MIMA Summit October 2015 - Shifting baselines

Shifting baselinesHow UX can help inform your marketing strategy and investment @josephdickerson

Joseph DickersonUser Experience Lead, Microsoft UX Practice

• 2+ years at Microsoft• Author of two UX books

Wikipedia says:User experience (UX or UE) involves a person’s emotions about using a particular product, system or service. User experience highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction and product ownership. Additionally, it includes a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system. User experience is subjective in nature because it is about individual perception and thought with respect to the system. User experience is dynamic as it is constantly modified over time due to changing circumstances and new innovations…

What is UX?

ZZZzzzzz….…

ISO 9241-210[1] defines user experience as “A person’s perceptions and responses that result from the use or anticipated use of a product, system or service”

BETTER.

What is UX?

Don Norman

“I invented the term ‘user experience’ because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual.”

"We consider ourselves in the experience business." Satya Nadella, Windows 10 Devices launch

Shifting Baselines…

Let’s talk about

The baseline is shifting

For example…

"My god, she was born in the 80s! She actually uses a mobile phone to MAKE CALLS!"

─ Troy, Community

Delighters

Baseline

Satisfiers

Detractors tend to occur when a basic need is

implemented badly or a unneeded feature “overwhelms” an

experience

COMMUNICATIONThe Baseline has shifted in…

Communication has changed

New baseline:

TECHNOLOGYThe baseline has shifted in…

Wearables• Wearables started in the personal fitness

space, and is quickly becoming a new “device channel” that needs to be supported

“nuTec”

DESIGNThe baseline has shifted in…

DESIGNThe Baseline has shifted in…

Flat design

Responsive Design

Micro UX

WHERE DO YOU INVEST YOUR ATTENTION AND FOCUS?

So….

Benefits of UX

End-User Benefits

TechnologyBenefits

BusinessBenefits

Precision

Finesse

Efficiency

Enable users to get more done Increase productivityEncourage user engagement

Achieve organizational goals Enhance company brandProduce higher ROI

Present user interface prototypeCreate intuitive designs Reduce cost and unnecessary risk

Questions?

Thank you!

@josephdickerson