This is the presentation I gave at the 2013 Digital Insight Summit Series. It talks about user experience design and it's place in product design. It also gives an overview of why UX is vital to business.

1. Mike Kornacki
Johnson Controls
User Experience Architect
The Long Tail of User Experience
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3. h"p://cdn.memegenerator.net/instances/400x/22051274.jpg

4. h"p://www.applema"ers.com/assets/images/uploads/old/products/cache/Power_Macintosh_8500_150_300x428.jpg

5. h"ps://www.eiseverywhere.com/file_uploads/5d9b2e978c40d2e5e7cc1ff3269f224f_MC_STL_office.jpg

6. h"p://staQc.commercialmotor.com/big-­‐lorry-­‐blog/612%20failure%20030.jpg

7. What is User Experience?
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8. What is User Experience?
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9. What is User Experience?
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10. What is User Experience?
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11. What is User Experience?
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12. h"p://www.youtube.com/watch?v=5cNJNKkCQ2E

13. The Ages of Our Digital Life
Distribution
1960-1990
Interconnected
Systems

14. h"p://media.nara.gov/media/images/15/5/15-­‐0500a.gif

15. The Ages of Our Digital Life
Distribution
Information
1960-1990
1990-2009
Interconnected
Systems
Free Information
Flow

16. h"p://med-­‐libwww.bu.edu/library/tutorial/lycos.gif
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17. The Ages of Our Digital Life
Distribution
Information
Age of the
User
1960-1990
1990-2009
2009 -
Interconnected
Systems
Free Information
Flow
Empowered
Users/Buyers

18. h"p://launch.it/sites/default/files/amazon-­‐logo_1.jpg
h"ps://devimages.apple.com.edgekey.net/appstore/images/appstore-­‐guidelines-­‐hero_102011.png

19. The Long Tail of Consumerism
h"p://images.businessweek.com/ss/06/11/1129_mbagifs/image/long-­‐tail-­‐book.jpg
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20. The Long Tail of Consumerism
h"p://www.zeddigital.es/UserFiles/Image/longTail.jpg

21. The Long Tail of Consumerism
h"p://web.archive.org/web/20021004071358/h"p://www.amazon.com/exec/obidos/subst/home/home.html

22. The Long Tail of Consumerism
h"p://www.wired.com/images_blogs/business/2013/01/amazon-­‐scotland.jpg

23. The Long Tail of Consumerism

24. 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

25. What does UX have to do with this?
Age of the
User
2009 -
Empowered
Users/Buyers

27. SO… WHAT DOES THIS ALL
MEAN?

28. 7
THERE ARE HARD TRUTHS
IN THE LONG TAIL OF USER
EXPERIENCE

29. 1
USER EXPERIENCE
IS
AN ECOSYSTEM

31. h"p://agbeat.com/wp-­‐content/uploads/2012/06/uber.jpg

32. 2
USER EXPERIENCE
IS
A COMPETITIVE
ADVANTAGE

33. “The customer
experience is the
next competitive
battleground.”
Jerry Gregorie - 1999

34. The COST of a
BAD experience
The COST of a
GOOD experience

35. The VALUE of a
BAD experience
The VALUE of a
GOOD experience

36. After a single bad experience
82%
of customers will simply leave
Source:
2010
Customer
Experience
Impact
Survey
–
RightNow
Technologies

39. 3
USER EXPERIENCE
IS
EMOTIONAL

40. h"p://media.npr.org/assets/img/2012/12/06/immagine-­‐024_custom-­‐aba98b81bdb509019352f0f9fce82fa5a854c535-­‐s40.jpg

41. h"p://media.npr.org/assets/img/2012/12/06/couple-­‐4e3798d20440if35b45a09675a96d0d061db40f-­‐s40.jpg

42. 4
USER EXPERIENCE
IS
THE PRODUCT

43. “We are shifting to an
experience economy
where experience is
becoming the primary
economic offering.”
- Joseph Pine

44. h"ps://partywirks.com/asset/asset/8379/Cinojs_cake_1.jpg?1308759255

45. h"ps://www.facebook.com/creamcitycakes

46. Differentiation
Experience
Service
Product
Commodity
Value
Source:
Andy
Budd
–
Clearlef
-­‐
Ignore
UX
at
Your
Peril

47. 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.

48. 5
USER EXPERIENCE
IS
NOT NUMBER OF
FEATURES

49. User Happiness
Everything I ever wanted
Easy to
use
Where’s the help manual?
Wish it did more
Doesn’t have the basics
Number of Features
Source:
Andy
Budd
–
Clearlef
-­‐
Ignore
UX
at
Your
Peril
I have no idea how to
use this

50. SWEET SPOT
User Happiness
Everything I ever wanted
Easy to
use
Where’s the help manual?
Wish it did more
Doesn’t have the basics
Number of Features
Source:
Andy
Budd
–
Clearlef
-­‐
Ignore
UX
at
Your
Peril
I have no idea how to
use this

51. PRACTICE THE ART
OF SUBTRACTION
LESS IS MORE!

52. 6
USER EXPERIENCE
IS
COSTLY WHEN
IT’S TOO LATE

53. “You can use an eraser
on the drafting table or
a sledge hammer on the
construction site.”
- Frank Lloyd Wright

54. Hidden Costs
h"p://blog.hellogoat.com/2010/01/the-­‐true-­‐cost-­‐of-­‐user-­‐experience-­‐2/

55. 7
USER EXPERIENCE
IS
NOT A CHOICE

56. Age of the
User
2009 -
Empowered
Users/Buyers

57. THANKS!
@lordshales
@mke_ux
mkeux.com
mike.kornacki@gmail.com
Linkedin.com/mkornacki