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Morgenbooster experience design - online compressed

Mikkel Køster's slide for his online Morgenbooster 'Designing for Great Experiences - Not Just Apps and Websites'

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Morgenbooster experience design - online compressed

  1. 1. 10.00 - Presentation starts 35 minutes - Approx. duration of presentation 10 minutes - Questions and answers Please submit any questions or comments in the Q&A section in Zoom during the presentation. After the presentation we will wrap up and then answer as many questions as possible. We will answer the rest of your questions after the session and send out the full Q&A for you to read. You’re all muted and off camera, so please kick back, sip a bit of coffee and enjoy the show. Designing for great Experiences - not just apps and websites Welcome to the online version of our Morgenbooster
  2. 2. A trip to Spain
  3. 3. Experiencemap frommyvacation 😍 😡 😐
  4. 4. Experiencemap frommyvacation 😍 😡 😐 Flightto Copenhagen Moms birthdayparty S-togto Kastrup Check-in airport Flightto Malaga Dinnerin Malaga Check-in Airbnb Shoppingfor groceries Check-in Malagahotel Pickup rentalcar Check-in airport
  5. 5. Experiencemap frommyvacation 😍 😡 😐 Flightto Copenhagen Moms birthdayparty S-togto Kastrup Check-in airport Flightto Malaga Dinnerin Malaga Check-in Airbnb Shoppingfor groceries Check-in Malagahotel Pickup rentalcar Check-in airport Reality
  6. 6. Experiencemap frommyvacation 😍 😡 😐 Reality Expectations Flightto Copenhagen Moms birthdayparty S-togto Kastrup Check-in airport Flightto Malaga Dinnerin Malaga Check-in Airbnb Shoppingfor groceries Check-in Malagahotel Pickup rentalcar Check-in airport
  7. 7. Experiencemap frommyvacation 😍 😡 😐 Reality Expectations Flightto Copenhagen Moms birthdayparty S-togto Kastrup Check-in airport Flightto Malaga Dinnerin Malaga Check-in Airbnb Shoppingfor groceries Check-in Malagahotel Pickup rentalcar Check-in airport
  8. 8. Recipefordelight Reality 😍 😡 Expectations 😡 😍
  9. 9. Recipefordelight Reality 😍 😡 Expectations 😡 😍
  10. 10. Recipefordelight Delightgap Reality 😍 😡 Expectations 😡 😍
  11. 11. Recipeforfrustration Frustrationgap Reality 😍 😡 Expectations 😡 😍
  12. 12. Great experiences happen when reality exceeds expectations
  13. 13. Why is this important?
  14. 14. Annual growth (Normalized) % 100 120 160 140 180 10% 3-6% Top 25% Mckinsey Design Index performers Industry benchmarks
  15. 15. isthesinglemostimportant differentiatortoimprove customerretention Focusingoncreatingan exceptionaluserexperience
  16. 16. exceptionaluserexperience
  17. 17. Yesterdays “wow” is tomorrows ordinary “
  18. 18. 1999
  19. 19. Revenue is a lagging indicator, usage is a leading indicator “
  20. 20. 5x
  21. 21. 50%
  22. 22. 80% 20%
  23. 23. 140%
  24. 24. Good experiences = good business
  25. 25. 5 dogmas for creating great experiences
  26. 26. V I RK E L I G HE E ND ER A LT INGS PRØVE Getoutinthe realworld Focuson peaks Designa feeling Creatememorable moments Prototype (therightthing)
  27. 27. Getoutin thereal world V I RK E L I G HE E ND ER A LT INGS PRØVE
  28. 28. Get out if the ivory tower
  29. 29. Goodideasarejust…Goodideas.
  30. 30. Untiltheyaretestedinthereal worldtheyprovidezerovalue. Goodideasarejust…Goodideas.
  31. 31. “If you aren’t embarrassed by the first version of your product, you’ve shipped too late.
  32. 32. Learning Organization Value Customers Notreal Realworld
  33. 33. The most viable way to solve problems and answer questions in an exponential context is by making (a lot)
  34. 34. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
  35. 35. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
  36. 36. 0 20 40 60 80 100 0 100 200 300 400 500 600 700 800 900 1.000 Greatness Number of compositions
  37. 37. 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
  38. 38. 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
  39. 39. “Early on, all of our movies suck
  40. 40. Prototype (theright thing)
  41. 41. Whatdopeoplewant?
  42. 42. M V P
  43. 43. M[capableofworkingsuccessfully]P
  44. 44. S L C
  45. 45. imple ovable ompleteL CS
  46. 46. Fullpotential ofproduct 😐 😍 ☹
  47. 47. MVP Minimumfeatures requiredby customertousethe product/service 😐 😍 ☹
  48. 48. Love Minimumexperience requiredtoget customerstoreturn andrecommend 😐 😍 ☹ 😐 😍 ☹
  49. 49. SimpleLovableComplete Delightful Valuable Usable Feasible Delightful Valuable Usable Feasible This SLC Not this MVP
  50. 50. It was almost a psychology experiment to figure out what does it take to really make people excited? “
  51. 51. EarlyversionsGoogleDocs hadonly3%ofthefeatures ofMicrosoftWord
  52. 52. FirstiterationofSnapchat
  53. 53. Focuson peaks
  54. 54. 1508™ Stopfocusingonjust fillingthepits
  55. 55. 1508™ Startdesigningfor peakmoments
  56. 56. 1508™
  57. 57. 1 2 3 4 5 6 7 😍😡 😐
  58. 58. PlanA 1 2 3 4 5 6 7 😍😡 😐
  59. 59. PlanB 1 2 3 4 5 6 7 9x as valuable 😍😡 😐
  60. 60. Whatcanwedoto makethisbetter?
  61. 61. Whatcanwedo,nottomake thisbetter,buttomakeyou telleveryoneaboutit?
  62. 62. Whatcanwedo,nottomake thisbetter,buttomakeyou telleveryoneaboutit?
  63. 63. The 11-star experience
  64. 64. 1-star experience
  65. 65. 3—star experience
  66. 66. 5-star experience
  67. 67. 6-star experience
  68. 68. 7-star experience
  69. 69. 10-star experience
  70. 70. You’re going to space! “ 11-star experience
  71. 71. Thepointof theproces Neveropened Goingtothemoon 11-1-
  72. 72. Neveropened Goingtothemoon 11-1- Thepointof theproces Notfeasible
  73. 73. Neveropened Goingtothemoon 11-1- Thepointof theproces NotfeasibleNotdesirable
  74. 74. Neveropened Goingtothemoon 11-1- Thepointof theproces NotfeasibleNotdesirable Sweetspot
  75. 75. Theperfecttrip
  76. 76. Seekingatraveler. We’llphotographyourtriptoSan Franciscoifyouletusfollowyou.
  77. 77. Production Director Camera Camera Scene Take POP CORN
  78. 78. Designa feeling
  79. 79. + +
  80. 80. We start with… “What do we want the guest to experience?”
  81. 81. +125eastereggs
  82. 82. Core experience
  83. 83. Core experience Supporting experiences
  84. 84. Core experience Supporting experiences Movie references In-character staff Story lines Easter eggs Souvenir shops Changing app Artefacts Themed bathrooms
  85. 85. Walt Disney “Do it so well that they will want to see it again and again and bring their friends
  86. 86. Create memorable moments
  87. 87. “Design is not how it looks. It’s how it works.
  88. 88. The Magic Castle Hotel
  89. 89. Popsicle hotline
  90. 90. Bewareofthesoul suckingforceof “Reasonableness”
  91. 91. Great experiences happen when reality exceeds expectations
  92. 92. Getoutinthe realworld
  93. 93. Prototype (therightthing)
  94. 94. Focuson peaks
  95. 95. Designa feeling
  96. 96. Creatememorable moments
  97. 97. Questions

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