4 August 2007

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

Be the first to share
putting people first
by experientia

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
Related Article
24 February 2015
5 imperatives of user experience design in mobile health technology
David Lee Scher, MD - Owner & Director, DLS Healthcare Consulting discusses what he thinks are five important issues in achieving the ideal mobile technology user experience, specifically for those technologies hoping to enter the …
Related Article
24 February 2015
“I’m divorcing my Nest thermostat”
Kara Pernice, the Managing Director at the Nielsen Norman Group, was a proud early adopter of the unique, cool, and pretty Nest device: "It helped me save energy, and communicated to me. But things went …
Related Article
20 February 2015
[White paper] Digital assurance: Reaching a seamless customer experience
Digital Assurance: Reaching a Seamless Customer Experience by Shawndra Hill (Wharton professor of operations and information management) and Kumudha Sridharan (vice president and global head of testing services at Wipro Technologies) White paper produced by Knowledge@Wharton and …
Related Article
31 January 2015
Internet psychologists study how the Web affects us
​In a pretty short period of time, the internet has changed how we take care of our basic needs, stand up for ourselves, and talk to each other. But psychologists are still debating how much …
Related Article
31 January 2015
The last-mile problem: How data science and behavioral science can work together
Analytics is typically discussed in terms of computer technology, machine learning algorithms, and big data. Behavioral nudges, on the other hand, concern human psychology. What do they have in common? Quite a bit, says James …
Related Article
31 January 2015
The startup “that helps companies fix their user experience problems”
Davey Alba explains in Wired how UserTesting runs an online panel of over 1 million testers—volunteers mostly—who can test products and other company materials on demand. : "The company has developed a way for businesses to …
Related Article
31 January 2015
The rise of the Chief Behavioral Officer
After the Chief Experience Officer, the new trendy job title from corporate America is the Chief Behavioral Officer: "Dan Egan of the automated investing service Betterment estimates that between 10 and 20 Fortune 500 companies have …
Related Article
23 January 2015
Designing a user experience for wearable devices
Gradinar Razvan discusses some of the questions that UX designers will need to consider when designing for wearables. In particular, he presents the key things that designers should keep in mind when they are designing …

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.

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

29 October 2014
Experientia at EPIC: UX transforming a financial institution

In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]

See all articles