Designing the User Experience Curve

The Perfect Hotel Experience

A More Typical Experience

The User Experience Curve

SUBJECTIVE / QUALITATIVE
Focused on
“It is not enough that we build
Have a believable story Experiences products that function, that are
Co-create value with customers (People, Activities, Context)
understandable and usable -
Connect people in community we also need to build products
Are part of a bigger system that bring joy and excitement,
Prioritize Aesthetics (no, not Graphic Design)
Appeal to emotional, spiritual, and (visual, behaviors, sounds, psychology) pleasure and fun, and yes,
social values
Design for FLOW (boredom vs anxiety) beauty, to people’s lives.”
Create a tolerance for faults at
lower levels Leverage Game Mechanics/Learning Theory -Donald Norman
(completeness)
Are tied to a person’s self-image,
highly personal Have a Personality
Empower people to do things Meaningful Create conversational and context aware
previously not possible Has personal significance interactions
(“Adaptive Interfaces”; narrative IA structures)
Pleasurable Elicit Desire
Memorable experience worth sharing (Limited availability, limited access, curious and
Simplify, organize, and clarify seductive experiences)
information Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY
HARD FOR ORGANIZATIONS TO CROSS
Display information visually Super easy to use, works like I think
Reduce features and complexity
Are easier to understand
Usable
Use language for more natural
Can be used without difficulty
Creating Pleasurable Interfaces:
interactions
Add features that support desired
Reliable
Is available and accurate
Getting from Tasks to Experiences
behaviors (offline browsing) created by Stephen P. Anderson | poetpainter.com
Functional (Useful)
Works as programmed
Focused on
Tasks
(Products, Features)
OBJECTIVE / QUANTIFIABLE © 2006 Stephen P. Anderson | poetpainter.com
Hierarchy of Needs

Anticipation
Duration
Intensity
Sensation
Differentiation
Significance

1 First impressions count
1.

Checking in at a hotel...

People judge on looks ...

Unboxing your iPod

Computer Game Training Level

Computer Game Training Level

Create a nice design...

The Start Screen on BaseCamp...

Tours...

Interactive tours...

Newbie you

2 Attentive Service
2.

The doorman hailing a cab...

The waiter refilling your glass...

Opening a new line at the checkout...

Usability

Take Apple

3 Personalisation and customisation
3.

The barmaid remembering your favourite drink...

Customise your drink at Starbucks...

Customise your game characters...

Welcome people...

Customisation...

Personal recommendations...

4 Attention to detail
4.

Car doors...

Even the trash cans are themed...

Make quality evident in everything...

Create delightful experiences...

Use quality imagery and copy...

Attention to detail

Hello Andy
I'm Little MOO - the bit of software that will be managing your order
with us. It will shortly be sent to Big MOO, our print machine who will
print it for you in the next few days. I'll let you know when it's done
and on its way to you.
In the meantime you can track and manage your order at:
http://www.moo.com/account
Remember, I'm just a bit of software. So, if you have any questions
regarding your order please contact customer services (who are real
people) at:
http://www.moo.com/service
Thanks,
Little MOO, Print Robot
Personality is important

Easter eggs...

55. Feedback

Something is happening...

Prevents you wasting time...

Manages expectations...

Help people solve their problems

Buttons give positive feedback...

Progress through the system...

Something is happening...

Facebook stream...

Google maps are fun...

Friendly and helpful feedback messages...

6 Make it fun
6.

We’re love collecting...

Particularly if there is payback...

What do points make...

Leaderboards...

Leaderboards...

We’re programmed to enjoy exploring

Collecting photos...

Collecting friends...

Collecting badges...

Points and Leaderboards...

Just start playing...

7 Create the perfect environment
7.

The Starbucks Experience...

The Virgin Lounge...

Vegas baby, yeah...

So where are the web examples?

www.andybudd.com
www.clearleft.com
info@andybudd.com

http://www.flickr.com/photos/mpdehaan/ http://flickr.com/photos/latitudes/263133495
276497061 http://flickr.com/photos/duncan/2084134925
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http://flickr.com/photos/fortphoto/1542210995 http://www.flickr.com/photos/xrrr/1295881382
http://flickr.com/photos/tantek/132677060/ http://www.flickr.com/photos/dryicons/2214368070
http://flickr.com/photos/ http://www.flickr.com/photos/vincross/184541034/
47313217@N00/1360279731 http://www.flickr.com/photos/tantek/272672701
http://flickr.com/photos/fattytuna/357378839/ http://www.flickr.com/photos/thehutch/
http://flickr.com/photos/kb-a/43723177 2168473863
http://flickr.com/photos/davidz/235767673/ http://www.flickr.com/photos/special/87276
http://flickr.com/photos/glamhag/1894171628/ http://www.flickr.com/photos/padsbrother/
http://flickr.com/photos/mikeschmid/316595668 197482567
http://flickr.com/photos/aernout/486765071/ http://www.flickr.com/photos/crypticon/
http://flickr.com/photos/ari/418042736 2073843558
http://flickr.com/photos/paseodelsur/71971684/ http://www.flickr.com/photos/mhwolk/245494571/
http://flickr.com/photos/lauramary/1329843460 http://www.flickr.com/photos/mr_babyman/
http://flickr.com/photos/giando/309134729 521306970
http://flickr.com/photos/more_pi-dah/442167479 http://www.flickr.com/photos/adactio/251820692
http://www.flickr.com/photos/joshrussell/ http://www.flickr.com/photos/stuckincustoms/
1397913617/ 2349026792
http://flickr.com/photos/irrawaddyerik http://www.flickr.com/photos/stephenr/362189858/