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.

1. Designing for
Love and Money
Fluxible 2013
Kitchener, Ontario, Canada
Sep 14, 2013
Larry Cornett, Ph.D. Brilliant Forge

2. Brilliant Forge

3. Brilliant Forge
L
O
V
E
$

4. Brilliant Forge
Overview
• Designing for Love
• Designing for Money
• Product Challenges
• Organizational Challenges
• Career Challenges
• Closing Thoughts

5. Designing for Love

6. Brilliant Forge
• What the user experience with your product really is about.
Creating value
Functional
Usable
Useful
Desirable
DelightfulMeh
Love

7. Brilliant Forge
• 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

8. Brilliant Forge
How insane?
Source: http://whoneedsbillboards.blogspot.ca

9. Brilliant Forge
Engagement
Growth
Money
Love
Opportunity

10. Brilliant Forge
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

11. Brilliant Forge
How do you design for love?
• Enable memorable, delightful experiences
• Obsess over the details and small touches
• Consistently solve pain; don’t 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/

12. Designing for Money

13. Brilliant Forge
“For 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 service”
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

14. Brilliant Forge
If you’re good at something
Never do it for freeWarner Bros. Pictures

15. Brilliant Forge
Revenue cheese
Source: http://www.menshealth.com/

16. Brilliant Forge
Revenue cheese
Source: http://www.yahoo.com

17. Brilliant Forge
Inappropriate revenue
Source: www.nytimes.com

18. Brilliant Forge
Creepy revenue
Source: http://ebay.com

19. Brilliant Forge
• 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 doesn’t have to be that way

20. Brilliant Forge
Bake it in
Source: http://recipeshoebox.blogspot.ca

21. Brilliant Forge
Good profits
• Fred Reicheld defines “bad profits” as earnings that
come at the expense of customer relationships
• In the airline industry, it’s estimated that 50% of
customers feel coerced, misled and ill-treated
• JetBlue only charges for a 2nd checked bag
• “Analysts like to remind us that we leave over $100
million on the table every year for that policy.”
- Joel Peterson, Chairman, JetBlue Airways
Source: http://www.linkedin.com/today/post/article/20130827063031-11846967-a-common-
sense-solution-to-slow-airplane-boarding

22. Brilliant Forge
Virtuous cycle ecosystems
Product
Business
$
Customer Value
$

23. Brilliant Forge
• What the user experience with your product really is about.
How do you design for money?
• Design for love first, but…
• Design revenue options into the experience
• Harness the power of money
• Encourage good behavior
• Discourage bad behavior
• Don’t be evil

24. Product Challenges
Source: http://blog.midillinicu.com

25. Brilliant Forge
•Agile and design ideation
•Perceptions of ROI
•Time pressure and validation
•Design not always quantified
•Designers aren’t vocal enough
•Knowledge and understanding

26. Brilliant Forge
Learn Analytics
Source: http://dribbble.com/shots/902435-Website-Analytics-Dashboard

27. Brilliant Forge
Talk the Talk
Source: http://blog.kissmetrics.com/actionable-google-analytics/

28. Brilliant Forge
Intentionally Design
Revenue
The Creation of Adam brought to you by Coca-Cola™

29. Brilliant Forge
• 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

30. Organizational Challenges
Source: http://www.bonkersworld.net/organizational-charts/

31. Brilliant Forge
•Perceptions of UX
•Where UX lives
•Ever-changing org models
•Support from your boss
•Involvement and influence

32. Brilliant Forge
Show the Candy
Source: http://chocolatecandybusiness.wordpress.com/

33. Brilliant Forge
Reach the Top
Source: http://snowbrains.com

34. Brilliant Forge
Share the Pain
Source: http://www.bhmpics.com/

35. Brilliant Forge
• 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 profit center
• Own Design projects and engineering
• Make HR and PR your allies
• Meet frequently with your detractors

36. Career Challenges
Source: http://sophmphoto.blogspot.ca/

37. Brilliant Forge
• Choosing the right career path
• Politics, politics, politics
• 70% will eventually manage others
• Yet 95% said they enjoy designing
• Join companies, leave bosses

38. Brilliant Forge
Be careful…
Title
$
DesignYour
Career Path
Source: http://www.fotosearch.com/ and http://snappygardening.com

39. Brilliant Forge
Keep What
You Love
Source: http://natalieedgar.wordpress.com/

40. Brilliant Forge
Be Confident
Be Bold
Source:http://www.designerfounders.com

41. Brilliant Forge
• 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

42. Closing Thoughts

43. You Value
Cost
Colleagues
Business
Perception
Designing for
Love & Money
Customers
Boss
Product
Org
Career

44. Brilliant Forge
Design is your instrument
Design for love to be memorable
Design for revenue to control your destiny
Design your organization to have influence
Design your work to be successful
Design your own career to be happy

45. Brilliant Forge
ThankYou