the brave new world - uie. · pdf filehow do we handle the long tail issues? the brave new...

UserInterfaceEngineering

The Brave New WorldThe Brave New World

Usability Challenges of Web 2.0

The Brave New World Web and Beyond Conference

© Copyright 2006, Slides 1-2 www.uie.com User Interface Engineering

Steve Jobs, CEO1,000,000,000 songs sold

Run rate of more than a billion songs per year

14 million iPods sold during 2005 holiday season

More than 100 sold every minute



5 million subscribers

20 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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The Age of Experience DesignThe Age of Experience Design

Experience Design differentiates iPod/iTunes and Netflix from competitorsExperience design is now a boardroom conversation

Businesses now looking to create similar experiences for their customers

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How Design MutatesHow Design Mutates

Technology Design focuses on getting the technology to workFeature Design ensures product or service has competitive capabilitiesExperience Design looks at better integration into the user's life or work practice



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www.uie.com

Web 2.0Web 2.0

Designed around user experiences"Small pieces, loosely joined"Share common design attributes

APIs (Mashups)RSSFolksonomiesSocial Networking ("Wisdom of Crowds")



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www.uie.com

Usability Challenges from Usability Challenges from Web 2.0Web 2.0

APIs make everyone a designerRSS has no defined experience, yetFolksonomies are made from chaosSocial Networking involves multiple peopleThe Long Tail introduces new challengesKeeping focus on the Experience



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APIs' ChallengesAPIs' Challenges

How do you evaluate the usability of an API?How do create seamless experiences when the code comes from multiple unrelated sources?What happens when everyone is designing interfaces?How do we ensure design skills are available to the interface experience designers?



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www.uie.com

RSS's ChallengesRSS's Challenges

Can we come up with a way to explain how RSS works?Subscribing is complexInteractions are unpredictable



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www.uie.com

Folksonomies' ChallengesFolksonomies' Challenges

Organizational IssuesTagging for yourself or others?The New York / New York City / NY / NYC problem

How do we know when to use folksonomies versus a traditional taxonomy?How do we build moderated folksonomies?



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www.uie.com

Social Networking ChallengesSocial Networking Challenges

Do we know how to evaluate systems for social use?Do we understand all the dynamics of social interaction?How do we stop the system from being gamed?



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www.uie.com

Long Tail ChallengesLong Tail Challenges

98% of users on Microsoft.com come for 2% of the content

What do we do about the other 98% of content?How do we handle the long tail issues?



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www.uie.com

Experience Design ChallengesExperience Design Challenges

What makes up the users' entire experience?Do we know how to put together teams to build experiences?Do we have the techniques necessary to evaluate the experience?

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www.uie.com

Brave New WorldBrave New World

We're designing for ExperienceNot for technology or features any more

Web 2.0 opens up great opportunitiesNeed to address the challenges of Web 2.0

APIs, RSS, Folksonomies, Social Networks, Long Tail



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