How to delight youraudienceMarcus Mustafa – Global Head of UserExperience at LBi marcus.mustafa@lbi.com                @da...
Connecting Brands with People
Seduction design                                          INCREASE                                         MOTIVATION     ...
Seduction design       Behavioural                 Service                                                Data that      e...
SOME THOUGHTS
1. Attitude to innovationAdapt to consumer                   or                 Adopt consumers
VS.
“If you want to      surprisepeople, don’t ask them what they       want”
He of course meant that great brands understand  people, they understand  behaviours, how peoplewant to do things, what th...
2. Size mattersMobile phone   Tablet   Desktop/Laptop            Widescreen monitor
3. Design for change
4. Social by design
5. It’s not bad, it’s just not finished
PRACTICALITIES
1#   Your audience – will it encourage me to participate?2#   Connecting – does it help me do things better?3#   Old servi...
1# It’s all about me – Encourage me to participate  About me                           What technology I use     Localisat...
Think wwwwhoWHO, WHY, WHERE, W  HEN, HOW, AND     OTHERS
2# Connecting - Does it help me do things better?
Prototype moreIT’S NOT BAD, IT’S     JUST NOT  FINISHED, YET
3# Old service/New medium - Will it mix well?
Do a lot of…  MULTI-CHANNELCUSTOMER JOURNEY    MAPPING
4# Remove friction - Is it delightfully easy to use?
Service Seduction designMAKE IT EASY TO…LOVE
5# Entertain me - Does it make you feel good?
Knowing the data that countsDATA + PEOPLE = STORYTELLING
Thanksmarcus.mustafa@lbi.com@dacrumbmarcus.mustafa
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Design to engage and delight people | Marcus Mustafa – Global Head of User Experience Architecture at LBi

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  • Cover slide. Add name and copy to the top red bar area. The smaller image areas in the bottom left corner should be used for client logos (optional).
  • -          Overview of the agency-          Encapsulate your broad set of capabilities and relative maturity of each (i.e. including your core area of expertise, how you’ve developed these and how you can offer us full service across online)-          Focus on your key engagements with marquee retail and tech/media clients in relevant disciplines (eCommerce, digital onsite marketing, social, etc.)-          How you can offer best in breed expertise across digital, technology and marketing to BT – and whyCreds+Ensure POV stuff correlates with latest thinking from inside Google, FB etc. as this is what will resonate most
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • He of course ment that great brands understand people, they understand behaviours, how people want to do things, what they lack in life and what would make them happy.
  • He of course ment that great brands understand people, they understand behaviours, how people want to do things, what they lack in life and what would make them happy.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Diagram slide. Can be rearranged and modified to suite any need, but please stick to brand color palette and simple shapes. No gradients, bevels, reflections or other effects.
  • Design to engage and delight people | Marcus Mustafa – Global Head of User Experience Architecture at LBi

    1. 1. How to delight youraudienceMarcus Mustafa – Global Head of UserExperience at LBi marcus.mustafa@lbi.com @dacrumb
    2. 2. Connecting Brands with People
    3. 3. Seduction design INCREASE MOTIVATION Psychology REMOVING FRICTION Usability(from Joshua Porter)
    4. 4. Seduction design Behavioural Service Data that economics Design counts Heuristics Tools Measure Framing Techniques AnalyseMarket inefficiencies Craftsmanship Act
    5. 5. SOME THOUGHTS
    6. 6. 1. Attitude to innovationAdapt to consumer or Adopt consumers
    7. 7. VS.
    8. 8. “If you want to surprisepeople, don’t ask them what they want”
    9. 9. He of course meant that great brands understand people, they understand behaviours, how peoplewant to do things, what they lack in life and what would make them happy.
    10. 10. 2. Size mattersMobile phone Tablet Desktop/Laptop Widescreen monitor
    11. 11. 3. Design for change
    12. 12. 4. Social by design
    13. 13. 5. It’s not bad, it’s just not finished
    14. 14. PRACTICALITIES
    15. 15. 1# Your audience – will it encourage me to participate?2# Connecting – does it help me do things better?3# Old service/New medium – will it mix well with others?4# Removing friction – is it delightfully simple to do things?5# Entertain me – does it make you feel good?
    16. 16. 1# It’s all about me – Encourage me to participate About me What technology I use Localisation Device & Channel  Country & Language  Web/Mobile/Social  Time of day  Operating System  Season/Weather  Browser or App Personal Connection  Unknown  Access speed  Fan  Wi-Fi  Subscription  Data plan  One-off  Free Rules  Personalisation  Customisation  Collaborative filtering
    17. 17. Think wwwwhoWHO, WHY, WHERE, W HEN, HOW, AND OTHERS
    18. 18. 2# Connecting - Does it help me do things better?
    19. 19. Prototype moreIT’S NOT BAD, IT’S JUST NOT FINISHED, YET
    20. 20. 3# Old service/New medium - Will it mix well?
    21. 21. Do a lot of… MULTI-CHANNELCUSTOMER JOURNEY MAPPING
    22. 22. 4# Remove friction - Is it delightfully easy to use?
    23. 23. Service Seduction designMAKE IT EASY TO…LOVE
    24. 24. 5# Entertain me - Does it make you feel good?
    25. 25. Knowing the data that countsDATA + PEOPLE = STORYTELLING
    26. 26. Thanksmarcus.mustafa@lbi.com@dacrumbmarcus.mustafa

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