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Jonathan Satchell - Make it visual - Design language for business in the digital, social world


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Placing designers at the heart of business.
Finding a design language in the world of social communities.
Holding on to visual continuity across constantly changing digital landscapes.
How your business feels is as important as what your business says.

Published in: Design
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Jonathan Satchell - Make it visual - Design language for business in the digital, social world

  1. 1. Make it visual Creating a design language for business in the digital, social world.
  2. 2. • The way customers interact with brands is changing with mobile. • Communicating on a small screen is a different discipline. • Businesses are becoming content broadcasters • Who are the best people to help with these demands? • Design is about systems thinking not just about appearance. What’s going on?
  3. 3. That’s all you’ve got. 2.6 seconds
  4. 4. • Missouri University of Science and Technology eye-tracking research. • 2.6 seconds to focus on a specific element of a Web page when it loads. • How to influence your customers in such short time? • Simple visual explanations work. • Visual impact has become so so much more important. • If initial impressions are negative you may never get the user back. Why design matters 11 4
  5. 5. ‘Baked in’ design needs to be one of the main ingredients for your product. Invest in design
  6. 6. PORTFOLIO • Since 2010, 14 design agencies and 27 companies co-founded by designers in the US have been acquired by tech giants such as Google, Facebook and Adobe. • Five U.S.-based startups co-founded by designers have raised more than $2.75 billion. • In the last year six venture-capital firms have invited designers onto their teams for the first time. • Design is a long term investment, it might feel like it’s slowing you down initially but it will speed you up later on. Investing in design
  7. 7. How Changing a Button Increased a Site’s Annual Revenues by $300 Million. Making a difference - Jared Spool
  8. 8. • Users of a site had to put in their name and email into a simple form and set up an account by pressing a Register button before they could pay for their goods. • User testing discovered that users were frustrated by this process. • Users didn’t want to enter into a relationship with the company, just buy the goods. • Users complained that they felt the company just wanted their contact details so they could send them marketing emails. • Jared changed the Register button to a Continue button and added a simple message: “You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout.” What Jared did
  9. 9. Changing the process had this effect • The number of customers purchasing went up by 45%. • The extra purchases resulted in an extra $15 million the first month. • For the first year, the site saw an additional $300,000,000 income. The results $
  10. 10. Removing the friction at sign-up. Making a difference - NettoPower
  11. 11. • Sign up form designed by Morten Lybech. • Simple form, we’d like to make it shorter but we’re balancing information we must have to switch a customer. • To evaluate the form we did some heat mapping. • User testing and customer feedback through customer service. • Users had no idea of their annual electricity consumption. • Not having the information slowed form completion. • Built a small tool into the sign up form. • Gives users a choice of average consumption for a house or flat dependant on the number of people living there. • Consumption can be changed in self service at a later date. What NettoPower did
  12. 12. Original sign-up form detail
  13. 13. The problem 13
  14. 14. Solution - stage 1 14
  15. 15. Solution - stage 2 15
  16. 16. Solution - stage 2 - alternate consumption 16
  17. 17. • Implemented the tool within signup form. • Tracked the use of the tool through analytics. • Helped users move through the form quickly. • Questions about consumption virtually disappeared. • Changing a design process can benefit your user and your business. The results
  18. 18. Continuity across many channels. How does it feel?
  19. 19. • The look and feel of your website, logo, social media profiles, marketing materials has always been important. • Many more channels your business can broadcast on. • A cohesive visual approach has become much more important. • Getting it right can help make the difference between your business succeeding over your competitors. • Small business can gain an advantage over larger more established businesses. • More important now to have someone who understands design in decision making position. • Invest the time and resources in a well-designed brand presence. Design continuity 19
  20. 20. Continuity across channels 20 Homepage detail News article Facebook
  21. 21. Continuity across channels 21 Twitter Google+ E-newsletter
  22. 22. Feedback forms 2222
  23. 23. 232323
  24. 24. Keeping it simple. Summing up
  25. 25. • User experience, digital design, mobile - keep it simple. • Good design is about the design of systems and processes not just appearance. • Remove the clutter and keep it clean. • Remove the friction. • Design is a long term investment. • If initial impressions are negative you may never get the user back. • Use images instead of words - Simple visual explanations work. • Continuity across channels help to increase recognition of your brand. Design - Keep it simple 25
  26. 26. Make it visual Creating a design language for business in the digital, social world.