The Value of User Experience (from Web 2.0 Expo Berlin 2008)
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DESCRIPTIONCompanies and brands should think about (user) experience to find new competitive edge for their business. Better experiences create more value for users, which can be in turn transformed into business value for the company.
User Experience Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org My name is Niko Nyman, and Ive run a tiny company for 11 years. We do Rich Internet Application development. Meanwhile, Ive co-written a book on social media and marketing, in Finnish. You can read more about me on my blog: http://www.nnyman.com/personal/ about/ User Experience Oct 21, 2008 N. Nyman Oy email@example.com Why do I talk about user experience? Because I truly believe good experiences can make the world a better place. In the Web 2.0 Expo Tim OReilly urged people to work on stu! that matters. I believe bad, meaningless experiences just wont cut it. Simply Experience Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org I want to talk about the experiences of everyone: consumers, customers, employees, competitors people. How people who interact with your product, service or your company experience those interactions. 1. What Experience 2. Experience design 3. Thinking about Experience 4. Evaluating Experiences 5. Value of Experience ence is Oct 21, 2008 N. Nyman Oy email@example.com So, what is experience? Experience is Subjective. PERIOD. First of all, experience is completely subjective. Experience is small things Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org Experience is small things. Its a heart in my co!ee. Experience is a great movie Oct 21, 2008 N. Nyman Oy email@example.com Its seeing a great movie. Experience is a pleasant surprise Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org A pleasant surprise is an experience. Its receiving an unexpected letter. Stu! that triggers your emotions. Experience is a phone keypad you can feel Oct 21, 2008 N. Nyman Oy email@example.com Experience is tactile feedback, a phone keypad you can feel. (Unlike my iPhone.) Experience is using your phone for creating art Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org Experience is nding unexpected uses for common objects. Its stu! that triggers your mind. (This is a long exposure shot of drawing images in the air with the ashlight of the previously shown cheap Nokia phone.) Experience is BIG things Oct 21, 2008 N. Nyman Oy email@example.com Experience is memories Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org Experience is memories. This summer Club Unity, a club my friends have run for 12 years, had an event on a small island in front of Helsinki. They took a photo of 400 party-goers on the beach, then emailed the photo to each and every one. They made sure the night will not be forgotten. Experience is learning Oct 21, 2008 N. Nyman Oy email@example.com Experience is learning new skills. Experience is knowledge Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org Experience is knowledge. The capability to combine what youve learned in meaningful ways. Experience is life experience Oct 21, 2008 N. Nyman Oy email@example.com And experience is all this, accumulated over time. Its life experience. disconnected moments The small moments you remember become more interesting and more memorable when you see the connections between those experience moments. disdis connected moments The small moments you remember become more interesting and more memorable when you see the connections between those experience moments. Experience A stream of disconnected, separate experiences, become a whole, continuously evolving Experience. longevity This idea of connected experiences underlines how important it is for product experiences to have longevity. The Wii is built on the experience of shared play. The experience is designed to last and grow better by time. wow! The rollout experience of Sony PS3 was designed to provide a great rst impression by wowing users with great specs and lists of features. I hear the games are not that great. How long does the PS3 experience last? BIG PICTURE A wholistic experience is about making sure the big picture small details is reinforced by the small details. Apple store in San Francisco by tanakawho on Flickr Can Experiences be designed? Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org If to design is to plan something with a specic intention, then yes, experiences can be designed. You cannot create a blueprint for how an experience will unfold, but you can take measures to maintain the intent of providing a certain kind of experience through all you do. User Experience design is a mindset Experience design is more a mindset than a eld of practice. Experience design is not something you apply to a product, its how you create a product. Everyone should work on creating the intended experiences. Together! Everyone not only can, but will inuence the experience of a company and their products. Everyone, from the packaging warehouse to HR, not only the designers. Experiences are (or should be) part of the company DNA. management Because everyone is involved, a companys ability to create good experiences is a management issue. You need managers who can make the hard decisions required to enforce the intended experience materializes in the products. human resources And it is a human resources issue. Personnel issue. Human issue. You need great communications and true leadership. culture It is a culture issue. Employees need an environment that supports and guides them in creating the experiences the company wants to provide. You need a clear vision shared by all employees. You need to empower the employees to act towards the vision. ! Vision ! Maintain intent Experience Design is: creating a strong vision of intended experience creating the necessary practices to maintain the intent Practical notes on experience design Mortality & User Experience - Slide (12) by ario j on Flickr Oct 21, 2008 N. Nyman Oy email@example.com Every time someone handles a product, uses a service, talks to someone at a company, they have an encounter with the company. Every encounter is an experience moment and builds the overall experience about the company and their products. No active interaction is needed: If I see a McDonalds sign, I will have an encounter with the McDonalds brand, and it will a!ect the image of McDonalds I have in my head. Most encounters with companies are forgettable, but some are remembered. The question is, how will you be remembered? If you had taken this photo, you might remember it was Emirates airlines that provided you with the memories of this breathtaking view. It is most important to identify the encounters that form the experience youre creating for people. You can call these encounters touchpoints, experience moments, service moments, interactions... depending on where you come from and what eld you work in. The next step is to link the encounters together, to understand the overall experience youre providing. Service designers talk about the customer journey, and what are the service moments the customer goes through for a given service. Hyundai in Finland has thought carefully about what is lacking in the Hyundai experience. They gured people have a hard time justifying their choice, after they have made the purchase. So, they actively provide the customers with rationale for choosing the brand. Think of the full lifecycle of the product and all manifestations of the product and the brand. Be aware of your experiences: 1What happened? 2How did I react? What was my subjective response? 3Was the experience likely to be intentional/designed? 4How does this experience a!ect what I think of the provider of the experience (a company, for instance)? Be someone else. It takes great empathy to create a good experience. To create relevant experiences, you have to Forget everything you know and design for others. Align with the expected patience, level of interest, and depth of knowledge of your users. Talk in the users language. Avoid sugar coating. If you think youre helping yourself by putting lipstick on your product, youre setting up yourself for failure. Youre raising expectations, and you know you will fail them. There are no shortcuts with experiences. Fix the problems, dont hide them. Think about design cues. Car manufacturers use design cues to maintain consistency in their range of car models. Think how design cues could be applied to experiences provided by a company. The idea, the intention remains, while the execution changes. Virgin Atlantic doesnt want to make their customer service sta! into service robots. They want to make them into service experts. Providing the customer experience is not about following a service manual to the letter, but making sure the customer has a good experience every time. Ive already said this but: involve everyone. By getting everyone involved you will help make sure the user expectations and the resulting experience are aligned. In practice, this could be about making sure marketing and design and engineering are talking to each other. experience design Realize that anything, even the smallest detail can be experience designed. My parents love movies. They have a dvd player/projector, which instead of a pause button has a co!ee pause button. The button pauses the movie and fades the screen white, illuminating the room. Experience design can be a strategic question, too. The Apple experience is arguably very integrated, but teleoperators now control areas of the iPhone experience, providing sales and service; they control many of the encounters users will have with the iPhone. How does Apple manage this? Apple store in San Francisco by tanakawho on Flickr Evaluating Experiences Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org How do you know you have created a good experience? How can you quantify the user experience? Oct 21, 2008 N. Nyman Oy email@example.com Its a bit like asking how much in love are you? You know you are, but just how much? no. yes! -3 -2 -1 1 2 3 Oct 21, 2008 N. Nyman Oy firstname.lastname@example.org You could create a poll asking quantiable questions: is there enough holding hands? Does he bring home owers often enough? Is there enough quality time spent together? Is there enough time spent between the sheets? You can do this, but does it tell you how much in love you are? Context / convenience INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE Taste GOOD ENOUGH / appeal EXPERIENCE UNATTRACTIVE BAD EXPERIENCE Despite this, heres my model. It has two axes: context, or convenience on the horizontal axis, and taste, or appeal on the vertical axis (things that draw you onto something). Imagine a dot in the center, then start moving it around according to how you feel about an experience. Context / convenience INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE A few examples of what you could concentrate on to make an experience better on the horizontal axis. Right is better, left is worse. INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE Implement only the absolutely necessary. Complete on features vs. Only the right features. GOOD EXPERIENCE Save users time. Waste of time vs. Time well spent. The route planning service Reittiopas transforms sometimes complex public transportation routes into a convenient and quick way to travel. Let users be undecisive. Permanent vs Undoable. Dishwasher that can be paused or interrupted. Fully Easy detailed overview INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE Help users get started quickly. Overwhelming with detail vs. o!ering an overview that is easy to grasp, and most importantly, easy to start with. Incom- Com- patible patible INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE Play nice with other gizmos the user might be using. Closed Open system system INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE Let users nd creative uses. Be hackable, mashable, connectable. Build an API. Complex to Simple to operate operate INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE Make it e!ortless to use. In your Subtle face INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE Be subtle. Dont shout at the user. Make your service as invisible to the users as you can. Has me Doesnt thinking make me think INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPERIENCE Dont make me think. Effort in Effort in Benefit Benefit out out INCONVENIENT CONVENIENT ATTRACTIVE GOOD EXPE...