Mike Kornacki
Johnson Controls
User Experience Architect

The Long Tail of User Experience
h"p://sandbox.yoyogames.com/ext...
h"p://cdn.memegenerator.net/instances/400x/22051274.jpg	
  
h"p://www.applema"ers.com/assets/images/uploads/old/products/cache/Power_Macintosh_8500_150_300x428.jpg	
  
h"ps://www.eiseverywhere.com/file_uploads/5d9b2e978c40d2e5e7cc1ff3269f224f_MC_STL_office.jpg	
  
h"p://staQc.commercialmotor.com/big-­‐lorry-­‐blog/612%20failure%20030.jpg	
  
What is User Experience?

h"p://www.coffeemakersetc.com/images/CWTF_2-­‐2.jpg	
  
What is User Experience?

h"p://img3.etsystaQc.com/000/0/5915846/il_fullxfull.274096559.jpg	
  
What is User Experience?

h"p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-­‐coffee-­‐aroma.jpg	
  
What is User Experience?

h"p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif	
  
What is User Experience?

h"p://www.aresluna.org/a"ached/pics/computerhistory/spreadsheets/splashes/1-­‐2-­‐3/2.3-­‐dos.pn...
h"p://www.youtube.com/watch?v=5cNJNKkCQ2E	
  
The Ages of Our Digital Life
Distribution

1960-1990

Interconnected
Systems
h"p://media.nara.gov/media/images/15/5/15-­‐0500a.gif	
  
The Ages of Our Digital Life
Distribution

Information

1960-1990

1990-2009

Interconnected
Systems

Free Information
Flo...
h"p://med-­‐libwww.bu.edu/library/tutorial/lycos.gif	
  
h"p://tctechcrunch2011.files.wordpress.com/2010/12/aol.jpg?w=300&h...
The Ages of Our Digital Life
Distribution

Information

Age of the
User

1960-1990

1990-2009

2009 -

Interconnected
Syst...
h"p://launch.it/sites/default/files/amazon-­‐logo_1.jpg	
  
h"ps://devimages.apple.com.edgekey.net/appstore/images/appstore...
The Long Tail of Consumerism

h"p://images.businessweek.com/ss/06/11/1129_mbagifs/image/long-­‐tail-­‐book.jpg	
  
h"p://w...
The Long Tail of Consumerism

h"p://www.zeddigital.es/UserFiles/Image/longTail.jpg	
  
The Long Tail of Consumerism

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

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

h"p://www.the-­‐minds-­‐eye.org/wp-­‐content/uploads/2009/05/best-­‐buy-­‐computer-­‐simulat...
What does UX have to do with this?
Age of the
User

2009 -

Empowered
Users/Buyers
SO… WHAT DOES THIS ALL
MEAN?
7

THERE ARE HARD TRUTHS
IN THE LONG TAIL OF USER
EXPERIENCE
1

USER EXPERIENCE
IS
AN ECOSYSTEM
	
  
h"p://agbeat.com/wp-­‐content/uploads/2012/06/uber.jpg	
  
2

USER EXPERIENCE
IS
A COMPETITIVE
ADVANTAGE
	
  
“The customer
experience is the
next competitive
battleground.”
Jerry Gregorie - 1999	
  
The COST of a 
BAD experience

The COST of a 
GOOD experience
The VALUE of a 
BAD experience

The VALUE of a 
GOOD experience
After a single bad experience 

82%


of customers will simply leave 
Source:	
  2010	
  Customer	
  Experience	
  Impact	...
3

USER EXPERIENCE
IS
EMOTIONAL
	
  
h"p://media.npr.org/assets/img/2012/12/06/immagine-­‐024_custom-­‐aba98b81bdb509019352f0f9fce82fa5a854c535-­‐s40.jpg	
  
h"p://media.npr.org/assets/img/2012/12/06/couple-­‐4e3798d20440if35b45a09675a96d0d061db40f-­‐s40.jpg	
  
4

USER EXPERIENCE
IS
THE PRODUCT
	
  
“We are shifting to an
experience economy
where experience is
becoming the primary
economic offering.”
- Joseph Pine	
  
h"ps://partywirks.com/asset/asset/8379/Cinojs_cake_1.jpg?1308759255	
  
h"ps://www.facebook.com/creamcitycakes	
  
Differentiation

Experience
Service
Product
Commodity
Value
Source:	
  Andy	
  Budd	
  –	
  Clearlef	
  	
  -­‐	
  Ignore	...
Product success is not about
being the first to market
anymore. It’s about delivering
the right experience at the
right tim...
5

USER EXPERIENCE
IS
NOT NUMBER OF
FEATURES
	
  
User Happiness

Everything I ever wanted

Easy to 
use

Where’s the help manual?

Wish it did more

Doesn’t have the basic...
SWEET SPOT

User Happiness

Everything I ever wanted

Easy to 
use

Where’s the help manual?

Wish it did more

Doesn’t ha...
PRACTICE THE ART
OF SUBTRACTION
LESS IS MORE!	
  
6

USER EXPERIENCE
IS
COSTLY WHEN
IT’S TOO LATE
	
  
“You can use an eraser

on the drafting table or
a sledge hammer on the
construction site.”
- Frank Lloyd Wright	
  
Hidden Costs

h"p://blog.hellogoat.com/2010/01/the-­‐true-­‐cost-­‐of-­‐user-­‐experience-­‐2/	
  
7

USER EXPERIENCE
IS
NOT A CHOICE
	
  
Age of the
User

2009 -

Empowered
Users/Buyers
THANKS!
@lordshales
@mke_ux
mkeux.com
mike.kornacki@gmail.com
Linkedin.com/mkornacki
	
  
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
The Long Tail of User Experience
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The Long Tail of User Experience

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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.

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The Long Tail of User Experience

  1. 1. Mike Kornacki Johnson Controls User Experience Architect The Long Tail of User Experience h"p://sandbox.yoyogames.com/extras/image/name/san2/359/380359/original/gertrude014.jpg  
  2. 2. h"p://cdn.memegenerator.net/instances/400x/22051274.jpg  
  3. 3. h"p://www.applema"ers.com/assets/images/uploads/old/products/cache/Power_Macintosh_8500_150_300x428.jpg  
  4. 4. h"ps://www.eiseverywhere.com/file_uploads/5d9b2e978c40d2e5e7cc1ff3269f224f_MC_STL_office.jpg  
  5. 5. h"p://staQc.commercialmotor.com/big-­‐lorry-­‐blog/612%20failure%20030.jpg  
  6. 6. What is User Experience? h"p://www.coffeemakersetc.com/images/CWTF_2-­‐2.jpg  
  7. 7. What is User Experience? h"p://img3.etsystaQc.com/000/0/5915846/il_fullxfull.274096559.jpg  
  8. 8. What is User Experience? h"p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-­‐coffee-­‐aroma.jpg  
  9. 9. What is User Experience? h"p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif  
  10. 10. What is User Experience? h"p://www.aresluna.org/a"ached/pics/computerhistory/spreadsheets/splashes/1-­‐2-­‐3/2.3-­‐dos.png  
  11. 11. h"p://www.youtube.com/watch?v=5cNJNKkCQ2E  
  12. 12. The Ages of Our Digital Life Distribution 1960-1990 Interconnected Systems
  13. 13. h"p://media.nara.gov/media/images/15/5/15-­‐0500a.gif  
  14. 14. The Ages of Our Digital Life Distribution Information 1960-1990 1990-2009 Interconnected Systems Free Information Flow
  15. 15. h"p://med-­‐libwww.bu.edu/library/tutorial/lycos.gif   h"p://tctechcrunch2011.files.wordpress.com/2010/12/aol.jpg?w=300&h=310   h"p://i.i.com.com/cnwk.1d/i/Qm/2012/11/29/prodigy_login_large_610x458.jpg  
  16. 16. 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
  17. 17. 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  
  18. 18. 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  
  19. 19. The Long Tail of Consumerism h"p://www.zeddigital.es/UserFiles/Image/longTail.jpg  
  20. 20. The Long Tail of Consumerism h"p://web.archive.org/web/20021004071358/h"p://www.amazon.com/exec/obidos/subst/home/home.html  
  21. 21. The Long Tail of Consumerism h"p://www.wired.com/images_blogs/business/2013/01/amazon-­‐scotland.jpg  
  22. 22. The Long Tail of Consumerism
  23. 23. 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  
  24. 24. What does UX have to do with this? Age of the User 2009 - Empowered Users/Buyers
  25. 25. SO… WHAT DOES THIS ALL MEAN?
  26. 26. 7 THERE ARE HARD TRUTHS IN THE LONG TAIL OF USER EXPERIENCE
  27. 27. 1 USER EXPERIENCE IS AN ECOSYSTEM  
  28. 28. h"p://agbeat.com/wp-­‐content/uploads/2012/06/uber.jpg  
  29. 29. 2 USER EXPERIENCE IS A COMPETITIVE ADVANTAGE  
  30. 30. “The customer experience is the next competitive battleground.” Jerry Gregorie - 1999  
  31. 31. The COST of a BAD experience The COST of a GOOD experience
  32. 32. The VALUE of a BAD experience The VALUE of a GOOD experience
  33. 33. After a single bad experience 82% of customers will simply leave Source:  2010  Customer  Experience  Impact  Survey  –  RightNow  Technologies  
  34. 34. 3 USER EXPERIENCE IS EMOTIONAL  
  35. 35. h"p://media.npr.org/assets/img/2012/12/06/immagine-­‐024_custom-­‐aba98b81bdb509019352f0f9fce82fa5a854c535-­‐s40.jpg  
  36. 36. h"p://media.npr.org/assets/img/2012/12/06/couple-­‐4e3798d20440if35b45a09675a96d0d061db40f-­‐s40.jpg  
  37. 37. 4 USER EXPERIENCE IS THE PRODUCT  
  38. 38. “We are shifting to an experience economy where experience is becoming the primary economic offering.” - Joseph Pine  
  39. 39. h"ps://partywirks.com/asset/asset/8379/Cinojs_cake_1.jpg?1308759255  
  40. 40. h"ps://www.facebook.com/creamcitycakes  
  41. 41. Differentiation Experience Service Product Commodity Value Source:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril  
  42. 42. 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.
  43. 43. 5 USER EXPERIENCE IS NOT NUMBER OF FEATURES  
  44. 44. 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
  45. 45. 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
  46. 46. PRACTICE THE ART OF SUBTRACTION LESS IS MORE!  
  47. 47. 6 USER EXPERIENCE IS COSTLY WHEN IT’S TOO LATE  
  48. 48. “You can use an eraser on the drafting table or a sledge hammer on the construction site.” - Frank Lloyd Wright  
  49. 49. Hidden Costs h"p://blog.hellogoat.com/2010/01/the-­‐true-­‐cost-­‐of-­‐user-­‐experience-­‐2/  
  50. 50. 7 USER EXPERIENCE IS NOT A CHOICE  
  51. 51. Age of the User 2009 - Empowered Users/Buyers
  52. 52. THANKS! @lordshales @mke_ux mkeux.com mike.kornacki@gmail.com Linkedin.com/mkornacki  

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