Winning & Losing: How Website & Mobile App Design Can Make Or Break Your Business

WINNING AND LOSING BY DESIGNHow website and mobile app design can make or break your business. fresh tilled soil

My dad isobsessedwith cars

You might be thinking...“I would never let myemotions overrule my overeducated brain”

Same engines Same features Same performanceSo, why the 25% price difference?

INFORMATION

EMOTION

Emotions areproblematic for businesses

Emotionsdrive brand adoption and loyalty

Good data =Good design

So, how do we design for emotions?

Let’s start with how people behave...

Meets or goals; Meets our“Persuasion modelsexpectations and is easy require threeto use things...” BJ Fogg

Meets or goals; Meets ourexpectations and is easy“...motivation, abilityto use and a trigger.” BJ Fogg

pleasure/painMeets or goals; Meets ourexpectations and is easyto use hope/fearacceptance/rejection BJ Fogg

HighMotivation Make it rewarding Get off Make it your butt! easy LowMotivation Low Ability High Ability BJ Fogg

Success web experiences...• meet our goals,• meet our expectations,• and are easy to use.

“Successful UX leads to delight. Delight isnt a bunch of cool features,its having the user reach their goals.” Richard Banﬁeld

Repeat after me...“I am not my customer”

Case Study:Fitness ProductHow designing around emotions lead to a 300% increase in customer signups.

BaselineExisting site and apps Some analytics Customer feedback

Baseline $30/m ($360/yr)65 customers/day

80%Abandon

Step 1:Who, why and where?

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?)

Step 2:What emotional drivers trigger action in the target market?

HighMotivation Make it rewarding Get off Make it your butt! easy LowMotivation Low Ability High Ability

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

HighMotivation “This could “You’re be you” not alone” Low “No risk, free trial”Motivation Low Ability High Ability

Start Finish

Big breakthrough!Different people want different experiences

$100,000 300%195 customers/dayROI in less than 1 month

That was only half their problem

20% churn 25,000 5,000= $1.8M

Engage and delight Re-engage and encourageStart Old New Finish Finish

$100,000 50%= $900,000

...But wait, there’s more...

Call center costsDirect sales costs Marketing costs

- 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

- 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

How do you get there?

“...removeadministrative debris...” Edward Tufte

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

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

Back down to earth

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How does thishelp you today?

Go createbeautiful things. alluring, appealing, exquisite

You’ll know it’s beautiful...because it feels beautiful

EMOTIONAL ANDintellectual

Data is important butit can’t solve the problem

Data highlights the problem anddesign solves the problem

- Thank You -Questions?

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Winning & Losing: How Website & Mobile App Design Can Make Or Break Your Business

by Fresh Tilled Soil on Jan 19, 2012

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Winning & Losing: How Website & Mobile App Design Can Make Or Break Your Business — Presentation Transcript