What is User Experiencefor Innovative Products?

Bilal KabaklıLead Product Manager@bilalkabakli

How to define User Experience?

User  Experience

Yes, it is true that UX is not UI. It contains many concepts like information architecture, interaction design, interface, usability...

But is it possible or ethically true to define a terminology by a bunch of other terminologies?

When I ask you what is a bicycle, would you answer something made up of chain, wheel and handlebars?

UX

Note  for  readers

User Experience

Ease  of  Use

Product  Goal

Reflec7on  of  User

Aesthe7c  and  Beauty

User Experience

Ease  of  Use

Product  Goal

Reflec7on  of  User

Aesthe7c  and  Beauty

Product  Goal

“Product Goal” is what your product delivers at the end of day.

Like a hole for a driller.

At this point, the designer has to understand that the need is not the driller but the hole.

Note  for  readers

User’s Need

No  one  wants  to  use  a  driller,  they  want  a  hole  on  their  wall.

-­‐-­‐  Sco7  McKelvey

Product Development Process

+ =

Product  GoalAnalysis  and  Produc7on

Need

An  innova<ve  business  starts  with  

user’s  need.

The  designer  analysis  the  “real”  need  and  develops  something  

to  solve  it.

Basically,  product  goal  is  what  it  solves.

Product  Goal

There are a lot of ways to analyze whether functionality fits to the need or the need really exists.

Like focus group sessions.

However, there may be many ways to be invented.

Dropbox did it with an very basic video. After they got the attraction, they built the product.

Note  for  readers

Easy Need Analysis

*  Dropbox’s  First  Video  h7p://www.youtube.com/watch?v=OFb0NaeRmdg

User Experience

Ease  of  Use

Product  Goal

Reflec7on  of  User

Aesthe7c  and  Beauty

Ease  of  Use

“Ease of use” basically is how your product easily discovered, learned and used by users.

Concepts like usability, interaction design and information architecture provides the basis.

Note  for  readers

Next video is one of the first researches conducted for Human Machine Interaction (machine instead of computer for those days).

Two people not ordinary fellows but research engineers of XEROX are asked to copy a document.

Video shows what is left if you do not design for users.

Note  for  readers

Ease  of  Use

XEROX (Parc) Copier

*  Lucy  Suchman  h7p://blogs.parc.com/blog/2010/12/mythbusters-­‐corporate-­‐ethnography-­‐and-­‐the-­‐giant-­‐green-­‐bu7on/

Failing Ease of Use

Errors Slow  Performance

Anger  and  Madness

Action - Feedback Loops

Ac7on

Feedback

Trial

Ease  of  Use

Each action is a trial for user to discover the product at the beginning.

And also each action has to be returned by a feedback. Because that’s the rule for life. In daily life, we always see the results of our physical actions.

Users always require feedback to see consequences of their action.

Note  for  readers

Feedback AKA

Feedback

Action Immediate

Consistent

Familiar

*  Mental  Models  (Cogni<ve  Science)  by  Dedre  Gentner  and  Albert  L.  Stevens

User Experience

Ease  of  Use

Product  Goal

Reflec7on  of  User

Aesthe7c  and  Beauty

Aesthetic and Beauty

“Attractive  things  work  better”

*  Emo<onal  Design  -­‐  Donald  Norman

-­‐-­‐  Donald  Norman

Researches indicates pleasant things effects positively user motivation to learn, use and discover. This is why beautiful things work better.

Next example is told by and epic advertisement man, Rory Sutherland. It shows how user’s attitude changes by only visual modifications.

Note  for  readers

Aesthe7c  and  Beauty

Aesthetic and Beauty

*  Rory  Sutherland:  Life  lessons  from  an  ad  man  h7p://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man.html*  Watch  the  relevant  part  over  h7p://www.youtube.com/watch?v=m5ds7WzVeew

Next examples are two academic researches which show how the same ATM with beautiful design worked better in Israel and Japan.

I first found in Emotional Design by Donald Norman. I check the papers and added links.

Note  for  readers

Aesthe7c  and  Beauty

Aesthetic and Beauty

Pleasant Unpleasant

*  Kurosu,  M.  and  Kashimura,  K.  -­‐  Apparent  Usability  vs.  Inherent  Usability*  Noam  Trac<nsky  -­‐  Aesthe<cs  and  Apparent  Usability:  Empirically  Assessing  Cultural  and  Methodological  Issues

Worked  

Be)er!

User Experience

Ease  of  Use

Product  Goal

Reflec7on  of  User

Aesthe7c  and  Beauty

People without an exception want to communicate. That’s the reason we do things.

Reflective level of design is basically how user communicates via product.

For big brands, reflection can effect positively other part of UX. Think of Apple for this example. An Apple product is more likely to be loved more, used more.

One of the hardest thing to implement for startups.

Note  for  readers

Reflec7on  of  User

Reflection of User

PC      vs      Mac

User  Experience

What is to be said is UX is much more broader concept than we thought.

At the end of day, users can only got a memory of an experience. That makes it harder to manage.

Daniel Kahneman tells the great story of what users get from all the hard work of designers.

UX

Note  for  readers

*  Daniel  Kahneman:  The  riddle  of  experience  vs.  memory  h7p://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory.html

Acer  all,  we  only  got  the  memory  of  an  experience.

-­‐-­‐  Daniel  Kahneman

Someone in a session said he'd been listening to a symphony, and it was absolutely glorious music. And at the very end of the recording, there was a dreadful screeching sound.

And then he added, really quite emotionally, it ruined the whole experience. But it hadn't. What it had ruined were the memories of the experience.

He had had the experience. He had had 20 minutes of glorious music. They counted for nothing because he was left with a memory; the memory was ruined, and the memory was all that he had gotten to keep.

Note  for  readers

Experience  vs  Memory

Thanks

Bilal KabaklıLead Product Manager@bilalkabakli