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Morgenbooster #2 experience design (short) v3

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1508 Experience Design Director Mikkel Køster's slides about designing for great experiences.

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Morgenbooster #2 experience design (short) v3

  1. 1. 1508™ Designing for great experiences - Not just apps and websites 25. september 2019
  2. 2. Experience map from my vacation 😍 😡 😐
  3. 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. 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. 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. 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
  7. 7. Recipe for delight Reality 😍 😡 Expectations 😡 😍
  8. 8. Recipe for delight Reality 😍 😡 Expectations 😡 😍
  9. 9. Recipe for delight Delight gap Reality 😍 😡 Expectations 😡 😍
  10. 10. Recipe for frustration Frustration gap Reality 😍 😡 Expectations 😡 😍
  11. 11. Great experiences happen when reality exceeds expectations
  12. 12. Why is this important?
  13. 13. Annual growth (Normalized) % 100 120 160 140 180 10% 3-6% Top 25% Mckinsey Design Index performers Industry benchmarks
  14. 14. is the single most important differentiator to improve customer retention Focusing on creating an exceptional user experience
  15. 15. exceptional user experience
  16. 16. 5x
  17. 17. 50%
  18. 18. 80% 20%
  19. 19. 140%
  20. 20. Good design is good business
  21. 21. What is experience design?
  22. 22. Beautiful?
  23. 23. Beauty is wasted when our products don’t address real user needs in a usable manner “ Don Norman
  24. 24. Service Design Customer Experience Experience Design
  25. 25. In a nutshell User Experience
  26. 26. In a nutshell User Experience Customer Experience
  27. 27. In a nutshell User Experience Customer Experience Service Design
  28. 28. Think of it like different lenses Single screen Low resolution High resolution
  29. 29. Think of it like different lenses Single screen Flows Low resolution High resolution
  30. 30. Think of it like different lenses Single screen Flows Customer journey Low resolution High resolution
  31. 31. Different resolutions have different problems. Different resolutions demand different solutions.
  32. 32. 7 dogmas for great experience design
  33. 33. V I RK E L I G HE E ND ER A LT INGS PRØVE
  34. 34. Be customer obsessed
  35. 35. What do people want?
  36. 36. Expect customers to adopt business solution No focus
  37. 37. Expect customers to adopt business solution Understand customers’needs and wants No focus Customer focus
  38. 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. 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. 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. 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
  42. 42. Customer obsession
  43. 43. Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves “
  44. 44. Revenue is a lagging indicator, usage is a leading indicator “
  45. 45. 1999
  46. 46. SLC not MVP
  47. 47. MV P
  48. 48. M[capable of working successfully] P
  49. 49. Full potential of product
  50. 50. Minimum Capable of working successfullyMV P
  51. 51. S L C
  52. 52. imple ovable ompleteL CS
  53. 53. Minimum Capable of working successfully SLC Love What customers find valuable
  54. 54. Simple Lovable Complete Delightful Valuable Usable Feasible Delightful Valuable Usable Feasible This SLC Not this MVP
  55. 55. First iteration of Snapchat
  56. 56. Prototype (a lot)
  57. 57. “Early on, all of our movies suck Ed Catmull
  58. 58. The most viable way to solve problems and answer questions in an exponential context is by making (a lot)
  59. 59. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
  60. 60. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
  61. 61. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
  62. 62. 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
  63. 63. 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
  64. 64. Prototype the right thing. The core essence of your idea
  65. 65. It was almost a psychology experiment to figure out what does it take to really make people excited? “
  66. 66. Get out in the real world V I RK E L I G HE E ND ER A LT INGS PRØVE
  67. 67. Launch Insights
  68. 68. Launch Insights Launch often Few insights Launch often Lots of insights Launch rarely Lots of insights Launch rarely Few insights
  69. 69. Launch Insights Launch often Few insights Launch often Lots of insights Launch rarely Lots of insights Launch rarely Few insights
  70. 70. Learning Organization Value Customers Not real Real world
  71. 71. “If you aren’t embarrassed by the first version of your product, you’ve shipped too late. Reid Hoffman
  72. 72. Good ideas are just… Good ideas.
  73. 73. Until they are tested in the real world they provide zero value. Good ideas are just… Good ideas.
  74. 74. What can we do to make this better?
  75. 75. What can we do, not to make this better, but to make you tell everyone about it?
  76. 76. The 11-star experience
  77. 77. 1-3—star experience
  78. 78. 5-star experience
  79. 79. 6-star experience
  80. 80. 7-star experience
  81. 81. 10-star experience
  82. 82. You’re going to space! “ 11-star experience
  83. 83. The point of the proces Never opened Going to the moon 11-1-
  84. 84. Never opened Going to the moon 11-1- The point of the proces Not desirable
  85. 85. Never opened Going to the moon 11-1- The point of the proces Not feasibleNot desirable
  86. 86. Never opened Going to the moon 11-1- The point of the proces Not feasibleNot desirable Sweet spot
  87. 87. The perfect trip
  88. 88. Seeking a traveler. We’ll photograph your trip to San Francisco if you let us follow you.
  89. 89. Production Director Camera Camera Scene Take POP CORN
  90. 90. Focus on peaks
  91. 91. 1508™ Stop focusing on just filling the pits
  92. 92. 1508™ Start designing for peak moments
  93. 93. 1508™
  94. 94. 1 2 3 4 5 6 7 😍😡 😐
  95. 95. PlanA 1 2 3 4 5 6 7 😍😡 😐
  96. 96. Plan B 1 2 3 4 5 6 7 9x as valuable 😍😡 😐
  97. 97. The relentless search for better Focus on the positives
  98. 98. Design a feeling
  99. 99. + +
  100. 100. We start with… “What do we want the guest to experience?”
  101. 101. +125 easter eggs
  102. 102. Core experience
  103. 103. Core experience Supporting experiences
  104. 104. Core experience Supporting experiences Movie references In-character staff Story lines Easter eggs Souvenir shops Changing app Artefacts Themed bathrooms
  105. 105. Walt Disney “Do it so well that they will want to see it again and again and bring their friends
  106. 106. Create memorable moments
  107. 107. From terrifying to terrific
  108. 108. “Design is not how it looks. It’s how it works.
  109. 109. An adventure and not a trial
  110. 110. Creating a pilot room
  111. 111. The Magic Castle Hotel
  112. 112. Popsicle hotline
  113. 113. Beware of the soul 
 sucking force of “Reasonableness”
  114. 114. Great experiences happen when reality exceeds expectations
  115. 115. V I RK E L I G HE E ND ER A LT INGS PRØVE
  116. 116. V I RK E L I G HE E ND ER A LT INGS PRØVE
  117. 117. V I RK E L I G HE E ND ER A LT INGS PRØVE
  118. 118. V I RK E L I G HE E ND ER A LT INGS PRØVE
  119. 119. V I RK E L I G HE E ND ER A LT INGS PRØVE
  120. 120. V I RK E L I G HE E ND ER A LT INGS PRØVE
  121. 121. V I RK E L I G HE E ND ER A LT INGS PRØVE
  122. 122. V I RK E L I G HE E ND ER A LT INGS PRØVE
  123. 123. Thank you…

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