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The Long Tail of User Experience            h"p://sandbox.yoyogames.com/extras/image/name/san2/359/380359/original/gertrud...
h"p://cdn.memegenerator.net/instances/400x/22051274.jpg	  
h"p://www.applema"ers.com/assets/images/uploads/old/products/cache/Power_Macintosh_8500_150_300x428.jpg	  
h"ps://www.eiseverywhere.com/file_uploads/5d9b2e978c40d2e5e7cc1ff3269f224f_MC_STL_office.jpg	  
h"p://staQc.commercialmotor.com/big-­‐lorry-­‐blog/612%20failure%20030.jpg	  
What is User Experience?h"p://img3.etsystaQc.com/000/0/5915846/il_fullxfull.274096559.jpg	  h"p://arntrnassets.mediaspanon...
What is User Experience?h"p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif	  
What is User Experience?h"p://www.aresluna.org/a"ached/pics/computerhistory/spreadsheets/splashes/1-­‐2-­‐3/2.3-­‐dos.png	  
h"p://www.youtube.com/watch?v=5cNJNKkCQ2E	  
The Ages of Our Digital LifeDistribution 1960-1990InterconnectedSystems
h"p://media.nara.gov/media/images/15/5/15-­‐0500a.gif	  
The Ages of Our Digital LifeDistribution     Information 1960-1990        1990-2009Interconnected   Free InformationSystem...
h"p://med-­‐libwww.bu.edu/library/tutorial/lycos.gif	  h"p://i.i.com.com/cnwk.1d/i/Qm/2012/11/29/prodigy_login_large_610x4...
The Ages of Our Digital LifeDistribution     Information        Age of the                                      User 1960-...
h"ps://devimages.apple.com.edgekey.net/appstore/images/appstore-­‐guidelines-­‐hero_102011.png	  h"p://launch.it/sites/def...
The Long Tail of Consumerismh"p://images.businessweek.com/ss/06/11/1129_mbagifs/image/long-­‐tail-­‐book.jpg	  h"p://www.a...
The Long Tail of Consumerismh"p://www.zeddigital.es/UserFiles/Image/longTail.jpg	  
The Long Tail of Consumerismh"p://web.archive.org/web/20021004071358/h"p://www.amazon.com/exec/obidos/subst/home/home.html...
The Long Tail of Consumerismh"p://www.wired.com/images_blogs/business/2013/01/amazon-­‐scotland.jpg	  
The Long Tail of Consumerism
The Long Tail of Consumerismh"p://www.the-­‐minds-­‐eye.org/wp-­‐content/uploads/2009/05/best-­‐buy-­‐computer-­‐simulated...
What does UX have to do with this?             Age of the               User                2009 -             Empowered  ...
SO… WHAT DOES THIS ALL       MEAN?
7THERE ARE HARD TRUTHS IN THE LONG TAIL OF USER        EXPERIENCE
1USER EXPERIENCEISAN ECOSYSTEM  	  
h"p://agbeat.com/wp-­‐content/uploads/2012/06/uber.jpg	  
2USER EXPERIENCEISA COMPETITIVEADVANTAGE	  
“The customerexperience is thenext competitivebattleground.”            Jerry Gregorie - 1999	  
The COST of a    The COST of a BAD experience   GOOD experience
The VALUE of a    The VALUE of a BAD experience    GOOD experience
After a single bad experience                                             82%                                             ...
3USER EXPERIENCEISEMOTIONAL  	  
h"p://media.npr.org/assets/img/2012/12/06/immagine-­‐024_custom-­‐aba98b81bdb509019352f0f9fce82fa5a854c535-­‐s40.jpg	  
h"p://media.npr.org/assets/img/2012/12/06/couple-­‐4e3798d20440if35b45a09675a96d0d061db40f-­‐s40.jpg	  
4USER EXPERIENCEISTHE PRODUCT  	  
“We are shifting to anexperience economywhere experience isbecoming the primaryeconomic offering.”                 - Josep...
h"ps://partywirks.com/asset/asset/8379/Cinojs_cake_1.jpg?1308759255	  
h"ps://www.facebook.com/creamcitycakes	  
Experience                                  Differentiation                                                               ...
Product success is not aboutbeing the first to marketanymore. It’s about deliveringthe right experience at theright time an...
5USER EXPERIENCEISNOT NUMBER OFFEATURES    	  
SWEET SPOT                                                                                                                ...
PRACTICE THE ARTOF SUBTRACTION     LESS IS MORE!	  
6USER EXPERIENCEISCOSTLY WHENIT’S TOO LATE           	  
“You can use an eraseron the drafting table ora sledge hammer on theconstruction site.”               - Frank Lloyd Wright...
Hidden Costsh"p://blog.hellogoat.com/2010/01/the-­‐true-­‐cost-­‐of-­‐user-­‐experience-­‐2/	  
7USER EXPERIENCEISNOT A CHOICE             	  
Age of the  User   2009 -EmpoweredUsers/Buyers
THANKS!@lordshales@mke_uxmkeux.commike.kornacki@mkeux.comLinkedin.com/mkornacki	  
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
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The Long Tail of User Experience

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Mike’s (@lordshales) 17 years of work in the creative arts field has brought him to Johnson Controls where, over the last 3 years, he has built a team of User Experience specialists. Within Johnson Controls, he is currently setting creative direction for the building efficiency line of business and leading the charge establishing UX as a culture within the organization. Mike’s leadership and passion for user-centered design helped him start a UX meet-up group called mkeUX.

To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

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Transcript of "The Long Tail of User Experience"

  1. 1. The Long Tail of User Experience h"p://sandbox.yoyogames.com/extras/image/name/san2/359/380359/original/gertrude014.jpg  
  2. 2. h"p://cdn.memegenerator.net/instances/400x/22051274.jpg  
  3. 3. h"p://www.applema"ers.com/assets/images/uploads/old/products/cache/Power_Macintosh_8500_150_300x428.jpg  
  4. 4. h"ps://www.eiseverywhere.com/file_uploads/5d9b2e978c40d2e5e7cc1ff3269f224f_MC_STL_office.jpg  
  5. 5. h"p://staQc.commercialmotor.com/big-­‐lorry-­‐blog/612%20failure%20030.jpg  
  6. 6. What is User Experience?h"p://img3.etsystaQc.com/000/0/5915846/il_fullxfull.274096559.jpg  h"p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-­‐coffee-­‐aroma.jpg  h"p://www.coffeemakersetc.com/images/CWTF_2-­‐2.jpg  
  7. 7. What is User Experience?h"p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif  
  8. 8. What is User Experience?h"p://www.aresluna.org/a"ached/pics/computerhistory/spreadsheets/splashes/1-­‐2-­‐3/2.3-­‐dos.png  
  9. 9. h"p://www.youtube.com/watch?v=5cNJNKkCQ2E  
  10. 10. The Ages of Our Digital LifeDistribution 1960-1990InterconnectedSystems
  11. 11. h"p://media.nara.gov/media/images/15/5/15-­‐0500a.gif  
  12. 12. The Ages of Our Digital LifeDistribution Information 1960-1990 1990-2009Interconnected Free InformationSystems Flow
  13. 13. h"p://med-­‐libwww.bu.edu/library/tutorial/lycos.gif  h"p://i.i.com.com/cnwk.1d/i/Qm/2012/11/29/prodigy_login_large_610x458.jpg  h"p://tctechcrunch2011.files.wordpress.com/2010/12/aol.jpg?w=300&h=310  
  14. 14. The Ages of Our Digital LifeDistribution Information Age of the User 1960-1990 1990-2009 2009 -Interconnected Free Information EmpoweredSystems Flow Users/Buyers
  15. 15. h"ps://devimages.apple.com.edgekey.net/appstore/images/appstore-­‐guidelines-­‐hero_102011.png  h"p://launch.it/sites/default/files/amazon-­‐logo_1.jpg  
  16. 16. The Long Tail of Consumerismh"p://images.businessweek.com/ss/06/11/1129_mbagifs/image/long-­‐tail-­‐book.jpg  h"p://www.afr.com/rf/image/2009-­‐2014/AFR/2013/01/18/Photos/2987e42a-­‐6137-­‐11e2-­‐a620-­‐7543f60a29d4_WIRED_EDITOR_2-­‐-­‐646x363.jpg  
  17. 17. The Long Tail of Consumerismh"p://www.zeddigital.es/UserFiles/Image/longTail.jpg  
  18. 18. The Long Tail of Consumerismh"p://web.archive.org/web/20021004071358/h"p://www.amazon.com/exec/obidos/subst/home/home.html  
  19. 19. The Long Tail of Consumerismh"p://www.wired.com/images_blogs/business/2013/01/amazon-­‐scotland.jpg  
  20. 20. The Long Tail of Consumerism
  21. 21. The Long Tail of Consumerismh"p://www.the-­‐minds-­‐eye.org/wp-­‐content/uploads/2009/05/best-­‐buy-­‐computer-­‐simulated-­‐visual-­‐merchandising-­‐display-­‐highq.jpg  
  22. 22. What does UX have to do with this? Age of the User 2009 - Empowered Users/Buyers
  23. 23. SO… WHAT DOES THIS ALL MEAN?
  24. 24. 7THERE ARE HARD TRUTHS IN THE LONG TAIL OF USER EXPERIENCE
  25. 25. 1USER EXPERIENCEISAN ECOSYSTEM  
  26. 26. h"p://agbeat.com/wp-­‐content/uploads/2012/06/uber.jpg  
  27. 27. 2USER EXPERIENCEISA COMPETITIVEADVANTAGE  
  28. 28. “The customerexperience is thenext competitivebattleground.” Jerry Gregorie - 1999  
  29. 29. The COST of a The COST of a BAD experience GOOD experience
  30. 30. The VALUE of a The VALUE of a BAD experience GOOD experience
  31. 31. After a single bad experience 82% of customers will simply leave Source:  2010  Customer  Experience  Impact  Survey  –  RightNow  Technologies  
  32. 32. 3USER EXPERIENCEISEMOTIONAL  
  33. 33. h"p://media.npr.org/assets/img/2012/12/06/immagine-­‐024_custom-­‐aba98b81bdb509019352f0f9fce82fa5a854c535-­‐s40.jpg  
  34. 34. h"p://media.npr.org/assets/img/2012/12/06/couple-­‐4e3798d20440if35b45a09675a96d0d061db40f-­‐s40.jpg  
  35. 35. 4USER EXPERIENCEISTHE PRODUCT  
  36. 36. “We are shifting to anexperience economywhere experience isbecoming the primaryeconomic offering.” - Joseph Pine  
  37. 37. h"ps://partywirks.com/asset/asset/8379/Cinojs_cake_1.jpg?1308759255  
  38. 38. h"ps://www.facebook.com/creamcitycakes  
  39. 39. Experience Differentiation Service Product Commodity ValueSource:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril  
  40. 40. Product success is not aboutbeing the first to marketanymore. It’s about deliveringthe right experience at theright time and evolving withyour customers.
  41. 41. 5USER EXPERIENCEISNOT NUMBER OFFEATURES  
  42. 42. SWEET SPOT Everything I ever wanted User Happiness Easy to use Where’s the help manual? Wish it did more Doesn’t have the basics I have no idea how to use this Number of FeaturesSource:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril  
  43. 43. PRACTICE THE ARTOF SUBTRACTION LESS IS MORE!  
  44. 44. 6USER EXPERIENCEISCOSTLY WHENIT’S TOO LATE  
  45. 45. “You can use an eraseron the drafting table ora sledge hammer on theconstruction site.” - Frank Lloyd Wright  
  46. 46. Hidden Costsh"p://blog.hellogoat.com/2010/01/the-­‐true-­‐cost-­‐of-­‐user-­‐experience-­‐2/  
  47. 47. 7USER EXPERIENCEISNOT A CHOICE  
  48. 48. Age of the User 2009 -EmpoweredUsers/Buyers
  49. 49. THANKS!@lordshales@mke_uxmkeux.commike.kornacki@mkeux.comLinkedin.com/mkornacki  
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