The Dawning Of The Age Of Experience (2007)

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You can sign up for more information just like this at http://www.uie.com/uietips. Thanks to Andy Budd and the folks at the dConstruct Conference for providing the audio for this presentation. [Note: The slides are slightly different than I presented at dConstruct. Because of time constraints, I couldn't talk about slides 34-36.] The advertisement for this presentation: Experience design is no longer a nice-to-have luxury of a few organizations with tons of money and exceptional visionary management. It’s become commonplace for organizations that build products and web sites. Experience Design is a centerpiece of boardroom discussions and quickly becoming a key performance indicator for many businesses. However, you can’t just hire a couple of “experience designers” and tell them, "Go do that voodoo that you do so well." Today’s business environment forces us to build multi-disciplinary teams, compiling a diverse group of skills and experiences to handle the many facets of the technical, business, and user requirements. In his usual entertaining and insightful manner, Jared will talk about what it takes to build a design team that meets today’s needs. He'll demonstrate how successful Experience Design: + Must integrate the needs of the users with the requirements of the business + Is learned, but not available through introspection + Must be invisible to succeed + Is cultural + Is multi-discplinary + Thrives best in an "educate and administrate" environment You'll see examples of designs from Apple's iPod, Netflix, the Mayo Clinic, and Southwest Airlines, to name a few. © 2007, User Interface Engineering

Business Technologie

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

The Dawning of the Age
of Experience

User
Jared M. Spool
Interface
Founding Principal
Engineering

© Copyright 2007, User Interface Engineering. All Rights Reserved. 1

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 2

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 3

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

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The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Apple’s Success
3,000,000,000 songs sold

Run rate of more than a billion songs per year

21,000,000 iPods sold during 2006 holiday season
50% increase over 2005

More than 160 iPods sold every minute

© Copyright 2007, User Interface Engineering. All Rights Reserved. 5

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 6

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 7

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Netﬂix’s Success
Leslie Kilgore, CMO
7 Million Subscribers

20 contiguous quarters of greater than 50%
growth

85% of new subscribers say an existing
subscriber recommended them

93% of subscribers say they evangelize Netﬂix to
friends and family

© Copyright 2007, User Interface Engineering. All Rights Reserved. 8

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Experience Design
Disasters
Big Box Retailer loses 20% of revenue after
spending $100 Million on on design
Takes 3½ years to recover
1,700-employee law ﬁrm launches new intranet
Almost causes employee revolt
Highly-visited informational site launches
“improved” design
Sees 40% drop in page views.

© Copyright 2007, User Interface Engineering. All Rights Reserved. 9

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Successful
Experience
Design

Integrates
the User and
the Business

© Copyright 2007, User Interface Engineering. All Rights Reserved. 10

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 11

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

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The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Chicken Sexing
© Copyright 2007, User Interface Engineering. All Rights Reserved. 13

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 14

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Estimating
Midwives
Baby Weight

Other
Chicken-Sexing WWII Plane Detecting
Phenomena Spotters Enemy Planes

Chicken sexing
is learned,
The Art of
but not open to Sushi Chefs
Making Sushi
introspection

© Copyright 2007, User Interface Engineering. All Rights Reserved. 15

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Successful
Experience
Design

is Learned
Yet Not Open
to Introspection

© Copyright 2007, User Interface Engineering. All Rights Reserved. 16

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 17

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 18

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 19

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Successful
Experience
Design

is Invisible

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The Dawning of the Age of Experience User Interface Engineering - www.uie.com

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The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 22

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 23

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 24

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 25

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 26

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 27

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Agile
Methods
Ethnography Analytics

Information Usability
Social Architecture Practices Use Cases
Networks
Marketing
Information Visual
Design Design
Experience
Design
Fast Iteration Interaction
Management Design
Technology

Copy
Editing
Writing

Business Domain
Knowledge Knowledge
ROI

© Copyright 2007, User Interface Engineering. All Rights Reserved. 28

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Successful
Experience
Design

is Multi-
Disciplinary

© Copyright 2007, User Interface Engineering. All Rights Reserved. 29

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

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The Dawning of the Age of Experience User Interface Engineering - www.uie.com

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The Dawning of the Age of Experience User Interface Engineering - www.uie.com

“What should FEMA have done?
Perhaps the answer can be found
on their website. Where you’ll
ﬁnd, we’re not lying, this chart,
clearly depicting the agency’s
responsibility in the event of a
disaster. Notice, and this is their
actual chart, it begins with their
response to a disaster, leads to
recovery, mitigation, risk reduction,
prevention and preparedness and
ends up… back in disaster. That
is their chart. In truth, FEMA did
exactly what they said they were
going to do.”
The Daily Show with Jon Stewart
September 28, 2005

© Copyright 2007, User Interface Engineering. All Rights Reserved. 32

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Successful
Experience
Design

is Cultural

© Copyright 2007, User Interface Engineering. All Rights Reserved. 33

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Essential Experience
Design Components
Good Communications

Clear Focus on Vision

The Right People

Feedback Loop

Fast Iterations

© Copyright 2007, User Interface Engineering. All Rights Reserved. 34

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

© Copyright 2007, User Interface Engineering. All Rights Reserved. 35

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

Making Fast Iterations
Happen
Eliminate major redesigns
Break design challenge into small chunks

Heavy emphasis on feedback mechanism
Collect as much information as possible

Get everyone involved
Decisions happen everywhere

© Copyright 2007, User Interface Engineering. All Rights Reserved. 36

The Dawning of the Age of Experience User Interface Engineering - www.uie.com

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On its surface, Amazon.com just seems like a large e-commerce site, albeit a successful one. Its design isn't flashy, nor is it much to write home about. But deep within its pages are hidden secrets -- secrets that every designer should know about. If one looks closely at what the team at Amazon has built, it's filled with innovative functionality and clever designs, all of which creates a delightful experience for its users and directly produces regular profits for its shareholders. But not all is perfect. Some design changes in the last few years have not been the success that the team had hoped for. Amazon's exceptional qualities and imperfections are critical knowledge for any designer that wants to dig deep into what makes the site tick. In this entertaining presentation, Jared will share some of UIE's latest research into the hidden treasures of (the) Amazon. You'll learn: + The simple Yes/No question that increased revenues by more than $1 billion + The elegant subtlety of Amazon's security system + Why Amazon's business model is more than meets the eye (and why designers need to care) + The wins and losses that Amazon has had with social media functionality

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The Dawning Of The Age Of Experience (2007)

1. The Dawning of the Age of Experience User Interface Engineering - www.uie.com The Dawning of the Age of Experience User Jared M. Spool Interface Founding Principal Engineering © Copyright 2007, User Interface Engineering. All Rights Reserved. 1

5. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Apple’s Success 3,000,000,000 songs sold Run rate of more than a billion songs per year 21,000,000 iPods sold during 2006 holiday season 50% increase over 2005 More than 160 iPods sold every minute © Copyright 2007, User Interface Engineering. All Rights Reserved. 5

8. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Netﬂix’s Success Leslie Kilgore, CMO 7 Million Subscribers 20 contiguous quarters of greater than 50% growth 85% of new subscribers say an existing subscriber recommended them 93% of subscribers say they evangelize Netﬂix to friends and family © Copyright 2007, User Interface Engineering. All Rights Reserved. 8

9. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Experience Design Disasters Big Box Retailer loses 20% of revenue after spending $100 Million on on design Takes 3½ years to recover 1,700-employee law ﬁrm launches new intranet Almost causes employee revolt Highly-visited informational site launches “improved” design Sees 40% drop in page views. © Copyright 2007, User Interface Engineering. All Rights Reserved. 9

10. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design Integrates the User and the Business © Copyright 2007, User Interface Engineering. All Rights Reserved. 10

15. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Estimating Midwives Baby Weight Other Chicken-Sexing WWII Plane Detecting Phenomena Spotters Enemy Planes Chicken sexing is learned, The Art of but not open to Sushi Chefs Making Sushi introspection © Copyright 2007, User Interface Engineering. All Rights Reserved. 15

16. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design is Learned Yet Not Open to Introspection © Copyright 2007, User Interface Engineering. All Rights Reserved. 16

28. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Agile Methods Ethnography Analytics Information Usability Social Architecture Practices Use Cases Networks Marketing Information Visual Design Design Experience Design Fast Iteration Interaction Management Design Technology Copy Editing Writing Business Domain Knowledge Knowledge ROI © Copyright 2007, User Interface Engineering. All Rights Reserved. 28

29. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design is Multi- Disciplinary © Copyright 2007, User Interface Engineering. All Rights Reserved. 29

32. The Dawning of the Age of Experience User Interface Engineering - www.uie.com “What should FEMA have done? Perhaps the answer can be found on their website. Where you’ll ﬁnd, we’re not lying, this chart, clearly depicting the agency’s responsibility in the event of a disaster. Notice, and this is their actual chart, it begins with their response to a disaster, leads to recovery, mitigation, risk reduction, prevention and preparedness and ends up… back in disaster. That is their chart. In truth, FEMA did exactly what they said they were going to do.” The Daily Show with Jon Stewart September 28, 2005 © Copyright 2007, User Interface Engineering. All Rights Reserved. 32

34. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Essential Experience Design Components Good Communications Clear Focus on Vision The Right People Feedback Loop Fast Iterations © Copyright 2007, User Interface Engineering. All Rights Reserved. 34

36. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Making Fast Iterations Happen Eliminate major redesigns Break design challenge into small chunks Heavy emphasis on feedback mechanism Collect as much information as possible Get everyone involved Decisions happen everywhere © Copyright 2007, User Interface Engineering. All Rights Reserved. 36

37. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design Integrates the user and the business Is learned but not open to introspection Is invisible Is multidisciplinary Is cultural Is something we’re still learning how to do And we’re getting better everyday © Copyright 2007, User Interface Engineering. All Rights Reserved. 37

38. The Dawning of the Age of Experience User Interface Engineering - www.uie.com More Info from User Interface Engineering Newsletter: UIEtips (FREE) UIE Virtual Seminars Reports User Interface Conference: www.uiconf.com Blog: www.uie.com/brainsparks Site: www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 38

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