The baseline is shifting. Users are more tech savvy than ever, and what worked for many users even two years ago will not work. In this panel Joseph Dickerson, User Experience Lead for Microsoft, discussed the different engagement models that have emerged or are emerging. Wearables, Internet of Things, responsive web apps, social media… what communication channels should you support, and why? And what will the future bring? This presentation will help you understand some of the implications of the new experiences that are emerging and how they deliver information.

1. Shifting baselines
How UX can help inform your
marketing strategy and investment @josephdickerson

2. Joseph Dickerson
User Experience Lead,
Microsoft UX Practice
• 2+ years at Microsoft
• Author of two UX books

4. Wikipedia says:
User experience (UX or UE) involves a person’s emotions about
using a particular product, system or service. User experience
highlights the experiential, affective, meaningful and valuable
aspects of human-computer interaction and product ownership.
Additionally, it includes a person’s perceptions of the practical
aspects such as utility, ease of use and efficiency of the system.
User experience is subjective in nature because it is about
individual perception and thought with respect to the system.
User experience is dynamic as it is constantly modified over time
due to changing circumstances and new innovations…
What is UX?

5. ZZZzzzzz….…

6. ISO 9241-210[1] defines user experience as
“A person’s perceptions and responses that result
from the use or anticipated use of a product,
system or service”
BETTER.
What is UX?

7. Don Norman
“I invented the term ‘user experience’ 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, the interface, the
physical interaction, and the manual.”

8. "We consider
ourselves in the
experience business."
Satya Nadella,
Windows 10 Devices launch

10. Shifting Baselines…
Let’s talk about

11. The baseline is shifting

12. For example…
"My god, she was born in the 80s! She
actually uses a mobile phone to MAKE
CALLS!"
─ Troy, Community

15. Delighters
Baseline
Satisfiers
Detractors tend to occur when
a basic need is implemented
badly or a unneeded feature
“overwhelms” an experience

19. COMMUNICATION
The Baseline has shifted in…

20. Communication has changed
New baseline:

25. TECHNOLOGY
The baseline has shifted in…

26. Wearables
• Wearables started in the personal fitness space, and
is quickly becoming a new “device channel” that
needs to be supported
“nuTec”

31. DESIGN
The baseline has shifted in…
DESIGN
The Baseline has shifted in…

32. Flat design

33. Responsive Design

34. Micro UX

40. WHERE DO YOU INVEST YOUR
ATTENTION AND FOCUS?
So….

42. Benefits of UX
End-User Benefits
Technology
Benefits
Business
Benefits
Precision
Finesse
Efficiency
Enable users to get more done
Increase productivity
Encourage user engagement
Achieve organizational goals
Enhance company brand
Produce higher ROI
Present user interface prototype
Create intuitive designs
Reduce cost and unnecessary risk

47. Questions?

48. Thank you!
@josephdickerson