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Features Aren't Experiences

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Presentation at UX Joburg. It's a discussion about the big picture of 'experience' - looking beyond features to the human condition, the designers consciousness and the nuances of how this emerges in the iterative design process.

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Features Aren't Experiences

  1. 1. Features aren’t experiences Features aren’t experiences By Jason Hobbs for UX Joburg, 31st January 2015 @jhobbs_za
  2. 2. Features aren’t experiences Features aren’t experiences By Jason Hobbs for UX Joburg, 31st January 2015 @jhobbs_za
  3. 3. This is not a ‘how to’ presentation.
  4. 4. In fact, that’s what’s been bugging me.
  5. 5. To me, it’s like a return to the 1990’s when all our conversations were about how to build stuff.
  6. 6. And we’d been making such progress with asking why, and for whom…
  7. 7. What we’re told vs. what we experience
  8. 8. The many faces of the website
  9. 9. My phone and the network
  10. 10. Other channels
  11. 11. Language across the ecosystem
  12. 12. Dealerships Dealerships
  13. 13. Finance, servicing, downtime, replacements, upgrades, insurance…
  14. 14. When I’m abroadBeing abroad
  15. 15. Or out of rangeOut of signal range
  16. 16. Making features work is a usability thing
  17. 17. Making features work is a usability thing
  18. 18. But even then, how far do we take this?
  19. 19. JOINING INFORMATION SEEKING CONTENT SEEKING ADVICE SEEKING MONITORING TRANSACTING NETWORKING ADVOCATING PRODUCT ADDING FEEDING BACK SHARING / DELEGATING CHANNEL MANAGEMENT RELATIONSHIP MANAGEMENT COMMS MANAGEMENT ACCOUNT MANAGEMENT LEAVING
  20. 20. Organising features can be powerful and effective
  21. 21. CONSUMER UPTAKE THROUGH THE LIFECYCLE POWER USER & ADVOCATE EXPLORATION &EXTENDED USE TRIAL & REPEAT FIRST TIME USER ONLINE PLAN BOOK BEFORE YOU FLY AFTER YOUR TRIP Voyager (awards) Save itinerary Specials, tour and packages Create itinerary Hotel Car Book with miles Book with miles Book Seat and meal Self service baggage check in Self service check in Review miles Respond to Voyager specials Redeem Miles Join Voyager Unmanaged business Manage my booking (partial) Manage my booking (Full) Online check in Voyager (upgrade) Voyager (awards) Dynamic packaging E-ticket Advocacy Miles for friends AT THE AIRPORT
  22. 22. HOME | ABOUT SAA | DIVISIONS > CHANGE LANGUAGE/REGION << Back to searchSpecials | Packages | Your Mileage | Book a Flight | Book a Car | Book a Hotel LOGIN VOYAGER username ***** Why Voyager? FAQs | Browser Requirements | Policies and Disclaimer | About Security BOOK BEFORE YOU FLY AFTER YOUR TRIP BUSINESS TRAVEL A STAR ALLIANCE MEMBER PLAN SPECIALS & TOURS | DESTINATIONS | ROUTES | SCHEDULES | CAR HIRE | ACCOMMODATION CUSTOMER SERVICES New to us: Why SAA? First time flyer? Primary content area PLAN with Voyager Your mileage: 53 000 > Book with miles > where can I go? > Calculator > Update your details PLAN AN ITINERARY Select a destination: London Tours & packages Care hire Accommodation SEARCH Or Get ideas based on your budget R GO > Have you thought about…? Join Voyager | Plan an Itinerary | Ideas based on your budget 1. 2. 3. 3. & 4. 1. First time user 2. Trial and repeat use 3. Exploration & extended use 4. Power user & advocate
  23. 23. This is all good. We are moving beyond features to experience. We’re starting to look at: • the spaces between features • and the kinds of connections that exist between features • and the systems in which they operate (those internal and external to the service provider)
  24. 24. But how do we start to unpack what experience is?
  25. 25. The human condition
  26. 26. The irrational (Alan Greenspan)
  27. 27. Emotion (Hassenzahl)
  28. 28. Autonomy / independence Competence / effectance Relatedness / belongingness Self-actualising / meaning Security / control Money / luxury Influence / popularity Physical thriving / bodily Self-esteem / self respect Pleasure / stimulation
  29. 29. A good place to start? Become very sensitive to your relationship to things.
  30. 30. DAY-TO-DAY FRIENDS WEEKEND FRIENDS TWICE-A-YEAR FRIENDS BIANNUAL FRIENDS
  31. 31. Developing your design consciousness
  32. 32. What is your history? What are your politics? What are your economics? What is your culture? What kind of society would you like to live in? What is your context of use? Are you an early, mid or late adopter? Are you hands-on, disconnected or impulsive? What are your routines? What do you hold dear? What do you hate in other people? What makes you envious? What did you believe differently as a child? What do you turn to in despair? What makes you dance spontaneously? How do you like architecture to make you feel? What do you base your judgements of others on? What would you write a book about? What kind of personae are you? How is this different to other people?
  33. 33. Develop an intuition for recognising when simple things are simple and when they are hiding complexity.
  34. 34. CODEFIDELITY GRAPHICAL FIDELITY
  35. 35. CODEFIDELITY GRAPHICAL FIDELITY
  36. 36. CODEFIDELITY GRAPHICAL FIDELITY
  37. 37. CODEFIDELITY GRAPHICAL FIDELITY
  38. 38. CODEFIDELITY GRAPHICAL FIDELITY
  39. 39. Our interpretation of findings from testing is limited by our sensitivity to people, diversity and our own imagination
  40. 40. 1 + 1 = 3
  41. 41. The art of UX is pulling all these threads together and crafting it into something special.
  42. 42. The art of UX is pulling all these threads together and crafting it into something special. The journey from features to experiences.
  43. 43. Thank you. www.jh-01.com www.humanexperiencedesign.net www.fennhobbs.com @jhobbs_za
  44. 44. ARCHITECTING HAPPINES 21st of February 2015

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