Mobile & UX - In the Eye of the Perfect Storm

Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com

Illustrations by
Jason Robb
© Copyright 2012, User Interface Engineering. All Rights Reserved. 1


MyCokeRewards.com



FOX.com



MikePanetta.com



LCBT.com



Marriott.com



United



United.com



MyCokeRewards.com



VerizonWireless.com



AT&T.com



Apple.com/iPhone



AirCanada.com



Boston.com



NYTimes.com



Sturgeon’s Law
90% of everything is crap
Are your designs in the other 10%?

Are you considering the user’s perspective?



Altavista



Google



Accuweather



Umbrella Today



Air Canada



AirCanada.com



BART.gov



Amazon.com



BestBuy.com



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



Six Flags: Mike Kazarnowicz, Joe Rollerfan (Flickr)



Disney World, Joe Penniston (Flickr)



Joanna8555 (Flickr)


Groupon



Grocon



Activities vs.
Experience
Activities are discrete touchpoints with the users

Experience fills in the gaps

Mobile more often lives within the gaps



Delight

Investment

User Satisfaction

Frustration

Noriaka Kano


Shazam



LimoRes



Google



Delight

Neutral Satisfaction

User Satisfaction

Frustration



My CokeRewards



MyCokeRewards.com



Site



Delight

Investment

User Satisfaction

Frustration



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



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



The Three
Questions
Vision: “Can everyone on the team describe the
experience of using your design five years
from now?”



A flag in the san
d…

…that everyone marches towards.



Easily moved wh
en things chang
e.

Everyone continues to march toward it.



The Three
Questions
from now?”
Feedback: “In the last six weeks, have you
spent more than two hours watching someone
use your or a competitor’s design?”



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)



The Three
Questions
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?”



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



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


Mobile & UX - In the Eye of the Perfect Storm

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