Robert	  Winters	  -­‐  UX	  Team,	  Nascom	  -­‐  UX	  Alumni,	  Vodafone	      @robbedoes	  	      on	  twi<er	  
         	             “What	  for	  god’s	  sake	  will	  make	  my	  UX	  stand	  out?”	         	   	        	  	  	  	...
User	  Experience	                                  Feature	  Wars	              Price	  Wars	  Early	  Adopters	  
 	  	  	  	  	  “What	  is	  it	  that	  differenIates	  mobile	  user	  experiences?”	       	   	                      	 ...
What	  is	  User	  Experience?	  
Inevitable	  interac5on	  effect	  Bling	  differen9a9on?	                                    -­‐>	  Use	  level	  changed	 ...
•  Differen5a5on	  can	  be	  analysed	  within	  three	  levels	  •  Differen5a5ng	  on	  just	  one	  level	  is	  difficult...
Power	  of	  each	  level?	  
Respondents	  •    165	  people	  •    65%	  smart	  phone	  owners	  •    56%	  males	  •    Between	  18	  and	  36	  • ...
Sets	  itself	  apart	  to	  great	  extend	  (%)	  Seadragon	  (bling)	                                                  ...
Willingness	  to	  pay	  (%)	  Seadragon	  (bling)	                       7	       Besocial	  (use)	                      ...
Originator	       vs	  	  Differen5ator	  
Twidget	  (originator)	  
Status.TV	  (bling	  differen5ator)	  
Contact	  List	  (originator)	  
Gesture	  Search	  (use	  differen5ator)	  
Qype	  (originator)	  
Live	  Maps	  (mission	  differen5ator)	  
User	  Feedback	  
“Rate	  this..”	                                                                                           “sets	  itself	...
Conclusions	  
 •  The	  more	  levels	  we	  differen5ate	  on,	  the	  more	  users	  will	       indicate	  you	  have	  provided	  the...
Might	  have	  the	  least	  strong	  effect.	  	                 as	  some	  people	  are	  seriously	  bending	  this	  r...
Thanks!	  
Differentiating ux
Differentiating ux
Differentiating ux
Differentiating ux
Differentiating ux
Differentiating ux
Differentiating ux
Differentiating ux
Differentiating ux
Differentiating ux
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Differentiating ux

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What differentiates the mobile user experience?

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Differentiating ux

  1. 1. Robert  Winters  -­‐  UX  Team,  Nascom  -­‐  UX  Alumni,  Vodafone   @robbedoes     on  twi<er  
  2. 2.     “What  for  god’s  sake  will  make  my  UX  stand  out?”                                              -­‐  You  guys,  UX  Professionals    
  3. 3. User  Experience   Feature  Wars   Price  Wars  Early  Adopters  
  4. 4.            “What  is  it  that  differenIates  mobile  user  experiences?”                                          -­‐  UX  Team,  Vodafone  
  5. 5. What  is  User  Experience?  
  6. 6. Inevitable  interac5on  effect  Bling  differen9a9on?   -­‐>  Use  level  changed  automa9cally   Port  the  applica9on?   -­‐>  Use  level  changed  automa9cally  
  7. 7. •  Differen5a5on  can  be  analysed  within  three  levels  •  Differen5a5ng  on  just  one  level  is  difficult  
  8. 8. Power  of  each  level?  
  9. 9. Respondents  •  165  people  •  65%  smart  phone  owners  •  56%  males  •  Between  18  and  36  •  Early  adopters,  technology  minded  
  10. 10. Sets  itself  apart  to  great  extend  (%)  Seadragon  (bling)   29   Besocial  (use)   41  Shazam  (mission)   46   0   5   10   15   20   25   30   35   40   45   50   N  =  165  
  11. 11. Willingness  to  pay  (%)  Seadragon  (bling)   7   Besocial  (use)   17  Shazam  (mission)   21   0   5   10   15   20   25   N  =  165  
  12. 12. Originator   vs    Differen5ator  
  13. 13. Twidget  (originator)  
  14. 14. Status.TV  (bling  differen5ator)  
  15. 15. Contact  List  (originator)  
  16. 16. Gesture  Search  (use  differen5ator)  
  17. 17. Qype  (originator)  
  18. 18. Live  Maps  (mission  differen5ator)  
  19. 19. User  Feedback  
  20. 20. “Rate  this..”   “sets  itself  apart  to  great  extent..”   “Would  you  recommend  this..”   Differen5a5on  graph,  N=12   Status.TV   Twidget  Gesture.Search   List.Search   Live  Maps   Qype   1   1.5   2   2.5   3   3.5   4   4.5   5  
  21. 21. Conclusions  
  22. 22.  •  The  more  levels  we  differen5ate  on,  the  more  users  will   indicate  you  have  provided  them  a  differen5ated  UX  (duh)    •  Differen5a5on  is  jus5fied  on  all  dimensions  •  But  differen5a5ng  on  just  the  bling  level  might  have  the   least  strong  effect  
  23. 23. Might  have  the  least  strong  effect.     as  some  people  are  seriously  bending  this  rule.    
  24. 24. Thanks!  

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