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Jimmy Chandler @uxprinciples about.me/jimmychandler www.uxprinciples.com https://www.linkedin.com/in/jimmychandler [email protected]
5-Star User Experience: What Going Out To Eat Teaches Us About UX Design
Presented at: The New York Code + Design Academy November 18, 2015
#5StarUX
PERSONA
Jimmy Chandler
LOCATIONCOMPANYROLE
Brooklyn, NYUX PrinciplesUX Architect
Jimmy is an independent UX Architect who works with his clients to solve complex problems by designing user-friendly and effective websites and mobile apps. His clients have included Fortune 500 companies, startups, government agencies, and non-profits. Jimmy is a frequent organizer, volunteer, coach, and speaker for UX Camp, IXDA, UXPA, Startup Weekend, and other organizations and events.
Leader in the UX Community
Engagement Channels
Frustrations
Poor design upsets me. I get frustrated with technology easily, as I know many people do. So I can empathize with their plight, and I try to help my clients delightfully engage their customers rather than make them angry.
iPhone 6 MacBook Pro 15”
iPad 3, Kindle
Podcasts, Spotify, Youtube
TV (Roku, Broadcast, no Cable)
What Matters MostLeast Most
Design
Least Most
People’s Needs
Least Most
Technology Platform
B.A. in GovernmentCollege of William and Mary
18 yrsIndustry Experience
Jimmy Chandler | UX Principles
Image Courtesy of Shutterstock
Photo courtesy Maya Jackson
Crunchy Lobster, Spicy Tuna, and Yellowtail and Scallion Rolls, Ichiban Sushi, McLean, VA
Most Important To You
Lobster Ravioli, Fiola, Washington, DC
Food
Service
People
Most Important
• Food quality (tasty)
• Smell and cleanliness
• Cost (value)
• Respect our requests
• Atmosphere/Noise Level
• Easy to get to (parking, transit)
• Accessible
Managing Expectations
Photo courtesy Julie Riederer Nine Types of Lasagna at Tommy Lasagna
First Rule of UXYou cannot not communicate. Every behavior is a kind of communication.
Paul Watzlawick’s First Axiom of CommunicationSource: http://52weeksofux.com/tagged/week_1
• Decide on a restaurant (research) • Make a reservation (phone, Opentable) • Arrive, ask for a table • Wait in the bar • Seating • Greeting, drinks? • Read menu, listen to specials • Order • Drink, eat, converse • (text/email) • Wait staff asks if everything’s ok
• Restroom, smoke, phone call • Refills • Talk to Manager • Clear plates • Dessert • Request check • Decide on tip, pay • Call cab • Get coats • Exit
Stress Pleasure
PleasureStress
• Decide on a restaurant (research) • Make a reservation (phone, Opentable) • Arrive, ask for a table • Wait in the bar • Seating • Greeting, drinks? • Read menu, listen to specials • Order • Drink, eat, converse • (text/email) • Wait staff asks if everything’s ok
• Restroom, smoke, phone call • Refills • Talk to Manager • Clear plates • Dessert • Request check • Decide on tip, pay • Call cab • Get coats • Exit
• Decide on a restaurant (research) • Make a reservation (phone, Opentable) • Arrive, ask for a table • Wait in the bar • Seating • Greeting, drinks? • Read menu, listen to specials • Order • Drink, eat, converse • (text/email) • Wait staff asks if everything’s ok
• Restroom, smoke, phone call • Refills • Talk to Manager • Clear plates • Dessert • Request check • Decide on tip, pay • Call cab • Get coats • Exit
• Find the Seemless website
• Type in URL, bookmark, search
• Log in or sign up
• Pick from My Order History
• Or bookmarks, favorites or search
• If searching, pick correct address
• Delivery or Pickup?
• Filter
• Name, price, rating, delivery estimate
• Or sort to narrow down search
• Read reviews to help decision
• Ask spouse what they want
• Select restaurant
• Select items
• Tip amount
• Checkout
• Review order
• Submit
• Get confirmation email
• Get food
Seamless
• Find the Seemless website
• Type in URL, bookmark, search
• Log in or sign up
• Pick from My Order History
• Or bookmarks, favorites or search
• If searching, pick correct address
• Delivery or Pickup?
• Filter
• Name, price, rating, delivery estimate
• Or sort to narrow down search
• Read reviews to help decision
• Ask spouse what they want
• Select restaurant
• Select items
• Tip amount
• Checkout
• Review order
• Submit
• Get confirmation email
• Get food
Seamless
Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
Service
Technical delivery of a product
Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
Service = usable, useful, and reliable
Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
Eye contact
Smile
Hug
Food
Say Hi to Baby Max!
“To be on a guest’s side requires listening to that person with every sense, and following up with a thoughtful, gracious, appropriate response.”
Dany Meyer, Setting the Table
Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
Hospitality
How the delivery of a product makes its recipients feel.
Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
Hospitality = delightful and engaging
What Do UX Designers Do?
Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
Hospitality = delightful and engaging
Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
“To be on a guest’s side requires listening to that person with every sense, and following up with a thoughtful, gracious, appropriate response.”
Dany Meyer, Setting the Table
EmpathyThe ability to understand and share the feelings of another.
aka Emotional Empathy
— Indi Young, author of Practical Empathy
Cognitive EmpathyAn intent to understand another person: how they think, what their guiding principles are, what their reactions are…and how those reactions are different from your own
— Indi Young, author of Practical Empathy
InsightThe capacity to gain an accurate and deep intuitive understanding of a person or thing.
Mental Models“an explanation of someone's thought process about how something works”
Source: Wikipediahttps://en.wikipedia.org/wiki/Mental_model
Stress Pleasure
PleasureStress
"I'm not here to enter into a relationship. I just want to buy something."
User interview
http://www.uie.com/articles/three_hund_million_button/
Why do we care?
Emotions Help Us Make Decisions
Facebook reduced deactivation rate by 7% by changing the deactivation screen to note how your friends will no longer be able to keep in touch with you (with photos of selected friends)
Source: Stephen P. Anderson, Seductive Interaction Design
http://www.eater.com/2015/8/17/9164479/eater-upsell-bill-addison
"The product is beautiful! And fun. As a result, when people have difficulties, they blame themselves. Good for Apple. Bad for the customer."
https://www.fastcodesign.com/3053406/how-apple-is-giving-design-a-bad-name
Addressing Mistakes• Awareness
• Acknowledgement
• Apology
• Action
• Additional generosity
Photo Courtesy Nicolette Chandler, Casa Luca, Washington, DC
Best Case: Prevent Errors
If errors happen…
Review
Your product is a series of interactions that cause stress or pleasure
Good service in a restaurant = a usable, useful, and reliable product
Restaurant hospitality = a delightful design
Delightful design fulfills people’s emotional needs
To accomplish this requires empathy and insight
Insight requires data from listening and observing, not inferences
Thank You!
Jimmy Chandler @uxprinciples about.me/jimmychandler www.uxprinciples.com https://www.linkedin.com/in/jimmychandler [email protected]
Photo courtesy Maya Jackson
Related Reading• Aarron Walter, Designing for Emotion
• Whitney Hess, So you wanna be a user experience designer — Step 2: Guiding Principles, http://whitneyhess.com/blog/2009/11/23/so-you-wanna-be-a-user-experience-designer-step-2-guiding-principles/
• Indi Young
• Book: Practical Empathy
• Video: https://vimeo.com/98714873
• Article:http://rosenfeldmedia.com/blogs/mental-models/how-to-wield-empathy/
• Don Norman, Emotional Design
• Stephen P. Anderson, Seductive Interaction Design
• Dana Chisnell
• Beyond Frustration: Three levels of happy design http://uxmag.com/articles/beyond-frustration-three-levels-of-happy-design
• Deconstructing Delight: Pleasure, Flow,& Meaning http://www.slideshare.net/danachisnell/deconstructing-delight
• Jared Spool, The $300 Million Buttonhttp://www.uie.com/articles/three_hund_million_button/
Recommended UX Books• Abby Covert, How To Make Sense Of Any
Mess: Information Architecture For Everybody
• Don Norman, Design of Everyday Things
• Steve Krug, Don’t Make Me Think (3rd Edition) and Rocket Surgery Made Easy
• Alan Cooper, About Face 4
• Russ Unger and Carolyn Chandler, A Project Guide to UX Design (2nd Edition)
• Peter Morville and Louis Rosenfeld, Information Architecture For the Web and Beyond (4th Edition)
• Jeff Raskin, The Humane Interface
• Dan Brown, Communicating Design
• Dan Saffer, Microinteractions
• Jennifer Tidwell, Designing Interfaces
• Lidwell, Holden & Butler, Universal Principles of Design
• Quesenbery & Brooks, Storytelling for User Experience
• Goodman, Kuniavsky & Moed, Observing the User Experience
• Halvorson & Rach, Content Strategy for the Web, 2nd Edition
• Horton & Quesenbery, A Web For Everyone
Recommended UX Websites
• http://52weeksofux.com
• http://uxmyths.com/
• http://www.lukew.com/ff/
• http://www.uie.com/brainsparks/
• http://aycl.uie.comA library of 230 seminars by experts in all things UX design. $23 per/month
• http://alistapart.com/
• http://uxmag.com/
• http://www.uxbooth.com/
• http://boxesandarrows.com
• http://www.subtraction.com
