MIT Enterprise Forum: Billion Dollar UX

BILLION-DOLLAR UX
HOW UX HAS BECOME THE KEY
TO MASSIVE VALUATIONS & EXITS
NEW YORK, 9/30/2014
MIT Enterprise Forum: Billion-Dollar UX

ORGANIZER
BEVERLY MAY
EXECUTIVE DIRECTOR OF THE UX AWARDS,
PRINCIPAL OF OXFORD TECH + UX
TWITTER: @OxfordTech, @UXAwards
COMPANY: oxfordtech.us
LINKEDIN: linkedin.com/in/beverlymay

BILLION-DOLLAR UX
AGENDA:
5:30pm - 6:00pm: Reception
6:00pm - 6:30pm: Overview Talk on UX with Examples
6:30pm - 6:50pm: Panel Introductions & Positions
6:50pm - 7:30pm: Panel Discussions
7:30pm - 8:30pm: QA & Networking
NEW YORK, 9/30/2014

BILLION-DOLLAR UX
INTRODUCTION
MIT Enterprise Forum: Billion-Dollar UX: Beverly May

BILLION-DOLLAR UX
$$$

AIRBNB
DROPBOX
UBER
STRIPE
SNAPCHAT
SQUARE
TUMBLR
PINTEREST
KAYAK
GILT
TINDER
UX WORTH OVER $1BN
YOUTUBE
INSTAGRAM
GRUBHUB
ZOCDOC
GOOGLE
APPLE
YAMMER
SPOTIFY
TRULIA
AMAZON
FACEBOOK
KICKSTARTER
FAB
KABBAGE
LENDING CLUB
WORKDAY
EVERNOTE
WAZE
HULU
FLIPBOARD
BETTERMENT
NEST

GLASSDOOR
SQUARESPACE
AVIARY
ART.SY
GENERAL ASSEMB.LY
ETSY
BETTERMENT
BIRCHBOX
WARBY PARKER
WIX
ASANA
ZOHO
PATH
FITBIT
BRAINTREE
FOURSQUARE
OTHERS ARE CLOSE OR RISING FAST

WHAT IS
USER EXPERIENCE?

EXPERIENCE USER

http://etc.usf.edu/clipart/
70500/70542/70542_264_ra-090_o_lg.gif

WHAT IS USER EXPERIENCE?
SOLVING (DIGITAL) PROBLEMS,
IN CONTEXT, FOR PEOPLE
Psychology Sociology Anthropology Philosophy

UX IS…
USER CENTERED DESIGN
AUDIENCE
PROBLEM
RESEARCH
PROTOTYPE
VALIDATE, EVALUATE, TEST
ITERATE

http://www.1800attorney.com/
WHAT YOU DON’T WANT

http://www.cefa.ca/wp-content/uploads/2014/04/1449526921.jpg
THE HUNT IS ON!

WHAT SUCKS!
Photo Credit
YES.
This product sucks

PLEASE DON’T MAKE ME THINK!
http://cailincreature.blogspot.com/2010_06_01_archive.html

INSERT CHAPTER TITLE
CONFUSION &
FRUSTRATION
http://cailincreature.blogspot.com/
2010_06_01_archive.html

Munch, the Scream- Wikipedia.org/
AVOID UX AT YOUR PERIL!

WOW!
http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2011/8/22/1314031516692/A-boy-jumps-off-a-diving--007.jpg

http://m.cdn.blog.hu/in/investo/image/Robot.jpg
HELP THEM REACH THEIR GOAL
& LEAD THEM WHERE YOU WANT THEM TO GO

$
:-)

Donald Rumsefeld, wikipedia.com
THE UNKNOWN UNKNOWNS.

TRUST, BUT VERIFY.
http://rlv.zcache.com/im_right_youre_wrong_next_coffee_mug-rbaffc7f99bad4d23bca7de839ac40bff_x7k28_8byvr_512.jpg

LEAN STARTUP (P. 44-47)
“We thought we should get a gold star just for
listening to our customers. Except our customers
“We thought we should get a gold star just for listening to our
customers. Except still didn’t our customers like the still product….
didn’t like the product….
I had committed the biggest waste of all: building
a product that our customers refused to use.”
UX IS NOT JUST TACTICAL- IT’S ALSO
STRATEGIC & HELPS SOLVE
CUSTOMER-PRODUCT-MARKET FIT.

IMPROVE EFFICIENCY
DEFINE, REFINE, VALIDATE -
BEFORE COSTLY DEV & LAUNCH
http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2011/8/22/1314031516692/A-boy-jumps-off-a-diving--007.jpg

http://www.architecturescope.com/wp-content/uploads/2013/08/Dubai-Skyscrapers.jpg http://shedplansbonus.com/wp-content/uploads/2014/02/backyard-storage-shed-5.jpg
WHEN?

THE ROLE OF UX
Consider that in a multi-device, integrated physical-digital world of
touch, speech, proximity, ambient sensing, brainwaves &
biometrics, location, eye-tracking and other inputs and triggers…
‣ A system’s “user interface” is not always graphical/visual.
‣ User-initiated action is only one SMALL part of most of today’s
complex digital systems.
That makes UX EVEN MORE essential.

SO HOW DO YOU DO IT?

UX IS…
USER CENTERED DESIGN
AUDIENCE
AUDIENCE PROBLEM
RESEARCH
PROTOTYPE
VALIDATE, EVALUATE, TEST
ITERATE

11
The first requirement for an exemplary
user experience is to meet the exact
needs of the customer, without fuss or
bother.
Don Norman

11
Next comes simplicity and elegance that
produce products that are a joy to own, a
joy to use.
True user experience goes far beyond
giving customers what they say they
want, or providing checklist features.
Don Norman

Who is your
customer?
What’s
their problem?
What’s
your
solution?
Assumptions
true? How to
improve?
How help solve
customer
problem in best,
fastest, most
intuitive way?

WHAT HOW
UX PROCESS
DISCOVER &
RESEARCH
DEFINE &
CONCEPT
PROTOTYPE,
DESIGN
& TEST
DEVELOP &
DELIVER

MIX OF ANALYSIS + DESIGN
ANALYSIS DESIGN
‣ generate solutions.
‣ structure/organize
components to solve the
needs in the best way.
‣ research & identify
needs, components and
complex processes

HELP ANSWER THESE QUESTIONS…
WITH THESE UX SKILLS
WHO (Empathy)
WHAT IF (Creative)
WHY (Analytical)
HOW (Practical)
HOW MUCH (Detailed)

UX
FUNCTION
(UTILITY)
Usefulness
Simplicity
Practicality
FORM
(AESTHETIC)
Beauty
Style
“Design”
>

WHAT IS USER EXPERIENCE?
SOLVING (DIGITAL) PROBLEMS,
IN CONTEXT, FOR PEOPLE

WHY NOW?
EVOLUTION OF UX
IN 1 MINUTE

OPENING
‘’70S

OPENING
’80S

OPENING
’90S

OPENING
2000S

OPENING
THEN…
THE UXIES!

OPENING
2011

OPENING
2012-13

OPENING
2014

OPENING
2015+

BILLION-DOLLAR UX
THE $$$ IS PROOF!

HBR: “THE VALUE OF UX AS A CORPORATE
ASSET IS NO LONGER IN QUESTION”
- January 2013
“…look at the $1 billion price tag paid by Facebook for Instagram, whose primary
asset is not technology, but the best photo sharing UX in the business (and some of
the best UX talent as well).
Look at the recent Apple vs. Samsung judgment: 93% of the damages were related to
design patents that define the iOS user experience.
The growing appreciation of the value of UX is not restricted to consumer-facing tech
companies, like Google with their new focus on unified design or Microsoft Windows 8
with its sleek new “Metro” design language…
Companies like GE and Bloomberg are recruiting leading designers to build UX
capabilities at a corporate level.”
h"p://blogs.hbr.org/2013/01/scaling-‐your-‐ux-‐strategy/

“THE MARKET FOR ENGINEERS IS ALWAYS WHITE-HOT.
BUT FOR DESIGNERS, IT’S HOTTER”
- Jeff Jordan, a partner at VC firm Andreessen Horowitz, FastCompany, September 2012
http://www.fastcodesign.com/1670679/good-design-is-good-business-an-introduction
BIG VC INVESTORS NOW CARE ABOUT UX
DESIGNER FUND
GOOGLE VENTURES
UNION SQUARE VENTURES
ANDREESSEN HOROWITZ
AND MANY MORE

STUDIES SHOW UX HAS REAL VALUE
2004 STUDY: “IMPACT OF DESIGN ON STOCK MARKET PERFORMANCE” BY DESIGN COUNCIL
IDENTIFIED 63 COMPANIES TO EFFECTIVELY USE DESIGN-ANALYZED
VS. UK FTSE OVER 10 YEARS. FINDINGS:
DESIGN-DRIVEN COMPANIES OUTPERFORMED FTSE100 BY 200%
& BEAT IN BULL & BEAR MARKETS
2006: UX FUND- EXPERIMENTAL FUND TO SEE IF UX IMPACTS STOCK PRICE. $50K INVESTED IN
UX-CENTRIC COMPANIES. RESULTS:
1 YEAR LATER, UX FUND DELIVERED 40% OVER BASELINE AND
COMPETITORS
h"p://www.intridea.com/blog/2011/10/6/ux-‐ui-‐for-‐enterprise

HBR: “DESIGN CAN DRIVE EXCEPTIONAL
RETURNS FOR SHAREHOLDERS”
- April 2014
DESIGN VALUE INDEX OF 15 COS BEAT THE S&P BY 228% IN LAST 10 YEARS
h"p://blogs.hbr.org/2014/04/design-‐can-‐drive-‐excepBonal-‐returns-‐for-‐shareholders/

2014 UXIES
2013 HIGHLIGHTS AT YOUTUBE.COM/UXAWARDS
UXAwards.org #UXAwards @UXAwards
© 2014

UX AWARDS: EXAMPLES!
UXAWARDS.ORG
SLIDESHARE.NET/OXTECHVENTURES/
UXAWARDS.ORG
YOUTUBE.COM/UXAWARDS (COMING SOON)
UXAwards.org
© 2012 User Experience Awards UserExperienceAwards.com #UXAwards @UXAwards

2014 UXIES
MISSION
LEAD BY EXAMPLE
SHOW IMPACT
HONOR
EVANGELIZE
EVOLVE
© 2014

2014 UXIES
SOME JUDGING CONSIDERATIONS
1. Clearly solves a well-defined customer problem
2. HOW: UX process explained
3. UX best practices, including user research
4. Well designed, clean, intuitive & usable
5. Impressive Results/ Game-Changing/ Next-Generation
© 2014
x

2014 UXIES
AWARDS HIGHLIGHTS
© 2014

2012 UX AWARDS _
UXAWARDS.ORG
UXAWARDS.ORG
UXAwards.org

2012 UXIES
GRAND PRIZE 2012
© 2014
BLOOMBERG ANYWHERE
MOBIENTS - BLOOMBERG
mobients.com/uxawards

2013 UX AWARDS _
UXAWARDS.ORG
UXAWARDS.ORG
UXAwards.org

#UXAwards @UXAwards
2014 UX AWARDS EXAMPLES
(19 UXAWARDS.WINNERS) ORG
_
UXAWARDS.ORG
UXAwards.org

2014 UXIES
SILVER: BEST NEXT-GENERATION EXPERIENCE
© 2014
MUSE: THE BRAIN
SENSING HEADBAND
INTERAXON INC.
Muse UX Awards Submission

2014 UXIES
GRAND PRIZE: MOST SIGNIFICANT INDUSTRY EVOLUTION
© 2014
VIRGIN AMERICA’S
RESPONSIVE REDESIGN
WORK & CO.
VIRGIN AMERICA
Virgin America UX Awards Submission

2014 UXIES
© 2014
RECAP
BEST IN INDUSTRY EXAMPLES OF GREAT UX
FOCUS ON IMPACT OF UX: PROBLEM-SOLUTION FORMAT
SHOW UX PROCESS BEST PRACTICES: HOW
LEAD INDUSTRY IN APPROACH, INNOVATIONS, IMPACT
INSPIRE OTHERS!

BILLION-DOLLAR UX
BILLION-DOLLAR UX
INTRO Q&A

BILLION-DOLLAR UX
PANELISTS + POSITIONS

JUDGES
KAREN KRANACK
GLOBAL EXECUTIVE DIRECTOR OF UX, ESTEE LAUDER
2012 UX AWARDS WINNER
COMPANY: esteelauder.com
LINKEDIN: linkedin.com/pub/karen-kranack/1/481/374
TWITTER: @Kranbot

2014 JUDGE
SCOTT MCDONALD
CEO, MODUS ASSOCIATES
2011 UX AWARDS WINNER
COMPANY: modusassociates.com
LINKEDIN: linkedin.com/pub/scott-mcdonald/0/751/b59

2014 JUDGE
TURI MCKINLEY
PARTICIPATORY DESIGN DIRECTOR AT FROG
2014 UX AWARDS JUDGE
COMPANY: frogdesign.com
LINKEDIN: linkedin.com/turimckinley

JURORS
TOMER SHARON
UX AUTHOR AND SENIOR USER EXPERIENCE RESEARCHER,
GOOGLE SEARCH
2013 UX AWARDS JUDGE
COMPANY: google.com
LINKEDIN: linkedin.com/in/tomersharon
TWITTER: @tsharon

ORGANIZER
BEVERLY MAY
EXECUTIVE DIRECTOR OF THE UX AWARDS,
PRINCIPAL OF OXFORD TECH + UX
FOUNDER, UX AWARDS
COMPANY: oxfordtech.us
LINKEDIN: linkedin.com/in/beverlymay
TWITTER: @OxfordTech, @UXAwards

BILLION-DOLLAR UX
PANEL DISCUSSION

2014 JUDGE
UX PANEL DISCUSSION
TURI
MCKINLEY
TOMER
SHARON
KAREN
KRANACK
SCOTT
MCDONALD
BEVERLY
MAY

BILLION-DOLLAR UX
AUDIENCE Q&A

2014 JUDGE
AUDIENCE Q&A
TURI
MCKINLEY
TOMER
SHARON
KAREN
KRANACK
SCOTT
MCDONALD
BEVERLY
MAY

BILLION-DOLLAR UX
THANK YOU!
NEW YORK, 9/30/2014

MIT Enterprise Forum: Billion Dollar UX

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