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
2. Expectations #uxdining @nycuxpa
3. Photo courtesy Maya Jackson #uxdining @nycuxpa
5. Yelp Review #uxdining @nycuxpa
6. Crunchy Lobster, Spicy Tuna and Yellowatil/Scallion Rolls, Ichiban Sushi, McLean, VA
9. Most Important To You #uxdining @nycuxpa
10. Lobster Ravioli, Fiola, Washington, DC Food
11. Service
12. People
13. Most Important To You #uxdining @nycuxpa
14. Most Important • Smell and cleanliness • Cost (value) • Respect our requests • Atmosphere/Noise Level • Easy to get to (parking, transit) • Accessible #uxdining @nycuxpa
15. Photo courtesy Julie Riederer ! Nine Types of Lasagna at Tommy Lasagna
16. Managing Expectations Photo courtesy Julie Riederer ! Nine Types of Lasagna at Tommy Lasagna
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
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
19. Stress Pleasure #uxdining @nycuxpa
20. Pleasure Stress #uxdining @nycuxpa
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
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
23. #uxdining @nycuxpa
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
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
26. #uxdining @nycuxpa
27. #uxdining @nycuxpa
28. #uxdining @nycuxpa
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
30. #uxdining @nycuxpa
31. Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco Service
32. Technical delivery of a product Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
33. Service = usable and reliable Pan-roasted duck breast on French toast with vincotto, Blowfish Sushi, San Francisco
34. Photo courtesy kowarski http://goo.gl/YoQAvC Salt Selection, Per Se, New York
35. #uxdining @nycuxpa
36. • Eye contact • Smile • Hug • Food Say Hi to Baby Max!
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
38. How the delivery of a product makes its recipients feel. Photo Courtesy Julie Riederer, Popcorn Soup at wd~50
39. Photo Courtesy Julie Riederer, Popcorn Soup at wd~50 Hospitality = delightful and engaging
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
41. #uxdining @nycuxpa
42. #uxdining @nycuxpa
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
44. Stress Pleasure #uxdining @nycuxpa
45. Pleasure Stress #uxdining @nycuxpa
46. Why do we care? #uxdining @nycuxpa
47. Emotions Help Us Make Decisions #uxdining @nycuxpa
48. Say Hi to Baby Max!
52. #uxdining @nycuxpa
53. #uxdining @nycuxpa
54. Addressing Mistakes • Awareness • Acknowledgement • Apology • Action • Additional generosity Casa Luca, Washington, DC
63. Photo courtesy Maya Jackson #uxdining @nycuxpa Your Thoughts? Questions?
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
65. Thank You! Jimmy Chandler @uxprinciples about.me/jimmychandler jimmy@uxprinciples.com #uxdining @nycuxpa
66. GrubHub Seamless Photo Contest Winner Maya Jackson
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
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
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