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Week 30 Next generation UX.html
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<span class="ornamentation_r">☞</span> <span class="week week_30">Week 30</span> <span class="ornamentation_l">☜</span>
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<p>We are in the midst of a dramatic shift in human-computer interaction. The inputs, devices and mental models we’ve had to adapt to in order to get this far are slowly becoming obsolete. Even an “average” computer user has already been re-wired and adapted to the hundreds of mental hurdles that a traditional computer interface throws in our way. </p>
<p>However, a new way of interacting with computers is on the verge of changing the way future generations interact with and experience personal computing. The multi-touch enabled devices are already beginning to proliferate: Apple sold 1 million multitouch-enabled iPads in 28 days. That’s 35,700 per day. Last quarter (Q1 2010) they sold 97,000 multitouch-enabled iPhones per day. In February, 2010 about 60,000 multitouch-enabled Android phones were being sold per day. Add that up and you are looking at 192,700 touch-based devices making it into consumers hands per day (<a href="http://www.lukew.com/ff/entry.asp?1086">source</a>).</p>
<p>The tsunami is building. Not only are multi-touch interfaces finding their way into more and more hands, those hands are increasingly more adept at navigating, consuming and utilizing the devices to accomplish more and more tasks every day. </p>
<p>So why is this something we, as user experience professionals, need to pay attention to? Let me answer this with a story. </p>
<blockquote>
<p>At the age of 10 months, my daughter picked up my iPhone one morning, took her index finger and swiped it across the bottom of the screen and unlocked my phone. I was astonished. Actually, I was freaked out. How did she know to do that? Obviously she had seen daddy do it many times. And there was the design. It was one simple button with an arrow and some dazzlingly lit text that made it pretty clear that this thing should and could be moved by touching it. </p>
<p>As time went on my daughter became more adept at navigating my phone and by the age of 2, could easily get to the few games I had downloaded, knew to go to the iPod app, navigate to the “Go! Diego, Go!” episodes I had downloaded and get the show playing. Nearly all of these interactions were the result of trial and error, some after seeing me do it once, some totally on her own. </p>
<p>The iPad was no exception. Upon sitting down with it for the first time, she already knew most of the basic patterns—swipe, tap, shake and pinch—and happily tapped away on this revolutionary new device. For her, the ability to directly manipulate the screen must have been some kind of fundamental connection—the interface revealed what interaction would do. It mapped to something very human and intuitive and she had no problem adapting to it right away. </p>
</blockquote>
<p>I believe that now, more than ever, user-experience design is fundamental to the success of products that will be used and interacted with on multiple devices, platforms and integrations. User-experience professionals are now tasked with learning and understanding a new model for computing, as well as shaping and defining the experience for those who may be using these new devices for the first time. </p>
<p>Never has Raymon Loewy’s MAYA principle (Most Advanced Yet Acceptable) seemed more applicable. These multi-touch devices are truly some of the most advanced technology we have ever seen, many of them fitting in the palm of our hands and yet easy enough for a 2 year old to use. Such simplicity of use does not come only from this new method of input, it comes from designers that are ruthlessly carving away the cruft and unnecessary visual clutter and allowing the functionality and content to present itself to the user in clear and meaningful patterns. </p>
<p>For those of you ready to dive in, here are a few resources to help you get started:</p>
<p><a href="http://www.lukew.com/ff/entry.asp?1071">Touch Gesture Reference Guide</a> </p>
<p><a href="http://www.lukew.com/ff/entry.asp?1073">Touch Gesture Diagrams</a> </p>
<p><a href="http://www.designmultitouch.com/">http://www.designmultitouch.com/</a> (huge list of resources and history of multi-touch)</p>
<p><a href="http://www.amazon.com/gp/product/0596155441?ie=UTF8&tag=flingmedia-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=0596155441">Mobile Design & Development</a> </p>
<p><a href="http://www.amazon.com/Designing-Gestural-Interfaces-Touchscreens-Interactive/dp/0596518390/ref=sr_1_1?s=books&ie=UTF8&qid=1281369448&sr=1-1">Designing Gestural Interfaces</a> </p>
<p><a href="http://developer.apple.com/iphone/library/documentation/General/Conceptual/iPadHIG/Introduction/Introduction.html">iPad Human Interface Guidelines</a> (concise version <a href="http://www.uxmag.com/design/ipad-user-experience-guidelines">here</a>)</p>
<p><a href="http://msdn.microsoft.com/en-us/library/dd317323(VS.85).aspx">Windows Touch Programming</a> </p>
<p>Remember, multi-touch interfaces don’t make computers more human, they allow us to be a little more human while we are using them. </p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-08-01T8:26:00-00:00"></span>August 1, 2010</span>
<span class="hcard">by <span class="fn">Joshua Brewer</span></span>
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<a href="http://52weeksofux.com/post/931733958/reward-the-passionates" rel="bookmark" title="permanent link to this post">Reward the Passionates</a>
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<p>What’s the best way to bring in new customers? That question is posed by almost everyone at one point or another, no matter what product or service they’re offering. The common way to attack this problem is to go out and advertise…to redirect attention to your offering and convince people that yours is better than what else is out there.</p>
<p>But in an age of empowered consumers with tools to share their opinion at every turn, the best way to bring in new customers might not be to advertise, but to reward your current customers instead. </p>
<p>A great example of this is <a title="Effortlessly Sync Files across Computers & Devices" href="http://dropbox.com/">Dropbox</a>, an online backup service that automatically keeps files synced between computers and devices. <a href="http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587">Dropbox did</a> what lots of other startups do…they paid for traffic. They used Google adwords to drive traffic to their site…purchasing advertisement placement on the keywords associated with their product.</p>
<p>Dropbox quickly discovered, however, that the cost of this strategy was very expensive. They needed to run $300 worth of ads to get one single person through to become a paying customer. And given that Dropbox could expect the lifetime value of each customer to be around $100, they were actually losing $200 each time that happened.<br><br>So instead Dropbox tried a completely different approach: they offered a double-sided incentive in which existing users could refer the service to their friends and colleagues. The new users, when they signed up for the service, would get additional storage space for free. What makes this a double-sided incentive was that the person who referred the newcomer would also get additional space for free, permanently. In this way Dropbox was attempting to drive new business not by figuring out the right keywords that work, but by rewarding the most passionate people who already use their product. And, as a result, Dropbox doesn’t need to advertise anymore. They built a mechanism that encourages their customers to advertise for them. </p>
<p>The <a title="The usage lifecycle" href="http://52weeksofux.com/post/385981737/the-usage-lifecycle">usage lifecycle</a> comes into play here: it takes time and energy to get someone up to speed with your software or service. Nobody can become passionate users instantly and advertising can only get people to the doorstep. But in order to become really passionate, people need to pass through the other stages first: interested person, first-time user, regular user. You can’t just turn someone into a passionate customer unless they’ve had a really great experience with your product or service and have used it a few times. <span><br></span></p>
<p>So the lesson of Dropbox is this: your existing, passionate customers (the people who have gone through the usage lifecycle) are the most powerful asset you have. They know why your product is great and they can communicate that to their social network better than you can. They can sell it better because they’re experiencing it every day and they’re not biased in the way you are. In short: they tend to be much more influential than you. </p>
<p>So the next time you ask the question: “What’s the best way to bring in new customers?”, also ask yourself whether you can take advantage of the most important asset you have: your existing, passionate customers. <br><br><br></p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-08-01T8:26:00-00:00"></span>August 1, 2010</span>
<span class="hcard">by <span class="fn">Joshua Porter</span></span>
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/bokardo" class="url" rel="me">Joshua Porter</a></span> is a long-time interface and product designer and is currently Director of UX at <a href="http://www.hubspot.com/" title="All in one marketing software">HubSpot</a>. He is also the publisher of <a href="http://bokardo.com/">bokardo.com</a> and wrote the book <a href="http://bokardo.com/archives/designing-for-the-social-web-the-book/">Designing for the Social Web</a>. <a href="http://www.twitter.com/bokardo">
Follow Josh Porter on twitter</a>.</p>
<p class="hcard"><span class="fn"><a href="http://www.twitter.com/jbrewer" class="url" rel="me">Joshua Brewer</a></span> is a designer with a love for beautiful, usable products. He is currently Principal Designer at <a href="http://www.twitter.com/">Twitter</a> and the former Director of UX at Socialcast.com. <a href="http://www.twitter.com/jbrewer">Follow Josh Brewer on twitter</a>.</p>
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