user experience wm2011 share
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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...
1957-1995
Engineers
1996-1998
Visionaries
1998-2000
Gold Diggers
2000
IT Crash
2001-2006
Pragmatics
2007-
Mobile
Ray Tomlinson Pierre & Pam Omidyar Leander & Malmsten Mark Zuckerberg Steve Jobs
Flash
THE LATEST SHIT
MOBILE SHOPPING
LOCATION BASED SERVICESOfferings and discounts based on positioning services in mobile devices. Shop finding apps.
QR/BAR CODE SCANNINGServices (like red laser) that enables users to scan a barcode and receive information about the product and competitor prices.
APP WEBSHOPSBrands (like Net-a-porter) that integrated their webshop through an app or a mobile web page.
MOBILE INNOVATION
NFCNEAR FIELD COMMUNICATIONExchange data, information, money or connections in close range.
WIRELESS UNIVERSEMobile devices controlling other mobile devices
SOCIAL SHOPPING
GROUP BUYINGServices (like Goupon) that offers daily deals that requires a specific amount of buyers to be unlocked.
REAL TIME/BIDDINGServices (like Woot) that provides discounted products available during limited time and until the inventory runs out.
FACEBOOK SHOPSBrands (like Levis) that connects Facebook’s social features to it’s webshop and brands (like Asos) that puts their webshop on the Facebook platform.
SOCIAL SHOPPING
THE MERGE BETWEEN DIGITAL AND REAL WORLDAugmented reality and barcode scanning
USER AGGREGATIONSites that base their content on what their members find on the internet and how they rate their findings.
Video sales persons
SOCIAL SHOPPING
TECHNOLOGY DEVELOPMENT
Oscar Pistorius in the World Championship after controversy.
2011
1800Wooden leg with hidden pistol.
HUMAN DEVELOPMENT
lazyegotisticalemotional
HUMAN NEEDS
I want to feel improvedI want to be appreciatedI want to belongI want to feel safeI want it to work
THE EXPERIENCE ECONOMY
Cork. monday. $0.05 Cork. tuesday. $0.1
Restaurant ”Barceloneta”. friday. $10
Fruitmarket Barcelona. thursday. $0.5
Cork–Barcelona. wednesday. $0.2
Traditional
Value Chain
experience economy
”The Experience Fee”
1 2 3
which car is :
chevrolet transporter
toyota previa
kia carnival
which car costs:
291.900 SEK
295.900 SEK
246.300 SEK
which car is most fuel efficient?
1 2 3
X
X
X
X
X
X
X
50 %50 %
50% demand answers to online questions within 4 hours (40% 2006)
90 %
10 %
90% demand answers to online questions within 24 hours (80% 2006)
47 %53 %
47% of the Chinese demand answers to online questions within 1 hours (60% 2006)
If their time limit is passed 44% vill change retailer and 12% will change car brand.
44 %56 %70 %
30 %
70% have changed car retailer since last purchase (2006)
60 %
40 %
60% in the U.S. say that having the web features they consider important will make them more likely to buy from that manufacturer.
Source: Cap Gemini 2008-2009
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, USC)
car buyers
THE USER DICTATORSHIP
Target Groups are typically defined through demographic variables such as age, gender, income, education etc.
factory “film star soap”
tg1
tg2
tg3 outd
mag
TV
industrialism
product brand
individual
permission to act
product individual individual individual
individual individual individual individual
individual individual individual individual
individual individual individual individual
interactivity
brand
the user is the media
everything successful will be copied
the true differentiatior will be the user experience – and the relation it creates
product offering price model
technologydesignconcept
the early online lesson
relations are unique
“NEW” BEHAVIOURS
media habits
Music177
Internet177
Tv134
Film65
Books30
Games16
Newspapers13
Radio13
Source: Resumé. Respondents are 50 media students from Gävle, Skövde och Älvsbyn in Sweden 2008.
Music Internet TvFilm Books GamesNewspapers Radio
Music177
Internet175
Tv133
Film73
Books6
Games141
Newspapers11
Radio22
Music Internet TvFilm Books GamesNewspapers Radio
Swedish teenage female media students time spending
Swedish teenage male media students time spending
Digital Future Study: World average Internet usage 131 minutes per day
738 minutes=12.3 hours/day625 minutes=10.4 hours/day
page view success
Alexa Top 50.
ENTERTAINMENT
TOOLS/UTILITIES
NETWORK/COMMUNITY
NEWS
Awareness of one own’s value
Accepts marketing if it is rewarding.
identity as currency
Integrity issues?identity as currency
free choice?identity as currency
the scrutinyidentity as currency
Apologetic, Facebook Changes Ad Program
By LOUISE STORYPublished: 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.
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
lean forward on demand
usage is king
video generation
1 second attention span
mobile generation
the interactive audienceOnline news – new & old sourcesOn-demand television & filmsStreamed not downloaded
Video generationMobile generation
Local communityGlobal communityIRL friends/mobile
No official authoritiesMeritocracy
Always availableLean forward media
1 second attention spanIdentity as currencyAvatar schizophrenia
Adbusters
No watch
the post-advertising era
Back in the nineteen hundreds:
Co-ordinated campaigns
Identity Manual
Headquarter Strategies
Interruption
Messages
Promises
Now and in the future:
Relationship and dialogue focus
Transparent content and user spreading
Dynamic and living content
Tracking, stats, targeting, data collection, conversion rate...
the user experience communication
User experienceRelationship focusDynamic and living contentConstant iterationsConstant dialogue
HARD WORK
+
=
EXERCISE
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...
exercise
Same brand as last time
Create a User Experience kit.
GilletteLouis VuittonCiscoHonda MotorcyclesMerrill LynchPepsiNescafeDellSonyBudweiserHSBCOracleFordUPSCanonPfizer
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.
