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Making Stuff People Love

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A healthy relationship helps everyone involved in some meaningful way. The rhythm feels fluid, natural, and balanced. Interaction is personal, because participants listen actively and respond with emotion to each other. And the benefit endures, growing deeper over time.

Design is about relationships, so designing for sustainable engagement is designing for healthy relationships.

Veröffentlicht in: Design
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Making Stuff People Love

  1. 1. Making Stuff People Love A DESIGN FRAMEWORK FOR SUSTAINABLE ENGAGEMENT With love from The @GreatnessStudio#SustainableEngagement
  2. 2. ART HUMANITY EMOTION SCIENCE TECHNOLOGY INTELLECT Our superpowers come from here
  3. 3. This is my UX playbook… It’s an attempt to merge science and art to help people fall in love with stuff we make.
  4. 4. Design is about relationships. Image of Ant-Man’s Airplane by Stuart Rankin.
  5. 5. Design for sustainable engagement is design for healthy relationships.
  6. 6. But Design belongs to all of us, not just designers. …from content strategists to engineers to the end-user.
  7. 7. HI, I’M BRIAN PAGÁN! Work: The Greatness Studio Write: brianpagan.net Tweet: @brianpagan Photo: Hester Bruikman
  8. 8. The Greatness Studio We provide UX mentoring for Graduates, Professionals, & Startups. www.thegreatness.studio With love from
  9. 9. Any healthy relationship has four attributes. Engaging products have them, too. MEANING RHYTHM PERSONALITY ENDURANCE
  10. 10. MEANING RHYTHM PERSONALITY ENDURANCE Climbing these steps makes a product or service more interesting, engaging, and effective over time. SUSTAINABLE ENGAGEMENT LADDER OF @brianpagan – Feb 2017
  11. 11. MEANING RHYTHM PERSONALITY ENDURANCE Enablers help us climb up each step. SUSTAINABLE ENGAGEMENT LADDER OF Pathos Principles Prototypes Process @brianpagan – Feb 2017 Climbing these steps makes a product or service more interesting, engaging, and effective over time.
  12. 12. Enablers help us climb up each step. Pathos Principles Prototypes Process Things to do: Ways to do it: Tools & techniques to get started Things to build for testing assumptions Empathy and emotion for design Guidelines for your decision making
  13. 13. helps us peek through the emotional lens through which people perceive what we make. Pathos
  14. 14. It’s Design Empathy at every step. “[The practitioner] makes a connection on an emotional level with the user by recalling his own feelings and resonating with the user’s experience.” - Dr. Froukje Sleeswijk Visser 1. Discovery 2. Immersion 3. Connection 4. Detachment
  15. 15. If our product isn’t meaningful for people, no amount of "great design" will make it successful. MEANING RHYTHM PERSONALITY ENDURANCE
  16. 16. Imagine a Personal trainer… She could be a human coach, a digital app, a physical product, or a combined service.
  17. 17. What value do we bring to the relationship? Step 1: Meaning
  18. 18. Process for Meaning HERE ARE SOME TOOLS AND TECHNIQUES TO GET STARTED “Traditional” Design Research Value Proposition Creation Immersion & Simulation Emotional Toolbox Character Map What value do we bring to the relationship?
  19. 19. Prototypes for Meaning BUILD THINGS AND USE THEM TO TEST ASSUMPTIONS Experience Flows Concierge MVP Role-playing Sessions Scenario Videos What value do we bring to the relationship?
  20. 20. Pathos for Meaning LET’S CHALLENGE OURSELVES TO FEEL WHAT OTHERS FEEL What pains do people need to relieve? What delights are people hunting for? What’s holding people back? What puts us in a position to help? What value do we bring to the relationship?
  21. 21. Principles for Meaning PRINCIPLES GUIDE OUR DECISION MAKING Respect people’s privacy and consent. Consider your impact on research participants. Stay critical at each stage: is this still meaningful? Consider any unintended consequences of success. What value do we bring to the relationship?
  22. 22. Designing Meaningful Products Pathos What pains do people need to relieve? What delights are people hunting for? What’s holding people back? What puts us in a position to help? Process “Traditional” Design research Value Proposition Creation Immersion & Simulation Emotional Toolbox Character Map Prototypes Experience Flows Concierge MVP Role-playing Sessions Scenario Videos Principles Respect people’s privacy and consent. Consider the impact on research participants. Stay critical at each stage: is this meaningful? Consider any unintended consequences of success. What value do we bring to the relationship? With love from The @GreatnessStudio
  23. 23. Interactions with rhythm feel natural and flow smoothly. MEANING RHYTHM PERSONALITY ENDURANCE
  24. 24. A trainer has to engage with her clients. Is she active or passive? Does she pay attention to your input or give you a standard program?
  25. 25. How do we want to structure the conversation? Step 2: Rhythm
  26. 26. Design for Habits (HOOK model) Conversational Interaction Content Architecture Meaningful Motion Process for Rhythm HERE ARE SOME TOOLS AND TECHNIQUES TO GET STARTED How do we want to structure the conversation?
  27. 27. (Simulated) Chatbots (Digital) Mockups Paper Prototypes Scripted E-mail interactions Prototypes for Rhythm BUILD THINGS AND USE THEM TO TEST ASSUMPTIONS How do we want to structure the conversation?
  28. 28. What are people afraid of? What bothers people? How do people see themselves? What are the moments before and after? Pathos for Rhythm LET’S CHALLENGE OURSELVES TO FEEL WHAT OTHERS FEEL How do we want to structure the conversation?
  29. 29. Listen to people: react to and adapt with their input. Only bother people when you need to. Build healthy habits for people, not unhealthy ones. Use dramatic tension, but always show a clear path. Principles for Rhythm PRINCIPLES GUIDE OUR DECISION MAKING How do we want to structure the conversation?
  30. 30. Building Rhythm into Products Pathos What are people afraid of? What bothers people? How do people see themselves? What are the moments before and after? Process Design for Habits (HOOK model) Conversational Interaction Content Architecture Meaningful Motion Prototypes (Simulated) Chatbots (Digital) Mockups Paper Prototypes Scripted E-mail Interactions Principles Listen to people: prioritize their input. Only bother people when you need to. Build healthy habits for people, not unhealthy ones.. Use dramatic tension, but always show a clear path. How do we want to structure the conversation? With love from The @GreatnessStudio
  31. 31. How do you feel right now? Any questions?
  32. 32. Giving things personality lets us relate to them on a deep, visceral level. MEANING RHYTHM PERSONALITY ENDURANCE
  33. 33. Who is this trainer? Is she closed off or open? Does she crack jokes? Can she be tough and strict?
  34. 34. How can we connect with people emotionally? Step 3: Personality
  35. 35. Brand Identity Content Guidelines Emotional Data Visualization System Character Process for Personality HERE ARE SOME TOOLS AND TECHNIQUES TO GET STARTED How can we connect with people emotionally?
  36. 36. (Simulated) Chatbots Character Social Media Accounts Role Playing Posters Prototypes for Personality BUILD THINGS AND USE THEM TO TEST ASSUMPTIONS How can we connect with people emotionally?
  37. 37. What is a person’s ideal self? Whom do people look up to and respect? Whom do people trust and believe? What’s the appropriate relationship for this? Pathos for Personality LET’S CHALLENGE OURSELVES TO FEEL WHAT OTHERS FEEL How can we connect with people emotionally?
  38. 38. Always stay in character. Never patronize people. Delight people whenever you can. Show opportunities instead of problems. Principles for Personality PRINCIPLES GUIDE OUR DECISION MAKING How can we connect with people emotionally?
  39. 39. Designing Products with Personality Pathos What is a person’s ideal self? Whom do people look up to and respect? Whom do people trust and believe? What’s the appropriate relationship for this? Process Brand Identity Content Guidelines Emotional Data Visualization System Character Prototypes (Simulated) Chatbots Character Social Media Accounts Role playing Posters Principles Always stay in character. Never patronize people. Delight people whenever you can. Show opportunities instead of problems. How can we connect with people emotionally? With love from The @GreatnessStudio
  40. 40. Enduring relationships are the most meaningful ones. MEANING RHYTHM PERSONALITY ENDURANCE
  41. 41. What does the trainer do when you achieved your goal? Does she end the relationship or offer you a new program? Does she learn from mistakes?
  42. 42. How do we keep the relationship satisfying? Step 4: Endurance
  43. 43. Narrative Mapping Business Modeling Continuous Analytics Goal & Theme Roadmap Process for Endurance HERE ARE SOME TOOLS AND TECHNIQUES TO GET STARTED How do we keep the relationship satisfying?
  44. 44. Your actual product or service Beta versions of your product or service Prototypes for Endurance BUILD THINGS AND USE THEM TO TEST ASSUMPTIONS How do we keep the relationship satisfying?
  45. 45. How do people’s feelings change over time? What new challenges do people face? What’s holding people back now? Why are some people not using your product? Pathos for Endurance LET’S CHALLENGE OURSELVES TO FEEL WHAT OTHERS FEEL How do we keep the relationship satisfying?
  46. 46. Embrace opportunities to pivot. Stay humble, honest, open, & critical. Believe what people do, not what they say. Engagement is not the end goal. Principles for Endurance PRINCIPLES GUIDE OUR DECISION MAKING How do we keep the relationship satisfying?
  47. 47. Maintaining Product Endurance Pathos How do people’s feelings change over time? What new challenges do people face? What’s holding people back now? Why are some people not using your product? Process Narrative Mapping Business Modeling Continuous Analytics Goal & Theme Roadmap Prototypes Your actual product or service Beta versions of your product or service Principles Embrace opportunities to pivot. Stay humble, honest, open, and critical. Believe what people do, not what they say. Engagement is not the end goal. How do we keep the relationship satisfying? With love from The @GreatnessStudio
  48. 48. So let’s get started! MEANING RHYTHM PERSONALITY ENDURANCE Pathos Principles Prototypes Process
  49. 49. Thank you! Sign up for a discount on the upcoming book and online course. d3e.co/engage Get these slides and further reading

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