Notes on Jared M. Spool’s Mobile & UX: Inside the Eye of the Perfect Storm

Video from an unnamed conference in Amsterdam, Vimeo link here.

Sturgeon’s Law: 90% of everything is crap

Technology changes industries in 3 stages:

  1. TECHNOLOGY Brand new technology arrives but few know how to use it
  2. FEATURES Many have learned how to use the technology. Now features get piled on higher and higher until the experience sucks
  3. EXPERIENCE Focuses on streamlining features, removing all but the essentials. Most companies that do well in the features stage fail here

Market maturity: customer experience drives the market. Bad experience = few customers.

Activities are discrete touchpoints with users.

Experience fills the gaps between touchpoints.

Mobile more often lives within the gaps. Desktops usually can’t fill in experience gaps because they’re not with the user at that moment.

Kano Model:

  • The Performance Payoff: the more you invest, the better the customers’ satisfaction is
  • Basic Expectations:  Features that are simply expected–they’re not selling points. But if they’re not met, consumers will go elsewhere
  • Excitement Generators: even a small investment can create delight by providing a new or much-improved activity. But delighters become basic expectations over time

Mobile experience design

Copy becomes paramount—tightly edited, tightly focused on tasks, very clear language

UIE studied 20 companies that excel in experience design, and then studied 20 of their competitors who weren’t excelling. They came up with 3 key questions that the best companies can affirmatively answer.

3 Key Questions for everyone on the team:

  1. Vision: Can you tell us what it’s like to experience your design 5 years from now?
  2. Feedback: In the last 6 weeks, have you spent at least 2 hours watching someone use your or a competitor’s design?
  3. Culture: In the last 6 weeks, have you rewarded a team member for creating a major design failure?



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