Karen clark-cole-sic-2011


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Karen Clark Cole's presentation at the Seattle Interactive Conference 2011.

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  • Hi there, thanks for coming. I am Karen Clark Cole, founder and president of Blink. A Seattle based user research and design firm.
  • Today I am going to talk about how user experience has become a business requirement, and as a result, is actually changing the way we live our lives.But first, are there any developers in the room? Designers? Product managers? Researchers? Perfect, because its my goal to show each of you how you can make a difference and change the worldSo the best place to start is always with a bit of history…
  • Over the last 10 years, the focus of UX has completely changed, and we’ve made huge leaps forward in the world of user experience. We’ve gone from fixing knows issues to changing lives
  • And if we go back a little farther, we can see some major shifts in how we think about UX.Many of you in this room have lived through the changes. And let me tell you “we’ve come a long way baby”…
  • 1990 – If you had a website you were leading the pack. And by 1994 you could actually book a flight onlineAirlines of the Web was the first index of airline sites on the web, and has been online since 1994 by a UBC professor.
  • 2000- Addressing known issues & self service instead of calling. Store hours, Forgotten passwords
  • The operational cost of login issues $250,000/year to well over $1,000,000 per year.This is today, so you an imagine back in 2000, it could only have been worse. For comparison, for any of these companies to run a usability study and get recommendations for how to fix this problem costs roughly $25K, once.
  • 2005 – Discovering unknown issues, optimization tools, making it easier for people to give you money. Recommendation engines, “others bought this…”
  • 2008 – Your user-centric product is creating customer loyalty and delight. These products and services are so useful and usable they have created a loyal following of customers.
  • Phone = communication / Netflix = rental and end-to-end CS/ Skype = connect the world w/one button, for free. Kinect with sketal sensor has revolutionalized gaming and Medical field for training.Once we have seen these game changers there is no looking back.User expectations, demands and delights will never be the same.
  • Now I’m going to show you some examples from my own life, which I’m sure many of you will be able to relate to.Thanksto technology & ease of use, family connections have improvedBringing families closer together
  • Awkward at first, not an immediate connection
  • So within 2 minutes gramma in Victoria is watching what is still going on in Seattle.
  • These great experiences didn’t just happen by chance. They are carefully informed, planned, designed and tested user experiences
  • The technology is easy to use and it’s actually improving lives!
  • Well everyone knows grandma love it real, but next I’m going to talk about the kind of love that makes people sell their homes and throw out their couches…
  • It’s a fact. People are getting rid of their couches.People say they LOVE their Kinect and it has changed their lives
  • Great bottom line
  • The most amazing thing of all is that their call centers wereQuiet as a mouse
  • User research
  • In 2010, 8 months before the Kinect hit the shelves for Christmas, The XBOXteam partnered with Blink to conduct“out of box” field research in 6 countries, 14 cities and 200 homes around the world. We got first hand feedback from their target customers on everything from retail packaging, plugging in cables to setting up a game. Back in Redmond, the dedicated Kinect team was working around the clock iterating on new prototypes for us to take to the next city.It worked. No one called.
  • But imagine if they had decided to not change even one of the usability barriers, a call center cost could look like this:$20 x 8million people with one question for customer supportUR running $2-300K = ROI
  • checkout flow?customer service center?mobile product page?game?
  • checkout flow?customer service center?mobile product page?game?
  • checkout flow?customer service center?mobile product page?game?
  • checkout flow?customer service center?mobile product page?game?
  • checkout flow?customer service center?mobile product page?game?
  • at all levels of an organization
  • Researcheruncovering user motivations and needs
  • Designercreating user-interfaces and workflows
  • Developerbringing those designs to life
  • Product Manager ensuring usability testing is in every dev cycle
  • CFOsigning off on research budgets
  • CEOdemanding all your products and services are user-centered
  • By demanding that technology is easier and more enjoyable to use… everyone can make a differenceAnd if you start small and go big, you might even….change the world.
  • Change the world
  • Karen clark-cole-sic-2011

    1. 1. UX User Experienceis not a buzz word anymore @karenclarkcole
    2. 2. UXcan change the world = Business requirement
    3. 3. Fixing usability Creating better problems life experiences 2000 2010
    4. 4. Each one of you can make a difference
    5. 5. 20 years of UX evolution1990 2000 2005 2008 2010
    6. 6. 20 years of UX evolution1990 2000 2005 2008 2010Exists
    7. 7. 20 years of UX evolution1990 2000 2005 2008 2010 Reduces costs
    8. 8. 20 years of UX evolution1990 2000 2005 2008 2010 Reduces costs The operational cost of login issues ranged from $250,000 to well over $1 Million per year. - Forrester
    9. 9. 20 years of UX evolution1990 2000 2005 2008 2010 Increases revenue
    10. 10. 20 years of UX evolution1990 2000 2005 2008 2010 Competitive advantage
    11. 11. 20 years of UX evolution1990 2000 2005 2008 2010 Game changer
    12. 12. Changing lives & family ties
    13. 13. 1920 See Grandmatwo times in your life
    14. 14. “Hello, I’myour gramma”
    15. 15. 1995 See Grandmatwo times a year
    16. 16. “Oh my, you havegrown so much!”
    17. 17. 2011See Grandma every day
    18. 18. 11:00 amSeattle
    19. 19. 11:01 amSeattle
    20. 20. 11:01 amSeattle
    21. 21. 11:02 amVictoria
    22. 22. The next daySeattle & Victoria“Watch this gramma”
    23. 23. One month laterVictoria
    24. 24. An Integrated WorldLife Enriched life Sharing tools Sharing experiences
    25. 25. Great ideas + easy technology = Changed lives
    26. 26. Love
    27. 27. Happy customers =
    28. 28. 8 MillionKinects sold worldwide 60 days
    29. 29. Why?
    30. 30. They asked They listenedThey made changes
    31. 31. $160,000,000
    32. 32. So ask yourselfDo your customers love your…
    33. 33. Checkout flow?
    34. 34. Online help?
    35. 35. Mobile product page?
    36. 36. Game?
    37. 37. User experience happens
    38. 38. ResearcherUncovering user motivations and needs
    39. 39. DesignerCreating interfaces and workflows
    40. 40. DeveloperBringing designs to life
    41. 41. Product ManagerEnsuring usability testing is in every dev cycle
    42. 42. CFOSigning off on usability budgets
    43. 43. CEODemanding all your products and services are user-centered
    44. 44. Online shopperOnly supporting sites that support your goals
    45. 45. Everyone can make a difference Start small and go big
    46. 46. Change the World