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Mobile & UX: Inside the Eye of the Perfect Storm

The world of web application design is expanding at a rapid rate. We’re now expected to design great experiences across a huge variety of platforms, from small screens to large displays. The flood of iPad applications and successful online businesses are showing our executives that design matters.

Why is all this happening now? Where is it all going? UIE’s own Jared Spool will show you how four driving forces—market maturity, the emergence of experience, Kano’s model, and Sturgeon’s Law—are increasing the visibility and value of design in organizations everywhere. He’ll show you what the next generation of design teams will look like and how you’ll get there.

Jared will share:

+ When the emphasis of the marketplace shifts from features to experience and how not to get caught with a costly surprise

+ Why the best organizations go beyond designing for the users' activities and looks at their entire experience

+ How to ensure you're meeting basic expectations while integrating delightful components into your design

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Mobile & UX - In the Eye of the Perfect Storm

  1. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Illustrations by Jason Robb © Copyright 2012, User Interface Engineering. All Rights Reserved. 1
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  14. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 14
  15. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com MyCokeRewards.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 15
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  17. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com VerizonWireless.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 17
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  19. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Apple.com/iPhone © Copyright 2012, User Interface Engineering. All Rights Reserved. 19
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  23. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Boston.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 23
  24. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com NYTimes.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 24
  25. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Sturgeon’s Law 90% of everything is crap Are your designs in the other 10%? Are you considering the user’s perspective? © Copyright 2012, User Interface Engineering. All Rights Reserved. 25
  26. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 26
  27. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 27
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  30. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Altavista © Copyright 2012, User Interface Engineering. All Rights Reserved. 30
  31. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Google © Copyright 2012, User Interface Engineering. All Rights Reserved. 31
  32. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Accuweather © Copyright 2012, User Interface Engineering. All Rights Reserved. 32
  33. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Umbrella Today © Copyright 2012, User Interface Engineering. All Rights Reserved. 33
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  38. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com BART.gov © Copyright 2012, User Interface Engineering. All Rights Reserved. 38
  39. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Amazon.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 39
  40. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Amazon.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 40
  41. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Amazon.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 41
  42. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com BestBuy.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 42
  43. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com BestBuy.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 43
  44. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com BestBuy.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 44
  45. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Market Maturity The features stage focuses on adding more into the design The experience stage focuses on removing all but the essentials from the design Is your market currently focused on technology, features, or experience? Shifting from features to experience is the hardest thing an organization can do — and most fail © Copyright 2012, User Interface Engineering. All Rights Reserved. 45
  46. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 46
  47. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Six Flags: Mike Kazarnowicz, Joe Rollerfan (Flickr) © Copyright 2012, User Interface Engineering. All Rights Reserved. 47
  48. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Disney World, Joe Penniston (Flickr) © Copyright 2012, User Interface Engineering. All Rights Reserved. 48
  49. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Joanna8555 (Flickr) © Copyright 2012, User Interface Engineering. All Rights Reserved. 49
  50. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 50
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  52. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 52
  53. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 53
  54. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Groupon © Copyright 2012, User Interface Engineering. All Rights Reserved. 54
  55. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 55
  56. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Grocon © Copyright 2012, User Interface Engineering. All Rights Reserved. 56
  57. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 57
  58. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Activities vs. Experience Activities are discrete touchpoints with the users Experience fills in the gaps Mobile more often lives within the gaps © Copyright 2012, User Interface Engineering. All Rights Reserved. 58
  59. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 59
  60. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Delight Investment User Satisfaction Frustration Noriaka Kano © Copyright 2012, User Interface Engineering. All Rights Reserved. 60
  61. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Shazam © Copyright 2012, User Interface Engineering. All Rights Reserved. 61
  62. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Shazam © Copyright 2012, User Interface Engineering. All Rights Reserved. 62
  63. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com LimoRes © Copyright 2012, User Interface Engineering. All Rights Reserved. 63
  64. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com LimoRes © Copyright 2012, User Interface Engineering. All Rights Reserved. 64
  65. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com LimoRes © Copyright 2012, User Interface Engineering. All Rights Reserved. 65
  66. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Google © Copyright 2012, User Interface Engineering. All Rights Reserved. 66
  67. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Delight Neutral Satisfaction User Satisfaction Frustration © Copyright 2012, User Interface Engineering. All Rights Reserved. 67
  68. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com My CokeRewards © Copyright 2012, User Interface Engineering. All Rights Reserved. 68
  69. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com MyCokeRewards.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 69
  70. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com MyCokeRewards.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 70
  71. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com MyCokeRewards.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 71
  72. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Site © Copyright 2012, User Interface Engineering. All Rights Reserved. 72
  73. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Delight Investment User Satisfaction Frustration © Copyright 2012, User Interface Engineering. All Rights Reserved. 73
  74. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Kano’s Model Three vectors: Performance payoff, basic expectations, and excitement generators Have to meet basic expectations before excitement generators will work Over time, excitement generators become basic expectations © Copyright 2012, User Interface Engineering. All Rights Reserved. 74
  75. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 75
  76. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Storytelling Sketching Agile Methods Ethnography Analytics User Information Architecture Research Social Practices Use Cases Networks Marketing Information Visual Design Design Design Process Interaction Management Design Technology Critiquing Copy Editing & Presenting Writing Curating Business Facilitating Domain Knowledge Knowledge ROI © Copyright 2012, User Interface Engineering. All Rights Reserved. 76
  77. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com The Three Questions Vision: “Can everyone on the team describe the experience of using your design five years from now?” © Copyright 2012, User Interface Engineering. All Rights Reserved. 77
  78. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com A flag in the san d… …that everyone marches towards. © Copyright 2012, User Interface Engineering. All Rights Reserved. 78
  79. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Easily moved wh en things chang e. Everyone continues to march toward it. © Copyright 2012, User Interface Engineering. All Rights Reserved. 79
  80. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com The Three Questions Vision: “Can everyone on the team describe the experience of using your design five years from now?” Feedback: “In the last six weeks, have you spent more than two hours watching someone use your or a competitor’s design?” © Copyright 2012, User Interface Engineering. All Rights Reserved. 80
  81. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Methods of Feedback Usability Testing Five second tests Trade show/Cafe testing Remote usability tests Field Studies Customer Support User forums Using it yourself (for self-designers) © Copyright 2012, User Interface Engineering. All Rights Reserved. 81
  82. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com The Three Questions Vision: “Can everyone on the team describe the experience of using your design five years from now?” Feedback: “In the last six weeks, have you spent more than two hours watching someone use your or a competitor’s design?” Culture: “In the last six weeks, have you rewarded a team member for creating a major design failure?” © Copyright 2012, User Interface Engineering. All Rights Reserved. 82
  83. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com © Copyright 2012, User Interface Engineering. All Rights Reserved. 83
  84. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com The Eye of the Perfect Storm Invest to avoid Sturgeon’s Law Focus on experience over technology and features Fill in the gaps between the activities Ensure you meet basic needs while you search for delighters Build in a feedback process Create your experience vision Celebrate learning from taking risks © Copyright 2012, User Interface Engineering. All Rights Reserved. 84
  85. Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com Free for Webvision Attendees Bill Luke Brandon Steve Scott Wroblewski Schauer Portigal Greg & Hagan Kim Kevin Stephanie Rivers Goodwin Hoffman Rewis UIConf.com/giveaway UI16 On Demand Videos Mobile Input Being Creative with CSS3 UX Leadership Multi-device Design Patterns © Copyright 2012, User Interface Engineering. All Rights Reserved. 85
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Mobile & UX: Inside the Eye of the Perfect Storm The world of web application design is expanding at a rapid rate. We’re now expected to design great experiences across a huge variety of platforms, from small screens to large displays. The flood of iPad applications and successful online businesses are showing our executives that design matters. Why is all this happening now? Where is it all going? UIE’s own Jared Spool will show you how four driving forces—market maturity, the emergence of experience, Kano’s model, and Sturgeon’s Law—are increasing the visibility and value of design in organizations everywhere. He’ll show you what the next generation of design teams will look like and how you’ll get there. Jared will share: + When the emphasis of the marketplace shifts from features to experience and how not to get caught with a costly surprise + Why the best organizations go beyond designing for the users' activities and looks at their entire experience + How to ensure you're meeting basic expectations while integrating delightful components into your design

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