The Long Tail of User Experience
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The Long Tail of User Experience h"p://sandbox.yoyogames.com/extras/image/name/san2/359/380359/original/gertrude014.jpg
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Mike’s (@lordshales) 17 years of work in the creative arts field has brought him to Johnson Controls where, over the last 3 years, he has built a team of User Experience specialists. Within Johnson Controls, he is currently setting creative direction for the building efficiency line of business and leading the charge establishing UX as a culture within the organization. Mike’s leadership and passion for user-centered design helped him start a UX meet-up group called mkeUX. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com
Transcript of The Long Tail of User Experience
The Long Tail of User Experience h"p://sandbox.yoyogames.com/extras/image/name/san2/359/380359/original/gertrude014.jpg
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What is User Experience?
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What is User Experience?
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What is User Experience?
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The Ages of Our Digital Life
Distribution
1960-1990
Interconnected Systems
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The Ages of Our Digital Life
Distribution
1960-1990
Interconnected Systems
Information
1990-2009
Free Information Flow
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The Ages of Our Digital Life
Distribution
1960-1990
Interconnected Systems
Information
1990-2009
Free Information Flow
Age of the User
2009 -
Empowered Users/Buyers
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The Long Tail of Consumerism
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The Long Tail of Consumerism
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The Long Tail of Consumerism
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The Long Tail of Consumerism
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The Long Tail of Consumerism
The Long Tail of Consumerism
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What does UX have to do with this?
Age of the User
2009 -
Empowered Users/Buyers
SO… WHAT DOES THIS ALL MEAN?
THERE ARE 7 HARD TRUTHS IN THE LONG TAIL OF USER
EXPERIENCE
USER EXPERIENCE IS AN ECOSYSTEM
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USER EXPERIENCE IS A COMPETITIVE ADVANTAGE
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“The customer experience is the next competitive battleground.”
Jerry Gregorie - 1999
The COST of a BAD experience
The COST of a GOOD experience
The VALUE of a BAD experience
The VALUE of a GOOD experience
After a single bad experience
of customers will simply leave
Source: 2010 Customer Experience Impact Survey – RightNow Technologies
82%
USER EXPERIENCE IS EMOTIONAL
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USER EXPERIENCE IS THE PRODUCT
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“We are shifting to an experience economy where experience is becoming the primary economic offering.”
- Joseph Pine
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Diff
eren
tiatio
n
Value
Commodity
Product
Service
Experience
Source: Andy Budd – Clearlef -‐ Ignore UX at Your Peril
Product success is not about being the first to market anymore. It’s about delivering the right experience at the right time and evolving with your customers.
USER EXPERIENCE IS NOT NUMBER OF FEATURES
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User
Hap
pine
ss
Number of Features
Doesn’t have the basics
Wish it did more
Easy to use
Everything I ever wanted
Where’s the help manual?
I have no idea how to use this
SWEET SPOT
Source: Andy Budd – Clearlef -‐ Ignore UX at Your Peril
PRACTICE THE ART OF SUBTRACTION
LESS IS MORE!
USER EXPERIENCE IS COSTLY WHEN IT’S TOO LATE
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“You can use an eraser on the drafting table or a sledge hammer on the construction site.”
- Frank Lloyd Wright
Hidden Costs
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USER EXPERIENCE IS NOT A CHOICE
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Age of the User
2009 -
Empowered Users/Buyers
