the long tail of user experience

The Long Tail of User Experience h"p://sandbox.yoyogames.com/extras/image/name/san2/359/380359/original/gertrude014.jpg  

Mike Kornacki Johnson Controls User Experience Architect

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What is User Experience?

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What is User Experience?

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What is User Experience?

What is User Experience?

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What is User Experience?

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The Ages of Our Digital Life

Distribution

1960-1990

Interconnected Systems

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The Ages of Our Digital Life

Distribution

1960-1990

Interconnected Systems

Information

1990-2009

Free Information Flow

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The Ages of Our Digital Life

Distribution

1960-1990

Interconnected Systems

Information

1990-2009

Free Information Flow

Age of the User

2009 -

Empowered Users/Buyers

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The Long Tail of Consumerism

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The Long Tail of Consumerism

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The Long Tail of Consumerism

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The Long Tail of Consumerism

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The Long Tail of Consumerism

The Long Tail of Consumerism

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What does UX have to do with this?

Age of the User

2009 -

Empowered Users/Buyers

SO… WHAT DOES THIS ALL MEAN?

THERE ARE 7 HARD TRUTHS IN THE LONG TAIL OF USER

EXPERIENCE

USER EXPERIENCE IS AN ECOSYSTEM

1

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USER EXPERIENCE IS A COMPETITIVE ADVANTAGE  

2

“The customer experience is the next competitive battleground.”

Jerry Gregorie - 1999  

The COST of a BAD experience

The COST of a GOOD experience

The VALUE of a BAD experience

The VALUE of a GOOD experience

After a single bad experience

of customers will simply leave

Source:  2010  Customer  Experience  Impact  Survey  –  RightNow  Technologies  

82%

USER EXPERIENCE IS EMOTIONAL

3

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USER EXPERIENCE IS THE PRODUCT

4

“We are shifting to an experience economy where experience is becoming the primary economic offering.”

- Joseph Pine  

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Diffe

rent

iation

Value

Commodity

Product

Service

Experience

Source:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril  

Product success is not about being the first to market anymore. It’s about delivering the right experience at the right time and evolving with your customers.

USER EXPERIENCE IS NOT NUMBER OF FEATURES  

5

User

Hap

pine

ss

Number of Features

Doesn’t have the basics

Wish it did more

Easy to use

Everything I ever wanted

Where’s the help manual?

I have no idea how to use this

Source:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril  

User

Hap

pine

ss

Number of Features

Doesn’t have the basics

Wish it did more

Easy to use

Everything I ever wanted

Where’s the help manual?

I have no idea how to use this

SWEET SPOT

Source:  Andy  Budd  –  Clearlef    -­‐  Ignore  UX  at  Your  Peril  

PRACTICE THE ART OF SUBTRACTION

LESS IS MORE!  

USER EXPERIENCE IS COSTLY WHEN IT’S TOO LATE  

6

“You can use an eraser on the drafting table or a sledge hammer on the construction site.”

- Frank Lloyd Wright  

Hidden Costs

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USER EXPERIENCE IS NOT A CHOICE  

7

Age of the User

2009 -

Empowered Users/Buyers

THANKS! @lordshales @mke_ux mkeux.com mike.kornacki@gmail.com Linkedin.com/mkornacki