Designing for
Love and Money
Fluxible 2013
Kitchener, Ontario, Canada
Sep 14, 2013
Larry Cornett, Ph.D. Brilliant Forge
Brilliant Forge
Brilliant Forge
L
O
V
E
$
Brilliant Forge
Overview
• Designing for Love
• Designing for Money
• Product Challenges
• Organizational Challenges
• Car...
Designing for Love
Brilliant Forge
• What the user experience with your product really is about.
Creating value
Functional
Usable
Useful
Desi...
Brilliant Forge
• Perceptions of warmth and competence
produce feelings of admiration
• Admiration corresponds to increase...
Brilliant Forge
How insane?
Source: http://whoneedsbillboards.blogspot.ca
Brilliant Forge
Engagement
Growth
Money
Love
Opportunity
Brilliant Forge
Love helps you grow
Net Promoter Scores
(NPS) explained 20-60%
of the variation in
organic growth rates
am...
Brilliant Forge
How do you design for love?
• Enable memorable, delightful experiences
• Obsess over the details and small...
Designing for Money
Brilliant Forge
“For four years we have offered the
synchronization service for no charge,
predicated on the hypothesis th...
Brilliant Forge
If you’re good at something
Never do it for freeWarner Bros. Pictures
Brilliant Forge
Revenue cheese
Source: http://www.menshealth.com/
Brilliant Forge
Revenue cheese
Source: http://www.yahoo.com
Brilliant Forge
Inappropriate revenue
Source: www.nytimes.com
Brilliant Forge
Creepy revenue
Source: http://ebay.com
Brilliant Forge
• What the user experience with your product really is about.
I feel dirty
Advertising can feel dirty
Crip...
Brilliant Forge
Bake it in
Source: http://recipeshoebox.blogspot.ca
Brilliant Forge
Good profits
• Fred Reicheld defines “bad profits” as earnings that
come at the expense of customer relations...
Brilliant Forge
Virtuous cycle ecosystems
Product
Business
$
Customer Value
$
Brilliant Forge
• What the user experience with your product really is about.
How do you design for money?
• Design for lo...
Product Challenges
Source: http://blog.midillinicu.com
Brilliant Forge
•Agile and design ideation
•Perceptions of ROI
•Time pressure and validation
•Design not always quantified
...
Brilliant Forge
Learn Analytics
Source: http://dribbble.com/shots/902435-Website-Analytics-Dashboard
Brilliant Forge
Talk the Talk
Source: http://blog.kissmetrics.com/actionable-google-analytics/
Brilliant Forge
Intentionally Design
Revenue
The Creation of Adam brought to you by Coca-Cola™
Brilliant Forge
• What the user experience with your product really is about.
Product strategy
• Intentionally design for ...
Organizational Challenges
Source: http://www.bonkersworld.net/organizational-charts/
Brilliant Forge
•Perceptions of UX
•Where UX lives
•Ever-changing org models
•Support from your boss
•Involvement and influ...
Brilliant Forge
Show the Candy
Source: http://chocolatecandybusiness.wordpress.com/
Brilliant Forge
Reach the Top
Source: http://snowbrains.com
Brilliant Forge
Share the Pain
Source: http://www.bhmpics.com/
Brilliant Forge
• What the user experience with your product really is about.
Organizational strategy
• Have UX report as ...
Career Challenges
Source: http://sophmphoto.blogspot.ca/
Brilliant Forge
• Choosing the right career path
• Politics, politics, politics
• 70% will eventually manage others
• Yet ...
Brilliant Forge
Be careful…
Title
$
DesignYour
Career Path
Source: http://www.fotosearch.com/ and http://snappygardening.c...
Brilliant Forge
Keep What
You Love
Source: http://natalieedgar.wordpress.com/
Brilliant Forge
Be Confident
Be Bold
Source:http://www.designerfounders.com
Brilliant Forge
• What the user experience with your product really is about.
Career strategy
• Intentionally design your ...
Closing Thoughts
You Value
Cost
Colleagues
Business
Perception
Designing for
Love & Money
Customers
Boss
Product
Org
Career
Brilliant Forge
Design is your instrument
Design for love to be memorable
Design for revenue to control your destiny
Desig...
Brilliant Forge
ThankYou
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Designing for Love and Money - Fluxible Conference Sep 2013

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Larry Cornett explores the battle between love and money as it applies to products, organizations, and even our own careers. Over the past 20 years, Larry has developed strategies to deal with this problem, both as an individual contributor and as an organizational leader. Regardless of where you happen to work, or in what context, it’s an unavoidable issue that every designer must face and resolve.

Presented at Fluxible 2013, a user experience conference in Kitchener, Ontario, Canada. http://www.fluxible.ca/flux2013/program/designing-love-money/

Video of the talk is now on YouTube:
http://youtu.be/qBJ4Y-3sHWU

Published in: Design, Technology

Designing for Love and Money - Fluxible Conference Sep 2013

  1. Designing for Love and Money Fluxible 2013 Kitchener, Ontario, Canada Sep 14, 2013 Larry Cornett, Ph.D. Brilliant Forge
  2. Brilliant Forge
  3. Brilliant Forge L O V E $
  4. Brilliant Forge Overview • Designing for Love • Designing for Money • Product Challenges • Organizational Challenges • Career Challenges • Closing Thoughts
  5. Designing for Love
  6. Brilliant Forge • What the user experience with your product really is about. Creating value Functional Usable Useful Desirable DelightfulMeh Love
  7. Brilliant Forge • Perceptions of warmth and competence produce feelings of admiration • Admiration corresponds to increased willingness to buy • High admiration gives way to awe • Awe leads to insane loyalty Does their love matter? Source: http://www.sciencedirect.com/science/article/pii/S1057740812000290
  8. Brilliant Forge How insane? Source: http://whoneedsbillboards.blogspot.ca
  9. Brilliant Forge Engagement Growth Money Love Opportunity
  10. Brilliant Forge Love helps you grow Net Promoter Scores (NPS) explained 20-60% of the variation in organic growth rates among competitors >2x CAGR Growth (indexed) 500 100 0 200 300 400 0 5 10 15 20 Loyalty Leader Average Source: http://www.netpromotersystem.com
  11. Brilliant Forge How do you design for love? • Enable memorable, delightful experiences • Obsess over the details and small touches • Consistently solve pain; don’t cause it • Be real, be human, be warm • Listen, observe, & use data to improve • Make it hard for people to hate you Source: Jennifer Aaker http://faculty-gsb.stanford.edu/aaker/
  12. Designing for Money
  13. Brilliant Forge “For four years we have offered the synchronization service for no charge, predicated on the hypothesis that a business model would emerge to support the free service” Todd Agulnick, co-founder, XMarks Someone else is handling that Source: http://www.pcworld.com/article/206479/ Xmarks_Is_Gone_But_Browser_Sync_Lives_On_.html
  14. Brilliant Forge If you’re good at something Never do it for freeWarner Bros. Pictures
  15. Brilliant Forge Revenue cheese Source: http://www.menshealth.com/
  16. Brilliant Forge Revenue cheese Source: http://www.yahoo.com
  17. Brilliant Forge Inappropriate revenue Source: www.nytimes.com
  18. Brilliant Forge Creepy revenue Source: http://ebay.com
  19. Brilliant Forge • What the user experience with your product really is about. I feel dirty Advertising can feel dirty Crippleware feels dirty Hidden fees are dirty It doesn’t have to be that way
  20. Brilliant Forge Bake it in Source: http://recipeshoebox.blogspot.ca
  21. Brilliant Forge Good profits • Fred Reicheld defines “bad profits” as earnings that come at the expense of customer relationships • In the airline industry, it’s estimated that 50% of customers feel coerced, misled and ill-treated • JetBlue only charges for a 2nd checked bag • “Analysts like to remind us that we leave over $100 million on the table every year for that policy.” - Joel Peterson, Chairman, JetBlue Airways Source: http://www.linkedin.com/today/post/article/20130827063031-11846967-a-common- sense-solution-to-slow-airplane-boarding
  22. Brilliant Forge Virtuous cycle ecosystems Product Business $ Customer Value $
  23. Brilliant Forge • What the user experience with your product really is about. How do you design for money? • Design for love first, but… • Design revenue options into the experience • Harness the power of money • Encourage good behavior • Discourage bad behavior • Don’t be evil
  24. Product Challenges Source: http://blog.midillinicu.com
  25. Brilliant Forge •Agile and design ideation •Perceptions of ROI •Time pressure and validation •Design not always quantified •Designers aren’t vocal enough •Knowledge and understanding
  26. Brilliant Forge Learn Analytics Source: http://dribbble.com/shots/902435-Website-Analytics-Dashboard
  27. Brilliant Forge Talk the Talk Source: http://blog.kissmetrics.com/actionable-google-analytics/
  28. Brilliant Forge Intentionally Design Revenue The Creation of Adam brought to you by Coca-Cola™
  29. Brilliant Forge • What the user experience with your product really is about. Product strategy • Intentionally design for engagement and harmonious revenue • Make monetization enhance the experience • Buy time for the creative process • Earn a seat at the table, speak the language • Quantify that design drives success • Control your design destiny
  30. Organizational Challenges Source: http://www.bonkersworld.net/organizational-charts/
  31. Brilliant Forge •Perceptions of UX •Where UX lives •Ever-changing org models •Support from your boss •Involvement and influence
  32. Brilliant Forge Show the Candy Source: http://chocolatecandybusiness.wordpress.com/
  33. Brilliant Forge Reach the Top Source: http://snowbrains.com
  34. Brilliant Forge Share the Pain Source: http://www.bhmpics.com/
  35. Brilliant Forge • What the user experience with your product really is about. Organizational strategy • Have UX report as high as possible • Control your organizational destiny • Turn Design into a profit center • Own Design projects and engineering • Make HR and PR your allies • Meet frequently with your detractors
  36. Career Challenges Source: http://sophmphoto.blogspot.ca/
  37. Brilliant Forge • Choosing the right career path • Politics, politics, politics • 70% will eventually manage others • Yet 95% said they enjoy designing • Join companies, leave bosses
  38. Brilliant Forge Be careful… Title $ DesignYour Career Path Source: http://www.fotosearch.com/ and http://snappygardening.com
  39. Brilliant Forge Keep What You Love Source: http://natalieedgar.wordpress.com/
  40. Brilliant Forge Be Confident Be Bold Source:http://www.designerfounders.com
  41. Brilliant Forge • What the user experience with your product really is about. Career strategy • Intentionally design your career • Choose your boss wisely • Keep what you love (design!) • Stay relevant and differentiated • Find powerful and connected mentors • Recognize and seize opportunity
  42. Closing Thoughts
  43. You Value Cost Colleagues Business Perception Designing for Love & Money Customers Boss Product Org Career
  44. Brilliant Forge Design is your instrument Design for love to be memorable Design for revenue to control your destiny Design your organization to have influence Design your work to be successful Design your own career to be happy
  45. Brilliant Forge ThankYou

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