1. Ignore UX At Your Peril

2. Raw Coffee is Farmed, Picked

3. Dried

4. Packed and Shipped as a Commodity
£0.01
per cup

5. Roasted

6. Ground

7. Sold as a Product
£0.10
per cup

8. Brewed

9. Sold as a Service
£0.90
per cup

10. Served in a Fancy Coffee Shop

11. As Part of an Experience
£2.30
per cup

12. “ We’re shifting to an
experience economy
where an experience
is becoming the
primary economic
offering”
Joseph Pine

13. Differentiation
Experience
Service
Product
Commodity
Value

14. What does this mean for the web?

15. Product and service maturity
Meaningful
Delightful
Usable
Useful
Functional

16. First use
8
4
Select username
7
2
Enter details
6
3
Decide to register
The User Experience Curve
7
5
Compare plans
6
4
Review product
8
2
Initial reaction
7
3
10
8
6
4
2
0

17. Design Index

18. Design Index
FTSE 100 = £1,570
Design Index = £3,626

19. UX Index

20. 4 tips from 3 UX experts

21. British reality television

22. Ramsay’s Kitchen Nightmares

23. The Hotel Inspector

24. Mary Queen of Shops

25. 1 First impressions count
1.

26. This shop gives one impression

27. This shop says something else

28. Create a shop window that communicates

29. Desire lines drive people into the store

30. Hotels also understand the power of first impressions

31. The hotel check-in experience

32. Advisor and tour guide

33. Create a “shop window” that communicates

34. Which site would you buy
Watch carefully
a used car from?

35. Have a gimmick

36. Use “desire lines” to focus people on calls to action

37. Video tours make experts quickly

38. Show people around

39. The first experience counts

40. Make the first experience fun

41. Be helpful

42. 2 Keep things simple and focus
2.
h"p://www.flickr.com/photos/tracer/3805558623/sizes/o/

43. Reduce the number of options available

44. Using sensible defaults

45. Feature curve
This product does
everything I want
Minimum Viable product
User Happiness
Sweet spot
Wow, this is really I need to check the manual
easy to use
Good, but I wish this
did more
This is really tricky
It doesn’t even have the basics I can’t do the one
thing I bought it for
Number of features

46. Half, not half-arsed

47. Flip video camera

48. Simplify the homepage

49. Using sensible defualts
h"p://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/

50. Simplify options
h"p://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/

51. Do one thing and do it well

52. 3 Provide exceptional service
2.

53. The waiter refilling your glass...

54. The doorman hailing a cab

55. Good service takes investment

56. Be there when things go wrong
www.flickr.com/photos/shankbone/2800620360/

57. Help people solve their problems

58. Welcome people back

59. Exceptional customer service

60. Help systems

61. Guide people

62. Manage expectations

63. Admit your mistakes

64. Get people back on track

65. See problems as an opportunity

66. 4 Wow your users with exciters and delighters
4.

67. Delighters

68. Amuse Bouche

69. Try before you buy

70. Quirky sense of humour
h"p://www.flickr.com/photos/garymccafferty/2261166084/sizes/l/

71. Zurich Airport

72. Dopplr toys

73. Easter eggs

74. Fun and games

75. Fun(ctional)

76. Give something away for free

77. Give something away for free

78. Give something away for free

79. We need to learn from some of the best hotels

80. Stores

81. And dining experiences

82. @clearleft
@andybudd
@dconstruct

83. So where are the web examples?

84. http://www.flickr.com/photos/mpdehaan/ http://flickr.com/photos/duncan/2084134925
276497061 http://www.flickr.com/photos/joeclark/1603186528
http://flickr.com/photos/seraphimc/107130125/ http://www.flickr.com/photos/xrrr/1295881382
http://flickr.com/photos/fortphoto/1542210995 http://www.flickr.com/photos/dryicons/2214368070
http://flickr.com/photos/tantek/132677060/ http://www.flickr.com/photos/vincross/184541034/
http://flickr.com/photos/ http://www.flickr.com/photos/tantek/272672701
47313217@N00/1360279731 http://www.flickr.com/photos/thehutch/
http://flickr.com/photos/fattytuna/357378839/ 2168473863
http://flickr.com/photos/kb-a/43723177 http://www.flickr.com/photos/special/87276
http://flickr.com/photos/davidz/235767673/ http://www.flickr.com/photos/padsbrother/
http://flickr.com/photos/glamhag/1894171628/ 197482567
http://flickr.com/photos/mikeschmid/316595668 http://www.flickr.com/photos/crypticon/
http://flickr.com/photos/aernout/486765071/ 2073843558
http://flickr.com/photos/ari/418042736 http://www.flickr.com/photos/mhwolk/245494571/
http://flickr.com/photos/paseodelsur/71971684/ http://www.flickr.com/photos/mr_babyman/
http://flickr.com/photos/lauramary/1329843460 521306970
http://flickr.com/photos/giando/309134729 http://www.flickr.com/photos/adactio/251820692
http://flickr.com/photos/more_pi-dah/442167479 http://www.flickr.com/photos/stuckincustoms/
http://www.flickr.com/photos/joshrussell/ 2349026792
1397913617/ http://www.flickr.com/photos/stephenr/362189858/
http://flickr.com/photos/irrawaddyerik http://www.flickr.com/photos/chengyee
http://flickr.com/photos/latitudes/263133495 http://flickr.com/photos/hofnik/