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UCD15 Talk - Lucy Blackwell - How Experiences Sell Products

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Providing a great experience is now a standard requirement for any successful digital product. Listening to the users, gathering data and analysing every interaction is the foundation of solid UX, but is there more to the story...? This talk will explore how brands have evolved to understand not only what people say they want, but more importantly what makes them feel good, what they actually remember, what they really value, and what makes them share this experience with the world. Using a variety of examples from old and new brands, current research and recent ideas we've explored at FutureLearn, I'll tell the story of why savvy brands no longer sell a product, but now sell an experience.

Published in: Design
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UCD15 Talk - Lucy Blackwell - How Experiences Sell Products

  1. How experiences sell products @lucyblackwell | lucy.blackwell@futurelearn.com
  2. Don’t eat me yet!
  3. Feelings
  4. Experiences make you feel alive.
  5. Challenge Fear Risk RewardInspiration Achievement
  6. Challenge Fear Risk RewardInspiration Achievement Maybe not?
  7. Choose Register Inform WaitExplore Start
  8. Choose RegisterExplore Inform StartWait 50%
  9. Choose RegisterExplore Welcome Start
  10. PART 1: FEELINGS By paying attention to the users emotional experience we can understand better the motivations driving users’ decisions.
  11. You are more beautiful than you think http://realbeautysketches.dove.com/
  12. http://selfesteem.dove.co.uk #NoLikesNeeded
  13. PART 1: FEELINGS Experiences can change how people feel about themselves.
  14. How does this make you feel?
  15. Give me away!
  16. Don’t eat me yet!
  17. Sharing
  18. Do you love anyone enough to give them your last Rolo?
  19. http://www.dandad.org/en/cadbury-gorilla/
  20. PART 2: SHARING Every experience can be seen as a conversation, an opportunity to connect.
  21. “Strong social connections… are essential ingredients to psychological well-being. Experiences, much more than material possessions, tend to encourage these types of social connections.” FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
  22. PART 2: SHARING Experiences encourage social activity, which people like to share with others, so users end up selling your product for you.
  23. Memories
  24. "Don't bother with the Kings and Queens of England. All of you should learn these dates instead."
  25. “A satisfying experience, often becomes even more positive over time as it is embellished in memory.” FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
  26. PART 3: MEMORIES Experiences get better with age, as the story is retold again and again.
  27. B A
  28. http://www.niemanlab.org/2015/08/the-new-york-times-built-a-slack-bot-to-help-decide-which-stories-to-post-to-social-media/
  29. PART 3: MEMORIES Surprises can make an experience very memorable.
  30. *This may contain sugar, dairy & nuts! Eat me*! Save the flag!
  31. Value
  32. FROM ‘THE HIDDEN COST OF VALUE-SEEKING: PEOPLE DO NOT ACCURATELY FORECAST THE ECONOMIC BENEFITS OF EXPERIENTIAL PURCHASES’ “Survey subjects rated life experiences as making them happier and as a better use of money than buying objects… But they actually spent their cash on material goods, whose value is more easily quantifiable.”
  33. http://www.nationaltheatre.org.uk/shows/the-drowned-man-a-hollywood-fable
  34. PART 4: VALUE Physical mementos can enrich an experience and make the product feel more valuable.
  35. Verification builds trust, and providing a more detailed transcript to show the quality of the work done, as well as the effort put in adds value.
  36. PART 4: VALUE Customised mementos will make an experience feel more unique and valuable to the user.
  37. $14,916.00 Raised. 169 Songs written.
  38. GREAT EXPERIENCES…. Make us feel alive… Are very share-able… Create a lasting memory… Add value…
  39. Your memento. Thank you! @lucyblackwell | lucy.blackwell@futurelearn.com

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