Workshop Jared Spool: The UX MBA

14 Nov 2013 10h - 14 Nov 2013 14h Bairro do Recife

Jared is Founding Principal of User Interface Engineering. He’s been working in the field of usability and design since 1978, before the term “usability” was ever associated with computers. Jared has guided the research agenda and built UIE into the largest research organization of its kind in the world.

Jared is a top-rated speaker at more than 20 conferences every year. He is also the conference chair and keynote speaker at the annual User Interface Conference, and is on the faculty of the Tufts University Gordon Institute.

We start with a UX puzzle: Given all of its advantages, how did the Microsoft Zune fail to capture the market? Microsoft had 6 years to study exactly what their competitors, especially Apple were doing. They put their best team — the folks behind the XBox — on the job. They had all the resources anyone could have. Yet, they never got beyond third place with only 5% of the marketshare when the first place iPod had 75%.

The answer, it turns out, is at the heart of what makes a great user experience. In this workshop, we’ll look at the various factors that produce delightful products and services, and show how Microsoft took missteps in every direction. We’ll explore how great companies succeed at delivering innovative results by carefully studying their users.

Workshop leader, Jared M. Spool, will then turn the discussion to your company’s designs. What are you doing right and where could you be doing better? We’ll spend the remainder of the workshop deconstructing the user experience process for your organization, looking for opportunities to make your products and services delightful to your customers.

You’ll learn:

  • How the maturity of the marketplace changes the emphasis from features to experience (and how to adapt that shift);
  • The difference between the Six Flags approach to activities and the Disney Magic Kingdom approach to experiences;
  • How to spot opportunities for innovation by mapping out the experiences of your users as they work with your products and services.

Recommended background for participants:

Market Maturity

Designing Great Experiences: The Gap Between Activities

Understanding the Kano Model – A Tool for Sophisticated Designers

The 3 Qs for Great Experience Design

4 hours

14 November, 2013 / Recife, Brazil


* There will be no refund of the amount in case of cancellation after 7 days from date of purchase.
*As vagas serão limitadas.
*O workshop será em inglês. Não haverá tradução simultânea.