Design for Startups | Fresh Tilled Soil

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This two hour workshop is presented by Richard Banfield, Co Founder of Boston UI/UX Design firm, Fresh Tilled Soil. Richard teaches you how to deliver the best UX/UI design strategy for your startup or growing business– a lean version of the Fresh Tilled Soil Labs Workshop, Designing Revenue, & targeted for early-stage ventures.

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Design for Startups | Fresh Tilled Soil

  1. 1. designingexperiences Presented by richard banfield 1 /50
  2. 2. look around everyone is a designer 2 /50
  3. 3. design is not artwe designers, we don’t work in avacuum. we need business people.we are not the fine artists we are often confused with. dieter rams 3 /50
  4. 4. qualitiesinnovative, useful, aesthetic,understandable, unobtrusive, honest, timeless, thorough, environmentally friendly, minimalist dieter rams 4 /50
  5. 5. questionsthe best designers ask the best questions 5 /50
  6. 6. your customer The Emotional Animal 6 /50
  7. 7. brains? 7 /50
  8. 8. brainswhy do we have brains? 8 /50
  9. 9. brainsbrains move our bodies so we can manipulate the world around us 9 /50
  10. 10. movement 10 /50
  11. 11. brainswhat else do weneed brains for? 11 /50
  12. 12. expressing emotion 12 /50
  13. 13. emotionspeople can’t makedecisions without emotions 13 /50
  14. 14. 14 /50
  15. 15. 15 /50
  16. 16. 16 /50
  17. 17. same technologybut significant price difference 25% 17 /50
  18. 18. irrationalAre we really incontrol of our decisions? 18 /50
  19. 19. irrationalsource: dan ariely - The upside of irrationality 19 /50
  20. 20. irrational Check the box if you want toparticipate in the organ donor program Check the box if you don’t wantto participate in the organ donor program source: dan ariely - The upside of irrationality 20 /50
  21. 21. irrational Check the box if you want toparticipate in the organ donor program Check the box if you don’t wantto participate in the organ donor program source: dan ariely - The upside of irrationality 21 /50
  22. 22. irrationalAttribute 1 Attribute 2 source: dan ariely - The upside of irrationality 22 /50
  23. 23. irrationalAttribute 1 Attribute 2 source: dan ariely - The upside of irrationality 23 /50
  24. 24. irrationalAttribute 1 Attribute 2 source: dan ariely - The upside of irrationality 24 /50
  25. 25. choicescase study: bidsketch 25 /50
  26. 26. choicescase study: bidsketch 26 /50
  27. 27. happiness people are more likely tomake decisions when happy 27 /50
  28. 28. game dynamics“games are a container for suspense” source: gsn 28 /50
  29. 29. making happyMake it motivating Make it easy source: bj fogg 29 /50
  30. 30. memorypeople remember storiesthat have an emotional connection 30 /50
  31. 31. your customerInformation is not enough, and... Emotions drive decision making Emotions are often irrational Happiness leads to better decisions Happiness can be manufactured...this means... Significantly more work for product designers But, higher adoption and deeper loyalty 31 /50
  32. 32. modeling behavior The Behavioral Science 32 /50
  33. 33. data visualizationSome behavioral measurement Another useless measurement source: shawn achor 33 /50
  34. 34. opportunity?Some behavioral measurement Another useless measurement source: shawn achor 34 /50
  35. 35. persuasion let’s start with howemotions lead to action 35 /50
  36. 36. persuasion “persuasion requires...motivation, ability and a trigger.” BJ Fogg 36 /50
  37. 37. persuasion In other words...successful product design meetsour goals, our expectations and is easy to use 37 /50
  38. 38. triggersAcceptance Rejection Pleasure Pain Hope Fear 38 /50
  39. 39. double dutyHigh Motivation Make it motivatingLow Motivation Make it easy to do Hard to Do Easy to Do 39 /50
  40. 40. pathwaysHigh MotivationLow Motivation Hard to Do Easy to Do 40 /50
  41. 41. starting Designwhere do you start the process? 41 /50
  42. 42. starting Designit doesn’t really matter 42 /50
  43. 43. tools to help storytelling scenarios storyboards personas interviews prototypes the five whys 43 /50
  44. 44. storytelling geoff’s story Geoff wants to join a gym to get fit but he’s intimidated by the other gym members, who all seem to be fitter and stronger. How can he improve his experience? What if Geoff could work out at home with all of the benefits of a personal trainer at the gym? Geoff feels if he could track his progress and communicate with a trainer without having to go to the gym he’d be able to reach his fitness goals with less stress.What other tools will Geoff need to accomplish this goal? Are these tools reducing the stress Geoff feels? 44 /50
  45. 45. sketching 45 /50
  46. 46. personas detailed profile of thedemographic and behavior of the customer types jane Steve sarah smith hollister chang Business Owner Retired Lawyer Single Mom 46 /50
  47. 47. audience 47 /50
  48. 48. core motivations apparent problem: Need to loose weight actual problem:feeling lonely & scared 48 /50
  49. 49. modelingHigh Motivation Make it motivatingLow Motivation Make it easy to do Hard to Do Easy to Do 49 /50
  50. 50. 3d matrix Who: What type of customer? ASPIRING RECOVERING MONEY MINDER IMMATURE CREDIT Home (desktop/laptop) Financial Advice Online OFFICE (desktop/laptop) home making CC/ LOAN (MOBILE) Financial repairs CAR DEALERSHIP (MOBILE) Financial planning OPEN HOUSE (MOBILE) insight / educationWhere: In which places What: Why are peopledo they access their information? accessing their information? 50 /50
  51. 51. 2D matrix Aspiring Recovering Money Minder Novice / Immature Credit Report Card Credit Report Card Credit Report Card Credit Report Card Best Matches Best Matches Fraud Risk Educational Articles Products Educational Articles Educational Articles Want to get a handle on their Credit is in bad shape - need to Want to keep an eye on their Needs to be educated on credit andcredit to plan out next financial see their current situation and credit to make sure they are how it effects them Triggers steps seeking help to fix it secure going forward Home page Home page Home page Home page Educational articles Educational articles Products for Good Credit Products for Students Content (top traffic pages) Find a Loan Products for Bad Credit Identity Theft Protection Products for No/Low Credit lifestyle articles CRC widget partner offers topical partner articles expert blog articles forum widget crc widget estimators and calculators Educational articles expert blog articles planning tools Tech Tools planning tools product comparisons estimators and calculators product comparisons Cards for Bad Credit Home Loans/Mortgages Student Cards Cards for Good Credit Balance Transfer Cards Cards for Excellent Credit Cards for No/Low Credit Partners Personal Loans 51 /50
  52. 52. mobilitygoals: goals: goals:1. find out credit score 1. reduce debt quickly 1. monitor good credit2. find qualified products 2. improve credit score 2. prevent new risks3. understand their credit 3. control debt and credit 3. find high-reward productsbottom line: bottom line: bottom line:get started and learn how to move from managing debt maintain the status quo andstay in control to eliminating debt finish strongnovice aspiring money minder recoveringgoals:1. manageable level of debt2. improve credit score3. find lower interest productsbottom line:get in control of finances, debt and credit 52 /50
  53. 53. user journeys article widget Money Minder Credit Card Vendor Goals: Goals: Monitor good credit forum Pre-qualify low-risk client Prevent new risks Develop brand loyaltyFind high-reward products Reduce cost of service credit signup estimator product Dashboard offers 53 /50
  54. 54. wireframes 54 /50
  55. 55. designs 55 /50
  56. 56. designingthe best preparation you can make is be prepared to fail 56 /50
  57. 57. mini workshop 57 /50
  58. 58. ux design step #1create a vision for the solution you’re going to design 58 /50
  59. 59. design the vision step #1create a vision for the solution you’re going to design 59 /50
  60. 60. be visionary be very descriptive What do they touch? What did they see? What did they feel? What motivated them? What’s the real story?What’s the irrational story? what makes them happy? 60 /50
  61. 61. map it out step #2 create a 3D MATRIX THATDESCRIBES WHO YOUr customer is and where and how they will interact with you 61 /50
  62. 62. 3d matrix Who: What type of person is your core customer? z y x why: Why are people motivated to seek and use this service or product?Where: In which locations & devices do they access their information? 62 /50
  63. 63. 3d matrix Who: What type of person is your core customer? what is happening: ayoung woman preparing for her wedding; usesapp in gym and website athome; seeks a companion not a drill sergeant Why: Why are people motivated to seek and use this service or product?Where: In which locations & devices do they access their information? 63 /50
  64. 64. 3d matrix 64 /50
  65. 65. get in the flow step #3show the pathways that eachpersona takes to get to their destination/s 65 /50
  66. 66. get in the flow 66 /50
  67. 67. draw, draw, draw step #4 sketch the primary pages orpage states that the customers will interact with 67 /50
  68. 68. sketch 68 /50
  69. 69. rinse and repeat step #5get out of the building and ask real customers about the experience and refine 69 /50
  70. 70. finally 70 /50
  71. 71. Last thoughtsteve jobs greatest successwasn’t designing products, it was designing apple 71 /50
  72. 72. Thanks 72 /50
  73. 73. richard@freshtilledsoil.com @freshtilledsoil 73 /50

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