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Designing the User Experience Curve
The Perfect Hotel Experience
The User Experience Curve
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
The Kano Model
1 First impressions count
1.
People do judge a book (or any product) by it’s cover
The hotel check-in experience
Unboxing your iPod
Computer Game Training Level
Create a landing page that communicates
Make the first experience fun
Interactive tours...
In situ tours...
Create a first use scenario
Video tours make experts quickly
2 Attentive service
2.
The doorman hailing a cab...
The waiter refilling your glass...
Opening a new line at the checkout...
Help people solve their problems
Avoid problems in the first place
Manages expectations
Get people back on track
Help systems
Add value
3 Personalisation and customisation
3.
The barmaid remembering your favourite drink...
Customise your drink at Starbucks...
Customise your game characters...
Welcome people back
Allow them to customise their own experience
Avatars
Provide value through recommendations
4 Attention to detail
4.
Car doors
At Disney even the trash cans are themed
Create delightful experiences
Delighters
Zurich Airport
Easter eggs
Delicious Library
Dopplr toys
5 Make it fun
6.
We love collecting...
Particularly if there is payback...
What do points make...
Leaderboards...
We’re programmed to enjoy exploring
You find play in the strangest places!
Google maps are fun...
Collecting photos...
Collecting friends...
Collecting badges...
Points and Leaderboards...
5   Create the perfect environment
The Starbucks Experience
The Virgin Lounge
Whole Foods Market
Vegas baby, yeah
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
www.andybudd.com
www.clearleft.com
info@andybudd.com
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/
So where are the web examples?

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