• Save
Designing for delight (Giles Colborne)
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Designing for delight (Giles Colborne)

on

  • 56,041 views

The slides from my presentation at UPA 2010 in Munich.

The slides from my presentation at UPA 2010 in Munich.

Statistics

Views

Total Views
56,041
Views on SlideShare
50,913
Embed Views
5,128

Actions

Likes
266
Downloads
0
Comments
27

93 Embeds 5,128

http://www.slideshare.net 1073
http://www.rollingrains.com 731
http://mediapedia.ru 644
http://www.cxpartners.co.uk 502
http://www.jvetrau.com 316
http://gengrenjie.com 243
http://lanyrd.com 228
http://www.scoop.it 199
http://digitalworkbook.tumblr.com 130
http://femmestokla.blogspot.com 95
http://arnekittler.wordpress.com 94
http://paper.li 69
http://www.davemulder.com 69
http://bagtheweb.com 62
http://blog.rumblehq.com 59
https://twitter.com 57
http://femmestokla.blogspot.mx 54
http://l.lj-toys.com 50
http://www.redactor.in.ua 47
http://lj-toys.com 39
http://webquatro.pl 32
http://blog.3sixty.co.uk 25
http://www.redditmedia.com 21
http://translate.googleusercontent.com 19
http://www.linkedin.com 18
http://www.debashishpaul.com 17
http://tumble.rumblehq.com 15
http://apnerve.posterous.com 15
http://eternalsunshine.posterous.com 13
http://www.bagtheweb.com 13
http://uxslides.tumblr.com 13
http://xss.yandex.net 11
http://www.tintypepop.com 9
http://hypergogue.posterous.com 8
http://femmestokla.blogspot.dk 7
http://sidovangennip.com 7
http://femmestokla.blogspot.ru 6
http://iam.startupi.st 6
http://femmestokla.blogspot.fr 6
https://www.linkedin.com 5
http://feeds.feedburner.com 5
http://fanaticproductions.blogspot.com 5
http://andracula.posterous.com 5
http://lostinux.wordpress.com 5
http://www.uba-kontrovasie.com 4
http://blog.shanebrucejohnston.com 4
http://www.lmodules.com 3
http://wp-cx 3
http://www.e-presentations.us 3
http://twitter.com 3
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 27 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • great presentation. Thanks.
    Are you sure you want to
    Your message goes here
    Processing…
  • @roseannebrett There's *plenty* of anxiety and irritation in banks already, no need to create more just zap what's there. From people's natural anxiety around checking their balance to the irritation of having to click three times to log out (my bank: click to log out, are you sure you want to log out?, you have logged out now close this message saying so). Often creating delight is about putting a lot of effort into fixing 'small things'. 'Small things' can be big irritations - kind of like having a tiny stone in your shoe.
    Are you sure you want to
    Your message goes here
    Processing…
  • Hello - I loved the presentation - but I do work for a bank - how can we create the anxiety?

    I'd love anyone's thoughts?

    Thanks
    Roseanne
    Are you sure you want to
    Your message goes here
    Processing…
  • @amandaparkhurst ...and really pleased you enjoyed it.
    Are you sure you want to
    Your message goes here
    Processing…
  • @amandaparkhurst Thanks - here's a link to that video http://www.youtube.com/watch?v=eiE4VvVQEug
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Designing for delight (Giles Colborne) Presentation Transcript

  • 1. Designing for delight Giles Colborne cxpartners @gilescolborne http://www.flickr.com/photos/waldenpond/3019558999/
  • 2. This story begins when a client asked me a question. How can we delight our customers? One way to answer it is to see what other designers think is delightful and look for common themes. @gilescolborne
  • 3. One expert says this is a ‘Delightful design’ because it uses a surprising navigation method. @gilescolborne
  • 4. Click on a link and The page doesn’t turn, it scrolls down, along that ‘road’ to the content. Cute. @gilescolborne
  • 5. Another says This photography site is ‘Delightful’ because there’s a hidden user interface trick - click the cursor keys on your computer to Flick througH the slides quickly. @gilescolborne
  • 6. This online bank is ‘Delighting’ their customers by asking them to share restaurant recommendations with each other. @gilescolborne
  • 7. This went round our office like wildfire: if Google Chrome thinks a security certificate is dodgy then it displays a skull and crossbones instead of a padlock. For experts, delight is about novel approaches, attention to detail, associating yourself with delightful others, humor. @gilescolborne
  • 8. What strikes me, though, is that these examples are interesting, but they’re not delightful. One guy in our office showed the skull and crossbones thing to his wife. Her response was ‘so what?’. @gilescolborne
  • 9. 52 WEEKS of UX By the way, this is an excellent blog. “ It’s hard to prove the ROI on some small moment of delight in a design that requires a little extra time and attention (although I do believe that you will see a negative ROI when it doesn’t happen). Even the best designers get rather Evasive when they’re ” asked to justify this stuff. i want stronger examples that are less subjective. And i want to be sure i can deliver ROI. @gilescolborne
  • 10. When did a product or So i started service collecting stories (about 30 of them) delight from people about You? experiences that they’d found delightful. What they told me was completely different to the experts’ view. @gilescolborne
  • 11. My hairdresser told me about the time he’d booked a flight on easyjet. As he pressed ‘buy’, the website had hung and he’d ended up with two tickets instead of one. @gilescolborne http://www.flickr.com/photos/irishflyguy/2425063737/
  • 12. He was furious. He rang easyjet ready for a fight. Before he’d finished explaining, The lady said ‘no problem - one of those tickets cost more than the other. i’ll refund the more expensive one.’ @gilescolborne http://www.flickr.com/photos/irishflyguy/2425063737/
  • 13. He said ‘my jaw dropped. i told her: that’s the best customer service i’ve ever had’. He was delighted. This story doesn’t sound at all like the ‘cute details’ the designers spoke about. @gilescolborne http://www.flickr.com/photos/irishflyguy/2425063737/
  • 14. A friend told me about his o2 broadband. When his new modem arrived, he expected to find a piece of paper in the box with inscrutable technical settings to enter. instead, O2 had already set up the modem. He just had to plug it in and it worked. Delight! @gilescolborne
  • 15. There’s always an Apple story, right? One person told me about the first time they’d dropped their iPod and the headphones came unplugged. The iPod paused itself so they didn’t lose their place in the podcast. Delight! @gilescolborne
  • 16. These stories follow a common pattern. resolved anxiety delight effortlessly @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 17. They’re nothing like the examples the resolved experts chose. anxiety delight effortlessly when people tell And me these stories, their eyes light up - they’re enthusiastic. i see real delight. @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 18. Problems, and anxiety resolved are inevitable. anxiety delight effortlessly these stories are But about companies that were ready for the problems and saved their customers. @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 19. a friend told me about his first time using Nike Plus. as his run ended, there was a count-down (anxiety!) and then, surprise - paula RadcliffE’s voice on his ipod congratulating him. Nike seem to be playing with that moment of anxiety. @gilescolborne
  • 20. if you’re creating experiences, it’s not always about eliminating negative emotions. Sometimes it’s about using them. enhanced ending delight anxiety surprisingly @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 21. This is interesting if you’re delivering a leisure experience like Nike Plus - but i’m not advocating that an online bank plays with people in this way! enhanced ending delight anxiety surprisingly @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 22. Anxiety can be remembered, rather than present. Another friend (hi, Doug!) told me about this. it’s for feeding your toddler when you’re away from home. Put the messy food in the bulb at the end, squeeze a bit onto the spoon and pop it in the baby’s mouth. A clever, easier solution. @gilescolborne
  • 23. remembered resolved delight anxiety cleverly @gilescolborne http://www.flickr.com/photos/8748128@N02/4459960663/ http://www.flickr.com/photos/biblicone/3645323788/
  • 24. Another class of story sees users delighted because they’re getting a better outcome than the herd. For instance, a traveller had her flight cancelled. instead of taking the long route home offered to her, she flew to another airport and used her rail pass from there, getting home well ahead of the other unlucky passengers. @gilescolborne
  • 25. in this class of story, it’s the users’ choices that cause delight. But there’s a ha lo effect for the company involved. They may not be aware of it, though! choices mean anxiety superior result delight to your peers @gilescolborne http://www.flickr.com/photos/happykatie/2459583180/
  • 26. Stories about ‘extras’ are interesting. One person told me about a time when he tried to buy beer and a pie in the pub. He didn’t have enough money so he just got a beer!. A few minutes later the barman brought him a pie. ‘Someone left without picking up their order - and i remembered you wanted one,’ he said. @gilescolborne
  • 27. Several people told me similar stories about ‘extras’. The extras were always relevant, and delivered with a personal touch. problem relevant extras delight http://www.flickr.com/photos/gregpc/2719468143/ @gilescolborne http://www.flickr.com/photos/8748128@N02/4459960663/ http://www.flickr.com/photos/biblicone/3645323788/
  • 28. All but one of the stories i gathered followed the basic ‘problem, resolution, delight’ pattern. Why are they so different from Experts’ consensus on delight? in ‘emotional design’, donald norman gives a simple framework that’s helpful here. @gilescolborne
  • 29. You can think of the brain as three ‘layers’. The visceral brain of sensations and reflexes. The behavioral brain of doing things and feeling emotions. and the reflective brain of higher thought. @gilescolborne
  • 30. Designs please us on each of these levels. reflective An oxo potato peeler is pleasing because it feels nice in the hand. A Jaguar’s seat adjuster is pleasing behavioral because it’s laid out like a seat - so you feel in control. and a ‘binary’ wrist watch is pleasing (my visceral programer friends tell me) because it has a witty approach to numbers. @gilescolborne
  • 31. reflective behavioral visceral @gilescolborne
  • 32. The Experts were sharing examples of delight that work on the reflective level. reflective aficionados liked the examples, but other people didn’t always get them. behavioral other People share examples that work on the behavioral level. These stories are about problems visceral solved. They have VALUE. if people start talking about your company or product that’s worth something! @gilescolborne
  • 33. not important “ It’s hard to prove the ROI on some small moment of delight in a design that requires a little extra time and attention (although I do believe that you will see a negative ROI when it doesn’t happen). ” This type of delight has real value that’s easily proven. @gilescolborne
  • 34. Discussion forums and online ratings systems like DooYoo or Trip advisor are an easy place to find out if you’re delivering this kind of delight. @gilescolborne
  • 35. I would recommend (9-10): 63% - I would not recommend (0-6): 18% Net promoter score: 45% many companies use net promoter score to measure whether they’re getting word of mouth recommendations from delighted customers. @gilescolborne
  • 36. anxiety seems to be a useful indicator of potential for delight. resolved effortlessly anxiety surprisingly delight cleverly superior i wonder Whether people always need to experience anxiety before they can experience delight, or whether the heightened emotions in these stories led people to remember them more vividly. Either way, what matters to service designers is that these stories are remembered and shared. @gilescolborne
  • 37. beauty and sensation do matter - i buy lots of things because they’re beautiful or they feel good. But they don’t get talked about in the same way. This kind of delight is harder to sell (except to aficionados - who’ll pay generously for it). Behavioral delight sells itself through word of mouth. @gilescolborne
  • 38. when my company redesigns a product, we begin by looking for those moments of anxiety (the red triangles on this chart). They’re opportunities to change the user experience and delight customers. @gilescolborne
  • 39. One last point. Yahoo’s mantra of ‘wow, delight, love’ reminds us that delight fades over time. you need to keep upping your game. wow delight love like @gilescolborne
  • 40. Designing for delight • Look for points of anxiety - experienced or remembered • If appropriate (e.g. games), enhance that feeling • Pick one to fix now • Fix it completely • If possible, find solutions that are effortless, personal, clever, superior • Measure ROI through word of mouth: net promoter score, online chatter, surveys • Remember that delight fades away - don’t get cocky! @gilescolborne
  • 41. Follow those simple steps and i guarantee, you’ll keep your users delighted. @gilescolborne
  • 42. giles.colborne@cxpartners.co.uk @gilescolborne follow cxpartners on Slideshare.net @gilescolborne