Human Factors of XR: Using Human Factors to Design XR Systems
10 things every CEO needs to know about UX
1. 10 things every CEO
needs to know about UX
Eric Reiss
@elreiss
Keikendo UX Summit
August 28, 2013
Buenos Aires, Argentina
2. Why do you have a website?
“Because everyone has one.”
3. Why do you have a telephone?
“Because everyone has one.”
“Because we can’t do business without one”
4. Why do you have a website?
“Because we can’t do business without one”
5. Fact #1
The majority of business leaders
turn to the internet as their
first source of information.
(And this has been true since 2007!)
Source: Gartner Group
6. Fact #2
B2B is the fastest-growing
internet segment
Source: IDG
7. Fact #3
Over 50 billion searches for commercial
information are made each month
Source: SEMPO
8. Fact #4
Argentina has the highest rate of
internet penetration in South America
(even higher than Spain)
Source: Internet World Statistics
11. us·er
noun
1: a person who makes use of a thing;
someone who uses or employs something
2: a person who uses something or
someone selfishly or unethically
3: a person who takes drugs
15. When would you use (simultaneously):
An ergonomic seat designed for one person
Optical lenses invented by Benjamin Franklin
Alcoholic mixture invented by Dr. Iain Marshall
Incandescent device invented by Thomas Edison
Fabric made on a loom invented by JM Jacquard
Rouge Royale (marble)
Baskerville Light (typography)
Domesticated mammal
(This is often how our clients look at their content)
16. When would you use (in simpler terms):
Armchair
Bifocal eyeglasses
Manhattan Cocktail
Lightbulb
Wool pullover
Tabletop
Book
Cat
(This is an easier way to look at content)
22. Eric’s 2nd Law of UX:
User experience is the sum of
a series of interactions between
people, devices, and events.
23. Eric’s 3rd Law of UX:
There are three types of interaction:
active, passive and secondary
24. Eric’s 4th Law of UX:
UX design represents the conscious
act of coordinating interactions,
acknowledging interactions, and
reducing negative interactions.
25. Three types of interaction:
Active (things we control)
Passive (things we don’t control)
Secondary (things that have indirect influence)
32. UX design combines all three activites
Coordinating interactions that we can control
Acknowledging interactions beyond our control
Reducing negative interactions
45. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
Sources: Paco Underhill, Eric Reiss
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52. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
53.
54. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
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58. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
59.
60. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
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65. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
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72.
73. 1. Don’t view your website as a
software development project.
2.
74. Click to add man-walks-into-bar joke
Click to add punch line
88. CMS = Content Management System
Publish to the Web
CRM = Customer Relationship Mgt.
Track, use, and maintain customer data
ERP = Enterprise Resource Planning
Optimize use of people and materials
DM = Document Management
Electronic filing system
KM = Knowledge Management
Share expertise internally
89.
90. Deal with just one project
(and just your project).
Then take care of the other stuff.
(and stick to single-focus vendors)
91. 1. Don’t be afraid to set
measurable goals for your
UX initiatives.
4.
94. What passengers say:
“Why publish schedules if I can’t use them?”
“I plan my meetings according to arrival times”
“I book connecting flights based on your promises.”
“I have people waiting to pick me up when I land.”
“Faster check-in. Now that’s service!”
“Better food. I’d like that.”
“More legroom. I’ll pay extra for that.”
“On time? That’s your job! So do it!”
95. Three awful metrics
We want more hits
We want folks to spend more time on our site
We want people to write to us
96. What are the “right” metrics?
Better lead qualification
Shortened sales process
Streamlined logistics
Increased conversion, conversion, conversion
97. Insist that UX becomes an
integrated part of your company’s
business activities
98. 1. Don’t confuse your personal
needs with those of your
visitors.
5.
99. Five common errors
“We need pictures of ducks. I like ducks.”
(Executive ego)
“Look what they just did”’
(Competitor envy)
“We should talk about ‘innovation’”
(Strategy by buzzword)
“We need an app”
(Tech over tactics)
“That change doesn’t fit our standard design”
(Form over function)
101. Owner-visitor relationships
We want to
build loyalty
We want to tell
our story
I got what
I came for
I got the
message
I think it sounds
reasonable
I’m ready to
deal with them
I will come back
We want to be
understood
We want to be
believed
We want to be
trusted
Valuable
experience
102. Fact #5
If you do not meet the needs of your visitors,
you will never meet your own business needs.
134. A British Airways timeline
Colin Marshall
joins BA
1983 1986
BA named
“Airline of the Year”
2004
Colin retires
2009
Willie Walsh
can’t meet
payroll
1999
BA has world’s
largest fleet of Boeing
747-400s