Designing Peak Experiences
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1508 Experience Design Director Mikkel Køster's slides about designing for great experiences.
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Designing Peak Experiences
- 2. Experience map from my vacation 😍 😡 😐
- 3. Experience map from my vacation 😍 😡 😐 Flight to Copenhagen Moms birthday party S-tog to Kastrup Check-in airport Flight to Malaga Dinner in Malaga Check-in Airbnb Shopping for groceries Check-in Malaga hotel Pick up rental car Check-in airport
- 4. Experience map from my vacation 😍 😡 😐 Flight to Copenhagen Moms birthday party S-tog to Kastrup Check-in airport Flight to Malaga Dinner in Malaga Check-in Airbnb Shopping for groceries Check-in Malaga hotel Pick up rental car Check-in airport Reality
- 5. Experience map from my vacation 😍 😡 😐 Reality Expectations Flight to Copenhagen Moms birthday party S-tog to Kastrup Check-in airport Flight to Malaga Dinner in Malaga Check-in Airbnb Shopping for groceries Check-in Malaga hotel Pick up rental car Check-in airport
- 6. Experience map from my vacation 😍 😡 😐 Reality Expectations Flight to Copenhagen Moms birthday party S-tog to Kastrup Check-in airport Flight to Malaga Dinner in Malaga Check-in Airbnb Shopping for groceries Check-in Malaga hotel Pick up rental car Check-in airport
- 9. Recipe for delight Delight gap Reality 😍 😡 Expectations 😡 😍
- 10. Recipe for frustration Frustration gap Reality 😍 😡 Expectations 😡 😍
- 11. Great experiences happen when reality exceeds expectations
- 13. Annual growth (Normalized) % 100 120 160 140 180 10% 3-6% Top 25% Mckinsey Design Index performers Industry benchmarks
- 14. is the single most important differentiator to improve customer retention Focusing on creating an exceptional user experience
- 16. 5x
- 17. 50%
- 18. 80% 20%
- 19. 140%
- 20. Good design is good business
- 22. Beautiful?
- 23. Beauty is wasted when our products don’t address real user needs in a usable manner “ Don Norman
- 28. Think of it like different lenses Single screen Low resolution High resolution
- 29. Think of it like different lenses Single screen Flows Low resolution High resolution
- 30. Think of it like different lenses Single screen Flows Customer journey Low resolution High resolution
- 31. Different resolutions have different problems. Different resolutions demand different solutions.
- 32. 7 dogmas for great experience design
- 33. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 35. What do people want?
- 36. Expect customers to adopt business solution No focus
- 37. Expect customers to adopt business solution Understand customers’needs and wants No focus Customer focus
- 38. Expect customers to adopt business solution Understand customers’needs and wants Invent and deliver unanticipated, future needs No focus Customer focus Customer obsessed
- 39. Copy the competition, limit the cost of design Expect customers to adopt business solution Understand customers’needs and wants Invent and deliver unanticipated, future needs No focus Customer focus Customer obsessed
- 40. Provide better product than the competition Copy the competition, limit the cost of design Expect customers to adopt business solution Understand customers’needs and wants Invent and deliver unanticipated, future needs No focus Customer focus Customer obsessed
- 41. Pioneer new frontiers, with less competition Provide better product than the competition Copy the competition, limit the cost of design Expect customers to adopt business solution Understand customers’needs and wants Invent and deliver unanticipated, future needs No focus Customer focus Customer obsessed
- 44. Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves “
- 45. Revenue is a lagging indicator, usage is a leading indicator “
- 47. 1999
- 48. SLC not MVP
- 49. MV P
- 50. M[capable of working successfully] P
- 53. S L C
- 54. imple ovable ompleteL CS
- 55. Minimum Capable of working successfully SLC Love What customers find valuable
- 56. Simple Lovable Complete Delightful Valuable Usable Feasible Delightful Valuable Usable Feasible This SLC Not this MVP
- 57. First iteration of Snapchat
- 62. “Early on, all of our movies suck Ed Catmull
- 64. The most viable way to solve problems and answer questions in an exponential context is by making (a lot)
- 65. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
- 66. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
- 67. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
- 68. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions Beethoven Mozart Bach
- 69. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions Beethoven Mozart Bach
- 70. Prototype the right thing. The core essence of your idea
- 72. It was almost a psychology experiment to figure out what does it take to really make people excited? “
- 74. Get out in the real world V I RK E L I G HE E ND ER A LT INGS PRØVE
- 75. Launch Insights
- 76. Launch Insights Launch often Few insights Launch often Lots of insights Launch rarely Lots of insights Launch rarely Few insights
- 77. Launch Insights Launch often Few insights Launch often Lots of insights Launch rarely Lots of insights Launch rarely Few insights
- 79. “If you aren’t embarrassed by the first version of your product, you’ve shipped too late. Reid Hoffman
- 80. Good ideas are just… Good ideas.
- 81. Until they are tested in the real world they provide zero value. Good ideas are just… Good ideas.
- 82. What can we do to make this better?
- 83. What can we do, not to make this better, but to make you tell everyone about it?
- 91. The point of the proces Never opened Going to the moon 11-1-
- 92. Never opened Going to the moon 11-1- The point of the proces Not desirable
- 93. Never opened Going to the moon 11-1- The point of the proces Not feasibleNot desirable
- 94. Never opened Going to the moon 11-1- The point of the proces Not feasibleNot desirable Sweet spot
- 95. The perfect trip
- 97. Seeking a traveler. We’ll photograph your trip to San Francisco if you let us follow you.
- 104. Focus on peaks
- 105. 1508™ Stop focusing on just filling the pits
- 106. 1508™ Start designing for peak moments
- 107. 1508™
- 109. 1 2 3 4 5 6 7 😍😡 😐
- 110. PlanA 1 2 3 4 5 6 7 😍😡 😐
- 111. Plan B 1 2 3 4 5 6 7 9x as valuable 😍😡 😐
- 112. The relentless search for better Focus on the positives
- 113. Design a feeling
- 115. + +
- 116. We start with… “What do we want the guest to experience?”
- 121. +125 easter eggs
- 125. Core experience
- 127. Core experience Supporting experiences Movie references In-character staff Story lines Easter eggs Souvenir shops Changing app Artefacts Themed bathrooms
- 128. Walt Disney “Do it so well that they will want to see it again and again and bring their friends
- 132. “Design is not how it looks. It’s how it works.
- 133. An adventure and not a trial
- 134. Creating a pilot room
- 139. Popsicle hotline
- 140. Beware of the soul sucking force of “Reasonableness”
- 141. Great experiences happen when reality exceeds expectations
- 142. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 143. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 144. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 145. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 146. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 147. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 148. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 149. V I RK E L I G HE E ND ER A LT INGS PRØVE
- 150. Thank you…