the dawning of the age of experience (2007)
DESCRIPTION
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 EngineeringTRANSCRIPT
The Dawning of the Age of Experience
User Interface Engineering
Jared M. SpoolFounding Principal
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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 season50% increase over 2005
More than 160 iPods sold every minute
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Netflix’s Success
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
Leslie Kilgore, CMO
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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 intranetAlmost causes employee revolt
Highly-visited informational site launches “improved” design
Sees 40% drop in page views.
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Successful Experience
Design
Integrates the User and the Business
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Chicken Sexing
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Other Chicken-Sexing Phenomena
Midwives Estimating Baby Weight
WWII Plane Spotters
Detecting Enemy Planes
Sushi Chefs The Art of Making Sushi
Chicken sexing is learned,
but not open to introspection
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Successful Experience
Design
is LearnedYet Not Open
to Introspection
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Successful Experience
Design
is Invisible
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ExperienceDesign
Copy Writing
Information Architecture
Fast Iteration Management
Usability Practices
Interaction Design
Information Design
Visual Design
Editing
Ethnography
Domain Knowledge
Business Knowledge
Analytics
Marketing
Technology
ROI
Social Networks Use Cases
Agile Methods
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Successful Experience
Design
is Multi-Disciplinary
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“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 StewartSeptember 28, 2005
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Successful Experience
Design
is Cultural
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Essential Experience Design Components
Good Communications
Clear Focus on Vision
The Right People
Feedback Loop
Fast Iterations
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Making Fast Iterations Happen
Eliminate major redesignsBreak design challenge into small chunks
Heavy emphasis on feedback mechanismCollect as much information as possible
Get everyone involvedDecisions happen everywhere
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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 doAnd we’re getting better everyday
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