POLISH IA SUMMIT 2012 #IASWBUILDING AN EXPERIENCE CULTURE @mikeatherton
Technology lifecycle The life of a technology product begins with meeting an unfulfilled need. Pure function Don Norman, The Invisible Computer, 1998
Technology lifecycleAs the product matures, more features get added to remain competitive. Feature wars Pure function Don Norman, The Invisible Computer, 1998
Technology lifecycle Feature wars Pure function The tipping point comes when features detriment the overall experience. Don Norman, The Invisible Computer, 1998
Technology lifecycle Experience wars Feature wars Pure functionBeyond there, the product with the best experience wins. Don Norman, The Invisible Computer, 1998
This is the company I work for.We make software for big business.
People use Huddle to store documents, manage tasks, and talk to colleagues.
Sharepoint sucksdonkey balls.Alastair Mitchell and Andy McLoughlin(possibly paraphrased)
B2B DESIGN CHALLENGES Our customers are not our users People have this stuff forced on them User testing is hard Clients want us to dance to their tune @mikeatherton
Huddle is diverse, so we compete in diverse spaces...
...yet most people use Huddleto store and share files.
COMPETING ON EXPERIENCE1. Building acceptance2. Building brand3. Building process @mikeatherton
BUILDING AN EXPERIENCE CULTURE 1. BUILDINGACCEPTANCE @mikeatherton
WHAT WE SAY“Huddle is the simplest and mostintuitive way for people to work togethereverywhere across teams, companies,locations, languages and devices,through an experience that feels magical,responsive and loved.” I evangelised to Huddle on the value of experience...
Our user experience must deliver our vision.SIMPLE, INTUITIVE, PERSONAL, EVERYWHERE, MAGICAL, RESPONSIVE, LOVED These are potent words.
SIMPLESimple things do less. They minimisedistraction and focus on the core. Theyare for the masses, not the experts.Simple is confident. It replaces choicewith intelligent defaults.
INTUITIVEIntuitive things are instantly familiar, sofeel less stressful to use. We dont learnhow to them, we just know. They takecues we have learned from elsewhereand apply them to new contexts.
PERSONALPersonal things are people-centered andempower the individual. They extend ouridentity, because we align their characterto our own. Personal things can beinterpersonal, allowing us to connectwith other, similar people.
7% reduction in deactivations(that’s over 1 million accounts!)
EVERYWHEREEverywhere things are mercurial.Ubiquitous access that adapts to suit ourdaily shifts between devices, locationsand needs through an ecosystem ofexperiential touchpoints.
RESPONSIVEResponsive things move as quickly as wedo. They feel higher quality and put us incontrol. Unresponsive things frustrate uswhen we think faster than we can act.Tools extend us and should work at thespeed of thought.
MAGICALMagical things seem impossible. Theyconfound our expectations. They read ourminds and give us magic moments ofdelight. They conceal their methods andshow us only the prestige.
LOVEDLove takes time. Love transcends utility.The things we love have character thatreaches our emotional core. They arejoyous. We will always prefer the thingswe love over those we merely respect.
LOVED…is our ultimate ambition. When we areloved, customers will sell for us. Loveswells from admiration and respect. Itcreates preference and feelings ofbelonging.Love is a many splendored thing.
SIMPLE, INTUITIVE, PERSONAL, EVERYWHERE, MAGICAL, RESPONSIVE, LOVEDThis is our user experience ambition. It guides everything we make.
SIMPLE, INTUITIVE, PERSONAL, EVERYWHERE, MAGICAL, RESPONSIVE, LOVED It’s a lot to remember. But we could make it simpler.
We strive always to make things SIMPLERSimple, Intuitive, Magical, Personal, Loved, Everywhere, Responsive (gotta love recursive acronyms!)
The feature wars are an arms race, and no-one wins.
BUILDING AN EXPERIENCE CULTURE2: BUILDING BRAND @mikeatherton
Huddle is made of funny, smartpeople who love their job.
Yet B2B companies struggle tobring their culture to the product.
Meanwhile, consumer web products are full of happy happy joy joy!
But have you ever noticed how thesethings all end up looking the same?
Admittedly art and design has always had movements...
...but so much imitation and relianceon trends limits differentiation.
Brand theory can teach us some things about differentiation.
Every time you think branding is logo design,a kitten gets its wings pulled off.
Brand positioning exists onlyin the mind of the consumer.
Positioning tells everybody what you stand for.
Your brand personality must come from who you really are.
UniqueBrand voice must beunique, authentic Authenticand talkable.Rohit BhargavaPersonality Not Included, 2010 Talkable Personality
Friendly Professional Calm Passionate Polite Cheeky British GlobalWhen you stand for something, you stand against the opposite thing.
Even negative qualities can bepositively distinctive...
How much mail would a MailChimp chimp if a MailChimp could chimp mail?
Freddie adds character, but never,ever gets in the way.
MailChimp uses delighters to support the distinctive brand voice.
A brand voice is a powerful ally inthe battle for the customer mind.
BUILDING AN EXPERIENCE CULTURE3: BUILDING PROCESS @mikeatherton
Lean UX is an attempt to integrate design into the Agile workflow.
If design is on the periphery, it will always be peripheral.
Agile development assembles the pieces, but UX design is the big picture.
Domain modelling is the mentalmodelling of subject domains.
The domain model informs the higher-orderpages, aggregations and interactions. Domain model