The Invisible Problem with Fairy Tale Experiences

A presentation at UXLx: User Experience Lisbon in May 2016 in Lisbon, Portugal by Per Axbom

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The invisible problem with FAIRY TALE experiences m o b x @a

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@axbom

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@axbom Úlfur’s Woolies small big about contact INSPIRATION! My hoods fit your head. OUTSIDE INSIDE PICNIC When you don’t want to show your face. For romantic evenings at home. When you’re visiting grandma.

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@axbom PREYPAL money owed

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@axbom confirmation shipping + taxes delivery time

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@axbom

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A B @axbom

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@axbom A u0cde B

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@axbom A hmzx6 B

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@axbom A hmzx6 B

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@axbom wheee! A u B

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@axbom wheee! A u B

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@axbom wheee! easy!

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@axbom OFF ON AUTO-PILOT

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@axbom

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@axbom profit buyer uses reptilian brain

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@axbom How was your experience? What experience?

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@axbom The user and you.

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@axbom The user and you. I promise to take good care of you. taking responsibility obligation · control promise · conscience pledge · care for

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@axbom OFF ON AUTO-PILOT

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@axbom

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@axbom Ask a psychiatrist

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@axbom Buying milk online 6 for 70kr

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@axbom Honey!? 18 litres of of milk?! Huh!?

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@axbom Making something easy does not create loyalty. Understanding people’s real story does. Patience does. Caring does.

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@axbom

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@axbom

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@axbom

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@axbom YOUR WEBSITE HOME INFO ABOUT CONTACT WE ARE UNIQUE READ MORE We are extremely unique and different from our competitors by having a website that looks exactly the same. Always. Three. Columns. We could have four columns. But everyone else has three. Feeling creative we added pic of smiling woman here. Yup, the website layout says we can offer only 3 services. Idea stolen, with utmost respect, from Dave Ellis. / novolume.co.uk

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@axbom @axbom

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Goal @axbom

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@axbom PREYPAL Goal

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@axbom OFF ON AUTO-PILOT

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@axbom Think. Think. Goal Think. Think. Think.

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Goal @axbom

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@axbom Phasellus ut euismod ex Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi condimentum nisi non dui ornare, sodales commodo dui fringilla. Aliquam vehicula magna urna, id sollicitudin nunc placerat ut. Aliquam faucibus accumsan sollicitudin. Aenean eu ornare elit, ut eleifend libero. Quis porta enim Donec elementum sapien et justo accumsan dignissim CRAS FAUCIBUS Donec elementum sapien et justo accumsan dignissim

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@axbom #BreakingNews Consistent user experience is newspeak for SWITCH OFF THE BRAIN.

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@axbom Good friction gives guidance.

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@axbom Good friction creates resilience.

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@axbom Curling

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@axbom Curling parents Treating children like curling stones, sweeping and smoothing their path, essentially creating zero friction. This makes it hard for the children to make balanced decisions and sets them up for disappointment and adversity.

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@axbom s r e n g i s e d Curling parents s r e s u Treating children like curling stones, sweeping and smoothing their path, essentially creating zero friction. users This makes it hard for the children to make balanced decisions and sets them up for disappointment and adversity.

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@axbom People need to feel accomplishment. It is liberating to clear obstacles. THAT is an experience. Game designers ADD obstacles.

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@axbom Renting a room by the hour

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@axbom You will find the password by reading the welcome information carefully. In this film you will find the password for logging in to the booking system, 5 small characters. Your username is in the confirmation e-mail. Code of conduct explained whilst giving out one letter of the password every thirty seconds.

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@axbom “Dana made it hard for people to join, but that was great, because our members were loyal, active and serious.” Kevin Spacey about creating triggerstreet.com, a community for script writers. https://hbr.org/2016/03/kevin-spacey triggerstreet.com

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@axbom You don’t want to catch everyone. CATCHING EVERYTHING is not an example of good design. You need insights about who you want to reach.

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@axbom You must decide where your loyalty lies. user business goal

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@axbom Do not hide things that help your users make conscious, deliberate choices in your product or service.

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@axbom We work like this… I’m looking for this… You can think like this… You decide if you move on… Thanks! I get it… Ok, I’ll do this…

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Goal @axbom

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@axbom That was a good workout!

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@axbom Only then can we live happily ever after.

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@axbom axbom.com/fairytale “Of course you aren’t scared of me. I’m not the wolf. You are.” – The Bad Ones, Stylo Fantome @axbom