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

h"p://cdn.memegenerator.net/instances/400x/22051274.jpg

h"p://www.applema"ers.com/assets/images/uploads/old/products/cache/Power_Macintosh_8500_150_300x428.jpg

h"ps://www.eiseverywhere.com/file_uploads/5d9b2e978c40d2e5e7cc1ff3269f224f_MC_STL_office.jpg

h"p://staQc.commercialmotor.com/big-‐lorry-‐blog/612%20failure%20030.jpg

What is User Experience?

h"p://www.coffeemakersetc.com/images/CWTF_2-‐2.jpg

h"p://img3.etsystaQc.com/000/0/5915846/il_fullxfull.274096559.jpg


h"p://arntrnassets.mediaspanonline.com/radio/t01/440578/the-‐coffee-‐aroma.jpg



h"p://24.media.tumblr.com/tumblr_maimorDKA81qzz33ro1_500.gif


h"p://www.aresluna.org/a"ached/pics/computerhistory/spreadsheets/splashes/1-‐2-‐3/2.3-‐dos.png

h"p://www.youtube.com/watch?v=5cNJNKkCQ2E

The Ages of Our Digital Life

Distribution

1960-1990

Interconnected Systems

h"p://media.nara.gov/media/images/15/5/15-‐0500a.gif


Distribution

1960-1990


Information

1990-2009

Free Information Flow

h"p://tctechcrunch2011.files.wordpress.com/2010/12/aol.jpg?w=300&h=310 h"p://i.i.com.com/cnwk.1d/i/Qm/2012/11/29/prodigy_login_large_610x458.jpg

h"p://med-‐libwww.bu.edu/library/tutorial/lycos.gif


Distribution

1960-1990


Information

1990-2009

Free Information Flow

Age of the User

2009 -

Empowered Users/Buyers

h"ps://devimages.apple.com.edgekey.net/appstore/images/appstore-‐guidelines-‐hero_102011.png h"p://launch.it/sites/default/files/amazon-‐logo_1.jpg

The Long Tail of Consumerism

h"p://www.afr.com/rf/image/2009-‐2014/AFR/2013/01/18/Photos/2987e42a-‐6137-‐11e2-‐a620-‐7543f60a29d4_WIRED_EDITOR_2-‐-‐646x363.jpg

h"p://images.businessweek.com/ss/06/11/1129_mbagifs/image/long-‐tail-‐book.jpg


h"p://www.zeddigital.es/UserFiles/Image/longTail.jpg


h"p://web.archive.org/web/20021004071358/h"p://www.amazon.com/exec/obidos/subst/home/home.html


h"p://www.wired.com/images_blogs/business/2013/01/amazon-‐scotland.jpg


h"p://www.the-‐minds-‐eye.org/wp-‐content/uploads/2009/05/best-‐buy-‐computer-‐simulated-‐visual-‐merchandising-‐display-‐highq.jpg

What does UX have to do with this?

Age of the User

2009 -


SO… WHAT DOES THIS ALL MEAN?

THERE ARE 7 HARD TRUTHS IN THE LONG TAIL OF USER

EXPERIENCE

USER EXPERIENCE IS AN ECOSYSTEM

1

h"p://agbeat.com/wp-‐content/uploads/2012/06/uber.jpg

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

h"p://media.npr.org/assets/img/2012/12/06/immagine-‐024_custom-‐aba98b81bdb509019352f0f9fce82fa5a854c535-‐s40.jpg

h"p://media.npr.org/assets/img/2012/12/06/couple-‐4e3798d20440if35b45a09675a96d0d061db40f-‐s40.jpg

USER EXPERIENCE IS THE PRODUCT

4

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

- Joseph Pine

h"ps://partywirks.com/asset/asset/8379/Cinojs_cake_1.jpg?1308759255

h"ps://www.facebook.com/creamcitycakes

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


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


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

h"p://blog.hellogoat.com/2010/01/the-‐true-‐cost-‐of-‐user-‐experience-‐2/

USER EXPERIENCE IS NOT A CHOICE

7

Age of the User

2009 -


THANKS! @lordshales @mke_ux mkeux.com [email protected] Linkedin.com/mkornacki

the long tail of user experience

Design