ucd15 talk - lucy blackwell - how experiences sell products
Post on 13-Feb-2017
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How experiences sell products@lucyblackwell | lucy.blackwell@futurelearn.com
Don’t eat me yet!
Feelings
Experiences make you feel alive.
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Welcome
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PART 1: FEELINGS
By paying attention to the users emotional experience we can understand better the motivations driving users’ decisions.
You are more beautiful than you think
http://realbeautysketches.dove.com/
PART 1: FEELINGS
Experiences can change how people feel about themselves.
How does this make you feel?
Give me away!
Don’t eat me yet!
Sharing
Do you love anyone enough to give them your last Rolo?
PART 2: SHARING
Every experience can be seen as a conversation, an opportunity to connect.
“Strong social connections… are essential ingredients to psychological well-being. Experiences, much more than material possessions, tend to encourage these types of social connections.”
FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
PART 2: SHARING
Experiences encourage social activity, which people like to share with others, so users end up selling your product for you.
Memories
"Don't bother with the Kings and Queens of England. All of you should learn these dates instead."
“A satisfying experience, often becomes even more positive over time as it is embellished in memory.”
FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
PART 3: MEMORIES
Experiences get better with age, as the story is retold again and again.
B A
http://www.niemanlab.org/2015/08/the-new-york-times-built-a-slack-bot-to-help-decide-which-stories-to-post-to-social-media/
PART 3: MEMORIES
Surprises can make an experience very memorable.
*This may contain sugar, dairy & nuts!
Eat me*! Save the flag!
Value
FROM ‘THE HIDDEN COST OF VALUE-SEEKING: PEOPLE DO NOT ACCURATELY FORECAST THE ECONOMIC BENEFITS OF EXPERIENTIAL PURCHASES’
“Survey subjects rated life experiences as making them happier and as a better use of money than buying objects… But they actually spent their cash on material goods, whose value is more easily quantifiable.”
http://www.nationaltheatre.org.uk/shows/the-drowned-man-a-hollywood-fable
PART 4: VALUE
Physical mementos can enrich an experience and make the product feel more valuable.
Verification builds trust, and providing a more detailed transcript to show the quality of the work done, as well as the effort put in adds value.
PART 4: VALUE
Customised mementos will make an experience feel more unique and valuable to the user.
$14,916.00 Raised. 169 Songs written.
GREAT EXPERIENCES….
Make us feel alive…Are very share-able…
Create a lasting memory… Add value…
Your memento. Thank you!
@lucyblackwell | lucy.blackwell@futurelearn.com
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