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The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
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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This is the presentation I gave at the 2013 Digital Insight Summit Series. It talks about user experience design and it's place in product design. It also gives an overview of why UX is vital to …

This is the presentation I gave at the 2013 Digital Insight Summit Series. It talks about user experience design and it's place in product design. It also gives an overview of why UX is vital to business.

Published in: Design
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  • 1. Mike Kornacki Johnson Controls User Experience Architect The Long Tail of User Experience h"p://sandbox.yoyogames.com/extras/image/name/san2/359/380359/original/gertrude014.jpg  
  • 2. h"p://cdn.memegenerator.net/instances/400x/22051274.jpg  
  • 3. h"p://www.applema"ers.com/assets/images/uploads/old/products/cache/Power_Macintosh_8500_150_300x428.jpg  
  • 4. h"ps://www.eiseverywhere.com/file_uploads/5d9b2e978c40d2e5e7cc1ff3269f224f_MC_STL_office.jpg  
  • 5. h"p://staQc.commercialmotor.com/big-­‐lorry-­‐blog/612%20failure%20030.jpg  
  • 6. What is User Experience? h"p://www.coffeemakersetc.com/images/CWTF_2-­‐2.jpg  
  • 7. What is User Experience? h"p://img3.etsystaQc.com/000/0/5915846/il_fullxfull.274096559.jpg  
  • 8. What is User Experience? h"p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-­‐coffee-­‐aroma.jpg  
  • 9. What is User Experience? h"p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif  
  • 10. What is User Experience? h"p://www.aresluna.org/a"ached/pics/computerhistory/spreadsheets/splashes/1-­‐2-­‐3/2.3-­‐dos.png  
  • 11. h"p://www.youtube.com/watch?v=5cNJNKkCQ2E  
  • 12. The Ages of Our Digital Life Distribution 1960-1990 Interconnected Systems
  • 13. h"p://media.nara.gov/media/images/15/5/15-­‐0500a.gif  
  • 14. The Ages of Our Digital Life Distribution Information 1960-1990 1990-2009 Interconnected Systems Free Information Flow
  • 15. h"p://med-­‐libwww.bu.edu/library/tutorial/lycos.gif   h"p://tctechcrunch2011.files.wordpress.com/2010/12/aol.jpg?w=300&h=310   h"p://i.i.com.com/cnwk.1d/i/Qm/2012/11/29/prodigy_login_large_610x458.jpg  
  • 16. The Ages of Our Digital Life Distribution Information Age of the User 1960-1990 1990-2009 2009 - Interconnected Systems Free Information Flow Empowered Users/Buyers
  • 17. h"p://launch.it/sites/default/files/amazon-­‐logo_1.jpg   h"ps://devimages.apple.com.edgekey.net/appstore/images/appstore-­‐guidelines-­‐hero_102011.png  
  • 18. The Long Tail of Consumerism h"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  
  • 19. The Long Tail of Consumerism h"p://www.zeddigital.es/UserFiles/Image/longTail.jpg  
  • 20. The Long Tail of Consumerism h"p://web.archive.org/web/20021004071358/h"p://www.amazon.com/exec/obidos/subst/home/home.html  
  • 21. The Long Tail of Consumerism h"p://www.wired.com/images_blogs/business/2013/01/amazon-­‐scotland.jpg  
  • 22. The Long Tail of Consumerism
  • 23. The Long Tail of Consumerism h"p://www.the-­‐minds-­‐eye.org/wp-­‐content/uploads/2009/05/best-­‐buy-­‐computer-­‐simulated-­‐visual-­‐merchandising-­‐display-­‐highq.jpg  
  • 24. What does UX have to do with this? Age of the User 2009 - Empowered Users/Buyers
  • 25. SO… WHAT DOES THIS ALL MEAN?
  • 26. 7 THERE ARE HARD TRUTHS IN THE LONG TAIL OF USER EXPERIENCE
  • 27. 1 USER EXPERIENCE IS AN ECOSYSTEM  
  • 28. h"p://agbeat.com/wp-­‐content/uploads/2012/06/uber.jpg  
  • 29. 2 USER EXPERIENCE IS A COMPETITIVE ADVANTAGE  
  • 30. “The customer experience is the next competitive battleground.” Jerry Gregorie - 1999  
  • 31. The COST of a BAD experience The COST of a GOOD experience
  • 32. The VALUE of a BAD experience The VALUE of a GOOD experience
  • 33. After a single bad experience 82% of customers will simply leave Source:  2010  Customer  Experience  Impact  Survey  –  RightNow  Technologies  
  • 34. 3 USER EXPERIENCE IS EMOTIONAL  
  • 35. h"p://media.npr.org/assets/img/2012/12/06/immagine-­‐024_custom-­‐aba98b81bdb509019352f0f9fce82fa5a854c535-­‐s40.jpg  
  • 36. h"p://media.npr.org/assets/img/2012/12/06/couple-­‐4e3798d20440if35b45a09675a96d0d061db40f-­‐s40.jpg  
  • 37. 4 USER EXPERIENCE IS THE PRODUCT  
  • 38. “We are shifting to an experience economy where experience is becoming the primary economic offering.” - Joseph Pine  
  • 39. h"ps://partywirks.com/asset/asset/8379/Cinojs_cake_1.jpg?1308759255  
  • 40. h"ps://www.facebook.com/creamcitycakes  
  • 41. Differentiation Experience Service Product Commodity Value Source:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril  
  • 42. Product success is not about being the first to market anymore. It’s about delivering the right experience at the right time and evolving with your customers.
  • 43. 5 USER EXPERIENCE IS NOT NUMBER OF FEATURES  
  • 44. User Happiness Everything I ever wanted Easy to use Where’s the help manual? Wish it did more Doesn’t have the basics Number of Features Source:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril   I have no idea how to use this
  • 45. SWEET SPOT User Happiness Everything I ever wanted Easy to use Where’s the help manual? Wish it did more Doesn’t have the basics Number of Features Source:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril   I have no idea how to use this
  • 46. PRACTICE THE ART OF SUBTRACTION LESS IS MORE!  
  • 47. 6 USER EXPERIENCE IS COSTLY WHEN IT’S TOO LATE  
  • 48. “You can use an eraser on the drafting table or a sledge hammer on the construction site.” - Frank Lloyd Wright  
  • 49. Hidden Costs h"p://blog.hellogoat.com/2010/01/the-­‐true-­‐cost-­‐of-­‐user-­‐experience-­‐2/  
  • 50. 7 USER EXPERIENCE IS NOT A CHOICE  
  • 51. Age of the User 2009 - Empowered Users/Buyers
  • 52. THANKS! @lordshales @mke_ux mkeux.com mike.kornacki@gmail.com Linkedin.com/mkornacki  

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