it's a great time to be a designer
DESCRIPTION
There’s never been a better time to be a designer. After years of wishing we’d have the recognition and appreciation for the value we bring, we’re now highly sought after for our talents and skills. A growing number of organizations have seen success through great design, from Apple to Cirque de Soleil to the White House. Others now want to get the same results. The demand for great designers has never been better. Yet, as the proverb says, “Be careful for what you wish for, lest it become true.” Now that everyone expects us to deliver great things, are we ready? While we’re presented with more opportunities than ever, we also have increased challenges. Creating great experiences needs a new breed of designer. One that can handle all the skills involved, from visual design to coding. Some might even call it a 'unicorn', but these creatures aren't mythical. In fact, they are alive and thriving in today's design teams. Jared M. Spool, User Interface Engineering’s Founding Principal, will delight and entertain you as he explores the vast opportunities and interesting challenges UX professionals are now facing. If you’ve seen Jared present before, you know why this presentation is something not to be missed. You can watch a video of this presentation here:http://www.uie.com/jared-live/#great-timeTRANSCRIPT
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@jmspoolJared M. Spool
It’s A Great Time To Be An Experience Designer
Copyright © 2013 User Interface Engineering
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Flattery comes from Kunming1
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Kunming,China
Google Maps
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Wikipedia.org
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Stone Forest, Kunming
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There are 41 imitationApple Stores in Kunming.
Reuters, BirdAbroad
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There are 72 imitationApple Stores in N. America
MSDN, Kay Roseland, Entertainmentopia
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ZDNet, Washington Post, Mobile Mag
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JC Penney
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Somersby Cider
Somersby Cider
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Apple Stores
Disney Parks
120,000,000Shoppers per year
125,000,000Visitors per year
The Atlantic
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Average mall store: $341/sq. ft.
Tiffany & Co.: $3,017/sq. ft.
Apple: $6,050/sq. ft.
2012 Retail Performance
Asymco
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Everything in an Apple Store is intentional.
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Design:
The Renderingof Intent
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Imitation Innovation
Intention
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Imitation Innovation
Design not valued
Viewed as commodity
Design heavily valued
Viewed as competitive
Less expensive
Less risky
More expensive
More risky
Intention
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Business wins when it is intentionally innovative.
Business wins when it values designers.
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2Disrupting Experiences
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Square, Paypal Here
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“Zipsters,” as Zipcar customers are known, worried that the company’s communal cachet could be tarnished by a corporate behemoth.
“Please don’t let them screw it up,” Mr. Becker said.
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Intention
Payoff$ $$$$
Imitation Innovation
$$ $$$
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Design DecisionRemove animal acts from the circus
BenefitReduces transportation costsEliminates animal care costs
OpportunityIncrease performance budgetsBetter performers, costumes, sets, and music
ResultsTicket prices are $120-$200 a seat
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Cirque du Soleil makes more ticket revenue each night than all of NYC’s Broadway shows combined.
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I move things around until they look right.”
“
Milton Glaser
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Design:
About the visualthe business
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Samsung Distributor Best Buy
Apple Apple Apple
40% 10% 50%
100%40% 10% 50%+
Retail Revenue Breakdown
Apple Apple Apple
100%+
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Great business models are intentionally designed.
Business needs designers everywhere.
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3 Filling In Gaps with Intention
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Customer Journey for a Defective Product
☺
☹B
uying Product
Trying Product
Return to store
Wait for service
Getting resolution
Traditional store withgreat customer service
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Customer Journey for a Defective Product
☺
☹B
uying Product
Trying Product
Return to store
Wait for service
Getting resolution
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Innovation
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Innovation is not adding new inventions.
Innovation is adding new value.
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Apple store withgreat customer service
Buying P
roduct
Trying Product
Return to store
Wait for service
Getting resolution
Make A
ppointment
Traditional store withgreat customer service
Customer Journey for Defective Product
☺
☹
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Buying P
roduct
Trying Product
Return to store
Wait for service
Getting resolution
Designingfor experience
Customer Journey for Defective Product
Make A
ppointment
☺
☹
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Experiences can be mapped, measured, and designed.
What do we intend?
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Intuit
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Turbotax SnapTax
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Children requiring sedation dropped from 80% to less than 0.01%.
Doug Deitz, GE Adventure Series
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Experience Design:
The rendering of intent within the gaps
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4 The Makingof a Great Design Team
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Credit Robert Scoble
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$1 Billion
13 employees
Snapseed
CameraAwesome
Camera+
CamWow
Hipstamatic
Tadaa
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24,000 job listings for UX designers in the US
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Old Chinese Proverb:
Be careful what you ask for , lest it become so.
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We researched companies:
What skills are found in the best design teams?”
“
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ExperienceDesign
Copy Writing
Information Architecture
Design Process Management
User Research Practices
Interaction Design
Information Design
Visual Design
Editing &Curating
Ethnography
Domain Knowledge
Business Knowledge
Analytics
Marketing
Technology
ROI
Social Networks
Use Cases
Agile Methods
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We interviewed design managers:
What separates out the best designers?”
“
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ExperienceDesign
Copy Writing
Information Architecture
Design Process Management
User Research Practices
Interaction Design
Information Design
Visual Design
Editing &Curating
Ethnography
Domain Knowledge
Business Knowledge
Analytics
Marketing
Technology
ROI
Social Networks
Use Cases
Agile Methods
Storytelling
Critiquing
Sketching
Presenting
Facilitating
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5 The Rise of theUX Generalist
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Specialist:Having more expertise in one area over others.
Having equal expertise in most areas.Generalist:
Having expertise in only one area.Compartmentalist:
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A career-limiting decision.
Compartmentalist:
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Excellent anatomical
drawing skills
Good visualdesign skills
Can draw human form
Knows medical science
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UX Generalist
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Copy Writing
Information Architecture
Design Process Management
User Research Practices
Interaction Design
Information Design
Visual Design
Editing &Curating
Ethnography
Domain Knowledge
Business Knowledge
Analytics
Marketing
Technology
ROI
Social Networks
Use Cases
Agile Methods
Storytelling
Critiquing
Sketching
Presenting
Facilitating
ExperienceDesigner
UX Generalist
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also known as a
ExperienceDesigner
Unicorn
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How do you make a
UnicornUnicorn?
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Adam Connor – Family Portrait
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How to become a Design Unicorn
‣ Train yourself
(In 5 Easy Steps)
(and listen to it)
STEP 1
STEP 2
‣ Practice your new skills
‣Deconstruct as many designs as you can
‣ Seek out feedbackSTEP 4
STEP 3
‣ Teach othersSTEP 5
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The Unicorn is design’s most important innovation.
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UnicornInstitute.com
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It’s a Great Time to bean Experience Designer‣Design is rendering intent
‣ Imitation is a cheap form of intent & not competitive
‣ Experience design is about filling in the gaps
‣ Great experiences provide a competitive return on investment
‣ Teams need generalists more than specialists
‣ Compartmentalists are the least valuable
‣Unicorns exist! You can become one.
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@jmspool
uie.com
Find me at:
Copyright © 2013 User Interface Engineering
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Don’t forget to connect to me on the LinkedIn.