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Designing Revenue: How top businesses use design to impact the bottom line

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A presentation to Business Bootcamp 2011 about the advantages of designing an overall experience for your customers through the lens of Apple, About.me, Target and Mint.com

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Designing Revenue: How top businesses use design to impact the bottom line

  1. 1. Designing Revenue<br />How Apple, Target and About.me<br />Used Design to Disrupt and <br />Drive Super Growth<br />
  2. 2. Q<br />What moves the needle?<br />
  3. 3.
  4. 4.
  5. 5. 2010<br />
  6. 6. 2011<br />
  7. 7.
  8. 8.
  9. 9.
  10. 10. 400,000<br />4 months<br />$425,000<br />
  11. 11.
  12. 12. 850,000<br />2.5 years<br />$32M<br />$170M<br />
  13. 13. Jason will work with Bessemer’s<br /> portfolio companies to help <br />them build “simple, intuitive<br /> and engaging web sites,”<br />Bessemer partner David Cowan<br />
  14. 14.
  15. 15.
  16. 16. “If you make the user interface<br />awesome from the beginning, <br />you reduce the impact on <br />your support requirements”<br />Paul English, Kayak <br />
  17. 17. 469M<br />7 years<br />$22M<br />$128M<br />
  18. 18.
  19. 19.
  20. 20. “We focused on usability<br /> - simplicity trumps price”<br />David Friend, Carbonite<br />
  21. 21.
  22. 22.
  23. 23.
  24. 24. “Cheap Chic”<br />“Low Prices”<br />8.4 vs 7.6<br />
  25. 25. March 22, 2001 – March 22, 2011 <br />44.15% vs 10.22%<br />
  26. 26.
  27. 27. 4 million <br />4 years<br />$7.2M<br />
  28. 28. Design<br />Can describe value at a glance<br />
  29. 29.
  30. 30.
  31. 31. Crap Design<br />Says “I don’t care”<br />
  32. 32. 82<br />%<br />Consumers<br />will not come back<br />if the experience sucks<br />
  33. 33. Q<br />What are you designing?<br />
  34. 34. Bad News<br />You cannot control every <br />customer’s experience<br />
  35. 35. Good News<br />Design is in your control<br />
  36. 36. Experience<br />
  37. 37. Brand<br />is an experience<br />and it can’t be done in reverse<br />
  38. 38. Q<br />Why does design matter?<br />
  39. 39. Dreamers<br />Life-Time<br />Value<br />Customer<br />Acquisition<br />Costs<br />
  40. 40. Reality<br />Customer<br />Acquisition<br />Costs<br />Life-Time<br />Value<br />
  41. 41. Cost of Customer Acquisition<br />Freemium<br />Inside Sales<br />Field Sales<br />
  42. 42. The Product Design<br />should pull customers<br />through the funnel<br />
  43. 43. Design / UX<br />(Product)<br />Customer<br />Support<br />Marketing<br />
  44. 44. Customer<br />Support<br />Design / UX<br />(Product)<br />Marketing<br />
  45. 45. Design / UX<br />(Product)<br />Customer<br />Support<br />Marketing<br />
  46. 46. Great Design<br />reduces acquisition costs<br />and increase LTV<br />
  47. 47. Advertising<br />is the price you pay for<br />being boring<br />
  48. 48. Bottom Line<br />Great Design = Profits<br />
  49. 49.
  50. 50. www.makeovermachine.com<br />Promo code: BOOTCAMP<br />
  51. 51. Thank You!<br />@freshtilledsoil<br />richard@freshtilledsoil.com<br />

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