Lookback

What can others learn from the origins of, thinking behind, and design of your technique or tool?: 

We approached the creation of a user experience management platform from the idea that there is no such thing as a B2B tool. In the end, we’re all “consumers” not in the sense that we consume but in the sense of digital products aimed at consumers, i.e end users. Everyone, regardless of which company they work at, appreciate a great experience, one that isn’t troublesome or too complex. Therefore, we went to great lengths to design a tool, for enterprises, with as little “Enterprisey”-feeling as possible. One could say we are approaching the B2B space with a B2C approach.

Further, we’ve chosen to work with technical frameworks that enabled us to push the limits of what can be done to create a great experience. Since we’re aware we’ll be serving, hopefully, some of the best UX experts in the world, then that certainly puts a requirement on our end. In choosing frameworks such as MeteorJS, we’ve been able to build a reactive website solution that’s fast and efficient to work with, minimizing roundtrips to servers, etc. It has also allowed us to focus on the interaction and spend time build interfaces —time that would normally be spent building backend or application logic. 

Lastly, we’ve focused on making sure the collected experiences are easily understood not just by UX experts, who can dive deeper into the product if they wish, but also people outside of their field. In this, we’ve focused on supporting UX staff since the field is so new —we can’t build a tool just for them, but also for the people in charge of buying their tools (the decision maker) and the people who’ll see the reports of their work (the product manager/CEO/etc?). So we’ve before-hand considered the target audience to be more than just the users of the product itself.

What insights, outcomes, information, etc. does your tool or technique have the capacity to generate or illuminate that might have been harder or impossible to arrive at using existing tools and techniques?: 

By allowing in-context, remote recording of mobile applications, we’re reaching into the users experience in a deeper way than previously possible. Where a lab takes you somewhere, remote recording takes you much, much longer. To demonstrate, consider the following recorded experience. Not only does this demonstrate the product, it also very clearly shows flaws in the product’s design (e.g saying ‘turn left’ too early) and gives you a very good perspective of what it felt like driving in such a situation. In this particular case, the driver knew where to go so it wasn’t a problem — that is also obvious from the recording. We think this is just the beginning; the possibilities of such a simplistic recording and collection method is staggering, because not only does the method itself reach deeper, it also scales way better. Where we could previously muster to record a couple of people in a lab, companies now have the capabilities to record hundreds if not thousands of experiences, should they choose too.

How broadly can the results and outputs of your tool or technique be applied, and what are the limits of their validity and applicability?: 

We believe the expert jury to be more suited to answer this than us. We think it depends entirely on how Lookback is used, if its used for remote collecting or in-house recording, on-the-streets recording, etc.