New version of my presentation from the UX Camp in Berlin. Ideas and Examples on how to make your website a little more personal.

1. Usability is so 2010...

2. “The thinking processes
that guide our
commercial choices are
complex and
emotional, not logical
and linear.”

3. Emotional Design
MAKE THE USER SMILE

4. About me
Remy Blaettler
«Chief of the System»
 Engineer
 Spent some time to study and work abroad
 Now back with my own company Supertext

7. Maslow's hierarchy of needs
Self-
actualization
Esteem
Love / Belonging
Safety
Physiological

8. User's hierarchy of needs
Missing
Pleasurable
Usable
Reliable
Functional

9. Why?
 Only bad usability leaves a lasting impression
 Good usability is taken for granted
 We are looking for the little perky smile
 No wow effect is needed

10. How?
 Gameification
 Simplicity
 Context Sensitive
 Humor, Irony
 Surprising
 Personal & Personality

11. How not
R.I.P. Clippy 1997 - 2007

12. Lets do it

13. Context Sensitive
Morning:
 Good morning Mister Blättler
Late evening greeting
Wow, working hard today, Remy?
Before a holiday
Happy Easter!
Enjoy your long weekend!

23. Give automation a
personality
 Emails are signed with «Boxed Ice Robot
Llama» at Boxed Ice
 Don’t do the noreply thing

24. And be personal
 Sign e-mails with your name and your e-mail
 Address the customer with his name
 Use the appropriate greeting (Du/Sie)
«Hey Remy» sounds so much better than
«Dear Mister Blättler»
 Make sure this is stored appropriately in your
CRM
 But then people might write back?!

25. Error Pages

34. Copywriting
Which is the most interesting way to describe a
4,700-pound chandelier?
A. Blinged out
B. More brilliant than a studious Christmas tree
C. A death trap
D. Really big and shiny

35. Copywriting
“The Tooth Fairy is a burglarizing fetishist
specializing in black-market ivory trade, and
she must be stopped. Today’s Groupon helps
keep teeth in mouths and out of the hands of
maniacal, winged phantasms.”

36. Copywriting
Pikante Sauce
EUR 1.95
Vulkanausbruch auf der Zunge
EUR 1.95

37. Copywriting
Nil-Kreuzfahrt, 14 Tage,
al inclusive, EUR 699
Liebesurlaub auf Kleopatras Spuren.
14 Tage, all inclusive, EUR 699

38. The next level:
Emotional CRM
“Emotional customers are not problematic
customers. They are customers who care.”
 Track your customers emotions
 From feedback
 Product reviews
 Social Networks
 And ACT upon them!

39. Write me
 remy@supertext.ch
 @swissghostrider

40. Links
Examples
 Little Big Details
Link Collection
 http://mem.to/t/g/63Cvwe644
Better copywriting
 http://blog.supertext.ch/2010/01/referat-im-
technopark-zurich/

44.  Supertext AG
 The first copywriting and translation agency
on the internet.

45. User's hierarchy of needs
Missing
Pleasurable
Usable
Reliable
Functional

46. Emotions make the difference
Humans are not rational beings.
A human is a walking bag of squishy meat and
liquids, awash in chemicals.

47. Bad emotions are the worst
 Music
 Flash intro
 Full screen
 New windows
 Lost passwords during sign-up
 Errors 

49. R.I.P. Clippy 1997 - 2007

50. Feathers

57. Team Pages
Good place to play around a little
Ideas
 Handwritten signature
 Automatic daily horoscope
 Mouse-over pic with something funny
behind it
Avoid:
 Information that is too personal

63. Personal not personalized
 Be personal in e-mails, newsletters and on
your webpage.
 Personalization is often just another feature
that clutters the interface
 Du / Sie in German. Track it in your CRM
 «Hi Remy» sounds so much better than
«Dear Mister Blättler»

64. Greetings and goodbye
Boring
 Hello Remy
In the morning
 Good Morning Remy
 Almost time for lunch?
Afternoon
 We hope you’re on the way home soon?

65. Greetings and goodbye
Evening
Wow, still at work, Remy?
Before a holiday
Instead of always «Kind regards»
Happy Easter!
Enjoy your long weekend!

66. Error Pages
 Avoid them 
 Plan for all cases, check logs, analytics
 Use the same design

68. Error Pages
 Avoid them 
 Plan for all cases, check logs, analytics
 Use the same design
 Apologize and calm the user down

70. Error Pages
 Avoid them 
 Plan for all cases, check logs, analytics
 Use the same design
 Apologize and calm the user down
 Help with the next step / recovery
 Allow for feedback

72. Bills (Supertext Reminder)
Hi.
I’m the computer at Supertext. During the
cleanup of my hard drive, I found the following
open payment:
{ Payment Information }
Nobody knows about this here yet, please pay
quickly so it stays that way.

73. Risks
 Emotions are emotions!
 Some will hate them. Some will love them.
 Be careful where you use them. If used
properly, they can be a very powerful way to
create an identity and a connection to your
brand.

74. Links
 Cool 404 Error Pages
 404 Best Practices
 Fab404
 Emotional Interface Design
 Don’t listen to Le Corbusier

75. You can download this
presentation from
blog.supertext.ch

76. The end.
THANK YOU, THANK YOU!