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MyCokeRewards.com
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AT&T.com
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Apple.com/iPhone
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AirCanada.com
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AirCanada.com
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Boston.com
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NYTimes.com
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Sturgeon’s Law
90% of everything is crap
Are your designs in the other 10%?
Are you considering the user’s perspective?
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Altavista
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Google
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Accuweather
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Umbrella Today
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Umbrella Today
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Air Canada
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Air Canada
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AirCanada.com
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BART.gov
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Amazon.com
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Amazon.com
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Amazon.com
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BestBuy.com
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BestBuy.com
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BestBuy.com
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Market Maturity
The features stage focuses on adding more into
the design
The experience stage focuses on removing all but
the essentials from the design
Is your market currently focused on technology,
features, or experience?
Shifting from features to experience is the hardest
thing an organization can do — and most fail
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Six Flags: Mike Kazarnowicz, Joe Rollerfan (Flickr)
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Disney World, Joe Penniston (Flickr)
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Joanna8555 (Flickr)
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Groupon
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Grocon
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Activities vs.
Experience
Activities are discrete touchpoints with the users
Experience fills in the gaps
Mobile more often lives within the gaps
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Delight
Investment
User Satisfaction
Frustration
Noriaka Kano
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Shazam
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Shazam
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LimoRes
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LimoRes
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LimoRes
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Google
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Delight
Neutral Satisfaction
User Satisfaction
Frustration
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My CokeRewards
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MyCokeRewards.com
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MyCokeRewards.com
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MyCokeRewards.com
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Site
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Delight
Investment
User Satisfaction
Frustration
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Kano’s Model
Three vectors: Performance payoff, basic
expectations, and excitement generators
Have to meet basic expectations before
excitement generators will work
Over time, excitement generators become basic
expectations
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Storytelling Sketching
Agile
Methods
Ethnography Analytics
User
Information
Architecture Research
Social Practices Use Cases
Networks
Marketing
Information Visual
Design Design
Design Process Interaction
Management Design
Technology
Critiquing Copy Editing & Presenting
Writing Curating
Business Facilitating Domain
Knowledge Knowledge
ROI
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The Three
Questions
Vision: “Can everyone on the team describe the
experience of using your design five years
from now?”
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A flag in the san
d…
…that everyone marches towards.
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Easily moved wh
en things chang
e.
Everyone continues to march toward it.
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The Three
Questions
Vision: “Can everyone on the team describe the
experience of using your design five years
from now?”
Feedback: “In the last six weeks, have you
spent more than two hours watching someone
use your or a competitor’s design?”
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Methods of
Feedback
Usability Testing
Five second tests
Trade show/Cafe testing
Remote usability tests
Field Studies
Customer Support
User forums
Using it yourself (for self-designers)
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The Three
Questions
Vision: “Can everyone on the team describe the
experience of using your design five years
from now?”
Feedback: “In the last six weeks, have you
spent more than two hours watching someone
use your or a competitor’s design?”
Culture: “In the last six weeks, have you
rewarded a team member for creating a
major design failure?”
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The Eye of the
Perfect Storm
Invest to avoid Sturgeon’s Law
Focus on experience over technology and
features
Fill in the gaps between the activities
Ensure you meet basic needs while you search
for delighters
Build in a feedback process
Create your experience vision
Celebrate learning from taking risks
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Free for Webvision Attendees
Bill Luke Brandon Steve
Scott Wroblewski Schauer Portigal
Greg &
Hagan Kim Kevin
Stephanie
Rivers Goodwin Hoffman
Rewis
UIConf.com/giveaway
UI16 On Demand Videos
Mobile Input Being Creative with CSS3
UX Leadership Multi-device Design Patterns
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