designing frictionless experiences - ixda grand rapids
TRANSCRIPT
Designing Frictionless Experiences
@merhl
Joe JohnstonVP, Experience Innovation
2015Year of the Customer“
Mobile First Strategy
Mobile First Strategy
Context First Strategy
2016Year of the Experience“
A Friction-Free Experience
The Goldilocks Principle
Just Right
Sati
sfac
tion
You make people happier not by giving them more options but by stripping away as many as you can.
“
The average smartphone user checks her phone 221 times a day.
EMARKETER.COM, OCT 2015
Time spent on mobile devices is at an average of 3hrs 15m day.
The Invisible Interface
My BMW remote app unlocks car doors, starts the AC , and more!
“
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Avoiding a digital interface means you don’t waste time using a screen you don't need to be using anyway.
In March 2015, Alibaba CEO Jack Ma demonstrated technology that will allow users to pay ‘selfie style’ using smartphone face recognition.
Every new experience with technology tends to gently nudge our notions of what we’re comfortable with.
40% of adult smartphone owners use voice search to ask for directions, 39% to dictate a text message, 32% to make a phone call, 23% while they are cooking.
0
50
23%
32%
39%40%
GOOGLE MOBILE VOICE STUDY, OCTOBER 2014
This is particularly true of context-aware technology.
No matter how often we say we’re creeped out by technology, we tend to acclimate quickly if it delivers what we want before we want it.
Instant Gratification Economy
Taxi services like Uber, Amazon’s Prime One-Click Ordering, Instant delivery services like WunWun, DoorDash and Path Talk Messaging
Focus on Time to satisfaction
Take a look at Amazon’s Anticipatory shipping patent — a system of delivering products to customers before they place an order, basically
its smart purchasing. This type of complex predictive analytics is all targeted at time to satisfaction for the customer.
The Employee Experience
If you create a great Employee Experience then you will inherently have a great Customer Experience.
“
The MagicBands and MyMagicPlus allow employees to “move past transactions, into an interactive space, where they can personalize the experience”
Wearables
46% of Apple Watch users have used their nose as an
“input” device.
http://www.wristly.co
86% of Apple Watch owners wear it Daily.
http://www.wristly.co
60 to 80 Times a Day
http://www.wristly.co
3.8 seconds
http://www.wristly.co
Simple, minimal, fast, and invisible.
Don't think micro-tasks, think nano-tasks.
Think immediacy not urgency
Reduced error rate by 12% — and increased speed at
stock picking by 15%.
Micro-Moments
82% of smartphone users turn to their phone to influence a purchase decision while in a store/location.
62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.
90% of smartphone users have used their phone to make progress toward a long term goal or multi-step process while “out and about."
IoT & Beacons
“Golden State Warriors saw a 69% increase in seat upgrade revenue via the
app after installing their proximity marketing solution”
Anticipatory Design
The ability to capture large sets of realtime data and predictively start serving up the best intended experience.
Key Take Aways:
‣ We tend to acclimate quickly if the experience delivers what we
want before we want it.
‣ Focus on Time to Satisfaction for the Customer.
‣ A great Employee Experience means a great Customer
Experience.
‣ Predictively & Intelligently serve up the best intended experience
based on “Anticipatory” Design
A Friction-Free Experience
