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7 User Experience Lessons from the iPhone (Introducing UX)

internal presentation, given in mid January 2007, to introduce our newly formed user experience group to the development team...

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So, what does
the user experience
     team do?
ns)
              eptio
     conc
(mis
  “you make ugly interfaces
        really pretty”
    “you’re a usability group”
     “you delay projects and
        extend deadlines”
      “you introduce new
        methodologies”
A story,
about a new,
not-yet-released,
product.
<-   the iPhone
7 User Experience Lessons from the iPhone (Introducing UX)
BUT...

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7 User Experience Lessons from the iPhone (Introducing UX)

  • 1. So, what does the user experience team do?
  • 2. ns) eptio conc (mis “you make ugly interfaces really pretty” “you’re a usability group” “you delay projects and extend deadlines” “you introduce new methodologies”
  • 3. A story, about a new, not-yet-released, product.
  • 4. <- the iPhone
  • 7. In terms of features, there’s really not much that is new. “When you get right down to it, the device doesn’t even have that many new features—it’s not like Jobs invented voicemail, or text n Yawning at iPhone Japa messaging, or conference calling, or mobile Web browsing....” one is Apple’s much-anticipated iPh y where ‘business as usual’ in a countr vanced. bile features already are so ad mo
  • 8. Psst. It’s not about more features.
  • 10. Joshua Porter (Bokardo) offers some relevant thoughts… “The innovation in these applications is not that they let us do something new, but that they allow us to do what we already do better, more often, in more places, and more quickly. “ (commenting on Web 2.0 interfaces)
  • 13. When you Lget o n 1 : e s s right down to it, the device Place better doesn’t even have that many new features— ‘experiences’ it’s not like Jobs invented voicemail, ahead of or text messaging, or more features. conference calling, or mobile Web browsing. He just noticed that they were broken, and he fixed them. Quote from TIME Magazine article “The Apple Of Your Ear”
  • 15. Cell phones do all skinds:of stuff— Le son 2 calling, text messaging, web Start with browsing, contact management, music playback, photos and actual video—but they do it very badly, by forcing you to press lots of experiences. tiny buttons, navigate diverse heterogeneous interfaces and squint at a tiny screen. “Everybody hates their phone,” Jobs says, “and that’s not a good thing. And there’s an opportunity there.” Quote from TIME Magazine article “The Apple Of Your Ear”
  • 17. Lesson 3: Solve the real problems.
  • 18. Lesson 3: “Your phone’s got feet on,” he says, not Solve the real unkindly. “Why would anybody put feet on a phone?” Ive has the answer, of course: “It problems. raises the speaker on the back off the table. But the right solution is to put the speaker in the right place in the first place. That’s why our speaker isn’t on the bottom, so you can have it on the table, and you don’t need feet.” Sure enough, no feet toe the iPhone’s smooth lines. Quote from TIME Magazine article “The Apple Of Your Ear”
  • 20. The iPhone developed the way a Lesson 4: lot of cool things do: with a false Play to think. start. A few years ago Jobs noticed how many development dollars were being spent... on tablet PCs. ...so he had Apple engineers noodle around with a tablet PC. When they showed him the touchscreen they came up with, he got excited. So excited he forgot all about tablet computers. Quote from TIME Magazine article “The Apple Of Your Ear”
  • 22. Lesson 5: Treat When you need to dial, it shows you a keypad; when you need interfaces like other buttons, the screen serves them up. When you want to watch conversations. a video, the buttons disappear. Suddenly, the interface isn’t fixed and rigid, it’s fluid and molten. Software replaces hardware. Quote from TIME Magazine article “The Apple Of Your Ear”
  • 24. Jobs demanded special treatment from ehis phone L sson 6: Lead with a service partner, Cingular, and he got it. He even forced Cingular vision. to re-engineer its infrastructure to handle the iPhone’s unique voicemail scheme. “They broke all their typical process rules to make it happen,” says Tony Fadell, who heads Apple’s iPod division. “They were infected by this product, and they were like, we’ve gotta do this!” Quote from TIME Magazine article “The Apple Of Your Ear”
  • 25. Lesson 7: Obsess on the details.
  • 26. Unlike most competitors, Apple also places an inordinate emphasis on interface design. It Lesson 7: sweats the cosmetic details that don’t seem very Obsess on the important until you really sweat them. “I actually have a photographer’s loupe that I use to look to details. make sure every pixel is right,” says Scott Forstall, Apple’s head of Platform Experience (whatever that is). “We will argue over literally a single pixel.” As a result, when you swipe your finger across the screen to unlock the iPhone, you’re not just accessing a system of nested menus, you’re entering a tiny universe, where data exist as bouncy, gemlike, animated objects that behave according to consistent rules of virtual physics. Quote from TIME Magazine article “The Apple Of Your Ear”
  • 27. Lesson 7: Obsess on the details. (This is from Kathy Sierra)
  • 28. The introduction of the iPhone sets the bar high... these companies must innovate — particularly on the user experience — to compete with Apple. Forrester Report, “Apple’s iPhone Changes The Stakes, Not The Game”
  • 29. So, what does the user experience team do?
  • 31. To do this, we... - Start with an understanding of users. - Imagine what could be. This includes: Visual Design - Experiment through Information Design rapid prototyping. Information Architecture Web and Application Interface Design - Encourage participation. (Interaction Design) Design Research Rich Interface Development Expert Usability Evaluations
  • 32. This includes big changes... (Before and after screenshots, showing a dramatically improved information architecture) Some of these are high level (Cruises, Vacations); things like Trip Extras and This slide has been deemed proprietary and can only Travel Protection should be offered in context of an be viewed by employees of Sabre Holdings. actual booking... Don’t be sad. You can always come work with us: www.sabreux.com/jobs ;-)
  • 33. ...careful attention to the little details... (Sequence showing some nifty little this client’, we know from ‘qualifying AJAX behaviors) they’re what type of travel they’re interested in, and deemed proprietarytype menu options can remove the travel and can only This slide has been be viewed by employees of Sabre Holdings. Don’t be sad. You can always come work with us: www.sabreux.com/jobs ;-) if the agent leaves the ‘flow’, information is saved...
  • 34. ...more careful attention to the little details... (Before and after screenshot of flight search results) This slide has been deemed proprietary and can only be viewed by employees of Sabre Holdings. Don’t be sad. You can always come work with us: www.sabreux.com/jobs ;-)
  • 35. Things we’ll do (that you might care about) • map ‘stories’ back to Activities — so product releases make sense! • contribute to real product ownership (YEAH!) • create less rework • develop reusable code. • make our products more valuable
  • 36. “We set about rethinking the UI from the user’s perspective, which is ‘results-oriented,’ rather than from the developer’s perspective, which tends to be ‘feature-oriented’ or ‘command-oriented’– thereby enabling people to focus on what they want to do rather than on how they do it.” (commenting on the new UI of Office 12)
  • 37. How the group is set up... User Experience Design Group includes... Interaction Designers Front-End Developers passionate about... passionate about... Design Research (and Strategy) XHTML Information Architecture CSS (1,2, and 3) Web and Application Interface Design Cross-Browser and Cross-Platform Compatibility Visual Communications DOM Scripting Information Graphics AJAX Information Design Flash / FLEX Brand Strategy (and Creation) Progressive Enhancement and Graceful Degradation Web Standards / Web Development Web Standards / Accessibility New (Web2.0) Innovations Presentation Logic (ASPX, Rails Views, etc.) Usability Business Rules & Logic