UXSG#8 Keynote Presentation

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Giles Colborne-Designing for Delight

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UXSG#8 Keynote Presentation

  1. 1. http://www.flickr.com/photos/waldenpond/3019558999/ Designing for delight Giles Colborne 1
  2. 2. 2 How can we delight our customers?
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  7. 7. 52 WEEKS of UX 7 It’s hard to prove the ROI on some small moment of delight in a design that requires a little extra time and attention (although I do believe that you will see a negative ROI when it doesn’t happen). “ ”
  8. 8. 8 When did a product or service delight you?
  9. 9. http://www.flickr.com/photos/irishflyguy/2425063737/ 9
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  12. 12. anxiety resolved effortlessly delight http://www.flickr.com/photos/tylerdurden/529028040/ http://www.flickr.com/photos/demir/98060727/ 12
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  14. 14. enhanced anxiety ending surprisingly delight http://www.flickr.com/photos/tylerdurden/529028040/ http://www.flickr.com/photos/demir/98060727/ 14
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  16. 16. remembered anxiety delight http://www.flickr.com/photos/biblicone/3645323788/ http://www.flickr.com/photos/8748128@N02/4459960663/ resolved cleverly 16
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  18. 18. problem delight http://www.flickr.com/photos/biblicone/3645323788/ http://www.flickr.com/photos/8748128@N02/4459960663/ relevant extras http://www.flickr.com/photos/gregpc/2719468143/ 18
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  21. 21. reflective behavioural visceral 21
  22. 22. reflective behavioural visceral 22
  23. 23. reflective behavioural visceral 23
  24. 24. It’s hard to prove the ROI on some small moment of delight in a design that requires a little extra time and attention (although I do believe that you will see a negative ROI when it doesn’t happen). “ ” not important 24
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  26. 26. I would recommend (9-10): I would not recommend (0-6): 63% 18% 45%Net promoter score: - 26
  27. 27. anxiety resolved effortlessly surprisingly cleverly superior delight 27 Why?
  28. 28. @gilescolborne
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  32. 32. anxiety resolved effortlessly delight http://www.flickr.com/photos/tylerdurden/529028040/ http://www.flickr.com/photos/demir/98060727/ 32
  33. 33. 33 What users do What we do Competitor Competitor Tasks Emotion
  34. 34. 34 What users do What we do Competitor Competitor Tasks Emotion
  35. 35. 35 What users do What we do Competitor Competitor Tasks Emotion
  36. 36. 36 What users do What we do Competitor Competitor Tasks Emotion
  37. 37. 37 What users do What we do Competitor Competitor Tasks Emotion
  38. 38. 38 Innovation: three dirty little secrets.
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  40. 40. 40 Next >< Back
  41. 41. 41 ExteriorInterior Finance
  42. 42. 42 That’s too ordinary to be innovation
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  45. 45. 45 15 Authentications per day 82% Have forgotten a site password 90% Of customer service enquiries Let’s fix log-in!
  46. 46. 46 User name Password LOGIN LOGIN giles@yahoo.com •••••••• Help
  47. 47. 47 User name Password LOGIN LOGIN giles@yahoo.com trex1974 Help
  48. 48. 48 We can’t do that.
  49. 49. 49
  50. 50. 50 We rolled it out for a large client recently & had zero negative feedback from either user test participants or live users.
  51. 51. 51 We saw double digit improvements in the overall flow, but that was also influenced by other changes to the form. No security issues.
  52. 52. 52 We can do that.
  53. 53. wow delight lovelike 53
  54. 54. 54 Discovering delight • Look for points of anxiety - experienced or remembered • If appropriate, enhance that feeling • Pick one and fix it completely • If possible, find solutions that are effortless, personal, clever, superior • Innovation is often small, strange, untried – that’s why no-one’s doing it • Measure improvements through user tests and word of mouth. • Remember that delight fades away - don’t get cocky!
  55. 55. 55 @gilescolborne

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