2008-09 - momosyd - 3 australia - sheen yap - creating great user experience
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1 September 2008
Creating GreatUser Experiences
Sheen Yap, Head of User Experience and Creative Services, 3 Mobile Australia
14 March 2007 Creating Great User Experiences
Page 2
As goods and services becomecommoditized, the customer experiences
that companies create will matter most.
- B. Joseph Pine II & James H. Gilmore “Welcome to the Experience Economy”
14 March 2007 Creating Great User Experiences
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Usable Quick relevant seamless easy 1-click fun naturalintuitive end-to-end integrated utility service invisible search
interactive Clear design aesthetics journey enjoyable engaging
smooth information architecture simple access findable browse sticky
instant great user experience transparent
customised immersive cognitive useful beautiful personal user-centred
efficient ergonomics one-touch design participate fluid direct
contextual walk-out-working behavioural understand Engagement
visual flow comfortable branding enjoyable Human ComputerInteraction transparent responsive navigation easy-of-use fast
Buzzword?
14 March 2007 Creating Great User Experiences
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This presentation serves to explain…
…what is Experience
…what is meant by User Experience
…why and what makes Great User Experiences
…how do we Create Great User Experiences
1 September 2008
Experience.noun 1 practical contact with and observation of facts or events. 2knowledge or skill acquired over time. 3 an event or occurrence whichleaves an impression on one.
verb 1 encounter or undergo (an event or occurrence). 2 feel (an emotion).
— ORIGIN Latin experientia, from experiri ‘try’.
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Experience is…
Distinct
Sequential
Discontinuous
Personal
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Experience is beyond good service.
Not just about delivering a good serviceNot just about satisfying customers
14 March 2007 Creating Great User Experiences
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Experience is beyond good service.
Not just about delivering a good serviceNot just about satisfying customers
Good experiences are:remembered, savored, recounted,publicised, souvenir-ed, replicated
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Experience is beyond good service.
Not just about delivering a good serviceNot just about satisfying customers
Good experiences are:remembered, savored, recounted,publicised, souvenir-ed, replicated
It’s more about the sensations that peopleget from using service.Sometimes that is what people come forand pay for
1 September 2008
Feel theExperience.
14 March 2007 Creating Great User Experiences
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Disneyland,
an old hand in the experiencebusiness…
…supplying sensations since 1955.
14 March 2007 Creating Great User Experiences
Page 12 ….not just about the swimming
Tropical island holidays…
14 March 2007 Creating Great User Experiences
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…not just a spot for prayer
Notre Dame deParis….
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Not just about following the plot
14 March 2007 Creating Great User Experiences
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……Not just about driving from A to B
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….not just about winning
1 September 2008
User Experience.….the overall experience and satisfaction auser has when using a product or system.
- Wikipedia
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Customer Experience
User Experience
Brand Experience
AdvertisingRetail
Call centre
Build
ing
sign
age
Packaging
BillingUser Interface
HandsetsProducts & Services
Website
Word
of m
outh
Sponsorship
14 March 2007 Creating Great User Experiences
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User Experience is not just User Interface.
End-to-end
Types of Use
Distributed
Cross-media
Human
14 March 2007 Creating Great User Experiences
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User Experience Lifecycle.
During EndStart
Initial impressionsdrives attitude
towards engagement
Engagements can enddeliberately by useror unexpectedly by
system
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User Experience Lifecycle.
During EndStart
MemoryExpectations
The experience iscommitted to
memory, heavilyinfluenced by the end
of the encounter
Expectations can bemet, unmet,
challenged orchanged
Expectations areformed from
memories of pastexperiences
14 March 2007 Creating Great User Experiences
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Internally Processed
Externally Influenced
User Experience Lifecycle.
During EndStart
MemoryExpectations
1 September 2008
Great UserExperience
14 March 2007 Creating Great User Experiences
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One way to determine what business you’re in is to consider what you charge for:
If you charge for raw materials, you’re in commodities;
if you charge for physical things, you’re in goods;
if you charge for activities you perform on behalf of another, you’re in services;
but if you charge for the time people spend with you, then you’re in experiences.
James H. Gilmore, “Frontiers of the Experience Economy”
14 March 2007 Creating Great User Experiences
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Elements of Great User Experience.
During EndStart
Hygi
ene
Delig
hter
14 March 2007 Creating Great User Experiences
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Elements of Great User Experience.
During EndStart
BeneficialAccessibleRecognisableHy
gien
eDe
light
er
OriginalAttractive
EfficientIn ControlUsable/LearnableRelevant
ThemedTransformableSense of FlowMulti-senses
ExpectedConclusive
LearningMeaningJoy
Useful
Of Value
Satisfactory
Pleasurable
Enlightening
Coveted
Remembered As
1 September 2008
Creating Great UserExperiences
14 March 2007 Creating Great User Experiences
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Creating Great User ExperiencesLofty Ideals
Complex Needs
?
14 March 2007 Creating Great User Experiences
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Creating Great User ExperiencesLofty Ideals
Complex Needs Rethink Users
Rethink Scope
Rethink Design
Rethink Control
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Users are here to playUsers are diverseUsers are social and in context
Rethink Users.
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Rethink Scope.Consider the end-to–end process and the
different ways of use: What part do weplay and can we make changes to any of them?
Consider how distributed functions or
cross media can be utilised to enable abroader and richer experience
Consider how we can make an experience moreemotionally fulfilling, personallygratifying and socially palatable
14 March 2007 Creating Great User Experiences
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Rethink Design.
Design forDesign for immersionimmersion
Ensure the Ensure the end of engagementend of engagement is is memorablememorable
Allow for Allow for ambiguity and unpredictabilityambiguity and unpredictability
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Rethink Control
In our battles for
CustomerOwnership,User Experience suffers
Manufacturer, Operators,Providers, etc need to work
with openness, trustand mutual respect
Source: Stratemerge Inc. 2008
14 March 2007 Creating Great User Experiences
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Thanks for listening.
Email: syap@hutchison.com.au
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