User Experience Design case: User experience is design

Article Description: examples tell you why experience is design.

I have recently rekindled a strong hobby of pen, and found that there are several new products in my writing equipment collection. Because some of these are relatively expensive, I have decided to order a small leather goods manufacturer in North Carolina. The price is fair and the comments show that it works well. The website is very concise, the commodity is its key point.

But when it came time to pay, I was transferred to PayPal's website, and my interactive experience with the company was interrupted, not because the pen maker did anything wrong, but simply because PayPal's interface was very different from the user experience. The payment page was like a time machine that brought me back at least 10 years ago, as if the progress we made in electronic commerce did not happen at all. When I continue the payment process, I have to face a conflict with the PayPal experience.

I can't help but wonder why the manufacturer doesn't choose Square. I just need to send them an email and then pay the square Cash (the new service that Square has just launched). It took me a week to say that money has never been so easy in the United States.

　　Square Cash

Although Square isn't as big as PayPal, there's one thing that's right: Create a seamless experience. As one of the most enthusiastic users of Square, I appreciate many of its unobtrusive little things, like automatic registration, sending or receiving money when the color changes, and simple crisp email receipts. This experience is consistent: payment should be intangible and easy.

When it comes to design, most people are focused on what they see: beautiful websites, beautifully designed electronic products, and gorgeous color packaging. Yes, these are important, but the whole experience is what the customer cares about most. Experience is, in essence, a story, a story that lets us finally take orders from the brand.

The design of this experience opens up the gap between different companies. So it has to be unique and it can't be duplicated. Square CEO and co-founder Jack Dorsey will discuss with me at roadmap how to create that experience.

This is not an easy thing. Microsoft has done a good job at the cottage Apple Store, but still lacks the flowing story, the one that creates an experience like Apple. The reason is not that Microsoft's products are bad-they just do different things, but can't figure out what their story is and what kind of experience they should offer.

　　Virgin America

Virgin America is the perfect embodiment of a great experience design, and its story is "happy travel, no worries". This theme extends to the color and lighting of airplanes, and the most important thing is how to interact with customers, friendly, and fun everywhere in the Virgin America every customer contact point. Virgin America's approach contrasts with airlines such as United and America, which, despite all the big modifications, cannot conceal the fact that they cannot create a consumer-friendly experience.

There is another company, Airbnb, who is a virgin. The Gloria Suzie Kim of Core 77 sums it up:

To better understand and comprehend the host and guest in the End-to-end experience, Airbnb uses Disney's "Snow White" as its narrative framework for humanized service design. Because the Airbnb product is a trip, it needs to understand and master the guests and owners throughout the end-to-end experience.

AIRBNB co-founder Joe Gebbia is a designer from the Rhode Island School of Design. He says a powerful story and brand design comes from the attention to all the small details that make up the user's entire experience. He encouraged his design-centric team to celebrate and embrace all the small details. Once he took the entire product team to see the sushi God (Jiro Dreams of Sushi) to point out the finer points of detail.

In creating its own experience, Airbnb faces a unique opportunity and challenge, a new form of interaction between an electronic product manufacturer, a brand-reshaping airline or a payment system developer who is not in a relationship with a user. Is it a hotel? sublet House? Or a friend's couch. All of them are, and they are not. So this experience can get rid of the entanglement of the past, but it needs more skills and tools than the legacy system it wants to subvert.

The newest and most interesting E-commerce brand is carefully creating an end-to-end emotional experience to win customers. Warby Parker by the trend of glasses frame, low-cost and convenient transportation to break a path, now the site began to focus on Gilt, Everlane, Wanelo and other women's clothing brand sales, and True&co use of data to rethink the experience of E-commerce.

　　　Airbnb

Data certainly plays a key role in learning and reshaping the next generation of connectivity experiences. Samsung's design America is designed and data-centric, and its head, Dennis Miloseski, says Samsung has used research, data, analytics and ethnographic research to get all its products in place.

Unfortunately, companies tend to focus too much on the appearance and function of products that can be grafted onto the past. Adaptivepath

CEO Brandon Schauer A good summary of this:

Whether we're talking about greeting cards, moving apps or going on vacation, the experience is a product. From a customer's perspective, everything that constitutes an experience-technology, material, service support, or supply chain-becomes the magic behind the experience.

However, our company focuses on the opposite of what the customer is facing. We plan around functional and operational functions, and the customer experience becomes a by-product of these combinations of things that no one cares about.

In the heyday of the industrial-manufacturing economy, Schauer says, the important thing is branding. Now, since the United States has basically become a service economy, the focus should also be shifted to the brand experience.

In my opinion, Square is that type of experience. I may not remember what font or color type they use, but remember that it's easy to exchange money with friends, family, or business. This is the real essence of modern companies-it's the experience design that hides technology, infrastructure, and complexity behind well-designed experiences.