1. USER EXPERIENCE
nome.norman@gmail.com

2. 1957. Advanced Reseach Projects Agency (ARPA)
1969. ARPANET: linking four nodes: UCLA, SRI at
Stanford, UC Santa Barbara and University of Utah.
1972. First e-mail program created by Ray Tomlinson.
1973. Development of the TCP/IP protocol began.
1974. First use of the term Internet.
1983. Domain Name System launched (DNS).
1990. Tim Berners-Lee and CERN in Geneva
implements a hypertext system.
1992. WWW, World WIde Web introduced by CERN.
1993. Mosaic, the first graphical web browser.
1994. Netscape Navigator launched 15 december.
Pizza Hut offers pizza ordering on it’s web page. First
Virtual, the first cyberbank opens.
1996. Internet (ISP) is commercialised...

3. Flash
1957-1995 1996-1998 1998-2000 2000 2001-2006 2007-
Engineers Visionaries Gold Diggers IT Crash Pragmatics Mobile
Ray Tomlinson Pierre & Pam Omidyar Leander & Malmsten Mark Zuckerberg Steve Jobs

4. THE LATEST SHIT

5. MOBILE SHOPPING
APP QR/BAR LOCATION
WEBSHOPS CODE BASED SERVICES
Brands (like Net-a-
porter) that integrated SCANNING Offerings and discounts based on
positioning services in mobile
their webshop through Services (like red laser) devices. Shop finding apps.
an app or a mobile web that enables users to
page. scan a barcode and
receive information
about the product and
competitor prices.

6. MOBILE INNOVATION
NFC WIRELESS
NEAR FIELD UNIVERSE
COMMUNICATION Mobile devices controlling other
mobile devices
Exchange data, information, money
or connections in close range.

7. SOCIAL SHOPPING
GROUP REAL TIME/ FACEBOOK
BUYING BIDDING SHOPS
Services (like Goupon) that Services (like Woot) that Brands (like Levis) that
offers daily deals that provides discounted connects Facebook’s
requires a specific amount products available social features to it’s
of buyers to be unlocked. during limited time and webshop and brands
until the inventory runs (like Asos) that puts their
out. webshop on the
Facebook platform.

8. SOCIAL SHOPPING
THE MERGE USER
BETWEEN AGGREGATION
DIGITAL AND Sites that base their content on
what their members find on the
internet and how they rate their
REAL WORLD findings.
Augmented reality and
barcode scanning

9. SOCIAL SHOPPING
Video sales persons

10. TECHNOLOGY DEVELOPMENT
1800
Wooden leg with hidden pistol.
2011
Oscar Pistorius in the World Championship
after controversy.

11. HUMAN DEVELOPMENT
lazy
egotistical
emotional

12. HUMAN NEEDS
I want to feel improved
I want to be appreciated
I want to belong
I want to feel safe
I want it to work

13. THE EXPERIENCE
ECONOMY

14. experience economy
Cork. monday. $0.05 Cork. tuesday. $0.1
Traditional
Cork–Barcelona. wednesday. $0.2 Value Chain
Fruitmarket Barcelona. thursday. $0.5
”The Experience Fee”
Restaurant ”Barceloneta”. friday. $10

15. 1 2 3
which car is : 1 2 3
chevrolet transporter X
toyota previa X
kia carnival X
which car costs:
291.900 SEK X
295.900 SEK X
246.300 SEK X
which car is most fuel efficient? X

16. car buyers
10 %
50 % 53 % 47 %
50 %
90 %
50% demand answers to online 90% demand answers to online 47% of the Chinese demand answers to
questions within 4 hours (40% 2006) questions within 24 hours (80% 2006) online questions within 1 hours (60%
2006)
30 % 40 %
56 % 44 %
60 %
70 %
If their time limit is passed 44% vill 70% have changed car retailer since last 60% in the U.S. say that having the web
change retailer and 12% will change car purchase (2006) features they consider important will
brand. make them more likely to buy from that
manufacturer.
1998: 1% thought Internet could in uence their choice of next car.
2006: 80% used the internet to decide which car to buy.
83% believe any information found on web sites they regularly visit is reliable and accurate (Future Report 2008,
Source: Cap Gemini 2008-2009
USC)

17. THE USER
DICTATORSHIP

18. industrialism
product brand tg1 TV
tg2 mag
factory “film star soap”
tg3 outd
Target Groups are typically defined through demographic variables such as age, gender, income, education etc.

19. interactivity
permission to act
product brand individual individual individual individual
individual individual individual individual
individual individual individual individual
individual individual individual individual
the user is the media

20. the early online lesson
everything successful will be copied
product offering price model
concept design technology
the true differentiatior will be the user experience – and the
relation it creates

21. relations are unique

22. “NEW” BEHAVIOURS

23. media habits
Swedish teenage female media Swedish teenage male media students
students time spending time spending
Newspapers
13
Radio
13 Radio
Games 22
16 Newspapers
11
Books
30
Music
Music Games 177
Film 177 141
65
Books
6
Film
73
Tv
134
Tv Internet
133 175
Internet
177
Music Internet Tv Music Internet Tv
Film Books Games Film Books Games
Newspapers Radio Newspapers Radio
625 minutes=10.4 hours/day 738 minutes=12.3 hours/day
Digital Future Study: World average Internet usage 131 minutes per day
Source: Resumé. Respondents are 50 media students from Gävle, Skövde och Älvsbyn in Sweden 2008.

24. page view success

25. Alexa Top 50.

26. ENTERTAINMENT
TOOLS/UTILITIES
NETWORK/
COMMUNITY
NEWS

27. identity as currency
Awareness of one own’s
value
Accepts marketing
if it is rewarding.

28. identity as currency
Integrity issues?

29. identity as currency
free choice?

30. identity as currency
the scrutiny
Apologetic, Facebook Changes Ad Program
By LOUISE STORY
Published: December 6, 2007
Mark Zuckerberg, founder and chief executive of the social networking site Facebook, apologized to the
site’s users yesterday about the way it introduced a controversial new advertising feature last month.
Facebook also introduced a way for members to avoid the feature, known as Beacon, which tracks the
actions of its members when they use other sites around the Internet.
Mr. Zuckerberg’s apology — in the form of a blog post on Facebook — followed weeks of criticism
from members, privacy groups and advertisers.
“I’m not proud of the way we’ve handled this situation, and I know we can do better,” Mr. Zuckerberg
wrote.

31. meet kapten krook
Fifty-five percent of online community members said they feel as strongly about their online communities as they feel about their real-world
communities -- an increase from 43 percent in 2006

32. lean forward on demand

33. usage is king

34. video generation

35. 1 second attention span

36. mobile generation

37. the interactive audience
Online news – new & old sources
On-demand television & films
Streamed not downloaded
Video generation
Mobile generation
Local community
Global community
IRL friends/mobile
No official authorities
Meritocracy
Always available
Lean forward media
1 second attention span
Identity as currency
Avatar schizophrenia
Adbusters
No watch

38. the post-advertising era
Back in the nineteen hundreds: Now and in the future:
Co-ordinated campaigns Relationship and dialogue
Identity Manual focus
Headquarter Strategies Transparent content and user
spreading
Interruption
Dynamic and living content
Messages
Tracking, stats, targeting, data
Promises collection, conversion rate...

39. the user experience
communication
User experience
Relationship focus
Dynamic and living content
Constant iterations
+ Constant dialogue
= HARD WORK

40. EXERCISE

42. http://youtu.be/4Ust9YBlEfY

45. exercise
Owned Channels:
Homepage, Newsletter, Shops, Customer Service, Blog...
Social Media:
Facebook, Twitter, Linked-In...
Search:
Search Engine Marketing, Search Engine Optimisation.
Bought Channels & PR:
Banners, Product Placement, Bloggers, Forums...

46. exercise
Same brand as last time
Create a User Experience kit.
Gillette
Louis Vuitton
Cisco
Honda Motorcycles
Merrill Lynch
Pepsi
Nescafe
Dell
Sony
Budweiser
HSBC
Oracle
Ford
UPS
Canon
Pfizer

47. exercise
Owned Channels:
One perfect Blog with one perfect blogger for the brand on your
homepage.
Social Media:
Your answer to the comment ”You suck!” on your Facebook
newsfeed.
Social media:
Your next Tweet.
Search:
Three keywords that are perfect, one that’s creative.
Bought Channels & PR:
An announcement that will be noticed.

48. the end
nome.norman@gmail.com