The Challenge
Prologue Think Badass
54
The Challenge
Prologue Think Badass
“Point of view is
worth 80 IQ points”
Point of view is also worth a big marketing budget,
a pile of social media Likes, or a viral video.
Our POV:
To create sustained success, create
high-resolution, badass users.
– Alan Kay
55
The Challenge
Prologue Think Badass
Design for the Post-UX UX
UX
Post-UX UX
User Experience while
using the “tool”
User Experience after
using the “tool”.
The UX of
results
.
I can switch between shooting
stills and video with just one button
Wow. The comments on
my video are inspiring.
56
The Challenge
Prologue Think Badass
When our results are tied to the results of our users, all that
matters is what happens when the clicking, swiping, interacting,
using is done.
What did that experience enable?
What can they now do?
What can they now show others?
What will they say to others?
How are they now more powerful?
What happens after the UX drives our success. It’s what drives
our users to talk about and recommend us, and it’s what leaves
our users so obviously better that they might not need to.
All that matters is what happens
when the clicking’s done
57
The Challenge
Prologue Think Badass
Thought Experiment: Post-UX documentary
Imagine one of your users gave a documentary camera crew full
access to track them after they use your product or service.
What do they do in the next minutes, hours, days, weeks?
Who do they talk to? What do they say?
They leave your site, store, or app. They put down your tool.
What happens now?
Write a detailed description of what you see and hear, for the
time-frame that makes sense for your bigger context.
You can do variations of this exercise for users at different
levels from rst-time newbie to expert. The key is to start
thinking—hard—about what most products and services
don’t: the post-UX UX.
If a documentary crew
followed one of your
users, what would the
camera see and hear?
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