Brian Kalma on Designing Experiences

IF I RULED THE WORLD EVERYTHING I AM

ABOUT TO SAY WOULD BE TRUE

What is a product?

According to Wikipedia:An item that ideally satisfies a market want or need

What are the elements of a good product?

• Solves a problem

• Users want it

• It works

• Designed well

• __________

• __________

BUT REALLY:A product is nothing more

than an experience.

SOURCE: http://www.slideshare.net/peterme/experience-is-the-product

Experience demands evolve.

What was important then?

• Storage

• Processor Speed

• Ports

• Screen Size

What is important now?

• Storage

• Processor Speed?

• Ports

• Screen Size

• PORTABILITY

“Predicting the future has never been easy, but it’s never been

more difficult”- Peter Merholz

In 2006 at Zappos....

• Speed

• Efficiency

• Deep Linked Converts

• Designed well

Users have Goals & Expectations

Experience Designers have to create emotion

and context.

What we do has to mean something!

When do you interact with a product?

When do you interact with a product?

When do you interact with a product?

When do you interact with a product?

Experiences are touch points.

Touch points are things you engage with.

• Web site

• Apps

• Twitter

• Facebook

• All this other stuff....

Experience Design (should)include:

All experiences are impacted by the people

cultivating them.

An experience is enhanced or detracted

by the people who create it.

Every single employee at Zappos spends 4 weeks in Customer

Service Training.

Because they believe every single person

impacts the Experience.

1-1 Contact with your customers is compulsory.

Instincts only get you partially there.

Layers

Research + Instincts + Constant Feedback + Personal Connections

I have a story to tell

The story is called FS.

You often have many chances to succeed, but

one moment to fail.

I have another story to tell

The story is called Zombies.

UX at Zappos:

Our goals were not achieved in wireframes

UX at Zappos:

Our goals were not achieved in developing

UX at Zappos:

Our goals were not achieved in prototyping

UX at Zappos:

Our goals were not achieved in analytics

... we were working hard to make our customers smile.

Give customers what they never knew they

wanted.

How can you create an experience that makes your users want more?

How can you create an experience that makes your users want more?

HINT: It likely does not involve wireframes

Thank you!

Ask me anything about anything.

I will likely tell you!