The Dawning Of The Age Of Experience (2007)

The Dawning of the Age of Experience User Interface Engineering - www.uie.com The Dawning of the Age of Experience User Jared M. Spool Interface Founding Principal Engineering © Copyright 2007, User Interface Engineering. All Rights Reserved. 1

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Apple’s Success 3,000,000,000 songs sold Run rate of more than a billion songs per year 21,000,000 iPods sold during 2006 holiday season 50% increase over 2005 More than 160 iPods sold every minute © Copyright 2007, User Interface Engineering. All Rights Reserved. 5

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Netﬂix’s Success Leslie Kilgore, CMO 7 Million Subscribers 20 contiguous quarters of greater than 50% growth 85% of new subscribers say an existing subscriber recommended them 93% of subscribers say they evangelize Netﬂix to friends and family © Copyright 2007, User Interface Engineering. All Rights Reserved. 8

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Experience Design Disasters Big Box Retailer loses 20% of revenue after spending $100 Million on on design Takes 3½ years to recover 1,700-employee law ﬁrm launches new intranet Almost causes employee revolt Highly-visited informational site launches “improved” design Sees 40% drop in page views. © Copyright 2007, User Interface Engineering. All Rights Reserved. 9

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design Integrates the User and the Business © Copyright 2007, User Interface Engineering. All Rights Reserved. 10

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Estimating Midwives Baby Weight Other Chicken-Sexing WWII Plane Detecting Phenomena Spotters Enemy Planes Chicken sexing is learned, The Art of but not open to Sushi Chefs Making Sushi introspection © Copyright 2007, User Interface Engineering. All Rights Reserved. 15

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design is Learned Yet Not Open to Introspection © Copyright 2007, User Interface Engineering. All Rights Reserved. 16

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Agile Methods Ethnography Analytics Information Usability Social Architecture Practices Use Cases Networks Marketing Information Visual Design Design Experience Design Fast Iteration Interaction Management Design Technology Copy Editing Writing Business Domain Knowledge Knowledge ROI © Copyright 2007, User Interface Engineering. All Rights Reserved. 28

The Dawning of the Age of Experience User Interface Engineering - www.uie.com “What should FEMA have done? Perhaps the answer can be found on their website. Where you’ll ﬁnd, we’re not lying, this chart, clearly depicting the agency’s responsibility in the event of a disaster. Notice, and this is their actual chart, it begins with their response to a disaster, leads to recovery, mitigation, risk reduction, prevention and preparedness and ends up… back in disaster. That is their chart. In truth, FEMA did exactly what they said they were going to do.” The Daily Show with Jon Stewart September 28, 2005 © Copyright 2007, User Interface Engineering. All Rights Reserved. 32

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Essential Experience Design Components Good Communications Clear Focus on Vision The Right People Feedback Loop Fast Iterations © Copyright 2007, User Interface Engineering. All Rights Reserved. 34

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Making Fast Iterations Happen Eliminate major redesigns Break design challenge into small chunks Heavy emphasis on feedback mechanism Collect as much information as possible Get everyone involved Decisions happen everywhere © Copyright 2007, User Interface Engineering. All Rights Reserved. 36

The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design Integrates the user and the business Is learned but not open to introspection Is invisible Is multidisciplinary Is cultural Is something we’re still learning how to do And we’re getting better everyday © Copyright 2007, User Interface Engineering. All Rights Reserved. 37

The Dawning of the Age of Experience User Interface Engineering - www.uie.com More Info from User Interface Engineering Newsletter: UIEtips (FREE) UIE Virtual Seminars Reports User Interface Conference: www.uiconf.com Blog: www.uie.com/brainsparks Site: www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 38

The Dawning Of The Age Of Experience (2007)

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