4 August 2007

Jared Spool on “The Dawning of the Age of Experience”

Be the first to share

Web Design World 2007
The Dawning of the Age of Experience” is the title of the one hour keynote speech by Jared Spool, founding partner of User Interface Engineering, at the Web Design World 2007 conference in March 2007 in San Francisco and now available on Google video.

Experience design is no longer a nice-to-have luxury of a few organizations with tons of money and exceptional visionary management. It’s become commonplace for organizations that build products and Web sites. Experience Design is a centerpiece of boardroom discussions and quickly becoming a key performance indicator for many businesses.

However, you can’t just hire a couple of “experience designers” and tell them, “Go do that voodoo that you do so well.” Today’s business environment forces us to build multi-disciplinary teams, compiling a diverse group of skills and experiences to handle the many facets of the technical, business, and user requirements.

In his usual entertaining and insightful manner, Jared talked about what it takes to build a design team that meets today’s needs. See how successful experience design integrates the needs of the users with the requirements of the business; is learned, but not available through introspection; must be invisible to succeed; is cultural; is multi-disciplinary; and thrives best in an “educate and administrate” environment.

You see examples of designs from Apple’s iPod, Netflix, the Mayo Clinic, and Southwest Airlines, to name a few.

The Brave New World: Usability Challenges of Web 2.0” is the title of another recent talk (July 2007 – 1:36:59) by Jared Spool at the Delaware Valley Chapter of the Usability Professionals’ Association (UPA).

Once again, everything is exciting. The advent of social networks, APIs, mashups, RSS, aggregators, and folksonomies promise a world where the information and services we’ve always wanted are delivered right to our browser.

However, delivering on the promise is easier said than done. Moving from a great concept to an exceptional user experience proves to be more of a challenge than many people thought. What works on a small scale is a very different story, when put into production.

As Spiderman’s Uncle Ben pointed out, “With great power comes great responsibility.” Just because we can do all these things doesn’t mean we should do them. In the early 1980’s, the cheap availability of laser printers and digital fonts produced a plethora of documents that more resembled ransom notes than professional publications. We could easily imagine designers going wild with the capabilities of this new technology and not using the restraint necessary to ensure they produce an optimal experience.

In this entertaining and informative presentation, Jared shows examples of the usability challenges we face as the web continues to change and evolve. He discusses the implications of “The Long Tail”, the introduction of a mashup mentality in business environments, and how basic techniques, such as usability testing and field studies, change when social network is at the center of the design.

Be the first to share
26 November 2015
50 important customer experience stats for business leaders
Esteban Kolsky is a customer strategist, researcher, keynote speaker, and a consultant (analyst for 15 years, 8 years with Gartner). He believes that research has become a commodity and value has shifted from discovery to …
26 November 2015
How brands design customer experiences of the future
In today’s digital age, consumers expect more from the business they support and the products they purchase. Consumers, Macala Wright writes, not only expect great brand experiences, they believe they’re entitled to them. This is …
11 November 2015
Blackphone 2 review: privacy and great usability
Guardian writer Samuel Gibbs writes that the second edition of the Blackphone by security and privacy company Silent Circle is a step up in usability and is surprisingly easy to set up and use, even …
10 November 2015
Why service design is luxury’s new battleground
Ana Andjelic writes in AdAge that most legacy luxury brands are failing at delivering service, especially online: The fact that most legacy luxury brands fail to successfully create and deliver service is unfortunate. The business of …
10 November 2015
For years, Apple followed user-centered design principles. Then something went wrong.
Don Norman and Bruce Tognazzini are taking their gloves off and accuse Apple of abandoning the fundamental principles of good design: discoverability, feedback, proper mapping, appropriate use of constraints, and, of course, the power to …
5 November 2015
Customer journey mapping is at the heart of digital transformation
Digital technologies such as analytics, mobility, social networks, cloud computing and the Internet of Things are making old ways of working redundant and forcing companies to transform. According to Raman Sapra, global head of Dell’s …
5 November 2015
[Conference] Design & The City, Amsterdam, April 2016
Design & The City explores citizen-centered design approaches for the smart city. Central theme is the role of design(ers) to create opportunities and practices for citizens, (social) entrepreneurs and policy makers towards more liveable, sustainable and …
3 November 2015
Another book entitled “The Quantified Self”
The Quantified Self By Gina Neff and Dawn Nafus MIT Press, 264 pp. April 2016 Oops, that is confusing: two books by sociologists on the quantified self movement, both entitled "The Quantified Self" and both appearing in April 2016. …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

13 October 2015
Experientia report: Design for ageing gracefully

Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015

29 September 2015
[Experientia book] Ethnography on elderly health and wellness

As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
See all articles