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Delight 2012 | Brian Kalma of Gemvara
The document discusses the importance of creating memorable customer experiences by balancing emotion and transaction in design. It highlights that customers are significantly more likely to make repeat purchases if their first experience includes a return, suggesting that even mundane initiatives can be transformed into opportunities for delight. Key takeaway is to give users a reason to remember the brand and recognize that memorable moments often arise outside of traditional design frameworks.
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Delight 2012 | Brian Kalma of Gemvara
- 1. Delightful Learnings BRIAN KALMA- @krianbalma
- 2. Background 2002 - 20102010 - 2011 2011 - Present
- 3.
- 4. Culture = Brand= Experience Principles
- 5. The Right Balanceof Emotion and Transaction
- 6. My Mantra Designing withonly standards in mind will yield only standard results. THAT IS NOT GOOD ENOUGH!!!
- 7. Blast from thepast
- 8. WHY? Home Page CategoryProduct Detail > 60% of users landed here
- 9. All the while…. Source:http://smallerbox.net Source: sodahead.com
- 10. Why? A customer was3-4x more likely to purchase again if their first purchase involved a return!
- 11. How can wetake otherwise mundane initiatives and turn them into memorable moments? The Opportunity
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- 16. The Gemvara Opportunityto Delight Close enough doesn’t have to be good enough
- 17. The Gemvara Opportunityto Delight EVERYONE ELSE GEMVARA
- 18. The Gemvara Opportunityto Delight
- 19. Finding Inspiration inAnything
- 20. Finding Inspiration inAnything
- 21. Finding Inspiration inAnything
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- 23. Key Takeaway Give yourusers a reason to remember you, and acknowledge the fact that often the best opportunities to create memorable moments live outside the realm of traditionally well designed experiences.
- 24. PS, Dogs alwaysdelight
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Editor's Notes
- #4 Learned an important lesson. No matter how cool you think your company is, no matter how cool others think your company is… YOU STILL HAVE TO SELL STUFF!
- #5 WHO YOU ARE BEHIND THE SCENES MANIFESTS ITSELF ON THE STAGE. YOUR CULTURE AND BRAND ARE TWO SIDES OF THE SAME COIN.
- #6 When you are in a certain field, in my case, ecommerce, there are necessary evils. It is what we do with those evils that make experiences memorable.
- #7 This mantra is something I apply to experiences or actions that lend themselves to being memorable… example…
- #8 Apologize about hurting your eyes. This is Zappos in 2006! EXPLAIN FOCUS ON 2 of 3 AREAS OF DELIGHT WE DECIDED TO NAIL: SERVICE AND LOGISTICS.
- #9 It may seem crazy to ignore your core site, but we were LASER focused on ensuring we had the BEST service and delivery experience known to commerce. And I think we set the standard. Mind you, I said standard. If someone wants to beat Zappos’ service, they will have to be outstanding, breaking the standard.
- #10 Over 5,000 Tweets (MIND YOU, THIS WAS 2008 at this point), Tons of emails with people
- #11 This is amazing. So we actively were trying to not create a text book “perfect experience” because perfect meant less sales for us. COUNTER TO EVERYTHING I WAS TAUGHT ABOUT GOOD EXPERIENCES!
- #12 Earlier I noted necessary evils
- #13 ON THAT NOTE, LETS TALK SEO…..Earlier I noted necessary evils. THIS IS WHAT WE CALLED: FOOTERSAURUS. We liked to ensure that we sprinkled our brand, our culture, into things that most of us knew was of little to no benefit to a customer. Hard time reconciling…. So we did this… and what happened?
- #14 Over 5,000 Tweets (MIND YOU, THIS WAS 2008 at this point), Tons of emails with people
- #15 Explain the initaitive, and lack of customer benefit….
- #16 The Results: Tweets, emails, FB posts, laughs….. Virality! Memories! Brand additive.
- #17 Earlier I noted necessary evils
- #18 While everyone in jewelry is pushing inventory, we are celebrating individualism and imagination. If you want it, you got it.
- #19 While everyone in jewelry is pushing inventory, we are celebrating individualism and imagination. If you want it, you got it.
- #20 While everyone in jewelry is pushing inventory, we are celebrating individualism and imagination. If you want it, you got it.
- #21 While everyone in jewelry is pushing inventory, we are celebrating individualism and imagination. If you want it, you got it.
- #22 While everyone in jewelry is pushing inventory, we are celebrating individualism and imagination. If you want it, you got it.
- #23 While everyone in jewelry is pushing inventory, we are celebrating individualism and imagination. If you want it, you got it.
- #24 Earlier I noted necessary evils
- #25 Earlier I noted necessary evils
- #26 Earlier I noted necessary evils
- #27 Earlier I noted necessary evils