delight 2014 | throwing the curveball: designing for surprise in ux and cx
TRANSCRIPT
THROWING THE CURVEBALL: DESIGNING FOR SURPRISE IN UX AND CX
AUBRIE PAGANOCEO + FOUNDER, @BOWANDDRAPE
@AUBRIEPAGANO
INTRODUCTIONS: BOW & DRAPECustom clothing for women with lots of personality
AGENDA TODAY
• Definition of surprise• Why surprise is important• The brand that’s best @ surprise• What Bow & Drape does to surprise
+ delight• Things to consider
WHAT IS SURPRISE?
THE UNEXPECTED
WHO CARES?
THE UNEXPRECTED = DELIGHT
DELIGHT = HAPPY CUSTOMERS
HAPPY CUSTOMERS = MAD CASHISH
THE GURU: JOHNNY CUPCAKES
• Brand: Johnny Cupcakes• Founded: 2001• Revenues: $70M• Locations: 6• Growth: 915% YOY
SURPRISE IN PRODUCT DESIGN
SURPRISE IN PRODUCT DESIGN
“GREAT PACKAGING DOESN’T GET THROWN AWAY”
“GREAT PACKAGING DOESN’T GET THROWN AWAY”
BOW & DRAPEVALUES:• Create WOW moments• Embrace fun• Take pride• Disrupt and drive change• Focus on 10x• Be cheeky• Be humble
GOOD THINGS COME IN SMALL PACKAGES
GOOD THINGS COME IN SMALL PACKAGES
TAKEAWAYS FROM B&D
• Surprises = the unexpected = delight = $$
• Engineer the unexpected for your customer
• Be authentic• Pay attention to packaging• Allow customers to become a part of
your story
