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Envisionments: Tell The Story of What Great UX Looks Like
The experience vision should be told in the form of a story.
The format can be multiple: the same story can be told in a video, a text, a comic book, etc…
We want to find a story that lives far enough in the future that when we tell the story we don’t get resistance because there’s no way we can do that by tomorrow; it doesn’t run into legacy problems.
Here's an example 5-year experience vision story for a large insurance firm.
During a storm, a customer has a tree fall on their car garage, damaging both the house and the car inside. The customer immediately takes pictures of the damage to their car and the building. They upload it to the claim center, which immediately opens a claim.
Within an hour, both an emergency construction crew and a rental car are dispatched to the customer’s home, preventing further damage from the ongoing storm and ensuring the family still has transportation. Within 24 hours, a contractor has been chosen to repair the home damage permanently and their vehicle is in the body shop. The family has received a debit card to automatically cover any out-of-pocket expenses incurred during the restoration process.
5 years into the future is a sweet spot: you avoid legacy problems questions and you don’t fall into sci-fi (we can imagine what the technology will look like in 5 years, but more vaguely in 10 or 15 years). The story can be actually placed whenever you want as long as it’s after legacy problems and before sci-fi.
It is very difficult to find examples of experience visions because companies keep them really close to their chest, it’s their vision of the future and they don’t share it because they don’t want competitors to know about it. Disney kept the wrist band concept hidden even from its own companies.
Note: a UX outcome adjusted to a five year time frame, can be used as a summary statement. e.g.: “If we do a really good job at this for the next five years, we’ll improve people lives by removing friction in the insurance claim process.” But without the story, this statement doesn’t communicate enough.
Stories
YouTube Link
Video
AT&T You Will (Best Quality) 1994 Supermarket/RemoteDoctor/WristPhone
Nokia 888 Design
Microsoft's Concept Future Vision - 2020
Microsoft: Productivity Future Vision
How Snow White Helped Airbnb's Mobile Mission
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Charmr: Adaptive Path diabetes management design concept (2011)
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