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UX Brighton and a good customer experience

Written September 27th, 2010 by Jonas Persson in Blog

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Two weeks ago Elin and I attended UX Brighton, a small but nicely arranged conference day at the University of Brighton with presentations by people like Jeroen van Geel (from Johnny Holland) and Rory Sutherland, vice-chairman of Ogilvy.

UX Brighton

Some interesting points we’re made by Harry Brignull in his presentations on Dark Patterns – user interfaces that have been designed to trick users into doing things they wouldn’t otherwise have done (Ryanair is the masters of this). This is something that every designer need to be aware of, and Harry called out for some kind of “code of conduct” in this area, much like there are rules in SEO about not using ugly tricks. An interesting topic – where do we draw the line between the good of the user and the good of the company?

Jeroen van Geel talked about product personality, and the need for more brand thinking in UX design. I totally agree, and the personality part is an important part of our work process.

Rory Sutherland made a brilliant speech called “of clouds and clocks”. He argued that there are two kind of things, the free-flowing hard to measure parts (clouds) and the correct, reliable parts that you can measure (clocks). The combination of those two often lead to problem, which he gave some examples of.

On our way back from London to Stockholm in a SAS aeroplane on Tuesday we got a special moment to remember. The plane was at least an hour late due to traffic, and on top of that it was raining on our destination Stockholm. So the stewardess excused so much on their behalf and comforted us… with a song! That was certainly unexpected and also excellently performed – she got an applause and some surprised smiles from the passengers. What a lovely way to catch the moment to do something unexpected – and a really good customer experience at the end of the flight :)


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