Taken from Future of Web Design, London 2015 Conference. http://futureofwebdesign.com/london-2015 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…

1. How experiences
sell products
@lucyblackwell | lucy.blackwell@futurelearn.com

2. Don’t eat me yet!

3. Feelings

9. Experiences make
you feel alive.

10. Challenge Fear Risk RewardInspiration Achievement

11. Challenge Fear Risk RewardInspiration Achievement
Maybe
not?

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Welcome
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15. PART 1: FEELINGS
By paying attention to the users
emotional experience we can
understand better the motivations
driving users’ decisions.

21. You are more beautiful than
you think
http://realbeautysketches.dove.com/

22. PART 1: FEELINGS
Experiences can change how
people feel about themselves.

23. How does this make you feel?

24. Give me away!

25. Don’t eat me yet!

26. Sharing

27. Do you love anyone enough to
give them your last Rolo?

31. http://www.dandad.org/en/cadbury-gorilla/

34. https://www.youtube.com/watch?v=CiZCW_lWW0M

35. PART 2: SHARING
Every experience can be seen as
a conversation, an opportunity
to connect.

36. “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.’

40. https://www.flickr.com/groups/2615752@N24/pool/

41. PART 2: SHARING
Experiences encourage social
activity, which people like to share
with others, so users end up selling
your product for you.

42. Memories

45. "Don't bother
with the Kings
and Queens
of England.
All of you
should learn
these dates
instead."

46. “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.’

47. PART 3: MEMORIES
Experiences get better with age,
as the story is retold again and
again.

48. B A

52. PART 3: MEMORIES
Surprises can make an experience
very memorable.

53. Eat me*! Save the wrapper!
*This may contain sugar, dairy & nuts!

54. Value

55. 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.”

57. http://www.nationaltheatre.org.uk/shows/the-drowned-man-a-hollywood-fable

60. PART 4: VALUE
Physical mementos can enrich
an experience and make the
product feel more valuable.

64. PART 4: VALUE
Customised mementos will make
an experience feel more unique
and valuable to the user.

68. FEELINGS
Paying attention to the users emotional experience can
help understand how they feel about themselves and
the motivations driving their decisions.
SHARING
Experiences encourages people to engage socially, gets
shared on their networks, and spreads the word about
the product.

69. MEMORIES
Surprises can make an experience more memorable,
and memorable experiences get better with age.
VALUE
Physical, custom mementos can enrich an experience
and make it feel more valuable.

70. Check the wrapper!
@lucyblackwell | lucy.blackwell@futurelearn.com