Presented at UXCamp DC 2016

1. Jimmy Chandler
@uxprinciples
about.me/jimmychandler
www.uxprinciples.com
https://www.linkedin.com/in/jimmychandler
jimmy@uxprinciples.com
5-Star User Experience: What
Going Out To Eat Teaches Us
About UX Design
Presented at:
UXCamp DC 2016
#uxcampdc
#5StarUX

6. Image Courtesy of Shutterstock

7. Photo courtesy Maya Jackson

10. Crunchy Lobster, Spicy Tuna, and Yellowtail and Scallion Rolls, Ichiban Sushi, McLean, VA

13. Most Important To You

14. Lobster Ravioli, Fiola, Washington, DC
Food

15. Service

16. People

17. Most Important
• Food quality (tasty)
• Smell and cleanliness
• Cost (value)
• Respect our requests
• Atmosphere/Noise Level
• Easy to get to (parking,
transit)
• Accessible

18. Managing
Expectations
Photo courtesy Julie Riederer
Nine Types of Lasagna at Tommy Lasagna

19. First Rule of UX
You cannot not communicate. Every behavior is a
kind of communication.
Paul Watzlawick’s First Axiom of Communication
Source: http://52weeksofux.com/tagged/week_1

20. • Decide on a restaurant (research)
• Make a reservation (phone, Opentable)
• Arrive, ask for a table
• Wait in the bar
• Seating
• Greeting, drinks?
• Read menu, listen to specials
• Order
• Drink, eat, converse
• (text/email)
• Wait staff asks if everything’s ok
• Restroom, smoke, phone call
• Refills
• Talk to Manager
• Clear plates
• Dessert
• Request check
• Decide on tip, pay
• Call cab
• Get coats
• Exit

21. Stress Pleasure

22. PleasureStress

23. • Decide on a restaurant (research)
• Make a reservation (phone, Opentable)
• Arrive, ask for a table
• Wait in the bar
• Seating
• Greeting, drinks?
• Read menu, listen to specials
• Order
• Drink, eat, converse
• (text/email)
• Wait staff asks if everything’s ok
• Restroom, smoke, phone call
• Refills
• Talk to Manager
• Clear plates
• Dessert
• Request check
• Decide on tip, pay
• Call cab
• Get coats
• Exit

24. • Decide on a restaurant (research)
• Make a reservation (phone, Opentable)
• Arrive, ask for a table
• Wait in the bar
• Seating
• Greeting, drinks?
• Read menu, listen to specials
• Order
• Drink, eat, converse
• (text/email)
• Wait staff asks if everything’s ok
• Restroom, smoke, phone call
• Refills
• Talk to Manager
• Clear plates
• Dessert
• Request check
• Decide on tip, pay
• Call cab
• Get coats
• Exit

26. • Find the Seemless website
• Type in URL, bookmark, search
• Log in or sign up
• Pick from My Order History
• Or bookmarks, favorites or search
• If searching, pick correct address
• Delivery or Pickup?
• Filter
• Name, price, rating, delivery estimate
• Or sort to narrow down search
• Read reviews to help decision
• Ask spouse what they want
• Select restaurant
• Select items
• Tip amount
• Checkout
• Review order
• Submit
• Get confirmation email
• Get food
Seamless

27. • Find the Seemless website
• Type in URL, bookmark, search
• Log in or sign up
• Pick from My Order History
• Or bookmarks, favorites or search
• If searching, pick correct address
• Delivery or Pickup?
• Filter
• Name, price, rating, delivery estimate
• Or sort to narrow down search
• Read reviews to help decision
• Ask spouse what they want
• Select restaurant
• Select items
• Tip amount
• Checkout
• Review order
• Submit
• Get confirmation email
• Get food
Seamless

33. Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
Service

34. Technical delivery of a product
Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco

35. Service = usable, useful, and reliable
Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco

36. Photo courtesy kowarski http://goo.gl/YoQAvC
Salt Selection, Per Se, New York

38. “To be on a guest’s side requires listening to that
person with every sense, and following up with a
thoughtful, gracious, appropriate response.”
Dany Meyer, Setting the Table
Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
Hospitality

39. How the delivery of a product makes
its recipients feel.
Photo Courtesy Julie Riederer, Popcorn Soup at wd~50

40. Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
Hospitality = delightful and engaging

41. Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
“To be on a guest’s side requires listening to that
person with every sense, and following up with a
thoughtful, gracious, appropriate response.”
Dany Meyer, Setting the Table

42. Empathy
The ability to understand and share the feelings
of another.
aka Emotional Empathy
— Indi Young, author of Practical Empathy

43. Cognitive Empathy
An intent to understand another person: how
they think, what their guiding principles are,
what their reactions are…and how those
reactions are different from your own
— Indi Young, author of Practical Empathy

44. Insight
The capacity to gain an accurate and deep
intuitive understanding of a person or thing.

45. Mental Models
“an explanation of someone's thought process
about how something works”
Source: Wikipedia
https://en.wikipedia.org/wiki/Mental_model

46. Stress Pleasure

47. PleasureStress

48. Source: Is Design Metrically Opposed? https://vimeo.com/138359368

50. "I'm not here to enter into a relationship. I just
want to buy something."
User interview

51. http://www.uie.com/articles/three_hund_million_button/

52. Why do we care?

53. Emotions
Help Us
Make
Decisions

60. Addressing Mistakes
• Awareness
• Acknowledgement
• Apology
• Action
• Additional generosity
Photo Courtesy Nicolette Chandler, Casa Luca, Washington, DC

61. Best Case: Prevent Errors

66. If errors happen…

75. Review

76. Your product is a series of interactions
that cause stress or pleasure

77. Good service in a restaurant = a
usable, useful, and reliable product

78. Restaurant hospitality = a delightful
design

79. Delightful design fulfills people’s
emotional needs

80. To accomplish this requires empathy
and insight

81. Insight requires data from listening and
observing, not inferences

82. Thank You!
Jimmy Chandler
@uxprinciples
about.me/jimmychandler
www.uxprinciples.com
https://www.linkedin.com/in/jimmychandler
jimmy@uxprinciples.com
Photo courtesy Maya Jackson

83. Related Reading
• Aarron Walter, Designing for Emotion
• Whitney Hess, So you wanna be a user
experience designer — Step 2: Guiding
Principles, http://whitneyhess.com/blog/
2009/11/23/so-you-wanna-be-a-user-
experience-designer-step-2-guiding-principles/
• Indi Young
• Book: Practical Empathy
• Video: https://vimeo.com/98714873
• Article:
http://rosenfeldmedia.com/blogs/mental-
models/how-to-wield-empathy/
• Don Norman, Emotional Design
• Stephen P. Anderson, Seductive Interaction
Design
• Dana Chisnell
• Beyond Frustration: Three levels of happy
design http://uxmag.com/articles/beyond-
frustration-three-levels-of-happy-design
• Deconstructing Delight: Pleasure, Flow,&
Meaning http://www.slideshare.net/
danachisnell/deconstructing-delight
• Jared Spool, The $300 Million Button
http://www.uie.com/articles/
three_hund_million_button/

84. Recommended UX Books
• Abby Covert, How To Make Sense Of Any
Mess: Information Architecture For
Everybody
• Don Norman, Design of Everyday Things
• Steve Krug, Don’t Make Me Think (3rd
Edition) and Rocket Surgery Made Easy
• Alan Cooper, About Face 4
• Russ Unger and Carolyn Chandler, A Project
Guide to UX Design (2nd Edition)
• Peter Morville and Louis
Rosenfeld, Information Architecture For the
Web and Beyond (4th Edition)
• Jeff Raskin, The Humane Interface
• Dan Brown, Communicating Design
• Dan Saffer, Microinteractions
• Jennifer Tidwell, Designing Interfaces
• Lidwell, Holden & Butler, Universal Principles
of Design
• Quesenbery & Brooks, Storytelling for User
Experience
• Goodman, Kuniavsky & Moed, Observing
the User Experience
• Halvorson & Rach, Content Strategy for the
Web, 2nd Edition
• Horton & Quesenbery, A Web For Everyone

85. Recommended UX Websites
• http://52weeksofux.com
• http://uxmyths.com/
• http://www.lukew.com/ff/
• http://www.uie.com/brainsparks/
• http://aycl.uie.com
A library of 230 seminars by experts in all
things UX design. $23 per/month
• http://alistapart.com/
• http://uxmag.com/
• http://www.uxbooth.com/
• http://boxesandarrows.com
• http://www.subtraction.com