WEBVTT 00:00:02.920 --> 00:00:08.560 We'll first of all look at why it is that user experience has become so important now. 00:00:13.120 --> 00:00:18.380 Now, anybody who's been around the usability or the human-computer interaction area 00:00:18.380 --> 00:00:21.560 will be aware that user experience has become 00:00:21.560 --> 00:00:25.580 perhaps the major buzzword when employing anybody. 00:00:25.580 --> 00:00:28.260 So, in the past you might have got a job in 00:00:28.260 --> 00:00:31.520 interaction design or as a usability engineer. 00:00:32.060 --> 00:00:35.600 Now, what you'll see more than anything 00:00:35.600 --> 00:00:39.800 is that people ask for *user experience specialist*. 00:00:40.320 --> 00:00:43.480 Now, very often what they mean by that is exactly the same. 00:00:43.480 --> 00:00:45.760 They want you to include the same thing. 00:00:45.760 --> 00:00:48.900 So, in the past, if you were designing interactions, 00:00:48.900 --> 00:00:50.940 you'd think about user experience. 00:00:50.940 --> 00:00:55.040 If you were asked to design user experience, you'd think about usability. 00:00:56.600 --> 00:00:59.640 But the fact that the *name* has become dominant 00:00:59.640 --> 00:01:01.850 tells you something about a change in emphasis. 00:01:01.850 --> 00:01:05.160 And so, whereas it perhaps used to be a *minor* aspect of the role 00:01:05.160 --> 00:01:08.580 of designing interfaces and designing interactions, 00:01:08.580 --> 00:01:11.880 now it's become perhaps one of the major roles. 00:01:13.020 --> 00:01:15.820 Experience clearly matters, 00:01:15.820 --> 00:01:19.320 whether it's iPhones or Facebook. 00:01:19.320 --> 00:01:23.580 It's now *why* people often go to a computer system. 00:01:23.580 --> 00:01:26.920 They want it to make them feel things. 00:01:26.920 --> 00:01:31.080 They want it to be part of excitement or interest 00:01:31.080 --> 00:01:33.060 or basically emotion in general. 00:01:33.060 --> 00:01:36.220 You might be talking to a loved one over a video channel 00:01:36.220 --> 00:01:40.080 or you might be playing a game in Facebook. 00:01:40.080 --> 00:01:42.700 These are clearly very, very critical. 00:01:42.700 --> 00:01:45.200 If you think about the phone as an example, 00:01:45.200 --> 00:01:48.860 if you went back – I was trying to think – 20 years, 00:01:48.860 --> 00:01:52.900 now even this – and I've got my house phone here, which is a pretty big phone – 00:01:52.900 --> 00:01:55.260 that would have been little. 00:01:55.260 --> 00:01:57.560 The first mobile phones were like bricks. 00:01:57.560 --> 00:01:59.680 It was almost like holding a book to your ear. 00:01:59.680 --> 00:02:01.680 Now, it's the iPhone. 00:02:01.680 --> 00:02:04.400 The first mobile phones were about communication, 00:02:04.400 --> 00:02:06.680 wanting to be connected with people. 00:02:06.680 --> 00:02:10.060 And, actually, if you see satellite phones today, they're still pretty much like that 00:02:10.060 --> 00:02:11.360 – chunky things. 00:02:11.360 --> 00:02:16.080 Whereas the iPhone is very much about being an iPhone user, 00:02:16.080 --> 00:02:19.580 about the sleekness of it, about the design of it. 00:02:20.020 --> 00:02:22.280 Interestingly enough, even those early phones 00:02:22.280 --> 00:02:25.640 – there was a strong set of emotional values attached to them. 00:02:25.680 --> 00:02:28.660 People would have *fake* phones 00:02:28.860 --> 00:02:31.120 because they couldn't afford a real phone. 00:02:31.120 --> 00:02:32.940 This is fake *mobile phones*. 00:02:32.940 --> 00:02:34.680 So, you have a fake mobile phone. 00:02:34.680 --> 00:02:38.780 So, you could sort of pull it out on the train and have it sitting there, 00:02:38.780 --> 00:02:44.120 and people would think, "Oh my goodness! There's an important person, having a mobile phone." 00:02:44.120 --> 00:02:49.160 So, actually, even those early phones – the actual phone (the real phone) was about utility. 00:02:49.160 --> 00:02:54.020 However, those fake phones were about the fact that a phone says something about who you are. 00:02:54.020 --> 00:02:57.140 And – boy – is that true of phones nowadays! 00:02:57.740 --> 00:03:00.000 Emotion is part of being human. 00:03:00.000 --> 00:03:04.540 It's not just part of our technological experience of being human; it's part of being human. 00:03:04.540 --> 00:03:06.260 Without emotion, 00:03:06.260 --> 00:03:08.740 in many ways we don't exist fully. 00:03:08.740 --> 00:03:12.000 And that's sort of evident when things go wrong and 00:03:12.000 --> 00:03:16.760 people have accidents or illnesses which damage their emotional being. 00:03:16.760 --> 00:03:20.180 However, this isn't a new thing. You know, emotion has *always* been important. 00:03:20.180 --> 00:03:23.589 This isn't something that's happened in the last five to ten years. 00:03:23.589 --> 00:03:26.460 In fact, within the user interface community, 00:03:26.460 --> 00:03:30.060 one of the early standards that mentioned usability 00:03:30.060 --> 00:03:32.100 was ISO 9241. 00:03:32.100 --> 00:03:36.220 And it talked about three crucial issues for user interfaces. 00:03:36.220 --> 00:03:39.020 One of them was *effectiveness*. Does it do the right thing? 00:03:39.020 --> 00:03:42.100 Does it get things done that are important? 00:03:51.440 --> 00:03:53.440 The second was *efficiency*. 00:03:53.440 --> 00:03:57.720 Does it do that with the minimum effort – the minimum mental effort, the minimum physical effort? 00:03:57.720 --> 00:04:01.220 Or is it taking extraneous effort that's unnecessary? 00:04:05.840 --> 00:04:09.240 And, very often, people only quote those two 00:04:09.240 --> 00:04:12.580 because there was a third one, as well, which was *satisfaction*. 00:04:12.580 --> 00:04:13.960 Does it make you feel good? 00:04:13.960 --> 00:04:16.760 Do you feel happy having used this system 00:04:16.760 --> 00:04:18.800 or used this piece of software? 00:04:18.800 --> 00:04:22.300 And that last one is often missed entirely. 00:04:22.300 --> 00:04:25.960 And it's all about the emotion – the way you feel. 00:04:30.360 --> 00:04:33.840 And so, it was often ignored, often missed in the past. 00:04:33.840 --> 00:04:38.380 What's now happened is that's become perhaps in some ways more important than the other two. 00:04:38.380 --> 00:04:41.680 Emotion is important because it's good to feel emotion. 00:04:41.680 --> 00:04:45.480 But also, emotion affects the bottom line in business. 00:04:46.260 --> 00:04:50.720 If your employees are happy, they tend to be more productive. 00:04:50.720 --> 00:04:56.140 So, if you're designing a production line or an office or wherever the environment, 00:04:56.140 --> 00:05:00.400 if you can have software and systems that make people feel good, 00:05:00.400 --> 00:05:03.160 they'll tend to work better. 00:05:11.280 --> 00:05:14.520 And certainly you want your *customers* to feel happy 00:05:14.540 --> 00:05:17.840 because they are the people who are usually going to buy your goods. 00:05:17.840 --> 00:05:21.340 So, if you've not made your customers happy, they don't buy anything. 00:05:27.420 --> 00:05:30.320 So, emotion is important to us as humans, 00:05:30.320 --> 00:05:34.560 but it's also important from a business point of view.