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Features aren’t experiencesFeatures aren’t experiences
By Jason Hobbs for UX Joburg, 31st January 2015
@jhobbs_za
Features aren’t experiencesFeatures aren’t experiences
By Jason Hobbs for UX Joburg, 31st January 2015
@jhobbs_za
This is not a ‘how to’ presentation.
In fact, that’s what’s been bugging me.
To me, it’s like a return to the 1990’s when all our conversations were about how to build stuff.
And we’d been making such progress with asking why, and for whom…
What we’re told vs. what we experience
The many faces of the website
My phone and the network
Other channels
Language across the ecosystem
DealershipsDealerships
Finance, servicing, downtime, replacements, upgrades, insurance…
When I’m abroadBeing abroad
Or out of rangeOut of signal range
Making features work is a usability thing
Making features work is a usability thing
But even then, how far do we take this?
JOININGINFORMATION
SEEKINGCONTENT SEEKING
ADVICE SEEKING
MONITORING TRANSACTING NETWORKING ADVOCATING
PRODUCT ADDING
FEEDING BACK
SHARING / DELEGATING
CHANNEL MANAGEMENT
RELATIONSHIP MANAGEMENT
COMMS MANAGEMENT
ACCOUNT MANAGEMENT
LEAVING
Organising features can be powerful and effective
CONSUMER UPTAKE THROUGH THE LIFECYCLE
POWER USER & ADVOCATE
EXPLORATION&EXTENDED
USE
TRIAL & REPEAT
FIRST TIME USER
ONLINE
PLAN BOOK BEFORE YOU FLY AFTER YOUR TRIP
Voyager(awards)
Save itinerary
Specials, tour and
packages
Create itinerary
Hotel Car
Book with miles
Book with miles
Book
Seat and meal
Self service baggage check in
Self service check in
Review miles
Respond to Voyager
specials
Redeem Miles
Join Voyager
Unmanaged business
Manage my booking(partial)
Manage my booking(Full)
Online check in
Voyager(upgrade)
Voyager(awards)
Dynamic packaging
E-ticket
Advocacy
Miles for friends
AT THE AIRPORT
HOME | ABOUT SAA | DIVISIONS > CHANGE LANGUAGE/REGION
<< Back to searchSpecials | Packages | Your Mileage | Book a Flight | Book a Car | Book a Hotel
LOGIN
VOYAGER username *****
Why Voyager?
FAQs | Browser Requirements | Policies and Disclaimer | About Security
BOOK BEFORE YOU FLY AFTER YOUR TRIP BUSINESS TRAVEL
A STAR ALLIANCE MEMBER
PLAN
SPECIALS & TOURS | DESTINATIONS | ROUTES | SCHEDULES | CAR HIRE | ACCOMMODATION
CUSTOMER SERVICES
New to us: Why SAA? First time flyer?
Primary content area
PLAN with VoyagerYour mileage: 53 000
> Book with miles> where can I go?> Calculator> Update your details
PLAN AN ITINERARY
Select a destination:
London
Tours & packages
Care hire
Accommodation
SEARCH
Or
Get ideas based on your budget
R GO >Have you thought about…? Join Voyager | Plan an Itinerary | Ideas based on your budget
1.
2.
3.
3. & 4.
1. First time user 2. Trial and repeat use 3. Exploration & extended use 4. Power user & advocate
This is all good. We are moving beyond features to experience.
We’re starting to look at:
• the spaces between features • and the kinds of connections that exist between features• and the systems in which they operate (those internal
and external to the service provider)
But how do we start to unpack what experience is?
The human condition
The irrational (Alan Greenspan)
Emotion (Hassenzahl)
Autonomy / independence
Competence / effectance
Relatedness / belongingness
Self-actualising / meaning
Security / control
Money / luxury
Influence / popularity
Physical thriving / bodily
Self-esteem / self respect
Pleasure / stimulation
A good place to start?
Become very sensitive to your relationship to things.
DAY-TO-DAY FRIENDS
WEEKENDFRIENDS
TWICE-A-YEARFRIENDS
BIANNUALFRIENDS
Developing your design consciousness
What is your history?What are your politics?What are your economics?What is your culture?What kind of society would you like to live in?What is your context of use?Are you an early, mid or late adopter?Are you hands-on, disconnected or impulsive?What are your routines?What do you hold dear?What do you hate in other people?What makes you envious?What did you believe differently as a child?What do you turn to in despair?What makes you dance spontaneously?How do you like architecture to make you feel?What do you base your judgements of others on?What would you write a book about? What kind of personae are you?How is this different to other people?
Develop an intuition for recognising when simple things are simple and when they are hiding complexity.
CO
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FID
EL
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GRAPHICAL FIDELITY
CO
DE
FID
EL
ITY
GRAPHICAL FIDELITY
CO
DE
FID
EL
ITY
GRAPHICAL FIDELITY
CO
DE
FID
EL
ITY
GRAPHICAL FIDELITY
CO
DE
FID
EL
ITY
GRAPHICAL FIDELITY
Our interpretation of findings from testing is limited by our sensitivity to people, diversity and our own imagination
1 + 1 = 3
The art of UX is pulling all these threads together and crafting it into something special.
The art of UX is pulling all these threads together and crafting it into something special.
The journey from features to experiences.
Thank you.
www.jh-01.comwww.humanexperiencedesign.netwww.fennhobbs.com
@jhobbs_za
ARCHITECTING HAPPINES21st of February 2015
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