Jared Spool’s UX Immersion 2012 Keynote

This week I attended the UX Immersion 2012 conference. Jared Spool’s keynote addressed why it’s a great time to be a designer. Here are my notes:

It’s a Great Time for Extraordinary Design

  • More than ever companies are realizing that a well-designed product or user experience is essential to business success.
  • Experience design is more mission critical than ever before.
  • Products like Apple’s iPhone and iPad have raised consumers’ expectations for what makes a great product.

Stages on the Road to a Great Product

  • When something first comes out it is often clunky, but people will buy it because it is new.
  • Then features are added and it’s a race to see who can have the most features.
  • Then a concern for the user experience comes along and you strip away a lot of features.

Bad Products Create More Frustration

  • Lost sales and revenue.
  • Increased support costs.
  • You waste time building things no one uses. No designer wants to do that.

To Sell Great Design You Need to Know How to Talk to Executives

  • Executive have their own language.
  • Five things executives care about: sell more stuff, decrease costs, increase market share, increase business from exist customers, and increase shareholder value.
  • If you want to sell an executive on the need for great design, you have to speak their language.

Examples of Great Design

  • Walgreens scan-to-refill pharmacy app.
  • Zipcar — User friendly solution to a vexing problem for city dwellers.
  • Cirque du Soleil uses beautiful design and is better than anything else out there.
  • Umbrella Today. It answers one simple question: Do I need to take an umbrella with me today?

Disney vs. Six Flags

  • The map at a Six Flags park shows how you get from ride, to ride, to ride.
  • The map at Disney World creates a sense of adventure. It shows almost no rides. Imagine being a kid stepping into that.
  • At Disney World you don’t stay in a hotel room, you stay in a resort. And when you come back the housekeeper has folded your towels into origami animals.
  • Disney pays more per housekeeper for one who can fold origami animals. And they clean fewer rooms. Can you imagine being the person to pitch that idea?
  • Six Flags = Activities, Disney = Experience. Experience is the activities plus the gaps in between.
  • The origami animal towels were started by one housekeeper on one cruise ship. No one asked them to do it. That’s often where the best design ideas come from.

How Mobile and Agile Can Help Us Redesign the UX Process

  • Agile is opportunity to redesign how we create and think about user experiences.
  • The restricted nature of a mobile device’s screen forces us to focus on the experience.
  • Mobile is an incredibly powerful wedge we can force into the business to focus them on creating great user experience.

The Making of an Extraordinary Designer

  • At every step ask yourself “are we getting closer to a better user experience?”.
  • Ask yourself “is this what a customer will pay for?”.
  • Great designers know they have to get something out quick and learn from it.
  • The extraordinary designer knows how to deliver great experiences. You strip the product down to only those features people will really use.
  • Example: In 2007 Nokia had 140 phones with lots of features. Apple had one. We all know how that worked out.
  • Great designers know that more features + more complexity = feature rot. And the user experience rots.

On Great Design Teams

  • Good judgement comes from experience, and experience comes from bad judgement. You have to give great design teams the time to fail and learn.
  • Everyone on the team needs to share the vision. Get great design embedded in your culture.

Jared Spool is the founder of User Interface Engineering. You can follow him on Twitter at @jmspool