@okdg
@_schnee_
Getting customers to part with their money—
and not with your brand
The UX of Buying
and why it matters
NEWLY
REVISED
Getting customers to part with their money—
and not with your brand
The UX of Buying
and why it matters
How to Sell Something
~ And Not Be ~
Remembered as a Jackass
alternate title:
a problem,
5 ideas
and a solution
A bit about Clint
• Born. Raised. Diverse
interests.
• Believes Comic Sans will
curdle milk
• Makes a mean loaf of bread,
...
The problem:
People buy something, then
never come back.
Buy online in 3 simple steps:
1. Ooooh...sweet deal! (impulsive click)
2. How many steps to buy this thing...
3. What's my...
previous
Bad Experience
is the number one cause of
“People Don’t
Like You”
...which is bad for
repeat sales.
(and word of mouth, publicity etc.
etc.)
5 ideas:
Buying is a behaviour
—not a decision
how loyalty is lost in
the sales cycle
Branding =
sensory
shorthand
Adverti...
your mind has
three layers
reflective
where thinking happens
(cognition)
reflective
where thinking happens
(cognition)
affective
where the action is:
behaviour & emotion
reflective
where thinking
happens (cognition)
affective
where the action is:
behaviour & emotion
visceral
andrenaline &
reflective
where thinking
happens (cognition)
affective
where the action is:
behaviour & emotion
visceral
andrenaline &
branding =
sensory shorthand
branding relies on recognition and
emotional recall
advertising builds
emotional memory
(good) advertising builds up positive emotional memory
towards a brand
Budweiser | TNT | Google
Examples:
delight
& desire
(emotional memory)
buying is a behaviour
(not a decision)
it's driven by subconscious processes
and emotional memory
95%+
of brain activity
is sub-
conscious
you’ve already decided
7 seconds
before you know it
how to get it wrong
bypassing people's judgement by impulse or
trickery produces resentment
impairment
(confusion, overstimulus, jargon)
fear
fear
impairment
(confusion, overstimulus, jargon)
manipulation,
impulse
(use of insecurity, emotional
hot-buttons, snap de...
a negative
emotional
memory
$plus
resulting in
worst-ever TV ad?
The solution:
honesty &
convenience
easy to
justify
• relevant facts
• pictures
• no inconsistencies
• don’t make them
work for it
convenien
t,
rewarding
• no bad surprises
• short path to
purchase
completion
• affirmation built-
in
no alarm or
frustration
• test, test, test
• respect time &
effort of the user
• easy on the
stimulus
• resolve issues
qui...
$plus
resulting in
brand loyalty
(future
$$$
Done right:
Done right:
Done right:
In practical terms:
• invest in emotionally positive, branded
experiences everywhere you can
• avoid anxiety-inducing mark...
the end
(You are an awesome audience)
the end
(You are an awesome audience)
More reading:
• Don Norman: Emotional Design
• Fogg: Stanford Persuasive Tech
Lab
• Bloomberg article: brain science
not r...
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The UX of Buying

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Find out how to create a buying experience that builds loyalty and increases long-term profitability.

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The UX of Buying

  1. @okdg @_schnee_
  2. Getting customers to part with their money— and not with your brand The UX of Buying and why it matters
  3. NEWLY REVISED Getting customers to part with their money— and not with your brand The UX of Buying and why it matters
  4. How to Sell Something ~ And Not Be ~ Remembered as a Jackass alternate title:
  5. a problem, 5 ideas and a solution
  6. A bit about Clint • Born. Raised. Diverse interests. • Believes Comic Sans will curdle milk • Makes a mean loaf of bread, and a 1-match fire. But does not bake the bread over the fire. • Hates when people refer to themselves in the third person.
  7. The problem: People buy something, then never come back.
  8. Buy online in 3 simple steps: 1. Ooooh...sweet deal! (impulsive click) 2. How many steps to buy this thing... 3. What's my postal code again? 4. Shipping costs are wha...?! I could walk there and bring it back—oh, screw it. 5. (3 weeks later) UPS is holding it hostage at customs for 3x its original value...
  9. previous Bad Experience is the number one cause of “People Don’t Like You”
  10. ...which is bad for repeat sales. (and word of mouth, publicity etc. etc.)
  11. 5 ideas: Buying is a behaviour —not a decision how loyalty is lost in the sales cycle Branding = sensory shorthand Advertising builds emotional memory The mind has three layers
  12. your mind has three layers
  13. reflective where thinking happens (cognition)
  14. reflective where thinking happens (cognition) affective where the action is: behaviour & emotion
  15. reflective where thinking happens (cognition) affective where the action is: behaviour & emotion visceral andrenaline &
  16. reflective where thinking happens (cognition) affective where the action is: behaviour & emotion visceral andrenaline &
  17. branding = sensory shorthand branding relies on recognition and emotional recall
  18. advertising builds emotional memory (good) advertising builds up positive emotional memory towards a brand
  19. Budweiser | TNT | Google Examples:
  20. delight & desire (emotional memory)
  21. buying is a behaviour (not a decision) it's driven by subconscious processes and emotional memory
  22. 95%+ of brain activity is sub- conscious
  23. you’ve already decided 7 seconds before you know it
  24. how to get it wrong bypassing people's judgement by impulse or trickery produces resentment
  25. impairment (confusion, overstimulus, jargon) fear
  26. fear impairment (confusion, overstimulus, jargon) manipulation, impulse (use of insecurity, emotional hot-buttons, snap decisions)
  27. a negative emotional memory $plus resulting in
  28. worst-ever TV ad?
  29. The solution: honesty & convenience
  30. easy to justify • relevant facts • pictures • no inconsistencies • don’t make them work for it
  31. convenien t, rewarding • no bad surprises • short path to purchase completion • affirmation built- in
  32. no alarm or frustration • test, test, test • respect time & effort of the user • easy on the stimulus • resolve issues quickly
  33. $plus resulting in brand loyalty (future $$$
  34. Done right:
  35. Done right:
  36. Done right:
  37. In practical terms: • invest in emotionally positive, branded experiences everywhere you can • avoid anxiety-inducing marketing tactics (confrontational communication style, pressure tactics, all caps etc.) • don’t just measure clicks—actually get to know what makes your customer happy • your product is your number one branded experience: make something awesome
  38. the end (You are an awesome audience)
  39. the end (You are an awesome audience)
  40. More reading: • Don Norman: Emotional Design • Fogg: Stanford Persuasive Tech Lab • Bloomberg article: brain science not ready to replace Mad Men • 7 second gap • The Psychology of Economic Decisions • Smashing: excellent checkouts

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