Designing The User Experience Curve 2.0

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?

http://fresh.gui.ru	36
http://www.slideshare.net	16
http://valoriprimilab.blogspot.com	10
http://uxslides.tumblr.com	7
http://schoolcommunicationarts.com	5
http://www.blogger.com	2
http://www.iroai.org	2
http://static.slideshare.net	2
http://lj-toys.com	1
http://www.valoriprimilab.blogspot.com	1
http://paper.li	1

Designing The User Experience Curve 2.0

by Andy Budd on Oct 13, 2008

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Designing The User Experience Curve 2.0 — Presentation Transcript