designing the user experience curve 2.0

Designing the User Experience Curve

The Perfect Hotel Experience

The User Experience Curve

Meaningful

Pleasurable

Convenient

Usable

Reliable

Functional (Useful)

Focused on

Experiences(People, Activities, Context)

Focused on

Tasks(Products, Features)

© 2006 Stephen P. Anderson | poetpainter.com

SUBJECTIVE / QUALITATIVE

OBJECTIVE / QUANTIFIABLE

Has personal significance

Memorable experience worth sharing

Super easy to use, works like I think

Can be used without di!culty

Is available and accurate

Works as programmed

Prioritize Aesthetics (no, not Graphic Design) (visual, behaviors, sounds, psychology)

Design for FLOW (boredom vs anxiety)

Leverage Game Mechanics/Learning Theory (completeness)

Have a Personality

Create conversational and context aware interactions (“Adaptive Interfaces”; narrative IA structures)

Elicit Desire (Limited availability, limited access, curious and seductive experiences)Simplify, organize, and clarify

information

Display information visually

Reduce features and complexity

Are easier to understand

Use language for more natural interactions

Add features that support desired behaviors (o!ine browsing)

Have a believable story

Co-create value with customers

Connect people in community

Are part of a bigger system

Appeal to emotional, spiritual, and social values

Create a tolerance for faults at lower levels

Are tied to a person’s self-image, highly personal

Empower people to do things previously not possible

Creating Pleasurable Interfaces: Getting from Tasks to Experiencescreated by Stephen P. Anderson | poetpainter.com

“It is not enough that we build products that function, that are understandable and usable -we also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty, to people’s lives.”

-Donald Norman

THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS

Hierarchy of Needs

The Kano Model

1. First impressions count1

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

Interactive tours...

In situ tours...

Create a first use scenario

Video tours make experts quickly

2. Attentive service2

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

Manages expectations

Get people back on track

Help systems

Add value

3. Personalisation and customisation3

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

Avatars

Provide value through recommendations

4. Attention to detail4

Car doors

At Disney even the trash cans are themed

Create delightful experiences

Delighters

Zurich Airport

Easter eggs

Delicious Library

Dopplr toys

6. Make it fun5

We love collecting...

Particularly if there is payback...

What do points make...

Leaderboards...

We’re programmed to enjoy exploring

You find play in the strangest places!

Google maps are fun...

Collecting photos...

Collecting friends...

Collecting badges...

Points and Leaderboards...

Create the perfect environment5

The Starbucks Experience

The Virgin Lounge

Whole Foods Market

Vegas baby, yeah

The User Experience Curve

Visit Home Page

Take Tour

Register

Complete Profile

Invite FriendsExplore Site

Day-to-day Use

Add to Favourites

Day-to-day UseDay-to-day Use

First Purchase

Add to BasketAdd a Comment

Customise SitePersonaliseRecommendation

www.andybudd.com www.clearleft.com info@andybudd.com

http://www.flickr.com/photos/mpdehaan/

276497061

http://flickr.com/photos/seraphimc/107130125/

http://flickr.com/photos/fortphoto/1542210995

http://flickr.com/photos/tantek/132677060/

http://flickr.com/photos/

47313217@N00/1360279731

http://flickr.com/photos/fattytuna/357378839/

http://flickr.com/photos/kb-a/43723177

http://flickr.com/photos/davidz/235767673/

http://flickr.com/photos/glamhag/1894171628/

http://flickr.com/photos/mikeschmid/316595668

http://flickr.com/photos/aernout/486765071/

http://flickr.com/photos/ari/418042736

http://flickr.com/photos/paseodelsur/71971684/

http://flickr.com/photos/lauramary/1329843460

http://flickr.com/photos/giando/309134729

http://flickr.com/photos/more_pi-dah/442167479

http://www.flickr.com/photos/joshrussell/

1397913617/

http://flickr.com/photos/irrawaddyerik

http://flickr.com/photos/latitudes/263133495

http://flickr.com/photos/duncan/2084134925

http://www.flickr.com/photos/joeclark/1603186528

http://www.flickr.com/photos/xrrr/1295881382

http://www.flickr.com/photos/dryicons/2214368070

http://www.flickr.com/photos/vincross/184541034/

http://www.flickr.com/photos/tantek/272672701

http://www.flickr.com/photos/thehutch/

2168473863

http://www.flickr.com/photos/special/87276

http://www.flickr.com/photos/padsbrother/

197482567

http://www.flickr.com/photos/crypticon/

2073843558

http://www.flickr.com/photos/mhwolk/245494571/

http://www.flickr.com/photos/mr_babyman/

521306970

http://www.flickr.com/photos/adactio/251820692

http://www.flickr.com/photos/stuckincustoms/

2349026792

http://www.flickr.com/photos/stephenr/362189858/

http://www.flickr.com/photos/chengyee

http://flickr.com/photos/hofnik/

So where are the web examples?