The document discusses designing user experiences to move beyond usability and functionality to create experiences that are meaningful, pleasurable, and memorable. It presents the User Experience Curve model which outlines a hierarchy of needs from basic tasks to more subjective experiences involving aesthetics, flow, and emotional engagement. The goal is to cross the "chasm" from task-focused design to experience-focused design that brings joy and excitement to users.

1. Designing the User Experience Curve

2. The Perfect Hotel Experience

3. The User Experience Curve

4. Hierarchy of Needs
SUBJECTIVE / QUALITATIVE
Focused on
“It is not enough that we build
Have a believable story Experiences products that function, that are
Co-create value with customers (People, Activities, Context)
understandable and usable -
Connect people in community we also need to build products
Are part of a bigger system that bring joy and excitement,
Prioritize Aesthetics (no, not Graphic Design)
Appeal to emotional, spiritual, and (visual, behaviors, sounds, psychology) pleasure and fun, and yes,
social values
Design for FLOW (boredom vs anxiety) beauty, to people’s lives.”
Create a tolerance for faults at
lower levels Leverage Game Mechanics/Learning Theory -Donald Norman
(completeness)
Are tied to a person’s self-image,
highly personal Have a Personality
Empower people to do things Meaningful Create conversational and context aware
previously not possible Has personal significance interactions
(“Adaptive Interfaces”; narrative IA structures)
Pleasurable Elicit Desire
Memorable experience worth sharing (Limited availability, limited access, curious and
Simplify, organize, and clarify seductive experiences)
information Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY
HARD FOR ORGANIZATIONS TO CROSS
Display information visually Super easy to use, works like I think
Reduce features and complexity
Are easier to understand
Usable
Use language for more natural
Can be used without difficulty
Creating Pleasurable Interfaces:
interactions
Add features that support desired
Reliable
Is available and accurate
Getting from Tasks to Experiences
behaviors (offline browsing) created by Stephen P. Anderson | poetpainter.com
Functional (Useful)
Works as programmed
Focused on
Tasks
(Products, Features)
OBJECTIVE / QUANTIFIABLE © 2006 Stephen P. Anderson | poetpainter.com

5. The Kano Model

6. 1 First impressions count
1.

7. People do judge a book (or any product) by it’s cover

8. The hotel check-in experience

9. Unboxing your iPod

10. Computer Game Training Level

11. Create a landing page that communicates

12. Make the first experience fun

13. Interactive tours...

14. In situ tours...

15. Create a first use scenario

16. Video tours make experts quickly

17. 2 Attentive service
2.

18. The doorman hailing a cab...

19. The waiter refilling your glass...

20. Opening a new line at the checkout...

21. Help people solve their problems

22. Avoid problems in the first place

23. Manages expectations

24. Get people back on track

25. Help systems

26. Add value

27. 3 Personalisation and customisation
3.

28. The barmaid remembering your favourite drink...

29. Customise your drink at Starbucks...

30. Customise your game characters...

31. Welcome people back

32. Allow them to customise their own experience

33. Avatars

34. Provide value through recommendations

35. 4 Attention to detail
4.

36. Car doors

37. At Disney even the trash cans are themed

38. Create delightful experiences

39. Delighters

40. Zurich Airport

41. Easter eggs

42. Delicious Library

43. Dopplr toys

44. 5 Make it fun
6.

45. We love collecting...

46. Particularly if there is payback...

47. What do points make...

48. Leaderboards...

49. We’re programmed to enjoy exploring

50. You find play in the strangest places!

51. Google maps are fun...

52. Collecting photos...

53. Collecting friends...

54. Collecting badges...

55. Points and Leaderboards...

56. 5 Create the perfect environment

57. The Starbucks Experience

58. The Virgin Lounge

59. Whole Foods Market

60. Vegas baby, yeah

61. The User Experience Curve
Complete Profile
Explore Site
Invite Friends First Purchase
Register
Personalise
Recommendation Customise Site
Take Tour
Add to Favourites
Visit Home Page
Add a Comment
Add to Basket
Day-to-day Use
Day-to-day Use
Day-to-day Use

62. www.andybudd.com
www.clearleft.com
info@andybudd.com

63. http://www.flickr.com/photos/mpdehaan/ http://flickr.com/photos/duncan/2084134925
276497061 http://www.flickr.com/photos/joeclark/1603186528
http://flickr.com/photos/seraphimc/107130125/ http://www.flickr.com/photos/xrrr/1295881382
http://flickr.com/photos/fortphoto/1542210995 http://www.flickr.com/photos/dryicons/2214368070
http://flickr.com/photos/tantek/132677060/ http://www.flickr.com/photos/vincross/184541034/
http://flickr.com/photos/ http://www.flickr.com/photos/tantek/272672701
47313217@N00/1360279731 http://www.flickr.com/photos/thehutch/
http://flickr.com/photos/fattytuna/357378839/ 2168473863
http://flickr.com/photos/kb-a/43723177 http://www.flickr.com/photos/special/87276
http://flickr.com/photos/davidz/235767673/ http://www.flickr.com/photos/padsbrother/
http://flickr.com/photos/glamhag/1894171628/ 197482567
http://flickr.com/photos/mikeschmid/316595668 http://www.flickr.com/photos/crypticon/
http://flickr.com/photos/aernout/486765071/ 2073843558
http://flickr.com/photos/ari/418042736 http://www.flickr.com/photos/mhwolk/245494571/
http://flickr.com/photos/paseodelsur/71971684/ http://www.flickr.com/photos/mr_babyman/
http://flickr.com/photos/lauramary/1329843460 521306970
http://flickr.com/photos/giando/309134729 http://www.flickr.com/photos/adactio/251820692
http://flickr.com/photos/more_pi-dah/442167479 http://www.flickr.com/photos/stuckincustoms/
http://www.flickr.com/photos/joshrussell/ 2349026792
1397913617/ http://www.flickr.com/photos/stephenr/362189858/
http://flickr.com/photos/irrawaddyerik http://www.flickr.com/photos/chengyee
http://flickr.com/photos/latitudes/263133495 http://flickr.com/photos/hofnik/

64. So where are the web examples?