Brian Kalma on Designing Experiences

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Currently working on his new startup, Brian Kalma delivered a great talk on Designing Experiences at Applicake HQ. Brian has a lot of relevant experience as in the past he was the Director of User Experience at Zappos.com and Gilt Gruppe.

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Brian Kalma on Designing Experiences

  1. 1. IF I RULED THE WORLD EVERYTHING I AMABOUT TO SAY WOULD BE TRUE
  2. 2. What is a product?
  3. 3. According to Wikipedia: An item that ideally satisfies a market want or need
  4. 4. What are the elements of a good product?• Solves a problem• Users want it• It works• Designed well• __________• __________
  5. 5. BUT REALLY: A product is nothing more than an experience.SOURCE: http://www.slideshare.net/peterme/experience-is-the-product
  6. 6. Experience demands evolve.
  7. 7. What was important then?• Storage• Processor Speed• Ports• Screen Size
  8. 8. What is important now?• Storage• Processor Speed?• Ports• Screen Size• PORTABILITY
  9. 9. “Predicting the future has never been easy, but it’s never been more difficult” - Peter Merholz
  10. 10. In 2006 at Zappos....• Speed• Efficiency• Deep Linked Converts• Designed well
  11. 11. Users have Goals & Expectations
  12. 12. Experience Designershave to create emotion and context.
  13. 13. What we do has tomean something!
  14. 14. When do you interact with a product?
  15. 15. When do you interact with a product?
  16. 16. When do you interact with a product?
  17. 17. When do you interact with a product?
  18. 18. Experiences are touch points.
  19. 19. Touch points are things you engage with.
  20. 20. Experience Design (should) include: • Web site • Apps • Twitter • Facebook • All this other stuff....
  21. 21. All experiences areimpacted by the people cultivating them.
  22. 22. An experience isenhanced or detracted by the people who create it.
  23. 23. Every single employee at Zappos spends 4 weeks in Customer Service Training.
  24. 24. Because they believe every single personimpacts the Experience.
  25. 25. 1-1 Contact with your customers is compulsory.
  26. 26. Instincts only get you partially there.
  27. 27. LayersResearch + Instincts + Constant Feedback + Personal Connections
  28. 28. I have a story to tell The story is called FS.
  29. 29. You often have manychances to succeed, but one moment to fail.
  30. 30. I have another story to tell The story is called Zombies.
  31. 31. UX at Zappos: Our goals were notachieved in wireframes
  32. 32. UX at Zappos: Our goals were notachieved in developing
  33. 33. UX at Zappos: Our goals were notachieved in prototyping
  34. 34. UX at Zappos:Our goals were notachieved in analytics
  35. 35. ... we were working hard to make our customers smile.
  36. 36. Give customers whatthey never knew they wanted.
  37. 37. How can you create anexperience that makesyour users want more?
  38. 38. How can you create anexperience that makesyour users want more? HINT: It likely does not involve wireframes
  39. 39. Thank you!
  40. 40. Ask me anything about anything. I will likely tell you!

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