1) People's expectations for the quality of their digital experiences are constantly rising due to improvements in technology, while only a few organizations have the expertise to deliver exceptional experiences, resulting in an "experience gap." 2) As technology becomes more integrated into everyday life and devices become more connected, it will become even more difficult to create these exceptional experiences. 3) This combination of rising expectations and limited capabilities among most organizations presents a major opportunity for UX professionals to help close the experience gap.

1. THE EXPERIENCE
UX Camp Edmonton | May 11, 2013
GAP

2. @gsmith @nform

3. #experiencegap

4. People’s expectations are shaped by the best software
and devices they use. And the best is getting better.
Only a handful of organizations have the skills and
expertise to develop these exceptional experiences.
Technology is now at the heart of almost every
interaction between people and organizations.
This combination is a huge opportunity for UX pros.

5. EXPECTATIONS
CAPABILITY
TECHNOLOGY
OPPORTUNITY

6. EXPECTATIONS

7. 2000 2005 2010 2015 2020
QualityofExperience

8. 2000 2005 2010 2015 2020
QualityofExperience
People’s expectations are shaped by
the best software and devices they use

9. http://www.flickr.com/photos/38856921@N03/8011270952/
Canadian SmartPhone Penetration
(ScotiaBank DailyEdge, Mar 6, 2013)
67%

14. “The Reimagination of Nearly Everything” - Mary Meeker

16. “How quickly the world owes us something we only knew
existed ten seconds ago.”

17. CAPABILITIES

18. 2000 2005 2010 2015 2020
QualityofExperience
Only a handful of organizations have the
skills and expertise to deliver these
exceptional experiences

19. Understanding UX
http://www.flickr.com/photos/58571789@N00/5767913931/
UX is intentional creation of products
or services that elicit specific
outcomes for their users and the
organizations that create them.

20. Design
Context
People

21. Research
DesignEvaluation

22. 2000 2005 2010 2015 2020
QualityofExperience
Only a handful of organizations have the
skills and expertise to deliver these
exceptional experiences
Most organizations will develop these capabilities
slowly or not at all
ExperienceGap

23. “Two hours training. Still can’t use it.”“Two hours training.”

24. “Please Read
Instructions”
Instructions
“Enter”

25. Press here

26. Only 12 floors in
building, all elevators go
to same floors.
Address (in case you
don’t know what
building you’re in)

27. Call Elevator

28. 2000 2005 2010 2015 2020
QualityofExperience
As devices become more connected and context-aware, and as people expect to access
services in multiple places, it will be more difficult to create exceptional experiences

29. 2000 2005 2010 2015 2020
QualityofExperience
As devices become more connected and context-aware, and as people expect to access
services in multiple places, it will be more difficult to create exceptional experiences

30. 2000 2005 2010 2015 2020
QualityofExperience
Research
DesignEvaluation

31. TECHNOLOGY

32. 2000 2005 2010 2015 2020
QualityofExperience
2
1 People want exceptional experiences
Poor experiences cause frustration
3
Every company is now a
tech company

33. Photo: http://venturebeat.com/2011/09/28/andreessen-no-bubble-boxworks/
“More and more major businesses and industries are being
run on software and delivered as online services... Over the
next 10 years, I expect many more industries to be
disrupted by software” - Marc Andreessen

34. Photo: http://venturebeat.com/2011/09/28/andreessen-no-bubble-boxworks/
“All of the technology required to transform industries
through software finally works and can be widely delivered
at global scale.” - Marc Andreessen

35. “The machines have already taken over and resistance is
futile” - Brad Feld
Photo: http://nakedentrepreneur.tv/brad-feld/

36. OPPORTUNITIES

37. 2000 2005 2010 2015 2020
QualityofExperience
Opportunity
Frustration
+
+

38. PayByPhone

39. Consumer devices
Consumer software
Enterprise software
Service delivery
Websites
Failure of Agile
Small UX Budgets

40. Why Has Agile Failed?
• As it’s commonly practiced now, agile fails to
address several key problems:
• Doesn’t engage users
• Doesn’t iterate
• Doesn’t create a coherent picture of the end
product that all stakeholders can understand
• These are all critical to producing better
products in large organizations!

41. Will Lean Succeed?
• Lean software development shares some
principles with UX and with Agile
• Seeing the whole
• Rapid learning
• Building integrity in
• Lean development & UX are being merged
in consumer software development.

43. $5,000,000
$100,000

44. $5,000,000
$1,000,000

45. 2000 2005 2010 2015 2020
QualityofExperience
Only a handful of organizations have the
skills and expertise to deliver these
exceptional experiences
Most organizations will develop these capabilities
slowly or not at all
ExperienceGap

46. 2000 2005 2010 2015 2020
QualityofExperience
Only a handful of organizations have the
skills and expertise to deliver these
exceptional experiences
Most organizations will develop these capabilities
slowly or not at all
Research
DesignEvaluation

47. @gsmith @nform

48. THANKS!