Building for People - Speaker Deck

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BUILDING FOR PEOPLE Marko Dugonjić Creative Nights WebCamp Zagreb, 24. 11. 2012.

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Why I’m here?

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PROBLEMS – Misinterpreted acronyms – Assumptions about the user – Complicated interfaces – Hiring decorators

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USER EXPERIENCE The sum of all experiences with a product or service before, during and after the actual use of the product or service.

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CUSTOMER EXPERIENCE The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.

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BRAND A brand is much more than the logo; it is the pattern our brains expect based on everything we have previously heard, seen, and felt. — Reuben Steiger Method NYC

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USER INTERFACE A user interface is the point of contact between humans and machines.

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WHO WE ARE? — a few assumptions —

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REALITY CHECK — they don’t live by our rules —

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You don’t get to decide which platform or device your customers use to access your content: they do. — Karen McGrane, author Content Strategy for Mobile

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Life → Need → Use case → Feature

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CALL a DECORATOR! — Beautiful UI™ —

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LOCAL MAXIMUM IDEA #1 IDEA #2

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Diﬀusion of innovations Market share Early Adopters 13.5% Early M ajority 34% Late M ajority 34% Laggards 16% Innovators 2.5%

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FOR EXAMPLE — It can be done! —

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MILLENIALS They don’t necessarily need to rebel against their parents because they’ve grown so close to them over the years. — John McFarland Chevrolet’s Senior Manager

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TAKE TWO Every part of everything I know about young people and the product they want, they actually want to appear older than they are. — Joe Baker, Designer of the Code

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Can you explain my bill to me please? — Frustrated customer

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ACTION ITEMS — You can do it! —

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5 TALK TO PEOPLE

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Photo credit: Mikey Angels

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If a product is designed for everyone, it works for no one. — Whitney Hess Vicarious Partners

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4 FIND THE PROBLEM

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Focus on the hole, not the drill. — Leisa Reichelt, author A Practical Guide to Strategic User Experience

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USE CASES FEATURES

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3 DESIGN, DON’T DECORATE

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Prototyping beats wireframing. http://the-pastry-box-project.net/leisa-reichelt/2012-october-23/

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2 PROTOTYPE

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1 LEAVE YOUR COMFORT ZONE

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“Hi Scott, this is Steve,” Steckley recalled hearing from the other end of the phone. “Steve Jobs?” he asked. “Yeah,” Jobs said. “I just wanted to apologize for your incredibly long wait. It’s really nobody’s fault. It’s just one of those things.”

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Thank you! Marko Dugonjić • @markodugonjic creativenights.com

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Credits: Vuk Ćosić, Leisa Reichelt, Andy Budd, Peter-Paul Koch, Karen McGrane, Peter Merholz, Simon Sinek, Whitney Hess, Bill Buxton. http://en.wikipedia.org/wiki/User_experience http://en.wikipedia.org/wiki/Customer_experience http://bit.ly/XKgwFY http://dribbble.com https://www.lytro.com http://www.nest.com http://www.chevrolet.com https://power2switch.com