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The Distraction Economy: why scalable UX is the next revolution

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Learn how today's best companies leverage UX for competitive advantage, and why scalable UX approaches are the future.

Published in: Design
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The Distraction Economy: why scalable UX is the next revolution

  1. 1. The Distraction Economy:
 why scalable UX is the next revolution
  2. 2. The information around us has grown exponentially.
  3. 3. Yet human attention is as finite as ever.
  4. 4. Attention Information The result is a vast and 
 growing gap between attention & information
  5. 5. Attention Information This gap marks the beginning of something new.
  6. 6. We call this the Distraction Economy.
  7. 7. Here’s what an average day in the Distraction Economy looks like. instant messages ads265 63 notifications 60 40 messages
  8. 8. It’s no surprise that more and more people yearn for focus & clarity.
  9. 9. “Mindfulness”
  10. 10. Likewise, no surprise to see that Global Ad Blocking Growth now looks exponential 2010 2011 2012 2013 2014 2015 181M 121M 54M 39M 30M 21M
  11. 11. Attention Information The Distraction Economy is a MACRO trend
  12. 12. On the business side, we see clear losers and winners.
  13. 13. What’s the decisive difference here?
  14. 14. 1960s-1980s:
 Production 1990s - 2000s:
 Distribution Today? Economies evolve around big competitive advantages.
  15. 15. 1960s-1980s:
 Production 1990s - 2000s:
 Distribution Today:
 UX In the Distraction Economy, this advantage is all about the UX. UX!
  16. 16. Google. Facebook. Uber. AirBnB. 
 There is this clear pattern. Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening. → “The value is in the…interface, not the products.” - Tom Goodwin @techcrunch
  17. 17. UX-obsessed¬ UX-obsessed “The value is in the interface, not the products.”
  18. 18. Attention Information Great UX closes this gap
  19. 19. How does great UX look like in the Distraction Economy? ?
  20. 20. The anti-patterns are LOUDER and MORE. 265 63 60 40
  21. 21. The key is FOCUS & CLARITY
  22. 22. The extremes are simple
  23. 23. The extremes are simple Improving on this day-to-day is hard. ???
  24. 24. Design new solution Understand problems Figure out if it’s better Today’s Design Process
  25. 25. Design new solution Understand problems Figure out if it’s better Analytics, User Testing & Tracking A/B-n / MV Testing, Analytics Data in Today’s Design Process
  26. 26. Design new solution Understand problems Figure out if it’s better Analytics, User Testing & Tracking A/B-n / MV Testing, Analytics??? Data in Today’s Design Process
  27. 27. Design new solution Understand problems Figure out if it’s better Analytics, User Testing & Tracking A/B-n / MV Testing, Analytics hunch & HiPPOs Data in Today’s Design Process
  28. 28. Design new solution Needed: fast, data-informed methods on HOW users perceive design changes Data in Today’s Design Process
  29. 29. We’re solving this with Machine Learning
  30. 30. Large Scale Data Acquisition Studies Machine Learning & Predictive Modeling Instant Results via SaaS Application & API Patented & licensed with EyeQuant IP >85-90% Accuracy Results within seconds
  31. 31. Eye-Tracking
 46 people Measuring Attention & Focus
  32. 32. Eye-Tracking
 46 people EyeQuant
 Instant Simulation Predicting Attention & Focus
  33. 33. Survey of 200:
 57 / 100 Measuring Clarity
  34. 34. Survey of 200:
 57 / 100 EyeQuant:
 52 / 100 Predicting Clarity
  35. 35. Survey of 200:
 ??? EyeQuant:
 76 / 100 Predicting Excitingness
  36. 36. >85% Accuracy takes daystakes seconds
  37. 37. • Utilized EyeQuant across every single design decision, resulting in: • Over 20% more clicks through to the product pages for featured items. • Over 20% more clicks through to category pages. • Over 10% more clicks on the “buy now” button EPSON Re-design Case
  38. 38. • Utilized EyeQuant across every single design decision, resulting in: • Over 20% more clicks through to the product pages for featured items. • Over 20% more clicks through to category pages. • Over 10% more clicks on the “buy now” button EPSON Re-design Case
  39. 39. Competitive Analyses at Scale
  40. 40. Want to see more?
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