SlideShare une entreprise Scribd logo
1  sur  137
Télécharger pour lire hors ligne
10 things every CEO
needs to know about UX
Eric Reiss
@elreiss
Keikendo UX Summit
August 28, 2013
Buenos Aires, Argentina
Why do you have a website?
“Because everyone has one.”
Why do you have a telephone?
“Because everyone has one.”
“Because we can’t do business without one”
Why do you have a website?
“Because we can’t do business without one”
Fact #1
The majority of business leaders
turn to the internet as their
first source of information.
(And this has been true since 2007!)
Source: Gartner Group
Fact #2
B2B is the fastest-growing
internet segment
Source: IDG
Fact #3
Over 50 billion searches for commercial
information are made each month
Source: SEMPO
Fact #4
Argentina has the highest rate of
internet penetration in South America
(even higher than Spain)
Source: Internet World Statistics
10 things every CEO needs to know about UX
So, what is UX?
us·er
noun
1: a person who makes use of a thing;
someone who uses or employs something
2: a person who uses something or
someone selfishly or unethically
3: a person who takes drugs
ex·per·i·ence
noun
1: having been affected by or learned
through observation or participation
2: the length of such participation
Eric’s 1st Law of UX:
If a site does not solve your
user’s problems, it will not
solve your company’s either.
So, let’s start with the user
When would you use (simultaneously):
An ergonomic seat designed for one person
Optical lenses invented by Benjamin Franklin
Alcoholic mixture invented by Dr. Iain Marshall
Incandescent device invented by Thomas Edison
Fabric made on a loom invented by JM Jacquard
Rouge Royale (marble)
Baskerville Light (typography)
Domesticated mammal
(This is often how our clients look at their content)
When would you use (in simpler terms):
Armchair
Bifocal eyeglasses
Manhattan Cocktail
Lightbulb
Wool pullover
Tabletop
Book
Cat
(This is an easier way to look at content)
10 things every CEO needs to know about UX
Eyeglasses
Wool pullover
Lightbulb
Marble tabletop
Armchair
Book
Gus the Cat
Manhattan Cocktail
Sensory assistance
Warmth/comfort
Sensory assistance
Convenience/comfort
Convenience/comfort
Education/information
Companionship
Chemical stimuli
Needs are always situational!
10 things every CEO needs to know about UX
Eric’s 2nd Law of UX:
User experience is the sum of
a series of interactions between
people, devices, and events.
Eric’s 3rd Law of UX:
There are three types of interaction:
active, passive and secondary
Eric’s 4th Law of UX:
UX design represents the conscious
act of coordinating interactions,
acknowledging interactions, and
reducing negative interactions.
Three types of interaction:
Active (things we control)
Passive (things we don’t control)
Secondary (things that have indirect influence)
Active interaction
Photo courtesy of: musthavemenus.com
Active interaction
Copyright could not be traced. Used for educational purposes only.
Passive interaction (partly)
Photo courtesy of: johnmariani.com
Passive interaction
Photo by Massimiliano Uccelletti, photonet.com
Secondary interaction
Photo courtesy of: koit.radiotown.com
Secondary interaction
Photo courtesy of: tomatolover.com
UX design combines all three activites
Coordinating interactions that we can control
Acknowledging interactions beyond our control
Reducing negative interactions
Coordinating interactions
Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au
Coordinating interactions
Photo courtesy of: capetownwineblog.com
Coordinating interactions
Photo courtesy of: Rootology under Wikipedia Commons License
Acknowledging interactions
Photo courtesy of: TinyFarmBlog.com
Reducing negative interactions
Photo courtesty of: kenlevine.blogspot.com
Reducing negative interactions
Photo courtesy of: marchedimanche.typepad.com
Reducing negative interactions
Photo courtesy of Andrew Sullivan
Now, let’s talk with those CEOs
1. Don’t confuse marketing
with communication.
1.
Awareness
Interest
Desire
Action
A
I
D
A
Make your online presence part of your
total customer-service package
Off-line On-lineCEM
Customer Experience Management
10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
Sources: Paco Underhill, Eric Reiss
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
10 things every CEO needs to know about UX
10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
10 things every CEO needs to know about UX
10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
1. Don’t view your website as a
software development project.
2.
Click to add man-walks-into-bar joke
Click to add punch line
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
Dell specifications
3.6 GHz processor
256 Gb RAM
CD/DVD writer/reader
15” screen
Built-in speakers
6 hour battery life
Portable
10 things every CEO needs to know about UX
> >
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
Whenever possible, purchase software
from single-focus vendors
1. Don’t couple unrelated
initiatives.
3.
CMS
CRM
ERP
DM
KM
CMS = Content Management System
Publish to the Web
CRM = Customer Relationship Mgt.
Track, use, and maintain customer data
ERP = Enterprise Resource Planning
Optimize use of people and materials
DM = Document Management
Electronic filing system
KM = Knowledge Management
Share expertise internally
10 things every CEO needs to know about UX
Deal with just one project
(and just your project).
Then take care of the other stuff.
(and stick to single-focus vendors)
1. Don’t be afraid to set
measurable goals for your
UX initiatives.
4.
“If you build it,
they will come...”
What are the
customer service metrics
for an airline?
“Flying on time.”
What passengers say:
“Why publish schedules if I can’t use them?”
“I plan my meetings according to arrival times”
“I book connecting flights based on your promises.”
“I have people waiting to pick me up when I land.”
“Faster check-in. Now that’s service!”
“Better food. I’d like that.”
“More legroom. I’ll pay extra for that.”
“On time? That’s your job! So do it!”
Three awful metrics
We want more hits
We want folks to spend more time on our site
We want people to write to us
What are the “right” metrics?
Better lead qualification
Shortened sales process
Streamlined logistics
Increased conversion, conversion, conversion
Insist that UX becomes an
integrated part of your company’s
business activities
1. Don’t confuse your personal
needs with those of your
visitors.
5.
Five common errors
“We need pictures of ducks. I like ducks.”
(Executive ego)
“Look what they just did”’
(Competitor envy)
“We should talk about ‘innovation’”
(Strategy by buzzword)
“We need an app”
(Tech over tactics)
“That change doesn’t fit our standard design”
(Form over function)
The Creation
(of a meaningful experience)
Owner-visitor relationships
We want to
build loyalty
We want to tell
our story
I got what
I came for
I got the
message
I think it sounds
reasonable
I’m ready to
deal with them
I will come back
We want to be
understood
We want to be
believed
We want to be
trusted
Valuable
experience
Fact #5
If you do not meet the needs of your visitors,
you will never meet your own business needs.
Encourage research. Accept surprises that
go against your basic assumptions.
1. Don’t view UX as a
fixed-term project.
6.
Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust
7 A’s
Once you start the process,
make sure to keep it going.
1. Don’t confuse print design
with online design.
7.
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
Brand
Content Function
(What we want them to remember)
(What we want them to know) (What we want them to do)
”Borrowed” from Dan Roam
“Do you want art?
Or do you want your
sales to go up?”
Rosser Reeves
Acknowledge and embrace best-practices
that run counter to your design guide.
1. Don’t let your personal
opinion cloud your focus.
8.
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
10 things every CEO needs to know about UX
Seek out proven experts and
support their work.
1. Don’t be afraid to ask
stupid questions.
9.
Fact #6
There are no stupid questions...
the first time you ask them.
Fact #7
But there are lots of stupid answers...
the ones you don’t understand.
„Es hört jeder doch nur,
was er versteht.“
Goethe
“He hears only that
which he understands”
Goethe
XML
„Es hört jeder doch nur,
was er versteht.“
Goethe
CMS UX
UCD
CMUxD
CSS
Fact #8
Two-way communication
must work two ways.
“He hears only that
which he understands”
IRRGoethe
TCO PP
DFD
COQBPR
EBIT
If in doubt, ask. Always.
1. Don’t hide in your office.10.
Lord Marshall of Knightsbridge
A British Airways timeline
Colin Marshall
joins BA
1983 1986
BA named
“Airline of the Year”
2004
Colin retires
2009
Willie Walsh
can’t meet
payroll
1999
BA has world’s
largest fleet of Boeing
747-400s
Demonstrate your
active support for the project.
Keep the whole team inspired.
Forever.
Muchas gracias!
You can (usually) find Eric at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen
Denmark
www.fatdux.com
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
er@fatdux.com
skype: ericreiss
twitter: @elreiss

Contenu connexe

En vedette

Describing the elephant: Moving beyond professional silos when defining UX
Describing the elephant: Moving beyond professional silos when defining UXDescribing the elephant: Moving beyond professional silos when defining UX
Describing the elephant: Moving beyond professional silos when defining UXEric Reiss
 
Organizational Parkour: the Negotiation Game for Designers
Organizational Parkour: the Negotiation Game for DesignersOrganizational Parkour: the Negotiation Game for Designers
Organizational Parkour: the Negotiation Game for DesignersJoan Vermette
 
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...aungstad
 
Giant 2015: CTRL Z, A Practitioner's Support Group
Giant 2015: CTRL Z, A Practitioner's Support GroupGiant 2015: CTRL Z, A Practitioner's Support Group
Giant 2015: CTRL Z, A Practitioner's Support GroupDavid Farkas
 
Beyond Responsiveness - Prague 2012
Beyond Responsiveness - Prague 2012Beyond Responsiveness - Prague 2012
Beyond Responsiveness - Prague 2012Eric Reiss
 
Reiss WIAD Los Angeles 2013
Reiss WIAD Los Angeles 2013Reiss WIAD Los Angeles 2013
Reiss WIAD Los Angeles 2013Eric Reiss
 
SCPS - Fundamentals 2
SCPS - Fundamentals 2SCPS - Fundamentals 2
SCPS - Fundamentals 2Carl Collins
 
UX Process Improved: Integrating User Insight
UX Process Improved: Integrating User InsightUX Process Improved: Integrating User Insight
UX Process Improved: Integrating User InsightAviva Rosenstein
 
Game Design - Lecture 4
Game Design - Lecture 4Game Design - Lecture 4
Game Design - Lecture 4Andrea Resmini
 
Game Design - Lecture 3
Game Design - Lecture 3Game Design - Lecture 3
Game Design - Lecture 3Andrea Resmini
 
Game Design - Lecture 1
Game Design - Lecture 1Game Design - Lecture 1
Game Design - Lecture 1Andrea Resmini
 
Building the Visual Language of the Web - from Roadmap 2013
Building the Visual Language of the Web - from Roadmap 2013Building the Visual Language of the Web - from Roadmap 2013
Building the Visual Language of the Web - from Roadmap 2013Gigaom
 
Your Mobile Experience Is Not Theirs (Chui Chui Tan)
Your Mobile Experience Is Not Theirs    (Chui Chui Tan)Your Mobile Experience Is Not Theirs    (Chui Chui Tan)
Your Mobile Experience Is Not Theirs (Chui Chui Tan)cxpartners
 
Ghost in the Shell - Information Architecture in the Age of Postdigital
Ghost in the Shell - Information Architecture in the Age of PostdigitalGhost in the Shell - Information Architecture in the Age of Postdigital
Ghost in the Shell - Information Architecture in the Age of PostdigitalAndrea Resmini
 
The poetics of information architecture
The poetics of information architectureThe poetics of information architecture
The poetics of information architectureAndrea Resmini
 
Rapid cross channel prototyping
Rapid cross channel prototypingRapid cross channel prototyping
Rapid cross channel prototypingAndrea Resmini
 
Ux Camp CPH 2013
Ux Camp CPH 2013Ux Camp CPH 2013
Ux Camp CPH 2013Eric Reiss
 
UXD v. Analytics - WIAD13 Ann Arbor
UXD v. Analytics - WIAD13 Ann ArborUXD v. Analytics - WIAD13 Ann Arbor
UXD v. Analytics - WIAD13 Ann ArborChris Farnum
 

En vedette (20)

Ghosts in the Machine
Ghosts in the MachineGhosts in the Machine
Ghosts in the Machine
 
Describing the elephant: Moving beyond professional silos when defining UX
Describing the elephant: Moving beyond professional silos when defining UXDescribing the elephant: Moving beyond professional silos when defining UX
Describing the elephant: Moving beyond professional silos when defining UX
 
Organizational Parkour: the Negotiation Game for Designers
Organizational Parkour: the Negotiation Game for DesignersOrganizational Parkour: the Negotiation Game for Designers
Organizational Parkour: the Negotiation Game for Designers
 
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
IAS13: Metadata in the Cross-Channel Ecosystem: Consistency, Context and Inte...
 
Giant 2015: CTRL Z, A Practitioner's Support Group
Giant 2015: CTRL Z, A Practitioner's Support GroupGiant 2015: CTRL Z, A Practitioner's Support Group
Giant 2015: CTRL Z, A Practitioner's Support Group
 
Beyond Responsiveness - Prague 2012
Beyond Responsiveness - Prague 2012Beyond Responsiveness - Prague 2012
Beyond Responsiveness - Prague 2012
 
Reiss WIAD Los Angeles 2013
Reiss WIAD Los Angeles 2013Reiss WIAD Los Angeles 2013
Reiss WIAD Los Angeles 2013
 
SCPS - Fundamentals 2
SCPS - Fundamentals 2SCPS - Fundamentals 2
SCPS - Fundamentals 2
 
UX Process Improved: Integrating User Insight
UX Process Improved: Integrating User InsightUX Process Improved: Integrating User Insight
UX Process Improved: Integrating User Insight
 
Game Design - Lecture 4
Game Design - Lecture 4Game Design - Lecture 4
Game Design - Lecture 4
 
Game Design - Lecture 3
Game Design - Lecture 3Game Design - Lecture 3
Game Design - Lecture 3
 
Game Design - Lecture 1
Game Design - Lecture 1Game Design - Lecture 1
Game Design - Lecture 1
 
Building the Visual Language of the Web - from Roadmap 2013
Building the Visual Language of the Web - from Roadmap 2013Building the Visual Language of the Web - from Roadmap 2013
Building the Visual Language of the Web - from Roadmap 2013
 
Your Mobile Experience Is Not Theirs (Chui Chui Tan)
Your Mobile Experience Is Not Theirs    (Chui Chui Tan)Your Mobile Experience Is Not Theirs    (Chui Chui Tan)
Your Mobile Experience Is Not Theirs (Chui Chui Tan)
 
Ghost in the Shell - Information Architecture in the Age of Postdigital
Ghost in the Shell - Information Architecture in the Age of PostdigitalGhost in the Shell - Information Architecture in the Age of Postdigital
Ghost in the Shell - Information Architecture in the Age of Postdigital
 
Product is Big IA
Product is Big IAProduct is Big IA
Product is Big IA
 
The poetics of information architecture
The poetics of information architectureThe poetics of information architecture
The poetics of information architecture
 
Rapid cross channel prototyping
Rapid cross channel prototypingRapid cross channel prototyping
Rapid cross channel prototyping
 
Ux Camp CPH 2013
Ux Camp CPH 2013Ux Camp CPH 2013
Ux Camp CPH 2013
 
UXD v. Analytics - WIAD13 Ann Arbor
UXD v. Analytics - WIAD13 Ann ArborUXD v. Analytics - WIAD13 Ann Arbor
UXD v. Analytics - WIAD13 Ann Arbor
 

Similaire à 10 things every CEO needs to know about UX

Innovation, Service, and Shared References
Innovation, Service, and Shared ReferencesInnovation, Service, and Shared References
Innovation, Service, and Shared ReferencesEric Reiss
 
The basics of e-service
The basics of e-serviceThe basics of e-service
The basics of e-serviceEric Reiss
 
10 elements of an entrepreneurs mindset
10 elements of an entrepreneurs mindset10 elements of an entrepreneurs mindset
10 elements of an entrepreneurs mindsetBraedyn Hamre Wyka
 
WhatUsersDo Workshop: Designing and Planning Research
WhatUsersDo Workshop: Designing and Planning ResearchWhatUsersDo Workshop: Designing and Planning Research
WhatUsersDo Workshop: Designing and Planning ResearchLee Duddell
 
Design for Lawyers : Why UI Can Make You a Better Attorney
Design for Lawyers : Why UI Can Make You a Better AttorneyDesign for Lawyers : Why UI Can Make You a Better Attorney
Design for Lawyers : Why UI Can Make You a Better AttorneyRocket Matter, LLC
 
How To Write A Narrative Essay About Someone
How To Write A Narrative Essay About SomeoneHow To Write A Narrative Essay About Someone
How To Write A Narrative Essay About SomeoneVanessa Perkins
 
How to Get 80-20 to Work for You
How to Get 80-20 to Work for YouHow to Get 80-20 to Work for You
How to Get 80-20 to Work for YouBill Fox
 
Untaped: Email marketing secrets
Untaped: Email marketing secretsUntaped: Email marketing secrets
Untaped: Email marketing secretsJeremiahSmith57
 
5 profitable steps_to_info_product_creation
5 profitable steps_to_info_product_creation5 profitable steps_to_info_product_creation
5 profitable steps_to_info_product_creationFlora Runyenje
 
Fordham University Essay Prompts
Fordham University Essay PromptsFordham University Essay Prompts
Fordham University Essay PromptsAnna May
 
Essay About Special Education. Online assignment writing service.
Essay About Special Education. Online assignment writing service.Essay About Special Education. Online assignment writing service.
Essay About Special Education. Online assignment writing service.Jennifer Pineda
 
Building and Scaling a Fintech Startup by Trusting your Gut
Building and Scaling a Fintech Startup by Trusting your GutBuilding and Scaling a Fintech Startup by Trusting your Gut
Building and Scaling a Fintech Startup by Trusting your GutAltar.io
 
Burn the Whiteboard - Webinar for TechServ Alliance Members
Burn the Whiteboard - Webinar for TechServ Alliance MembersBurn the Whiteboard - Webinar for TechServ Alliance Members
Burn the Whiteboard - Webinar for TechServ Alliance MembersChief Listening Officers
 
The dumbing down of intelligent search
The dumbing down of intelligent searchThe dumbing down of intelligent search
The dumbing down of intelligent searchEric Reiss
 

Similaire à 10 things every CEO needs to know about UX (20)

Innovation, Service, and Shared References
Innovation, Service, and Shared ReferencesInnovation, Service, and Shared References
Innovation, Service, and Shared References
 
The basics of e-service
The basics of e-serviceThe basics of e-service
The basics of e-service
 
10 elements of an entrepreneurs mindset
10 elements of an entrepreneurs mindset10 elements of an entrepreneurs mindset
10 elements of an entrepreneurs mindset
 
WhatUsersDo Workshop: Designing and Planning Research
WhatUsersDo Workshop: Designing and Planning ResearchWhatUsersDo Workshop: Designing and Planning Research
WhatUsersDo Workshop: Designing and Planning Research
 
10 truths
10 truths10 truths
10 truths
 
10 truths
10 truths10 truths
10 truths
 
10 truths
10 truths10 truths
10 truths
 
10 truths
10 truths10 truths
10 truths
 
Design for Lawyers : Why UI Can Make You a Better Attorney
Design for Lawyers : Why UI Can Make You a Better AttorneyDesign for Lawyers : Why UI Can Make You a Better Attorney
Design for Lawyers : Why UI Can Make You a Better Attorney
 
The Inspiring Backstory of Josh King Madrid @jetsetfly, Founder of Team Jet Set
The Inspiring Backstory of Josh King Madrid @jetsetfly, Founder of Team Jet SetThe Inspiring Backstory of Josh King Madrid @jetsetfly, Founder of Team Jet Set
The Inspiring Backstory of Josh King Madrid @jetsetfly, Founder of Team Jet Set
 
How To Write A Narrative Essay About Someone
How To Write A Narrative Essay About SomeoneHow To Write A Narrative Essay About Someone
How To Write A Narrative Essay About Someone
 
How to Get 80-20 to Work for You
How to Get 80-20 to Work for YouHow to Get 80-20 to Work for You
How to Get 80-20 to Work for You
 
Untaped: Email marketing secrets
Untaped: Email marketing secretsUntaped: Email marketing secrets
Untaped: Email marketing secrets
 
5 profitable steps_to_info_product_creation
5 profitable steps_to_info_product_creation5 profitable steps_to_info_product_creation
5 profitable steps_to_info_product_creation
 
Optimize Your Job Search
Optimize Your Job SearchOptimize Your Job Search
Optimize Your Job Search
 
Fordham University Essay Prompts
Fordham University Essay PromptsFordham University Essay Prompts
Fordham University Essay Prompts
 
Essay About Special Education. Online assignment writing service.
Essay About Special Education. Online assignment writing service.Essay About Special Education. Online assignment writing service.
Essay About Special Education. Online assignment writing service.
 
Building and Scaling a Fintech Startup by Trusting your Gut
Building and Scaling a Fintech Startup by Trusting your GutBuilding and Scaling a Fintech Startup by Trusting your Gut
Building and Scaling a Fintech Startup by Trusting your Gut
 
Burn the Whiteboard - Webinar for TechServ Alliance Members
Burn the Whiteboard - Webinar for TechServ Alliance MembersBurn the Whiteboard - Webinar for TechServ Alliance Members
Burn the Whiteboard - Webinar for TechServ Alliance Members
 
The dumbing down of intelligent search
The dumbing down of intelligent searchThe dumbing down of intelligent search
The dumbing down of intelligent search
 

Plus de Eric Reiss

The Ethics of AI – dealing with difficult choices in a non-binary world
The Ethics of AI – dealing with difficult choices in a non-binary worldThe Ethics of AI – dealing with difficult choices in a non-binary world
The Ethics of AI – dealing with difficult choices in a non-binary worldEric Reiss
 
Shared references Dhaka, Bangladesh 2019
Shared references Dhaka, Bangladesh 2019Shared references Dhaka, Bangladesh 2019
Shared references Dhaka, Bangladesh 2019Eric Reiss
 
Ethics and ux ux sofia nov 2018
Ethics and ux ux sofia nov 2018Ethics and ux ux sofia nov 2018
Ethics and ux ux sofia nov 2018Eric Reiss
 
Ethics and UX IxDA Berlin 2018
Ethics and UX IxDA Berlin 2018Ethics and UX IxDA Berlin 2018
Ethics and UX IxDA Berlin 2018Eric Reiss
 
Copenhagen letter lightning talk at Techfestival 2018
Copenhagen letter lightning talk at Techfestival 2018Copenhagen letter lightning talk at Techfestival 2018
Copenhagen letter lightning talk at Techfestival 2018Eric Reiss
 
EthUX - ethics and ux
EthUX - ethics and uxEthUX - ethics and ux
EthUX - ethics and uxEric Reiss
 
Ethics and IA - seven deadly sins that prevent us from building a better world
Ethics and IA - seven deadly sins that prevent us from building a better worldEthics and IA - seven deadly sins that prevent us from building a better world
Ethics and IA - seven deadly sins that prevent us from building a better worldEric Reiss
 
Innovation vs. Best Practice
Innovation vs. Best PracticeInnovation vs. Best Practice
Innovation vs. Best PracticeEric Reiss
 
Misunderstood value proposition (mvp)
Misunderstood value proposition (mvp)Misunderstood value proposition (mvp)
Misunderstood value proposition (mvp)Eric Reiss
 
10 war stories you (probably) won't see on Slideshare
10 war stories you (probably) won't see on Slideshare10 war stories you (probably) won't see on Slideshare
10 war stories you (probably) won't see on SlideshareEric Reiss
 
Product Camp Poland 2017
Product Camp Poland 2017Product Camp Poland 2017
Product Camp Poland 2017Eric Reiss
 
UX Camp Europe 2017
UX Camp Europe 2017UX Camp Europe 2017
UX Camp Europe 2017Eric Reiss
 
Ux strategy for st petersburg 2017 rud
Ux strategy for st petersburg 2017 rudUx strategy for st petersburg 2017 rud
Ux strategy for st petersburg 2017 rudEric Reiss
 
UX Strategy at CExp Forum, Bucharest 2017
UX Strategy at CExp Forum, Bucharest 2017UX Strategy at CExp Forum, Bucharest 2017
UX Strategy at CExp Forum, Bucharest 2017Eric Reiss
 
Ux strategy - the secret sauce that defines the pixie dust
Ux strategy - the secret sauce that defines the pixie dustUx strategy - the secret sauce that defines the pixie dust
Ux strategy - the secret sauce that defines the pixie dustEric Reiss
 
A bigger view of UX
A bigger view of UXA bigger view of UX
A bigger view of UXEric Reiss
 
Five UX myths - UXCE16, Berlin, Germany
Five UX myths - UXCE16, Berlin, GermanyFive UX myths - UXCE16, Berlin, Germany
Five UX myths - UXCE16, Berlin, GermanyEric Reiss
 
UX strategy at UX Sofia 2016
UX strategy at UX Sofia 2016UX strategy at UX Sofia 2016
UX strategy at UX Sofia 2016Eric Reiss
 
UX Strategy - the secret sauce that defines the pixie dust
UX Strategy - the secret sauce that defines the pixie dustUX Strategy - the secret sauce that defines the pixie dust
UX Strategy - the secret sauce that defines the pixie dustEric Reiss
 
WIAD Ghent 2016
WIAD Ghent 2016WIAD Ghent 2016
WIAD Ghent 2016Eric Reiss
 

Plus de Eric Reiss (20)

The Ethics of AI – dealing with difficult choices in a non-binary world
The Ethics of AI – dealing with difficult choices in a non-binary worldThe Ethics of AI – dealing with difficult choices in a non-binary world
The Ethics of AI – dealing with difficult choices in a non-binary world
 
Shared references Dhaka, Bangladesh 2019
Shared references Dhaka, Bangladesh 2019Shared references Dhaka, Bangladesh 2019
Shared references Dhaka, Bangladesh 2019
 
Ethics and ux ux sofia nov 2018
Ethics and ux ux sofia nov 2018Ethics and ux ux sofia nov 2018
Ethics and ux ux sofia nov 2018
 
Ethics and UX IxDA Berlin 2018
Ethics and UX IxDA Berlin 2018Ethics and UX IxDA Berlin 2018
Ethics and UX IxDA Berlin 2018
 
Copenhagen letter lightning talk at Techfestival 2018
Copenhagen letter lightning talk at Techfestival 2018Copenhagen letter lightning talk at Techfestival 2018
Copenhagen letter lightning talk at Techfestival 2018
 
EthUX - ethics and ux
EthUX - ethics and uxEthUX - ethics and ux
EthUX - ethics and ux
 
Ethics and IA - seven deadly sins that prevent us from building a better world
Ethics and IA - seven deadly sins that prevent us from building a better worldEthics and IA - seven deadly sins that prevent us from building a better world
Ethics and IA - seven deadly sins that prevent us from building a better world
 
Innovation vs. Best Practice
Innovation vs. Best PracticeInnovation vs. Best Practice
Innovation vs. Best Practice
 
Misunderstood value proposition (mvp)
Misunderstood value proposition (mvp)Misunderstood value proposition (mvp)
Misunderstood value proposition (mvp)
 
10 war stories you (probably) won't see on Slideshare
10 war stories you (probably) won't see on Slideshare10 war stories you (probably) won't see on Slideshare
10 war stories you (probably) won't see on Slideshare
 
Product Camp Poland 2017
Product Camp Poland 2017Product Camp Poland 2017
Product Camp Poland 2017
 
UX Camp Europe 2017
UX Camp Europe 2017UX Camp Europe 2017
UX Camp Europe 2017
 
Ux strategy for st petersburg 2017 rud
Ux strategy for st petersburg 2017 rudUx strategy for st petersburg 2017 rud
Ux strategy for st petersburg 2017 rud
 
UX Strategy at CExp Forum, Bucharest 2017
UX Strategy at CExp Forum, Bucharest 2017UX Strategy at CExp Forum, Bucharest 2017
UX Strategy at CExp Forum, Bucharest 2017
 
Ux strategy - the secret sauce that defines the pixie dust
Ux strategy - the secret sauce that defines the pixie dustUx strategy - the secret sauce that defines the pixie dust
Ux strategy - the secret sauce that defines the pixie dust
 
A bigger view of UX
A bigger view of UXA bigger view of UX
A bigger view of UX
 
Five UX myths - UXCE16, Berlin, Germany
Five UX myths - UXCE16, Berlin, GermanyFive UX myths - UXCE16, Berlin, Germany
Five UX myths - UXCE16, Berlin, Germany
 
UX strategy at UX Sofia 2016
UX strategy at UX Sofia 2016UX strategy at UX Sofia 2016
UX strategy at UX Sofia 2016
 
UX Strategy - the secret sauce that defines the pixie dust
UX Strategy - the secret sauce that defines the pixie dustUX Strategy - the secret sauce that defines the pixie dust
UX Strategy - the secret sauce that defines the pixie dust
 
WIAD Ghent 2016
WIAD Ghent 2016WIAD Ghent 2016
WIAD Ghent 2016
 

Dernier

The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 

Dernier (20)

The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 

10 things every CEO needs to know about UX

  • 1. 10 things every CEO needs to know about UX Eric Reiss @elreiss Keikendo UX Summit August 28, 2013 Buenos Aires, Argentina
  • 2. Why do you have a website? “Because everyone has one.”
  • 3. Why do you have a telephone? “Because everyone has one.” “Because we can’t do business without one”
  • 4. Why do you have a website? “Because we can’t do business without one”
  • 5. Fact #1 The majority of business leaders turn to the internet as their first source of information. (And this has been true since 2007!) Source: Gartner Group
  • 6. Fact #2 B2B is the fastest-growing internet segment Source: IDG
  • 7. Fact #3 Over 50 billion searches for commercial information are made each month Source: SEMPO
  • 8. Fact #4 Argentina has the highest rate of internet penetration in South America (even higher than Spain) Source: Internet World Statistics
  • 10. So, what is UX?
  • 11. us·er noun 1: a person who makes use of a thing; someone who uses or employs something 2: a person who uses something or someone selfishly or unethically 3: a person who takes drugs
  • 12. ex·per·i·ence noun 1: having been affected by or learned through observation or participation 2: the length of such participation
  • 13. Eric’s 1st Law of UX: If a site does not solve your user’s problems, it will not solve your company’s either.
  • 14. So, let’s start with the user
  • 15. When would you use (simultaneously): An ergonomic seat designed for one person Optical lenses invented by Benjamin Franklin Alcoholic mixture invented by Dr. Iain Marshall Incandescent device invented by Thomas Edison Fabric made on a loom invented by JM Jacquard Rouge Royale (marble) Baskerville Light (typography) Domesticated mammal (This is often how our clients look at their content)
  • 16. When would you use (in simpler terms): Armchair Bifocal eyeglasses Manhattan Cocktail Lightbulb Wool pullover Tabletop Book Cat (This is an easier way to look at content)
  • 20. Needs are always situational!
  • 22. Eric’s 2nd Law of UX: User experience is the sum of a series of interactions between people, devices, and events.
  • 23. Eric’s 3rd Law of UX: There are three types of interaction: active, passive and secondary
  • 24. Eric’s 4th Law of UX: UX design represents the conscious act of coordinating interactions, acknowledging interactions, and reducing negative interactions.
  • 25. Three types of interaction: Active (things we control) Passive (things we don’t control) Secondary (things that have indirect influence)
  • 26. Active interaction Photo courtesy of: musthavemenus.com
  • 27. Active interaction Copyright could not be traced. Used for educational purposes only.
  • 28. Passive interaction (partly) Photo courtesy of: johnmariani.com
  • 29. Passive interaction Photo by Massimiliano Uccelletti, photonet.com
  • 30. Secondary interaction Photo courtesy of: koit.radiotown.com
  • 32. UX design combines all three activites Coordinating interactions that we can control Acknowledging interactions beyond our control Reducing negative interactions
  • 33. Coordinating interactions Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au
  • 34. Coordinating interactions Photo courtesy of: capetownwineblog.com
  • 35. Coordinating interactions Photo courtesy of: Rootology under Wikipedia Commons License
  • 37. Reducing negative interactions Photo courtesty of: kenlevine.blogspot.com
  • 38. Reducing negative interactions Photo courtesy of: marchedimanche.typepad.com
  • 39. Reducing negative interactions Photo courtesy of Andrew Sullivan
  • 40. Now, let’s talk with those CEOs
  • 41. 1. Don’t confuse marketing with communication. 1.
  • 43. Make your online presence part of your total customer-service package
  • 45. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss
  • 52. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 54. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 58. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 60. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 65. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 73. 1. Don’t view your website as a software development project. 2.
  • 74. Click to add man-walks-into-bar joke Click to add punch line
  • 78. Dell specifications 3.6 GHz processor 256 Gb RAM CD/DVD writer/reader 15” screen Built-in speakers 6 hour battery life Portable
  • 80. > >
  • 85. Whenever possible, purchase software from single-focus vendors
  • 86. 1. Don’t couple unrelated initiatives. 3.
  • 88. CMS = Content Management System Publish to the Web CRM = Customer Relationship Mgt. Track, use, and maintain customer data ERP = Enterprise Resource Planning Optimize use of people and materials DM = Document Management Electronic filing system KM = Knowledge Management Share expertise internally
  • 90. Deal with just one project (and just your project). Then take care of the other stuff. (and stick to single-focus vendors)
  • 91. 1. Don’t be afraid to set measurable goals for your UX initiatives. 4.
  • 92. “If you build it, they will come...”
  • 93. What are the customer service metrics for an airline? “Flying on time.”
  • 94. What passengers say: “Why publish schedules if I can’t use them?” “I plan my meetings according to arrival times” “I book connecting flights based on your promises.” “I have people waiting to pick me up when I land.” “Faster check-in. Now that’s service!” “Better food. I’d like that.” “More legroom. I’ll pay extra for that.” “On time? That’s your job! So do it!”
  • 95. Three awful metrics We want more hits We want folks to spend more time on our site We want people to write to us
  • 96. What are the “right” metrics? Better lead qualification Shortened sales process Streamlined logistics Increased conversion, conversion, conversion
  • 97. Insist that UX becomes an integrated part of your company’s business activities
  • 98. 1. Don’t confuse your personal needs with those of your visitors. 5.
  • 99. Five common errors “We need pictures of ducks. I like ducks.” (Executive ego) “Look what they just did”’ (Competitor envy) “We should talk about ‘innovation’” (Strategy by buzzword) “We need an app” (Tech over tactics) “That change doesn’t fit our standard design” (Form over function)
  • 100. The Creation (of a meaningful experience)
  • 101. Owner-visitor relationships We want to build loyalty We want to tell our story I got what I came for I got the message I think it sounds reasonable I’m ready to deal with them I will come back We want to be understood We want to be believed We want to be trusted Valuable experience
  • 102. Fact #5 If you do not meet the needs of your visitors, you will never meet your own business needs.
  • 103. Encourage research. Accept surprises that go against your basic assumptions.
  • 104. 1. Don’t view UX as a fixed-term project. 6.
  • 105. Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust 7 A’s
  • 106. Once you start the process, make sure to keep it going.
  • 107. 1. Don’t confuse print design with online design. 7.
  • 115. Brand Content Function (What we want them to remember) (What we want them to know) (What we want them to do) ”Borrowed” from Dan Roam
  • 116. “Do you want art? Or do you want your sales to go up?” Rosser Reeves
  • 117. Acknowledge and embrace best-practices that run counter to your design guide.
  • 118. 1. Don’t let your personal opinion cloud your focus. 8.
  • 122. Seek out proven experts and support their work.
  • 123. 1. Don’t be afraid to ask stupid questions. 9.
  • 124. Fact #6 There are no stupid questions... the first time you ask them.
  • 125. Fact #7 But there are lots of stupid answers... the ones you don’t understand.
  • 126. „Es hört jeder doch nur, was er versteht.“ Goethe
  • 127. “He hears only that which he understands” Goethe
  • 128. XML „Es hört jeder doch nur, was er versteht.“ Goethe CMS UX UCD CMUxD CSS
  • 130. “He hears only that which he understands” IRRGoethe TCO PP DFD COQBPR EBIT
  • 131. If in doubt, ask. Always.
  • 132. 1. Don’t hide in your office.10.
  • 133. Lord Marshall of Knightsbridge
  • 134. A British Airways timeline Colin Marshall joins BA 1983 1986 BA named “Airline of the Year” 2004 Colin retires 2009 Willie Walsh can’t meet payroll 1999 BA has world’s largest fleet of Boeing 747-400s
  • 135. Demonstrate your active support for the project. Keep the whole team inspired. Forever.
  • 137. You can (usually) find Eric at: The FatDUX Group ApS Strandøre 15 DK-2100 Copenhagen Denmark www.fatdux.com Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 er@fatdux.com skype: ericreiss twitter: @elreiss