Effect Management made simple


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Effect Management Made simple! What is good digital design, and how to do to be sucessful. Effect management (TM) is about brindging business to buttons, or making design that generates business values. This presentation is a short introduction with examples.

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  • Customer is kingThere is no choice, youneedtofulfilltheirneedsOTHERWISETheychooseanotherproductIt willcostyou a lot in support and maintenance
  • You have to choose solution. In order to do that in an orderly way you need clear priorities.The difference beteweensucessful and unsucessful projects are clear priorities
  • MotivatorsTornoffWhat is the challenge
  • Titta på faktisk användning idag - logganalys
  • Mer trafik på undersidor
  • Effect Management made simple

    1. 1. EffectManagement ™The manychoichesof design& HowtoManagethem<br />Self-repair<br />Brand<br />Smart code<br />Easyinteraction<br />Contextual<br />Touch<br />
    2. 2. Bad design<br />Good design<br />
    3. 3. <ul><li>Digital design
    4. 4. Service design
    5. 5. Strategic design
    6. 6. 10, +70
    7. 7. SEMC, SAAB, IKEA</li></li></ul><li>#1 consumeris king<br />
    8. 8. #2 choiceseverywere<br />
    9. 9. #3 in use<br />3 miljon dollar button<br />300 million $!<br />
    10. 10. Who shallweplease to get there?<br />How do you do it?<br />
    11. 11.
    12. 12. 1. Define the purpose<br />
    13. 13. Online sales<br />Morevisitors in store<br />Strengthen the brand<br />
    14. 14. The web presence should:<br />Contribute to increased usage of ACME products by facilitating to choose ACME.<br />Choose to buyACME products. Choose to buy other ACME products as well. Choose to useACME products (when they are available). Choose to recommendACME products. Choose to evaluate a ACME product. Choose to try to convince my manager about ACME products. Choose to promoteACME to others. Continue to chooseACME<br />
    15. 15. Effect Map ™<br />
    16. 16. 2. Understand your users<br />
    17. 17. The comfortable<br />The sceptical<br />The impatient<br />
    18. 18. Carl the Curious<br />Challenge: Convince him to make contact<br />“I want to use products that are safe and efficient for both me and my patient”<br />The Curious has heard about a ACME product that he is curious about. He wants to know if the product meets his expectations. <br />Even though The Curious are open to the possibility that a ACME product might suit his needs, he still need solid scientific evidence as well as recommendations from independent experts in the field before considering the product.<br />If the call to action is clear and easy, Carl doesn’t mind taking the next step as long as his visit to the web has made him even more interested. Carl is a busy man though, so he need to decide on what next step he is willing to take. Meeting a sales rep takes a lot of time, looking at a short recorded detailing is less time consuming.<br />”I usually have limited time, and want to quickly find out if my curiosity is true.”<br />Usage Goals<br /><ul><li>Want to take a stand about a product, solution or treatment.
    19. 19. Want an answer to a specific question about the product
    20. 20. Shall take the next step</li></ul>Important Actions<br /><ul><li>Clear call to actions
    21. 21. Easy and luring overview over product USP:s, benefits etc.
    22. 22. Possible to find products based on what he knows.</li></ul>Typical Tasks<br /><ul><li>Find a specific product based on what he knows about it.
    23. 23. Figure out if the product matches his needs and his standards.
    24. 24. Learn about additional benefits apart from the once that made him curious.</li></li></ul><li>Effect Map ™<br />
    25. 25. 3. Prioritize<br />
    26. 26.
    27. 27. v/s<br />3. Functionality<br />
    28. 28.
    29. 29. 3 manweeks<br />creating an EffectMapafterbuild<br />Savings: 1/3 ofincoming CR inappropriate<br />1,5 yrs ofdevelopment<br />
    30. 30. 4. Concept design & testing<br />
    31. 31. 5. Detail design & testing<br />
    32. 32. Usage test<br />Decision<br />Usage test<br />Background material<br />Aim & Usage<br />Result<br />Knowledge & Expertise<br />Technically feasable<br />Development<br />Sketch<br />Conceptual design<br />Detailed design<br />
    33. 33. Goal : From 9 to 7 minutesResult: From 9 to 3 minutes<br />
    34. 34. 6. Keep track and adapt<br />
    35. 35.
    36. 36. Effectgoalsareeasilytransformedtomeasurementpoints on web pages / web actions. KPI aredefinedtokeeptrackover time and make appropiatechanges<br />
    37. 37. > <br />
    38. 38. THX!<br />ingrid.domingues@inuse.se<br />