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Deep Product Design
Shaping Customer Behavior through
Carefully-Crafted Experiences
Future Insights Live, June 2015
James Archer (@jamesarcher)
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
Deep Product Design (James Archer)
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
Good design is
good business.
@jamesarcher
@jamesarcher
Every dollar invested
in ease of use returns
$10 to $100.
(Source: IBM)
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
SynergyCo
@jamesarcher
$100 million/year revenue
@jamesarcher
@jamesarcher
“We think the site just needs a
fresh coat of paint.”
@jamesarcher
Site messaging is unclear.
@jamesarcher
Pricing is confusing.
@jamesarcher
Site doesn’t give the user
enough information to be
willing to commit to buying.
@jamesarcher
Site talks about quality but
doesn’t demonstrate it.
@jamesarcher
No clear calls to action or lead
capture opportunities.
@jamesarcher
Contact form is difficult to find.
@jamesarcher
Using advertising to make up
for weak customer interest.
@jamesarcher
@jamesarcher
“It’s already built…we just need
someone to make it pretty.”
@jamesarcher
User has to go through training
before they can use the app.
@jamesarcher
Common user goals require too
many clicks to complete.
@jamesarcher
Important information isn’t
given high enough visibility.
@jamesarcher
User doesn’t understand the
full value of the product.
@jamesarcher
Product doesn’t provide
feedback on user actions.
@jamesarcher
Displays error messages instead
of interpreting user input.
@jamesarcher
Users have an underlying sense
of confusion or frustration
when using the product.
@jamesarcher
High user abandonment.
@jamesarcher
Low word-of-mouth
referral rate.
@jamesarcher
@jamesarcher
Losing existing users.
Losing potential users.

Losing potential referrals.
Losing perceived value.
Losing reputation.
Losing search ranking.
@jamesarcher
@jamesarcher
$100 million revenue
($100 billion potential revenue)
@jamesarcher
start
end
15° (8%)
end
60 miles
15 miles
@jamesarcher
start end
$1.2M
@jamesarcher
@jamesarcher
start end
$1.2M
end
15° (8%)
$300k
@jamesarcher
@jamesarcher
start end
$1.2M
end
15° (8%)
$300k
@jamesarcher
start end
$1.2M
end
90° (50%)
$1.8M
@jamesarcher
“Nothing is more expensive
than a cheap lawyer”
@jamesarcher
“Nothing is more expensive
than a cheap designer.”
@jamesarcher
@jamesarcher
Design isn’t what you
think it is.
@jamesarcher
@jamesarcher
@jamesarcher
“Uggghhhhhhh.…”
@jamesarcher
“You’ve got to be kidding me.…”
@jamesarcher
“Oh, come on!”
@jamesarcher
@jamesarcher
Design isn’t decoration.
@jamesarcher
Design isn’t decoration.
Design is problem solving.
@jamesarcher
@jamesarcher
Design isn’t art.
@jamesarcher
Design isn’t art.
Design is results.
@jamesarcher
Design isn’t opinion.
@jamesarcher
Design isn’t opinion.
Design is proven.
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)
@jamesarcher
Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)
@jamesarcher
Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)
@jamesarcher
Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)
@jamesarcher
@jamesarcher
@jamesarcher
@jamesarcher
Design isn’t magical.
@jamesarcher
Design isn’t magical.
Design is methodical.
@jamesarcher
Prototype
experience, interaction,
visual design, language,
implementation, etc.
Study
assumptions, goals,
perception, emotions,
frustrations, etc.
Empathize
models, stories, personas,
values, priorities, etc.
@jamesarcher
Design = empathy
@jamesarcher
@jamesarcher
“The main tenet of design
thinking is empathy for the
people you’re trying to design for.”
@jamesarcher
@jamesarcher
“The responsibility of the designer
is to step out of their own
perspective, to really exercise
their empathy.”
@jamesarcher
@jamesarcher
“What’s more important than
process is mindset. And when it
comes to interaction design, that
mindset is having empathy.”
@jamesarcher
@jamesarcher
@jamesarcher
“On the altar of action orientation
and tough-mindedness, we’ve
sacrificed the fundamentally
human quality of empathy.”
@jamesarcher
It’s not “user-centered design”
until you prioritize the user.
@jamesarcher
It’s not “user experience design”
until you design for the user.
@jamesarcher
@jamesarcher #humanUX
@jamesarcher #humanUX
@jamesarcher
@jamesarcher #humanUX
@jamesarcher
@jamesarcher #humanUX
@jamesarcher
@jamesarcher
Prototype
experience, interaction,
visual design, language,
implementation, etc.
Study
assumptions, goals,
perception, emotions,
frustrations, etc.
Empathize
models, stories, personas,
values, priorities, etc.
@jamesarcher
Intuitiveness
Comfort
Functionality
Efficiency
Delight
@jamesarcher
A
B
B
@jamesarcher
A
C
B
m
6 ॐ
Study &
Empathize
@jamesarcher
Q: How many designers
does it take to put in a
lightbulb?
A: Why a lightbulb?
@jamesarcher
A
C
B
m
6 ॐ
Study &
Empathize 6
@jamesarcher
Design isn’t magical.
Design is methodical.
@jamesarcher
Design is a team sport.
@jamesarcher
Design is too important
to be left to designers.
@jamesarcher
There’s no room for ego
in great design.
@jamesarcher
@jamesarcher
Good design is
good business.
@jamesarcher
“Nothing is more expensive
than a cheap designer.”
@jamesarcher
Design isn’t what you
think it is.
@jamesarcher
Design isn’t decoration.
Design is problem solving.
@jamesarcher
Design isn’t art.
Design is results.
@jamesarcher
Design isn’t opinion.
Design is proven.
@jamesarcher
Design isn’t magical.
Design is methodical.
@jamesarcher
Prototype
experience, interaction,
visual design, language,
implementation, etc.
Study
assumptions, goals,
perception, emotions,
frustrations, etc.
Empathize
models, stories, personas,
values, priorities, etc.
@jamesarcher
Intuitiveness
Comfort
Functionality
Efficiency
Delight
@jamesarcher
A
C
B
m
6 ॐ
Study &
Empathize 6
@jamesarcher
Design is a team sport.
@jamesarcher
Design = empathy
@jamesarcher
@crowdfavorite | crowdfavorite.com
@fortydesign | forty.co
@jamesarcher
jamesarcher.me
james@jamesarcher.me
http://deep.design
@jamesarcher
jamesarcher.me
james@jamesarcher.me
@fortydesign
http://forty.co
@crowdfavorite
http://crowdfavorite.com
http://deep.design
Questions?

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