designing the user experience curve
Post on 18-Sep-2014
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DESCRIPTION
These days people expect more from a website than a handy set of tools and a pretty interface — they want an experience. From the moment somebody enters your site they’ll be judging you on everything from the way the site looks to the tone of your error messages. And they won’t just be judging you against other sites. They will be judging you on every customer experience they have ever had, from the rude man at the train station to the lovely hotel clerk that checked them in on holiday. So in order to compete, we need to up our game and look at experiences both on and off-line. In this session Andy Budd will look at the 7 key factors that go into designing the perfect customer experience. By taking examples from the world around us, Andy will discuss how we can turn utilitarian experiences into something wonderful. Best of all, most of them won't cost you a cent!TRANSCRIPT
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Designing the User Experience Curve
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The Perfect Hotel Experience
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A More Typical Experience
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The User Experience Curve
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Meaningful
Pleasurable
Convenient
Usable
Reliable
Functional (Useful)
Focused on
Experiences(People, Activities, Context)
Focused on
Tasks(Products, Features)
© 2006 Stephen P. Anderson | poetpainter.com
SUBJECTIVE / QUALITATIVE
OBJECTIVE / QUANTIFIABLE
Has personal significance
Memorable experience worth sharing
Super easy to use, works like I think
Can be used without di!culty
Is available and accurate
Works as programmed
Prioritize Aesthetics (no, not Graphic Design) (visual, behaviors, sounds, psychology)
Design for FLOW (boredom vs anxiety)
Leverage Game Mechanics/Learning Theory (completeness)
Have a Personality
Create conversational and context aware interactions (“Adaptive Interfaces”; narrative IA structures)
Elicit Desire (Limited availability, limited access, curious and seductive experiences)Simplify, organize, and clarify
information
Display information visually
Reduce features and complexity
Are easier to understand
Use language for more natural interactions
Add features that support desired behaviors (o!ine browsing)
Have a believable story
Co-create value with customers
Connect people in community
Are part of a bigger system
Appeal to emotional, spiritual, and social values
Create a tolerance for faults at lower levels
Are tied to a person’s self-image, highly personal
Empower people to do things previously not possible
Creating Pleasurable Interfaces: Getting from Tasks to Experiencescreated by Stephen P. Anderson | poetpainter.com
“It is not enough that we build products that function, that are understandable and usable -we also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty, to people’s lives.”
-Donald Norman
THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS
Hierarchy of Needs
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AnticipationDurationIntensity
SensationDi!erentiation
Signi"cance
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1. First impressions count1
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Checking in at a hotel...
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People judge on looks ...
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Unboxing your iPod
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Computer Game Training Level
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Create a nice design...
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The Start Screen on BaseCamp...
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Interactive tours...
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In situ tours...
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Newbie you
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2. Attentive Service2
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The doorman hailing a cab...
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The waiter re"lling your glass...
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Opening a new line at the checkout...
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Usability
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Take Apple
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3. Personalisation and customisation3
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The barmaid remembering your favourite drink...
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Customise your drink at Starbucks...
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Customise your game characters...
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Welcome people...
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Customisation...
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Personal recommendations...
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4. Attention to detail4
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Car doors...
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Even the trash cans are themed...
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Create delightful experiences...
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Attention to detail
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Personality is important
Hello Andy
I'm Little MOO - the bit of software that will be managing your order
with us. It will shortly be sent to Big MOO, our print machine who willprint it for you in the next few days. I'll let you know when it's doneand on its way to you.
In the meantime you can track and manage your order at:http://www.moo.com/account
Remember, I'm just a bit of software. So, if you have any questionsregarding your order please contact customer services (who are real people) at:
http://www.moo.com/service
Thanks,
Little MOO, Print Robot
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Easter eggs...
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5. Feedback5
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Something is happening...
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Prevents you wasting time...
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Manages expectations...
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Help people solve their problems
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Buttons give positive feedback...
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Progress through the system...
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Manages expectations...
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Facebook stream...
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Google maps are fun...
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Friendly and helpful feedback messages...
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6. Make it fun6
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We love collecting...
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Particularly if there is payback...
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What do points make...
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Leaderboards...
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We’re programmed to enjoy exploring
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You "nd play in the strangest places!
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Collecting photos...
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Collecting friends...
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Collecting badges...
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Points and Leaderboards...
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Just start playing...
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7. Create the perfect environment7
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The Starbucks Experience...
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The Virgin Lounge...
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Vegas baby, yeah...
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The User Experience Curve
Visit Home Page
Take Tour
Register
Complete Pro!le
Invite FriendsExplore Site
Day-to-day Use
Add to Favourites
Day-to-day UseDay-to-day Use
First Purchase
Add to BasketAdd a Comment
Customise SitePersonaliseRecommendation
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www.andybudd.com www.clearleft.com [email protected]
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http://www.flickr.com/photos/mpdehaan/
276497061
http://flickr.com/photos/seraphimc/107130125/
http://flickr.com/photos/fortphoto/1542210995
http://flickr.com/photos/tantek/132677060/
http://flickr.com/photos/
47313217@N00/1360279731
http://flickr.com/photos/fattytuna/357378839/
http://flickr.com/photos/kb-a/43723177
http://flickr.com/photos/davidz/235767673/
http://flickr.com/photos/glamhag/1894171628/
http://flickr.com/photos/mikeschmid/316595668
http://flickr.com/photos/aernout/486765071/
http://flickr.com/photos/ari/418042736
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http://flickr.com/photos/lauramary/1329843460
http://flickr.com/photos/giando/309134729
http://flickr.com/photos/more_pi-dah/442167479
http://www.flickr.com/photos/joshrussell/
1397913617/
http://flickr.com/photos/irrawaddyerik
http://flickr.com/photos/latitudes/263133495
http://flickr.com/photos/duncan/2084134925
http://www.flickr.com/photos/joeclark/1603186528
http://www.flickr.com/photos/xrrr/1295881382
http://www.flickr.com/photos/dryicons/2214368070
http://www.flickr.com/photos/vincross/184541034/
http://www.flickr.com/photos/tantek/272672701
http://www.flickr.com/photos/thehutch/
2168473863
http://www.flickr.com/photos/special/87276
http://www.flickr.com/photos/padsbrother/
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2349026792
http://www.flickr.com/photos/stephenr/362189858/
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So where are the web examples?