12. It is one of the 50 greatest
gadgets of the past 50 years.
source: PC World, 2005
13. “Although I dig their physical styling, I really really
really HATE RAZR phones, or most Motorola
phones for that matter.
Two words: user interface.”
a RAZR user on his phone
source: nutmac, 2006
14. user journey experience
customer loyalty
start using it
purchase
discuss with friends visit store
online research
respond to campaign
time
15. bad experience leads low satisfaction.
100%
mobile phone satisfaction
82%
(very satisfied)
rating
51%
46% 44%
36% 36% 35% 33% 31%
0%
ple o kia a n
p RIM an
y LG o un
g
P alm to rol sso
A S N
a ms Mo E ric
S y
source: Seeking Alpha, 2007 S on
16. If user had bad experience,
they will never buy again.
customer loyalty
start using it
purchase
discuss with friends visit store
online research
respond to campaign
time
17. Motorola could never repeat the
success of the original RAZR.
40%
phone over next 6 months
% of planning on buying a
new Motorola mobile
0%
05 05 05 06 06 06 07 07 07 07
20 20 20 20 20 20 20 20 20 20
J an
,
O ct, D ec
,
A pr, J ul, O ct, Ja
n,
A pr, J ul, O ct,
source: Seeking Alpha, 2007
18. When technology delivers basic
needs, user experience dominates.
product performance
level of p erformance
equired by av erage users
r
technology is good enough
time
source: Don Norman, 1998
19. Don Norman on User Experience Design
I invented the term because I thought
human interface and usability were
too narrow. I wanted to cover all
aspects of the person’s experience
with the system including industrial
design, graphics, user interface, the
physical interaction, and the manual.
27. ratio of screen size to overall interaction area
in mobile phones is increasing.
100%
% of interaction area occupied by the screen
50%
0%
1980 1985 1990 1995 2000 2005 2010
source: Marek Pawlowski, 2008
60. Industrial Design Interaction Design
Form Factor User Centered Design Research
Ergonomics Thinking Interactivity
Human Factors Context of Use Interactive Prototyping
reference: David Malouf, 2008
