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The Dawning of the Age of Experience                                                      User Interface Engineering - www.uie.com




            The Dawning of the Age
            of Experience



                                                                                          User
                                                                     Jared M. Spool
                                                                                          Interface
                                                                     Founding Principal
                                                                                          Engineering


© Copyright 2007, User Interface Engineering. All Rights Reserved.                                                              1
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                         2
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                         3
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                         4
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




            Apple’s Success
                3,000,000,000 songs sold

                Run rate of more than a billion songs per year

                21,000,000 iPods sold during 2006 holiday season
                     50% increase over 2005

                More than 160 iPods sold every minute




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                         5
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                         6
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                         7
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




            Netflix’s Success
                                                                            Leslie Kilgore, CMO
                7 Million Subscribers

                20 contiguous quarters of greater than 50%
                growth

                85% of new subscribers say an existing
                subscriber recommended them

                93% of subscribers say they evangelize Netflix to
                friends and family



© Copyright 2007, User Interface Engineering. All Rights Reserved.                                         8
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




            Experience Design
            Disasters
                Big Box Retailer loses 20% of revenue after
                spending $100 Million on on design
                     Takes 3½ years to recover
                1,700-employee law firm launches new intranet
                     Almost causes employee revolt
                Highly-visited informational site launches
                “improved” design
                     Sees 40% drop in page views.




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                         9
The Dawning of the Age of Experience                                    User Interface Engineering - www.uie.com




                                                           Successful
                                                           Experience
                                                             Design

                                                         Integrates
                                                       the User and
                                                        the Business

© Copyright 2007, User Interface Engineering. All Rights Reserved.                                           10
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        11
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        12
The Dawning of the Age of Experience                                            User Interface Engineering - www.uie.com




                                                                     Chicken Sexing
© Copyright 2007, User Interface Engineering. All Rights Reserved.                                                   13
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        14
The Dawning of the Age of Experience                                               User Interface Engineering - www.uie.com




                                                                                      Estimating
                                                                      Midwives
                                                                                     Baby Weight


            Other
            Chicken-Sexing                                           WWII Plane      Detecting
            Phenomena                                                 Spotters      Enemy Planes


                   Chicken sexing
                      is learned,
                                                                                      The Art of
                   but not open to                                   Sushi Chefs
                                                                                     Making Sushi
                    introspection

© Copyright 2007, User Interface Engineering. All Rights Reserved.                                                      15
The Dawning of the Age of Experience                                    User Interface Engineering - www.uie.com




                                                           Successful
                                                           Experience
                                                             Design

                                                    is Learned
                                                  Yet Not Open
                                                 to Introspection

© Copyright 2007, User Interface Engineering. All Rights Reserved.                                           16
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        17
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        18
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        19
The Dawning of the Age of Experience                                         User Interface Engineering - www.uie.com




                                                           Successful
                                                           Experience
                                                             Design

                                                              is Invisible


© Copyright 2007, User Interface Engineering. All Rights Reserved.                                                20
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        21
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        22
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        23
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        24
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        25
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        26
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        27
The Dawning of the Age of Experience                                                                User Interface Engineering - www.uie.com




                                                                      Agile
                                                                     Methods
                      Ethnography                                                                Analytics

                                           Information                         Usability
               Social                      Architecture                        Practices          Use Cases
              Networks
                                                                 Marketing
                        Information                                                           Visual
                           Design                                                             Design
                                                         Experience
                                                           Design
                           Fast Iteration                                                  Interaction
                           Management                                                        Design
                                                                Technology

                                                 Copy
                                                                                Editing
                                                Writing

                         Business                                                              Domain
                        Knowledge                                                             Knowledge
                                                                       ROI



© Copyright 2007, User Interface Engineering. All Rights Reserved.                                                                       28
The Dawning of the Age of Experience                                     User Interface Engineering - www.uie.com




                                                           Successful
                                                           Experience
                                                             Design

                                                           is Multi-
                                                          Disciplinary


© Copyright 2007, User Interface Engineering. All Rights Reserved.                                            29
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        30
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        31
The Dawning of the Age of Experience                                                     User Interface Engineering - www.uie.com




                                                                     “What should FEMA have done?
                                                                     Perhaps the answer can be found
                                                                     on their website. Where you’ll
                                                                     find, we’re not lying, this chart,
                                                                     clearly depicting the agency’s
                                                                     responsibility in the event of a
                                                                     disaster. Notice, and this is their
                                                                     actual chart, it begins with their
                                                                     response to a disaster, leads to
                                                                     recovery, mitigation, risk reduction,
                                                                     prevention and preparedness and
                                                                     ends up… back in disaster. That
                                                                     is their chart. In truth, FEMA did
                                                                     exactly what they said they were
                                                                     going to do.”
                                                                            The Daily Show with Jon Stewart
                                                                                        September 28, 2005




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                                            32
The Dawning of the Age of Experience                                       User Interface Engineering - www.uie.com




                                                           Successful
                                                           Experience
                                                             Design

                                                             is Cultural


© Copyright 2007, User Interface Engineering. All Rights Reserved.                                              33
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




            Essential Experience
            Design Components
                Good Communications

                Clear Focus on Vision

                The Right People

                Feedback Loop

                Fast Iterations




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        34
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        35
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




            Making Fast Iterations
            Happen
                Eliminate major redesigns
                     Break design challenge into small chunks

                Heavy emphasis on feedback mechanism
                     Collect as much information as possible

                Get everyone involved
                     Decisions happen everywhere




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        36
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




            Successful Experience
            Design
                Integrates the user and the business
                Is learned but not open to introspection
                Is invisible
                Is multidisciplinary
                Is cultural

                Is something we’re still learning how to do
                     And we’re getting better everyday




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        37
The Dawning of the Age of Experience                                 User Interface Engineering - www.uie.com




            More Info from User
            Interface Engineering
                Newsletter: UIEtips (FREE)

                UIE Virtual Seminars

                Reports

                User Interface Conference: www.uiconf.com

                Blog: www.uie.com/brainsparks

                Site: www.uie.com




© Copyright 2007, User Interface Engineering. All Rights Reserved.                                        38

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The Dawning Of The Age Of Experience (2007)

  • 1. The Dawning of the Age of Experience User Interface Engineering - www.uie.com The Dawning of the Age of Experience User Jared M. Spool Interface Founding Principal Engineering © Copyright 2007, User Interface Engineering. All Rights Reserved. 1
  • 2. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 2
  • 3. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 3
  • 4. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 4
  • 5. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Apple’s Success 3,000,000,000 songs sold Run rate of more than a billion songs per year 21,000,000 iPods sold during 2006 holiday season 50% increase over 2005 More than 160 iPods sold every minute © Copyright 2007, User Interface Engineering. All Rights Reserved. 5
  • 6. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 6
  • 7. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 7
  • 8. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Netflix’s Success Leslie Kilgore, CMO 7 Million Subscribers 20 contiguous quarters of greater than 50% growth 85% of new subscribers say an existing subscriber recommended them 93% of subscribers say they evangelize Netflix to friends and family © Copyright 2007, User Interface Engineering. All Rights Reserved. 8
  • 9. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Experience Design Disasters Big Box Retailer loses 20% of revenue after spending $100 Million on on design Takes 3½ years to recover 1,700-employee law firm launches new intranet Almost causes employee revolt Highly-visited informational site launches “improved” design Sees 40% drop in page views. © Copyright 2007, User Interface Engineering. All Rights Reserved. 9
  • 10. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design Integrates the User and the Business © Copyright 2007, User Interface Engineering. All Rights Reserved. 10
  • 11. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 11
  • 12. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 12
  • 13. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Chicken Sexing © Copyright 2007, User Interface Engineering. All Rights Reserved. 13
  • 14. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 14
  • 15. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Estimating Midwives Baby Weight Other Chicken-Sexing WWII Plane Detecting Phenomena Spotters Enemy Planes Chicken sexing is learned, The Art of but not open to Sushi Chefs Making Sushi introspection © Copyright 2007, User Interface Engineering. All Rights Reserved. 15
  • 16. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design is Learned Yet Not Open to Introspection © Copyright 2007, User Interface Engineering. All Rights Reserved. 16
  • 17. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 17
  • 18. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 18
  • 19. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 19
  • 20. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design is Invisible © Copyright 2007, User Interface Engineering. All Rights Reserved. 20
  • 21. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 21
  • 22. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 22
  • 23. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 23
  • 24. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 24
  • 25. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 25
  • 26. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 26
  • 27. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 27
  • 28. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Agile Methods Ethnography Analytics Information Usability Social Architecture Practices Use Cases Networks Marketing Information Visual Design Design Experience Design Fast Iteration Interaction Management Design Technology Copy Editing Writing Business Domain Knowledge Knowledge ROI © Copyright 2007, User Interface Engineering. All Rights Reserved. 28
  • 29. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design is Multi- Disciplinary © Copyright 2007, User Interface Engineering. All Rights Reserved. 29
  • 30. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 30
  • 31. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 31
  • 32. The Dawning of the Age of Experience User Interface Engineering - www.uie.com “What should FEMA have done? Perhaps the answer can be found on their website. Where you’ll find, we’re not lying, this chart, clearly depicting the agency’s responsibility in the event of a disaster. Notice, and this is their actual chart, it begins with their response to a disaster, leads to recovery, mitigation, risk reduction, prevention and preparedness and ends up… back in disaster. That is their chart. In truth, FEMA did exactly what they said they were going to do.” The Daily Show with Jon Stewart September 28, 2005 © Copyright 2007, User Interface Engineering. All Rights Reserved. 32
  • 33. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design is Cultural © Copyright 2007, User Interface Engineering. All Rights Reserved. 33
  • 34. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Essential Experience Design Components Good Communications Clear Focus on Vision The Right People Feedback Loop Fast Iterations © Copyright 2007, User Interface Engineering. All Rights Reserved. 34
  • 35. The Dawning of the Age of Experience User Interface Engineering - www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 35
  • 36. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Making Fast Iterations Happen Eliminate major redesigns Break design challenge into small chunks Heavy emphasis on feedback mechanism Collect as much information as possible Get everyone involved Decisions happen everywhere © Copyright 2007, User Interface Engineering. All Rights Reserved. 36
  • 37. The Dawning of the Age of Experience User Interface Engineering - www.uie.com Successful Experience Design Integrates the user and the business Is learned but not open to introspection Is invisible Is multidisciplinary Is cultural Is something we’re still learning how to do And we’re getting better everyday © Copyright 2007, User Interface Engineering. All Rights Reserved. 37
  • 38. The Dawning of the Age of Experience User Interface Engineering - www.uie.com More Info from User Interface Engineering Newsletter: UIEtips (FREE) UIE Virtual Seminars Reports User Interface Conference: www.uiconf.com Blog: www.uie.com/brainsparks Site: www.uie.com © Copyright 2007, User Interface Engineering. All Rights Reserved. 38