WINNING            AND         LOSING        BY DESIGNHow website and mobile app design can make or break your business.  ...
My dad isobsessedwith cars
You might be thinking...“I would never let myemotions overrule my overeducated brain”
Same engines          Same features        Same performanceSo, why the 25% price difference?
INFORMATION
EMOTION
Emotions areproblematic for  businesses
Emotionsdrive brand adoption     and loyalty
Good data    =Good design
So, how do we design    for emotions?
Let’s start with how  people behave...
Meets or goals; Meets our“Persuasion modelsexpectations and is easy     require threeto use       things...”              ...
Meets or goals; Meets ourexpectations and is easy“...motivation, abilityto use    and a trigger.”                      BJ ...
pleasure/painMeets or goals; Meets ourexpectations and is easyto use hope/fearacceptance/rejection                    BJ F...
HighMotivation                   Make it                  rewarding                      Get off     Make it              ...
Success web experiences...• meet our goals,• meet our expectations,• and are easy to use.
“Successful UX leads to   delight. Delight isnt a  bunch of cool features,its having the user reach        their goals.”  ...
Repeat after me...“I am not my customer”
Case Study:Fitness ProductHow designing around emotions   lead to a 300% increase in       customer signups.
BaselineExisting site and apps   Some analytics Customer feedback
Baseline       $30/m     ($360/yr)65 customers/day
80%Abandon
Step 1:Who, why and where?
How they use product / service                      (where is it applied to the real world?)                              ...
Step 2:What emotional drivers trigger action in the    target market?
HighMotivation                   Make it                  rewarding                      Get off     Make it              ...
HighMotivation                 Gamification                   tools to                  encourage                   progres...
HighMotivation      “This could    “You’re       be you”      not alone”  Low                       “No risk,             ...
Start   Finish
Big breakthrough!Different people want different experiences
$100,000      300%195 customers/dayROI in less than 1 month
That was only half  their problem
20% churn  25,000   5,000= $1.8M
Engage and delight            Re-engage and encourageStart                         Old                               New  ...
$100,000   50%= $900,000
...But wait, there’s       more...
Call center costsDirect sales costs Marketing costs
- Typical Approach-                                          High cost of                                        customer ...
- User Centric Approach - Reduced costs to   support clientrequests & content    development                              ...
How do you get there?
“...removeadministrative   debris...”            Edward Tufte
B B C                                                    Return to Front PageNEWS      SCIENCE & ENVIRONMENTHerschel teles...
B B C                                                    Return to Front Page                                             ...
Back down to earth
1                2        34                   5            6    7           8
1                        2            3    4                            5        6           7                8
How does thishelp you today?
Go createbeautiful things. alluring, appealing, exquisite
You’ll know it’s    beautiful...because it feels beautiful
EMOTIONAL    ANDintellectual
Data is important             butit can’t solve the problem
Data highlights the   problem anddesign solves the     problem
Data highlights the   problem anddesign solves the     problem
- Thank You -Questions?
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
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Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil

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Richard Banfield's, CEO & Co-Founder of Fresh Tilled Soil, presentation at Harvard Business School, on mobile & web design and their effects on business bottom line. Presentation delivered on January 17, 2012 in Cambridge, MA

Veröffentlicht in: Design, Business, Technologie
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Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil

  1. 1. WINNING AND LOSING BY DESIGNHow website and mobile app design can make or break your business. fresh tilled soil
  2. 2. My dad isobsessedwith cars
  3. 3. You might be thinking...“I would never let myemotions overrule my overeducated brain”
  4. 4. Same engines Same features Same performanceSo, why the 25% price difference?
  5. 5. INFORMATION
  6. 6. EMOTION
  7. 7. Emotions areproblematic for businesses
  8. 8. Emotionsdrive brand adoption and loyalty
  9. 9. Good data =Good design
  10. 10. So, how do we design for emotions?
  11. 11. Let’s start with how people behave...
  12. 12. Meets or goals; Meets our“Persuasion modelsexpectations and is easy require threeto use things...” BJ Fogg
  13. 13. Meets or goals; Meets ourexpectations and is easy“...motivation, abilityto use and a trigger.” BJ Fogg
  14. 14. pleasure/painMeets or goals; Meets ourexpectations and is easyto use hope/fearacceptance/rejection BJ Fogg
  15. 15. HighMotivation Make it rewarding Get off Make it your butt! easy LowMotivation Low Ability High Ability BJ Fogg
  16. 16. Success web experiences...• meet our goals,• meet our expectations,• and are easy to use.
  17. 17. “Successful UX leads to delight. Delight isnt a bunch of cool features,its having the user reach their goals.” Richard Banfield
  18. 18. Repeat after me...“I am not my customer”
  19. 19. Case Study:Fitness ProductHow designing around emotions lead to a 300% increase in customer signups.
  20. 20. BaselineExisting site and apps Some analytics Customer feedback
  21. 21. Baseline $30/m ($360/yr)65 customers/day
  22. 22. 80%Abandon
  23. 23. Step 1:Who, why and where?
  24. 24. How they use product / service (where is it applied to the real world?) an om Fitness training ”w ng lo s om s or ide General diet and health rs m tf ine br no e om ra e -b ut lt -h “b -to na at so Event based gle on - ay r Sin So Pe St Who uses product / service Office on a desktop/laptop (how are the users segmented into roles?) Home on a desktop/laptop In the gym with smartphoneWhere they useproduct / service(what is the location of where this is used?)
  25. 25. Step 2:What emotional drivers trigger action in the target market?
  26. 26. HighMotivation Make it rewarding Get off Make it your butt! easy LowMotivation Low Ability High Ability
  27. 27. HighMotivation Gamification tools to encourage progress Different “This could funnels for “You’re be you” not alone” different confidence “No risk, levels Low free trial”Motivation Low Ability High Ability
  28. 28. HighMotivation “This could “You’re be you” not alone” Low “No risk, free trial”Motivation Low Ability High Ability
  29. 29. Start Finish
  30. 30. Big breakthrough!Different people want different experiences
  31. 31. $100,000 300%195 customers/dayROI in less than 1 month
  32. 32. That was only half their problem
  33. 33. 20% churn 25,000 5,000= $1.8M
  34. 34. Engage and delight Re-engage and encourageStart Old New Finish Finish
  35. 35. $100,000 50%= $900,000
  36. 36. ...But wait, there’s more...
  37. 37. Call center costsDirect sales costs Marketing costs
  38. 38. - Typical Approach- High cost of customer and tech support High-touch Support Product (Tech and UI) Customer experience overlooked Sales &Long sales cycles, Marketing High CAC
  39. 39. - User Centric Approach - Reduced costs to support clientrequests & content development Product (Tech and UI) High-touch Support Improved client Sales & loyalty & LTV MarketingShort sales cycles & CAC
  40. 40. How do you get there?
  41. 41. “...removeadministrative debris...” Edward Tufte
  42. 42. B B C Return to Front PageNEWS SCIENCE & ENVIRONMENTHerschel telescope revisits cosmic classic Other Stories Wikipedia in anti-Sopa blackout Republican debaters target Romney Radical cleric cannot be deported EU in legal move against Hungary
  43. 43. B B C Return to Front Page US & CanadaNEWS SCIENCE & ENVIRONMENT Asia AfricaHerschel telescope revisits cosmic classic South America Middle East Australia & NZ Other Stories Wikipedia in anti-Sopa blackout Republican debaters target Romney Radical cleric cannot be deported EU in legal move against Hungary
  44. 44. Back down to earth
  45. 45. 1 2 34 5 6 7 8
  46. 46. 1 2 3 4 5 6 7 8
  47. 47. How does thishelp you today?
  48. 48. Go createbeautiful things. alluring, appealing, exquisite
  49. 49. You’ll know it’s beautiful...because it feels beautiful
  50. 50. EMOTIONAL ANDintellectual
  51. 51. Data is important butit can’t solve the problem
  52. 52. Data highlights the problem anddesign solves the problem
  53. 53. Data highlights the problem anddesign solves the problem
  54. 54. - Thank You -Questions?

×