The document discusses designing products for both love and money. It notes that designing for love through creating memorable, delightful experiences can lead to increased customer loyalty, willingness to buy, and organic growth. However, money is also needed to sustain a business. The document provides tips on designing revenue options into the experience, encouraging good customer behavior while discouraging bad behavior, and creating virtuous cycle ecosystems where customer value and business success reinforce each other. It also discusses challenges with designing for both love and money at the product, organizational, and career levels and provides strategies to address them.
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⢠What the user experience with your product really is about.
Creating value
Functional
Usable
Useful
Desirable
DelightfulMeh
Love
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⢠Perceptions of warmth and competence
produce feelings of admiration
⢠Admiration corresponds to increased
willingness to buy
⢠High admiration gives way to awe
⢠Awe leads to insane loyalty
Does their love matter?
Source: http://www.sciencedirect.com/science/article/pii/S1057740812000290
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Love helps you grow
Net Promoter Scores
(NPS) explained 20-60%
of the variation in
organic growth rates
among competitors
>2x
CAGR
Growth (indexed)
500
100
0
200
300
400
0 5 10 15 20
Loyalty Leader
Average
Source: http://www.netpromotersystem.com
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How do you design for love?
⢠Enable memorable, delightful experiences
⢠Obsess over the details and small touches
⢠Consistently solve pain; donât cause it
⢠Be real, be human, be warm
⢠Listen, observe, & use data to improve
⢠Make it hard for people to hate you
Source: Jennifer Aaker http://faculty-gsb.stanford.edu/aaker/
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âFor four years we have offered the
synchronization service for no charge,
predicated on the hypothesis that a
business model would emerge to
support the free serviceâ
Todd Agulnick, co-founder, XMarks
Someone else is handling that
Source: http://www.pcworld.com/article/206479/
Xmarks_Is_Gone_But_Browser_Sync_Lives_On_.html
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⢠What the user experience with your product really is about.
I feel dirty
Advertising can feel dirty
Crippleware feels dirty
Hidden fees are dirty
It doesnât have to be that way
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Good proďŹts
⢠Fred Reicheld deďŹnes âbad proďŹtsâ as earnings that
come at the expense of customer relationships
⢠In the airline industry, itâs estimated that 50% of
customers feel coerced, misled and ill-treated
⢠JetBlue only charges for a 2nd checked bag
⢠âAnalysts like to remind us that we leave over $100
million on the table every year for that policy.â
- Joel Peterson, Chairman, JetBlue Airways
Source: http://www.linkedin.com/today/post/article/20130827063031-11846967-a-common-
sense-solution-to-slow-airplane-boarding
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⢠What the user experience with your product really is about.
How do you design for money?
⢠Design for love ďŹrst, butâŚ
⢠Design revenue options into the experience
⢠Harness the power of money
⢠Encourage good behavior
⢠Discourage bad behavior
⢠Donât be evil
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â˘Agile and design ideation
â˘Perceptions of ROI
â˘Time pressure and validation
â˘Design not always quantiďŹed
â˘Designers arenât vocal enough
â˘Knowledge and understanding
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⢠What the user experience with your product really is about.
Product strategy
⢠Intentionally design for engagement and
harmonious revenue
⢠Make monetization enhance the experience
⢠Buy time for the creative process
⢠Earn a seat at the table, speak the language
⢠Quantify that design drives success
⢠Control your design destiny
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⢠What the user experience with your product really is about.
Organizational strategy
⢠Have UX report as high as possible
⢠Control your organizational destiny
⢠Turn Design into a proďŹt center
⢠Own Design projects and engineering
⢠Make HR and PR your allies
⢠Meet frequently with your detractors
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⢠Choosing the right career path
⢠Politics, politics, politics
⢠70% will eventually manage others
⢠Yet 95% said they enjoy designing
⢠Join companies, leave bosses
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⢠What the user experience with your product really is about.
Career strategy
⢠Intentionally design your career
⢠Choose your boss wisely
⢠Keep what you love (design!)
⢠Stay relevant and differentiated
⢠Find powerful and connected mentors
⢠Recognize and seize opportunity
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Design is your instrument
Design for love to be memorable
Design for revenue to control your destiny
Design your organization to have inďŹuence
Design your work to be successful
Design your own career to be happy