You can sign up for more information just like this at http://www.uie.com/uietips. Thanks to Andy Budd and the folks at the dConstruct Conference for providing the audio for this presentation. [Note: The slides are slightly different than I presented at dConstruct. Because of time constraints, I couldn't talk about slides 34-36.] The advertisement for this presentation: Experience design is no longer a nice-to-have luxury of a few organizations with tons of money and exceptional visionary management. It’s become commonplace for organizations that build products and web sites. Experience Design is a centerpiece of boardroom discussions and quickly becoming a key performance indicator for many businesses. However, you can’t just hire a couple of “experience designers” and tell them, "Go do that voodoo that you do so well." Today’s business environment forces us to build multi-disciplinary teams, compiling a diverse group of skills and experiences to handle the many facets of the technical, business, and user requirements. In his usual entertaining and insightful manner, Jared will talk about what it takes to build a design team that meets today’s needs. He'll demonstrate how successful Experience Design: + Must integrate the needs of the users with the requirements of the business + Is learned, but not available through introspection + Must be invisible to succeed + Is cultural + Is multi-discplinary + Thrives best in an "educate and administrate" environment You'll see examples of designs from Apple's iPod, Netflix, the Mayo Clinic, and Southwest Airlines, to name a few. © 2007, User Interface Engineering

1. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
The Dawning of the Age
of Experience
User
Jared M. Spool
Interface
Founding Principal
Engineering
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5. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Apple’s Success
3,000,000,000 songs sold
Run rate of more than a billion songs per year
21,000,000 iPods sold during 2006 holiday season
50% increase over 2005
More than 160 iPods sold every minute
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Netflix’s Success
Leslie Kilgore, CMO
7 Million Subscribers
20 contiguous quarters of greater than 50%
growth
85% of new subscribers say an existing
subscriber recommended them
93% of subscribers say they evangelize Netflix to
friends and family
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9. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Experience Design
Disasters
Big Box Retailer loses 20% of revenue after
spending $100 Million on on design
Takes 3½ years to recover
1,700-employee law firm launches new intranet
Almost causes employee revolt
Highly-visited informational site launches
“improved” design
Sees 40% drop in page views.
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10. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Successful
Experience
Design
Integrates
the User and
the Business
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13. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Chicken Sexing
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15. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Estimating
Midwives
Baby Weight
Other
Chicken-Sexing WWII Plane Detecting
Phenomena Spotters Enemy Planes
Chicken sexing
is learned,
The Art of
but not open to Sushi Chefs
Making Sushi
introspection
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16. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Successful
Experience
Design
is Learned
Yet Not Open
to Introspection
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Successful
Experience
Design
is Invisible
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28. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Agile
Methods
Ethnography Analytics
Information Usability
Social Architecture Practices Use Cases
Networks
Marketing
Information Visual
Design Design
Experience
Design
Fast Iteration Interaction
Management Design
Technology
Copy
Editing
Writing
Business Domain
Knowledge Knowledge
ROI
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29. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Successful
Experience
Design
is Multi-
Disciplinary
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32. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
“What should FEMA have done?
Perhaps the answer can be found
on their website. Where you’ll
find, we’re not lying, this chart,
clearly depicting the agency’s
responsibility in the event of a
disaster. Notice, and this is their
actual chart, it begins with their
response to a disaster, leads to
recovery, mitigation, risk reduction,
prevention and preparedness and
ends up… back in disaster. That
is their chart. In truth, FEMA did
exactly what they said they were
going to do.”
The Daily Show with Jon Stewart
September 28, 2005
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33. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Successful
Experience
Design
is Cultural
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34. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Essential Experience
Design Components
Good Communications
Clear Focus on Vision
The Right People
Feedback Loop
Fast Iterations
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36. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Making Fast Iterations
Happen
Eliminate major redesigns
Break design challenge into small chunks
Heavy emphasis on feedback mechanism
Collect as much information as possible
Get everyone involved
Decisions happen everywhere
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37. The Dawning of the Age of Experience User Interface Engineering - www.uie.com
Successful Experience
Design
Integrates the user and the business
Is learned but not open to introspection
Is invisible
Is multidisciplinary
Is cultural
Is something we’re still learning how to do
And we’re getting better everyday
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