So, what am I going to talk about?What I’m not going to talk about is: Andy Budd’s seductive interfaces, or persuasion design (although this does crop up a bit later on).I have a different perspective…I’m going to talk about the art of seduction, and how it’s actually evolved from what we think it is (i.e rewrite act 3)I’m going to also talk who is involved with conceiving and developing that seduction plan, and why I think the answer to that question means that our discipline needs to take note and modify what we do a little.
But before I start, here’s a little story.This is Innocent! I’m not sure if you get Innocent in Portugal or mainland Europe, so for those of you unfamiliar, Innocent started out as a maker of smoothies and juices. (I’ve stolen this slide from Andy Budd’s infamous (check out the dancing) Seduction Design talk – thank you Andy).They are a Great brand, with a great tone-of-voice and really have are considered revolutionary. Their tone is playful, humorous, informal, very personable and human, as this image illustrates.They bought out a new product about 2 years ago – Innocent pots. Little pots of veggie ready meals, very easy, tasty, cheap, and importantly to me had 3 portions of veg in them, and limited calories and fat – I am a fan!!So much so, I left a review on their website, of one particular pot.A few weeks later, they responded.I was really impressed. They invited me to their AGM. Which wasn’t about shareholders, it promised to be a lot more fun than that. However, I couldn’t make it I had other plans.Nonetheless I was really impressed, I told people, I really thought I was entering into a relationship with Innocent beyond the purchase of their products.And then it all went cold. They never got back to me. No, there’s never a time when I don’t have an Innocent product in the fridge, however I do feel let down. A little like unrequited love. For Innocent, this was definitely a missed opportunity.I was an advocate.So, back to the principles…
His technique, which he repeated over and over again, almost like an operatic plot:Act 1. Find an attractive woman with a particular issue or need (a brutish or jealous lover), and help make that situation better – Casanova is a User-Centred Designer;Act 2. Gratitude and consequently consummation;Act 3. Casanova got bored, and palmed her off to another.
I thought this was really funny when I first noticed it, but actually Casanova might well be the first user-centred designer in history.As you heard, he observed women, noted their problem or predicament, and then made it his goal to make it better.The second observation, which is actually the main one, is the the final act does not end well for the ladies in question. Once the sexual encounter was over, the relationship was over.This is the way advertising and marketing has been for years – there was an open field of transactional opportunities without any of the post-purchase responsibility.However, times have changed. We’re living in a digital world which finally means advertisers and marketers can rewrite act 3. he internet won’t allow us to continue with the old one.And if we rewrite Act 3, it’s all about the relationship…
But it’s not that simple.As we know, some relationships prosper, and other fail.The difference is the building of meaningful relationships.
But it’s not that simple.As we know, some relationships prosper, and other fail.The difference is the building of meaningful relationships.And here are my top 6 tips, taken off the internet, for building meaningful relationships.
A touch strategy – being where your customers are, and having something meaningful to say.What is a touch strategy? We see it as a way to create a coherent customers experience in all available channels [next slide]
We also need to understanding that people have different modes of attention – snacking and binging, along with different types of attention – partial, and undivided.Episodical games – not trying to replicate the experience on your mobile device, but giving you a snacking version of the original.Make sure that the content you’re creating is meaningful, and that you’re saying it in the right way that suits the mood.So there’s a big trend in people’s changing attitudes to media. On one had we see customers bingeing on content – they rent a box set of 24 and watch it for 24 hours, and on the other they snack and flip between multiple applications, but spend no real time on each – in both cases they are highly engaged but their attention goes from undivided to continuous partial attention and we as creatives, marketers, retailers must get thus right [next slide]
Roger Martin’s theory of the Opposable Mind I find very interesting, and I just want to use it to illustrate the mindset we all need to adopt if we’re going to make headway in the future with all the other disciplines that have a stake in the overall experience.The basic principle of the book is that the most successful leaders are able to take 2 opposing approaches, or processes, use to solve a problem, challenge etc, hold them in their minds, and actually come up with a new third approach that basically takes the best from both.I want you to keep this in mind as I go through my presentation, as I think we all need to remain open to doing things, especially as the pervasiveness of digital technology means we have lots of different players entering our space.We’ve taken this principle and applied it to our work at Lbi. So to conclude, I just want to tell you a little about how we’ve had to evolve at Lbi…
Lbi have been around for just over 2 years, and talking from the perspective of the London office, we are the result of a series of mergers – Wheel (digital marketing), LB Icon (technology) and Framfab (design and build).I’m actually from the Framfab side of things, although before that I was part of Oyster Partners (that merged with Framfab in late 2006). I’ve been there for 5 years.We have people who’ve come from Wheel and are used to working on particular kind of projects, in a particular kind of way, for particular kind of client.We had Framfab who had the same, but importantly, different.FF had 40 user experience architects, Wheel had 4FF had designers, Wheel had creativesFF had long-copy writers, Wheel had short-copy writersSo we had these opposing approaches, and opposing ideas. The last 2 years have been about bringing those 2 different approaches together, and applying them to the practise of Seduction Design.So I talked about what I don’t mean by SD, so what do I mean?To make this easy (at least for me) I’m going to use the story of the oldest and most successful seducer of all time, as my basis…
So howdo we do seduction design at Lbi, and how do we blend and how has our process changed over the last few year?Well of course we follow the principles that I’ve outlined earlier – realising that at the heart of the best seduction is the promise of a long-lasting relationship.We huddleWe have a creative brief (but not as you know it)Constantly learning from each other – spirit of opposable mindsMerging insights and trends with user researchWe have copywriting, creative and UX teams (a thressome)
So howdo we do seduction design at Lbi, and how do we blend and how has our process changed over the last few year?Well of course we follow the principles that I’ve outlined earlier – realising that at the heart of the best seduction is the promise of a long-lasting relationship.We huddle – all project leads from every discipline get together at the beginning of a project and work out who is going to be involved, where, and how the project should be run.
We have a creative brief (but not as you know it)Similar to the advertising world, we write a creative brief, aimed at the designers, user experience architects and the technologists.
Constantly learning from each other – spirit of opposable minds.The different departments (we have creative, interface development, technical architecture, as well as the newer disciplines of media, ePR, analytics and SEO).
We can’t just rely on user research, we must be looking at trends for insights from the market/industry/community.
Forget the old creative team structure of creative and copywriter. User experience needs to be in the mix.In fact, it might actually be broader than that still. Not monogamy, but polygamy.