UX15- Designing Delightful Experiences(Sulekha Kuthiala) by uxindia

Transcript

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2. UX INDIA 2015 SULEKH A KUTHIALA - DELIGHTCUBE INC DESIGNING DELIGHTFUL EXPERIENCES OCTOBER 7, 2015
3. Why design delightful experiences Core Principles How to methods LET’S TALK ABOUT
4. 4 13+ years of experience Designer & Innovation Catalyst Delightcube twitter: # sulekhanair ABOUT ME
5. 5 EXPERIENCE > LOYALITY > GROWTH Why Design for Delight?
6. USABLE = EDIBLE AARON WALTER (DIRECTOR OF DESIGN - MAILCHIMP) 6
9. FROM TRADITIONAL Detailed planning upfront Months long user studies Slide ware Avoid Failure Periodic Thinking TO DESIGN THINKING Learning from TRIAL & ERROR User involvment EMPATHY Minimum viable product - MVP Learn fast FAIL EARLY Iterative CONTINUOUS Doing SHOW DON’T TELL DESIGN APPROACH SHIFT 9
10. WE REALIZED THAT WE WERE NO LONGER PROUD OF THE EXPERIENCES WE WERE CREATING – THAT IN MANY CASES WE WERE NO BETTER THAN OUR COMPETITORS KAAREN HANSEN ( VP DESIGN @ INTUIT 2007 ) 10 Intuit Journey 2007 - 1015
11. DELIGHT PROMOTES WORD OF MOUTH
12. DESIGN FOR DELIGHT IS OUR #1 WEAPON IN ATTAINING GROWTH AND THERE IS NO #2 SCOT T COOK ( FOUNDER INTUIT) 12
13. 13 2007 – GOING BEYOND EASE 2008 – DELIGHT FORUMS 2009 – CATALYST PILOTS 2010 – INNOVATION CATALYSTS 2011 – D4D SESSIONS 2012 – EVERYDAY D4D……….#56 2015 – CENTER OF EXCELLENCE #3
14. 14 GOING FROM USABLE TO DELIGHT
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16. 16 INTUIT TURBO TAX Majority of Americans have a NEGATIVE reaction to doing their income taxes • Complicated, requires too much paperwork •Afraid of making mistakes •Inconvenient and time-consuming TurboTax must recognize, acknowledge and overcome the psychological barriers held by their potential customers if they are to get them to engage in the tax preparation process.
17. 17 Empathize with Me Nurture Me Meet me where I am Make it easy for me
18. PRINCIPLES DESIGNING DELIGHTFUL EXPERIENCES
19. HUMAN CENTERED VISION 1
20. TO IMPROVE OUR CUSTOMERS FINANCIAL LIVES SO PROFOUNDLY…THAT THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY MISSION 20
21. CISCO
22. DESIGN THE WHOLE EXPERIENCE NOT JUST SILOS 2
23. 23 CISCO COLLABORATION EXPERIENCE
24. BRING STAKEHOLDERS & CUSTOMERS ALONG IN THE JOURNEY 3
25. JOURNEY LINES Screen clipping taken: 10/4/2015, 6:29 AM
26. JOURNEY LINES Screen clipping taken: 10/4/2015, 6:29 AM
27. THE MAGIC HAPPENS WHEN DEVELOPERS GET AND SEE CUSTOMER PAIN… THE BIGGEST SINGLE SOURCE OF INNOVATION IS TYPICALLY THE ENGINEERS. THEY KNOW WHAT’S POSSIBLE BETTER THAN ANYONE - MARTY CAGAN 27 “ ”
28. By understanding our customers deeply, leaders and teams are better equipped to discover customer insights that lead to innovation and delightful product experiences Inspiration for long term vision and roadmap Improved usability, building the right features, increased adoption and delightful product experiences BUSINESS OUTCOME OF EMPATHY
29. HOW TO… DESIGNING DELIGHTFUL EXPERIENCES
30. 30 DESIGN PROCESS
31. DESIGN FOR DELIGHT - INTUIT
32. Knowing the user’s thoughts, emotions and motivations so you can determine how to innovate for them -Observe -Engage -Immerse USER EMPATHY
34. To get one idea you have to brainstorm a lot of ideas DIVERGENT THINKING
35. IDEATE & PROTOTYPE
36. Get feedback early and often from the customers. TEST YOUR IDEAS
37. TEST EARLY AND OFTEN
38. THANK YOU!