The document discusses advertising, user experience design, and their relationship. It argues that advertising as commonly practiced sees people as "sheep to be manipulated" rather than respecting them. However, user experience design takes a different approach by designing things to make people want to perform certain actions. The rise of the internet has led to a shift from a broadcast model of communication to more of a conversation. Customers are people rather than sheep, and user testing directly involves customers in the design process.

1. Advertising & UX Design
We argue, but we love each other really

2. A call to arms

3. The poisonous core
“When criticizing ad agencies, you have
to begin at the core — advertising, as it
is widely practiced, is an inherently
unethical and, frankly, poisonous
endeavor that sees people as sheep to be
manipulated, that vaunts style over
substance, and deems success to be
winning awards.”

4. “Soulless holes”

5. “Soulless holes”

6. The comments...
Sam Ladner: We’ve been here before
Jeff Miller: If you take on the role of Change Agent
as a UX-er, you really are a glutton for punishment
Rick Webb: User experience design is inherently
the practice of designing things to make people do
certain things

7. Paradigm shift
• marketing itself was an answer to the
impact of mass production as a result of
the industrial revolution
• ux is an answer to the impact of new
communication as a result of the internet
revolution

8. From a broadcast to a
conversation

9. Customers are not
sheep

10. Steve
Jobs
does
user
testing

11. Baggage drop off (CUDOP)
KLM
Checking Blue Credits Checking Buebiz information
Checking delayed or dammaged baggage process Checking Miles
Check in at DESK Refund & compesation request Earning & burning Miles
Check in flow (KIOSK) > choosing seat, buying extra baggage File a complaint or compliment Award booking
Checking flight disruptions (FSN via sms or email) Claim missing miles Claim missing miles
Checking Miles Checking Blue Credits
Travel PostTravel Loyalty
I like to take care of people, both at my work and at home with my family I like to take care of people, both at my work and at home with my family
More legroom, good entertainment and helpful staff can make a real difference
Easy and safe Easy and safe
Helping hand Helping hand
I love to feel at home when I fly: a welcoming feel and a nice meal are what I like I love to feel at home when I fly: a welcoming feel and a nice meal are what I like I love to feel at home when I fly: a welcoming feel and a nice meal are what I like
The flight experience should match my holiday feeling The flight experience should match my holiday feeling
One-stop-shop
Multi channel
Flying bores me, so please entertain me At the airport I am bored and secretly I'd like to spend time in the lounge
I would love to be treated exclusively, but can't afford it I would love to be treated exclusively, but can't afford it
Treat me with at least a minimum of dignity I would love to be treated exclusively, but can't afford it Treat me with at least a minimum of dignity Treat me with at least a minimum of dignity
Flying economy makes me feel like I have no control Flying economy makes me feel like I have no control
Make it easier to work for me
Make it easier to work for me
Helping hand
Let me work
One-stop-shop Helping hand
Easy and safe Easy and safe
Access / Join Your FFP
You can find me on the internet a lot, checking out new things
Time is money for me, therefore I care a lot about an efficient flight schedule You can find me on the internet a lot, checking out new things
The flight experience is less important to me, as long as I arrive in time
One-stop-shop Do it myself
Access / Join Your FFP
I want to be recognized
Treat me like a good client
Speed Service
Speed Service Speed Service
Access / Join Your FFP
I fly for work, not fun and I hate to waste time Keep the promises you make, that's what I do in my job I am really motivated on the airline which offers me the best benefits and treatment I expect people to be friendly and helpful I fly for work, not fun and I hate to waste time I am really motivated on the airline which offers me the best benefits and treatment
I am really motivated on the airline which offers me the best benefits and treatment
Because I fly so often, I often turn a critical eye to the quality of staff My status is important to me and I appreciate being treated like I'm important My status is important to me and I appreciate being treated like I'm important My status is important to me and I appreciate being treated like I'm important
I expect people to be friendly and helpful I want to be rewarded for being a good customer I want to be rewarded for being a good customer I want to be rewarded for being a good customer
Speed Service Speed Service
Let me work Do it myself
Speed Service
Recognize me, know my preferences and above all respect me! Flying Blue
Access / Join Your FFP
I need to trust the airlines to be in time and to resolve anything that goes wrong
I hate to waste time
I don't care about the in-flight experience, but do not give me the feeling that I don't count I hate to waste time
I don't care about the in-flight experience, but do not give me the feeling that I don't count
I hate to waste time; I like an airline that takes care of all the possible hassles and solves problems Speed Service
Speed Service Speed Service
Access / Join Your FFP
Let me work
Hop on & and off
I like to feel special, although I will never tell you I want to feel home when I'm flying You can bring me a smile on my face by making me feel welcome and understanding my needs I like to feel special, although I will never tell you
You can bring me a smile on my face by making me feel welcome and understanding my needs I'm still amazed by the miracle of flight You can bring me a smile on my face by making me feel welcome and understanding my needs
I expect people around to take care of problems I will get very upset if I feel I'm not taken seriously or if given a treatment that does not reflect my status
Take care of me
Recognize me, know my preferences and above all respect me!
Speed Service Speed Service
Speed Service
Take care of me
Access / Join Your FFP
I'm a leader in my field at work, my success is important to me and I am used to people treating me with a lot of respect
I'm a leader in my field at work, my success is important to me and I am used to people treating me with a lot of respect I'm a leader in my field at work, my success is important to me and I am used to people treating me with a lot of respect
I need to remain connected to my work while I travel I hate to waste time; I like an airline that takes care of all the possible hassles and solves problems
Recognize me, know my preferences and above all respect me!
Speed Service Speed Service
Flying Blue
Let me work Speed Service
Access / Join Your FFP
Access FB

14. Amsterdam