5-Star User Experience: What Going Out To Eat Teaches Us About UX Design

Most people have a few favorite restaurants, places to go when we want to be treated like a close friend or family member, enjoy the company we’re with, and eat well. For special occasions, or just for variety, sometimes we will try a new place to dine. These new experiences often delight, and it’s as if we’ve made a new friend, but other times we are turned off by the food or service, never to return. We'll explore how we can apply the key concepts from a great restaurant experience to the user experiences we design - and learn the lessons from those who fail to meet their customers' needs. We'll connect these ideas to what we know about how the human brain works and how our emotions impact our decision making, and discover what great restaurateurs and great designers do in common.

Transcript

1. Jimmy Chandler
   @uxprinciples
   about.me/jimmychandler
   jimmy@uxprinciples.com
   !
   5-Star User Experience: What
   Going Out To Eat Teaches Us
   About UX Design
   #uxdining @nycuxpa
   

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2. Expectations
   #uxdining @nycuxpa
   

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3. Photo courtesy Maya Jackson
   #uxdining @nycuxpa
   

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5. Yelp Review
   #uxdining @nycuxpa
   

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6. Crunchy Lobster, Spicy Tuna and Yellowatil/Scallion Rolls, Ichiban Sushi, McLean, VA
   

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9. Most Important To You
   #uxdining @nycuxpa
   

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10. Lobster Ravioli, Fiola, Washington, DC
    Food
    

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11. Service
    

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12. People
    

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13. Most Important To You
    #uxdining @nycuxpa
    

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14. Most Important
    • Smell and cleanliness
    • Cost (value)
    • Respect our requests
    • Atmosphere/Noise Level
    • Easy to get to (parking,
    transit)
    • Accessible
    #uxdining @nycuxpa
    

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15. Photo courtesy Julie Riederer
    !
    Nine Types of Lasagna at Tommy Lasagna
    

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16. Managing
    Expectations
    Photo courtesy Julie Riederer
    !
    Nine Types of Lasagna at Tommy Lasagna
    

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17. First Rule of UX
    You cannot not communicate. Every behavior is a kind of
    communication.
    Paul Watzlawick’s First Axiom of Communication

    Source: http://52weeksofux.com/tagged/week_1
    

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18. • Decide on a restaurant (research)
    • Make a reservation (phone, Opentable)
    • Arrive, ask for a table
    • Wait in the bar
    • Seating
    • Greeting, drinks?
    • Read menu, listen to specials
    • Order
    • Drink, eat, converse
    • (text/email)
    • Wait staff asks if everything’s ok
    • Restroom, smoke, phone call
    • Refills
    • Talk to Manager
    • Clear plates
    • Dessert
    • Request check
    • Decide on tip, pay
    • Call cab
    • Get coats
    • Exit
    #uxdining @nycuxpa
    

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19. Stress Pleasure
    #uxdining @nycuxpa
    

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20. Pleasure
    Stress
    #uxdining @nycuxpa
    

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21. • Decide on a restaurant (research)
    • Make a reservation (phone, Opentable)
    • Arrive, ask for a table
    • Wait in the bar
    • Seating
    • Greeting, drinks?
    • Read menu, listen to specials
    • Order
    • Drink, eat, converse
    • (text/email)
    • Wait staff asks if everything’s ok
    • Restroom, smoke, phone call
    • Refills
    • Talk to Manager
    • Clear plates
    • Dessert
    • Request check
    • Decide on tip, pay
    • Call cab
    • Get coats
    • Exit
    #uxdining @nycuxpa
    

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22. • Decide on a restaurant (research)
    • Make a reservation (phone, Opentable)
    • Arrive, ask for a table
    • Wait in the bar
    • Seating
    • Greeting, drinks?
    • Read menu, listen to specials
    • Order
    • Drink, eat, converse
    • (text/email)
    • Wait staff asks if everything’s ok
    • Restroom, smoke, phone call
    • Refills
    • Talk to Manager
    • Clear plates
    • Dessert
    • Request check
    • Decide on tip, pay
    • Call cab
    • Get coats
    • Exit
    #uxdining @nycuxpa
    

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23. #uxdining @nycuxpa
    

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24. • Find the Seemless website
    • Type in URL, bookmark, search
    • Log in or sign up
    • Pick from My Order History
    • Or bookmarks, favorites or search
    • If searching, pick correct address
    • Delivery or Pickup?
    • Filter
    • Name, price, rating, delivery estimate
    • Or sort to narrow down search
    • Read reviews to help decision
    • Ask spouse what they want
    • Select restaurant
    • Select items
    • Tip amount
    • Checkout
    • Review order
    • Submit
    • Get confirmation email
    • Get food
    Seamless
    #uxdining @nycuxpa
    

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25. • Find the Seemless website
    • Type in URL, bookmark, search
    • Log in or sign up
    • Pick from My Order History
    • Or bookmarks, favorites or search
    • If searching, pick correct address
    • Delivery or Pickup?
    • Filter
    • Name, price, rating, delivery estimate
    • Or sort to narrow down search
    • Read reviews to help decision
    • Ask spouse what they want
    • Select restaurant
    • Select items
    • Tip amount
    • Checkout
    • Review order
    • Submit
    • Get confirmation email
    • Get food
    Seamless
    #uxdining @nycuxpa
    

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26. #uxdining @nycuxpa
    

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27. #uxdining @nycuxpa
    

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28. #uxdining @nycuxpa
    

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29. Photo courtesy
    Jennifer Nash
    !
    Icy sorbet crafted into
    a perfect replica of a
    lemon, crusted with
    citron sugar crust.
    This palate cleanser
    was served on an
    optical illusion plate
    housing real lemon
    leaves.
    Stories
    

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30. #uxdining @nycuxpa
    

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31. Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
    Service
    

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32. Technical delivery of a product
    Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
    

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33. Service = usable and reliable
    Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
    

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34. Photo courtesy kowarski http://goo.gl/YoQAvC
    Salt Selection, Per Se, New York
    

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35. #uxdining @nycuxpa
    

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36. • Eye contact
    • Smile
    • Hug
    • Food
    Say Hi to
    
    Baby Max!
    

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37. “To be on a guest’s side requires listening to that
    person with every sense, and following up with a
    thoughtful, gracious, appropriate response.”
    Dany Meyer, Setting the Table
    Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
    Hospitality
    

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38. How the delivery of a product makes
    its recipients feel.
    Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
    

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39. Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
    Hospitality = delightful and engaging
    

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40. Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
    “To be on a guest’s side requires listening to that
    person with every sense, and following up with a
    thoughtful, gracious, appropriate response.”
    Dany Meyer, Setting the Table
    

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41. #uxdining @nycuxpa
    

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42. #uxdining @nycuxpa
    

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43. Mental Models
    Figure 1.2 from Mental Models: Aligning design strategy with human behavior by Indi Young; Rosenfeld Media, 2008.
    http://www.rosenfeldmedia.com/books/mental-models/
    #uxdining @nycuxpa
    

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44. Stress Pleasure
    #uxdining @nycuxpa
    

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45. Pleasure
    Stress
    #uxdining @nycuxpa
    

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46. Why do we care?
    #uxdining @nycuxpa
    

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47. Emotions Help Us
    Make Decisions
    #uxdining @nycuxpa
    

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48. Say Hi to
    
    Baby Max!
    

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52. #uxdining @nycuxpa
    

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53. #uxdining @nycuxpa
    

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54. Addressing Mistakes
    • Awareness
    • Acknowledgement
    • Apology
    • Action
    • Additional generosity
    Casa Luca, Washington, DC
    

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63. Photo courtesy Maya Jackson #uxdining @nycuxpa
    Your Thoughts?
    Questions?
    

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64. • Think about your product as a series of interactions that cause stress or
    pleasure
    • Good service in a restaurant is the equivalent of a usable and reliable
    product
    • But restaurant hospitality is like a delightful design that meets people’s
    emotional needs
    • To accomplish this requires empathy and insight
    • Insight can only come from data: listening and observing
    Review
    #uxdining @nycuxpa
    

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65. Thank You!
    Jimmy Chandler
    @uxprinciples
    about.me/jimmychandler
    jimmy@uxprinciples.com
    #uxdining @nycuxpa
    

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66. GrubHub Seamless
    Photo Contest
    Winner
    Maya
    Jackson
    

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67. Related Reading
    • Aarron Walter, Designing for Emotion
    • Don Norman, Emotional Design
    • Whitney Hess, So you wanna be a user
    experience designer — Step 2: Guiding
    Principles, http://whitneyhess.com/blog/
    2009/11/23/so-you-wanna-be-a-user-
    experience-designer-step-2-guiding-
    principles/
    • Indi Young, How to Wield Empathy, http://
    rosenfeldmedia.com/blogs/mental-models/
    how-to-wield-empathy/
    !
    !
    • Aaron Gustafson, Designing with Empathy
    (video: http://vimeo.com/70018634)
    • Dana Chisnell, Beyond Frustration: Three
    levels of happy design http://uxmag.com/
    articles/beyond-frustration-three-levels-of-
    happy-design and Deconstructing Delight:
    Pleasure, Flow,& Meaning http://
    www.slideshare.net/danachisnell/
    deconstructing-delight
    #uxdining @nycuxpa
    

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68. Recommended UX Books
    • Don Norman, Design of Everyday Things
    • Steve Krug, Don’t Make Me
    Think and Rocket Surgery Made Easy
    • Alan Cooper, About Face 3
    • Russ Unger and Carolyn Chandler, A Project
    Guide to UX Design (2nd Edition)
    • Peter Morville and Louis
    Rosenfeld, Information Architecture for the
    World Wide Web (3rd Edition)
    • Jeff Raskin, The Humane Interface
    • Dan Brown, Communicating Design
    • Dan Saffer, Microinteractions
    • Jennifer Tidwell, Designing Interfaces
    • Lidwell, Holden & Butler, Universal Principles
    of Design
    • Quesenbery & Brooks, Storytelling for User
    Experience
    • Goodman, Kuniavsky & Moed, Observing
    the User Experience
    • Halvorson & Rach, Content Strategy for the
    Web, 2nd Edition
    • Horton & Quesenbery, A Web For Everyone
    #uxdining @nycuxpa
    

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69. Recommended UX Websites
    • http://52weeksofux.com
    • http://uxmyths.com/
    • http://www.lukew.com/ff/
    • http://www.uie.com/brainsparks/
    • http://alistapart.com/
    !
    !
    !
    • http://uxmag.com/
    • http://www.uxbooth.com/
    • http://boxesandarrows.com
    • http://www.subtraction.com
    #uxdining @nycuxpa
    

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