10 minutes in group for Steps #1-2, ~20 minutes for share out
across larger group
IN YOUR GROUP:
1. Now review the environmental factors and the experience opportunities.
2. Draw connections between your experience pillars and the environmental factors
and/or experience opportunities they are addressing.
3. Be ready to share your body of work with the larger group:
• Your Experience Pillars
• The identified connections between your Experience Pillars and the environmental
factors and/or experience opportunities
• The identified conflicts and connections in the Stakeholder Objectives
4. In your readout, discuss any challenges or other observations.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING STORIES
EXERCISE 2
!104

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Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 1: INSTRUCTIONS - Part 2
!105
BY YOURSELF:
1. Review the stakeholder objectives
again.
2. First, look for any conflicts between
them and write down these conflicts.
3. Next, look for any aligned
connections between the stakeholder
objectives and write down these
connections.
~10 minutes
IN YOUR GROUP:
1. Discuss the conflicts you
wrote down. Highlight 3-5
conflicts you agree on.
2. Discuss the connections you
wrote down. Highlight 3-5
connections you agree on.
3. Write down these conflicts
and connections.
~10 minutes
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 1: INSTRUCTIONS - Part 3
!106
~10 minutes in group for Steps #1-2, ~20 minutes for share out
across larger group
IN YOUR GROUP:
1. Now review the environmental factors and the experience opportunities.
2. Draw connections between your experience pillars and the environmental
factors and/or experience opportunities they are addressing.
3. Be ready to share your body of work with the larger group:
• Your Experience Pillars
• The identified connections between your Experience Pillars and the
environmental factors and/or experience opportunities
• The identified conflicts and connections in the Stakeholder Objectives
4. In your readout, discuss any challenges or other observations.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
OBSERVATIONS?
!107
http://www.flickr.com/photos/druclimb/3277540656/
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
LUNCH!
http://www.flickr.com/photos/johnmcnab/4298812324
!108

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
WELCOME BACK!
!109
1. DESIGNING INTERACTIONS
2. DESIGNING EXPERIENCES
3. DESIGNING STRATEGIES
4. DESIGNING JOBS
5. DESIGNING ORGANIZATIONS
6. DESIGNING STORIES
7. DESIGNING PROCESSES
8. DESIGNING JOURNEYS
9. DESIGNING WORK SPACES
10. DESIGNING SERVICES
11. DESIGNING CONNECTIONS
12. DESIGNING LIVES
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING STORIES
!110
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING STORIES
!111
“Storytelling is a universal human trait. It emerges spontaneously in childhood, and exists in all cultures thus far
studied…Because of its antiquity and ubiquity, some scholars have portrayed storytelling as an important human
adaptation…(research has found) evidence that stories—and the very act of storytelling—arose partly as a way of
cementing social bonds, and instilling an ethic of cooperation.” https://www.theatlantic.com/science/archive/2017/12/the-origins-of-storytelling/547502/
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
1. PROVIDE FOCUS ON END CONSUMER
!112

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com !113
Meet Adam He is an REI member and is looking
for a new tent
Because of his browsing, we send
him a tailored email highlighting tents
We also include content on
campsites and hikes in his area
Adam is excited and heads to REI
to learn more
2. USE TO ILLUSTRATE EXPERIENCE OPPORTUNITIES
Adam takes a class on choosing a
tent
Adam reviews all of the tent
information
Ada m is overwhelmed by tent
information
Adam gets tent recommendations
for his needs
Adam is overwhelmed by tents!
Adam gets help to buy his
shopping list.
Adam’s recommendations become
his shopping list
Adam gets sleeping bag
recommendations
Adam wants to know where to
camp
Adam gets personalized campground
and hiking recommendations
Adam loves his personalized
campground information
Adam loves his personalized hike
information
Adam’s family loves the camping
trip
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
3. PROVIDE DATA WHERE APPROPRIATE
!114
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
4. HIGHLIGHT WHERE TECHNOLOGY CAN HELP
!115
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
5. TELL THE STORY IN A HOLISTIC NARRATIVE
!116

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TIE IT ALL TOGETHER
!117
1. Start with the current journey from the end consumer/
customer’s point of view.
2. Pinpoint areas of opportunity in the current state.
3. Develop a holistic, cross channel view.
4. Back up with data (quantitative and qualitative) where
appropriate.
5. Insert specific moments (can be technology driven) that
optimize the journey.
6. Tell the story of the optimized journey in a narrative format
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 2
!118
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 2: INSTRUCTIONS
!119
IN YOUR GROUP:
1. Use your experience strategy framework to narrow in on one or two specific
experience pillars.
2. Choose one of the experience opportunities (meals, schedule, visits,
entertainment).
3. Develop a future state story that provides experience improvement. Tips:
• Tell the story from the POV of a resident.
• But try to define a story that can also help business objectives (happy resident = better nursing home?)
• Be aspirational but in the realm of reality. (e.g. no fairies).
• Be specific! If the meals are better, why? What made them better?
• Consider where technology could help the experience. You will use this in your third exercise.
• Keep it manageable. One day, one hour, one interaction.
4. Storyboard the moments and dialog
5. Be ready to describe or act out the story.
~45 minutes
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
OBSERVATIONS?
http://www.flickr.com/photos/druclimb/3277540656/
!120

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING CONNECTIONS - Break out of your box
!121
Text: https://medium.com/@joshuantaylor/designers-shouldn-t-code-they-should-study-business-dc3e7e203d39, Image: https://www.iizcat.com/post/1271/That-box-might-be-too-small-for-you-Maru-
“Maybe it’s talking to the sales team to understand what the market looks like. Maybe it’s talking to shipping and
fulfillment to understand why orders are always a day late. Maybe it’s reading over the Q1 projections and finding out
that the key initiatives for the quarter have nothing to do with refactoring your CSS.”
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
1. CARE ABOUT “THE BUSINESS”
!122
Text: https://www.beyondusers.com/7-things-every-designer-should-know-about-business#business-metrics, Image: https://www.amc.com/shows/mad-men/exclusives/about
“There are only five things executives worry about: increasing revenues, decreasing costs, increasing number of new
customers, getting more money from existing customer base, and shareholder value.” - Jared Spool
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
2. UNDERSTAND IMPORTANT METRICS
!123
Image:https://rosenfeldmedia.com/books/build-better-products, Text: https://www.smashingmagazine.com/2017/08/ux-mba-designer-business/
“Armed with this new statistical skill set, I was able to incorporate business thinking in my design process as an early
step. Consider a chatbot that can easily answer questions for a customer; that feature cuts down on call-center
operations, thus reducing a cost driver to the business…This type of analysis gave financial credibility to design-led
projects that would have previously been considered ‘non-revenue generating.’”
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
3. DEVELOP AND USE YOUR OWN METRICS
!124
Images: https://www.smashingmagazine.com/2017/08/ux-mba-designer-business, https://www.slideshare.net/intelleto/finding-the-narrative-in-numbers-making-the-most-of-metrics-ux-immersion-2017, Text::https://www.beyondusers.com/7-things-every-designer-should-know-about-business#business-metrics
“While most business metrics measure value captured (revenue, profit, costs, growth) design metrics measure value
created for users. You can find your design metric by answering two questions: 1. What does success look like for our
users? 2. What is the main action that a user has to take to extract value from our product?”

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
4. EXPLICITLY MAKE CONNECTIONS & SHOW GAPS
!125
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TIE IT ALL TOGETHER
!126
1. Learn what you can about the business you are in.
2. Work to understand the key business metrics your product
owners, financial partners, business analysts and heads of
divisions care about.
3. Develop your own measurements of success (or Key
Performance Indicators) relevant for the consumer experience.
4. Make the connections between your company’s business
goals, the key metrics and stakeholder objectives, the
experience metrics and your project priorities. Are there gaps?
Conflicts?
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 3
!127
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 3: INSTRUCTIONS
!128
~45 minutes
IN YOUR GROUP:
1. Start with your narrative story from Exercise 2
2. Take out your Experience Strategy Framework
3. Write down or indicate any connections from your story to the Experience
Opportunities
4. Write down or indicate any connections from your story to your Experience
Pillars
5. Write down or indicate any connections or conflicts from your story to each
of the Stakeholder Objectives
6. Be ready to discuss

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
OBSERVATIONS?
http://www.flickr.com/photos/druclimb/3277540656/
!129
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
BREAK!
http://www.flickr.com/photos/johnmcnab/4298812324
!130
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
ONE LEFT!
!131
1. DESIGNING INTERACTIONS
2. DESIGNING EXPERIENCES
3. DESIGNING STRATEGIES
4. DESIGNING JOBS
5. DESIGNING ORGANIZATIONS
6. DESIGNING STORIES
7. DESIGNING PROCESSES
8. DESIGNING JOURNEYS
9. DESIGNING WORK SPACES
10. DESIGNING SERVICES
11. DESIGNING CONNECTIONS
12. DESIGNING LIVES
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING LIVES - Use creativity sparks
!132
https://www.springwise.com/

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING LIVES - Look outside your industry
!133
https://trendwatching.com/
AUTOMATION THEATER AUTOMATION THEATER AUTOMATION THEATER AUTOMATION THEATER VILLAGE SQUARED
VILLAGE SQUARED VILLAGE SQUARED END OF EXCESS END OF EXCESS END OF EXCESS
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING LIVES - Physical & Digital
!134
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING LIVES - Remember your ability to impact
!135
Text: https://www.liveworkstudio.com/monthly-magazines/taking-the-puls-of-healthcare-in-the-21st-century, Image: https://www.theatlantic.com/business/archive/2015/04/a-better-nursing-home-exists/390936/
“This is probably going to be the most exciting program that we’ve ever built because it is going to change the face of
nursing homes throughout the country.”
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING LIVES - Could be simple
!136
https://www.boredpanda.com/nursing-home-residents-recreate-movie-scenes

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING LIVES - Consider technology…
!137
https://www.nytimes.com/interactive/2018/11/23/technology/robot-nurse-zora.html
Technology can’t replace warm hands. See it as the enabler, not the driver.
…technology—when used wisely—can enhance the patient experience, improve efficiency, promote autonomy,
personalise information and enable new value propositions. But in order to achieve this we must start with understanding
peoples’ needs and behaviours – and not just solely from the perspective of their care and treatment program.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
DESIGNING LIVES - But remember the human connection
!138
https://www.nytimes.com/interactive/2018/11/23/technology/robot-nurse-zora.html
When Zora arrived at this nursing facility an hour outside Paris, a strange thing began happening: Many patients
developed an emotional attachment, treating it like a baby, holding and cooing, giving it kisses on the head.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
TIE IT ALL TOGETHER
!139
1. Use creativity sparks wherever you can find them. Outside of
your industry, discipline and channel is great too!
2. Remember that you have an ability to impact people’s lives in a
positive way.
3. You can start with the simple opportunities - improve just one
moment in just one interaction.
4. Consider technology and where it can support your future
state story.
5. Don’t forget the human connection.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 4
!140

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
EXERCISE 4: INSTRUCTIONS
!141
~45 minutes
IN YOUR GROUP:
1. Use your narrative from Exercise 3 to discuss potential technology driven
product/service solutions that will support the story and provide experience
improvements.
2. Focus in on no more than one or two technology driven solutions.
3. Ensure your technology driven solution is more than a screen. It can include
an app, but should also include other types of interaction such as voice,
sounds, haptics.)
4. Insert your technology driven solution into your story.
5. Storyboard the moments and dialog.
6. Be ready to describe or act out the updated story.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
OBSERVATIONS?
http://www.flickr.com/photos/druclimb/3277540656/
!142
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
IN SUMMARY
!143
1. Design Strategies - Develop experience frameworks that outline the
experience strategy and its connection to the business strategy and
stakeholder objectives.

2. Design Stories - Use narrative and tools like storyboarding to define a future
state story that improves on the current state and focuses on an end consumer.

3. Design Connections - Learn and define core business and experience
measurements and define connections, conflicts and gaps with your
experience pillars and strategy. This will ensure your seat at the strategic vs.
service table.

4. Design Lives - Use your strategies, stories and connections to ideate on story-
driven, human-driven technology solutions centered on consumers’ lives.
Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
LAST WORDS
!144
Designing strategies, stories and connections will create holistic
products & services that deliver both strong business and consumer
value proposition.
Designers who strive for both a strong business and consumer value
proposition will be the designers who can become the CEO,
successfully designing for businesses and lives.
In short, these designers will be heroes.

Recommended for you

Designing Beyond Screens - Samantha Starmer 

starmer@gmail.com
GO BE A HERO!
http://www.flickr.com/photos/baking_in_pearls/3960662314
!145

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The Future of Design - Designing Beyond Screens

  • 1. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com !1 https://allenthewriter.blog/2018/12/07/new-dawn-on-the-horizon Designing Beyond Screens Samantha Starmer
 March 14, 2019
  • 2. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WHO AM I? !2 Currently VP Design at Capital One Previously Ralph Lauren, Razorfish, REI, Microsoft, Amazon Digital transformation across Product, IA, UX, Design, Tech, Content, Marketing, etc Global Speaking, Teaching Passionate about designing GREAT human experiences, regardless of screen or device; online or offline.
  • 3. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WHO ARE YOU? http://www.flickr.com/photos/n_corboy/4921290518 Your name Where you live Your job/role/company/type of design The topic you could talk about for 20 minutes without preparation !3
  • 4. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com (LOOSE) AGENDA !4 9:00-9:15am 9:15-10:15am 10:15-10:45am 10:45-11:00am 11:00-12:30pm 12:30-1:30pm 1:30-2:30pm 2:30-3:30pm 3:30-3:45pm 3:45-4:45pm 4:45-5:00pm Overview & Introductions Designing Beyond Screens - What & Why Designing Beyond Screens - Principles Break Exercise 1 - Designing Strategies Lunch Exercise 2 - Designing Stories Exercise 3 - Designing Connections Break Exercise 4 - Designing Lives Final Questions & Wrap Up
  • 5. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com THREE SCHEDULED BREAKS http://www.flickr.com/photos/johnmcnab/4298812324 !5
  • 6. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com BUT ANYTIME… http://www.flickr.com/photos/baggis/4701908515 !6
  • 7. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com INPUT AND IDEAS ENCOURAGED https://pbs.twimg.com/media/Cgg0oCvUkAI98ly.jpg !7
  • 8. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ACTIVITIES AND DISCUSSION https://pbs.twimg.com/media/Cgg0oCvUkAI98ly.jpg !8
  • 9. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com https://pbs.twimg.com/media/Cgg0oCvUkAI98ly.jpg !9 Speak, share and grow. We each have different and valuable experiences and expertise. We can all learn from each other.
  • 10. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WHY THIS WORKSHOP? !10
  • 11. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WHEN I SAW THIS, IT ALL CHANGED !11
  • 12. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DIGITAL AND PHYSICAL HAVE COLLIDED !12 https://www.forbes.com/sites/insights-intelai/2018/07/17/software-for-hardware-how-artificial-intelligence-is-helping-lowes-customers/, https://www.fool.com/investing/2018/01/16/wal-mart-is-testing-an-ai-powered-robot.aspx, http://www.cataliahealth.com/how-it-works, http://www.bernie.ai, http://www.neimanmarcus.com/NM/SnapFindShop , https://www.springwise.com, https://www.youtube.com/watch?v=X7DgHdR-Wys, https://www.adweek.com/brand-marketing/how-the-new-era-of-marketing-is-shepherded-in-as-digital-and-ooh-collide/ “The singularity could be a moment where two phenomena collide in such a way as to create a new category with infinite possibilities. The impending moment when out of home media merges with the online world will signify an “out of home singularity,” and a new category of the internet may be born.”
  • 13. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com IT’S GONE WAY BEYOND SCREENS !13 http://wallpapercave.com/wp/W3gW73i.jpg, http://www.old-computers.com/museum/photos/sirius_victor-s1_1.jpg, http://masterherald.com/wp-content/uploads/2015/03/apple-macbook.jpg, https://www.wired.com/images_blogs/gadgetlab/2014/01/20140124-GOOGLE-GLASS-FRAMES-0018.jpg, http://opticsgamer.com/virtual-reality-gaming-future, https://stratechery.com/2016/snapchat-spectacles-and-the-future-of-wearables/ https://www.smithsonianmag.com/innovation/should-we-fall-out-of-love-with-robot-surgery-22444515/, https://droneanalyst.com/2014/10/02/drone-delivery-numbers, Text: https://newsroom.accenture.com/news/accenture-technology-vision-2017-forecasts-a-future-of-technology-for-people-by-people.htm, https://globenewswire.com/news-release/2017/01/05/1083943/0/en/Nytec-Designed-and-Engineered-Technology-that-Brings-Carnival-Corporation-Ocean-Medallion-TM-Wearable-and-Network-of-Intelligent-Sensors- to-Life.html
  • 14. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com SENSOR DRIVEN SHOPPING Image: https://www.theverge.com/2018/10/23/18010022/amazon-go-cashier-less-store-san-francisco-location-opens, Text: https://www.forbes.com/sites/christopherwalton/2018/07/06/amazon-go-means-goodbye-status-quo “Amazon Go is quite simply awesome. It is a welcomed consumer experience, and, more importantly, it may just be the first step on the path to a new American retail experience that is no longer just the stuff of science fiction movies” !14
  • 15. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ARTIFICIAL VISION DEVICES https://pharmaphorum.com/news/artificial-vision-device-significantly-improves-vision-legally-blind/ “The Orcam My Eye clips onto the arm of a pair of glasses and uses a miniature camera to process what it sees through a bone-conduction earpiece…the devices then reads out the text or describing the objects stored in its memory, such as credit cards or banknotes.” !15
  • 16. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ROBOT DELIVERIES !16 Image & Text: https://www.wired.com/story/a-plea-for-ai-that-serves-humanity-instead-of-replacing-it, https://www.newsadvance.com/news/local/robot-makes-deliveries-to-guests-at-lynchburg-hotel/article_844ce984-1028-55bf-937a-d2dd395de699.html, https://www.newsweek.com/self-driving-robot-deliveries-london-starship-technologies-driverless-435414 “Politeness is part of Murray’s programming — it can find its way around a crowded room without running into guests or hotel staff. When confronted with a full elevator, it will give up its attempt to board and wait for the next one.”
  • 17. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WEARABLE SKINCARE https://www.pcmag.com/feature/365914/the-best-wearables-of-ces-2019/9 “Fresh out of its Technology Incubator, L'Oréal unveiled a prototype of its new skincare wearable, My Skin Track pH, to help improve conditions like eczema, dryness, and more. What essentially looks like a tiny bandage or sticker is capable of reading your pH level through a combination of micro-channels and trace amounts of sweat.” !17
  • 18. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ROBOT WAITERS !18 https://www.nytimes.com/2018/07/21/technology/china-future-robot-waiters.html “This is about as far as the nonhuman waiters can go at the Robot Magic Restaurant in Shanghai. After diners take photos and videos, regular waiters step in to serve the food.”
  • 19. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com “We rely on touch — or “haptic” — information continuously, in ways we don’t even consciously recognize… Engaging touch in human-computer interactions would enhance robotic control, physical rehabilitation, education, navigation, communication and even online shopping.” VIRTUAL MEASUREMENT AND HAPTIC FEEDBACK !19 https://www.roadtovr.com/go-touch-vr-haptic-feedback-vr-touch-hands-on-svvr-2017/, https://www.smithsonianmag.com/innovation/heres-what-future-haptic-technology-looks-or-rather-feels-180971097/#kEQzL8Y1F5h0VdcJ.99
  • 20. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WEARABLE AUDIO https://www.cnet.com/reviews/bose-frames-review !20 “Bose AR delivers audio feedback based on your GPS location and which way you're facing…apps could give you details about a particular building or landmark that you're facing. Instead of having to look at a screen, you could be walking around the world as you normally would and have a guide speak to you.”
  • 21. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DIGITAL TOILET PAPER !21 Text & Image: https://www.nytimes.com/2017/03/20/world/asia/china-toilet-paper-theft.html “Before entering restrooms in the park, visitors must now stare into a computer mounted on the wall for three seconds before a machine dispenses a sheet of toilet paper, precisely two feet in length. If visitors require more, they are out of luck.”
  • 22. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ROBOT CO-WORKERS !22 Image & Text: https://www.wired.com/story/a-plea-for-ai-that-serves-humanity-instead-of-replacing-it “We think more jobs will completely change their activities than completely disappear. And so we’ll see more of these collaborations between machines and people.”
  • 23. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com FACIAL RECOGNITION SURVEILLANCE !23 Image: https://www.nytimes.com/2018/07/08/business/china-surveillance-technology.html, Text: https://www.newyorker.com/magazine/2018/05/14/how-frightened-should-we-be-of-ai “…facial-recognition technology underpins China’s ‘sharp eyes’ program, which collects surveillance footage from some fifty-five cities…By 2020, the system will render a score for each of its 1.4 billion citizens, based on their observed behavior, down to how carefully they cross the street.”
  • 24. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ROBOT HEALTHCARE !24 Text: https://www.pwc.com/gx/en/industries/healthcare/publications/ai-robotics-new-health/transforming-healthcare.html, Image: https://www.ictandhealth.com/news/robots-and-ai-will-not-replace-doctors-anytime-soon “AI is already being used to detect diseases, such as cancer, more accurately and in their early stages…The use of AI is enabling review and translation of mammograms 30 times faster with 99% accuracy, reducing the need for unnecessary biopsies.”
  • 25. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ROBOTS EVERYWHERE! !25 https://www.pcmag.com/feature/365869/the-best-of-ces-2019/15 “It is part telepresence robot that lets family members bug you to take your pills, part biometric sensor that tracks your blood pressure and heart rate, and part robot friend to ward off loneliness.”
  • 26. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com JESSE JAMES GARRETT - 10 YEARS AGO !26 https://player.vimeo.com/video/4304573
  • 27. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com Can you name a CEO of a non-design company who comes from a design background? !27
  • 28. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WHY, WHEN EVERYONE IS TALKING ABOUT DESIGN? !28
  • 29. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGN THINKING IS EVERYWHERE !29 https://dschool.stanford.edu/, https://www.interaction-design.org/literature/article/design-thinking-a-quick-overview, http://nngroup.com
  • 30. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGN THINKING IS EVERYWHERE !30 Examples and images from: https://www.digitalsurgeons.com/thoughts/design-thinking/5-big-organizations-that-win-with-design-thinking/ Fidelity Intuit MassMutual InfosysIBM
  • 31. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WILL STICKIES RULE THE WORLD?!? !31 https://www.wsj.com/articles/new-york-citys-post-election-subway-therapy-sticky-notes-to-be-preserved-1481968802
  • 32. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com IS DESIGN BEING CO-OPTED? !32 http://enterprisearchitects.com/enterprise-design-fad-or-wicked-opportunity/
  • 33. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com HOW CAN WE KEEP UP BE THE LEADERS? !33 https://uxdesign.cc/design-beyond-screens-an-interview-with-the-author-dan-saffer-855e936a977d “As designers, when we start to move away from designing for clicks, taps, and screens –the ones we’ve been staring at for years– we enter a new domain that might be unfamiliar to us. Now let me ask you: are we really prepared?” Dan Saffer
  • 34. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WE NEED TO BUILD THE TABLE !34 https://medium.com/microsoft-design/the-future-of-experience-design-beyond-the-screen-6e1e9f0362f4 “Don’t just take a seat at the table. Build it. Re-imagine what it means for design to have an influence and build the prototype for new ways of working and connecting to people. As our capabilities grow in the modern age of design tools, we need to use those skills to foster innovation in pace with technology.” 
  • 35. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WE NEED TO BREAK PAST DESIGNING FOR SCREENS !35 https://spacomputers.com/
  • 36. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com SOME EXAMPLES !36 1. DESIGNING INTERACTIONS 2. DESIGNING EXPERIENCES 3. DESIGNING STRATEGIES 4. DESIGNING JOBS 5. DESIGNING ORGANIZATIONS 6. DESIGNING STORIES 7. DESIGNING PROCESSES 8. DESIGNING JOURNEYS 9. DESIGNING WORK SPACES 10. DESIGNING SERVICES 11. DESIGNING CONNECTIONS 12. DESIGNING LIVES
  • 37. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com MORE? !37
  • 38. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TODAY’S EXAMPLES !38 1. DESIGNING INTERACTIONS 2. DESIGNING EXPERIENCES 3. DESIGNING STRATEGIES 4. DESIGNING JOBS 5. DESIGNING ORGANIZATIONS 6. DESIGNING STORIES 7. DESIGNING PROCESSES 8. DESIGNING JOURNEYS 9. DESIGNING WORK SPACES 10. DESIGNING SERVICES 11. DESIGNING CONNECTIONS 12. DESIGNING LIVES
  • 39. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com NOW WHAT? !39
  • 40. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 8 PRINCIPLES !40 1. DOCUMENT THE PRESENT 2. MAP THE FUTURE 3. BUILD THE BIG PICTURE 4. DRIVE FOR INTEGRATION 5. USE YOUR TOOLBOX 6. INVOLVE OTHERS 7. STAY FLEXIBLE 8. BE COURAGEOUS
  • 41. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 1. DOCUMENT THE PRESENT - Notice the world around you !41
  • 42. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 1. DOCUMENT THE PRESENT - What works… !42 The same gifts highlighted in all channels
  • 43. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 1. DOCUMENT THE PRESENT - What doesn’t !43 Where is the Everyday Collection???
  • 44. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 2. MAP THE FUTURE - Get specific about the destination !44 https://m2.ikea.com/us/en/stores/frisco/
  • 45. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 2. MAP THE FUTURE - Align on the vision !45
  • 46. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 2. MAP THE FUTURE - Touchpoints, services and channels !46
  • 47. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com !47 3. BUILD THE BIG PICTURE http://www.doubledippingblog.com/home/2015/9/new-york-by-air
  • 48. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com !48 3. BUILD THE BIG PICTURE – Go beyond digital
  • 49. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 3. BUILD THE BIG PICTURE – Develop holistic journeys Work from Allan Kempson for REI & Ralph Lauren !49 Work from Allan Kempson for REI & Ralph Lauren
  • 50. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com https://www.dailymail.co.uk/news/article-3971060/Teenage-artist-makes-incredible-domino-sculptures-knocks-down.html 4. DRIVE FOR INTEGRATION !50
  • 51. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 4. DRIVE FOR INTEGRATION - Find shared goals !51
  • 52. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com http://cdn.pymnts.com/wp-content/uploads/2016/07/retail-warehouse.jpg, http://www.flickr.com/photos/vitorcastillo/2994723741, http://www.davidhazy.com/design/experience/images/citi_warroom.jpg http://media-cache-ec0.pinimg.com/originals/3d/d6/b0/3dd6b0f1890a986aa1fb6dcaefcfaa2d.jpg, http://www.davidhazy.com/design/experience/images/citi_warroom.jpg, 4. DRIVE FOR INTEGRATION – Are all of these connected? !52
  • 53. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 5. USE YOUR TOOLBOX https://www.emz2.com/sales-skills/essential-tools-to-have-in-your-sales-toolbox/ !53
  • 54. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 5. USE YOUR TOOLBOX - Discovery Tools https://www.statusdigital.co.uk/blog/5-reasons-digital-ecosystem-maps-result-in-digital-marketing-success !54 8. Affinity Mapping 9. Service Blueprint 10. Journey Maps 11. Analytics (Usage, Customer Satisfaction, Conversion, etc) 12. Ecosystem Maps 13. Stakeholder Maps 1. Value Network Maps 2. Customer Research 3. Employee Research 4. Environment Research 5. Service Inventory 6. Touchpoint Inventory 7. Touchpoint Matrix
  • 55. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 5. USE YOUR TOOLBOX - Ideation Tools http://www.theantarcticbookofcookingandcleaning.com/huddle-penguin-cam-and-reindeer-cam.html !55 1. Bodystorming 2. Role Plays 3. 10 plus 10, Crazy Eights, 6-8-5 4. Design the Box 5. Business Origami 6. Future-State Journey Mapping 7. Business Model Canvas 8. Challenge Cards 9. Investigative Rehearsal 10. Rapid Prototyping 11. Service Diorama 12. Wizard of Oz 13. Innovation Generator 14. Futurecasting
  • 56. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 5. USE YOUR TOOLBOX - Resources !56
  • 57. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 6. INVOLVE OTHERS !57 https://www.sparkvisionnow.com/10-reasons-to-have-a-team-huddle-at-your-next-event/
  • 58. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 6. INVOLVE OTHERS – Work outside your area !58
  • 59. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 6. INVOLVE OTHERS – Try Co-Creation SOME EXAMPLES:
 LEGO Starbucks IKEA DHL Netflix Made.com Manchester City FC DEWALT Microsoft !59
  • 60. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 7. STAY FLEXIBLE !60 https://yogistyle.files.wordpress.com/2011/03/old_man_yoga_3.jpg, ,https://tirisulayoga.com/wp-content/uploads/2015/05/old-lady-doing-yoga-at-bus-stop_01.jpg
  • 61. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 7. STAY FLEXIBLE - Lo Fidelity work is great for this !61
  • 62. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 7. STAY FLEXIBLE – Don’t Stress about Roles https://www.theodysseyonline.com/my-issues-with-sung-english-translations-in-oper !62
  • 63. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 7. STAY FLEXIBLE – Be okay with changing priorities !63
  • 64. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 7. STAY FLEXIBLE – Be okay with changing priorities !64
  • 65. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 8. BE COURAGEOUS https://www.culturalweekly.com/scarecrow-tin-man-cowardly-lion/ !65
  • 66. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 8. BE COURAGEOUS - Create a failure resume/portfolio https://chrisguillebeau.com/the-resume-of-failures/ !66
  • 67. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 8. BE COURAGEOUS - Do it before you know how https://www.youtube.com/watch?v=lR0lkLoFRjk !67
  • 68. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com BREAK! http://www.flickr.com/photos/johnmcnab/4298812324 !68
  • 69. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WARM UP* !69 *Warm up idea from Smashing Magazine, Image: https://www.pdedancesupplies.com/collections/leg-warmers 1. In your table group, spend 5 minutes finding 2 things that you all have in common. (IA, UX or design cannot be one of them!) 2. These two things put together are now your group name. 3. Staying in your group, spend 5 minutes determining how you might act out your team name. 
 4. We will go around the room and you will act out your team name while the rest of the room tries to guess your team name.
  • 70. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com HERE WE GO! !70 1. DESIGNING INTERACTIONS 2. DESIGNING EXPERIENCES 3. DESIGNING STRATEGIES 4. DESIGNING JOBS 5. DESIGNING ORGANIZATIONS 6. DESIGNING STORIES 7. DESIGNING PROCESSES 8. DESIGNING JOURNEYS 9. DESIGNING WORK SPACES 10. DESIGNING SERVICES 11. DESIGNING CONNECTIONS 12. DESIGNING LIVES
  • 71. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STRATEGIES !71 http://www.scottishhistory.com/articles/independence/csys/dissertation/maps/bburn2.jpg
  • 72. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STRATEGIES !72 https://www.merriam-webster.com/dictionary/strategy ?
  • 73. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STRATEGIES !73 http://johnnyholland.org/2009/06/what-is-an-experience-strategy/
  • 74. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STRATEGIES !74 https://www.adaptivepath.com/guides/experience-strategy/
  • 75. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STRATEGIES !75
  • 76. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STRATEGIES !76
  • 77. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STRATEGIES !77
  • 78. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 1. DEFINE DIFFERENT STAKEHOLDERS & OBJECTIVES !78
  • 79. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 2. DEFINE EXPERIENCE PILLARS !79
  • 80. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 3. CREATE A CONNECTED FRAMEWORK !80
  • 81. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TIE IT ALL TOGETHER !81 http://www.thewestologist.com/ideas/ancient-problem-solving-tip 1. Define different stakeholders & objectives 2. Define experience pillars - should be based on research where possible 3. Create a connected framework. Tips: • Try to connect the stakeholder objectives to the experience pillars. Note any areas of misalignment • Think through aspects of the business objectives that could relate to a positive outcome for consumers/customers (e.g. increased sales may mean more exciting products that customers want to buy) 4. Your framework can be used to ensure new priorities or projects fit within and meet business objectives and map to experience pillars
  • 82. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 1 !82
  • 83. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com YOUR SCENARIO - NURSING HOME !83 http://www.woodlandcountrymanor.net/
  • 84. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com YOUR SCENARIO - WHY? !84 “By 2030, all baby boomers will be older than age 65. This will expand the size of the older population so that 1 in every 5 residents will be retirement age…The aging of baby boomers means that within just a couple decades, older people are projected to outnumber children for the first time in U.S. history.” Text:: https://www.census.gov/newsroom/press-releases/2018/cb18-41-population-projections.html , Image: https://www.aarp.org/caregiving/financial-legal/info-2018/nursing-home-evictions-fd.html
  • 85. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com IT BECAME MY SCENARIO !85 Text:: https://www.census.gov/newsroom/press-releases/2018/cb18-41-population-projections.html , Image: https://www.aarp.org/caregiving/financial-legal/info-2018/nursing-home-evictions-fd.html From the owner of a nursing home: “I’ll never forget the feeling as long as I live… Oh my God, there’s my mother, this old woman, in a wheelchair, lifeless. Look what my own nursing home did to my own mother in a matter of days.”
  • 86. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com IT COULD BECOME ANYONE’S SCENARIO !86
  • 87. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com SCENARIO OVERVIEW !87 http://www.woodlandcountrymanor.net/ 1. Nursing Home Description 2. Stakeholders: Nursing Home, Nurse Practitioner, Resident, Payer 3. Stakeholder Objectives 4. Environmental Factors 5. Experience Opportunities
  • 88. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com NURSING HOME DESCRIPTION !88 https://www.aplaceformom.com/planning-and-advice/senior-housing-101/senior-housing-types Residents in a nursing home require around the clock care and monitoring. They typically live with more complex health care conditions that require the assistance of a skilled nurse or a physical or speech therapist. ... By contrast, residents in an assisted living community generally require custodial care.
  • 89. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com STAKEHOLDERS !89 The nursing home The nurse practitioner (and other nursing home staff) The resident The ‘payer’
  • 90. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TOP FIVE NURSING HOME OBJECTIVES* *These are straw man business objectives extrapolated from some true nursing home objectives !90 1. Increase reimbursements by 10% 2. Increase occupancy by 8% 3. Reduce operating costs by 15% 4. Reduce staff turnover by 20% 5. Increase payer satisfaction by 10%
  • 91. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TOP FIVE NURSE PRACTITIONER OBJECTIVES* *General job objectives from a nurse practitioner perspective !91 1. Code diagnoses to high degree of specificity and accuracy 2. Coordinate care with nurses, doctors, specialists and support staff 3. Proactive communication with families regarding goals of care (e.g. DNR?) 4. Communicate with families regarding changes in condition 5. Treating acute changes in condition rapidly and correctly (requires medical information like labs, specialist staff, etc)
  • 92. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TOP FIVE RESIDENT OBJECTIVES* *General job objectives from a nurse practitioner perspective !92 1. Get some rest and sleep 2. Survive the days 3. Feel better 4. Be comfortable 5. Get home
  • 93. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TOP FIVE PAYER OBJECTIVES* *These were my general objectives !93 1. Feel confident that patient is comfortable, safe and getting the best care possible 2. Be able to afford care 3. Know when to visit, what to bring, etc. 4. Learn protocols and where they are flexible 5. Understand next steps
  • 94. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ENVIRONMENTAL FACTORS !94 https://www.informedesign.org/_news/sep_v05r-p.pdf, https://theintercept.com/2017/05/04/house-gop-just-voted-to-slash-medicaid-which-pays-for-60-percent-of-people-in-nursing-homes/ “The basic, sterile, amenity-poor, one-size-fits-all model, the sparseness of individual spaces, and the large institutional nature of shared spaces remained largely unchanged. Besides cost considerations, regulatory constraints that emphasize infection control and smooth delivery of care to very sick people are often blamed for consigning older people to living in an institution.”
  • 95. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ENVIRONMENTAL FACTORS !95 1. Nursing homes usually have 100-500 residents, often in a shared room. (sometimes up to 4) 2. A large nursing station is situated on each floor 3. Hospital-like lighting controls and fixtures are affixed to the walls behind each resident’s bed. 4. Residents often share bathing and shower areas. 5. There are large dining and activity spaces. 6. Meal times are set and generally residents are strongly encouraged to attend and sit at a group table. 7. Meal choice is generally limited - e.g. one type of sandwich, one casserole dish, canned fruit or vegetables. 8. Commercial kitchens, laundries, and other areas are off-limits to residents. 9. Residents at a fall or flight risk often wear loud alarms or have them attached to their chairs or beds. 10. Residents may get grooming help, generally only basic. 11. Televisions are often loud and have limited stations. 12. Most residents have daily expectations for occupational, physical or other rehabilitative therapy 13. Residents may not have the choice to participate in daily activities such as bible study, sing alongs or bingo.
  • 96. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXPERIENCE OPPORTUNITIES - MEALS !96 mage: https://www.aarp.org/caregiving/financial-legal/info-2018/nursing-home-evictions-fd.html , https://imgur.com/gallery/XyMGw, https://hollywoodhillsrehab.com/facility.shtml, , https://www.alamy.com/a-senior-female-receives-assistance-by-being-served-food-and-meals-image2952954.html Dislike food Not enough food Too much food Not enough choice with food Difficult to use utensils Have to eat alone Have to eat with others Have to eat on a defined schedule
  • 97. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXPERIENCE OPPORTUNITIES - SCHEDULE !97 https://phelpshospital.org/clinical-services/physical-occupational-therapy/, https://www.fairviewrehab.com/portfolio-items/physical-therapy/, http://tlccentre.ie/sing-along-with-the-don-director-of-nursing/, http://tlccentre.ie/sing-along-with-the-don-director-of-nursing OT/PT is very early or late Not interested in activities Forced to attend activities Activities against my beliefs Schedule conflicts with visits Want more one on one time
  • 98. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXPERIENCE OPPORTUNITIES - VISITS !98 http://greenvaleps.vic.edu.au/student-voice-nursing-home-visit/, https://www.theonion.com/family-cuts-nursing-home-visit-short-so-grandmother-can-1819578142, https://www.therebelution.com/blog/2013/12/christmas-project-simple-gifts-for-nursing-home-residents/, https://www.godvine.com/preschoolers-visit-elderly-people-at-nursing-home-11546.html Speaking/hearing may be difficult Need things (e.g. lotion, clothing, photos) Not in the mood for visitors Want more visitors Visitors may want to bring gifts, but don’t know what to bring Visitor seating may be limited/uncomfortable Shared room is loud (Television, roommate)
  • 99. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXPERIENCE OPPORTUNITIES - ENTERTAINMENT !99 https://www.pinterest.com/pin/126241595774820090/,, https://www.bioedge.org/bioethics/ontario-doctors-back-out-of-euthanasia/12213,, https://www.washingtonpost.com/national/health-science/loneliness-can-damage-health-triggering-inflammation-and-neurological-changes/2017/12/15/e7211b84-df61-11e7-8679-a9728984779c_story.html?noredirect=on&utm_term=.f558a9282a70, , https://www.sciencedaily.com/releases/2008/02/080225213636.htm Entertainment options not a preference Not enough stimulation Too much stimulation Reduced mental/physical capacity Depression - lack of interest in things Lack of home amenities (e.g. books, Netflix)
  • 100. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXPERIENCE OPPORTUNITIES !100 MEALS SCHEDULE VISITS ENTERTAINMENTVISITS
  • 101. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 1: INSTRUCTIONS - Part 1 !101 ~15 minutes BY YOURSELF: 1. Consider the scenario 2. Review the stakeholder objectives 3. Review the environmental factors 4. Review the experience opportunities 5. Note themes that can become experience pillars ~5 minutes IN YOUR GROUP: 1. Discuss your observations 2. Develop and draw 3-6 resident centered experience pillars
  • 102. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com INSTRUCTIONS - Part 2 !102 BY YOURSELF: 1. Review the stakeholder objectives again. 2. First, look for any conflicts between them and write down these conflicts. 3. Next, look for any aligned connections between the stakeholder objectives and write down these connections. ~10 minutes IN YOUR GROUP: 1. Discuss the conflicts you wrote down. Highlight 3-5 conflicts you agree on. 2. Discuss the connections you wrote down. Highlight 3-5 connections you agree on. 3. Write down these conflicts and connections. ~10 minutes
  • 103. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com INSTRUCTIONS - Part 3 !103 ~10 minutes in group for Steps #1-2, ~20 minutes for share out across larger group IN YOUR GROUP: 1. Now review the environmental factors and the experience opportunities. 2. Draw connections between your experience pillars and the environmental factors and/or experience opportunities they are addressing. 3. Be ready to share your body of work with the larger group: • Your Experience Pillars • The identified connections between your Experience Pillars and the environmental factors and/or experience opportunities • The identified conflicts and connections in the Stakeholder Objectives 4. In your readout, discuss any challenges or other observations.
  • 104. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STORIES EXERCISE 2 !104
  • 105. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 1: INSTRUCTIONS - Part 2 !105 BY YOURSELF: 1. Review the stakeholder objectives again. 2. First, look for any conflicts between them and write down these conflicts. 3. Next, look for any aligned connections between the stakeholder objectives and write down these connections. ~10 minutes IN YOUR GROUP: 1. Discuss the conflicts you wrote down. Highlight 3-5 conflicts you agree on. 2. Discuss the connections you wrote down. Highlight 3-5 connections you agree on. 3. Write down these conflicts and connections. ~10 minutes
  • 106. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 1: INSTRUCTIONS - Part 3 !106 ~10 minutes in group for Steps #1-2, ~20 minutes for share out across larger group IN YOUR GROUP: 1. Now review the environmental factors and the experience opportunities. 2. Draw connections between your experience pillars and the environmental factors and/or experience opportunities they are addressing. 3. Be ready to share your body of work with the larger group: • Your Experience Pillars • The identified connections between your Experience Pillars and the environmental factors and/or experience opportunities • The identified conflicts and connections in the Stakeholder Objectives 4. In your readout, discuss any challenges or other observations.
  • 107. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com OBSERVATIONS? !107 http://www.flickr.com/photos/druclimb/3277540656/
  • 108. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com LUNCH! http://www.flickr.com/photos/johnmcnab/4298812324 !108
  • 109. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com WELCOME BACK! !109 1. DESIGNING INTERACTIONS 2. DESIGNING EXPERIENCES 3. DESIGNING STRATEGIES 4. DESIGNING JOBS 5. DESIGNING ORGANIZATIONS 6. DESIGNING STORIES 7. DESIGNING PROCESSES 8. DESIGNING JOURNEYS 9. DESIGNING WORK SPACES 10. DESIGNING SERVICES 11. DESIGNING CONNECTIONS 12. DESIGNING LIVES
  • 110. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STORIES !110
  • 111. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING STORIES !111 “Storytelling is a universal human trait. It emerges spontaneously in childhood, and exists in all cultures thus far studied…Because of its antiquity and ubiquity, some scholars have portrayed storytelling as an important human adaptation…(research has found) evidence that stories—and the very act of storytelling—arose partly as a way of cementing social bonds, and instilling an ethic of cooperation.” https://www.theatlantic.com/science/archive/2017/12/the-origins-of-storytelling/547502/
  • 112. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 1. PROVIDE FOCUS ON END CONSUMER !112
  • 113. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com !113 Meet Adam He is an REI member and is looking for a new tent Because of his browsing, we send him a tailored email highlighting tents We also include content on campsites and hikes in his area Adam is excited and heads to REI to learn more 2. USE TO ILLUSTRATE EXPERIENCE OPPORTUNITIES Adam takes a class on choosing a tent Adam reviews all of the tent information Ada m is overwhelmed by tent information Adam gets tent recommendations for his needs Adam is overwhelmed by tents! Adam gets help to buy his shopping list. Adam’s recommendations become his shopping list Adam gets sleeping bag recommendations Adam wants to know where to camp Adam gets personalized campground and hiking recommendations Adam loves his personalized campground information Adam loves his personalized hike information Adam’s family loves the camping trip
  • 114. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 3. PROVIDE DATA WHERE APPROPRIATE !114
  • 115. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 4. HIGHLIGHT WHERE TECHNOLOGY CAN HELP !115
  • 116. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 5. TELL THE STORY IN A HOLISTIC NARRATIVE !116
  • 117. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TIE IT ALL TOGETHER !117 1. Start with the current journey from the end consumer/ customer’s point of view. 2. Pinpoint areas of opportunity in the current state. 3. Develop a holistic, cross channel view. 4. Back up with data (quantitative and qualitative) where appropriate. 5. Insert specific moments (can be technology driven) that optimize the journey. 6. Tell the story of the optimized journey in a narrative format
  • 118. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 2 !118
  • 119. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 2: INSTRUCTIONS !119 IN YOUR GROUP: 1. Use your experience strategy framework to narrow in on one or two specific experience pillars. 2. Choose one of the experience opportunities (meals, schedule, visits, entertainment). 3. Develop a future state story that provides experience improvement. Tips: • Tell the story from the POV of a resident. • But try to define a story that can also help business objectives (happy resident = better nursing home?) • Be aspirational but in the realm of reality. (e.g. no fairies). • Be specific! If the meals are better, why? What made them better? • Consider where technology could help the experience. You will use this in your third exercise. • Keep it manageable. One day, one hour, one interaction. 4. Storyboard the moments and dialog 5. Be ready to describe or act out the story. ~45 minutes
  • 120. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com OBSERVATIONS? http://www.flickr.com/photos/druclimb/3277540656/ !120
  • 121. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING CONNECTIONS - Break out of your box !121 Text: https://medium.com/@joshuantaylor/designers-shouldn-t-code-they-should-study-business-dc3e7e203d39, Image: https://www.iizcat.com/post/1271/That-box-might-be-too-small-for-you-Maru- “Maybe it’s talking to the sales team to understand what the market looks like. Maybe it’s talking to shipping and fulfillment to understand why orders are always a day late. Maybe it’s reading over the Q1 projections and finding out that the key initiatives for the quarter have nothing to do with refactoring your CSS.”
  • 122. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 1. CARE ABOUT “THE BUSINESS” !122 Text: https://www.beyondusers.com/7-things-every-designer-should-know-about-business#business-metrics, Image: https://www.amc.com/shows/mad-men/exclusives/about “There are only five things executives worry about: increasing revenues, decreasing costs, increasing number of new customers, getting more money from existing customer base, and shareholder value.” - Jared Spool
  • 123. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 2. UNDERSTAND IMPORTANT METRICS !123 Image:https://rosenfeldmedia.com/books/build-better-products, Text: https://www.smashingmagazine.com/2017/08/ux-mba-designer-business/ “Armed with this new statistical skill set, I was able to incorporate business thinking in my design process as an early step. Consider a chatbot that can easily answer questions for a customer; that feature cuts down on call-center operations, thus reducing a cost driver to the business…This type of analysis gave financial credibility to design-led projects that would have previously been considered ‘non-revenue generating.’”
  • 124. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 3. DEVELOP AND USE YOUR OWN METRICS !124 Images: https://www.smashingmagazine.com/2017/08/ux-mba-designer-business, https://www.slideshare.net/intelleto/finding-the-narrative-in-numbers-making-the-most-of-metrics-ux-immersion-2017, Text::https://www.beyondusers.com/7-things-every-designer-should-know-about-business#business-metrics “While most business metrics measure value captured (revenue, profit, costs, growth) design metrics measure value created for users. You can find your design metric by answering two questions: 1. What does success look like for our users? 2. What is the main action that a user has to take to extract value from our product?”
  • 125. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com 4. EXPLICITLY MAKE CONNECTIONS & SHOW GAPS !125
  • 126. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TIE IT ALL TOGETHER !126 1. Learn what you can about the business you are in. 2. Work to understand the key business metrics your product owners, financial partners, business analysts and heads of divisions care about. 3. Develop your own measurements of success (or Key Performance Indicators) relevant for the consumer experience. 4. Make the connections between your company’s business goals, the key metrics and stakeholder objectives, the experience metrics and your project priorities. Are there gaps? Conflicts?
  • 127. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 3 !127
  • 128. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 3: INSTRUCTIONS !128 ~45 minutes IN YOUR GROUP: 1. Start with your narrative story from Exercise 2 2. Take out your Experience Strategy Framework 3. Write down or indicate any connections from your story to the Experience Opportunities 4. Write down or indicate any connections from your story to your Experience Pillars 5. Write down or indicate any connections or conflicts from your story to each of the Stakeholder Objectives 6. Be ready to discuss
  • 129. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com OBSERVATIONS? http://www.flickr.com/photos/druclimb/3277540656/ !129
  • 130. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com BREAK! http://www.flickr.com/photos/johnmcnab/4298812324 !130
  • 131. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com ONE LEFT! !131 1. DESIGNING INTERACTIONS 2. DESIGNING EXPERIENCES 3. DESIGNING STRATEGIES 4. DESIGNING JOBS 5. DESIGNING ORGANIZATIONS 6. DESIGNING STORIES 7. DESIGNING PROCESSES 8. DESIGNING JOURNEYS 9. DESIGNING WORK SPACES 10. DESIGNING SERVICES 11. DESIGNING CONNECTIONS 12. DESIGNING LIVES
  • 132. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING LIVES - Use creativity sparks !132 https://www.springwise.com/
  • 133. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING LIVES - Look outside your industry !133 https://trendwatching.com/ AUTOMATION THEATER AUTOMATION THEATER AUTOMATION THEATER AUTOMATION THEATER VILLAGE SQUARED VILLAGE SQUARED VILLAGE SQUARED END OF EXCESS END OF EXCESS END OF EXCESS
  • 134. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING LIVES - Physical & Digital !134
  • 135. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING LIVES - Remember your ability to impact !135 Text: https://www.liveworkstudio.com/monthly-magazines/taking-the-puls-of-healthcare-in-the-21st-century, Image: https://www.theatlantic.com/business/archive/2015/04/a-better-nursing-home-exists/390936/ “This is probably going to be the most exciting program that we’ve ever built because it is going to change the face of nursing homes throughout the country.”
  • 136. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING LIVES - Could be simple !136 https://www.boredpanda.com/nursing-home-residents-recreate-movie-scenes
  • 137. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING LIVES - Consider technology… !137 https://www.nytimes.com/interactive/2018/11/23/technology/robot-nurse-zora.html Technology can’t replace warm hands. See it as the enabler, not the driver. …technology—when used wisely—can enhance the patient experience, improve efficiency, promote autonomy, personalise information and enable new value propositions. But in order to achieve this we must start with understanding peoples’ needs and behaviours – and not just solely from the perspective of their care and treatment program.
  • 138. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com DESIGNING LIVES - But remember the human connection !138 https://www.nytimes.com/interactive/2018/11/23/technology/robot-nurse-zora.html When Zora arrived at this nursing facility an hour outside Paris, a strange thing began happening: Many patients developed an emotional attachment, treating it like a baby, holding and cooing, giving it kisses on the head.
  • 139. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com TIE IT ALL TOGETHER !139 1. Use creativity sparks wherever you can find them. Outside of your industry, discipline and channel is great too! 2. Remember that you have an ability to impact people’s lives in a positive way. 3. You can start with the simple opportunities - improve just one moment in just one interaction. 4. Consider technology and where it can support your future state story. 5. Don’t forget the human connection.
  • 140. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 4 !140
  • 141. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com EXERCISE 4: INSTRUCTIONS !141 ~45 minutes IN YOUR GROUP: 1. Use your narrative from Exercise 3 to discuss potential technology driven product/service solutions that will support the story and provide experience improvements. 2. Focus in on no more than one or two technology driven solutions. 3. Ensure your technology driven solution is more than a screen. It can include an app, but should also include other types of interaction such as voice, sounds, haptics.) 4. Insert your technology driven solution into your story. 5. Storyboard the moments and dialog. 6. Be ready to describe or act out the updated story.
  • 142. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com OBSERVATIONS? http://www.flickr.com/photos/druclimb/3277540656/ !142
  • 143. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com IN SUMMARY !143 1. Design Strategies - Develop experience frameworks that outline the experience strategy and its connection to the business strategy and stakeholder objectives.
 2. Design Stories - Use narrative and tools like storyboarding to define a future state story that improves on the current state and focuses on an end consumer.
 3. Design Connections - Learn and define core business and experience measurements and define connections, conflicts and gaps with your experience pillars and strategy. This will ensure your seat at the strategic vs. service table.
 4. Design Lives - Use your strategies, stories and connections to ideate on story- driven, human-driven technology solutions centered on consumers’ lives.
  • 144. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com LAST WORDS !144 Designing strategies, stories and connections will create holistic products & services that deliver both strong business and consumer value proposition. Designers who strive for both a strong business and consumer value proposition will be the designers who can become the CEO, successfully designing for businesses and lives. In short, these designers will be heroes.
  • 145. Designing Beyond Screens - Samantha Starmer 
 starmer@gmail.com GO BE A HERO! http://www.flickr.com/photos/baking_in_pearls/3960662314 !145