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Digital Experiences and the Mobile Customer46:11 with RJ Owen
We're a constantly connected people. Our users are dependent on their mobile devices and their expectations for excellent experiences are getting greater and greater. In this session, we'll take a look at the modern day customer, considerations we must remember when designing mobile experiences, and how the latest technologies can help us deliver. We'll also take a broad look at experiences - the good, the bad, and the crazy.
Hello. 0:02 All right. 0:02 Here we are. 0:04 Second to last session. 0:05 How many of you guys have been here since Monday? 0:06 Anybody have been here since? 0:08 Oh, my gosh. 0:10 Almost all of you have been here since Monday. 0:10 That's incredible. 0:12 Well, I'm really grateful that you're here. 0:13 Right after lunch especially because it's late, it's 0:16 Friday, it's cold in here, it's really warm outside. 0:21 So thank you for coming. 0:25 You know, I never do these kind of like cheesy get 0:26 to know your neighbor things at the beginning of a talk. 0:29 But since it's Friday before lunch, if you wanna 0:31 just go ahead and stretch out a little bit. 0:34 Maybe make a little noise [SOUND], that's how it kinda feels, right? 0:38 So just kinda swim in this jelly that is this cool room. 0:44 All right I'm gonna get started. 0:48 Very few of us looking back don't think that this was a pretty 0:53 pivotal moment right, when Steve Jobs sat up there, held up the iPhone 0:59 and showed everybody the holy cow we can do way better things 1:04 with these little communication devices in our pockets than we've been doing so far. 1:09 And mobile since then has become something that we just refer to as 1:14 mobile and has really taken off and changed everything about our lives, right? 1:18 Smart phone sales in the United States shooting through the roof. 1:25 The places where people are spending their time, and the ways that they're consuming 1:30 their media has changed drastically since the, the advent of the mobile smartphone. 1:34 Way more content being consumed on mobile. 1:41 Way less on traditional stuff. 1:43 I don't have to tell you guys that. 1:45 And it's had a huge impact on both our economy and our world. 1:47 So Apple's made this incredible business for themself. 1:51 Other companies like Samsung have shown up 1:54 and displaced all these, old, mobile phone developers. 1:56 People like HTC who you don't hear about as 1:59 much anymore have been displaced by people like Samsung. 2:02 I, Apple makes two, 20, has made $20 billion on iOS all by itself. 2:05 $20 billions. 2:12 That's so much money it's unfathomable. 2:13 And just think about the things we have in our life now that we didn't have before. 2:16 Everybody has a frame of reference for touch screens. 2:21 Everybody has a frame of reference for app stores. 2:24 If you say, you can get it in the app store, 2:27 that's a phrase everyone just understands, no one thinks twice about. 2:29 But in 2006 they would say the what store? 2:33 Where is that? 2:36 Is that in the mall? 2:38 I don't go to the mall, something like that. 2:39 And then we have all these network terms, right, 3G, Wimax, maybe 2:41 not as much Wimax anymore but 4G, LTE, these are all words that 2:45 mean something to us now, whereas before if we were still on 2:49 the flip phone or the old Nokia phone era we wouldn't really care. 2:53 We'd be like, can I make calls? 2:57 Great, this phone stays in my pocket most of the time. 2:58 So this has had a huge impact on the way we live our lives, how our 3:01 culture works, the things that we think about the way, and the way that we live. 3:06 This is an advertisement from a newspaper, from RadioShack. 3:11 If you don't remember newspaper, it was a thing they would send to your house. 3:15 That told you, what you could buy and this is one for Radio Shack 1991. 3:18 Somebody on Twitter posted this, a few days 3:23 ago and pointed out that every device on this 3:26 page exists in a smartphone now, even down to 3:29 the introductory special, what is this, T&V 1000 Computer. 3:33 All the way to, there's like a, there's a weather radio. 3:39 I didn't know weather radio was ever a thing. 3:42 But there's a weather radio, there's recording 3:45 device, there's a stereo, there's a phone. 3:47 All this stuff used to be like 27 different gadgets. 3:49 Now it's in your smart phone plus a 3:52 billion other things that your phone can do, right? 3:54 So, smartphones have changed everything. 3:57 It has drastically changed our world. 4:00 And this led, this scared the living day light out of a lot of businesses. 4:01 And with good reason which led to a lot of people like 4:05 me around 2009 to be able to make a business for ourselves. 4:08 Going into businesses and giving these 4:13 very serious, like, Spock like expressions. 4:16 Looking around the room and saying, what is your mobile strategy? 4:18 How are you going to prevent mobile from taking down your business? 4:24 And so that's what I wanna talk about today. 4:29 Is how this has changed since 2009. 4:30 And whether we should still be thinking about 4:33 mobile strategies the same way we did then. 4:36 And some specific concerns that we need to think about when it comes to mobile. 4:39 >> So, my name is RJ, and like Ian said, 4:44 I'm director of user experience at a company called Universal Mind. 4:47 We are a full service digital agency and I'm based in Denver. 4:51 I used to be a developer. 4:54 My background was all front end development. 4:56 My degree in college was computer science, but I got sick of learning new frameworks. 4:58 And when flash died, and everybody else was moving 5:02 on to backbone or node, or now angular, or whatever. 5:05 And just, and I didn't wanna mess with all that stuff. 5:09 So, I got a job in customer insight at the agency 5:11 I was at, the time and started working my way into UX. 5:15 And so now, I do a lot of I spend a lot of 5:19 time doing interaction designs and a lot of time talking to people about strategy. 5:22 I still edit books from time to time 5:26 because it helps to keep my [UNKNOWN] skills sharp. 5:30 So if you wanna buy one, check out the truth about HTML5. 5:32 It's mostly by a guy named Luke Stevens, but 5:35 I rewrote the parts that needed to be updated. 5:38 So these, the ways that mobile has changed our lives, 5:42 it's not just mobile that's been changing since 2009 though, right? 5:48 Like, smart phone sales are through the roof. 5:51 Apple's printing money, your whole life is different cuz you have a smart 5:54 thing in your pocket but there's a lot of other stuff that's changing too. 5:57 The way that people watch TV and consume media has 6:01 been changing, prime time viewing is down on network TV. 6:04 Cable subscriptions are dropping left and right. 6:08 And this certainly is has to do with mobile but its not 100% mobile. 6:12 Mobile is not the only thing that's changing in our world. 6:18 The way that people consume advertising and 6:21 the places they see advertising is changing. 6:23 Local TV and cable still makes a lot of money for ad companies though. 6:25 And here in 2014 somebody else had this slide earlier 6:30 but they had Josh Clark in there instead of this guy. 6:34 I stole this from Luke W and that's my Luke W shout 6:36 out in this session, everybody else has had one so this is mine. 6:40 But so in 2014 mobile doesn't mean the same 6:43 things as it did back in 2009 or 2007. 6:47 When we only had one or two devices 6:50 or maybe even ten foreign factors to consider. 6:52 Today we have this bizarre gamut of different things, and 6:56 there's like 5,000 Android devices that we have to consider. 7:00 They've got every different shape and size you can imagine. 7:04 IPhone is like what, six iOS devices that we need to design for, at the very least. 7:08 And then our computers, even, have started 7:14 sort of morphing backwards towards mobile devices, right? 7:17 Microsoft started the surface as a sort of iPad competitor, as a tablet, 7:20 and now they've realized that it works much better being sold as a laptop. 7:25 So they're selling as this sort of transitionary in between device. 7:29 We don't see netbooks too much anymore but if you think 7:33 about the Mac book air, we have a lot of these really 7:35 small super thin super small laptops and so it raises this question 7:38 of what do we even mean when we say mobile in 2014. 7:43 Do we mean phones or do we mean phones and tablets? 7:47 Are we cutting out anything that doesn't have a keyboard? 7:50 What, what are we going for here? 7:53 So the point I'm trying to make here is that maybe in 2014 we shouldn't be asking 7:55 so much what is your mobile strategy anymore 8:01 because mobile is just one slice of the pie. 8:04 Mobile is just one very small piece where, 8:07 where it's a significant piece but it's just 8:10 one piece of giant changes that are going 8:12 on in the way that people interact with technology. 8:15 You don't very often hear people say, what is your desktop strategy? 8:19 And they can't maintain the Series look for long if they do, do that, right? 8:24 They might say, what's your web strategy, but 8:29 most of us still spend all of our time, 8:31 behind a computer that looks a lot more like 8:34 this than a phone throughout our work day, right? 8:36 And there are plenty of people across the world who work that way. 8:39 So the desktop isn't dead, it's still something that needs to be considered. 8:43 It's still incredibly important, and a place a lot of people spend their time. 8:47 But even less, than what is your desktop strategy, do I hear people say, what is 8:50 your watch strategy, or even what is your 8:56 wearable strategy, or what is your bracelet strategy. 8:58 Nope, nobody says that, right? 9:01 What is your Google Glass strategy? 9:04 Or even what is your Oculus Rift strategy? 9:07 Nobody goes around saying that, but the Oculus Rift is 9:11 probably posed to disrupt a lot of industries and it's 9:14 gonna change a lot of things and maybe this is 9:17 a strategy that some businesses very seriously need to consider. 9:19 Back in 2007, Jason Grigsby, who's another pretty 9:25 prominent thought leader especially as it pertains to mobile, 9:30 very presciently noticed that there really isn't a clean 9:33 divide between mobile and the rest of the world. 9:38 And even back then he was aware of this and said there's no mobile strategy. 9:40 There's only the strategy. 9:44 And it's a mistake for businesses to get so siloed, and so focused, on 9:47 these individual verticals that they forget about 9:51 the bigger, broader thing happening in their company. 9:53 So I think the more important question to start with, if we're gonna 9:58 take it up a notch, is, What is, what is your overall strategy? 10:02 And who are your target customers? 10:07 And what's the, what's the experience we're going for? 10:09 What's the goal? 10:12 And then, it, once we have these things 10:13 very firmly established, and only when we have these 10:15 things established, can we consider whether mobile's an appropriate 10:18 channel, and how our experience should translate into mobile. 10:21 That sounds like a really simple thing to say, right? 10:26 And I am trying to keep it kind of simple because this is the 10:29 end of the conference, Android after Lunch but at the same time, most of the 10:32 companies I go into, still don't get that and they spend a lot of time, 10:36 like, by the time, we get there, they have decided, hey, we want the app. 10:40 It's gonna do these ten things. 10:43 We want a calorie counter in there and 10:45 it's should help people fly to the moon, right? 10:47 And that's not a really good place to start. 10:49 We always have to back them up and say, well what's your role strategy? 10:52 Your know, your brand helps Amish people make butter. 10:55 Why do you need an app that doesn't make any sense. 10:58 It sounds fundamental but fundamentals are really important. 11:00 I guess if you get those things wrong, you get everything else wrong. 11:05 And I know sports people aren't super popular at Tech conferences. 11:08 But Michael Jordan was a basketball player. 11:12 And, that was a joke, you guys know Michael Jordan, right? 11:15 And Michael Jordan was very good at basketball, but 11:17 even he took thousands of free throw shots every week. 11:20 And it wasn't because he didn't know how to shoot 11:23 free throws, it's because he knew that he had to get 11:25 the fundamentals of his shooting motion down, and keep them 11:28 sound, in order for everything else in his game to work. 11:31 And that's how I think these experiences work. 11:34 If we don't have the fundamentals of what our strategy is, and who our 11:36 customers are, well established in our businesses, 11:41 then we're gonna make really strange experiences 11:44 and we're gonna waste a lot of time and a lot of money figuring 11:47 out that they don't work or they aren't things that people want down the line. 11:50 So mobile is the medium, it's one 11:54 medium, it's one very, very, very important medium. 11:57 But the experience our customers have is much bigger than just these devices. 12:01 >> So this is the first trend in mobile I wanna talk about. 12:08 Nobody really cares about mobile. 12:11 Customers don't care about mobile. 12:13 If you walk up to a customer and you say something 12:15 like excuse me sire, you're in a store how would you 12:17 like your mobile, they're gonna give you a really strange look 12:21 and then they're gonna assume you're one of those market research people. 12:24 I don't know. 12:29 I guess it would be neat if I could, like post something to Twitter, right? 12:29 And that's where these things stop. 12:33 So, normal customers don't care about mobile, they don't think about it 12:35 in these, they don't think about life in these categories we've invented. 12:38 People just want good experiences and only sometimes does that mean apps. 12:41 So in 2009 we used to say there's an app for that, there's an app for that. 12:46 Right? 12:50 This was a big marketing slogan one of the companies had, there's an app for that. 12:51 In 2014 I wanna say I probably shouldn't need an 12:55 app for that, or I shouldn't need for half of that. 12:58 So why do you need an app. 13:02 Why do you think companies need, need an 13:04 app, under what circumstance would someone need an app? 13:06 Anybody. 13:09 Somebody throw out an answer. 13:10 >> Maybe when, you need to use something 13:11 that really interacts, since you're on your phone. 13:15 >> When, when the sensors on your phone provides 13:17 some sort of unique value, sure that's a good one. 13:18 Anybody else? 13:20 >> Presence. 13:20 >> Presences? 13:22 >> Presence in the app store. 13:22 >> Presence in the app store, yes that's one we hear a lot of. 13:23 Yeah, one more. 13:26 >> They need it. 13:27 >> Cuz they think they need it. 13:27 Yeah, right, which is similar to, because, because we need to get in the app store. 13:30 So, one thing that I hear a lot of, as a consultant, is 13:34 people start by saying, we've heard this is a great channel for ad revenue. 13:37 We can't print ads in that newspaper thing anymore because nobody's getting it. 13:42 We need a new place to stick our ads. 13:46 Mobile would be great. 13:48 They also say we need to be marketing through the app store. 13:50 We just want presence in the app store. 13:53 Or our competitors are on the app store, we need 13:55 to be in there because our competitors are in there. 13:58 Well I think the only good place to start thinking about if you need 14:01 an app is if there's a way to translate or augment your existing core offering. 14:04 So if the thing your company provides to it's customers can be translated 14:10 or enhanced by being put on a mobile device, then it's a good candidate. 14:15 It's a good project for you to start with. 14:20 Otherwise you might need to back up 14:22 a little bit and consider your overall strategy. 14:23 There was an article in Business Week in 2011 where the 14:27 Harvard Business Review said after looking at the whole landscape and all 14:32 of the apps out there, it's okay to have your own 14:37 app but your whole strategy shouldn't be focused on making an app. 14:40 If you're going to make an app, make sure it provides a lot 14:44 of real utility to users because no one wants to download an ad. 14:46 And that's the second big trend. 14:52 No one wants to download an ad. 14:54 You guys know this, right? 14:56 Because we're part of the designer developer group, but it's amazing how 14:58 many of the customers I talk to start with what's essentially an ad. 15:01 And it's a lot of work to back them up from there. 15:06 So to avoid the ad app trap the framework we use in 15:10 our company is to think about experiences being useful, usable and desirable. 15:13 And if your mobile company can hit all three 15:19 of those things, then you've made something that people, 15:21 [COUGH] will enjoy, something that people will want to 15:24 use and that people will come back to you. 15:27 You've provided some real value. 15:29 Now if you don't get all three of these and I think you need all three. 15:30 I don't think, you can get just one. 15:34 You might fall into the ad app trap and 15:36 that can be really, really dangerous for a business. 15:39 You can lose a lot of customers from poor mobile engagement. 15:44 The biggest stat I wanna draw your attention to here is that 81% of your 15:49 users said that mobile apps or services have to make a good first impression. 15:54 Which means that if they use it once and they don't like it, 15:59 they don't think it's good, they don't understand the value, there gonna drop it. 16:04 80% of people won't go further than the first time they use it. 16:08 So that's really dangerous. 16:11 That means the company is really have to nail the three legs of this stool right 16:12 away, right out of the gate with their 16:18 product in order to make a splash in mobile. 16:19 So, mobile devices are always on. 16:23 People always have them turned on even when they're sleeping. 16:26 It's next to your bed, it's plugged in, it's still turned on. 16:28 The device is local to the person. 16:31 It's personal, I have one. 16:33 You have one. 16:34 Generally, you don't use mine unless you absolutely have to. 16:35 And it's your life sort of augmented by all this digital capability, right? 16:39 So, hopefully, that means we can create experiences that are available to people. 16:44 They're contextual. 16:49 They're friendly and they're helpful. 16:50 Because we can make good use of these capabilities. 16:52 But, potentially we can create things that are 16:55 annoying or very, very creepy, or just plain dorky. 16:58 So, mobile has the potential to do really great 17:04 things, and connect with people in really awesome, meaningful ways. 17:07 Which also means it has the potential to do terrible damage 17:11 and make people feel really uncomfortable in ways that it's a 17:15 lot harder to make them feel uncomfortable on the web short 17:19 of posting a picture of yourself naked to your web site. 17:22 So how do you avoid this potentially column? 17:25 How do you avoid being creepy and annoying and dorky? 17:29 Well, I am gonna talk about a few things that we need to consider and then show 17:31 examples of ways we can do it well and ways we can do it not so well. 17:35 first, we need to target specific contexts. 17:39 This has been a theme like, I am like the 12th person who has said 17:42 this now, and it's because I prepared my slides before I, before I came here. 17:45 Right? 17:49 But everybody has been talking about this, the importance of context. 17:50 The value of being able to understand context in mobile and one of the really, 17:53 cool ways I think we can do this with mobile devices is making use of beacons. 17:58 This is a company called Estimote and they make becons 18:02 and you can put them in your stores, they specifically talk 18:05 about a store use case, and [COUGH] excuse me, when 18:08 a user walks into the store they can be personally recognized. 18:12 And notified about certain things going on so you can 18:16 target specific people so you can say here are the 18:19 deals we have, I noticed that you bought x y 18:21 z last time, you might be interested in this thing over 18:24 here and then as they move through the store you 18:27 can have the beacon set up at different locations that notify 18:29 them about, you know, a sale on shoes, or here's 18:32 a, here's a coupon just for you, or something like that. 18:35 So there's a lot of ability to target a specific context 18:37 with a beacon, because the beacon physically exists in that context. 18:41 You don't have to spy on the person, or listen to their GPS, 18:46 keep it always active in order to know the event of this store. 18:49 The beacon can interact with their phone right away when they walk in. 18:52 Apple does a really great job with this in their stores. 18:56 Where, if you have the Apple store app, not to be 19:00 confused with the app store app, but the Apple store app, 19:03 and you walk in to an Apple store, your phone will 19:07 alert you that there is all this stuff that you can do. 19:10 They say welcome to the store. 19:12 They let you check out yourself, so if 19:14 you've ever gone into an Apple store, the lack 19:16 of a checkout line at first seems like, 19:19 oh that's so cool, there's no like checkout line. 19:21 And then as you try to track down a person with the right 19:24 colored T-shirt to buy something, it suddenly 19:26 becomes very annoying and kind of strange. 19:28 Because you have to go up to someone and 19:31 say, excuse me can I please just buy this thing. 19:32 So with your phone you can check yourself out. 19:34 You can just scan whatever you're trying to buy with your phone. 19:37 And then you walk out of the store, and that's it. 19:40 So that's kinda nice. 19:43 And then they have some quick links to get help or get support, and that's it. 19:45 So they make it super easy to pay, they 19:48 show you right up front here's what you can do. 19:50 And then they get out of your way. 19:52 They don't have, like 500 beacons screaming at you. 19:53 They're not constantly bombarding you with coupons or alerts or anything like that. 19:56 They just say, hey, if you wanna pay for it yourself, you 20:00 can, welcome to our store, let us know if you need more help. 20:02 And then they're out of your way. 20:05 It's a really nice experience in an app. 20:06 There's another product, this is a product called Knock. 20:10 This 20:12 is supposed to be a video. 20:14 Here we go. 20:17 Where Knock lets you unlock your computer with your phone. 20:17 So its another way that we're targeting a 20:20 very specific context, where the product lets you, make 20:22 use of some stuff on the phone to do 20:27 something that you wouldn't be able to do otherwise. 20:29 So just again for you here, you walk up to 20:31 your computer, you knock on your phone and your computer unlocks. 20:34 You have to have an app installed on your computer and phone to make it work. 20:38 But it's pretty seamless, it's pretty simple so 20:41 it's a great use case that works really well. 20:43 Next, a design for specific sensors. 20:46 And Rebecca, you kind of pointed this out. 20:49 So your phone has all these sensors that people don't have, or they have 20:50 a version of it that people don't really, don't have or can't make use of. 20:53 And you can do a lot with these sensors. 20:58 The camera is obviously the one that people are doing the most with right now. 21:00 So this is an application that lets you scan your credit card, and it will 21:05 let you store your credit information on your 21:08 phone just from taking a picture of it. 21:09 I think IOS eight has this built right 21:11 into the operating system, so you'll be able 21:13 to scan a lot of your different cards 21:15 and pull that information straight into your phone. 21:17 Everybody is probably used one of these by now. 21:21 Really popular in mobile banking to take a picture of the check 21:23 and use that as a way to cash a check, which is great. 21:26 It's really interesting. 21:29 And then of course, Amazon came out with Firefly just a couple of days ago. 21:30 They announced Firefly. 21:34 So this is a way to point the camera at just about anything 21:36 and they will attempt contextually to bring up the right information for it. 21:39 So they showed an, a demo where you, scan a painting, and they bring up the 21:43 Wikipedia entry for that painting, and then there's 21:48 a couple other ones, but they also have 21:51 like scan anything and they'll bring up how to buy it on Amazon, which is of 21:53 course, an excellent way for them to make 21:57 money while providing a lot of value to people. 21:59 So while we're on this topic, talking about, talking about cameras 22:03 and the things they can do, let's talk about QR codes. 22:07 This is one of my favorite websites. 22:10 Pictures of people scanning QR codes. 22:13 There aren't any. 22:15 It's amazing. 22:15 How many of you guys, we're designers and developers in this room, right? 22:19 So we are like the techno elite of the world. 22:23 How many of you, outside of your 22:26 development work, have ever scanned a QR code? 22:28 A few? 22:32 A few. 22:33 Normal people don't use QR codes. 22:34 I'm just going to tell you right now. 22:37 If you build a specific scanner into your app and there's a QR 22:39 code for your app somewhere in the real world, you can make it work. 22:43 But otherwise, if you go up to a normal person and say, 22:47 hey do you use QR codes, and they say, what's a QR code? 22:50 So here's another trend in mobile. 22:54 Don't rely on QR codes for anything really important. 22:55 I've seen them on buses, I've seen them on planes, I've seen them on billboards, 23:00 as if while I'm driving down the road, I'm gonna go, Oh, there's a QR code. 23:04 Let me get my phone out of my pocket, let me launch this app, let 23:08 me hold it out to [SOUND] and scan the QR code, nobody's doing that, right? 23:11 So we need to be really careful with those. 23:15 It's a really great idea, a neat way to try to pull the internet 23:16 into the real world, but you know what people really do understand is URLs. 23:19 And if you have a good website, with a good 23:24 website name, you can just say, hey go to mywebsite.com/coupon. 23:26 People remember that. 23:30 It's pretty easy. 23:31 And you can put your QR code under it if you want to, but 23:32 have the URL there and make it a simple one that people can remember. 23:35 another, another way to design really great apps 23:40 with mobile is to consider interruption & create focus. 23:42 Right? 23:45 So we've all had this experience where you're 23:45 working on your phone and maybe your kid, 23:47 maybe your neighbor's kid, maybe your brother's kid 23:51 comes up and starts punching you in the face. 23:53 Right? 23:55 Or maybe that's not what they're doing, but that's what it feels like. 23:55 Cause you were doing something important in that phone by Golly. 23:58 So mobile devices, because they're local, because we've all got one and 24:01 because they're personal and we've got them in all of these strange contexts. 24:05 It means that we're much more likely 24:09 to get interrupted while we're working on them. 24:10 So one of the ways that you can avoid this, or one of the ways 24:13 that you can adapt to this is to 24:16 make experiences that are very, very, very focused. 24:18 So this is a screenshot of the number of apps that Google provides on iOS devices. 24:21 On the iPhone specifically, there is a whole other set for iPad. 24:28 So you can see there's tons here. 24:31 And so what Google is doing is they're targeting very 24:33 specific experiences to each of their products on the phone. 24:36 Now they really could have incorporated like, 24:39 Google spreadsheets and Google docs, and Google 24:42 presentations or something like that, all into 24:45 one Google apps or Google office, app. 24:48 Right? 24:52 And then while your at it, you could shove Gmail in there and you could mix in Maps. 24:52 And, they could have even had just one overall Google app. 24:56 I mean, you have one Google account on the web. 25:00 You sign in once and then you can get to all these different places, right? 25:02 But Google has wisely broken up their apps 25:06 into all of these little things because they know 25:09 you need to be able to jump in, do exactly what you're looking for and jump out. 25:12 So in your business, consider what may be, 25:16 may be rather than an app, maybe you actually 25:19 need four apps, or maybe you need five 25:21 apps, or maybe you need two apps, or whatever. 25:24 But maybe you need a number of apps that 25:26 do very specific targeted things and allow you to provide 25:28 even more utility to your customers cause you're not 25:32 trying to cram all this stuff into a single experience. 25:35 Maybe hotels.com should have one app for booking and 25:38 another app for checking in or something like that. 25:42 That's not the best example. 25:45 I admit it [COUGH] If you get this wrong and 25:47 if you don't consider the overall experience, that people are in. 25:51 If you start with something like your business problem or start with something 25:54 like technology, you will make some very weird products, like the Nexus Q. 25:58 [CROSSTALK] Yeah, good number of you. 26:03 So, Google announced this at Google IO a few years ago. 26:06 And it was this really big announcement, they were very confident. 26:09 It was a very Apple like reveal, when they said; 26:13 Hey look at this amazing thing we've been working on! 26:16 And even if you don't know what it is, you 26:18 can see right away it's a pretty looking device, right? 26:20 It's this kind of beautiful dark orb of power with 26:23 a blue ring around it and it's only $300 dollars. 26:27 Amazing. 26:30 So what Nexus Q did was, it was a product to help people, play music at parties. 26:31 So, the use case was this, I was going to hook Nexus Q into my stereo system and 26:38 then everyone at my party can download an app and co-DJ the party. 26:42 We can vote on songs that should be played. 26:48 We could vote to skip Dave's song because he picks terrible music. 26:51 And we could kind off co-DJ the party. 26:55 And the problem with this, is that if you go to a party, the 26:57 last thing most people wanna do, if it's a good party, is this, right? 27:01 You're not there to stare at your phone, you're not even, usually there to 27:07 impress people with your music taste, you're 27:10 there to like, talk to other people. 27:11 And most people in social situations want to turn on a 27:13 Pandora station and walk away, and not have to think about it. 27:17 So Google came out with this product, they made this 27:21 big announcement, they spent tons of money in R&D, they 27:23 spent tons of money manufacturing these beautiful dark orbs of 27:26 power, and then like, within a week, they scrapped the project. 27:30 It never went to market. 27:33 They said whoops, sorry, never mind. 27:34 This isn't a thing people really wanna use. 27:36 And if they had just started with the experience if they had tested 27:40 this with a few users, if they even had just pretended they had one 27:43 and built a little paper model and not just tested with Google engineers, 27:46 they probably would have figured out pretty 27:50 quickly that this wasn't a great idea. 27:51 Another one I love, I love this one, is the Samsung Smart Watch. 27:53 You've probably all had similar reactions to me when this came out, right? 27:57 The person is holding their phone, and a call comes in, and 28:01 their like, well, I could swipe it here, but you know what would 28:06 be better if I flip my hand over and swipe it here, 28:10 and then I could flip my hand back and talk on my phone. 28:12 I need to get my wrist exercises in. 28:16 Where's my Fitbit? 28:19 She doesn't have a Fitbit. 28:19 She doesn't need to be wrist flips. 28:20 And you'll notice also that you probably haven't seen this ad 28:23 very much recently because it came out, Samsung said the next 28:26 big thing is already here, and then the next big thing 28:30 just went right on by because nobody wanted to buy it. 28:32 they, you know there's countless examples like this. 28:37 You can go way back to what is arguably one of the 28:40 first wearables or the first modern 28:43 wearables, which is the Nintendo Power Glove. 28:45 How many people remember the Nintendo Power Glove? 28:48 Oh nice, quite a few. 28:51 Okay. 28:52 I loved this device. 28:52 I had so much fun with it as a kid, because I 28:54 grew up in a home where we weren't allowed to play Nintendo. 28:57 So, my friend had one of these. 29:00 And because I wasn't allowed to play Nintendo, I was 29:02 obsessed with technology and I wanted to be a cyborg. 29:05 So I would steal his Power Glove and I would 29:08 wear it around and I would shoot imaginary zombies with it. 29:10 Cause it was great for that, it was really well designed, right? 29:13 It looks like a piece of technology being adapted to your body which is awesome. 29:17 The biggest problem with it is that it's terrible for 29:22 playing video games and that's what it was made for. 29:25 It was one of the first like, ape arm 29:28 problems where somehow, some engineer assumed that it would be 29:30 great to hold your hand like this, for hours at 29:33 a time, and try to steer controls and play games. 29:36 Reading a little bit on the background of this thing, it's an incredible 29:40 design and an incredible engineering feat that they were able to pull this off. 29:44 In a matter of like five months, the company who developed 29:48 this as a consumer product took a $2000 NASA glove and invented 29:51 like all this new technology to reduce the price down to under 29:58 a hundred dollars, so they could sell it as a consumer product. 30:02 Nowhere along the way did anyone with enough power to stop the 30:05 project say do people really want to play video games like this? 30:10 And it's not hard, if you hold your arm up for 30:15 five minutes, you'll be convinced that this is a terrible product. 30:16 You don't even have to make it five. 30:20 Just try it for 2-1/2, and you'll know right away, it hurts a lot. 30:21 So the point I want to make here is it's not 30:25 like the engineers working on this didn't figure it out, right? 30:28 If you're a developer, you are the first beta tester of any product. 30:32 You're the first person who gets to really experience it 30:36 the way that the designer thinks that they intended it. 30:39 There were definitely engineers working on this Power Glove 30:42 who said, wait a minute, you know, we've been testing 30:46 this thing throughout the day, only for like 30, 30:48 40 seconds at a time and my arm already hurts. 30:50 This isn't such a good idea, should we really do this? 30:53 But those people didn't have the influence, didn't 30:56 speak up or didn't like, make enough of 30:58 the splash that the, the project could get 31:00 stopped and it had huge ramification for this business. 31:02 The company who made this glove in the 31:05 United States went out of business over it. 31:07 So it was the whole thing for them. 31:09 So, my point here is, don't start with a business model. 31:12 Don't start with technology. 31:15 If we don't start by defining the 31:17 experience, we set ourselves up for huge problems. 31:19 And this is more true on mobile, and more true in all of the 31:22 devices and technology we have today, than it's every been anywhere in the past. 31:25 Because the temptation to start with technology 31:30 is so much greater than it's been before. 31:33 And with all the investment capital going into our 31:35 industry right now, the temptation to start with a 31:37 business problem, to start with an Excel spreadsheet, is 31:40 much higher than it's ever been before as well. 31:44 So, we have to start with defining the experience that customers want to have. 31:46 A really smart guy named, Daniel Boorstin, once said that "The 31:52 greatest obstacle to discovery is not ignorance, but the illusion of knowledge." 31:55 And that's what we face today. 31:59 We've got a lot of people who think that they're geniuses, who think that 32:00 they're very pression, to think that they've 32:03 cracked the nut on what people what. 32:05 And it's our job to help encounter real discovery and not 32:08 just the illusion of their own knowledge, so that we can make 32:12 things that are good for users, that are good for customers, and 32:15 better for the world, rather than just a bunch of fancy stuff. 32:18 So how do you do that? 32:22 Well at our company, everything starts with a customer needs study. 32:24 And the goal is to watch real people 32:27 in the real world without a hypothesis, without assumptions. 32:30 So we start with a customers target market. 32:34 We say, "Okay, you are a grocery store chain, let's go look at people 32:37 in grocery stores and will see what 32:41 problems we can uncover just by watching them." 32:43 The goal is to understand unknown observables, so 32:46 that we can establish a depth to design from. 32:51 We're trying to see things that we didn't know before hand but are easily 32:53 observed, so that we can decide what's a good way to solve those problems. 32:57 Maybe it involves a mobile app, maybe it involves changes to the store layout. 33:02 Who knows? 33:05 The opportunities are endless. 33:07 We start with small sample sizes because you can usually find all 33:09 of the problems in a place by observing between five and ten people. 33:13 You won't know how important those problems 33:18 are because you don't have statistical significance, but 33:20 you're likely to have uncovered 80 to 90% of the problems in a small sample. 33:23 You don't know if it's 2% of people have that problem or 90%. 33:27 So don't get me wrong, large sample sizes are important. 33:31 But starting with small sample sizes is really 33:34 valuable to just uncover problems in the first place. 33:37 Steve Jobs had a sort of different take on describing this. 33:41 He said creativity is just connecting things. 33:45 Creative people feel guilty when you ask 33:48 them how they did something, because they really 33:50 didn't do anything, they just saw something, 33:52 and then figured out how to solve it. 33:55 And I think creative people, particularly designers and developers who have worked 33:57 through a lot of problems, solved a lot of problems in our industry. 34:01 When you get the chance to look at real people and 34:05 how they're operating, the solution to their problems can seem really obvious. 34:07 But unless you start with looking at 34:12 people, you're going to be operating out of 34:14 the version of them that lives in your head, which is not, which is not real. 34:16 It's an imaginary person. 34:19 So after doing a customer needs study, we will document the current experience. 34:21 And there are lots of ways to document what's going on. 34:27 We use Journey maps and we roll Journey maps up into a thing we call Atlases. 34:30 This thing here is a product called Journeies, that our company made. 34:34 If your interested in it, if you do journey mapping, 34:39 we would love to get your feedback on this product. 34:41 And I have a few free codes I can give out to people. 34:43 So please come see me afterwards. 34:46 But we do Journey Maps. 34:48 We'll make personas, we'll do atomic modeling, we'll do interviews with people. 34:49 Lots of different things to document, what's going on today. 34:54 Those are some examples. 34:56 Then we'll identify areas of improvement, and then we will design from there. 34:58 And the point I wanna make then, the reason I 35:03 call this designing from depth is that when you have a 35:05 real understanding of real people, you're able to design from 35:08 a depth of knowledge, from a real understanding of their experience. 35:11 And that means that when you run into 35:15 hurdles along the way, you can react appropriately. 35:16 You can react in a way that solves a 35:20 problem for a real person instead of making bad assumptions. 35:22 We're less open to making bad assumptions when we're designing from depth. 35:25 And an example of this is a, a company called GFS. 35:30 How many of you guys have ever heard of GFS? 35:35 So GFS is a food distributor in the midwest. 35:38 They're a lot like Cisco or Shamrock. 35:42 And that if you drive through, let's say Michigan or Ohio, you'll see a lot 35:45 of their trucks out on the road and 35:49 they're delivering food to local businesses and restaurants. 35:50 They also have their own marketplace stores, which is sort of like a 35:54 Costco or Sam's Club, where you can buy a lot of different items. 35:56 So GFS has been a client of ours for, I think like the last three years. 36:00 And we started a project with them to 36:05 help customers move their ordering to being online. 36:08 Before, customers would fill out a paper form and they'd fax it in. 36:11 GFS would handle the order. 36:16 Somebody would call them to confirm it, and then the truck would show up. 36:17 So moving that to an online form seems pretty obvious, right? 36:20 Like you set up a form, it can look a lot like the paper form. 36:24 Maybe we'll try to reduce the number of fields or 36:27 something, but make a website, put the form on there. 36:29 Bada bing, bada boom, we're done. 36:32 Well we started with customer research which seemed a little silly. 36:34 We started by going out and talking to people who ordered 36:37 from GFS reps which was a little bit of a hard sell. 36:40 But what we found in those interviews, is that the number one thing that 36:43 customers liked from GFS, was the value that their sales rep provided to them. 36:49 They really, really, really valued the 36:55 relationship they had with their sales rep. 36:57 And they said that frequently, their sales rep would 36:59 help them redesign their border to order different things. 37:01 So they would say, hey, I noticed that you ordered this set of beans. 37:05 Did you know that we also have these? 37:09 They are actually a little bit cheaper and they fit with 37:10 better with the type of things your restaurant makes, as an example. 37:14 So, we were to about to make an online 37:18 ordering system that was effectively gonna cut the salesperson out. 37:20 And even though, GFS has done work on their market, in the past, 37:24 they have never heard, how valuable these sales people were to the whole process. 37:28 And it wasn't understood that this was a 37:32 valuable part of the brand within the organization. 37:33 And we were about to make this app that 37:36 was totally going to cut out their differentiating feature. 37:38 That was going to really cripple them in the market. 37:42 It could have been terrible for them. 37:45 It could have done a lot of damage 37:47 to this company, even though it's streamlined orders. 37:49 So instead, we made the app facilitate the 37:51 relationship between the customer and the sales person. 37:55 We re-oriented it towards the sales person. 37:58 Instead of the order getting submitted directly to the store and doing a 38:01 lot of the automatic processing, it got it submitted directly to the sales person. 38:04 And now the sales person got a notification. 38:08 It set up a queue. 38:10 It told them you need to go contact these 38:12 customers in this order because these had orders pending. 38:13 And it focused on enhancing that experience, between the sales 38:17 person and customer, rather than cutting the sales person out. 38:21 So you can see, based on really 38:24 obvious seeming assumptions, we could have, we could 38:27 have made a really big mistake if we didn't do any research on this product. 38:29 Another company who I think is doing this incredible well is Amazon. 38:35 and, the, the feature I'm highlighting here is the Amazon Mayday button. 38:40 So on a Kindle Fire tablet, as many of you probably know, at 38:44 any point in the experience, you can hit this button that says Mayday. 38:48 And within 15 to 20 seconds, a live person will appear 38:51 on your device who can walk you through whatever problem you're having. 38:55 They get access into your device, so that they can open menus, they can circle 39:00 things, they can move controls for you, and they can explain how to use it. 39:04 Now, a normal assumption on how to make the, how to fix the problems on 39:08 this device, people would say like well, 39:13 let's put a customer service number on there. 39:15 Or let's put in a bunch of tutorials that make this really easy to use. 39:17 But Amazon wisely realized, hey, we control the network. 39:21 This design, this device operates on. 39:24 We control everything about it. 39:27 We can put in a lot of private API's. 39:28 And they've got the, the market power to do something 39:30 like keep this fleet of customer service people available, 24/7. 39:34 So rather then doing the standard old boring call center type experience, 39:38 they created this really incredible, really engaging help experience. 39:44 And for people who are first time tablet owners, this is a life saver. 39:48 And it means for me as a consumer, I'm much more willing to 39:52 buy a Kindle Fire for someone who has never used a tablet before. 39:55 For a relative for Christmas or something like that. 39:59 And maybe I am even an iPad as much 40:02 as I might personally love Apple or something, because I 40:04 know that they're gonna be able to get help 40:07 and they're not gonna be calling me saying, Mayday, Mayday. 40:09 I don't know what I'm doing. 40:12 And then Kindle has taken the Mayday feature and they've extended it now. 40:15 So now it's a part of their brand. 40:19 Before it was just the Fire tablet, now it's on the Fire phone. 40:21 I bet you, soon it will be on their website 40:24 and it will be on every other product they make. 40:26 Because it's a unique differentiator that Amazon, 40:28 by controlling the whole ecosystem, can provide. 40:32 Whereas, Windows, for example, can't, because who 40:34 knows who you bought your computer from. 40:37 Another per, company that's doing this really 40:40 well, and I'll end with this, is, Disney. 40:42 So, in a normal context, if you walked in to 40:45 Disney and you said Disney people, what your mobile strategy? 40:48 You might come up with a bunch of ideas about building apps, and 40:52 making apps, and apps to control your experience and all this kind of stuff. 40:55 But Disney has looked way beyond an app and come up 40:59 with a much better experience for interacting with their theme parks. 41:02 So this right here, this little girl's got an Disney fast pass bracelet. 41:05 And there's also this Fast Pass card. 41:09 And you don't have to pull out your phone to check in 41:11 when you get to a ride or any other type of Disney experience. 41:14 You can just scan the bracelet. 41:17 Disney's realized that the last thing you wanna do 41:19 in their theme park is pull out your phone. 41:21 The potential for distraction. 41:25 The last thing they want you to do is look at 41:27 a notification from anybody else while you're in the middle of Disneyland. 41:29 They just want you to slap that bracelet up there and keep on moving. 41:33 Keep looking at the magical world around you that they've created. 41:37 Now, if you need to change to your schedule, then yes, by 41:40 all means, you can jump on your mobile phone and do that. 41:43 Or, even better, they've placed kiosks throughout the theme park. 41:46 You'll see them coming up in a second, or you've already seen them. 41:50 There they go. 41:52 And you can make changes to your schedule there. 41:54 So Disney has looked way beyond the app and 41:56 tried to figure out where are the right places 41:59 in this experience to put an app, and where 42:01 are the right places to try to keep apps away. 42:03 So, when you're thinking about the experiences that you work on. 42:09 Try to think about, do we need an app, what's 42:13 our overall strategy, who is the customer we're interacting with, is 42:16 it right for us to start with a mobile app or 42:20 is it right for us to move a little bit backwards? 42:21 And I know to some extent, like this is 42:24 the wrong audience to be asking that question to. 42:26 Because by the time it gets to most 42:29 of us, that questions has already been answered, right? 42:30 Someone has decided we need an app, let's go find someone 42:33 who can help us build it and that's all of you. 42:36 But I want to say is, many of you, 42:39 when you're working on these experiences, know in the back 42:41 of your head or in the corner of your gut, 42:45 that what you're making isn't something people want to use. 42:48 And I would just say, at that point, you have that feeling, you have the power 42:51 to raise the question and to say, is this really something we should be working on? 42:55 Is there a bigger, broader experience we need to consider here? 42:59 And to some extent, this is, this is your life. 43:03 Even if your building an app for somebody else, 43:06 you're spending your own time and your own energy 43:08 and years and months and days of your life 43:11 on something that, that might not be going anywhere. 43:14 So, when you run into those situations, maybe you have a decision 43:16 to make too Is this something you really want to take on? 43:19 Even though, you're being offered money to do the project. 43:23 Knowing it's not gonna make the world any better 43:25 and not solve a real problem for really people. 43:27 And, if you get the opportunity, please don't use comic sans. 43:31 Since you've made it to the end, I'm gonna give you a few design pro tips here. 43:36 Don't use comic sans. 43:39 Don't put yellow on white. 43:40 No one can read that. 43:42 Don't use all caps with scripts. 43:44 Don't put drop shadows on everything. 43:48 And don't make the logo bigger. 43:50 But do feel empowered to think beyond categories like mobile, 43:54 to think beyond sensor applications like QR code, QR codes. 43:59 And try to make sure you start every 44:04 project you work on with a great understanding 44:06 of the context, and the experience that the customer is going to be using it in. 44:09 Thank you very, very much, it's been great to talk to you today. 44:14 [SOUND]. 44:20 >> Great job RJ. 44:23 Thank you very much. 44:24 Do we have any questions? 44:25 We have a little bit of time. 44:26 Rebecca. 44:27 Thank you. 44:30 >> So I love the idea of when you're working on something and you feel 44:35 in your gut that this isn't right, this isn't going to solve the real problem. 44:39 Have you had any situations where you've have raised your 44:42 hand and talked to a client and said you know, 44:45 I know we've already started on this project, but I 44:47 don't think its going to be right for the experience? 44:50 And if so, what did you say? 44:52 How did you get that turned around? 44:54 >> Yeah. 44:56 That's, that's a great question. 44:57 So many times, customers don't want to do a lot of research up front. 44:58 They think we already know what we're doing, we know what 45:03 we need to build, we know our customers and what they want. 45:05 But we, you still run into places where those assumptions are wrong. 45:09 And so, we found that you can go do some quick 45:12 hit research by yourself, without asking permission, and bring back those findings. 45:15 So in like the grocery store example, I can always go to a grocery 45:20 store, spend a half an hour watching people, and then come back and say, 45:22 hey, you know, I saw this the other day while I was in the 45:26 store, these things happened, and I was thinking about X, Y, Z, for our app. 45:29 And in many cases, if you're, if you're working with a good person, you 45:33 can sway their opinion or you can at least have the conversation around that. 45:36 And you're right, sometimes there's nothing you can do. 45:40 So you have to be sensitive to it and 45:42 I mean, it's like everything else, it depends, right? 45:44 And so then you have a decision. 45:47 Are you gonna stay on the project? 45:48 Are you gonna try to see that through? 45:50 Or, are you going to, you know, finish up 45:52 this sprint, and then move on to doing something else? 45:54 >> Any other questions? 45:59 That's very bright. 46:01 Then let's please put our hands together for RJ. 46:03 Thank you so much. 46:05 >> Thank you. 46:06 Again, thank you. 46:09 [APPLAUSE] 46:10
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