10 things every CEO needs to know about UX

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My keynote from the 2013 UX Summit in Buenos Aires, organized by Keikendo.

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10 things every CEO needs to know about UX

  1. 1. 10 things every CEO needs to know about UX Eric Reiss @elreiss Keikendo UX Summit August 28, 2013 Buenos Aires, Argentina
  2. 2. Why do you have a website? “Because everyone has one.”
  3. 3. Why do you have a telephone? “Because everyone has one.” “Because we can’t do business without one”
  4. 4. Why do you have a website? “Because we can’t do business without one”
  5. 5. Fact #1 The majority of business leaders turn to the internet as their first source of information. (And this has been true since 2007!) Source: Gartner Group
  6. 6. Fact #2 B2B is the fastest-growing internet segment Source: IDG
  7. 7. Fact #3 Over 50 billion searches for commercial information are made each month Source: SEMPO
  8. 8. Fact #4 Argentina has the highest rate of internet penetration in South America (even higher than Spain) Source: Internet World Statistics
  9. 9. So, what is UX?
  10. 10. us·er noun 1: a person who makes use of a thing; someone who uses or employs something 2: a person who uses something or someone selfishly or unethically 3: a person who takes drugs
  11. 11. ex·per·i·ence noun 1: having been affected by or learned through observation or participation 2: the length of such participation
  12. 12. Eric’s 1st Law of UX: If a site does not solve your user’s problems, it will not solve your company’s either.
  13. 13. So, let’s start with the user
  14. 14. When would you use (simultaneously): An ergonomic seat designed for one person Optical lenses invented by Benjamin Franklin Alcoholic mixture invented by Dr. Iain Marshall Incandescent device invented by Thomas Edison Fabric made on a loom invented by JM Jacquard Rouge Royale (marble) Baskerville Light (typography) Domesticated mammal (This is often how our clients look at their content)
  15. 15. When would you use (in simpler terms): Armchair Bifocal eyeglasses Manhattan Cocktail Lightbulb Wool pullover Tabletop Book Cat (This is an easier way to look at content)
  16. 16. Eyeglasses Wool pullover Lightbulb Marble tabletop Armchair Book Gus the Cat Manhattan Cocktail
  17. 17. Sensory assistance Warmth/comfort Sensory assistance Convenience/comfort Convenience/comfort Education/information Companionship Chemical stimuli
  18. 18. Needs are always situational!
  19. 19. Eric’s 2nd Law of UX: User experience is the sum of a series of interactions between people, devices, and events.
  20. 20. Eric’s 3rd Law of UX: There are three types of interaction: active, passive and secondary
  21. 21. Eric’s 4th Law of UX: UX design represents the conscious act of coordinating interactions, acknowledging interactions, and reducing negative interactions.
  22. 22. Three types of interaction: Active (things we control) Passive (things we don’t control) Secondary (things that have indirect influence)
  23. 23. Active interaction Photo courtesy of: musthavemenus.com
  24. 24. Active interaction Copyright could not be traced. Used for educational purposes only.
  25. 25. Passive interaction (partly) Photo courtesy of: johnmariani.com
  26. 26. Passive interaction Photo by Massimiliano Uccelletti, photonet.com
  27. 27. Secondary interaction Photo courtesy of: koit.radiotown.com
  28. 28. Secondary interaction Photo courtesy of: tomatolover.com
  29. 29. UX design combines all three activites Coordinating interactions that we can control Acknowledging interactions beyond our control Reducing negative interactions
  30. 30. Coordinating interactions Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au
  31. 31. Coordinating interactions Photo courtesy of: capetownwineblog.com
  32. 32. Coordinating interactions Photo courtesy of: Rootology under Wikipedia Commons License
  33. 33. Acknowledging interactions Photo courtesy of: TinyFarmBlog.com
  34. 34. Reducing negative interactions Photo courtesty of: kenlevine.blogspot.com
  35. 35. Reducing negative interactions Photo courtesy of: marchedimanche.typepad.com
  36. 36. Reducing negative interactions Photo courtesy of Andrew Sullivan
  37. 37. Now, let’s talk with those CEOs
  38. 38. 1. Don’t confuse marketing with communication. 1.
  39. 39. Awareness Interest Desire Action A I D A
  40. 40. Make your online presence part of your total customer-service package
  41. 41. Off-line On-lineCEM Customer Experience Management
  42. 42. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss
  43. 43. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  44. 44. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  45. 45. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  46. 46. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  47. 47. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  48. 48. 1. Don’t view your website as a software development project. 2.
  49. 49. Click to add man-walks-into-bar joke Click to add punch line
  50. 50. Dell specifications 3.6 GHz processor 256 Gb RAM CD/DVD writer/reader 15” screen Built-in speakers 6 hour battery life Portable
  51. 51. > >
  52. 52. Whenever possible, purchase software from single-focus vendors
  53. 53. 1. Don’t couple unrelated initiatives. 3.
  54. 54. CMS CRM ERP DM KM
  55. 55. CMS = Content Management System Publish to the Web CRM = Customer Relationship Mgt. Track, use, and maintain customer data ERP = Enterprise Resource Planning Optimize use of people and materials DM = Document Management Electronic filing system KM = Knowledge Management Share expertise internally
  56. 56. Deal with just one project (and just your project). Then take care of the other stuff. (and stick to single-focus vendors)
  57. 57. 1. Don’t be afraid to set measurable goals for your UX initiatives. 4.
  58. 58. “If you build it, they will come...”
  59. 59. What are the customer service metrics for an airline? “Flying on time.”
  60. 60. What passengers say: “Why publish schedules if I can’t use them?” “I plan my meetings according to arrival times” “I book connecting flights based on your promises.” “I have people waiting to pick me up when I land.” “Faster check-in. Now that’s service!” “Better food. I’d like that.” “More legroom. I’ll pay extra for that.” “On time? That’s your job! So do it!”
  61. 61. Three awful metrics We want more hits We want folks to spend more time on our site We want people to write to us
  62. 62. What are the “right” metrics? Better lead qualification Shortened sales process Streamlined logistics Increased conversion, conversion, conversion
  63. 63. Insist that UX becomes an integrated part of your company’s business activities
  64. 64. 1. Don’t confuse your personal needs with those of your visitors. 5.
  65. 65. Five common errors “We need pictures of ducks. I like ducks.” (Executive ego) “Look what they just did”’ (Competitor envy) “We should talk about ‘innovation’” (Strategy by buzzword) “We need an app” (Tech over tactics) “That change doesn’t fit our standard design” (Form over function)
  66. 66. The Creation (of a meaningful experience)
  67. 67. Owner-visitor relationships We want to build loyalty We want to tell our story I got what I came for I got the message I think it sounds reasonable I’m ready to deal with them I will come back We want to be understood We want to be believed We want to be trusted Valuable experience
  68. 68. Fact #5 If you do not meet the needs of your visitors, you will never meet your own business needs.
  69. 69. Encourage research. Accept surprises that go against your basic assumptions.
  70. 70. 1. Don’t view UX as a fixed-term project. 6.
  71. 71. Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust 7 A’s
  72. 72. Once you start the process, make sure to keep it going.
  73. 73. 1. Don’t confuse print design with online design. 7.
  74. 74. Brand Content Function (What we want them to remember) (What we want them to know) (What we want them to do) ”Borrowed” from Dan Roam
  75. 75. “Do you want art? Or do you want your sales to go up?” Rosser Reeves
  76. 76. Acknowledge and embrace best-practices that run counter to your design guide.
  77. 77. 1. Don’t let your personal opinion cloud your focus. 8.
  78. 78. Seek out proven experts and support their work.
  79. 79. 1. Don’t be afraid to ask stupid questions. 9.
  80. 80. Fact #6 There are no stupid questions... the first time you ask them.
  81. 81. Fact #7 But there are lots of stupid answers... the ones you don’t understand.
  82. 82. „Es hört jeder doch nur, was er versteht.“ Goethe
  83. 83. “He hears only that which he understands” Goethe
  84. 84. XML „Es hört jeder doch nur, was er versteht.“ Goethe CMS UX UCD CMUxD CSS
  85. 85. Fact #8 Two-way communication must work two ways.
  86. 86. “He hears only that which he understands” IRRGoethe TCO PP DFD COQBPR EBIT
  87. 87. If in doubt, ask. Always.
  88. 88. 1. Don’t hide in your office.10.
  89. 89. Lord Marshall of Knightsbridge
  90. 90. A British Airways timeline Colin Marshall joins BA 1983 1986 BA named “Airline of the Year” 2004 Colin retires 2009 Willie Walsh can’t meet payroll 1999 BA has world’s largest fleet of Boeing 747-400s
  91. 91. Demonstrate your active support for the project. Keep the whole team inspired. Forever.
  92. 92. Muchas gracias!
  93. 93. You can (usually) find Eric at: The FatDUX Group ApS Strandøre 15 DK-2100 Copenhagen Denmark www.fatdux.com Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 er@fatdux.com skype: ericreiss twitter: @elreiss

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