Differentiating ux

Robert  Winters  -­‐  UX  Team,  Nascom  -­‐  UX  Alumni,  Vodafone  

@robbedoes    on  twi<er  

   “What  for  god’s  sake  will  make  my  UX  stand  out?”                                              -­‐  You  guys,  UX  Professionals    

Early  Adopters  

Price  Wars  

Feature  Wars  User  Experience  

               “What  is  it  that  differenIates  mobile  user  experiences?”                                          -­‐  UX  Team,  Vodafone  

What  is  User  Experience?  

Port  the  applica9on?  

-­‐>  Use  level  changed  automa9cally  

-­‐>  Use  level  changed  automa9cally  

Inevitable  interac5on  effect  

Bling  differen9a9on?  

•  Differen5a5on  can  be  analysed  within  three  levels  

•  Differen5a5ng  on  just  one  level  is  difficult  

Power  of  each  level?  

Respondents  

•  165  people  •  65%  smart  phone  owners  •  56%  males  •  Between  18  and  36  •  Early  adopters,  technology  minded  

Sets  itself  apart  to  great  extend  (%)  

N  =  165  

46  

41  

29  

0   5   10   15   20   25   30   35   40   45   50  

Shazam  (mission)  

Besocial  (use)  

Seadragon  (bling)  

Willingness  to  pay  (%)  

N  =  165  

21  

17  

7  

0   5   10   15   20   25  

Shazam  (mission)  

Besocial  (use)  

Seadragon  (bling)  

Originator  vs    

Differen5ator  

Twidget  (originator)  

Status.TV  (bling  differen5ator)  

Contact  List  (originator)  

Gesture  Search  (use  differen5ator)  

Qype  (originator)  

Live  Maps  (mission  differen5ator)  

User  Feedback  

1   1.5   2   2.5   3   3.5   4   4.5   5  

Qype  

Live  Maps  

List.Search  

Gesture.Search  

Twidget  

Status.TV  

Differen5a5on  graph,  N=12  

“sets  itself  apart  to  great  extent..”  “Would  you  recommend  this..”  

“Rate  this..”  

Conclusions  

 •  The  more  levels  we  differen5ate  on,  the  more  users  will  

indicate  you  have  provided  them  a  differen5ated  UX  (duh)    

•  Differen5a5on  is  jus5fied  on  all  dimensions  

•  But  differen5a5ng  on  just  the  bling  level  might  have  the  least  strong  effect  

Might  have  the  least  strong  effect.    as  some  people  are  seriously  bending  this  rule.    

Thanks!