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@jmspoolJared M. Spool
It’s A Great Time To Be An Experience Designer
Copyright © 2013 User Interface Engineering
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Flattery comes from Kunming1
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Kunming,China
Google Maps
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Wikipedia.org
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Stone Forest, Kunming
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There are 41 imitationApple Stores in Kunming.
Reuters, BirdAbroad
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There are 72 imitationApple Stores in N. America
MSDN, Kay Roseland, Entertainmentopia
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ZDNet, Washington Post, Mobile Mag
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JC Penney
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Somersby Cider
Somersby Cider
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Apple Stores
Disney Parks
120,000,000Shoppers per year
125,000,000Visitors per year
The Atlantic
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Average mall store: $341/sq. ft.
Tiffany & Co.: $3,017/sq. ft.
Apple: $6,050/sq. ft.
2012 Retail Performance
Asymco
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Everything in an Apple Store is intentional.
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Design:
The Renderingof Intent
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Imitation Innovation
Intention
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Imitation Innovation
Design not valued
Viewed as commodity
Design heavily valued
Viewed as competitive
Less expensive
Less risky
More expensive
More risky
Intention
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Business wins when it is intentionally innovative.
Business wins when it values designers.
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2Disrupting Experiences
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Square, Paypal Here
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“Zipsters,” as Zipcar customers are known, worried that the company’s communal cachet could be tarnished by a corporate behemoth.
“Please don’t let them screw it up,” Mr. Becker said.
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Intention
Payoff$ $$$$
Imitation Innovation
$$ $$$
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Design DecisionRemove animal acts from the circus
BenefitReduces transportation costsEliminates animal care costs
OpportunityIncrease performance budgetsBetter performers, costumes, sets, and music
ResultsTicket prices are $120-$200 a seat
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Cirque du Soleil makes more ticket revenue each night than all of NYC’s Broadway shows combined.
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I move things around until they look right.”
“
Milton Glaser
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Design:
About the visualthe business
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Samsung Distributor Best Buy
Apple Apple Apple
40% 10% 50%
100%40% 10% 50%+
Retail Revenue Breakdown
Apple Apple Apple
100%+
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Great business models are intentionally designed.
Business needs designers everywhere.
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3 Filling In Gaps with Intention
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Customer Journey for a Defective Product
☺
☹B
uying Product
Trying Product
Return to store
Wait for service
Getting resolution
Traditional store withgreat customer service
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Customer Journey for a Defective Product
☺
☹B
uying Product
Trying Product
Return to store
Wait for service
Getting resolution
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Innovation
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Innovation is not adding new inventions.
Innovation is adding new value.
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Apple store withgreat customer service
Buying P
roduct
Trying Product
Return to store
Wait for service
Getting resolution
Make A
ppointment
Traditional store withgreat customer service
Customer Journey for Defective Product
☺
☹
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Buying P
roduct
Trying Product
Return to store
Wait for service
Getting resolution
Designingfor experience
Customer Journey for Defective Product
Make A
ppointment
☺
☹
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Experiences can be mapped, measured, and designed.
What do we intend?
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Intuit
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Turbotax SnapTax
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Children requiring sedation dropped from 80% to less than 0.01%.
Doug Deitz, GE Adventure Series
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Experience Design:
The rendering of intent within the gaps
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4 The Makingof a Great Design Team
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Credit Robert Scoble
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$1 Billion
13 employees
Snapseed
CameraAwesome
Camera+
CamWow
Hipstamatic
Tadaa
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24,000 job listings for UX designers in the US
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Old Chinese Proverb:
Be careful what you ask for , lest it become so.
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We researched companies:
What skills are found in the best design teams?”
“
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ExperienceDesign
Copy Writing
Information Architecture
Design Process Management
User Research Practices
Interaction Design
Information Design
Visual Design
Editing &Curating
Ethnography
Domain Knowledge
Business Knowledge
Analytics
Marketing
Technology
ROI
Social Networks
Use Cases
Agile Methods
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We interviewed design managers:
What separates out the best designers?”
“
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ExperienceDesign
Copy Writing
Information Architecture
Design Process Management
User Research Practices
Interaction Design
Information Design
Visual Design
Editing &Curating
Ethnography
Domain Knowledge
Business Knowledge
Analytics
Marketing
Technology
ROI
Social Networks
Use Cases
Agile Methods
Storytelling
Critiquing
Sketching
Presenting
Facilitating
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5 The Rise of theUX Generalist
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Specialist:Having more expertise in one area over others.
Having equal expertise in most areas.Generalist:
Having expertise in only one area.Compartmentalist:
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A career-limiting decision.
Compartmentalist:
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Excellent anatomical
drawing skills
Good visualdesign skills
Can draw human form
Knows medical science
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UX Generalist
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Copy Writing
Information Architecture
Design Process Management
User Research Practices
Interaction Design
Information Design
Visual Design
Editing &Curating
Ethnography
Domain Knowledge
Business Knowledge
Analytics
Marketing
Technology
ROI
Social Networks
Use Cases
Agile Methods
Storytelling
Critiquing
Sketching
Presenting
Facilitating
ExperienceDesigner
UX Generalist
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also known as a
ExperienceDesigner
Unicorn
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How do you make a
UnicornUnicorn?
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Adam Connor – Family Portrait
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How to become a Design Unicorn
‣ Train yourself
(In 5 Easy Steps)
(and listen to it)
STEP 1
STEP 2
‣ Practice your new skills
‣Deconstruct as many designs as you can
‣ Seek out feedbackSTEP 4
STEP 3
‣ Teach othersSTEP 5
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The Unicorn is design’s most important innovation.
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UnicornInstitute.com
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It’s a Great Time to bean Experience Designer‣Design is rendering intent
‣ Imitation is a cheap form of intent & not competitive
‣ Experience design is about filling in the gaps
‣ Great experiences provide a competitive return on investment
‣ Teams need generalists more than specialists
‣ Compartmentalists are the least valuable
‣Unicorns exist! You can become one.
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@jmspool
uie.com
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