Designing Revenue | Fresh Tilled Soil

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A presentation by Richard Banfield, Co Founder of Fresh Tilled Soil, presented as part of the Fresh Tilled Soil Labs series July 2012. Covers how to leverage UX design to boost revenues and generate growth in business.

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Designing Revenue | Fresh Tilled Soil

  1. 1. designing revenue creating useful &profitable products Presented by richard banfield 1 /50
  2. 2. 2 /50
  3. 3. 3 /50
  4. 4. 4 /50
  5. 5. same performancebut significant price difference 25% 5 /50
  6. 6. what we’ll learn today product design is hard unless you have an awesome team with a plan Customer Research & Best Practice Execution know how Analysis & More & PlanningThe Emotional The Behavioral The Empirical The Roadmap to Animal Science Evidence Success 6 /50
  7. 7. introduction why is a biologist teaching userexperience design? 7 /50
  8. 8. /50
  9. 9. your customer The Emotional Animal 9 /50
  10. 10. homo-sapiensSome behavioral measurement Another useless measurement 10 /50
  11. 11. irrationalAre we really incontrol of our decisions? 11 /50
  12. 12. the same but different 12 /50
  13. 13. informationdata is not enough 13 /50
  14. 14. informationdata is not enough 14 /50
  15. 15. informationdata is not enough 15 /50
  16. 16. informationdata is not enough 16 /50
  17. 17. storytelling people remember stories that have anemotional connection 17 /50
  18. 18. happiness people are more likely to makedecisions when happy 18 /50
  19. 19. making happyMake it motivating Make it easy 19 /50
  20. 20. emotionsInformation is not enough, and... Emotions drive decision making Emotions are often irrational Happiness leads to better decisions Happiness can be manufactured...this means... Significantly more work for product designers But, higher adoption and deeper loyalty 20 /50
  21. 21. RESEARCH & ANALYSIS The Behavioral Science 21 /50
  22. 22. persuasion let’s start with howemotions lead to action 22 /50
  23. 23. persuasion“persuasion requires......motivation, ability and a trigger.” BJ Fogg 23 /50
  24. 24. persuasion In other words... successful product design meets our goals, ourexpectations and is easy to use 24 /50
  25. 25. triggersAcceptance Rejection Pleasure Pain Hope Fear 25 /50
  26. 26. double dutyHigh Motivation Make it motivatingLow Motivation Make it easy to do Hard to Do Easy to Do 26 /50
  27. 27. pathwaysHigh MotivationLow Motivation Hard to Do Easy to Do 27 /50
  28. 28. starting point storytelling scenarios storyboards personas interviews prototypes the 5 whys 28 /50
  29. 29. starting point geoff’s story Geoff wants to join a gym to get fit but he’s intimidated by the other gym members, who all seem to be fitter and stronger. How can he improve his experience? What if Geoff could work out at home with all of the benefits of a personal trainer at the gym? Geoff feels if he could track his progress and communicate with a trainer without having to go to the gym he’d be able to reach his fitness goals with less stress.What other tools will Geoff need to accomplish this goal? Are these tools reducing the stress Geoff feels? 29 /50
  30. 30. audiencewho else looking for a solution to their problem? jane Steve sarah smith hollister chang Business Owner Retired Lawyer Single Mom 30 /50
  31. 31. audience 31 /50
  32. 32. 3d matrix Who: What type of customer? ASPIRING RECOVERING MONEY MINDER IMMATURE CREDIT Home (desktop/laptop) Financial Advice Online OFFICE (desktop/laptop) home making CC/ LOAN (MOBILE) Financial repairs CAR DEALERSHIP (MOBILE) Financial planning OPEN HOUSE (MOBILE) insight / educationWhere: In which places What: Why are peopledo they access their information? accessing their information? 32 /50
  33. 33. 2D matrix Aspiring Recovering Money Minder Novice / Immature Credit Report Card Credit Report Card Credit Report Card Credit Report Card Best Matches Best Matches Fraud Risk Educational Articles Products Educational Articles Educational Articles Want to get a handle on their Credit is in bad shape - need to Want to keep an eye on their Needs to be educated on credit andcredit to plan out next financial see their current situation and credit to make sure they are how it effects them Triggers steps seeking help to fix it secure going forward Home page Home page Home page Home page Educational articles Educational articles Products for Good Credit Products for Students Content (top traffic pages) Find a Loan Products for Bad Credit Identity Theft Protection Products for No/Low Credit lifestyle articles CRC widget partner offers topical partner articles expert blog articles forum widget crc widget estimators and calculators Educational articles expert blog articles planning tools Tech Tools planning tools product comparisons estimators and calculators product comparisons Cards for Bad Credit Home Loans/Mortgages Student Cards Cards for Good Credit Balance Transfer Cards Cards for Excellent Credit Cards for No/Low Credit Partners Personal Loans 33 /50
  34. 34. mobilitygoals: goals: goals:1. find out credit score 1. reduce debt quickly 1. monitor good credit2. find qualified products 2. improve credit score 2. prevent new risks3. understand their credit 3. control debt and credit 3. find high-reward productsbottom line: bottom line: bottom line:get started and learn how to move from managing debt maintain the status quo andstay in control to eliminating debt finish strongnovice aspiring money minder recoveringgoals:1. manageable level of debt2. improve credit score3. find lower interest productsbottom line:get in control of finances, debt and credit 34 /50
  35. 35. Current FLOW Home PageSignup Process Step One Step Two Step Three Dashboard tools 35 /50
  36. 36. RECOMMENDED FLOW Home PageSignup Process Signup steps are Step 1-3 combined into a singlemodal to reduce bouncesTools now function as thedashboard with fraud risk Dashboard features integrated & tools 36 /50
  37. 37. user journeys article widget Money Minder Credit Card Vendor Goals: Goals: Monitor good credit forum Pre-qualify low-risk client Prevent new risks Develop brand loyaltyFind high-reward products Reduce cost of service credit signup estimator product Dashboard offers 37 /50
  38. 38. sketching 38 /50
  39. 39. wireframes 39 /50
  40. 40. designs 40 /50
  41. 41. BEST PRACTICE & connections 41 /50
  42. 42. good design matters Humans make emotional decisions Humans are irrational Humans prefer happiness Happiness drives better decisions Good design leads to happiness 42 /50
  43. 43. connecting dotshow do we connect our ideas with what really works? 43 /50
  44. 44. best practice humanizationImagery withhuman-focusedinteractionscreates higheremotionalconnections 44 /50
  45. 45. best practice humanizationUse of specificpersonas andsituation furtheremphasizespersonal story 45 /50
  46. 46. best practice humanizationContext relays thebigger picturewithout the needfor explanation 46 /50
  47. 47. best practice product positioning‘How to’ imageryor video reducesthe need forlengthy text andadditional pages 47 /50
  48. 48. Execution &return on investment 48 /50
  49. 49. DESIGN PRINCIPLES CONTEXT IS EVERYTHING Iterative Design Responsive Design Short cycles of high impact Delivers the best UX for the improvements to brand appropriate device & browserUX/UI User Centric Design Progressive Version n Relationship and trust drive Enhancement experience design decisions Allows for accessibility across all browsers and connections. 49 /50
  50. 50. process design wireframing visual front-end qa / testingplanning & flows design developmentResearch and planning Map user stories to flows Design exploration / concepts Code HTML5/CSS3 templates QA and internal testing on target browsers / devicesFeatures and Validate user interactions Present, review and iterate Include interaction demos withfunctionality jQuery/JS Hand off detailed wireframes Ongoing stylistic refinementUser characteristics & Start QA and browser testingstories Creation of high-fidelity assetsSWOT analysis (internal)User journeys & flows 50 /50
  51. 51. where we are We Are Here design wireframing visual front-end qa / testingplanning & flows design developmentResearch and planning Map user stories Design exploration / concepts Code HTML5/CSS3 templates QA and internal testing on target browsers / devicesFeatures and to flows Present, review and iterate Include interaction demos withfunctionality jQuery/JS Ongoing stylistic refinementUser characteristics & Validate user Start QA and browser testing Creation of high-fidelitystories interactions assetsSWOT analysis (internal) Hand off detailedUser journeys & flows wireframes 51 /50
  52. 52. schedule We Are Here wireframing & flows Map user stories to flows Validate user interactions Hand off detailed wireframes 52 /50
  53. 53. real worldcase study 53 /50
  54. 54. audienceapparent problem: Need to loose weightactual problem: feeling lonely & scaredjane Steve sarahsmith hollister changBusiness Owner Retired Lawyer Single Mom 54 /50
  55. 55. 3d matrix Who: What type of customer? ASPIRING RECOVERING MONEY MINDER IMMATURE CREDIT Home (desktop/laptop) Financial Advice Online OFFICE (desktop/laptop) home making CC/ LOAN (MOBILE) Financial repairs CAR DEALERSHIP (MOBILE) Financial planning OPEN HOUSE (MOBILE) insight / educationWhere: In which places What: Why are peopledo they access their information? accessing their information? 55 /50
  56. 56. 2D matrix Aspiring Recovering Money Minder Novice / Immature Credit Report Card Credit Report Card Credit Report Card Credit Report Card Best Matches Best Matches Fraud Risk Educational Articles Products Educational Articles Educational Articles Want to get a handle on their Credit is in bad shape - need to Want to keep an eye on their Needs to be educated on credit andcredit to plan out next financial see their current situation and credit to make sure they are how it effects them Triggers steps seeking help to fix it secure going forward Home page Home page Home page Home page Educational articles Educational articles Products for Good Credit Products for Students Content (top traffic pages) Find a Loan Products for Bad Credit Identity Theft Protection Products for No/Low Credit lifestyle articles CRC widget partner offers topical partner articles expert blog articles forum widget crc widget estimators and calculators Educational articles expert blog articles planning tools Tech Tools planning tools product comparisons estimators and calculators product comparisons Cards for Bad Credit Home Loans/Mortgages Student Cards Cards for Good Credit Balance Transfer Cards Cards for Excellent Credit Cards for No/Low Credit Partners Personal Loans 56 /50
  57. 57. matrix TO Flow article widget Money Minder Credit Card Vendor Goals: Goals: Monitor good credit forum Pre-qualify low-risk client Prevent new risks Develop brand loyaltyFind high-reward products Reduce cost of service credit signup estimator product Dashboard offers 57 /50
  58. 58. finally 58 /50
  59. 59. designingsteve jobs greatest successwasn’t designing products, it was designing apple 59 /50
  60. 60. Thanks 60 /50

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