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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,
and a 1-match fire. But does
not bake the bread over the
fire.
• Hates when people refer to
themselves in the third
person.
The problem:
People buy something, then
never come back.
The UX of Buying
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...
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
Advertising builds
emotional memory
The mind has
three layers
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
The UX of Buying
The UX of Buying
The UX of Buying
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 decisions)
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
quickly
$plus
resulting in
brand loyalty
(future
$$$
Done right:
Done right:
Done right:

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The UX of Buying