2008-09 - MOMOSYD - 3 Australia - Sheen Yap - Creating Great User Experience

1 September 2008

Creating GreatUser Experiences

Sheen Yap, Head of User Experience and Creative Services, 3 Mobile Australia

14 March 2007 Creating Great User Experiences

Page 2

As goods and services becomecommoditized, the customer experiences

that companies create will matter most.

- B. Joseph Pine II & James H. Gilmore “Welcome to the Experience Economy”


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Usable Quick relevant seamless easy 1-click fun naturalintuitive end-to-end integrated utility service invisible search

interactive Clear design aesthetics journey enjoyable engaging

smooth information architecture simple access findable browse sticky

instant great user experience transparent

customised immersive cognitive useful beautiful personal user-centred

efficient ergonomics one-touch design participate fluid direct

contextual walk-out-working behavioural understand Engagement

visual flow comfortable branding enjoyable Human ComputerInteraction transparent responsive navigation easy-of-use fast

Buzzword?


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This presentation serves to explain…

…what is Experience

…what is meant by User Experience

…why and what makes Great User Experiences

…how do we Create Great User Experiences

1 September 2008

Experience.noun 1 practical contact with and observation of facts or events. 2knowledge or skill acquired over time. 3 an event or occurrence whichleaves an impression on one.

verb 1 encounter or undergo (an event or occurrence). 2 feel (an emotion).

— ORIGIN Latin experientia, from experiri ‘try’.


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Experience is…

Distinct

Sequential

Discontinuous

Personal


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Experience is beyond good service.

Not just about delivering a good serviceNot just about satisfying customers


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Good experiences are:remembered, savored, recounted,publicised, souvenir-ed, replicated


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Good experiences are:remembered, savored, recounted,publicised, souvenir-ed, replicated

It’s more about the sensations that peopleget from using service.Sometimes that is what people come forand pay for

1 September 2008

Feel theExperience.


Page 11

Disneyland,

an old hand in the experiencebusiness…

…supplying sensations since 1955.


Page 12 ….not just about the swimming

Tropical island holidays…


Page 13

…not just a spot for prayer

Notre Dame deParis….


Page 14

Not just about following the plot


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……Not just about driving from A to B


Page 16

….not just about winning

1 September 2008

User Experience.….the overall experience and satisfaction auser has when using a product or system.

- Wikipedia


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Customer Experience

User Experience

Brand Experience

AdvertisingRetail

Call centre

Build

ing

sign

age

Packaging

BillingUser Interface

HandsetsProducts & Services

Website

Word

of m

outh

Sponsorship


Page 19

User Experience is not just User Interface.

End-to-end

Types of Use

Distributed

Cross-media

Human


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User Experience Lifecycle.

During EndStart

Initial impressionsdrives attitude

towards engagement

Engagements can enddeliberately by useror unexpectedly by

system


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During EndStart

MemoryExpectations

The experience iscommitted to

memory, heavilyinfluenced by the end

of the encounter

Expectations can bemet, unmet,

challenged orchanged

Expectations areformed from

memories of pastexperiences


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Internally Processed

Externally Influenced


During EndStart

MemoryExpectations

1 September 2008

Great UserExperience


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One way to determine what business you’re in is to consider what you charge for:

If you charge for raw materials, you’re in commodities;

if you charge for physical things, you’re in goods;

if you charge for activities you perform on behalf of another, you’re in services;

but if you charge for the time people spend with you, then you’re in experiences.

James H. Gilmore, “Frontiers of the Experience Economy”


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Elements of Great User Experience.

During EndStart

Hygi

ene

Delig

hter


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Elements of Great User Experience.

During EndStart

BeneficialAccessibleRecognisableHy

gien

eDe

light

er

OriginalAttractive

EfficientIn ControlUsable/LearnableRelevant

ThemedTransformableSense of FlowMulti-senses

ExpectedConclusive

LearningMeaningJoy

Useful

Of Value

Satisfactory

Pleasurable

Enlightening

Coveted

Remembered As

1 September 2008

Creating Great UserExperiences


Page 28

Creating Great User ExperiencesLofty Ideals

Complex Needs

?


Page 29

Creating Great User ExperiencesLofty Ideals

Complex Needs Rethink Users

Rethink Scope

Rethink Design

Rethink Control


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Users are here to playUsers are diverseUsers are social and in context

Rethink Users.


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Rethink Scope.Consider the end-to–end process and the

different ways of use: What part do weplay and can we make changes to any of them?

Consider how distributed functions or

cross media can be utilised to enable abroader and richer experience

Consider how we can make an experience moreemotionally fulfilling, personallygratifying and socially palatable


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Rethink Design.

Design forDesign for immersionimmersion

Ensure the Ensure the end of engagementend of engagement is is memorablememorable

Allow for Allow for ambiguity and unpredictabilityambiguity and unpredictability


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Rethink Control

In our battles for

CustomerOwnership,User Experience suffers

Manufacturer, Operators,Providers, etc need to work

with openness, trustand mutual respect

Source: Stratemerge Inc. 2008


Page 34

Thanks for listening.

Email: [email protected]

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2008-09 - MOMOSYD - 3 Australia - Sheen Yap - Creating Great User Experience

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