1. User Experience
Makes & Breaks Brands –
How to Make Sure
User Experience is Optimal
AMEX WIT, March 3, 2015
ilona@acm.org @ilonaposner
Beyond User Experience
with KEYHOLE IMPACT
FITC.ca Mar 7, 2015
ilona@acm.org
@ilonaposner
Keyhole Impact Title Slide

2. Points of View
“A
point
of
view
is
worth
80
points
of
IQ.”
-­‐
Alan
Kay

3. User
Experience
Consultant
Bio
Bio
ILONA POSNER
Industries
EducaBon,
Financial,
Telecom,
Broadcast,
Web,
Mobile,
SoLware,
Hardware,
Healthcare,
TransportaBon
Teaching
U.
of
T.,
OCADU,
CFC,
Professional
Dev’t
Courses
Educa0on
M.Sc.
Computer
Science,
University
of
Toronto

4. History of User Experience
• Human Factors & Ergonomics
• Human Computer Interaction
• Usability
• User Experience
Experience
Design

5. Human
CapaciBes
Technology Growth
InformaBon
Devices
ApplicaBons
Input
forms
Features
Time
of
use
Dependence
Interdependence
Sociability
Environment
Technology Impact

6. Keyhole Impact – Perception Limited
Keyhole Impact
People
perceive
only
small
porBons
of
available
informaBon.

7. Information
hRp://nigelholmes.com/moBon/a-­‐bandwidth-­‐for-­‐humans/
Tor
Nørretranders,
The
User
Illusion-­‐Cu0ng
Consciousness
Down
to
Size,
1998

8. Information
10,000,000
100,000
30
&
40
0.03%
&
0.0004%
hRp://nigelholmes.com/moBon/a-­‐bandwidth-­‐for-­‐humans/
Tor
Nørretranders,
The
User
Illusion-­‐Cu0ng
Consciousness
Down
to
Size,
1998

9. Exformation
hRp://nigelholmes.com/moBon/a-­‐bandwidth-­‐for-­‐humans/
Tor
Nørretranders,
The
User
Illusion-­‐Cu0ng
Consciousness
Down
to
Size,
1998

10. Keyhole Impact Examples
• Parking meter
• Driver distraction

11. www.infographicszone.com/other/top-­‐10-­‐driving-­‐while-­‐texBng-­‐infographics
Keyhole ImpactRules?

12. ILONA’s Rules of Life

13. TIME?
TIME is precious

14. Buying Pop with a Cell Phone Japan 2003
15
Steps
35
minutes
2nd
Phone
Cash
Deposit
Bill
Moggridge,
Designing
Interac:ons,
2007
Lecture
at
Stanford
hRps://www.youtube.com/watch?v=kVkQYvN4_HA
0:12:17
–
0:14:43

15. BUSY.
People are BUSY

16. Notifications
• Information overload examples
• Excessive notifications
• Alarm fatigue
hRp://viget.com/inspire/rethinking-­‐on-­‐site-­‐noBficaBons

17. • TIME
is
precious
People
don’t
read
online
they
scan
and
click
1.9
seconds
spent
on
a
web
page!
Nielsen,
2004
•
People
are
BUSY
–
ARenBon
boRleneck
• Audience
drops-­‐off
with
each
click
• Scent
of
informa0on
holds
users
aRenBon
Design Challenges

18. YOU?
Its not always about YOU

19. Keyhole Impact – Perception LimitedYou are not the user!

20. You are not the user!

21. Mental Models
DESIGNERS’ MODELS
• Logical
• Beautiful
• Consistent
• Complete
USERS’ MODELS
• Confused
• Haphazard
• Unpredictable
• Limited

22. Usability
USER EXPERIENCE
USABILITY

23. Usability Examples
• Long form with “Click Here – to clear the form”
• Medical errors result in many deaths!
• Mother of all Usability Errors – George Bush Palm
Springs Ballot!

24. Usability = Components

25. User ExperienceUser Experience
USER EXPERIENCE
USABILITY

26. User Experience
hRp://www.switched.com/2010/12/28/aol-­‐free-­‐trial-­‐cds-­‐cost-­‐300-­‐million/

27. User Experience
USER EXPERIENCE
Usable
Useful
Desirable
Valuable
Findable
Accessible
Credible

28. User Experience
• Find
• Order
• Get
• Unpack
• Install
• Use
• Customize
• Help
• Support
• Upgrade
• More recently SHARE!
Includes design of everything that people see, hear & touch!

29. User Experience = Product

30. Discover
Define
DesignDevelop
Deploy
Human Centered Design Process – 5 D’s

31. Human Centered Design
• Discover – Problem Space, Users, Business, Tech
• Define – Personas, Journey Maps, Tasks,
Opportunities
• Design – Prototypes, Test early & test often
• Develop
• Deploy
hRp://www.slate.com/blogs/the_eye/2013/10/18/creaBve_confidence_a_new_book_from_ideo_s_tom_and_david_kelley.html

32. User Insights
COLLECTION
• Ethnography
• Interviews
• Surveys
• Usability studies
• Call center reports
• User forums / Social media
• Weblogs
• Industry reports
SHARING
• Personas
• User Scenarios
• Journey Maps
• Experience Map
• Experience Canvas
• User Exposure!

33. Evaluate Designs
www.youtube.com/watch?v=j6ArmonNCi8

34. Experience Universe
EXPERIENCE
USER
EXPERIENCE
USABILITY

35. Experience Map
Entice Enter Engage Exit Extend
1.
Conifer
Research,
2002
1
Research
Planning
Shopping
Booking
Pre-travel
Travel Returning Post-Travel
Remembering
Reviewing

36. Experience = Brand
iPhone
vs
Zune!

37. CHANGE
CHANGE is guaranteed

38. Users Change
• 1960’s Scientist in room
• 1980’s Office workers
• 2010’s Everyone
Users’ Mental Models Change
• Learning from interaction
• Expecting interaction
hRp://www.youtube.com/watch?v=aXV-­‐yaFmQNk

39. User Exposure
hRp://www.nngroup.com/arBcles/user-­‐exposure-­‐goals/
Nov
9,
2014
“Observing real user behavior
with a live site or an actual design
(including a prototype).”
Jakob Nielsen, 2014

40. User Experience In Organizations
hRp://www.blackblot.com/kb/blog/user-­‐experience-­‐domain/

41. ILONA’s Rules of Life
TIME is precious"
People are BUSY"
Its not always about YOU"
CHANGE is guaranteed"

42. Ice Cream Sunset
“The voyage of discovery is
not in seeking new landscapes,
“The voyage of discovery is
not in seeking new landscapes,
but in having new eyes.”
~ Marcel Proust

43. FITC Summit Audience Demonstrates Keyhole Impact

44. ilona@acm.org
@ilonaposner
Thank you!
Questions?