ux as a strategic advantage: designing revenue | fresh tilled soil labs

How to Make User Experience Your Company's

Strategic Advantage

How UX is used as a strategic advantage by companies like Apple

How to blend UX planning into your vision and strategic planning

How to lead the UX vision in your organization/startup

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when you see this symbol make a note of the question

Q

How UX is used as a strategic advantage by companies like Apple

1

First, change your mind about design

Everyone is a designer

&

every experience is designed

Jack Dorsey

“Design is not just visual, design is

efficiency. Design is making something simple.

Design is epic. Design is making it easy for a user

to get from point A to point B.”

Next, understand that UX is marketing

experience & memory precede brand and loyalty

does your experience reinforce your brand?

Q

Finally, understand how it works

how the brain and body work

movementemotionsmemoryvision

...

How to blend UX planning into your vision and strategic planning

2

What’s the point of a brain

and a body?

Movement

The primary reason have

evolved brains to move our bodies and

manipulate the world around us.

what about the human form is

aligned with your strategy?

Q

Emotions

Without emotions your brain is incapable of

making decisions.

We’re unique in the range of

emotions that are recognizable

in the face.

what are the emotions you’re creating in your

strategy?

Q

Motivation

Easy to Do

Hig

h M

otiv

atio

nLo

w M

otiv

atio

n

Hard to Do

Make it motivating

Make it easy to do

Easy to DoHard to Do

Emotional

Simple

Credible

StoryTelling

Concrete

Unexpected

Hig

h M

otiv

atio

nLo

w M

otiv

atio

n

“credibility plays a particularly critical

role in the early stages of an encounter, when

we, in a matter of seconds, conclude whether to invest

additional energy or bluntly move on”

bj fogg

how will your user travel through your

experience?

Q

Memory

Happiness improves

learning and memory abilities.

“These two selves are very, very different,

acting almost as opposites... and

...all decisions are made by our remembering

self. Our experiencing self has no vote

whatsoever.”

Daniel Kahneman

experience self remembering self

experience self remembering self

Emotional

Simple

Credible

StoryTelling

Concrete

Unexpected

does your strategy leave a lasting

memory or only the experience?

Q

Vision

Your mental filters

determine the impact of

what you see and remember.

Fonts, colors, images, faces,

words, context and associations

all play a part in vision.

We’re the only animal that can ‘see’ the

future.

does your vision for the company match the experience and

the memory?

Q

Socialization

Ultimately it’s about sex.

Being a successful

human means being

successful at gene or meme

transfer.

how does your strategy connect with this primary

human desire?

Q

IRRationality

We can be manipulated

into believing something

different to what we see

or hear.

Yes, I’d like to be a organ donor

Yes, I’d like to be a organ donor

OR

storytelling

Storytelling is a powerful

way for memes to transmit across time

and speed up knowledge.

peak–end rule, we judge our experiences,

almost entirely, on how they were at their peak

and how they ended

Daniel Kahneman

Create a “story about an experience” that lists the parts that

define a story in memory:

Changes +Significant moments +

Endings

Daniel Kahneman

does your strategy design an experience with a positive peak

and positive end?

Q

All together now

How to lead the UX vision in your organization/startup

3

“Make every single detail perfect and limit the number of

details.”

jack dorsey

Identify Tech Opportunities & Efficiencies

Dovetail Design & Development Plans

UX/UI Expert Insights & Best Practice

Cut Through Jargon and Hype

Front-end Development Tech

Design Process and Methodology

“simplicity is extremely hard to

execute. It takes discipline, team

alignment and strong management to truly

remain focused on the core essence.”

Daniel Kahneman

is your strategy designing a company

or a product?

Q

now it’s your turn

Q

Thank you

richard@freshtilledsoil.com

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best practiceImagery with human-focused interactions creates higher emotional connections - “these are people just like you”

Mirror neurons seek familiar people and situations

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Use of specific personas & related data confirms connections - “this data matters because...”

Our frontal cortex seeks to find relationships between images & information

best practice

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Other’s stories reduce anxiety and provide credibility to unknown situations

Acceptance and community is one of the strongest emotional drivers

best practice

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For multiple personas in simple interactions use context related images to explain usage patterns

Subtle context and images reduce clutter and increase learning speed

best practice

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For complex tools or interactions “how to” video and imagery is used

Combinations of hands, context and symbology speeds up learning and reduces anxiety

best practice

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Providing simple 1st person descriptions feels akin to a real conversation

Humanizing any communication makes an emotional connection and reduces confusion

best practice

Case StudyFrom Vision to Story

Original Story:Woman want to be fit and

healthy so they can be attractive and in control.

New Story:Woman often feel insecure and have low self esteem

when they are out of shape. Personal training is more

about support, companionship and

collaboration than fitness.