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Business Bootcamp 2010



Presentation to Business Bootcamp 2010 hosted at the CIC in Cambridge, MA

Presentation to Business Bootcamp 2010 hosted at the CIC in Cambridge, MA



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  • Thanks and show of hands “who has a business that relies on a website or web application to drive revenues?”
  • Lot’s of things drive business but very few things will move the needle more than exceptional design.
  • Your sales and marketing messaging sets the expectation
  • Interacting with your website or app is the reality. Mismatching is costly because it reduces congruency, trust, patience.
  • Everything is designed and everything tells a little bit about your business and your trustworthiness
  • On the other end of the scale, design suggests your highest values and worthiness
  • Even the best intentioned design can be useless.
  • Useful design is driven by solving problems quickly. People have jobs to do. How are you helping them do their job?
  • For you it’s mildly embarrassing but to the audience it says you don’t care
  • You need to take this really seriously. Even after engaging them, over 80% of your efforts are pointless if you can’t keep them engaged or converting.
  • You can walk every person through the process. It’s an impossible task.
  • Designing a smooth and remarkable experience is well within your control and not nearly as hard as you think.
  • Designing a way to leave a positive impression. Think of your website like a retail store or theme park. What will the last memory and emotion be when they are done?
  • Emotions are powerful drivers of behaviors. Frustrating a user with poorly defined navigation translates into fear and ultimately anger towards your brand.
  • But what’s a brand. You can’t design a brand but you can design the experiences that creates the memories and emotions that lead up to brand.
  • Get used to this idea. Honest user feedback is inherently difficult to get.
  • 2/3rds of our brain is dedicated to functions like facial recognition, community management, and story telling and remembering.
  • Users don’t care how many lines of code you wrote or what jQuery library you used. Your value is defined by how many user brains connect around your idea and brand to support your continued growth.
  • Your customers first and last experience is now in the hands of your designers. The touch points are now the website, web app, social media and customer service. These things are hardcoded into your web properties.
  • Love this picture. Stagecoaches?
  • Your marketing is also wasted. Not only are you not getting them to engage but you are going to loose them before they get what they came for.
  • Simple is not condescending. Lots of pictures and words don’t make you smarter. Simple means you respect customers time and attention. Wasting their time is insulting.
  • Best thing you can do right now to impact your bottom line is to get rid of half the things on your marketing website and half the features on your application.
  • Your customers first and last experience is now in the hands of your designers. The touch points are now the website, web app, social media and customer service. These things are hardcoded into your web properties.
  • Who is your audience, what solution do you offer them and why is it different?
  • You wouldn’t go to a friend for advice on accounting, legal work or medical advice – so why not engage with the experts
  • You need to take this really seriously.
  • You need to take this really seriously.

Business Bootcamp 2010 Business Bootcamp 2010 Presentation Transcript

  • How Design Affects The
    Bottom Line
  • Q
    What moves the needle?
  • Design
    Is the voiceless story teller of your brand
  • Expectation
  • Reality
  • Environment
    Tells a story about who you are
  • Design
    Can describe value at a glance
  • Useless
  • Useful
  • Crap Design
    Says “I don’t care”
  • 82
    will not come back
    if the experience sucks
  • Bad News
    It’s very hard to control your
    customer’s experiences
  • Good News
    Design is in your control
  • Q
    What are you designing?
  • Experience
    Think of your website
    as if it’s physical and emotional
  • Brand
    is an experience
    and it can’t be done in reverse
  • Brand
    is what’s said about you
    after you leave the room
  • Stories
    transfer messaging
    and a sense of what you’re worth
  • Real value
    in a company isn’t the code
    it’s the community
  • Websites and Apps
    are how your customers
    will experience your company
  • Q
    What is good design?
  • 86
    never get beyond
    your home page
  • Simple
  • Good Design
    is about less, not more
  • 59 Links
    to create confusion and distrust
  • 11Links
  • Q
    Who should be designing?
  • Architect
    Industrial Designer
    Graphic Designer
    Web Designer
    Product Engineer
    Mechanical Engineer
    Customer Service
    Sales Manager
  • Q
    Why does design matter?
  • Customer
    Design / UX
    What impacts growth?
  • Customer
    Design / UX
  • Design / UX
  • Advertising is the price you pay for boring
    is the price you pay for
    being boring
  • Great Design
    reduces acquisition costs
    and increase LTV
  • Q
    What can you do today?
  • Build Flow
    Not just more pages
  • Remove Everything
    That doesn’t add value
    Focus on that one big thing
  • Clear Messaging
    Who, what and why?
  • Expert Advice
    Same as legal, medical
    and accounting etc.
  • Thank You!