1. Aiming For Delight!From Good Experience to Delightful Experience India Development Center STC India UX Conference, Bangalore 2011 2. It is not enough that we build products that func6on, that are understandable & usable we also need to build products that bring joy & excitement, pleasure & fun, and yes, beauty, to peoples lives Don Norman India Development Center STC India UX Conference, Bangalore 2011 3. So what is a Deligh/ul experience? All who are from the background of User Centered Design know the drill of designing an experience. We usually aJempt to know India Development Center STC India UX Conference, Bangalore 2011 4. How people view their worlds India Development Center STC India UX Conference, Bangalore 2011 5. What are their Goals.primary, secondary, terNary India Development Center STC India UX Conference, Bangalore 2011 6. And how do they want to achieve it India Development Center STC India UX Conference, Bangalore 2011 7. This is where Delight raises the stake India Development Center STC India UX Conference, Bangalore 2011 8. What do people love? What excites or surprises them? India Development Center STC India UX Conference, Bangalore 2011 9. Lets look at an example of Delight Renee Ended up buying 2 Nckets for the same journey Renee Wu was booking herself on Air Asia plane to visit home in Taipei. But she had an oversight on the no. of passenger input eld on the web based booking form and two of the same Nckets have been bought. When she calls the call center, the customer service agent, to her surprise, agrees to cancel one. And thats not all, he informs her that she has a choice to convert one of the onward Ncket to a return journey Ncket without paying anything extra! India Development Center STC India UX Conference, Bangalore 2011 10. So Delight happened when Inconveniences or anxieNes get not only resolved, losses are also turned into benets Unexpected Wow ANXIETY RESOLVED DELIGHT ABOUT LOSS UNEXPECTEDLY India Development Center STC India UX Conference, Bangalore 2011 11. So, when does Delight happen? India Development Center STC India UX Conference, Bangalore 2011 12. Delight happens when An Experience is complete & persistentusers are never le to fend for themselves At Disney even the trash cans are themed India Development Center STC India UX Conference, Bangalore 2011 13. Delight happens when Experiences are designed to be unexpected Culturally appropriate surprise & humor to build an experienNal language India Development Center STC India UX Conference, Bangalore 2011 14. Delight happens when Experiences are engaging and gives the power of control Ability to go beyond the common expectaNon India Development Center STC India UX Conference, Bangalore 2011 15. Delight happens when Experiences evoke PosiNve EmoNon People love collecNng They anNcipate the pay o It modies their behavior India Development Center STC India UX Conference, Bangalore 2011 16. Delight happens when Peoples problems are solved well India Development Center STC India UX Conference, Bangalore 2011 17. How Jonathan Kaplan used Customer Delight to disrupt an Industry Most video camera makers worry about zoom, pixels, quality etc.they forget to note a simple thing how people want to have fun, share & enjoy Flips astounding success has turbocharged video sharing onlineand in the process it forced Sony, Samsung and others to create a slew of easy-to-use devices that will compete with it. CISCO had to buy it o to stop the market disrupNon India Development Center STC India UX Conference, Bangalore 2011 18. It is what Intuit stands for: lots of delighted customers Improving Help families put up to $1,000 ~ 50M Lives Help small businesses be 20%back in their pockets $550M in more profitable Customers consumer savings identified to revenues ~20% of U.S. GDP, pay date 1 in 12 American workers Help people get the maximum tax refund Improve FI profit per Help accountants be 20% $33B in tax refunds, customer by 20% IB more productive today 1 out of every 3 customers equal to the 5th Serve half of all accounting tax returns e-filed largest U.S. bank firms 18 19. So how does Intuit discover dene deliver delight to its customers India Development Center STC India UX Conference, Bangalore 2011 20. Intuits Design for Delight framework knowing your creaNng mulNple customers beJer opNons and then than they know intenNonally choosing themselves... the to invesNgate those beJer you know that have the your customer, the potenNal to delight... more likely you will to come up with a be to nd a way to great idea, you need a delight them! lot of ideas! consistently trying out ideas with customers to gauge their response... make sure that you dont go very far down a path before gejng feedback! India Development Center STC India UX Conference, Bangalore 2011 21. Discover: Customer Empathy captured thru stories Customer Interview Debrief Deriving High Level Problem Statement India Development Center STC India UX Conference, Bangalore 2011 22. Discover: Detailing Customer Journeys Use stories to reveal breakdowns & unsolved needs India Development Center STC India UX Conference, Bangalore 2011 23. Assign an emoNon to each step of their journey India Development Center STC India UX Conference, Bangalore 2011 24. Dene: Going Broad to Go Narrow Brainstorming to nd alternaNves Clusters/Themes prioriNzed thru voNng India Development Center STC India UX Conference, Bangalore 2011 25. Dene: Focusing on Key Scenarios and choosing Delight Goals Rapid ExperimentaNon with Customers through Concept Storyboarding India Development Center STC India UX Conference, Bangalore 2011 26. Dene: From Tested concept to Hypotheses validaNon Delight Goal I would love to know about the oers targeted to the specic items I want to buy India Development Center STC India UX Conference, Bangalore 2011 27. Deliver: Using the Delight Metrics 1. Ease 1.Set Condence Goals 1.Dene CriNcal Tasks [majority selects top that people do most two boxes score 6-7 of the Nme 2.User opinion about Condence Score Success Score 2.IdenNfy their barriers correct acNon taken on 3.Set target success a 7 point scale rates 3.How many would 2. Unexpected Wow 3. PosiNve EmoNons 4. Report the % of recommend the users who product to others. Use successfully Net Promoter Score completed tasks 1.Set WOW goals. What are the true delighters 2.Ask users to rate an experience on a 7 point scale 3.Report % of users who select top 2 choices: Much beJer than Expected & Somewhat BeJer than expected India Development Center STC India UX Conference, Bangalore 2011 28. A Design Army at Intuit: Engineers mentored to become InnovaNon Catalysts India Development Center STC India UX Conference, Bangalore 2011 29. And they are gejng quite a name India Development Center STC India UX Conference, Bangalore 2011 30. Keep DelighNng! India Development Center STC India UX Conference, Bangalore 2011