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User
Experience
        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


My name is Niko Nyman, and I’ve run a tiny company for ...
User
Experience
        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Why do I talk about user experience? Because I truly be...
Simply
Experience
        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


I want to talk about the experiences of everyone: con...
1.   What Experience
2.   Experience design
3.   Thinking about Experience
4.   Evaluating Experiences
5.   Value of Exper...
ence is
       Oct 21, 2008 N. Nyman Oy niko@nnyman.com


So, what is experience?
Experience is

     Subjective.                                     PERIOD.




First of all, experience is completely sub...
Experience is

     small things

        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Experience is small things.
It’s a he...
Experience is

     a great movie

         Oct 21, 2008 N. Nyman Oy niko@nnyman.com


It’s seeing a great movie.
Experience is

     a pleasant
     surprise
        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


A pleasant surprise is an ...
Experience is

     a phone keypad
     you can feel
        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Experience is tact...
Experience is

     using your phone
     for creating art
        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Experience i...
Experience is

BIG things

 Oct 21, 2008 N. Nyman Oy niko@nnyman.com
Experience is

     memories

        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Experience is memories. This summer Club ...
Experience is

     learning

         Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Experience is learning new skills.
Experience is

    knowledge

        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Experience is knowledge. The capability t...
Experience is

     life
     experience

        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


And experience is all this, a...
disconnected
       moments


The small moments you remember become more interesting and more memorable when you
see the c...
disdis
   connected
   moments


The small moments you remember become more interesting and more memorable when you
see th...
Experience

A stream of disconnected, separate experiences, become a whole, continuously evolving
Experience.
longevity


This idea of connected experiences underlines how important it is for product experiences to
have longevity. T...
wow!


The rollout experience of Sony PS3 was designed to provide a great first impression by
wowing users with great specs...
BIG
   PICTURE
A wholistic experience is about making sure the big picture…
small details



…is reinforced by the small details.
Apple store in San Francisco by tanakawho on Flickr




       Can Experiences
       be designed?




        Oct 21, 200...
User
        Experience design
        is a mindset



Experience design is more a mindset than a field of practice.
Experi...
Everyone should work on creating the intended experiences. Together! Everyone not only can,
but will influence the experien...
management


Because everyone is involved, a company’s ability to create good experiences is a
management issue. You need ...
human
    resources

And it is a human resources issue. Personnel issue. Human issue. You need great
communications and tr...
culture


It is a culture issue. Employees need an environment that supports and guides them in
creating the experiences t...
!     Vision
        !     Maintain intent


Experience Design is:
— creating a strong vision of intended experience
— cre...
Practical notes on
experience design
Mortality & User Experience - Slide (12) by ario j on Flickr




        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Every ...
No active interaction is needed: If I see a McDonalds sign, I will have an encounter with the
McDonalds brand, and it will...
Most encounters with companies are forgettable, but some are remembered. The question is,
how will you be remembered?
If y...
It is most important to identify the encounters that form the experience you’re creating for
people. You can call these en...
The next step is to link the encounters together, to understand the overall experience
you’re providing. Service designers...
Hyundai in Finland has thought carefully about what is lacking in the Hyundai experience.
They figured people have a hard t...
Think of the full lifecycle of the product and all manifestations of the product and the
brand.
Be aware of your experiences: 1—What happened? 2—How did I react? What was my
subjective response? 3—Was the experience li...
Be someone else. It takes great empathy to create a good experience. To create relevant
experiences, you have to Forget ev...
Avoid sugar coating. If you think you’re helping yourself by putting lipstick on your product,
you’re setting up yourself ...
Think about design cues. Car manufacturers use design cues to maintain consistency in their
range of car models. Think how...
Virgin Atlantic doesn’t want to make their customer service sta! into service robots. They
want to make them into service ...
I’ve already said this but: involve everyone. By getting everyone involved you will help make
sure the user expectations a...
experience
        design

Realize that anything, even the smallest detail can be “experience designed”. My parents love
m...
Experience design can be a strategic question, too. The Apple experience is arguably very
integrated, but teleoperators no...
Apple store in San Francisco by tanakawho on Flickr




       Evaluating
       Experiences
        Oct 21, 2008 N. Nyman...
Oct 21, 2008 N. Nyman Oy niko@nnyman.com


It’s a bit like asking “how much in love are you?”
You know you are, but just h...
no.                                                                yes!
   -3              -2                -1           ...
Context / convenience
                                    INCONVENIENT            CONVENIENT




                     ATTR...
Context / convenience
              INCONVENIENT                                  CONVENIENT
ATTRACTIVE




              ...
INCONVENIENT                              CONVENIENT
ATTRACTIVE




                                                      ...
GOOD
                                                       EXPERIENCE
Save users’ time. Waste of time vs. Time well spent...
Let users be undecisive.
Permanent vs Undoable.
Dishwasher that can be paused or interrupted.
Fully                                        Easy
             detailed                                    overview

     ...
Incom-                                       Com-
             patible                                     patible

      ...
Closed                                           Open
             system                                          system
...
Complex
               to            Simple to
             operate          operate

             INCONVENIENT      CONVE...
In your                                            Subtle
               face

             INCONVENIENT                  ...
Has me        Doesn’t
             thinking       make me
                             think

             INCONVENIENT   ...
Effort in
             Effort in                          Benefit
              Benefit out
                              ...
Not the                          The right
             right time                           time

              INCONVENI...
The wrong                                 The right
               place                                    place

       ...
INCONVENIENT




                                                    ATTRACTIVE
         Taste / appeal


                ...
INCONVENIENT




                                                     ATTRACTIVE
                            Beautiful



...
INCONVENIENT




                                      ATTRACTIVE
                        Interesting




                ...
INCONVENIENT




                                                         ATTRACTIVE
                             Pleasant...
INCONVENIENT




                                                                        ATTRACTIVE
        Compassionate
...
INCONVENIENT

      ATTRACTIVENESS




                                                                ATTRACTIVE
        ...
INCONVENIENT

       ATTRACTIVENESS




                                                                      ATTRACTIVE
 ...
INCONVENIENT

       ATTRACTIVENESS




                                                                    ATTRACTIVE
   ...
INCONVENIENT

      ATTRACTIVENESS




                           ATTRACTIVE
                           UNATTRACTIVE
     ...
INCONVENIENT




                                                                   ATTRACTIVE
                           ...
INCONVENIENT




                                                                     ATTRACTIVE
                         ...
INCONVENIENT



                         Tested and




                                                                  ...
INCONVENIENT




                                                                     ATTRACTIVE
                 Looks si...
INCONVENIENT



           Seems to have




                                                                     ATTRACTI...
INCONVENIENT




                                                                    ATTRACTIVE
                         A...
INCONVENIENT




                                                                  ATTRACTIVE
              Cheap or free
...
INCONVENIENT



                           The easy




                                                                  ...
INCONVENIENT




                           ATTRACTIVE
               Different




                           UNATTRACTIV...
INCONVENIENT




                          ATTRACTIVE
                Safe




                          UNATTRACTIVE
    ...
INCONVENIENT




                          ATTRACTIVE
              Dangerous




                          UNATTRACTIVE
 ...
INCONVENIENT



                 Has personal




                                            ATTRACTIVE
                 ...
Context / convenience
                                    INCONVENIENT            CONVENIENT




                     ATTR...
Why design
        experiences?




What makes experiences so valuable in business.
The New Fred Meyer on Interstate on Lombard by lyzadanger on Flickr




         Oct 21, 2008 N. Nyman Oy niko@nnyman.com
...
In fact, you can go to a website like alibaba.com to get anything manufactured in Asia,
quickly and cheaply.
The New Fred Meyer on Interstate on Lombard by lyzadanger on Flickr




        Oct 21, 2008 N. Nyman Oy niko@nnyman.com

...
“The customer
               experience is the
               next competitive
                battleground.”
            ...
95%
           agree
In fact, according to one study 95% of business leaders agree.
Perfection!

                                                            Good
                                            ...
Perfection!

                                                             Good
                                           ...
Apple's worst product ever by albertus on Flickr




       Growing dissatisfaction
               with products
        O...
Foobar Poster - The Internet by Sebastian Prooth on Flickr




  EVERYTHING
  NOW
        Oct 21, 2008 N. Nyman Oy niko@nn...
And You Thought Airline Food Was Bad... by jochenWolters on Flickr




  SHARE(BAD)EXPERIENCES
        Oct 21, 2008 N. Nym...
e il tempo passa...o forse no by confusedvision on Flickr




   TIME
   HAS BECOME
   MORE VALUABLE
        Oct 21, 2008 ...
Hotel Marqués De Riscal by brockleyboyo on Flickr
                                                                        ...
Old people tell me that as people grow they find more things to worry about — it can almost
feel like the world is breaking...
Italy by Kazze on Flickr




 SHARING makes
 experiences more
 valuable



                   Oct 21, 2008 N. Nyman Oy nik...
by ~RAYMOND on Flickr




        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Like they say: you’ll always have Paris…
Oct 21, 2008 N. Nyman Oy niko@nnyman.com


…but not those shoes you wore.
The funny thing about concentrating on experiences is that it doesn’t cost much, but the
returns can be huge.
- It’s just ...
Cost of                                                       Cost of
 creating a bad                                     ...
Value of a bad                                               Value of a good
  experience                                 ...
I’m not delusional about the power of experiences: Despite Apple’s superior focus on
experience, Nokia will still kick App...
experience lived up to their promises?                                 chase. (See Figure 1)


          FIG. 1: BUSINESS ...
Good experiences win customers’ hearts. At most extreme cases, good experiences create
customers who love you. The adverti...
Experience
        Oct 21, 2008 N. Nyman Oy niko@nnyman.com


Remarkable experiences leave a mark — whether the experience...
I have a dream…




I dream of a day when products fullfill my needs without a glitch, when I am being served
swiftly, comp...
I have a dream…




Good experiences help us do more good. Good experiences help us feel better about what
we’re doing. Go...
Thank you.
N. Nyman Oy
Niko Nyman
niko@nnyman.com

www.nnyman.com
Roll the credits
    http://www.flickr.com/photos/wwworks/             Thank you.
                                        ...
Roll the credits
    Probably stole this one too.
                                                           Thank you.
  ...
Roll the credits
    http://www.flickr.com/photos/sometoast/557148562/
                                                   ...
Roll the credits
    http://www.flickr.com/photos/whatsarahsaid/           Thank you.
                                    ...
Roll the credits
    http://www.flickr.com/photos/whatsarahsaid/           Thank you.
                                    ...
Roll the credits
    Mine!
                                                          Thank you.
                          ...
Roll the credits
    www.reittiopas.com
                                                         Thank you.
              ...
Roll the credits
    alibaba.com
                                                         Thank you.
                     ...
Roll the credits
    http://www.flickr.com/photos/ethanhein/               Thank you.
                                    ...
S4B                STRATEGY FOR
                    BUSINESS               ISSUE 29 Summer 2008




                      ...
Prochain SlideShare
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Roll the credits http://www.flickr.com/photos/sometoast/557148562/ Thank The Value of User Experience (from Web 2.0 Expo Berlin 2008)

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http://www.flickr.com/photos/sometoast/557148562/
Thank you.
N. Nyman Oy
Niko Nyman
niko@nnyman.com

http://www.flickr.com/photos/doobybrain/ www.nnyman.com
339372920/


http://www.flickr.com/photos/reinis/305683208/



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Publié dans : Technologie, Business
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