Darren Kall from Kall Consulting presents this humorous talk that explores the very serious topic of why businesses should be concerned with product and service user experience, the business value / ROI of user experience investments, how they increase revenues, reduce development and support costs, and decrease time to market. Darren gives examples of products that suck; explaining that at the root of all of them is that they were designed without the user/customer in mind.

2. “ This Product Sucks!” The Business Impacts of User Experience Breakdowns Hour-long version for Dayton Web Developers 4May2011 Darren Kall darrenkall@kallconsulting.com @darrenkall #thisproductsucks #DaytonWD © Kall Consulting 2011 KALL Consulting Customer and User Experience Design and Strategy

4. Where was this?

5. Where was this?

7. To avoid making products that suck: Distinguish between bad UX and one that sucks Know how to prevent products that suck

8. Audience Test: Does this product suck? Distinguish between bad UX and one that sucks

9. This product is disturbing but does not suck Photo Credit

10. This product is broken but does not suck Photo Credit

11. This product is annoying but does not suck Photo Credit

12. This product is ugly but does not suck Photo Credit

13. This product is a lie but does not suck Photo Credit

14. YES. This product sucks Photo Credit

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17. Photo Credit One Dozen Products that Suck No Internet or Mobile Examples Even Though they Exist General Principles to Apply to your Product Problem Root Cause Prevention Know how to prevent products that suck

18. Problem 1: Triathlon scenario = running, biking, swimming Watch is ruined if you press buttons underwater Photo Credit

19. Root Cause: Implementation or technology did not meet up with user scenario Photo Credit

21. Photo Credit Problem 2: Adaptive transmission not designed for a shared car or variable driving style

22. Photo Credit Root Cause: Designed for ideal-world case not real-world case

24. Photo Credit Pull or Push? Can you tell?

25. Photo Credit Problem 3: Even with signs users bang into doors

26. Photo Credit Root Cause: Handle affordances not distinguishable

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29. Photo Credit Problem 4: Frustrating experience to pay for parking

30. Photo Credit Root Cause: Bad information architecture, bad visual design, bad task flow …

32. Photo Credit Problem 5: Scalding or freezing shower

33. Photo Credit Root Cause: Fixing bad UI in help, the manual, or in training

34. Photo Credit Prevention: Fix the product, not the user

35. Photo Credit Problem 6:

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39. Photo Credit Problem 7: Believing “Don’t worry, we’ll fix it later.”

40. Photo Credit Root cause: “Later” never happens

41. Photo Credit Prevention: Prioritize user-impacting “bugs”

42. Photo Credit Problem 8: Breaking user trust

45. Problem 9: The self-locking hotel internal bedroom suite door Photo Credit: Darren Kall

46. Root Cause: Things are not used in a vacuum – missed system design Photo Credit: Darren Kall

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49. Photo Credit Problem 10: No sidewalk where people want to walk “ I’m the user damn it!”

50. Photo Credit Root Cause: Prohibition does not work

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53. Photo Credit Problem 11: Can’t set alarm. Can’t follow directions. Don’t trust product

54. Photo Credit Root Cause: Product not designed for use. Instruction is a poor substitute for good design

55. Photo Credit Prevention: Usability test. Products should be easy to use

56. Photo Credit Problem 12: Unintended Acceleration

57. Root Cause: “We lost sight of our customers.” James Lentz Photo Credit

58. Photo Credit Root Cause: “Complaint investigations focused too narrowly on technical without considering HOW consumers USED their vehicles.” James Lentz

62. Business Impacts of UX Breakdowns Photo Credit

63. Photo Credit Less likely to buy add-ons Business Impacts of UX Breakdowns

64. Business Impacts of UX Breakdowns Photo Credit Less likely to buy new versions

65. Business Impacts of UX Breakdowns Photo Credit Less likely to buy other products from your company

66. Business Impacts of UX Breakdowns Photo Credit Less likely to recommend you to others

67. Photo Credit Is the likelihood of a customer recommending your company important?

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69. Photo Credit This is your business. The water in the tub is customers that stick with your company

70. Water flows at 1 gallon a minute. How long to fill a 60 gallon tub if 41% of the incoming water is diverted? Photo Credit

71. 41% of users with bad experiences leave immediately and switch to a competitor permanently . Harris Interactive Photo Credit

72. Photo Credit Or worse…

74. Stop picking on us! Photo Credit Greenpeace uses Nestle’s Facebook page to inform Nestle’s most loyal customers about Indonesian deforestation. Worst environmental impact in the world so Nestle can get cheap palm oil.

75. Dave Carroll United Breaks Guitars Photo Credit

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78. Analytics Cognitive Engineering Consumer Experience Consumer Insight Consumer Research Customer experience Customer Experience Customer-centric Design Design Experience Design Experience Planning Experience Strategy Human Computer Interaction Human Factors Human Machine Interface Information Architecture Innovation Design Interaction Design Interactive Systems Engineering Measurement Science Product Innovation Usability Engineering User Experience User Friendliness User Interface Design User Research User-Centered Design Etc. Many disciplines, many names User Experience Design

79. Photo Credit UX design follows the General Store Principle

80. Photo Credit The general store owner knew her customers

81. Photo Credit She knew her customers’ businesses and lives, annual needs, tasks, skills, their motivations and personal preferences

82. Photo Credit She stocked only the products that her customers needed and wanted

83. Photo Credit She mixed her own business imperative to sell, the available technologies and products, and her customer insight into a good experience

85. UX design is a customer-centered approach to the innovation, design, engineering, development, and deployment of a product or service The 12 examples of products that suck could have been prevented if the companies had taken a UX approach UX design is a way to keep customer insight in mind during product development

87. UX Investment Examples JP Morgan Chase: SOP to do 3 usability tests for each product eBay: 150 UX employees Microsoft: Ethnographers on staff. Over 52 persona researched World Usability Day: > 52,000 attendees Amazon: continual user analytics and A/B testing

88. How much to spend on UX? Here’s what other people are spending: 11.5% of overall product development budget in UX An average of 62% of products are tested with real users before shipping Photo Credit 13% of website design budgets on UX 9% of ongoing website management budget on UX

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91. Informs making wise investment decisions Decreases development costs Reduces customer support costs Decreases returns UX Saves Cost

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108. Don’t design products that suck Photo Credit