The Long Tail of User Experience
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Mike’s (@lordshales) 17 years of work in the creative arts field has brought him to Johnson Controls where, over the last 3 years, he has built a team of User Experience specialists. Within Johnson Controls, he is currently setting creative direction for the building efficiency line of business and leading the charge establishing UX as a culture within the organization. Mike’s leadership and passion for user-centered design helped him start a UX meet-up group called mkeUX. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com
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The Long Tail of User Experience
- 1. The Long Tail of User Experience h"p://sandbox.yoyogames.com/extras/image/name/san2/359/380359/original/gertrude014.jpg
- 7. What is User Experience? h"p://img3.etsystaQc.com/000/0/5915846/il_fullxfull.274096559.jpg h"p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-‐coffee-‐aroma.jpg h"p://www.coffeemakersetc.com/images/CWTF_2-‐2.jpg
- 8. What is User Experience? h"p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif
- 9. What is User Experience? h"p://www.aresluna.org/a"ached/pics/computerhistory/spreadsheets/splashes/1-‐2-‐3/2.3-‐dos.png
- 11. The Ages of Our Digital Life Distribution 1960-1990 Interconnected Systems
- 13. The Ages of Our Digital Life Distribution Information 1960-1990 1990-2009 Interconnected Free Information Systems Flow
- 15. The Ages of Our Digital Life Distribution Information Age of the User 1960-1990 1990-2009 2009 - Interconnected Free Information Empowered Systems Flow Users/Buyers
- 17. The Long Tail of Consumerism h"p://images.businessweek.com/ss/06/11/1129_mbagifs/image/long-‐tail-‐book.jpg h"p://www.afr.com/rf/image/2009-‐2014/AFR/2013/01/18/Photos/2987e42a-‐6137-‐11e2-‐a620-‐7543f60a29d4_WIRED_EDITOR_2-‐-‐646x363.jpg
- 18. The Long Tail of Consumerism h"p://www.zeddigital.es/UserFiles/Image/longTail.jpg
- 19. The Long Tail of Consumerism h"p://web.archive.org/web/20021004071358/h"p://www.amazon.com/exec/obidos/subst/home/home.html
- 20. The Long Tail of Consumerism h"p://www.wired.com/images_blogs/business/2013/01/amazon-‐scotland.jpg
- 21. The Long Tail of Consumerism
- 22. The Long Tail of Consumerism h"p://www.the-‐minds-‐eye.org/wp-‐content/uploads/2009/05/best-‐buy-‐computer-‐simulated-‐visual-‐merchandising-‐display-‐highq.jpg
- 23. What does UX have to do with this? Age of the User 2009 - Empowered Users/Buyers
- 25. SO… WHAT DOES THIS ALL MEAN?
- 26. 7 THERE ARE HARD TRUTHS IN THE LONG TAIL OF USER EXPERIENCE
- 31. “The customer experience is the next competitive battleground.” Jerry Gregorie - 1999
- 32. The COST of a The COST of a BAD experience GOOD experience
- 33. The VALUE of a The VALUE of a BAD experience GOOD experience
- 34. After a single bad experience 82% of customers will simply leave Source: 2010 Customer Experience Impact Survey – RightNow Technologies
- 38. h"p://media.npr.org/assets/img/2012/12/06/couple-‐4e3798d20440if35b45a09675a96d0d061db40f-‐s40.jpg
- 40. “We are shifting to an experience economy where experience is becoming the primary economic offering.” - Joseph Pine
- 43. Experience Differentiation Service Product Commodity Value Source: Andy Budd – Clearlef -‐ Ignore UX at Your Peril
- 44. Product success is not about being the first to market anymore. It’s about delivering the right experience at the right time and evolving with your customers.
- 45. 5 USER EXPERIENCE IS NOT NUMBER OF FEATURES
- 46. SWEET SPOT Everything I ever wanted User Happiness Easy to use Where’s the help manual? Wish it did more Doesn’t have the basics I have no idea how to use this Number of Features Source: Andy Budd – Clearlef -‐ Ignore UX at Your Peril
- 47. PRACTICE THE ART OF SUBTRACTION LESS IS MORE!
- 48. 6 USER EXPERIENCE IS COSTLY WHEN IT’S TOO LATE
- 49. “You can use an eraser on the drafting table or a sledge hammer on the construction site.” - Frank Lloyd Wright
- 51. 7 USER EXPERIENCE IS NOT A CHOICE
- 52. Age of the User 2009 - Empowered Users/Buyers