Published on October 13, 2008
Designing the User Experience Curve
The Perfect Hotel Experience
The User Experience Curve
Hierarchy of Needs SUBJECTIVE / QUALITATIVE Focused on “It is not enough that we build Have a believable story Experiences products that function, that are Co-create value with customers (People, Activities, Context) understandable and usable - Connect people in community we also need to build products Are part of a bigger system that bring joy and excitement, Prioritize Aesthetics (no, not Graphic Design) Appeal to emotional, spiritual, and (visual, behaviors, sounds, psychology) pleasure and fun, and yes, social values Design for FLOW (boredom vs anxiety) beauty, to people’s lives.” Create a tolerance for faults at lower levels Leverage Game Mechanics/Learning Theory -Donald Norman (completeness) Are tied to a person’s self-image, highly personal Have a Personality Empower people to do things Meaningful Create conversational and context aware previously not possible Has personal signiﬁcance interactions (“Adaptive Interfaces”; narrative IA structures) Pleasurable Elicit Desire Memorable experience worth sharing (Limited availability, limited access, curious and Simplify, organize, and clarify seductive experiences) information Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS Display information visually Super easy to use, works like I think Reduce features and complexity Are easier to understand Usable Use language for more natural Can be used without diﬃculty Creating Pleasurable Interfaces: interactions Add features that support desired Reliable Is available and accurate Getting from Tasks to Experiences behaviors (oﬄine browsing) created by Stephen P. Anderson | poetpainter.com Functional (Useful) Works as programmed Focused on Tasks (Products, Features) OBJECTIVE / QUANTIFIABLE © 2006 Stephen P. Anderson | poetpainter.com
The Kano Model
1 First impressions count 1.
People do judge a book (or any product) by it’s cover
The hotel check-in experience
Unboxing your iPod
Computer Game Training Level
Create a landing page that communicates
Make the ﬁrst experience fun
In situ tours...
Create a ﬁrst use scenario
Video tours make experts quickly
2 Attentive service 2.
The doorman hailing a cab...
The waiter reﬁlling your glass...
Opening a new line at the checkout...
Help people solve their problems
Avoid problems in the ﬁrst place
Get people back on track
3 Personalisation and customisation 3.
The barmaid remembering your favourite drink...
Customise your drink at Starbucks...
Customise your game characters...
Welcome people back
Allow them to customise their own experience
Provide value through recommendations
4 Attention to detail 4.
At Disney even the trash cans are themed
Create delightful experiences
5 Make it fun 6.
We love collecting...
Particularly if there is payback...
What do points make...
We’re programmed to enjoy exploring
You ﬁnd play in the strangest places!
Google maps are fun...
Points and Leaderboards...
5 Create the perfect environment
The Starbucks Experience
The Virgin Lounge
Whole Foods Market
Vegas baby, yeah
The User Experience Curve Complete Proﬁle Explore Site Invite Friends First Purchase Register Personalise Recommendation Customise Site Take Tour Add to Favourites Visit Home Page Add a Comment Add to Basket Day-to-day Use Day-to-day Use Day-to-day Use
www.andybudd.com www.clearleft.com firstname.lastname@example.org
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So where are the web examples?
Designing the User Experience Curve ; The Perfect Hotel Experience ; The User Experience Curve ...
Share Designing the User Experience Curve. ... Designing The User Experience Curve 2.0. Designing The User Experience Curve Andybudd. Designing the User ...
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Andy Budd is an interaction designer and web standards developer from Brighton, England. As the user experience lead at Clearleft (clearleft.com), Andy ...
2 0. Don't like this ... Designing the User Experience Curve by Andy Budd at SHIFT 2008 - Duration: ... C.9 Experience curve ...
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