watch and learn..

1. Deep Product Design
Shaping Customer Behavior through
Carefully-Crafted Experiences
Future Insights Live, June 2015
James Archer (@jamesarcher)

2. @jamesarcher

3. @jamesarcher

4. @jamesarcher

5. @jamesarcher

6. @jamesarcher

7. @jamesarcher

8. @jamesarcher

9. @jamesarcher

10. @jamesarcher

11. @jamesarcher

12. @jamesarcher

13. @jamesarcher

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16. @jamesarcher

17. @jamesarcher

19. @jamesarcher

20. @jamesarcher

21. @jamesarcher

22. @jamesarcher

23. @jamesarcher

24. Good design is
good business.
@jamesarcher

25. @jamesarcher

26. Every dollar invested
in ease of use returns
$10 to $100.
(Source: IBM)
@jamesarcher

27. @jamesarcher

28. @jamesarcher

29. @jamesarcher

30. @jamesarcher

31. SynergyCo
@jamesarcher

32. $100 million/year revenue
@jamesarcher

33. @jamesarcher

34. “We think the site just needs a
fresh coat of paint.”
@jamesarcher

35. Site messaging is unclear.
@jamesarcher

36. Pricing is confusing.
@jamesarcher

37. Site doesn’t give the user
enough information to be
willing to commit to buying.
@jamesarcher

38. Site talks about quality but
doesn’t demonstrate it.
@jamesarcher

39. No clear calls to action or lead
capture opportunities.
@jamesarcher

40. Contact form is difficult to find.
@jamesarcher

41. Using advertising to make up
for weak customer interest.
@jamesarcher

42. @jamesarcher

43. “It’s already built…we just need
someone to make it pretty.”
@jamesarcher

44. User has to go through training
before they can use the app.
@jamesarcher

45. Common user goals require too
many clicks to complete.
@jamesarcher

46. Important information isn’t
given high enough visibility.
@jamesarcher

47. User doesn’t understand the
full value of the product.
@jamesarcher

48. Product doesn’t provide
feedback on user actions.
@jamesarcher

49. Displays error messages instead
of interpreting user input.
@jamesarcher

50. Users have an underlying sense
of confusion or frustration
when using the product.
@jamesarcher

51. High user abandonment.
@jamesarcher

52. Low word-of-mouth
referral rate.
@jamesarcher

53. @jamesarcher

54. Losing existing users.
Losing potential users.
Losing potential referrals.
Losing perceived value.
Losing reputation.
Losing search ranking.
@jamesarcher

55. @jamesarcher

56. $100 million revenue
($100 billion potential revenue)
@jamesarcher

57. start
end
15° (8%)
end
60 miles
15 miles
@jamesarcher

58. start end
$1.2M
@jamesarcher

59. @jamesarcher

60. start end
$1.2M
end
15° (8%)
$300k
@jamesarcher

61. @jamesarcher

62. start end
$1.2M
end
15° (8%)
$300k
@jamesarcher

63. start end
$1.2M
end
90° (50%)
$1.8M
@jamesarcher

64. “Nothing is more expensive
than a cheap lawyer”
@jamesarcher

65. “Nothing is more expensive
than a cheap designer.”
@jamesarcher

66. @jamesarcher

67. Design isn’t what you
think it is.
@jamesarcher

68. @jamesarcher

69. @jamesarcher

70. “Uggghhhhhhh.…”
@jamesarcher

71. “You’ve got to be kidding me.…”
@jamesarcher

72. “Oh, come on!”
@jamesarcher

73. @jamesarcher

74. Design isn’t decoration.
@jamesarcher

75. Design isn’t decoration.
Design is problem solving.
@jamesarcher

76. @jamesarcher

77. Design isn’t art.
@jamesarcher

78. Design isn’t art.
Design is results.
@jamesarcher

79. Design isn’t opinion.
@jamesarcher

80. Design isn’t opinion.
Design is proven.
@jamesarcher

81. @jamesarcher

82. @jamesarcher

83. @jamesarcher

84. @jamesarcher

85. @jamesarcher

86. @jamesarcher

87. @jamesarcher

88. @jamesarcher

89. @jamesarcher

90. Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)
@jamesarcher

91. Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)
@jamesarcher

92. Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)
@jamesarcher

93. Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)
@jamesarcher

94. @jamesarcher

95. @jamesarcher

96. @jamesarcher

97. Design isn’t magical.
@jamesarcher

98. Design isn’t magical.
Design is methodical.
@jamesarcher

99. Prototype
experience, interaction,
visual design, language,
implementation, etc.
Study
assumptions, goals,
perception, emotions,
frustrations, etc.
Empathize
models, stories, personas,
values, priorities, etc.
@jamesarcher

100. Design = empathy
@jamesarcher

101. @jamesarcher

102. “The main tenet of design
thinking is empathy for the
people you’re trying to design for.”
@jamesarcher

103. @jamesarcher

104. “The responsibility of the designer
is to step out of their own
perspective, to really exercise
their empathy.”
@jamesarcher

105. @jamesarcher

106. “What’s more important than
process is mindset. And when it
comes to interaction design, that
mindset is having empathy.”
@jamesarcher

107. @jamesarcher

108. @jamesarcher

109. “On the altar of action orientation
and tough-mindedness, we’ve
sacrificed the fundamentally
human quality of empathy.”
@jamesarcher

110. It’s not “user-centered design”
until you prioritize the user.
@jamesarcher

111. It’s not “user experience design”
until you design for the user.
@jamesarcher

112. @jamesarcher #humanUX

113. @jamesarcher #humanUX
@jamesarcher

114. @jamesarcher #humanUX
@jamesarcher

115. @jamesarcher #humanUX
@jamesarcher

116. @jamesarcher

117. Prototype
experience, interaction,
visual design, language,
implementation, etc.
Study
assumptions, goals,
perception, emotions,
frustrations, etc.
Empathize
models, stories, personas,
values, priorities, etc.
@jamesarcher

118. Intuitiveness
Comfort
Functionality
Efficiency
Delight
@jamesarcher

119. A
B
B
@jamesarcher

120. A
C
B
m
6 ॐ
Study &
Empathize
@jamesarcher

121. Q: How many designers
does it take to put in a
lightbulb?
A: Why a lightbulb?
@jamesarcher

122. A
C
B
m
6 ॐ
Study &
Empathize 6
@jamesarcher

123. Design isn’t magical.
Design is methodical.
@jamesarcher

124. Design is a team sport.
@jamesarcher

125. Design is too important
to be left to designers.
@jamesarcher

126. There’s no room for ego
in great design.
@jamesarcher

127. @jamesarcher

128. Good design is
good business.
@jamesarcher

129. “Nothing is more expensive
than a cheap designer.”
@jamesarcher

130. Design isn’t what you
think it is.
@jamesarcher

131. Design isn’t decoration.
Design is problem solving.
@jamesarcher

132. Design isn’t art.
Design is results.
@jamesarcher

133. Design isn’t opinion.
Design is proven.
@jamesarcher

134. Design isn’t magical.
Design is methodical.
@jamesarcher

135. Prototype
experience, interaction,
visual design, language,
implementation, etc.
Study
assumptions, goals,
perception, emotions,
frustrations, etc.
Empathize
models, stories, personas,
values, priorities, etc.
@jamesarcher

136. Intuitiveness
Comfort
Functionality
Efficiency
Delight
@jamesarcher

137. A
C
B
m
6 ॐ
Study &
Empathize 6
@jamesarcher

138. Design is a team sport.
@jamesarcher

139. Design = empathy
@jamesarcher

140. @crowdfavorite | crowdfavorite.com
@fortydesign | forty.co
@jamesarcher
jamesarcher.me
james@jamesarcher.me

141. http://deep.design

142. @jamesarcher
jamesarcher.me
james@jamesarcher.me
@fortydesign
http://forty.co
@crowdfavorite
http://crowdfavorite.com
http://deep.design
Questions?