It’s A Great Time To
Be An Experience
Designer
Jared M. Spool
@jmspool
Copyright © 2013 User Interface Engineering
1

Flattery comes
from Kunming
Kunming,
China

Google Maps
Wikipedia.org
Stone Forest, Kunming
There are 41 imitation
Apple Stores in Kunming.
Reuters, BirdAbroad
There are 72 imitation
Apple Stores in N. America
MSDN, Kay Roseland, Entertainmentopia
ZDNet, Washington Post, Mobile Mag
JC Penney
Somersby Cider

Somersby Cider
Apple
Stores

Disney
Parks

120,000,000
Shoppers per year

125,000,000
Visitors per year

The Atlantic
2012 Retail Performance
Average mall store: $341/sq. ft.
Tiffany & Co.: $3,017/sq. ft.
Apple: $6,050/sq. ft.

Asymco
Everything in an
Apple Store is
intentional.
Design:

The Rendering
of Intent
Intention
Imitation

Innovation
Intention
Imitation

Innovation

Less expensive
Less risky

More expensive
More risky

Design not valued
Viewed as commodi...
Business wins when it is
intentionally innovative.
Business wins when it
values designers.
2

Disrupting
Experiences
Square, Paypal Here
“Zipsters,” as Zipcar customers
are known, worried that the
company’s communal cachet could
be tarnished by a corporate
be...
Intention
Imitation

Innovation

Payoff
$

$$

$$$

$$$$
Design Decision
Remove animal acts from the circus
Benefit
Reduces transportation costs
Eliminates animal care costs
Oppor...
Cirque du Soleil
makes more ticket
revenue each night
than all of NYC’s
Broadway shows
combined.
“I move things
around until they
look right.”
Milton Glaser
Design:

About the visual
the business
Retail Revenue Breakdown
Samsung Distributor

Best Buy

40%

10%

50%

Apple

Apple

Apple

40%

10%
100%+ 50%
100% +
Great business models
are intentionally designed.
Business needs
designers everywhere.
3

Filling In Gaps
with Intention
Customer Journey for a Defective Product
Getting resolution

☹

Wait for service

Traditional store with
great customer se...
Customer Journey for a Defective Product
Getting resolution

Wait for service

Return to store

Trying Product

☹

Buying ...
Innovation
Innovation is not adding
new inventions.
Innovation is adding
new value.
Customer Journey for Defective Product
Getting resolution

☹

Wait for service

Traditional store with
great customer serv...
Customer Journey for Defective Product
Getting resolution

Designing
for experience

Wait for service

Return to store
Mak...
Experiences can be
mapped, measured, and
designed.
What do we intend?
Intuit
Turbotax SnapTax
Children requiring
sedation dropped
from 80% to less
than 0.01%.
Doug Deitz, GE Adventure Series
Experience Design:

The rendering of
intent within the gaps
4

The Making
of a Great
Design Team
Credit Robert Scoble
Snapseed

CamWow

$1 Billion
Camera
Awesome

Camera+

Hipstamatic

13 employees

Tadaa
24,000 job listings for
UX designers in the US
Old Chinese Proverb:

Be careful what you
ask for, lest it
become so.
We researched companies:

“What skills are found
in the best design
teams?”
Agile
Methods
Ethnography
Social
Networks

Analytics
User
Research
Practices

Information
Architecture
Marketing

Informat...
We interviewed design managers:

“What separates out
the best designers?”
Storytelling

Sketching

Agile
Methods

Ethnography
Social
Networks

Analytics
User
Research
Practices

Information
Archit...
5

The Rise of the
UX Generalist
Specialist:
Having more expertise in one area over others.

Generalist:
Having equal expertise in most areas.

Compartment...
Compartmentalist:

A career-limiting
decision.
Good visual
design skills

Excellent
anatomical
drawing skills

Can draw
human form

Knows medical
science
UX Generalist
Storytelling

Sketching

Agile
Methods

Ethnography
Social
Networks

Analytics
User
Research
Practices

Information
Archit...
Experience
Designer
also known as a

Unicorn
How do you make a

Unicorn
Unicorn?
Adam Connor – Family Portrait
How to become a
Design Unicorn
(In 5 Easy Steps)
STEP 1

‣ Train yourself
STEP 2

‣ Practice your new skills
STEP 3

‣ Dec...
The Unicorn is design’s
most important innovation.
UnicornInstitute.com
It’s a Great Time to be
an Experience Designer
‣ Design is rendering intent

‣ Imitation is a cheap form of intent & not c...
Find me at:
@jmspool

Go ahead! Follow me on the Twitters.

jspool@uie.com

Don’t forget to connect to me on the LinkedIn....
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
It's A Great Time to be A Designer
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It's A Great Time to be A Designer

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There’s never been a better time to be a designer. After years of wishing we’d have the recognition and appreciation for the value we bring, we’re now highly sought after for our talents and skills. A growing number of organizations have seen success through great design, from Apple to Cirque de Soleil to the White House. Others now want to get the same results. The demand for great designers has never been better.

Yet, as the proverb says, “Be careful for what you wish for, lest it become true.” Now that everyone expects us to deliver great things, are we ready? While we’re presented with more opportunities than ever, we also have increased challenges.

Creating great experiences needs a new breed of designer. One that can handle all the skills involved, from visual design to coding. Some might even call it a 'unicorn', but these creatures aren't mythical. In fact, they are alive and thriving in today's design teams.

Jared M. Spool, User Interface Engineering’s Founding Principal, will delight and entertain you as he explores the vast opportunities and interesting challenges UX professionals are now facing. If you’ve seen Jared present before, you know why this presentation is something not to be missed.

You can watch a video of this presentation here:http://www.uie.com/jared-live/#great-time

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It's A Great Time to be A Designer

  1. 1. It’s A Great Time To Be An Experience Designer Jared M. Spool @jmspool Copyright © 2013 User Interface Engineering
  2. 2. 1 Flattery comes from Kunming
  3. 3. Kunming, China Google Maps
  4. 4. Wikipedia.org
  5. 5. Stone Forest, Kunming
  6. 6. There are 41 imitation Apple Stores in Kunming. Reuters, BirdAbroad
  7. 7. There are 72 imitation Apple Stores in N. America MSDN, Kay Roseland, Entertainmentopia
  8. 8. ZDNet, Washington Post, Mobile Mag
  9. 9. JC Penney
  10. 10. Somersby Cider Somersby Cider
  11. 11. Apple Stores Disney Parks 120,000,000 Shoppers per year 125,000,000 Visitors per year The Atlantic
  12. 12. 2012 Retail Performance Average mall store: $341/sq. ft. Tiffany & Co.: $3,017/sq. ft. Apple: $6,050/sq. ft. Asymco
  13. 13. Everything in an Apple Store is intentional.
  14. 14. Design: The Rendering of Intent
  15. 15. Intention Imitation Innovation
  16. 16. Intention Imitation Innovation Less expensive Less risky More expensive More risky Design not valued Viewed as commodity Design heavily valued Viewed as competitive
  17. 17. Business wins when it is intentionally innovative. Business wins when it values designers.
  18. 18. 2 Disrupting Experiences
  19. 19. Square, Paypal Here
  20. 20. “Zipsters,” as Zipcar customers are known, worried that the company’s communal cachet could be tarnished by a corporate behemoth. “Please don’t let them screw it up,” Mr. Becker said.
  21. 21. Intention Imitation Innovation Payoff $ $$ $$$ $$$$
  22. 22. Design Decision Remove animal acts from the circus Benefit Reduces transportation costs Eliminates animal care costs Opportunity Increase performance budgets Better performers, costumes, sets, and music Results Ticket prices are $120-$200 a seat
  23. 23. Cirque du Soleil makes more ticket revenue each night than all of NYC’s Broadway shows combined.
  24. 24. “I move things around until they look right.” Milton Glaser
  25. 25. Design: About the visual the business
  26. 26. Retail Revenue Breakdown Samsung Distributor Best Buy 40% 10% 50% Apple Apple Apple 40% 10% 100%+ 50% 100% +
  27. 27. Great business models are intentionally designed. Business needs designers everywhere.
  28. 28. 3 Filling In Gaps with Intention
  29. 29. Customer Journey for a Defective Product Getting resolution ☹ Wait for service Traditional store with great customer service Return to store Trying Product Buying Product ☺
  30. 30. Customer Journey for a Defective Product Getting resolution Wait for service Return to store Trying Product ☹ Buying Product ☺
  31. 31. Innovation
  32. 32. Innovation is not adding new inventions. Innovation is adding new value.
  33. 33. Customer Journey for Defective Product Getting resolution ☹ Wait for service Traditional store with great customer service Return to store Make Appointment Trying Product Buying Product ☺ Apple store with great customer service
  34. 34. Customer Journey for Defective Product Getting resolution Designing for experience Wait for service Return to store Make Appointment Trying Product ☹ Buying Product ☺
  35. 35. Experiences can be mapped, measured, and designed. What do we intend?
  36. 36. Intuit
  37. 37. Turbotax SnapTax
  38. 38. Children requiring sedation dropped from 80% to less than 0.01%. Doug Deitz, GE Adventure Series
  39. 39. Experience Design: The rendering of intent within the gaps
  40. 40. 4 The Making of a Great Design Team
  41. 41. Credit Robert Scoble
  42. 42. Snapseed CamWow $1 Billion Camera Awesome Camera+ Hipstamatic 13 employees Tadaa
  43. 43. 24,000 job listings for UX designers in the US
  44. 44. Old Chinese Proverb: Be careful what you ask for, lest it become so.
  45. 45. We researched companies: “What skills are found in the best design teams?”
  46. 46. Agile Methods Ethnography Social Networks Analytics User Research Practices Information Architecture Marketing Information Design Use Cases Visual Design Experience Design Design Process Management Technology Copy Writing Business Knowledge Interaction Design Editing & Curating ROI Domain Knowledge
  47. 47. We interviewed design managers: “What separates out the best designers?”
  48. 48. Storytelling Sketching Agile Methods Ethnography Social Networks Analytics User Research Practices Information Architecture Marketing Information Design Use Cases Visual Design Experience Design Design Process Management Critiquing Business Knowledge Interaction Design Technology Copy Writing Editing & Curating Facilitating ROI Presenting Domain Knowledge
  49. 49. 5 The Rise of the UX Generalist
  50. 50. Specialist: Having more expertise in one area over others. Generalist: Having equal expertise in most areas. Compartmentalist: Having expertise in only one area.
  51. 51. Compartmentalist: A career-limiting decision.
  52. 52. Good visual design skills Excellent anatomical drawing skills Can draw human form Knows medical science
  53. 53. UX Generalist
  54. 54. Storytelling Sketching Agile Methods Ethnography Social Networks Analytics User Research Practices Information Architecture Marketing Information Design Use Cases Visual Design Experience UX Generalist Designer Design Process Management Critiquing Business Knowledge Interaction Design Technology Copy Writing Editing & Curating Facilitating ROI Presenting Domain Knowledge
  55. 55. Experience Designer also known as a Unicorn
  56. 56. How do you make a Unicorn Unicorn?
  57. 57. Adam Connor – Family Portrait
  58. 58. How to become a Design Unicorn (In 5 Easy Steps) STEP 1 ‣ Train yourself STEP 2 ‣ Practice your new skills STEP 3 ‣ Deconstruct as many designs as you can STEP 4 ‣ Seek out feedback (and listen to it) STEP 5 ‣ Teach others
  59. 59. The Unicorn is design’s most important innovation.
  60. 60. UnicornInstitute.com
  61. 61. It’s a Great Time to be an Experience Designer ‣ Design is rendering intent ‣ Imitation is a cheap form of intent & not competitive ‣ Experience design is about filling in the gaps ‣ Great experiences provide a competitive return on investment ‣ Teams need generalists more than specialists ‣ Compartmentalists are the least valuable ‣ Unicorns exist! You can become one.
  62. 62. Find me at: @jmspool Go ahead! Follow me on the Twitters. jspool@uie.com Don’t forget to connect to me on the LinkedIn. uie.com Copyright © 2013 User Interface Engineering
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