ux as a strategic advantage: designing revenue | fresh tilled soil labs
DESCRIPTION
Richard Banfield, CEO & Co Founder of Fresh TIlled Soil, presented UX For Strategic Advantage during a Designing Revenue Fresh TIllled Soil Lab on October 15, 2012.TRANSCRIPT
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
123
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
/50
best practiceImagery with human-focused interactions creates higher emotional connections - “these are people just like you”
Mirror neurons seek familiar people and situations
/50
Use of specific personas & related data confirms connections - “this data matters because...”
Our frontal cortex seeks to find relationships between images & information
best practice
/50
Other’s stories reduce anxiety and provide credibility to unknown situations
Acceptance and community is one of the strongest emotional drivers
best practice
/5075
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
/50
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
/50
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.