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Place better
‘experiences’
ahead of
more features.
When you Lget right
esso n 1:
down to it, the device
Place better
doesn’t even have that
many new features—
‘experiences’
it’s not like Jobs
invented voicemail,
ahead of
or text messaging, or
more features.
conference calling, or
mobile Web browsing.
He just noticed that
they were broken, and
he fixed them.
Start with
actual
experiences.
Cell phones do all kinds
Lesson 2:
of stuff—
calling, text messaging, web
Start with
browsing, contact management,
music playback, photos and
actual
video—but they do it very badly,
by forcing you to press lots of
experiences.
tiny buttons, navigate diverse
heterogeneous interfaces and
squint at a tiny screen. “Everybody
hates their phone,” Jobs says,
“and that’s not a good thing. And
there’s an opportunity there.”
Start with
actual
experiences.
Lesson 3:
Play to think.
The iPhone developed
L e s s o n 4 the
: way a
lot of cool things do: with a false
Play to think.
start. A few years ago Jobs noticed
how many development dollars
were being spent... on tablet PCs.
...so he had Apple engineers
noodle around with a tablet PC.
When they showed him the
touchscreen they came up with, he
got excited. So excited he forgot all
about tablet computers.
Treat
interfaces like
conversations.
Lesson 5:
Treat
When you need to dial, it shows
you a keypad; when you need
interfaces like
other buttons, the screen serves
them up. When you want to watch
conversations.
a video, the buttons disappear.
Suddenly, the interface isn’t fixed
and rigid, it’s fluid and molten.
Software replaces hardware.
Lead with a
vision.
Jobs demanded special
treatment fromL ehis phone
sson 6:
Lead with a
service partner, Cingular, and he
got it. He even forced Cingular
vision.
to re-engineer its infrastructure
to handle the iPhone’s unique
voicemail scheme. “They broke
all their typical process rules
to make it happen,” says Tony
Fadell, who heads Apple’s iPod
division. “They were infected by
this product, and they were like,
we’ve gotta do this!”
Quote from TIME Magazine article “The Apple Of Your Ear”
Lesson 7:
Obsess on the
details.
Unlike most competitors, Apple also places
an inordinate emphasis on interface design. It
Lesson 7:
sweats the cosmetic details that don’t seem very
Obsess on the
important until you really sweat them. “I actually
have a photographer’s loupe that I use to look to
details.
make sure every pixel is right,” says Scott Forstall,
Apple’s head of Platform Experience (whatever
that is). “We will argue over literally a single pixel.”
As a result, when you swipe your finger across
the screen to unlock the iPhone, you’re not just
accessing a system of nested menus, you’re
entering a tiny universe, where data exist as bouncy,
gemlike, animated objects that behave according to
consistent rules of virtual physics.
Quote from TIME Magazine article “The Apple Of Your Ear”
Lesson 7:
Obsess on the
details.
(This is from Kathy Sierra)
The introduction of
the iPhone sets the bar
high... these companies
must innovate —
particularly on the user
experience — to compete
with Apple.
Forrester Report, “Apple’s iPhone Changes The
Stakes, Not The Game”
So, what does
the user experience
team do?
We make
things work
for people.
To do this, we...
- Start with an
understanding of users.
;-)
...careful attention to the little details...
;-)
if the agent
leaves the ‘flow’,
information is
saved...
...more careful attention to the little details...
;-)
Things we’ll do
(that you might care about)
• map ‘stories’ back to Activities —
so product releases make sense!
• contribute to real product
ownership (YEAH!)
• create less rework
• develop reusable code.
• make our products more valuable
“We set about rethinking the UI from the user’s
perspective, which is ‘results-oriented,’ rather than
from the developer’s perspective, which tends
to be ‘feature-oriented’ or ‘command-oriented’–
thereby enabling people to focus on what they
want to do rather than on how they do it.”
(commenting on the new UI of Office 12)
How the group is set up...
User Experience Design Group
includes...
Interaction Designers Front-End Developers
passionate about... passionate about...