Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil

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Richard Banfield's, CEO & Co-Founder of Fresh Tilled Soil, presentation at Harvard Business School, on mobile & web design and their effects on business bottom line. Presentation delivered on January …

Richard Banfield's, CEO & Co-Founder of Fresh Tilled Soil, presentation at Harvard Business School, on mobile & web design and their effects on business bottom line. Presentation delivered on January 17, 2012 in Cambridge, MA

More in: Design , Business , Technology
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  • 1. WINNING AND LOSING BY DESIGNHow website and mobile app design can make or break your business. fresh tilled soil
  • 2. My dad isobsessedwith cars
  • 3. You might be thinking...“I would never let myemotions overrule my overeducated brain”
  • 4. Same engines Same features Same performanceSo, why the 25% price difference?
  • 5. INFORMATION
  • 6. EMOTION
  • 7. Emotions areproblematic for businesses
  • 8. Emotionsdrive brand adoption and loyalty
  • 9. Good data =Good design
  • 10. So, how do we design for emotions?
  • 11. Let’s start with how people behave...
  • 12. Meets or goals; Meets our“Persuasion modelsexpectations and is easy require threeto use things...” BJ Fogg
  • 13. Meets or goals; Meets ourexpectations and is easy“...motivation, abilityto use and a trigger.” BJ Fogg
  • 14. pleasure/painMeets or goals; Meets ourexpectations and is easyto use hope/fearacceptance/rejection BJ Fogg
  • 15. HighMotivation Make it rewarding Get off Make it your butt! easy LowMotivation Low Ability High Ability BJ Fogg
  • 16. Success web experiences...• meet our goals,• meet our expectations,• and are easy to use.
  • 17. “Successful UX leads to delight. Delight isnt a bunch of cool features,its having the user reach their goals.” Richard Banfield
  • 18. Repeat after me...“I am not my customer”
  • 19. Case Study:Fitness ProductHow designing around emotions lead to a 300% increase in customer signups.
  • 20. BaselineExisting site and apps Some analytics Customer feedback
  • 21. Baseline $30/m ($360/yr)65 customers/day
  • 22. 80%Abandon
  • 23. Step 1:Who, why and where?
  • 24. How they use product / service (where is it applied to the real world?) an om Fitness training ”w ng lo s om s or ide General diet and health rs m tf ine br no e om ra e -b ut lt -h “b -to na at so Event based gle on - ay r Sin So Pe St Who uses product / service Office on a desktop/laptop (how are the users segmented into roles?) Home on a desktop/laptop In the gym with smartphoneWhere they useproduct / service(what is the location of where this is used?)
  • 25. Step 2:What emotional drivers trigger action in the target market?
  • 26. HighMotivation Make it rewarding Get off Make it your butt! easy LowMotivation Low Ability High Ability
  • 27. HighMotivation Gamification tools to encourage progress Different “This could funnels for “You’re be you” not alone” different confidence “No risk, levels Low free trial”Motivation Low Ability High Ability
  • 28. HighMotivation “This could “You’re be you” not alone” Low “No risk, free trial”Motivation Low Ability High Ability
  • 29. Start Finish
  • 30. Big breakthrough!Different people want different experiences
  • 31. $100,000 300%195 customers/dayROI in less than 1 month
  • 32. That was only half their problem
  • 33. 20% churn 25,000 5,000= $1.8M
  • 34. Engage and delight Re-engage and encourageStart Old New Finish Finish
  • 35. $100,000 50%= $900,000
  • 36. ...But wait, there’s more...
  • 37. Call center costsDirect sales costs Marketing costs
  • 38. - Typical Approach- High cost of customer and tech support High-touch Support Product (Tech and UI) Customer experience overlooked Sales &Long sales cycles, Marketing High CAC
  • 39. - User Centric Approach - Reduced costs to support clientrequests & content development Product (Tech and UI) High-touch Support Improved client Sales & loyalty & LTV MarketingShort sales cycles & CAC
  • 40. How do you get there?
  • 41. “...removeadministrative debris...” Edward Tufte
  • 42. B B C Return to Front PageNEWS SCIENCE & ENVIRONMENTHerschel telescope revisits cosmic classic Other Stories Wikipedia in anti-Sopa blackout Republican debaters target Romney Radical cleric cannot be deported EU in legal move against Hungary
  • 43. B B C Return to Front Page US & CanadaNEWS SCIENCE & ENVIRONMENT Asia AfricaHerschel telescope revisits cosmic classic South America Middle East Australia & NZ Other Stories Wikipedia in anti-Sopa blackout Republican debaters target Romney Radical cleric cannot be deported EU in legal move against Hungary
  • 44. Back down to earth
  • 45. 1 2 34 5 6 7 8
  • 46. 1 2 3 4 5 6 7 8
  • 47. How does thishelp you today?
  • 48. Go createbeautiful things. alluring, appealing, exquisite
  • 49. You’ll know it’s beautiful...because it feels beautiful
  • 50. EMOTIONAL ANDintellectual
  • 51. Data is important butit can’t solve the problem
  • 52. Data highlights the problem anddesign solves the problem
  • 53. Data highlights the problem anddesign solves the problem
  • 54. - Thank You -Questions?