Field Notes Inside an Integrated Communications Agency

When people asked me what a “user experience” designer does, I usually gave them the following answer: “I try to make software easier to use.” Simple and approachable, and without the arm-waving, chest-puffing that we UXDs sometimes use to justify what we do.

After reevaluating that canned response, I realize I was wrong.

As a UX designer, what I’m really after is trying to make software more pleasurable, which is not the same as easier. Pleasure is larger than that, and includes wonder, exploration and serendipity. Sometimes, easier isn’t always better.

Case in point, I like espresso. Scratch that–I have a real problem with it, in the way that addictions can creep into and start to change a person’s life. I’ve invested in $200+ coffee grinders. I go out of my way to buy beans in small batches from people who roast it that day. I adapt my grind for humidity and time my doppios to hit the 25-27 second mark. I’ve measured my tamp pressure to 30lbs using a bathroom scale. I’ll probably start roasting at home unless someone stops this sordid affair.

For god’s sake, I’ve watched YouTube videos showing shots pulled through naked, bottomless portafilters.

Making espresso is not for the impatient or half-hearted. If you want to make it yourself, you’ve got to fully commit. No espresso-head, I argue, would consider pulling a good shot an easy task. All the elements have to be in place. Anything awry–old beans, bad water, weak tamping, too fine or too coarse grind–can lead to swill. I know because I’ve choked it down, and still do so frequently.

But I’m learning.

I love the process simply because it is not easy. Actually, it’s the opposite. It’s a wonderful challenge, with a delicious reward. The learning curve is part of the fun, in a way that mastery of an art should be. If easy was what I was after, I’d head down to the local indie coffeehouse and plunk down my 2 bucks.* Further, if I was conducting a usability test on the process, I’d have to conclude that it completely fails. But that disregards the other intangibles, such as the thrill of mastery.

So, to say that “user experience” is always about making things easier isn’t the whole story. User efficiency is definitely a factor, but not singularly so. Delight and engagement–often the byproducts of ease of use–are higher objectives to work toward. It all depends upon the context; ease of use is simply one factor to consider.

* This is hypothetical. I haven’t found a place nearby that does a decent job of espresso. I won’t name names, but let’s just say that I’m underwhelmed with what I’ve received at the ITB Raleigh coffeehouses.

A couple of weeks ago I read an interesting article on one of my blogs about the changing face of metrics, and what shifts in user data collection we can expect to see in 2008. Great read. My pappy always said that if you throw a fistful of rocks at the ground, you're bound to hit pay dirt.

Phorm, a new U.K. start-up, is joining forces with some major ISPs to serve targeted, relevant ads to users as they browse and surf the Web. Phorm has created a new ad platform called OIX - Open Internet Exchange - which promises to provide its backers with a more profitable cut of ad revenue. OIX is the first platform to use fully anonymous ISP data streams, and is guaranteed to protect the identity of its users.

Anonymous ISP data streams can only provide browsing subject histories, linked to an anonymous user profile. I say 'only,' but that's certainly enough to make marketer's salivate. Prepare to pay a little more for online media buys - but prepare to get excited about ROI's on those buys.
 
Phorm assures the media that their venture will not assault users with advertising. Rather, the level of online ads encountered will stay the same - but users will find the ads they encounter more relevant. And as for user privacy...well, they've covered that. According to the startup, the technology at the core of OIX 'doesn't gather personally identifiable information, doesn't store IP addresses, search terms or browsing histories, and only sees users as a unique, random number.' Moreover, user's can elect to turn the platform on or off at any point in their experience.

While wandering up 5th Avenue, we were shocked by the lines outside Lord and Taylor as people waited to catch a glimpse of animated store windows not so subtlety pimping this year's holiday wares. Further up the street, we saw lines by a similar display for Bank of America. With both my husband and I former and current bank marketers, we stopped to check it out (besides a crowd always garners attention). Much like the store windows at Lord and Taylor, Bank of America's "gift box" touted storefront financial vignettes. Touch the window with your hand and the scene animates, coming to life to expand on a holiday inspired financial story captured in both the audio played and text easily readable on the window. Still not intrigued to enter "the box", maybe one of the ladies in holiday sweaters (just like the ones your grandma gives), inviting you in and luring you with hot cocoa is just the enticing you need.

The whole concept, reminiscent of the type of interaction experienced at a children's museum, was not only intriguing and appealed to all five senses it was also contextually appropriate. 

• The timing, Black Friday: one of the biggest shopping days of the year.
• The weather, freezing: cocoa indeed!
• The placement, 5th Avenue: window shopping heaven.
• The emotion, nostalgia: Christmastime, wooly sweaters, gift boxes....

Seeing a bank break into experience design was truly refreshing - the hot cocoa wasn't bad either.