But what about creating a brand love index? It wasn’t enough for me to see them win… So I normalised it against annual passenger numbers: BA33,600,000 Virgin5,850,000 And what happened? ®
And the point of all of this? At Conchango, we create the digital experiences people love “Experience matters” When price, product, delivery all become the same, what will separate you out from your competition?
“Experience based differentiation” This is what the analysts call it. It’s the thing that makes people fall in love with your software, websites It’s technologies like WPF, Silverlight & Live Services, that give us a whole new toolkit to play with!
51 so what’s possible? We have some new tools – want to see them? Warning for those still sleeping: Loud music coming!
The modern equivalent The feature: “News In Pictures” – it displays all the pictures in today’s news! But it did not start out like that… We made it 3D! Why? Because we could! Nobody could work out how to use it! The 3D didn’t add anything to the experience – it just made it a bit harder. (sad, but true)
In other words… What is right for one user is not always right for another What is right for one brand is not always right for another And using features and techniques “just because you can” is not right either!
A Quick Exercise Q. Which is the better radio? Same Price, same manufacturer, Same components, Same build quality AB
But before you decide… This is Jenny James Age:56 Profession:Retired (Marketing) Lives: Outside London Statement:“Oh, I won’t be able to work it out!” If you started with Jenny which radio would you design?
I just want to listen to the radio Use controls I’m comfortable with Give me a quality product It only does one thing – it’s a radio! Knobs and buttons ‘Retro’ feel – like they used to make them!
But before you decide… This is Tony Hewitt Age:58 Profession:Pipeline engineer Lives: Scotland, Manchester & Saudi Arabia Statement:“I can’t live without my cricket!” If you started with Tony which radio would you design?
I travel a lot I want to listen to cricket Give me a quality product Dual time zone function helps me – and an alarm clock is useful too Gets shortwave, long wave and all sorts Lightweight and well engineered
I travel a lot I want to listen to English football Give me a quality product It’s too heavy and old fashioned to be useful to me
What is a user-centred approach? Observe and study real users first Work out what their goals are Design things only that meet those goals Don’t start with a ‘feature list’ Validation Test what you’re doing as you go along Change if it could be a better experience for users – even if it doesn’t give you something YOU want!
How do you do it? Get out there... spy on people! (guerilla ethnography) Develop personas Make everyone in the team responsible for user happiness! Make ‘delight’ a key performance indicator
Why is it better? (how to sell this approach) Your software will be more effective You will focus more on the 20% that users actually use! For users this means: – They are more efficient and make less mistakes – They are happier – They are more likely to buy more – They will be happy to use your application again For you this means: – Fewer support issues – Your company makes more money – Your boss will like you – You will get a pay rise – You will sleep better at night – Your family will see more of you
but users have changed let’s understand a bit more about them
Her Social Network It’s very tightly integrated to messenger – so it’s easy to fall into It starts as uploading a photo or two to show her friend in New Zealand… Then writing some comments on the photos… Now it’s the hub of communicating news about her family to her remote friends and family Other ways to do the same thing: Flickr, MySpace, Bebo
Her Start Page Has all she needs in it More ‘revealing’ and diverse than just The BBC news Faster to get the stuff she wants Alternatives: Google Start page & Page-flakes
And Facebook is hurting Instant Messaging 39% of the Facebook users we surveyed, use IM less after joining Facebook
She’s got higher expectations now… What’s with the blank space and small text? If I don’t know what to look for, I’m stuck I want to know what’s the ‘latest thing’ The interaction is rubbish, the images are rubbish… if I want to shop Next, I’ll get the Catalogue
She’s got higher expectations now… That’s better! Helps me work out what I want Gives me ‘something more’ Is reality, not just marketing hype
Web 2 = Social Evolution Crystallised The web is now mainstream 75% of UK households connected 2 in 3 are on broadband Increased social use of the internet Photo sharing not sending Instant messaging & blogging, not only email People want to cut out the rubbish (snack culture) RSS feeds / Start Pages eliminate the ‘noise’ People are disbelieving the ‘marketing hype’ Wanting to know what real people think & what she’s not being told The PC is no longer in the study
“Search without the text box” Advanced search without the drop-down!
Kayak.com Users now ‘adjust’ they don’t really understand ‘filtering’
Applications like this are setting the standard Although broadband and internet penetration is high in many countries, we are still only just entering the ‘late majority’ People of all ages, and backgrounds will begin using the internet, and they will start with applications like the ones you’ve seen These applications will set their expectation for what you have to design & build
A Great “Integrator” Preserves design integrity Not his “day job” to design Knows when a design is “on,” but can fill in the gaps Preserves code integrity Doesn’t break functioning code Lives in XAML and does things “right” Understand development environment and tools
Ways of working Traditional – waterfall – Designer > JPEG – Developer > Translates to XAML The Interactive Designer – Designer > Design Tools & XAML – Developer > XAML & C# The Producer – Designers > Design Tools only, or +XAML – The Producer > Design Tools, XAML & C# – Developers > XAML & C# Most Risk Least Risk
Even more tips! Don’t make designers a bottleneck – Train developers in image manipulation in Photoshop – (cut, crop, resize, output) Design comes from everyone – Trust your developers to participate in design decisions – You can start the design on paper, in code, or in mockups
Be Agile! Do NOT spend an eternity in a design phase Pick one thing to do, and get going as fast as you can Stop and test with users Adapt what you’ve done, and take on something new Don’t wait more than 4 weeks until the client sees something working
Final tips DO spend time drawing and brainstorming DO spend time working things out in code DO try to be original - invent something new... …But DON’T be too proud to use things you know work already!
The results If you get it right? #1 – AJAX But first – if you don’t…
96 If you get it right? #2 – Flash & Silverlight of course! ETOnline Or this one…
97 Talk to me: firstname.lastname@example.org Talk to a great Romanian company: http://www.iquestint.com Find out more about Silverlight, WPF and Windows Live: http://www.microsoft.com/silverlight http://dev.live.com Merci