"Wow, there's a lot of you.
So putting on an event like this is a tremendous amount of work and the Preet and the community have done an incredible job doing this and I think we should be making some noise for that so let's make some noise.
Okay so in our community we talk a lot about getting people to value design we talk about do organizations value design but how do we actually tell if an organization has values design well one way you can tell is by how much money they spend on making great things and how much investment they make there.
So we started to ask the question well how would we go about looking to see if in fact who is spending the most money right what is going on and we swen off to find the most expensive UX projects we could find and we found one it's the most expensive one that's ever been done and oddly enough it's a bracelet in fact it's the Disney Magic Band. They spent a billion dollars on this project and it does not even tell time which is weird because they're famous for their watches right Mickey Mouse watches so if you don't know about this thing you buy these things when you book a vacation at the park and they come in the mail in a beautiful box with your favorite characters on them each one of the bands is customized to a family member the bands are tailorable in that regard inside is is technology of course they have three different types of radio transmitters they have a RFC RFID I mean for payment processing they have NFC for near-field communications and they have a GPS inside this thing so that the band knows where you are everywhere you go in the park it will because of those transmitters it will let you into your hotel room it will let you have VIP access to any of the rides it will let you just wave your arm and pay for anything you want even if you wanted to and it my favorite feature is if you want if it's say it's your kid's birthday which is a common scenario right kids show up on their birthday at Disney that's a special trip they can use the GPS in the band to have the kids favorite character hunt them down and wish them a happy birthday it's a little creepy but it's cool uber has taught us that creepy and cool can exist in the same set as has Facebook but the thing that is most amazing to me about the about the the magic band is not the technology it's not the functionality it's not the interaction design or the visual design of the apps it's none of those things. What is fascinating to me is that it was built by Disney and the reason that that's particularly interesting to me is that I first started working with Disney on a variety of designs back in 1997 I the first thing we paid attention to were the things that the Disney Parks and Resorts team were producing in particular we we were looking at the Disney website and this was the best they could do this was it this was the pinnacle of Disney capability online now I know it's gorgeous but you should see how it works it sucked it absolutely sucked and in fact it was so bad that you could not complete a reservation online for the park without actually getting on the phone and calling their call center and finishing it not on the phone it was so hard to use that we started using it as a tool for training people on how to do usability testing because it turns out when you train people to conduct usability tests it helps if you have something unusable for them to practice on because then they can find the unusable bits and they can work through how they handle interacting with a participant in a study during that so we created a bunch of tasks my favorite one for training was actually based on a real a real scenario that we had uncovered talking to someone who was a real Disney fanatic what what the Disney people refer to as a world file someone who goes all the time and..."
For the longest time, making a great experience for the user was a business-strategy luxury item. A great product only had to work and ship. A great experience was a nice-to-have, not a requirement. Times have changed. The cost of delivering a product is no longer a barrier to entry. Quality is no longer a differentiator. What’s left? The user’s experience. Every part of the organization must be infused with an understanding of great design. Your organization has to cross the UX Tipping Point. You must increase everyone’s exposure to users, communicate a solid experience vision, and install a culture of continual learning. With that, design will become your organization’s competitive advantage.