Designing the User Experience Curve

The Perfect Hotel Experience

The User Experience Curve

Hierarchy of Needs
SUBJECTIVE / QUALITATIVE
Focused on
“It is not enough that we build
Have a believable story Experiences products that function, that are
Co-create value with customers (People, Activities, Context)
understandable and usable -
Connect people in community we also need to build products
Are part of a bigger system that bring joy and excitement,
Prioritize Aesthetics (no, not Graphic Design)
Appeal to emotional, spiritual, and (visual, behaviors, sounds, psychology) pleasure and fun, and yes,
social values
Design for FLOW (boredom vs anxiety) beauty, to people’s lives.”
Create a tolerance for faults at
lower levels Leverage Game Mechanics/Learning Theory -Donald Norman
(completeness)
Are tied to a person’s self-image,
highly personal Have a Personality
Empower people to do things Meaningful Create conversational and context aware
previously not possible Has personal significance interactions
(“Adaptive Interfaces”; narrative IA structures)
Pleasurable Elicit Desire
Memorable experience worth sharing (Limited availability, limited access, curious and
Simplify, organize, and clarify seductive experiences)
information Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY
HARD FOR ORGANIZATIONS TO CROSS
Display information visually Super easy to use, works like I think
Reduce features and complexity
Are easier to understand
Usable
Use language for more natural
Can be used without difficulty
Creating Pleasurable Interfaces:
interactions
Add features that support desired
Reliable
Is available and accurate
Getting from Tasks to Experiences
behaviors (offline browsing) created by Stephen P. Anderson | poetpainter.com
Functional (Useful)
Works as programmed
Focused on
Tasks
(Products, Features)
OBJECTIVE / QUANTIFIABLE © 2006 Stephen P. Anderson | poetpainter.com

The Kano Model

1 First impressions count
1.

People do judge a book (or any product) by it’s cover

The hotel check-in experience

Unboxing your iPod

Computer Game Training Level

Create a landing page that communicates

Make the first experience fun

Interactive tours...

In situ tours...

Create a first use scenario

Video tours make experts quickly

2 Attentive service
2.

The doorman hailing a cab...

The waiter refilling your glass...

Opening a new line at the checkout...

Help people solve their problems

Avoid problems in the first place

Manages expectations

Get people back on track

Help systems

Add value

3 Personalisation and customisation
3.

The barmaid remembering your favourite drink...

Customise your drink at Starbucks...

Customise your game characters...

Welcome people back

Allow them to customise their own experience

Avatars

Provide value through recommendations

4 Attention to detail
4.

Car doors

At Disney even the trash cans are themed

Create delightful experiences

Delighters

Zurich Airport

Easter eggs

Delicious Library

Dopplr toys

5 Make it fun
6.

We love collecting...

Particularly if there is payback...

What do points make...

Leaderboards...

We’re programmed to enjoy exploring

You find play in the strangest places!

Google maps are fun...

Collecting photos...

Collecting friends...

Collecting badges...

Points and Leaderboards...

5 Create the perfect environment

The Starbucks Experience

The Virgin Lounge

Whole Foods Market

Vegas baby, yeah

The User Experience Curve
Complete Profile
Explore Site
Invite Friends First Purchase
Register
Personalise
Recommendation Customise Site
Take Tour
Add to Favourites
Visit Home Page
Add a Comment
Add to Basket
Day-to-day Use
Day-to-day Use
Day-to-day Use

www.andybudd.com
www.clearleft.com
info@andybudd.com

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/

So where are the web examples?