MY SECRET LIFEAS AN EVIL UXEXPERTSENIOR INFORMATION ARCHITECTAT RIPMEOFFANDMAKEMEPAY.COM@BASTAAR ON TWITTERDAYJOB @NASCOM
SO YOU WANT TOBECOME RICH?
YOU GONNA NEEDSOME SPECIALPOWERS FOR THAT
BUT FIRST I WANTTO TALK ABOUTSOMETHINGMUCH MOREINTERESTING
ME!AND HOW DID IGET MYSUPERHUMANPOWERS
IN 1997
SO MYPOWERLEVELWAS LOWCommunication sciences
I STARTED AS AUSABILITYEXPERT
THEN I WANTEDTO CREATE
YEAH MOREPOWERSCommunication scienceUsabilityInformation architectHTML
GET INSIDE PEOPLE’SBRAINS
YEAH MOREPOWERSCommunication scienceUsabilityInformation architectHTML newbieScientistPsychologistMarketeer ;-)
BUT SOMETHING WASMISSING
CONTEXTCONCEPTCONTENT
SINGLE CHANNELOMNI CHANNELFROM	  TO	  
YEAH MOREPOWERSCommunication scienceUsabilityInformation architectHTMLScientistPsychologistMarketeer ;-)Business dudeDESIG...
CAUSE EVERY GOODDESIGNER HAS TO BEA SUPERHERONOWADAYS
AND JUSTBE LIKEMR.T
BUT REAL DESIGN ISNOT ONLY ABOUTFONTS ANDCOLOURS
CAUSE DESIGN IS THEPROCESS OFDISCOVERINGOPPORTUNITIES ANDTURNING THEM INTOSOLUTIONS
AND THAT IS HOW I MANAGETO BE A DESIGNER WITHOUTKNOWING PHOTOSHOP OR ANYTECHIE STUFF
WITH GREATKNOWLEDGE COMESGREAT RESPONSIBILITY
BUTWAITA SEC.
WHAT ABOUTWHAT I WANT
WORLDDOMINATION ISMY GOAL
MY SECRET PROJECT
LET’S TRY SOMEEVIL SERVICEDESIGN TODAY !CREATE A NEED AND HAPPY CUSTOMERSTHAT MAKE ME RICH
I NEEDEDA PRODUCT!
A PRODUCT THATALLOWED ME TOSHAPE THEWORLDACCORDING TOMY NEEDS.
IT NEEDS TO BESIMPEL ANDUNIVERSAL
AND WHAT ISMORE UNIVERSALTHAN …….
“We used to laugh with people who tried to sell air.Nowadays we laugh with the buyers “Jeff hoeyberghs
THEY NEED IT
HE NEEDSIT!
HE NEEDSIT!
WE ALLNEED IT!
IS IT POSSIBLE?
YES IT IS
MYHERO,MY PARTNERIN CRIME
HOW TOAPPROACH THIS…SOME EVIL DESIGNTIPS
DISCOVERYAnalyze and dream
BUT APPROACHBUSINESS/BRAND,STAKEHOLDERS & TECH
“If you want to win therace, you have to runthe entire course.”
STAKEHOLDERSWHO WILL MAKE ME RICH
DEFINE PAINSAND GAINSseniorRetailconsumersparentsprofessionalPressGovernementAIRCAREsick peopleconstruction healthCheap la...
 	  Get to know yourfuture customerResearch techniques•  Interviews•  Analytics (web, search, AB)•  Surveys•  Usability te...
⁃ lack of fresh air⁃ bad air in passive houses⁃ need for holiday⁃ mis your partner⁃ lack of sex⁃⁃consumersPains Gains⁃ mak...
DEFINE PAINSAND GAINSCarlaProfiel: Independent femaleLeeftijd: 33 YearsGezin: Married 2 childrenJob: Marketing accountHI CA...
JOB DESCRIPTIONLIFEITMost visited digital channelsInteresting time eventsCarl works as an account with an advertising comp...
CUSTOMER LIFECYCLEAwareness	   Consider	   Purchase	   Use	   Support	  
CUSTOMERLIFECYCLE
MAP THETOUCHPOINTS
THE BUSINESSMODELS, REVENUES
IS MY BUSINESSVIABLE ?Techniques•  Business model canvas•  Competitor analysis•  Business plan•  KPI’s•  …….
 	  THECOMPETITION•  Government•  Professional industry(health)•  Nature•  Scuba diving•  Compressed air guys•  …….But act...
HELL YEAH,I HAVE APATENT
THE BRANDHOW DO YOU WANT TO BEPERCEIVED
 	  Building aconsistent brandOur deliverables•  Brand positioning•  Brand pyramid•  Brand guidelines•  Product packaging•...
Who	  do	  you	  want	  to	  be	  ?	  THE TECHWE’RE TALKING ABOUT EVILDIGITAL SERVICE DESIGN
 	  Putting the technicalfoundationsTechniques•  Research•  Interview•  Platform analysis•  ……Our deliverables•  Enterpris...
CREATE A SERVICEBLUEPRINT
LET’S DESIGN ONETOUCHPOINT NOWTHE WEBSITE
EVIL
JUSTLIKEHIM
SELLING AIR IS ALLABOUTPERSUASIONCHECK IT OUT
“THEY ARE LAZYAND FOLLOW THEPATH OF LEASTRESISTANCE”
FROMPERSUASION
TODECEPTION
ADD "EMOTIONPERSUASIVE DESIGN TIPEmo;ons	  will	  make	  sure	  they	  remember	  you	  
CREATESTORIESPERSUASIVE DESIGN TIPTell stories that are memorable•  Changes•  Significant moments•  Endings (very important...
SOCIALPROOFPERSUASIVE DESIGN TIPWhen we see (many) others using aproduct, that confirms to us that theproduct is good.
COMMITMENTANDCONSISTENCYPERSUASIVE DESIGN TIPWarm them up step by step. If youcan commit someone to one ormore of these sm...
Stolen	  on	  slideshare	  
YOU SHALL LIKE ME,I AM HUMANPERSUASIVE DESIGN TIPWe’d	  rather	  buy	  something	  from	  someone	  we	  like	  and	  know...
SCARCITYPERSUASIVE DESIGN TIPIf everyone hasaccess and can buyas many items asthey like, it’s notthat interesting. Ifyou l...
AUTHORITYPERSUASIVE DESIGN TIPWhen an authority (institution orperson) says something, people aremore open to what they ha...
YOU BELONG TOSOMETHING BIGGER ;-)PERSUASIVE DESIGN TIPIf they believe theyare part ofsomething biggerthey will gladlyhando...
•  And	  you	  will	  be	  remembered	  SURPRISE THEMPERSUASIVE DESIGN TIP
BE FASTAnd on topicPERSUASIVE DESIGN TIP
BESNEAKY!!!!!!!!!!DECEPTION DESIGN TIP
LET’S HIDE THESTUFF WE DON’TWANT “THEM” TOSEE
DIDYOUKNOW !
GOTCHA!
REALLYSMART ;-)
MANIPULATE YOUR LISTS!
10,00 EUR /month15,95 EURPrices starting* from:6 Month SubscriptionFresh Air - Bottled with respirator.Item no: 2330456316...
THANKS"""FOLLOW ME AND MAKE ME RICH @BASTAARMY PARTNERS IN CRIME WORK@NASCOMDONATE MONEY TO CHARITY AT THISNUMBER:235-3733...
NO	  credits	  •  Because	  on	  the	  dark	  side	  we	  just	  grab	  what	  we	  want	  from	  the	  internet	  Many	  ...
“FORBEAR TO JUDGE,FOR WE ARE SINNERSALL”WILLIAM SHAKESPEARE
“NO I WILL NOTSHARE THIS PPT”ROBBY REMMERIE
MY EMPLOYER IS NOTRESPONSIBLE FOR MY EVILTHINKING!ROBBY REMMERIE
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
Evil Service design and how to become rich
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Evil Service design and how to become rich

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How can we use our design skills to become rich. Tips and tricks..... And my secret project! Presentation was given @Multi-mania conference

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Evil Service design and how to become rich

  1. MY SECRET LIFEAS AN EVIL UXEXPERTSENIOR INFORMATION ARCHITECTAT RIPMEOFFANDMAKEMEPAY.COM@BASTAAR ON TWITTERDAYJOB @NASCOM
  2. SO YOU WANT TOBECOME RICH?
  3. YOU GONNA NEEDSOME SPECIALPOWERS FOR THAT
  4. BUT FIRST I WANTTO TALK ABOUTSOMETHINGMUCH MOREINTERESTING
  5. ME!AND HOW DID IGET MYSUPERHUMANPOWERS
  6. IN 1997
  7. SO MYPOWERLEVELWAS LOWCommunication sciences
  8. I STARTED AS AUSABILITYEXPERT
  9. THEN I WANTEDTO CREATE
  10. YEAH MOREPOWERSCommunication scienceUsabilityInformation architectHTML
  11. GET INSIDE PEOPLE’SBRAINS
  12. YEAH MOREPOWERSCommunication scienceUsabilityInformation architectHTML newbieScientistPsychologistMarketeer ;-)
  13. BUT SOMETHING WASMISSING
  14. CONTEXTCONCEPTCONTENT
  15. SINGLE CHANNELOMNI CHANNELFROM  TO  
  16. YEAH MOREPOWERSCommunication scienceUsabilityInformation architectHTMLScientistPsychologistMarketeer ;-)Business dudeDESIGNER!!!!!SEOSEAANALYTICSPMEXPERIENCETRENDWATCHER ;-)SOCIAL MEDIA GURU
  17. CAUSE EVERY GOODDESIGNER HAS TO BEA SUPERHERONOWADAYS
  18. AND JUSTBE LIKEMR.T
  19. BUT REAL DESIGN ISNOT ONLY ABOUTFONTS ANDCOLOURS
  20. CAUSE DESIGN IS THEPROCESS OFDISCOVERINGOPPORTUNITIES ANDTURNING THEM INTOSOLUTIONS
  21. AND THAT IS HOW I MANAGETO BE A DESIGNER WITHOUTKNOWING PHOTOSHOP OR ANYTECHIE STUFF
  22. WITH GREATKNOWLEDGE COMESGREAT RESPONSIBILITY
  23. BUTWAITA SEC.
  24. WHAT ABOUTWHAT I WANT
  25. WORLDDOMINATION ISMY GOAL
  26. MY SECRET PROJECT
  27. LET’S TRY SOMEEVIL SERVICEDESIGN TODAY !CREATE A NEED AND HAPPY CUSTOMERSTHAT MAKE ME RICH
  28. I NEEDEDA PRODUCT!
  29. A PRODUCT THATALLOWED ME TOSHAPE THEWORLDACCORDING TOMY NEEDS.
  30. IT NEEDS TO BESIMPEL ANDUNIVERSAL
  31. AND WHAT ISMORE UNIVERSALTHAN …….
  32. “We used to laugh with people who tried to sell air.Nowadays we laugh with the buyers “Jeff hoeyberghs
  33. THEY NEED IT
  34. HE NEEDSIT!
  35. HE NEEDSIT!
  36. WE ALLNEED IT!
  37. IS IT POSSIBLE?
  38. YES IT IS
  39. MYHERO,MY PARTNERIN CRIME
  40. HOW TOAPPROACH THIS…SOME EVIL DESIGNTIPS
  41. DISCOVERYAnalyze and dream
  42. BUT APPROACHBUSINESS/BRAND,STAKEHOLDERS & TECH
  43. “If you want to win therace, you have to runthe entire course.”
  44. STAKEHOLDERSWHO WILL MAKE ME RICH
  45. DEFINE PAINSAND GAINSseniorRetailconsumersparentsprofessionalPressGovernementAIRCAREsick peopleconstruction healthCheap labourdistributorsmarketingIThelpdeskProduct developmentsalesSuppliersInternaltransportAir pubs ambassador storesgeneral retailcountry responsiblesloversHR
  46.    Get to know yourfuture customerResearch techniques•  Interviews•  Analytics (web, search, AB)•  Surveys•  Usability testingOur deliverables•  Stakeholdersmap•  Empathy map•  Personas•  Customer lifecycle•  Touchpoint analysis•  Flow diagrams•  Big excel sheet•  …………AND TURN THEMINTO CUSTOMERINSIGHTS
  47. ⁃ lack of fresh air⁃ bad air in passive houses⁃ need for holiday⁃ mis your partner⁃ lack of sex⁃⁃consumersPains Gains⁃ make sure that have the cleanest airpossible⁃ easy system to keep air in houses good⁃ relive your holiday through smell⁃ smell the air of your partner⁃ stimulate sexual behavior through air andsmell⁃DEFINE THEIRNEEDS
  48. DEFINE PAINSAND GAINSCarlaProfiel: Independent femaleLeeftijd: 33 YearsGezin: Married 2 childrenJob: Marketing accountHI CARLA !CREATEPERSONAS
  49. JOB DESCRIPTIONLIFEITMost visited digital channelsInteresting time eventsCarl works as an account with an advertising company. She has a busy job and works longhours. In her job she goes al the way. Because of her job she is very brand sensitive. Shelooks for added value en everything she does. Also she wants to be and early adopter. Beingup-to-date with the latest stuff is important for her.Sure it is difficult to combine work and life for her. At home She has 2 kids. Sam (4 years ) andNell (2 years). Her husband leo also has a busy day job and travels a lot. Financially they donthave to worry much. But they are worried about the future, here families health and our climate.Her son Sam also has asthma and her husband smokes. They also just moved into a passivehouse just outside the city. They travel a lot but here favorite place is the provence (france).Sometimes when the weather changes she also gets pain in her joints.Carla should be one of the focus target groups for Aircare. She cares about health for her and her family , theenvironment and about brands.- move to new house- Marriage- valentine- birthdays- bad air days- ……..• Facebook.com• linkedin.com• mama.be• google.com• destandaard.be• newsinadvertising.com• fashion.be• Interieurblog.beECOIncomeBrandableSocial mediaXXX AND CARLAProduct ideas- House air improvement- partner smell- valentine- birthdays- ……..Print touch points• Elle• flair• Nest• ……..See how we can make Carla into anambassadorCarlaProfiel: Independent femaleLeeftijd: 33 YearsGezin: Married 2 childrenJob: Marketing account
  50. CUSTOMER LIFECYCLEAwareness   Consider   Purchase   Use   Support  
  51. CUSTOMERLIFECYCLE
  52. MAP THETOUCHPOINTS
  53. THE BUSINESSMODELS, REVENUES
  54. IS MY BUSINESSVIABLE ?Techniques•  Business model canvas•  Competitor analysis•  Business plan•  KPI’s•  …….
  55.    THECOMPETITION•  Government•  Professional industry(health)•  Nature•  Scuba diving•  Compressed air guys•  …….But actually there is no brandexploiting AIR commercially  
  56. HELL YEAH,I HAVE APATENT
  57. THE BRANDHOW DO YOU WANT TO BEPERCEIVED
  58.    Building aconsistent brandOur deliverables•  Brand positioning•  Brand pyramid•  Brand guidelines•  Product packaging•  ………
  59. Who  do  you  want  to  be  ?  THE TECHWE’RE TALKING ABOUT EVILDIGITAL SERVICE DESIGN
  60.    Putting the technicalfoundationsTechniques•  Research•  Interview•  Platform analysis•  ……Our deliverables•  Enterprise architecture•  Service blueprint•  ROI models
  61. CREATE A SERVICEBLUEPRINT
  62. LET’S DESIGN ONETOUCHPOINT NOWTHE WEBSITE
  63. EVIL
  64. JUSTLIKEHIM
  65. SELLING AIR IS ALLABOUTPERSUASIONCHECK IT OUT
  66. “THEY ARE LAZYAND FOLLOW THEPATH OF LEASTRESISTANCE”
  67. FROMPERSUASION
  68. TODECEPTION
  69. ADD "EMOTIONPERSUASIVE DESIGN TIPEmo;ons  will  make  sure  they  remember  you  
  70. CREATESTORIESPERSUASIVE DESIGN TIPTell stories that are memorable•  Changes•  Significant moments•  Endings (very important; seealso the well-known peak-endrule)
  71. SOCIALPROOFPERSUASIVE DESIGN TIPWhen we see (many) others using aproduct, that confirms to us that theproduct is good.
  72. COMMITMENTANDCONSISTENCYPERSUASIVE DESIGN TIPWarm them up step by step. If youcan commit someone to one ormore of these small steps towardyour brand, they will stay with youwhen they need your premiumproduct. It’ll be hard for customersto turn to an unfamiliarcompetitor.
  73. Stolen  on  slideshare  
  74. YOU SHALL LIKE ME,I AM HUMANPERSUASIVE DESIGN TIPWe’d  rather  buy  something  from  someone  we  like  and  know,  than  from  a  stranger  or  someone  who  isn’t  that  likeable.  
  75. SCARCITYPERSUASIVE DESIGN TIPIf everyone hasaccess and can buyas many items asthey like, it’s notthat interesting. Ifyou limit access andhave a limitednumber of items,people start gettinginterested.
  76. AUTHORITYPERSUASIVE DESIGN TIPWhen an authority (institution orperson) says something, people aremore open to what they have to say,compared to when someone unknownwould say the same thing.Where Social Proof is more about thequantity of people promoting a product(‘how many’), with Authority it’s moreabout the quality (‘who’).
  77. YOU BELONG TOSOMETHING BIGGER ;-)PERSUASIVE DESIGN TIPIf they believe theyare part ofsomething biggerthey will gladlyhandover theirmoney.WE ARE A CLEANAIR MOVEMENT!!!
  78. •  And  you  will  be  remembered  SURPRISE THEMPERSUASIVE DESIGN TIP
  79. BE FASTAnd on topicPERSUASIVE DESIGN TIP
  80. BESNEAKY!!!!!!!!!!DECEPTION DESIGN TIP
  81. LET’S HIDE THESTUFF WE DON’TWANT “THEM” TOSEE
  82. DIDYOUKNOW !
  83. GOTCHA!
  84. REALLYSMART ;-)
  85. MANIPULATE YOUR LISTS!
  86. 10,00 EUR /month15,95 EURPrices starting* from:6 Month SubscriptionFresh Air - Bottled with respirator.Item no: 2330456316Dimensions(mm): 600x400x180Volume: 500 MLQuantity: 1 L / month0,00 EUR /month15,95 EURPrices starting* from:12 Month SubscriptionFresh Air - Bottled with respirator.Item no: 2330456316Dimensions(mm): 600x400x180Volume: 500 MLQuantity: 1 L / monthPROMO* Starting prices indicate protions for the first month. After the first month normal fees will apply.Kim clijsters saysMaecenas faucibus mollis interdum. IntegerAll smelslsLorem ipsum dolor sit amet, consecteturadipiscing elit. Duis mollis, est non commodoSpecial: AIR from the AMazoneLorem ipsum dolor sit amet, consecteturadipiscing elit. Duis mollis, est non commodo» health» sports» sex» everydayParticulierHomeProfessionalsThe scientific proof !!help | faq | jobs | contactBreathless© 2012 - Privacy - CookiesOur global teamBreathlessOnly the best O2 for youour O2 networkFind a storeWhat are you looking for? (besides fresh air)20,00 EUR /month25,95 EURPrices starting* from:3 Month SubscriptionFresh Air - Bottled with respirator.Item no: 2330456316Dimensions(mm): 600x400x180Volume(: 500 MLQuantity: 1 L / month* Starting prices indicate protions for the first month. After the first month normal fees will apply.10,00 EUR /month15,95 EURPrices starting* from:6 Month SubscriptionFresh Air - Bottled with respirator.Item no: 2330456316Dimensions(mm): 600x400x180Volume: 500 MLQuantity: 1 L / month0,00 EUR /month15,95 EURPrices starting* from:12 Month SubscriptionFresh Air - Bottled with respirator.Item no: 2330456316Dimensions(mm): 600x400x180Volume: 500 MLQuantity: 1 L / month30,00 EUR45,95 EURPrices starting* from:Sample (No Subscription)Fresh Air - Bottled with respirator.Item no: 2330456316Dimensions(mm): 600x400x180Volume: 500 MLQuantity: 1 L / monthPROMOFresh Air
  87. THANKS"""FOLLOW ME AND MAKE ME RICH @BASTAARMY PARTNERS IN CRIME WORK@NASCOMDONATE MONEY TO CHARITY AT THISNUMBER:235-373362-3733
  88. NO  credits  •  Because  on  the  dark  side  we  just  grab  what  we  want  from  the  internet  Many  examples  were  shamelessly  stolen  from  hIp://wiki.darkpaIerns.org/  For  now  go  there  for  evil  inspira;on.  I  will  NOT  share  my  ideas  anymore  Prepare  to  be  dominated  !    
  89. “FORBEAR TO JUDGE,FOR WE ARE SINNERSALL”WILLIAM SHAKESPEARE
  90. “NO I WILL NOTSHARE THIS PPT”ROBBY REMMERIE
  91. MY EMPLOYER IS NOTRESPONSIBLE FOR MY EVILTHINKING!ROBBY REMMERIE

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