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5-Star User Experience: What Going Out to Eat Teaches Us About UX Design34:58 with Jimmy Chandler
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.
Thank you all for coming. 0:02 Thank you to Future Insights for having me here. 0:02 My name is Jimmy. 0:05 I am UX principles on Twitter. 0:08 So if you follow, I, I always tell people the only 0:10 reason I do talks is to get more Twitter followers, so. 0:13 I am the director of User Experience for Modus Create. 0:17 We're a software development firm specializing in HTML5 0:20 web and mobile apps based out of Northern Virginia. 0:24 Though we have people around the country and, 0:27 and actually in several countries around the world, I 0:29 now have moved from the DC area to Brooklyn 0:32 this year, so I'm based here in New York. 0:34 So why am I talking about UX and going out to eat? 0:39 What, what's the purpose of this? 0:42 Why did I come up with this talk? 0:44 I came up with this talk because I have 2 really strong passions right now. 0:46 I love user experience, I love design. 0:53 I love creating things that make people's lives a little 0:55 easier, little better and I love going out to eat. 0:59 I love Ramen noodles. 1:05 Anybody here had, ever had authentic Ramen noodles? 1:06 Okay these are not the 99 cent packages from 1:10 the grocery store they get eat in college, right? 1:12 So Ramen is a Japanese dish. 1:15 So there's actually 2 styles of Ramen. 1:18 One that is depicted in this picuture is a Sapporo style Ramen or Japanese Ramen. 1:20 And then there is a Taiwanese style. 1:27 This is from a restaurant in D.C. called is a [INAUDIBLE]. 1:30 I'm so passionate about food that I, I think about it all the time. 1:33 I, I love to talk about eating, I love to talk about restaurants. 1:40 I tell my friends where to go to eat. 1:44 I tell them what to order. 1:46 I'm the creepy guy in the restaurant that you 1:48 sit next to and I tell you what to order. 1:51 [LAUGH] I plan my vacations around food and dining. 1:53 So I thought several years ago, I thought about this connection. 1:58 I started talking to other people 2:02 about it, including at conferences and workshops. 2:03 And I started a discussion with a lot 2:06 of different people, and in doing so, I really 2:08 learned that this connection between user experience and 2:11 dining out is even stronger than I originally thought. 2:16 I'm 2:18 not the only one who has this opinion. 2:23 Jose Andres is a celebrated chef from Spain who is now in the United States. 2:25 He's won the national award for greatest chef in the US. 2:31 He's been featured on sixty minutes. 2:34 He's gone on Iron Chef and Top Chef. 2:35 He's one of those guys right? 2:37 He has on the menu of one of his 2:39 restaurants, I can't help it, I'm a story teller. 2:42 I create experiences. 2:45 Aand that's we do right as designers. 2:48 We're creating experiences, we're telling stories. 2:50 Lots of people though are super into to, to food and their opinions. 2:53 Think about all those Yelp reviews and 2:59 Chowhound and all those other websites right. 3:01 Anybody here ever actually written a food review on a website or an app? 3:03 Sure, so now some of these reviews are, shall we say, more credible than others. 3:07 This is actually a review about a restaurant I love. 3:17 The waitress pointed at my food very closely and talked 3:21 over my seshimi plate breathing hot air over my raw fish. 3:26 This bothered me. 3:31 Notice her spelling and grammar. 3:32 I, I didn't know that breathing on sushimi cooks it. 3:36 This is another one of my favorite restaurants. 3:43 This is a little, 3:45 a little sushi, sushi bar in McClean, Virginia. 3:48 it's not the world's greatest sushi bar. 3:52 It's like a typical neighborhood sushi place. 3:54 But why did I love, why do I love Ichiban? 3:57 I used to go by on my way home from work when I lived in Virginia. 4:00 And every time I went there from the, from the second time 4:05 I entered that restaurant, first time obviously, they didn't know who I was. 4:08 But after that I usually went for carry out. 4:12 I was always greeted with hi Jimmy, or hi Jimmy how are you doing. 4:15 There's that connection, an emotional connection 4:20 between the restaurateur, the staff and me. 4:23 It sounds like a really small point. 4:26 I mean what's the big deal, they said hi. 4:28 But it felt honest, it felt real. 4:31 It felt like they wanted me there. 4:34 So, you know, websites do this as well, right. 4:38 Everybody knows that you go to Amazon and it says, 4:41 you know, it greets you right, if you're logged in. 4:45 But think about the differences between how 4:48 Amazon greeted me and how Ichiban greets me. 4:51 First of all, it's a little more formal. 4:54 Hello, instead of hi. 4:56 Second of all, I know they don't really know 4:58 who the heck I am, because I am not James. 5:00 I am Jimmy. 5:04 All my friends know me as Jimmy. 5:05 But my credit card says James. 5:07 So Amazon knows me for my money. 5:10 [LAUGH] 5:11 >> And instead of saying welcome back, or how're you doing, or how's your wife. 5:14 Because people at Ichiban know me, and Amazon doesn't really, 5:18 they tell me that I can click on my account. 5:23 So, what's most important to you, when you go out to eat. 5:27 This is gonna be different for everybody right. 5:34 It's going to be different for you on different days. 5:38 But think about it for a second. 5:41 Are you thinking about what's most important when your 5:42 deciding where to eat in a positive or negative term. 5:45 Are you thinking I'm going because I love the food. 5:50 I love this luscious lobster ravioli in a butter sauce. 5:54 Or are you thinking more negatively? 6:00 Like, I don't want Brian from Chachkies as my waiter. 6:01 So what's most important to you? 6:09 Like I said, I've been talking about this with 6:12 people and doing workshops for a couple of years now. 6:14 In fact, I've got a pretty good idea of probably what's most important to you. 6:16 It might be that the restaurant smells okay and it's clean. 6:20 How much it costs, is it a good value? 6:25 If it's expensive, do you still get something for your money? 6:28 Does the restaurant respect our requests? 6:32 If we asks for our steak cooked medium rare, does 6:34 it come medium rare or does it come well done? 6:38 If we have special requests, how do they handle them. 6:41 What's the noise level? 6:46 What's the atmosphere like? 6:47 Is it easy to get to? 6:50 Is there parking, is it close to a subway, if it's in New York. 6:52 Is it accessible to people with disabilities, 6:57 if anybody has an issue in your party? 6:59 So how does the restaurant decide how to treat all their guests, 7:03 if we all have different things that are important to us, we have different goals? 7:11 How do they manage our expectations? 7:17 If it's a, you know a Crab House in Ocean 7:20 City, Maryland with steamed crabs, they, they might have different. 7:22 We as diners are gonna have different expectations than if it's a fine 7:27 dining French restaurant in New York City or a small sushi bar in McClain. 7:31 The, when we talk about people's expectations, the single most 7:40 important thing Is that, what angers people in restaurants is waiting. 7:45 Waiting too long for a table, for food, right? 7:51 Everybody, everybody's been. 7:53 Raise your hand if you have never been 7:55 frustrated by, because when you were waiting for something. 7:56 >> [LAUGH] >> Nobody's hand went up, right? 7:59 OK. 8:02 But it's not just about how long the wait is, right? 8:03 It's how does the restaurant communicate to us that there is a wait. 8:06 If they tell us there's a 15 minute wait for your table, and it takes 45 minutes to 8:11 get seated, that makes you angrier than if they 8:16 said there was a 45 minute wait for the table. 8:18 Sorry, I forgot what I was gonna say next. 8:24 I'm glad I looked. 8:27 So I've got some stories today to tell. 8:30 A friend of mine named Brad who's also a UX professional, he was going out. 8:33 He wanted to go out for dinner to one of his favorite 8:38 restaurants to celebrate his birthday and had a party of 3 people. 8:41 He called and made a reservation. 8:45 And the host told him after they confirmed the reservation that you know, that there 8:47 was a table available that time like Friday, 8:53 I think it was Saturday at 7 o'clock. 8:55 The host said please call back to confirm. 8:58 So Brad made an assumption, he had a mental model. 9:02 You guys have heard that term this week right? 9:07 He had a mental model. 9:10 In his mind, he said, all restaurants ask me to confirm a reservation. 9:11 As long as I show up on time or early, no big deal. 9:15 The restaurant had a different expectation. 9:20 Guess what happened when he showed up early for his table? 9:23 They said, you don't have a reservation here. 9:27 You didn't call back to confirm. 9:29 2 ways the restaurant could have handled this better. 9:34 One is they could have said, oh we're sorry, we meant that you needed to 9:37 call back, in the future please do that, but we're gonna find you a table. 9:41 Or 2 even better, when they first spoke to Brad, 9:44 the host could have said Instead of, please call back to 9:49 confirm, Brad, please call back to confirm no later than 9:52 noon the day of your reservation or we will cancel it. 9:57 All right, that little piece of 10:02 information would have changed the entire experience. 10:04 [SOUND] 10:07 The first rule of UX is that you cannot not communicate. 10:11 Every behavior is a kind of communication. 10:16 Every pixel you put on your screen communicates information to your customer. 10:22 When you go to a restaurant, there's a lot of different 10:33 steps, a lot of different events or interactions that happen in that 10:35 in that occasion right? 10:44 So think about a restaurant experience is a series of interactions. 10:46 Each one of these interactions can cause either stress or pleasure for your guests. 10:53 Again, a really long list. 11:02 Let's take one of them. 11:04 Do you think that when people just come to the restaurant arrive 11:08 and ask for a table, that that's a stressful or pleasurable moment. 11:13 For some people, this is highly stressful. 11:19 Say you're an introverted person 11:23 and you're uncomfortable asking people for things 11:28 and there's a fancy restaurant that looks full. 11:31 You might, really, have a lot of anxiety around, oh, do you have a table for me? 11:34 Alright, what can we do if we if we if we, want our staff at that restaurant. 11:40 What can we do to make that person more comfortable, happier, make it pleasurable. 11:45 Even if we don't have a table for them, we can treat 11:50 them in a certain way, so that maybe they'll come back another time. 11:53 Anybody here use Seamless. 11:58 Awesome website and app Allows you to order food for delivery or takeout. 12:02 Very popular here in New York right now 12:07 because you have a high concentration of restaurants. 12:08 This is from the iPhone app. 12:12 Notice you can start your order or, farther down the 12:15 screen, you can click on already a member, log in now. 12:17 Seamless has a similar set of events or interactions that you have 12:23 to go through as you would if you were dining in a restaurant. 12:27 A whole bunch of different stops, right? 12:31 One of those is the log in or sign up. 12:34 So again, they're asking us to sign up, we don't have to sign up at this point. 12:39 We can actually start looking for food 12:43 in this case I picked witchcraft and I, and I put something in my shopping bag. 12:47 And I could click checkout which is down in the lower right. 12:51 But now I get to this screen. 12:56 Already a member? 12:58 Log in now or log in here. 13:01 If not, I have to, I have to sign up. 13:03 Why do I have to sign up? 13:06 Why can't I just give 'em my goddamn credit 13:07 card, and address, and they deliver me my food. 13:12 Or if I don't want, if I just give 'em 13:17 my credit card, I'm gonna go pick up the food. 13:18 They don't know, need to know where I 13:20 live, they don't need to know my phone number. 13:22 You need to have, I guess we need to have 13:24 some way to contact you in case there's an issue, right. 13:25 So either an email address or a phone number. 13:28 But I don't need to sign up, but they make me. 13:31 They've made, they've added stress to that interaction. 13:35 Danny Meyer is a very famous restauranteur here in New York. 13:40 He owns everything from the casual chain, Shake Shack. 13:43 I bet somebody here's been to Shake Shack. 13:47 All the way up to 3 and 4 star dining restaurants like Gramercy Tavern. 13:51 And a few years ago he wrote a book called Setting The Table. 13:55 It's about his life in the hospitality business. 13:58 And, and his lessons for what makes a successful restaurant. 14:01 And Danny Meyer talks about 2 aspects that are key, for a successful restaurant. 14:06 One is service. 14:14 This, by the way, is one of the greatest dishes I've ever eaten. 14:16 This was a hand-roasted duck breast on top of french 14:20 toast with vincotto, which is like a balsamic type sauce. 14:24 but it's not vinegary, it's sweet. 14:28 And this was in a sushi bar, in San Francisco called Blowfish. 14:31 You'd never guess that. 14:34 So service, is the technical delivery of a product. 14:38 Myer talks about how service is a monologue. 14:44 It's us the restaurant, deciding how we want to do things. 14:47 What makes great service, is getting the details right. 14:54 And, great service is absolutely necessary to a successful restaurant. 14:57 But, it's not enough. 15:02 Service, kinda is the equivalent of making your app usable and reliable right? 15:06 We have to have that to be successful, 15:12 people have to be able to complete their tasks. 15:14 Think of, when talking about gaming details right, this 15:18 is I phone app the Google Maps I Phone app. 15:22 There's something I really love about this app, 'cuz I 15:27 don't think it was always the case with the math apps. 15:29 Notice the pin from my destination is just to the left of the road. 15:32 So I know when I am driving or walking there to look on the left side. 15:37 Seems like a really small point. 15:43 Say hi to baby Max. 15:47 Max is my nephew, my sister-in-law and brother-in-law. 15:50 You can guess who else is in the picture. 15:55 He is a resident of the island of Manhattan. 15:59 He's about 2 months old now. 16:01 Why'd I put this picture up? 16:05 Baby faces invoke emotion, right? 16:10 That's why it's, if you've ever noticed like 16:13 the male chimp, you know, the mascot or 16:15 the VW Bug, things that look like babies' 16:18 faces with larger eyes and nose, and rounded face. 16:21 It invokes, effects us right? 16:25 We do this on purpose as designers. 16:28 But there's another point. 16:34 Meyer, when he talks about our basic human 16:35 emotional needs, he mentions that the first 4 16:39 things we need in life when we're born are eye contact, smile, hug, and some food. 16:42 So his goal as a restaurateur is to 16:52 meet his customers emotional needs because, guess what? 16:57 We don't eat out in restaurants because we need to eat. 17:02 Does that sound counter intuitive? 17:06 We don't need to eat in restaurants because we can eat at home. 17:11 We can get a frozen dinner. 17:15 We could, we could get carry out. 17:17 We could get something at the grocery store. 17:18 We eat a restaurants because we have an emotional need to meet. 17:20 We want to have a conversation with our friends. 17:25 We want to have a date with our loved ones. 17:27 We have a business meeting and we think 17:31 we're gonna be more relaxed in that setting. 17:34 So meeting our customer's emotional needs if 17:38 you're a restaurant is what Meyer calls hospitality. 17:41 How the delivery of a product makes its recipients feel. 17:45 So instead of a monologue which is service, think of this as a dialogue. 17:51 You are conversing with your customers. 17:56 If we can create the equivalent of 18:01 hospitality with our websites and our apps, we 18:04 are making our, we are making our products 18:08 delightful and engaging and this is actually key. 18:11 The way we, the way Meyer talks about this, is to be on his guest's side. 18:17 And he says, this requires listening to, listening, to that person with every 18:22 sense and following up with a thoughtful, gracious, appropriate response. 18:29 Again, it's a dialogue. 18:35 So he tells a great story in his book about a couple 18:37 from Kansas City that was in his barbecue restaurant called Blue Smoke. 18:40 And he noticed that he thought they, they thought 18:45 something was wrong, that something was a little off. 18:49 So, he went over and had a conversation with them 18:51 and it turns out they, they wished The Blue Smoke had 18:54 a barbecue sauce more similar to, to the style they were 18:57 used to in Kansas City, which is a sweet, spicy sauce. 19:01 And 19:05 he said, well you know what? 19:08 We're working on a Kansas City style sauce right now in the kitchen. 19:10 Wanna come back and taste it? 19:14 He engaged them. 19:18 He gave them a sense of ownership in the business. 19:19 That, I guarantee you they became loyal customers, right? 19:22 How can we engage our customers for our apps in sites? 19:27 The way we do that, you have to have 2 things. 19:35 If you don't take anything else away from this 19:38 talk today, I want you to take 2 things. 19:40 The first thing you need for proper Proper UX. 19:44 That's not the right word, for great experience design is empathy 19:47 which is the ability to understand and share the feelings of another. 19:53 We need to care about how our actions affect the people who use our product. 19:58 But caring's not enough, right? 20:06 You can care and be incompetent. 20:07 So you need insight, which is an accurate 20:10 and deep intuitive understanding of a person or thing. 20:13 How do we get insight? 20:18 Okay, this is what you UXers do. 20:20 You get it through observing and listening. 20:22 We get it through search analytics. 20:26 We get it through help desk tickets. 20:27 We get it through data. 20:30 But some of that data must be through observing and listening. 20:32 Now, restaurants have an advantage over us as designers. 20:37 They get to observe and listen and talk to their customers every day. 20:40 Unless, until restaurants are run by 20:44 robots, they're gonna have people interacting. 20:46 We don't have that advantage. 20:50 So we have to make a little effort. 20:51 If we don't make that effort, in essence 20:54 we're just doing our best guess at our designs. 20:57 Your best guess might work, but it's still a guess. 21:02 Once we have this insight and there are whole talks and whole books about how 21:11 you get that insight and I'm not gonna talk about it today and that's okay. 21:17 I do have resources at the end of this 21:20 slide deck and the slide deck will be online. 21:23 So if you want to learn more about UX, I've got some good resources. 21:25 What we need is we take that insight that data and understand them. 21:31 And 21:35 we learn what people's mental models are, we learn that Brad 21:38 thinks, it's okay not to call back and we adjust to that. 21:42 And once we understand people's mental models, we can reduce their 21:47 stress and increase their pleasure at every interaction with our app. 21:52 But, why do we care? 22:00 We made it usable and reliable, right? 22:01 You all are competent designers and developers. 22:04 We made it work. 22:07 There aren't too many huge bugs or errors or usability problems. 22:08 Why do we care? 22:14 We care because people's emotions help us make decisions. 22:18 Until about 30 years ago, the general consensus of both philosophy and science 22:26 was that, Optimal decision making took place without emotion. 22:34 We found that's wrong. 22:40 We found out that people who have brain damage, the emotional centers in 22:43 their brain cannot make decisions at all or they can't make them effectively. 22:47 Imagine if you didn't have emotions, it could take you 30 22:53 minutes or an hour to decide which shirt to put on everyday. 22:56 Our emotions help take the data in our brains and 23:01 assign a value to it that helps us make a decision. 23:05 People who are in a better mood like the lady 23:15 in this picture, they, people in better moods are more creative. 23:17 They can be more effective at work. 23:22 So if we can make apps and websites that may, that surprise and delight and put 23:25 our customers, our users in a good mood, 23:32 they'll actually be more effective with that product. 23:35 Maybe at work, maybe at home for pleasure. 23:39 You think about how we even crop photos, effects. 23:46 What we think of that person and how we react to the screen. 23:50 Now go back to baby Max, remember I took them with baby Facebook, 23:53 I put the slide in to manipulate all of you to like me more. 23:56 So how do we put this into practice? 24:07 Erin Walter wrote the book Designing For Motion. 24:10 Talks about this site photo Jojo, has anybody ever used photo Jojo? 24:13 A couple of people? 24:17 Okay, did you like it? 24:19 It's a good site? 24:20 So one of the cool things, Photo Jo, it, Photo Jovi, Photo Jojo uses a lot 24:22 of little techniques that kinda surprise your users at least the first time around. 24:28 Notice all the way at the top right the cart is sad because it's empty. 24:34 But if you click on something to add a cart, there's a little 24:40 animation that rolls up adds one item to the cart and now it's happy. 24:42 These little things and there is actually a whole bunch of 24:49 them on that site including this see this do not pull I 24:50 don't have a slide for it but if you if you 24:54 of course people pull right they click on it cool things happen. 24:56 Rip It is one of my favorite sites and apps. 25:04 It allows If you've never used Tripit. 25:07 It's a travel organizer. 25:09 Creates itineraries for you, that you can then use and track, when you travel. 25:11 Tripit has a couple of awesome features. 25:16 One is how easy it is to create a trip. 25:20 All you have to do is email any confirmations you've got from 25:24 you know, flights or hotels you just email plans at tripit.com at the email address 25:29 you registered with and it creates your itinerary for you, you don't have to 25:35 do a darn thing it even will say like okay we got a flight. 25:38 So we know your trip starts on this date 25:42 ends on this date and here you have a hotel. 25:44 Hey, do you want directions from the car rental place to the hotel? 25:47 It's really cool that way. 25:50 You can also go in and manually edit it, of course. 25:51 What's int, and a lot of people have talked about that feature of TripIt. 25:56 One feature I happened upon by accident when I was taking screenshots 26:00 for this is, notice the sign up for TripIt and sign in buttons? 26:04 And then there's the username and password 26:09 or email address and password fields, right? 26:13 Well first of all, you don't have to sign in that they have like a lot of sites now. 26:15 You can, you can sign up with Google or Yahoo or Facebook. 26:19 But what's really clever about this form. 26:23 I'm pointing at this, this monitor like you can see it. 26:26 What's really cool about this form is it doesn't matter if 26:30 you enter your information in the right version of the form. 26:36 So if I go to the sign up screen and enter my already signed up 26:40 email address and password, Tripit just logs me in. 26:46 How many sites up there would give you an error message and say 26:51 go to the darn sign in form instead of the sign up form. 26:54 Why do they do that? 26:59 They have your information. 27:00 It's unique right" There's only one email address and password that's available. 27:02 And by the way, if you're creating a new 27:08 site or app, stop making me create a username. 27:10 Use my email address. 27:14 Rant over. 27:16 I can remember my email address. 27:19 Can't remember my darn username. 27:21 One last story. 27:29 How am I, how am I doing on time? 27:30 Oh, okay. 27:34 I have a timer, I was just wondering what the official time. 27:37 So I've actually added this picture here on a previous slide. 27:40 This is this is all, not even all the food but a lot of the food 27:44 from dinner with just 4 people, my wife and I and a couple friends of ours. 27:49 And this is from a restaurant called Casa Luca in 27:55 Washington DC, it's an Italian restaurant, fairly new, and we 27:56 went there for dinner and our friends ordered for their 28:00 entree to share a whole piece of white fish called darod. 28:04 I don't know if that's the right way you pronounce it. 28:08 When it came with our pastas, cause my wife and 28:12 i were having pasta for our entrees, the fish was under-cooked. 28:15 And we didn't know if undercooked white fish was the right thing. 28:21 We thought it was wrong, we weren't even sure. 28:26 So we asked the waiter. 28:27 The waiter came by. 28:29 And so let me stop. 28:32 Addressing mistakes, so, the point of this story is how do you address mistakes. 28:35 So, Danny Meyer again, I'm quoting him, he has fi, he calls them the 5 a's. 28:39 The waiter did the first a, he had to be made aware that there was a mistake. 28:45 And he was made aware because we found him, but 28:52 he, he had come back to the table at, you know. 28:53 Appropriate length of time. 28:56 He quickly acknowledged the problem even though we 28:59 said we don't even know if it's wrong. 29:02 And he apologized right away. 29:03 He then took the food back to the kitchen. 29:06 This was kind of cool, we were sitting, imagine we we're sitting at a table here. 29:09 The wall to the kitchen is over here, but the 29:13 glass wall, so we could actually see into the open kitchen. 29:15 And the chef was in that night. 29:18 And he was mad. 29:21 We could see the fish come to him and he's just, no! 29:24 That's wrong. 29:26 Right? 29:27 So, we knew right then, no, that fish was supposed to be cooked more thoroughly. 29:28 Immediately someone came back to us with a couple of glasses glass cups 29:33 of gazpacho because my wife and I had food and our friends did not. 29:39 So, they immediately took action so they would have something to munch on. 29:42 You don't munch on soup. 29:51 while, while my iPhone, so our pastas wouldn't get cold. 29:54 They followed that up with 2 more plates of pasta and it was great. 29:59 It was two of the pastas we were all debating ordering be hadn't ordered. 30:03 So we go to try different kinds of pasta. 30:06 And then the fish came and was obviously properly cooked the second time around. 30:08 They bought a second whole fish at Bronzino. 30:13 We ordered a second bottle of wine, it's $28 bottle of wine. 30:16 They charged us $4 for it and called it a Shirley Temple on the ticket. 30:20 >> [LAUGH] 30:23 >> They brought us 4 desserts when we were 30:26 completely full, and 4 glasses of house made limoncello. 30:28 That is additional generosity, right? 30:34 They went over and beyond. 30:36 I have told this story in the past month and a half 30:38 to a couple dozen people, and now all of you and the internet. 30:42 So I think possibly they got, got their money's worth. 30:46 So how do we, how do we deal with other errors in our apps and on the web? 30:52 Well this is the standard 404 message that the server spits out right? 30:59 Not particularly useful. 31:03 But there are actually really clever ways that 31:05 we can combine what we're talking about today. 31:07 By we, I mean I 31:10 These a, this idea of hospitality of delight, even in to our error messaging. 31:15 NPRs 404 page says page not found, sorry we 31:21 can't seem to find the page you're looking for. 31:25 Please visit our help or blah, blah, blah. 31:28 They have a search box, they have a global navigation so you can definitely 31:31 find what you need but really cool little thing since its a new site right., 31:35 You, its a shame that your page is lost but at least its in good company stick 31:41 around to browse through NPR stories about lost 31:46 people places and things that still haven't turned up. 31:49 Like the 18 and a half minutes of 31:52 the Watergate tapes, Amelia Earhart, and Jimmy Hoffa. 31:54 So this is clever. 31:59 It's a little bit of humor. 32:00 But it's within the tone and brand of NPR. 32:01 I don't know any GitHub members who were Star 32:06 War fans, so they might not get this joke. 32:09 Those of us who are designers, this is a wed design company. 32:15 We love Venn diagrams, right? 32:19 And another design firm, they'll, we're, it's probably hard to read. 32:26 No actually it's easy to read. 32:31 We told Brent to find this page for you, but he couldn't. 32:32 We pride ourselves on meeting expectations. 32:36 Right? 32:39 So to make it up to we're going to fire Brent. 32:41 And then they, they give us the option, don't do that or good riddance. 32:43 I of course, fired Brent. 32:47 [LAUGH] 32:49 >> His His many children will now be going hungry in the streets 32:51 but at least the chance of your being inconvenienced have been slightly reduced. 32:55 [LAUGH] The last 404 page is actually a service. 33:00 This is from Europe. 33:07 I don't know if it's available in the U.S. Called not found out of work 33:08 they al, they have a code that allows you to put the, on your 404 page, 33:11 photo and contact information for missing children, right? 33:18 So there are different ways, right, we can 33:23 evoke peoples' emotions but even do some good. 33:25 [SOUND] 33:28 So, I'm gonna do what almost nobody else has done today or this week. 33:31 I'm gonna review what I said, like back in school. 33:36 So I want you to think about you product 33:41 as a series of interactions that cause stress or pleasure. 33:43 Think about good service in a restaurant 33:48 as the equivalent of a usable, reliable product. 33:50 But restaurant hospitality is like a delightful design that meets people's 33:59 emotional needs and to accomplish that we must have empathy and insight. 34:04 And insight can only come from data from listening and observing our customers. 34:12 I hope this talk was very useful to you 34:20 and gave you a different way to think about things. 34:22 Thank you so much for coming. 34:25 You were a great crowd. 34:26 I do have this on Speaker Deck. 34:28 And in a few minutes, I will tweet that link, so you don't have to write it down. 34:30 But if you wanna write it down, I'll leave this up for a second. 34:34 And again, if you are interested in learning more about the 34:37 ideas that went into this talk, but also, just UX in 34:40 general, if you're not a UX professional, I have what I 34:42 call, kind of the UX cannon of books and, and web sites. 34:45 So thank you again very much for coming. 34:51 [SOUND] 34:53
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