David Kozatch gave a presentation on designing for meaningful experiences. He discussed how technological innovation has evolved from one-way communication to greater collaboration. To design meaningful experiences, companies should focus on emotion, polite interfaces, and adaptive interfaces that anticipate user needs. An adaptive interface improves with user interaction by developing a model of their behavior. Creating meaningful experiences requires engaging users early and encouraging participation. Designers should match users' mental models and test for emotional language.
2. • Since 1998
• Combining marketing
research & user
experience research
• Focus on development
of new services and
technologies
• Web, mobile and beyond
6. “Combining and
integrating the power
of invention, design,
and marketing to
create meaningful
experiences for
customers provides a
blueprint to achieving
sustained, stable
growth.”
7. Frog ‘Design Mind’ Blog :
Wanted: Chief Meaning
Officer By Tim Leberecht
“Trust and reputation
are no longer enablers
for the exchange of
goods, services, and
information, they are
replacements for them.
Values are the new
value…
Meaning is succeeding
customer satisfaction.”
8. How do we define “meaning?”
“Interactions that go beyond their basic functionality to
provide a more complex emotional experience.”
9. MEANING “Being green”
… it’s connecting with your users in a way that
recognizes their own experience
18. • One way communication from
“conventional authoritative voice”
• No real “listening” to user
• Objective: design a “clear channel” -- no speed bumps or
obstacles
• About companies
Web 1.0
Company Website Users
19. •Multiple levels of cross-communication
•Greater collaboration and sharing
•More dynamic experience
•About communities
Web 2.0
28. The Pyramid
Based on model by Stephen P. Anderson:
http://www.slideshare.net/stephenpa/
the-conversation-gets-interesting-creating-
the-adaptive-interface
38. A mental model is an explanation of someone's thought process
about how something works in the real world. It is a
representation of the surrounding world, the relationships
between its various parts and a person's intuitive perception about
their own acts and their consequences. Our mental models help
shape our behavior and define our approach to solving problems
and carrying out tasks.
47. •Forgiving:
•Helpful:
•Offers multiple ways of nav
/non-intrusive
•Interested:
•Simple and clear:
•Recalls last choices made by
user, sets up defaults
•Minimal use of text
•Respectful:
•Doesn’t hold back info,
declares itself
•Can “undo” a mistake,
provides user confidence
Adapted from: http://susanavilaca.wordpress.com/2008/12/03/polite-computing-and-adaptive-interfaces/)
55. An
adaptive
interface …
•Improves with user
interaction
•Develops a model of the user's
behavior
•Is constantly being refined
•Responds with an interaction
that fits the behavior
82. Try to match users’ Mental Model
Artist: Ian Webster
83. Build meaning into design personas:
Kenneth Parcel, age 29
Native of Stone Mountain, GA.
Typical Day: 20 hours of paging
at the Top of the Rock, saving co-
workers from certain angst and
humiliation.
Motivators: Getting online tasks
done quickly so can get back to
cheering everyone up.
Values/Meaningful experiences most likely
to respond to: Harmony, Duty, Truth
“Being Nice can get you EVERYWHERE!”
86. • Was the (interface) helpful?
• Define value of the (interface) in terms of how it made
you feel
• Did you get a sense that the (interface) was
listening/responding to your needs as you completed
each task?
• How does this (application) fit with how you perform
related activities in your life?
Q:
91. Contact Information
David Kozatch, Principal
Ph 212.727.7966
david@digsmarter.com
Susanna Kirk, Senior
Analyst
Ph 617.475.5105
susanna@digsmarter.com
Web:
www.digsmarter.com
Blog:
blog.digsmarter.com
Notas do Editor
How do we approach user experience now? All elements take on equal value.Although we like Morville’s 7 elements of Usability, we feel that there is a hierarchy that needs to be considered (some elements are more equal than others)Morville: pioneer in IA field – model from IA perspective
Or give me a visual representation of a bunch of stuff.
Adjust interface based on user style: e.g., if user misses important action buttons, the interface automatically enlarges them; enlarge entry fields if user types long text itemsDemographics: Any site that collects birth date can automatically change font size and layouts for greater accessibility/readabilityFeed promotional and other messages not only based on my profile but on my user behavior?For more ideas: See Stephen P. Anderson’s excellent presentation … http://www.slideshare.net/stephenpa/the-conversation-gets-interesting-creating-the-adaptive-interface