How can we use our design skills to become rich. Tips and tricks..... And my secret project! Presentation was given @Multi-mania conference

1. MY SECRET LIFE
AS AN EVIL UX
EXPERT
SENIOR INFORMATION ARCHITECT
AT RIPMEOFFANDMAKEMEPAY.COM
@BASTAAR ON TWITTER
DAYJOB @NASCOM

2. SO YOU WANT TO
BECOME RICH?

3. YOU GONNA NEED
SOME SPECIAL
POWERS FOR THAT

4. BUT FIRST I WANT
TO TALK ABOUT
SOMETHING
MUCH MORE
INTERESTING

5. ME!
AND HOW DID I
GET MY
SUPERHUMAN
POWERS

6. IN 1997

9. SO MY
POWERLEVEL
WAS LOW
Communication sciences

10. I STARTED AS A
USABILITY
EXPERT

12. THEN I WANTED
TO CREATE

14. YEAH MORE
POWERS
Communication science
Usability
Information architect
HTML

15. GET INSIDE PEOPLE’S
BRAINS

17. YEAH MORE
POWERS
Communication science
Usability
Information architect
HTML newbie
Scientist
Psychologist
Marketeer ;-)

18. BUT SOMETHING WAS
MISSING

19. CONTEXT
CONCEPT
CONTENT

20. SINGLE CHANNEL
OMNI CHANNEL
FROM
TO

23. YEAH MORE
POWERS
Communication science
Usability
Information architect
HTML
Scientist
Psychologist
Marketeer ;-)
Business dude
DESIGNER!!!!!
SEO
SEA
ANALYTICS
PM
EXPERIENCE
TRENDWATCHER ;-)
SOCIAL MEDIA GURU

24. CAUSE EVERY GOOD
DESIGNER HAS TO BE
A SUPERHERO
NOWADAYS

25. AND JUST
BE LIKE
MR.T

26. BUT REAL DESIGN IS
NOT ONLY ABOUT
FONTS AND
COLOURS

27. CAUSE DESIGN IS THE
PROCESS OF
DISCOVERING
OPPORTUNITIES AND
TURNING THEM INTO
SOLUTIONS

28. AND THAT IS HOW I MANAGE
TO BE A DESIGNER WITHOUT
KNOWING PHOTOSHOP OR ANY
TECHIE STUFF

29. WITH GREAT
KNOWLEDGE COMES
GREAT RESPONSIBILITY

31. BUT
WAIT
A SEC.

34. WHAT ABOUT
WHAT I WANT

36. WORLD
DOMINATION IS
MY GOAL

37. MY SECRET PROJECT

38. LET’S TRY SOME
EVIL SERVICE
DESIGN TODAY !
CREATE A NEED AND HAPPY CUSTOMERS
THAT MAKE ME RICH

40. I NEEDED
A PRODUCT!

41. A PRODUCT THAT
ALLOWED ME TO
SHAPE THE
WORLD
ACCORDING TO
MY NEEDS.

42. IT NEEDS TO BE
SIMPEL AND
UNIVERSAL

43. AND WHAT IS
MORE UNIVERSAL
THAN …….

46. “We used to laugh with people who tried to sell air.
Nowadays we laugh with the buyers “
Jeff hoeyberghs

48. THEY NEED IT

49. HE NEEDS
IT!

50. HE NEEDS
IT!

51. WE ALL
NEED IT!

52. IS IT POSSIBLE?

53. YES IT IS

56. MY
HERO,
MY PARTNER
IN CRIME

57. HOW TO
APPROACH THIS…
SOME EVIL DESIGN
TIPS

58. DISCOVERY
Analyze and dream

59. BUT APPROACH
BUSINESS/BRAND,
STAKEHOLDERS & TECH

60. “If you want to win the
race, you have to run
the entire course.”

61. STAKEHOLDERS
WHO WILL MAKE ME RICH

62. DEFINE PAINS
AND GAINS
senior
Retail
consumers
parents
professional
Press
Governement
AIRCARE
sick people
construction health
Cheap labour
distributors
marketing
IT
helpdesk
Product development
sales
Suppliers
Internal
transport
Air pubs ambassador stores
general retail
country responsibles
lovers
HR

63.
Get to know your
future customer
Research techniques
• Interviews
• Analytics (web, search, AB)
• Surveys
• Usability testing
Our deliverables
• Stakeholdersmap
• Empathy map
• Personas
• Customer lifecycle
• Touchpoint analysis
• Flow diagrams
• Big excel sheet
• …………
AND TURN THEM
INTO CUSTOMER
INSIGHTS

64. ⁃ lack of fresh air
⁃ bad air in passive houses
⁃ need for holiday
⁃ mis your partner
⁃ lack of sex
⁃
⁃
consumers
Pains Gains
⁃ make sure that have the cleanest air
possible
⁃ easy system to keep air in houses good
⁃ relive your holiday through smell
⁃ smell the air of your partner
⁃ stimulate sexual behavior through air and
smell
⁃
DEFINE THEIR
NEEDS

66. DEFINE PAINS
AND GAINS
Carla
Profiel: Independent female
Leeftijd: 33 Years
Gezin: Married 2 children
Job: Marketing account
HI CARLA !
CREATE
PERSONAS

67. JOB DESCRIPTION
LIFE
IT
Most visited digital channelsInteresting time events
Carl works as an account with an advertising company. She has a busy job and works long
hours. In her job she goes al the way. Because of her job she is very brand sensitive. She
looks for added value en everything she does. Also she wants to be and early adopter. Being
up-to-date with the latest stuff is important for her.
Sure it is difficult to combine work and life for her. At home She has 2 kids. Sam (4 year's ) and
Nell (2 years). Her husband leo also has a busy day job and travels a lot. Financially they don't
have to worry much. But they are worried about the future, here families health and our climate.
Her son Sam also has asthma and her husband smokes. They also just moved into a passive
house just outside the city. They travel a lot but here favorite place is the provence (france).
Sometimes when the weather changes she also gets pain in her joints.
Carla should be one of the focus target groups for Aircare. She cares about health for her and her family , the
environment and about brands.
- move to new house
- Marriage
- valentine
- birthdays
- bad air days
- ……..
• Facebook.com
• linkedin.com
• mama.be
• google.com
• destandaard.be
• newsinadvertising.com
• fashion.be
• Interieurblog.be
ECO
Income
Brandable
Social media
XXX AND CARLA
Product ideas
- House air improvement
- partner smell
- valentine
- birthdays
- ……..
Print touch points
• Elle
• flair
• Nest
• ……..
See how we can make Carla into an
ambassador
Carla
Profiel: Independent female
Leeftijd: 33 Years
Gezin: Married 2 children
Job: Marketing account

68. CUSTOMER LIFECYCLE
Awareness
Consider
Purchase
Use
Support

69. CUSTOMER
LIFECYCLE

70. MAP THE
TOUCHPOINTS

71. THE BUSINESS
MODELS, REVENUES

72. IS MY BUSINESS
VIABLE ?
Techniques
• Business model canvas
• Competitor analysis
• Business plan
• KPI’s
• …….

73.
THE
COMPETITION
• Government
• Professional industry
(health)
• Nature
• Scuba diving
• Compressed air guys
• …….
But actually there is no brand
exploiting AIR commercially

74. HELL YEAH,
I HAVE A
PATENT

76. THE BRAND
HOW DO YOU WANT TO BE
PERCEIVED

77.
Building a
consistent brand
Our deliverables
• Brand positioning
• Brand pyramid
• Brand guidelines
• Product packaging
• ………

80. Who
do
you
want
to
be
?
THE TECH
WE’RE TALKING ABOUT EVIL
DIGITAL SERVICE DESIGN

81.
Putting the technical
foundations
Techniques
• Research
• Interview
• Platform analysis
• ……
Our deliverables
• Enterprise architecture
• Service blueprint
• ROI models

82. CREATE A SERVICE
BLUEPRINT

83. LET’S DESIGN ONE
TOUCHPOINT NOW
THE WEBSITE

84. EVIL

85. JUST
LIKE
HIM

87. SELLING AIR IS ALL
ABOUT
PERSUASION
CHECK IT OUT

88. “THEY ARE LAZY
AND FOLLOW THE
PATH OF LEAST
RESISTANCE”

89. FROM
PERSUASION

90. TO
DECEPTION

91. ADD "
EMOTION
PERSUASIVE DESIGN TIP
Emo;ons
will
make
sure
they
remember
you

97. CREATE
STORIES
PERSUASIVE DESIGN TIP
Tell stories that are memorable
• Changes
• Significant moments
• Endings (very important; see
also the well-known peak-end
rule)

99. SOCIAL
PROOF
PERSUASIVE DESIGN TIP
When we see (many) others using a
product, that confirms to us that the
product is good.

101. COMMITMENT
AND
CONSISTENCY
PERSUASIVE DESIGN TIP
Warm them up step by step. If you
can commit someone to one or
more of these small steps toward
your brand, they will stay with you
when they need your premium
product. It’ll be hard for customers
to turn to an unfamiliar
competitor.

102. Stolen
on
slideshare

104. YOU SHALL LIKE ME,
I AM HUMAN
PERSUASIVE DESIGN TIP
We’d
rather
buy
something
from
someone
we
like
and
know,
than
from
a
stranger
or
someone
who
isn’t
that
likeable.

105. SCARCITY
PERSUASIVE DESIGN TIP
If everyone has
access and can buy
as many items as
they like, it’s not
that interesting. If
you limit access and
have a limited
number of items,
people start getting
interested.

108. AUTHORITY
PERSUASIVE DESIGN TIP
When an authority (institution or
person) says something, people are
more open to what they have to say,
compared to when someone unknown
would say the same thing.
Where Social Proof is more about the
quantity of people promoting a product
(‘how many’), with Authority it’s more
about the quality (‘who’).

110. YOU BELONG TO
SOMETHING BIGGER ;-)
PERSUASIVE DESIGN TIP
If they believe they
are part of
something bigger
they will gladly
handover their
money.
WE ARE A CLEAN
AIR MOVEMENT!!!

111. • And
you
will
be
remembered
SURPRISE THEM
PERSUASIVE DESIGN TIP

113. BE FASTAnd on topic
PERSUASIVE DESIGN TIP

117. BE
SNEAKY
!!!!!!!!!!
DECEPTION DESIGN TIP

118. LET’S HIDE THE
STUFF WE DON’T
WANT “THEM” TO
SEE

119. DID
YOU
KNOW !

120. GOTCHA!

121. REALLY
SMART ;-)

122. MANIPULATE YOUR LISTS!

123. 10,00 EUR /month
15,95 EUR
Prices starting* from:
6 Month Subscription
Fresh Air - Bottled with respirator.
Item no: 2330456316
Dimensions(mm): 600x400x180
Volume: 500 ML
Quantity: 1 L / month
0,00 EUR /month
15,95 EUR
Prices starting* from:
12 Month Subscription
Fresh Air - Bottled with respirator.
Item no: 2330456316
Dimensions(mm): 600x400x180
Volume: 500 ML
Quantity: 1 L / month
PR
O
M
O
* Starting prices indicate protions for the first month. After the first month normal fees will apply.
Kim clijsters says
Maecenas faucibus mollis interdum. Integer
All smelsls
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Duis mollis, est non commodo
Special: AIR from the AMazone
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Duis mollis, est non commodo
» health
» sports
» sex
» everyday
Particulier
Home
Professionals
The scientific proof !!
help | faq | jobs | contact
Breathless© 2012 - Privacy - Cookies
Our global team
Breathless
Only the best O2 for you
our O2 networkFind a storeWhat are you looking for? (besides fresh air)
20,00 EUR /month
25,95 EUR
Prices starting* from:
3 Month Subscription
Fresh Air - Bottled with respirator.
Item no: 2330456316
Dimensions(mm): 600x400x180
Volume(: 500 ML
Quantity: 1 L / month
* Starting prices indicate protions for the first month. After the first month normal fees will apply.
10,00 EUR /month
15,95 EUR
Prices starting* from:
6 Month Subscription
Fresh Air - Bottled with respirator.
Item no: 2330456316
Dimensions(mm): 600x400x180
Volume: 500 ML
Quantity: 1 L / month
0,00 EUR /month
15,95 EUR
Prices starting* from:
12 Month Subscription
Fresh Air - Bottled with respirator.
Item no: 2330456316
Dimensions(mm): 600x400x180
Volume: 500 ML
Quantity: 1 L / month
30,00 EUR
45,95 EUR
Prices starting* from:
Sample (No Subscription)
Fresh Air - Bottled with respirator.
Item no: 2330456316
Dimensions(mm): 600x400x180
Volume: 500 ML
Quantity: 1 L / month
PR
O
M
O
Fresh Air

124. THANKS"
"
"
FOLLOW ME AND MAKE ME RICH
@BASTAAR
MY PARTNERS IN CRIME WORK
@NASCOM
DONATE MONEY TO CHARITY AT THIS
NUMBER:
235-373362-3733

125. NO
credits
• Because
on
the
dark
side
we
just
grab
what
we
want
from
the
internet
Many
examples
were
shamelessly
stolen
from
hIp://wiki.darkpaIerns.org/
For
now
go
there
for
evil
inspira;on.
I
will
NOT
share
my
ideas
anymore
Prepare
to
be
dominated
!

126. “FORBEAR TO JUDGE,
FOR WE ARE SINNERS
ALL”
WILLIAM SHAKESPEARE

127. “NO I WILL NOT
SHARE THIS PPT”
ROBBY REMMERIE

128. MY EMPLOYER IS NOT
RESPONSIBLE FOR MY EVIL
THINKING!
ROBBY REMMERIE